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Q1 Strategic Direction and Brand Design
- 1. Quarter 1Quarter 1 January 23, 2017Copyrighted in its entirety, Innovative Learning Solutions,
- 2. Establish the Firm’s Strategic Direction and Setting Up Shop (with a focus on brand design considerations.)
- 3. • Name the company • Assign the organizational responsibilities • Share personal learning goals • Establish team norms
- 6. Things to think about as youThings to think about as you design your first brandsdesign your first brands
- 7. Customers Buy Benefits, Not FeaturesCustomers Buy Benefits, Not Features
- 8. Using the computer on the road is important to the Traveler’s segment.
- 9. Slim, rugged,Slim, rugged, portable designportable design 10” color,10” color, flat screen for portableflat screen for portable Network andNetwork and internet connectionsinternet connections Using the computer on the roadUsing the computer on the road
- 10. Is more speed, software applications, memory, keys on the keyboard, etc. always valued? Could “more of some feature” even make a customer unhappy? To answer these questions, you must understand the elasticity of your components.
- 11. Searching for the Market’s Response Function
- 12. How many peanuts would you put into the candy bar?How many peanuts would you put into the candy bar?
- 13. None // A few? // A bunch? // A whole lot?
- 14. Baby Ruth // Snickers// Payday // Milky Way
- 15. Baby Ruth // Snickers // Payday // Milky Way
- 17. Number of Peanuts Level of Enjoyment Um-um good Yuk None Few Bunch Whole lot
- 18. Chocolate // Caramel // Nougat Coconut // Rice // Peanut Butter
- 19. Hot Cold Less More Hot Cold Less More More is always better More is good to a point then ceases to add excitement OR
- 20. A little is just right, more only takes away valueCold Hot Less More Hot Cold Less More More adds value to a point & then takes away value OR
- 21. Hot Cold Less More Little interest until threshold is crossed Hot Cold Less More Any amount is bad OR
- 22. Hot Cold Less More No reaction/indifferent To having the feature
- 23. More memory More functions on the keyboard More software More… Just like the candy bar ingredients, you must discover the response function for each PC component.
- 24. Rugged Micro- High res Wireless 6-hour Low-profile, Compact Trackball Wrist rest casement circuitry resolution modem battery built-in disk, keyboard mouse on keyboard flat LCD CD drives display Portability Use on road Connect to office Easy to use
- 25. • Managing the team • Organizing the work • Deciding what one wants from the learning experience
- 26. • Market opportunity analysis • Strategic and tactical planning • Segmentation and target marketing • Financial management
- 27. • Game theory – competitive positioning • Brand design • linking product features to customer benefits • finding the customer’s response functions • Financial liquidity – cash versus assets
- 28. Copyright Dominique Garval 2003 ControlsControls ObjectivesObjectives StrategyStrategy TacticsTactics Resources made available Strategic options Choice of one option (Chosen Option = Strategic Thrusts) Internal appraisal External appraisal Tactical Plans Execution Definition of problem Note : The chosen option is made of « Strategic Thrusts » Tactics Strategy Formulation Strategic AnalysisProblem