Session8 dynamite
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The document summarizes the evolution of marketing from a goods-dominant logic to a service-dominant logic. It compares key aspects of goods versus services like features/attributes and value propositions. It also uses IBM as an example of transitioning from a pure manufacturer to a hybrid model and finally a network model in line with service-dominant logic. The sources are listed as a paper by Cova and Salle on marketing solutions according to service-dominant logic.
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Initial_everspring
The document appears to be a presentation about IKEA's mission statement and efforts to improve it. It analyzes IKEA's current mission statement, noting its focus on customers, value creation, market scope, and core competencies. It then discusses IKEA's vision of creating a better everyday life for many people. The presentation proposes ways to make the mission statement more specific, increase its focus on product quality and sustainability, and reflect additional product lines. It also notes IKEA's goal of geographic and cultural expansion to reach more customers worldwide.
Session8 team7
The document discusses refining the approach of virtual co-creation from a customer perspective. It outlines how traditional innovation models involve companies designing and selling passive products, while co-creation approaches have customers playing an active role in product creation. It examines understanding consumer motivations for co-creation, how personality influences the process, and designing co-creation experiments. As an example, it analyzes Starbucks' "My Own Tumbler" project in China, finding they did not encourage ongoing participation or community interaction among consumers.
Initial volare8
Team Volare created a marketing strategy for Comintelli, a small B2B software company. Comintelli's current mission statement is brief and lacks clarity on its purpose. Team Volare suggested a new mission statement focusing on providing powerful information access solutions that value customers and excellence. They also set strategic goals to introduce a new low-cost software service to appeal to more customers, and target selling 5 licenses in 2012 and 100 in 2013.
Plan_The Kiwis
GreenShare is a car sharing service that aims to provide affordable, convenient, and sustainable transportation. The service allows members to easily rent a "green" Volvo from nearby stations for short trips within cities. GreenShare sees opportunities in untapped markets for short inner-city trips and occupying a green niche. Its marketing strategy uses both traditional and new media like social media to promote the brand's environmental values and position itself as part of the transportation ecosystem. The budget forecasts stable growth, cost recovery in the second year, and allocates 15% of revenue to marketing.
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Lifetouch is the largest employee-owned photography company in the world, with over 20,000 photographers across North America. For over 75 years, Lifetouch has focused on capturing moments that stand the test of time through school portraits, studio portraits, and church directories. Lifetouch prioritizes artistic excellence and technological innovation, developing specialized cameras and investing in ongoing training to honor each person photographed.
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The document outlines EverSpring's final marketing plan, including details about the company such as its mission to offer affordable home furnishings and vision for better living. It analyzes EverSpring's current customer base, offerings, and capabilities, and identifies strengths, weaknesses, opportunities, and threats. The plan proposes introducing a new "Tras" sock product line to expand into the hosiery market and increase EverSpring's home clothing presence.
Session8 volare
The document is a group assignment for a marketing strategy class discussing Google's value constellation approach. It summarizes how Google reconfigures roles between itself, users, and advertisers to create value for all parties. Users create value for Google through data that improves advertising, while Google creates value for advertisers through targeted ads and for users through products and services that enable value-creating activities. The assignment concludes that Team Volare has again successfully completed a marketing project.
Session 8_Kiwis
The document summarizes a research article that compares traditional reactive market research techniques like surveys and focus groups to more proactive co-creation techniques. The research found that co-creation techniques led to products with greater customer value and profitability for companies compared to reactive methods. Co-creation is especially effective early in the product development process for discovering latent customer needs.
Initial Dynamite
The document outlines a marketing plan for a headphone company called Dynamite. It includes sections on the company, mission statement, current product lineup (Urbanears, Coloud, Molami, Marshall), and marketing actions for the Urbanears and Molami brands. It proposes retaining the company's couture image, clear market segmentation, developing new brands, and unique distribution/communication. It concludes with an initial product idea for wireless headphones targeted towards active, fashion-conscious customers.
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Session8 dynamite
- 1. MARKETING SOLUTIONS IN ACCORDANCE WITH THE S-D LOGIC Group “Dynamite” Dejan Muftic Vladas Litvinas Yazan Al Rayyes Victoria Hellsten Irina Bandurevskaja Ian Titus Brenninkmeijer Group Dynamite, Session 8: S-D Logic 2012-09-19 Page 1
- 2. MARKET EVOLUTION Goods-dominant Transitional Service-dominant 2012-09-19 Group Dynamite, Session 8: S-D Logic Page 2
- 3. COMPARISON CO-CREATION Goods Transitional (Services) Service Feature/attribute Benefit Solution Value-added Co-production Co-creation of value Price Value delivery Value proposition Supply chain SOLUTIONS Value chain Value-creation network/ constellation Promotion Integrated marketing Dialogue communications SUPPLY CUSTOMER NETWORK NETWORK Group Dynamite, Session 8: S-D Logic 2012-09-19 Page 3
- 4. IBM - INTERNATIONAL BUSINESS (MACHINES) Pure manufacturer Hybrid IBM Network SHARE PRICE 2012-09-19 Group Dynamite, Session 8: S-D Logic Page 4
- 5. Sources Cova, B & Salle, R (2008) “Marketing solutions in accordance with the S-D logic”, Industrial Marketing Management vol 37 (2008), pp.270–277 2012-09-19 Group Dynamite, Session 8: S-D Logic Page 5
- 6. Dynamite! 2012-09-19 Group Dynamite, Session 8: S-D Logic Page 6
Editor's Notes
- Goods-base – a product is enough to make profitsTransitional stage – offering product and servicesService-dominant ERA – about creating an experience, providing solutions, creating networks
- IBM started off as pure manufacturing company providing industry with hardware.During 90s – beginning of 2000, the business went through a lot of organizational as well as strategy changes switching their focus towards services and customer solutions (inventing ATM, magnet strip etc)Today IBM creates NETWORK, as b2b company, they focus on delivering experiences and solutions. Ex IBM Smart Planet, Watson etc