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Brand value fulfillment_sjw

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Compares perceived value in marketing consumer goods to actual value and how brands can use social marketing to build relationships with their customers.

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Brand value fulfillment_sjw

  1. 1. consumer marketing<br />Perceived Value offerings<br />True Need fulfillment<br />Actual value offerings<br />Benefits of Social Marketing<br />Stacey Waldspurger<br />
  2. 2. Cardboard box<br />
  3. 3. perceived Value<br />A “Move-ME” unit <br />
  4. 4. Nike spends $1.7 billion on advertising annually. (omg.)<br />
  5. 5.
  6. 6. Here’s a secret, They’re all more or less the same.<br />
  7. 7. Hierarchy of Needs<br />18<br />Maslow<br />5<br />Self Actualizing Needs<br />Self development and realization<br />4<br />Esteem Needs<br />Self esteem, recognition, status<br />3<br />Social Needs<br />Sense of belonging, Love<br />2<br />Safety Needs<br />Security and Protection<br />1<br />Physiological Needs<br />Food, water, shelter<br />2<br />
  8. 8. Targeting Weakness! <br />18<br />5<br />Self Actualizing Needs<br />Self development and realization<br />4<br />Esteem Needs<br />Self esteem, recognition, status<br />3<br />Social Needs<br />Sense of belonging, Love<br />2<br />Safety Needs<br />Security and Protection<br />1<br />Physiological Needs<br />Food, water, shelter<br />2<br />
  9. 9. Target Fulfillment Needs<br />18<br />Attempting to<br />5<br />Self Actualizing Needs<br />Self development and realization<br />4<br />Esteem Needs<br />Self esteem, recognition, status<br />3<br />Social Needs<br />Sense of belonging, Love<br />2<br />Safety Needs<br />Security and Protection<br />1<br />Physiological Needs<br />Food, water, shelter<br />2<br />
  10. 10. Recycled bottles<br />Energy Savings<br />Shop Locally<br /> “Feel good by doing good” purchases<br />5<br />Self Actualizing Needs<br />Self development and realization<br />4<br />Esteem Needs<br />3<br />Social Needs<br />2<br />Safety Needs<br />1<br />Physiological Needs<br />
  11. 11. Actual Value<br />
  12. 12. I told all my friends!<br />Moisturizer evangelist!<br />
  13. 13. 80%<br />Of advertising is “word of mouth”<br />150%<br />wow.<br />5xmore<br />Of sales comes from top 20% <br />30%<br />Cost of a new customer vs existing<br />US adults in LOHAS market in 2000<br />
  14. 14. “The Power is with the Consumer”<br />P&G Chairman, A.G. Lafley<br />
  15. 15. Raise the stakes on low involvement purchases<br />Add value buy connecting to a consumers values.<br />Seventh Generation Advertising: $99,000<br />Tide Advertising: $133.8 Million<br />
  16. 16. So, what have you learned, brands?<br />
  17. 17. #1. Pay attention.Get to know your customer’s needs. What fulfills them?<br />
  18. 18. #2. Trust is paramount to connecting with a community.<br />
  19. 19. #3. PracticeValue Based Marketing:<br />Align your mission, vision and valuesto your customer’s mind, heart and spirit<br />
  20. 20. 8<br />4. This is also your opportunity to give back. It’s a win win.<br />
  21. 21. References:<br />Kotler, P., Lee, N. (2009). Up and Out of Poverty, The Social Marketing Solution. Wharton School Publishing, 1- 69. <br /> <br />Kotler, P., & Keller, K. (2008). Marketing Management (13th ed.). Prentice Hall.<br /> <br />Patagonia polishes off the ‘magic bullet’ of word-of-mouth advertising - Internet Retailer. (n.d.). . Retrieved February 23, 2011, from http://www.internetretailer.com/2004/02/18/patagonia-polishes-off-the-magic-bullet-of-word-of-mouth-a<br />Gatorade.com. (n.d.). . Retrieved February 23, 2011, from http://www.gatorade.com/default.aspx#home<br />Nike's star endorsements worry Wall Street - MSN Money. (n.d.). . Retrieved February 23, 2011, from http://articles.moneycentral.msn.com/Investing/CNBC/TVReports/NikeStarEndorsements.aspx<br />Seventh Generation aims for green market growth | Reuters. (n.d.). . Retrieved February 23, 2011, from http://www.reuters.com/article/2009/08/08/us-seventhgeneration-interview-idUSTRE57710720090808?pageNumber=2<br />

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