Touching the intangible

2,176 views

Published on

MSc Corporate Communication USI Lugano
Smart manageable tools for smart management thinking

Published in: Business, Education
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,176
On SlideShare
0
From Embeds
0
Number of Embeds
40
Actions
Shares
0
Downloads
148
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Touching the intangible

  1. 1. Touching the intangible Smart manageable tools for smart management thinking 1 The business strategy (branding and positioning) 2 The products 3 Completing the mktg-mix Università Master Business ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  2. 2. 1 The business strategy The Endorser Brand Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  3. 3. 1 The business strategy Positioning strategy > Differentiation Strategy > Swiss Made > Segment: Firms, Individual Managers Allows to brainstorm, discuss and interact with a physical tool. > Communication Mix, Attributes being communicated young, innovative, agressive, pro-active, professional known for its efficacy and efficiency Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  4. 4. 2 The products Planning tool O’clock The Organization’s clock Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  5. 5. Planning tool 2 O’clock Sec., Min, Hours Day indicator: indicators Highlight the current day and deadline Disc with months A visual metaphor of an agenda, names in metal which also incorporates a clock. Each circle is broken down according to the dimension of time: months, Disc of the weeks Polycarbonate writable weeks, days of the week, 52 sectors disc with days numbers where one is able to indicate several with day names and space for appoints duties and assignments. Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  6. 6. Planning tool 2 O’clock An old alternative to the Gantt' solution: “organization ‘clock” for scheduling your professional year. Astronomic clock in Strasburg Cathedral (1842) The “organization ‘clock” for scheduling Catholic liturgical calendar. (Saints’ name like meeting) Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  7. 7. 2 The products Planning tool O’clock The Organization’s clock Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  8. 8. 2 The products Memo chip Targe’t Define the goal and evaluate its “state of the art” Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  9. 9. Memo chip 2 Targe’t Magnetic re-writable board: > One core point Key word for the core concept > 4 parameters Key words for the parameters > 3 “state of the art” sticks (removable) Three main colours: Green: ok, go on with that aspect Yellow: pay attention, be aware Red: danger, more efforts needed 80 mm Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  10. 10. Memo chip 2 Targe’t Idea evaluator > One core point Idea to evaluate: “evaluator system” > 4 parameters Flexibility, Utility, Feasibility, Originality > 3 “state of the art” sticks (removable) Three main colours: Green: ok, go on with that aspect Yellow: pay attention, be aware Red: danger, more efforts needed Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  11. 11. Memo chip 2 Targe’t Marketing Mix > One core point Name product/service: “Business Idea” > 4 parameters 4P > 3 “state of the art” sticks (removable) Three main colours: Green: ok, go on with that aspect Yellow: pay attention, be aware Red: danger, more efforts needed Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  12. 12. 2 The products Memo chip Targe’t Define the goal and evaluate its “state of the art” Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  13. 13. 2 The products Magnetic Matrix Place’t Combine the chips with biz matrix Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  14. 14. Magnetic Matrix 2 Place’t One board, many matrix. Axis X/Y Chip Field effort / impact > balanced score card Finance, > brand management chip Marketing, Budgeting market share / market growth > mktg mix chip Marketing, time/cost > mktg mix Marketing, Finance, HR, PR, > communication mix Corporate Communication… > brand management chip effort/risk > mktg mix chip Marketing, Finance, HR, PR knowledge / Involvement > Public and relative issue Crisis management, PR Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  15. 15. 2 The products Magnetic Matrix Place’t Combine the chips with biz matrix Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  16. 16. 2 The products Planning board Plann’t Combine the chips with a planning scheme Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  17. 17. Planning board 2 Plann’t Who, When, What… > Who is interested Write in the framework the person, the team or the division interested… > When – project milestones The long side of the board is a timeline > What is next step. - Chips Issues and 3 “state of the art” Three levels of priority: Green: ok, go on with that aspect Yellow: pay attention, be aware Red: danger, more efforts needed Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  18. 18. 2 The products Planning board Plann’t Combine the chips with a planning scheme Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  19. 19. 2 The products Tasks controller Task’t Visualize critical factors, timing and relevance of an issue. Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  20. 20. Tasks controller 2 Task’t The ideal promotional gadget… Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  21. 21. 2 The products Tasks controller Task’t Visualize critical factors, timing and relevance of an issue. Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  22. 22. 3 Completing the mktg-mix Packaging & Pricing Metal pack Targe’t - 3 pc. 250x250 mm Delux edition CHF 160 - 180 Metal pack O’Clock 500x500 mm Bundle pack Targe’t (5 pc.) + Delux edition Place’t + Plann’t CHF 240 - 260 500x350 mm Delux edition CHF 280 - 320 Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  23. 23. 3 Completing the mktg-mix Promotion Traditional media in order to promote the website > Marketing Content: Emphasis on product attributes: efficiency and efficacy of the tool; Improving your career through the use of the tool. Great argumentation means. Brainstorming facilitator. > People: PR efforts to get testimonials such as Samy Liechti, Otto Ineichen and other Marketing and Business Personalities. Samy Liechti CEO of Blacksocks.com Swiss Marketing Award Winner 2005 Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  24. 24. 3 Completing the mktg-mix Distribution > Internet: a web site, using the partner web site > Direct Marketing: contact to companies (mailing) > Dedicated Magazines > Try & Buy – Free distribution of Task’t as gadget Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  25. 25. 3 Completing the mktg-mix Ideas > Airports: having advertising on the businees class > Partner shops (Eg. Orange) > Magazines/Newspapers: CASH, Bilanz, Edicom, Kmumanager (Die unternehmer-Zeitung) > Exhibitions: «Marketing und Kommunications Messe Zürich» EXPO ‘06 Università Master Business Touching the intangible - Smart manageable tools for smart management thinking ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia
  26. 26. Touching the intangible Smart manageable tools for smart management thinking Thanks for your attention. Università Master Business ©2006 by della of Science in Visualization Bucher Francesca, Cammarata Vincenzo, Castagna Santos Milena, De Gady Consuelo, Donno Davide, Svizzera Communication Italiana and Economics SE 2006 Kahrmann Tim, Maj Valentina, Milani Sarah, Pazur Maja, Portmann Katherine, Yarovenko Natalia

×