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Conceptual Models: For Solving Marketing Problems & Creating Advertising Solutions From The Copy Workshop Workbook Kenichi Ohmae “In business as on the battlefield… …the object of strategy is to bring about the conditions most favorable to one’s own side. “In strategic thinking, one first seeks a clear understanding of the particular character of each element of a situation… …and then makes the fullest possible use of human brainpower to restructure the elements in the most advantageous way. Kenichi Ohmae “Phenomena and events in the real world do not always fit a linear model. “Hence, the most reliable means of dissecting a situation into its constituent parts… …and then reassembling them in the desired pattern is not a step-by-step methodology such as systems analysis. “Rather, it is that ultimate non-linear thinking tool, the human brain.” Kenichi Ohmae “No matter how difficult or unprecedented the problem, a breakthrough to the best possible solution can come only from a combination of rational analysis based on the real nature of things, and imaginative reintegration of all the different items into a new pattern… …using non-linear brainpower.” The Strategic Triad: ? • Customer • Product • Competition • The Problem (?) –“The Problem the advertising must solve.” The FCB Grid: THINKING FEELING HIGH THINK HIGH FEEL LOW THINK LOW FEEL “The FCB Grid reveals in a graphic, tangible way how consumers approach the purchase of a particular product or service.” Low Think - Practical and functional products Low Feel - Sensate and pleasurable products High Feel - Products that reflect on you High Think - Considered purchases Exploding the Dot! High Think High Feel Low Think Low Feel Example: Old El Paso (American brand of Mexican Food) High Think Variety, good nutrition Low Think Easy, economical, special savings Low Feel Fun and flavor. Ole! High Feel Creative serving suggestions to demonstrate your skills. Laddering: Values Consumer Benefits Product Benefits Features Attributes • A good framework to analyze your product and how it benefits the consumer. • Go up and down the ladder to look for the strongest lines of development. • Generic vs. Specific The Learn/Feel/Do Circle: • Three behaviors associated with product involvement • Enter at any place • Go in any direction. • Learn/Feel/Do • Learn/Do/Feel • Feel/Learn/Do • Do/Learn/Feel From 4A’s to 4R’s The 4 A’s • Attention • Awareness • Attitude • Action The 4 R’s • • • • Reaction Relevance Response Relationship From 4P’s to 4C’s The 4 P’s The 4 C’s* • Product • Price • Place • Promotion • People (5th P) • • • • Consumer Cost Convenience Communication * Thanks to Robert Lauterborn The MarCom Matrix: • Advertising • Public • Sales Relations Promotion • Direct Marketing • Event Marketing • New Media/ Interactive Strategy Selection Grid: Product Class Definition Target Group Selection Message Element Selection Rationale based on information and/or judgment The Strategic Triad: ? • Customer • Product • Competition • The Problem (?) –“The Problem the advertising must solve.” 4 More Grids: • Positioning • Marketing Warfare • Boston Consulting Group • Corporate Culture Positioning • Result of message overload #1/BEST • Occurs “in mind of AGAINST consumer” • Often mis-used NICHE • Good positions are NEW usually very simple. CATEGORY • Re-positioning can be very difficult. Marketing Warfare DEFENSE OFFENSE FLANKING • Result of competitive market overload • Zero-sum game • Uses principles of Von Clausewitz military strategist • Useful for planning and understanding competitive situation Boston Consulting Group CATEGORY GROWTH COW STAR DOG ? • Portfolio Management • Useful model - but don’t overuse • Key issue - category growth • Here’s how it works... Corporate Culture LOW FEEDBACK HIGH BET YOUR COMPANY PROCESS MACHO WORK HARD PLAY HARD • Reasons for internal behavior • May be different departments • Helps us understand client cultures • Helps us understand other behaviors Combine Them • Use them systematically • Use them creatively • Use them to present Examples: • Discuss/suggest a Brand or Marketing Problem • Use 2 different models on one problem • Use as presentation intro Thank You! Thank You! Questions & Discussion