mba570.marapr09.class3

+

MBA/570

Sustainable Customer Relationships

March / April 2009

+Agenda

Housekeeping

Marketing in the news

Workshop 2 review: major concepts

Discussion: Z-Wing marketing plan

Weekly inspiration: remarkable marketing

Next time…

MAR / APR 2009

In the News

http://www.nytimes.com/2009/03/03/health/03mind.html?_r=1&scp=1&sq=Maybe%20It%20Was%20the%20Commercials%20&st=cse

+Marketing in the news

Sneaky car marketing

MAR / APR 2009

+Marketing in the news

Sneakier car marketing

MAR / APR 2009

Twitter 101

Source: http://www.commoncraft.com/twitter

Source: http://www.ted.com/talks/view/id/473

+Not Everyone is Impressed

Source: http://current.com/items/89891774/twouble_with_twitters.htm

A Branding Story

+Top 10 Brand Recognition

1. Coca-cola

2. Sony

3. Toyota

4. Dell

5. Ford

6. Kraft

7. Pepsi

8. Microsoft

9. Apple

10. Honda

Think about brands or names

of products and services you

know. Considering everything,

which three brands do you

consider the best?

MAR / APR 2009

MAR / APR 2009

+The Pepsi Challenge

If people like the taste of Pepsi better, why do they drink Coke?

If people like Dunkin’ Donuts coffee better why do they drink Starbucks?

MAR / APR 2009

MAR / APR 2009

+The Pepsi Challenge

fMRI Give us a clue

When people know the brand they are drinking, they prefer Coca Cola

Impact shown in the pre-frontal cortex

MAR / APR 2009

+

Workshop II Review

MAR / APR 2009

The Perfect Pepsi

+The Marketing Mix

The 4 P’s

MAR / APR 2009

Spaceman From Pluto

3000

Would I lie to You?

Eight Arms to Hold You

NEW PRODUCTS AND WHY THEY SUCCEED OR FAIL

Slide 10-16

Newness Compared with Existing Products

• What is a New Product?

Newness in Legal Terms (Regular Distribution?)

Newness from the Company’s Perspective

• Regular Distribution

MAR / APR 2009

17

Sony’s PlayStation 2 and Microsoft’s Xbox How does the term “new” apply?

XboxPS2

MAR / APR 2009

http://www.xbox.com/en-US/default.htm

http://www.us.playstation.com/

22

FIGURE 10-B What it takes to launch one commercially successful new product

MAR / APR 2009

+

Multi-Channel Marketing

MAR / APR 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

+Multichannel Marketing

What is it?

NFL & NFLshop.com

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009

NFL Fantasy Football

MAR / APR 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

NFL Weekly Update E-Mail

NFL Commercial

NFL Shop Catalog

NFLSHOP.COM

Facebook Advertisement

The Next E-Mail

+

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

Putting it all together

Web – Fantasy Football He likes the Steelers

E-Mail – weekly game preview

Television – Steelers gear commercial

Direct mail – customized catalog

NFLShop.com – more customization

Facebook – discount for abandoned shopping cart

E-Mail – game preview with gear advertisement

MAR / APR 2009

+


Multichannel Marketing Multiplier

Web – Fantasy FootballMAR / APR 2009

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPSSlide 21-30

FIGURE 21-5 Why consumers shop and buy online

MAR / APR 2009

+The Long Tail


The internet opens new markets by aggregation

+The Long Tail



FIGURE 21-1 Trend in online shoppers and online retail sales revenue in the United States

MAR / APR 2009


FIGURE 21-2 Website design elements that drive customer experience

Slide 21-15MAR / APR 2009


Harley-Davidson What customer experience is created

by its website?

MAR / APR 2009

http://www.harley-davidson.com/


FIGURE 21-3 Internet access at home among U.S. households

MAR / APR 2009


FIGURE 21-4 Online consumer retail sales by product/service category: 2003 and 2007

MAR / APR 2009


MULTICHANNEL MARKETINGTO THE ONLINE CONSUMER

Dual Distribution

• Integrating and Leveraging Multiple Channels with Multichannel Marketing

Multichannel Retailers

Multichannel Marketing

MAR / APR 2009


FIGURE 21-6 Implementing multichannel marketing with promotional websites

MAR / APR 2009

One More Example…


+

Marketing ResearchThe biggest error people make in interpreting research

MAR / APR 2009

Ice Cream & Shark Attacks

ice cream sales

shar

k at

tack

s

Breast implants

lower cancer risk

but boost suicidesTuesday, 26 September 2006

Cosmos Online

QUEBEC CITY, Canada:

Women who have breast

implants have a much

lower rate of breast cancer

but a far higher suicide

rate than the general

population, a new

Canadian study shows.

However the suicide rate

among women with breast

implants is 73 per cent

higher than in the general

population. These findings

are published in a recent

issue of the American

Journal of Epidemiology.

Correlation ≠ Causation

+

Marketing Planning

MAR / APR 2009

13

FIGURE 22-2 The strategic marketing process: actions and information

MAR / APR 2009

14

FIGURE A The strategic marketing phases and corresponding output reports

MAR / APR 2009

15

THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS

Long-Range Marketing Plans

Annual Marketing Plans

• The Variety of Marketing Plans

MAR / APR 2009

FIGURE 22-3 Steps a large consumer packaged goods firm takes in developing its annual marketing plan

Slide 22-16MAR / APR 2009

+Porter’s four generic business strategies

MAR / APR 2009

+Porter’s four generic business strategies

MAR / APR 2009

Cost Leadership – Differentiation – Cost Focus – Differentiation Focus

+Porter’s Competitive Threat Landscape

MAR / APR 2009

+SWOT Analysis

MAR / APR 2009

The Product Life Cycle

MAR / APR 2009

Overlap of Life Cycle for Products A and B

WINDOWS 95

1991 1995 1996 1997

WINDOWS 3.1

+

Yoplait Case Study

MAR / APR 2009

+Yoplait Case Study

Why do you eat yogurt?

Because it tastes good: 48%.

For weight watching: 18%.

To maintain good health: 12%.

Where is yogurt in the PLC?

MAR / APR 2009

+Z-Wing Marketing Plan Discussion

MAR / APR 2009

+Z-Wing Marketing Discussion

Group C: Market Summary, SWOT Analysis, Competition

Group E: Product Offerings, Keys to Success, Critical Issues

Group F: Historical Results, Macro environment, Mission, Mktg. Objectives

Group B: Financial Objectives, Target Markets, Positioning

Group A: Strategies, Marketing Mix (4P’s), Marketing research

Group D: Financials (sales & break even), Implementation, Contingency Planning

MAR / APR 2009

+

Remarkable Marketing

MAR / APR 2009

Source: http://www.ted.com/index.php/talks/seth_godin_on_sliced_bread.html

+Create customer feedback loops

MAR / APR 2009

+Customer feedback loops

How does your company solicit feedback?

Surveys

Customer service

Returns

Share of voice

Brand recognition

MAR / APR 2009

+Six Sigma

MAR / APR 2009

DMAIC

Design – Measure – Analyze – Improve - Control

+Concept Review

Select appropriate product development initiatives

Create product implementation plans across organization functions

Create customer feedback loops

Develop metrics to track implementation and product performance

MAR / APR 2009

+Next Time. . .

Understanding customer value

Classic Airlines Problem Definition in class – classic airlines benchmarking

Field trip?

MAR / APR 2009

+Information Density

MAR / APR 2009

“I have only made this letter longer because I have not had the time to make it shorter.”

Blaise Pascal, (1623-1662) Lettres provinciales.

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