某品牌市场营销培训教材(英文版)(ppt 31页)

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.
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
– Select Pizza - 3 Part Format – Select Country - Strategy Selection Grid – Problem Analysis - Full Audio/Music Now
Assignments:
Hand in Memo. Present Pizza!!
“M.O.S.T.”
Mission Objective Strategy Tactics
• Traditional business thinking drives from Mission or Objective • In the real world, things can also be driven from the “bottom up.”
• Sales Promotion
• Public Relations
• Direct Marketing
• Event Marketing
• Interactive
GE Focus System:
• Focus on the Receiver • Focus on the Proposition • Dramatize the Proposition
Low Think - Practical and functional products
Low Feel - Sensate and pleasurable products High Feel - Products that reflect on you High Think - Considered purchases
From 4A’s to 4R’s
The 4 A’s
• Attention • Awareness • Attitude • Action
The 4 R’s
• Reaction • Relevance • Response • Relationship
The Matrix:
• Advertising
and raise funds for your church, school, or community group Support will be…
Great American’s delicious quality and variety And it’s uniqueness as a fund-raiser.
Tone will reinforce the fun of popcorn and the superior quality of Great American’s offerings.
Combine Them
• Use them systematically • Use them creatively • Use them to present
Tonight’s Class:
Your Host…
January 14, 2004
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.
• Hand in Memo Assignment • Pizza Positioning Project - Brief Review • “A Swiss Army Knife for your brain”
– Strategic and Creative Thinking Lecture
• Form Agencies • Client Presentation - Full Audio/Music Now • Next Week - 1st Agency Presentations:
“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
and/or judgement
Great American Popcorn
Product Class Definition
Target Group Selection
Message Element Selection
Rationale -
based on information
and/or judgement
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.”
Tone/Brand Character will be…
Strategy Selection Grid:
Product Class Definition
Target Group Selection
Message Element Selection
Rationale -
based on information
• Wherever you start, all should be linked and integrated
The Strategic Triad:
?
• Customer
• Product
• Competition
• The Problem (?)
–“The Problem the advertising must solve.”
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
• Generic vs. Specific
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.”
the real nature of things, and imaginative reintegration of all the different
items into a new pattern… …using non-linear brainpower.”
Tonight’s Agenda:
Exploding the Dot!
High Think
Low Think
High Feel
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!
Advertising/Communications will convince groups that need fund-raising and people
looking for fun that the Great American Popcorn Company provides a great new way to enjoy an evening
High Feel Creative serving suggestions to demonstrate your skills.
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
Fun Snack
Popcorn
Evening
Enhancement
FundRaising
Everyone
People who like
popcorn
Better Snack Choice
Best Popcorn Choice
பைடு நூலகம்
Couples and Families
Goes w. Videos & Sports
Tonight’s Project
Full Audio... Music Now… Chris Gladwin
After the Presentation
• “The Intelligent Question Rule” will be in effect.
• Everyone must be prepared to ask one intelligent question.
The Three Part Format:
Advertising/Communications will convince (Target Audience)
that (Communications Objective) Support will be… Support Point 1 Support Point 2
Lecture:
“A Swiss Army Knife for your brain…”
Concepts We’ll Cover:
• M.O.S.T. • The Strategic Triad • Laddering • FCB Grid • “Exploding the Dot” • Learn/Feel/Do Circle • 4A’s to 4R’s • MarCom Matrix • GE Focus System • Three Part Format • Strategy Selection Grid
Church School Community Leaders
Great New Idea
Biggest Potential
Positions as Category Leader
Best Usage Occasion
Huge Incremental Business Potential
Great American Popcorn