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Conceptual Models:

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.

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Conceptual Models:

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  1. Conceptual Models: For Solving Marketing Problems& Creating Advertising Solutions From The Copy Workshop Workbook

  2. 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.

  3. 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.”

  4. 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.”

  5. ? • Customer • Product • Competition The Strategic Triad: • The Problem (?) • “The Problem the advertising must solve.”

  6. The FCB Grid: “The FCB Grid reveals in a graphic, tangible way how consumers approach the purchase of a particular product or service.” THINKINGFEELING HIGH FEEL HIGH THINK Low Think - Practical and functional products INVOLVEMENT Low Feel - Sensate and pleasurable products LOW FEEL LOW THINK High Feel - Products that reflect on you High Think - Considered purchases

  7. Exploding the Dot! Example: Old El Paso (American brand of Mexican Food) High Think High Feel High Think Variety, good nutrition Low Think Easy, economical, special savings Low Think Low Feel Fun and flavor. Ole! Low Feel High Feel Creative serving suggestions to demonstrate your skills.

  8. Laddering: • A good framework to analyze your product and how it benefits the consumer. Values Consumer Benefits • Go up and down the ladder to look for the strongest lines of development. Product Benefits Features • Generic vs. Specific Attributes

  9. The Learn/Feel/Do Circle: • Three behaviors associated with product involvement Feel Learn • Enter at any place • Go in any direction. • Learn/Feel/Do • Learn/Do/Feel • Feel/Learn/Do • Do/Learn/Feel Do

  10. From 4A’s to 4R’s The 4 R’s • Reaction • Relevance • Response • Relationship • The 4 A’s • Attention • Awareness • Attitude • Action

  11. From 4P’s to 4C’s The 4 C’s* • Consumer • Cost • Convenience • Communication • The 4 P’s • Product • Price • Place • Promotion • People (5th P) * Thanks to Robert Lauterborn

  12. The MarCom Matrix: • Advertising • Public Relations • Sales Promotion • Direct Marketing • Event Marketing • New Media/ • Interactive

  13. Strategy Selection Grid: Product Class Definition Target Group Selection Message Element Selection Rationale - based on information and/or judgment

  14. ? • Customer • Product • Competition The Strategic Triad: • The Problem (?) • “The Problem the advertising must solve.”

  15. 4 More Grids: • Positioning • Marketing Warfare • Boston Consulting Group • Corporate Culture

  16. Positioning • Result of message overload • Occurs “in mind of consumer” • Often mis-used • Good positions are usually very simple. • Re-positioning can be very difficult. #1/BEST AGAINST NICHE NEW CATEGORY

  17. Marketing Warfare • Result of competitive market overload • Zero-sum game • Uses principles of Von Clausewitz - military strategist • Useful for planning and understanding competitive situation DEFENSE OFFENSE FLANKING GUERRILLA

  18. Boston Consulting Group CATEGORY GROWTH • Portfolio Management • Useful model - but don’t overuse • Key issue - category growth • Here’s how it works... STAR COW MARKET SHARE ? DOG

  19. Corporate Culture LOW FEEDBACK HIGH • Reasons for internal behavior • May be different departments • Helps us understand client cultures • Helps us understand other behaviors BET YOUR COMPANY MACHO HIGH RISK LOW WORK HARD PLAY HARD PROCESS

  20. Combine Them • Use them systematically • Use them creatively • Use them to present

  21. Examples: • Discuss/suggest a Brand or Marketing Problem • Use 2 different models on one problem • Use as presentation intro

  22. Thank You!

  23. Thank You! Questions & Discussion

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