1 / 34

HS285: Marketing Management Class Two May 30, 2013

HS285: Marketing Management Class Two May 30, 2013. Beth Goldstein. Today’s Class. Lucky By Design SMART Goals Henry Heinz Case Concept pitches and selection of teams . Lucky By Design: Chapters 1 – 11 . Joanna Alberti – Philosophies. Lucky By Design: Chapters 1 – 11 .

saeran
Download Presentation

HS285: Marketing Management Class Two May 30, 2013

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. HS285: Marketing Management Class Two May 30, 2013 Beth Goldstein

  2. Today’s Class • Lucky By Design • SMART Goals • Henry Heinz Case • Concept pitches and selection of teams

  3. Lucky By Design: Chapters 1 – 11 • Joanna Alberti – Philosophies

  4. Lucky By Design: Chapters 1 – 11 • Rob Olney, ETM Manufacturing

  5. Lucky By Design: Chapters 1 – 11 • Dr. Joseph Jabre, TeleEMG

  6. Clarity Increases Your Chance For Success! Success Rate (PDMA Research)

  7. S.M.A.R.T. Goals • Doubling in size every 2-3 years is NOT a SMARTGoal • Specific • Measurable • Actionable • Realistic • Time-Based

  8. S.M.A.R.T. Goal x • Increase revenue 50% next year

  9. S.M.A.R.T. Increase profit 20% from a specific customer group by the end of June 2013 by launching a new service thatmarket research proved my customers need and will pay for.

  10. Worksheet 2.1 • SMART Goal • What’s Your Single Most Important Goal?

  11. Heinz Pickle Pin from World Expo Can you sell it? To raise awareness for his stand at the Chicago World Fair, Heinz promised a souvenir to visitors: the "pickle pin". It's been called "one of the most famous giveaways in merchandising history.”

  12. Heinz Case – Setting the Stage • Let’s review Supply Side Changes in the late 1800’s • Productivity • Manufacturing/Technology • Communication & Transportation improvements • Mass production of food/distribution • Banking & credit availability

  13. Heinz Case – Setting the Stage • Demand Side Changes • Rising incomes • Rapid urbanization • Population growth • Change in labor force • New consumption possibilities

  14. Heinz Case • What are the risks and obstacles involved in trying to create a market for processed food? He started off with pickled horseradish, sold in clear glass bottles to market its high quality & purity to customers.

  15. Heinz Case • What factors were critical to achieve for Henry Heinz to succeed in creating a market for his products?

  16. Heinz Case • Where did Heinz get the information he needed to develop his business strategy?

  17. Heinz Case • How would you assess Heinz’s strengths as an entrepreneur/businessman

  18. Strengths • Commercial imagination • Tons of energy • Sales talents • Strategic insights • Empathy for consumer concerns • Commitment to build an enduring empire

  19. Weaknesses • Lacked financial acumen • Inability to identify managerial talent • Control freak • Deal-making skills were inadequate

  20. Heinz Case • Why did he fail in 1875? • How did his bankruptcy influence his future business dealings?

  21. Heinz Case • What role did branding play in Heinz’s strategy? • What role will it play with your companies?

  22. Heinz Case • What other modern brands would you compare to Heinz?

  23. You’re the Consultant • What advice would you have given Heinz to strengthen his ability to grow his company?

  24. Dip & Squeeze

  25. Heinz • What did they need to understand about their customers needs to change the design? • What do you think of their research technique? • How might this technique apply to your business?

  26. Old Ketchup Packet…

  27. 1.1 Million Likes

  28. Every Pitch Is An Opportunity

  29. Get It RIGHT! • How do we decide if we like the person delivering a message? • Body language • Tone of voice • Actual words 55% 38% 7% The mystery of text and email communication “OOPs” revealed! Source: John Daly, U of Texas

  30. Who’s Paying Attention Adults-Typical Attention Span • 15 to 30 seconds What did I just say???

  31. Ready for Pitches? • The Association of Cleantech Incubators of New England (ACTION) is New England’s leading network of cleantech incubators sharing the common goals of • Accelerating the growth and success of early-stage companies, • Strengthening the regional cleantech cluster, • Creating more green jobs in New England.  • Challenge: Create a membership program designed to allow members easy access to meeting space, programs and service offerings called ACTIONPass

  32. YOUR Business Concept Pitches • We offer_____________________________(unique competitive advantage) • to ___________________________________(target customer) • To meet or satisfy the __________________ ______________________________(customers’ need that your organization fulfills) • Wedo this by providing ______________________________(product/service description)

  33. Next Class Assignment: June 4 • Book: Lucky By Design: Chapters 12 – 14 • Review Social Media Critique Assignment • Case: American Well: The Doctor Will E-See You Now • Worksheets Due (ONE per team): • 4.1: Identifying the Right Opportunities • 12.1: Testing Your Customer Knowledge

  34. Special Guest Speaker • Michael Hunter, Undersecretary for Business Development, Commonwealth of Massachusetts • Heller alum • Be prepared with questions!

More Related