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Class 3: PowerPoint PPT Presentation

Class 3: Today’s objectives: Turn-in: Prep Assignment02 Review how Prep Assignments are used in class Issues with using the Web site Review next class assignments Current Events Lecture Review product/brand & positioning Targeting & Segmentation Review next class assignments

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Class 3 l.jpg

Class 3:

Today’s objectives:

  • Turn-in:

    • Prep Assignment02

    • Review how Prep Assignments are used in class

  • Issues with using the Web site

  • Review next class assignments

  • Current Events

  • Lecture

    • Review product/brand & positioning

    • Targeting & Segmentation

  • Review next class assignments

UNCG - Roehm


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Next class assignment:

UNCG - Roehm


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Class 3:

Next Lecture Learning objectives:

  • Review (STP: Segmenting, Targeting & positioning)

  • Introduce marketing research

UNCG - Roehm


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Class 3:

THIS Lecture Learning objectives:

  • Review difference between product &brand

  • Review brand positioning

  • Understand targeting & segmentation

UNCG - Roehm


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Class 3:

Review Prep Assignment01A &B

Current Events:

Brand Revival

UNCG - Roehm


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Week 2

Product & Brand:

  • Kotler, p.11, says a Brand is...

  • An offering from a known source.

  • Brand name (logo, icons)=represents/ identifies the offering

  • Brand image is made up with the associations about brand that consumers’ store in their memory.

  • How is positioning and Brand image related?

UNCG - Roehm


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Class 3:

Product & Brand:

  • An example: Proctor&Gamble (P&G) Crest brand

  • In marketing terms, what is P&G?

  • What is Crest?

  • Consider the positioning change of Crest.

UNCG - Roehm


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Class 3:

Product & Brand:

  • Is Tiger Woods a brand?

  • Is Intel a brand?

  • Is a computer CPU a brand? (e.g. 486)

  • Is Pentium a brand?

  • Is New York City * a brand?

UNCG - Roehm


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Class 3:

Product & Brand:

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Class 3:

Product & Brand:

  • Summary:

  • Positioning is marketing efforts to create a certain image in consumers minds.

  • Positioning results in associations

  • Positioning results in brand image

  • Brand equity is the goal

  • How do you measure/quantify brand equity?

  • Positioning is supported by the 4P’s:

  • Example product design

  • Next example of product failed, but brand was still good.

UNCG - Roehm


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Class 3:

Product level analysis incorrectly applied to brands.

  • Example - Product Life Cycle (PLC)

    • PLC: It is drawing a parallel between human being’s life & a product’s life

UNCG - Roehm


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Class 3:

Product Life Cycle graph example

sales

Intro

Growth

Maturity

Decline

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Intro

Grow

Maturity

Decline

Class 3:

IPANA TOOTHPASTE PLC FAILURE

  • USED PRODUCT LEVEL ANALYSIS TO MAKE BRAND LEVEL DECISIONS

  • 50’s: A top brand of toothpaste in US

  • Sales...

1960

1968

Sales

UNCG - Roehm


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Class 3:

IPANA TOOTHPASTE PLC FAILURE

  • Parent company stopped production in 1968

  • Name bought in 69

    • Updated the formula

    • No promotions budget

  • 250K sales in 69 by ONLY fixing the product, no other “P” involved

  • 1973: 1.52 mil adults using

  • Question: How does this happen?

  • UNCG - Roehm


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    Class 3:

    REVIEW POSITIONING:

    • What are the two parts of positioning?

    • Membership

    • Point of Difference

    • Now give me 7UP’s membership?

    • Now give me 7UP’s Point of difference?

    UNCG - Roehm


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    Class 3:

    REVIEW POSITIONING:

    • Positioning statement:

    • Summary of your positioning goals.

    • It typically has a set format

    • Four parts:

      1 Membership

      2 Target market

      3 Point of difference

      4 Reason to believe

    UNCG - Roehm


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    Class 3:

    REVIEW POSITIONING:

    Bella -Judge a positioning statement:

    • Choice A:

    • Choice B:

    • Choice C:

    UNCG - Roehm


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    Class 3:

    REVIEW POSITIONING:

    • Review Assignment 2A

    • Example AD - in Wired Magazine – Mavica

    UNCG - Roehm


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    Class 3:

    • REVIEW POSITIONING:

    • Membership

    • Target Market

    • POD

    • RTB

    UNCG - Roehm


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    Class 3:

    • REVIEW POSITIONING:

    • MEM -

    • TM -

    • POD –

    • RTB -

    UNCG - Roehm


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    Class 4:

    Lecture Learning objectives:

    • Review difference between product &brand

      • Problem of product level analysis applied to brand (Product Life Cycle)

    • Review brand positioning

      • Look at 4 elements of positioning statement

    UNCG - Roehm


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    Class 3:

    Class wrap-up:

    • Review (STP: Segmenting, Targeting & positioning)

    • Introduce marketing research

    • Learn important quantitative marketing analysis and how it can help segmenting, targeting & positioning

      • Continue the discussion of index numbers

      • Discuss marketing math

      • Discuss marketing research issues

    UNCG - Roehm


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