1 / 22

Class 3:

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

Gabriel
Download Presentation

Class 3:

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. 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

  2. Next class assignment: UNCG - Roehm

  3. Class 3: Next Lecture Learning objectives: • Review (STP: Segmenting, Targeting & positioning) • Introduce marketing research UNCG - Roehm

  4. Class 3: THIS Lecture Learning objectives: • Review difference between product &brand • Review brand positioning • Understand targeting & segmentation UNCG - Roehm

  5. Class 3: Review Prep Assignment01A &B Current Events: Brand Revival UNCG - Roehm

  6. 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

  7. 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

  8. 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

  9. Class 3: Product & Brand: UNCG - Roehm

  10. 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

  11. 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

  12. Class 3: Product Life Cycle graph example sales Intro Growth Maturity Decline UNCG - Roehm

  13. 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

  14. 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

  15. 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

  16. 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

  17. Class 3: REVIEW POSITIONING: Bella -Judge a positioning statement: • Choice A: • Choice B: • Choice C: UNCG - Roehm

  18. Class 3: REVIEW POSITIONING: • Review Assignment 2A • Example AD - in Wired Magazine – Mavica UNCG - Roehm

  19. Class 3: • REVIEW POSITIONING: • Membership • Target Market • POD • RTB UNCG - Roehm

  20. Class 3: • REVIEW POSITIONING: • MEM - • TM - • POD – • RTB - UNCG - Roehm

  21. 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

  22. 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

More Related