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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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Presentation Transcript
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

UNCG - Roehm

class 33
Class 3:

Next Lecture Learning objectives:

  • Review (STP: Segmenting, Targeting & positioning)
  • Introduce marketing research

UNCG - Roehm

class 34
Class 3:

THIS Lecture Learning objectives:

  • Review difference between product &brand
  • Review brand positioning
  • Understand targeting & segmentation

UNCG - Roehm

class 35
Class 3:

Review Prep Assignment01A &B

Current Events:

Brand Revival

UNCG - Roehm

week 2
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

class 37
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

class 38
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

class 39
Class 3:

Product & Brand:

UNCG - Roehm

class 310
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

class 311
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

class 312
Class 3:

Product Life Cycle graph example

sales

Intro

Growth

Maturity

Decline

UNCG - Roehm

class 313

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

class 314
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

class 315
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

class 316
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

class 317
Class 3:

REVIEW POSITIONING:

Bella -Judge a positioning statement:

  • Choice A:
  • Choice B:
  • Choice C:

UNCG - Roehm

class 318
Class 3:

REVIEW POSITIONING:

  • Review Assignment 2A
  • Example AD - in Wired Magazine – Mavica

UNCG - Roehm

class 319
Class 3:
  • REVIEW POSITIONING:
  • Membership
  • Target Market
  • POD
  • RTB

UNCG - Roehm

class 320
Class 3:
  • REVIEW POSITIONING:
  • MEM -
  • TM -
  • POD –
  • RTB -

UNCG - Roehm

class 4
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

class 322
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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