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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
Conceptual Models:

For Solving Marketing Problems&

Creating Advertising Solutions

From The Copy Workshop Workbook

kenichi ohmae
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.

kenichi ohmae3
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.”

kenichi ohmae4
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.”

the strategic triad

?

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

exploding the dot
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.

laddering
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

the learn feel do circle
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

from 4a s to 4r s
From 4A’s to 4R’s

The 4 R’s

  • Reaction
  • Relevance
  • Response
  • Relationship
  • The 4 A’s
    • Attention
    • Awareness
    • Attitude
    • Action
from 4p s to 4c s
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

the marcom matrix
The MarCom Matrix:
  • Advertising
  • Public Relations
  • Sales Promotion
  • Direct Marketing
  • Event Marketing
  • New Media/
  • Interactive
slide14

Strategy Selection Grid:

Product Class Definition

Target Group Selection

Message Element Selection

Rationale - based on information and/or judgment

the strategic triad15

?

  • Customer
  • Product
  • Competition
The Strategic Triad:
  • The Problem (?)
    • “The Problem the advertising must solve.”
slide16

4 More Grids:

  • Positioning
  • Marketing Warfare
  • Boston Consulting Group
  • Corporate Culture
positioning
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

marketing warfare
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

boston consulting group
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

corporate culture
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

combine them
Combine Them
  • Use them systematically
  • Use them creatively
  • Use them to present
examples
Examples:
  • Discuss/suggest a Brand or Marketing Problem
  • Use 2 different models on one problem
  • Use as presentation intro
thank you24
Thank You!

Questions

& Discussion