big idea of the day eric n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Big Idea of the Day--Eric PowerPoint Presentation
Download Presentation
Big Idea of the Day--Eric

Loading in 2 Seconds...

play fullscreen
1 / 31

Big Idea of the Day--Eric - PowerPoint PPT Presentation


  • 96 Views
  • Uploaded on

Big Idea of the Day--Eric. Big Idea?. Interrogate the product. Until it confesses!. Step One: What does WD-40 stand for?. Answers to:. What are some uses? What is its greatest strength? What do people have against it? Why is this more than a commodity?

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Big Idea of the Day--Eric' - kaoru


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.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
interrogate the product
Interrogate the product

Until it confesses!

answers to
Answers to:
  • What are some uses?
  • What is its greatest strength?
  • What do people have against it?
  • Why is this more than a commodity?
  • How does it fit into people’s lives (when do they use it)?
what if we had to write a positioning statement based on what we know
What if we had to write a positioning statement based on what we know

For target audience WD-40 is the frame of reference thatbenefit

what kind of ads could we do
What kind of ads could we do?

Insight, sell, twist

investigate the marketplace category
Investigate the Marketplace (category)
  • Demographics (incl. socioeconomic and cultural)
  • Psychographics (esp. values and attitudes)
  • Benefits sought
  • Buying behavior (seasonality, occasions, usage rate)
  • Brand Loyalty (what unites loyalists?)
simmons choices iii
Simmons Choices III
  • Survey: 5,000 questions; 50,000 possible answers
  • Sample : 30,000 adults
  • Product categories; demographics; lifestyles; attitudes
  • Demographic/psychographic cross tab mother lode
simmons choices iii demo
Simmons Choices III Demo
  • Think MRI+ with depth and breadth
strategic questions
Strategic Questions
  • How might we want to position our product if we wanted to increase use with our best customers?
  • How might we want to position our product if we wanted to create trial with our least frequent customers?
homework simmons due first class next week
Homework—Simmons Due first class next week
  • In teams of three
  • Cross tabs
  • Columns: 1) Home Pregnancy Test used last 12 months (“yes”); 2) Attitudes>Health & Medicine> Any agree: OTC store brands work like advertised brands.
  • Rows: Demographics: 1) Age 22-24; Age 40-44
  • Answer: 1) Which is the better target and why?; 2) should they create a store brand or not?
teams 208 2
Teams 208.2
  • Adamus, Danzinger, Di Francesco
  • Elkin, Fox, Kaiser
  • Kaye, Kittel, Liu
  • Morrissey, Nadal, Rackover
  • Rubino, Schaefer
  • Ghias, Gurss
details
Details
  • 3 Choices III leaded computers in Bird Library, 3rd Fl.
  • GSIC (“Geographic and Statistical Information Center”)
  • Terminals reserved for us: Thurs. 1/27 10am-10pm; Fri 1/28 10am-6pm
  • Any trouble talk to Michael Pasquloni, 2nd Fl, rm 200
knowing the truth of the category helps you
Knowing the truth of the category helps you…
  • Break out of the false man-made (leader dominated) category
  • Sheehan’s first law
tampon advertising
Tampon Advertising

What is it like?

knowing the marketplace psychographics
Knowing the marketplace psychographics…
  • Helps you create psychographic segmentation
  • Nissan segments