Thursday, January 14, 2010

Welcome
Thursday, January 14, 2010

''As Tiger takes a break from the public eye, we will
support his desire for privacy by limiting his role in our
marketing programs,'' Gillette said Saturday.

"Given the circumstances of the last two weeks, after
careful consideration and analysis, the company has
determined that he is no longer the right
representative for its advertising. Accenture said that it
wishes only the best for Tiger Woods and his family."

"We support Tiger's decision and our thoughts will be
with him and his family. We are presently evaluating our
ongoing relationship with him."

December 2009
Marketing 571
Chapter one
“There is no perfect pickle”

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sagittis pellentesque fermentum, a amet Malcolm Gladwell
1 2

December 2009
Marketing 571
Chapter two
“Attack of the Lizard Brain!”

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buyerridiculus
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segmentation
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perceptual
ultricies mapping
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Clotaire Rapaille
13 14

December 2009
Marketing 571
Chapter three
“Be Remarkable”
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cras. Phasellus estremarkable marketing
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product
arcu ultrices. development
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pricing
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Seth Godin
25 26

Concept Review

Twitter

video
Buyer behavior

Post-
Problem Information Alternative Purchase
purchase
Recognition Search Evaluation Decision
Behavior
“I want a car, but I

have no money”

Post-
purchase
Behavior
How to steal a car

Post-
purchase
Behavior

Post-
purchase
Behavior

Post-
purchase
Behavior

The rational consumer

Segmentation

How do we serve customers with
varied needs?

Age

Sex
(Pat?)
Race
(who the hell is this?)

Behavior

Perceptual mapping

Perceptual Mapping
classy
conservative sporty
practical
Try other dimensions
wasteful
small large
fuel efficient
Try other dimensions
Single
Youth Mature
Family
Branding

HOW TO BRIDGE
THE DISTANCE
BETWEEN
BUSINESS STRATEGY
AND DESIGN

Exercise: brand awareness
Top of mind, 3 items
Tiger
Laptops Cars Fast food
Woods

* The brand value of Coca-Cola includes Diet Coke, Coke Light and Coke Zero
THE TOP 100 ** The brand value of Pepsi includes Diet Pepsi and Pepsi
*** Budweiser’s value includes both Bud Light and Bud
**** ING value includes ING Bank and ING Insurance
:V\YJL!4PSS^HYK)YV^U6W[PTVYPUJS\KPUNKH[HMYVT)YHUKA+H[HTVUP[VYHUK)SVVTILYN
TOP 100 Most Valuable Global Brands 2009 TOP 100 TOP 100 TOP 100
# Brand Brand Value % Brand Value # Brand Brand Value % Brand Value # Brand Brand Value % Brand Value # Brand Brand Value % Brand Value
09 ($M) Change 09 vs. 08 09 ($M) Change 09 vs. 08 09 ($M) Change 09 vs. 08 09 ($M) Change 09 vs. 08
1 100,039 16% 26 21,294 85% 51 13,562 -8% 76 8,609 -1%
2 76,249 8% 27 21,192 9% 52 *** 13,292 23% 77 8,601 36%
3 * 67,625 16% 28 20,059 67% 53 13,242 -6% 78 8,219 20%
4 66,622 20% 29 19,395 5% 54 12,970 16% 79 8,154 N/A
5 66,575 34% 30 19,079 3% 55 12,549 33% 80 8,052 168%
6 63,113 14% 31 18,945 N/A 56 12,396 17% 81 7,927 -31%
7 61,283 7% 32 18,233 N/A 57 12,254 -17% 82 7,862 13%
8 59,793 -16% 33 17,965 -25% 58 12,061 8% 83 7,852 -20%
9 53,727 45% 34 17,713 -8% 59 11,999 -4% 84 7,777 -8%
10 49,460 33% 35 17,467 -20% 60 10,997 6% 85 7,512 -18%
11 41,083 19% 36 16,353 N/A 61 10,991 N/A 86 7,468 15%
12 38,056 36% 37 16,228 -34% 62 10,911 34% 87 7,427 7%
13 35,163 -20% 38 16,035 10% 63 10,864 22% 88 7,415 -38%
14 29,907 -15% 39 15,776 5% 64 10,841 N/A 89 7,260 -40%
15 27,842 -9% 40 15,499 -14% 65 10,586 48% 90 6,992 -5%
16 27,478 100% 41 15,480 -53% 66 10,582 -17% 91 6,922 -27%
17 26,745 -9% 42 15,422 1% 67 10,206 -13% 92 6,765 -40%
18 23,948 -15% 43 15,076 7% 68 9,719 19% 93 **** 6,743 -55%
19 23,615 9% 44 ** 14,996 -3% 69 9,491 -17% 94 6,721 10%
20 23,110 -3% 45 14,991 -9% 70 9,280 -40% 95 6,713 -21%
21 22,938 -1% 46 14,963 -40% 71 9,189 14% 96 6,572 24%
22 22,919 6% 47 14,961 -1% 72 8,884 N/A 97 6,571 -17%
23 22,851 4% 48 14,894 -22% 73 8,779 -29% 98 6,565 N/A

®
24 22,811 16% 49 14,608 -52% 74 8,638 49% 99 6,409 -19%
25 21,438 -6% 50 14,571 -12% 75 8,631 20% 100 6,394 N/A
17 BrandZ Top 100 Most Valuable Global Brands 2009 18

Remarkable marketing

Product development

How Do New Products Get Developed?
• Flash of Innovation
• Structured development
• Customer research

The radio craze will die out in time
- Thomas Edison
Video won’t be around more than 6

months; people will soon get tired of
staring at a plywood box
- president of 20th century fox, 1946

What is ‘new’ ?

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Simplicity sells

but don’t make it too simple...

New frontiers in product development

What is the product?

Branding vs. Product development

Pricing

competitive benchmarking
luxury pricing
How do we price products?
cost plus
market demand

How is wine priced?

Price discrimination

Supply, Demand & Elasticity

St. Nicholas Day
Bodhi Day
Hanukkah
Virgin of Guadalupe
Santa Lucia Day
Las Posadas
Al Hijra
Christmas
Boxing Day
Kwanzaa

Thursday, January 14, 2010

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Welcome