Transcript Conceptual Models:

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.
“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 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 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 Problem (?)
–“The Problem the
advertising must
solve.”
The FCB Grid:
THINKING FEELING
HIGH
THINK
HIGH
FEEL
LOW
THINK
LOW
FEEL
“The FCB Grid reveals in a
graphic, tangible way how
consumers approach the
purchase of a particular
product or service.”
Low Think - Practical
and functional products
Low Feel - Sensate and
pleasurable products
High Feel - Products
that reflect on you
High Think - Considered
purchases
Exploding the Dot!
High
Think
High
Feel
Low
Think
Low
Feel
Example: Old El Paso
(American brand of
Mexican Food)
High Think Variety,
good nutrition
Low Think Easy,
economical, special savings
Low Feel Fun and flavor. Ole!
High Feel Creative serving
suggestions to demonstrate
your skills.
Laddering:
Values
Consumer
Benefits
Product
Benefits
Features
Attributes
• A good framework to
analyze your product
and how it benefits the
consumer.
• Go up and down the
ladder to look for the
strongest lines of
development.
• Generic vs. Specific
The Learn/Feel/Do Circle:
• Three behaviors
associated with
product involvement
• Enter at any place
• Go in any direction.
• Learn/Feel/Do
• Learn/Do/Feel
• Feel/Learn/Do
• Do/Learn/Feel
From 4A’s to 4R’s
The 4 A’s
• Attention
• Awareness
• Attitude
• Action
The 4 R’s
•
•
•
•
Reaction
Relevance
Response
Relationship
From 4P’s to 4C’s
The 4 P’s
The 4 C’s*
• Product
• Price
• Place
• Promotion
• People (5th P)
•
•
•
•
Consumer
Cost
Convenience
Communication
* Thanks to Robert Lauterborn
The MarCom Matrix:
• Advertising
• Public
• Sales
Relations
Promotion
• Direct
Marketing
• Event
Marketing
• New Media/
Interactive
Strategy Selection Grid:
Product
Class
Definition
Target
Group
Selection
Message
Element
Selection
Rationale based on
information
and/or
judgment
The Strategic Triad:
?
• Customer
• Product
• Competition
• The Problem (?)
–“The Problem the
advertising must
solve.”
4 More Grids:
• Positioning
• Marketing
Warfare
• Boston
Consulting
Group
• Corporate
Culture
Positioning
• Result of message
overload
#1/BEST
• Occurs “in mind of
AGAINST
consumer”
• Often mis-used
NICHE
• Good positions are
NEW
usually very simple.
CATEGORY
• Re-positioning can be
very difficult.
Marketing Warfare
DEFENSE
OFFENSE
FLANKING
• Result of competitive
market overload
• Zero-sum game
• Uses principles of
Von Clausewitz military strategist
• Useful for planning
and understanding
competitive situation
Boston Consulting Group
CATEGORY GROWTH
COW
STAR
DOG
?
• Portfolio Management
• Useful model - but
don’t overuse
• Key issue - category
growth
• Here’s how it works...
Corporate Culture
LOW FEEDBACK HIGH
BET
YOUR
COMPANY
PROCESS
MACHO
WORK
HARD
PLAY
HARD
• Reasons for internal
behavior
• May be different
departments
• Helps us understand
client cultures
• Helps us understand
other behaviors
Combine Them
• Use them systematically
• Use them creatively
• Use them to present
Examples:
• Discuss/suggest a Brand or
Marketing Problem
• Use 2 different models on
one problem
• Use as presentation intro
Thank You!
Thank You!
Questions
& Discussion