Transcript Presentation6a

Quiz #1
When I say Marlboro…
 What do you think of?
 What images?
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Table 2.1
Most Valued Global Brands
Brand
Market Value
($ Billions)
1. Coca-Cola
$67
2. Microsoft
$57
3. IBM
$56
4. General Electric
$49
5. Intel
$32
6. Nokia
$30
7. Toyota
$28
8. Disney
$28
9. McDonald’s
$28
10. Mercedes-Benz
$22
Source: Interbrand Group; quoted in “Best Global Brands,” Business Week,
August 7, 2006, p. 54. Reprinted with permission.
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Lovemark Theory
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Soft Drinks In Italy
 Coca Cola is clear Lovemark - a long way ahead of the competition
 Fanta and Sprite in the next tier
 Other brands fare poorly for love and respect.
Respect
High Love
High Respect
(Respect average = 5.15)
Low Love
High Respect
Love
Low Love
Low Respect
High Love
Low Respect
(Love average = 5.13)
(Love divide = 6.16)
Lovemarks
Powerful Branding Devices
Miller High Life
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Miller High Life
 One second ads
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When two differentiated
brands get together
Types of Markets
A market is a particular type of buyer.
Share of market is the percentage of a
product category’s total market that buys a
particular brand.
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The Marketing Plan
Steps in the Marketing Process
1. Research the consumer marketplace
and competitive marketplace and
develop a situation analysis or SWOT
analysis.
SWOT
 Strengths
 Weaknesses
 Opportunities
 Threats
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The Marketing Plan
Steps in the Marketing Process
1. Research the consumer marketplace
and competitive marketplace and
develop a situation analysis or SWOT
analysis.
2. Set objectives for the marketing effort.
The Marketing Plan
Steps in the Marketing Process
1. Research the consumer marketplace
and competitive marketplace and
develop a situation analysis or SWOT
analysis.
2. Set objectives for the marketing effort.
3. Assess consumer needs and wants,
segment the market into groups, target
specific markets.
Segmentation
 Age
 Sex
 Ethnicity
 Needs (e.g., convenience)
 Economics (e.g., price willing to pay)
 Convenience
 Behaviors, etc, etc.
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One reason to segment
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You own three parking lots at the
airport. Segment them.
Terminal
Runways
Lot
Lot
Open field
Lot
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The Marketing Plan
Steps in the Marketing Process
1. Research the consumer marketplace
and competitive marketplace and
develop a situation analysis or SWOT
analysis.
2. Set objectives for the marketing effort.
3. Assess consumer needs and wants,
segment the market into groups, target
specific markets.
4. Differentiate and position the product
relative to the competition.
The Marketing Plan
Steps in the Marketing Process
1. Research the consumer marketplace and
competitive marketplace and develop a
situation analysis or SWOT analysis.
2. Set objectives for the marketing effort.
3. Assess consumer needs and wants, segment
the market into groups, target specific
markets.
4. Differentiate and position the product
relative to the competition.
5. Develop the marketing mix strategy.
The Marketing Plan
Steps in the Marketing Process
1. Research the consumer marketplace and
competitive marketplace and develop a
situation analysis or SWOT analysis.
2. Set objectives for the marketing effort.
3. Assess consumer needs and wants, segment
the market into groups, target specific
markets.
4. Differentiate and position the product
relative to the competition.
5. Develop the marketing mix strategy.
6. Evaluate the effectiveness of the strategy.
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Homework
 What was your favorite super bowl ad and why.
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