Transcript 行銷策略概論

Marketing Strategy
任維廉 教授
at NCTU, 2016/2
任維廉 (William Jen)
現職：交通大學 管理學院 運輸與物流管理系 及 EMBA 教授
學歷：交大 管理科學研究所 博士
經歷：交大 運管系 系主任
交大 傑出教學獎
中華民國 運輸學會 理事
台北市交通局 顧問，新竹市政府市政顧問
Harvard Business School, PCMPCL
(Program on the Case Method and Participant-Centered Learning)
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認識自己！
從小立志：
•老師，編輯，寫作
人生目標：
•樂在廣泛閱讀，以解個人人生之惑，幫助他人成長。
什麼人讓我羨慕？什麼事讓我感動？
•孔子教授 GMBA 方法
•諸葛亮撰寫策略規劃論文
•玄奘留學回來翻譯經典論文
我認同的描述快樂之雋語：
•盡己，知足，豁達
3
走過的歲月
快樂指數
• 上交大管研
• 士校教官
• 交大講師，
當老公
•
•
•
•
臺北, 媽生病
狗球棋
老爸創業
立志大學老師
• 緊急開刀
• 當老爸，
孩子生病
• 讀博士班
• 系主任，教授
• 長榮、華航案，
HBS,UCB,北大
• 當阿公，爺爺
• 博士,小女兒,村長
• 公車,巴士評鑑
• 服務行銷 lab,
一手好牌 2A3P
???
• 回歸家庭
• 當時間主人
• 健康、快樂
有智慧
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Outline
1. Introduction to Marketing Strategy
2. Positioning Strategy: Target Market Selection and
Product Positioning
3. Tactical Details: The Marketing Mix (4 Ps)
4. Analysis Underlying Marketing Strategy
Formulation
5. Conclusion
6. Basic Marketing Mathematics
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1. Introduction to Marketing Strategy
 There is only one valid definition of business purpose:
to create a customer. Any business enterprise has only 2
basic functions: marketing and innovation. (Drucker)
 Marketing is the process via which a firm creates value
for its chosen customers.
 Marketing Strategy: sustain this process of creating and
capturing value over time.
1. Selecting a target market and determining the
desired positioning of the product in target
customers’ mind.
2. Specifying the plan for the marketing activities to
achieve the desired positioning.
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Schematic of Marketing Process
1. Marketing analysis: Customer needs, Company
skills, Competition, Collaborators, Context. (5 Cs)
2. Creating value: Marketing segmentation, Target
market selection, Product and service positioning.
3. Capturing value, Marketing mix: Product, Place,
Promotion, Pricing. (4 Ps)
4. Sustaining value: Customer acquisition, Customer
retention.
5. Profits.
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2. Positioning Strategy (STP)
 Market Segmentation
 Target Market Selection
 Product Positioning
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2.1 Two Key Questions
 Which potential buyers should the firm attempt to
serve? Segmentation!
 Demographic, Geographic, Life style,……
 How much customization should the firm offer?
 Mass market, Market segments, Individuals.
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Example of Segmentation
Based on Customer Behavior Survey
 User status: nonusers, user
 Usage rate: light, medium, heavy user
 Benefits sought: performance, price oriented
 Loyalty status: none, moderate, strong, totally loyal
 Attitude toward product: unsatisfied, satisfied, delight
e.g., 1. 特力屋：易買，易選，樂趣多（友善環境）。
2. 路邊鞋攤：專賣沒名氣但好穿的男鞋。
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2.2 Target Market Selection
Comparative strengths and weaknesses (vs. Competition)
 Corporate goals, the fit of the segment with these
goals,
 Resources necessary to market successfully to the
target segment,
 Need for appropriate collaborators,
 Likely financial returns from the segment.
衡外情，量己力！
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Positioning Statements (Fill-in-the-Blank)
____________________ (Our product / brand) is
____________________(single most important claim)
among all ___________________ (competitive frame)
because __________ (single most important support).
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3. The Marketing Mix
 The 4 Ps: an aggregation, regrouping, easy-to-recall
 Product,
 Place,
 Promotion,
 Pricing.
 Blend 12 mix elements (Borden):
Merchandising / product planning, Pricing, Branding,
Channels of distribution, Personal selling, Advertising,
Promotions, Packaging, Display, Servicing,
Physical handling,
Fact finding and analysis / market research.
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3.1 Product: Definition
 Considered from the point of view of value
delivered to the customer.
 The physical product itself,
 Brand name, Company reputation,
 Presale education provided by sales people,
 Postsale technical support,
 Repair service,
 Financial plans,
 Convenient availability,
 Word-of mouth references from earlier adopters,
 Reputation of the outlet.
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3.1.1 Product Line Planning Decisions
 Product line length: different price points,
e.g., 高價啤酒，低價電腦……
 Product line breadth: desired consistency or similarity,
e.g., desktop computer, laptops;
men’s golf attire, women’s line;
minivan, sport-utility vehicle.
 Product line depth: how many types,
e.g., $100 golf sweater in 5 colors or just 3; or mixed.
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 Considerations: satisfy target customer wants,
profitable for the firm, differentiation from competitors,
impact on the rest of the line (complement, not
substitute) or brand (company’s reputation).
 大千世界、芸芸眾生，能辨識出來的，總是那些：
能比別人早起一步、多做一分、深想一層的，他們
看的到機會而且與眾不同。
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3.1.2 Individual Item Decisions
 Delete an item from the line.
 Reposition an existing product within the line.
 Improve the performance of an existing product to
strengthen its positioning.
 Introduce a new product within an existing line.
 Introduce a product to establish a new line.
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3.1.3 New Product Developing Process
1. Opportunity identification: both product-market fit
and product-company fit.
2. Design.
3. Testing: survey, taste test, simulated test markets,
actual test markets.
4. Product introduction: geographic markets, same
time or sequentially over time.
5. Life cycle management: repositioning or
marketing mix change in a dynamic process,
continually learning from environment change
(customer reaction, competition, technology).
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3.2 Place: Marketing Channels
 8 generic channel functions:
 Product information, product customization,
product quality assurance, lot size, product
assortment, availability, after-sale service,
logistics.
 Eliminate a layer in the chain?
 The functions done by the middlemen now have
to be done by someone else.
 The 2 major decisions:
1. Channel design
2. Channel management
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3.2.1 Channel Design
 Direct distribution (IBM blue suits sales force),
Indirect (3rd party under contract or independently),
Dual (own sales force, direct mail, Web site;
distributers, retail outlets).
 Account concentration: jet engines (DD);
toothpaste (ID).
 Control and direct customer contact. (e.g., 法藍瓷)
 Limit (high-end, e.g., Infiniti);
Intensively distribute (more well known, customer
convenience, e.g., Coke, PC).
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3.2.1 Channel Management
 Conflict between partners in a distribution system:
 Lack of congruence in goals.
e.g., 長期聲譽 vs.短期獲利
 Lack of consensus on who is doing what.
e.g., 誰負責售後服務
 Day to day work-on-it (not solve-it-once):
 Proper design of contracts,
 Good communications (feedback)
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3.3 Promotion: Marketing Communications
 6 Ms model:
 Market: to whom?
 Mission: what is the objective?
 Message: what are the specific points?
 Media: which vehicles?
 Money: how much will be spent?
 Measurement: how well impact be assessed?
 Potentially expensive:
 Personal selling,
 Nonpersonal elements.
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3.3.1 Nonpersonal Vehicles
 Advertising in media:
 awareness, features, usage situations,
distinguishing from competitors, point of
purchase, brand image.
 Sales promotion event: actually close,
 trade promotion (advertising allowance);
consumer (cents-off coupon); retail (discount).
 Direct marketing to household:
 customized direct mail.
 Public relations: nonpaid, but less controllable,
 press releases, speeches at industry seminars,
appearance on radio on TV programs.
 Others: packaging, trade shows……
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3.3.2 Personal Selling
 Interaction to potential customer:
 Take an order, providing technical support…
e.g., 新藥銷售業務拜訪醫師
 Recruiting, selecting, training programs;
evaluation, compensation, motivation plans.
 Integrated communication plans:
 People involved in decision-making unit (DMU)
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3.3.3 Constructing the Communications Mix
 Proper allocation of dollars
 Push strategy: retailer,
Pull strategy: end consumer
 Options: event sponsorship, telemarketing, own
(others) Web site, infomercials
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3.4 Pricing
 Maximum price:
 Combination of product, place, promotion
determine the customer’s perception value of the
firm’s product in a given competitive context.
 Cost should act as a floor on pricing
 Effective pricing:
 1. Pricing objectives,
 2. Price customization,
 3. Price leadership.
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3.4.1 Pricing Objectives
 Skim (吸脂) strategy: maximize short-term profit,
top of the market with high value.
 e.g., hardcover books at $30 initially.
 Penetration (滲透) strategy: maximize market
penetration, sets a lower price to generate lots of
sales quickly.
 Consumers are sensitive to price, economies of
scale are important, adequate production
capacity, threat of competition.
 Difficult to increase prices later (referent point).
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3.4.2 Price Customization
 Charging different customers different prices:
 yield management (airlines, car rental)
 Consideration:
 Quantity discounts,
 lower price only in a certain locations,
 Product line (hardcover / softcover),
 buyer characteristics (upgraders / new customer)
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3.4.3 Price Leadership
 Any price decision has to reflect anticipated
competitive reaction.
 Avoid price cutting, legal and price leadership :
 High fixed but low variable costs,
 Little differentiation among competitors’
product,
 Industry growth rate is low,
 There are barriers to capacity adjustment
 Economies of scale are important.
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4. Analysis Underlying Marketing Strategy
Formulation
 Marketing analysis: (the 5 Cs)
 Customers needs,
 Company skills,
 Competition,
 Collaborators,
 Context.
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4.1 Customers Analysis
1. Who is involved in the process?
2. What role does each play?
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5 Roles in DMU
 Initiator(s): search product
 Decider(s): final decision
 Influencer(s): have input into it
 Purchaser(s): transaction
 User(s): consume
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Example of Purchase a Computer for the home
 Initiator: oldest child
 Decider (brand): a relative with computer
knowledge
 Influencers: parents and all children
 Purchaser: decider
 Users: all family members
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Decision Making Process?
 Is there a search for information?
 How is that search being conducted?
 What criteria are used to evaluate alternatives?
 How important are the various attributes?
 How do DMU members interact?
 Others: where to buy, how is used……
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4.2 Company Analysis
 Assessing comparative strengths and weaknesses
(vs. competition).
 Assessing product-company fit
(vs. Product-market fit):
 Finance,
 R&D capability,
 Manufacturing capability,
 Other assets.
 人無我有，人有我優，人優我轉 vs. 其他公司的機會
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4.3 Competitive Analysis
 Both current and potential competitors’ strengths
and weaknesses :
 Seeks differentiation possibilities. 藍海策略
 Assess competitors’ objectives and strategies:
 Predict and shape competitive reactions. 動態競爭
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4.4 Collaborators Analysis
 Partners in the marketing system:
1. Downstream retailers:
 Cost structure,
 Expectations about margins and allocation of
tasks,
 Support and training requires,
 Relationship with the firm’s competitors.
2. Upstream suppliers:
 Their ability to supply quality product on a
reliable basis,
 How much lead time is required?
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4.5 Context Analysis
 Spotting important changes in context before
competitor: Context is always changing.
 Consider and monitor for signs of disruption:
 Technology: Web’s disruption,
 Culture: trends and fashions,
 Politics, regulation, law, social norms are not
fixed.
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5. Conclusion: Terms to Know
 Marketing analysis: Customer needs, Company
skills, Competition, Collaborators, Context. (5 Cs)
 Creating value: Marketing segmentation, Target
market selection, Product and service positioning.
(STP)
 Capturing value, Marketing mix: Product, Place,
Promotion, Pricing. (4 Ps)
 Sustaining value: Customer acquisition, Customer
retention.
 Profits.
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6. Basic Marketing Mathematics
(1) Types of Cost
Dollars
Dollars
Total volume produced
(a) Constant variable cost per unit
Total volume produced
(b) Decreasing variable cost per unit
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(2) Profit Drivers
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(3) Break-even Formula
TR  P  Q
……(1)
TC  FC  avc  Q
……(2)
  P  avc  Q  FC ……(3)
FC  
Q 
P  avc
*
……(4)
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(4) Break-even Volume
Fixed Cost in Dollars
$700,000
BEV 

 200,000 units
Dollar Margin Per Unit $3.5 / unit
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 Alvin J. Silk, What Is Marketing?
Harvard Business Press, 2006/10/1
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