成果讲稿2021-及课件week4

1、Kotler on Marketing Watch the product life cycle; but more important, watch the market life cycle.Developing and Communicating a Positioning Strategy PositioningValue positionPositioning According to Ries and TroutStrengthen own current positionGrab an unoccupied positionDe-positionRe-positionProduc

2、t laddersPositioning According to Treacy and WiersemaValue disciplinesProduct leaderOperationally excellent firmCustomer intimate firmPositioning StrategyPositioning: How many ideas to promote?Unique selling propositionFour major positioning errors1.Underpositioning2.Overpositioning3.Confused positi

3、oning4.Doubtful positioningExceed customer expectations with a three-step process:1.Defining the customer value model2.Building the customer value hierarchyBasicExpectedDesiredUnanticipated3.Deciding on the customer value packageExamples of Value Propositions Communicating the Companys PositioningPo

4、sitioning statementPositioning for Ontela-PicDeckSarahStress the user-friendliness and easiness of transferring pictures and sharing love and happiness with family/easy to use and speedy/already set up for her/unforgettable moments/busy parent/beautiful family momentsSteveService can help him improv

5、e working efficiency and maintain competitiveness in his business among colleagues and competitors/ease of use and convenient/no need to be a computer genius/advanced technology for professional occupations/more cell phone functionality/been tested by systematic quantitative analysis/on the go profe

6、ssional/better communication with clients and partnersReginaSpeed and convenience for teens to make social interaction with peers/sharing and transferring/heavy users of social networks for daily use, social life more enjoyable/latest and coolest technique/share hundreds of photos/in touch with frie

7、nds all of the timeSo here is what a statement might look likeFor parents who like to take pictures and capture the memories, PickDeck is an easy-to-use and smart service to transfer pictures from camera to computer as fast and easy as a clickFor young professionals, PicDeck is a convenient and easy

8、-to-use software which can allow them to send the pictures to potential customers rapidly. PicDeck has made sending photos rather quick and easy with no transfer time at allFor teens, PicDeck is a great tool for sharing pictures to social networking sites.11-9Ontela PicDeck is the easiest way to mak

9、e sure that all of your pictures are stored and easy to access without any hassle. You take the pictures, and PicDeck takes care of everything else!Ontela PicDeck allows anyone to take and upload pictures from multiple platforms! You dont need to be a computer genius to be on online photo wizard wit

10、h PicDeck.Dont waste time plugging in to save your cutest selfies, do it on the go with PicDeck11-10PicDeck, the easiest and cheapest way to record and manage you beautiful family moments.PicDeck, a professional tool helping you better communicate with your clients and professionals.PicDeck, keep in

11、 touch and share your experience with you friends all the time.11-11Differentiation ToolsPerformance QualityConformance QualityDurabilityReliabilityStyleDesignServices DifferentiationOrdering EaseMiscellaneous ServicesDeliveryQuick response systemInstallation Customer TrainingCustomer ConsultingMain

12、tenance and RepairDifferentiation ToolsPersonnel DifferentiationCompetenceCourtesyCreditabilityReliabilityResponsivenessCommunicationDifferentiation ToolsChannel DifferentiationImage DifferentiationIdentityImageSymbols, Colors, Slogans, Special AttributesPhysical plantEvents and SponsorshipUsing Mul

13、tiple Image-Building TechniquesProduct Life-Cycle Marketing Strategies To say that a product has a life cycle asserts four things1.Products have a limited life.2.Product sales pass through distance stages, each posing different challenges, opportunities, and problems to the seller.3.Profits rise and

14、 fall at different stages of the product life cycle.4.Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each life-cycle stage.Figure 11.5: Style, Fashion, and Fad Life CyclesProduct Life-Cycle Marketing StrategiesLong-Range Product Market Ex

15、pansion Strategy (P = Product; M = Market)Marketing Strategies: Introduction StageThe Pioneer AdvantageInventorProduct pioneerMarket pioneer11-20Product Life-Cycle Marketing StrategiesSummary of Product Life-Cycle Characteristics, Objectives, and StrategiesWeve talked about perceptionsnow lets talk

16、about preferencesData gathering for preferencesIntended Purchase measuresDefinitely would buyhow oftensizesOverall Product diagnosticsPerceived uniqueness (similar/dissimilar), believabilitySpecial attribute diagnosticsOpen-ended questionsRespondents profiling variablesCurrent purchase behavior, per

17、ception of category, satisfaction with current brands, influences in purchase decision11-23Conjoint AnalysisFocus is on Preferences of customers and potential customerThis analysis is an experimental design that considers features JOINTLYIt distinguishes between attributes (color, price, horsepower,

18、 etc.) and “levels” (color : red, blue, green, or yes, no)How customers value the different attributes or features that make up the product/serviceFocus is also on prediction: market share, impact on market share of any given product in the marketplace, willingness to pay, quantifying tradeoffs cust

19、omers are willing to make among the various attributesMarketers can “infer” the value by manipulating features and observing consumes ratings for that product or choices among competing products.3 Common applications1- Tradeoff analysis2- Predicting market share3- Determining overall attribute impor

20、tancesTrade-Off AnalysisPut the determinant attributes together in combinations or sets.Respondents rank these sets in order of preference.Sum the utilities of the attribute levels.Conjoint analysis finds the optimal levels of each attribute.Attribute Price Brand Horsepower Upholstery SunroofUtility

21、 2.10 1.15 -1.56 _Sports Car ExampleLevel $23,000 $25,000 $27,000 Toyota Volkswagen Saturn 220 HP 250 HP 280 HP Cloth Leather Yes No Toyota + 280 horsepower + leather interior + no sunroof +$23,000 has a utility of0.75 +1.18 +1.60 0.68 +2.10 = 4.95Volkswagen + 280 horsepower + leather interior + no

22、sunroof +$23,000 has a utility of0.65 + 1.18 + 1.60 0.68 + 2.10 = 4.85What if we were to add a sunroof, what would we be willing to give up?Market-share analysisCompany must know the other products in the marketplace that the consumer is likely to considerEACH of the competitive products important features must be included in the design. Must calculate the utility of your product and the others In considering a Saturn, utilities for the attributes for the Toyota, Volkswagen, and Kia were identified and plugged into a formula/equation. Note: not all attributes wer