某品牌市场促销营销知识培训教材英文版

Tonight’sClass:January14,2004YourHost…KenichiOhmae“Inbusinessasonthebattlefield……theobjectofstrategyistobringabouttheconditionsmostfavorabletoone’sownside.“Instrategicthinking,onefirstseeksaclearunderstandingoftheparticularcharacterofeachelementofasituation……andthenmakesthefullestpossibleuseofhumanbrainpowertorestructuretheelementsinthemostadvantageousway.“Phenomenaandeventsintherealworlddonotalwaysfitalinearmodel.“Hence,themostreliablemeansofdissectingasituationintoitsconstituentparts……andthenreassemblingtheminthedesiredpatternisnotastep-by-stepmethodologysuchassystemsanalysis.“Rather,itisthatultimatenon-linearthinkingtool,thehumanbrain.”

KenichiOhmae“Nomatterhowdifficultorunprecedentedtheproblem,abreakthroughtothebestpossiblesolutioncancomeonlyfromacombinationofrationalanalysisbasedontherealnatureofthings,andimaginativereintegrationofallthedifferentitemsintoanewpattern……usingnon-linearbrainpower.”KenichiOhmaeTonight’sAgenda:HandinMemoAssignmentPizzaPositioningProject-BriefReview“ASwissArmyKnifeforyourbrain”StrategicandCreativeThinkingLectureFormAgenciesClientPresentation-FullAudio/MusicNowNextWeek-1stAgencyPresentations:SelectPizza-3PartFormatSelectCountry-StrategySelectionGridProblemAnalysis-FullAudio/MusicNowAssignments:

HandinMemo.PresentPizza!!Lecture:“ASwissArmyKnifeforyourbrain…”ConceptsWe’llCover:M.O.S.T.TheStrategicTriadLadderingFCBGrid“ExplodingtheDot”Learn/Feel/DoCircle4A’sto4R’sMarComMatrixGEFocusSystemThreePartFormatStrategySelectionGrid“M.O.S.T.”TacticsStrategyObjectiveMission

Intherealworld,thingscanalsobedrivenfromthe“bottomup.”

Whereveryoustart,allshouldbelinkedandintegrated

TraditionalbusinessthinkingdrivesfromMissionorObjectiveTheStrategicTriad:?

Customer

Product

Competition

TheProblem(?)“TheProblemtheadvertisingmustsolve.”Laddering:AttributesFeaturesProductBenefitsConsumerBenefitsValues

Goupanddowntheladdertolookforthestrongestlinesofdevelopment.

Genericvs.Specific

Agoodframeworktoanalyzeyourproductandhowitbenefitstheconsumer.TheFCBGrid:“TheFCBGridrevealsinagraphic,tangiblewayhowconsumersapproachthepurchaseofaparticularproductorservice.”THINKING

FEELINGINVOLVEMENTLOWTHINKLOWFEELLowThink-PracticalandfunctionalproductsLowFeel-SensateandpleasurableproductsHIGHFEELHighFeel-ProductsthatreflectonyouHIGHTHINKHighThink-ConsideredpurchasesExplodingtheDot!Example:OldElPaso(AmericanbrandofMexicanFood)LowFeelHighFeelHighThinkLowThinkHighThinkVariety,goodnutritionLowThinkEasy,economical,specialsavings

HighFeelCreativeservingsuggestionstodemonstrateyourskills.

LowFeelFunandflavor.Ole!TheLearn/Feel/DoCircle:ThreebehaviorsassociatedwithproductinvolvementFeelLearnDoEnteratanyplaceGoinanydirection.Learn/Feel/DoLearn/Do/FeelFeel/Learn/DoDo/Learn/FeelFrom4A’sto4R’sThe4R’sReactionRelevanceResponseRelationship

The4A’sAttentionAwarenessAttitudeActionTheMatrix:

Advertising

SalesPromotion

PublicRelations

DirectMarketing

EventMarketing

InteractiveGEFocusSystem:FocusontheReceiverFocusonthePropositionDramatizethePropositionTheThreePartFormat:Advertising/Communicationswillconvince(TargetAudience)that(CommunicationsObjective)Supportwillbe…SupportPoint1SupportPoint2Tone/BrandCharacterwillbe…StrategySelectionGrid:

ProductClassDefinition TargetGroupSelection MessageElementSelection Rationale-basedoninformation and/orjudgementGreatAmericanPopcorn

ProductClassDefinition TargetGroupSelection MessageElementSelection Rationale-basedoninformation and/orjudgement

FunSnack

Popcorn

EveningEnhancement

Fund-Raising

Everyone

Peoplewholikepopcorn

CouplesandFamilies

ChurchSchoolCommunityLeaders

BetterSnackChoice

BestPopcornChoice

Goesw.Videos&Sports

GreatNewIdea

BiggestPotential

PositionsasCategoryLeader

BestUsageOccasion

HugeIncrementalBusinessPotentialGreatAmericanPopcornAdvertising/Communicationswillconvincegroupsthatneedfund-raisingandpeoplelookingforfunthattheGreatAmericanPopcornCompanyprovidesagreatnewwaytoenjoyaneveningandraisefundsforyourchurch,school,orcommunitygroupSupportwillbe…GreatAmerican’sdeliciousqualityandvarietyAndit’suniquenessasafund-raiser.TonewillreinforcethefunofpopcornandthesuperiorqualityofGreatAmerican’sofferings.CombineThemUsethemsystematicallyUsethemcreativelyUsethemtopresentTonight’sProjectFullAudio...MusicNow…ChrisGladwinAfterthePresentation“TheIntelligentQuestionRule”willbeineffect.Everyonemustbepreparedtoaskoneintelligentquestion.NextWeek:InitialAgencyPresentationsSelectedPizza-3PartStatementFullAudio/MusicNowWhat’stheProblem?StateorCountrySelectionGridBookReportExamplesThePopeyesPresentationPositioningResultofmessageoverloadOccurs“inmindofconsumer”Oftenmis-usedGoodpositionsareusuallyverysimple.Re-positioningcanbeverydifficult.#1/BESTAGAINSTNICHENEWCATEGORYMarketingWarfareResultofcompetitivemarketoverloadZero-sumgameUsesprinciplesofVonClausewitz-militarystrategistUsefulforplanningandunderstandingcompetitivesituationDEFENSEOFFENSEFLANKINGGUERRILLABostonConsultingGroupPortfolioManagementUsefulmodel-butdon’toveruseKeyissue-categorygrowthHere’showitworks...COWDOG?CATEGORYGROWTHMARKETSHARESTARCorporateCultureReasonsforinternalbehaviorMaybedifferentdepartmentsHelpsusunderstandclientculturesHelpsusunderstandotherbehaviorsBETYOURCOMPANYMACHOPROCESSWORKHARDPLAYHARDLOWFEEDBACKHIGHHIGHRISKLOWExamples:Discuss/suggestaBrandorMarketingProblemUse2differentmodelsononeproblemUseaspresentationintro市场营销基础材料单击此处添加副标题内容讲座笔记2020/01/01艺术艺术80%20%50%营销的科学观与艺术观科学科学发达国家现状0180%中国现状02科学中国未来0320%单击此处输入你的正文，文字是您思想的提炼04艺术单击此处输入你的正文，文字是您思想的提炼0550%单击此处输入你的正文，文字是您思想的提炼06从共性需求到个性需求的演变消费者需求的满足过程添加标题单击此处输入你的正文，文字是您思想的提炼，请尽量言简意赅的阐述观点；01添加标题单击此处输入你的正文，文字是您思想的提炼，请尽量言简意赅的阐述观点；02目标市场的细分工业品行业/领域、用途/目的、使用者/操作者、地区/领域消费品年龄/性别、收入/价格、职业/学历、地域/城市市场形势与竞争状况横向透明度（消费者的判别能力）纵向透明度（生产者的判别能力）无序过度竞争适度和平竞争适度垄断竞争小公司大公司竞争状况的演变厂家数目厂家实力强弱少多初级竞争垄断竞争完全竞争无序竞争1234BAC商场上的生物链供应商生产商分销商最终用户供应商的供应商供应商的上游产品上游企业上游产品基础设施配套产品下游产品通讯广播电视交通消耗品饮料服务下游企业代理商专卖店竞争优势的维持和演变可变因素不可变因素优势劣势竞争的战术进攻战老二、老三找出对手长处和弱点集中优势兵力各个击破防守战自己打自己（新旧更替）睁着眼睛睡觉迂回进攻动作要快游击战找到看不上的市场空间夹着尾巴做人市场营销的经典理论创造价值（产品Product）交付价值（渠道Place）体现价值（定价Price）宣传价值（宣传Promotion）用户分析-消费者的现状与细分自我实现最终需要社会需要安全需要生理需要“整个产品”的启示就餐环境儿童玩具生日会洗手间饮料（4-6度）中国特色儿童乐园周末儿童歌舞用户感受的产品整个产品整体体验整体价值市场陷阱与主流产品市场陷阱发烧型先锋型实用型怀疑型保守型市场陷阱实用型消费者不追求革命性变革，