Marketing Strategies and Tactics
Welcome!
New & Improved!
“Product” Positioning
I’m
Fred!
BANK
BANK
“It’s Finger-Lickin’ Good”
“Moving Forward”
“The UnCola”
“Committed to the Core”
“You’ve got a lot riding on your tires”
“Think outside the bun”
“Connecting People”
“This place changes people”
“The world’s most experienced airline”
Our beer is “frost-brewed”
“The banquet beer”
“Die-Hard”
“Prius”
“Beauty Rest”
“Seventh Generation”
“Naked Juice”
“Endangered Species Chocolate”
“Payless Drug”
“Greener Printer”
A Positioning Statement Has Five
Simple Elements
(not in book but in handout and on web site)
(Brand Name) is the (Category)
for (Target) which (Benefit)
because (Reason(s) Why).
“And, we make a conscious effort to be authentic
and express our values by…”
The Green MBAsm at Dominican University of
California (brand) is the on-site graduate
program (category) for passionate individuals
seeking to align “work” with their
environmental and social values (target) which
helps graduates profitably foster sustainable
change (benefit) by integrating cutting edge
knowledge of sustainability with the
development of triple bottom line business
skills, a strong sense of community and a
capacity to think, implement, build and lead in
the 21st century (reasons why).
And, we make a conscious effort to be authentic and
express our values how?
TOYOTA PRIUS® is the brand of hybrid
automobiles for environmentally conscious
adults which are emotionally and financially
rewarding to drive because they get around 50
mpg (double the mileage of other cars in their
class) and represent something tangible we, as
individuals, can do about reducing carbon
pollution.
Olay® is the skin care system for women
25+ which helps them maintain a more
youthful look throughout life because its
products are made with fluids similar to
those abundant in younger skin and
proven ingredients that protect a
woman’s complexion from the harmful
effects of the environment.
Quicken is the home finance program for
the bill-paying member of the family who
also uses a home PC and who is tired of
filling out the same old checks each
month, that automatically creates and
tracks all of your check writing because its
software is specifically optimized for
home bill paying.
(adapted from Crossing the Chasm, G. Moore)
Money is the home finance program for
the bill-paying member of the family who
also uses a home PC and who is tired of
filling out the same old checks each
month, that automatically creates and
tracks all of your check writing because its
software is specifically optimized for
home bill paying.
(adapted from Crossing the Chasm, G. Moore)
What’s wrong here?
?????? is the brand of premium wireless
communication devices for technology
and style-savvy consumers which is
versatile, stylish, state of the art and
easy to use because it elegantly yet
simplistically combines voice calling,
texting, e-mail, Internet access, and
music playing all in one simple-to-use,
hand-held product.
Facilitation Assignment (15 minutes):
Break into assigned random pairs
Work with your partner to come up with a
positioning statement for 2-3 products
from magazine ads you select
Present one to the class
(Brand Name) is the (Category)
for (Target) which (Benefit)
because (Reason(s) Why).
“And, we make a conscious effort to be authentic
and express our values by…”
Position
Yourself!
“Product” Positioning
Discussed in chapter 9 and elsewhere
Reference: Positioning, Ries and Trout
Without a clear positioning!
Brand Category Target Benefit Reasons Why
Person 1 A B D F I
Person 2 A B E F I
Person 3 A B D G J
Person 4 A C E H K
Positioning
Possibilities 1 2 2 3 3 36
“Product” Positioning
A product positioning statement in this
simple format is required in your
marketing plan and is part of your first
group assignment. Once you decide
on a product or service for your plan, it
should be the first thing you write!
Today’s Agenda
Product Positioning
Syllabus and expectations
Course objectives: yours and mine
Psychographic introductions –
marketing implications
Review and Preview
What’s Pnews?
A creative new billboard
McDonald’s Sun Dial Billboard
(Chicago, 2006)
A New Brand
A New Package or Logo
A New Ad
A “New”
Ad Medium
A New Ice Cube!
A New
Newsletter
A New
Label
Or
Another
New
Label
Idea
A New Marketing or Environmental
Trend
A New Eco Business Idea
Great
Visuals
http://corporate.gettyimages.com/marketing/m06/Green/Gallery.html
Great
Advertising
Trite messaging…
A New Store Front
A lousy package and way to treat
your brand!
Hershey is
White Milk
(Stupid)!
A good relevant cartoon!
A Useful Analytical Framework
The Hartman
Model of
Sustainability
Even Simple Ones!
From an
environmental point Advantages Disadvantages
of view:
Glass
Plastic
Even
Familiar
Ones!
iTunes Adopts Variable Pricing
Strategy
Syllabus Review
Syllabus Review
www.uscconsulting.com/student
Classroom blackboard
“All students in this class should go to this site
first! It is extremely helpful, a huge time-saver.”
-- Former Student
My Obligations to You…
• To provide you with a clear syllabus (expectations) in a
timely manner
• To provide you with prompt and thorough feedback
• To exercise candor in feedback
• To encourage dialogue and different points of view, to
challenge you
• To be accessible to you
Your Obligations to Me…
• As a graduate student, it is your responsibility to learn,
my responsibility isn’t to teach you.
• I assume that you have read the assigned material. I
supplement this, seldom repeat any of it.
• Your work should be perfect! It should reflect your best
effort at all times.
• Your work should reflect your critical thinking and
personal growth.
• There should be absolutely no typos in your papers.
• Your pages must be numbered.
• Your PowerPoints should use “build” slides like this one
when showing lists.
Course Objectives
What are yours?
JR’s Course Objectives
1. I want you to know what product
positioning is and how to write a
clear product positioning
statement that captures the “bare
essence” of your brand and reflects
your authenticity.
JR’s Course Objectives
2. I want you to know what a
situational analysis (“market scan”)
is and how to perform a good SWOT
analysis. Unless you have the innate
ability to discern trends and their
implications, this tool will prove
invaluable in your careers.
JR’s Course Objectives
3. I want you to internalize what we mean
by the four p’s -- product, place, price,
promotion -- so that you will never forget
these basic components of marketing
called “the marketing mix”. And, how
these should always work in harmony
together (integrated marketing).
JR’s Course Objectives
4. I want you to realize that marketing
is about consumers (or “customers”)
and should always be focused on a
specific target and their
wants/needs. For social change,
this audience could be a specific
society itself.
JR’s Course Objectives
5. I want you to learn what makes good
objectives and what the difference is
between objectives, strategies, and
tactics. This is needed in your marketing
plan and for sound business thinking. I
will focus a lot on formulating sound
strategy!
JR’s Course Objectives
6. I want you to understand the
consumer adoption process, or
our even simpler version that has
three elements: awareness, trial
and repeat. You’ll learn more on
this in Diffusion of Innovations,
now part of the third marketing
course.
JR’s Course Objectives
7. I want you to learn how to guide the
development of “creative” and how
to present your ideas clearly and
persuasively.
JR’s Course Objectives
8. I want to introduce you to how
marketing can be used to advance
green and social initiatives. This
will be a focus of your third course.
JR’s Course Objectives
9. I want you to learn how to write a good
marketing plan, using Marketing Plan
Pro Premiere, so that next time you do
one it will be relatively easy and
extremely well done. You’ll do this
again for your final business
presentations in the fourth semester.
JR’s Course Objectives
10. Finally, I want you to have a
lot of FUN!
What are demographics?
A means of consumer classification based on
common, tangible factors including:
Age
Race
Sex
Income level
Educational level
Community (urban, suburban, rural)
Occupation
Geographical area
What are psychographics?
What are psychographics?
• Attitudes
• Opinions
• Beliefs
• Interests
• Lifestyle considerations
Collecting Psychographics
from Warranty Cards
Collecting Psychographics from Surveys
Psychographics vs. Demographics
There is no better way to learn more about and
understand psychographics than to go visit these
two sites AFTER reading chapter 5:
VALS—take the 5 minute test to get your own
profile
PRIZM—check your address for what marketers
know about you!
“Green” Psychographic Models
LOHAS Consumers
Lifestyles of health and sustainability (often called
Cultural Creatives)
Significantly affected by their concern for the
health of their families, the sustainability of the
planet, their personal development and the future
of society
• 63 million (30% of adults)
• $227 billion in buying power
See: www.lohasjournal.com
“Green” Psychographic Models
Roper ASW Environmental
Segmentation
True Blue Greens - 9%
Greenback Greens - 6%
Sprouts - 31%
Grousers - 19%
Basic Browns - 33%
See: www.roperasw.com
The Hartman Model of Sustainability
July 2008 Update
Core
17%
Mid-level
65%
Periphery
18%
“Green” Psychographic Models
Yankelovich
2007
Greenthusiasts (13% of the U.S. population, or
more than 30 million consumers)
Greenspeaks (15%)
Greensteps (25%)
Greenbits (19%)
Greenless (29%)—the biggest group!
Facilitation Assignment
Step 1
Psychographic Profiling
(20 minutes prep):
Break into assigned random groups of 4-5
Choose a: leader, scribe, spokesperson
Determine a methodology
Interview your members. Determine
something unique about them, as well as
their special interests, talents, attitudes &
opinions, etc.
Record your findings on this chart…
Your Group’s
Psychological Profile
Psychographic tendency: John Jane Aaron Zoey
High risk taker x x
Outdoorsy x x
Enjoys travel
Enjoys Reading x x x x
Volunteering x x
Extreme sports x
Enjoys gardening x x x
Animal lover x x
Etc.
Etc.
Etc.
www.digitalhive.biz
Psychographic Considerations
Include:
Political leanings
Hobbies (gardening, extreme sports, reading)
Importance of religion in your life
Outside activities—activism, self- improvement
Family, marriage
Pets
“Life cycle” stage
Tolerance for risk
Materialism
Importance of money/wealth accumulation
What you read or watch on TV (if you watch TV!)
Percent of free time spent indoors
Overall job/career satisfaction
Class One Review
Product Positioning
Course overview and expectations
Psychographics
Key Deliverables
• Marketing Intro paper January 15
• Form groups ASAP, map plan for upcoming
paper/presentation—February 6th
• Group final marketing plan idea/review by February
15—JR phone feedback required
Avoid
Confusion!
• The first group presentation/paper is a strategy paper
where your group reports on and critiques an existing
company’s marketing efforts.
• The final group presentation/plan is a marketing plan
where your group develops a plan from scratch by
analyzing, planning, developing and instituting budgets
& controls.
• You cannot use the same company for both assignments.
Class Four Preview
Class 4 -- Friday February 6—Group Presentations
Group Assignment—Academic Paper and Presentation. Choose a natural, “green” or environmental company of interest
and profile their overall strategies for growth. Use outside sources, personal interviews, and product trials (if applicable) to
research the company. Organize your paper and presentation around the four p’s of the marketing mix, specifically addressing
all of the five points below:
• A positioning statement in the exact format taught
• A SWOT analysis using the bullet form (not flowing commentary)
• A brief description of the organizations four “P’s (one paragraph max per “P”)
• A description of what the organization is doing about sustainability and social responsibility.
• Your own critical assessment about what the company should consider doing differently based on your findings and your
present knowledge of marketing.
Papers should not exceed 10 pages in length and the presentation should target 20 minutes but not exceed 25. Paper and
presentation are due February 6.