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					Project Report

   Page limit: 7 (not 8!!) double spaced pages in
    Times Roman 12 point font (including tables)

   Due date: May 21, 5 pm

   Very strict on page limit and due date!
Project Report

   2 major issues:
       WHAT YOU FOUND: comparisons of “your” brand
        with competing brand (bi, ei, other measures)
            Include tables in body of report
            Discuss some possible reasons for your findings
             (especially if some surprising findings)

       RECOMMENDATIONS: 4P strategy based on your
            special focus on advertising strategy
Project Report…

First, tell me what you found

   One key component: Fishbein
                      Attitude Measurement: Brand A
                           Belief          Eval
    Beliefs                                                     biei
                           Strength (bi)   Score (ei)

High Shock-Absorbence           +3             +2                  +6
High Durability                 +3             +2                  +6
Fashionable Styling             +1             +3                  +3
High Price                      +3             -2                  -6
Large Number of Sizes           +2             -1                  -2
                                                         Overall attitude = +7
                      Attitude Measurement: Brand B
      Salient              Belief           Eval
      Beliefs              Strength (bi)    Score (ei)          biei

High Shock-Absorbence            +2             +2                     +4
High Durability                  +3             +2                     +6
Fashionable Styling               -1            +3                     -3
High Price                        2              -2                    -4
Large Number of Sizes             -2             -1                    +2
                                                        Overall attitude = +5
Describing your Findings…
   Present your tables in the body of the report
   Just describe what you think are the major
    interesting findings from these tables
       E.g., very poor performance on one attribute.
       Differences between segments

   Talk about why you’re getting some of these
    findings…for example, why is your brand
    doing badly on some attribute? (e.g,. if Bi on
    Fashionable styling is low)
       What are the marketing reasons that have led to
Next: Recommendations…
   For each recommendation
       Identify which number (or numbers) in the tables
        that you want to change
       Identify whether you are changing b or e
       Identify which P or P’s you will need to use to
        change that number or numbers
   Do this for each recommendation you make
   Make sure the different recommendations are
    internally consistent (not high price; but huge
    ad budget)
   Make sure it’s realistic (shouldn’t change –3
    to + 3; shouldn’t act as if unlimited budget)
    Not compulsory, but would be good if you
     included at least some advertising-based
     recommendations (since we have talked a lot
     about advertising issues)

    E.g., a rough draft of an ad that you might create
     to implement your desired changes

    The rationale for such an ad (what kind of
     advertising tactic; what media, repetition
     required?, etc.)
General Points

   Appropriate use of CB concepts (+ other marketing classes) will
    be rewarded!
        Attitude change: classical conditioning; peripheral cues
       How to increase memory?
   What type of decision making would you encourage (e.g., CDM,
    habit…) and how? (maybe involvement scores will help here)
   In general, think about role of involvement
   Price can be a crucial variable -- changing ei/bi. Can build a
    coherent strategy around price

   Do not try to address all weaknesses!
   But don’t just make one recommendation!
Any Questions?
Last topic in the course…
Miscellaneous Influences

   Marketer Influences
       Communications

   Consumer Influences (background)
       Personality and Lifestyle

   Environmental Influences
       Family
       Important others (Reference groups)
       Culture
   Culture = set of values accepted by
    society as a whole (e.g., US:
    individualism; materialism; East:
    harmony, collectivism)
   Values are learnt: how?
   Values can change (example?)
Values differ across cultures
   Value of time: how late is late?
       California: 19 minutes
       Brazil: 34 minutes
The reason cross-cultural
differences are important is….

        Rise of Global Marketing

  Many reasons for this… for instance?
Rise of Global Marketing
   Decrease of trade barriers (NAFTA; Europe;
    China; India)
   Market saturation in own countries; huge
    market potential in others (China; India)
   Worldwide media available (CNN; MTV)
   Universal trends in lifestyle and
       example??
So Global Marketing Is Here to

     But when you do global
Cultural Problems in
 Global Marketing
   Customs and Values
       Left hand drive cars in Japan
            HK, Japan = steering wheel on right of car
            USA = left
       Camay soap
   Language
       “Nova” car in Spain
   Physical differences
       Mattel: Barbie dolls in Japan

   Careful Market Research Needed to Avoid
    Cultural Problems!
How to do Global Marketing
   Standardization: keep the same marketing
    strategy: Levis; Coke
       successful because of glamour attached to
        American way of life
   Localization: make major changes to strategy
    across cultures
       Maggi Noodles in India
   Flexible globalization: keep several elements
    same; adjust a few
       Pizza Hut in Hong Kong (sea food toppings)
       McDonald’s in India (no beef)
In General, Need to be
Sensitive to the Local Culture

  Will watch tape in a little while to
           illustrate this…
Quiz 4
   May 6th (Next Tuesday)
   LTD, 7 to 8 pm
   Materials
       Communications (Chapter 11: 350-367)
       Lifestyle and Personality (Chapter 13: pg. 421-
       Family Influences (Chapter 17: pg. 565-582)
       Reference Group Influences (Chapter 16)
       Culture (Chapter 14: pg. 457-473) and Cross-
        Cultural Issues (Chapter 15: pg. 492-508)
   No need to learn facts (e.g., “American
    lifestyle trends” -- just skim them for interest)
Presentation Order: L1
   May 8th:
        Group 4
        Group 3
        Group 7

   May 13th:
        Group 9
        Group 2
        Group 1

   May 15th
        Group 6
        Group 8
        Group 5
Presentation Order: L1
   May 8th:
        Group 24
        Group 21
        Group 22

   May 13th:
        Group 25
        Group 27
        Group 28

   May 15th
        Group 23
        Group 29
        Group 26
    Presentation Guidelines: 15 mts
   Introduction: (3 minutes)
       product category; 2 brands; attributes selected
        from depth interviews; who was interviewed
   Major Findings (6 minutes; use tables)
       Average bi, ei and attitudes about the 2 brands on
        various attributes
       any other measures you have taken (optional)
       what did you conclude about your brand’s current
        position (why is it doing badly?)

   Marketing Recommendations: Overall
    Strategy (6 minutes)
Criteria for Presentations
   Keeping to time limit: Most Important!!
   Style
       Being confident; not nervous
       Conversation (not lecture!)
   Clarity: Slides and Speaking
   Structure
       should have good organization of slides
   Answering questions: questions to be asked
    at end: (5 minutes kept for this)
   Content
Other Points
   Overhead projector recommended: setup time is part of your 15
    minutes time: So be here a few minutes before time!!!

   Attendance compulsory
        contribute to other groups; will lose marks if absent
        learn from their presentations
   Relax!
        Don’t just read out
        Walk around a bit while talking

   Not compulsory for everyone to speak (but good if you can)
   Informal dress is fine!

   We will start presentations exactly on time – don’t be late!!!
Tape: Going International

  Ingratiation techniques… making
            people like you