Slide for class number 3. Video links for class 3: Twitter Videos http://www.commoncraft.com/twitter http://current.com/items/89891774/twouble_with_twitters.htm http://current.com/items/89891774/twouble_with_twitters.htm 4am Coincidences http://www.ted.com/index.php/talks/rives_on_4_a_m.html Remarkable Marketing http://www.ted.com/index.php/talks/seth_godin_on_sliced_bread.html

1. +
MBA/570
Sustainable Customer Relationships
March / April 2009

2. +
Agenda
Housekeeping

Marketing in the news

Workshop 2 review: major concepts

Discussion: Z-Wing marketing plan

Weekly inspiration: remarkable marketing

Next time…

MAR / APR 2009

3. In the News

6. +
Marketing in the news
Sneaky car marketing

MAR / APR 2009

7. +
Marketing in the news
Sneakier car marketing

MAR / APR 2009

8. Twitter 101

9. Source: http://www.commoncraft.com/twitter

10. Source: http://www.ted.com/talks/view/id/473

11. +

12. A Branding Story

13. +
Top 10 Brand Recognition
Think about brands or names Coca-cola
1.
Sony
of products and services you 2.
Toyota
3.
know. Considering
Dell
4.
everything, which three brands
Ford
5.
do you consider the best?
Kraft
6.
Pepsi
7.
Microsoft
8.
Apple
9.
Honda
10.
MAR / APR 2009

14. MAR / APR 2009

15. +
The Pepsi Challenge
If people like the taste of Pepsi better, why do they

drink Coke?
If people like Dunkin’ Donuts coffee better why do

they drink Starbucks?
MAR / APR 2009

16. +

17. +
The Pepsi Challenge
fMRI Give us a clue

When people know the

brand they are drinking,
they prefer Coca Cola
Impact shown in the pre-

frontal cortex
MAR / APR 2009

18. +
Workshop II Review
MAR / APR 2009

19. The
Perfect
Pepsi

21. +
The Marketing Mix
The 4 P’s

MAR / APR 2009

22. Spaceman
3000
From Pluto
Eight Arms to
Would I lie to Hold You
You?

23. NEW PRODUCTS AND WHY THEY
SUCCEED OR FAIL
• What is a New Product?
 Newness Compared with Existing Products
 Newness in Legal Terms (Regular Distribution?)
• Regular Distribution
 Newness from the Company’s Perspective
MAR / APR 2009
Slide 10-16

24. Sony’s PlayStation 2 and Microsoft’s Xbox
How does the term “new” apply?
PS2 Xbox
MAR / APR 2009
Slide 10-17

25. FIGURE 10-BWhat it takes to launch one
commercially successful new product
MAR / APR 2009
Slide 10-22

26. +
Multi-Channel Marketing
MAR / APR 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

27. +
Multichannel Marketing
What is it?

NFL & NFLshop.com

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009

28. NFL Fantasy Football
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009

29. NFL Weekly Update E-Mail

30. NFL Commercial

31. NFL Shop Catalog

32. NFLSHOP.COM

33. Facebook Advertisement

34. The Next E-Mail

35. +
Putting it all together
Web – Fantasy Football

He likes the Steelers

E-Mail – weekly game preview

Television – Steelers gear commercial

Direct mail – customized catalog

NFLShop.com – more customization

Facebook – discount for abandoned shopping cart

E-Mail – game preview with gear advertisement

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009

36. +
Multichannel Marketing Multiplier
Web – Fantasy Football

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009

38. FIGURE 21-5 Why consumers shop and buy
online
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
Slide 21-30

39. +
The Long Tail
The internet opens new markets by aggregation

MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009

40. +
The Long Tail
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009

41. FIGURE 21-1 Trend in online shoppers and
online retail sales revenue in the United
States
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
Slide 21-7

42. FIGURE 21-2 Website design elements that
drive customer experience
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
Slide 21-15

43. Harley-Davidson
What customer experience is created
by its website?
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
Slide 21-16

44. FIGURE 21-3 Internet access at home
among U.S. households
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
Slide 21-21

45. FIGURE 21-4 Online consumer retail sales
by product/service category: 2003 and 2007
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
Slide 21-28

46. MULTICHANNEL MARKETING
TO THE ONLINE CONSUMER
• Integrating and Leveraging Multiple
Channels with Multichannel Marketing
 Dual Distribution
 Multichannel Retailers
Multichannel Marketing
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
Slide 21-41

47. FIGURE 21-6 Implementing multichannel
marketing with promotional websites
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
Slide 21-44

48. One More Example…
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009

49. +

50. +
Marketing Research
The biggest error people make in interpreting research
MAR / APR 2009

52. Ice Cream & Shark Attacks
shark attacks
ice cream sales

54. Correlation ≠ Causation

55. +
Marketing Planning
MAR / APR 2009

56. FIGURE 22-2 The strategic marketing
process: actions and information
MAR / APR 2009
Slide 22-13

57. FIGURE A The strategic marketing phases
and corresponding output reports
MAR / APR 2009
Slide 22-14

58. THE PLANNING PHASE OF THE
STRATEGIC MARKETING PROCESS
• The Variety of Marketing Plans
 Long-Range Marketing Plans
 Annual Marketing Plans
MAR / APR 2009
Slide 22-15

59. FIGURE 22-3 Steps a large consumer
packaged goods firm takes in developing its
annual marketing plan
MAR / APR 2009
Slide 22-16

60. +
Porter’s four generic business strategies
MAR / APR 2009

61. + Porter’s four generic business strategies
Cost Leadership – Differentiation – Cost Focus – Differentiation Focus
MAR / APR 2009

62. + Porter’s Competitive Threat Landscape
MAR / APR 2009

63. +
SWOT Analysis
MAR / APR 2009

64. The Product Life Cycle
MAR / APR 2009

65. Overlap of Life Cycle for Products A and B
WINDOWS 3.1
WINDOWS 95
1991 1995 1996 1997

66. +
Yoplait Case Study
MAR / APR 2009

68. +
Yoplait Case Study
Why do you eat yogurt?

Because it tastes good: 48%.

For weight watching: 18%.

To maintain good health: 12%.

Where is yogurt in the PLC?

MAR / APR 2009

69. +
Z-Wing Marketing Plan
Discussion
MAR / APR 2009

70. +
Z-Wing Marketing Discussion
Group C: Market Summary, SWOT Analysis, Competition

Group E: Product Offerings, Keys to Success, Critical

Issues
Group F: Historical Results, Macro environment, Mission,

Mktg. Objectives
Group B: Financial Objectives, Target Markets,

Positioning
Group A: Strategies, Marketing Mix (4P’s), Marketing

research
Group D: Financials (sales & break even),

Implementation, Contingency Planning
MAR / APR 2009

71. +
Remarkable Marketing
MAR / APR 2009

72. +

73. +
Create customer feedback loops
MAR / APR 2009

74. +
Customer feedback loops
How does your company solicit feedback?

Surveys

Customer service

Returns

Share of voice

Brand recognition

MAR / APR 2009

75. +
Six Sigma
DMAIC

Design – Measure – Analyze – Improve - Control

MAR / APR 2009

76. +
Concept Review
Select appropriate product development initiatives

Create product implementation plans across

organization functions
Create customer feedback loops

Develop metrics to track implementation and product

performance
MAR / APR 2009

77. +
Next Time. . .
Understanding customer value

Classic Airlines Problem Definition

in class – classic airlines benchmarking

Field trip?

MAR / APR 2009

78. +
Information Density
“I have only made this letter longer because I have not had
the time to make it shorter.”
Blaise Pascal, (1623-1662) Lettres provinciales.
MAR / APR 2009