MET 470 Lecture Notes - Lecture 1: Smart Criteria, Internal Communications, Marketing Plan
22 May 2018
School
Department
Course
Professor
Marketing
-Means war
-art of creating genuine customer value
-evolving science and art, which analyzes completely the business and consumer to define the best
strategy and the most creative execution to connect with consumer and move to purchase decision
art, differentiation, connection with consumers
Creating genuine customer value: 3 aspects
Situation analysis, objectives and strategies, 360 execution, metrics/evaluation
Marketing plan 4 steps:
Situation analysis
Internal and external
Consumer understanding and insights segmentation
Objectives and strategies
Targeting, differentiation and positioning
Objectives SMARTs
Strategies: portfolio and 4ps
360 degree execution
consistency in all media
right selection of messages and media
new tech a must
metrics/evaluation
performance vs KPIs
what's working/what's not, key learnings
find more resources at oneclass.com
find more resources at oneclass.com
External situation analysis
o Discover opportunities and threats in the market
o Non-controllable elements
Internal situation analysis
Detect strengths and weakness
Controllable elements
trends
o Experiential society
o Solutions for individuals
o Getting connected
o Instant availability
o Anything goes
o Health and wellness
o Securing a better world
o Trading up, trading down
consumer insights, relevant brand difference, category motivator
3 levels of external analysis
trends, insight, segmentation
3 levels of consumer analysis
sociodemographic, psychological, behavioral, motivational
4 levels of segmentations
consumer insights
contextual personal human
find more resources at oneclass.com
find more resources at oneclass.com
Relevant brand difference
POD
Category Motivator
Frame of reference
Defining the market
Your brand and the competitors
consumer point of inspiraton
o The intersection of all three points
o "this brand understands me"
Sociodemographic
Traditional segementation type: age, gender, socio class
but not the best
motivational
Segmentation type:
Maslows
Motivation-->Needs-->desire-->purchase
Behavior (deep)-> desires->needstate-> motivations (deepest)
At the least deep behavior, to need, to tension, to the deepest motivation
best type
behavioral
Segmentation type:
Purchase
Usage
HMSL Matrix
most used
find more resources at oneclass.com
find more resources at oneclass.com
