Upload
parth-patel
View
218
Download
0
Embed Size (px)
Citation preview
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
1/58
Approaches to Marketing PlanningFebruary 4, 2016
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
2/58
Today’s Agenda
le!ents o" a success"ul !arketing plan
#onsu!er case studies
$2$ case study
Marketing in the %elationship ra
&rap up ' e(it poll
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
3/58
Marketing Plan le!ents
1) *dentity
2) +ituation Analysis
) -b.ecti/es
4) Marketing +trategies
) Pro!otional Tactics
6) *n"rastructure) $udget
) Measure!ent
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
4/58
1) *dentity
3ision
Mission
$randstandards
*nternal 'e(ternal!atch
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
5/58
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
6/58
2) +ituation Analysis
*nternal %e/enue, pro"it ' loss, "inancing ' assets
%esources, sta""ing, supply chain, %'
$rand e5uity (ternal cono!y ' industry
#usto!ers ' !arkets #o!petitors ' share
*nno/ation ' obsolescence
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
7/58
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
8/58
) -b.ecti/es
$usiness %e/enue, Pro"itability '
+hare 3alue
ro7th ' Market +hare
+ales
Marketing
$rand A7areness Tra""ic
8eads
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
9/58
4) Marketing +trategies
Product 9ey o""erings : "eatures ' bene"its
Positioning
Pricing ' ;+P Pro!otion
Target seg!ents ' seasonality
#ore !essaging
#hannels ' !edia !i(
Place istribution
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
10/58
) Pro!otional Tactics
(ternal #ontent production
Media plan
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
11/58
6) *n"rastructure
Processes %'> Product de/elop!ent ' re"ine!ent +ales> lead nurturing ' #%M
8egal> industry standards ' regulations
Technology e#o!!erce, !arketing auto!ation, $ !anage!ent
People
+kills, gaps ' leadership de/elop!ent
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
12/58
) $udget
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
13/58
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
14/58
Today Apple Computers is one of the largest
and most well-recognized corporations in theworld, but it wasn’t always this way.
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
15/58
IntroductionIntroduction
Apple has tested out many different advertisingand branding techniues over the years, some of
which have failed, but others have been e!tremelysuccessful and have helped create the iconic,
cutting edge brand we recognize today.
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
16/58
IntroductionIntroduction
Apple differentiates themselves from other brandsby offering something that their competition doesnot"
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
17/58
In a world filled withads from consumer
electronics companiesli#e $o#ia, %ony and
&lac#berry"
… an Apple ad will stand out for having little to nocopy, a simple backdrop, a short and simple slogan, hip
music from a band whose song will likely be #1 on
iTunes the next day and the famous Apple logo at the
&rand Identity&rand Identity
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
18/58
&rand Identity&rand Identity
' The %ubtle Artof &eing Cool
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
19/58
““1984” (1984)1984” (1984)
This critically acclaimed +uper $o7l co!!ercial "ro!
T$&A?#hiat?ay 7as based o"" eorge -r7ell’s no/el Nineteen
Eighty-Four.
aving humanity
from conformity,dystopian future!"$ vs Apple%
A key moment forApple, 1&'(
became one ofthe most popularT) commercialsin history.
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
20/58
““Lemmings” (1985)Lemmings” (1985)
The ad that almost killed Apple.
+uper $o7l "ollo7 up to @14B) *t 7as such a "lop that Appleconsidered running a public apology "or it)
*an pre+ad warning
"f you go to thebathroom during the
fourth -uarter youllbe sorry./Apple tried to go
after business users
which they showed asbeing mindless
drones, but theyconse-uently insultedtheir key audience.
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
21/58
)**+’s iac)**+’s iac
i$ac
0hic. ot 2eek./
Think 3ifferent/
The i$ac started a trend in the computer
industry similar to what 2eneral $otors didin the 1&45s 6 when all cars were black
and in some danger of eventually becoming
undifferentiated commodities. 2$ began to
produce them in color and introduced
elements of style. This creates brand
distinctiveness, added value and
period obsolescence !style change%.
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
22/58
)**+’s iac)**+’s iac
i$ac
0hic. ot 2eek./
Think 3ifferent/
Campaign introduced Apple’s new emphasis on
design and aesthetics
The product is the hero, displayedas the only living being in an
otherwise featureless white
The technical aspects areignored in favor of the
styling.
2ained a comparative advantage in thepersonal computers field by
portraying their products as cool,innovative, fun and well
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
23/58
)**+’s iac)**+’s iac
i$ac
0hic. ot 2eek./
Think 3ifferent/
0ritically acclaimed campaign by
T7A80hiat83ay that mar#s Apple’s re-emergence as a technical giant.
The ads feature a number of famous people and the devices themselves
disappear from the ads in favor ofor eous hoto ra h .
"ronically, Apple had tolose its products in order
to gain its identity.
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
24/58
''iod %ilhouette( /0++12iod %ilhouette( /0++12The $aga9ine :ublishers of America awarded T7A80hiat83ay
the $100,000 Grand Prize Kelly ward for its Apple i:od;ilhouette campaign that shows simplistic, dark
silhouettes dancing with i:ods against brightly colored
backgrounds.
"t demonstrated
that you dont have
to spend a lot of
time talking about
features to get
people to make a
human connection
with your product.
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
25/58
''ac vs C( /0++32ac vs C( /0++32
2et A $ac 0ampaign> attle between actors ?ohn @odgman !:0%and ?ustin ong !$ac% that successfully lasted B years
until 455&.
%imple 4 emorable
0reated a solidand clearly
defined brandidentity> a
simple and easy
approach to theissues that
many :0 usershave been facedwith over the
years.
The $accharacter lendsto the Applebrand/ of
being userfriendly,easy!goingandinnovative.
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
26/58
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
27/58
''9ou, e and the9ou, e and the&ourgeoisie( /0++:2&ourgeoisie( /0++:2
implistic,all+whitebackground
so thei:hone isthe onlyfocus.
@ow+To/
Advertising
"irst of the iconic i:hone ads.
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
28/58
''%iri and ;ooey%iri and ;ooey(( /0+))2/0+))2
0onsumers love Apples ;elitist celebrityiri ads.
Although iri
itself is
primarily viewed
as a flop, Apples
iri campaign
featuring amuel
. ?ackson and
Eooey 3eschanel
roved to be
The ads scored
FGB and F(G on
Ace $etricsH
scale !$s.
3eschanel
scored even
higher%
compared with
' (
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
29/58
ihone < /0+)02ihone < /0+)02
This B5+second short advertisement simply focuses onspecific aspects of why the new device !which doesntlook terribly different from the two generations ofi:hone before it% is indeed better than what youve
seen from Apple before.
'Thumb(
highlights the
increased screen
si9e, using anappendage as an
appropriate
yardstick to
gauge its
The campaign was
clearly a success
because the i:honeG reached record
sales, of most
i:hones ever sold
in opening weekend.
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
30/58
oment of %ilence /0+)02oment of %ilence /0+)02
7hat can be said to honor someone whose foresight
I innovation transformed the way we communicateJ:erhaps it is best to say nothing.
2oal> channel peoples passionfor Apple toward helping fightthe cancer that took teve
?obs life
:urchase ' secondsof silence oniTunes to
commemorate ?obs 6funds going to
pancreatic cancerresearch
)iral sharing wasthe main channel of
distribution
2eneratedsignificantcoverage and
raised millionsfor research
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
31/58
%ecent Apple Fu!bles C$endgate
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
32/58
%ecent Apple Fu!bles iPhone 6 Free ;2 Albu!
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
33/58
A!aDon Fu!bles
Fire Phone
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
34/58
A!aDon Fu!bles CPri!eay
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
35/58
lectronic ata +yste!s
8egacy *T ser/ices leader 7ith $2$ 8agging sales in late 10s ;pdated !ission to re"lect
i!portance o" e!ployees to brand 8aunched @#at EerdersB in 1 M T3, print, *nternet ' #-MG $y 2000, sales hit a ne7 5uarterly
high
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
36/58
Marketing in the%elationship ra
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
37/58
/olution o" Marketing
Product ra> 10sH160s (tolling o" product attributes real or i!agined
8ucky +trike, $rylcree!, $lue $onnet
#onsu!er ra> 10sH2010 Focus shi"ted to appealing to hearts ' !inds
o" consu!ers
Master#ard @PricelessB, Iike @Just o *tB
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
38/58
#onsu!er 3igilantes
More than hal" o" A!ericans report beingunhappy 7ith the 7ay businesses treat the!
Po7ered by s7ell o" corporate distrust
;sing social !edia to band together tode!and change, increase accountability #o!cast #able
;nited Airlines
http://www.youtube.com/watch?v=v0PzNqXQMqkhttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=v0PzNqXQMqk
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
39/58
#hanging Media 8andscape
Frag!entation threatensreach o" !ass !edia
+ocial !edia is the "irst
to allo7 !asscon/ersation as 7ell asoneHtoHone
reater transparency
#onsu!ers no7 ha/e!uch greater po7er
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
40/58
Paid K arned K -7ned
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
41/58
The Ie7 4 P’s o" %elationshipMarketing
Personal Participatory
Physical Plausible
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
42/58
P;%P-+
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
43/58
ar"ield ' 8e/y
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
44/58
#an’t $uy Me 8ike-b.ecti/es
+uccess or "ailure depends on 7ho you are
9ey to building ' !aintaining relationships>honesty ' shared /alues
#usto!er retention is econo!icallyad/antageous
Focus on 7hat people are saying rather than
7here and ho7 Pro"it is a byproduct o" pleasing people
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
45/58
Marketing in the %elationship ra
+trategies $e genuine ' transparent
-""er so!ething o" /alue
Make people "eel so!ething
o so!ething une(pected
!brace all social net7orks
Measure ' opti!iDe
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
46/58
%ecent #ase +tudies in
%elationship Marketing
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
47/58
-ld +pice The Man Lour Man #ould +!ell 8ike
8aunched on LouTube, e(panded to otherchannels and !essages
-/er 2M /ie7s to date, higher engage!entthan -ba!a’s /ictory speech
-ld +pice $ody7ash sales are up 2
http://www.youtube.com/watch?v=owGykVbfgUEhttp://www.youtube.com/watch?v=owGykVbfgUE
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
48/58
+ecret @Mean +tinksB
F$ ca!paign> encouraged teens to discussbullying
enerated o/er 1)M shares to date
*ncreased sales by 20, share by
e!onstrates po7er o" engage!ent /s)/ie7ership
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
49/58
$lendtec
&ill *t $lendN series
+pent 1,000 on /ideos, ran only on LouTube
&ebsite recei/ed 120MO /isitors the !onththe /ideos launched
%esulted in sales increase O00
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
50/58
9rispy 9re!e
+hare price drop > 44 in 200 to 1)1 in 200
%econnected 7ith 99 central purpose> JOY ;sed T7itter and F$ to engage "ans, in/ite the!
to share .oy by posting photos
Io7 )1M "ans on F$, 9 T7itter "ollo7ers
99 no7 up to 14)24
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
51/58
o/e /olution
Aging brand looking to reposition itsel" 7ith
younger audiences Eighlights ho7 our perception o" beauty is
distorted
-/er 1M /ie7s on LouTube, 200MO 7orth o"e(posure "or o/e
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
52/58
#hrysler
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
53/58
A!erican Airlines
# l b $ i
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
54/58
#eleb $outi5ue
9it h Aid
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
55/58
9itchenAid
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
56/58
9ryptonite
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
57/58
For Ie(t &eek
Post a 20 7ord co!!entary in your #an/asdiscussion group
8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16
58/58
(it Poll
&hat 7as your "a/orite part o" class todayN
$e sure to check your Top Eat grade book
score prior to lea/ing class to ensure yourattendance and participation "or today 7ererecorded)
+ee you ne(t 7eek