IDENTIFYING VALUE
Scanning the Marketing Environment,Forcasting Demand & Conducting Market research
Creating customer value and relationships
Analysing consumer markets
Analysing Business Markets
CHOOSING VALUE
Identifying market segments & targets
Competitive Dynamics
Crafting the brand positioning
Creating brand equity
DESIGNING VALUE
Setting Product Strategy
Designing & Managing Services
Developing Pricing Strategies & Programs
DELIVERING VALUE
Designing & Managing
Integrated Marketing
Communications
Managing
Retailing,Wholesaling
& Logistics
COMMUNICATING VALUE
Designing & Managing Integrated Marketing Communications
Managing Mas Communications
Managing Personal Communications
SUSTAINING GROWTH & VALUE
Introducing New Market Offerings
Tapping into Global Markets
Managing a Holistic Organization for the Long Run
ISSUES
Majority of the population lives below
the poverty line
Buckingham has outdated market data to
make decisions
Buckingham has deep thinking background
but little industry background
CURRENT CONDITION
The only other minor league sports
team in Springfield is a hockey
team, the falcons and they are
contemplating leaving town due to
low ticket sales
FIRM RESEARCH
Need new data:game attendance;ticket & concession prices
Questionaire Postcard:fans potential spending behaviour
Poll No’easters stakeholder to formulate Questions
Fans asked to fill out postcards & mail it,call a phone number to give results or fill put the form in the web
FAVOURABLE CONDITIONS
Manufactured 350 pianos worldwide
Increase in sale of grand & vertical piano in traditional market
Opening of new potentially large markets
MOUNTAIN MAN LAGER
•Dark beer
•Premium beer segment
•520,000 barrels sold in 2005
•Revenue of $50 million in 2005
•Popular among Blue-collared
ISSUES
Sales declined by 2% in 2005 – 1st time in the history of the company
Light Beer market started to increase
Demographic Aging
Today’s Customers take much more iterative &
less reductive journey of 4 stages:
ENJOY,ADVOCATE &
BOND
CONSIDER
BUY
EVALUATE
JOURNEY IN PRACTISE
Instead of focusing on how to allocate spending across media, marketers should target stages in the decision jourey.
ADVERTISEMENT ADVOCACY
Marketers budgets are constructed to meet the needs of a strategy that is outdates.
ONE WAY COMMUNICATIONHUGE COST INVOLVED
Example…
Kit-Kat and Oreo: Oreo has been part of a few brand interchanges on Twitter, but this one in March was initiated by Kit-Kat. The chocolate bar challenged the chocolate cookie to a game of tic-tac-toe with a specific fan's affections at stake.
CUSTOMER EXPERIENCE PLAN
A large number of the internet population use the internet for just searching randomly.
The next large internet population is more involved in research
Online Videos & Music
Social Networking
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