Beruflich Dokumente
Kultur Dokumente
SA Communication Group
z Place Price
z Price Product/Services
z Promotion Place
z 4 C’s
z Consumer Water Level Communication Water Level
z Convenience Cost
z Cost Consumer
z Communication Convenience
The New Marketing Definition
z Marketing is an organizational function and a
set of processes for creating, communicating,
and delivering value to customers and for
managing customer relationships in ways that
benefit the organization and its stakeholders.
What Do You Think?
z What is your favorite…
z Department Store?
z Grocery Store?
z Tire Vendor?
z Restaurant?
z Hotel?
z Phone Company?
z What do you like about this company?
Name the Brand…
What adjectives comes to mind when you think about these companies?
What Is a Brand?
z Your brand is a vision, brought to life in each
channel and at every touch point where your
organization engages its audiences
Ann Livermore
Hewlett-Packard
The Value Proposition
Example: Children’s Birthday
1940: Flour, sugar, eggs $0.50
(raw material economy)
Harley Davidson:
“What we sell is the ability for an 43-year-old accountant to
dress in black leather, ride through small towns and have
people be afraid of him/her.”
Quality
High quality products
High quality services
Consistency
Image Brand
Product standards
Service standards
Action
Message standards
Graphic standards
Brand Attributes
Marketing “mission”
Product/Service Attributes
Functional Benefits
Pentagon of
Values
Icons
Emotional Benefits
Personality/Values
Jim Emery,
Viewfinder Research and Consulting
Clients Specializes in brand building and brand
positioning for fortune 500 companies
Positioning Requires Sacrifice
z Develop your area of expertise
z Take a stand
z Do something better than the competition
z Attract consumers because of your expertise
and knowledge
z Don’t try to do everything
Lessons Learned at OSU
z From the branding of Calabaloo’s™ Gourmet
Burgers, we have learned some important lessons
z Consistency is the key
z Image
z Product
z Service
z Customer Experience
z Decisions should be criteria- and data-based
z Service must reinforce image
z Most difficult aspect to lead/manage
Where To From Here
Last Thought