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600k + in- and out-patients/yr Founded in 1800 by Dr William Woral Mayo & two sons. Pioneered group practice = Two heads are better than one Two extension facilities in 1980s (Scottsdale,Jacksonville) Mayo Graduate School of Medicine one of largest graduate
education centers
Worldwide leader in patient care, research and education Renowned for world class specialty care Earned a reputation as world class specialty care Most medical staff participate in research 1950 Nobel Prize winners, Drs Kendall and Hench
discovered Cortisone
The Brand Value Chain to determine Measurement Tactics and Resulting Marketing Strategies
Value Stages
Customer Mindset
-Awareness -Associations -Attitudes -Attachment -Activity
Market
Performance
Shareholder
Value
-Stock Price -P/E Ratio -Market Capitalization
-Price Premiums -Price Elasticities -Market Share -Expansion Success -Cost Structures -Profitability
Awareness
84.3%, 90+% among 45+ Specialty ranking Top ranked at 15.4% (next at 5.3%) ..go anywhere in US for serious condition which required highly specialized care.. Strongest Brand Associations 1) Scientific Research, 2) Cancer Treatment, 3) Cardiac Care
No Negative Associations
Study
Product Perception ISSUE Outside Midwest perception of only for rich/famous Known for Tertiary Care (Not primary family care) Thus, not like me
The Brand Value Chain to determine Measurement Tactics and Resulting Marketing Strategies
Value Stages
Customer Mindset
Market
Performance
Shareholder
Value
Multipliers
Program Quality
-Clarity -Relevance -Distinctiveness -Consistency
Marketplace Conditions
-Competitive reactions -Channel Support -Customer size & Profile
Investor Sentiment
-Market Dynamics -Growth Panel -Risk Profile -Brand Contributions
The Brand Value Chain to determine Measurement Tactics and Resulting Marketing Strategies
Value Stages
Customer Mindset
-Awareness -Associations -Attitudes -Attachment -Activity
Market
Performance
Shareholder
Value
-Stock Price -P/E Ratio -Market Capitalization
-Price Premiums -Price Elasticities -Market Share -Expansion Success -Cost Structures -Profitability
Study
Communication Word of Mouth is influential in selecting specialty care 1/3 know at least one Mayo patient
Excellence The best medical, personal and technical expertise in patient care and education Care Compassionate patient care and education resulting in physical, mental and emotional well-being Cooperation Care and education in cooperative and inclusive relationships among colleagues and with the patient, the patient, the patients family and consumers Enlightenment (Wisdom) Commitment to pioneering knowledge, insight, and truth through research and education
consistently, the Mayo clinic had engendered in patients and consumers a sense of confidence, safety, hope and serenity
Brand Development
Consumer Driven Marketing Cycle
Succeed And Improve Assess Performance Map the Marketspace Select Most Valuable Customers
Actions
Execute the Tactical Plan
Strategies Tactics
Choose a Winning Positioning Brand saturation High Cost
Responsible for the protection & enhancement of the Mayo Clinic brand (+ monitoring) Developing Brand Management Guidelines & a Positioning statement Implementing a Branding System (include education) Build awareness of Brand Management within the organization Research extension opportunities & risks
Is
Mayo Resonating with Consumers Central Beliefs/Core Values? What Consumer Insight might they center their equity on?
Your VISION Launch Rationale Business analysis (Competitive and market analysis, SWOT etc) Target audience, Key Competitive insights and Core Values (use CBBE Pyramid) Projected share and financials (supported, P&L examples to be provided) Proposed Marketing Objectives, Strategies and Tactics
Marketing Mix
Business Analysis
SWOTs
ANNUAL STRATEGIES
How will the objectives be achieved?
Analysis & Long Term Strategy Analysis & Long Term Strategy
Financial Health
Marketing Mix
Business Analysis
SWOTs
ANNUAL STRATEGIES
How will the objectives be achieved?
Advertising Media
Marketing Mix
Business Analysis
SWOTs
ANNUAL STRATEGIES
How will the objectives be achieved?
Market Conditions
Household Pentration Seasonality Regionality (CDI/BDI)
Retail Conditions
Volume & Share
Industry definition & served market Category Size & growth rates Category Segmentation, trends, importance to category Share of market by brand & by segment
Channels of Distribution Product Sourcing/availability Importance of the category to the retailer Retailer focus on private label Retailer influence over category marketing activity
Consumer Conditions
Substitute products Changes in tastes/attitudes/needs
Competitive Trends
Competitor Identification Key direct competitors Competitive Scope: Regional/National/Global
Importance in portfolio Level of product activity Level of marketing focus Financial resources
Competitor Focus
Competitive Financials
Advantage
Competitive Strategy
Overall mission/priorities Target Audience Brand Turf/Positioning Class of Trade (COT) importance
The Brand Value Chain to determine Measurement Tactics and Resulting Marketing Strategies
Value Stages
Customer Mindset
-Awareness -Associations -Attitudes -Attachment -Activity
Market
Performance
Shareholder
Value
-Stock Price -P/E Ratio -Market Capitalization
-Price Premiums -Price Elasticities -Market Share -Expansion Success -Cost Structures -Profitability
The Brand Value Chain to determine Measurement Tactics and Resulting Marketing Strategies
Value Stages
Customer Mindset
Market
Performance
Shareholder
Value
Multipliers
Program Quality
-Clarity -Relevance -Distinctiveness -Consistency
Marketplace Conditions
-Competitive reactions -Channel Support -Customer size & Profile
Investor Sentiment
-Market Dynamics -Growth Panel -Risk Profile -Brand Contributions
STRENGTH
Inherent source of competitive advantage within the Brand (of genuine relevance to the consumer)
WEAKNESS
Inherent cause of competitive disadvantage within the Brand (of genuine importance to consumer)
INTERNAL to the brand Caused by the inherent nature of the Brand or our management of it
OPPORTUNITY
Unsatisfied or poorly satisfied need in the marketplace which our company can perform profitability
THREAT
Potential problem from external source which could undermine our Brands competitive position if not addressed.
Brand Performance
2 Points of Difference
Brand Salience
Feelings
3 Brand Response (WHAT About You?)
User Profiles Purchase and Usage Situations Personality & Values History, Heritage, & Experiences
Imagery
2 Brand Meaning (WHAT Are You?)
Salience
Insight to Positioning
State the thought you wish to implant in your targets mind: TO (core target audience), (Brand Name), Power IS THE (frame of reference) Positioning LINKS to THAT (owned benefit) Consumer Insight BECAUSE (support or reason to believe)
fact). Introducing New Brand. What it does (relevant core benefit to consumer). Reason to believe (how/why it does what it does).
Reprise
Statement of Purpose
What do I want to do (grow X% to $$) Objectives must be SMART Specific Measurable Appropriate Realistic Timebound Long Term and Short term
Brand Development
Consumer Driven Marketing Cycle
Consumer Insight: Singularly focused need, desire or want Strategies: Fact Based choices on who, how and why Tactics: Activities/capabilities what, where and when Actions: Execution, feedback, assessment, and improvement
Actions
Strategies
is your Big Inspiring Vision? How will your consumer insight translate across ALL elements of your plan?
Positioning Brand Essence Strategies and Tactics
WHO
is your target REALLY (pscyh, demo) In your SWOT: What is going on competitively and in the Market Place? WHY should I invest in your launch????????