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Class 3:

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  1. Class 3: Today’s objectives: • Turn-in: • Prep Assignment02 • Review how Prep Assignments are used in class • Issues with using the Web site • Review next class assignments • Current Events • Lecture • Review product/brand & positioning • Targeting & Segmentation • Review next class assignments UNCG - Roehm

  2. Next class assignment: UNCG - Roehm

  3. Class 3: Next Lecture Learning objectives: • Review (STP: Segmenting, Targeting & positioning) • Introduce marketing research UNCG - Roehm

  4. Class 3: THIS Lecture Learning objectives: • Review difference between product &brand • Review brand positioning • Understand targeting & segmentation UNCG - Roehm

  5. Class 3: Review Prep Assignment01A &B Current Events: Brand Revival UNCG - Roehm

  6. Week 2 Product & Brand: • Kotler, p.11, says a Brand is... • An offering from a known source. • Brand name (logo, icons)=represents/ identifies the offering • Brand image is made up with the associations about brand that consumers’ store in their memory. • How is positioning and Brand image related? UNCG - Roehm

  7. Class 3: Product & Brand: • An example: Proctor&Gamble (P&G) Crest brand • In marketing terms, what is P&G? • What is Crest? • Consider the positioning change of Crest. UNCG - Roehm

  8. Class 3: Product & Brand: • Is Tiger Woods a brand? • Is Intel a brand? • Is a computer CPU a brand? (e.g. 486) • Is Pentium a brand? • Is New York City * a brand? UNCG - Roehm

  9. Class 3: Product & Brand: UNCG - Roehm

  10. Class 3: Product & Brand: • Summary: • Positioning is marketing efforts to create a certain image in consumers minds. • Positioning results in associations • Positioning results in brand image • Brand equity is the goal • How do you measure/quantify brand equity? • Positioning is supported by the 4P’s: • Example product design • Next example of product failed, but brand was still good. UNCG - Roehm

  11. Class 3: Product level analysis incorrectly applied to brands. • Example - Product Life Cycle (PLC) • PLC: It is drawing a parallel between human being’s life & a product’s life UNCG - Roehm

  12. Class 3: Product Life Cycle graph example sales Intro Growth Maturity Decline UNCG - Roehm

  13. Intro Grow Maturity Decline Class 3: IPANA TOOTHPASTE PLC FAILURE • USED PRODUCT LEVEL ANALYSIS TO MAKE BRAND LEVEL DECISIONS • 50’s: A top brand of toothpaste in US • Sales... 1960 1968 Sales UNCG - Roehm

  14. Class 3: IPANA TOOTHPASTE PLC FAILURE • Parent company stopped production in 1968 • Name bought in 69 • Updated the formula • No promotions budget • 250K sales in 69 by ONLY fixing the product, no other “P” involved • 1973: 1.52 mil adults using • Question: How does this happen? UNCG - Roehm

  15. Class 3: REVIEW POSITIONING: • What are the two parts of positioning? • Membership • Point of Difference • Now give me 7UP’s membership? • Now give me 7UP’s Point of difference? UNCG - Roehm

  16. Class 3: REVIEW POSITIONING: • Positioning statement: • Summary of your positioning goals. • It typically has a set format • Four parts: 1 Membership 2 Target market 3 Point of difference 4 Reason to believe UNCG - Roehm

  17. Class 3: REVIEW POSITIONING: Bella -Judge a positioning statement: • Choice A: • Choice B: • Choice C: UNCG - Roehm

  18. Class 3: REVIEW POSITIONING: • Review Assignment 2A • Example AD - in Wired Magazine – Mavica UNCG - Roehm

  19. Class 3: • REVIEW POSITIONING: • Membership • Target Market • POD • RTB UNCG - Roehm

  20. Class 3: • REVIEW POSITIONING: • MEM - • TM - • POD – • RTB - UNCG - Roehm

  21. Class 4: Lecture Learning objectives: • Review difference between product &brand • Problem of product level analysis applied to brand (Product Life Cycle) • Review brand positioning • Look at 4 elements of positioning statement UNCG - Roehm

  22. Class 3: Class wrap-up: • Review (STP: Segmenting, Targeting & positioning) • Introduce marketing research • Learn important quantitative marketing analysis and how it can help segmenting, targeting & positioning • Continue the discussion of index numbers • Discuss marketing math • Discuss marketing research issues UNCG - Roehm