Guests + Cases Flashcards
Brent Hodgins
Don’t just show them what they want, show them what they never thought was possible.
Branding
A Brand is based in meeting an emotional need and motivating behavior
How Are the Better Brands Differenciating themselves:
Nike success comes from investing in the brand
Neil Heymann
ADC
be authentic
be distinct
be compelling
L’Oreal Case
– International Marketing
L’Oreal- Yue Sai is not doing well in China since L’Oreal purchased the company. They have to decide how they will reposition or position brand to appeal to chinese women.
Options
- Lifestyle positioning as the brand of confident, modern Chinese women (current positioning)
- A Chinese Luxury icon symbolizing the nation’s long history and heritage
- Return to a more affordable value proposition
ZCorp
– Distribution Decisions
3 options inhouse, or hire an intermediary to sell Z corp printer— Best options, pros and cons to all
Mediquip
Thaldorf enjoyed a strong set of strengths over weaknesses going into the tendering process with Lohmann University Hospital (LUH).
it enjoyed a reputation for technology and after sales service. This reputation also gave Mediquip some corporate credibility in the market.
“Members” Buying- hartmann steinborn, Dr. Rufer
Kurt can determine Members by who contact him and who he was told to contact.
gatekeeper- secretary
It came down to Hartmann and costs in the end. Hartmann saw large cost- but Thaldorf did not give full extent of attributes and benefits and long term outcome to Hartmann. He assumed communicaiton between HArmann Rufer and Steinborg. Each needed to be treated as their own segment target with a positioning assigned to shape a want and benefit the each of them.
