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Marketing Strategy > Lecture 8 tomtom > Flashcards

Lecture 8 tomtom Flashcards

1
Q

what is a brand in consumers’ minds

A

cluster of associations

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2
Q

what are strategies for change

A

revitalize
reposition
rebrand

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3
Q

what is revitalize

A

execution changes

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4
Q

what is reposition

A

the position of the brand changes (3Qs)

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5
Q

what is rebrand

A

position and execution changes

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6
Q

how to revitalize

A

laddering, increase level of abstraction to build resonance

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7
Q

how does laddering work

A

attributes -> benefits -> abstract motivations

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8
Q

what question do we ask when laddering

A

why do we care

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9
Q

what is the volve laddering example

A

3 point seatbelt -> more safety -> protect your loved ones -> friends and family

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10
Q

What is laddering in the case of tomtom

A

get people from A to B -> empower people with knowledge they need -> to make smarter decisions -> to move towards their goal

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11
Q

what are the brand pillars of tomtom

A

easy of use
smarter decisions
movement

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12
Q

what changes for tomtom

A

from b2c to b2b

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13
Q

what is the new 3c analysis, customer

A

companies
experts with specific expectation
power dynamics change

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14
Q

why do power dynamics change when moving from b2c to b2b

A

previously tomtom could decide and there were always customers who would buy it, now the company has more power

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15
Q

what is the new 3c analysis, competition

A

google and here

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16
Q

how to compete against google

A

different business models
tomtom could use privacy, sympathetic, not google

17
Q

how do tomtom and google have different business models

A

tomtom sells maps and traffic info, google gives product for free, sells customers

18
Q

can most of tomtoms brand associations still be used in a b2b setting

A

yes

19
Q

what should tomtom do

A

revitalize

20
Q

what is ingredient branding

A

a b2b business having their brand name on the ingredient they have in the end product

21
Q

what factors affect the successfulness of ingredient branding

A

number of suppliers
number of customers
importance for functionality of final product
complexity of components in relation to final product

22
Q

what are the number of suppliers for tomtoms ingredient branding

A

low

23
Q

what are the number of customers for tomtoms ingredient branding

A

high

24
Q

what is the importance of tomtom for the functionality of the final product

A

low, but increasingly important

25
Q

what is the complexity of tomtom in relation to the final product

A

quite low, not the most complex thing in a car

Marketing Strategy (10 decks)

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