Lecture Notes Flashcards
Glade USP
Scent is tied to emotion
Conclusion of Glade
Unique, different and ownable insight is the most powerful asset a brand can have
Oreo commercial
Different colors/flavors
Computer generated
Yoplait commercial
“lick the lid”
Educate a variety of audiences not only the consumer:
Channel
Sales force
Agencies
Stakeholders
Employees
You cant control every word someone related to your company says:
but you can influence it
Monitor group - integrated marketing video
Think of marketing as hockey, not Football - be ready to adapt when a new media comes up
Sales promotion
Get wholesaler and distributor excited about the product to get it on the shelf
Point of purchase
Cow display example
You have to adapt your display for each store
Integreated Advertising
Combining several media tools under 1 idea for the consumer
Big idea, consumer experience, BRAND navigation
2 strategies
Push - against channel to push product into channel
ex. sell sheet
and pull - market heavily into consumer and hopes consumer demand s pgoducts
ex. smuckers- coupon for 3 different flavors so keep all 3 flavors on shelf because customers will be using coupons
Issuing coupons to encourage consumers to demand product:
pulling
Toshiba advertisement
Pioneering - DVD player was new - happens earlier part of product cycle
Builds primary demand
pioneering =>
market introduction
Apple Ipod Advertisement
Original ad shows features
new ad shows white headphones
Windex vs. Clorox comparatie AD
Windex is mentioned before florox in advertisement
When does comparative advertisement work:
Tiny competitors with good USP
Make sure ou have everything to back it up
Coke would not go after a small competitor
When doesnt comparative advertisements work?
Internationally does not always work
Campbell’s vs. Progresso
Campbell’s took shot at progresso - shots back and forth
Risks of comparrison
Annoy customer and illegal in some countries
Advertising regulation
Federal Trade commission regulates deceptive advertising
Puffery
OK to use
So excessive that it is not reasonable
*best, better, greatest, finest
Weasel word
Designed to say something but not really say something
help control acne
helps, acts, aids, looks like, feels like
Deception
If liklihood to confuse many customers
material
Someone likely to be injured or has been
worlds best coffee
puffery
this wil help you cheat death
deception
Listerine - kills germs that…..
puffery
Profile Bread - fewer calories each slice
cut slices smaller so deception
Rice Krispies - helps boost childs immunity
deception - implying health benefit
Nutella ad - made with nice ingredients
deception
Mass Selling Examples
Advertising
PR/Social Media
Sales Promotion
PR
More cost effective - get media coveage
More longevity
More credile
Larger audience
Key notes on advertising video
Old is new
Advertising can be instantly tested
Seedning bto buzz
constant change
Sales promotion 2 parts:
- consumer promotion - sponsoring concert
- cutting price to bring foot traffic in
Marshall’s
Discount store
Target
Mass merchandiser
Black Friday
Usually the first time in the year a company is profitable
TED video about pricing:
Persuasion is often better than compulsion
Prices to entire customer:
jewlery priced to the nearedst dollar
Leader pricing:
Legal
Gets you in the door
Bait pricing:
bringing custoemr in and not giving rewards
Not ethical but it is legal
Behavioral-based pricing:
browse on one
Browser and buy on antother
Dynamic pricing
Chicago white sox
Surge pricing
Let supply and demand determine the price
Uber
Get rides in class
Marketplace for transporation
Key learning from uber surge pricing:
Market for taxis is inefficeint
Technological efficiency does not mean lower fares
It means paying true market value
Comparrsion shop
What determines the “fair” fare multiple level
Supply chain: SCJohnson
Right product, right quantiy, right place, right time
Supply chain works cross functionally with:
sales marketing, RD&E and finance
Elements of today’s supply chain:
Global
Environmental aspect
Flexible
choices
enabled by technology
e-commerce
Supply chain works daily with RD&E, sales, finance, and marketing:
RD&E - technical specs, bill of materials
Finance- costing
marketing - new products/customer insights
sales-distribution, promotion, customer requirements
Seasonal buyers:
buy twice as much in category
and tend to be impulse buyers
3 areas SC Johnson wanted to attack
Backroom, shelt and Something else
Inventory turnover
Are you keepng an approriate level of inventory
Return on assets
NI / Total Assets
Rankings of supply chain based on:
Peer opinion
Garther opinion
3 year weighted ROA
Inventory turns
Revenue growth
Supply chain =
sustainability
Supply chain management is all about tradeoffs:
Cost - speed - quality
*Triangle
ERP
Real-time view of the business
NPR Video: Make a T shirt Video
U.S. cotton is a top export
innovations in how cotton is grown
Bangledash garment industry workers have awful conditions
Two big issues with pricing ethics
They would be better off with company there
Will the company take a hit?
Coupons are a _________ strategy
pull
*always have a cap to limit promotion
Worst promotion: Hoover
Bunch of stock in the warehouse and needed to sell it
2 flights in addition to the Hoover
It is working so let’s just keep it going
Customers were not receiving their tickets and reacting negatively
Some companies withdrew their offers
