可口可乐-市场分析框架

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1、THEP&GMARKETINGFRAMEWORKLisaHillenbrandLeonoraPolonskyMarketingKnowledge&InnovationAgendaFrameworkOverviewWHO:Targeting&PrimeProspectingWHAT:CreatingstrongEquitiesandCommunicationStrategiesHOW:DevelopingwinningValuePropositionsandMarketingPlansActionste

2、psWorkshopPurposeProvidebigpictureviewofmarketingdecisions/actionsandhowtheyfittogether.Enhancecapabilityinthejobyou’reintodayvia:skillbuilding/toolsintheareasyouareresponsiblefor.anunderstandingofhowyourworkrelatestootherdecisions/activitiesontheBrandg

3、lobally,regionally,andlocally.GiveallP&Gmarketersastrongfoundationineachoftherangeofmarketingareasyouwilllikelyworkonduringcareer.3QuestionsAtTheCornerstoneOfTheFrameworkHOWWHAT-Target-PrimeProspects-ValueProposition-MarketingPlans-BrandEquity-Communica

4、tionStrategyWHOAssessingthelandscapeNicoretteCaseStudyNicodermCQItisNot/ItisITISanintegratedviewofprovenandemerging/innovativetoolsanassessmenttool,aguideforthinking,anopportunitytorefocusonmostcriticalstrategicquestionsITISNOTablackboxtosolvemarketingp

5、roblems,aformulaicanswer,thelatesttrendreportonbreakthroughnewmarketingtoolsand‘flavorofthemonth’DevelopmentApproachMarketingKnowledge&InnovationA‘UserCouncil’MD’sofallGBU’s/MDO’sAgencyRepsFocusgroupsand1:1withBM’s/ABM’sPRIDEleadershipinputSupportfromGB

6、Uheads/PresidentsSleepLossQuestionsWhataboutyourMarketingStrategyandPlaniskeepingyouupatnight?HOWWHAT-target-primeprospects-ValueProposition-MarketingPlans-BrandEquity-CommunicationStrategyWHOP&GMARKETINGFRAMEWORK-Target-PrimeProspectsAssessingthelandsc

7、apeAssessingthelandscapeP&GMARKETINGFRAMEWORKHOWWHAT-ValueProposition-MarketingPlans-BrandEquity-CommunicationStrategyWHO-target-primeprospectsWHOareyourtargetconsumers?WHOareyourprimeprospectswithinthetarget?StrategicTargetDefinitionConsumerswhoshareco

8、mmonneeds/preferences(DCE)thatourbrandsareuniquelypositionedtomeetDeliverssufficientNOS/profittomeetbusinessobjectives(A.K.A.PrimaryTarget,OverallTarget)OtherTargetDefinitionsPrimeProspect:Subsetwithintargetwithhighestgrowthpoten