HS285: Marketing Management
Class Four
June 6, 2013
Beth Goldstein
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Today’s
Class
Master title style
• Marketing Director Interview
• The Importance of
Innovation
• Canadian Blood Services
Case
• YOUR Elevator Pitches
Click toProposition
Value
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Click
Marketing
to editDirector
Master Interview
title style
Due: Thurs, June 27 via Latte
Assignment on Latte
15% of your grade.
Explain what you learned about the field of
marketing.
Must reflect insight and analysis about the
interview.
Click
Sample
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Questions
Master title style
How and why did you begin your marketing career?
How is your success measured?
Do you have a marketing plan in place? If not, how do you
plan for the next 1 to 3 years?
Do you tend to rely on your gut to make marketing/growth
decisions or conduct research? How has this impacted
your success?
How do you identify new opportunities? What marketing
activities have you recently implemented to seize these
opportunities?
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Sample
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Questions
Master title style
How do you identify changing customer (target market)
needs?
How has marketing changed for your specific organization
in the past five year?
What do you think about the role of branding as it relates to
your specific company/organization?
What is the greatest challenge that you faced specifically
related to your organization’s markets, products/services or
competition?
What is the most important lesson learned from your
experience in marketing?
How Do
You Master
Introduce
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titleInnovation?
style
Steve Jobs Introduces the
iPhone in 2007 at MacWorld
Innovation
&
Differentiation
are
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Paramount to Success
Who – specific customers
What – unique products
Where – specific market(s)
When – right timing
Why – right message
How – business model that ties it all
together
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Lessons
from
Master
the Tablet
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World
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Apple
one Master
of the first
titletablets…
style
The Newton – an
extension of
“pen computing”
devices
Considered a
spectacular
failure… ’93-’98
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Why
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the Master
Newtontitle
fail?style
It was cool
… but didn’t have a clear value proposition
Too many features = too complex
Like a computer, but not fully functional
Some features were before its time:
“Communication” tool – before widely available
wireless infrastructure
Microsoft
in 2002
– what
Click to edit
Master
titlepositioning?
style
Do they target as a
REVOLUTIONARY
new experience…
Pursue early adopters,
unique new uses?
… or EVOLUTIONARY?
Enhanced laptop for
specific
user segments
Clickthe
Join
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EVOLUTION?
Master title style
Positioned as an upgraded PC laptop
Ideal user: someone who spends a lot of
time in meetings.
2010
as DIFFERENT
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editpositioned
Master title
style
The web in your hands…
This is NOT an
enhanced
laptop
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Power
simplicity
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Source: The Peculiar Logic of Remote Control Design, Robert Fabricant - November 2, 2009
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Priced
value
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proposition
title style
Priced it at $499 in
line with perceived
value proposition
Sales Results
300,000 - first weekend
3 million - 80 days
12 million apps in 1st mo.
>100 Million sold by
end of 2012
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Lessons
learned
Master title style
Cool product ≠ automatic success
Need to understand market
Must have appropriate value proposition
Consider what else needs to happen
Timing
Supporting ecosystem
Respond to market cues
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Keys
differentiation
Master title style
Right market
Who to target, and who NOT to target
What to include, and what NOT to include
Compelling value proposition
What need does it solve
Focused on competitive drivers
What else needs to happen to deliver value?
Overcoming barriers… Creating your own
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title style
Substitutes
Competition
Holy Cow….I’ve been cloned!!!!
HVAC
Swimming
Click
to editvs.
Master
title stylePool
What’s the
Value
Proposition?
Your
Substitutes
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Your Top Value…
What other companies provide this
value…that don’t look like you?
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Canadian
Blood
Master
Services
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(CBS)
Situation: How many of you have donated?
What’s Causing the Increased demand?
Decrease wait time in hospitals
New operating procedures
Aging population
Peak demand = Low supply time
Solution:
Increase # donors
Increase # donations/yr
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Canadian
Blood
Master
Services
title style
What are the objectives of CBS?
Distance from tainted blood scandal
Create a plan to secure 1M blood-unit demand
Increase number of donors from 4 to 5 percent
Increase donation retention stats (now 51%)
Click toAnalysis:
SWOT
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Strengths
title style
Mobile clinics & 41 sites to reach donors
Growth in units collected
High quality product – only voluntary
Negative sentiment seems to be receding
Market research done on donor behavior
>80% trust CBS
Government funded
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SWOT
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Weaknesses
title style
Blood contamination history
No incentives to donate
No sustained growth in active donors (3%)
1.2 million total (10% population)
New donor retention rate is 51%
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SWOT
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Opportunities
title style
Media appeal had an impact – donors
receptive to marketing
Attractive segments have been identified
Young demographics more likely to donate
Altruistic donors exist
Potential seems evident: 5% donor rate (vs.
4%) in similar western countries
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SWOT
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Threats
title style
Demand increasing at 2%/yr – twice as fast as
population growth
Increase due to aging population
Increase due to decrease wait time in hospitals
Only 40% population eligible and active donors
have dropped
Hurdles to getting new donors – address fear of
needs, lack of time and awareness
Spikes in need occur during drops in donations
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Decision-making
process
title style
1. Problem recognition
2. Search for potential locations
3. Subconscious (?) evaluation of
alternatives
4. Confirm how, where, when
5. Reflect on decision following donation
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Canadian
Blood
Master
Services
title style
(CBS)
How did they segment the market
Observational research interviews at clinics
Focus group with donors
CBS recruiting staff
Market research firm survey
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Why
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consumers
Master title
donate?
style
Altruism
Awareness of need
Family or friend in need
Social/personal benefit
What barriers exist
Fear of needles
Lack of time, convenience, access
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What
factors
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are important
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1.
2.
3.
4.
5.
6.
7.
Patients come first (family/friend in need)
Community givers (practical altruism)
Karma is king (true altruism/humanitarian)
Life Savers (blood shortage)
Healthy Souls (I’m the right person)
Social Clubbers (group decisions)
Personal Gratifiers (Proud to be a donor)
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Who
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YOU Target?
title style
Altruism
Habituation
Ease &
Convenience
Self-Fulfillment
How
new/more
donors?
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toyou
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Master
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Message
Safety & confidence in supply
Catch a wide net with limited budget
Traditional media?
Cross promotion (businesses/organizations)
Social media?
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Increase
Repeat
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Donors
title style
All depends on first experience
Screening
Wait times
Needle insertion
Comfort
Recovery experience
Follow-up
Rescheduling of next donation
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What
Happened
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Click
TV
Ad’s
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Click toBlood
Young
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for Lifetitle style
Click toMedia
Social
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CBS
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CBS
Click toTime
Break
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Click
Howto
Doedit
You
Master
Introduce
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Yourself?
What’s Your
Business
Elevator
Pitch?
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Click
Remember:
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The Adult
title Attention
style
Span is….
15 to 30 seconds
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ClickValue
The
to editofMaster
A SOLID
titlePitch
style
Reciprocal-give
& take
Learn about others
Purposeful
Develop trust
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Body
Language
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• Appropriate gestures
help explain
• Demonstrate your
passion
• Channel nervous
energy
• Stand with confidence
and ease
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Voice
•
•
•
•
Pacing
Inflection
Articulation
Volume
ClickContact
Eye
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•
•
•
•
Impacts credibility
How confident you appear
Not a staring contest
Cultural differences
If you can’t “look
someone in the eye”
it may hurt your
chances for success!
Click toExpressions
Facial
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• Excitement
• Interest
• Sincerity
• Boredom
Power
Posing
– Increases
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title Confidence
style
Increases testosterone levels
Arms in the air
Feet up on your desk
Stand on tiptoes with arms up
YES!!!!
WOMEN HAVE
TESTOSTERONE!
Source: Amy Cuddy, Asst. Professor, Harvard Business School.
50
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How Do You
Introduce
YOUR
business and
prevent this
reaction?
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10 Commandments: Thou Shall…
1. Address the
audience’s needs
2. Make strong eye
contact
3. Be confident
4. Be clear and
articulate
5. Pace yourself
6. Speak at an
appropriate
volume
7. Watch body
language
8. Show sincerity
9. Be easily
approachable
10. Practice,
practice,
practice!!
Click Elevator
Your
to edit Master
Pitch title style
 Your name and company
 A brief but compelling statement about
your product’s or service’s value or
benefit as it relates to this person
 A concise description of your product
 A statement that reinforces your
credibility – offers proof of your
unique expertise OR
 A statement about what makes your
product or service unique
 Your personal energy and passion
Click Practice
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title styleFIRST
Teams:
Your Pitches
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What did you learn?
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Click –toLet’s
Now
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Presenttitle style
Click Class
Next
to editAssignment:
Master title style
June 11
Book: Lucky By Design: Chapters 15 – 16
Case: Marketing Planning at Just Us! Cafes
Worksheets Due:
Worksheet 15.1: Industry Research at Your Fingertips
In Class Activity:
Review of Business/Organization Challenges