HS285: Marketing Management
Class Six
June 13, 2013
Beth Goldstein
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Today’s
Class
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Start-Stop-Continue
Chapters 17 – 18
Healthcare for Homeless
Creating a Brand
Guest Jennifer Powell
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Start-Stop-Continue
Start doing XYZ. This is something I
haven’t done at all or enough of
Stop doing XYZ – This is something that
isn’t helping you
Continue doing XYZ – This is something
that is very helpful in terms of your
business success
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Updates
• Social Media Critiques: June 20
• How’s this going?
• Marketing Director Interviews: June 27
• Does everybody have a partner?
• Marketing Director?
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Healthcare
Master
the Homeless
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How is branding different for non-profits?
Same??
Do non-profits see branding as something
only for profit companies strive for?
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HCCH
Do they need a new brand image?
What else needs to change at HCCH?
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HCCH
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What matters to each stakeholder?
Patients
Donors
Volunteers
Staff & Board of Directors
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Consultants’
Recommendations
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What do you think of the
recommendations?
YOU BE THE CONSULTANT
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Group
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Present a marketing recommendation:
ONE SMART Goal to achieve in the next
year that supports sustainable growth and
aligns with stakeholder values
Create an Elevator Pitch (30 second)
Name, tagline & logo recommendation
Explain how they should execute your
recommended strategy
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What
happened…
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Now recognized by Fed’l gov. as a provider
of healthcare services for the homeless and
the ‘housed but uninsured’
More supportive internally of marketing &
branding efforts
New website, social media and email
marketing to improve communication
Let’s Check It Out and See…
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WhyClick
Do People
Buy YOUR
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Consider
these
Master
brands…
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Tendency
move to
title
sameness
style
Audi matches Volvo in safety ratings…
… and Volvo turns naughty?
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Blurring
distinctions…
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Click to editcelebrate
Innovators
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their
style
strengths
… while being up
front about what is
missing
Click to edit Starbucks
Consider…
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Meals
Comfort
Specialty
coffees
Consider…
vs. McDonalds…
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style
Meals
Comfort
Specialty
coffees
Meals
Comfort
Specialty
coffees
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McDonald’s
/ Starbucks
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McDonalds adds
premium coffees…
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McDonalds
Starbucks
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… And
Starbucks
adds
food items
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Competition
Understanding your competitors
is critical…
Image: plus.maths.org
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Competitor
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It’s also critical to evaluate who or what
they might become…
… What they
will do to
react to you?
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Anticipating
Competitive
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Actions
Competitive intelligence – difficult to do…
but critical
Always involves using imperfect information
1st – know what you need to know
What to consider
Motivation
Future Goals
What do they say – on their
web site… at conferences?
Assumptions
Held about itself and the
industry
Actions
Current Strategy
How are they competing now?
Price, service?
Apparent Capabilities
Strengths and weaknesses
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Whereto
doedit
you find
Master
competitive
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information?
Staff knowledge
Company materials
Annual reports, websites, marketing materials,
speeches at conferences, press releases and
announcements, government filings
Industry materials
Analysts reports, newspapers, trade journals,
conferences
Shared connections
Shared industry resources, distributors, customers
Your sales force
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How
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competitors
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react
style
to you?
Consider Behavioral factors – remain objective
Don’t assume they are not smart
Don’t assume a few facts represents a study
Consider potential for non-rational actions
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Biases
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Master
cause
titletrouble…
style
Overconfidence
Overestimate own capabilities and underestimate
those of others –
 “… We’re Second to None…”
Confirmation bias
Embrace data that confirms your thinking
Dismissing data that refutes it…
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Priceto
Conveys
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a Brand
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Message
What’s Your Price Say About You?
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Thoughts
onMaster
pricingtitle style
Tends to be the one least managed of the 4 P’s of
marketing… though its impact can be most significant
A 1% increase in price (assuming no impact on demand)
would increase net income of:
6.4% for Coca Cola
16.7% for Fuji Film
17.5% for Nestle
26.0% for Ford Motor Company
Source: Principles of Pricing,
Dolan, Robert J. and Gourville, John T. 2006
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At
thetostore..
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Hypothetical coffee maker choice
$39
$59
$89
$109
$129
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Pricing
Pricing decisions are critical
Not just cost-plus – think VALUE
Structure of pricing – or options – can have
significant impact
On revenues
On profitability
Pricing also sends a message about your
positioning and your brand
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Distribution
What role does this play in your
companies?
What’s it tell your customers?
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Two
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Brandtitle
Experiences
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32
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Master
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Effective
Branding
Touches
All Points
User Interface
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The Purchase
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Experience
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Packaging
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A Different
Experience…
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Master titleFrom
stylethe Start
X
You Had
Me at
Hello?
TheyClick
Say to
Imitation
is thetitle
Most
Sincere
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style
Form of Flattery….BUT REALLY!
Microsoft:
The new Apple –
Wannabe????
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A Strong
Brand
is atitle
Powerful
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Master
style Asset
Enduring Brand Power
comes from a
delivered at every customer touch
point!!!
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5 Tips To Reinforce
Your Brand
1. Determine
Your Value
Proposition
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•
•
•
•
What’s our current position in the market?
What’s our ultimate direction?
What makes us unique?
What needs do we fulfill?
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2. Align
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Customer
MasterNeeds
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with Value
• What is the true value we offer?
• Do we SOLVE problems or CREATE
opportunities?
• Do we align our brand with the
right customers and
fire the rest?
3. Focus
on Your
Competitive
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Master
title styleAdvantage
What sets us apart from the competition?
Are we just-as-good or better than the
competition?
Are we unique enough to command a
premium?
4. Align
Distribution
& Price
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style
What sources do customers use to make
purchasing decisions?
Does our price reinforce our value or
clash with it?
Do our distribution channels match
customer needs?
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5. Communicate
Every
Touchpoint
How do we communicate
our brand value to others?
Does everybody support
THE message?
Does our message reach
all of our customers and
prospects?
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YOUR
to Sticky
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Brandtitle style
Three-word sentence that
describes your
business/organization’s
brand value – do this
individually
Examples:
Accelerate client growth
Increase client productivity
Improve customer loyalty
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Now
to Teams:
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Elevator
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Pitch
 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
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Welcome
Jennifer
MasterPowell
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The Excellent Writers Group
Formerly with the Boston Herald
www.excellentwriters.com
Click Class
Next
to editAssignment:
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June 18
Book: Lucky By Design: Chapters 19 – 21
Case: United Breaks Guitars
Article:
Selling to Millennials with online reviews
Adding Social Media to the Marketing Mix
Worksheets Due:
Worksheet 20.1: Choose Your Tools