HS285: Marketing Management
Class Two
May 30, 2013
Beth Goldstein
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Today’s
Class
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Lucky By Design
SMART Goals
Henry Heinz Case
Concept pitches and
selection of teams
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Lucky
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Design:
MasterChapters
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Joanna Alberti – Philosophies
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Lucky
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Design:
MasterChapters
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Rob Olney, ETM Manufacturing
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Lucky
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Design:
MasterChapters
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Dr. Joseph Jabre, TeleEMG
Clarity Increases Your
Chance For Success!
90%
75%
85%
60%
64%
45%
30%
15%
23%
00%
Low Clarity
Medium Clarity
High Clarity
Success Rate
(PDMA Research)
S.M.A.R.T.
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to edit Goals
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Doubling in size every
2-3 years is NOT a
SMART Goal
Specific
Measurable
Actionable
Realistic
Time-Based
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S.M.A.R.T.
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Increase revenue
50% next year
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S.M.A.R.T.
Increase profit 20% from a specific
customer group by the end of June
2013 by launching
a new service that market research
proved my customers need and will
pay for.
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Worksheet
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SMART Goal
What’s Your Single Most Important Goal?
HeinztoPickle
Pin from
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titleWorld
style Expo
Can you sell it?
To raise awareness for his
stand at the Chicago World
Fair, Heinz promised a
souvenir to visitors: the "pickle
pin". It's been called "one of
the most famous giveaways in
merchandising history.”
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Heinz
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– Setting
titlethe
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Stage
Let’s review Supply Side Changes in
the late 1800’s
Productivity
Manufacturing/Technology
Communication &
Transportation improvements
Mass production of food/
distribution
Banking & credit availability
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Heinz
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– Setting
titlethe
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Stage
Demand Side Changes
• Rising incomes
• Rapid urbanization
• Population growth
• Change in labor force
• New consumption
possibilities
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Heinz
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What are the risks and obstacles
involved in trying to create a market for
processed food?
He started off with pickled
horseradish, sold in clear glass bottles
to market its high quality & purity to
customers.
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Heinz
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What factors were critical to
achieve for Henry Heinz to
succeed in creating a market
for his products?
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Heinz
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Where did Heinz get the information he
needed to develop his business
strategy?
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Heinz
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How would you assess Heinz’s strengths
as an entrepreneur/businessman
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Strengths
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Commercial imagination
Tons of energy
Sales talents
Strategic insights
Empathy for consumer concerns
Commitment to build an enduring empire
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Weaknesses
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Lacked financial acumen
Inability to identify managerial talent
Control freak
Deal-making skills were inadequate
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Heinz
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Why did he fail in 1875?
How did his bankruptcy influence his
future business dealings?
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Heinz
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What role did branding play in Heinz’s
strategy?
What role will it play with your
companies?
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Heinz
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What other modern brands would you
compare to Heinz?
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You’re
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What advice would you have given Heinz to
strengthen his ability to grow his company?
Click&to
Dip
Squeeze
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Heinz
What did they need to
understand about their customers needs to
change the design?
What do you think of their research
technique?
How might this technique apply to your
business?
ClickKetchup
Old
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Packet…
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1.1
Million
to editLikes
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EverytoPitch
Is An Opportunity
Get to
It RIGHT!
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How do we decide if we like
the person delivering a
message?
•Body language
•Tone of voice
•Actual words
55%
38%
7%
Source: John Daly, U of Texas
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Who’s
to Paying
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Attention
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Adults-Typical Attention Span
15 to 30 seconds
What did I just say???
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Ready
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Pitches?
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The Association of Cleantech Incubators of New
England (ACTION) is New England’s leading
network of cleantech incubators sharing the
common goals of
Accelerating the growth and success of early-stage
companies,
Strengthening the regional cleantech cluster,
Creating more green jobs in New England.
Challenge: Create a membership program designed
to allow members easy access to meeting space,
programs and service offerings called ACTIONPass
YOURtoBusiness
Concept
Pitches
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We offer_____________________________
(unique competitive advantage)
to ___________________________________
(target customer)
To meet or satisfy the __________________
______________________________
(customers’ need that your organization
fulfills)
We do this by providing
______________________________
(product/service description)
Click Class
Next
to editAssignment:
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June 4
Book: Lucky By Design: Chapters 12 – 14
Review Social Media Critique Assignment
Case: American Well: The Doctor Will E-See
You Now
Worksheets Due (ONE per team):
4.1: Identifying the Right Opportunities
12.1: Testing Your Customer Knowledge
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Special
Guest
Master
Speaker
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Michael Hunter,
Undersecretary for Business
Development, Commonwealth
of Massachusetts
Heller alum
Be prepared with questions!