What is Going On Here?
What is Marketing?
• Develop Sales Support Material?
• Lead Liaison with Consultants?
• Direct Agency Projects?
“Marketing is about Getting and Keeping A Customer”
Theodore Levitt,
Legendary Harvard Business School Marketing Professor
Marketing is Customer Focused!
Marketing is Market Focused!
Make What Customers Want!
Sell What We Make!
Number One Selling Car in US! $5.5 Billion Loss in 2007
Marketing = Delighting Customers
Marketing = Delighting Customers
Market Capitalization =
…only 10 years after Google’s founding
,
Agenda
– Marketing Overview: C2 Case Study
– Marketing Concepts Introduction: 5 Tools
– Brands Versus Products
– Positioning and Power Positioning
– Insights and Ideas
– Linking Concepts, Tools to Application
MAC Marketing Process Overview
Target Market
Analysis
Opportunity Analysis
• Marketing Insight Tools
• Buying Process
• Market Map
• Customer Triggers
• Benefit Ladder
• Springboard Analysis
Strategy
Development
Positioning
• Target Audience
• Competitive Framework
• Benefit Promise
• Reason Why
• Brand Character
Branding
• Brand Equity
• Benefit Promise
• Brand Character
Media Selection
Communication
Strategy
Development
Surround Sound
Copy Strategy
• Target Audience
• Benefit Promise
• Reason Why
• Brand Character
Creative Brief
• Copy Strategy
• Consumer Insight
Communication Ideas
• Core Visual (s)
• Key Copy Words
Opportunity
Evaluation
Market Research
• Key Tools
• Team Management
Entrepreneurial Finance
• Evaluation Process
Market Insight Tools: Overview
“Where to Stand”
Framing the Opportunity
Buying Process
Market Map
Benefit Ladder
Why
They
Buy
Emotional
End-use
Functional
What
They
Buy
Identify key
market behaviors
with largest impact
on market opportunity
Determine – Target
which market segments,
in which sequence,
generate the most attractive
growth path
Product
Attributes
Link product benefits
to customer emotional
and end-use benefits
Buying Process

A framework that encourages clear thinking about what
specific market behaviors we want to change
– Assessment should include all involved in the buying
process

Map out the different flows through the buying process,
leading to different purchase outcomes, if any
Identify potential strategic leverage points by asking two
questions:
– Will focusing on “behavior X” in the buying process drive
Sales?
– Will our brand benefit disproportionately relative to
competitors from this change?
What is it
WhenHow to
use it


Tips

It is very difficult to change more than one or two behaviors
simultaneously. Be wary of options that only work if we
change multiple behaviors
The framework is a common-sense guide to make sure we
think about the whole process. The real insight comes from
understanding why customers behave as they do
Buying Process
• Success in the market is driven by effective intervention
at the right place in the buying process
Origination
Awareness / Evaluation
Category Choice
– Growth occurs by modifying behavior at
specific points in the buying and usage
process
– Each step in the buying and usage
process offers different leverage
• Upstream vs. downstream
(e.g., category choice vs. brand
choice)
• Size / nature of barriers, motivators
Brand Choice
• Company ability to affect barriers,
motivators
Purchase
– Precision and coordination in targeting is
essential, especially for complex (multistep, multi-participant) processes and / or
when product is only modestly
differentiated
Use/Repurchase
Buying Process: Examples
Drive New Patients to Seek
Treatment
Drive Physicians to Evaluate
Patients for Condition
Drive Physicians to Change
their Treatment Paradigm
Drive Patients to Request
Our Treatment Alternative
Drive Physicians to
Prescribe Our Brand
Drive Physicians to Monitor
Progress of Treatment
–Viagra: Created awareness
among patients that condition
is treatable
–Paxil: Changed how
physicians think about treating
anxiety
–Claritin: Achieved significant
Rx volume by driving patientinitiated requests
The Buying Process
For the Kindle to be successful, Amazon will need to create awareness for its product and e-readers in general;
however, Kindle must leverage Amazon’s content to avoid becoming a brand choice
Origination
Awareness/Evaluation
Category Choice
Brand Choice
Purchase
Use/Repurchase
Portable e-readers are largely unknown to consumers, and Amazon’s
intention has been to create awareness for this device as a whole. Amazon
has focused on the functional benefits of its device in establishing why an ereader is a viable purchase option for on-the-go consumers who like reading
and want to stay informed
Readers can leverage Amazon’s trusted review database; product offers file
storage and ancillaries such as wireless access to a dictionary and
encyclopedia; device goes further in preserving some of the best aspects of
traditional reading
ISSUES
Product:
For small electronic devices, ease-of-use and appearance are important, but product
design is one of Kindle’s weakest attributes. Kindle looks like product freebie from a
Time Life Subscription. The Amazon name helps for product legitimacy. However,
Kindle could benefit from being co-branded with a trusted name in the
electronics/wireless space
Placement:
Because the device requires significant behavioral change, consumers would likely
want to touch and test the product – online channel does not allow for this trial
experience. Further, the product will not be competing in all the same channels as
competitive e-reader offerings - misses opportunity to force comparison at the time
of purchase.
Promotion:
Amazon name could be leveraged more in advertising – key point of differentiation
because company is a trusted name in books. The feature improvements over
previous e-readers are strong in aggregate but too much to get across to reader in
one communication. Other e-readers can always match on the technical features but
not the Amazon brand equity
“What are the Barriers?”
Patient/Caregiver
Awareness
Brand vs. Company vs. Benefit
Patient/Caregiver Action:
willingness to visit Dr.
Men vs. Women etc.
Physician Intervention:
GP as gatekeeper
willingness to Rx/refer
Another View of
the Buying
Process
Pharmacist and/or Hospital
Intervention:
willingness to dispense
Private vs. Public
Patient/Caregiver Action:
willingness to pay
Patient Compliance:
willingness to repurchase
Buying Process Mini-Quiz
i-Phone
Swiffer
Spray & Clean
The Gripper
Where On The
Buying Process?
Enviga
Market Map

A way of laying out the distinct segments in a market
explicitly and visually
– It’s usually a combination of customer situations and
characteristics

Create a hypothesized market map based on existing data
– Brainstorm potential segmentation variables
– Decide which combination of variables is most
strategically relevant
– Size and characterize the segments, as possible, based
on existing data
Use the market map to visually lay out “Where to Stand /
How to Win” options at a granular, segment-specific level
Later, test and refine the market map through targeted
research
What is it
When and
how to use it


Tips


There is no single “right” market map -- develop a map that
is strategically relevant to the behaviors you want to change
Prioritize and sequence segments to target
Right Hand Ring Market Map
Diamond rings market
Women
Purchaser & consumer info
purchase reason
For engagement/
wedding
Purchased
by men
Purchased
by women
Single
Age 18-30
Age 30-45
Married
Age 45+
Age 18-30
Well-served by physical and online
retailers like Tiffany’s, Zales, Blue Nile,
and diamond discounters
Age 30-45
Age 45+
Can’t propose to married women
For special
occasions*
Well-served by specialty retailers (Tiffany’s, Zales), department stores (Macy’s,
Nordstrom), Mom and Pop jewelry shops, and mass merchandisers (Target,
Walmart)
For other
occasions**
Men don’t purchase diamonds for other reasons
For engagement/
wedding
Women don’t purchase engagement or special occasion diamonds for
themselves
For special
occasions*
For other
occasions**
Lack of
disposal
income
Primary
target
Secondary
target
Lack of
disposal
income
Primary
target
Primary target for right-hand rings
Secondary target for right-hand rings
Addressable but well-served market
Non-addressable market
*Special occasions include anniversaries, birthdays, etc.
**Other occasions include promotions, self-indulgence, etc.
For the purpose of this project, we assumed that women are the only consumers of diamonds
Secondary
target
Second Life Market Map
Second Life should target profit motivated customers, but also seek out
social/recreational customers looking for a one stop shop for all their online needs
Benefit Ladder
What is it
When and
how to use it

A framework to link product attributes to
customer benefits (functional benefits and
emotional benefits)

Use it to provide a customer-centered
perspective in developing Communications
Use it to prompt thinking about higher-order
emotional benefits that drive customer behavior


Tips

Remember that emotional benefits are the most
impactful and reflect meaningful Insights
Link it to insights from the Customer Portrait®
Benefit Ladder Guiding Questions
Hierarchy of Benefits
Emotional
Benefits
Functional
Benefits
Product
Attributes
 What is the hierarchy of product
features, functional benefits, and
emotional benefits that drives customer
choice and brand differentiation?
 What are the higher order benefits or
emotions produced by association with,
possession of, or use of the product
that customers value?
 What are the distinct components of
value the product can create for
customers (often results from a number
of product attributes)? What happens
during use?
 What are the specific measurable,
individual functional / technical
characteristics of the product or offer?
Second Life Benefit Ladder
Value:
Emotional
Benefits /
Value Provided
Consumer
Benefits
• Gratification
• Active online users – acceptance, friends, new personalities,
living out their sexual fantasies ‘free of judgment’
• Entrepreneurs – possibilities of making money
Consumer Benefit:
•
•
•
•
Socializing with people across the world
Networking
Live your imagination
Social acceptance
Product Benefit:
Product
Benefits
•
•
•
•
Global forum to meet people
Buy and develop real estate
Buy and Sell products
Advertise real life products, e.g.. Coke, movie previews
Product Features:
Product
Features
•
•
•
•
Online virtual world
Interactive software
Creation of an alter ego
Online marketplace
Every Man Jack Benefits Ladder
“Clean isn’t just an appearance, it’s a state of mind.” - EMJ
Emotional Benefits
Emotional
Benefits
Functional
Benefits
Product
Attributes
• Improved state of mind,
giving more confidence to
consumer regarding their
appearance
• Increased ability to focus
on more important tasks
at hand because men are
not distracted by thinking
about their looks
• Greater sense of
masculinity and
ownership by using
products designed solely
for men
Functional Benefits
• Product physically makes
consumer clean as well
makes them feel clean
• Provides consumer with
simple and effective
solution to their grooming
needs
Product Attributes
• Eliminates non-natural
ingredients (free of
paraben, tallow, dye,
etc.)
• High quality formulas
• Sold at affordable prices
and provides great value
Benefit Ladder
Emotional Benefits
• Personal small luxury treat/pleasure
• Authentic Italian coffee
experience
• High cool quotient
• Sophistication
Functional Benefits
• Convenience: the anytime anywhere coffee
• Consistency associated with Coke
• High energy and concentration
Product Attributes
• Ready to drink coffee
• Three varieties (currently)
• Stylish and premium
Ilko will be able to achieve category classification if it can successfully
communicate its emotional benefits better than the competition.
Market Insight Tools: Overview
“Where to Stand”
Framing the Opportunity
Buying Process
Market Map
Benefit Ladder
Why
They
Buy
Emotional
End-use
Functional
What
They
Buy
Identify key
market behaviors
with largest impact
on market opportunity
Determine – Target
which market segments,
in which sequence,
generate the most attractive
growth path
Product
Attributes
Link product benefits
to customer emotional
and end-use benefits
Applying the Marketing 6 P’s to C2
• Product
• Placement
• Packaging
• Promotion
• Pricing
• People
Applying the Marketing 5 C’s To C2
• Consumer – What is the consumer currently
doing, buying, using, thinking?
• Category – What is going on in the category,
what are the sales trends in this and related
categories?
• Competition – What is competition doing,
what are their strengths and weaknesses (if
any)?
• Company – What are our strengths,
weaknesses, opportunities, challenges?
• Collaborators – With whom are we
partnering?
Applying the Marketing 5 C’s To C2
• Consumer – Make product with
consumer/customer in mind
• Cost – Set price based upon what
consumers are willing to pay, not margins
• Convenience – Products should be readily
available, consumer/customer friendly
• Communication – Open, ongoing dialogue
(versus monologue)
• Context – What is happening in our market
and related environment?
MAC Marketing Process Overview
Target Market
Analysis
Opportunity Analysis
• Marketing Insight Tools
• Buying Process
• Market Map
• Customer Triggers
• Benefit Ladder
• Springboard Analysis
Strategy
Development
Positioning
• Target Audience
• Competitive Framework
• Benefit Promise
• Reason Why
• Brand Character
Branding
• Brand Equity
• Benefit Promise
• Brand Character
Media Selection
Communication
Strategy
Development
Surround Sound
Copy Strategy
• Target Audience
• Benefit Promise
• Reason Why
• Brand Character
Creative Brief
• Copy Strategy
• Consumer Insight
Communication Ideas
• Core Visual (s)
• Key Copy Words
Opportunity
Evaluation
Market Research
• Key Tools
• Team Management
Entrepreneurial Finance
• Evaluation Process
Client Responsibilities
1. Competitive, enduring positioning (vision)
2. Clear, simple communications direction
3. Process to nurture and leverage creativity
4. Coach for success
32
Client / Agency Roles
Market / Brand Analysis
CLIENT/Agency
Brand Positioning Statement CLIENT/Agency
Brand Positioning Matrix
CLIENT/Agency
Copy Strategy Statement
CLIENT/Agency
Agency Brief
CLIENT/Agency
Ad Ideas
AGENCY/Client
Execution
AGENCY/Client
Market Assessment
CLIENT/Agency
Music property
Streaming
Feature
S/E
TV
S/E
PR
Film
PR
Promo
Promo
DR
Ads
Interactive DR
Interactive
Kiosks
Ads
Video
PR
game
S/E
Awareness
Buzz
DR
Promo
Trial
S/E
PR
CD Rom
Invites
Ads
DR
Points
Product
Mall
Interactive
Interactive
Loyalty
Program
Experience
Tour
Ads
Promo
Premiums
Sampling
Product
S/E PR
S/E
Activation
PR News
Promo
Coupons
Promo
Emotional
DR
OOH
Bond
Interactive
Trade
Interactive
DR
Incentives
POP
S/E
PR
Ads
Promo
Ads
Interactive DR Ads
ROP
POP
Message Points OOH
Merchandise
Source: Universal McCann
Causes
Building a Brand
Through Power
Positioning
35
WHAT’S A BRAND ?
What one word comes to mind for each, how old is each brand?
Brand
(Definition)
A brand is a meaningful entity that:
1. Goes beyond mere physical product attributes to
incorporate intangibles;
2. Encompasses a constellation of values -- both
rational and emotional; and
3. Provides the totality of the experience enjoyed by
customers …
leading to a perception of added value to, and a special
relationship with, the target customer.
Brand
(Benefits)
A brand affords the marketer with many important benefits
among which are:
1. Customer Loyalty
 Preference
 Share of customer requirements
 Premium pricing
 Immunize against competitive entries and initiatives
2. Added value to the company
 Higher valuation
 Reputation/Trust
 Higher margins and profitability
 Umbrella for line extensions
Positioning
• What is “Positioning”?
• How do you “position” an organization
or a service?
• Should our organization have one
“position” or multiple ones for our
different services?
• How do we ensure our “positioning”
travels beyond our current geography?
“General, this had better be damn good ground!”
Buford
Meade
Where to Stand, How to Win,
What to Do
The Critical Role of Brand Positioning
Brand Positioning
 It is the way we want customers to perceive, think
and feel about our brand relative to competition.
 It can be simply captured in the following statement:
43
Brand Positioning Statement
To (Target Group):
• Demo-Psycho/Condition/Attitudes • Current Usage/Behaviors -
• Needs -
_____________ Is The Brand Of (Competitive Framework):
_______________________________________________________________
(Competing mainly with)
That (Benefit/s):
Because (Reason-Why):
1.
2.
3.
The Brand Character is:
(Descriptors and/or Narrative)
(Dimensionalization - Celebrity, Magazine, Music, etc.)s
44
Music property
Streaming
Feature
S/E
TV
S/E
PR
Film
PR
Promo
Promo
DR
Ads
Interactive DR
Interactive
Kiosks
Ads
Video
PR
game
S/E
Awareness
Buzz
DR
Promo
Trial
S/E
PR
CD Rom
Invites
Ads
DR
Points
Product
Mall
Interactive
Interactive
Loyalty
Program
Experience
Tour
Ads
Promo
Premiums
Sampling
Product
S/E PR
S/E
Activation
PR News
Promo
Coupons
Promo
Emotional
DR
OOH
Bond
Interactive
Trade
Interactive
DR
Incentives
POP
S/E
PR
Ads
Promo
Ads
Interactive DR Ads
ROP
POP
Message Points OOH
Merchandise
Source: Universal McCann
Causes
Brand Positioning
 Effectively, it states the reason for the brand’s
existence.
 It therefore:
- Precedes the development of all sub-strategies,
and …
- Provides a blueprint for the marketing and
franchise-building of a brand
47
Why Start With Positioning?
1. It sets the brand up to achieve its full potential in the
marketplace.
 It optimizes the brand’s appeal
 By identifying the largest possible user segment
 By defining the relevant benefit
2. It establishes, in strategic language, the competitive reason
for customer selection of the brand.
3. It establishes the long-term strategic vision for the brand.
 It provides constancy for the brand in establishing a
relationship with customers.
 It provides constancy around the World
Communication
POSITIONING STATEMENT:
VIETNAM MEANS ENRICHING TRAVEL
To:
Target
Market
Passport-holding US adults with a large amount of disposable income, who are world
travelers, travel without small children, and are looking for:
• a culturally rich, enlightening, memorable experience for their next vacation
• a location that offers a bit of adventure but is safe and tourist-friendly
• a trip that takes them somewhere new, exciting and off-the-beaten-path, but still has an
element of luxury,
Vietnam is the
brand of unforgettable extraordinary memories,
competing mainly with exotic locales around the world such as Thailand, Brazil, Africa,
Eastern Europe, and others that offer travelers a cultural experience beyond the typical leisure
or active vacation, and offer a “coolness” factor that will impress the travelers’ friends and family
upon his/her return,
that offers not only a fun vacation, but a glimpse of culture and life that is dramatically different
than what the traveler experiences at home,
Reasons
Why
Because Vietnam
• Is tourist-friendly, with fantastic food and indulgent hotels
• Contains diverse regions with lush rainforest, beautiful beaches, and vibrant cities
• Weds traditional Asian culture with European style, even while the country’s economy
develops rapidly.
The Brand
Character is Angelina Jolie.
ANGELINA JOLIE CONVEYS THE CHARACTER OF THE
VIETNAM BRAND
• Angelina Jolie
– A worldly American who travels to exotic places and explores
new cultures
– Still enjoys luxury and comfort
Image: The Oxford Press
Angelina Jolie and Brad Pitt on a motorbike in Ho Chi
Minh City over Thanksgiving weekend 2006
Brand Positioning Statement
To avant-garde, spontaneous women who know what
they want and are not afraid to go after it.
Demo-Psycho/Condition/Attitudes: 25-39years;
lifestyle focused; health conscious
Current Usage/Behaviors: exclusivity seekers; like
to take risks and act on impulse
Needs: self-expression; self-indulgence
Heaven & Hell Is the Brand Of Premium Chocolates
That allows Women to daringly indulge in their
temptations
Because it delivers a delectable taste through exotic
healthy dark chocolates
The Brand Character: Angelina Jolie is confident,
knows what she wants and defines her own feminine
image.
Positioning Statement
To: The mother whose first concern in life is keeping her kids and family
safe, healthy and happy; who has a lot on her shoulders; who protects
her family by keeping a clean and beautiful home; and who is both
germ-conscious and wary of using harsh chemicals in her home
Clorox Anywhere is the brand of gentle, safe, effective protection for
family, home and health competing mainly with household
disinfectants used in kitchen, bathroom, living and sleeping areas
THAT will provide the security and comfort of a clean, safe haven for
kids, pets and loved ones
Because it is strong enough to kill 99.9% of bacteria … but is
gentle enough to use around babies, pets, food – anywhere
Brand Character: Annie Camden from 7th Heaven
Primary target segment
Positioning
Matrix
Positioning Matrix
(DEFINITION)
 A logical extension tool of the positioning format …
derives from the “displayed thinking” school (I.e., “How
do I really know what I think until I see what I say?”)
 A format that has multiple uses:
Internally -- For portfolio management
Externally -- For competitive assessment
 Ultimately, a requirement for anyone desiring to understand how competitive one’s own positioning is relative
to the market.
COMPETITIVE
POSITIONING
POSITIONING
MATRIXMATRIXLINKAGE
BRAND/
PRODUCT
TARGET
GROUP
D-P/Cond:
Usage:
D-P/Cond:
Usage:
CUSTOMER
NEEDS
COMPETITIVE
FRAMEWORK
BENEFIT
REASONWHY
Brand of:
Competing
Mainly
With:
Brand of:
Competing
Mainly
With:
D-P/Cond:
Brand of:
Usage:
Usage
Competing
Mainly
With:
LINKAGE
LINKAGE
BRAND
CHARACTER
PORTFOLIO POSITIONING MATRIXLINKAGE
BRAND/
PRODUCT
TARGET
GROUP
D-P/Cond:
Usage:
D-P/Cond:
Usage:
D-P/Cond:
Usage
Usage:
CUSTOMER
NEEDS
COMPETITIVE
FRAMEWORK
BENEFIT
REASONWHY
Brand of:
Competing
Mainly
With:
Brand of:
Competing
Mainly
With:
Brand of:
Competing
Mainly
With:
LINKAGE
LINKAGE
BRAND
CHARACTER
VIETNAM IS OFTEN COMPARED TO KENYA AND BRAZIL AS A
TRAVEL OPTION
Brand
Target Group
Customer
Needs
Benefit
Reason Why
Brand
Character
Vietnam
• World travelers
• Adults without
children
• Families with
older children
• Backpackers
• Needs a
culturally rich
experience
• Needs to travel
beyond the norm
• Relatively few
tourists have
been
• Provides a
culturally
enriching trip
• Tourist-friendly
• Great food
• Daily life very
different from
US
Angelina Jolie
Kenya
• World travelers
• Adults without
children
• Needs a sense
of adventure
• Needs at least a
modicum of
danger
• Able to get close
to wildlife
• Come home with
great pictures
• Exotic animals
only seen in
zoos in US
• Unique safari
accommodation
Steve Irwin
Brazil
• Adults without
children
• Families with
older children
• Empty-nesters
• Backpackers
• Needs warmth
and sunshine
• Needs a city to
hit at night
• Provides a
relaxing yet
urban vacation
• Famous
beaches
• Beautiful people
• Tropical climate
Shakira
Positioning Matrix – Portfolio and Competitive
Product
Target Group
Customer Need
young adult male manly Coca Cola (no
Coke drinkers who diet please!) that taste
care about look
real, look cool and
and cool factors in won't increase their
their life
waistline
average boys and
girls, men and
cold, carbonated, full
women who won't
flavor refreshment
sacrifice taste for drink for everyday life
anything
Competitive Framework
Benefit
Reason Why
Brand Character
Usher
zero calories - no
brand of caffeinated liquid
great real taste of
sugar ingredient with
goodness, competing mainly
Coke with no
same real taste of
with all kind of soda and
compromise between
Coke in a wellother caffeinated beverages your manly image and
designed black labeled
e.g. coffee and iced tea
thickening waistline
package
Tom Hanks
brand of refreshing soda,
most recognized
representing american
satisfaction of being a
american brand name
culture to the world,
global citizen, great
in the world, secret
competing mainly with other taste of classic Coke
formula
carbonated beverage
Kate Moss
female, weight
conscious Coke
lover
no-calorie caffeinated
and carbonated sweet
refreshment
brand of "guilt-free" soda,
competing mainly with all
other diet drink
15 - 30 year old cold, carbonated, full
lifestyle enthusiast flavor refreshment
brand of liquid
entertainment, competing
with all other non-diet
carbonated beverages
Coca-Cola experience
without any worry
Coke name with
about calorie and
aspartame sweetener
waistline
Justin Timberlake
satisfaction of being
able to assert choice to
fit individual lifestyle
cola taste with Pepsi
brand association
Gwen Stefani
brand of energizing diet
15 - 30 year old zero calories, zero fat
cola enjoyment without special formula that
soda competing mainly with
calorie-conscious
cola without
the calories and fat of tastes better than Diet
Diet Coke and other diet
cola lover
sacrificing taste
regular soda
Coke
sodas
caffeine-addicted
yuppies
cold caffeinated
beverage, consistent
quality, convenience
and style
brand of premium, cold
caffeinated beverages,
competing mainly with
everyday coffee and soda
light, natural and
healthy refreshment
brand of natural caffeinated
cold beverage, competing
with water, enhanced water,
juices and other iced teas
tasty caffeine fix and
premium brand
association
finest ingredients and
consistent recipes
associated with the
popular brand
Catherine Zeta
Jones
Arwen (LOTRs)
18-35 year old
active, natureloving individuals
emotional benefit for
that 'Zen' moment
100% natural iced tea
MAC Marketing Process Overview
Target Market
Analysis
Opportunity Analysis
• Marketing Insight Tools
• Buying Process
• Market Map
• Customer Triggers
• Benefit Ladder
• Springboard Analysis
Strategy
Development
Positioning
• Target Audience
• Competitive Framework
• Benefit Promise
• Reason Why
• Brand Character
Branding
• Brand Equity
• Benefit Promise
• Brand Character
Media Selection
Communication
Strategy
Development
Surround Sound
Copy Strategy
• Target Audience
• Benefit Promise
• Reason Why
• Brand Character
Creative Brief
• Copy Strategy
• Consumer Insight
Communication Ideas
• Core Visual (s)
• Key Copy Words
Opportunity
Evaluation
Market Research
• Key Tools
• Team Management
Entrepreneurial Finance
• Evaluation Process
Music property
Streaming
Feature
S/E
TV
S/E
PR
Film
PR
Promo
Promo
DR
Ads
Interactive DR
Interactive
Kiosks
Ads
Video
PR
game
S/E
Awareness
Buzz
DR
Promo
Trial
S/E
PR
CD Rom
Invites
Ads
DR
Points
Product
Mall
Interactive
Interactive
Loyalty
Program
Experience
Tour
Ads
Promo
Premiums
Sampling
Product
S/E PR
S/E
Activation
PR News
Promo
Coupons
Promo
Emotional
DR
OOH
Bond
Interactive
Trade
Interactive
DR
Incentives
POP
S/E
PR
Ads
Promo
Ads
Interactive DR Ads
ROP
POP
Message Points OOH
Merchandise
Source: Universal McCann
Causes
SETTING A COPY STRATEGY
Target Group:
Current Belief
Desired Belief
Copy
Strategy
Currently Do
Consumer Insight
Do in Future
(Marketing
Objective!)
Which One Is An Insight?
• Men shampoo their hair 5 times a week
• Baby’s skin is the softest
• Women are the purchasing “gatekeeper” in most
US households
• Women suffering with arthritis postpone
consideration of knee treatment for up to 15
years because they fear loss of their family
• Hispanic Americans are family - oriented
What is a Consumer Insight?
The discovery of a previously unknown,
overlooked or under-appreciated
knowledge of consumer attitudes and
behavior which, when exploited, leads to a
change in:
Consumer mindset - attitude
Purchase/usage - behavior
and…Benefits the Brand - Sales
Customer Insights - Sources
• Perceived or real weakness in competitive
product performance or value
• Attitudinal barrier to overcome regarding
your brand
• Untapped compelling belief or practice about
category, brand, behaviors which, if tapped,
could provide competitive advantage
Insights – Some Examples
•
“I desperately avoid unfamiliar situations because they make me so
uncomfortable and insecure…”
•
“Shopping for clothes is frustrating to me, women’s clothes are obviously
designed for someone else’s body, not mine…”
•
“I believe I’m ‘shrinking’ intellectually, I know I need to read more, but
can’t seem to make the time…”
•
“I believe I’m a great shopper, I know real bargains when I see them. When
I find a real bargain, it really pumps my self-esteem – here is something
I’m really good at…”
•
“I’m terrible with directions. I can handle the first two, but once they go
beyond that, they might as well be speaking Greek…”
Communication
Idea
The Communication Idea
(Definition)
The Communication Idea dramatizes the
Brand’s Copy Strategy (especially its
benefit) in provocative customer terms.
The dramatization should be explicitly or
implicitly competitive, new or at least new
sounding, and have the potential to be
repeated.
The Communication Idea
(DEFINITION Continued ...)
 Transforms strategic language into customerfriendly terms … that are exciting, provocative,
and stimulating.
 Provides a primary “ingredient” for the thoughtful
assessment of the advertising overall.
 Serves as a linchpin in establishing the continuity
of a campaign.
The Communication Idea
(DEFINITION Continued ...)
 Demands a response
 Has to be selling, not mere telling
 Even with a “category” benefit, has to look and
sound new … unexpected
 And the key copy words should become a
rallying cry, a real “mind-hook” for the target
The Communication Idea
(COMPONENTS)
 The Communication Idea manifests itself in 2-3 essential ways:
COMMUNICATION
IDEA
KEY COPY WORDS
CORE
DRAMATIZATION
(Visual &/or Audial)
- Situation
- Switch
- Reaction
- Plot twist
- Demo
- Icon
- Character/Spokespeople
Sample Communication Idea
Kellogg’s Frosted Flakes:
Adults who grew up loving the taste of Frosted
Flakes “confess” their affair with what’s
perceived as a kid’s cereal.
Key Copy Words:
The taste adults have grown to love.
Key Visual:
“Going to Confession”
The Communication Idea
High profile, responsible adults
confessing their love affair with Frosted Flakes
One Sentence Encapsulation:
Core Dramatization:
(Visual/Illustration)
Fr. Jacques “Priest”
Key Copy Words:
Kellogg’s Frosted Flakes have the taste adults have grown to love.
MAC Marketing Process Overview
Target Market
Analysis
Opportunity Analysis
• Marketing Insight Tools
• Buying Process
• Market Map
• Customer Triggers
• Benefit Ladder
• Springboard Analysis
Strategy
Development
Positioning
• Target Audience
• Competitive Framework
• Benefit Promise
• Reason Why
• Brand Character
Branding
• Brand Equity
• Benefit Promise
• Brand Character
Media Selection
Communication
Strategy
Development
Surround Sound
Copy Strategy
• Target Audience
• Benefit Promise
• Reason Why
• Brand Character
Creative Brief
• Copy Strategy
• Consumer Insight
Communication Ideas
• Core Visual (s)
• Key Copy Words
Opportunity
Evaluation
Market Research
• Key Tools
• Team Management
Entrepreneurial Finance
• Evaluation Process
So Now, What Would YOU Have Done
Differently?