可口可乐-市场分析框架

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

2、rketingdecisions/actionsandhowtheyfittogether.Enhancecapabilityinthejobyou’reintodayvia:skillbuilding/toolsintheareasyouareresponsiblefor.anunderstandingofhowyourworkrelatestootherdecisions/activitiesontheBrandglobally,regionally,andlocally.GiveallP&Gmarketersastrongfoundationineachoftherangeof

3、marketingareasyouwilllikelyworkonduringcareer.3QuestionsAtTheCornerstoneOfTheFrameworkHOWWHAT-Target-PrimeProspects-ValueProposition-MarketingPlans-BrandEquity-CommunicationStrategyWHOAssessingthelandscapeNicoretteCaseStudyNicodermCQItisNot/ItisITISanintegratedviewofprovenandemerging/innovative

4、toolsanassessmenttool,aguideforthinking,anopportunitytorefocusonmostcriticalstrategicquestionsITISNOTablackboxtosolvemarketingproblems,aformulaicanswer,thelatesttrendreportonbreakthroughnewmarketingtoolsand‘flavorofthemonth’DevelopmentApproachMarketingKnowledge&InnovationA‘UserCouncil’MD’sofall

5、GBU’s/MDO’sAgencyRepsFocusgroupsand1:1withBM’s/ABM’sPRIDEleadershipinputSupportfromGBUheads/PresidentsSleepLossQuestionsWhataboutyourMarketingStrategyandPlaniskeepingyouupatnight?HOWWHAT-target-primeprospects-ValueProposition-MarketingPlans-BrandEquity-CommunicationStrategyWHOP&GMARKETINGFRAMEW

6、ORK-Target-PrimeProspectsAssessingthelandscapeAssessingthelandscapeP&GMARKETINGFRAMEWORKHOWWHAT-ValueProposition-MarketingPlans-BrandEquity-CommunicationStrategyWHO-target-primeprospectsWHOareyourtargetconsumers?WHOareyourprimeprospectswithinthetarget?StrategicTargetDefinitionConsumerswhosharec

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