Conceptual Models: For Solving Marketing Problems & Creating Advertising Solutions From The Copy Workshop Workbook For Solving Marketing Problems & Creating Advertising Solutions From The Copy Workshop Workbook

Kenichi Ohmae “In business as on the battlefield… …the object of strategy is to bring about the conditions most favorable to one’s own side. “In strategic thinking, one first seeks a clear understanding of the particular character of each element of a situation… …and then makes the fullest possible use of human brainpower to restructure the elements in the most advantageous way.

“Phenomena and events in the real world do not always fit a linear model. “Hence, the most reliable means of dissecting a situation into its constituent parts… …and then reassembling them in the desired pattern is not a step-by-step methodology such as systems analysis. “Rather, it is that ultimate non-linear thinking tool, the human brain.” Kenichi Ohmae

“No matter how difficult or unprecedented the problem, a breakthrough to the best possible solution can come only from a combination of rational analysis based on the real nature of things, and imaginative reintegration of all the different items into a new pattern… …using non-linear brainpower.” Kenichi Ohmae

The Strategic Triad: ? Customer Product Competition The Problem (?) –“The Problem the advertising must solve.”

The FCB Grid: “The FCB Grid reveals in a graphic, tangible way how consumers approach the purchase of a particular product or service.” THINKING FEELING LOW THINK LOW FEEL Low Think - Practical and functional products Low Feel - Sensate and pleasurable products HIGH FEEL High Feel - Products that reflect on you HIGH THINK High Think - Considered purchases

Exploding the Dot! Example: Old El Paso (American brand of Mexican Food) Low Feel High Feel High Think Low Think High Think Variety, good nutrition Low Think Easy, economical, special savings High Feel Creative serving suggestions to demonstrate your skills. Low Feel Fun and flavor. Ole!

Laddering: Attributes Features Product Benefits Consumer Benefits Values Go up and down the ladder to look for the strongest lines of development. Generic vs. Specific A good framework to analyze your product and how it benefits the consumer.

The Learn/Feel/Do Circle: Three behaviors associated with product involvement Feel Learn Do Enter at any place Go in any direction. Learn/Feel/Do Learn/Do/Feel Feel/Learn/Do Do/Learn/Feel

From 4A’s to 4R’s The 4 R’s Reaction Relevance Response Relationship The 4 A’s Attention Awareness Attitude Action

From 4P’s to 4C’s The 4 C’s* Consumer Cost Convenience Communication The 4 P’s Product Price Place Promotion People (5th P) * Thanks to Robert Lauterborn

The MarCom Matrix: Advertising Sales Promotion Public Relations Direct Marketing Event Marketing New Media/ Interactive

Strategy Selection Grid: Product Class Definition Target Group Selection Message Element Selection Rationale - based on information and/or judgment

The Strategic Triad: ? Customer Product Competition The Problem (?) –“The Problem the advertising must solve.”

4 More Grids: Positioning Marketing Warfare Boston Consulting Group Corporate Culture

Positioning Result of message overload Occurs “in mind of consumer” Often mis-used Good positions are usually very simple. Re-positioning can be very difficult. #1/BEST AGAINST NICHE NEW CATEGORY

Marketing Warfare Result of competitive market overload Zero-sum game Uses principles of Von Clausewitz - military strategist Useful for planning and understanding competitive situation DEFENSE OFFENSE FLANKING GUERRILLA

Boston Consulting Group Portfolio Management Useful model - but don’t overuse Key issue - category growth Here’s how it works... COW DOG ? CATEGORY GROWTH STAR

Corporate Culture Reasons for internal behavior May be different departments Helps us understand client cultures Helps us understand other behaviors BET YOUR COMPANY MACHO PROCESS WORK HARD PLAY HARD LOW FEEDBACK HIGH

Combine Them Use them systematically Use them creatively Use them to present

Examples: Discuss/suggest a Brand or Marketing Problem Use 2 different models on one problem Use as presentation intro

Thank You!

Questions & Discussion