Homework-Big Ideas on Super Bowl Strategic Objectives Met?  Chevrolet  Coca-Cola  Groupon  Stella Artois.

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Presentation transcript:

Homework-Big Ideas on Super Bowl Strategic Objectives Met?  Chevrolet  Coca-Cola  Groupon  Stella Artois

2 pts Extra Credit Ad Age 2010 Marketer of the Year Herg 2/9 5:30pm

Class 2/15  Out of class team assignment

The Battleground: 40,000SKUs

Gaps Workshop  Line of personal products: Shampoo first  Look for positioning gaps  Look for overt messaging?  How might you try to launch a line?  To whom would it be targeted?  Find out about them.  Insight, positioning statement, print ad (or other)

Defining strategic approaches

Two Continua Product oriented Consumer oriented EmotionalRational

Key strategic decision for the creative brief Product vs. consumer approach

Product oriented approach  Generic Claim-Sell category benefit (Coke- Refreshment)  Product feature-Something others aren’t talking about (Lexus-gold-plated connectors)  Unique selling proposition-Benefit unique to your brand (Sprint’s 4G network)

Generic Claim  Great for new categories  Great for market leaders  Great if you have the ability to do extraordinary creative

Tiger Beer

USP  You need to have one! An meaningful one.  It is always tempting to create one through semantics versus reality  “You should buy a _______ because it is the only one that __________.”

Rational USP to start

Build image over time

Consumer oriented approach  Brand Image-Personality  Lifestyle-Way of life  Attitude-State of mind

Whether image ad or product ad, the brand needs a personality “If a brand has no image, it has a bad advertising agency” –Page 51 “Why do some people choose Jack Daniel’s, while others choose Grand Dad or Taylor? Have they tried all three and compared the taste? Don’t make me laugh…Brand image is 90% of what the distiller has to sell.” David Ogilvy

Image

Lifestyle Don’t do this:

Do this!

Or this

Attitude

Any product can have attitude

Key lesson: The approach the brand takes  Should be a strategy decision  Not a creative decision  Creative brings the strategy to life

Case study

Challenge  Advertise for big “back to school” time  No additional benefits beyond what we have. The usual: 7000 items and everyday low prices  Promotional in nature without the promotion

Strategic decisions  Product vs. Consumer approach?  Which way in after that (e.g., generic claim, USP, image, lifestyle, etc.)  Their solution: o&feature=related o&feature=related

Homework— Due 2/10 Which specific strategic approach is best for Grandma’s Molasses?

Big Idea of the Day