Welcome to MKTG 544: Marketing Research and Strategy Winter 2008 “The Virtues and Vices of Marketing” John A. Hengeveld

Welcome to MKTG 544:Welcome to MKTG 544:Marketing Research and StrategyMarketing Research and Strategy

Winter 2008Winter 2008

“The Virtues and Vices of Marketing”John A. Hengeveld

John Hengeveld Winter 2007

Plan for TodayPlan for Today

• Final Project• Segmentation, Target Market Selection and Positioning • Major usages and types of Market Research• Analysis of Research Data

– Pitfalls and Practice• Walk Through Nintendo Case• The Harrah’s Case


Final ProjectFinal Project

• Your goal is to develop a marketing plan for a product or service.– Develop a situation analysis– Develop and conduct a research plan to identify segments– Determine an effective means to attract the targeted customers– Develop a detailed marketing program and plan write a program

report describing the program and its implementation – Pitch it to the class


Subjects for your reportSubjects for your report

Increase sales and profitability with a cost effective program (pretend it’s the real thing):• Burgerville• 1220 Main (restaurant in Vancouver)• Monteaux’s Restaurant (Beaverton)• Hall Street Bar and Grill• Uptown Billiards• Grand Central Bowling• Harvey’s Comedy Club• Things from Another World Comics• Jay’s Wide Shoes• Oddball Shoes• Rick’s Fencing• Portland Music Company• Powells• Portland State University• Music Millenium• NAU• OMSI• (any other ideas?? Must be consumer.. Must be local.. Must have customers… and we havent done it before.. Can be service or

product… we’ve done stuff like brewery, sportswear… etc)


Segmentation (Review)Segmentation (Review)

• Segmentation Models:– Customer Characteristic Based– Product Characteristic Based– Job Based (Christensen)

• Basic Approach:– Customer benefits– Chop into groups– Identify the observable differences.

• How are these three approaches different?• When should you use each?


Target Market Selection MatrixTarget Market Selection Matrix

• Criteria is essential– “Understanding Differentiation”– Competitive Analysis– Risk– Return– Fit to companies Identity and Core Competencies

• Qualitative Analysis done thoroughly is usually good enough.

• Select several targets to conduct detailed diligence


PositioningPositioning

“Relative Mental Angle” of the customer. (Ries and Trout)

Who are the customers?What needs does the product/service serve?Why is it better?


Positioning StatementPositioning StatementOur <product/brand> is <important claim>

among all <competitive frame>because <supporting evidence>

Example: Lite Beer from Miller tastes great and is less filling

unlike other beers, it has fewer calories. Others?

Horizontal Differentiation : Different tastes among customersVertical Differentiation: Different Willingness to Pay

Brand promise and aggregate positioning


Positioning Examples from your FirmsPositioning Examples from your Firms

• Take 2 minutes and summarize the positioning of something from your current firm…

• No firm? Something that you purchased in the last 48 hours.


Market ResearchMarket Research

• Qualitative/Quantitative• Design/Collection/Analysis • Exploratory/Descriptive/Experimental• Primary/Secondary• Focus Groups/Surveys/Panels


PhasesPhases

• Problem Statement• Questionaire Design• Sampling (Inferential/Target/Frame/Survey)• Analysis

– Sources of Error and Bias:– Statistics and Inferences


Next week on Starbucks… we’ll discussNext week on Starbucks… we’ll discussWhat methodology problems did you find in What methodology problems did you find in conducting the research?conducting the research?

• Survey Design• Sample selection• Relevance of research to business

problem• Others?


Super Bowl Ad DiscussionSuper Bowl Ad Discussion

• Take Two Ads that you think are particularly “Good”– Write a synopsis?– Who was the target customer?– What did the ad INTEND to accomplish?– What did it actually accomplish?– What was the strategy behind the ad?


Next week Starbucks Case QuestionsNext week Starbucks Case Questions

• What made Starbucks successful at the beginning? Describe the Starbucks formula.

• Starbuck’s positioning.• Challenges of Growth/Change in Positioning?• What is Starbucks problem?• What data do you need to analyze it?• What proposals do you have to move forward?


Nintendo Gameboy Color in CanadeNintendo Gameboy Color in Canade

• Walk through Marketing Strategy Analysis

• Segmentation

• Discussion of research requirements


HarrahHarrah


Next weekNext week

• Marketing Strategy Article

Documents

Welcome to MKTG 544: Marketing Research and Strategy Winter 2008 “The Virtues and Vices of Marketing” John A. Hengeveld