mba570.marapr09.class4
DESCRIPTION
MBA570 Class 4 PresentationTRANSCRIPT
+
MBA/570
Sustainable Customer Relationships
December / January 2009
+Agenda
Housekeeping / Mind-Map
Marketing in the news
Review: major concepts
Segmentation, Perceptual Mapping & Forecasting
Classic Airlines review
Classic Airlines benchmarking - groups
Next time…
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Week 4 Mind Mapping
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Week 4 Concepts
Analyze customer needs, behaviors and trends
Analyze industry/competitive trends
Leverage customer feedback
Understand key drivers of customer value
Establish long-term customer acquisition and retention objectives
Perform customer segmentation analysis
Evaluate customer/segment profitability metrics
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Housekeeping
Z-Wing papers
Week 6 Assignment: Classic Airlines
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Happy New Year?
January 5th the most stressful of the year Noisy eating Sniffing Loud phone talkers
January 19th most depressing day broke your resolutions bills for Christmas
Feel free to rant
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
You Can Stop Exercising Now. . .
+Something to Cheer You Up
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Subliminal Marketing
Widely quoted study in movie theaters
Flashed “Drink Coca-Cola”, “Hungry?”, and “Eat Popcorn” messages for 1/3000th second
Sales of popcorn increased 57.8%
Nobody could replicate it
Study author finally admitted he made it up
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Subliminal Marketing
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Marketing in the news
Academy Award: Product
Placement
+
Workshop III Review
DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
4 a.m. Conspirac
y
Ice Cream & Shark Attacks
ice cream sales
shar
k at
tack
s
Remember the Otaku?
The Perfect Pickle
+Workshop IV Major Concepts
DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Rollerblade Case Study
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Rollerblade Quiz
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Customer Segmentation
DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Customer Segmentation
What is segmentation?
Consumer segmentation Demographics, psychographics, behavioral
Business segmentation Company size, industry, geography
Benefits segmentation & needs-based segmentation
Profitability of segments: 80 – 20 rule
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+
Psychographics Explained
DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Keds
Sneakers
Adidas
Tennis Shoes
Converse All-Stars
Basketball Shoes
Nike Air Jordans
Expensive Shoes!
Sneakers Gone Wild
Incredible Selection
Original Reebok
Reebok Market Segmentation
Apple Computer
iBookiMac
PowerBookPower Mac G5
Apple Computer
One More Example. . .
Have your customers segment themselves!
+Nokia Case Study
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+
Segmentation Quiz
DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Perceptual Mapping & Positioning
DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Perceptual Mapping
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Perceptual Mapping
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Positioning – Children's Drinks
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Packaging & Targeted Promotion
+Positioning – Adult Milk Drinks
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Packaging & Targeted Promotion
Positioning Map
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Perceptual Mapping
Perceptual Mapping
Perceptual Mapping
A Unique Perceptual Mapping Tool
+Exercise: Classic Airlines Market Segmentation
DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Case Study: “Song” Airlines
+Song Airlines Part 1
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
What do you think of their strategy?
What would Levitt think?
+Song Airlines Part 2
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
What are they doing right?
What are they doing wrong?
+Song Airlines Part 3
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
What was Song’s biggest mistake?
What happens when you give marketers $20M to start an airline? great branding, no product! you get and airline about nothing!
+Utilizing Customer Feedback
DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Source of Customer Feedback
Customer support calls
Surveys
Web sites – reviews, ihateyourcompany.com
Product registration
Employees, management
Classic Airlines
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Relationship Marketing
Use customer feedback
Integrated marketing
Retention vs. Acquisition
Genesis: Frequent Flier Programs
Other examples
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Sales Forecasting
Most popular method: what did we sell last year?
Better method: drivers of revenue demographics, economics
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Sales Forecasting
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+
Classic Airlines Review
DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Classic Airlines Review
Situation Analysis problems, opportunities
Framing the problem: the 4 P’s
End state goals
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Groups: Classic Airlines Benchmarking
DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Next Week
Identify best practices in customer relationship management
Propose customer acquisition and retention initiatives
Evaluate customer risk
Align customer relationship initiatives and organizational goals
Classic airlines benchmarking due
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Next Time. . .
Classic Airlines benchmarking
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS