Download - Marketing Ideation
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TARGET CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
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TARGET CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
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COMMUNICATION
TARGET CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
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COMMUNICATION
TARGET CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
EXPECTED BENEFIT
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COMMUNICATION
TARGET CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
EXPECTED BENEFIT
EXPECTED COST
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COMMUNICATION
TARGET CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
EXPECTED BENEFIT
EXPECTED COST
EXPECTED VALUE > 1
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COMMUNICATION
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brandü
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CHANNEL
COMMUNICATION
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
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CHANNEL
BENEFIT
COMMUNICATION
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
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CHANNEL
BENEFIT
COST
COMMUNICATION
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
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CHANNEL
BENEFIT
COST
COMMUNICATION
VALUE = BENEFIT / COST
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
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CHANNEL
COMMUNICATION
NON-CUSTOMER
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
BENEFIT
COST
VALUE = BENEFIT / COST
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The Non Customer“Those who should be buying but are not”
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The Non Customer“Those who should be buying but are not”
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CHANNEL
EXPECTED BENEFIT
EXPECTED COST
COMMUNICATION
EXPECTED VALUE < 1
NON-CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
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The Objective:Increase Expected Benefit & Reduce
Expected Cost
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Step #1
Providing the Right Product Values
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CHANNEL
BENEFIT
COST
COMMUNICATION
VALUE
NON-CUSTOMER
PRODUCTProduct Value Attributes,
Price, Brand
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
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Step #2
Influencing User Perception
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CHANNEL
BENEFIT
COST
COMMUNICATION
VALUE
NON-CUSTOMER
PRODUCTProduct Value Attributes,
Price, Brand
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
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Step #3
Communicating Value
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CHANNEL
BENEFIT
COST
COMMUNICATION
VALUE
NON-CUSTOMER
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
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The Objective:Increase Expected Benefit & Reduce
Expected Cost
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Step #1
Providing the Right Product Values
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CHANNEL
BENEFIT
COST
COMMUNICATION
VALUE
NON-CUSTOMER
PRODUCTProduct Value Attributes,
Price, Brand
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
P d t V l Att ib t T bl
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Product Value Attribute Table
Fill the tables with the estimated product attribute values
Time Duration : 20 Minutes
Value
Attribute W Company Perceived
Values (1 5
Non Customer
Perceived
Values (1 5
Expected
Values (1 5
Competitor
V alues
1.
2.
3.
4.
5.
6.
7.
P d t V l Att ib t Pl t
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Product Value Attribute Plot
Plot the value curves
Time Duration : 20 Minutes
0
1
2
3
4
5
VA-1 VA-2 VA-3 VA-4 VA-5 VA-6 VA-7
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Tata Nano vs Maruti Alto
Prod ct Val e Attrib te Table Tata Nano
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Product Value Attribute Table – Tata Nano
Fill the tables with the estimated product attribute values
Time Duration : 20 Minutes
Value
Attribute W Company Perceived
Values (1 5
Non Customer
Perceived
Values (1 5
Expected
Values (1 5
Competitor
V alues
1.
Economy 4 3 3 3
2. Safety 3 1 3 3
3. Durability 3 2 3 3
4.
Reliability 3 1 3 4
5. Usability 3 3 3 3
6. Comfort 4 3 3 3
7.
Power 3 2 3 3
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Product Value Attribute Plot
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Product Value Attribute Plot
Plot the value curves
Time Duration : 20 Minutes
0
1
2
3
4
5
VA-1 VA-2 VA-3 VA-4 VA-5 VA-6 VA-7
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Marketing Tata Nano: Mega Mistakes
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Step #2
Influence User Perceptions
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CHANNEL
BENEFIT
COST
COMMUNICATION
VALUE
NON-CUSTOMER
PRODUCTProduct Value Attributes,
Price, Brand
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
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Principles of Influence
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Cialdiani’s Six Principles of Influence
1. Reciprocity
2. Scarcity3. Authority
4. Consistency
5. Liking
6. Consensus
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1st Principle of Persuasion - Reciprocity
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2nd Principle of Persuasion - Scarcity
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3nd Principle of Persuasion - Authority
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4th Principle of Persuasion - Consistency
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5th Principle of Persuasion - Liking
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6th Principle of Persuasion - Consensus
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Step #3
Communicate Value
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CHANNEL
BENEFIT
COST
COMMUNICATION
VALUE
NON-CUSTOMER
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
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11 Ideas Triggersfor Effective Communication
of Values
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10 Ideas Triggers
for Effective Communication of Values
#11 – Resolve User Concerns
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Resolve User Concerns
Amway,
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Think! Do your potential customers Have Hidden Concerns that have to be Allayed?
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10 Ideas Triggers
for Effective Communication of Values
#11 – Resolve User Concerns
What’s your Idea?
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10 Key Ideas Triggers
for Effective Communication of Values
#10 – Capture User Attention
G ill M k ti
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Guerilla Marketing
Principles of Guerilla Marketing
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Mini Melts Promotion at Brigade Road, Bangalore
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10 Key Ideas Triggers
for Effective Communication of Values
#10 – Capture User Attention
What’s your Idea?
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11 Ideas Triggers
for Effective Communication of Values
#9 – Provide Value for Free
Provide Value for Free
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Provide Value for Free
In 2008, Adobe published a Public Patent License to ISO 32000-1 granting royalty-free rights for all
patents owned by Adobe that are necessary to make, use, sell and distribute PDF compliantimplementations.
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11 Ideas Triggers
for Effective Communication of Values
#9 – Provide Value for Free
What’s your Idea?
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11 Ideas Triggers
for Effective Communication of Values
#8 – Enable User Learning and
Creativity
Enable User Learning and Creativity
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Enable User Learning and Creativity
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11 Ideas Triggers
for Effective Communication of Values
#8 – Enable User Learning and
Creativity
What’s your Idea?
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11 Ideas Triggers
for Effective Communication of Values
#7 – Provide Favorable Points-of-
Comparison
Provide Favorable Points of Comparison
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p
How does your product stack up to competition?
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11 Ideas Triggers
for Effective Communication of Values
#7 – Provide Favorable Points-of-
Comparison
What’s your Idea?
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11 Ideas Triggers
for Effective Communication of Values
#6 – Repeat the Message
Repeat the Message in Multiple Channels
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p g p
Effective Frequency: It takes more than 3 communications before an average purchase
New Communication Channels
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Internet Marketing: Keywords
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11 Ideas Triggers
for Effective Communication of Values
#6 – Repeat the Message
What’s your Idea?
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11 Ideas Triggers
for Effective Communication of Values
#5 – Promote Maximized Attribute
Promote Maximized Attributes
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How this can rebound?
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11 Ideas Triggers
for Effective Communication of Values
#5 – Promote Maximized Attribute
What’s your Idea?
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11 Ideas Triggers
for Effective Communication of Values
#4 – Provide and Communicate
Guarantees
What’s your Idea?
Provide & Communicate Guarantees
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11 Ideas Triggers
for Effective Communication of Values
#4 – Provide and Communicate
Guarantees
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11 Ideas Triggers
for Effective Communication of Values
#3 – Provide a Sample or ‘Try
before you buy’ offer
Provide a Sample/ Try before you buy
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11 Ideas Triggers
for Effective Communication of Values
#3 – Provide a Sample or ‘Try
before you buy’ offer
What’s your Idea?
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11 Ideas Triggers
for Effective Communication of Values
#2 – Get Expert or Trusted
References
#2: Get Expert References
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Caveat ! The wrong references can destroy your brand
#2: Get Expert Recommendations
#2: Get Expert Recommen ationsIdea Time! Who are the thought leaders in your field that can recommend?
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Internet Marketing: Keywords
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11 Ideas Triggers
for Effective Communication of Values
#2 – Get Expert or Trusted
References
What’s your Idea?
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11 Ideas Triggers
for Effective Communication of Values
#1 – Make the Customer your
Marketer
#1: Make the Customer your Marketer
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“Subway Guy” Jared Fogle
#1: Make the Customer your Marketer
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#1: Make the Customer your Marketer
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11 Ideas Triggers
for Effective Communication of Values
#1 – Make the Customer your
Marketer
What’s your Idea?
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Group Project
1.
Identify 5 marketing ideas
2.
Present your Ideas to the other teams
3.Vote for your favorite ideas