marketing ideation

8/19/2019 Marketing Ideation

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TARGET CUSTOMERNeeds, Wants, Information,

Perceptions & Biases


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PRODUCTProduct Value Attributes,

Price, Brand


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COMMUNICATION




Price, Brand


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COMMUNICATION




Price, Brand

EXPECTED BENEFIT


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COMMUNICATION




Price, Brand

EXPECTED BENEFIT

EXPECTED COST


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COMMUNICATION




Price, Brand

EXPECTED BENEFIT

EXPECTED COST

EXPECTED VALUE > 1


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COMMUNICATION

CUSTOMERNeeds, Wants, Information,



Price, Brandü


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CHANNEL

COMMUNICATION




Price, Brand


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CHANNEL

BENEFIT

COMMUNICATION




Price, Brand


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CHANNEL

BENEFIT

COST

COMMUNICATION




Price, Brand


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CHANNEL

BENEFIT

COST

COMMUNICATION

VALUE = BENEFIT / COST




Price, Brand


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CHANNEL

COMMUNICATION

NON-CUSTOMER




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,



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


Price, Brand




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Step #2

Influencing User Perception


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CHANNEL

BENEFIT

COST

COMMUNICATION

VALUE

NON-CUSTOMER


Price, Brand




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Step #3

Communicating Value


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CHANNEL

BENEFIT

COST

COMMUNICATION

VALUE

NON-CUSTOMER




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


Price, Brand



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


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


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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Plot the value curves


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


Price, Brand




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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




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


#11 – Resolve User Concerns

What’s your Idea?


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10 Key Ideas Triggers


#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


#10 – Capture User Attention

What’s your Idea?


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11 Ideas Triggers


#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


#9 – Provide Value for Free

What’s your Idea?


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11 Ideas Triggers


#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


#8 – Enable User Learning and

Creativity

What’s your Idea?


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11 Ideas Triggers


#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


#7 – Provide Favorable Points-of-

Comparison

What’s your Idea?


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11 Ideas Triggers


#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


#6 – Repeat the Message

What’s your Idea?


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11 Ideas Triggers


#5 – Promote Maximized Attribute

Promote Maximized Attributes


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How this can rebound?


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11 Ideas Triggers


#5 – Promote Maximized Attribute

What’s your Idea?


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11 Ideas Triggers


#4 – Provide and Communicate

Guarantees

What’s your Idea?

Provide & Communicate Guarantees


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11 Ideas Triggers


#4 – Provide and Communicate

Guarantees


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11 Ideas Triggers


#3 – Provide a Sample or ‘Try

before you buy’ offer

Provide a Sample/ Try before you buy


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11 Ideas Triggers


#3 – Provide a Sample or ‘Try

before you buy’ offer

What’s your Idea?


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11 Ideas Triggers


#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


#2 – Get Expert or Trusted

References

What’s your Idea?


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11 Ideas Triggers


#1 – Make the Customer your

Marketer

#1: Make the Customer your Marketer


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“Subway Guy” Jared Fogle



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11 Ideas Triggers


#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

marketing ideation

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