purple cow
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Purple CowTRANSCRIPT
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Maria Gina C. NazarethMBAH 10B
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NOT ENOUGH P’S !! Product Price Promotion Position Publicity Packaging Pass-along Permission
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THE NEW P The New “P”: Purple Cow = being
remarkable
Remarkable Marketing:-the art of building things that are worth noticing into the productor service provided
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BEFORE, DURING AND AFTER Before advertising–
-word of mouth During advertising –
- power of television and mass media
After advertising – new networks diffused remarkable ideas through mass market
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WHY YOU NEED PURPLE COW Need a way to make a company’s
product more noticeable
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THE DEATH OF THE TV-INDUSTRIAL COMPLEX
• Create safe, ordinary products and combine them with great marketing
Old Rule
• Create remarkable products that the right people seek out
New
Rule
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MOORE’S IDEA DIFFUSION CURVE
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BEFORE AND AFTERTV-INDUSTRIAL AGE
POST-TV AGE
Average Products Remarkable Products
Advertise to Anyone Advertise to the Early Adopter
Fear of Failure Fear of Fear
Long Cycles Short Cycles
Small Changes Big Changes
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TV-INDUSTRIAL COMPLEX PRODUCTS Barbie,Prell, Honeywell, United Airlines,
McDonald’s, Marlboro, Cap’n Crunch, Battling Tops, The Original Beetle
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PURPLE COW PRODUCTS Starbucks, Magic Cards, Dr. Bronner’s,
Linux, JetBlue, Outback Steakhouse, Motel 6, MP3, Dr. Bukk, Prozac, The New Beetle
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THE WILL AND THE WAY The lesson and goal of the Purple Cow is
to show that it is safer to be risky which will make a company fulfill their desire to do something remarkable.
Once a company knows that their product’s demand is decreasing, it is time to create something worth talking about.
…”If you have the will, you will find the way.”
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GETTING IN
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IDEAS THAT SPREAD, WIN Idea-viruses – code name for ideas that
spread Sneezers – key spreaders of ideas How do you create an idea that wins?1.Don’t try to make a product for everybody2.Sneezers in market for too many products have too many choices3.Create ideas that spread in the niche market. With a niche you can segment a chunk of the mainstream4.This in turn will create focused ideas…Look for people with an OTAKU!
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IN SEARCH OF OTAKU “Otaku describes something that is
more than a hobby but is just a little less than an obsession.”
The heart of the Purple Cow phenomenon begins with Otaku.
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THE PROCESS AND THE PLAN
NO SECRET FORMULA!!
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THE MAGIC CYCLE OF THE COW
2.Give the sneezers the proper tools they need
3.Once the product goes from
remarkable to profitable, let others
milk it for all its worth
4.It is necessary to reinvest the
product again and then launch a
new Purple Cow
1.Get permission from people who were impressed
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Thank You