Transcript: Lower Right High style Low technology Cosmetic approach Sacrifice usability for expression Pedometer Low style Low technology Innovative at first Failed to respond to change FOUR QUADRANTS Nike+ Fuel Band Upper Left Value Upper Right Samsung "Galaxy Gear" Polar FA20F Fitness Monitor Technology driven Limited market growth Profit based on technological innovation FONTS Positioning Map Lower Left High style High technology High value
Transcript: Chocolate Bars are broken up into subclasses such as white chocolate, dark chocolate and milk chocolate Lindt Dark Mars High Nutrition Positioning Map is a technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of a product, product line, brand, or company is displayed relative to their competition. Low Nutrition Good Taste Ndumii Mbala Boipelo Madihlaba Tshego Tshabalala Lindokuhle Radebe Daphney Mphahlele Gugu Dhlamini Snickers Ferroro Rocher Jungle Ots Chocolate Bars Milky Bar The Brand handles your hunger so you can handle anything. Its a treat that can be enjoyed as part of a balanced diet and healthy lifestyle Snickers Bad Taste is a expression of how a given product, service or brand fills a paticular consumer need in a way the competitors cant Positioning Map Bar One Positioning Statement
Transcript: The student doesn't come out of college with the ability to work in many fields of advertising. They graduate with an overview knowledge, that isn't enought to set they on the labor market. The student doesn't feel capable to practice the profession only with what they have learned in class. Depending of the University the teachers have an academic background and not a market approach needs a way to get more prepared for future in her career Mariana, 22 years old, who has just finished graduation in Advertisement and have been working as copywriter in the last 2 years. If you were able to make any direct observations of the person you interviewed in action, here is where you describe what you observed (feel free to delete this once you copy the template) • Having experience is more important than a degree. • She is letting the flow conducts her, at least, at this moment. • As she has just finished graduation she is going to change her behavior, trying to be more professional. because the college didn't provided deep knowledge The problem statement encapsulates the need for the stakeholder you will continue working on for next week During the graduation I have developed a critical thinking which is fundamental for my function. I have developed my skills more from the market labor, than from the university. Despite the course has a practical approach in the last two years, its doesn’t work in the same way. I would be lost now, if I hadn’t been working during my college. The experience is very important in our field, mainly in creative area. I looked for attending a course outside the college to improve my knowledge in the creative area and learn more about the career in Advertising, but all this could have been teached at the college. The university doesn’t help the student to think about their career. It only keeps up the internship, not worrying about the future of the student. I can’t imagine what I will be doing in 5 years time, and it scares me. I’m a very organized person and not having a plan for the future is very worrying. The college doesn't prepare you to be a "Professional advertiser" and to performing all duties that are related to the course. What makes you professional is the labor market. I would like to have left the college more capable to work in another field of Advertising, but I only feel confident to work as a copywriter and in marketing, maybe. The changes that I feel after graduating are that I can’t justify my actions based on the fact that I’m just student. My responsibilities increased, as well as the perceived value of my work. Here is where you add what your interviewee said (feel free to delete this once you copy the template) Makes notes here about all the things that surprised you from the interview, and those that challenged the assumptions you had. Make inferences here about the person's feelings, deriving from the SAY and DO quadrants • She is happy at the moment, but she becomes apprehensive when asked about the future. • She feels that the future can be very different. There isn't a goal defined. • Mariana is a very outgoing person, always in a good mood with their colleagues. • During the day, she often visits their colleagues, to see what they are doing. • She seems to be very focused during the working time. • When she has too much work, she gets more quiet than she used to be. • I didn't see her exchanging information with her supervisor in person. The same doesn't happen with their colleagues copywriters. Make inferences here about the person's thoughts, deriving from the SAY and DO sections Mariana, 22 years old, who has just finished graduation in Advertisement and have been working as copywriter in the last 2 years.
Transcript: Low Quality Wendys would be the middle man. Their quality seems to match their quality for the most part, not very expensive, but you also could get products that arent the best quality. Carls Jr charged a high price, and is viewed as lower quality, the product are not the best tasting. Mcdonalds is the most successful, but has a low quality and very low price. It is somewhere you go for fast and cheap service. Chipotle Opportunity We could use a medium priced place that matches their price. Also another high price/quality store. Low Price McDonalds Chipotle is a company that offers you to be able to get your moneys worth ( $6 for a burrito), ie. stuff it full. High Price Fat Burger is viewed as being very good quality, although it is very highly priced, you get restaurant quality food. High Quality Their food products are not what they are known for, so if you were to order items from their, it would be mediocre, but cheap. Product Positioning Map Dairy Queen Fat Burger Wendys Carls Jr
Transcript: huddle Mrs. Rossi huddle to crowd together crowd huddle separate
Transcript: Bakeries 1º Strongest direct competitor: Philips since we are both located in the optimal quadrant 2º Reasonable advantage against Kitchen Aid & Kenwood in terms of quality. 3º Poor positioning in terms of utility where we are at a great disadvantage against Kitchen Aid and Kenwood while being slightly above Phillips 4º Good positioning, however we must consider improving utility issues since there is a significant gap between our competitors. for your time Interpreting Segments First Steps: Analyze Competitors & Convey Survey Validating segments Fridges Index Dimensions Background Strategy Corporate Business SBUs Product Description Won the German Marketing Prize in 2007 Bakeries Young (26-40) male kitchen aficionados, divorced (or widowed) with kids Male kitchen lovers that are either divorced or widowed aged from 41-65 Married women aged from 18 to 40 NONE Interpreting segments Ovens Bosch’s goal: establish a premium position in every market in which it competes in. Automotive Sector: 57% RMS, 5% MGR Home Appliances Sector: 50% RMS, -11 MGR Survey Results Bosch Group 3 Given those results, the positioning map based on Bosch´s preferred attributes will result in the following: Dynamic Matrix Fridges RMS: 19% MGR: -25% Selecting the segment strategy 1º We can see that for men, there is barely any difference between competitors when looking at those attributes. 2º However, those attributes do not set as apart in the male segment and our advantage its hardly noticeable. 3º Bosch could use some of its efforts in improving both quality and utility awareness of its products for the male segment in order to try and achieve bigger customer base. RMS Dishwashers RMS: 33% MGR: -22% Food Processors Cross out the market niche strategy Unable to do the undifferentiated full market coverage Single segment strategy Objective Positioning for each segment Men Washing Machines RMS: 21% MGR: -22% Objective Positioning for each segment 1º For this particular segment the quality of our product´s outcome it s considered more competitive our competitors 2º In terms of utility its considered to be on the sectors average. 3º Bosch´s processors are useful and offer nearly professional results. We are leading this segment with a good position but gap its really small and our utility could use some more recognition Identifying the segments Introduction We analyzed and looked for our competitor´s product characteristics and compare it to ours. Since costumers feedback was scattered we decided to create new one via survey. Our objective was to determinate which attributes were associated to food processors and how was Bosch´s brand image as well as its peers competitors positioned based on that feedback. Question Mark We also decided to build the positioning map based on the responses of our targeted segments ,so that we can address each issue properly. Market Attractiveness vs. Competitive position RMS MGR In order to interpret correctly the situation in which Bosch can be found and take actions either to prevent possible threats or to boost its sales and profits, we applied the Boston Consulting Group Matrix, which is designed as follow: B.C.G Matrix Objective Positioning for each segment Disaster Introduction Identifying & Validating Segments Selecting segment strategy Positioning Maps: Where do we stand? B.C.G Matrix: Where are our products located? 1st Business or individual 2nd Type of restaurant and fan of cooking or not in individuals 3rd Gender 4th Age 5th Civil Status MGR Positioning Map Cash Generator Building the positioning map Women Food Processor RMS: 16% MGR: 2% B.C.G Matrix: Application Star Microwaves RMS: 6% MGR: 1% Dishwashers 1º Optimal quadrant in terms of quality in our considered core segment while still having room for improvement in utility. 2º Slight advantage against our competitors in terms of quality and average consideration in terms of utility 3º Sector its positioned with nearly no gap in terms of utility and quality therefore an slight margin could be something that set as apart -> Work in utility needed Thank you Where are our products located? Ovens RMS: 25% MGR: -17% Our Marketing Strategy & Findings B.C.G Matrix: Application
Transcript: http://prezi.com/h8ofns2cq1su/present/?auth_key=5vwsbdh&follow=pgvoqhxrysqo&kw=present-h8ofns2cq1su&rc=ref-27616987 Juarez, Mexico Drive to Juarez January 15, 2013 Trip to Juarez, Mexico Fly to DFW Airport Dallas/Ft Worth Joplin, MO
Transcript: El Nino Normally there is a surface high above Tahiti. The Trade winds then cause the water to circulate in a specific pattern. Usually the water is colder in low pressure areas and warmer in high pressure areas. Normal These Conditions cause the trade winds to blow in an Easterly Direction in the tropics Normally there is a Surface low over the Indian Ocean, Indonesia and Austrailia. El nino Conditions The surface pressure above Tahiti begins to fall and the surface pressure above the western pacific begins to rise. This dirupts the convection cell and causes the trade winds to slow, stop or shift the other direction. Because of the change in wind speed and direction the ocean waters begin to shift as well. Warm waters start to blanket the cold deep waters off the coast of Peru. This blanket causes the separation of the deep waters from surface waters to become shallower. This causes the whole cycle to increase. Warm water fuels higher pressures which fuels the convection cell, etc., etc. What effects are felt around the globe? Normal
Description: The sky’s the limit. Boost your new sales initiative into orbit with an engaging and compelling SKO presentation. This template features a effective sales kickoff theme that makes it easy to be engaging. Like all Prezi SKO templates, it’s fully customizable with your own information.
Description: Storytelling is at the heart of great service. Use this stunning, customizable business presentation template to highlight employees who do exceptional work or position your customers as the heroes of your business.
Description: Catch the eye and engage the imagination with this cool-looking Prezi proposal template. The bold, bright design and highly dynamic theme all but guarantee success for your next sales or marketing proposal. All Prezi presentation templates are easily customized.
Now you can make any subject more engaging and memorable