Lecture 1: Introduction and Marketing Strategy
Instructor: Lingjing ZhanOffice: M928
Tel: 3400 3949Email: [email protected]
Agenda • About the lecturer• What is marketing
– what is this subject about?
• Marketing management orientations– The sort of thinking that guides marketing activities
• What is a marketing plan– How to conduct a SWOT analysis?
About me
• Lingjing Zhan (詹凌静 )
• PhD in Marketing, University of Alberta
• Department of Management and Marketing
• Research interests: consumer behavior
What motivates luxury consumption in China?
• Differentiate the self from those who cannot afford such products (i.e., the majority)
• Be identified with those who can afford such products
Research Interest (3)
• Imagine that you have moved into a new apartment. You can either continue to use your Internet service provider (ISP), or choose to switch to a new ISP that is available in the new building. Which one will you choose?
• Consumer switch behavior and state of power
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Agenda • About the lecturer• What is marketing
– what is this subject about?
• Marketing management orientations– The sort of thinking that guides marketing activities
• What is a marketing plan– How to conduct a SWOT analysis?
What is marketing?
• Key words of marketing?
• Group exercise (form a group with no more than 5 persons):– Draw a conceptual map
• Link “4Ps”, “values”, and “customer needs”• Show the relationships among concepts
The key word : value
• Definition– The overall benefits derived from the product, as
the customer perceives it, at the price charged.
• Value is a ratio: benefits/price
OverviewCh1. Overview of marketingCh2. Developing marketing
strategies
Understand marketplace and consumers
Ch3. Marketing environmentCh4. Managing marketing
informationCh5. Consumer behaviorCh6. B-B marketing
Marketing StrategyCh7. STPCh8&9. Product, services, and
brandingCh10 &11. PricingCh12 &13. PlaceCh14, 15, 16 &17. Marketing
communications
Extending MarketingCh18 Create competitive
advantageCh19. Global market placeCh20. Social responsibility and
ethics
OverviewCh1. Overview of marketingCh2. Developing marketing strategies MM486 Marketing Strategy
Understand marketplace and consumers
Ch3. Marketing environmentCh4. Managing marketing information MM3761 Marketing ResearchCh5. Consumer behavior MM3721 Consumer BehaviorCh6. B-B marketing
Extending MarketingCh18 Create competitive
advantageCh19. Global market place International marketingCh20. Social responsibility
and ethics
Marketing StrategyCh7. STPCh8&9. Product, services, and
brandingMM4771 Product Policy and
ManagementMM 4831 Strategic Brand
ManagementMM484 Managing New
Product DevelopmentMM4791 Services
Marketing
Ch10 &11. PricingCh12 &13. PlaceMM3781 Distribution
ManagementMM3791 Retailing and
Merchandising
Ch14, 15, 16 &17. Marketing communications
MM3711 Integrated Marketing Communications
MM 4781 Sales Management
Agenda • About the lecturer• What is marketing
– what is this subject about?
• Marketing management orientations– The sort of thinking that guides marketing activities
• What is a marketing plan– How to conduct a SWOT analysis?
The product concept: an example
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Picture source: http://comic.66wz.com/system/2009/09/22/101435759.shtml
Agenda • About the lecturer• What is marketing
– what is this subject about?
• Marketing management orientations– The sort of thinking that guides marketing activities
• What is a marketing plan– How to conduct a SWOT analysis?
General structure of a marketing plan
1. Executive summary.2. Company overview.3. Objectives or goals, usually according to strategic plan and
focus.4. Situation analysis (SWOT analysis).5. Market/product/customer analysis.6. Marketing strategy.
– STP and 4Ps
7. Financial projections.8. Implementation plan.9. Evaluation and control metrics.
Mission vs. objectives
Mission (general)• PeopleAhead’s mission is to
help individuals with career advancement and improve the human capital in companies. The site will act as a networking platform for professionals and career matching as opposed to job and resume-posting searches.
Objectives (specific)• Use brand matching
technology: TrueMatch• Build critical mass of users.• Drive traffic to the Web site
through marketing blitzes.• Utilize word-of-mouth
advertising from satisfied users.
Reebok: Sponsorship/ Licensing
Reebok is the official outfitter for 3 of the 4 highest-profile U.S. major sports leagues – the NFL, NHL and MLB. Adidas, Reebok’s parent company is the official outfitter for the fourth, the NBA. Reebok has also created a new uniform system for the National Hockey League Basketball fan and lifestyle apparel.
Reebok: Competition
The footwear and sports apparel market is fiercely competitive and oversaturated within the U.S. market – the market where Reebok currently makes the majority of its sales. Nile has the largest share, followed by Adidas/Reebok, followed by many serious players including Skechers, K-swiss, New Balance, and Puma.
Reebok: Quality control
Recently, Reebok has made 3 major recalls on children’s products involving a faulty zipper, a choking hazard, and a lead-ridden trinket.
Reebok: Global Expansion
Currently, 40% of Reebok’s retail sales come from North America, 40% from Europe and the remaining 20% from the rest of the world. Reebok plans to open over 3.000 new stores in China, Russia, and India by 2010 where competition is less fierce. Although consumption is often lower in these regions, the profit margins are typically higher outside the U.S. market.
Reebok
Strengths:Sponsoring/ Licensing
Weaknesses:Quality Control
Opportunities:Global Expansion
Threats:Competition