Post on 07-Jul-2018
8/19/2019 Marketing Ideation
1/87
TARGET CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
8/19/2019 Marketing Ideation
2/87
TARGET CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
8/19/2019 Marketing Ideation
3/87
COMMUNICATION
TARGET CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
8/19/2019 Marketing Ideation
4/87
COMMUNICATION
TARGET CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
EXPECTED BENEFIT
8/19/2019 Marketing Ideation
5/87
COMMUNICATION
TARGET CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
EXPECTED BENEFIT
EXPECTED COST
8/19/2019 Marketing Ideation
6/87
COMMUNICATION
TARGET CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
EXPECTED BENEFIT
EXPECTED COST
EXPECTED VALUE > 1
8/19/2019 Marketing Ideation
7/87
COMMUNICATION
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brandü
8/19/2019 Marketing Ideation
8/87
CHANNEL
COMMUNICATION
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
8/19/2019 Marketing Ideation
9/87
CHANNEL
BENEFIT
COMMUNICATION
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
8/19/2019 Marketing Ideation
10/87
CHANNEL
BENEFIT
COST
COMMUNICATION
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
8/19/2019 Marketing Ideation
11/87
CHANNEL
BENEFIT
COST
COMMUNICATION
VALUE = BENEFIT / COST
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
8/19/2019 Marketing Ideation
12/87
CHANNEL
COMMUNICATION
NON-CUSTOMER
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
BENEFIT
COST
VALUE = BENEFIT / COST
8/19/2019 Marketing Ideation
13/87
The Non Customer“Those who should be buying but are not”
8/19/2019 Marketing Ideation
14/87
The Non Customer“Those who should be buying but are not”
8/19/2019 Marketing Ideation
15/87
CHANNEL
EXPECTED BENEFIT
EXPECTED COST
COMMUNICATION
EXPECTED VALUE < 1
NON-CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
8/19/2019 Marketing Ideation
16/87
The Objective:Increase Expected Benefit & Reduce
Expected Cost
8/19/2019 Marketing Ideation
17/87
Step #1
Providing the Right Product Values
8/19/2019 Marketing Ideation
18/87
CHANNEL
BENEFIT
COST
COMMUNICATION
VALUE
NON-CUSTOMER
PRODUCTProduct Value Attributes,
Price, Brand
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
8/19/2019 Marketing Ideation
19/87
Step #2
Influencing User Perception
8/19/2019 Marketing Ideation
20/87
CHANNEL
BENEFIT
COST
COMMUNICATION
VALUE
NON-CUSTOMER
PRODUCTProduct Value Attributes,
Price, Brand
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
8/19/2019 Marketing Ideation
21/87
Step #3
Communicating Value
8/19/2019 Marketing Ideation
22/87
CHANNEL
BENEFIT
COST
COMMUNICATION
VALUE
NON-CUSTOMER
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
8/19/2019 Marketing Ideation
23/87
The Objective:Increase Expected Benefit & Reduce
Expected Cost
8/19/2019 Marketing Ideation
24/87
Step #1
Providing the Right Product Values
8/19/2019 Marketing Ideation
25/87
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
8/19/2019 Marketing Ideation
26/87
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
8/19/2019 Marketing Ideation
27/87
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
8/19/2019 Marketing Ideation
28/87
Tata Nano vs Maruti Alto
Prod ct Val e Attrib te Table Tata Nano
8/19/2019 Marketing Ideation
29/87
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
8/19/2019 Marketing Ideation
30/87
Product Value Attribute Plot
8/19/2019 Marketing Ideation
31/87
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
8/19/2019 Marketing Ideation
32/87
Marketing Tata Nano: Mega Mistakes
8/19/2019 Marketing Ideation
33/87
Step #2
Influence User Perceptions
8/19/2019 Marketing Ideation
34/87
CHANNEL
BENEFIT
COST
COMMUNICATION
VALUE
NON-CUSTOMER
PRODUCTProduct Value Attributes,
Price, Brand
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
8/19/2019 Marketing Ideation
35/87
Principles of Influence
8/19/2019 Marketing Ideation
36/87
Cialdiani’s Six Principles of Influence
1. Reciprocity
2. Scarcity3. Authority
4. Consistency
5. Liking
6. Consensus
8/19/2019 Marketing Ideation
37/87
1st Principle of Persuasion - Reciprocity
8/19/2019 Marketing Ideation
38/87
2nd Principle of Persuasion - Scarcity
8/19/2019 Marketing Ideation
39/87
3nd Principle of Persuasion - Authority
8/19/2019 Marketing Ideation
40/87
4th Principle of Persuasion - Consistency
8/19/2019 Marketing Ideation
41/87
5th Principle of Persuasion - Liking
8/19/2019 Marketing Ideation
42/87
6th Principle of Persuasion - Consensus
8/19/2019 Marketing Ideation
43/87
Step #3
Communicate Value
8/19/2019 Marketing Ideation
44/87
CHANNEL
BENEFIT
COST
COMMUNICATION
VALUE
NON-CUSTOMER
CUSTOMERNeeds, Wants, Information,
Perceptions & Biases
PRODUCTProduct Value Attributes,
Price, Brand
8/19/2019 Marketing Ideation
45/87
11 Ideas Triggersfor Effective Communication
of Values
8/19/2019 Marketing Ideation
46/87
10 Ideas Triggers
for Effective Communication of Values
#11 – Resolve User Concerns
8/19/2019 Marketing Ideation
47/87
Resolve User Concerns
Amway,
8/19/2019 Marketing Ideation
48/87
Think! Do your potential customers Have Hidden Concerns that have to be Allayed?
8/19/2019 Marketing Ideation
49/87
10 Ideas Triggers
for Effective Communication of Values
#11 – Resolve User Concerns
What’s your Idea?
8/19/2019 Marketing Ideation
50/87
10 Key Ideas Triggers
for Effective Communication of Values
#10 – Capture User Attention
G ill M k ti
8/19/2019 Marketing Ideation
51/87
Guerilla Marketing
Principles of Guerilla Marketing
8/19/2019 Marketing Ideation
52/87
Mini Melts Promotion at Brigade Road, Bangalore
8/19/2019 Marketing Ideation
53/87
10 Key Ideas Triggers
for Effective Communication of Values
#10 – Capture User Attention
What’s your Idea?
8/19/2019 Marketing Ideation
54/87
11 Ideas Triggers
for Effective Communication of Values
#9 – Provide Value for Free
Provide Value for Free
8/19/2019 Marketing Ideation
55/87
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.
8/19/2019 Marketing Ideation
56/87
11 Ideas Triggers
for Effective Communication of Values
#9 – Provide Value for Free
What’s your Idea?
8/19/2019 Marketing Ideation
57/87
11 Ideas Triggers
for Effective Communication of Values
#8 – Enable User Learning and
Creativity
Enable User Learning and Creativity
8/19/2019 Marketing Ideation
58/87
Enable User Learning and Creativity
8/19/2019 Marketing Ideation
59/87
11 Ideas Triggers
for Effective Communication of Values
#8 – Enable User Learning and
Creativity
What’s your Idea?
8/19/2019 Marketing Ideation
60/87
11 Ideas Triggers
for Effective Communication of Values
#7 – Provide Favorable Points-of-
Comparison
Provide Favorable Points of Comparison
8/19/2019 Marketing Ideation
61/87
p
How does your product stack up to competition?
8/19/2019 Marketing Ideation
62/87
11 Ideas Triggers
for Effective Communication of Values
#7 – Provide Favorable Points-of-
Comparison
What’s your Idea?
8/19/2019 Marketing Ideation
63/87
11 Ideas Triggers
for Effective Communication of Values
#6 – Repeat the Message
Repeat the Message in Multiple Channels
8/19/2019 Marketing Ideation
64/87
p g p
Effective Frequency: It takes more than 3 communications before an average purchase
New Communication Channels
8/19/2019 Marketing Ideation
65/87
Internet Marketing: Keywords
8/19/2019 Marketing Ideation
66/87
8/19/2019 Marketing Ideation
67/87
11 Ideas Triggers
for Effective Communication of Values
#6 – Repeat the Message
What’s your Idea?
8/19/2019 Marketing Ideation
68/87
11 Ideas Triggers
for Effective Communication of Values
#5 – Promote Maximized Attribute
Promote Maximized Attributes
8/19/2019 Marketing Ideation
69/87
How this can rebound?
8/19/2019 Marketing Ideation
70/87
11 Ideas Triggers
for Effective Communication of Values
#5 – Promote Maximized Attribute
What’s your Idea?
8/19/2019 Marketing Ideation
71/87
11 Ideas Triggers
for Effective Communication of Values
#4 – Provide and Communicate
Guarantees
What’s your Idea?
Provide & Communicate Guarantees
8/19/2019 Marketing Ideation
72/87
8/19/2019 Marketing Ideation
73/87
11 Ideas Triggers
for Effective Communication of Values
#4 – Provide and Communicate
Guarantees
8/19/2019 Marketing Ideation
74/87
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
8/19/2019 Marketing Ideation
75/87
8/19/2019 Marketing Ideation
76/87
11 Ideas Triggers
for Effective Communication of Values
#3 – Provide a Sample or ‘Try
before you buy’ offer
What’s your Idea?
8/19/2019 Marketing Ideation
77/87
11 Ideas Triggers
for Effective Communication of Values
#2 – Get Expert or Trusted
References
#2: Get Expert References
8/19/2019 Marketing Ideation
78/87
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?
8/19/2019 Marketing Ideation
79/87
Internet Marketing: Keywords
8/19/2019 Marketing Ideation
80/87
8/19/2019 Marketing Ideation
81/87
11 Ideas Triggers
for Effective Communication of Values
#2 – Get Expert or Trusted
References
What’s your Idea?
8/19/2019 Marketing Ideation
82/87
11 Ideas Triggers
for Effective Communication of Values
#1 – Make the Customer your
Marketer
#1: Make the Customer your Marketer
8/19/2019 Marketing Ideation
83/87
“Subway Guy” Jared Fogle
#1: Make the Customer your Marketer
8/19/2019 Marketing Ideation
84/87
#1: Make the Customer your Marketer
8/19/2019 Marketing Ideation
85/87
8/19/2019 Marketing Ideation
86/87
11 Ideas Triggers
for Effective Communication of Values
#1 – Make the Customer your
Marketer
What’s your Idea?
8/19/2019 Marketing Ideation
87/87
Group Project
1.
Identify 5 marketing ideas
2.
Present your Ideas to the other teams
3.Vote for your favorite ideas