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Marketing & Creativitywww.marketingPlanNOW1
Creativity& Mkng
Overcoming Mind LimitationsPresentation 7 out of 7
Danny AbramovichMarketing Plan Specialistwww.marketingPlanNOW.com
Last chapter
5.2
Marketing & Creativitywww.marketingPlanNOW2
Presentation Structure
1. Welcome to Creativity test ü2. Creativity - Vocab & theory ü3. Human Brain, introduction ü4. Proving Mind limitations ü5. Overcoming Mind limitations◄
2presentations
Cont.
Marketing & Creativitywww.marketingPlanNOW3
5. Overcoming Mind limitations
5.4. The Creative Process
PersonPlaceProductProcess
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5.4. The Creative Process
5. Overcoming Mind limitations
ManagementControl procedures
ProductionProduct/ service creation
TacticsAction plan & budget
ApplicationProduct/ service dev.
StrategyMarketing objectives
InnovationConcept development
Analysisof the current situation
IdeationKey wants & needs
Existing BusinessNew Venture
yQ
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I.Preparation
II.Imagination
III.Development
IV.Action
Analysis
Generation
Harvesting
Enhancement
Evaluation
Implementation
Living With It
Observation
Based on Plsek’s Directed Creativity Cycle
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The books create a new languagefor creative thinking such as:
“To think like a lizard”means to “yield”
“To think like a chameleon”means “to find several solutions”
“To think like a zebra”means “to live with contradictions”
“To think like a bat”means “to do the opposite of what is accepted”
“To think like a monkey”means “to imitate others”
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5.4. The Creative Process
5. Overcoming Mind limitations
Living withcontradictions, or
even creating them
Identifying successfulmodels and mimicking
them while creatingvariations on the
theme
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5. Overcoming Mind limitations
5.4. The Innovation Processof Enterprises
R&Dteam
TheoreticalMethodologies
Suggestion Box
Syndrome
CustomersPanel
Consumer Surveys
InnovationCommittee
Marketing & Creativitywww.marketingPlanNOW9
5. Overcoming Mind limitations
5.4. Towards Innovative Solutions - 1
R&Dteam
TheoreticalMethodologies
Suggestion Box
Syndrome
CustomersPanel
Consumer Surveys
InnovationCommittee
Marketing & Creativitywww.marketingPlanNOW10
5. Overcoming Mind limitations
5.4. Towards Innovative Solutions - 1Consumer Surveys/ PanelsStop asking customers whatthey want (solutions), start asking what they want yourproducts to do for them(desired outcome)!
Marketing & Creativitywww.marketingPlanNOW11
5. Overcoming Mind limitations
5.4. Towards Innovative Solutions - 1Consumer Surveys/ Panels
“We don't believe in market research for a new product unknown to the public, so we never do any. We are the experts.” Akio Morita, Co-founder
SONY Corp.
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5. Overcoming Mind limitations
5.4. Towards Innovative Solutions - 2
R&Dteam
TheoreticalMethodologies
Suggestion Box
Syndrome
CustomersPanel
Consumer Surveys
InnovationCommittee
Marketing & Creativitywww.marketingPlanNOW13
5. Overcoming Mind limitations
5.4. Towards Innovative Solutions - 2“Suggestion Box Syndrome”Create an “out of the box”process motivating employees to suggest, follow-up and lead inventions & innovations.
Marketing & Creativitywww.marketingPlanNOW14
5. Overcoming Mind limitations
5.4. Towards Innovative Solutions - 2“Suggestion Box Syndrome”
Createan “out of
the pyramid”process; Kodak case
Marketing & Creativitywww.marketingPlanNOW15
5. Overcoming Mind limitations
5.4. Towards Innovative Solutions - 3
R&Dteam
TheoreticalMethodologies
Suggestion Box
Syndrome
CustomersPanel
Consumer Surveys
InnovationCommittee
Marketing & Creativitywww.marketingPlanNOW16
5. Overcoming Mind limitations5.4. Towards Innovative Solutions - 3
Theoretical Methodologies5.4.0. “No!” Methodology5.4.1. SCAMPER technique5.4.2. Lateral Thinking5.4.3. Mind Mapping5.4.4. Creative Failure methodology5.4.5. TRIZ theory
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5. Overcoming Mind limitations
5.4.0 “No! Methodology”Step 1 – Long-term fact:We manufacture only plastics.Step 2 – “No!”We do not manufacture only plastics!
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5. Overcoming Mind limitations
5.4.1 SCAMPER techniqueSubstitute CombineAdapt ModifyPut to another purpose EliminateRearrange
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5. Overcoming Mind limitations
5.4.1. SCAMPER
Thinking about substitutes may initiatenew ideas.
SubstituteCombineAdapt
ModifyPut to…EliminateRearrange
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5. Overcoming Mind limitations
5.4.1. SCAMPERThe combinationof several parts may equal a different product.
SubstituteCombineAdapt
ModifyPut to…EliminateRearrange
MetroNaps
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5. Overcoming Mind limitations
5.4.1. SCAMPERPhone, e-mail, web, digital organizer, digital camera, color screen, MP3 player, and wireless connectivity to other devices. What’s next?
SubstituteCombineAdapt
ModifyPut to…EliminateRearrange
The combinationof several parts may equal a different product.
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5.4.1. SCAMPER
5. Overcoming Mind limitations
SubstituteCombineAdapt
ModifyPut to…EliminateRearrange
Marketing & Creativitywww.marketingPlanNOW23
5.4.1. SCAMPER
5. Overcoming Mind limitations
SubstituteCombine - advancedAdapt
ModifyPut to…EliminateRearrange
past & present factors (past year)
(WT) “today’s weaknesses that may present a threat tomorrow”
(ST) “today’s strengths that may present a threat tomorrow”
Threats
(WO) “today’s weaknesses that may present an opportunity tomorrow”
(SO) “today’s strengths that may present an opportunity tomorrow”
Opportunities
WeaknessesStrengths
upcoming factors (next year)
The TOWSMatrix
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5.4.1. SCAMPER
SubstituteCombine - advancedAdapt
ModifyPut to…EliminateRearrange
enceumfercirc.
yuctivitcond.
eterdiam.
color
width
hight
diam.colorwidthhight
5. Overcoming Mind limitations
Marketing & Creativitywww.marketingPlanNOW25
5. Overcoming Mind limitations
5.4.1. SCAMPER
Adapting only part of the
product may equal a
different product.
runaid
SubstituteCombineAdapt
ModifyPut to…EliminateRearrange
Marketing & Creativitywww.marketingPlanNOW26
5. Overcoming Mind limitations
5.4.1. SCAMPER
Adapting only part of the
product may equal a
different product.
SubstituteCombineAdapt
ModifyPut to…EliminateRearrange
Marketing & Creativitywww.marketingPlanNOW27
5. Overcoming Mind limitations
5.4.1. SCAMPER
Adapting only part of the
product may equal a
different product.
SubstituteCombineAdapt
ModifyPut to…EliminateRearrange
OW
Marketing & Creativitywww.marketingPlanNOW28
5. Overcoming Mind limitations
5.4.1. SCAMPER
Modifying towardsnew products& concepts.
SubstituteCombineAdapt
ModifyPut to…EliminateRearrange
Marketing & Creativitywww.marketingPlanNOW29
5. Overcoming Mind limitations
5.4.1. SCAMPERModifying towards human-feelproducts& concepts.
ESP
SubstituteCombineAdapt
ModifyPut to…EliminateRearrange
Marketing & Creativitywww.marketingPlanNOW30
5. Overcoming Mind limitations
5.4.1. SCAMPERModifying towards human-feelproducts& concepts.
ESP
SubstituteCombineAdapt
ModifyPut to…EliminateRearrange
Marketing & Creativitywww.marketingPlanNOW31
5. Overcoming Mind limit…
5.4.1. SCAMPER
New usagefor an existing product.
SubstituteCombineAdapt
ModifyPut to another purposeEliminateRearrange
Marketing & Creativitywww.marketingPlanNOW32
5. Overcoming Mind limitations
5.4.1. SCAMPER
Breaking down the product’s parts by elimination.
SubstituteCombineAdapt
ModifyPut to…EliminateRearrange
Marketing & Creativitywww.marketingPlanNOW33
5. Overcoming Mind limit…
5.4.1. SCAMPER
Will rearranging
solve the problem?
SubstituteCombineAdapt
ModifyPut to…EliminateRearrange
Marketing & Creativitywww.marketingPlanNOW34
5. Overcoming Mind limitations
5.4.2. Lateral ThinkingDe Bono’s Six Thinking Hats
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5. Overcoming Mind limitations
5.4.4. CreatingFailure
Methodology
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5. Overcoming Mind limitations
5.4.5. TRIZTRIZ is a romanized acronym for Russian“Теория решения изобретательских задач”meaning "The theory of inventor's problemsolving" (Altshuller, 1946). 300,000 patentswere revised into 40 inventive principles.
Marketing & Creativitywww.marketingPlanNOW39
5. Overcoming Mind limitations
5.4. Towards Innovative Solutions
R&Dteam
TheoreticalMethodologies
Suggestion Box
Syndrome
CustomersPanel
Consumer Surveys
InnovationCommittee
Marketing & Creativitywww.marketingPlanNOW40
Presentation Structure
1. Welcome to Creativity test ü2. Creativity - Vocab & theory ü3. Human Brain, introduction ü4. Proving Mind limitations ü5. Overcoming Mind limitationsü2presentations
2presentations
Marketing & Creativitywww.marketingPlanNOW41
Creativity& Mkng
Overcoming Mind LimitationsPresentation 7 out of 7 is over!
Danny AbramovichMarketing Plan Specialist
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