Strategic Management - MF2001 - Application on Marketing Strategy
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Strategic Management - MF2001 - Application on Marketing Strategy
- 2. Prospects for the next decade Weak global growth Pressure from Overcapacity Persistently high unemployment Volatility in the financial markets Costlier capital a greatly expanded role for government A much larger burden of regulation and taxation for all
- 6. Key Objective: Marketing Strategy to Launch new products Adoption curve over time mass marketing Earned loyalty customers
- 7. Target Group: Animated Movies Lovers Product: Animated Movies
- 8. Part I Part II Part III Part IV Active Influences Mass intrigue Broad Awareness Success “Gave away handcraft boxes to Bloggers” “Took the campaign to the real world” “Traditional movies marketing” “Twice earning of the projected figures for the first opening weekend” Earned loyalty customers
- 9. Challenge: “How do you reinvent the way you’re marketing films? Strategic Answer: “Created a campaign that let the public experience the movie’s story in its world way beyond the film itself.” http://videolog.tv/453697
- 11. Part I Active Influences “Gave away handcraft boxes to Bloggers” 50 one-of-a-kind Boxes
- 12. Part II Hidden Skeleton Keys Creepy Inflatable Characters Interactive Store Fronts Nike Limited Edition Mass intrigue “Took the campaign to the real world” Main purpose was to drive people to the website and learn more
- 13. Part III Sidewalk Posters Banners Broad Awareness “Traditional movies marketing” Blog Newspaper Movie Trailer
- 15. Part IV Projected : $ 9 Million USD for the opening weekend Actual Success “Twice earning of the projected figures for the first opening weekend” Rank: :$ 16.8 Million USD 3rd in top 10 of successful stop motion animation
- 16. Top 10 highest-grossing films in the stop motion technique. Rank Title Worldwide gross Year 1 Chicken Run $224,834,564 2000 2 Wallace & Gromit: The Curse of the Were-Rabbit $192,610,372 2005 3 Coraline $124,596,398 2009 4 The Pirates! Band of Misfits $121,637,375 2012 5 Corpse Bride $117,195,061 2005 6 ParaNorman $107,139,399 2012 7 Frankenweenie $81,491,068 2012 8 The Nightmare Before Christmas $75,082,668 1993 9 Fantastic Mr. Fox $46,471,023 2009 10 James and the Giant Peach $37,734,758 1996 http://en.wikipedia.org/
- 18. What vs. Why
- 20. http://www.youtube.com/watch?v=OAlyHUWjNjE Presidency Election Campaign for Barack Obama Feb 24, 2004
- 21. To achieve the goal, we are to …. Barack Obama
- 23. TOOLS Finding insights from asking lots of questions
Notas del editor
- Harvard Business Review – issue March 2010
- เพิ่มส่วนแบ่งการตลาด – เปิดตัวสินค้าใหม่– สร้างแบรนด์สินค้า –Re engineering องค์กร
- ที่นี้ เรามาดูกันว่า เขาทำยังไง (เล่นวีดีโอ http://videolog.tv/453697)
- WOM = Word of Mouth
- Do not ask “What they want” but “Why they want” it? – Give out example of a company that presented “What” Products and the company that presented “Why” Products – Use Apple case for example.
- You sell “What” a mobile phone – this is what you sell a phone, but if you sell “Why” – a smart phone that brings the world’s entertainment right under your feet, you’ll get people waiting in line to buy your products….