© 2012 Alexander Chernev Figures and Graphs
Jan 01, 2016
The Role of Frameworks in Marketing Management
Typical problem
Specific solution
Typical solution
Specific problem
Framework
Abstraction Application
Trial & error
The 3-V Principle of Managing Value
Collaborator value
Customer value
Company value
OVP
Optimal value proposition
Identifying Target Markets: The 5-C Framework
CustomersCom
pany
Collaborators
Competitors
Context
Customers
Com
pany
Collaborators
Competitors
Context
Com
pany
Collaborators
Competitors
Context
Customers
Identifying Target Customers & Developing a Value Proposition
CustomersCom
pany
Collaborators
Competitors
Context
Com
pany
Collaborators
Competitors
Context
Customers
Collaborator value
Customer value
Company value
OVP
Collaborator value
Customer value
Company value
OVP
Value
Value
Designing the Tactics
Distribution
Communication
Service BrandProduct
PriceIncentives OVP
DistributionCommunication
Service BrandProduct
PriceIncentives OVP
DistributionCommunication
Service BrandProduct
PriceIncentives OVP
Environmental analysis
Performance evaluation
Focus Bench-marks
Value proposition
Target market
Implementation schedule
Organizational infrastructure
Business processes
Control
Strategy
Implementation
Goal
Tactics
Environmental analysis
Performance evaluation
Control
Implementation schedule
Organizational infrastructure
Strategy
Implementation
Goal
Focus Bench-marks
Tactics
Value proposition
Target market
Business processes
Developing an Action Plan: The Big Picture
Product Service Brand Price
Incentives Communication Distribution
Product Service Brand Price
Incentives Communication Distribution
Segmentation, Mass Marketing, & One-to-One Marketing
Offering ACustomer 1 Customer 2 Customer 3 Customer 4 Customer 5 Customer 6
Offering B
Segment-based marketing
Offering
Customer 1 Customer 2 Customer 3 Customer 4 Customer 5 Customer 6
Mass marketing
Customer 1Customer 2Customer 3Customer 4Customer 5Customer 6
Offering AOffering BOffering COffering DOffering EOffering F
One-to-one marketing
© 2006 Alexander Chernev
Tactical Targeting: Linking Value and Profile Segments
Demographics Geography
Behavior Psychographics
© 2006 Alexander Chernev
Tactical Targeting Scenarios
Value-based segment (unobservable)Profile-based-segment (observable)
“Shotgun” targeting(broad)
Oversegmentation(narrow)
Shot-in-the-dark(misaligned)“Sniper” targeting
(perfect fit)
Multi-Segment & Single-Segment Product Line Strategies
Segmentation Targeting
Offering 1
Offering 2
Offering 3
Action plan C1
Action plan C2
Action plan C3
Target segment C1
Target segment C2
Target segment C2
© 2006 Alexander Chernev
The Three Dimensions of Customer Value
Customer value
Psychological value
Monetary value
Functional value
Competitive Advantage: A Source of Customer Value
Irrelevant attributes
Shared attributes
Offering A Offering B
Competitive parity
Competitive advantage
Irrelevant attributes
Shared attributes
Strengths
WeaknessesWeaknesses
Strengths
The Concept of Economic Value Analysis
Monetizing functional value
Monetizing psychological value
Customer value
Psychological value
Monetary value
Functional value
Economic Value as a Function of the Differences in Total Costs
Difference in total cost
Difference in price
Offering X
Price
Price
Offering Y
Cost of ownershipCost of
ownership
Attribute-Value Map
j Competitive advantagek Competitive parity l Competitive disadvantage
k
Attribute 1 Attribute 2 Attribute 3 Attribute 4 Attribute 5
Company’s offering
Competitive offering A
Competitive offering Bj l
Customer value
Positioning Map
Attribute 1
Attribute 2
• Offering A
• Offering E
• Offering C
• Offering D
• Offering B
The Three Dimensions of Company Value
Customer value
Psychological value
Functional value
Monetary value
Creating Company Value: Profit-Growth Analysis
Net income
Costs
Revenues
Volume
Price
COGS
Competitors’customers
Other
New Customers
Current customers
New to the category
Marketing
Strategies for Managing Sales Growth
Managing adoption
Managing usage
Current customers
Competitors’ customers
Customers new to the category
Sales volume
The SWOT Framework
Opportunities
Strengths
Threats
Weaknesses
Favorable factors
Unfavorable factors
Market analysis
Company analysis
External factors
Internal factors
Product-Market Growth Matrix
Current products
New products
Current customers New customers
Market penetration
Product development
Market development
Diversification
Conflicts in Vertical Collaboration
Manufacturer
Distributor
Customer
Manufacturer
Customer
Vertical channel conflict Horizontal channel conflict
Distributor BDistributor A
Defensive Marketing Strategies
Do nothin
g
Customer costs
Customer benefits
Move upscale
Increase benefits
Reduce costs
Move downscale
Launch economy offering
Launch premium offering
The Five Forces of Competition
Competitors5
New entrants
Buyers
Substitutes
Suppliers1
3
2
4 1 – Bargaining power of suppliers2 – Bargaining power of buyers3 – Threat of new entrants4 – Threat of substitutes5 – Rivalry among extant competitors
Product/Service Management as a Value-Creation Process
Compe
titor
s
Customer
s
Compa
ny
Collaborators
Context
Collaborator value
Customer value
Company value
OVP
Collaborator value
Customer value
Company value
OVP
ProductService
Compe
titor
s
Customer
s
Compa
ny
Collaborator
s
ProductService
Context
Brand Price
Incentives
CommunicationDistribution
Service
Managing Products by Streamlining the Marketing Mix
Brand Price
Incentives
CommunicationDistribution
Service
Product
Product
Branding as a Value-Creation Process
Brand
Compe
titor
s
Customer
s
Compa
ny
Collaborators
Context
Collaborator value
Customer value
Company value
OVP
Compe
titor
s
Customer
s
Compa
ny
Collaborator
sBrand
Context
Collaborator value
Customer value
Company value
OVP
Brand
Service Incentives
Distribution
CommunicationPrice
Product
Managing Brands by Streamlining the Marketing Mix
Brand
Service Incentives
Distribution
CommunicationPrice
Product
Pricing as a Value-Creation Process
Price
Compe
titor
s
Customer
s
Compa
ny
Collaborators
Context
Collaborator value
Customer value
Company value
OVP
Compe
titor
s
Customer
s
Compa
ny
Collaborator
sPrice
Context
Collaborator value
Customer value
Company value
OVP
Price
Brand Incentives
Distribution
CommunicationService
Product
Managing Price by Streamlining the Marketing Mix
Price
Brand Incentives
Distribution
CommunicationService
Product
Managing Incentives as a Value-Creation Process
Incentives
Compe
titor
s
Customer
s
Compa
ny
Collaborators
Context
Collaborator value
Customer value
Company value
OVP
Compe
titor
s
Customer
s
Compa
ny
Collaborator
s
Incentives
Context
Collaborator value
Customer value
Company value
OVP
Incentives
Service Brand
Distribution
CommunicationPrice
Product
Managing Incentives by Streamlining the Marketing Mix
Incentives
Service Brand
Distribution
CommunicationPrice
Product
Pull and Push Promotion Strategies
Manufacturer
Retailer
Customer
Incentives Communications
Incentives Communications
Demand
Demand
Push strategy
Manufacturer
Retailer
Customer
Incentives Communications
Demand
Demand
Pull strategy
Communications as a Value-Creation Process
Commu-nication
Compe
titor
s
Customer
s
Compa
ny
Collaborators
Context
Collaborator value
Customer value
Company value
OVP
Compe
titor
s
Customer
s
Compa
ny
Collaborator
s
Commu-nication
Context
Collaborator value
Customer value
Company value
OVP
Service Brand
Distribution
IncentivesPrice
Product
Managing Communications by Streamlining the Marketing Mix
Commu-
nication
Service Brand
Distribution
IncentivesPrice
Product Commu-nication
Distribution as a Value-Creation Process
Distribution
Compe
titor
s
Customer
s
Compa
ny
Collaborators
Context
Collaborator value
Customer value
Company value
OVP
Compe
titor
s
Customer
s
Compa
ny
Collaborator
s
Distribution
Context
Collaborator value
Customer value
Company value
OVP
Distribution
Service Brand
Incentives
CommunicationPrice
Product
Managing Distribution by Streamlining the Marketing Mix
Distribution
Service Brand
Incentives
CommunicationPrice
Product
Distribution Channel Structure
Company
Wholesaler
Retailer
Customer
Retailer
CustomerCustomer
Direct channel Indirect channels
Hybrid channel
Managing Sales Growth
Current customers
New customers
Managing Sales Growth
Managing usage
Managing adoption
The Adoption Funnel
Awareness
Understanding
Attractiveness
Affordability
Availability
Purchase intent
Purchase
Identifying Adoption Gaps
oj k l m n p
All target customer
s
Aware of the
offering’s existence
Intend to purchase
the offering
Have access to
the offering
Understand the offering’s
benefits
Perceive the offering to be
attractive
Can afford the offering
Purchased the offering
Identifying Actionable Goals
Replacement frequency
Usage frequency
Usage quantity
Offering attractiveness
Offering availability
Consumption quantity
Identifying Consumption Gaps
AvailabilitySatisfaction Usage frequency
Usage quantity
Replacement frequency
The Typical S-Shaped Pattern of New Product Adoption
Time
Total adoptions
Inflection point
Speed of diffusion Market potential
Number of adoptions
Time
Managing the Product Life Cycle
Introduction Growth Maturity Decline
Sales
Time
Market size
Market growth
Competition
Small Moderate Large Moderate/Small
Low High Low Negative
Low Moderate High Moderate/Low
Extending Product Life Cycle through Innovation
Sales revenue
s
Time
First generation
Second generation
Third generation
Rogers’ Model of Adoption of Innovation
2.5% Innovators
13.5% Early
adopters
34% Early
majority
34% Late
majority
16% Laggards
Number of adoptions
Time
(x-2SD)
(x-SD) (x) (x+SD)
Moore’s Technology Adoption Model
Enthusiasts Visionaries Pragmatists Skeptics
Number of adoptions
Time
Early market Mainstream market
The chasm
Conservatives
Managing Product-Line Cannibalization
Single-offering scenario- Dual-offering scenario with cannibalization
Loss of share dueto cannibalization
New offering
New offering
Competitive
offerings
Existing
offerings
Competitive offerings
Competitive offerings
Existing offering
s
Existing offerings
Dual-offering scenario with cannibalization
The Sandwich Strategy
Price Quality
Time
Incumbent brand
Fighting brand
Premium brand
Low-pricecompetitors
The Good-Better-Best Strategy
Price Quality
Time
Incumbent brand
Good
Better
Best
Low-pricecompetitors
The Typical S-Shaped Pattern of New Product Adoption
Time
Cumulative number of adoptions
Market potential
Inflection point
Speed of diffusion
Strategic and Tactical Targeting
Strategic targeting involves deciding which segments to serve and which to ignore
Tactical targeting involves identifying the profile of the already selected target customers
Segmentation Targeting
Segmentation Targeting
Identification(communication)
(distribution)
(strategic)Targeting (tactical)
Developing a Value Proposition and Positioning
Segmentation
Group customers into need-based segments
Targeting
Select target segments and identify means to reach these segments
Value proposition
Create a relevant value proposition
BenefitsCosts
PositioningIdentify the primary benefit of the offering
Primarybenefit