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o Definition of Marketingo Customer Analysiso Needs vs Wantso Week 3 Assignment
(c) Copyright 2011 Tery Spataro
Definition of Marketing
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
Source: American Marketing Association. (2007).
(c) Copyright 2011 Tery Spataro
Learning Topics
o Customer Analysis and Market Research
o Buying Behavioro Product: Goods and
Services, Brands, Warranties
(c) Copyright 2011 Tery Spataro
Customer Analysis & Market Research
• What types of customers are there?• Business to business• Business to consumer• Non profit customers
Meet Addisono She’s 39 years old a VP for a fashion magazineo Income $70,000o She works 12 hour dayso Married once now singleo She still has problems using her blackberry but
loves her IPodo Serious multi-tasker, she’ll listen to internet radio at
the office, while reviewing the latest P&L and talking to her co-workers on IM.
o On her own time she uses the internet for email, IM, watching her favorite tv programs, and to find dates.
o She’s on Facebook
Reach Relevance Relationships
*Research derived from laddering interviews of 20 adult dark chocolate lovers across the US.
(c) Copyright 2011 Tery Spataro
Addison’s Salient Beliefs
Tastes good
Made by Hershey’s
Best way to spend a dollar
Grew up eating it Available everywhere
Her beliefs about :
Hershey’s Special Dark chocolateSpecial Dark is milk and dark chocolateSpecial Dark is mildly sweetSpecial Dark is a good valueSpecial Dark comes in many different linesSpecial Dark comes in different sizesSpecial Dark 45% CacaoSpecial Dark will remind me of childhoodSpecial Dark is well knownSpecial Dark has a recognized packagingSpecial Dark is made in PennsylvaniaSpecial Dark has natural antioxidants
Has Cacao
Salient Beliefs about Special Dark chocolateSpecial Dark comes in many different linesSpecial Dark 45% CacaoSpecial Dark comes in different sizesSpecial Dark is well knownSpecial Dark has a recognized packaging
Attitude towardsSpecial Dark
Comes in many different lines
Comes in different sizes
Has well known name
Recognized packaging
Blend of milk & dark chocolate
Hershey’s Special Dark
Has antioxidants
Made in the US
Peter, J. Paul, Olson, Jerry C. (2005). “Consumer Behavior & Marketing”. McGraw-Hill Irwin. exhibit 6.2 Relationship between Salient Beliefs and an Object and Attitude toward the Object. Chpt6, p. 142
Beliefs Attitudes Associations
*Research derived from laddering interviews of 20 adult dark chocolate lovers across the US.
*Research derived from laddering interviews of 20 adult dark chocolate lovers across the US.
Attributes Functional ValuesPsychosocial
Attributes Consequences Values
(c) Copyright 2011 Tery Spataro
ADILO Addison
• Busy office, lots of stress.• It’s only 3pm, Addison is an attractive woman
about 39 years old, yawns, she pours over the work she has to do while listening to internet radio.
• She decides instead of a coffee break she craves something more. She gets up rushes out the door to the corner deli. Of course she can get an apple, instead she surveys the candy treats at the counter and finds her favorite, Hershey’s Special Dark.
• She pays for the bar with the dollar left over from lunch that’s in her pocket. Carefully she tears open the brown wrapper to the golden foil she is most familiar with and breaks off a piece, puts it in her mouth, it slowly melts. She’s then transformed to the happy moments of her childhood.
Reach Relevance Relationships
(c) Copyright 2011 Tery Spataro
Elements of Creative Strategy
Key Message: “Happiness is only a bite away.”
Relevance: Ingredients and health benefits in print ads and web.
Show how percent of cocoa, taste, health benefits creates happiness and satisfied feeling.
Reach: Internet Radio, Facebook
Relationships: Sharing the experience on Facebook
Executional Framework
Elements of Strategy
Leverage Point:Feeling Good
Consumer Benefits:Taste
Message Elements:Percent of cocoa
Driving Forces:Self satisfied
Reach Relevance Relationships
(c) Copyright 2011 Tery Spataro
Reach Relevance Relationships
Addison’s Behavior
• Time of day• 3pm• Internet Radio• Facebook
REACH RELEVANCE RELATIONSHIPS
• Addison will need a snack
• If we satisfy her needs • Addison may spread• Awareness, Education, • Or Participate
(c) Copyright 2011 Tery Spataro
AwarenessEducateParticipate
PR – articles online and in consumer magazines on the healthy benefits of dark chocolate.
Advertising – Print advertising and Cable television commercials will tie in the elements of ad strategy focused: % of cocoa, taste, feeling good, satisfied.
Product placement on media.
DM On Wrapper – Create promotional giveaway for a drawing for a special week in at a spa in Mexico. Customers submit 5 Special Dark wrappers and are submitted to contest. Helps in building database.
Internet – Internet Radio ad to encourage desire. Promotion to encourage dark chocolate lovers to should the love by video promoted on YouTube.
Brand Special Dark website.
In Store – In store Hershey’s reps will give away Special Dark chocolates to customers in grocery stores.
Traffic to website from PR and online advertising.
Special Dark Customer Appreciation signups
Consumer recommendation
PR: To create awareness and educate on nutritional benefits of Special Dark.
Advertising: Educate, encourage participation.
Product placement will establish authority with a celebrity/character eats Special Dark.