1、Tonights Class:January 14, 2004Your HostKenichi Ohmae“In business as on the battlefield the object of strategy is to bring about the conditions most favorable to ones own side. “In strategic thinking, one first seeks a clear understanding of the particular character of each element of a situation an

2、d then makes the fullest possible use of human brainpower to restructure the elements in the most advantageous way.“Phenomena and events in the real world do not always fit a linear model. “Hence, the most reliable means of dissecting a situation into its constituent parts and then reassembling them

3、 in the desired pattern is not a step-by-step methodology such as systems analysis.“Rather, it is that ultimate non-linear thinking tool, the human brain.” Kenichi Ohmae“No matter how difficult or unprecedented the problem, a breakthrough to the best possible solution can come only from a combinatio

4、n of rational analysis based on the real nature of things, and imaginative reintegration of all the different items into a new patternusing non-linear brainpower.”Kenichi OhmaeTonights Agenda: Hand in Memo Assignment Pizza Positioning Project - Brief Review “A Swiss Army Knife for your brain” Strate

5、gic and Creative Thinking Lecture Form Agencies Client Presentation - Full Audio/Music Now Next Week - 1st Agency Presentations: Select Pizza - 3 Part Format Select Country - Strategy Selection Grid Problem Analysis - Full Audio/Music Now Assignments: Hand in Memo.Present Pizza!Lecture: “A Swiss Arm

6、y Knife for your brain”Concepts Well Cover: M.O.S.T. The Strategic Triad Laddering FCB Grid “Exploding the Dot” Learn/Feel/Do Circle 4As to 4Rs MarCom Matrix GE Focus System Three Part Format Strategy Selection Grid“M.O.S.T.”TacticsStrategyObjectiveMission In the real world, things can also be drive

7、n from the “bottom up.” Wherever you start, all should be linked and integrated Traditional business thinking drives from Mission or ObjectiveThe Strategic Triad:? Customer Product Competition The Problem (?)“The Problem the advertising must solve.”Laddering:AttributesFeaturesProductBenefitsConsumer

8、 BenefitsValues Go up and down the ladder to look for the strongest lines of development. Generic vs. Specific A good framework to analyze your product and how it benefits the consumer.The FCB Grid:“The FCB Grid reveals in a graphic, tangible way how consumers approach the purchase of a particular p

9、roduct or service.”THINKING FEELINGLOWTHINKLOWFEELLow Think - Practical and functional productsLow Feel - Sensate and pleasurable productsHIGHFEELHigh Feel - Products that reflect on youHIGHTHINKHigh Think - Considered purchasesExploding the Dot!Example: Old El Paso (American brand of Mexican Food)L

10、ow FeelHigh FeelHigh ThinkLow ThinkHigh Think Variety, good nutritionLow Think Easy, economical, special savings High Feel Creative serving suggestions to demonstrate your skills. Low Feel Fun and flavor. Ole!The Learn/Feel/Do Circle: Three behaviors associated with product involvementFeelLearnDo En

11、ter at any place Go in any direction. Learn/Feel/Do Learn/Do/Feel Feel/Learn/Do Do/Learn/FeelFrom 4As to 4RsThe 4 Rs Reaction Relevance Response RelationshipThe 4 As Attention Awareness Attitude ActionThe Matrix: Advertising Sales Promotion Public Relations Direct Marketing Event Marketing Interacti

12、veGE Focus System:Focus on the ReceiverFocus on the PropositionDramatize the PropositionThe Three Part Format:Advertising/Communications will convince (Target Audience) that (Communications Objective)Support will beSupport Point 1Support Point 2Tone/Brand Character will beStrategy Selection Grid:Pro

13、duct Class DefinitionTarget Group Selection Message Element SelectionRationale - based on information and/or judgementGreat American PopcornProduct Class DefinitionTarget Group Selection Message Element SelectionRationale - based on information and/or judgementFun SnackPopcornEvening EnhancementFund

14、- RaisingEveryonePeople who like popcornCouples and FamiliesChurch School Community LeadersBetter Snack ChoiceBest Popcorn ChoiceGoes w. Videos & SportsGreat New IdeaBiggest PotentialPositions as Category LeaderBest Usage OccasionHuge Incremental Business PotentialGreat American PopcornAdvertisi

15、ng/Communications will convince groups that need fund-raising and people looking for fun that the Great American Popcorn Company provides a great new way to enjoy an evening and raise funds for your church, school, or community groupSupport will beGreat Americans delicious quality and varietyAnd its

16、 uniqueness as a fund-raiser.Tone will reinforce the fun of popcorn and the superior quality of Great Americans offerings.Combine ThemUse them systematicallyUse them creativelyUse them to presentTonights ProjectFull Audio.Music NowChris GladwinAfter the Presentation “The Intelligent Question Rule” w

17、ill be in effect. Everyone must be prepared to ask one intelligent question.Next Week: Initial Agency PresentationsSelected Pizza - 3 Part StatementFull Audio/Music Now Whats the Problem?State or Country Selection Grid Book Report Examples The Popeyes PresentationPositioning Result of message overlo

18、ad Occurs “in mind of consumer” Often mis-used Good positions are usually very simple. Re-positioning can be very difficult.#1/BESTAGAINSTNICHENEWCATEGORYMarketing Warfare Result of competitive market overload Zero-sum game Uses principles of Von Clausewitz - military strategist Useful for planning and understanding competitive situation