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Attitudes

Attitudes. Mktg 450 Fall 2005. Using Importance-Performance with Competitors’ Data – High Importance. Using Importance-Performance with Competitors’ Data – Low Importance. Marketing Warfare. Basic Assumptions. Markets are competitive Competitors are rarely of equal strength

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Attitudes

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  1. Attitudes Mktg 450 Fall 2005

  2. Using Importance-Performance with Competitors’ Data – High Importance

  3. Using Importance-Performance with Competitors’ Data – Low Importance

  4. Marketing Warfare

  5. Basic Assumptions • Markets are competitive • Competitors are rarely of equal strength • Competitive strategy is dictated by one’s relative strength • Proper deployment of assets is key to success • I.e., what you do with your assets is as important as the strength of your assets.

  6. How Markets Divide Themselves • Leader - > 30% share • Challenger - 15-30% share • Flanker - 5 - 15% share • Nichers - 1% or less

  7. Carbonated Soft Drinks

  8. Carbonated Beverage Market

  9. Coca Cola

  10. Leader Strategy

  11. Leader – Defend Position

  12. Leader – Defend Position

  13. Package Delivery Market

  14. UPS Strategy

  15. UPS Strategy • Wanted to expand share in Ground Deliveries • Purchased Mailboxes Etc. • A key point of contact for FedEx

  16. FedEx Initially Tried to Remake Itself • Consumer research reveals that consumers have 2 key considerations when using the FedEx dropoff sites • Prepared – knows how the system works and need little assistance • Assurance – how likely is that this transaction will be completed as I want it to.

  17. FedEx Research

  18. FedEx Research

  19. Proposed Storefront Image

  20. Better Strategy

  21. FedEx-Kinkos

  22. Challenger Strategy

  23. Challenger – Focus on Leader

  24. Flanker Strategy

  25. Flanker – Focus on Overlooked Areas

  26. Flanker – Focus on Overlooked Areas

  27. Nicher Strategy

  28. Nichers/Guerillas – Find areas not attractive to Others

  29. Marketing Warfare

  30. How Markets Divide Themselves • Leader - > 30% share • Challenger - 15-30% share • Flanker - 5 - 15% share • Nichers - 1% or less

  31. Marketing Warfare – Video Games

  32. Video Game Warfare

  33. Future

  34. Battle Field

  35. Humble Beginnings 13,614 Versus 7,727 Outlets

  36. 6,000 outlets 1st Wendy’s (Columbus Ohio1969)

  37. 2,000 Outlets 17 states 1st Jack in the Box(San Diego - 1951)

  38. Constant Combat

  39. A Battle of Words as Well as Food

  40. Fast Food Attitudes

  41. Overall Attitudes 3.6 = 2.9*.22 + 3.8*.23 + 3.7*.30 + 3.8*.25

  42. Battle of Words & Toys

  43. McDonalds-1

  44. Burger King -1

  45. Burger King -2

  46. Wendys

  47. Wendy’s Answer to Where’s the Beef?

  48. Jack in the Box - 1

  49. McDonalds (adults) - 2

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