盛世长城广告盛世长城培训2.ppt

2.Strategy Basics,Saatchi&Saatchi Training,Definitions:Strategy,Stratagem:An artifice or trick designed to outwit and surprise the enemyA device or scheme for gaining advantageStrategy:The art of a commander-in-chief;projecting and directing the larger military movements and operations of a campaignGeneralship or the art of conducting a campaign;artifice or finesse generally,Tactics:The science or art of maneuvering in presence of the enemy;purposeful procedure,Definitions:Tactics,Strategy differs materially from tactics;the latter belonging only to the mechanical movement of bodies set in motion by the former,Whats the difference?,Shang chang ru zhan chang,Marketing as Warfare,The 36 Strategies,Not a new idea in China,Bing Fa:Sun TzuTei Wang GungWu TzuSun Bin(And a couple of hundred others),Not a new idea in China,Know when to fight,and when not toObtain the wholehearted support of your troopsBe prepared to seize favourable opportunitiesFree yourself from interference by superiorsWhen the time is right,act decisively and swiftly,Sun Tzu:Five Essential Components of Victory,Some Chinese Ideas on Strategy,The highest form of victory is to conquer by strategyThe opportunity for victory is provided by the enemyBasic elements combine into unique strategiesKeep plans as dark as night,move like a thunderboltAttack when(&where)the enemy is least prepared,Sun Tzu:,Some Chinese Ideas on Strategy,Know yourself,Know your enemy.100 battles,100 victories,Sun Tzu:,Some Chinese Ideas on Strategy,Strategy starts with a Map,The strategic process consists of:Defining where we areIdentifying where we could goSelecting where we want to goIdentifying how to get thereMaps help show this simply,and point the wayGetting the map right is a great startYou can map anything,Strategy starts with a Map,Great brands are slanted in the minds of consumers Giving them unique territory to own advertising helps create enduring advantages for brands,Positioning is Strategy,The Business Model,An Umbrella or Tent broad enough to cover everything the company wants to do Too often a wish list Based on me-too?thinking,Tactics,Tactics,Strategy,Top Down,Tactics,Strategy,The Military Model,Much more hard-nosedBased on what is likely to succeedCore elements:surprise/focussed force,Strategy,Bottom Up,After Michael Porter,STRATEGIC ADVANTAGE,Cost/Productivity Leadership,Focus/Niche Leadership,Product/Service Leadership,Low Cost Position,Particular Segment(s)Only,Market-wide,Uniqueness Perceived by Customer,Three Generic Business Strategies,PRO-ACTIVE STRATEGIES,Focus/Niche Leadership,Product/Service Leadership,Market Leader,REACTIVE STRATEGIES,Challenger or Follower,Competition Avoider,Strategies for Competitive Advantage,PRO-ACTIVE STRATEGIES,Focus/Niche Leadership,Product/Service Leadership,Market Leader,REACTIVE STRATEGIES,Challenger or Follower,Competition Avoider,Market ExpansionShare ProtectionPre-emptive Action,Strategies for Competitive Advantage,PRO-ACTIVE STRATEGIES,Focus/Niche Leadership,Product/Service Leadership,Market Leader,REACTIVE STRATEGIES,Challenger or Follower,Competition Avoider,Market ExpansionShare ProtectionPre-emptive Action,Cover/block competitive moves,Strategies for Competitive Advantage,PRO-ACTIVE STRATEGIES,Focus/Niche Leadership,Product/Service Leadership,Market Leader,REACTIVE STRATEGIES,Challenger or Follower,Competition Avoider,Market ExpansionShare ProtectionPre-emptive Action,Head to HeadFlanking StrategiesEncirclement,Cover/block competitive moves,Strategies for Competitive Advantage,PRO-ACTIVE STRATEGIES,Focus/Niche Leadership,Product/Service Leadership,Market Leader,REACTIVE STRATEGIES,Challenger or Follower,Competition Avoider,Market ExpansionShare ProtectionPre-emptive Action,Head to HeadFlanking StrategiesEncirclement,Cover/block competitive moves,Follow the leader,Strategies for Competitive Advantage,PRO-ACTIVE STRATEGIES,Focus/Niche Leadership,Product/Service Leadership,Market Leader,REACTIVE STRATEGIES,Challenger or Follower,Competition Avoider,Market ExpansionShare ProtectionPre-emptive Action,Head to HeadFlanking StrategiesEncirclement,Market NicheBy-Pass Competition,Cover/block competitive moves,Follow the leader,Strategies for Competitive Advantage,PRO-ACTIVE STRATEGIES,Focus/Niche Leadership,Product/Service Leadership,Market Leader,REACTIVE STRATEGIES,Challenger or Follower,Competition Avoider,Market ExpansionShare ProtectionPre-emptive Action,Head to HeadFlanking StrategiesEncirclement,Market NicheBy-Pass Competition,Cover/block competitive moves,Follow the leader,Maintain Status Quo,Strategies for Competitive Advantage,Leader,Strategies versus the Leader,Competitor,Leader,Strategies versus the Leader,Competitor,Head to Head,Leader,Strategies versus the Leader,Competitor,Head to Head,By-Pass,Leader,Flanking,Strategies versus the Leader,Competitor,Head to Head,By-Pass,Leader,Encircling,Strategies versus the Leader,Competitor,Head to Head,Flanking,By-Pass,Leader,Niching,Strategies versus the Leader,Competitor,Head to Head,Flanking,Encircling,Sources of Volume Sales,Current Uses,Current Users,Current BrandFranchise,Current users,New Uses,New Users,New Uses,How to Grow a Brand,New Users,New Uses,New users,Current Uses,Sources of Volume Sales,Current Uses,Current Users,Current BrandFranchise,Current users,New Uses,New Users,New Uses,How to Grow a Brand,New Users,New Uses,New users,Current Uses,Category Users:less than 50%of potentialBrand Users:less than 50%,TARGET,Sources of Volume Sales,Current Uses,Current Users,Current BrandFranchise,Current users,New Uses,New Users,New Uses,How to Grow a Brand,New Users,New Uses,New users,Current Uses,TARGET,Category Users:At or near peak potentialBrand Users:more than 50%,Sources of Volume Sales,Current Uses,Current Users,Current BrandFranchise,Current users,New Uses,New Users,New Uses,How to Grow a Brand,New Users,New Uses,New users,Current Uses,An Impossible Task:Cant go diagonally!Unless theres a major breakthroughin the brandIn which case,it should be a new brand,Brand Loyalty&Usage Rate,Loyalty,Indifference,Light usage,Heavy usage,Brand Loyal,Light users,Brand Loyal,Heavy users,Brand Indifferent,Light users,Brand Indifferent,Heavy users,Strategies Built on Brand Behaviour,Brand Loyalty&Usage Rate,Loyalty,Indifference,Light usage,Heavy usage,Brand Loyal,Light users,Brand Loyal,Heavy users,Brand Indifferent,Light users,Brand Indifferent,Heavy users,Strategies Built on Brand Behaviour,Usage extensions:new ways to use product,Brand Loyalty&Usage Rate,Loyalty,Indifference,Light usage,Heavy usage,Brand Loyal,Light users,Brand Loyal,Heavy users,Brand Indifferent,Light users,Brand Indifferent,Heavy users,Strategies Built on Brand Behaviour,Strong comparative approach to switch/defend,Usage extensions:new ways to use product,Brand Loyalty&Usage Rate,Loyalty,Indifference,Light usage,Heavy usage,Brand Loyal,Light users,Brand Loyal,Heavy users,Brand Indifferent,Light users,Brand Indifferent,Heavy users,Strategies Built on Brand Behaviour,Usage extensions:new ways to use product,Seek salient advantage,if segment is large enough,Strong comparative approach to switch/defend,Brand Loyalty&Usage Rate,Loyalty,Indifference,Light usage,Heavy usage,Brand Loyal,Light users,Brand Loyal,Heavy users,Brand Indifferent,Light users,Brand Indifferent,Heavy users,Strategies Built on Brand Behaviour,Usage extensions:new ways to use product,Seek salient advantage,if segment is large enough,Seek salient advantage,innovate/de-commoditise,Strong comparative approach to switch/defend,Summary,Marketing is like warfare,uses military ideas to winAn Objective is where you want to beA Strategy is simply a plan to get you thereTactics are what you use to get thereIn marketing the tactic can drive the strategyStrategy starts with a mapKnow your goal-be realisticKnow your position(and your strengths)Know your enemy(anticipate their moves)Think out what you need to do,青苹果出品 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