Appunti Marketing

TOTAL COVERAGESELECTIVE SPECIALIZATION 42

Strategy & Marketing - a.y. 2022/23 – Prof. Alberto Cellini

H High-interest segments, but Segments with highhigh investment entry/presence priority

Attractiveness ofsegments Segments of no interest Segments to defend only withmarginal spaces (self-financing)

L L HCompatibility of segments with the company's newstrategies and resources 543

Strategy & Marketing - a.y. 2022/23 – Prof. Alberto Cellini

Buyer persona

A buyer persona is a representation of your target customer.

It’s a picture you paint based on research and interviews with actual customers.

Persona development is paramount for the success of an inbound marketing program, no matter thesize or scope of your business.

A generic customer journey can be divided into three stages:

• Awareness
• Consideration
• Decision

Customer experience = sequence of interactions between an individual and a brand occurringthroughout a series of touchpoint, encountered along the customer

Journey. These interactions generate cognitive, emotional, behavior and sensorial impacts and reactions.

Positioning. Positioning deals with a space dimension and is the phase through which a firm decides how it wants to be perceived by the market. The space dimension is the customer mind. Positioning works on perception; customers automatically compare our offer with the competitors' one!

Levels:

• Strategic product positioning - analyzing the strength of the product positioning into the customers' mind and its differential elements towards competitors.
• Strategic portfolio positioning - analyzing the products/brands mix in a portfolio strategy perspective.

Objectives:

• To understand which factors customers mostly consider to choose.
• To understand the relative importance of each factor in the consumer's path to purchase.
• To value how consumers behave towards competitors' offers.
• To find "free spaces" for a distinctive positioning.

Benefits:

• It

  helps to create the right marketing plan- It helps to find new marketing niches or generally speaking new opportunities- It helps to find a better product positioning through the right marketing leverages

  Positioning tools (In general it is called Perception map)

  1. Addressed to a precise customers' segment
  2. Linked to a mental category that already exists in the mind of the target
  3. Delimited and defined
  4. Simple and clear
  5. Long-lasting
  6. Coherent

  Re-positioning

  Positioning changes can be influenced by the environment, the demand or the competition and so it is necessary to re-positioning (when? Radical change of the customer or competitors' strategic movement).

  Re-positioning strategies

  Change the perception on one or more feature through one or more marketing leverage

  B XIXA

  Re-positioning Strategy & Marketing - a.y. 2022/23 - prof. Alberto Cellini

  different perceptions among customers

  By XAStrategy & Marketing - a.y. 2022/23 - prof. Alberto Cellini

  Re-positioning

  Focus on the same product, extending the perceptions on the product

  By XAStrategy & Marketing - a.y. 2022/23 - prof. Alberto Cellini

  Marketing mix

  Levels of marketing mix:

  • Strategic marketing —> consistent to corporate strategy
  • Operational marketing —> translation of the marketing strategy into decisions

  The market demand is characterized by endogenous variables affecting it such as product, pricing, distribution, promotion and selling.

  Marketing mix is a set of marketing levers; the most famous model of marketing is the so-called 4P model (Product, Price, Place and Promotion).

  There can be new Ps to add:

  • People. The company’s employees are important in marketing specially when they are the ones who deliver the service. Having the right people to support the company’s service is a must. Excellent front end personnel
  Posso fornire supporto con aspettative chiaramente definite. Il personale competente aggiunge molto valore all'offerta di servizi. Processo. I sistemi e i processi dell'organizzazione influenzano l'esecuzione del servizio. Le aziende di servizi hanno bisogno di procedure e politiche solide, orientate al cliente. 1. Evidenza fisica. L'evidenza fisica si riferisce a tutto ciò che i tuoi clienti vedono quando interagiscono con la tua attività. Questo include: - l'ambiente fisico in cui fornisci il prodotto o il servizio - il layout o il design degli interni - il tuo packaging - il tuo branding L'evidenza fisica può anche riferirsi al tuo personale e a come si vestono e si comportano. Regole di coerenza del mix di marketing Per essere efficace, il mix di marketing di un'azienda deve essere progettato e implementato secondo alcune regole fondamentali. Il mix di marketing deve essere: 1. Regola: Coerente con le esigenze dei clienti 2. Regola: Coerente con gli obiettivi di vantaggio competitivo 3. Regola: Coerente con gli obiettivi di posizionamento 4. Regola: Capace di uno sforzo(marketing investment) appropriate to the objectives of market share
  1. Rule: Equipped with a solid "internal" consistency among its various components
  2. Rule: Consistent with general corporate policies

  Product

  A product is the result of the transformation of materials into goods that have some value to people (economic, aesthetic, symbolic); is the object resulting from transforming activities using materials, into a good that can be offered on the market to satisfy wants or needs.

  A product is something that can be offered to a market to satisfy a want or a need. Products that are marketed include physical goods, services, experiences, events, persons, places, properties, organizations, information and ideas" (Philip Kotler). This is a broader view that includes services and incorporates the concept of a commercial offering.

  Classification:

  • Durability and Tangibility
  • Consumer goods - convenience goods, shopping goods, speciality goods and unsought goods
  • Industrial goods
  goods —> materials, parts, capital items, long lasting goods 2fi The product model We can represent the products in the product model:
  1. Operational
  2. Delivery
  3. Dynamic characteristics(terms and methods)
  4. Nature Dynamic nature
  5. Planning
  6. Functional characteristics Engineering
  USER’S WORLD Quality PRODUCTION WORLD Product Maintainability Guarantee Concept Production technology Design Sees the product as a set of attributes that Brand resolve a problem Sees the product in Standardization Packaging terms of how it is made Assistance Distinctive characteristics service Cost structure Related services Strategy & Marketing - a.y. 2022/23 – Prof. Alberto Cellini 14 The product concept expresses: what it is, what it does, what it is intended for and what it signifies for customers. From a user perspective those are the characteristic of a product:
  • Functional characteristics: what the product gives and can do, what problems it resolves. Communicated in user language
  • Quality: measured using

  parameters relating to the particular class of product considered

  • Maintainability: product's ability to undergo maintenance
  • Design: not only aesthetics
  • Brand: associates the product with the producer, evoking general characteristics of quality, reliability, etc ...
  • Packaging: protection during transport and storage, easy to dispose of recycle, appropriate for use of the good it contains and informative/evocative

  Product quality is the overall ability of a product to satisfy customer expectations in terms of durability, reliability, precision, ease of use, safety and aesthetic pleasure.

  From a producer perspective the characteristic of a product are:

  • Operational characteristic: technological-project translation of the functional characteristic
  • Engineering: aims to render the project more suitable to being manufactured using the chosen productive technology
  • Standardization: Internal —> reduces the variety of the components External —>

  Netuning of the technical characteristics

  Cost structure: it is necessary to face the increase in costs due to augmented complexity

  Key elements for a product in marketing

  A) The product levels

  A. The 5 product levels

  • All the possible additions that could excite and stimulate a customer's attention
  • Complementary features and services going beyond customers' expectations, creating the competitive differential
  • Potential product
  • Basic technical specifications of the Expected product (“the thing” fundamental service or benefit that the customer is seeking, e.g. drill hole)
  • Core benefit attributes looked for by the customer when buying the product

  B) The voice of the customer

  C) Product lifecycle (Introduction, Growth, Maturity and Decline stages)

  Intro	Growth	Shakeout	Maturity	Decline
  Moderate Market growth rate (constant dollars $$)	High Market growth rate (constant dollars $$)	Leveling Off	Insignificant Market growth rate (constant dollars $$)	Negative Market growth rate (constant dollars $$)
  High Technical change	Moderate Technical change	Limited Technical change

  Product line assortment

  A product line is a firm's total product offering designed to satisfy a single need for target customers; they are groups of products characterized by the same function, target, channels, and price range.

  Line decisions: line analysis,

  Length and Stretching:

  Product strategy formulation

  Key management decisions:

  • Product features
  • Related services
  • Product mix —> is a firm's entire range of products
  • Branding
  • Packaging
  • Product line decisions

  F. New product development

  Product deletion