19. IDENTIFYING VALUE
Scanning the Marketing
Environment,Forcasting
Demand & Conducting
Market research
Creating customer value
and relationships
Analysing consumer
markets
Analysing Business
Markets
27. ISSUES
Majority of the population lives below the
poverty line
Buckingham has outdated market data to
make decisions
Buckingham has deep thinking background
but little industry background
28. CURRENT CONDITION
The only other minor league sports
team in Springfield is a hockey
team, the falcons and they are
contemplating leaving town due to
low ticket sales
29. FIRM RESEARCH
Need new data:game attendance;ticket &
concession prices
Questionaire Postcard:fans potential
spending behaviour
Poll No’easters stakeholder to formulate
Questions
Fans asked to fill out postcards & mail
it,call a phone number to give results
or fill put the form in the web
44. Today’s Customers take much more iterative & less
reductive journey of 4 stages:
ENJOY,
ADVOCATE &
BOND
CONSIDER
BUY
EVALUATE
45. JOURNEY IN PRACTISE
Instead of focusing on how to allocate
spending across media, marketers should
target stages in the decision jourey.
ADVERTISEMENT
ADVOCACY
Marketers budgets are constructed to meet the
needs of a strategy that is outdates.
ONE WAY COMMUNICATION
HUGE COST INVOLVED
47. Example…
Kit-Kat and Oreo: Oreo has been part of a few brand
interchanges on Twitter, but this one in March was
initiated by Kit-Kat. The chocolate bar challenged
the chocolate cookie to a game of tic-tac-toe with a
specific fan's affections at stake.
51. CUSTOMER EXPERIENCE PLAN
A large number of the
internet population
use the internet for
just searching
randomly.
The next large
internet population is
more involved in
research
Online Videos & Music
Social Networking