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1、Tonight sClass January14 2004 YourHost KenichiOhmae Inbusinessasonthebattlefield theobjectofstrategyistobringabouttheconditionsmostfavorabletoone sownside Instrategicthinking onefirstseeksaclearunderstandingoftheparticularcharacterofeachelementofasituation andthenmakesthefullestpossibleuseofhumanbra
2、inpowertorestructuretheelementsinthemostadvantageousway Phenomenaandeventsintherealworlddonotalwaysfitalinearmodel Hence themostreliablemeansofdissectingasituationintoitsconstituentparts andthenreassemblingtheminthedesiredpatternisnotastep by stepmethodologysuchassystemsanalysis Rather itisthatultim
3、atenon linearthinkingtool thehumanbrain KenichiOhmae Nomatterhowdifficultorunprecedentedtheproblem abreakthroughtothebestpossiblesolutioncancomeonlyfromacombinationofrationalanalysisbasedontherealnatureofthings andimaginativereintegrationofallthedifferentitemsintoanewpattern usingnon linearbrainpowe
4、r KenichiOhmae Tonight sAgenda HandinMemoAssignmentPizzaPositioningProject BriefReview ASwissArmyKnifeforyourbrain StrategicandCreativeThinkingLectureFormAgenciesClientPresentation FullAudio MusicNowNextWeek 1stAgencyPresentations SelectPizza 3PartFormatSelectCountry StrategySelectionGridProblemAnal
5、ysis FullAudio MusicNow Assignments HandinMemo PresentPizza Lecture ASwissArmyKnifeforyourbrain ConceptsWe llCover M O S T TheStrategicTriadLadderingFCBGrid ExplodingtheDot Learn Feel DoCircle4A sto4R sMarComMatrixGEFocusSystemThreePartFormatStrategySelectionGrid M O S T Tactics Strategy Objective M
6、ission Intherealworld thingscanalsobedrivenfromthe bottomup Whereveryoustart allshouldbelinkedandintegrated TraditionalbusinessthinkingdrivesfromMissionorObjective TheStrategicTriad TheProblem TheProblemtheadvertisingmustsolve Laddering Attributes Features ProductBenefits ConsumerBenefits Values Gou
7、panddowntheladdertolookforthestrongestlinesofdevelopment Genericvs Specific Agoodframeworktoanalyzeyourproductandhowitbenefitstheconsumer TheFCBGrid TheFCBGridrevealsinagraphic tangiblewayhowconsumersapproachthepurchaseofaparticularproductorservice THINKINGFEELING INVOLVEMENT LOWTHINK LOWFEEL LowThi
8、nk Practicalandfunctionalproducts LowFeel Sensateandpleasurableproducts HIGHFEEL HighFeel Productsthatreflectonyou HIGHTHINK HighThink Consideredpurchases ExplodingtheDot Example OldElPaso AmericanbrandofMexicanFood LowFeel HighFeel HighThink LowThink HighThinkVariety goodnutrition LowThinkEasy econ
9、omical specialsavings HighFeelCreativeservingsuggestionstodemonstrateyourskills LowFeelFunandflavor Ole TheLearn Feel DoCircle Threebehaviorsassociatedwithproductinvolvement Feel Learn Do EnteratanyplaceGoinanydirection Learn Feel DoLearn Do FeelFeel Learn DoDo Learn Feel From4A sto4R s The4R sReact
10、ionRelevanceResponseRelationship The4A sAttentionAwarenessAttitudeAction TheMatrix Advertising SalesPromotion PublicRelations DirectMarketing EventMarketing Interactive GEFocusSystem FocusontheReceiverFocusonthePropositionDramatizetheProposition TheThreePartFormat Advertising Communicationswillconvi
11、nce TargetAudience that CommunicationsObjective Supportwillbe SupportPoint1SupportPoint2Tone BrandCharacterwillbe StrategySelectionGrid ProductClassDefinitionTargetGroupSelectionMessageElementSelectionRationale basedoninformationand orjudgement GreatAmericanPopcorn ProductClassDefinitionTargetGroupS
12、electionMessageElementSelectionRationale basedoninformationand orjudgement FunSnack Popcorn EveningEnhancement Fund Raising Everyone Peoplewholikepopcorn CouplesandFamilies ChurchSchoolCommunityLeaders BetterSnackChoice BestPopcornChoice Goesw Videos Sports GreatNewIdea BiggestPotential PositionsasC
13、ategoryLeader BestUsageOccasion HugeIncrementalBusinessPotential GreatAmericanPopcorn Advertising Communicationswillconvincegroupsthatneedfund raisingandpeoplelookingforfunthattheGreatAmericanPopcornCompanyprovidesagreatnewwaytoenjoyaneveningandraisefundsforyourchurch school orcommunitygroupSupportw
14、illbe GreatAmerican sdeliciousqualityandvarietyAndit suniquenessasafund raiser TonewillreinforcethefunofpopcornandthesuperiorqualityofGreatAmerican sofferings CombineThem UsethemsystematicallyUsethemcreativelyUsethemtopresent Tonight sProject FullAudio MusicNow ChrisGladwin AfterthePresentation TheI
15、ntelligentQuestionRule willbeineffect Everyonemustbepreparedtoaskoneintelligentquestion NextWeek InitialAgencyPresentationsSelectedPizza 3PartStatementFullAudio MusicNowWhat stheProblem StateorCountrySelectionGridBookReportExamplesThePopeyesPresentation Positioning ResultofmessageoverloadOccurs inmi
16、ndofconsumer Oftenmis usedGoodpositionsareusuallyverysimple Re positioningcanbeverydifficult 1 BEST AGAINST NICHE NEWCATEGORY MarketingWarfare ResultofcompetitivemarketoverloadZero sumgameUsesprinciplesofVonClausewitz militarystrategistUsefulforplanningandunderstandingcompetitivesituation DEFENSE OFFENSE FLANKING GUERRILLA BostonConsultingGroup PortfolioManagementUsefulmodel butdon toveruseKeyissue categorygrowthHere showitworks COW DOG CATEGORYGROWTH MARKETSHARE STAR CorporateCulture Reasonsfor
