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1、Tonights Class:,January 14, 2004,Your Host,Kenichi Ohmae,“In business as on the battlefield the object of strategy is to bring about the conditions most favorable to ones own side. “In strategic thinking, one first seeks a clear understanding of the particular character of each element of a situatio
2、n and then makes the fullest possible use of human brainpower to restructure the elements in the most advantageous way.,“Phenomena and events in the real world do not always fit a linear model. “Hence, the most reliable means of dissecting a situation into its constituent parts and then reassembling
3、 them in the desired pattern is not a step-by-step methodology such as systems analysis. “Rather, it is that ultimate non-linear thinking tool, the human brain.”,Kenichi Ohmae,“No matter how difficult or unprecedented the problem, a breakthrough to the best possible solution can come only from a com
4、bination of rational analysis based on the real nature of things, and imaginative reintegration of all the different items into a new pattern using non-linear brainpower.”,Kenichi Ohmae,Tonights Agenda:,Hand in Memo Assignment Pizza Positioning Project - Brief Review “A Swiss Army Knife for your bra
5、in” Strategic and Creative Thinking Lecture Form Agencies Client Presentation - Full Audio/Music Now Next Week - 1st Agency Presentations: Select Pizza - 3 Part Format Select Country - Strategy Selection Grid Problem Analysis - Full Audio/Music Now,Assignments:,Hand in Memo. Present Pizza!,Lecture:,
6、“A Swiss Army Knife for your brain”,Concepts Well Cover:,M.O.S.T. The Strategic Triad Laddering FCB Grid “Exploding the Dot” Learn/Feel/Do Circle 4As to 4Rs MarCom Matrix GE Focus System Three Part Format Strategy Selection Grid,“M.O.S.T.”,Tactics,Strategy,Objective,Mission,In the real world, things
7、 can also be driven from the “bottom up.”,Wherever you start, all should be linked and integrated,Traditional business thinking drives from Mission or Objective,The Strategic Triad:,The Problem (?) “The Problem the advertising must solve.”,Laddering:,Attributes,Features,Product Benefits,Consumer Ben
8、efits,Values,Go up and down the ladder to look for the strongest lines of development.,Generic vs. Specific,A good framework to analyze your product and how it benefits the consumer.,The FCB Grid:,“The FCB Grid reveals in a graphic, tangible way how consumers approach the purchase of a particular pr
9、oduct or service.”,THINKING FEELING,INVOLVEMENT,LOW THINK,LOW FEEL,Low Think - Practical and functional products,Low Feel - Sensate and pleasurable products,HIGH FEEL,High Feel - Products that reflect on you,HIGH THINK,High Think - Considered purchases,Exploding the Dot!,Example: Old El Paso (Americ
10、an brand of Mexican Food),Low Feel,High Feel,High Think,Low Think,High Think Variety, good nutrition,Low Think Easy, economical, special savings,High Feel Creative serving suggestions to demonstrate your skills.,Low Feel Fun and flavor. Ole!,The Learn/Feel/Do Circle:,Three behaviors associated with
11、product involvement,Feel,Learn,Do,Enter at any place Go in any direction. Learn/Feel/Do Learn/Do/Feel Feel/Learn/Do Do/Learn/Feel,From 4As to 4Rs,The 4 Rs Reaction Relevance Response Relationship,The 4 As Attention Awareness Attitude Action,The Matrix:,Advertising,Sales Promotion,Public Relations,Di
12、rect Marketing,Event Marketing,Interactive,GE Focus System:,Focus on the Receiver Focus on the Proposition Dramatize the Proposition,The Three Part Format:,Advertising/Communications will convince (Target Audience) that (Communications Objective) Support will be Support Point 1 Support Point 2 Tone/
13、Brand Character will be,Strategy Selection Grid:,Product Class Definition Target Group Selection Message Element Selection Rationale - based on information and/or judgement,Great American Popcorn,Product Class Definition Target Group Selection Message Element Selection Rationale - based on informati
14、on and/or judgement,Fun Snack,Popcorn,Evening Enhancement,Fund- Raising,Everyone,People who like popcorn,Couples and Families,Church School Community Leaders,Better Snack Choice,Best Popcorn Choice,Goes w. Videos & Sports,Great New Idea,Biggest Potential,Positions as Category Leader,Best Usage Occas
15、ion,Huge Incremental Business Potential,Great American Popcorn,Advertising/Communications will convince groups that need fund-raising and people looking for fun that the Great American Popcorn Company provides a great new way to enjoy an evening and raise funds for your church, school, or community
16、group Support will be Great Americans delicious quality and variety And its uniqueness as a fund-raiser. Tone will reinforce the fun of popcorn and the superior quality of Great Americans offerings.,Combine Them,Use them systematically Use them creatively Use them to present,Tonights Project,Full Audio. Music Now Chris Gladwin,After the Presentation,“The Intelligent Question Rule” will be in effe
