Tonight sClass January14 2004 YourHost KenichiOhmae Inbusinessasonthebattlefield theobjectofstrategyistobringabouttheconditionsmostfavorabletoone sownside Instrategicthinking onefirstseeksaclearunderstandingoftheparticularcharacterofeachelementofasituation andthenmakesthefullestpossibleuseofhumanbrainpowertorestructuretheelementsinthemostadvantageousway Phenomenaandeventsintherealworlddonotalwaysfitalinearmodel Hence themostreliablemeansofdissectingasituationintoitsconstituentparts andthenreassemblingtheminthedesiredpatternisnotastep by stepmethodologysuchassystemsanalysis Rather itisthatultimatenon linearthinkingtool thehumanbrain KenichiOhmae Nomatterhowdifficultorunprecedentedtheproblem abreakthroughtothebestpossiblesolutioncancomeonlyfromacombinationofrationalanalysisbasedontherealnatureofthings andimaginativereintegrationofallthedifferentitemsintoanewpattern usingnon linearbrainpower KenichiOhmae Tonight sAgenda HandinMemoAssignmentPizzaPositioningProject BriefReview ASwissArmyKnifeforyourbrain StrategicandCreativeThinkingLectureFormAgenciesClientPresentation FullAudio MusicNowNextWeek 1stAgencyPresentations SelectPizza 3PartFormatSelectCountry StrategySelectionGridProblemAnalysis 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 Mission Intherealworld thingscanalsobedrivenfromthe bottomup Whereveryoustart allshouldbelinkedandintegrated TraditionalbusinessthinkingdrivesfromMissionorObjective TheStrategicTriad TheProblem TheProblemtheadvertisingmustsolve Laddering Attributes Features ProductBenefits ConsumerBenefits Values Goupanddowntheladdertolookforthestrongestlinesofdevelopment Genericvs Specific Agoodframeworktoanalyzeyourproductandhowitbenefitstheconsumer TheFCBGrid TheFCBGridrevealsinagraphic tangiblewayhowconsumersapproachthepurchaseofaparticularproductorservice THINKINGFEELING INVOLVEMENT LOWTHINK LOWFEEL LowThink Practicalandfunctionalproducts LowFeel Sensateandpleasurableproducts HIGHFEEL HighFeel Productsthatreflectonyou HIGHTHINK HighThink Consideredpurchases ExplodingtheDot Example OldElPaso AmericanbrandofMexicanFood LowFeel HighFeel HighThink LowThink HighThinkVariety goodnutrition LowThinkEasy economical 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 sReactionRelevanceResponseRelationship The4A sAttentionAwarenessAttitudeAction TheMatrix Advertising SalesPromotion PublicRelations DirectMarketing EventMarketing Interactive GEFocusSystem FocusontheReceiverFocusonthePropositionDramatizetheProposition TheThreePartFormat Advertising Communicationswillconvince TargetAudience that CommunicationsObjective Supportwillbe SupportPoint1SupportPoint2Tone BrandCharacterwillbe StrategySelectionGrid ProductClassDefinitionTargetGroupSelectionMessageElementSelectionRationale basedoninformationand orjudgement GreatAmericanPopcorn ProductClassDefinitionTargetGroupSelectionMessageElementSelectionRationale basedoninformationand orjudgement FunSnack Popcorn EveningEnhancement Fund Raising Everyone Peoplewholikepopcorn CouplesandFamilies ChurchSchoolCommunityLeaders BetterSnackChoice BestPopcornChoice Goesw Videos Sports GreatNewIdea BiggestPotential PositionsasCategoryLeader BestUsageOccasion HugeIncrementalBusinessPotential GreatAmericanPopcorn Advertising Communicationswillconvincegroupsthatneedfund raisingandpeoplelookingforfunthattheGreatAmericanPopcornCompanyprovidesagreatnewwaytoenjoyaneveningandraisefundsforyourchurch school orcommunitygroupSupportwillbe GreatAmerican sdeliciousqualityandvarietyAndit suniquenessasafund raiser TonewillreinforcethefunofpopcornandthesuperiorqualityofGreatAmerican sofferings CombineThem UsethemsystematicallyUsethemcreativelyUsethemtopresent Tonight sProject FullAudio MusicNow ChrisGladwin AfterthePresentation TheIntelligentQuestionRule willbeineffect Everyonemustbepreparedtoaskoneintelligentquestion NextWeek InitialAgencyPresentationsSelectedPizza 3PartStatementFullAudio MusicNowWhat stheProblem StateorCountrySelectionGridBookReportExamplesThePopeyesPresentation Positioning ResultofmessageoverloadOccurs inmindofconsumer 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