Marketing Analysis and Consumer Strategy
Marketing
Marketing Analysis and Consumer Strategy:
This course was designed to offer a strategic perspective to developing, implementing, and reviewing marketing strategy. The approach to the class was from the perspective of a strategic marketing consultant. We were asked to take on the role of “marketing strategist” reviewing companies’ design, implementation, and modification of marketing strategies.
Course Objectives:
(1) Gain a deep and detailed understanding of how marketers create value and contribute to the financial growth of the firm,(2) Taught tools and frameworks to develop compelling marketing plans,
(3) Develop a mindset that judiciously combines creativity with critical thinking.
Invisalign Case Write-Up Instructions:
Learning Goals: Understand the challenges of managing different elements of the distribution channel for your product or service. How do you strategically position a product and incentivize the different channel members to achieve marketing goals?
Case: Invisalign: Orthodontics Unwired by Coughlan and Hennessy
Instructions:
The case deals with a company struggling to generate sales. Please answer the following questions.
1. Articulate the insights relevant to the low orthodontist conversion rate faced by Invisalign.
2. Provide a brief summary of which segment of end users Invisalign should “own” and what positioning would be compelling for this target segment.
3. Given this desired positioning for end users, how should Invisalign position itself for the orthodontists? Write three complete positioning statements with the intention to increase orthodontists’ support and adoption of the product and briefly evaluate their pros & cons.
4. Clearly indicate your recommended positioning to orthodontists and suggest specific tactics (e.g., if you recommend an ad campaign, what would the ad message be, in what sort of media outlets, tone, message appeal etc.) that should be used to reach and persuade them.
For this assignment focus on alternative positioning statements for the orthos and ignore the option of using the general dentist channel to reach end users.
Invisalign Documentation:
Skoda Case Write-Up Instructions:
Learning Goals: Understand how strong brands lose their equity, and what actions are required for a brand to regain its equity. Understand the role of marketing strategy and tactics in turning around brands.
Case: Skoda Auto (A) by Malaviya and Srivastava
Instructions:
The case deals with a brand repositioning strategy. Please answer the following questions.
1. Provide a deep insight of the Skoda brand problem. It is critical to go beyond simply stating that “Skoda has a bad brand image.” Why does it have this image, how does the image impact the potential buyer, and why does the consumer react the way they do to the Skoda brand?
2. Provide a brief summary of your overall targeting and positioning recommendations for fixing the Skoda brand image in the UK
3. List three specific marketing tactics, related to any of the 4Ps, and discuss how they could help fix the brand image in the UK
4. 4. Clearly indicate the most pressing marketing action from the three alternatives listed above. Offer specific implementation details that are relevant to your recommendation (e.g., if you recommend an ad campaign, what would the ad message be, in what sort of media outlets, tone, message appeal etc.
