MARKETING MANAGEMENT I
Company, Competition, Customers:
Success of the Nintendo Wii strategy
Competitive intelligence through corporate spies
Segmentation, Targeting, Positioning:
Best Buy selects targets based on profitability
Descriptions of Best Buy segments
Subtle symbols to reach targeted groups
Targets in fast food advertising
Re-positioning beer as sophisticated
Product & branding:
Product design with target in mind: the TiVo remote control
Tropicana's big mistakes in packaging
Pricing:
Great overview of price setting
Secrecy and experimentation in pricing
Distribution strategy:
Pepsi takes control of bottlers
Compaq's transition to online sales
Promotion:
In-depth look at guerilla and buzz marketing
Barbie placement in the Toy Story movies
Product placement tracking website
Product placement in TV: 30 Rock
Commercials
Test your intuition - can you figure out the target and positioning for these specific commercials?
Microsoft vomit girl (warning: disgusting)
Books:
Company, Competition, Customers:
Targeting and Positioning:
The Marketing Gurus: Lessons from the Best Marketing Books of All Time
Positioning: The Battle for Your Mind
Purple Cow: Transform Your Business by Being Remarkable
Implementing Strategy: