Course Links

MARKETING MANAGEMENT I

Company, Competition, Customers:

Launching the Nintendo Wii  

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:

Crazy brand extensions

Good and bad brand extensions

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

Apple vs PC ad campaigns

 

Commercials

Test your intuition - can you figure out the target and positioning for these specific commercials?

Burger King

McDonalds

Wendy's

Subway

Campbell's soup

Microsoft Gates & Seinfeld

Microsoft I'm a PC

Microsoft vomit girl  (warning: disgusting)

 

 Books:

Company, Competition, Customers:

Blue Ocean Strategy

Porter's Competitive Strategy

Discipline of Market Leaders

Competing for the Future

 

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

 Crossing the Chasm

 Inside the Tornado

 

Implementing Strategy:

 Made to Stick

 Yes! 50 Scientifically Proven Ways to Be Persuasive

 Building Strong Brands