This document provides an introduction to a six-part strategy course. It outlines the instructor's background and qualifications. The learning goals are to understand business strategy, study international business cases, and learn practical business skills. The class format emphasizes participation and contribution. Grading will be based on an exam, group presentation, class participation, and attendance. Etiquette for business meetings is discussed. Marketing strategy tools like Porter's five forces, SWOT analysis, and the 4 P's are introduced. The document concludes by assigning homework to reposition the brand Lillet for millennials using market research and a creative presentation.
2. PAUL DAWSON
• Cambridge University : BA, MA
• University of California – Berkeley : MA
• Stanford Business School : MBA
• Engagement Manager : McKinsey and Company, (Los
Angeles)
• CEO: Camus International (London, Hong Kong, Tokyo)
• Strategy Adviser: (Europe, Asia, Middle East, South America)
Email : pdawson@groupeinseec.com Tel: o6 45 54 09 66
3. LEARNING GOALS
• UNDERSTAND BUSINESS STRATEGY
• STUDY INTERNATIONAL BUSINESS CASES
• LEARN PRACTICAL BUSINESS SKILLS
15. TODAY’S SESSION:TRADITIONAL
MARKETING
“OLDIES BUT GOODIES”
tried and tested marketing tools you must
understand
CASE STUDY and PRACTICE
developing a marketing strategy for a new
product
18. GROUP WARM UP EXERCISE
- DIVIDE INTO GROUPS OF FIVE
- ELECT A SPOKES-PERSON
- YOU ARE USA TALENT AGENCY MARKETERS
- HOLD A BRAINSTORM SESSION (10 MINUTES)
WHAT FRENCH PRODUCTS OR SERVICES
COULD SUSAN BOYLE ENDORSE?
25. STRATEGY: more mysterious than GOD;
less mysterious than SEX
• “GOD” - 1.5 BILLION HITS
• “STRATEGY” - 2.02 BILLION HITS
• “SEX” - 3.9 BILLION HITS
Google USA
26. WARM UP EXERCISE: THE MIND OF A
STRATEGIST
• WHAT ARE THE THINGS THAT A STRATEGIST
HAS TO THINK ABOUT IN A BIG
MULTINATIONAL COMPANY ?
27. STRATEGISTS
think about ALL ASPECTS of change……
• PRODUCT • METEOROLGY
• CUSTOMER • CLIMATE CHANGE
• COMPETITION • GEOGRAPHY
• DISTRIBUTION • ECOLOGY
• SALES • SOCIOLOGY
• MARKETING • DEMOGRAPHICS
• FINANCE • ECONOMICS
• COSTS • POLITICS
• MARGINS • LEGAL
• HUMAN RESOURCES • REGULATORY
• RAW MATERIALS • TRENDS
• PRODUCTION • VALUES
• LOGISTICS
GOAL: MAXIMIZE PROFITS AND BRAND EQUITY (and…….?)
28. STRATEGY IS…..
“ A long term set of actions designed to achieve
a particular goal”.
Source: American Business Intelligence
33. MICHAEL PORTER’S 5 FORCES
• THREAT OF NEW ENTRANTS
• THREAT OF SUBSTITUTES
• BARGAINING POWER OF BUYERS
• BARGAINING POWER OF SUPPLIERS
• INTENSITY OF COMPETITIVE RIVALRY
34. 5 FORCES IN ACTION
• YOU ARE STRATEGIC MANAGERS AT RUINART
CHAMPAGNE
• YOU ARE CONSIDERING OPENING A FACILITY
IN CALIFORNIA…..
• WHAT WOULD PORTER SAY?
36. SWOT ANALYSIS IN ACTION...
• YOU ARE STRATEGIC MANAGERS AT A GREY
GOOSE VODKA
• YOU ARE CONSIDERING LAUNCHING A RUM
PRODUCT
• WHAT WILL YOUR SWOT LOOK LIKE?
37. SWOT ANALYSIS IN ACTION...
• YOU ARE STRATEGIC MANAGERS AT RENAULT’s
INTERNATIONAL CAR DIVISION
• YOU ARE CONSIDERING BUILDING A NEW
FACTORY IN INDIA…..
• WHAT WILL OUR SWOT LOOK LIKE?
39. MARKETING MIX: 4 P’s
• HOW should I describe my product?
• HOW MUCH am I going to sell it for ?
• WHERE am I going to sell my product?
• HOW am I going to tell people about my
product?
40. 4 P’S IN ACTION
YOU ARE MANUFACTURERS OF “HEALTHY”
FRUIT-BASED SWEETS FOR CHILDREN….
42. USP = UNIQUE SELLING PROPOSITION
• WHAT MAKES MY PRODUCT UNIQUE?
• WHY IS MY PRODUCT DIFFERENT FROM THE
COMPETITION?
• HOW IS MY PRODUCT / BRAND
DIFFERENTIATED ?
43. BRAND MANAGEMENT STRATEGY
• Analyze your market
• Know your brand
• Understand your customer
• Organize, prioritize and allocate resources
Nothing revolutionary: classic brand
management
44. FRQUENTLY OVER- USED MARKETING
TOOLS
• Porter 5 forces
• SWOT Analysis
• 4 P’s
• USE THEM TO DEVELOP YOUR “SO WHAT”
See next page
56. CUSTOMER SEGMENTATION
• GEOGRAPHIC
• DEMOGRAPHIC
age gender family size
marital status sexual orientation
income occupation education
socio-economic status
• PSYCHOGRAPHIC
personality lifestyle hobbies
values attitudes
• BEHAVIORAL
perceived benefits end use
58. GENERATIONS IN THE USA TODAY
Generation Population Spending Power
BOOMERS 78 MILLION $2.1 TRILLION
GENERATION “X” 41 MILLION $ 125 BILLION
MILLENIALS 73 MILLION $ 73 BILLION
Yankelovich, US Census
59. THE MILLENNIAL MIND
Reject “old” Marketing
Technology driven
Explore
Make their own rules
Experiment
Share
Social Networking
60. 7 BASIC MARKETING TASKS
1. BRAINSTORM NEW PRODUCT CONCEPT
2. UNDERSTAND COMPETITIVE ENVIRONMENT
3. IDENTIFY TARGET CUSTOMERS/MARKETS
4. RESEARCH CUSTOMER NEEDS
5. DEVELOP UNIQUE PRODUCT
6. DETERMINE MARKETING MIX
7. MONITOR, MEASURE AND ADJUST
Paul Dawson /Peter Doyle
61. MARKET RESEARCH
• FORMAL QUANTITATIVE SURVEY
• FOCUS GROUPS
• INDIVIDUAL INTERVIEWS
• INFORMAL DISCUSSIONS
62. 7 BASIC MARKETING TASKS
1. BRAINSTORM NEW PRODUCT CONCEPT
2. UNDERSTAND COMPETITIVE ENVIRONMENT
3. IDENTIFY TARGET CUSTOMERS/MARKETS
4. RESEARCH CUSTOMER NEEDS
5. DEVELOP UNIQUE PRODUCT
6. DETERMINE MARKETING MIX
7. MONITOR, MEASURE AND ADJUST
Paul Dawson /Peter Doyle
63. BRAND MANAGEMENT STRATEGY
• Analyze your market
• Know your brand
• Understand your customer
• Organize, prioritize and allocate resources
Nothing revolutionary: classic brand
management
67. YOU ARE RED BULL STRATEGISTS:
• YOU ARE STRATEGISTS for RED BULL ENERGY
DRINKS
• RED BULL NEEDS TO GROW
• BUT ENERGY DRINKS MARKET SATURATED
• YOUR CHALLENGE: TO KICK START A NEW
GROWTH SPURT FOR RED BULL:
– IDENTIFY A BRAND EXTENSION
– AVOID CANNIBALIZATION
– BUILD ON BRAND PLATFORM
• GROW MARKET SHARE AND PROFITS
97. CLASS EXERCISE
• NEW PRODUCT CONCEPT NEEDED
• CROWDED CATEGORY
• HIGHLY COMPETITIVE
• MARKET SATURATION REACHED
• NEED TO GROW MARKET SHARE
• NEED TO AVOID CANNIBALIZATION
BRAINSTORM AND DEVELOP NEW PRODUCT
CONCEPT
GROUP WORK + CLASS PRESENTATION
110. LILLET CASE STUDY
• LILLET: bought by Pernod Ricard January 2008
• 2007 Sales Euros 3.8 million
• 2007 Volumes 750,000 bottles per year
• Located Podensac, Bordeaux
• 7 employees
111. LILLET (Continued)
• 85% wine and 15% fruit liqueur
• Liqueur made from:
- Spanish sweet oranges
- Tahitian bitter oranges
- Moroccan green oranges
- Peruvian Quinina
- Aged in oak barrels
112. LILLET (continued)
• Brazilian monk invented recipe in Louis XVI era
• Company founded by Lillet brothers in 1872
• Duchess Of Windsor brand champion in 1950’s
(Travelled with Lillet in her luggage)
• James Bond Secret Agent 007 favourite drink:
Casino Royale, Quantum of Solace
113. LILLET: THE ‘VESPER’ MARTINI
Pour over 5 ice cubes:
• 3 measures Gin
• 1 measure Vodka
• Half measure Lillet
• One large lemon zest
“Shaken, not stirred” ( A movie classic)
114. HOMEWORK BRIEFING :
REPOSITIONING LILLET
YOUR BOSS WANTS TO TEST A LILLET
RELAUNCH IN BORDEAUX
HOW CAN YOU REPOSITION THIS BRAND
FOR MILLENNIALS?
DO SOME MARKET RESEARCH!
HOW TO RELAUNCH THIS OLD BRAND FOR
A NEW GENERATION?
DIVIDE INTO GROUPS OF 4-6 PEOPLE
115. YOUR PRESENTATION SHOULD
INCLUDE….
• MARKET RESEARCH RESULTS
• NEW BRAND POSITIONING
• IDEAS FOR ADVERISING AND PROMOTION
• NEW PACKAGING?
BE AS CREATIVE AS YOU WANT!
BRING GROUP PRESENTATION ON USB KEY AND
A PAPER COPY TO NEXT CLASS.
BE READY TO PRESENT!
116. HISTORY
4 P’s
SWOT
PORTER
(PS: I LIKE MUSIC AND VIDEO AND COLOURFUL IMAGES!)