找到合适的营销策略Finding the Right Marketing Strategy.pptxVIP

Finding the Right Marketing Strategy;;4M Scorecard;Objectives;What do you want to Learn?;Out of Alignment;Without Alignment, Progress Can Be Dangerous;PART II: The Role of the Marketing Lead;What are the Marketing Lead’s responsibilities? ;What exactly does a good Marketer do?;;Phase I: Find Your Inner Hedgehog;Phase II: Align the Organization;Case Study: VanguardAligning an organization behind customer insights;From 1998 to 2003 as Ronald McDonalds image wore thin and fast food purveyors were being linked to obesity, McDonalds market capitalization fell $12.2 billion. (Source: BusinessWeek) In 2004 McDonalds began revitalizing the brand by modernizing its image and adding salads, fruit slices, and grilled chicken to the menu. The change at McDonald’s was marketing led, starting with changing the product, then the message.;;Phase III: Marketing Minefields;Intangible Doesn’t Mean Immeasurable;Driving Analysis Around Marketing Activities to Ensure Accountability and Transparency;;Case Study – Harrah’s Casino: Target Practice, Marketing Style;PART III: Evaluating the Effectiveness of your CMO;Is Your Marketing Lead the Real Deal?;CMO = Chief Metrics Officer;EXPENDITURE SUCH AS BUDGETED;When to Pull the Trigger or the Plug;The CMO’s Role in the Go/No-Go Decision;Measure, then Align for Success;Questions?;Thank You