In this post, Prof. Nordhielm said that “The Super Bowl, with its media hype and legions of drunken viewers, is no place for a serious social marketing message.” I think of a related, but successful example, a English Education Agency called LaoLuo in China marketed itself on a major Rock Music Festival. Please see http://v.youku.com/v_show/id_XMjI2MzYwNDU2.html
Basically, the storyline of the commercial is this: many Chinese rock music fans listen to a lot of English songs, however, they hear nothing but “F” words. So, why not try to improve your English at LaoLuo English Education Agency?
What I learn from this commercial is, although education doesn’t seem to be a serious topic on a Rock Music Festival at first glance, one can always find a way to relate his or her message to the context, thus appealing to spectators.
PS: It was not LaoLuo’s intention to put an commercial at such festival. The reason was the CEO of LaoLuo got a chance accidentally to market on this festival for free. What he did was to leverage such an opportunity to promote his brand.
In this talk, she identified the pits some of the marketers fell into. such as preaching-like tag line, trust, care or responsibilities, none of which seems to appear when a person is on his way to buy condoms. She gave example of for-profit style of selling condoms, most of the ads are aspirational–the key elements are force, power, sexy figures on the package and etc.
1. Fundamental Entity–who are we, what business are we in?
- Category Description
Recyclable, Reusable, Rebuildable (3R) vehicle
- Brand Line
- Product Portfolio
2. Core Competence–what are we good at?
3. Goal–Where are we going?Positional Benefit: High residual value. Who don’t want a car which worth up to 35% percent of the original price even after 10-year-driving?
- 100% percent market share of 3R eco-friendly vehicle
- 50% revenue growth
Based on market research, currently there is no vehicle company that can produce a fully 3R car, thus we expected in 100% percent market share of 3R eco-friendly vehicle category. The job here is to ACQUIRE non-category users to this category. We define main variable, we are the benchmark in this category.
1. The lecture demystified the organization culture to some extent. Some blame a poor organization culture for the failure of a strategy. Indeed, core competence should saturated throughout the organization culture because the successful implementation of a strategy requires the alignment of strategy of each department involved. Core competence by no means resides in a single department.
2. The concept of Orphaned Strategic Assets. Strategic Assets can not be sustainable if there is a core competence to map with. Like all resources, taking more than it can bears soon leads to depletion.
3. Align Product Portfolio with Market Objective (Acquisition or Retention) and assign priority and importance to each component. This is particular useful for me since I am working on project featured rebuildable, recyclable vehicle components. It seems plausible to have various components according to the difficulties of they can be implemented, how destructive they would be to the current market, how much monetary and societal value they can create, how easy they grab the market, how easy they is able to sustain the development (retention). For this part, I shall consult with the project initiator.
By Daniel Couttolenc
We live in a linear economy system where we take, we use and we dispose things creating a lot of waste in the process and at the end. Ideally a circular economy is where things don’t create waste which is the way nature works. A circular economy also refers to rethinking products so that they are designed with two types of materials: biological nutrients designed to reenter the biosphere safely and technical materials, which are designed to circulate without being disposed. There are a couple of possible ways to design a product with this type of materials. The first one is to design a product materials that decompose (biological nutrients) and over time it will turn into dust. The second way is to design a product with high quality materials (Technical materials) that are long-lasting, rebuildable, recyclable and/or reusable so they circulate without being disposed.
To design a car that creates absolutely no waste or pollution during its lifecycle is unrealistic but my design solution will explore alternative ways to create a cleaner car.
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