What can we do with a microwave right now???

The answer is task unification (at a low cost way of course), and enjoy the ads.

First 30 seconds is just silent, waiting to see what is trick. then “The first microwave that plays music when food is ready” pops out. BTW, it was a pleasure to watch this ad, listen to “BGH QUICK CHEF MUSIC’ when I ate my lunch.

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Plotting the market according the main variable(MV) and dynamic variable(DV). MV is defined the category leader, which is the non 3R vehicle components manufacturer. here is high quality, endurability, these benefits we must have. Dynamic variable is the benefit on which we are leverage to acquire the customers–ease of use, low cost, high residual value, energy efficient and environmental friendly.

Although the strategic focus is Acquisition / Stimulate demand, STP tools can serve as an illustration of  the perception and importance of the key features we have and the features and existing players have. The Graph is from a industry incubator perspective. As Prof. Nordielm said, Big giants always keep an eye on this emerging threats, and tend to neutralize them as early as possible.

Targeted Audience:

Revised:

After reviewed by Prof. Nordhielm, I found I fell into the pit of putting too many benefits into a the 5 box, the “…and..” plague. Each campaign can only have a positional benefit. Any vague message are supposed to be dismissed by target audience.

When it comes to the targeted audience description, Prof. Nordhielm warns that the persona should be neither too easy or too hard to change. Therefore, the “Mini Cooper” in previous version is changed to Toyota Prius, a hybrid vehicle, which indicate the targeted audience have some consideration on the environment, thus more likely to adopt reusable, recyclable and eco-friendly vehicle.

To be in tune with the change in the 5 box and targeted audience, the message and support type is changed accordingly. To stress on the ease of maintenance with 2R components, drama and story-telling of current customer seem to be a good approach.

One more consideration: to be distinguished from for profit model, social venture model should put more emphasis on social value. However, one would not buy a eco-friendly product simply because it protects the earth. Thus, I suggest pin down the utilitarian role– the ease in maintenance –in the first campaign which is characterized by acquisition and behavior change from “NO” to “YES”.

1.0

The five box:

The perception should be supported by the experiments, and expert testimonials to pull the potential customers from the distrust toward 2R vehicle components.




To decide which category our business is in is of paramount importance. Considering the technical challenge, I think it might be imprudent to tap into the reusable, recyclable machine. However, to limit the scope only on the low-end, low profit margin vehicle components is not advisable. Therefore, the category of 3R vehicle with medium market potential, seems to be a reasonable definition.


Then the 4B to calculate the volume and decide which strategic quadrant our business  shall reside in.



It matches with intuition that ACQ/STI is the way to go. There are way too many vehicle components that are not 3R. Therefore, the activities required by strategic focus is:

The customer definition with three ovals capture the potential customers’ attitude toward this recyclable, reusable, long-lasting, high-residue value vehicle. Environmentalist is very likely to be the first adopter the new product, or consume such vehicle. In the peripheral oval, long-lasting tend to be the benefit that acquire non-category customers, then high residue value is the benefit that tends to lock in the acquired customers.

Below is the first draft of Customer def. After the discussion with founder of the social venture Daniel, the highest benefit and value to the customer would be the high residual value. This is the buzzword–your car’s value can be up to 35% of the original price even after ten-year-usage. Further since we plan position on the residual value on the an entire vehicle, so the components, which have low added-value comparing to an entire vehicle do not seem to be a good idea.

ImageBelow is the Customer Life Value calculation. The assumptions are below

Based on these assumption, CLV can be calculated.Image

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.