Shown during the last Claretian Father and Son recollection activity.
Thursday, August 26, 2010
Monday, August 23, 2010
Next Attraction and Coming Soon- What's Next from Session 5
After the break, Coach discussed our ASSIGNMENT for the next succeeding meetings:
(Reporting of Assigned Chapters, due 2 weeks from now)
What to do?
- Just make a question based on the slides of your assigned topic
- Make 10 questions from the slide.
- End in View: Post chapter questions on your blog and email to coach. Midterms will be based on the questions created by the student in their reporting.
- Student must Look at blogs of classmates and see the questions. Coach will get atleast one question from each of the presentation/report. (Depending on how ‘good’ your questions are)
- Modification: post a concept on what the question what based.
- Slide 1: Question 1, Slide 2: Answer 1, Slide 3:Concept 1. Question 2, Answer 2, Concept 2…….
- Available in slide share. “Learning by Coaching” Become a better student by thinking like a professor.
Overview 5 STEPS
1. Leverage value of marketing concepts
2. Review for concept test
3. Enhance marketing mastery
4. Score well in midterms. If you want to have high grade, you need to have a high grade in the midterms as this differentiates the grade. Something that you should focus on. Competitive positioning map.
5. Promote your blog (Drive Traffic to your blog)
CREATE 10 QUESTIONS
-best to have 5 choices
Went on to explain bad questions (examples)
Don’t make it like a battle of the brainless. Make the choices seem all possible.
Use the downloading template
DUE TWO WEEKS from NOW. Email it and post in blog.
Sep 2 – 11:55 PM Email embed in blog (powerpoint question)
Sep 10 – Concept Test
Challenge
What is so Ateneo about the Ateneo graduate school of business?
Creating profits while building value
8:42 Final reminders for the talk next Friday
Any questions on the flyer? No.
Any questions on the sept 2 and sept 10 assignment? Good, very bright people.
Finally, coach gave us a preview on the succeeding assignments or paper that we have to do for his class. Coach asked us to do a marketing plan, but not a product marketing plan per se. Coach introduced an individual personal marketing plan.
Concept: YOU.
Why? Better chance of being competitive, market position, why not make marketing brand “you”. Template for that is in hypermarketing v2 concept blogsite.
Coverpage team for personal marketing plan
WIMBLEDON FINAL (Marketing Plan for yourself)
Write vision and mission statement, make identifiable to yourself.
What you’re good at, what you really want to do.
10 step plan (Next 20 years)
Explain later how to do this, do a brand launch. Launch personal brand,make animation presentation and how people remember you. Free for all.
A lot of examples in slideshare, example: Arian trovela’s Blog and marketing. Best student sites, sample blog in hypermarketingv2.blogspot.com,
SEP 23: 20 year personal marketing plan.
Budget allocation 9000
- Reconcile expenses: wed latest
- For Write up or anything regarding about the Kit please contact Rose.
Reminder: Wear something BLACK.
(Reporting of Assigned Chapters, due 2 weeks from now)
What to do?
- Just make a question based on the slides of your assigned topic
- Make 10 questions from the slide.
- End in View: Post chapter questions on your blog and email to coach. Midterms will be based on the questions created by the student in their reporting.
- Student must Look at blogs of classmates and see the questions. Coach will get atleast one question from each of the presentation/report. (Depending on how ‘good’ your questions are)
- Modification: post a concept on what the question what based.
- Slide 1: Question 1, Slide 2: Answer 1, Slide 3:Concept 1. Question 2, Answer 2, Concept 2…….
- Available in slide share. “Learning by Coaching” Become a better student by thinking like a professor.
Overview 5 STEPS
1. Leverage value of marketing concepts
2. Review for concept test
3. Enhance marketing mastery
4. Score well in midterms. If you want to have high grade, you need to have a high grade in the midterms as this differentiates the grade. Something that you should focus on. Competitive positioning map.
5. Promote your blog (Drive Traffic to your blog)
CREATE 10 QUESTIONS
-best to have 5 choices
Went on to explain bad questions (examples)
Don’t make it like a battle of the brainless. Make the choices seem all possible.
Use the downloading template
DUE TWO WEEKS from NOW. Email it and post in blog.
Sep 2 – 11:55 PM Email embed in blog (powerpoint question)
Sep 10 – Concept Test
Challenge
What is so Ateneo about the Ateneo graduate school of business?
Creating profits while building value
8:42 Final reminders for the talk next Friday
Any questions on the flyer? No.
Any questions on the sept 2 and sept 10 assignment? Good, very bright people.
Finally, coach gave us a preview on the succeeding assignments or paper that we have to do for his class. Coach asked us to do a marketing plan, but not a product marketing plan per se. Coach introduced an individual personal marketing plan.
Concept: YOU.
Why? Better chance of being competitive, market position, why not make marketing brand “you”. Template for that is in hypermarketing v2 concept blogsite.
Coverpage team for personal marketing plan
WIMBLEDON FINAL (Marketing Plan for yourself)
Write vision and mission statement, make identifiable to yourself.
What you’re good at, what you really want to do.
10 step plan (Next 20 years)
Explain later how to do this, do a brand launch. Launch personal brand,make animation presentation and how people remember you. Free for all.
A lot of examples in slideshare, example: Arian trovela’s Blog and marketing. Best student sites, sample blog in hypermarketingv2.blogspot.com,
SEP 23: 20 year personal marketing plan.
Budget allocation 9000
- Reconcile expenses: wed latest
- For Write up or anything regarding about the Kit please contact Rose.
Reminder: Wear something BLACK.
Saturday, August 21, 2010
Planning Thru Constraints- Session 5
The August 20 Marketing Management session started with the discussion on the
updates for the Marketing Forum ( Inception ) to be held on August 27 such as:
Confirmed 2 Speakers: Mr. Anthony Brendan Yu and Ms. Jonah De Lumen
Budget: AGSB P 10,000.00
Sponsor – Smart Communications 7,000.00
Sponsor – PR Kitchens, Inc. 2,000.00
Total P 19,000.00
Program Flow:
Time Schedule
6.00 - 6.30 Registration
6:30 - 6:45 Invocation
Intro to Forum
Intro to Speaker 1
6:45 - 7:15 Speaker 1 ( Mr. Yu)
7:15 - 7:30 Intro to Speaker 2
7:30 - 8:00 Speaker 2 ( Ms. Jonah)
8:00 – 8:30 Open Forum ( Questions and Answers Portion )
Recognition of Speakers
Closing Remarks
Food
Assigned Hosts: Tanya Labrador – for Speaker 1
Arvin Matias – for Speaker 2
The flyer, which was made by Zen, was approved ( the first one )
The following committees were formed:
Logistics
Program
Marketing
Communications
Everyone is encourage to participate in any committee.
For the Program Kit, Rose volunteered to prepare it. Lea will also help.
For the tarpaulin, Mark will do it. For the give-aways, Zen will handle it.
Moving on, Coach gave us a review for what was discussed last week. Group 7
for the topic on differentiation and Group 6 for the positioning statement.
Next is the review of 10 Step on Marketing Plan.
The Part 1, which was presented by Coach last week, to mention:
1. Identify your target.
2. What do they need.
3. What are their choices.
4. Where is the opportunity.
5. How big is the market.
For the Part 2 ( Stages 6 – 10)
6. Product – product description – describe the physical features of the product,
specification, and attributes of the product.
7. Price – get prices of your product, creatively compare your product vs
competitor, conclude on what pricing strategy is being used.
8. Promo – describe what you propose to do
Mass Communication – Sales Promo
Advertising
Public Relation
Win/Events/Experiences ( like what we will do next
week: Marketing Forum)
Personal Communication – Direct Marketing
- Interactive
- Personal Selling
- Direct Selling
You may also provide your sample and show the competitor’s sample.
9. Place – where is your product available, nationwide or in key areas only
and mention the method of delivery.
10. Generic Winning Strategy Mix
Low cost producer
Supply and distribution leverage
Differentiation
Niche
Again, you may follow this link for viewing of the presentation: http://www.hypermarketing2.com/p/free-file-downloads.html
Next discussion, Coach reminds us for our assigned chapter/s. Some of the tips he gave:
Focus on you chapter
Read the questions.
Must be a good question maker.
Post the concept to the questions.
Download the template on SlideShare
Guide on how to do your assigned chapter/s:
Download the template.
Use this downloaded template.
Create 10 questions and answers
Send via email to:vcoachclass@gmail.com
Post in your blog.
Go to your classmates to review the concept test.
Coach also reviewed us again on how to make the 10 questions:
Examples: Fill in the blanks
Statements are true except
Should be relevant and interesting
Have 5 answer choice that maybe “possible answer
Reminder: This is due 2 weeks from now.
Coach also guide us to the steps on learning excellence:
Objective is enhanced learning.
Leverage value of Marketing Concepts.
Review for Concept Test.
Enhance Marketing Mastery.
Score well in the midterm/finals.
Promote blog ( drive traffic to your blog)
Coach started discussing our own Personal Marketing Plan, specifically our
20 Year Marketing Plan. The most important brand to us is ourselves hence we
should create a team based on us. Make you vision/mission-personal and really
identifiable to you. Winning means doing 7 roles well daily. Follow the 13steps
to Powerful Presentation. Coach showed us his own Personal Marketing Plan
to give as an idea.
Reminder: This is due September 2.
The class extend time to discuss again some details for the Marketing Forum.
Please post your updates through the FB Discussion Board.
It ended with a “good luck” for all of us for next week .
updates for the Marketing Forum ( Inception ) to be held on August 27 such as:
Confirmed 2 Speakers: Mr. Anthony Brendan Yu and Ms. Jonah De Lumen
Budget: AGSB P 10,000.00
Sponsor – Smart Communications 7,000.00
Sponsor – PR Kitchens, Inc. 2,000.00
Total P 19,000.00
Program Flow:
Time Schedule
6.00 - 6.30 Registration
6:30 - 6:45 Invocation
Intro to Forum
Intro to Speaker 1
6:45 - 7:15 Speaker 1 ( Mr. Yu)
7:15 - 7:30 Intro to Speaker 2
7:30 - 8:00 Speaker 2 ( Ms. Jonah)
8:00 – 8:30 Open Forum ( Questions and Answers Portion )
Recognition of Speakers
Closing Remarks
Food
Assigned Hosts: Tanya Labrador – for Speaker 1
Arvin Matias – for Speaker 2
The flyer, which was made by Zen, was approved ( the first one )
The following committees were formed:
Logistics
Program
Marketing
Communications
Everyone is encourage to participate in any committee.
For the Program Kit, Rose volunteered to prepare it. Lea will also help.
For the tarpaulin, Mark will do it. For the give-aways, Zen will handle it.
Moving on, Coach gave us a review for what was discussed last week. Group 7
for the topic on differentiation and Group 6 for the positioning statement.
Next is the review of 10 Step on Marketing Plan.
The Part 1, which was presented by Coach last week, to mention:
1. Identify your target.
2. What do they need.
3. What are their choices.
4. Where is the opportunity.
5. How big is the market.
For the Part 2 ( Stages 6 – 10)
6. Product – product description – describe the physical features of the product,
specification, and attributes of the product.
7. Price – get prices of your product, creatively compare your product vs
competitor, conclude on what pricing strategy is being used.
8. Promo – describe what you propose to do
Mass Communication – Sales Promo
Advertising
Public Relation
Win/Events/Experiences ( like what we will do next
week: Marketing Forum)
Personal Communication – Direct Marketing
- Interactive
- Personal Selling
- Direct Selling
You may also provide your sample and show the competitor’s sample.
9. Place – where is your product available, nationwide or in key areas only
and mention the method of delivery.
10. Generic Winning Strategy Mix
Low cost producer
Supply and distribution leverage
Differentiation
Niche
Again, you may follow this link for viewing of the presentation: http://www.hypermarketing2.com/p/free-file-downloads.html
Next discussion, Coach reminds us for our assigned chapter/s. Some of the tips he gave:
Focus on you chapter
Read the questions.
Must be a good question maker.
Post the concept to the questions.
Download the template on SlideShare
Guide on how to do your assigned chapter/s:
Download the template.
Use this downloaded template.
Create 10 questions and answers
Send via email to:vcoachclass@gmail.com
Post in your blog.
Go to your classmates to review the concept test.
Coach also reviewed us again on how to make the 10 questions:
Examples: Fill in the blanks
Statements are true except
Should be relevant and interesting
Have 5 answer choice that maybe “possible answer
Reminder: This is due 2 weeks from now.
Coach also guide us to the steps on learning excellence:
Objective is enhanced learning.
Leverage value of Marketing Concepts.
Review for Concept Test.
Enhance Marketing Mastery.
Score well in the midterm/finals.
Promote blog ( drive traffic to your blog)
Coach started discussing our own Personal Marketing Plan, specifically our
20 Year Marketing Plan. The most important brand to us is ourselves hence we
should create a team based on us. Make you vision/mission-personal and really
identifiable to you. Winning means doing 7 roles well daily. Follow the 13steps
to Powerful Presentation. Coach showed us his own Personal Marketing Plan
to give as an idea.
Reminder: This is due September 2.
The class extend time to discuss again some details for the Marketing Forum.
Please post your updates through the FB Discussion Board.
It ended with a “good luck” for all of us for next week .
Saturday, August 14, 2010
Inception: Creating Lifelong Positioning Statements for Personal Brands, Session 4 Summary
Marketing Forum in 2 Weeks? Possible with 10 Step Marketing Plan!
By: Rose Mendoza (Group 4)
The August 13 Marketing Management session started with Groups 6 & 7 presenting their assigned topics for Building Brands. Group 7 reported on the topic, “Competing with Value-based Companies” while Group 6 handled “Writing a Positioning Statement”.
Group 7 noted that for companies to be able to compete well against those which offer “more for less”, additional twists may be adopted for the existing differentiation and execution imperatives.
In this regard, Coach drew a diagram on the board with two (2) relevant variables: quality and price to be referred in comparing the position of a company or its competitors in the market. He noted that there are companies who are pricing their products or services more than the quality they offer. He labeled these companies as “Ripping Off Consumers Companies” while those companies who price their products or services less than the actual quality, are labeled as “Value-based Companies”. He further emphasized that there are actually segments in the market who would be satisfied by “less”. Sometimes, “more” doesn’t mean better, and “less” is what customers actually need and are looking for in product and service offerings. He gave examples such as the evolution of the Sony walkman from bulky components with huge speakers to portable music device. He stressed that Sony recognized the real needs of its walkman customers who just love to listen to music. It did let go of other nonessentials and focused on how to meet customer demands. As we all know, it turned out to be a huge success on their part. Another related example is that of RyanAir which prides itself of very low cost flights from one point to another. It does however, earn from charging other services which is likewise quite striking!
The next topic, “Writing a Positioning Statement” was presented by Group 6. To be able to write a great positioning statement the following elements must be present: target market, brand/concept, and point of difference.
Coach clarified to the class that a tagline is just an execution of a positioning statement. And just like an elevator statement, a positioning statement is how you would want to be understood by your target market in a way that you could communicate to them the point of difference that will make your product or service stand-out from competition.
He reiterated that more than any other brand, the most important brand to us is ourselves. He gave the students’ LinkedIn elevator speeches as examples. He asked us to rewrite our elevator speeches within five minutes and compare those with what we have already posted. Here are the V52’s Revised Elevator Speeches:
Mel – Area Manager who runs the day-to-day operations of a chain of bakeshops and finds ways to make the operations more productive;
Marose – Provides financial solutions and data requirements to the sales force;
Nicole – Coordinates with government agencies and various organizations for conflict resolution trainings to learn mediation as an alternative dispute resolution method;
Andrei – Motivating and training individuals, corporate people and entrepreneurs thru the Andrei John Cantilleps Solutions in holistic approach;
Lea – Accountant who offers personalized service with honesty and integrity;
Rose – A partner in molding and enriching young Bulakenos to become highly competitive and ethical business professionals through value-adding finance concepts and applications;
Ryan – Expert researcher on CSR and governance at AIM; Quality is guaranteed;
Cecil – Providing value-based information to top shareholders of companies listed abroad at Thomson Reuters;
Israel – Sales and marketing specialist for manufacturing and advertising companies;
Tanya – Provides excellent employment opportunities to Finance and Accounting individuals interested to be part of a global investment bank;
Berly – An employee in Sykes Asia Company and a student in AGSB;
Martin – One of the few good men you can see in government service;
Macky – 6 years of HR experience in IBM. Ensures that employee needs are met with high expectations;
Macy – A student studying in Ateneo, taking an MBA course; As a Chinese Customer Support Associate and telemarketer for 3 years, I am good at providing satisfying service to our customers;
Grace – Provides decision-makers with analytical support to achieve optimal balance between risk management and business strategy;
Allan – Provides quality analysis for companies through Six Sigma and business systems;
Tons – Helps food companies to create first-class food safety procedures that can provide quality product to every consumer;
Leeyhan Frank – ensures relationship management between BPI existing and new clients by emphasizing on customer satisfaction;
Noel – Provides global and innovative business and financial solutions to diverse clients;
Mark – Wait for it…True Story;
Maritess – Provides general accounting services to BPO companies through account analysis and task execution;
Lesley – An architect that has worked on both sides of the coin: as a designer, dealing with space planning and “creating dreams” and as a contractor, in-charge of implementation and of “making dreams a reality.” With 6 years of working experience in both design and construction. I am the youngest and the first female project manager of Datem Inc., a major construction company in the Philippines.
Nikki – Passionate practitioner of HR services to client’s contributing teamwork, collaboration and process improvements to client’s services;
The discussion was directed to Coach’s presentation of the 10 Step Marketing Plan. You may follow this link for viewing of the presentation: http://www.hypermarketing2.com/p/free-file-downloads.html
Moving on the expected Marketing Forum of the V52 Class, Coach led us to a process in which we could actually make use of the 10 step marketing plan in our very own class project. We have identified that the forum’s target are students of AGSB specifically those who are enrolled in a marketing class and those who are enrolled on a Friday class. Other market would be those who are interested on the topic and those who would be required for attendance. As for the need that must be addressed by the forum, these are basically the need for information from very good speakers, marketing experiences, break from class, networks, free food, certificates, and raffles. Competitors of the forum were likewise identified which include the regular classes, Powerplant, gimmick night, and rest/home. The Marketing forum would then have to offer some things better than competition which would enable us to be chosen amidst the number of options. These would be our points of difference which could revolve around the value-adding speaker and information that may be gained from the activity.
Next is the discussion on the determination of specific tasks that must be accomplished, streamlining of speakers who may be invited, finalization of the forum theme and schedule which is August 27, assignment of buddy tasks, and reminders on task updates through the FB Discussion Board.
The night ended with high hopes on the Marketing Forum. Indeed, it is a Marketing Plan in action!
By: Rose Mendoza (Group 4)
The August 13 Marketing Management session started with Groups 6 & 7 presenting their assigned topics for Building Brands. Group 7 reported on the topic, “Competing with Value-based Companies” while Group 6 handled “Writing a Positioning Statement”.
Group 7 noted that for companies to be able to compete well against those which offer “more for less”, additional twists may be adopted for the existing differentiation and execution imperatives.
In this regard, Coach drew a diagram on the board with two (2) relevant variables: quality and price to be referred in comparing the position of a company or its competitors in the market. He noted that there are companies who are pricing their products or services more than the quality they offer. He labeled these companies as “Ripping Off Consumers Companies” while those companies who price their products or services less than the actual quality, are labeled as “Value-based Companies”. He further emphasized that there are actually segments in the market who would be satisfied by “less”. Sometimes, “more” doesn’t mean better, and “less” is what customers actually need and are looking for in product and service offerings. He gave examples such as the evolution of the Sony walkman from bulky components with huge speakers to portable music device. He stressed that Sony recognized the real needs of its walkman customers who just love to listen to music. It did let go of other nonessentials and focused on how to meet customer demands. As we all know, it turned out to be a huge success on their part. Another related example is that of RyanAir which prides itself of very low cost flights from one point to another. It does however, earn from charging other services which is likewise quite striking!
The next topic, “Writing a Positioning Statement” was presented by Group 6. To be able to write a great positioning statement the following elements must be present: target market, brand/concept, and point of difference.
Coach clarified to the class that a tagline is just an execution of a positioning statement. And just like an elevator statement, a positioning statement is how you would want to be understood by your target market in a way that you could communicate to them the point of difference that will make your product or service stand-out from competition.
He reiterated that more than any other brand, the most important brand to us is ourselves. He gave the students’ LinkedIn elevator speeches as examples. He asked us to rewrite our elevator speeches within five minutes and compare those with what we have already posted. Here are the V52’s Revised Elevator Speeches:
Mel – Area Manager who runs the day-to-day operations of a chain of bakeshops and finds ways to make the operations more productive;
Marose – Provides financial solutions and data requirements to the sales force;
Nicole – Coordinates with government agencies and various organizations for conflict resolution trainings to learn mediation as an alternative dispute resolution method;
Andrei – Motivating and training individuals, corporate people and entrepreneurs thru the Andrei John Cantilleps Solutions in holistic approach;
Lea – Accountant who offers personalized service with honesty and integrity;
Rose – A partner in molding and enriching young Bulakenos to become highly competitive and ethical business professionals through value-adding finance concepts and applications;
Ryan – Expert researcher on CSR and governance at AIM; Quality is guaranteed;
Cecil – Providing value-based information to top shareholders of companies listed abroad at Thomson Reuters;
Israel – Sales and marketing specialist for manufacturing and advertising companies;
Tanya – Provides excellent employment opportunities to Finance and Accounting individuals interested to be part of a global investment bank;
Berly – An employee in Sykes Asia Company and a student in AGSB;
Martin – One of the few good men you can see in government service;
Macky – 6 years of HR experience in IBM. Ensures that employee needs are met with high expectations;
Macy – A student studying in Ateneo, taking an MBA course; As a Chinese Customer Support Associate and telemarketer for 3 years, I am good at providing satisfying service to our customers;
Grace – Provides decision-makers with analytical support to achieve optimal balance between risk management and business strategy;
Allan – Provides quality analysis for companies through Six Sigma and business systems;
Tons – Helps food companies to create first-class food safety procedures that can provide quality product to every consumer;
Leeyhan Frank – ensures relationship management between BPI existing and new clients by emphasizing on customer satisfaction;
Noel – Provides global and innovative business and financial solutions to diverse clients;
Mark – Wait for it…True Story;
Maritess – Provides general accounting services to BPO companies through account analysis and task execution;
Lesley – An architect that has worked on both sides of the coin: as a designer, dealing with space planning and “creating dreams” and as a contractor, in-charge of implementation and of “making dreams a reality.” With 6 years of working experience in both design and construction. I am the youngest and the first female project manager of Datem Inc., a major construction company in the Philippines.
Nikki – Passionate practitioner of HR services to client’s contributing teamwork, collaboration and process improvements to client’s services;
The discussion was directed to Coach’s presentation of the 10 Step Marketing Plan. You may follow this link for viewing of the presentation: http://www.hypermarketing2.com/p/free-file-downloads.html
Moving on the expected Marketing Forum of the V52 Class, Coach led us to a process in which we could actually make use of the 10 step marketing plan in our very own class project. We have identified that the forum’s target are students of AGSB specifically those who are enrolled in a marketing class and those who are enrolled on a Friday class. Other market would be those who are interested on the topic and those who would be required for attendance. As for the need that must be addressed by the forum, these are basically the need for information from very good speakers, marketing experiences, break from class, networks, free food, certificates, and raffles. Competitors of the forum were likewise identified which include the regular classes, Powerplant, gimmick night, and rest/home. The Marketing forum would then have to offer some things better than competition which would enable us to be chosen amidst the number of options. These would be our points of difference which could revolve around the value-adding speaker and information that may be gained from the activity.
Next is the discussion on the determination of specific tasks that must be accomplished, streamlining of speakers who may be invited, finalization of the forum theme and schedule which is August 27, assignment of buddy tasks, and reminders on task updates through the FB Discussion Board.
The night ended with high hopes on the Marketing Forum. Indeed, it is a Marketing Plan in action!
Saturday, August 7, 2010
The BRAND called YOU
Session 3: The BRAND called YOU
By Tanya Labrador
The August 6 session was mostly about the basic concepts of Branding, of which discussions revolved around the presentations made by the first 5 groups. Coach and the class critiqued the presentations and reporters based on the 13 Steps to Powerful Presentation and gave additional input to topics discussed by each group for a more insightful discussion.
On branding equity and value, coach shared and reiterated the difference between the two.
Brand equity is the "symbol/ representation that tells you all that". For example, a question posed to the class was "Why do we go to McDonald's?" Reasons vary, such as, "it's something that we trust" or "something that we have connection with".
e.g "Ateneo" brand adds equity to you.
Equity answers the question to "if you put a brand to something, how much will it cost?" This now contributes to the value of a brand.
However, brand equity doesn't just mean having a good and positive brand. Decreasing brand equity can mean having a negative brand as well especially if there's bad association with the brand.
Brand value, on the other hand, is "something more to the total of the brand". It's what people actually are willing to pay for your company and is determined by the market.
Why do we put brands? - It's what makes you "different" to minds of consumers
This "difference" is very much related to the assignment for next week (August 13) which is creating our very own brand as the most important brand mentioned by coach is "YOU".
Assignment 1: The Brand Called "YOU".
Objective of the assignment is building equity on "your name/s" by making full use of personal brand through creating your niche in the Internet.
Tasks:
1. Create an account/ profile at Linkedin.com.
2. Make a marketing oriented Linkedin profile.
3. Put "desirable" things about you that prospective customers/ employers/ companies would be interested to find out about you.
Elements of a good Linkedin profile:
1. Photo: Has recent, professional, smiling, colored picture (wearing business attire)
* Avoid posting photos of you being with someone in the pic
* Not college or highschool photo please
2. Connections: Should have strong connections (more professional connections/ contacts the better)
3. Recommendations: Get at least 3 recommendations from connections/ people you have worked with
* What people say about you adds value to you
* Shows perspective of where recommendation is coming from
4. Elevator Speech: Summary
* Put in summary part a short description of what your work is all about for brand positioning
Additional tasks/ reminders:
1. Decide what industry you are in and how you will make yourself relevant to the market that has demand for someone like you.
2. Customize URL to easily direct others to your profile.
3. Put title and company in work history/ employment background (this will project and give value to your brand).
4. Put measurable tasks/ achievements.
5. Description of tasks and responsibilities should be in present tense for your present company.
6. And previous companies should be in past tense (action-oriented).
7. Post customized URL (personal linkedin link) to FB Discussion Board under Linkedin Profiles after a short summary about you.
Example:
20 years Creating Breakthrough Hypermakerting Solutions for Companies and Individuals
http://ph.linkedin.com/in/josephdeungria
IMPORTANT REMINDER: No need to do individual chapter homework for next week (Q&A Presentation)! Reporting for this will be move to the following week after August 13 but still read assigned chapters of the book.
Assignment 2: Plan for the MARKETING FORUM
Instead of submitting an individual Marketing Plan, we will have a live application wherein we will organize a Marketing Forum as a class.
The marketing forum will happen on August 27/ September 3 (already), between 6pm – 8:30 pm so planning is a critical task for everyone.
On August 13, the class will have a planning workshop for the forum so each group is assigned to submit the following before the class:
1. Determine 2 speakers (most likely will be available on those dates)
a. Include position/ title
b. Company
c. Experiences
2. Theme of the forum (based on speakers)
3. How do we promote the event (promotional materials)?
Post group answers in FB (coach will create topic for this) but individual suggestions (in the above format) are welcomed as well.
Tanya 
Sunday, August 1, 2010
Session 2: 2M2M
by Zennia Davantes and Allan Ray Enriquez (Group 2)
With lack of a better word, I entitled our Session 2 as 2M2M (Too Many Too Mention). So our group (Group 2) is tasked to give the class a reminder and recap of what had happened last session.
Recap of Session 1 Assignment
Coach mentioned that some of the class haven't done Tasks 1 to 12 as mentioned here: Navigate Successfully On-Line (click link). So if you have missed this, please go directly to HyperMarketing 2.0 and click on the HyperMap tab to see the tasks.
Also, please do not forget to forget to follow our blog: v52marketing.blogspot.com and HyperMarketing 2.0. If you have a GMail account (which you should have by now) it would just be a breeze following the blog. Just go the website (click on the links of our class blog and HyperMarketing), look for the Followers in any of the sidebars of the blog or website and click on follow (in this case, both websites have Followers on the right sidebar. If successful, you will see your profile picture (no, not from Facebook) from Blogspot. If no picture came out but you see your name as you place your cursor on the latest follower, then you should visit your Blogspot account and add your picture.
Next, follow vCoach fanpage in Facebook (I think you're more okay with this). Just go to the fanpage: vCoach and click Like just beside the fanpage name.
That's a mouthful! Now, let's proceed with the other things happened. Thanks to Zen (Zennia Davantes) who made a comprehensive recap of what happened.
====
V52 Markma Class
July 30, 2010
August 6 Assignment:
Group Assignment
Group 1: Left column of Breakthrough Marketing
Group 2: Right column of Breakthrough Marketing
Group 3: The Brand Value chain
Group 4: Group valuation
Group 5: Table 10.2: Judging Desirability…
Group 6: Writing a positioning statement
Group 7: When Your Competitor Delivers More For Less
Instruction:
1. Make 2 or 3 slide summary of the content, no longer than 3 slides and can be presented in 5 minutes.
2. Use 13 Steps to Powerful Presentation as reference for the format.
3. Post the link of your presentation in FB discussion board: Building Brands.
a. To post the link, copy the URL of your presentation to the FB discussion board.
b. Put the Title of your assigned topic and group number, followed by the link of your presentation
4. Post the group report in the individual blog and on facebook.
Individual assignment:
1. Choose a local recent brand that you think is doing well in the market.
2. Discuss in 3-5 sentences why it is a good brand. Make it specific.
3. Post the answer on the FB discussion board.
4. Put a link to the brand's site / URL on your post.
August 13 Assignment:
Chapter Q&A Presentation:
1. Each student is assigned to present one chapter each.
2. Make 10 questions based from the chapter assigned to you.
a. You can do multiple choices wherein choices are all possible answer to the question.
b. You can create question in "which is true or which is false" format.
c. For more examples, Search" Learning by Coaching" slides in slideshare or hypermarketing.com
3. As reference, each question should be followed by the slide the question was based from.
a. You may use look for Kotler's older edition slide in slide share; or
b. You may use the printed slides of Kotler's book distributed last meeting.
Lessons:
Communicating Effectively: 13 Steps to Powerful Presentations (ppt is searchable in slideshare)
1. Use the cover page as the executive summary
a. Cover page is first and last page of presentation:
b. Present it twice – start and end
c. Subtitle allows you to complete the idea, a summary of the presentation
d. Coverpage elements
i. Descriptive
ii. Presentors' names
iii. Dates
iv. Etc.( see the link)
e. Last slide should finish with your 1 big idea
2. Use a descriptive outline
a. Introduce what you will say (outline)
b. Say it (Body)
c. Conclusion
d. Summary
3. Follow 7x7 rule
a. Less than 7 lines, less than 7 words per line ( it forces you to summarize your ideas and emphasize on your points)
i. Avoids clutter
ii. Allows emphasis on key ideas
4. Make the title line speak (Top Red Line = Complete idea)
a. Use the mouse as cursor because its steady, instead of the pointer
b. Don't cross the projector and make sure not to block the screen/lcd
c. It is important to put complete idea in the title line
i. The discipline for communication is to start with big yellow circle if that's the message you want them to retain in their mind
5. Use combination of text and pictures
a. Extra effort is worth it
b. Don't put moving pictures because it distracts.
c. Don't superimpose pictures as it may reduce readability
i. Separate text and pictures
6. Use an all-occasion format
a. Don't be a victim of differences in projector capability, lighting conditions
b. Format – white backgrounds always work! (Title = 36)
i. Other points see the link
7. When in doubt? Don't
a. Leave out details you don't understand
b. Avoid errors and controversies
8. Use Diagrams to… (see the link)
a. diagrams explain better
b. can tell a story
c. simplify concepts
d. shows relationships
9. Use pictures and printscreens with annotated text
a. Cite screenshot to support your presentation
b. Annotations help emphasize key points
10. Too many details don't add value. They confuse
a. Make it clear, simple, focused
b. When its 3 column or more, color code it
11. Use numbered guideposts above Title Lines and in page separators
a. Show audience where you are in the presentation
12. Don't be too serious. Use humor when appropriate
13. Lead audience to more info (put a website or resource link)
Who benefits from Powerful presentation?
1. Your audience
2. You
3. Interested stakeholders
Is effective communication part of marketing? Yes.
Marketing story:
In Marketing you have 3 Cs:
1. Customer: Satisfy Needs and wants and needs. If it's satisfied then there will be repeat sales
2. Competition: Market share
3. Company:Sales and Profits
7 task of marketing
1. Plans
2. Capture insights
3. Connect with tem
4. Shape your market offering
5. Deliver and communicate value
6. Connect using strong brands
7. So that you can build long term growth
When there's a gap, there is a market opportunity
4 steps in addressing market opportunities
1. Determining total market size
a. Big to matter, small to handle
2. Divide into market segments
a. Similar needs, wants expectation
3. Choose primary target market
a. Focus limited resources
i. To hit your PTM, adjust your marketing mix
ii. Some PTMs, require different mix
iii. Some needs price adjustment from time to time
1. Aim well as your competitors are targeting the same.
4. Position
a. Use 4 Ps
Marketing communication:
1. Features
2. Advantage benefits
3. Companies satisfying customer wants
Consider company when analyzing opportunities
5 Industry Forces in Analyzing Competition
1. Power of suppliers
2. Customers
3. Barriers to entry
4. Substitution
5. Competition reaction
Consider Environment in analyzing competition
1. Internal –SW
2. External – OT
Four Generic Winning Strategies
1. Low cost producer
2. Differentiate
3. Supply and distribution leverage
4. Niche
21st century marketing is always changing. Customers have so many needs. They are demanding. And there are greater competitions in the market.
To manage demand, focus on 5 things that matter to the customers
1. Segment
2. Target position
3. Position with brands
4. Manage communication holistically
7 tasks of holistic marketing
1. Developing plans
2. Capturing insights about customers
3. Connecting with customers
4. Building strong brands
5. Shaping the market offering
6. Communicate and Delivering the value
7. (See the link)
====
Now if it's a little bit wordy and like I said, too many to even read it, if you missed out last meeting just click on the Slideshare link to see the 13 Steps to a Powerful Presentation and Marketing.
Also, it is advisable to remember the Marketing Model as we did an exercise in the last part of the session and drew the marketing model to better remember what Marketing is. So what is Marketing?
Hopefully by this time, you got the hang of it and if you still have questions, let us know and we hope to help each other out.
With lack of a better word, I entitled our Session 2 as 2M2M (Too Many Too Mention). So our group (Group 2) is tasked to give the class a reminder and recap of what had happened last session.
Recap of Session 1 Assignment
Coach mentioned that some of the class haven't done Tasks 1 to 12 as mentioned here: Navigate Successfully On-Line (click link). So if you have missed this, please go directly to HyperMarketing 2.0 and click on the HyperMap tab to see the tasks.
Also, please do not forget to forget to follow our blog: v52marketing.blogspot.com and HyperMarketing 2.0. If you have a GMail account (which you should have by now) it would just be a breeze following the blog. Just go the website (click on the links of our class blog and HyperMarketing), look for the Followers in any of the sidebars of the blog or website and click on follow (in this case, both websites have Followers on the right sidebar. If successful, you will see your profile picture (no, not from Facebook) from Blogspot. If no picture came out but you see your name as you place your cursor on the latest follower, then you should visit your Blogspot account and add your picture.
Next, follow vCoach fanpage in Facebook (I think you're more okay with this). Just go to the fanpage: vCoach and click Like just beside the fanpage name.
That's a mouthful! Now, let's proceed with the other things happened. Thanks to Zen (Zennia Davantes) who made a comprehensive recap of what happened.
====
V52 Markma Class
July 30, 2010
August 6 Assignment:
Group Assignment
Group 1: Left column of Breakthrough Marketing
Group 2: Right column of Breakthrough Marketing
Group 3: The Brand Value chain
Group 4: Group valuation
Group 5: Table 10.2: Judging Desirability…
Group 6: Writing a positioning statement
Group 7: When Your Competitor Delivers More For Less
Instruction:
1. Make 2 or 3 slide summary of the content, no longer than 3 slides and can be presented in 5 minutes.
2. Use 13 Steps to Powerful Presentation as reference for the format.
3. Post the link of your presentation in FB discussion board: Building Brands.
a. To post the link, copy the URL of your presentation to the FB discussion board.
b. Put the Title of your assigned topic and group number, followed by the link of your presentation
4. Post the group report in the individual blog and on facebook.
Individual assignment:
1. Choose a local recent brand that you think is doing well in the market.
2. Discuss in 3-5 sentences why it is a good brand. Make it specific.
3. Post the answer on the FB discussion board.
4. Put a link to the brand's site / URL on your post.
August 13 Assignment:
Chapter Q&A Presentation:
1. Each student is assigned to present one chapter each.
2. Make 10 questions based from the chapter assigned to you.
a. You can do multiple choices wherein choices are all possible answer to the question.
b. You can create question in "which is true or which is false" format.
c. For more examples, Search" Learning by Coaching" slides in slideshare or hypermarketing.com
3. As reference, each question should be followed by the slide the question was based from.
a. You may use look for Kotler's older edition slide in slide share; or
b. You may use the printed slides of Kotler's book distributed last meeting.
Lessons:
Communicating Effectively: 13 Steps to Powerful Presentations (ppt is searchable in slideshare)
1. Use the cover page as the executive summary
a. Cover page is first and last page of presentation:
b. Present it twice – start and end
c. Subtitle allows you to complete the idea, a summary of the presentation
d. Coverpage elements
i. Descriptive
ii. Presentors' names
iii. Dates
iv. Etc.( see the link)
e. Last slide should finish with your 1 big idea
2. Use a descriptive outline
a. Introduce what you will say (outline)
b. Say it (Body)
c. Conclusion
d. Summary
3. Follow 7x7 rule
a. Less than 7 lines, less than 7 words per line ( it forces you to summarize your ideas and emphasize on your points)
i. Avoids clutter
ii. Allows emphasis on key ideas
4. Make the title line speak (Top Red Line = Complete idea)
a. Use the mouse as cursor because its steady, instead of the pointer
b. Don't cross the projector and make sure not to block the screen/lcd
c. It is important to put complete idea in the title line
i. The discipline for communication is to start with big yellow circle if that's the message you want them to retain in their mind
5. Use combination of text and pictures
a. Extra effort is worth it
b. Don't put moving pictures because it distracts.
c. Don't superimpose pictures as it may reduce readability
i. Separate text and pictures
6. Use an all-occasion format
a. Don't be a victim of differences in projector capability, lighting conditions
b. Format – white backgrounds always work! (Title = 36)
i. Other points see the link
7. When in doubt? Don't
a. Leave out details you don't understand
b. Avoid errors and controversies
8. Use Diagrams to… (see the link)
a. diagrams explain better
b. can tell a story
c. simplify concepts
d. shows relationships
9. Use pictures and printscreens with annotated text
a. Cite screenshot to support your presentation
b. Annotations help emphasize key points
10. Too many details don't add value. They confuse
a. Make it clear, simple, focused
b. When its 3 column or more, color code it
11. Use numbered guideposts above Title Lines and in page separators
a. Show audience where you are in the presentation
12. Don't be too serious. Use humor when appropriate
13. Lead audience to more info (put a website or resource link)
Who benefits from Powerful presentation?
1. Your audience
2. You
3. Interested stakeholders
Is effective communication part of marketing? Yes.
Marketing story:
In Marketing you have 3 Cs:
1. Customer: Satisfy Needs and wants and needs. If it's satisfied then there will be repeat sales
2. Competition: Market share
3. Company:Sales and Profits
7 task of marketing
1. Plans
2. Capture insights
3. Connect with tem
4. Shape your market offering
5. Deliver and communicate value
6. Connect using strong brands
7. So that you can build long term growth
When there's a gap, there is a market opportunity
4 steps in addressing market opportunities
1. Determining total market size
a. Big to matter, small to handle
2. Divide into market segments
a. Similar needs, wants expectation
3. Choose primary target market
a. Focus limited resources
i. To hit your PTM, adjust your marketing mix
ii. Some PTMs, require different mix
iii. Some needs price adjustment from time to time
1. Aim well as your competitors are targeting the same.
4. Position
a. Use 4 Ps
Marketing communication:
1. Features
2. Advantage benefits
3. Companies satisfying customer wants
Consider company when analyzing opportunities
5 Industry Forces in Analyzing Competition
1. Power of suppliers
2. Customers
3. Barriers to entry
4. Substitution
5. Competition reaction
Consider Environment in analyzing competition
1. Internal –SW
2. External – OT
Four Generic Winning Strategies
1. Low cost producer
2. Differentiate
3. Supply and distribution leverage
4. Niche
21st century marketing is always changing. Customers have so many needs. They are demanding. And there are greater competitions in the market.
To manage demand, focus on 5 things that matter to the customers
1. Segment
2. Target position
3. Position with brands
4. Manage communication holistically
7 tasks of holistic marketing
1. Developing plans
2. Capturing insights about customers
3. Connecting with customers
4. Building strong brands
5. Shaping the market offering
6. Communicate and Delivering the value
7. (See the link)
====
Now if it's a little bit wordy and like I said, too many to even read it, if you missed out last meeting just click on the Slideshare link to see the 13 Steps to a Powerful Presentation and Marketing.
Also, it is advisable to remember the Marketing Model as we did an exercise in the last part of the session and drew the marketing model to better remember what Marketing is. So what is Marketing?
Hopefully by this time, you got the hang of it and if you still have questions, let us know and we hope to help each other out.
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