After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix. Your analysis will focus on Tesla Motor's and the launch of their Model X automobile. After making decisions regarding each of the four P's in peer graded exercises, you will prepare a final presentation for the launch of the car.
Idenifying your touchpoints.
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来自 IE商学院 的课程
Marketing Mix Implementation Capstone
27 评分
从本节课中
Brand and product management decisions
In this module you will apply the theory you have learned from the Brand and Product Management course to the Tesla Motors case study. After an introduction to the module from the professor, we recommend that you review some of the key lectures from the Brand and Product Management course. Finally, you will be able to check your understanding of the current situation in a practice quiz and make decisions about the Model X in the peer graded assignment.
与讲师见面
Ramon Diaz-BernardoAssociate Professor
Marketing
[MUSIC]
Hi, welcome back.
If you remember in the last lecture we learned the touchpoint concept.
In this lecture, you will learn how to identify your brand's touchpoints.
To identify the touchpoints you have to see the process through the eyes of
the target customer segment.
Thus, we have to put on the hat of the customer of our brand.
Let's think of our lemonade customer.
Imagine this scenario.
You and I are walking down the street on a hot summer day.
We meet a friend who is drinking a lemonade and shares how wonderful it is.
We look at the cup, which is very cool, because it looks like the peel of a lemon,
and it actually smells.
Our friend mentions that the lemonade stand is just around the corner.
Immediately, we decide to go over to the stand.
On our way,
we look at some posters on the street that point to the lemonade offering.
Also, as we approach,
we get a push message on our phone offering lemonade nearby.
When we arrive there is a line of people waiting to be served.
I get close to the stand and the person preparing lemonade offers us a trial cup.
It is amazing.
A flavor completely different from any lemonade I've ever tasted before.
As we are queuing we can smell an incredible scent of fresh lemon.
We ca even see the lemons being cut
I noticed other ingredients which are shown with an incredible presentation.
The people preparing the lemonade are impeccably uniformed and
seem awfully clean at least to be preparing lemonade all day.
There is a music that reminds me of a beach or a pool.
It is at the right volume, not too high, not too low.
After ordering, we'll receive our lemonade cups and
he says that there is a full refund if we don't like the lemonade.
Also, as we are about to leave, he offers us a business card, followed by a message.
Remember, if you share your experience on social media, the first one is on us.
The card offer fresh lemonade delivery to her home or office every day of the year.
Let's pause our story here.
Have you been able to identify the touchpoints?
Let's begin with a pre-purchase touchpoints,
which in this case are word of mouth from my friend, the posters on the street,
and the push message on our phones.
The purchase touch points include the location, the decor of a stand,
the music, the product comprised of the actual lemonade and
the cup, the ingredients, and the personnel with their uniform.
The post-purchase touchpoints are the card that he gave us and the loyalty promotion.
Let's look at another example now from a real case study that we consulted for,
the client was a young hotel chain with less than ten hotels throughout Spain.
They had little to none brand awareness.
The team was young, energetic, with lots of enthusiasm.
When asked what was their issue they described that they compete with
other hotels that are in the adequate category and needed some differentiation.
We were appalled.
What does the adequate category mean?
Their team wanted to create a unique and differentiating experience to stand out.
I'm offering an appealing reason to try their brand.
After running some internal workshops and
conducting minor research with guests, we developed a brand strategy.
However, the research yielded issues with specific touchpoints
that prevented clients from returning to the hotel.
Let's look at one family we interviewed.
These are Peter and Ann from Madrid.
They're a young couple in their 30s with 2 young children.
They travel mostly within Spain by car and like to go places where there is much
to do for the kids, but also fun for him and his wife.
They don't expect to spend a lot of time in their room, so he looks for
hotels that have a convenient location, good rates and dependable service.
Would he really appreciate our small extras for the kids and
rooms that feel updated.
They have set their sight on going to Valencia because of the existence of both
beach and the oceanographic site.
Peter asked a colleague form work who had recently visited Valencia and
he recommended a client's hotel.
Peter immediately went online, look at the hotel's website pictures and
once he got approval from Ann, he decided to go ahead and book it.
It took him 45 minutes browsing from a different booking agents to actually make
the reservation.
Because pricing was different in every website which really annoyed him.
Let's fast forward to the actual arrival at the hotel.
After the long drive, Peter and Ann began their check-in process and
the kids were roaming around the lobby playing with the luggage.
Ann got really nervous that they would knock down some vases or
a part of the decor.
One finished the check-in process, they took the elevator up to the rooms,
only to find out that they weren't connecting rooms.
Annoyed, Peter went downstairs and after a long discussion with the reception clerk,
he came up with the keys to connecting rooms.
When they entered the rooms, the decor was updated.
But the bed was hard as wood.
And the bathroom, it had no bath tub for
the kids, and the shower hadn't been updated in a while.
Now let's fast forward again to their departure day.
Early in the morning, they receive an envelope with the bill under the door.
After revising it,
Peter realizes that there were some mini bar charges that weren't there.
He went downstairs to the reception to find a long queue.
During his wait he decided to write a review of the hotel on the internet.
After 15 minutes and a bit of discussion he finally
was able to sort out the bill and complete the checkout process.
Let's pause our story again.
Think of the experience that Peter had.
Can you identify which are the touchpoints?
Notice how with the absence of other research we can also probability
hypothesize where are the bottlenecks to move
this target customer from one phase of the purchase panel to the next one.
Can you guess?
Now that you know how to identify and map touchpoints,
we can begin to work on prioritizing those that are key to the customer experience.
This is the topic of our next lesson.
See you there.
[MUSIC]
