3.- Product Definition, Part 2

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来自 IESE Business School 的课程

Marketing: Customer Needs and Wants

171 个评分

IESE Business School

Marketing: Customer Needs and Wants

171 个评分

课程 3（共 5 门，Specialization Foundations of Management）

Understanding who your customers are and what they need and want is at the heart of successful marketing strategies. In this course you will explore how to identify and classify customers and the different methods that marketing professionals use to shed light on how they make purchase decisions. The course will cover the following: 1. Marketing Fundamentals 2. Product, Pricing and Channel Decisions 3. Building Strong Brands 4. Communication Strategy

从本节课中

Week 2: Product, Pricing & Channel Design

It’s hard to remember what the world was like before iPods, iPhones and iPads. But when Apple released the first iPod in 2001, it was not an automatic blockbuster. The product was great, but it took a lot of marketing savvy to set it on it’s successful path. All companies – whether selling electronics, gastronomic experiences, or credit cards – need to worry about making product, pricing and channel decisions. In this second session, we will explore what a product really is, how to estimate its demand and manage it. In addition, we’ll discuss the fundamentals of pricing, channel design and channel management. Objective: To gain an understanding of what a product really is, how to manage pricing and make decisions about channels.

1.- Week 2 Intro2:55

2.- Product Definition, Part 17:19

3.- Product Definition, Part 23:57

4.- Estimating Product Demand, Part 14:57

5.- Estimating Product Demand, Part 24:16

6.- Managing Products, Part 13:53

7.- Managing Products, Part 25:14

8.- Managing Products, Part 33:29

9.- Pricing Fundamentals, Part 15:28

10.- Pricing Fundamentals, Part 24:46

11.- Pricing Fundamentals, Part 33:35

12.- Pricing Fundamentals, Part 45:07

13.- Pricing Fundamentals, Part 54:18

14.- Channel Design, Part 14:20

15.- Channel Design, Part 27:32

16.- Channel Management7:58

17.- Week 2 Recap1:21

与讲师见面

Mario Capizzani
Lecturer
Marketing

[MUSIC]

So let's move away from the realm of consumer electronics and

see how you might go about augmenting a product in a complete different context.

Let's take the case, for example,

of a restaurant and in particular the case of El Bulli.

For those of you that do not know El Bulli, El Bulli was the restaurant voted

the best top restaurant in the world for five years by top connoisseurs and

chefs, international chefs that vote for this particular prize.

Now the restaurant was run by Ferran Adria, the famous chef.

And part of what the customer is paying for

coming to this restaurant is to be able to come to see the master, himself.

The creator of that kind of food, called molecular gastronomy,

that consists of surprising customers through small tapas or portions or

rations of food that are completely unexpected to what they look or

how you may have expected to look once you put them in your mouth.

Molecular gastronomy is part of what you're paying to come to El Bulli.

Right.

What else is part of the service?

What are you actually buying, and

why would you be paying anywhere from 300 to 400 Euros to sit at this table?

If you're lucky.

Because the restaurant had over 1.5 million reservation attempts at it's peak,

the year before it closed down a few years back.

Part of why you come is also the experience of seeing the kitchen where

a bunch of professionals, in fact, there were so many of them there were,

in fact more than the people actually sitting down to eat at the restaurant,

are working and preparing your next phenomenal dishes.

To see them work and work almost with the discipline of a military regime was

another part of the experience and is part of why you come over here.

In addition is where the restaurant is placed.

It is located in a remote village up in the north of Spain,

in the north of Catalonia, called Rosas.

Rosas is a phenomenal beach as you can see in the picture.

Very close to the French border.

So part of what you're really paying for

is to be able to come over here for a weekend.

There is no easy access to the restaurant, so

people have to come and most likely spend the night in a hotel,

after they have enjoyed their five to six hour dinner experience.

But that's not the end of it.

What else are you really paying?

Why were there so many million reservation attempts when he

can only fit anywhere between 50 to 60 people dining at the restaurant on

any particular night during the only six months of the year in which it was open?

Well, part was to meet the master himself.

Ferran Adria, know as the father of molecular gastronomy and

the most famous chef in the world until today.

That is also part of how you might go about augmenting the experience.

And obviously the scarcity of a table at the restaurant

makes it particularly exhilarating to be able to get a seat over there.

You can imagine when the value process creation begins and

ends for this kind of experience.

In this particular case, in the case of an experience,

the actual value begins much before.

If you managed to have gotten a table at the place where value would be telling

every one of your colleagues at the office that you'll be going to Rosas and you have

a table at El Bulli and you will finish much afterwards through a recollection of

the memories of some of the experiences that you have gone through.

[MUSIC]

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