Branding

1. Final Thoughts on Crystal Pepsi
2. Takeaway - What does this case mean for you throughout your time in this class? 

EQ - How is a competitive brand established?

1. Activator - Famous Logo Quiz
2. Active Reading - The Basics of Branding
1. Write questions you have
2. Unknown words
3. Key ideas
4. Summarize after each section
5. Jot notes in the margins
3. Comprehension Questionnaire
4. Project - Your Personal Brand
1. Discussion Questions
1. Should you consider developing a brand for yourself? Explain.
2. Do you currently have any personal branding? Explain
2. Prepare to develop a personal brand
1. In what channels (Place) do you currently have personal branding?
2. Analyze your current branding using SWOT Analysis.
3. Consider your various customer segments.
4. Identify what matters most to these customer segments.
5. Identify your current Marketing Mix.
3.  Development
1. Use the handout to generate ideas for your brand.
2. Show us what you can do.  Do it!
 

 

Crystal Pepsi

 EQ – Why might a product’s marketing mix be flawless yet unsuccessful?

1. Activator: Mistakes
1. What is the biggest mistake you have made?
2. What contributed to you making that mistake?
3. What have you learned following your mistake?
2. Briefing – Constructing Support
3. TPS - (Re)Introducing Crystal Pepsi – Analyze the Marketing Mix – Identify the components of the marketing mix in the ad.
4. Textbook (p. 92-93) – Read and Take Notes
5. “Building a better mousetrap” & “If it ain't broke, don’t fix it” 
6. Information Search - What happened to Crystal Pepsi?
7. Discussion
8. Homework Open Ended – What would you have done differently? Explain why by constructing support.  Feel free to use your notes to help you.
9. TOD - Answer the EQ

Buyer Behavior

EQ – Why is it important to understand buyer behavior when making marketing decisions?

1. Homework check
1.  View the advertisements
2. Discussion
1. Identify the elements of the marketing mix evident from this advertisement.
2. Predict who comprises the target market.
3. Anticipate where this might be accessible to the target market.
4.  Is this an effective ad?  Why or why not?
3. Activator: Chalk Talk – Why do you purchase things?
4. Advanced Organizer Preview* 
5. Advanced Organizer – Vocab & Maslow (Add Opportunity Cost)
6. Maslow and Up
7. Discussion - How does this connect with marketing?
8. DDAP - CLICK HERE 
9. See it in action - Google’s Super Bowl Ad
1. Identify the levels of Maslow's Hierarchy within the ad.
2. Why do you think Google designed its ad this way?
10.  OYO - How this has affected you?
• Think of a time when you purchased something to show support for your favorite team.
• Explain how Maslow's Hierarchy of Needs impacted your purchase.
• Determine your motive for the purchase.
• What was the opportunity cost of your purchase

Marketing Mix and Business Decisions

EQ - How does the marketing mix influence business decisions?

1. Activator - Project Check In
2. Burger King Case Study
1. Using only the case study handout, infer what BK's SWOT analysis may have looked like.
2. People First - What did BK determine the customers wanted? (beyond better fries)
3. Satisfying the Marketing Concept - List the various marketing efforts used in this case study AND explain how these efforts were used to satisfy customer needs and wants.
4. Categorize this list into the 4 Ps
3. TPS Discussion Questions
1. What made BK's marketing plan so effective?
2. How do you know?
4. Marketing Mix Analysis - Identify the elements of the Marketing Mix as seen in this video
5. TPS Discussion Question: What happened that caused Domino's to change the way the company does business?
6. TOD
1. Describe Domino's Target Market
2. What are your thoughts on Domino's plan (a good idea)? Why or why not?

Analyzing the Marketing Mix

EQ – What makes the marketing mix a foundational concept of marketing?

1. Activator: Think Fast (As a Team)
• What are the 4 elements of the marketing mix?
• What is marketing?
• How do the 4 P's fit into marketing?
2. Additional Marketing Mix Notes
1. *Lands End*
2. Pitch A Perfect Game
3. TPS - Analyze the Marketing Mix for Omeletteville
4. OYO - Marketing Mix Analysis - Identify the elements of the Marketing Mix as seen in this video
5. Discussion Question: What happened that caused Domino's to change the way the company does business?
6. TPS - 1/2 sheet:  What are your thoughts on Domino's plan (a good idea)? Why or why not?
7. TOD 
1. How has Domino's used the Marketing Mix to market its new product?
2. How can an NFL football team use the marketing mix to market its product?

Digging Deeper - Meaningful Markets

EQ - How does opportunity cost impact the results of market segmentation efforts?

1. Activator - Sharing Customer Personas
2. Q&A
3. Quiz
4. Assumptions of Market Segmentation
5. Mount Joy WinterFest
1. Overview
2. Identify Market Segments
3. Develop a customer persona
6. What makes a Meaningful Market
1. Practicing identifying a meaningful market
2. Assessing our Winterfest market segments & customer persona
7. Making Sound Marketing Decisions
1. Opportunity Cost
2. 80/20 Principle
8. Assignment - Determine if your Customer Persona depicts a member of a meaningful market.
9. TOD

Customer Persona Part 2

EQ – How do I develop a customer persona?

Students will begin the class by taking a quiz and then will work independently to complete a mini-project.  The lesson outline is as follows:

1.  Revisiting our Mini-Project “Creating a Customer Persona”
2. Collaborative Pairs - Project Based Learning
1. Choose your LEAST favorite SB advertisement.  Define the targeted customer segment.
2. Write a customer persona that may have been used prior to developing the ad.
3. Was the company successful in connecting a potential customer to its products based on the customer persona?  Why or why not?
3. Reflection
1. What was the easiest element of this project?
2. The most difficult?
3. How can Mr. Hill help my group improve?

Methods of Market Segmentation and the Importance of a Customer Persona

EQ - How are methods of market segmentation used to define a target market?

1. Activator - List what you know about a customer persona
2. Inquire - What questions do you have regarding the methods of market segmentation and what you know about customer personas?
3. The Funnel - A visual depiction of the Process of Market Segmentation
4. Read - The Importance of a Customer Persona
5. Highlight elements of the reading that indicate the importance of a customer persona
6. Make notes to help you answer the EQ (bullet points from the text, our class discussions, etc.)
7. TPS - Write what you now Know regarding the EQ

Creating a Customer Persona

EQ – How do I develop a customer persona?

Students will begin the class by taking a quiz and then will work independently to complete a mini-project.  The lesson outline is as follows:

1.      Quiz – Methods of Market Segmentation

2. Mini-Project “Creating a Customer Persona”
1. Please distribute the handout titled “Buyer Persona Example” and ask students to read the top section - ending at “Personal Background”
2. Choose your LEAST favorite SB advertisement.  Define the targeted customer segment.
3. Write a customer persona that may have been used prior to developing the ad.
4. Was the company successful in connecting a potential customer to its products based on the customer persona?  Why or why not?

3.      Project will be due at the beginning of our next class.

Customer Persona Development

EQ - How can a well-developed customer persona benefit a marketing team?

1. Activator - TPS Splashdown: List and describe the 4 methods of market segmentation
2. Discussion - Super Bowl Commercials
1. Your favorites?  Explain.
2. Your least favorites?  Explain
3. Would your parents agree/disagree with your pick?  Why or why not?
4. What one website says - CLICK HERE 
3. Content/Connect
1. How did you feel about Coca Cola's America the Beautiful?
2. Use the methods of market segmentation to identify the customer segment that Coca Cola tried to reach.  Explain.
4. TPS - Customer Persona
1. Describe a "random" member of this customer segment
2. Incorporate the methods of segmentation in this description
5. TOD/Homework
1. Choose your LEAST favorite SB advertisement.  Define the targeted customer segment.
2. Write a customer persona that may have been used prior to developing the ad.
3. Was the company successful in connecting a potential customer to its products based on the customer persona?  Why or why not?