市场营销学第三版Combined_Zuna_Motors_Target_Practice.pdf

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1、Zuna Motors:Target Practice(Case#7)Page 1 of 20 Zuna Motors:Target Practice Case Overview We made a significant investment to develop a new automobile targeted at younger consumers(i.e.,Generation Y).Our sales forecasts have not been met.We are seeing strong buyer response in an interesting demograp

2、hic group Baby Boomers.These unintended consumers now present Zuna Motors with an interesting dilemma.Assuming we got the car correct,our media strategy is not reaching the intended consumers.Assuming we didnt get the car correct in research and development for the younger audience,we did find recep

3、tive buyers in the Baby Boomer market.Can we target these two markets simultaneously?Or,is our research flawed and we must create new products to reach the younger car buyers?We followed our science but we didnt get to the desired destination.Now what?This case can be effectively used to focus a dis

4、cussion on the following topics:Market Segmentation Marketing Research Product Positioning Target Market Aggregation Summary of Stand-In Positions Our newly introduced model is reaching an unintended target market(Baby Boomers).But,it is under-performing in the intended target market(Generation Y).H

5、ow do we respond?Duke Maintain current vehicle and promotion to appeal to Baby Boomers.Develop new product and promotional program for Generation Y buyers.Janeen Maintain current vehicle but vary the promotional program for separate positioning for two market segments:Baby Boomers and Generation Y.M

6、ichael Change the marketing plan to better reach Generation Y.Baby Boomers will continue to be attracted to the product with no specialized marketing effort.Product sells itself to these buyers.Zuna Motors:Target Practice(Case#7)Page 2 of 20 Sequential Presentation of Case Step One:Plan Marketing Pr

7、oblem The North American branch of our international car company researched and developed a specific car model targeted at the U.S.youth market.We havent had any perceived value or sales with this demographic and after significant research efforts,including various rounds of prototyping and focus gr

8、ouping,we designed a car for this segment and poured all of our marketing dollars into it.One year after the launch,almost none of the sales have been within the Generation Y consumers we targeted,but we have been relatively popular with the Baby Boomer generation.What is the best strategic directio

9、n for Zuna Motors to take?How could Zuna Motors re-orient the Marketing Plan to attract more Baby Boomer consumers?How could Zuna Motors re-orient the Marketing Plan to better reach the original target market(Generation Y consumers)?How could Zuna Motors develop a new product that will better reach

10、the original target market(Generation Y consumers)?Data Review Company Documents The case presentation in Marketers Showdown includes five different company documents.A brief overview of these five documents is provided below.1.Zuna X-Spirit Vehicle Comparisons(Scion xB,Hummer H2,Zuna X-Spirit)a.Ove

11、rall Comparisons b.JD Power Manufacturing Quality Ratings c.JD Power Design Quality Rating d.JD Power Mechanical Specifications 2.Press Release Announcing Zunas X-Concept Product Line a.Wide-open doors b.Rugged,flexible interior c.Supports an active life style d.Targets a younger audience e.Focus on

12、 functionality f.Combines the best features of pickup truck and SUV g.Low cost to appeal to younger audience Zuna Motors:Target Practice(Case#7)Page 3 of 20 3.Zuna Specifications Sheet(technical positioning statement)4.Excerpts from Zuna X-Spirit Marketing Plan a.X-based vehicle will be first attemp

13、t to reach a new segment of the population(younger consumers)b.Targeted 80%of sales to 18-34 year old buyers c.Targeted 75,000 unit sales figure d.Combine best features of pickup and SUV e.Geographic focus:entire West Coast,Midwestern University towns,affluent pockets of the East Coast f.Aimed for c

14、ollege-educated buyers g.Active lifestyle consumers h.First to market youth-targeted vehicle in this price range i.Expect quick competitive response j.Create a buzz through media partnerships,on-campus promotions,non-traditional advertising initiatives,and sponsorship with high profile trendsetters

15、in the 18-34 demographic group 5.Zuna Vehicle Sales Overview 1999-2005 a.Declining sales for Concord b.Declining sales for Metro c.Growing sales for Sojourn d.Growing sales for XR-S e.Growing sales for X-Spirit f.Recent introduction of hybrid vehicles g.Most Recent New Introduction(Horizon)sold 42,0

16、00 units in first year h.Zuna Division 56,000 vehicle sales increase in past year Data Review Marketing Concept Documents The case presentation in Marketers Showdown includes three marketing concept documents.A brief overview of these three documents is provided below.1.Market Segmentation Sample a.

17、Customer Characteristics i.Geographic ii.Demographic iii.Socioeconomic iv.Psychographic b.Buying Situations i.Outlet type ii.Benefits sought Zuna Motors:Target Practice(Case#7)Page 4 of 20 2.Levels of Audience Aggregation(Individual or Group Audiences,Niche Markets,Market Segments,Mass Markets and A

18、udience)3.Target Market Selection a.Identifying markets with unfulfilled needs b.Determining market segmentation c.Selecting a market to target d.Positioning through marketing strategies Strategy Generator Students are asked to answer six questions regarding their initial responses or reactions to t

19、he case material presented to this point.Students are acting largely on the content presented in three places:(1)Marketing Problem Internal Memo,(2)the five company documents,and(3)the three marketing concept documents.Student responses to these six questions will suggest a Stand-In character to rep

20、resent their point of view.The specific questions for“Target Practice”are presented below.1.The source of the problem is most likely:a.R&D(research and development)of product b.Marketing plan c.Unpredictability 2.The new strategy should target:a.Baby boomers b.Generation Y c.Both consumers 3.The ove

21、rarching approach should be to:a.Create entirely new plan b.Create dual target plan c.Strengthen current plan 4.The goal of the plan should be to:a.Increase sales b.Reach original target c.Leverage product Zuna Motors:Target Practice(Case#7)Page 5 of 20 5.The new strategy should address:a.Pricing b.

22、Advertising and promotion c.Entire marketing mix 6.The strategy change should be:a.Minimal b.Moderate c.Full-scale Next,students are asked to elaborate on their responses to these six questions.The elaborations can be saved,printed,or emailed.For this case,the elaboration questions are:1.Why is the

23、source of the problem the?2.Why should the new strategy target?3.Why is the overarching approach to?4.is the most important goal because:5.Why is the most important component?6.Why is the appropriate scale?Step Two:Debate Stand-In Selector Marketers Showdown takes the students responses to the above

24、 six questions(not including their short essay elaborations)and matches them with one of three Stand-In characters in the case.Students then watch their chosen advocate explain their recommended strategy to see if they agree with the position advocated.They can also watch the other two positions(and

25、 advocates)to see if they are more supportive of these alternative positions.The three Stand-In characters and their positions are profiled below.Zuna Motors:Target Practice(Case#7)Page 6 of 20 Dukes Position Continue what were doing(the way were doing it)and appeal to Baby Boomers.Weve been tremend

26、ously successful in reaching them with this product.We need to research the reasons for this unplanned success with this target market.I dont want to make any changes that would alienate Baby Boomers away from the X-Spirit.They represent a large block of automotive buyers in their prime earnings yea

27、rs.I want us to develop a brand new model to serve the Generation Y consumer.And,I want a separate marketing effort to support that newly-developed product.Janeens Position I propose a two-tier program.First,we continue to focus on Baby Boomers who have been attracted to the product given our curren

28、t marketing efforts.We then develop a new approach for Generation Y consumers with a focus on outdoor event marketing.Generation Y consumers are the up-and-coming consumer group.We want to get them into our brand and build a long-term relationship with them as automotive consumers.Michaels Position

29、Change the marketing plan to better reach the intended target market(buyers age 18-34).The first years marketing plan for the X-Spirit was heavily media-oriented.It reached Baby Boomers but it missed Generation Y buyers.I believe we must use alternative media and methods(with a focus on life experie

30、nces such as events and sponsorships)to reach the younger car buyer.Baby Boomers like the car and traditional media campaign.We can keep Boomer buyers since we never sought them.They will continue to be attracted to the car for the features and benefits included in its design.Students must select on

31、e of the three Stand-In characters and their recommended strategy for the company moving forward.Marketer Meeting Students watch the Marketer Meeting while being prompted periodically to answer specific questions regarding the flow of the discussion.Based on the selection of Stand-In character,quest

32、ions specific to that Stand-In character are presented on the screen for students to address.Stand-In Evaluator The students responses to the six questions posed during the Marketer Meeting are presented on the screen along with an evaluation of that Stand-In characters performance provided by Marke

33、ters Showdown.Next,the students can evaluate how well they believe their chosen advocate(i.e.,their Stand-In character)presented their recommended strategy during the Marketer Meeting.This is done by answering these six elaboration questions.An example question is,“Was this the best approach?Explain

34、 why or why not.”These elaborations can be saved,printed,or emailed.Zuna Motors:Target Practice(Case#7)Page 7 of 20 Step Three:Execute Stand-In Selector II Each of the three Stand-In characters(Duke,Janeen,and Michael)then recaps his/her position one final time.And,they reflect on how well they beli

35、eve they presented their position in the Marketer Meeting.Here,the student is given one final opportunity to select their desired Stand-In character having seen how each position was received relative to the other two proposed strategies.They can stay with their original choice or switch to one of t

36、he other two alternatives.Once this selection is made,the student will not be able to switch positions.This strategy will then be implemented in Marketers Showdown.Outcome Predictor A final summary of the position of the designated Stand-In character is presented on-screen along with six questions:1

37、.The new overall strategy revolves around:a.Stay the course b.Develop dual campaign c.Reposition product 2.The primary action is:a.Strengthen campaign b.New marketing plan c.Re-orient advertising 3.The secondary action is:a.Widespread campaign b.Teach target c.Refocus sales effort 4.The short-term o

38、utcome will be:a.Dilute product message b.Product awareness c.Increase sales Zuna Motors:Target Practice(Case#7)Page 8 of 20 5.The long-term outcome will be:a.Baby Boomer market share b.Dual market success c.Increase sales 6.The next challenge will be:a.Grow market share b.Maintain dual image c.New

39、model R&D Students respond to these six questions as they seek to predict the impact of implementing their chosen strategy as advocated by their Stand-In character.Outcome Newsbrief The students answers to the six questions presented immediately above are presented on the right-side of the screen.On

40、 the left-side of the screen,the Outcome Newsbrief presents the ultimate resolution to the case.NOTE:The resolution of the case is driven by the students answers.That is,the choice of Duke,Janeen,or Michael as a Stand-In character leads to the enactment of that specific strategy.The implementation o

41、f this strategy then drives the case toward the resolution presented.There were three possible strategies to choose from in this case.In a typical class,each of these three options likely has some support among your students.To help you compare the three strategies available,the table below presents

42、 how each strategy would address the six questions presented in the Outcome Predictor module.Zuna Motors:Target Practice(Case#7)Page 9 of 20 Breaking Down Dukes Strategy Breaking Down Janeens Strategy Breaking Down Michaels Strategy The new overall strategy revolves around:Stay the course Develop du

43、al campaign Reposition product The primary action is:Strengthen campaign Re-orient advertising New marketing plan The secondary action is:Focus sales force Reach target Widespread campaign The short-term outcome will be:Increase sales Product awareness Product awareness The long-term outcome will be

44、:Baby Boomer market share Dual market success Increase sales The next challenge will be:New model R&D Maintain dual image Grow market share The Results of Implementing Each Suggested Strategy This case addressed a central question.Three different strategies/solutions were presented.In the table belo

45、w,the results of implementing all three strategies are presented.Your students will likely want to know the results of implementing the strategies they did not select.This table helps you answer these questions.Consistently in Marketers Showdown,there is no definitive solution.Rather,an ever-changin

46、g marketplace presents a variety of appropriate responses at any given point in time.Zuna Motors:Target Practice(Case#7)Page 10 of 20 Implementing Dukes Strategy Implementing Janeens Strategy Implementing Michaels Strategy Our newly introduced model is reaching an unintended target market(Baby Boome

47、rs).But,it is under-performing in the intended target market(Generation Y).How do we respond?Maintain current vehicle and promotion to appeal to Baby Boomers.Develop new product and promotional program for Generation Y buyers.Maintain current vehicle but vary the promotional program for separate pos

48、itioning for two market segments:Baby Boomers and Generation Y.Change the marketing plan to better reach Generation Y.Baby Boomers will continue to be attracted to this product with no specialized marketing effort.Product sells itself to these buyers.What were the results of implementing this partic

49、ular strategy?We elected to stay the course with the product but alter the marketing message.We shifted the focus of our efforts with the X-Spirit to the Baby Boomer segment.We re-launched the product with an expressed appeal to Boomers.We saw an immediate increase in X-Spirit sales.That growth cont

50、inued.Later,we challenged our R&D personnel to create a vehicle to reach the Generation Y consumer(given that this original product and positioning failed to reach them).We developed two distinct marketing plans to reach both groups of consumers with the same product(the X-Spirit).The re-orientation