Marketing Strategy
Lectures summary
Contents
Guest lecture: The Vegetarian Butcher ................................................................................................... 2
Lecture 2: Introduction Marketing Strategy ............................................................................................ 3
Knowledge Clips: The Playing Field ....................................................................................................... 11
Lecture 3: Deep dive: The Playing Field ................................................................................................. 18
Knowledge Clips: Price Leadership ........................................................................................................ 23
Lecture 4: The Behavior of the Players .................................................................................................. 37
Key Takeaways from Hingston and Noseworthy (2018): ............................................................... 41
Practical Applications: ................................................................................................................... 42
Conclusion: .................................................................................................................................... 42
Knowledge Clips: Ethics ......................................................................................................................... 42
Lecture 5: C&C Case .............................................................................................................................. 44
Guest lecture: Ethics .............................................................................................................................. 46
Knowledge Clips: The Rules of the Game .............................................................................................. 52
Lecture 6: Dynamic Strategy Adaption .................................................................................................. 53
,Guest lecture: The Vegetarian Butcher
Urgency to move to plant-based food → we can’t continue consuming the amount of animal meat we
are doing today to feed 10 billion people in the year 2058. → We have to change our diet.
Switching to plant-based proteins has way much more effect (positively on the planet), than changing
other environment pollution sources.
& do not forget the animals: every day billions of animals are getting slaughtered for their meat
Mission: to become the biggest butcher in the world by making plant-based meat
- Sacrifice nothing: the taste and texture stays the same for plant-based compared to meat
- Convince people in a positive way: no meat shaming to people who still eat meat!
- We are there for the meat lovers: not only vegans and vegetarians
The vegetarian butcher is built via PR and socials: by creating meaningful content
- By tapping into current affairs
- Creating rumor around our product names
- Invite people to join the food revolution on social and in our campaigns
CASE:
At the Vegetarian Butcher we want to grow the meat replacement category in retail channel
(=supermarket). Growing the category will help us to meet our purpose and in retailer conversations.
So we want that meat eaters are going to switch to plant-based meat, in order to grow the pie on
plant-based instead of getting market share from competitors. You want extra shelf space in the
supermarket, so the category needs to grow -> more plant-based meat eaters.
How can we grow a category?
1. More users; the holy grail in marketing -> penetration absolutely important
2. More frequent; people buying your products more often
3. More benefits/spend: convince people to upgrade (from cheaper product switching to
better/more expensive product & to buy more)
,Lecture 2: Introduction Marketing Strategy
Strategy is the connection between goals and actions:
1. Goals:
- A goal is the desired future you want, and the strategy is the plan how to get there
- Goals need to be clear in content and time horizon. Sometimes goals are formulated in
absolute terms, sometimes relative to a fix point (e.g. competitor)
o Example goals: “lose 10 pounds in the next 3 months” “grow with > 30% a year”
o SBU = strategic business unit
o F = functional goals
2. Strategies:
- Is the connection between goals and actions
- It is a game plan for getting there, achieving (long-term) goals
- You don’t change this every day / very often, but needs to be flexible (it is stable over time,
but needs to be flexible, because things (environment) could change)
, Separate on the 3 levels:
Lectures summary
Contents
Guest lecture: The Vegetarian Butcher ................................................................................................... 2
Lecture 2: Introduction Marketing Strategy ............................................................................................ 3
Knowledge Clips: The Playing Field ....................................................................................................... 11
Lecture 3: Deep dive: The Playing Field ................................................................................................. 18
Knowledge Clips: Price Leadership ........................................................................................................ 23
Lecture 4: The Behavior of the Players .................................................................................................. 37
Key Takeaways from Hingston and Noseworthy (2018): ............................................................... 41
Practical Applications: ................................................................................................................... 42
Conclusion: .................................................................................................................................... 42
Knowledge Clips: Ethics ......................................................................................................................... 42
Lecture 5: C&C Case .............................................................................................................................. 44
Guest lecture: Ethics .............................................................................................................................. 46
Knowledge Clips: The Rules of the Game .............................................................................................. 52
Lecture 6: Dynamic Strategy Adaption .................................................................................................. 53
,Guest lecture: The Vegetarian Butcher
Urgency to move to plant-based food → we can’t continue consuming the amount of animal meat we
are doing today to feed 10 billion people in the year 2058. → We have to change our diet.
Switching to plant-based proteins has way much more effect (positively on the planet), than changing
other environment pollution sources.
& do not forget the animals: every day billions of animals are getting slaughtered for their meat
Mission: to become the biggest butcher in the world by making plant-based meat
- Sacrifice nothing: the taste and texture stays the same for plant-based compared to meat
- Convince people in a positive way: no meat shaming to people who still eat meat!
- We are there for the meat lovers: not only vegans and vegetarians
The vegetarian butcher is built via PR and socials: by creating meaningful content
- By tapping into current affairs
- Creating rumor around our product names
- Invite people to join the food revolution on social and in our campaigns
CASE:
At the Vegetarian Butcher we want to grow the meat replacement category in retail channel
(=supermarket). Growing the category will help us to meet our purpose and in retailer conversations.
So we want that meat eaters are going to switch to plant-based meat, in order to grow the pie on
plant-based instead of getting market share from competitors. You want extra shelf space in the
supermarket, so the category needs to grow -> more plant-based meat eaters.
How can we grow a category?
1. More users; the holy grail in marketing -> penetration absolutely important
2. More frequent; people buying your products more often
3. More benefits/spend: convince people to upgrade (from cheaper product switching to
better/more expensive product & to buy more)
,Lecture 2: Introduction Marketing Strategy
Strategy is the connection between goals and actions:
1. Goals:
- A goal is the desired future you want, and the strategy is the plan how to get there
- Goals need to be clear in content and time horizon. Sometimes goals are formulated in
absolute terms, sometimes relative to a fix point (e.g. competitor)
o Example goals: “lose 10 pounds in the next 3 months” “grow with > 30% a year”
o SBU = strategic business unit
o F = functional goals
2. Strategies:
- Is the connection between goals and actions
- It is a game plan for getting there, achieving (long-term) goals
- You don’t change this every day / very often, but needs to be flexible (it is stable over time,
but needs to be flexible, because things (environment) could change)
, Separate on the 3 levels:
