Lovemarking Strategic Data Mining Model
-
Upload
peter-j-stavroulakis -
Category
Marketing
-
view
92 -
download
0
description
Transcript of Lovemarking Strategic Data Mining Model
![Page 1: Lovemarking Strategic Data Mining Model](https://reader034.fdocuments.in/reader034/viewer/2022052622/5596e47d1a28ab693a8b45ef/html5/thumbnails/1.jpg)
LOVEMARKING STRATEGIC DATA MINING MODEL
Peter J Stavroulakis
3RD INTERNATIONAL CONFERENCE ON QUANTITATIVE AND QUALITATIVE METHODOLOGIES IN THE ECONOMIC AND ADMINISTRATIVE SCIENCES
MAY 23-24 2013 , TEI OF ATHENS, GREECE
![Page 2: Lovemarking Strategic Data Mining Model](https://reader034.fdocuments.in/reader034/viewer/2022052622/5596e47d1a28ab693a8b45ef/html5/thumbnails/2.jpg)
Lovemarks
•Products: Commodities
•Brands: Functional benefits but no consumer emotional attachment
•Lovemarks: Emotional connection with the client
•Fads: No survival despite popularity
Roberts & Lafley (2005)
![Page 3: Lovemarking Strategic Data Mining Model](https://reader034.fdocuments.in/reader034/viewer/2022052622/5596e47d1a28ab693a8b45ef/html5/thumbnails/3.jpg)
Depiction
![Page 4: Lovemarking Strategic Data Mining Model](https://reader034.fdocuments.in/reader034/viewer/2022052622/5596e47d1a28ab693a8b45ef/html5/thumbnails/4.jpg)
What exactly would we consider a lovemark?
![Page 5: Lovemarking Strategic Data Mining Model](https://reader034.fdocuments.in/reader034/viewer/2022052622/5596e47d1a28ab693a8b45ef/html5/thumbnails/5.jpg)
“Corporate brands represent thegrowing effort of corporations atbranding themselves somewhatindependently of their product lines”
Lair, Sullivan & Cheney (2005)
![Page 6: Lovemarking Strategic Data Mining Model](https://reader034.fdocuments.in/reader034/viewer/2022052622/5596e47d1a28ab693a8b45ef/html5/thumbnails/6.jpg)
Where will the Corporate Brand be situated?
Lovemark
Neutral Feelings
Negative Attitude (hatemark)
![Page 7: Lovemarking Strategic Data Mining Model](https://reader034.fdocuments.in/reader034/viewer/2022052622/5596e47d1a28ab693a8b45ef/html5/thumbnails/7.jpg)
What about our Brands?
![Page 8: Lovemarking Strategic Data Mining Model](https://reader034.fdocuments.in/reader034/viewer/2022052622/5596e47d1a28ab693a8b45ef/html5/thumbnails/8.jpg)
The individual Brands
![Page 9: Lovemarking Strategic Data Mining Model](https://reader034.fdocuments.in/reader034/viewer/2022052622/5596e47d1a28ab693a8b45ef/html5/thumbnails/9.jpg)
Where will the Brand be situated?
no brand awareness
lacking awareness
brand awareness
somewhat loyal
brand loyalty
![Page 10: Lovemarking Strategic Data Mining Model](https://reader034.fdocuments.in/reader034/viewer/2022052622/5596e47d1a28ab693a8b45ef/html5/thumbnails/10.jpg)
The LSDM matrix formulation
![Page 11: Lovemarking Strategic Data Mining Model](https://reader034.fdocuments.in/reader034/viewer/2022052622/5596e47d1a28ab693a8b45ef/html5/thumbnails/11.jpg)
The LSDM sectors
![Page 12: Lovemarking Strategic Data Mining Model](https://reader034.fdocuments.in/reader034/viewer/2022052622/5596e47d1a28ab693a8b45ef/html5/thumbnails/12.jpg)
Sector nomenclature
• Neglected Child: The firm may have undermined said product
• Incarcerated Uncle: Probably the less appealing state
![Page 13: Lovemarking Strategic Data Mining Model](https://reader034.fdocuments.in/reader034/viewer/2022052622/5596e47d1a28ab693a8b45ef/html5/thumbnails/13.jpg)
Sector nomenclature
• Life Partner: The product is a life partner for the segment of the client base.
• Mother-In-Law: The market members select the product but will probably be the first to formulate a strong churn trend
![Page 14: Lovemarking Strategic Data Mining Model](https://reader034.fdocuments.in/reader034/viewer/2022052622/5596e47d1a28ab693a8b45ef/html5/thumbnails/14.jpg)
Neglected Child eventuality
![Page 15: Lovemarking Strategic Data Mining Model](https://reader034.fdocuments.in/reader034/viewer/2022052622/5596e47d1a28ab693a8b45ef/html5/thumbnails/15.jpg)
Applications
Strategy formulation
Effectiveness monitoring
Comparison of product families and specific brands of the firm
Data mining, mapping and clustering of the client base or target market
Static and dynamic form
![Page 16: Lovemarking Strategic Data Mining Model](https://reader034.fdocuments.in/reader034/viewer/2022052622/5596e47d1a28ab693a8b45ef/html5/thumbnails/16.jpg)
Future Directions
Research of applicability
Range of applications
Usability investigation
![Page 17: Lovemarking Strategic Data Mining Model](https://reader034.fdocuments.in/reader034/viewer/2022052622/5596e47d1a28ab693a8b45ef/html5/thumbnails/17.jpg)
Thank you for your attention!