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A Big Idea For Best Buy

Team 2's entry for the 2009 APG Training Network project - how to launch Best Buy in the UK

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A Big Idea For Best Buy

  1. 1. Team 2 A Big Idea for Best Buy
  2. 2. BBC
  3. 6. Bob Willett, head of Best Buy International Unit
  4. 8. The Marketing Challenge
  5. 9. Capture share from triallists using emotion . Dave Trott, “The Binary Brief”
  6. 10. Capture share from triallists using emotion . = Get people in, and make the experience worthwhile
  7. 11. using emotion .
  8. 12. What they say
  9. 13. “ We’re not buying anything ‘til it all blows over. It was so cheap at Christmas. How do we know it’s worth anything now?” Author’s Fieldwork
  10. 14. “ We were going to get a TV, but I don’t think I need it anymore. Life is about what you need , now” Author’s Fieldwork
  11. 15. What they do
  12. 16. 60% of people have changed their spend ‘significantly’ in response to the recession. BDRC
  13. 17. Of these, only a third have been appreciably affected by it. BDRC
  14. 18. 42% of the country have paralyzed themselves into poverty.
  15. 20. Retail Fatigue.
  16. 21. Verdict Research
  17. 22. “ A lot of times, people don’t know what they want until you show it to them” -Steve Jobs
  18. 23. “ If I listened to my customers, I would’ve invented a faster horse” -Henry Ford
  19. 24. <ul><li>What emotion cures fatigue? </li></ul><ul><li>What emotion is new to the sector? </li></ul><ul><li>and yet… </li></ul><ul><li>What’s the one feeling everyone wants from Consumer Electronics? </li></ul><ul><ul><li>That everyone’s too scared to admit… </li></ul></ul>
  20. 25. EXCITEMENT
  21. 28. “ Formula One” Male, 25
  22. 29. “ My little one” Carol, 37
  23. 30. “ Performing on a stage” Male, 22
  24. 31. “ My boyfriend…is that appropriate?” Diana, 23
  25. 32. Electronics are exciting
  26. 33. Electronics are exciting
  27. 34. Electronics are exciting
  28. 36. 2001 2006 2003 2007 2008 2009
  29. 37. Music Players
  30. 39. This is the competition Currys
  31. 40. … But this is the competition, too
  32. 41. It’s right for Best Buy: “ You might say that we love technology, but we're not in love with technology. Technology makes a lot of promises, and we're here to make it live up to those promises. For people”
  33. 42. <ul><li>Consumers have gone without excitement for too long </li></ul><ul><li>We believe we can and must deliver it </li></ul><ul><li>We believe that nobody else is doing so </li></ul>
  34. 43. More excitement to be found @ IIP

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