I will have a positive influence on the World - MJ KIM

http://www.mitsue.co.jp/english/case/marketing/02.html

AIDMA Law

The Attention, Interest, Desire, Memory, and Action (AIDMA) Law is a hypothesis on the process of "consumption behavior" advocated by Roland Hall of the United States. It represents the process from when a consumer finds out about a given product up until when they take action to purchase that product. It also describes the way in which consumers respond to communication.
This process is broken up into three stages - Cognition, Affect, and Action. Over these three stages the consumer first pays attention to the service or product in the Cognition Stage, then becomes interested in the product, wants the product and remembers the product in the Affect Stage, finally taking action to purchase the product in the Action Stage.
The AIDMA Law is characteristically taken from the standpoint of the buyer. If we look at it from the seller's perspective, the result is as shown below. However, it is only natural that individual consumers will have different values, expectations, and levels of knowledge that affect communication. Therefore consumers will respond in different ways to an identical message. In AIDMA-inspired communication, it is important to clearly identify the objective of that communication in terms of whether it is supposed to influence consumers in the Cognition Stage or the Affect Stage. Identifying the target to establish who the communication is aimed at - a fundamental marketing concept - is also a critical factor.

How can this be used in implementing your Internet strategy?

The interactive and personalized nature of the Internet makes it an excellent tool for executing AIDMA-style communication aimed at individuals, who will respond to that communication in different ways according to their own values and knowledge levels.
Let's take a look at how this can be utilized in the following examples.

1. Common knowledge levels - the foundation of recognition.

The "Attention" phase of the Cognition Stage describes the process in which a potential customer comes to know about a new product or service. However, even if a person finds out about a particular product or service, if they think it is of no relevance to them, they will quickly forget about it. This deciding factor-whether or not the product is relevant to the individual or not-is controlled by the consumer's knowledge level, interest, and awareness at that point in time. For example, a woman who is careful about her skin might not know that Vitamin C is good for the skin. If this is the case, she might not pay that much attention to a particular supplement even if she finds out that it is rich in Vitamin C. Thus, when a particular individual comes to know about a service or product, they are really determining whether or not that service or product is relevant to them. They need to be informed of how the product relates to them. So to attract attention to your product or service and boost recognition, websites should not just function merely as a product or service catalog, but must also provide supplementary information in the form of feature columns and actual examples (see examples of recipe or clothing websites) and the like that make it easy for the customer to identify with the product or service. Then, serial columns and regular issues of mail magazines can be used to convert the attention of that customer into interest.

2. People tend to want what other people buy

People, interestingly enough, tend to rely on judgments made by other people. They tend to show interest in the same things that other people are interested in, just as they want those things that are selling well in the market. While the opinions of the professionals-the sellers-are important, people listen more carefully to the opinions of other buyers-their peers-who are in the same position as them as buyers and users of services and products. These opinions are based on similar perspectives to their own and are therefore easier to relate to their own life. So to stimulate a customer's interest in, desire for, and memory of a product or service, presenting positive opinions from other customers proves effective. Including the opinions, comments and feelings of customers who have purchased or used products and services, featuring communication between customers in online communities and communication between customers and the company, and including best-seller lists and the like are effect ways to motivate customers in the Affect Stage towards taking action.

3. Making and developing a place for loyal customers

As was also explained in the section about the Pareto Law, it is often the case that purchases by the top 20% of customers account for 80% of total sales. Thus, if you want to efficiently promote an expansion in sales, the key is to develop customers in this top 20% into loyal customers, who are the least likely to defect. Also, by communicating with these very loyal customers and by finding out factors that influence their expectations and satisfaction with products and services, you can then provide products and services that exceed these expectations and that offer a high degree of satisfaction. This also provides hints useful for sourcing potential customers. In this way, the importance of loyal customers goes well beyond mere sales considerations alone. They are extremely important in boosting the brand value of products and services and in brand building. Brand building refers to the process by which the information provided to certain customers is continuously changed through repetition of the AIDMA process. Providing loyal customers with added value and communicating with them online are extremely important factors in brand building. This can involve providing value to customers in real-time by using online forums to give them the brand history and show them the brand value, and by providing positive communication that gives both sides a better understanding of one another.

4. Boost convenience to increase the proportion of repeat customers

In the Action Stage, where customers have already decided to buy the product or want to ask some questions about the product or service, what people want is more convenient service. If once they have finally decided to purchase, the customer then can't find out where they can buy the product or can't get onto anyone about their questions, then this will prevent them from taking action, and they probably won't be moved to take any further action. Not only is it important to make provisions online for tools that will make the purchasing process (Action Stage) more convenient for customers and to increase customer satisfaction; it is also important to improve site usability to help customers find those tools. This will cut out areas that generate customer dissatisfaction. Increasing customer satisfaction is believed to work to increase the proportion of repeat customers.

Therefore, keeping the AIDMA Law in mind not only gives you a clearer insight into the methodology, but will also help you to come up with ideas.

By: Hiroki Tanahashi
Producer, Direction Group

Value and Benefit is different. For instance, when we talk about why students leave even they choose to apply. This self-out happen in the beginning
Value와 Benefit을 구분하는 것이 왜 중요할까?
Benefit은 결과물에 대한 기대를 조작(?)함으로써 해결이 가능하다.
하지만 value는 조직자체의 문화가 바뀌지 않으면 않된다.
내가 지금 다니고 있는 MBA과정처럼 한기수가 끝나면 다음 기수가 들어오게 되고, 그다지 이전의 문화를 이어받을수 있는 연결점이 없는 상황에서도 Value가 바뀌지 않는 이유는 뭘까?
남아있는 교수진에 의해서 이전 기수는 이랬어라는 사례가 전해지면서 이루어지는 것인가?
아니면 어떤 방법이 되었던 이전 기수와 연결되었던 일부의 현기수들을 중심으로 문화가 번지는 것인가?
어떤 것이 방법이 되었는지 모르겠지만 확실한 것은 1번의 경우보다는 2번의 경우가 훨씬 신뢰Trust있는 문화를 만들것이다. 어째서 직접적으로 이야기를 전해줄수 있는 1번의 경우보다 2번의 경우일까? 두가지가 있을것이라 본다. a는 학교의 교수진의 경우 학교의 이익을 위해 정보를 선별할 가능성이 있기 때문이다. 내가 그 정보를 수렴함으로써 과연 정보제공자가 수혜를 보는가는 굉장히 중요한 정보 신뢰의 기준이 되는 것같다. b는 초반에 가지는 

이것과 연결된 이론이 있는지 빌에게 물어보자.
내가 그 정보를 수렴함으로써 과연 정보제공자가 수혜를 보는가는 굉장히 중요한 정보 신뢰의 기준이 되는 것같다. 와 관련된 정보를 찾아보자.

Vector and CRM
If we can build a database from our activities in social Media, such as Facebook and Twittter, how it can work?
If there were a technology to identify the meaning of posted sentences, then we could draw a chart like below.
Each dot has a position that is identified characteristic from a posting. As I mentioned before about vector, we can draw a line between two dot and figure out the tendency. Increasing number of dot can add more precision of analysis.
However, even if technology could develop to identify characteristic from posting, it should not replace CRM that based on actual human relationship. First of all, behaviour not always came from value. Since our behaviour can affect pressure of circumstance, miscalculation can occur. Especially in this case we are utilized verbal Behaviour, so it is more dangerous. In a statistic point of view, to increase number of sample or reduce confidence can give more precised understanding, but this way can give solution for mismatching between behaviour and value. As second, Customer Relationship Management is managing relationship with customer. Relationship builds with Trust than one-off meeting. The point is, customer also build your or company's profile. (Since we define Marketing as "a activities to change values", communication point is not always connect with Sales(further more profit))

This analysis about Eli Lilly and Company: Innovation in Diabetes Care, HBR, prepared by Clayton M. Christensen.
Once again pay my respect to Professor Clayton M. Christensen who I admire his insight of management from my heart.

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Eli Lilly and Company: Innovation in Diabetes Care

 

Myung Joong Kim

S	W
Sustainable main earning model : Prozac Success in competition history keeping confidence: Humulin, Match, CDS Good localizing and fast-adjusting system: Affiliates at country that Lilly has significant position Aligned regional MKT and financial and accounting system Experience from leading in Augmented product: CDS	Unclear to measure profit of specific product lines Unaligned NPD function and MKT function:  Diabetes Care Business Unit and regional Affiliates Wasting control resource: Affiliates Considerable, but too conservative: Two committees for NPD decision
T	O
Changing of condition of Customer : For Doctor, Sales method need to change: detailing à ? Different object Company: Source investment, such as Long-term investment and trial time. Customer: Convinent and health, such as rate of glucose flow, cost to buy Difference between pace of innovation and that of development Market changing from low involvement to high involvement: Insulin à solution program choice of end-user: from functional to emotional	High cost to entry for market New methods for approaching NPD: selling education service CDS, long-term patient behaviour modification service New Methods for approaching NMD: Information technology Tool for Seeds move to Needs: Portable blood glucose meters Low involvement: Insulin is a commodity for patient Changing product concept: Clearly Core to Tangible, even Augmented

SO strategy:

a.      Customer convenience focusing re-modelling(repakeging) about competitor’s NPD that use new compound. For this, utilize regional Affiliates to catch customer reaction for the competitor’s NPD at the same time, to process for government approval in the regional market.

b.      As long-term development, researching tablet type Insulin for Type 1 patients, tablet that has similar shape like Prozac and marketing approaches, for instance old-fashion Prozac imitation TV advertisement to Youtube. In this stage, adapt diffusion of Innovation concept(1962) to information technology, for instance social network.

c.      Consulting supplying contract with non-diabetes service place. Provide service to supply Lilly’s medicine and know-how from CDS. Because it is new-coming business model(assume as the Text), only few place can be a direct-target at the first stage.

d.      Since our core-product is Insulin that is Life-commodity for patients and their family, Lilly should focus human itself, not profit or other benefits in every single internal and external communication activities.

"The measure of a man is what he does with power"
- Pittacus, Greek statesman and military leader

"Power is the potential to mobilize energy."[1] Like I do in my I WILL statement, I am looking for ways to influence positive impacts. Until I read Power and Influence: Achieving Your Objectives in Organization[2], I didn’t know Power also needs to exercise. It is a potential force. To have an effect, power must be exercised, Influence is the way in which you turn potential force into kinetic energy. Kinetic energy has meaning of on time usable. Maybe this is not just practice a reaction for each specific situations, rather than practice to express your power. Walk through the exercise, given feedbacks and our own feeling will polish the power to kinetic energy.

Gaining support: To obtain others’ social support through your interpersonal attractiveness.

-          Charisma

-          Linguistic ability

-          Track record[3]

As I concern, Charisma relates trust. Even the usage in normal language is different for Track record and History, but according to my definition it has same origin. The origin is implementation of own value. Both Track record and History are directly related to personal value. Personal value are supported by belief that is a confidence to be accepted from engaged society or own satisfaction. Social acceptance and own satisfaction do not need to be balanced.[4] Adjacency of the belief to social acceptance, however, is directly related with difficulty of entrance. Plus this difficulty is directly connected with Gaining support. On the other hands, Track record has distinguishable point that is social admiration, which will attract people.