Marketing strategies in business world

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MARKETING STRATEGIES …

MARKETING STRATEGIES
A strategy that integrates an organization's marketing goals into a cohesive whole. Ideally drawn from market research, it focuses on the ideal product mix to achieve maximum profit potential. The marketing strategy is set out in a marketing plan.
TYPES OF STRATEGIES
General Marketing Strategies
Decision Area Strategies
Case studY 1: Evian - Roller Babies
CASE STUDY 2:WHOPPER’s “SACRIFICE”

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  • 1. MARKETING STRATEGIES VALUE-CHAIN OF BUSINESS G.SATHISH 12MB166
  • 2. MARKETING STRATEGIES A strategy that integrates an organization's marketing goals into a cohesive whole. Ideally drawn from market research, it focuses on the ideal product mix to achieve maximum profit potential. The marketing strategy is set out in a marketing plan. TYPES OF STRATEGIES General Marketing Strategies Decision Area Strategies
  • 3. GENERAL MARKETING STRATEGIES  Market Expansion  Market Share Growth  Niche Market  Status Quo  Market Exit DECISION AREA STRATEGIES  Target Market Strategy  Product Strategy  Pricing Strategy  Distribution Strategy  Promotion Strategy- create a plan that can quickly build awareness of the product.
  • 4. EVIAN- INSIGHT & STRATEGIES  Context : The Natural Mineral Water Market is under pressure in Europe because of sustainability, and economical issues. With the cheapest water option, tap water, on the rise.  Marketing objectives : To justify evian’s premium status. Evian is 3 times more expensive than other brands of spring water in France. The gap can be even broader in the rest of Europe e.g. in the UK, Germany and Belgium.
  • 5. EVIAN- INSIGHT & STRATEGIES  Communication objectives : • Turn evian into a truly global brand, with a consistent territory worldwide. • Strengthen evian’s equity, therefore fueling its emotional appeal, to reconnect with its consumers. • Create a global event on the brand, at low-investment levels, to get the brand back to the forefront.  Idea : Use youth –more specifically babies, a traditional concept for evian – to valorise the values of evian – one of man’s greatest aspirations, and an attitude, a mindset that creates engagement from consumers, cross- generation and cross-geographies.
  • 6. EVIAN: CREATIVE EXECUTION A unique idea, implemented across an extensive media mix, to appeal to a maximum number of people, to encourage them to appropriate and propagate the campaign themselves. Maximising complementarities between media for maximum results • Digital – A full entertainment programme was created online, with 2 pre-launch viral movies, a Premiere, a Making Of, and interviews with the babies on YouTube, blogs and the new evian LiveYoung website. • PR – to activate the world’s media and stimulate general interest around the campaign and the brand.
  • 7. EVIAN: CREATIVE EXECUTION • Events – Berlin Fashion Week, US Masters etc – to engage consumers locally. • TV & Cinema – to leverage the entertainment dimension. • Print – To complete the message of the campaign, 7 months after the launch of the first film. • The Live Young Training Website – to continue engaging consumers with the brand.
  • 8. EVIAN: THE PRINT ADVERTISING CAMPAIGN The campaign designed to flow on naturally from the world famous “Rollerbabies campaign”.  Eight portraits by fashion photographer Nathaniel Goldberg show adults wearing t-shirts with the screen printed image of a baby’s body, giving the impression of what they looked like as babies.  Each carries a bottle of Evian. The “Live Young” strapline, strengthens the message of the Rollerbabies film by symbolising the effect of evian on the bodies of adults of all ages.
  • 9. EVIAN : T-SHIRT SAMPLES
  • 10. EVIAN: RESULTS AND EFFECTIVENESS Massive, positive PR noise, buzz, virality around the brand: • Over €5m in free airtime, 102m views for the campaign– with Rollerbabies becoming the most-viewed ad on the web ever (Guinness World Records). • Time Magazine advert of the year, #1 for the Wall Street Journal, Guardian Top Magazine. • Internet users watch the ad 3 times on average. Ad viewers are 3 times more likely to go to the evian website than average.
  • 11. EVIAN: RESULTS AND EFFECTIVENESS • One of the top 20% most-effective ads ever – source GfK France, Belgium, Germany. PROFIT EARNED: With impressive sales results so far: • France: +7% in sales • UK: +13% in market share • Canada: +7% in market share
  • 12. CASE STUDY 2:WHOPPER’S “SACRIFICE” What would you do for a free WHOPPER(sandwich)?
  • 13. HERE IS THE ULTIMATE SOLUTION.. You need to DELETE 10 of your friends from your facebook account.
  • 14. WHOPPER’S “SACRIFICE” APPLICATION
  • 15. AFTER YOUR “SACRIFICE”…??
  • 16. YOUR BURGER IS ON IT’S WAY…
  • 17. CREATIVE STRATEGIES:  Facebook is a exclusive platform for attracting  Youth generation.  Thinking beyond facebook ad’s.  Aiming for some funny stuff’s.
  • 18. WHOPPER’S: RESULTS AND EFFECTIVENESS What’s new in this Ad. Campaign?  Developed a unique facebook application.  No other promotions used.  After 2 days of traditional media pick up on this,Stats hit the roof.  Pulled campaign in 9 days.  Used by 82,000 people and deleted over 230,000 friends.  Goal of 25k coupons,among those 23k coupons used.
  • 19. CONCLUSION: Be different & Be creative