Marketing Mix and the 1st P - Promotion

2,885 views
2,601 views

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,885
On SlideShare
0
From Embeds
0
Number of Embeds
1,359
Actions
Shares
0
Downloads
34
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • PRODUCT  the product itself has to be sweet enough that people want it PROMOTION  it’s all about how you sell it – raisin bread or cinnamon bread with raisins PLACE  you have to make sure consumers get it where they want it – imagine cookies that had eggs added at the end? PRICE  marketing is about the finding the sweet spot between expensive that no one can afford, and too cheap that although it sells the business can’t sustain it PEOPLE  often overlooked, but without the most important ingredient that separates you from the rest – your consumer. Figure pt 1.13, page 17
  • NO TWO ARE IDENTICAL – ALREADY TAUGHT TARGET MARKETS, SEGMENTATION AND CONSUMER BEHAVIOUR
  • Quality Features Names USP Packaging Guarantees
  • High – premium Low middle
  • Channel choice and physical distribution
  • INTEGRATED MARKETING COMMUNICATIONS  THROUGHOUT BIZ STRATEGIES, MULTI-CHANNEL, UNIQUE TO BIZ
  • Marketing Communications Mix (Promotions mix) The specific blend of advertising, sales promotion, public relations, personal selling, and direct marketing tools a company uses to pursue its advertising and marketing objectives.
  • Why do companies need IMC? •Moving away from mass marketing •Market/media fragmentation •Increase trends in interactions •Less broadcasting/more narrow-casting •Useful for sending clear, consistent, and compelling messages •Helps to recognize and exploit all touchpoints of customer contact with a company
  • WHAT COULD SOME OBJECTIVES BE? – POLL (save money, save time, make money…)
  • Using the sales force and trade promotion to push the product through channels.
  • using advertising and consumer promotions to build consumer demand. THINK ABOUT MY AUTHOR STRATEGY WITH CHRISTINE. Page 280
  • A combination of push and pull = a successful IMC strategy
  • Rule of 7 Hit them no matter where / when they go Reach = how many people / eyeballs Frequency = how much / often a person is exposed to message Continuity = how long it runs Page 286
  • Shotgun strategy – undefined or very broad target segment = mass media approach, expensive Rifle strategy – target defined by pyschographics / social graphics, niche market = niche channels, less reach
  • List channels (sometimes called mediums) on board 291 = PROS / CONS Any unique channels seen in TO?
  • SALES PROMO = incentives to inspire immediate consumer action GOALS = 1. TRIAL PURCHASE, 2. REPEAT PURCHASE, 3. MULTIPLE PURCHASE ANYONE SEE ONE OF THOSE IN TO? - Starbucks music download
  • Steps pg 323 1.Prospecting 2.Pre-approach 3.Approach 4.Presentation 5.Handling Objections 6.Closing (trial close & follow up)
  • We didn’t cover PR or events but these would be good to consider / read about for your final project.
  • We didn’t cover PR or events but these would be good to consider / read about for your final project. Customer Experience Marketing Guerilla Tactics Anyone see examples in TO of this? IMC Jeopardy Time Case Study
  • Marketing Mix and the 1st P - Promotion

    1. 1. TheMarketingMix Presented by Lindsey Fair
    2. 2. PRODUCT PROMOTION PLACE The PRICE PEOPLE 5 P’s of Marketing
    3. 3. PEOPLE
    4. 4. PRODUCT
    5. 5. PRICE
    6. 6. PLACE
    7. 7. PROMOTION
    8. 8. PROMOTION Sa P r le s Se om ct se g ire on llA dv o in erti D p sin R es g lic ns ub t i o P la Re
    9. 9. PROMOTIONMass Marketing vs IMC
    10. 10. PROMOTION OBJECTI VESSTRATE BUDGETGIES S
    11. 11. PROMOTION PUSH
    12. 12. PROMOTIONPULL
    13. 13. PROMOTION
    14. 14. PROMOTIONReach, Frequency & Continuity
    15. 15. PROMOTION
    16. 16. PROMOTIONAD CHANNELS
    17. 17. PROMOTIONSALESPROMOTIONS
    18. 18. PROMOTIONPERSONALSELLING
    19. 19. PROMOTIONPUBLIC RELATIONS
    20. 20. PROMOTIONEXPERIENTIAL MARKETING

    ×