C:\Users\Compaq\Desktop\Nadine\Icge\Session (6) M Environement & Guerilla

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The Marketing Environment
Guerilla Marketing

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C:\Users\Compaq\Desktop\Nadine\Icge\Session (6) M Environement & Guerilla

  1. 1. Marketing and Public Relations Council Session SIX
  2. 2. The Mix & Match Exercise
  3. 3. Marketing environment
  4. 4. PEST ANALYSIS
  5. 5. SWOT ANALYSIS
  6. 6. INTERNAL ANALYSIS <ul><li>STRENGHTS: </li></ul><ul><ul><ul><li>Competitive advantages that give the firm an advantage in </li></ul></ul></ul><ul><ul><ul><li>meeting the needs of its target market. </li></ul></ul></ul><ul><li>WEAKNESSES </li></ul><ul><ul><ul><li>Any limitations a company faces in developing or </li></ul></ul></ul><ul><ul><ul><li>implementing a marketing strategy </li></ul></ul></ul>
  7. 7. EXTERNAL ANALYSIS <ul><li>OPPORTUNITIES </li></ul><ul><ul><li>Favorable conditions in the environment that could </li></ul></ul><ul><ul><li>produce rewards for the organization if acted on properly </li></ul></ul><ul><li>THREATS </li></ul><ul><ul><li>Conditions or barriers that may prevent the firm from </li></ul></ul><ul><ul><li>reaching its objectives </li></ul></ul>
  8. 9. What is IMC?
  9. 10. Integrated marketing communication <ul><li>Coordination of promotion and other </li></ul><ul><li>marketing efforts for a maximum impact on </li></ul><ul><li>customers </li></ul><ul><li>A major goal of IMC is to send consistent </li></ul><ul><li>message to customers . </li></ul>
  10. 11. Objectives of IMC <ul><li>Create awareness </li></ul><ul><li>Stimulate demand </li></ul><ul><li>Encourage product trial </li></ul><ul><li>Informing the target of the product & persuading </li></ul><ul><li>Enhancing retention </li></ul>
  11. 12. Guerilla marketing?
  12. 18. Traditional mrktg VS. GUERILLA mrktg Traditional Guerilla The rule is to INVEST MONEY Time + Effort + Creativity Big size and budget Massive dreams and little budgets Traditional Advertisements Unique advertisements Targeting maximum no. of people Targeting small group of people Systematic Outside the box
  13. 19. MAX. Impact Guerilla MRKT. <ul><li>Low budget </li></ul><ul><li>+ </li></ul><ul><li>High exposure </li></ul><ul><li>+ </li></ul><ul><li>Originality of thought </li></ul>
  14. 20. Examples
  15. 26. Nokia Ad <ul><li>http://www.youtube.com/watch?v=16tUcuL4xUs </li></ul>
  16. 27. What are they advertising for? <ul><li>http://www.youtube.com/watch?v=VQ3d3KigPQM </li></ul>
  17. 28. What are they advertising for? <ul><li>Video </li></ul>
  18. 29. Divide into FOUR teams

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