This document outlines key marketing considerations across 14 "P's" including Performance, Positioning, Product, Price, Place, Promotion, Public Relations, Packaging, Proliferation, Placement, People, Projection, Programming, and a global perspective. It emphasizes setting measurable objectives, understanding the target consumer, differentiating the product, extending the brand appropriately, integrating promotional strategies, leveraging PR opportunities, selecting effective media, and tailoring the approach globally and regionally. Placement within retail stores is also addressed.

1. Gino Biondi
Inspirational Marketing Thinking

2. Performance
Positioning Product
Price Place
Proliferation Placement
Promotion People
Public
Projection
Relations
Packaging Programming

3.  No Marketing Plan is worth it’s weight
without specific and measureable metrics
and objectives:
A. Profit
B. Sales
C. Share
Performance should be the first P:

• Know how the brand is performing
• Set performance objectives

4.  The brand roadmap
• Relevant & Meaningful Consumer Insights
• Attributes
• Functional Benefits
• Reasons-to-Believe
• Emotional Benefits
• Brand Essence
• Brand Character
• Brand Tone
• Iconology

5. There are multiple Targets to consider:

• Primary Bullseye consumer
 Demographic, psychographic, attitudinal, & behavioral
• Secondary Target purchasers or influencers.
 Moms, Kids, Teachers, Doctors, etc.
• Stakeholder Customers/Retailers/Resellers
 If they don’t carry it you can’t sell it.
• Sales Professionals, Installers, Service People
 Sales people like to sell it, the installer prefers to hook it up
and Customer Service likes to take the calls.
• Internal Employees
 Passion and word of mouth gets generated internally first.

6.  Product is the foundation of the Brand:
• Tied to the Positioning key attributes
• Differentiated key benefits
• Innovation
• Cost base versus your competitor
• Volume
• Meeting/exceeding quality expectations
 How about Packaging & Proliferation?

7. Can be the most impactful marketing tool

• Form is a key communicator and provides key benefits
 An upside down bottle of ketchup changed the industry and
mustard, mayo, shampoo…
 “Green” packaging or wasteful materials impacts attitudes.
 Quality has an emotional response
 Sloppy fit and finish or crooked labels says a lot about the brand
 Graphics need to be compelling
 Authentic, Modern, Innovative, Nostalgic, Youthful, Serious, Fun
 Services too!
 Trucks, Vehicles, Uniforms
 Molly Maid, Greek Squad, UPS, Even name tags on a store clerk

8.  How far should the brand extend?
• Product proliferation can be key to
distribution, shelf expansion or consumer needs
 Flavors, Varieties, Colors, Fragrances
 Promotions, Seasonal
• Proliferation can be bad!
 Operational Complexity, Underperforming SKU’s
 What is the supply chain tolerance level
 Non-value added features add cost
• Customer exclusivity may require proliferation

9.  This famous P should get a narrower view
• All brands need promotion strategies for both:
 Consumers & Customers
• Relatively short-term or loyalty building vehicles
 Prevent switching to another competitor
 Induce switching from a competitor
• Create excitement around seasonal opportunities.
 Halloween, Spring Cleaning, Back-to-School
• Create brand excitement and pull-through
 Sweepstakes, Contests, Themed Events

10.  Brand Communications
• Translating Positioning into compelling creative and
copy
• Integrated Marketing
 Every medium is different and how you use it should be
treated uniquely
 Mass Media
 TV, Print, Radio
 Digital
 Internet, Web site, Viral, E-commerce
 Direct, Outdoor, Mobile, Event
 Sports Marketing, Sponsorships, Entertainment
• Consider Ethnic audiences

11.  PR is the cherry on top of the cake.
• When fundamentals are in place PR creates a
genre for the brand
 Cause-Related Marketing (Charities)
 Breast Cancer, Victory Junction Gang, Habitat for Humanity
 Major Relevant events
 Hurricanes, storms, earthquakes, anniversaries, milestones
 Word-of-Mouth
 More realistic and relevant with actual user or third party
endorsements.
 Spokespersons

12. Selection of the media

• How much should be spent on media?
• How much should be allocated to the different
mediums?
 TV
 Digital
 Print
 Radio
 Outdoor
 Direct
 Non-traditional
 Measure the effectiveness of each medium.

13.  Price
has multiple components and needs
unique strategies and plans for each.
• List Pricing
• Everyday Low Price
• High/Low Pricing
• Hybrid EDLP with Opportunistic Promotions
 Channel and Customer
 Competitive
 Portfolio Mix
 Consumer Sensitivity

14. Global

• International challenges require putting the previous
P’s together to determine the merits and overall
strategy of succeeding on a global basis.
 Region
• Regional differences do exist.
 Economic, climate, culture, population, etc.
 Channel
• Requires deep analysis to determine trade-off’s and if
presence is needed
 Club, Mass, Home
Improvement, Grocery, Convenience, Sporting, Industrial, El
ectronics, Specialty, Hardware, Dollar, Drug, Distributors, etc.
.

15.  Ideallocation in the store where products and
services should be located?
• How do you get it there?
• Front or back
• Which direction from the aisle?
• On the counter or checkout?
• Near adjacent categories?
• Near complimentary purchase categories?
• Which position on the shelf?
 Quality
 Brand block
 Size
 Variety

16. Performance
Positioning Product
Price Place
Proliferation Placement
Promotion People
Public
Projection
Relations
Packaging Programming