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
• Attributes
• Functional Benefits
• 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
You offer a particular appliance but sales doesn’t like to sell
it, the installer doesn’t like to hook it up and Customer
Service hates to repair it?
• 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, Electronics, 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
