Communication Strategy
https://www.youtube.com/watch?v=CPi9bIwBcPg
MISTAKEN IDENTITY
YOGA WITH BAR RAFELI
Odell Beckham & Ratajkowski’s
BUICK CAMPAIGN
Dr. Dot, a Hollywood masseuse, is also included
demonstrating self relaxation techniques to help
drivers battle driver’s stress.
For the first time in its history, Buick ran its first
Super Bowl commercial on Super Bowl 50
(2016).
Ellie Kemper is used in a digital-media-only
campaign, while all of the celebrities are heavily
involved in online chatter.
BUICK CAMPAIGN
As many as 25 million tweets were posted about
the 2015 game, at the rate of 395,000 a minute.
Facebook reported that 65 million users talked
about the 2015 game, creating 265 million
posts, comments, and likes.
Odell Beckham’s 3.6 million Instagram followers
and Ratajkowski’s 4.7 million offer the
opportunity for huge social media buzz.
Marketing and Promotions Process Model
MARKETING STRATEGY AND ANALYSIS
Opportunity Analysis :
• A favorable demand trends, where company believes
customer needs and opportunities are not being
satisfied and where it can compete effectively.
• In recent years, many companies have recognized the
importance of tailoring their marketing to meet the
needs and demand trends of different market
segments.
• Millennial generation—those born between 1982 and
2000 and also known as gen Y—is proving to be one of
the most difficult of any segment for marketers. They
have become a “sharing economy” in which everything
from clothing to homes to automobiles is shared rather
than purchased.
MARKETING STRATEGY AND ANALYSIS
Competitive Analysis:
• This may range from direct brand competition
(which can also include its own brands) to more
indirect forms of competition, such as product
substitutes.
• Competitive advantage, can be achieved through
quality products, providing superior customer
service, having the lowest production costs and
lower prices, and dominating channels of
distribution.
• It can also be achieved through advertising that
creates and maintains product differentiation and
brand equity.
https://www.youtube.com/watch?v=z1APG3HjO4Q
MARKETING STRATEGY AND ANALYSIS
Target Marketing :
• After evaluating the opportunities presented by
various market segments, including a detailed
competitive analysis, the company may select one, or
more, as a target market.
• The process by which marketers develop different
marketing strategies to satisfy different customer
needs is called target marketing.
• Different objectives may be established, different
budgets may be used, and the promotional-mix
strategies may vary, depending on the market
approach used.
THE TARGET MARKETING PROCESS
Identify markets with unfulfilled needs
This isolates consumers with similar lifestyles, needs,
and wants
Determine market segmentation
Dividing a market into distinct groups that have
common needs and will respond similarly to a
marketing action.
Select a market to target
Determining how many segments to enter, and which
segments offer the most potential
Position through marketing strategies
The art and science of fitting the product or service to
one or more segments of the broad market in such a
way as to set it meaningful apart from competition.
Bases for Segmentation
Psychographic Demographic
Customer
Characteristics
Socioeconomic Geographic
Behavior Outlet Type
Buying
Usage Situation
Awareness Benefits
Psychographic Segmentation
https://www.youtube.com/watch?v=gW62ifj1K2o
PRIZM Cluster Profiles
HIGH
LOW
Selecting a Target Market
Determine how many
segments to enter
Determine which segments
have the greatest potential
Selecting a Target Market
Three market coverage options are available:
• Undifferentiated marketing ignores segment
differences and offers just one product or service to
the entire market.
• Differentiated marketing involves marketing in a
number of segments, but developing separate
marketing strategies for each.
• Concentrated marketing involves selecting, and
trying to capture a large share of, a single
segment.
Market Positioning
Fitting the product or service to one or more
segments of the broad market in such a way
as to set it apart from the competition
https://www.youtube.com/watch?v=6JhU3YeQAi0
Developing a Positioning Strategy
What position do
we have now?
Does our creative
What position do
strategy
we want to own?
match it?
The
Position
Do we have the From whom
tenacity to stay must we win this
with it? position?
Do we have the
money to do the
job?
Positioning Strategies
How should Attributes and Benefits?
we position?
Price or Quality?
Use or Application?
Product Class?
Product User?
Competitor?
Cultural Symbols?
Repositioning
https://www.youtube.com/watch?v=8VKlWQgSYyA&list=P
Lw2dMu1bz4Vr1AY7Wz57Kf_fqO62YgWHV&index=17
Branding and Packaging Are Linked
Product Decisions
BRANDING PACKAGING
Brand Advertising Has become Often
name creates and increasingly customers’
commun- maintains important first
icates brand exposure to
attributes equity product
and
meaning
Strong Brand Equity Through Ads
A Package is More than a Container
Pricing Decisions
What consumers give
Factors the firm must
up to purchase a
consider
product or service
Costs Price Variable
Time
Demand
Mental activity
Competition
Behavioral effort
Perceived value
Relating Price to Ads and Promotion
Pricing Price must be consistent with
Considerations perceptions of the product
Higher prices communicate higher
product quality
Lower prices reflect bargain or
“value” perceptions
Price, advertising and distribution be
unified in
identifying product position
A product positioned as high quality
while carrying a lower price than
competitors will confuse customers
When Price is Not an Issue
Distribution Channel Decisions
Selecting
Distribution
Channel Managing
Decisions
Motivating
Distribution Intermediaries
Brokers
Distributors
Distribution
Channel
Intermediaries
Wholesalers
Retailers
Promotional Strategy: Push or Pull?
Push Policy Pull Policy
Producer Producer
Wholesaler Wholesaler
Retailer Retailer
Consumer Consumer
Information Flow
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