Download - Marketing Strategies The meat. The 5 P’s Promotion (90% of the plan) Product Price Place People
Marketing StrategiesThe meat
The 5 P’sPromotion (90% of the plan)ProductPricePlacePeople
PromotionAdvertising: creative and media sectionsSales PromotionPublic RelationsDirect MarketingViral MarketingEvent MarketingOther
Strategy as objectiveYour strategies will be the objectives for support
sections
Ex: To establish Quick and Easy as the quick and easy way to get the clothes you want (creative objective)
Ex: To reach women 25-35 who have just had their first child (media objective)
Creative Objective“To establish…”“To reposition…”“To convince…”
Media ObjectivesTargetGeographySeasonalityAperture
Production objectiveGood, fast, cheap triumverite
Sales Promotion ObjectivesConsumer and Trade
Ex: Convince light users to buy two units instead of one
Ex: Increase facings from 4-6 during the campaign period
PRFocus on marketing public relations (getting the story out through media) versus corporate public relations (Gov’t, employees, special interest groups, etc.)
EventsWhat would a” Papa John’s Experience” need to accomplish?
For Consumers? For Trade?
Full blown strategy/execution of the Papa John’s experience due 10/17 (present in class)
Don’t forgetMerchandisingPackagingViralGamesPromotional items (tchotchkes)
Only great ideas need applyPriceProductPlace
PeopleSummary that serves as rationale
Great Integrated CampaignsNikeAppleTargetFordPedigree
Integration