1 / 59

The Marketing Game Plan

6. The Marketing Game Plan. 6.1 The Game Plan 6.2 Entertainment and Sports Strategies 6.3 Mapping the Plan. Winning Strategies. AEG. Anschutz Entertainment Group (AEG) is a key player in movie exhibition AEG dominates specific markets second largest promoter of live events in the U.S.

alcina
Download Presentation

The Marketing Game Plan

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. 6 The Marketing Game Plan 6.1 The Game Plan 6.2 Entertainment and Sports Strategies 6.3 Mapping the Plan

  2. Winning Strategies AEG • Anschutz Entertainment Group (AEG) is a key player in movie exhibition • AEG dominates specific markets • second largest promoter of live events in the U.S. • AEG sells more than $500 million in tickets annually Chapter 6

  3. Lesson 6.1The Game Plan Goals • Explain the difference between marketing tactics and strategies. • Discuss the importance of planning to stay ahead of the competition. Chapter 6

  4. Terms • tactic • strategies • marketing intelligence • trade shows Chapter 6

  5. MARKETING TACTICS • Nike wants to be number one in their market. • Nike needs to differentiate itself from Adidas, the market leader. Chapter 6

  6. Tactics First • tactic • the way a product or service is differentiated in the minds of customers from other competing products or services • the most effective tactics are developed by salespeople • tactics can work their way from salespeople to upper management Chapter 6

  7. Strategies • strategies • the process by which tactics are implemented Chapter 6

  8. What is the difference between a tactic and a strategy? Chapter 6

  9. BEATING THE COMPETITION • “Winning the game” in business means gaining market share over competitors and making a profit. • requires depth of competitive knowledge Chapter 6

  10. What Information is Needed? • marketing intelligence • information gathered about competitors Chapter 6

  11. Pricing • pricing is very important to customers • the prices of competitors can influence buying decisions Chapter 6

  12. Distribution • marketers need to make the product purchase convenient for customers Chapter 6

  13. Product/Service Management • knowing the product and service offerings of competitors can help a business determine how to differentiate its products Chapter 6

  14. Promotional Efforts • promotional competitive analysis reveals: • the product characteristics emphasized by competitors • target customers • promotional budgets Chapter 6

  15. Finding the Information • Marketing information is critical to help anticipate future moves of the competition. Chapter 6

  16. internet • efficient searching leads to effective results • company name • keywords Chapter 6

  17. observations • combining the insights of a variety of salespeople can provide valuable competitive information Chapter 6

  18. trade shows • major events where people in a related industry meet to • show their products • exchange ideas • learn about the latest trends • valuable source of competitive information Chapter 6

  19. customers • customer feedback is critical for fine tuning marketing plans • can provide competitive information Chapter 6

  20. Give three examples of marketing intelligence information that might be collected by a movie theater. Chapter 6

  21. Lesson 6.2Entertainment and Sports Strategies Goals • Explain the importance of learning from customers. • Discuss sports marketing strategies. • Discuss entertainment marketing strategies. Chapter 6

  22. Terms • marketing plan • interpretation • applied research • touchpoints Chapter 6

  23. DATA-DRIVEN DECISIONS • marketing plan • a document that describes the tactics and strategies that will be used to market the product or service Chapter 6

  24. raw data • the facts and recorded measures that have been gathered Chapter 6

  25. Interpretation • interpretation • explaining the information so that it has meaning • drawing conclusions that relate to the defined marketing research problem Chapter 6

  26. Applied Research • applied research • conducted to solve specific problems • touchpoints • the points at which the business makes contact with the customers • web site visits • e-mails • phone calls • advertisements • one-on-one sales pitches Chapter 6

  27. Explain what Peter Drucker’s definition of marketing means. Chapter 6

  28. SPORTS MARKETING STRATEGIES • Fans are necessary for the longevity of a team. • Using research to form the right tactics to attract fans is a challenge for teams. Chapter 6

  29. Fans Rule • Competition for fans is fierce. • Adidas and Nike have different tactics and strategies to compete for soccer fans. • Adidas provides soccer balls for the World Cup and promotes customizable soccer cleats. • Nike is filling a niche for street-ready soccer merchandise and is sponsoring a number of major international soccer teams. Chapter 6

  30. What drives professional sports teams’ marketing plans? Explain why. Chapter 6

  31. ENTERTAINMENT MARKETING STRATEGIES • The movie and music industries use many of the same strategies used in sports marketing to attract customers. • Determining the new tactic first and then figuring the strategies that will drive sales is the key. Chapter 6

  32. Capitalizing on Controversy • Sony carefully developed a tactic and a strategy for promoting The DaVinci Code. • provided a website for religious dialogue • avoided overexposure prior to the movie’s release Chapter 6

  33. Concert Pricing Strategies • Indoor concerts are more economical to produce than outdoor concerts. • A smaller indoor concert may be more profitable than a larger outdoor concert. Chapter 6

  34. Industry consolidation has lead to decreased competition. • Declining profits are prompting concert promoters to re-evaluate pricing strategies. Chapter 6

  35. A Little Music with Your Coffee? • Starbuck’s Entertainment • connects Starbuck’s brand with entertainment • By 2005, Starbucks sold 3.5 million CDs. Chapter 6

  36. Why would a coffee shop add entertainment items to its menu? Chapter 6

  37. Lesson 6.3Mapping the Plan Goals • Explain how marketers determine direction and focus for a marketing plan. • List and describe the components of a marketing plan. Chapter 6

  38. Terms • mission statement • mass market • product portfolio • test marketing Chapter 6

  39. KNOW WHERE YOU ARE HEADED • mission statement • identifies the nature of the business and the reason it exists • All tactics and strategies should be built around the mission statement. Chapter 6

  40. A Sense of Direction • mass market • a broad group of customers Chapter 6

  41. product portfolio • all the products a company has available at any one time • test marketing • where the sales potential for a new product is tried in a small market prior to its final release Chapter 6

  42. Explain the importance of a company’s mission statement to the marketing plan. Chapter 6

  43. THE PLAN • The marketing plan is a detailed document that further provides a detailed description of how the tactics and strategies will be implemented. Chapter 6

  44. Components of a Marketing Plan • A marketing plan should be guided by the current and future needs of customers. Chapter 6

  45. Analysis • The Mission Statement • The marketing plan must be in agreement with the mission statement. • Marketing Information • Information is gathered, analyzed, interpreted and used to make business decisions. Chapter 6

  46. The Tactic • describes product or service differentiation • should pinpoint a gap that is not be filled by another product or service Chapter 6

  47. Strategy • describes the marketing mix • Product/Service • the identified need is the basis for the development of the product or service Chapter 6

  48. The Distribution System • describes how the product or service will be made available to customers Chapter 6

  49. Pricing • The price must be set where revenues will be maximized to cover all costs and provide a profit. Chapter 6

  50. Promotional Strategies • how the product will be positioned in the minds of customers • advertising • publicity • sales promotion • personal selling Chapter 6

More Related