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Marketing Strategies

Marketing Strategies. The meat. The 5 P’s. Promotion (90% of the plan) Product Price Place People . Promotion. Advertising: creative and media sections Sales Promotion Public Relations Direct Marketing Viral Marketing Event Marketing Other. Strategy as objective.

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Marketing Strategies

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  1. Marketing Strategies The meat

  2. The 5 P’s • Promotion (90% of the plan) • Product • Price • Place • People

  3. Promotion • Advertising: creative and media sections • Sales Promotion • Public Relations • Direct Marketing • Viral Marketing • Event Marketing • Other

  4. Strategy as objective • Your 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)

  5. Creative Objective • “To establish…” • “To reposition…” • “To convince…”

  6. Media Objectives • Target • Geography • Seasonality • Aperture

  7. Production objective • Good, fast, cheap triumverite

  8. Sales Promotion Objectives • Consumer and Trade • Ex: Convince light users to buy two units instead of one • Ex: Increase facings from 4-6 during the campaign period

  9. PR • Focus on marketing public relations (getting the story out through media) versus corporate public relations (Gov’t, employees, special interest groups, etc.)

  10. Events • What 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)

  11. Don’t forget • Merchandising • Packaging • Viral • Games • Promotional items (tchotchkes)

  12. Only great ideas need apply • Price • Product • Place

  13. People • Summary that serves as rationale

  14. Great Integrated Campaigns • Nike • Apple • Target • Ford • Pedigree

  15. Integration

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