Marketing Programs

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Marketing Programs

• Chapter 5

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Experiential Marketing

• Focus on consumer experience
• Sony Metreon
• Focus on consumption situation
• Guinness museum
• View consumer as rational/emotional
• Nike sponsorship
• Use eclectic methods and tools
• Experiential grid (think, feel, do)

3
Group Activity

• Design an experiential consumption situation for
• Sealy Posturpedic Mattress
• Black Decker products
• K2 ski equipment

4
Product Strategy

• Perceived quality
• Brand intangibles
• Relationship marketing consumer value
• Mass customization
• Aftermarketing
• Loyalty programs

5
Pricing Strategy

• Consumer perception of price tiers
• fair price
• typical price
• last price
• competitive pricing
• usual discounted price
• premium/ luxury price (value added)
• every day low price

6
Channel StrategyDistribution

• Direct - identify prospects and visit or contact
  them
• pull strategy
• company stores
• web strategies
• Indirect - agents, retailers, brokers, dealers
• push strategy
• retail segmentation
• cooperative advertising

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Private Labels

• Supermarket store brands
• 20 of all units sold, 15 dollar volume
• Value positioning
• Lower-price knockoffs
• Trader Joes strategy

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Profiling Activity

• Pick a product category
• Identify all the brands in that category
• Develop a price tier for the category
• (Fig. 5-7)
• Identify their pricing strategies
• Critique those you think should be priced
  differently

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Better Pricing Consumers First

• 1. Consumers
• value of product/service
• Value variations
• Price sensitivity
• Emotional response
• 2. Companys optimal pricing structure
• 3. Competitors reaction

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Levels of Brand Communications

• Strategic Brand Management

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Enterprise (company)

• Communication seeks to make firm more transparent
  to the outsider by revealing its physique,human,
  technological and financial means.
• Content is both factual and economic.
• Cokes worldwide presence Atlanta Olympics

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Institutional Communication

• Points to firms wider values voice of the
  companys heart.
• Should make clear the companys social
  justification.

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Mobils People Do Campaign

• Brand Communication
• Expresses the meaning of the brands products.
• Brand injects its own value into the product and
  transforms its status

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.Benettons Activist AdvertisingFords
Quality is Job 1

• Product or Service Communication
• Targeted straight at the consumer or client
  trying to make a decision.

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Messages Incentives

• MESSAGES
• Short term
• Long term
• INCENTIVES
• Short term
• Long term

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Nissan

• Everything you need nothing you dont campaign
  for the Xterra SUV
• Messages
• Incentives

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Database-driven relationships

• Repository of information about customers and
  prospects
• History of relationship transactions
• Structural vs. relational databases
• Match message with customer aggregate
• Tangible asset

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Emotional Branding

• Feeling good about a brand

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Changing Vocabulary of Emotional Branding

• Think of consumers as people
• Create products as experiences
• Convert honesty to trust
• Change quality to preference
• Shift notoriety to aspiration
• Switch identity to personality
• Revert function to feel
• Make communication a dialog
• Transform service into a relationship

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Where does the brand hit?

• HEAD - Aveda Shampoo
• smart, intriguing, stimulating, end benefit
• HEART - Godiva Chocolate
• emotional/experiential, sensual, beloved, trust
• GUT - Prada design wear
• sexy, cool, have to have it, thats me

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