Marketing strategy on the example of the city of Łódź by Michał Winciorek January 2014

Theory: The definition of marketing Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Definition approved by the American Marketing Association Board of Directors (July 2013).

Theory: The definition of territorial marketing Territorial marketing (place marketing) is practice involving the application of branding and sales strategies to different regions, cities, states or countries. An example of place marketing in business consists of tourism departments and city councils with place marketing teams competing to attract tourists and new residents use branding techniques. Also called place branding.

Theory: Basic information about Łódź Łódź is the third-largest city in Poland. Located in the central part of the country, it had a population of 742,387 in December It is the capital of Łódź Voivodeship, and is approximately 135 kilometres (84 mi) south-west of Warsaw.

Theory: The strategy of marketing in relation to the territorial unit Marketing strategy is strategy that combines all of its marketing goals into one comprehensive plan. The marketing strategy is the foundation of a marketing plan.

Theory: The strategy of marketing in relation to the territorial unit In territorial marketing, the whole territory becomes an economically active subject. Its peculiarities, richness and developmental abilities, together with its geographical opportunities and its tourism potentialities, with the cultural diffusion and the enhancement of its artistic and naturalistic heritage, make territorial marketing an important promotion tool of the territory itself and a development incentive. In this regard, the Public Administration performs an important role in developing planning strategies since it is the best place for obtaining data and information and it assumes a major role in planning.

Practice: The research on the perception of Łódź Łódź (survey TNS OBOP, 2011)

Łódź (survey TNS OBOP, 2011): -A good place to live – 1% -A city full of tourist attractions – 5% -A city of business opportunities – 8% Practice: The research on the perception of Łódź

The strategy in practice Document: ’The strategy of promotion and marketing communications Łódź’s Brand for ’  ŁÓDŹ – Centre of the Creative Industries Sub-products: 1.Culture 2.Economy 3.Education 4.Tourism and sport

Practice: Assumptions of Łódź’s marketing strategy The strategy is based on three pillars (regarding the management of the city): I.Economy and Infrastructure: Łódź open to the world. II.Society and Culture: Łódź active learner, creates. III.Space and Environment: Łódź attractive, safe, healthy. Document: „Integrated development strategy for Łódź 2020+”

Practice: The brand „Łódź Creates” Łódź has a huge potential for the development of the creative sector. It has always been perceived as a city of four cultures - Russian, German, Jewish and Polish. It is the culture of Lodz became the basis of a post-industrial economy of the city, mainly through the development of the rich tradition of film and avant- garde. The specificity of cultural services Lodz lies in the fact that they are very diverse and targeted at a niche audience. The discriminant of the city - creativity. Łódź citizens have the talent and innovation, its activities are focused in the creative sector.

The strategy in practice: Logo of Łódź +=

The strategy in practice: Multimedia and internet 1.Page 2.Web banners 3.Facebook: page ‚Łódź’ and ads

The strategy in practice: Promotional spots Watch more:

The strategy in practice: Outdoor

The strategy in practice: Gadgets, souvenirs and more

Media about marketing strategy

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