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  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 who have just had their first child (media objective)

Creative Objective  “To establish…”  “To reposition…”  “To convince…”

Media Objectives  Target  Geography  Seasonality  Aperture

Production objective  Good, fast, cheap triumverite

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

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

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)

Don’t forget  Merchandising  Packaging  Viral  Games  Promotional items (tchotchkes)

Only great ideas need apply  Price  Product  Place

People  Summary that serves as rationale

Great Integrated Campaigns  Nike  Apple  Target  Ford  Pedigree

Integration