PRESENTATION 8: “Marketing Plan-Section III” Marketing Strategy MASTERS IN MARKETING & INTERNATIONAL BUSINESS JUAN ANTONIO CRUZ ALVARADO INSTITUTO CULINARIO DE MEXICO

2.10 METHODS OF SALES AND DISTRIBUTION Logistic Supply Chain Suppliers Raw Material Manufacturer Transport Distribution Delivery Retailers Final Consumer Delivery (CEDIS) Logistic and Distribution Sales and Customer Service  Stores or physical offices.  Phone-call systems.  Visiting your clients.  Website system. *Here you have to establish who are going to be your clients: Ex: final customers, schools, supermarkets, convenience stores.

Tlaxcala Lagos Helados Toluca Lagos CPW Coatepec Ocotlán Cuatitlán Chiapas Querétaro Lagos A y B Sta. María Monterrey Veracruz Puerto Vallarta Torreón Tijuana Tequesquináhuac CD del Sur San Luis Potosí Puebla Ciudad Obregón Morelia Lagos de Moreno Mérida Villahermosa León Guadalajara Culiacán Cancún Acapulco Toluca Querétaro EXAMPLE 11 Factories with 21 CEDIS in Mexico

2.11 BRANDING Central Identity It means that the essence of the brand contains associations that should keep constant, even when the brand penetrates in new products line and markets. Extended Identity It means that the brand also includes elements that provides texture and helps to complement it. In other words, fill the film, incorporating details that explain the reason of existence of the brand. EXTENDED IDENTITY CENTRAL IDENTITY SLOGANS CORE BUSINESS 4 ELEMENTS: 1.The Brand as a Product 2.The Brand as a Organization 3.The Brand as a Person 4.The Brand as a Symbol

2.11 BRANDING Central Identity Examples “Trustful quality in medicine products” “Home tools for the self-sufficient man”. “Quality, prestige and elegance for the most exigent driver.” Black & Decker Mercedes Benz Jhonson & Jhonson Class examaple1McDonald: “I loving it”. Class examaple2 Burger King: “As you wish” Class examaple3“Oxxo: Always ready, always there”. Class examaple4 “Walmart: Safe money, live better”.

2.11 BRANDING Central Identity Questions you may answer  Which is the Brand’s Soul?  Which are the believes and values that conduct the brand?  Which are the competences that the organization has behind the Brand?  What the Organization is going to remain the Brand in the Market, or in the Consumer Mind?

Extended Identity 4 elements Brand as a product 1. Brand as an product The objective is to have a permanent association between product/Brand Ex: Kleenex & VISA 2. Brand as an organization The brand’s perspective is focused in the attributes that the Company has as an Organization as; innovation, search for quality, culture, values. Those are created for Human Resources Department. Ex: FORD, HSBC 3. Brand as a person Here the brand’s perspective is suggest that the brand identity is rich and interesting as if were a person; trustful, active, humanist, simple, formal, young, intellectual, wild, sexual. Ex: Levis Stratus & Ciel 2.11 BRANDING

Extended Identity 4 elements Brand as a product 4. Brand as Symbol A good symbol can provide cohesion and structure to the identity, and can to achieve a better brand recognition, and is easier to be reminded. Ex: McDonald & The Quaker Man Extended Identity 4 elements Note: You have disclose your Brand in all these elements in your Business Plan

2.12 PACKAGING Name: La Tradición de La Parroquia Type of Coffee: Roasted and Ground, Coffee Pure Text: Gourmet Coffee high Net Content: 500gr. or 1.1 lb. Design Characteristic: Fresh valve Design Characteristics: Metalised Bag Design Characteristic: Metalised broaches Text: New Package Slogan: The most famous coffee in Mexico

Price Strategy: Price Floor: Price ceiling: Competitive Position 2.13 PRICING POLICY TiendaCOMERCIAL MEXICANA M. Date: 30/08/2005 MarcaPresentaciónPrecio Kasinka454g39.51 Los Portales454g32.88 Internacional Americano1 kg81.76 Internacional Americano522 g45.07 Marino369 g35.91 CM500 g33.95 CM Descasfeinado500 g38.95 Tazza Descafeinado364 g34.68 Tazza Descafeinado454 g38.25 Tazza puro454 g34.9 Garat1 kg87.67 Garat454 g41.22 Blason Americano500 g37.62 Blason Expresso500 g37.62 Legal400 g23.32 The lowest price you can charge and still cover your cost. The highest price the market will bear

2.14 MARKETING DATA BASE OR CRM (Customer Relationship Management) Here you have to specify your strategies in order to create a data base based in the consumer behavior. Ex: Your client’s purchases. Your client’s orders. Your client’s website visits. Your client’s good deliveries. Ask and create the profile: Age: Gender: Incomes: Address: Facebook account: Twitter:

2.15 SALES STRATEGIES 1. Direct Sales How are you going to attack your prospects? 1.1 Offline Sales.- Material that can be sent to your prospective customers, deliver by you or your sales persons, or representations. Ex: brochures, pamphlets, flyers, business cards, catalog, promotional flyers, etc. 1.2 Online Sales.- -Thorough a website: * Website ranking * Register with the search engines * Number of visitors -E-Tailing 2. Direct Mail.- If you are going to send a promotion or a publicity directly to the customer’s address. The average cost of this service is about $1 to $2 per item. 3. Marketing If you are going to develop a Mailing System in your company. You can send the Electronics-Flyers. The average cost of this service is about $.01 to $.25 per item.

2.16 SALES INCENTIVES / PROMOTIONS It can be physical in the stores and offices or Promotion to your clients, to your suppliers, to your retailers, or wholesalers. Ex: Discount Prices for big purchases. Temporary Discount prices. 2 x 1 Discounts Cards “For Openings” Give Cards. Awards to the best clients, or Month clients. Anniversary discount prices Souvenirs. Strategic Alliances:  With Magazines “Coupons”  Brand Ingredient “Your product as an ingredient” inside other product package.

2.17 ADVERTISING STRATEGIES Advertising is the most potentially expensive investment in your Marketing Strategy. -High cost. -Marketing Mix. -Hire consultants. -Advertising Expertise. 1. Traditional Advertising: -Television. -Radio. -Magazines. -News Papers. -Billboards. -Street Banners.

2.17 ADVERTISING STRATEGIES 2. Web Advertising and New Media: -Banner Adds. -PDA (Personal Digital Assistance). -Portals (Amazon, Yahoo). 3. Social Media: -Facebook Campaigns. -Twitter Account. -You Tube Account. -Blogs.

2.18 PUBLIC RELATIONS  Events  Press Conference  Sponsorships -Magazines spaces -News Paper spaces -Stores (retailers) Pósters -Nigh Club Spots -Restaurants Menus

2.19 NETWORKING  The business community  Your peer Group of Professionals  The Community “Civic Organizations”  The world At- Large “International”  Commitment “Social Responsibility” “Volunteer Job”

THANKS!