1. Introduction to Marketing

2. Commercial Analysis
Watch each of the following commercials and then discuss the following at your table.
Who is the advertiser trying to appeal to?
What makes this commercial memorable?
Do you think it is a good commercial? Why or why not?
See Playlist on YouTube

3. The four P’s of marketing
Marketing is…..
Concerned with introducing the product to potential consumers.
The four P’s of marketing
Product, Price, Place, Promotion

4. Product Is the product a good product?
Well made?
Looks good?
4 elements to a product besides the product itself.
Brand, Product Image, Warrantee & Service, the Package

5. Brand The name of the product How is it perceived?
Positive or negative perception?

6. Product Image
What does the product stand for?
Has it become popular?

7. Warrantee & Service How well the company backs its product up
Easy or difficult to exchange or return?

8. Package and Labeling What does the packaging communicate?
What “feel” does it give the consumer?

9. High consumer preference, cool, innovative, sexy
Product/Brand
Image
Package
iPad
specialty / shopping
High consumer preference, cool, innovative, sexy
Large Screen, black case,
Colours are possible
SMART car
M&M’s candy
Special ‘K’ Cereal
‘Beats’ by DrDre.

10. High consumer preference, cool, innovative, sexy
Product/Brand
Image
Package
iPad
specialty / shopping
High consumer preference, cool, innovative, sexy
Large Screen, black case,
Colours are possible
SMART car
Environmentalist
Practical
Unsafe, can’t carry much, ugly
Small,
M&M’s candy
Fun, characters promote product, “melt in mouth, not in hand”
Brown, Yellow,
Christmas, bold colour, always with characters and picture of candy
Special ‘K’ Cereal
Healthy, athletic, market to women, walking/healthy lifestyle
Big Red K.
‘Beats’ by DrDre.
big, bold, edgy, hip-hop, expensive
photo of dr. dre
Sleek, single colour, logo.

11. Convenience Products
Veggies, groceries, gas

12. Preference Products Perceived ‘high risk’ to change brands
‘trial by error’ until you find one you like
Deodorant, toothpaste, coffee, service industries.

13. Shopping Products Won’t buy right away Will shop around for best price
Make comparisons between quality, location, price, etc…
Strong loyalty once an ideal product is found.
Clothes, sports equipment, furniture, technology, cars….

14. Specialty Products Only 1 brand accepted No shopping done
Perceived to be the ultimate in its area, price is generally irrelevant.

15. Who will buy?
  ‘Specialty’ items
‘shopping’ items
Risk
How easily
a product sells ‘’preference’ items
‘convenience’ items
Effort – Time the consumer puts into finding the right product

16. Advertising Strategy First step: Define who your consumer is.
What group of people are you trying to reach?
Males
Females
Older
Younger
Immigrant

17. Demographics & Geography
Defining ‘types’ of people in society
Split up a population into different segments based on a variety of factors
Geography
Where people live
How does that affect what they buy?

18. Dynamics Early vs. later adopters of new products
Heavy vs. light users
Brand loyalty vs. brand switchers.
Is your brand something people are generally loyal to or does it fluctuate regularly?

19. Choosing A Strategy Undifferentiated 2) Differentiated
-One product to everyone
-Can be tough to define a truly undifferentiated product in our society.
2) Differentiated
-One product line amongst a number of the same product from different companies.
-i.e toothpaste, coke, deodorant, jeans

20. Strategy Continued 3) Concentrated 4) Partial Differentiated
One product to 1 segment
i.e baby food, sports equipment
4) Partial Differentiated
New products targeting a few specific segments.
i.e i-pods (young and middle age people), Internet (Ultra – normal – light speeds), Cars (XLE, XL, L)