Marketing + Strategy
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Transcript of Marketing + Strategy
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Marketing • StrategyStephanie Kruse, KPS3 Marketing
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Product (Service)
Price
Place (Distribution Channels)
Promotion
4PS
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Market Research
Primary & Secondary
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Pri
ma
ry R
ese
arc
hQualitative
Focus groups Interviews
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Pri
ma
ry R
ese
arc
hQuantitative
Representative Surveys
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Pri
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arc
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Observational
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Target Markets
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Ta
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t M
ark
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Demographic Psychographic
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Pro
ce
ss
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Brand Positioning
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Use research to discover your unique “position”
Internal reality relative to external opportunity
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Only (your brand) offers/delivers
(unique offering/proposition) to target
audiences, because (proof statements).Fo
rma
t
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Channel Planning
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Allocating marketing promotion resources & using Integrated Marketing
Communications (IMC)
Ch
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Sales and sales promotions
Paid (advertising, direct)
Non-paid/earned (PR, social, events, grassroots)
Ch
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