Prezentacja programu PowerPoint · Low-cost marketing: Guerrilla marketing - achieving conventional...
Transcript of Prezentacja programu PowerPoint · Low-cost marketing: Guerrilla marketing - achieving conventional...
Meeting consumers’
needs profitably
Philip Kotler, guru of marketing
Satisfied
customer + Profit = Marketing
A business idea
A potential customer
?
Which tools we should use to deliver our “idea” to the potential customer?
Marketing strategy
In order to perform on a market and be a successful company, it needs to develop a marketing strategy.
1.Which customers a company is going to serve (define a target audience)
2.How a company is going to create a value for its customers and make it be profitable - customers and their needs are the core aspect of marketing (marketing mix elements)
SEGMENTATION IDENTIFYING
MENINGFULLY DIFFERENT GROUPS OF
CUSTOMERS
TARGETING SELECTING WHICH
SEGMENT(S) TO SERVE
POSITIONING IMPLEMENTING CHOSEN IMAGE AND APPEAL TO
CHOSEN SEGMENTS
It is an organized attempt for a brand to set itself apart from the crowd and influence the way their target audience perceives them. For example, Volvo develops its cars for buyers to whom safety is a principal factor, positioning the vehicles as the safest on the market, a customer can find.
Which factors can we use in order to make a segmentation?
• Write down 8-10 features that can be used for market segmentation
• Make several (1-2) combinations of these characteristics
(i.e. for youngers, elderly people, women under 40 y.o., men keen on swimming, etc.)
Target customers - every company must divide the whole market on segments, choose the segments with better opportunities, and develop a strategy how to serve particular segments.
Design Quality
Functionality Branding Packing Services
Availability Accessories
Warranty
PRODUCT
Strategy List price Discounts
Allowances Payment
period Payment methods
PRICE
Location Retail
Wholesale Internet
Direct sale Multi-channel
PLACE
Ad Personal selling
Special offers Free gifts User trials
Public relations Direct mailing
PROMOTION
MARKETING MIX 4Ps
Employees Management Sales people,
etc.
PEOPLE
Customer service during purchase and
after
PROCESS
Layout Facilities
Everything that approve a purchase
PHYSICAL EVIDENCE
EXTENDED MARKETING MIX 7Ps
MARKETING MIX
Product life cycle (PLC)
describes the stages a product passes through from the idea until it is removed from the market
display the direction of product`s sales and profits during its lifetime
helps entrepreneurs to interpret product and market dynamics, conduct planning and control, and forecast
helps marketers to determine necessary changes in product, its price, place (distribution channels) and promotion according to the particular stage of the cycle.
Group work: 1. Read the information
about the company – 10 min
2. Make a short presentation of its marketing mix elements – 2 min
3. What is in common?
What about your budget? How much money do you have to promote your product/business and increase people`s awareness?
..You do not have enough money?!
..A budget is restricted?!
Then low-cost marketing is for you!
Low-cost marketing: The power of social networks
The most influential way to promote your product and reach the target audience is the power of social networks
1. What social networks
do you know/use?
Describe the chosen social
network, and ask the
questions:
1. What are the pros-and-cons
of this social network?
2. Is it good for B2B or B2C?
3. For goods or services?
Network Description Good for
Facebook 1.5 billion monthly active users, mobile users ≈ 87%
Mobile ad revenue makes up 76% of all ad revenue ($2.9 billion in Q2 of
2015)
Users share 1 million links every 20 minutes
B2C
Great opportunities for
mobile engagement
Twitter Micro blogging social site with limited posts of 140 characters
289 million active users and 9,100 tweets happen every second; mobile
phone users ≈ 86%
Is often powered by potential customers who respond well to links (blog
links), user base is much more diverse and text oriented
B2B, B2C
Real-time conversation
with consumers.
Opinion analysis
Instagram Social sharing site all around pictures and 15 second videos
300 million active users, almost 99% are mobile users
Can participate through the use of hashtags, geotags and posting pictures
consumers can relate to
B2C
Visual product
Integration with
LinkedIn Environment appealing to the business community, job seekers, and
corporate recruiters
380 million users worldwide
79% of users are 35 or older
≈26% use mobile version
B2B
Interaction with older
generation
Professional interaction
Pinterest Social site that is all about discovery concerning decor, crafts, cooking,
health, and fashion
70 million users, more than 90% are mobile users
80% of users are female
B2C
Alternate for extremely
visual products/services,
Best for retail
Low-cost marketing: Guerrilla marketing
- achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money
• Emphasizes creativity over budget.
• Strategies are often cheap and easy to implement.
• Distinctive feature - close interaction with a target audience.
• Relies on creative, unexpected and provocative campaigns.
The aim of such campaign is
• to take the consumer by surprise (to have a psychological impact on the target audience),
• make an unforgettable impression and create extensive social buzz (among people and media),
• in many cases this kind of marketing have no ethical restrictions.
Low-cost marketing: Guerrilla marketing - ways to implement
• Guerrilla performances
• Flash mobs
• Direct mailing
• Using urban environment for Guerrilla installations
• Everything else to attract people’s attention and make product or business visible and known
Sony’s campaign in 2002;
Nivea campaign -
https://www.youtube.com/watch?v=
4N22-SsJtAg ;
Christina Aguilera perfume
promotion -
https://www.youtube.com/watch?v=
5lj2WtHwBWM,
advertising campaign of Latvian
journal “Ir” -
https://www.youtube.com/watch?v=
7pS3NnOCvK0 1. Create a pseudo-event that is
related to the brand/company
2. The aim is to create a
profitability, not an event it self
Guerrilla marketing - Examples
Israel Cancer Association hosted a guerrilla
marketing campaign with towels that look like
burning charcoal under a grill and placed
roughly 50 towels on the beach from early
morning to late afternoon.
Tel-Aviv, 2011
Anti Smoking Stickers
Source of images: Pinterest
World Wildlife Fund (WWF): Save Paper – Save
the Planet (2007)
Guerrilla marketing - Examples
Implemented campaign of the organization Oro
Verde in order to defense the trees, Germany, Source of images Pinterest
Guerrilla marketing - Examples
Nivea: Goodbye Cellulite Sofa, USA, 2008
Nestle: Benchvertising
Source of images: Pinterest
Guerrilla marketing - Examples
Hairdresser: Manchester, UK
See more: http://www.creativeguerrillamarketing.com/guerrilla-marketing/122-must-see-guerilla-marketing-examples/
Source of images: Pinterest
Guerrilla marketing - Examples
Elmex used two rows of lockers to create a mouth with teeth. Opening a locker gave the illusion that there was a hole in one of them. To complete the experience, a product
sample and additional information about the toothpaste and its benefits were waiting inside the locker.
Apple’s promotion of the “home stereo system” for the iPod, the iPod Hi-Fi (2014)
Source of images Pinterest
Guerrilla marketing - Examples
King Kong 3D Guerrilla Marketing Campaign at the Beach (USA, Santa Monica, 2011)
Copenhagen Zoo: Snake Bus Giant constrictor snake squeezing complete Copenhagen city-bus. (2009)
Source of images Pinterest
Guerrilla marketing - Examples
Ariel advertisement in magazine, Dubai
DHL,China
Adidas
See more: http://www.creativeguerrillamarketing.com/guerrilla-marketing/creativedoublepagemagazineads/
Source of images Pinterest
Hyundai Getz campaign of 2008 Five Hyundai Getz cars were equipped with trolleybus booms. They were racing the city and speeding down at the public transport stops. Hyundai Getz was positioned as the cheapest new car available in Latvia, primary target group was people who don't own any car yet and who use public transport. As trolleybus routes are restricted campaigns slogan was: "You can choose Your own route tomorrow!"
Zelta Zivtiņa Zelta Zivtiņa: tram (2008/2009)
Zelta Zivtiņa: pedestrian tunnel in Riga, latvia
Zelta Zivtiņas tunell is a pedestrian tunnel under 13. Janvara street in Riga. Named after Zelta Zivtina (Gold Fish) mobile prepayment card, owned by TELE2. Got recognition of Golden Hammer in 2009.
Low-cost marketing: Guerrilla marketing: Training
1. https://www.youtube.com/watch?v=5SMG5AaQyRk&feature=youtu.be
2. https://www.youtube.com/watch?v=pvMF-InnJnQ&feature=youtu.be
3. https://www.youtube.com/watch?v=bFPQe7Ne-14&feature=youtu.be
1. What is your attitude to the
campaign?
Positive/Negative/Why?
2. How do you think, was it an
efficient campaign?
3. Was it a permissible way to
promote a product? Why?
4. How the campaign affected
publicity (PR) of the
company?
Case study of “Meteorite” –
advertising campaign of
Swedish mobile phone
operator Tele2, conducted in
2009 in Latvia. Watch several
videos about the implemented
campaign and answer the
questions
Discussion: Mention, please,
advantages &
possible diadvantages
of Guerrilla marketing
(3 min)
Group work:
Training
1. Develop a sketch (use less
words, more pic) of the
marketing mix elements for
your product (10-12 min)
2. Present it to the others (3 min)
Group work: