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Marketing Programs

Marketing Programs. Chapter 5. Experiential Marketing. Focus on consumer experience Sony Metreon Focus on consumption situation Guinness museum View consumer as rational/emotional Nike sponsorship Use eclectic methods and tools Experiential grid (think, feel, do). Group Activity.

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Marketing Programs

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  1. Marketing Programs Chapter 5

  2. Experiential Marketing • Focus on consumer experience Sony Metreon • Focus on consumption situation Guinness museum • View consumer as rational/emotional Nike sponsorship • Use eclectic methods and tools Experiential grid (think, feel, do)

  3. Group Activity Design an experiential consumption situation for: • Sealy Posturpedic Mattress • Black & Decker products • K2 ski equipment

  4. Product Strategy • Perceived quality • Brand intangibles • Relationship marketing & consumer value • Mass customization • Aftermarketing • Loyalty programs

  5. Pricing Strategy Consumer perception of price tiers • fair price • typical price • last price • competitive pricing • usual discounted price • premium/ luxury price (value added) • every day low price

  6. Channel Strategy:Distribution Direct - identify prospects and visit or contact them • pull strategy • company stores • web strategies Indirect - agents, retailers, brokers, dealers; • push strategy • retail segmentation • cooperative advertising

  7. Private Labels • Supermarket store brands • 20% of all units sold, 15% dollar volume • Value positioning • Lower-price knockoffs • Trader Joe’s strategy

  8. Profiling Activity • Pick a product category • Identify all the brands in that category • Develop a price tier for the category (Fig. 5-7) • Identify their pricing strategies • Critique those you think should be priced differently

  9. Better Pricing: Consumers First 1. Consumer’s • value of product/service • Value variations • Price sensitivity • Emotional response 2. Company’s optimal pricing structure 3. Competitor’s reaction

  10. Levels of Brand Communications Strategic Brand Management

  11. Enterprise (company) • Communication seeks to make firm more transparent to the outsider by revealing its physique,human, technological and financial means. • Content is both factual and economic. • Coke’s worldwide presence; Atlanta Olympics

  12. Institutional Communication • Points to firms’ wider values; voice of the company’s heart. • Should make clear the company’s social justification.

  13. Mobil’s People Do Campaign • Brand Communication • Expresses the meaning of the brand’s products. • Brand injects its own value into the product and transforms its status

  14. .Benetton’s Activist Advertising;Ford’s ‘Quality is Job 1’ • Product or Service Communication • Targeted straight at the consumer or client trying to make a decision.

  15. Messages & Incentives MESSAGES • Short term • Long term INCENTIVES • Short term • Long term

  16. Nissan • ‘Everything you need; nothing you don’t’ campaign for the Xterra SUV • Messages • Incentives

  17. Database-driven relationships • Repository of information about customers and prospects • History of relationship transactions • Structural vs. relational databases • Match message with customer aggregate • Tangible asset

  18. Emotional Branding Feeling good about a brand

  19. Changing Vocabulary of Emotional Branding • Think of consumers as people • Create products as experiences • Convert honesty to trust • Change quality to preference • Shift notoriety to aspiration • Switch identity to personality • Revert function to feel • Make communication a dialog • Transform service into a relationship

  20. Where does the brand hit? HEAD - Aveda Shampoo • smart, intriguing, stimulating, end benefit HEART - Godiva Chocolate • emotional/experiential, sensual, beloved, trust GUT - Prada design wear • sexy, cool, have to have it, ‘that’s me’

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