Marketing StrategiesThe meat

The 5 P’sPromotion (90% of the plan)ProductPricePlacePeople

PromotionAdvertising: creative and media sectionsSales PromotionPublic RelationsDirect MarketingViral MarketingEvent MarketingOther

Strategy as objectiveYour strategies will be the objectives for support

sections

Ex: To establish Quick and Easy as the quick and easy way to get the clothes you want (creative objective)

Ex: To reach women 25-35 who have just had their first child (media objective)

Creative Objective“To establish…”“To reposition…”“To convince…”

Media ObjectivesTargetGeographySeasonalityAperture

Production objectiveGood, fast, cheap triumverite

Sales Promotion ObjectivesConsumer and Trade

Ex: Convince light users to buy two units instead of one

Ex: Increase facings from 4-6 during the campaign period

PRFocus on marketing public relations (getting the story out through media) versus corporate public relations (Gov’t, employees, special interest groups, etc.)

EventsWhat would a” Papa John’s Experience” need to accomplish?

For Consumers? For Trade?

Full blown strategy/execution of the Papa John’s experience due 10/17 (present in class)

Don’t forgetMerchandisingPackagingViralGamesPromotional items (tchotchkes)

Only great ideas need applyPriceProductPlace

PeopleSummary that serves as rationale

Great Integrated CampaignsNikeAppleTargetFordPedigree

Integration