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Marketing summary
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A full summary of the Marketing trainings and lectures.
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Marketing➔ Open question exam
➔ Calculations from week 2 important for exam!!!
Week 1 – Introduction training – Packaging as a Marketing Tool
Packaging is a key element of the actual product. Packaging is the activities of designing and
procuring the container or wrapper for a product. A package
can be a wrapper or container in which a product is enclosed,
encases or sealed. Packaging is needed for:
- Protection
- Identification
- Convenience
- Promotion
- Attraction
- Efficiency
- Reputation
There are four stakeholders in packaging, these are: 1. Consumers, 2. Retailers/wholesalers, 3.
Manufactures and 4. Logistic services. Packaging also brings advantages to all of these four
stakeholders. These advantages are as follows:
➔ Consumers
Protect the content. Convenient usage and storage. Provide necessary information about the
products. Helps memory and recognitions; brand and pack. Value for money equitation: is the
value perceived by consumers?
➔ Retailers / wholesalers
It determines the shelf space. Positioning towards consumers. It helps to communicate. It is
convenience. It spares cost and it helps with the distribution and storage.
➔ Manufactures
It fulfils basis needs (production): keep the product safe, facilitate storage, enhances goodwill
It also helps to build brand equity (marketing): promotes product, helpful in advertising and
sales promotion, increase profit when value perceived by consumers.
➔ Logistic services
It facilitates storage. The number of products in box. Pallet load and the help in transit.
, Packaging decisions are usually made for and by a product manager. So why is this important? It
helps to win in the shoppers. With visibility, shelf impact, differentiation and price. Packaging is also
a key communication tool with consumers. It is the first touchpoint with consumers for the brand. It
develops trial and repeats purchases. It is also used as a promotion vehicle. Packaging is a key source
of differentiation VS competition. Packaging is key to drive usage satisfaction and bring innovation to
brand because it builds consumers loyalty over time.
There are 4 types of packaging projects:
1. Redesigning of physical pack
a. Add a new convenience, create a ownable shape
b. Usually impact on product and need capital investment
2. Redesigning of brand packaging
a. Brand design evolution
b. Usually no impact on product, no ned for capital investment
3. New packaging for a line extension
a. Adapt brand design
b. Can have impact on production and need for capital investment if physical pack
different
4. Promotional pack
a. Communicate promotions, off price, recipes and contest
Finally, to be successful in developing a new packaging keep in mind it has to be based on a true
insight. Qualitative package design can influence buyers decision when it conveys the products
benefits, especially when the innovative solution is based on a true insight / need.
Digital marketing strategy is defined as the series of actions that help you achieve your company
goals through carefully selected online marketing channels. These channels include paid, earned and
owned media, and can all support a common campaign around a particular line of business. Building a
digital marketing strategy:
1. Identify the target audience
2. Determine Smart* digital marketing goals
3. Select appropriate channels
4. Digital audit, resources vs objective gap analysis
5. Content creation: design the message to achieve your objective: what to say (message
content) and how to say it (message structure and format) depending on the media selection
6. Execute strategy
Digital audit
An assessment of all currently active digital media channels to identify the general state of your
digital activities.
1. Which pages are the most popular
2. Which pages are most visited by traffic coming from social media
3. How much time are customers spending on your pages
4. Is the user journey on the website optimal
These questions can be answered with the following website audit KPI’s.
1. Conversion rate: % of visitors to a website who take action (sale, download etc)
2. Return rate: % of returning users (tracked by sales and cookies)
3. Referral source: how do used find your site? Is most of your traffic generated by Facebook,
Instagram?
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