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Marketing q2y2Table of contents
Week 1 Packaging and digital marketing........................................................................................................ 2
Week 2 Place................................................................................................................................................. 9
Week 3 Pricing............................................................................................................................................. 22
Week 5 Promotion....................................................................................................................................... 28
Week 6 Digital marketing strategy............................................................................................................... 38
Learning objectives
By the end of this module you are able to:
1. Translate strategic decisions into tactical actions in order to launch successfully a
product internationally.
2. Analyse key distribution and consumer metrics in order to define the relevant
marketing tactics for a product launch.
3. Develop marketing tactics for a brand in order to prepare for the launch in an
international market as follows:
a. Product decisions with a focus on Packaging
b. Place decisions with a focus on Channel management, distribution and
consumption metrics.
c. Price decisions with a focus on price setting and price calculation
d. Promotion decisions with a focus on Integrated Marketing campaign, digital
channel selection, campaign effectiveness measurement, and campaign design on-
line and offline.
4. Develop a basic digital marketing strategy
a. By analyzing the status of digital marketing tools, via means of a basic digital audit
b. analyze the customer journey and select digital marketing tools to improve the
customer journey
5. Demonstrate knowledge of best practices in applying a digital marketing strategy
in order to prepare for the Work placement.
,Week 1 Packaging and digital marketing
Kotler 8th edition
Read pages 241-242 Kotler 7th edition Read pages 234-235
Packaging: The activities of designing and producing the container or wrapper for a product
- A wrapper or container in which a product is enclosed, encased or sealed
- Examples: a bottle, box, cartoon, can, crate, jar, tube, barrel, drum etc
Core; can be a lifestyle or going from A to B (car)
Why is packaging needed?
• Protection
• Identification
• Convenience
• Promotion
• Attraction
• Efficiency
• Reputation
Who are the stockholders in packaging?
1. Consumers
2. Retailers/wholesalers
3. Manufacturers
4. Logistic services
1 . Advantages of packaging for consumers
1. Protects the contents
,2. Convenient usage and storage
3. Provide necessary information about the products
4. Helps memory and recognition: brand and pack
5. Value for money equation: is the value perceived by consumers?
6. New: personalization; kitkat case
- First time that a fully personalized web to print campaign has been delivered with product
packed at normal speed on a standard production line
- integrated with Nestle website allowing consumers to upload photographic images and ‘my
break’ messages and automatically create thousands of printable files that were ripped
straight to our digital presses.
- 56,000 lucky winners uploaded photos and personal ‘break message’ to create their own
unique KITKAT pack which was linked to an exciting Nestle social media campaign.
2. Advantages of packaging for retailers /wholesalers (AH, JUMBO,Kruidvat)
1. Shelf space
2. Positioning towards consumers
3. Communication
4. Convenience
5. Cost savings
6. Distribution and storage
3. Advantages of packaging for manufacturers (UNILEVER)
…fulfill basic needs (Production):
1. keep the product safe
2. facilitate storage
3. enhances goodwill
…and help build brand equity (Marketing):
1. promotes product
2. helpful in advertising and sales promotion
3. increase profit when value perceived by consumers
4. Advantages of packaging for Logistic Services/distributors
1. Facilitates storage
2. Number of products in box
3. Pallet load
4. Help in transit
, The user/consumer: pre store, what people want in a product
The chooser/shopper, in store, how people behave in the shopping process
Packaging decisions for a product manager: Why is it so important?
1 Key to win in store with shoppers:
–Visibility, shelf impact, differentiation, price
2 Key communication tool with consumers
–First touchpoint with consumers for the brand
–Develop trial and repeat purchase
–Use as promotional vehicle
3 Key source of differentiation VS competition
4 Key to drive usage satisfaction and bring innovation to the brand
–Build consumer loyalty over time
What are the Packaging decisions for a product manager?
• Package design:
– role brand, naming, color code, shape of pack , range differentiation
– legal information, brand protection, in store scanning
• Use of pack as vehicle for promo, specific message such as “new” and “improved”…...
• Compatibility with existing production, need new production line or outsourcing
• Package size: Retail Selling Price, usage, family pack or portion pack?
• Package cost relating to total COGS and targeted profitability
• Package test needed!!
• Package sustainability
Packaging decision for a product manager: What are the different types of packaging
projects?
• Redesigning of physical pack
– Add a new convenience, create an ownable shape (fanta)
– Usually impact on production and need capital investment
• Redesigning of brand packaging (so maybe only the ingredients list)
– Brand design evolution
– Usually no impact on production, no need for capital investment
• New packaging for a line extension
– Adapt brand design
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