Summary
summary - Media Strategies & Marketing (chapter 3)
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summary - Media Strategies & Marketing
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- Our identityPositioning maps:
Style:
Related to your product and brand
Price:
In relation to the competition
really used a lot by brands to
show where you are as opposed to
your competitors.
Example:
Appels uses a premium pricing
strategy considers itself as a
more expensive and exclusive brand
The marketing process – 5-step model
Understand Design a Construct an Engage Capture value
the costumer integrated costumers, from
marketplace value driven marketing build costumers to
and costumer marketing program that profitable create profits
needs and strategy delivers relationships and costumer
wants superior value and create equity
costumer
delight
The marketing mix:
A set of controllable elements of variables that a company uses to influence and meet the
needs of its target customers in the most effective and efficient way possible.
Or
,Tools used by marketers to achieve world domination.
Important variables within any marketing plan
Different models: the 4 p’s
- The original model dates back to the 1960s by Jerome McCarthy
- 4 important variables that have to be controlled, watched and changed when building
a marketing plan
- This is used in business and in organizations in general; marketing is not only for
making a profit
o Product: marketing offering
o Place: distribution channels
How you get your message or your
product to your target audience
Department stores
Online channels
o Price: have a lot of influence on how successful
you are
o Promotion: how you promote your message or
whatever you want to sell
not only advertising
linked to media strategies, what channels do you use to get your
message across
The 6 p’s (1970s – 80s)
market has changed throughout history (marketing looks now
more at customers)
so the 6 p’s
- rise of the service economy, influenced by society
o not selling products but focusing on services
public transport
…
- Focus not only on products but also on people and
processes
- more focus on how things are done, customer service
o people
also, look at the people providing that service in your marketing
strategie
o process
how are we making sure the customers get the best service
, Drop the P’s, we want C’s (1990s and later)
Traditional models focus too much on the product and the
position of the business and not enough on the customers so
they replaced them with the 4 for C’s (they actually mean
exactly the same thing)
o Customer (> product)
how does the customer look at what we
do
Rise of consumer insights, focus on the
customer
o Cost (> price)
The price you set on your product is the
cost for the customer
o Convenience (>place)
o Communication (>promotion)
Product services
A product can be a
service, an
experience,
something you buy,…
It can also be a
combination of both
Product
Market offering
Whatever brings value to your specific target group
Products and services often function as one entity for consumers. We could define it as a
complex bundle of benefits that satisfy their needs.
Experiences, people, ideas, and organizations can also classify as products
3 levels of ‘product’
In marketing, there are 3 levels of ‘product’
As a marketeer, you must look at your market offering on 3 levels when you are putting
something new on the market
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