2. WHAT WILL BE COVERED:
• Marketing mix: The 4Ps
• Readings and resources
• Case study: “Share a coke”
• Activities / Applied learning
3. Ok, let’s take a look at the following
clip that will introduce us to the
concept of the marketing mix and
explain those 4P’s…..
4. Marketing Mix Concept Map
This concept map highlights the 4Ps (price, product, place & promotion) and
showcases the associated elements for each area of the marketing mix.
5. Using marketing mix modeling to improve marketing
decisions and return on marketing investment
A review of Marketing Mix: 4Ps or more?
Why marketing mix modeling is more than just a ‘black
box’
Additional Readings and Resources:
6. Now let’s take a look at a Marketing Mix case
study review:
Take notes, absorb the information and
enjoy the Coca Cola story as we will be
focusing on this campaign in our next class
to apply our learning of the marketing mix
concept.
.
7. ACTIVITY: In preparation for your next class, consider these questions below:
• Identify the elements of the marketing mix that Coca Cola focused on as
part of their “Share a coke” marketing campaign
• Explore some of the strengths and weaknesses of this marketing campaign.
• Examine other elements of the marketing mix that could have been
highlighted, adapted and/or promoted as part of this campaign to achieve a
growth in sales
• Identify and compare other marketing campaigns of a similar nature to Coca
Cola’s “Share a coke”. What worked, what failed and why?
APPLIED LEARNINGS: