2. PREMISE
•Difficulties for the right topic
•Marketing plan according to our analysis, like
a videogame trying to step into the shoes the
marketing manager
•Focusing on the operational Marketing
5. STRATEGIC MARKETING
• strategic marketing, involves finding a correct segment in which to market
your product, identifying the proper target market and positioning the
product to create maximum profits.
• The goal of the STP process is to guide the organization to the development
and implementation of an appropriate marketing mix
SEGMENTATION TARGETING POSITIONING
6. POSITIONING
• According to Al Ries and Jack Trout (1982) positioning is: “not what is done
on the product or service, but rather what is done on the mind of the
prospect. Positioning is all about achieving a desired place in the mind of
the stakeholders. “
• Colgate Protection
• Axe Sexual attraction
• Gillette Quality
7. OPERATIONAL MARKETING
• We have goals (segment, suppliers, distributors, etc)
• Organize the activity
• How to handle the 4 decisional leverage
• No more strategies, it’s time for tactics
• The ball goes from senior manager to functional managers
9. PRODUCT
• Give definitions regarding every single point that compose the Marketing mix
is superfluous
• Brand positioning: Which benefit my brand can give to you
10. PRODUCT
• Define my brand position
• According to Ries and Trout, the basic qualities for a brand positioning are:
1. Relevance
2. Clarity
3. Distinctiveness
4. Coherence
5. Patience
6. Courage
11. PRODUCT
• The first and one of the most important move to enter in the mind of the
customers is to develop a brand positioning statement. A compelling picture
of how the marketer wants the target to view the brand.
What it should include BPS of my company
Only [brand name] Only “Danish brewer company”
Delivers [unique and compelling benefit or
shared value]
Delivers the quality and secular experience of
Danish master brewers
To [my target] To modern and dynamic people who seek
In the context of [market condition or trend that
makes the benefit or value even more
compelling]
A premium quality product
In the [product category] In the beer market
12. PRODUCT
Examples of general positioning in the mind of customers:
BRAND/BENEFIT
•Volvo=security
BRAND/COMPETITORS
•Apple=think
different
•We are the best
alternative
BRAND/BUSINESS
•Ryanair=the low
fares airline
13. PRICE
• From this table we can see that:
1. Unemployed and retired prefer domestic brands (MORE ETNHOCENTRIC)
2. Employers and managers are concerned about the quality and the brand
of the beer
14. PRICE
• From the above table we can notice that:
-Higher position (our target) = higher income
15. PRICE, TWO STRATEGIES
• Price/quality relationship
• High price=High quality refers to the perception by most consumers that a
relatively high price is a sign of good quality.
• So high price “means” high quality What our segment wants
Premium pricing (also called prestige pricing) is the strategy
of consistently pricing at, or near, the high end of the possible price range to
help attract status-conscious consumers. The high pricing of premium product
is used to enhance and reinforce a product's luxury image
17. PLACE
• It’s the method you use to get your product or service through various
distribution channels to the ultimate purchaser or end-user
• How and Where
• Three kind of strategies
• Intensive distribution - Selective distribution - Exclusive distribution (luxury
goods)
• Why selective instead of going everywhere?
18. PROMOTION
• We all know what “Promotion” is and which are the typical channels to
promote a product.
• So I tried to step into the shoes of a marketing manager of a major
multinational Danish in the brewing industry
• Think about my segment…. MUSIC AND SPORT
• In Romania, the most popular sport remains football with over 100,000
players and over 3,000 clubs
19. BUT I WAS NOT THE ONLY ONE TO
HAVE THIS IDEA…OF COURSE
• Heiniken will sponsor the Champions League seasons 2012-2015 and the
UEFA Super Cup 2012, 2013 and 2014.
• Heineken has been a sponsor of the UEFA Champions League, the world's
most prestigious club football tournament, since 1994.
But we are looking to the
Romanian market, so we should
change our perspective
20. PROMOTION
• The romanian football league does not have a sponsor
• The second most important thropy in the Romanian football world is the
«Cupa Romaniei»
•
So why don’t we try to make
an agreement with the
Romanian football
association?
