Presentation on theme: "MARKETING. Keynotes Marketing today is about creating brands that represent aspirations and a desirable image of life that people want to identify with."— Presentation transcript:
Keynotes Marketing today is about creating brands that represent aspirations and a desirable image of life that people want to identify with. We are talking about seducing, persuading, tempting or even manipulating people into buying things.
CONSUMER MARKETING and BRANDING What do the main activities of Marketing refer to? The “Marketing mix”: the “4 Ps” 1. PRODUCT 2. PRICE 3. PROMOTION 4. PLACE
Product Getting the product right means identifying the right features and benefits to meet the needs of the target market. It also means identifying the right image.
PRICE The price is linked to the positioning of the product with appropriate market price; people may be willing to pay more for products perceived as upmarket. The mark-up can be considerable.
PROMOTION Promotion needs to be linked to the positioning of the product. The product's benefits may be communicated in different ways: Advertising Exhibiting at trade fairs Product presentation (eg:elegant packaging)
PLACE Place relates to the distribution of the product in markets. Therefore how the product reaches the customer.
Marketing and Advertising Advertising is one part of marketing. The marketing department of a business deals with the way a product is sold generally.
Advertising An advertising agency helps their client to choose the best advertising medium (television, newspaper, magazines, leaflets, website/internet, cinema etc.) for their aims and then has ideas for different adverts. When the client has chosen their favorite idea, the advertising agency creates the advert and “buys” the space for it (on tv,newspaper, internet...)
SELLING Marketing to potential profitable customers What are the different promotion methods?
Methods of selling – match Advertising media Personal selling Sales promotions Public relations Direct marketing Sponsorship Where a company pays to have its name linked to an event or a person Employing sales representatives = “sales rep” to sell direct with potential customers. Special offers, discounts, samples, competitions, free gift, gadgets… Creating news (information about the company in the press or tv, internet news) Direct mail, tv + internet shopping, telephone selling, flyers, catalogues. Radio, Press, cinema, internet, newspapers, magazines…
Methods of selling – key Advertising media Personal selling Sales promotions Public relations Direct marketing Sponsorship Radio, Press, cinema, internet, newspapers, magazines… Employing sales representatives = “sales rep” to sell direct with potential customers. Special offers, discounts, samples, competitions, free gift, gadgets… Creating news (information about the company in the press or tv, internet news) Direct mail, tv + internet shopping, telephone selling, flyers, catalogues. Where a company pays to have its name linked to an event or a person
Other advertising techniques used to promote products: “Word of mouth” spoken communication as a means of transmitting information. is the passing of information from person to person... “Controlled word of mouth”: commercial advertising, when you pay people to talk about a product you want people to know about. Targeting the “Green Consumer” is also a way.
Glamour appeal Pester power Celebrity endorcement Hidden fears ……… : Using well-known person to recommend the product. ……… : Suggesting that using the product can make you part of a special group with a glamorous lifestyle. ……… : Suggesting that the product can save you from danger or embarrassement (eg. Olive oil manufacturer claims that heart deseases can be limited with rich diet in olive oil) ……… : Targeting the advert at children in the hope that they will ask parents to buy the product for them.
KEY: Celebrity endorcement: using well-known person to recommend the product. Glamour appeal: suggesting that using the product can make you part of a special group with a glamorous lifestyle. Hidden fears: suggesting that the product can save you from danger or embarrassement (eg. Olive oil manufacturer claims that heart deseases can be limited with rich diet in olive oil) Pester power: targeting the advert at children in the hope that they will ask parents to buy the product for them.
Internet advertising Web banner advertising: Web banners or banner ads typically are graphical ads displayed within a web page. Pop-ups/pop-unders A pop-up ad is displayed in a new web browser window that opens above a website visitor's initial browser window. A pop-under ad opens a new browser window under a website visitor's initial browser window.
Terms connected with marketing Nadbr Gool Nsogal pimagnca Name used to identify a particular product or service. Symbol used by a company to advertise its products. A short phrase that is easy to remember and which is used to advertise a product. Advertising a product or service during a particular period of time
(key)Terms connected with marketing Brand logo slogan campaign Name used to identiy a particular product or service. Symbol used by a company to advertise its products. A short phrase that is easy to remember and which is used to advertise a product. Advertising a product or service during a particular period of time
● Kamtre rahes ● Kamtre raleed ● The percentage of sales that a company has fora type of product compared with its competitors. ● A company whivh sells more produts than its competitors.
Key market share Market leader The percentage of sales that a company has for a type of product compared with its competitors. A company which sells more produts than its competitors.
“Guerrilla marketing” Term introduced by Yay Conrad Levinson
Guerrilla marketing is an advertising strategy in which low-cost unconventional means are used to convey or promote a product or an idea. The term guerrilla marketing uses atypical tactics to achieve a goal in a competitive and unforgiving environment. The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically consumers are targeted in unexpected places.
Noun Person verb Sponsorship – a sponsor – to sponsor Consumption – a consumer - to consume Marketing – a marketer – to market Organisation – an organiser – to organise Analysis – an analyst – to analyse Agency – an agent – no verb Recruitment - a recruiter – to recruit Promotion - a promoter - to promote Employment – an employer - to employ Manufacturing – a manufacturer – to manufacture Production – a producer - to produce Word building
Fill in the gaps Launching a Product When a company decides to …………a new product, it must take several things into consideration.. First careful……..should be carried out to determine the condition of the market. Then …… should be conducted on the…………consumers to determine their tastes,…………………etc. Once the product has been designed, it is impotant to to decide what type of packaging it will be sold in, which…..will be used, and the optimum price at which it should be sold. The product will then be………………..through the use of free samples, discounts and particularly……….. WORDS: Promoted – advertising – market research – buying habits – launch – target – channels of distribution - surveys
Brands Management Continued… Are brands a terrible rip-off, making their corporate owners rich by exploiting people’s insecurities and desires, or are they worth every penny because of the pleasure they bring?
Emotional branding: The idea is to make brands stand for an attitude or a set of values that people hope will rub off on them if they buy and use the product that carries the name.
Brands and trademarks = similar terms BRAND refers to names, logos and slogans. for example COKE, NIKE, CALVIN KLEIN it is what makes a product or service different from its competitiors. Brands = Makes TRADEMARK is something you can do to brands. If you trademark a brand, then you own the "intellectual property" of that brand and you are the only person allowed to use that Brand name, slogan etc. If others want to use that brand, they must ask your permission or pay some money.
Brand Management - Word partnerships Brand loyalty Brand image Brand stretching Brand awareness Brand name The name given to a product Using an existing name on another type of product The ideas and beliefs people have about a brand The tendency to buy a particular brand How familiar people are with a brand
Key - Brand Management - Word partnerships Brand loyalty Brand image Brand stretching Brand awareness Brand name The tendency to buy a particular brand The ideas and beliefs people have about a brand Using an existing name on another type of product How familiar people are with a brand The name given to a product
Word partnerships (put into order) Product launch Product lifecycle Product range Product placement Product endorsement 1.The of products made by a company 2.The use of a well-known person to advertise products 3.When products are used in films or TV programmes 4.The introduction of a product to the market 5.The length of time people continue to buy a product.
Describing Products Products can valued in terms of … -Price -Value for money -Image -Reputation -Reliability -Quality -Style -Functionality -Taste -Texture -Size etc…
Vocab to describe how good or bad products are Biased /Unbiased User-friendly Faultless Unfailing Impeccable impractical Overpriced Errorless Light/heavy Speedy unreliable Accurate No shock absorption Compact Resistent to Sounds as good as it looks Illegal Counterfeit Immoral Unique Fashionable/in Attractive
Which are positive and which and negative? Biased /Unbiased User-friendly Faultless Unfailing Impeccable impractical Overpriced Errorless Light/heavy Speedy unreliable Accurate No shock absorption Compact Resistent to Sounds as good as it looks Illegal Counterfeit Immoral Unique Fashionable/in Attractive
BLACK MARKET – GREY MARKET – FAKES? Luxury watches, carefully crafted with high quality parts and exceptional watchmaking skills, reveal the true creativity, craft and expertise of watchmakers. So much so, that people who cannot pay the price for the luxury brands are sometimes willing to pay a discounted rate for counterfeits or black market watches, just to “look the part.” What’s the Difference Between a Black and Grey Market Watch? A black market watch is a stolen, counterfeit or fake watch. Grey market watches are genuine products that are sold through an unauthorized source. These will not have a warranty (guarantee) and probably will not have the same resale value as a watch from an authorized dealer.
Global Advertising The focus here is how the world’s biggest advertisers have responded to the increasing globalisation of markets. Global/international advertising is branding for different countries at the same time. (NOT to national/local/niche markets/segmentation which require specific marketing stategies)
“A good advertisement is one which sells the product without drawing attention to itself” and “bad advertising can unsell a product” Does the ad/advert persuade people into buying or put people off buying what it is advertising? A global ad needs to appeal to the greatest number of consumers from many different countries/cultural backgrounds.
The aim is to promote “world brands” which are universally recognised. Successful worldwide slogans are for example: Nike’s “Just do it” Apple’s “Think different” Coke’s “just go for the taste of it” Do you agree with the following concept? “image outsells product” Your image is all you have left to compete on. Brand image is often reinforced independently of any real consideration of the product at all
Reading: “Going Global” p.36/37 About International advertising. Do reading and following activities on language focus.
Extra Reading and Vocab consolidation Read article page 34/35: “Marketing in China” This article underlines some of the cultural issues which can occur/take place in global marketing.