Marketing Mix ELSA 2013/2014 III Supporting Area Meeting Konjic, Bosnia and Herzegovina 11 th - 15 th September 2013.

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Presentation transcript:

Marketing Mix ELSA 2013/2014 III Supporting Area Meeting Konjic, Bosnia and Herzegovina 11 th - 15 th September 2013

The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom WE <3 MARKETING Right?

The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom Content 1. What is marketing? 2. Marketing Mix 4. Branding 5. ELSA Marketing 6. Marketing in practice? 3. Communication Mix

The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom 1. What is marketing? (1) „MKT is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.“ by AMA (American Marketing Association)

The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom 1. What is marketing? (2) „Everything is marketing and marketing is everything.“ by Regis Mckenna

The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom 2. Marketing Mix (1) 4P-product, place, price, promotion (product marketing) 7P- people, physical evidence, process (service marketing) 4C- commodity, cost, communication, channel

The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom 2. Marketing Mix (2) As marketers are usually saying: “Putting the right product in the right place, at the right price and at the right time.”

The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom 3. Communication Mix (1) ADVERTISING (PAYABLE!--- R/TV/Magazine/Newsletter/…advertisements, flyers, brochures..) PUBLIC RELATIONS (NOT PAYED!--- publicity of the articles, speeches, annual reports, media kit, awareness, perception etc.) PROMOTION (competitions with the prize, coupon, samples) PERSONAL SELLING (meetings, presentations) DIRECT MARKETING (catalogues, post, phone, , TV-selling programmes) PACKAGE (material, colour, form )

The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom FAIR DESIGN OF THE SELLING PLACE (the whole science how to design shops, how customers move, music, parfumes…) WORD OF MOUTH FACE-TO-FACE CORPORATE IDENTITY (RECOGNIZABILITY! logo, logotype, sign, values, philosophy, vision) ONLINE MARKETING and SOCIAL MEDIA (websites, FB, Twitter, LinkedIn, My Space, Pinterest, forums, blogs, mobile applications…) SPONSORSHIP (of the person, project/event, product, group) 3. Communication Mix (2)

The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom 4. Branding (1)

The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom 4. Branding (2)

The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom 4. Branding (3) ELSA BLUE

The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom 5. ELSA Marketing (1) a)The role of Marketers b)Corporate Identity Handbook, LOGOs-> ELSA Officer’s Portal c)How do you define marketing in your Local/National group? d)How does it work in practice? Where do you start?

The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom 5. Marketing in practice (1) ‘THEORY’ PART WHO ARE WE? WHAT DO WE HAVE TO OFFER? TO WHOM ARE WE TRYING TO SEND OUR MESSAGE? RESEARCH!

The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom 5. Marketing in practice (2) PRACTICAL PART THEORY AS THE BASICS WHAT DO WE WANT TO REACH? (reminder, awareness, recognisability, promoting upcoming event, building a brand) AFTER THE EVENT: EVALUATION! (feedback, survey, continuation of communication)

The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom There are no stupid questions Q&A There are no stupid questions

The European Law Students’ Association Albania ˙ Austria ˙ Azerbaijan ˙ Belgium ˙ Bosnia and Herzegovina ˙ Bulgaria ˙ Croatia ˙ Cyprus ˙ Czech Republic ˙ Denmark ˙ Estonia ˙ Finland ˙ France ˙ Georgia ˙ Germany ˙ Greece ˙ Hungary ˙ Iceland ˙ Ireland ˙ Italy ˙ Kazakhstan ˙ Latvia ˙ Lithuania ˙ Luxembourg ˙ Malta ˙ Montenegro ˙ The Netherlands ˙ Norway ˙ Poland ˙ Portugal ˙ Republic of Macedonia ˙ Romania ˙ Russian Federation ˙ Serbia ˙ Slovak Republic ˙ Slovenia ˙ Spain ˙ Sweden ˙ Switzerland ˙ Turkey ˙ Ukraine ˙ United Kingdom And a small advice: …every great marketing starts with listening!