Tweet
Tweet

Slide 1

Slide 1 text

Product and promotion cc licensed ( BY NC ND ) flickr photo by onurguven: http://flic.kr/p/8zTpFQ

Slide 2

Slide 2 text

Marketing research • Market? • Primary data • Secondary data

Slide 3

Slide 3 text

Primary data • Observation • Surveys • Interviews • Focus groups • Experiments –Cherry Vanilla Dr. Pepper: 61 formulas, 3904 tastings –Frito Lay chips: 4-psi breaking strength

Slide 4

Slide 4 text

Primary data • Advantages? –Recent –Relevant –Proprietary • Disadvantages? –Expensive –Time to design/collect –Expertise in research design/analysis?

Slide 5

Slide 5 text

Secondary data • Already-existing information • Census • CIA World factbook

Slide 6

Slide 6 text

Secondary data • Advantages? –Fast –Inexpensive –Professional design/analysis • Disadvantages –May be out of date –May ask wrong questions –No competitive advantage

Slide 7

Slide 7 text

No content

Slide 8

Slide 8 text

Managing product life cycle • Extension –New uses –New markets –Increased uses (3 most brilliant words in all of marketing?)

Slide 9

Slide 9 text

What is a brand? • trademark • marks that identify the source of goods ™ ®

Slide 10

Slide 10 text

Branding and brand equity • Why are brands important? –brand equity –brand awareness –brand association –brand loyalty

Slide 11

Slide 11 text

Packaging & labeling

Slide 12

Slide 12 text

Purpose • Contain product • Prevent damage • Deter theft • Gain attention –Supermarket: 15,000 items –Walmart/Target: 142,000 items –SuperTarget/Supercenter: >200,000 –300 items/minute while shopping –70% of purchase decisions made in-store

Slide 13

Slide 13 text

Labelling • Identify brand • Provide information –Ingredients –Shelf life –Risks/warnings –Instructions –Regulated disclosures –UPC –RFID

Slide 14

Slide 14 text

promotion strategy cc licensed ( BY SD ) flickr photo by iakoubtchik: http://flic.kr/p/cDRk2E

Slide 15

Slide 15 text

consumer decisions

Slide 16

Slide 16 text

Consumer decision process • High-involvement • Low-involvement –risk –time –resources –cost

Slide 17

Slide 17 text

Consumer decision process • Problem recognition • Information search • Evaluation of alternatives • Purchase decision • Post-purchase evaluation –Cognitive dissonance

Slide 18

Slide 18 text

promotion mix • advertising • personal selling • publicity • sales promotions

Slide 19

Slide 19 text

advertising media mix • paid, non-personal messages • newspapers • TV • direct mail • email • radio • magazines • internet

Slide 20

Slide 20 text

cc licensed ( BY SD ) flickr photo by Thristian: http://flic.kr/p/7p7Xjd promotion strategy

Slide 21

Slide 21 text

trade promotion • trade allowance • display premiums • dealer contests • travel bonus

Slide 22

Slide 22 text

cc licensed ( BY NC ND ) flickr photo by greenkozi: http://flic.kr/p/5Y4LVd promotion strategy

Slide 23

Slide 23 text

consumer promotion • coupons • rebates • point-of-purchase • event sponsorship • cross-promotion • samples • premiums

Slide 24

Slide 24 text

promotion goals • inform • persuade • remind

Slide 25

Slide 25 text

public relations • crisis communications • news release • press conference