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8/2/2019 Mark Events
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EVENT MARKETING
An Introduction
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WHAT IS EVENT
MARKETING?Here a sponsor has a chance tomake contact with the
consumer either byexperiencing product sample,participating in an activity, or
simply being a part of theconsumers lifestyle.
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HOW SPONSORSHIPWORKS?…
STEP I: Creation of an event- shouldhave popular appeal E.g. Sporting
event, festivals or cultural program.STEP II: Seeking firms to underwrite the activity.
STEP III: Should attract audienceswith similar demographiccharacteristics.
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EVENT MARKETINGMANAGEMENT
Process of planning and executingthe conception, pricing, promotionand dissemination of ideas, andservices to create exchanges thatsatisfy individual and
organisational goals.
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TARGET MARKET
• Characteristics of the potentialcustomers,
• MARKETING MIXES that might meettheir needs,
• Company’s ability to meet these needs,
• Goals of the company’s marketingprogram, and various other factors.
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MARKETING MIX
4Ps of Marketing
• PRODUCT
• PRICE
• PROMOTION
• PLACE
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4PS OF MARKETING
MARKETING
PRODUCT
PRICE
PROMOTIONS
PLACE
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MARKETING MIX - PRODUCT
• Nature of the item itself as it isdesigned to satisfy a
predetermined group of customersor a segment.
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MARKETING MIX - PRICING
• Depend on the image we want toportray, competitors prices, and
market demand.
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MARKETING MIX -
PROMOTIONS• Newspaper,
• Radio or TV advertising or
• Point of Purchase (POP) or Point-of-Sale (POS) promotions.
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MARKETING MIX - PLACE
• Not only the geographic area of thecountry chosen, but all the channels
and marketing intermediaries(sometimes called middlemen) throughwhich the product moves, plus
• Whatever means of transportation
employed en route to the final user.
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PRODUCT LAUNCH
CYLCLE
Launch /Introduction
Growth
Maturity
Decline
Relaunch
Sales
Time
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FUNCTIONAL
PRODUCTS• Toothpaste's, shoe polish, soups, tea
bags
• Market -- Highly competitive,Oligopolistic (mature with little growth)
• Taking share form a competitor is theonly way to grow
• Continual relaunches and productimprovement are the rule
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FUNCTIONALPRODUCTS -CONSUMER
• Attitude is one of detachmentand comparatively little interest
• Deals with these products by
making their purchase routine
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FUNCTIONALPRODUCTS -CONSUMER
• Once a brand that performs hasbeen selected, it is usually
bought every time the needoccurs with no further thought.
• Decision is a rational one,
based on satisfactoryperformance and stronglyinfluenced by price
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FUNCTIONALPRODUCTS -KEY
FACTORS
• Product should perform well• Strong distribution vital
• Strongly advertised superiority
• Strong advertising presence
• Aggressive promotional activity
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IMPULSE PRODCTS
•If you see them you may
buy them, if you don’t seethem you probably won’t
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IMPUSLE PRODUCTS
• Soft drinks, Sweets, Snackproducts, Popular magazines,
products for personaldecoration, small items of clothing.
• Essentially transitory in nature
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IMPULSE PRODCTS
•Sales occur in direct
response to product display•Marketing aim is to getthem to see as often as
possible by people whomake up the target market
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IMPULSE PRODUCTS
• Use of display cards, banners,permanent signs, change trays
and illuminated signs• Elicit a conditioned purchasing
reflex that depends more than
anything else on familiaritystrengthened by frequentreminders
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IMPULSE PRODCTS –
KEY FACTORS• Very broad availability
• Instant product identity
• A very broad advertisingpresence
• Advertising which is sloganbased
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CONSPICIOUS
CONSUMPTION
• Products that are used to defineand demonstrate one’spersonality
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CONSPICIOUS
CONSUMPTION
• Overwhelming importance in fields
such as fashion, clothing, alcoholicdrinks, cigarettes, interiordecoration, housing, cars and
indeed anything else which can beused to define lifestyle.
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CONSPICIOUSCONSUMPTIONKEY FACTORS
• A distinct product image
• Advertising that transmits the imagewell
• Measures that increase generalawareness
• Appropriate distribution and pricing
• Company reputation
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HIGH TICKET ITEMS
•Products that, beingexpensive, arecomparatively infrequentlypurchased
•All household appliances,TVs, VCRs
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HIGH TICKET ITEMS
• Usually very low on mostpeople’s list of interest
• They learn a lot about thecurrent products on offer andusually reduce their interest to
a short list, generally based onperception of company andoccurs before the actual buying
phase begins
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HIGH TICKET ITEMS
KEY FACTORS
• Excellent company reputation
• Adequate distribution in strongoutlets
• Good services reputation• Competitive pricing
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SERVICES
• Vast and growing field
• Field where the product or
brand management concept iscurrently enjoying muchbelated growth
• Intangible being translated totangibles
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SERVICES
KEY FACTORS• Sales and Service Personnel
• Capacity take-up
• Image and visibility of thecompany
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LIFE CYCLE FOR THE
PRODUCT LAUNCH• The Launch Phase
• The Growth Phase
• The Maturity Phase
• The Rejuvenation Phase
• The Decline Phase
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PRODUCT LAUNCH: STAGES
LAUNCH
GROWTH
MATURITY
REJUVENATION
DECLINE
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LAUNCH PHASE
• Define the Positioning
• Achieving Wholesale distribution
• Achieving retail distribution• Arousing Consumer Awareness
• Attracting Consumer Trial
• Converting consumers to the product;and
• Achieving buying continuity
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GROWTH PHASE
• Increasing the user base
• Expanding distribution, shelf
facings
• Increasing Purchase frequency
• Ensuring adequate inventories at
wholesale and retail levels; and
• Exploring line extension
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MATURITY PHASE
• Retaining current users
• Attracting new users
• Retaining distributors
• Optimising product line and
packaging; and• Optimising products costs
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REJUVENATION PHASE
• Develop and qualify major productimprovement
• Reposition product via advertising
• Achieve new distribution outlets
• Achieve consumer trial and
conviction; and
• Attract new users and uses
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DECLINE PHASE
• Retarding attrition in user base
• Attracting bargain buyers
• Restricting product line
• Reducing product costs
• Retarding distribution losses
• Maximising immediate profits
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TYPES OF PROMOTION
•Sampling
•Couponing
•Premiums
•Collecting schemes
•Prize promotions
•Price and Bonus packs
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