MARKETING STRATEGIES A strategy that integrates an organization's marketing goals into a cohesive whole. Ideally drawn from market research, it focuses on the ideal product mix to achieve maximum profit potential. The marketing strategy is set out in a marketing plan. TYPES OF STRATEGIES General Marketing Strategies Decision Area Strategies Case studY 1: Evian - Roller Babies CASE STUDY 2:WHOPPER’s “SACRIFICE”
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1. MARKETING STRATEGIES VALUE-CHAIN OF BUSINESS G.SATHISH
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2. MARKETING STRATEGIES A strategy that integrates an
organization's marketing goals into a cohesive whole. Ideally drawn
from market research, it focuses on the ideal product mix to
achieve maximum profit potential. The marketing strategy is set out
in a marketing plan. TYPES OF STRATEGIES General Marketing
Strategies Decision Area Strategies
3. GENERAL MARKETING STRATEGIES Market Expansion Market Share
Growth Niche Market Status Quo Market Exit DECISION AREA STRATEGIES
Target Market Strategy Product Strategy Pricing Strategy
Distribution Strategy Promotion Strategy- create a plan that can
quickly build awareness of the product.
4. EVIAN- INSIGHT & STRATEGIES Context : The Natural
Mineral Water Market is under pressure in Europe because of
sustainability, and economical issues. With the cheapest water
option, tap water, on the rise. Marketing objectives : To justify
evians premium status. Evian is 3 times more expensive than other
brands of spring water in France. The gap can be even broader in
the rest of Europe e.g. in the UK, Germany and Belgium.
5. EVIAN- INSIGHT & STRATEGIES Communication objectives :
Turn evian into a truly global brand, with a consistent territory
worldwide. Strengthen evians equity, therefore fueling its
emotional appeal, to reconnect with its consumers. Create a global
event on the brand, at low-investment levels, to get the brand back
to the forefront. Idea : Use youth more specifically babies, a
traditional concept for evian to valorise the values of evian one
of mans greatest aspirations, and an attitude, a mindset that
creates engagement from consumers, cross- generation and
cross-geographies.
6. EVIAN: CREATIVE EXECUTION A unique idea, implemented across
an extensive media mix, to appeal to a maximum number of people, to
encourage them to appropriate and propagate the campaign
themselves. Maximising complementarities between media for maximum
results Digital A full entertainment programme was created online,
with 2 pre-launch viral movies, a Premiere, a Making Of, and
interviews with the babies on YouTube, blogs and the new evian
LiveYoung website. PR to activate the worlds media and stimulate
general interest around the campaign and the brand.
7. EVIAN: CREATIVE EXECUTION Events Berlin Fashion Week, US
Masters etc to engage consumers locally. TV & Cinema to
leverage the entertainment dimension. Print To complete the message
of the campaign, 7 months after the launch of the first film. The
Live Young Training Website to continue engaging consumers with the
brand.
8. EVIAN: THE PRINT ADVERTISING CAMPAIGN The campaign designed
to flow on naturally from the world famous Rollerbabies campaign.
Eight portraits by fashion photographer Nathaniel Goldberg show
adults wearing t-shirts with the screen printed image of a babys
body, giving the impression of what they looked like as babies.
Each carries a bottle of Evian. The Live Young strapline,
strengthens the message of the Rollerbabies film by symbolising the
effect of evian on the bodies of adults of all ages.
9. EVIAN : T-SHIRT SAMPLES
10. EVIAN: RESULTS AND EFFECTIVENESS Massive, positive PR
noise, buzz, virality around the brand: Over 5m in free airtime,
102m views for the campaign with Rollerbabies becoming the
most-viewed ad on the web ever (Guinness World Records). Time
Magazine advert of the year, #1 for the Wall Street Journal,
Guardian Top Magazine. Internet users watch the ad 3 times on
average. Ad viewers are 3 times more likely to go to the evian
website than average.
11. EVIAN: RESULTS AND EFFECTIVENESS One of the top 20%
most-effective ads ever source GfK France, Belgium, Germany. PROFIT
EARNED: With impressive sales results so far: France: +7% in sales
UK: +13% in market share Canada: +7% in market share
12. CASE STUDY 2:WHOPPERS SACRIFICE What would you do for a
free WHOPPER(sandwich)?
13. HERE IS THE ULTIMATE SOLUTION.. You need to DELETE 10 of
your friends from your facebook account.
14. WHOPPERS SACRIFICE APPLICATION
15. AFTER YOUR SACRIFICE??
16. YOUR BURGER IS ON ITS WAY
17. CREATIVE STRATEGIES: Facebook is a exclusive platform for
attracting Youth generation. Thinking beyond facebook ads. Aiming
for some funny stuffs.
18. WHOPPERS: RESULTS AND EFFECTIVENESS Whats new in this Ad.
Campaign? Developed a unique facebook application. No other
promotions used. After 2 days of traditional media pick up on
this,Stats hit the roof. Pulled campaign in 9 days. Used by 82,000
people and deleted over 230,000 friends. Goal of 25k coupons,among
those 23k coupons used.
