Download - Effie Romania - Sorin Psatta
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Effie Romania
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Cifre, cifre, cifre
• Obiective de marketing (vanzari)
• Obiective de comunicare (indicatori de brand)
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The Story
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Marketing
• Este mai greu sa cresti pe o piata/categorie foarte competitiva
• Este mai greu sa cresti cand esti lider (pe o piata/categorie competitiva)
• De la 2% la 4% este o crestere de 100%, de la 53% la 55% este o crestere de 3,77%
• A doua este mai greu de obtinut decat prima
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Marketing
• Cota valorica vs cota volumica
• Sursele – grade diferite de incredere
– Datele clientului (vanzari proprii)– Terti (Nielsen, Milward Brown, asociatii
profesionale)– Agentie/mass-media
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Comunicare
• Notorietatea publicitatii (ad recall) masoara marimea bugetului, nu eficienta campaniei
• Notorietatea marcii functioneaza diferit, in categorii diferite
• Fmcg – TOM si spontana
• Durables – asistata si spontana
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Dacia - Logan ABS si Logan Easy
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Scandia - Pate Bucegi
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Comunicarea unei promotii
• Obiective?
• Sa afle despre promotie
• AIDA
• atragi Atentia, starnesti Interesul, nasti Dorinta, determini Actiunea
• Actiunea = vizita la show room/dealer
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Comunicare
• Indicatorii de brand trebuie sa aiba legatura cu marketing challenge
• Strategia de creatie (inclusiv insight-ul) trebuie sa aiba legatura si sa adreseze marketing challenge
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O imagine face....
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Verificati axele
25
30
22
23
24
25
26
27
28
29
30
1st Qtr 3rd Qtr
2530
05
1015202530354045505560
1st Qtr 3rd Qtr
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42112
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Nr turistilor catre America scazut in 2003 (comparativ cu 1998)
29 28
16
8
35
44
20 20
0
5
10
15
20
25
30
35
40
45
Am
erica
s
Mid
dle
East
Asia
Europ
e
1998
2003
Turismul mondial (zone de destinatie) (sursa: Min. Turism)
In procente
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Nr turistilor catre America crescut in 2003 (comparativ cu 1998)
29 28
16
8
35
44
20 20
0
5
10
15
20
25
30
35
40
45
Am
eric
as
Mid
dle
East
Asia
Europ
e
1998
2003
Turismul mondial (zone de destinatie) (sursa: Min. Turism)
Nr total al turistilor ??
In procente
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Folositi bunul simt
EDUCAT