marketing programs chapter 5. experiential marketing focus on consumer experience sony metreon focus...
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![Page 1: Marketing Programs Chapter 5. Experiential Marketing Focus on consumer experience Sony Metreon Focus on consumption situation Guinness museum View consumer](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649d455503460f94a22356/html5/thumbnails/1.jpg)
Marketing Programs
Chapter 5
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Experiential Marketing
Focus on consumer experience
Sony Metreon
Focus on consumption situation
Guinness museum
View consumer as rational/emotional
Nike sponsorship
Use eclectic methods and tools
Experiential grid (think, feel, do)
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Group Activity
Design an experiential consumption situation for:
Sealy Posturpedic Mattress
Black & Decker products
K2 ski equipment
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Product Strategy
Perceived quality
Brand intangibles
Relationship marketing & consumer value
Mass customization
Aftermarketing
Loyalty programs
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Pricing Strategy
Consumer perception of price tiersfair pricetypical pricelast pricecompetitive pricingusual discounted pricepremium/ luxury price (value added)every day low price
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Channel Strategy:DistributionDirect - identify prospects and visit or contact
them
pull strategy
company stores
web strategies
Indirect - agents, retailers, brokers, dealers;
push strategy
retail segmentation
cooperative advertising
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Private Labels
Supermarket store brands
20% of all units sold, 15% dollar volume
Value positioning
Lower-price knockoffs
Trader Joe’s strategy
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Profiling Activity
Pick a product category
Identify all the brands in that category
Develop a price tier for the category
(Fig. 5-7)
• Identify their pricing strategies
• Critique those you think should be priced differently
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Better Pricing: Consumers First1. Consumer’s• value of product/service
Value variationsPrice sensitivityEmotional response
2. Company’s optimal pricing structure3. Competitor’s reaction
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Levels of Brand Communications
Strategic Brand Management
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Enterprise (company) Communication seeks to make firm more transparent to the outsider by revealing its physique,human, technological and financial means. Content is both factual and economic.Coke’s worldwide presence; Atlanta Olympics
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Institutional Communication
Points to firms’ wider values; voice of the company’s heart.
Should make clear the company’s social justification.
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Mobil’s People Do Campaign
Brand Communication
Expresses the meaning of the brand’s products.
Brand injects its own value into the product and transforms its status
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.
Benetton’s Activist Advertising;Ford’s ‘Quality is Job 1’
Product or Service Communication
Targeted straight at the consumer or client trying to make a decision.
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Messages & Incentives
MESSAGES
Short term
Long term
INCENTIVES
• Short term
• Long term
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Nissan
‘Everything you need; nothing you don’t’ campaign for the Xterra SUV
Messages
Incentives
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Database-driven relationships
Repository of information about customers and prospects
History of relationship transactions
Structural vs. relational databases
Match message with customer aggregate
Tangible asset
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Emotional Branding
Feeling good about a brand
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Changing Vocabulary of Emotional BrandingThink of consumers as peopleCreate products as experiencesConvert honesty to trustChange quality to preferenceShift notoriety to aspirationSwitch identity to personalityRevert function to feelMake communication a dialogTransform service into a relationship
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Where does the brand hit?
HEAD - Aveda Shampoo smart, intriguing, stimulating, end benefit
HEART - Godiva Chocolate emotional/experiential, sensual, beloved, trust
GUT - Prada design wear sexy, cool, have to have it, ‘that’s me’
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