3 KEY marketing concepts

1

Contents

2-1.Process of marketing management

2-2.STP marketing

2-3.Marketing mix (4P)

2-4.Double – jeopardy line

2-5.From awareness to brand loyalty

2-6.Brand Knowledge

2-7.Awareness pyramid

2-8.Ways to obtain brands awareness

2-9.Loyalty pyramid

2

2-1.Process of marketing management

Research

Segmentation

Targeting

Positioning

Product

Price

Promotion

Place

Implication Control

marketing mix (4P)

(source: Kotler.P, Kotler on marketing)

STP

Key concepts of marketing

3

2-2.STP marketing

(source: Kotler.P, Marketing management)

Segmentation Targeting Positioning

Step 1 Step 2 Step 3

Step 1Make segmentation variables clear and subdivide the marketGeographic segmentation, Demographic segmentation, Psychographic segmentation, Behavior segmentation Profile each segment

Step2Measure attractiveness of each segmentChoose one or plural segments

Step3Make positioning concepts clear on each segment Choose and develop positioning concepts

Step 1Make segmentation variables clear and subdivide the marketGeographic segmentation, Demographic segmentation, Psychographic segmentation, Behavior segmentation Profile each segment

Step2Measure attractiveness of each segmentChoose one or plural segments

Step3Make positioning concepts clear on each segment Choose and develop positioning concepts


4

2-3.Marketing mix (4P) Key concepts of marketing

ProductProduct

(source: Kotler.P, Kotler on marketing)

TypeQualityDesignBrand namePackageSizeServiceGuaranteeReturn

TypeQualityDesignBrand namePackageSizeServiceGuaranteeReturn

List priceDiscountBack marginDue date of paymentCommercial condition

List priceDiscountBack marginDue date of paymentCommercial condition

Sales promotionAdvertisementBusiness operationPRDirect marketing

Sales promotionAdvertisementBusiness operationPRDirect marketing

Sales channelCoverage of distributionSortLocationInventoryShipping

Sales channelCoverage of distributionSortLocationInventoryShipping

PricePrice PromotionPromotion Place (Channel)Place (Channel)

After STP, a strategic marketing mix should be planned.

The marketing mix is composed of product, price, promotion and place.

Advertising is an element of the marketing mix.

After STP, a strategic marketing mix should be planned.

The marketing mix is composed of product, price, promotion and place.

Advertising is an element of the marketing mix.

5

2-5.From awareness to brand loyalty

(source: Franza.G, Brand equity: concept and research)

All brands

Aware

Unaware

Spontaneous awareness

Aided awarenessonly

Considerationset

Not acceptable

Not consideration

Unique(Only accepted)

Top brand

Second brand

Third brand

In repertoire

Not in repertoire

100% brandloyalty

Top brandbuyers

Repertoire buyers

Occasional buyers


6

2-6.Brand Knowledge

BrandKnowledge

BrandKnowledge

Brandrecognition

Brandrecognition

BrandrecallBrandrecall

BrandimageBrandimage

Brand Awareness

Brand Awareness

(source: Keller.K, Strategic Brand Management)

Type ofBrand association

Type ofBrand association

Appropriateness ofBrand association

Appropriateness ofBrand association

Strength ofBrand association

Strength ofBrand association

Uniqueness ofBrand association

Uniqueness ofBrand association

AttitudeAttitude

BenefitBenefit

AttributionAttribution

Brand knowledge plays a critical role to establish brand equity. Brand equity is characterized by brand awareness and brand image.

Brand image plays a critical role in high-involvement.

Brand knowledge plays a critical role to establish brand equity. Brand equity is characterized by brand awareness and brand image.

Brand image plays a critical role in high-involvement.


7

2-7.Awareness pyramid

(source: Aaker.D, Managing Brand Equity, Keller.K, Strategic Brand Management)

Brand unawareness

Brand recognition

Brand recall

Top of mind

According to keller, importance of brand recognition and brand recall depends on whereconsumers make decision of purchasing.

According to Aaker, the first stage of purchasing is selection of a consideration set of brands. Therefore, brand recall play a main role to enter the set.

According to Aaker, top of mind and brand recall play critical role for products whichpurchasing decision is done before going to stores.

According to keller, importance of brand recognition and brand recall depends on whereconsumers make decision of purchasing.

According to Aaker, the first stage of purchasing is selection of a consideration set of brands. Therefore, brand recall play a main role to enter the set.

According to Aaker, top of mind and brand recall play critical role for products whichpurchasing decision is done before going to stores.


8

2-8.Ways to obtain brands awareness

Brand recognitionRepetition of the brand

Brand recallAssociation of the brand with the product or service category


Brand recognitionRepetition of the brand

Brand recallAssociation of the brand with the product or service category


Establishing brand identity

Association of the brand with the product or service category

Concrete ways are following;

Differentiation to remember easily

Usage of slogan

Exposure of symbol

Publicity

Sponsor of events

Expansion of brands

Usage of clues (e.g. Package)

Repetition

(source: Aaker.D, Managing Brand Equity)

Establishing brand identity

Association of the brand with the product or service category

Concrete ways are following;

Differentiation to remember easily

Usage of slogan

Exposure of symbol

Publicity

Sponsor of events

Expansion of brands

Usage of clues (e.g. Package)

Repetition



9

2-9.Loyalty pyramid


Switchers / No brand Loyalty

Habitual Buyer

Satisfied Buyer with Switching Cost

Like the BrandConsider It a Friend

Committed Buyer

Brand loyalty is different from other brand equities, because it strongly related to

experience in using.

Brand loyalty is different from other brand equities, because it strongly related to

experience in using.


3 KEY marketing concepts

Documents

Transcript of 3 KEY marketing concepts