C:\Users\Compaq\Desktop\Nadine\Icge\Session (6) M Environement & Guerilla
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Marketing and Public Relations Council Session SIX
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The Marketing Environment Guerilla Marketing
Transcript of C:\Users\Compaq\Desktop\Nadine\Icge\Session (6) M Environement & Guerilla
Marketing and Public Relations Council
Session SIX
The Mix & Match The Mix & Match ExerciseExercise
Marketing environmentMarketing environment
PEST ANALYSISPEST ANALYSIS
SWOT ANALYSISSWOT ANALYSIS
INTERNAL ANALYSISINTERNAL ANALYSISSTRENGHTS:STRENGHTS:
Competitive advantages that give the firm an Competitive advantages that give the firm an advantage inadvantage in
meeting the needs of its target market.meeting the needs of its target market.
WEAKNESSESWEAKNESSESAny limitations a company faces in developing Any limitations a company faces in developing
oror
implementing a marketing strategyimplementing a marketing strategy
EXTERNAL ANALYSISEXTERNAL ANALYSISOPPORTUNITIESOPPORTUNITIES
Favorable conditions in the environment that Favorable conditions in the environment that couldcould
produce rewards for the organization if acted produce rewards for the organization if acted on properlyon properly
THREATSTHREATS
Conditions or barriers that may prevent the Conditions or barriers that may prevent the firm fromfirm from
reaching its objectivesreaching its objectives
What is What is IMC?IMC?
Integrated marketing Integrated marketing communicationcommunication
Coordination of promotion and otherCoordination of promotion and other
marketing efforts for a maximum marketing efforts for a maximum impact onimpact on
customerscustomers
A major goal of IMC is to send A major goal of IMC is to send consistentconsistent
message to customersmessage to customers.
Objectives of IMCObjectives of IMCCreate awarenessCreate awareness
Stimulate demandStimulate demand
Encourage product trialEncourage product trial
Informing the target of the product & Informing the target of the product & persuadingpersuading
Enhancing retentionEnhancing retention
Guerilla marketing?Guerilla marketing?
Traditional mrktg VS. GUERILLA mrktg
TraditionalTraditional GuerillaGuerilla
The rule is to INVEST MONEY
Time + Effort + Creativity
Big size and budget Massive dreams and little budgets
Traditional Advertisements Unique advertisements
Targeting maximum no. of people
Targeting small group of people
Systematic Outside the box
MAX. Impact Guerilla MRKT. MAX. Impact Guerilla MRKT.
Low budgetLow budget
++
High exposureHigh exposure
+ +
Originality of thoughtOriginality of thought
ExamplesExamples
Nokia AdNokia Adhttp://www.youtube.com/watch?
v=16tUcuL4xUs
What are they What are they advertising for?advertising for?
http://www.youtube.com/watch?v=VQ3d3KigPQM
What are they What are they advertising for?advertising for?
Video
Divide into FOUR Divide into FOUR teamsteams
