MARKETINGISCA_201415

8/10/2019 MARKETINGISCA_201415

1/63

4th CLASS

03rd October 2014

MARKETING 1

1


2/63

2

Super Bock celebrates the OktoberFest with a new product: Seleco 1927By Filipe Gil, Distribuio Hoje Magazin24th September, 2014

Unicer is going to put in the market, this week, the Super Bock Seleco 1927 OktoberFest-, the new craft beer inspired in the higher beer party in the world; itwill be the beer for the right entertainment moments at the table. Na editionlimited to 10.000 bottles will be available in preselected gourmet stores, hipersand supermarkets

This product will also be present in the Beer Experience, at Ribeiras market, inorder to promote the best gastronomic experience.

Beatriz Carvalho, one of the product managers, suggests that this beer should be

apreciated with pork or chicken grilled meat, spicy, Parmesan or Cheddar cheese,almond candy or nuts. With 6% of alcohol, must be served between the 7 and 10C.

The 1927 Seleccion Colection has a serious of craft beers, introduced in the marketin limited editions and inspired in different countries, since 2013.


3/63

3

1- What will You do in order to create a strong visual impact on streets and,consequently, to catch the consumers and other clientsattention. Give me animagined scenario

Ex.: To Create a big bottle and, inside, have some promoters offeringthe product to tasteinside the bottle a screen will be passing images of theproduct, the production process and some consumers enjoying it

2 Now, please consider the way You put this product in stores: imagine a

creative exposition for this product, in order to catch the clientsattention.

Ex.:

MARKETING MANAGEMENT PHILOSOPHIES NEW

PRACTICES


4/63

4
https://www.google.pt/imgres?imgurl=http://texasliberal.files.wordpress.com/2012/02/401297_3313048546452_1275310067_3397556_115705165_n.jpg&imgrefurl=http://blog.chron.com/texasliberal/2012/02/show-some-valentines-day-love-for-your-fellow-working-people/&docid=Pevtg-XVcXRFyM&tbnid=9I8LnhQGiWFjdM&w=717&h=960&ei=R3EuVJqgC9PtapKdgcAH&ved=0CAgQxiAwBg&iact=c


5/63

5

LETS GO BACK TO THE SENSORIAL MARKETING
http://www.google.pt/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=RzVH3Ijmf7_2sM&tbnid=-ucdo8foIb0AEM:&ved=0CAcQjRw&url=http://www.portugaltextil.com/tabid/63/xmmid/407/xmid/37778/xmview/2/ID/37778/Default.aspx&ei=6pMuVPqoNY2S7Aa4koCIBQ&bvm=bv.76802529,d.ZWU&psig=AFQjCNEK0_5DsbExuMoW3wxraCjIITI0qA&ust=1412425072419219


6/63

6


7/63


8/63

8


9/63

9


10/63

10


11/63

11


12/63

12

5 SENSES

VISION HEARING TOUCHING TASTING SMELLING


13/63

13

93% OF THE TIME THEY ARE THE RESPONSIBLE FOROUR DECISIONS

5 SENSES


14/63

14

5 SENSESVISION


15/63

15

This sense allow us to pay attention to colors, size and shape imediatlyinfluencing our emotions.

6


16/63

16

5 SENSESVISION


17/63

17

8


18/63

18


19/63

19

20


20/63

20

21


21/63

21

22


22/63

22

5 SENSESHEARING/LISTENING

23


23/63

23

Sounds are part of our daily life and they might influence positivelyor negatively our thoughts and behavior.

24


24/63

24

Nowadays, sounds are used by brands as a strategy to increase brand recognitionand create stronger brands:

Jingles;

Certain Voices associated to the brands products or services; Music

They contribute /may contribute to Differentiate the brand and have an impactIn the consumers sate of mind and their buying behavior

25


25/63

25

SOME EXAMPLES PORTUGUESE BRANDS USING MUSIC TOO WELL:

https://www.youtube.com/watch?v=ZkBs

bg332AU

https://www.youtube.com/watch?v=gDMC4ce8Vow

https://www.youtube.com/watch?v=63lfafOyq1E

http://www.youtube.com/watch?v=t9cmoT_wb0A#t=16

26
https://www.youtube.com/watch?v=ZkBsbg332AUhttps://www.youtube.com/watch?v=ZkBsbg332AUhttps://www.youtube.com/watch?v=gDMC4ce8Vowhttps://www.youtube.com/watch?v=gDMC4ce8Vowhttps://www.youtube.com/watch?v=63lfafOyq1Ehttps://www.youtube.com/watch?v=63lfafOyq1Ehttp://www.youtube.com/watch?v=t9cmoT_wb0Ahttp://www.youtube.com/watch?v=t9cmoT_wb0Ahttp://www.youtube.com/watch?v=t9cmoT_wb0Ahttp://www.youtube.com/watch?v=t9cmoT_wb0Ahttps://www.youtube.com/watch?v=63lfafOyq1Ehttps://www.youtube.com/watch?v=63lfafOyq1Ehttps://www.youtube.com/watch?v=gDMC4ce8Vowhttps://www.youtube.com/watch?v=gDMC4ce8Vowhttps://www.youtube.com/watch?v=ZkBsbg332AUhttps://www.youtube.com/watch?v=ZkBsbg332AU


26/63

26

SOME EXAMPLES PORTUGUESE BRANDS USING MUSIC TOO WELL:

https://www.youtube.com/watch?v=ZkBs

bg332AU

https://www.youtube.com/watch?v=gDMC4ce8Vow

27
https://www.youtube.com/watch?v=ZkBsbg332AUhttps://www.youtube.com/watch?v=ZkBsbg332AUhttps://www.youtube.com/watch?v=gDMC4ce8Vowhttps://www.youtube.com/watch?v=gDMC4ce8Vowhttps://www.youtube.com/watch?v=gDMC4ce8Vowhttps://www.youtube.com/watch?v=gDMC4ce8Vowhttps://www.youtube.com/watch?v=ZkBsbg332AUhttps://www.youtube.com/watch?v=ZkBsbg332AU


27/63

27

28


28/63

28

29


29/63

29

30


30/63

30

31


31/63

31

People, in fact, are active listeners and they also express them selvesusing different sounds (ex.: voice) in such a way that they reinforce

their faces 'expressions.

32


32/63

32

A lot of research has been developed by brands and academics and theyshow that music influences the store atmosphere and also the clientsbuying behavior, because it evokes memories and allows associations positive associations.

Nice music on stores

Makes the client feel better, wanting to stay around and moreprone to buy;Makes clientsbuy more;Leads clients to recommend the store

33


33/63

33

In restaurants, if you put a music with a quick rhythmpeople will get away very soon if the music is a quitemelody, they will stay longer. It all depends in your own

business

A secret? You may also create na illusion on consumersminds with music; if it is a slow music, they will not pay so

many attention to the times it takes for them to be served.The contrary happens if you have a fast music.

34
http://www.google.pt/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=Lfx9RGg-rI-VCM&tbnid=oiYmd4ntIJgsJM:&ved=0CAcQjRw&url=http://www.restauranteadlib.pt/res_restaurante.php&ei=eJEuVJHAA7Gf7gbo3oGYDw&bvm=bv.76802529,d.ZWU&psig=AFQjCNEJsn7BE-dAteuDmWqMT6z_q6pwyg&ust=1412424442453167http://www.google.pt/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=Lfx9RGg-rI-VCM&tbnid=oiYmd4ntIJgsJM:&ved=0CAcQjRw&url=http://www.restauranteadlib.pt/res_restaurante.php&ei=eJEuVJHAA7Gf7gbo3oGYDw&bvm=bv.76802529,d.ZWU&psig=AFQjCNEJsn7BE-dAteuDmWqMT6z_q6pwyg&ust=1412424442453167http://www.google.pt/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=Lfx9RGg-rI-VCM&tbnid=oiYmd4ntIJgsJM:&ved=0CAcQjRw&url=http://www.restauranteadlib.pt/res_restaurante.php&ei=eJEuVJHAA7Gf7gbo3oGYDw&bvm=bv.76802529,d.ZWU&psig=AFQjCNEJsn7BE-dAteuDmWqMT6z_q6pwyg&ust=1412424442453167http://www.google.pt/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=Lfx9RGg-rI-VCM&tbnid=oiYmd4ntIJgsJM:&ved=0CAcQjRw&url=http://www.restauranteadlib.pt/res_restaurante.php&ei=eJEuVJHAA7Gf7gbo3oGYDw&bvm=bv.76802529,d.ZWU&psig=AFQjCNEJsn7BE-dAteuDmWqMT6z_q6pwyg&ust=1412424442453167http://www.google.pt/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=Lfx9RGg-rI-VCM&tbnid=oiYmd4ntIJgsJM:&ved=0CAcQjRw&url=http://www.restauranteadlib.pt/res_restaurante.php&ei=eJEuVJHAA7Gf7gbo3oGYDw&bvm=bv.76802529,d.ZWU&psig=AFQjCNEJsn7BE-dAteuDmWqMT6z_q6pwyg&ust=1412424442453167http://www.google.pt/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=Lfx9RGg-rI-VCM&tbnid=oiYmd4ntIJgsJM:&ved=0CAcQjRw&url=http://www.restauranteadlib.pt/res_restaurante.php&ei=eJEuVJHAA7Gf7gbo3oGYDw&bvm=bv.76802529,d.ZWU&psig=AFQjCNEJsn7BE-dAteuDmWqMT6z_q6pwyg&ust=1412424442453167http://www.google.pt/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=Lfx9RGg-rI-VCM&tbnid=oiYmd4ntIJgsJM:&ved=0CAcQjRw&url=http://www.restauranteadlib.pt/res_restaurante.php&ei=eJEuVJHAA7Gf7gbo3oGYDw&bvm=bv.76802529,d.ZWU&psig=AFQjCNEJsn7BE-dAteuDmWqMT6z_q6pwyg&ust=1412424442453167http://www.google.pt/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=Lfx9RGg-rI-VCM&tbnid=oiYmd4ntIJgsJM:&ved=0CAcQjRw&url=http://www.restauranteadlib.pt/res_restaurante.php&ei=eJEuVJHAA7Gf7gbo3oGYDw&bvm=bv.76802529,d.ZWU&psig=AFQjCNEJsn7BE-dAteuDmWqMT6z_q6pwyg&ust=1412424442453167http://www.google.pt/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=Lfx9RGg-rI-VCM&tbnid=oiYmd4ntIJgsJM:&ved=0CAcQjRw&url=http://www.restauranteadlib.pt/res_restaurante.php&ei=eJEuVJHAA7Gf7gbo3oGYDw&bvm=bv.76802529,d.ZWU&psig=AFQjCNEJsn7BE-dAteuDmWqMT6z_q6pwyg&ust=1412424442453167http://www.google.pt/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=Lfx9RGg-rI-VCM&tbnid=oiYmd4ntIJgsJM:&ved=0CAcQjRw&url=http://www.restauranteadlib.pt/res_restaurante.php&ei=eJEuVJHAA7Gf7gbo3oGYDw&bvm=bv.76802529,d.ZWU&psig=AFQjCNEJsn7BE-dAteuDmWqMT6z_q6pwyg&ust=1412424442453167http://www.google.pt/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=Lfx9RGg-rI-VCM&tbnid=oiYmd4ntIJgsJM:&ved=0CAcQjRw&url=http://www.restauranteadlib.pt/res_restaurante.php&ei=eJEuVJHAA7Gf7gbo3oGYDw&bvm=bv.76802529,d.ZWU&psig=AFQjCNEJsn7BE-dAteuDmWqMT6z_q6pwyg&ust=1412424442453167http://www.google.pt/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=Lfx9RGg-rI-VCM&tbnid=oiYmd4ntIJgsJM:&ved=0CAcQjRw&url=http://www.restauranteadlib.pt/res_restaurante.php&ei=eJEuVJHAA7Gf7gbo3oGYDw&bvm=bv.76802529,d.ZWU&psig=AFQjCNEJsn7BE-dAteuDmWqMT6z_q6pwyg&ust=1412424442453167http://www.google.pt/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=Lfx9RGg-rI-VCM&tbnid=oiYmd4ntIJgsJM:&ved=0CAcQjRw&url=http://www.restauranteadlib.pt/res_restaurante.php&ei=eJEuVJHAA7Gf7gbo3oGYDw&bvm=bv.76802529,d.ZWU&psig=AFQjCNEJsn7BE-dAteuDmWqMT6z_q6pwyg&ust=1412424442453167http://www.google.pt/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=Lfx9RGg-rI-VCM&tbnid=oiYmd4ntIJgsJM:&ved=0CAcQjRw&url=http://www.restauranteadlib.pt/res_restaurante.php&ei=eJEuVJHAA7Gf7gbo3oGYDw&bvm=bv.76802529,d.ZWU&psig=AFQjCNEJsn7BE-dAteuDmWqMT6z_q6pwyg&ust=1412424442453167http://www.google.pt/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=Lfx9RGg-rI-VCM&tbnid=oiYmd4ntIJgsJM:&ved=0CAcQjRw&url=http://www.restauranteadlib.pt/res_restaurante.php&ei=eJEuVJHAA7Gf7gbo3oGYDw&bvm=bv.76802529,d.ZWU&psig=AFQjCNEJsn7BE-dAteuDmWqMT6z_q6pwyg&ust=1412424442453167


34/63

34

IN ORDER TO CREATE A POSITIVE HEARING EXPERIENCE, BRANDS

MUST USE SOUND IN A CONSISTENT AND CONTINUOUS WAY, HAVINGTHIS STRATEGY WELL DESCRIBED ON THEIR MARKETING PLANS.

Ex.: The unique sound of the iPhone;The particular sound of aN Harley Davidson;

Nokiassound

35


35/63

35

5 SENSESTOUCHING

36


36/63

3

To make a buying decision touching may help but is not necessaryit all depends, however, on your economic activity

37


37/63

37

5 SENSESTOUCHING

But since we were born we aremooved by touch.

38


38/63

3

5 SENSESTOUCHING

In some business areas the touch is fundamental as a selling strategy!

39


39/63

40


40/63

41


41/63

42


42/63

Examples

The touch of a cloth;

The touch to open a car door;

The touch of opening a certain Package;

The touch of a shower gel

THIS STIMULATES OUR BODYS AND THE OXYTOCIN HORMONE

IS SEGREGATED giving us a sense of pleasure.

43


43/63

Products that incorporate non attractive materials usually createnegative Perceptions:

Natural materials like leather, wood are associated to Warm and

Smoothness.

Non natural materials like glass and metals are perceived as Cold andHardand they must be used by brands when they want to create a senseof order and symmetry.

44


44/63

APPLE IS AN EXAMPLE OF A BRAND THAT PAYED A PARTICULAR ATTENTIONTO TOUCH TRYING TO INCREASE THE CLIENTSEMOTIONAL EXPERIENCE.

45
http://www.google.pt/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=GVOsIYTkXqFuNM&tbnid=zXLuYWTt7HqqhM:&ved=0CAcQjRw&url=http://www.wallstreetotc.com/upcoming-iphones-iwatches-bringing-good-prospects-as-apples-stocks-surpass-2012-record/27687/&ei=fycoVI3HHIOM7Abw14HgCg&bvm=bv.76247554,d.ZGU&psig=AFQjCNEVLr_nZg7H2SkgbvEME1l15Uyv4Q&ust=1412004099545441


45/63

Notice

In certain product categories heavy materials are perceived as highquality, while light materials - like plastic are considered bad quality& cheaper products.

When we touch something our reaction is not only Physical but alsoPsychological and Brands must be total aware of this in order to builtPositive perceptions towards them.

46


46/63

Digital technology, interactive and multi-touch;

Enhanced reality

Are two options to explore.

47


47/63

5 SENSESTASTING

48


48/63

5 SENSESTASTING

49


49/63

To work with Taste it demands knowing cultural/local habits.

50


50/63

To allow to taste a product is a very good selling strategy

51
http://www.google.pt/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=AI7klbxGUX0IIM&tbnid=R8B9xiN3D_sXiM:&ved=0CAcQjRw&url=http://bloguedominho.blogs.sapo.pt/tag/artesanato&ei=lnMuVOeyJ5HnaviggeAI&bvm=bv.76802529,d.ZWU&psig=AFQjCNEzWjE7zUzb3pB3W-_JMILC8VJ8Aw&ust=1412416753949915


51/63

5 SENSESSMELLING

52


52/63

53
http://www.google.pt/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=ibHSGhKBkvva0M&tbnid=2-oRuMt5WKZYjM:&ved=0CAcQjRw&url=http://www.retail-square.com/shops/nespresso&ei=c5MuVKTzIYPuaMLxgugG&bvm=bv.76802529,d.ZWU&psig=AFQjCNGlz9fGChhe4j2Iyu6Yer2U3udAEg&ust=1412424916881342


53/63

54


54/63

55


55/63

56


56/63

57


57/63

58


58/63

59


59/63

60


60/63

61


61/63

62


62/63


63/63

MARKETINGISCA_201415

Documents

Transcript of MARKETINGISCA_201415