46h2. april 2009

The 4 P’s: Product Price Place/distribution Promotion/communication

▪ People or staff▪ Physical (presence/location/decoration)▪ Process

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Budget Mix

Advertising Sales Promotion PR

▪ Sponsoring

Individual sale Direct Marketing

Online Marketing

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What can we afford (It all ends up here…)

Percentage of salesCompared to competitorsObjectives and activities

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Advertising Budget

Stage in PLC

Product Differentiation

AdvertisingPressure

CompetitionSituation

Market Share

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Communication Objectives

•Stimulate demand•Create attention•Create Awareness•Establish Brand Position

•Defend Brand Position•Establish Preference and loyalty

•Keep high level of awareness•Defend Brand Pos.•Loyalty Programmes•Increase client satisfaction

•Tell about impro- vements/changes•New ways of use•Refresh brand knowledge•Attract new clients

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Initiator

Consumer

Buyer

Decision-maker Influent

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Involvement factor

High involvement

Low involvement

Brand differientation

Great difference between brands

Extensive decision

Impulse buying

Little difference between brands

Limited decision Routine response

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Economic riskFunctional riskPhysical riskSocial riskPsychological risk

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Consumers market B2B market

Advertising

Relative importance

Sales Promotion Direct Marketing

Individual sale

PRPR

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Promotion

Pull Strategy

Push Stratgy

Promotion

Promotion

Demand DemandProducer

Producer

Resellers

ResellersDemandDemand

Consumers

Consumers