The document discusses Buick's 2016 communication strategy for promoting its vehicles. [1] It featured celebrities like Emily Ratajkowski and Odell Beckham Jr. in campaigns across digital media platforms to generate social media buzz given their large online followings. [2] It also included the first Buick Super Bowl commercial in an effort to reach the wide audience for the big game. [3] The strategy aimed to appeal to millennial customers who are active in the sharing economy by engaging them through social influencers.
The document discusses Buick's 2016 communication strategy for promoting its vehicles. [1] It featured celebrities like Emily Ratajkowski and Odell Beckham Jr. in campaigns across digital media platforms to generate social media buzz given their large online followings. [2] It also included the first Buick Super Bowl commercial in an effort to reach the wide audience for the big game. [3] The strategy aimed to appeal to millennial customers who are active in the sharing economy by engaging them through social influencers.
The document discusses Buick's 2016 communication strategy for promoting its vehicles. [1] It featured celebrities like Emily Ratajkowski and Odell Beckham Jr. in campaigns across digital media platforms to generate social media buzz given their large online followings. [2] It also included the first Buick Super Bowl commercial in an effort to reach the wide audience for the big game. [3] The strategy aimed to appeal to millennial customers who are active in the sharing economy by engaging them through social influencers.
The document discusses Buick's 2016 communication strategy for promoting its vehicles. [1] It featured celebrities like Emily Ratajkowski and Odell Beckham Jr. in campaigns across digital media platforms to generate social media buzz given their large online followings. [2] It also included the first Buick Super Bowl commercial in an effort to reach the wide audience for the big game. [3] The strategy aimed to appeal to millennial customers who are active in the sharing economy by engaging them through social influencers.
MISTAKEN IDENTITY YOGA WITH BAR RAFELI Odell Beckham & Ratajkowski’s BUICK CAMPAIGN Dr. Dot, a Hollywood masseuse, is also included demonstrating self relaxation techniques to help drivers battle driver’s stress.
For the first time in its history, Buick ran its first Super Bowl commercial on Super Bowl 50 (2016).
Ellie Kemper is used in a digital-media-only
campaign, while all of the celebrities are heavily involved in online chatter. BUICK CAMPAIGN
As many as 25 million tweets were posted about
the 2015 game, at the rate of 395,000 a minute.
Facebook reported that 65 million users talked
about the 2015 game, creating 265 million posts, comments, and likes.
Odell Beckham’s 3.6 million Instagram followers
and Ratajkowski’s 4.7 million offer the opportunity for huge social media buzz. Marketing and Promotions Process Model MARKETING STRATEGY AND ANALYSIS Opportunity Analysis : • A favorable demand trends, where company believes customer needs and opportunities are not being satisfied and where it can compete effectively.
• In recent years, many companies have recognized the
importance of tailoring their marketing to meet the needs and demand trends of different market segments. • Millennial generation—those born between 1982 and 2000 and also known as gen Y—is proving to be one of the most difficult of any segment for marketers. They have become a “sharing economy” in which everything from clothing to homes to automobiles is shared rather than purchased. MARKETING STRATEGY AND ANALYSIS Competitive Analysis: • This may range from direct brand competition (which can also include its own brands) to more indirect forms of competition, such as product substitutes.
• Competitive advantage, can be achieved through
quality products, providing superior customer service, having the lowest production costs and lower prices, and dominating channels of distribution.
• It can also be achieved through advertising that
creates and maintains product differentiation and brand equity. https://www.youtube.com/watch?v=z1APG3HjO4Q MARKETING STRATEGY AND ANALYSIS Target Marketing : • After evaluating the opportunities presented by various market segments, including a detailed competitive analysis, the company may select one, or more, as a target market.
• The process by which marketers develop different
marketing strategies to satisfy different customer needs is called target marketing.
• Different objectives may be established, different
budgets may be used, and the promotional-mix strategies may vary, depending on the market approach used. THE TARGET MARKETING PROCESS
Identify markets with unfulfilled needs
This isolates consumers with similar lifestyles, needs, and wants
Determine market segmentation
Dividing a market into distinct groups that have common needs and will respond similarly to a marketing action.
Select a market to target
Determining how many segments to enter, and which segments offer the most potential
Position through marketing strategies
The art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningful apart from competition. Bases for Segmentation
Psychographic Demographic
Customer Characteristics
Socioeconomic Geographic
Behavior Outlet Type
Buying Usage Situation
Awareness Benefits Psychographic Segmentation https://www.youtube.com/watch?v=gW62ifj1K2o PRIZM Cluster Profiles HIGH
LOW Selecting a Target Market
Determine how many
segments to enter
Determine which segments
have the greatest potential Selecting a Target Market
Three market coverage options are available:
• Undifferentiated marketing ignores segment differences and offers just one product or service to the entire market.
• Differentiated marketing involves marketing in a
number of segments, but developing separate marketing strategies for each.
• Concentrated marketing involves selecting, and
trying to capture a large share of, a single segment. Market Positioning
Fitting the product or service to one or more
segments of the broad market in such a way as to set it apart from the competition
https://www.youtube.com/watch?v=6JhU3YeQAi0 Developing a Positioning Strategy
What position do we have now?
Does our creative
What position do strategy we want to own? match it?
The Position Do we have the From whom tenacity to stay must we win this with it? position?
Do we have the money to do the job? Positioning Strategies
How should Attributes and Benefits?
we position? Price or Quality?
Use or Application?
Product Class?
Product User?
Competitor?
Cultural Symbols? Repositioning
https://www.youtube.com/watch?v=8VKlWQgSYyA&list=P Lw2dMu1bz4Vr1AY7Wz57Kf_fqO62YgWHV&index=17 Branding and Packaging Are Linked
Product Decisions
BRANDING PACKAGING
Brand Advertising Has become Often
name creates and increasingly customers’ commun- maintains important first icates brand exposure to attributes equity product and meaning Strong Brand Equity Through Ads A Package is More than a Container Pricing Decisions
What consumers give
Factors the firm must up to purchase a consider product or service
Costs Price Variable
Time
Demand Mental activity Competition
Behavioral effort Perceived value Relating Price to Ads and Promotion
Pricing Price must be consistent with
Considerations perceptions of the product
Higher prices communicate higher
product quality
Lower prices reflect bargain or
“value” perceptions
Price, advertising and distribution be
unified in identifying product position
A product positioned as high quality
while carrying a lower price than competitors will confuse customers When Price is Not an Issue Distribution Channel Decisions
Selecting
Distribution Channel Managing Decisions
Motivating Distribution Intermediaries
Brokers
Distributors Distribution Channel Intermediaries Wholesalers
