Marketing Programs
Chapter 5
Experiential Marketing
Focus on consumer experience
Sony Metreon
Focus on consumption situation
Guinness museum
View consumer as rational/emotional
Nike sponsorship
Use eclectic methods and tools
Experiential grid (think, feel, do)
Group Activity
Design an experiential consumption
situation for:
Sealy Posturpedic Mattress
Black & Decker products
K2 ski equipment
Product Strategy
Perceived quality
Brand intangibles
Relationship marketing & consumer
value
Mass customization
Aftermarketing
Loyalty programs
Pricing Strategy
Consumer perception of price tiers
fair price
typical price
last price
competitive pricing
usual discounted price
premium/ luxury price (value added)
every day low price
Channel Strategy:
Distribution
Direct - identify prospects and visit or contact
them
pull strategy
company stores
web strategies
Indirect - agents, retailers, brokers, dealers;
push strategy
retail segmentation
cooperative advertising
Private Labels
Supermarket store brands
20% of all units sold, 15% dollar
volume
Value positioning
Lower-price knockoffs
Trader Joe’s strategy
Profiling Activity
Pick a product category
Identify all the brands in that category
Develop a price tier for the category
(Fig. 5-7)
• Identify their pricing strategies
• Critique those you think should be
priced differently
Better Pricing: Consumers
First
1. Consumer’s
• value of product/service
Value variations
Price sensitivity
Emotional response
2. Company’s optimal pricing structure
3. Competitor’s reaction
Levels of Brand
Communications
Strategic Brand Management
Enterprise (company)
Communication seeks to make firm
more transparent to the outsider by
revealing its physique,human,
technological and financial means.
Content is both factual and economic.
Coke’s worldwide presence; Atlanta
Olympics
Institutional Communication
Points to firms’ wider values; voice of
the company’s heart.
Should make clear the company’s
social justification.
Mobil’s People Do Campaign
Brand Communication
Expresses the meaning of the brand’s
products.
Brand injects its own value into the
product and transforms its status
Benetton’s Activist Advertising;
Ford’s ‘Quality is Job 1’
Product or Service Communication
Targeted straight at the consumer or
client trying to make a decision.
Messages & Incentives
MESSAGES
Short term
Long term
INCENTIVES
• Short term
• Long term
Nissan
‘Everything you need; nothing you
don’t’ campaign for the Xterra SUV
Messages
Incentives
Database-driven
relationships
Repository of information about
customers and prospects
History of relationship transactions
Structural vs. relational databases
Match message with customer
aggregate
Tangible asset
Emotional Branding
Feeling good about a brand
Changing Vocabulary of
Emotional Branding
 Think of consumers as people
 Create products as experiences
 Convert honesty to trust
 Change quality to preference
 Shift notoriety to aspiration
 Switch identity to personality
 Revert function to feel
 Make communication a dialog
 Transform service into a relationship
Where does the brand hit?
HEAD - Aveda Shampoo
 smart, intriguing, stimulating, end benefit
HEART - Godiva Chocolate
 emotional/experiential, sensual, beloved, trust
GUT - Prada design wear
 sexy, cool, have to have it, ‘that’s me’