Indicator 1.04 – Employ marketing
information to develop a marketing plan
Marketing
Marketing Plans Begin with . . .
 Goals – established often
 must be measurable
 must have a deadline
 Strategies –developed to accomplish goals
 the method to achieve the goal (what to do).
 Tactics –developed to accomplish strategies
 daily actions.
Example:
 Goal:
 Sell 500 boxes of Girl Scout Cookies this “season”
 Strategies:
 Increase consumer awareness
 Make purchases more enticing
 Tactics:
 Place flyers with phone number on cars and homes in and
around neighborhood
 Sell cookies outside of local businesses
 Give out free samples
 Include a free pint of milk with purchase of two boxes.
Activity: Create your own example
Possibilities: Achieving an “A” in Marketing.
Getting a license and a car.
Winning the game tonight.
 Goal:
 Strategies:
 Tactics:
MARKETING STRATEGIES CHANGE……
 What factors cause that change?
 Different Goals
 Economic conditions change
 New consumer attitudes
 Environmental changes
 Advancements in technology
 Actions of Competitors
ACTIVITY
Think of 5 products that have
“changed” in your lifetime
How did they change?
Why did they change?
THE MARKETING MIX
 Four basic strategies
 the 4 P’s
 For each strategy, decisions
have to be made for each
product the business offers
to best reach their target
market.
 Product
 Place
 Price
 Promotion
1. Product
 Product Mix – all of the products a business
offers
 Questions:
 quality
 features
 branding
 packaging
 service
 warranty
2. Place
 Where the customer can obtain the
products.
 Questions:
 store locations
 website
 Catalogs
 Channels of Distribution
3. Price
 What to charge for the products
 Questions:
 Cost
 Competition
 Market
 Profit
 Discounts
4. Promotion
 Promotional Mix :
 Advertising
 Sales Promotion
 Selling
 Publicity
 Questions:
 How to reach target market?
 How much to budget?
IMPORTANCE OF THE 4 P’S
 Product = target
market.
 Place = contact with
your customers.
 Direct impact on
loyalty and repeat
customers.
 Price = profit and
quality
 Promotion =
communication
ACTIVITY
 Choose a product that you use frequently
(toiletry items are good).
 List suggestions for improvements to the
product and the marketing mix.
 Explain how the improvements would increase
satisfaction of the customer and the business.
WHY ARE MARKETING STRATEGIES
IMPORTANT IN THE MARKETING MIX?
 Marketing plan is created with marketing strategies for
the marketing mix. Marketing strategies are important
because they are the framework of conducting business.
They guide the allocation of a business’s resources. It
unites the marketing activities throughout the business
and everyone is on the same page. Eliminates chaos and
confusion.
Mass Marketing
 Single marketing plan to reach all consumers
(Everybody!)
 All Products, all promotion, all advertising
 Ex: bottled water, foods, soda, phones
MASS MARKETING
 Disadvantages:
 Advantages
 One product
 One plan
 One promotional
message
 Lower costs
 Easy
 Everyone is the
same???
 Non-personal
 Low profit margins
 High competition
WHAT IS A TARGET MARKET?
 Customers that the
business want to sell to.
 Have specific
characteristics.
 Unique wants and needs
that can be targeted.
 Strategies can be very
effective to reach and sell
to.
Target Marketing?
Target Marketing?
IMPORTANCE OF TARGET MARKETS
 People most likely
to buy your
product.
 Focus of promotion
and advertising
SEGMENTATION
 Market Segmentation
 Market Segment is
the process of dividing a
market into smaller parts.
a subgroup of a larger
market
 share one or more
characteristics.
MARKET SEGMENTATION
 Advantages:
 Disadvantages:
 Providing the
 More expensive
products customers
want
 Effective
 Loyal customers
 Personal
 More difficult to
produce
 Expensive
 Requires more
marketing research
WHY IS MARKET SEGMENTATION
BEING USED MORE?
 Matching of customer’s needs
 More profit
 Repeat customers
 More efficient

https://www.youtube.com/watch?v=Kmp5dgzeZuk

https://www.youtube.com/watch?v=SlelbGtPEdU
Types of Market Segmentation
 Demographic
 Consumer statistics and characteristics
 Geographic
 Where consumers live and work
 Psychographic
 What consumers do and like
 Behavioral
 Why consumers buy a product
DEMOGRAPHIC SEGMENTATION
 Personal characteristics:
 Age
 Gender
 Income
 Marital status
 Ethnicity/Race
 Education
 Occupation.
Geographic Market Segmentation
 Location
 Work/Live/Play
Psychographic Market Segmentation
 Activities
 Interests
 Lifestyle
 What a person likes to
do.
Psychographic Examples
BEHAVORIAL SEGMENTATION
 Based on the way
customers use a product or
why they purchase.
 Product Benefits
 Usage
 Loyalty
 Occasions
Commercials with Music
 Old Navy: http://www.youtube.com/watch?v=v-7luX488iY
 Windows: http://www.youtube.com/watch?v=whF9It6HGPk
 Rolling Stones, Madonna, Aerosmith,
 All-State: http://www.youtube.com/watch?v=LMExQgje9ck
 G-Star Raw: http://www.youtube.com/watch?v=MwP8vRckByQ
 Go Pro: http://www.youtube.com/watch?v=9mGzoG0CA5M
 Beats: http://www.youtube.com/watch?v=T1ybN91jJV4
 Tropicana: http://www.youtube.com/watch?v=8pFfAvSH3_0
 Budweiser:
 http://www.youtube.com/watch?v=_GeiOdHsW_8
 http://www.youtube.com/watch?v=qhX1NqhAkDM
 Bud Light: http://www.youtube.com/watch?v=hD2STTFSgtw
Car Companies
 KIA: http://www.youtube.com/watch?v=OuSfLoXq22w
 Buick: http://www.youtube.com/watch?v=rt99ULx9iFM
 Hyundai: http://www.youtube.com/watch?v=laoqANN3lmg
 Chevrolet: http://www.youtube.com/watch?v=plqtYMwQQqI
 Cadillac: http://www.youtube.com/watch?v=sKDapnoj0hM
 Ford:
 http://www.youtube.com/watch?v=X8uXrwhWVOM
 http://www.youtube.com/watch?v=gUfN5fA-oWY
Music in Commercials
 Windows: http://www.youtube.com/watch?v=031-DOEop48
 Gap: http://www.youtube.com/watch?v=Lfzl-2iSfbM
 JC Penny: http://www.youtube.com/watch?v=EOYl5WPTNCY
 Coca-Cola:
 http://www.youtube.com/watch?v=ib-Qiyklq-Q
 http://www.youtube.com/watch?v=dOkzRZWMLKA
 http://www.youtube.com/watch?v=TkHA2pf1gvc
 Pepsi:
 http://www.youtube.com/watch?v=po0jY4WvCIc
 http://www.youtube.com/watch?v=B7YTkw2-aVc
 http://www.youtube.com/watch?v=_2smYVl0zrk
 http://www.youtube.com/watch?v=AKKM8sP24BE
 Mountain Dew:
 http://www.youtube.com/watch?v=CcWnfduAS_E
 http://www.youtube.com/watch?v=SD-ecR9uv1Q
 http://www.youtube.com/watch?v=zGtIayHPWrM
ACTIVITY
 Choose a partner!
 Cut out ads from magazines for 3 products of your choice.
 Create a small poster with the products listing the target
market the product and ad are designed to attract.
 For EACH product – you need to identify the following market
segmentation for that product:
 Demographics
 Geographics
 Psychographics
 Behavioral
 You may use the internet to research product information
ACTIVITY
 Cut out ads from magazines. Create a poster with the ads
listing the target market the product and ad are designed to
attract. Be specific! Include all 4 types of market
segmentation!