TMP 120 Lecture 15 Marketing 4Ps 112017B.ppt - Marketing 4 Ps TMP 120 Dr Karen Smith Bogart Today Colgate case Awareness 4 Ps CAPSIM Final Presentation

TMP 120 Lecture 15 Marketing 4Ps 112017B.ppt - Marketing 4...

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Marketing 4 Ps TMP 120 November 20, 2017 Dr. Karen Smith Bogart
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Today: Colgate case Awareness 4 Ps CAPSIM Final Presentation CAPSIM Debrief Budweiser 2014 : Budweiser 2016 : Budweiser 2016: Budweiser 2017:
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Colgate: Regaining Leadership in India’s Sensitive Teeth Market
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Hierarchy of Effects
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Marketing Segmentation Targeting Marketing Opportunity Positioning Branding Product or service definition Product, Pricing, Placement, Promotion Market research and analysis Awareness: Website, SEO, Advertising, PR, Social Media Promotion, Merchandising, Collateral Channels Sales: Processes, techniques (e.g. loyalty)
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Value Proposition Statement Format : For (segment or customer) our (product/brand) is (single most important benefit or claim) among all (competitive frame) because (single most important support). Must address: Who is it targeted to? What is the offer? What are the primary benefits? Benefits vs. alternatives (e.g. current) What do customers need to know? Deliver through “4 Ps”
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Marketing Mix
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Value Proposition Statement Example : For Indian Dentists, Colgate Professional solutions leverage pharmaceuticals to provide the most effective treatment of dentine hypersensivity to ensure maximum clinical efficacy, oral health, and rapid relief. 4P Execution : Product : Professional offerings to dental practitioners for their patients: Fluoride gel kits for follow-up use at home to complement daily care products. Promotion : Colgate umbrella to strengthen understanding of dentine hypersensivity and the role of pro offerings. Training, seminars for dental practitioners. Resources to educate the dentist’s patients. Support for the Indian Dental Association Price : Discounts. Free samples. Support for free patient dental exams (access).
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