mktg1001 wk11 - Marketing Principles This week Chapters 12...

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MKTG1001: Semester 1 Marketing Principles This week… IMC = Integrated Marketing Communications Communication Principles Main IMC Tools EXERCISE: Developing the IMC Mix Chapters 12 & 13
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MKTG1001: Semester 1 The thirstiest Australian beer drinkers are aged between 18 and 30 , a demographic which responds well to change, innovation, and clever advertising campaigns . The two major players are Fosters (48% market share with brands including Victoria Bitter, Crown Lager, Light Ice and Carlton Cold) and Lion Nathan (33.5% market share with labels such as Tooheys, Hahn, West End, XXXX and James Squire) Mini Case Study Beer Promotion
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MKTG1001: Semester 1 Therefore… Big players need to defend against non-beer alcohol and small breweries seeking niche markets But beer is beer how to promote and get customer liking and brand connection
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MKTG1001: Semester 1 In summary - what they use A broad choice of marketing communications – that need to be integrated into a consistent message = IMC
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MKTG1001: Semester 1 IMC Integrated Marketing Communication The firm’s PROMOTIONAL Mix Using a variety of communication tools to deliver a consistent deliberate message to the market (consumers and publics)
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MKTG1001: Semester 1 Push versus pull promotional emphasis Manufacturer Manufacturer To Retailer/wholesaler PUSH Consumer PULL
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MKTG1001: Semester 1
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MKTG1001: Semester 1 Mass TV, radio, newspapers, outdoor, cinema Targeted Pay-TV, public relations, door- to-door, events, sponsorships, trade shows, buzz, newsletters In-store Posters, POP displays, sales promotions, packaging One-to-one Mail, telemarketing, selling
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MKTG1001: Semester 1 The communication system The firm Their IMC Their wholesalers/retailers Retailers IMC Consumers W-O-M Publics FIGURE 12.1
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MKTG1001: Semester 1 The communication system (Consumer at centre) CONSUMER Manufacturer promotions Retailer promotions Family/friends Media Government Salespeople Consumer groups Reference groups Remember “passive” learning
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mktg1001 wk11 - Marketing Principles This week Chapters 12...

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