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Sales Promotion - Week #3 Marketing

Sales Promotion - Week #3 Marketing. Who am I selling to? (To Whom am I Selling?) Review Image Development/Logos Features vs. Benefits Concept Presentations to Class. Demographics. Psychographics. Categories. Potential Distribution Channels. Positioning Statement.

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Sales Promotion - Week #3 Marketing

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  1. Sales Promotion - Week #3Marketing • Who am I selling to? (To Whom am I Selling?) • Review Image Development/Logos • Features vs. Benefits • Concept Presentations to Class

  2. Demographics Psychographics Categories Potential Distribution Channels Positioning Statement • Where does your product fit into the market? • Bruttini Cookies Positioning Statement: • As an Italian gourmet treat, Bruttini cookies appeal to consumers who are interested in a new and different snack and have the disposable income to afford a more expensive sweet. They are all-natural, kosher, dairy-free and gluten-free, and so are equally at home in a corner deli, a natural foods store, or the local supermarket. Though not fat-free, they will appeal to most people who currently purchase meringue cookies.

  3. Understanding Your Consumers • Demographics – hard data • Psychographics – soft data • Consumer Groups – rough categories that reflect types of consumer behaviors

  4. Demographics • Specific data such as: • Age • Gender • Race • Level of Education • Income • Marital status • What can you do with this data?

  5. Psychographics • Emotional, stylistic, opinions • Activities (hobbies, sports, etc.) • Price consciousness • Lifestyles • Patterns of usage (how much/how often do you buy?) • What can you do with this data?

  6. Consumer Groups • “Catch-all” groups that represent average sets of demographics and psychographics • Example: Classic • Apparel as an investment, not a statement • Planned purchases • Focus on quality • Strong Store Loyalty • What are likely demographics and psychographics of the Classic group?

  7. Target Profiles – Positioning Statement+ • Detailed profiles of your typical consumers • Combine with Positioning Statement • More complete picture • Who will be buying • Where will they shop • What do they want • Imagine that these target consumers exist • Can advise you on what works and what doesn’t

  8. Target Profile Example • Gourmet Consumer: • Age: 40-55 • Sex: Female • Household Income: $100K+ • Married: Yes • Typical stores: Whole Foods, gourmet shops, Neiman Marcus • Status: high • Price conscious: No • Magazines: ? • Consumer Group: Advanced

  9. Logo Design Rules of Thumb • Gather References!! • Start in black and white! • Establish the creative direction of your logo (typography, iconography, or combination) • Pick an appropriate typeface or faces • Convey the feeling of your product or service. • Others develop a unique feeling or abstract identity • Develop rough ideas and refine • Consider sizing!

  10. Gathering References • Find examples of others with similar positioning – go shopping!

  11. Typography • See last week’s notes for details

  12. Switching Typefaces – Does it work?

  13. Iconography • If possible, use an image that will support or literally convey name • Reinforce identity • Convey an idea • Consider the application

  14. Features vs. Benefits • The product’s description vs. its value • Features: The steak • Benefits: The sizzle • Why should someone buy it? • Understand • Communicate • Match product to market

  15. Features • Functional or descriptive qualities of the product • What it does • How it works • What it looks like • Value • What you (the designer) care about • What you thought about when you designed it

  16. Benefits • Value to the consumer • Advantages of features • What the consumer cares about • Why it’s a good thing

  17. The latest fashion Make an Impression Durable Rip-stop Nylon Guilt-free Fat-free 512 Mb Listen for Hours Low Price Affordable Easy to Carry Lightweight Recycled material Eco-friendly Take the “Quiz” Know your product AND why they should buy it!!

  18. Break

  19. Project Time! • Get in teams • Determine product concept • Determine company name • Write product description • Consider logo elements • Target Profiles • Features vs. Benefits

  20. Next week: Product Presentations • Product Name • Product Description • Market Positioning • Logos

  21. HOMEWORK: • Refine: • Product concept/description. • Product Name • Positioning statement • Finish Logo • Create 3 Target Profiles • Read Features vs. Benefits Handout • Read Chapter 3 (Retail Sales Promotion)

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