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Common Case Types

The document discusses various marketing strategies and tactics including developing pricing strategies, marketing plans, promotional campaigns, and positioning products. It provides examples of brand promises and marketing strategies for different companies. It also includes statistics related to digital marketing trends.

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Farzan Bhuiyan
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37 views

Common Case Types

The document discusses various marketing strategies and tactics including developing pricing strategies, marketing plans, promotional campaigns, and positioning products. It provides examples of brand promises and marketing strategies for different companies. It also includes statistics related to digital marketing trends.

Uploaded by

Farzan Bhuiyan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Common Types:

Developing pricing strategies/assessing price structure (pricing)


- Loss leader pricing
- Keystone pricing
Tips to develop strategies:
- Study the market
- Competitive prices for commodity industries
Developing marketing plans (market planning)
Increasing revenue
- Cutting operating costs
- Increasing prices (if appropriate)
- Sales promotion
- Product bundling
Increasing brand awareness
- Developing a brand promise
- Final goal: brand insistence
- Value proposition
- Communication channels
Developing a promotional campaign/plan for an event (promotion)
- 5 petals of promotion
Developing a promotional campaign/plan for products/services (promotion)
Expanding business
Recommending product changes (p/s management)
Recommending promotional strategy changes (p/s management)
Recommending new programs/program changes (p/s management)
How to position a product (marketing)
Develop a new product
Marketing strategies
- Positioning products/services

Less frequent types:


Managing new promotional channels (channel management)
Generate “buzz”
Improve customer service (professional development)
- Improve service through additional salespeople training
Public relations campaigns
Handling unsatisfied/disgruntled customers
Creating a business venture
Expanding to international markets/global business
Customer service
Choosing channel members

Rare types:
Improving/revising inventory and order fulfillment processes (inventory management,
operations)
Conducting market research
Relocating headquarters (economics)

____________________________________________________________________________
Examples
Brand Promise:
Coca-Cola: “To inspire moments of optimism and uplift.”
BMW: “The Ultimate Driving Machine”
Nike: “To bring inspiration and innovation to every athlete in the world.”
Apple: “Think Different”
Marriott: “Quiet luxury. Crafted experiences. Intuitive service.”
Starbucks: “To inspire and nurture the human spirit – one person, one cup and one
neighbourhood at a time.”
H&M: “More fashion choices that are good for people, the planet and your wallet.”
Walmart: “Save money. Live better”

Business strategies
Tesla: Playing the long-run game
Apple: Restraint for greater profits and long-term success
Amazon: Comprehensive CRM strategy
Nike: Creating wider brand awareness through narrow target markets
Air Bnb: Getting rid of scalability, maximizing on product opportunity
Toyota: Humility

Good Global Marketing


Red Bull: Host and sponsor events worldwide; Austrian brand although many associate with
America
Air BnB: hashtag marketing; worldwide challenge through hashtags on social media (performing
random acts of hospitality) to gain more awareness
Dominos: Understanding cultural and societal differences among different geographic locations
and tailoring products to their wants and needs while still maintaining their identity
Nike: International sponsors
Coca Cola: focuses on small community programs and invests a lot of time and money in small-
scale charity efforts.
Spotify: giving users something new; tailoring to personal preferences through consumer data
Relocating headquarters
General Electric Co.
Mariott International
McDonald’s
Expedia
Coca-Cola
Common reasons for relocation: differences in business regulations, consumer base is more
suitable for business, more recognized and established regions, more scope for expansion
Content Marketing
Rolex: convey quality and timelessness of brand through quality images
Old Spice: series of unique videos + humour use
Coca-cola: Coke used personalization to get everybody talking about their brand. They kicked
off their Share a Coke campaign in Australia by putting the 150 most common names on bottles.
LinkedIn: visual appeal in tips and stats
Nike: motivational videos using celebrity endorsements
Marketing Campaigns
Pepsi halftime show at SB
Nintendo: knowing what their consumers want (e.g. bringing smash bros to switch)
Apple announces iphone XS
Social Media Campaigns
Dove: Hashtag campaign: self esteem
#2018 wrapped by spotify
Oreo: media marketing at the right moments: “Dunk in the Dark” during SB 2013 blackout
Bell Lets Talk
Public Relations Campaigns
Apple: the power of having an iphone “you’re more powerful than you think”
ALS: #Icebucketchallenge
Advertising Campaigns
Nike: Just Do It
Coke: share a coke
Google: Year in search
Sales promotion tips
Limit availability
Promote widely but wisely
Offer real value
____________________________________________________________________________
By 2021, global retail ecommerce sales will reach $4.5 trillion. (Shopify Plus, 2018) (Source:
https://www.hubspot.com/marketing-statistics)

Video content is 50 times more likely to drive organic search results than plain text. (Source:
https://www.hubspot.com/marketing-statistics)

32% of marketers say visual images are the most important form of content for their businesses.
(HubSpot, 2018) (Source: https://www.hubspot.com/marketing-statistics)

72% of marketers said that having a good content strategy was a major key to their success in
2018. (Source: https://www.hubspot.com/marketing-statistics)
Globally, there are over 2.38 billion monthly active users on Facebook. (Facebook, 2019)
(Source: https://www.hubspot.com/marketing-statistics)

When it comes to delivering content and securing audience engagement, LinkedIn is the most
effective social media platform. (LinkedIn, 2017) (Source: https://www.hubspot.com/marketing-
statistics)
71% of Instagram users are under the age of 35. (Statitsa, 2019) (Source:
https://www.hubspot.com/marketing-statistics)

Seven out of ten hashtags on Instagram are branded. (Sprout Social, 2018) (Source:
https://www.hubspot.com/marketing-statistics)

Snapchat reached 90% of all 13-24 year-olds and 75% of all 13-34-year-olds in the US.
(Source: https://www.hubspot.com/marketing-statistics)

59% of Americans believe that customer service through social media has made it easier to get
their questions answered and issues resolved. (Lyfe Marketing, 2018) (Source:
https://www.hubspot.com/marketing-statistics)

More than 50% of Internet users say they follow some sort of celebrity or influencer account on
social media. (Source: https://www.hubspot.com/marketing-statistics)

After watching a video, 64% of users are more likely to buy a product online. (Forbes, 2017)
(Source: https://www.hubspot.com/marketing-statistics)

Video marketers see a 54% increase in brand awareness with their content among audience
members. (Source: https://www.hubspot.com/marketing-statistics)
There are 1.9 billion monthly active users on YouTube. (Omnicore, 2018) (Source:
https://www.hubspot.com/marketing-statistics)

78% of consumers have unsubscribed from emails because a brand was sending too many
emails. (Disruptive Advertising, 2018) (Source: https://www.hubspot.com/marketing-statistics)

67% of marketing leaders currently use a marketing automation platform. (Source:


https://www.hubspot.com/marketing-statistics)

Marketers say that the biggest benefit of automation is saving time. (Venture Harbour, 2017)
(Source: https://www.hubspot.com/marketing-statistics)

47% of internet users globally use an ad-blocker today. (Digital Information World, 2019)
(Source: https://www.hubspot.com/marketing-statistics)

87% of companies that have adopted AI use it to improve their email marketing. (Leftronic,
2019) (Source: https://www.hubspot.com/marketing-statistics)

80% of sales are made by 20% of salespeople. (Zety, 2019) (Source:


https://www.hubspot.com/marketing-statistics)

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