EMOTION MARKETING:It works on the experience as consumers, generates emotions through the
senses, sells thanks to the emotions it provokes.
↕️
marketing multisensorial
symbolic value of the product
personalized communication
creative vision
GENERATE AN EMOTIONAL CONNECTION
COMMERCIALIZATION:How it reaches the consumer is the stage within what it means to launch a
product. How? when? whom?
PLAN THE MARKETING
mission: what they offer / what they do
vision: long-term goal
1. ANALYSIS OF THE SITUATION
external variables (uncontrollable)
- macro entourage: demographic, economic, political, natural and technological forces.
- microentorno: suppliers, intermediaries, public, competitors, clients.
Pestle analysis (context)
- political, economic, social, environmental, technological and legal.
Swallow analysis (int and ext)
- strengths, opportunities, weaknesses and threats.
2. ESTABLISH THE OBJECTIVES
measurable: time
quantifiable: quantity
achievable
3. PLAN STRATEGIES / ACTION PLAN
how to achieve the objectives - develop competitive advantages to differentiate
how to differentiate myself
→ positioning
→ how do I identify my market
→ how I build my brand
→ how I create my identity
→ how do I get chosen
, → how do I get them to remember me
BRAND:It is the trace of an absence
COMPETENCE:they solve the same problem - same product
direct:same producthint:same solution
POWERFUL BRAND:familiarity and esteem (is known and loved)
main goal:increase lifetime customers
7 STRATEGIC OBJECTIVES
- Maintain current customers and transform them into lifelong ones
- recover former clients
- attract new clients from previous clients
- attract new customers
- increase cross-selling (sell the largest quantity of product: pharmacity)
- increase product usage
- be the client's main supplier
customer lifetime value is analyzed →it costs less to maintain the old ones
consumer:every so often
client:more regular purchases
life:that consumes more in time and quantity, we seek to pamper it and thus maintain it
loyalty and satisfaction matrix
REH APO
ÉN STO
LEALTAD
TERR MERC L
BAJA
ALTA
ORIS ENARI
BAJA
SATISFACCIÓN
TA
ALTA O
APOSTLE:more loyal, more satisfied
TERRORIST:less loyal, less satisfaction = DOES NOT RECOMMEND
MERCENARY:more satisfaction, less loyalty (try things, look for variants, possible apostle)
,HOSTAGE:He can't choose, he ends up hanging, he has no choice.
PIRAMIDE MASLOW
motivation theoryreview: It doesn't always work that way.
1. self realisation
2. esteem
3. belonging
4. security
5. physiological
NECESIDA DESEO DEMANDA OFERTA
D cultura poder MARKETING
falta/ausenc género adquisitivo producto, precio,
ia de algo publicidad,
distribución,
fuerza de venta
COMMERCIAL OFFER - MARKETING MIX
marketing mix: actions that are planned around internal controllable variables
internal controllable variables
- product
- price
- advertising
- distribution channels
- sales force
product:tangible good (service, idea) that the brand can offer
price:the target numerical value that the customer pays for my product
advertising:communication strategy, sell the product
distribution channels:intermediaries between the company and the consumer
Sales force:sellers, how they strive to make the sale
external uncontrollable variables
- consumers - climatic conditions
- suppliers - laws
- competition - macro and micro environment
- state
, MARKET SEGMENTATION
brands detect segments and put together different offers
the market:set of consumers (real and potential)
- potential:all consumers who might be interested in our commercial offer (100% -
my % of market) coca has 70% MP (30% yours)
- available:consumers with interest, income and access.
- available trained:require qualification to be purchased
- target target market:know how much I am going to sell, calculate consumers. The
part of the market I want to target.
- conquered/penetrated market:group of consumers who have already consumed my
product.
TARGET
1. age
2. gender
3. socioeconomic level (SES)
4. client typology
5. waltz technology?
6. RISK Analysis ?
Why is it segmented? Since there are such diverse consumers, companies segment, brands identify
and thus an offer is created.
TYPES OF SEGMENTATION
rigid variables
- geographical:region, size of municipality, size of city, climate.
- demographics:age, gender, family size, family life cycle, income, occupation,
education, religion, ethnicity, nationality.
- psychographics:lifestyle, personality, customs
- of behavior:purchase occasion, benefits sought, user status, usage rate, loyalty
status, readiness stage, attitude toward product
SEGMENTATION LEVELS(a brand can use several, e.g. Nike)
- undifferentiated marketing:only commercial offer, ignore the differences. Salt
- differentiated marketing:market segment that has similar desires, purchasing power,
geographic location, purchasing attitudes, or purchasing habits. Zara
- niche marketing:smaller segments, e.g. polo, ferrari.
senses, sells thanks to the emotions it provokes.
↕️
marketing multisensorial
symbolic value of the product
personalized communication
creative vision
GENERATE AN EMOTIONAL CONNECTION
COMMERCIALIZATION:How it reaches the consumer is the stage within what it means to launch a
product. How? when? whom?
PLAN THE MARKETING
mission: what they offer / what they do
vision: long-term goal
1. ANALYSIS OF THE SITUATION
external variables (uncontrollable)
- macro entourage: demographic, economic, political, natural and technological forces.
- microentorno: suppliers, intermediaries, public, competitors, clients.
Pestle analysis (context)
- political, economic, social, environmental, technological and legal.
Swallow analysis (int and ext)
- strengths, opportunities, weaknesses and threats.
2. ESTABLISH THE OBJECTIVES
measurable: time
quantifiable: quantity
achievable
3. PLAN STRATEGIES / ACTION PLAN
how to achieve the objectives - develop competitive advantages to differentiate
how to differentiate myself
→ positioning
→ how do I identify my market
→ how I build my brand
→ how I create my identity
→ how do I get chosen
, → how do I get them to remember me
BRAND:It is the trace of an absence
COMPETENCE:they solve the same problem - same product
direct:same producthint:same solution
POWERFUL BRAND:familiarity and esteem (is known and loved)
main goal:increase lifetime customers
7 STRATEGIC OBJECTIVES
- Maintain current customers and transform them into lifelong ones
- recover former clients
- attract new clients from previous clients
- attract new customers
- increase cross-selling (sell the largest quantity of product: pharmacity)
- increase product usage
- be the client's main supplier
customer lifetime value is analyzed →it costs less to maintain the old ones
consumer:every so often
client:more regular purchases
life:that consumes more in time and quantity, we seek to pamper it and thus maintain it
loyalty and satisfaction matrix
REH APO
ÉN STO
LEALTAD
TERR MERC L
BAJA
ALTA
ORIS ENARI
BAJA
SATISFACCIÓN
TA
ALTA O
APOSTLE:more loyal, more satisfied
TERRORIST:less loyal, less satisfaction = DOES NOT RECOMMEND
MERCENARY:more satisfaction, less loyalty (try things, look for variants, possible apostle)
,HOSTAGE:He can't choose, he ends up hanging, he has no choice.
PIRAMIDE MASLOW
motivation theoryreview: It doesn't always work that way.
1. self realisation
2. esteem
3. belonging
4. security
5. physiological
NECESIDA DESEO DEMANDA OFERTA
D cultura poder MARKETING
falta/ausenc género adquisitivo producto, precio,
ia de algo publicidad,
distribución,
fuerza de venta
COMMERCIAL OFFER - MARKETING MIX
marketing mix: actions that are planned around internal controllable variables
internal controllable variables
- product
- price
- advertising
- distribution channels
- sales force
product:tangible good (service, idea) that the brand can offer
price:the target numerical value that the customer pays for my product
advertising:communication strategy, sell the product
distribution channels:intermediaries between the company and the consumer
Sales force:sellers, how they strive to make the sale
external uncontrollable variables
- consumers - climatic conditions
- suppliers - laws
- competition - macro and micro environment
- state
, MARKET SEGMENTATION
brands detect segments and put together different offers
the market:set of consumers (real and potential)
- potential:all consumers who might be interested in our commercial offer (100% -
my % of market) coca has 70% MP (30% yours)
- available:consumers with interest, income and access.
- available trained:require qualification to be purchased
- target target market:know how much I am going to sell, calculate consumers. The
part of the market I want to target.
- conquered/penetrated market:group of consumers who have already consumed my
product.
TARGET
1. age
2. gender
3. socioeconomic level (SES)
4. client typology
5. waltz technology?
6. RISK Analysis ?
Why is it segmented? Since there are such diverse consumers, companies segment, brands identify
and thus an offer is created.
TYPES OF SEGMENTATION
rigid variables
- geographical:region, size of municipality, size of city, climate.
- demographics:age, gender, family size, family life cycle, income, occupation,
education, religion, ethnicity, nationality.
- psychographics:lifestyle, personality, customs
- of behavior:purchase occasion, benefits sought, user status, usage rate, loyalty
status, readiness stage, attitude toward product
SEGMENTATION LEVELS(a brand can use several, e.g. Nike)
- undifferentiated marketing:only commercial offer, ignore the differences. Salt
- differentiated marketing:market segment that has similar desires, purchasing power,
geographic location, purchasing attitudes, or purchasing habits. Zara
- niche marketing:smaller segments, e.g. polo, ferrari.
