EMOTION MARKETING:It works on the experience as consumers, generates emotions
through the senses, sells thanks to the emotions it provokes.
↕️
multisensory marketing
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?
MARKETING PLAN
mission: what they offer / what they do
vision: long-term goal
1. ANALYSIS OF THE SITUATION
external variables (uncontrollable)
- macro environment:demographic, economic, political, natural and
technological forces.
- microenvironment:suppliers, intermediaries, public, competitors, clients.
Pestle analysis (context)
- political, economic, social, environmental, technological and legal.
SWOT 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 product indirect: 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
- increase cross-selling (sell the largest quantity of product: pharmacity)
- increase product usage
- be the client's main supplier
- recover former clients
- attract new clients from previous clients
- attract new customers
customer lifetime value is analyzed →it costs less to maintain the old ones
consumer:every so often
customer:more regular purchases
life:that consumes more in time and quantity, we seek to pamper it and thus maintain it
loyalty and satisfaction matrix
HOST APOS
AGE TLE
LOWLOYALTYHIGH
TERROR MERCEN
IST ARY
LOWSATISFACTIONHIGH
through the senses, sells thanks to the emotions it provokes.
↕️
multisensory marketing
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?
MARKETING PLAN
mission: what they offer / what they do
vision: long-term goal
1. ANALYSIS OF THE SITUATION
external variables (uncontrollable)
- macro environment:demographic, economic, political, natural and
technological forces.
- microenvironment:suppliers, intermediaries, public, competitors, clients.
Pestle analysis (context)
- political, economic, social, environmental, technological and legal.
SWOT 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 product indirect: 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
- increase cross-selling (sell the largest quantity of product: pharmacity)
- increase product usage
- be the client's main supplier
- recover former clients
- attract new clients from previous clients
- attract new customers
customer lifetime value is analyzed →it costs less to maintain the old ones
consumer:every so often
customer:more regular purchases
life:that consumes more in time and quantity, we seek to pamper it and thus maintain it
loyalty and satisfaction matrix
HOST APOS
AGE TLE
LOWLOYALTYHIGH
TERROR MERCEN
IST ARY
LOWSATISFACTIONHIGH
