The marketing mix (4, 7, 9)

The marketing mix is one of the most famous marketing terms. The marketing mix is the tactical or operational part of a marketing plan. The marketing mix is also called the 4Ps and the 7Ps. The 4Ps are price, place, product and promotion. The services marketing mix is also called the 7Ps and includes the addition of process, people and physical evidence.

The concept is simple. Think about another common mix - a cake mix. All cakes contain eggs, milk, flour, and sugar. However, you can alter the final cake by altering the amounts of mix elements contained in it. So for a sweet cake add more sugar!

It is the same with the marketing mix. The offer you make to your customer can be altered by varying the mix elements. So for a high profile brand, increase the focus on promotion and desensitize the weight given to price.

Another way to think about the marketing mix is to use the image of an artist's palette. The marketer mixes the prime colours (mix elements) in different quantities to deliver a particular final colour. Every hand painted picture is original in some way, as is every marketing mix. Let’s look at the elements of the marketing mix in more detail.

Physical Evidence is the material part of a service. Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues. There are many examples of physical evidence, including some of the following buildings, equipment, signs and logos, annual accounts and business reports, brochures, your website, and even your business cards.

People are the most important element of any service or experience. Services tend to be produced and consumed at the same moment, and aspects of the customer experience are altered to meet the individual needs of the person consuming it.

There are a number of perceptions of the concept of process within the business and marketing literature. Some see processes as a means to achieve an outcome, for example - to achieve a 30% market share a company implements a marketing planning process. However in reality it is more about the customer interface between the business and consumer and how they deal with each other in a series of steps in stages, i.e. throughout the process

9P

PRODUUCT — ПРОДУКТ
PRICE — ЦЕНА
PLACE — МЕСТО (место продажи или канал сбыта)
PROMOTION — ПРОДВИЖЕНИЕ

В различных ситуациях и отраслях встречаются следующие расширения:
PACKAGE — УПАКОВКА
PURCHASE — ПОКУПКА (процесс принятия решения о конкретной покупке и опыт после)
PEOPLE — КЛИЕНТЫ (VIP-клиенты, конкретные персоны)
PERSONNEL — ПЕРСОНАЛ
PROCESS — ПРОЦЕСС, ОПЫТ ПОКУПАТЕЛЯ (например, визит в гипермаркет, требующий целого дня)

Creative Writing (MA)

Birkbeck University of London
This programme seeks to develop your confidence, sensitivity and discernment in the analysis of your own and fellow students’ work, along with greater critical understanding of contemporary literary developments and the place of your own writing within them. It also trains you to a professional level in editing your own and others' creative work and provides a practical understanding of publishing and producing imaginative work within the creative industries. It allows you to develop, under expert supervision, a creative writing project of your choice.

1) MA is fiction-focused, with some provision for life writing, poetry, playwriting and screenwriting
2) Location: Central London
3) They offer a small number of bursaries to help with the cost of tuition fees:
MA Creative Writing Bursaries: Up to 10 bursaries of up to £1500 each for excellent students admitted onto the programme and who demonstrate financial hardship.
Sophie Warne Fellowships: One fee remission award of £3500 for an outstanding student admitted onto the MA Creative Writing.
4) Access to the library at Senate House and the British Library, as well as Birkbeck’s own library to see rare manuscripts
5) Cost:  Part-time overseas students: £ 7225 pa
Full-time overseas students: £ 13950 pa

If English is not your first language, an IELTS score of 7.0 or equivalent is required.

University of Wales Trinity Saint David
1)These programmes are designed for committed writers who wish to complete significant pieces of work and generally broaden their experience as writers.
2)Location: With national parks, country parks, designated areas of outstanding beauty, clean rivers and beaches, west Wales is a favourite with those who enjoy the outdoors.
3)There are no examinations. All modules are assessed by original creative assignments supported by reflective and developmental material: logs, journals, treatments, reviews proposals. The Creative Project is provides the opportunity for students to develop a substantial piece of work to publishable standard.
4) Cost: about £ 7500

Marketing idea of sprite

Sprite is a colorless, lemon-lime flavored, caffeine-free soft drink, created by the Coca-Cola Company.
"Image is nothing.
Thirst is everything.
Obey your thirst."
This famous advertising slogan is so well known that it has entered our everyday language and used as a quote or quotation. This famous and familiar advertising slogan is now seen as a clever saying and catchword used as a motto and catchphrase to identify the brand.
All advertising campaigns and marketing strategies of Sprit focus on young people.

Utility of hair straightener

Hair straightener is a hair styling tool that straightens the hair to give it the smooth and sleek results.
Lets take for example GHD hair straightener
Form utility: Ceramic heaters, New generation styling technology Unique and patented tri-zone™ technology uses six quick-thinking sensors (three on each plate) to ensure no heat loss during styling and a constant temperature is maintained in every stroke
Place utility: we can buy this product only through the internet-shops or through professional distributors.
Time utility: internet-shops work 24-hours a day
Possession utility: you can pay it by credit-card
Information utility: GHD have web site where they provide detailed information about their company and their products for customers

real daddy can do anything

Meat-packing plant «Ostankino» released a continuation of the advertising series that real dad can do anything. The new promotional video develops a successful image series. Mysterious dad first appears in the frame, opening their unexpected side - the ability of a steep carrier.

Funny advertisement for the Siberian restaurant of Japanese cuisine

21 the ad with a duration of 5 seconds were gathered into a single video to YouTube. Each of them represents a humorous interpretation of well-known domestic songs in the themes of the sushi. Sounds very unusual!

The Nikon Coolpix S60 camera

The Nikon Coolpix S60 camera, launched in 2008, comes with Face Priority AF, Nikon’s face-finding technology that quickly finds and focuses on up to 12 faces in a group portrait. This award-winning print advertising campaign from Singapore provides a clever interpretation of how that feature might come in handy, with Hotel, Voyeurs and Explorer.

LOT Polish Airlines welcomes the Dreamliners to its fleet with a new image campaign

The quick and unexpected success of OLT Express airline in the domestic market (unfortunately it has just ended with a bunkruptcy of OLT ) forced LOT Polish Airlines, the flag carrier of Poland, to launch its first major image campaign in years.
The airlines is awaiting the delivery of the brand new Boeing 787s – the so-called “Dreamliners” – and it shall be the first European airline to have these aircrafts in October 2012. The beautiful TV spot that premiered in May 2012 introduced LOT’s new brand claim: Our horizon is future.
The TV and cinema campaign is supported with print campaign – the ads bear a somewhat surprising headline: The Most Modern Airline in Europe. In fact LOT has recently replaced some of its older aircrafts used for European routes and thus now it can communicate that its fleet that operates these routes is the most modern – the average age of its European fleet being below 5 years.

Alice is lured to Wonderland to taste the new Redd’s Cranberry beer

Redd’s – the popular fruit-flavoured beer targeted to women in Poland – has just added a new limited edition cranberry flavour to boost sales during the crucial summer season. The newly-launched Redd’s Cranberry is the 4th compliment to the standard Redd’s range which consists of: Redd’s Apple, Redd’s Sun (tropical fruit) and Red’s Red (raspberry) – the cranberry variant is packaged in black cans and thus the accompanying slogan: Black but Red.
The Redd’s Cranberry launch campaign is the second installment of Redd’s new advertising format that was introduced last year under the tagline: Curiosity – the first step to Redd’s. The TV spot is a beautifully surreal dream sequence that skillfully employs the imagery associated with the famous novel Alice’s Adventures in Wonderland. The heroine is attracted by a mysterious man wearing a White Rabbit’s mask and falls down a Rabbit Hole while following him…
As in the last year’s campaign, the girl is tempted to drink Redd’s beer and obviously she isn’t able to resist her curiosity. After tasting the Redd’s Cranberry a lavishly decadent party begins and the girl discovers that behind the White Rabbit mask there’s a pretty handsome guy…
… Thus the brand’s promise has been nicely accomplished – the girl’s curiosity led to her first tasting of the new Redd’s Cranberry, but it may have also initiated a romance. The campaign combines TV advertising with online activities that are centered around Redd’s Facebook fanpage (over 176 000 followers) and its minisite: http://www.redds.pl.

Kaspersky

The basic idea of ​​the movie - is viruses can not be cured free.

A young man trying to cope with the illness through folk healers. Poultices and decoctions make a young man feel worse. Authors of advertising said that the same thing happens with our computer when we use a free antivirus program.

Sometimes it takes more than medication

Ghd - you can do anything with your hair

 Every advertisement or even a newspaper article has a target audience. In an advertisement a target audience is essential, so the product that is being sold could be more profitable. The more audience the advertisement has, the more profit it will make for it-self. GHD Company is a profitable organisation that sells product and makes a profit of the product that they have sold. The purpose of this advertisement is to sell hair product to the intended audience and make profit out of it. Every advertisement has a target audience, for example, diet coke’s target audience is women, a sports bike’s target audience might be men who appreciate motorbikes. Likewise the GHD advertisement’s target audience is women. The target audience is women because we know that women like looking pretty and having nice hair and this product let you “do anything with your hair”.

 Imagery paints a “word picture” for an audience that helps them to illustrate a point visually. The slogan “you can do anything with your hair” appeals to women because they care about their hair and how it looks like. That catchphrase will paint a picture in the audience’s head and showing them of how beautiful they will look if they buy the product, furthermore, the slogan “You can do anything with your hair” is printed at the bottom right hand corner of the magazine page, so in that sense if the audience attempt to flip the page, they will stop and look at what the page is about. On the advertisement it says, “Mirror, mirror on the wall, who’s the fiercest of them all?”. 

AIDA
attention - The bright, original advertisement. Tale in a modern way.
interest- The product demonstrates its potential capabilities and it exceeds all expectations
desire - Buy this product and do the same hairstyle. (Be like me)
action - It is easy to order the product through the site, paying by credit card. The company offers big discounts.But  a long delivery may push off a lot of people. 

William Lawson’s - no rules, great scotch

William Lawson’s, the Scotch whisky owned by Bacardi-Martini, was promoted in 2000 through a Scottish reply to a New Zealand Maori haka. The TV ad begins with a team of Scotsmen wearing only kilts, running onto a stadium to play rugby union football. As the crowd cheers a New Zealand Maori team run on, sparking a Mexican wave.

The Maoris line up for the haka, the traditional dance used as a challenge for combat. As they go through their stirring performance, the Scots stand there in their boots, resolute. At the end of the haka, the Scotsmen produce their own cultural challenge, silently lifting up the front of their kilts. 

The Haka TV ad won two awards, the Mondial de la Pub des Pays FraThencophones, 2001 (Silver) for Nations Prize: Belgium, and winner in the Alcoholic Drinks section in the Epica 2001 Awards.

The Effie Awards of Belgium recognised the effectiveness of the Haka campaign in establishing William Lawson’s whisky in Belgium as the drink of irreverence, virility, authentic Scottishness, impertinence and humour. At the same time there was no connection made between consumption of alcohol and sporting or sexual performance.

In 2004 McCann Erickson Belgium followed up the haka ad with ‘Scottish Instinct’, set in a hotel lobby. One of the bare chested kilted men encounters a man and a woman, creating an effect on both as he crosses his legs. The campaign was developed by creative director and art director Jean-Luc Walraff, directed by Barry Myers at Michael De Wouters Production House. Account Manager was Nathalie Marchand.

AIDA
attention: black and white color, handsome men in kilts, the haka, football
interest : the main idea - the provocative ending
desire: speaking slogan and aggressive movie present that it's a man's drink
action: This product is not essential, so unconquerable urge to buy right now will not arise. 

Gatorade

To honor Michael Jordan's induction into the Naismith Memorial Basketball Hall of Fame, Gatorade created the Jordan Series, a set of six limited-edition labels commemorating his legendary career. Gatorade then used over 14,000 bottles to re-create one of Jordan's ultimate G Moments.

http://www.youtube.com/watch?v=Y6VhYFLlObk

Old Gatorade commercial involving a young Michael Jordan versus the veteran Michael Jordan.

Arsenal

AIDA

AIDA stands for:
Attention - Attract the customer's attention
Interest - Demonstrate advantages and benefits
Desire - Show that you can solve the customer's problem
Action - Get the customer to take action (buy)

Attention

You have to stand out. Grab the attention of your customer.

How do you do that? Be different. You can't stand out if you look like everyone else.
Interest

To create interest in your product or service, you must demonstrate its advantages and benefits. A feature is an attribute of a product. A benefit is how that attribute can help your customer.

For great examples of creating interest, study catalogs from clothing companies like LL Bean. They have this mastered.
Desire

Closely related to interest is desire. Move from discussing benefits to specifically how those benefits will help that customer.
Action

Finally, your customer takes action. Usually this is buying your product or service, but it can be something else. The action is whatever you want it to be. For a non-profit organization, the action might be to make a donation. For the American Red Cross, it might be giving blood.
AIDA Marketing Example

Let's use a local restaurant for this example.

First, you have to get attention. How? You can do this any number of ways, which is covered throughout this web site. In this example, the restaurant advertises online and offline, and uses coupons to generate an invitation to try out its food.

Next is interest. What are your benefits? Cheap, delicious food served with blinding speed.

Desire is the third step. It's lunch time. You're hungry. We have cheap, delicious food served with blinding speed. We can solve your lunch time problems.

Finally, if you've done the first three steps well, you get action. You sell some food to your customer.
AIDA Model - Extended

AIDA Marketing has been around for a long time. The idea is that a customer goes through these four independent stages before making a purchase.

Later, the model was extended to add either a C or an S on the end for Conviction or Satisfaction. Either way, the idea is the same - get repeat purchases from this customer.

Out-of-home advertising for ENKOR and Paparazzi

pepsi max ad on friendship

Unusual Marketing – Superfast Cars for Superfast Broadband

Today (October 28 2010)Virgin Media is promoting their 100mb Broadband service due to launch this year. To celebrate and promote the launch Virgin has taken an unusual marketing approach. Between 10am and 4pm a number of high-end supercars will be available for people to use as free taxis in and around central London.

The vehicles on offer include a Porsche 997 Turbo Gen 1, a Ferrari 430 F1 Coupe and a Aston Martin DBS. If you’re out and about in London today, why not see if you can flag one down?!

Superfast broadband and superfast cars. Simple marketing that stands out from the crowd and allows free public interaction. Slightly reminiscent of Nokia’s Giant Sign earlier this year, yet through a completely different media.

Clever advertising like this is a common occurrence in modern business and can help a company easily get a boost of recognition and the edge over the competition.

Contagion - Bacteria Billboard

No digital elements on this billboard installation, but it’s just as good! Warner Bros. Pictures Canada created a unique outdoor installation merging science with advertising to create some added hype around the new release “Contagion” where the name speaks for itself!

It’s a great take on a normally traditional space, and even though it’s not exactly digital, I think you’ll all appreciate the core idea behind this, and indeed, the execution looks fantastic!
On August 28th 2011, Warner Bros. Pictures Canada built two giant petri dishes (shallow glass) treated with bacteria and fungi and installed them in a storefront window in Toronto to grow a one-of-a-kind billboard.kind billboard.

http://www.youtube.com/watch?v=LppK4ZtsDdM

The FaberCastell used in its advertising campaign Singaporean artist

Manufacturer of pens FaberCastell used in its advertising campaign Singaporean artist that draws in a unique style. He simulates famous paintings, using different tilt of the pen, changing the thickness of the stroke, moving along an imaginary spiral and not stopping.

http://films.fm/all/2462011-faber_castell_-_girl_with_a_pearl_earring.html

Attention +
Interest +
Desire+
Action-/+ (for some group of people) 

Amazing PR and guerrilla marketing with real frog.

Yekaterinburg agency Red Pepper invented for the French restaurant Vatel unusual action and resolved several problems not only a restaurant, but the French cuisine in general.

http://www.youtube.com/watch?v=iTqxMSEWYis

Replicated symbol of French cuisine is a frog. The Red Pepper used these animals to attract attention.

The goal was to make people understand that French food in fact is not decorative and exotic but nourishing and incredibly tasty.

They put real frogs into special branded boxes and they delivered these boxes to the VIP clients of the city restaurants, popular blogers and mass media members. The box has a massage:   if you think that is a real French cuisine, you just know nothing about it.You can change the frog to a chic dinner in our restaurant.   

100% people accepted the invitation and all the frogs were brought back to the restaurant. All guests found that French  cuisine is much more nourishing, tasty and less delicate than frogs legs.

With no budget for media they provoked free publications for more than 20 000 euros.   

A+
I+
D+
A+

The Mountain Dew Gotham City campaign comprises an interactive microsite, DewGothamCity.com, that lets users "go inside" Gotham City and explore four different environments, including Batman's Bat Cave, to "discover hidden secrets" and view exclusive footage from the movie. The site also allows visitors to redeem prizes from entering codes found on cans and bottles of specially marked Mountain Dew. Further, the campaign includes over 800 million bottles and cans with new packaging inspired by The Dark Knight Rises, and it also promotes PepsiCo's new Mountain Dew flavor, Mtn Dew Dark Berry, which was inspired by Batman's character.

"Dew fans in the U.S. and around the world have incredible passion for the Dark Knight franchise," Brad Jakeman, president of PepsiCo's global beverages group, said in a press release. "We are excited about continuing to find unique and authentic ways to connect with Dew fans and fuel the growth of the brand around the world."

Mtn Dew is activating its campaign in nearly 20 countries across the Americas, Europe, Asia and the Middle East.

Luring fans deep into Gotham City through an exclusive digital experience, DEW will unveil exclusive content and storylines from “The Dark Knight Rises” to eager fans before the film’s opening day, July 20. And DEW itself will take a dark spin – with a Dark Knight graphic takeover of base packaging and temperature-sensitive cans that change when chilled, to Mtn Dew Dark Berry, a new limited-edition mixed berry flavor inspired by the Caped Crusader.

Global examples of unusual marketing

      Characters create a whole new level of brand engagement through building strong relationships which are interactive and that consumers can relate to at a deeper level. Characters help in putting a face behind a brand on non- tangible products such as insurance websites or on highly competitive products such as food, cosmetics or electronics.

     A character is successful if it manages to be memorable; captures the brand’s identity and its offerings and bring out emotion which helps the customers have an emotional attachment to the brand.

A brilliant example - M&Ms Characters

     M&M are unique in terms of their marketing strategy whereby unlike their candy competitors who base their strategies around new products and flavours, this brand focuses on characters. All their characters have their own unique personalities. From the Mr Red who is known to be witty, to the flirty Mr. Blue, Shy Mr. Yellow and Sexy Ms. Green now have a new friend Ms. Brown who is known to be the ‘chocolate spokesperson’ for the M&M brand.

They are funny. They are bright. They are stylish. This product is mainly targeted at young people. How to get their attention? Animation characters. Caricatures of themselves! 

An example of a similar approach is character - Dino ''Rastishka''