Marketing Strategy 1.
Define Marketing Objectives
2.
Key Message & Key visual
3.
Branding theme
4.
Media strategy
Market Research Methods Used: Situation Analysis Market Segmentation Customer Touch-point Journey
(A)
ATL: Mass media (Media buys)
(B)
BTL: Direct, targeted
Digital & Social Media FlowChart
(C)
TTL: Combination
4Ps: Product, Positioning, People, Pricing
5.
Plan Marketing Calendar & Timeline
6.
Content Strategy
7.
Layout Budgeting
Porter’s Value Chain
8.
Summary of Deliverables
Marketing Activities Breakdown
9.
Mid Campaign Evaluation
10.
Post Campaign Evaluation
Defining USP
PEST/SWOT/SMART
Marketing & Public Relations Vision Statement “A brand is more than the sum of its
When you think positive, good things happen
products or services. To go beyond tangible physical attributes and focus on brand equity, invoking emotional elements, perception, belief, impressions. ”
“Focusing on improving lead acquisition, opportunity nurturing, and building a better user experience journey.”
Customer Perceived Quality Thoughts, feelings, actions
Marketing Objectives Marketing, Branding & PR of a children’s animated series Lead Generation
Sales
Lead consumers through the sales funnel & build desire for consumer products.
Turn leads into real sales & consumption of company consumer products.
Branding
Customer Acquisition
Building visibility of brand: Brand Awareness, Brand Association, Perceived Quality & Brand Loyalty.
Build new audience growth in untapped markets. In existing markets, diversify marketing channels, adopt new approach.
Thought Leadership
Customer Loyalty / Re-Marketing
Position brand as a market leader.
Retain existing base of customers through reengagement, loyalty programs, personalised promotions etc.
Situation Analysis Audience focus: Couples with pre-school (2-8) children. Primarily targeting women, expecting mothers.
Branding focus tags: Dinosaur Train, Sparky Animation, animated series.
Competitors
Company
KOLs
Customers
Build and increase market segmentation of DT.
Branding and advertising of DT through KOL influencers criteria: Influencers must frequently feature prominently with their children in social media feeds, posts.
Market Segmentation Market Segmentation Breakdown
Geographic
Demographic
Psychographic
Behavioural
4P Marketing Strategy – Consumer Product Types Product Categories Marketing Rationale The selection of consumer product categories are based on existing market forecasts and outlooks. Products exist in different categories and some product categories continue to remain relevant for at least the next 5 years.
Audiences were also split under:
The monetisation categories for consumer products were chosen based on market share volume forecast. Consumer product categories were then thoroughly research based on existing research available. Life cycle of products were also taken into consideration.
Psychographics: Measure of attitude, personality, lifestyle preferences, individual characteristics. Most millennials are tech-savvy and by choosing products that are in this range resonates with their behaviour. Apps, games, digital products are some of the products that bring about high confidence about the item they decide to buy for their children. They communicate frequently, using various social media tools like gifs, listen to podcasts etc.
The categories were then selected based on the AIDA model of consumer consumption. The following marketing strategies were used: 4Ps, PEST, SWOT, Porter’s Value Chain analysis, SMART. According to available market research the next 2 slides show the possible product categories that can bring in the most sales after achieving a fine balance between the 4Ps: Product, Positioning, Price and promotion. The next slides will highlight a list of possible product item categories from these 5 main product types.
Demographics: Dividing audiences into age, gender, income, family size, family life cycle, income, occupation. Research of millennial parents show that 3 in 4 have working mothers.
Behavioural traits: Product knowledge, they resonate more with established brands rather than seek out new, untested products by new brands. They are followers of fashion and fads and are brand conscious. Smart and targeted advertising appeal to them as they have been inundated with them since young. A value of a product is more important to them and also have a passion for music.
Demographic
Psychographic
Behavioural
PLACE PROD UCT TARGET MARKET PROM PRICE OTION
4Ps + PEST Analysis
Research: Global Markets Business Outlook 4P Marketing Strategy – Positioning Strategy
FMCG global markets are projected to reach: USD $15,361.8 billion by 2025, registering a CAGR of 5.4% from 2018 – 2025 CAGR values of 5-10% are desirable metrics
• • •
Geographic
Source: https://blog.euromonitor.com/estimating-category-leaders-in-fmcg-industries/ Source: https://www.alliedmarketresearch.com/fmcg-market Source: https://www.prnewswire.com/news-releases/global-fmcg-market-opportunity-analysis-2018-2019--2025---a-billion-new-consumers-in-emerging-markets-300913934.html
FMCG Markets Expected Growth Forecast 2018 - 2025
4P Marketing Strategy – Positioning Strategy 5 Key Product Types targeted: 1. Home Care 2. Packaged Food 3. Tissue & Hygiene 4. Beauty & Personal Care 5. Toys & Games
Average Category Leader Share across FMCG Industries
FMCG Markets Expected Growth Forecast • • •
Source: https://blog.euromonitor.com/estimating-category-leaders-in-fmcg-industries/ Source: https://www.alliedmarketresearch.com/fmcg-market Source: https://www.prnewswire.com/news-releases/global-fmcg-market-opportunity-analysis-2018-2019--2025---a-billion-new-consumers-in-emerging-markets-300913934.html
4P Marketing Strategy – People Strategy Buyer Persona 1 Women, married or otherwise young millennial families with children. Also known as Generation Y. Born between 1981-1996.
Age 23-38
Tends to favor quality over economy.
Finds fulfillment in her career and family. Brands matter. Values time with a small group of friends, have smaller families and more willing to splurge on brands they are familiar with. The most spending power compared to Gen X or Boomers.
Defining the Target Audience Source: https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/
Market Research
Primary Research
Secondary Research
4P Marketing Strategy – Pricing Strategy Low Quality
High Quality Industry News
Low Price
Focus Groups
Economy
Market Penetration
Interviews High Price
Observation
Web Sites and Social Networks
Skimming
Dinosaur Train Premium Product
Internal Sources
Defining Unique Selling Proposition Sales Metrics
Potential
Product
GAP A N A LY S I S Performance Time
Market
Needs
Who buys your product? Asian Millennial Parents
What will the buyer use it for? For daily use
Retailer Chain
Product Type
Packaging Type
Store Format
Size
Packaging Format
Sector
Flavour
Multi-Pack vs Single
Sub-Sector
Fat Content
Varient
Brand
Additives
Brand Owner
Sub-Brand
Price
Shelf Position
Product
Promotions
Etc...
Risks What does your product do that others don't? What problem does it solve? Reinforces difficult to teach ‘topics’ to children, like the importance of hygiene, personal care with an attractive packaging
Solution How does your product solve the problem and remove risks? Consumer products are selected based on balanced, achievable commercial targets between suppliers, retailers and manufacturers so as to bridge the range and gaps that exist.
Porter’s Value Chain Support Activities
Company’s Infrastructure Ma
Human Resource Management
n rgi
Technology Development
Operations
Outbound Logistics
Primary Activities
Marketing & Sales
Service
Ma
Inbound Logistics
rgi n
Procurement
Marketing Activities - Breakdown Marketing Metrics on ROI
ATL, BTL, TTL Types
Social Media Content Strategy - Overview