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4322 Marketing Strategy - Coggle Diagram

- - - - creatave value
      - offer supplementary
      - better competitors
  - - - discount
      - low vs premium
      - bundling
      - subscriptions
    - - 3 legs
        
        cost
        
        competition
        
        value
      - conjoint analysis
  - - - marketing (media, personal selling, ...)
      - image + recognizion (branding + corporate design)
      - content (information, advice, ...)
    - - advertising
      - personal selling (training, custoemr service)
      - sales promotion (sampling, coupon)
      - must be efficient, effective and ROI
      - instructiona manual
      - corporate design
      - pr
  - - - clearly communicate brand
      - pricing should be understood
    - - communicate efficiency, quality, customer service
      - strong with customer, but also for internal stakeholders
    - - need right customer-facing employees
      - also needs right customers
- - - - Diagnosis (problem)
      - Prognosis (issues)
      - objectives
      - Strategy (what different that we gonna do
      - action
      - Control (measure)
      - Feedback
    - - political
      - economical
      - social
      - tech
      - legal
      - environmental
      - demo
- - - - qualitative
        
        simple statement
        
        e.g: slowly increase market share
      - quantitative
        
        could be multiple years
    - - = customers company can serve most
    - - not shoes, but material tech company
      - target: high tech people
      - kickstarter
      - important: PESTELED: enviroment, social, tech, legal
    - - prospectors: attempt to be first
      - analyzer: follow prospector with improved products
      - low cost defender
      - differentiated defenders: superior price + quality
- - - - = create content to
        
        attract
        
        acquire
        
        engage
      - type
        
        SEO
        
        bee hives
- - - - some develop later
        
        Bell Let's Talk
      - some struggling without
- - - - process
        
        rationale
        
        geo expansion
        
        new customer base
        
        improve operation, ...
        
        e.g. united airlines and starbucks
        
        united get premium coffee + brand linked to starbuck
        
        partner selection
        
        negotiation
        
        implementation
- - - - cut commissions
      - cut food service
    - - free movies
      - expand terminal faster
      - try expand amrket share
  - - - existing customer more likely purchase
      - might turn to advocates
      - once crisis over, rela better
    - - keep customer shopping, for example use reward, member only promotion
        
        waterdrop: sorry for closing store --> free shipping + souble loyalty points
        
        offblak -> same, send emails offer stuff to remind customers of them
  - - - should not, cuz of reviews and they still help spread words of mouth
    - - reviews + referal with
        
        loyalty points
        
        free samples
        
        upgrades
      - social media: rewarding for mentioning brand
      - create a community
        
        68% C loyal if brand share same vlue
        
        ways
        
        welcome emails
        
        remind C what ur brand about
        
        withSimplicity example
        
        email to remind customer to be kind
        
        effort they are making to create safe shopping experience
        
        "50 ways companies are giving back" article
        
        zoom made free for k12 school
        
        amazon hiring more and give raise
        
        apple = unlimited sick leaves for retail staff