Please enable JavaScript.
Coggle requires JavaScript to display documents.
🌍 PEOPLE, SOCIETY & MARKETING - Coggle Diagram
🌍 PEOPLE, SOCIETY & MARKETING
2. 🤝 Cause-Related Marketing
🔄 Encourages switching to brands with a social/environmental cause
🛍️ Example: Choose a product that supports clean oceans or children’s health
🔊 Ads with social purposes = Social Campaigns (In Italy: "Campagne Sociali")
🎶 E.g. “Happy Birthday” used in public restrooms for handwashing awareness
3. 🗳️ Marketing People and Ideas
🧑⚖️ Political marketing = voters as customers
🗨️ Famous slogan: "Yes We Can" (Barack Obama, 2008)
🧠 Based on:
📲 Political campaigns today use the same tools as product marketing
5. 🧠 Great Marketing Minds & Agencies
5.1 📘 Rosser Reeves & the USP
🧪 USP = Unique Selling Proposition
3 Key Rules:
1️⃣ Make a clear proposition: “Buy this → get this”
2️⃣ Be unique – not like competitors
3️⃣ It must sell – match consumer desires
5.2 🌟 Saatchi & Saatchi
🧠 Creators of iconic UK slogans
🔊 Examples:
🍽️ “Good Food, Good Life” – Nestlé
💄 “Because You’re Worth It” – L’Oréal
💳 “For everything else, there’s MasterCar
5.3 🐑 BBH (Bartle, Bogle, Hegarty)
🇬🇧 One of UK’s top marketing agencies
🐏 First ad: Black sheep breaking the rules → iconic symbol
🔁 Famous motto: "When the world zigs, zag"
1. 🎯 The 7 P’s of Marketing (Extended Mix)
1.1 📦 Product
What is offered (quality, design, brand)
1.2 💰 Price
Based on:
🧾 Costs
🥇 Performance
⚔️ Competition
🧠 Brand image
📈 Market value
🪙 Discounts
📅 Payment plans
1.3 📍 Place
➤ Distribution: where the product is available
1.4 📢 Promotion
➤ How to communicate and attract:
🧑💼 Sales force
📺 Advertising
🎉 Sales promotions
📰 Public relations
1.5 🧑 People
Everyone who interacts with customers (staff, agents)
1.6 🧾 Physical Evidence
Tangible cues: e.g. packaging, store layout, uniforms
1.7 ⚙️ Process
Systems and steps that deliver a product or service
4. 🌱 Societal & Social Marketing
4.1 🏢 Societal Marketing
Balances profit with long-term benefits for society
🟢 Focus: Responsible companies that help communities
🍺 Example: Heineken’s “Drink Responsibly” campaign
🎯 Goal: Build a positive brand image and still remain profitable
4.2 ❤️ Social Marketing
🎓 Educational and awareness campaigns
🎯 Purpose: Not profit, but public benefit
👶 Example: CDC “Clean Hands” campaign to fight flu
🎵 Kids sing “Happy Birthday” twice while washing hands