【英文】企业市场营销与品牌管理-Entrepreneurial Marketing and Brand Manage.ppt

* 8x multiplier…based on costs we could control and calculate (production)…set to cover discount, royalties, editorial costs, etc 7x if lower royalties, lower editorial costs (rights deal) or reprint with little overhead * * * Martha Stewart JJ story from Machut * * * * * * * * You’re more clever * * * Would you buy a tractor from this guy? * Yellow Freight Trucks are Orange Swift Trucks, aren’t Have any of you flown much? What do airlines tell you * * * Once you have set your strategy…need to work through the implications… Product Price Place Promotion start with product/service... Standard sizes -- 6x9 = serious, certain promise of style (activist, practical, easy to read), paperback (affordable), standard but strict returns * * * Coca-Cola’s example of global branding. * * * * * * Example: Baker Taylor timing, discounts, catalog, personal connection vs Ingram…longer lead, less connection, pure service (pull, no push) * * * Once you have set your strategy…need to work through the implications… Product Price Place Promotion start with product/service... Standard sizes -- 6x9 = serious, certain promise of style (activist, practical, easy to read), paperback (affordable), standard but strict returns * Values-led marketing mix “ Values-led marketing…promotes products and brands by integrating social benefits into many different aspects of a business enterprise.” - Ben Jerry’s Product: Organic ingredients purchased from alternative suppliers; creative, recyclable packaging Pricing: Premium with lots of giveaways donations Placement: Regional, country stores, youth scoop shops Promotion: Music festivals, free samples, advocacy, public relations * * Know their purchasing habits Buying preferences Demographic information * * * * Think of some brands that “promise” something Directly -- Allstate (good hands), Volvo (safety), CocaCola (real thing) Hard to change Indirectly – Nike, Absolut Vodka, New casino in AC – doesn’t show any slots, games, etc.