Marketing • Strategy Stephanie Kruse, KPS3 Marketing
Marketing + Strategy
Jun 19, 2015
If your marketing does not have strategy, you are doing it wrong.
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Marketing • StrategyStephanie Kruse, KPS3 Marketing
Product (Service)
Price
Place (Distribution Channels)
Promotion
4PS
Market Research
Primary & Secondary
Pri
ma
ry R
ese
arc
hQualitative
Focus groups Interviews
Pri
ma
ry R
ese
arc
hQuantitative
Representative Surveys
Pri
ma
ry R
ese
arc
h
Observational
Target Markets
Ta
rge
t M
ark
ets
Demographic Psychographic
Pro
ce
ss
Brand Positioning
Use research to discover your unique “position”
Internal reality relative to external opportunity
Only (your brand) offers/delivers
(unique offering/proposition) to target
audiences, because (proof statements).Fo
rma
t
Channel Planning
Allocating marketing promotion resources & using Integrated Marketing
Communications (IMC)
Ch
an
ne
l P
lan
nin
g
Sales and sales promotions
Paid (advertising, direct)
Non-paid/earned (PR, social, events, grassroots)
Ch
an
ne
l P
lan
nin
g
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