Tuesday, June 20, 2017

With Amazon Buying Whole Foods, There Are So Many Places To Buy Groceries. Now And In The Future.

I noticed that grocery store visits are up, just slightly. I teach and consult that Place one of the nine P's of Marketing is: 

  • Offering the right product at the right PLACE, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
A little background. I remember we had a couple of supermarkets between Inglewood and Westchester, California when I was growing up. 

I remember the ThritiMart grand opening on La Tijera across from the Vons. A long time later the original 99 Cents Store opened in the same block. Later Ralphs would open near La Cienega and La Tijera, north of Vons. Vons eventually closed and now houses one of two 99 Center Stores across the street from each other. . 

I worked as the account supervisor on Vons at Grey Advertising and there were thirteen majors in Los Angels including Vons, Safeway, Ralphs, Gemco, Market Basket, Fazios, Alpha Beta, ThriftiMart, Albertsons, Luckys, plus Smith Food King and a couple more. 

Trader Joes was Pronto first and Mrs. Gooches was purchased by Whole Foods. 

So where can you go to buy groceries? Traditional grocery stores, online merchants, WalMart, Target, meal-kit delivery services, 99 cent stores, other discounters, drug stores, corner drug stores, Amazon, and there are more. 

Amazon even is delivering and selling groceries in cities; plus their two grocery pickup locations in Seattle are in a test mode. 

It's a grocery jungle out there. 

Distribution is" Place" under the 9P's of Marketing.

Need more business, Marketing or advertising insights? 

Visit here for examples and insights into Marketing, the nine P's, targeting or "people," promotional and advertising strategies. Plus true, researched marketing insights and advertising trivia.

For the past 46 years, I have been a Marketing professional, a Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach Marketing, global Marketing and Advertising. 


Ten years ago, I created and own a copyright for the Marketing concept, the Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or, known as the "4P’s" by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.


In the late 60's I was first taught In Marketing that the "customer," or potential purchasers, buyers are king or kings, but they are missing as one of the P's, in the 4P's. It's prominent and its own "P" in the 9P's of Marketing. 


The Nine P's/9P's of Marketing help brand managers, companies, firms and business managers to find marketing problems and opportunities and to identify marketing opportunities, solutions, in a number of areas. The utilization of the 9P's of Marketing help, develop and guide a company or a firm's marketing objectives, strategies, tactics and solutions. 


The Nine P's can be truly insightful, in many ways and in many possible actions. 


I consult, teach and work as a Marketing, business and Advertising expert using many Marketing concepts and practices, including the Nine P's/9P's of Marketing.


So what is Marketing? 


Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships/alliances, promotion and more. 


All of these activities must work together to assure successful marketing practices. 

Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their customers ("People") and the marketplace. Companies and new product/service development professionals create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to a target market or audience ("People" in the 9P's of Marketing).

In the study and practice of Marketing, Marketing manager and Brand agents develop objectives, strategies, planning and tactics. 


The 9P's of Marketing include important components, elements, actions and efforts. 


Let's start with targeting and "People, one of the nine elements or components. :

  • People 
    • "People" or targeting has almost always been left out of the traditional "Marketing Mix." Almost every diagram includes the four P's with Product, Promotion, Place and Price.
    • Place "consumer" or "People" or "potential buyers" in the middle of a circle. Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the "Customer," or "People." 
    • "People" or market segments may utilize demographics, geographics, psychographics, behavioral characteristics and technographics, which may be a vital component or components of the 9P's of Marketing. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment.
    • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
  • Planning: 
    • It starts with research and researching. This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts, can be a detailed formulation of a program of action.
    • Developing and transforming marketing objectives to marketing strategies to tactics, marketing management must make basic decisions on marketing targets (“People”), marketing mix, marketing budgets/expenditures and marketing allocations. 
    • Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas.
  • Product and Services: 
    • A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
    • The goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
  • Place (Distribution): 
    • Offering the right product at the right PLACE, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
    • Considering, developing and reviewing store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
  • Price:
    • Simply, all aspects regarding pricing. 
    • “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
    • The amount of money a consumer is willing to pay to obtain the product. Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms.  
    • Pricing decision making also involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions.
  • Promotion: 
    • Eight (8) major, strategic components: The communication elements include personal and non-personal communication activities. 
    • The activities that communicate the merits of the overall product, which include:
      • Personal Selling/ Sales Force: Sales persons: 
        • Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
      • Advertising
      • Sales Promotion
      • Collateral Materials
      • Direct Marketing (also referred to as Action or Direct Response Advertising)
      • Interactive/Internet/Web, Digital Media, Social Media 
      • Events and Experiences
      • Public Relations/PR
    • Here are some strategic questions under Promotion::
      • Evaluate the eight elements and your practices and ask is there a better way? 
      • What are your costs in dollars and manpower or person power and ask "Is there a different way or ways?" 
      • Look at different partners? Their costs?
      • To whom should you promote? Under People/Targeting, target audience falls here. 
      • What should you promote?
      • Discouinting? Sales? What economic and discount levels should you offer? Look at revenue versus costs. 
      • What form of promotion should you offer? Features?
      • How frequent? Add media planning here. 
  • Partners: 
    • Also referred to as Alliances. Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits.
    • With "Partners" and in Marketing, it is vitally important to partner with firms that have similar corporate philosophies, with agreed upon objectives and strategies.
  • Presentation: 
    • The “P” or “Presentation” is the act of presenting, displaying and putting forward any of the different 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
    • Look at “real” product and service experiences. 
    • Enabling consumers and “allowing” them to feel the brand. As part of "presentation," I also place “events and experiences” under Promotion. 
    • While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. 
  • Passion:
    • Those intense, driving or overmastering feelings, emotions in the planning, developing, pricing, promoting, partnering, selling and overall marketing of products or services.

    For more on insights, ideas, concepts and Marketing solutions: Go to londremarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

    Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 40+ stimulating questions and answers at Londre Marketing Consultants, LLC. 

    Monday, June 19, 2017

    Drones, Shopping And Robots With The Nine P's of Marketing.

    Automation is moving quickly into shopping, distribution and warehousing.

    Here’s a couple of ideas, blending Marketing, retailers, retail, shopping, distribution, Place and shoppers

    The biggest retailer in the U.S., Walmart, is working on and experimenting with robotic shopping carts. 

    Walmart is also testing using drones for inventory and Amazon has been discussing drones for inventory, distribution, inventory and shipping. 

    Amazon’s got robots that carry and transport shelves with products between inventory and product pickers.

    Need more business, Marketing or advertising insights? 

    Visit here for examples and insights into Marketing, the nine P's, targeting or "people," promotional and advertising strategies. Plus true, researched marketing insights and advertising trivia.

    For the past 46 years, I have been a Marketing professional, a Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach Marketing, global Marketing and Advertising. 


    Ten years ago, I created and own a copyright for the Marketing concept, the Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or, known as the "4P’s" by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.


    In the late 60's I was first taught In Marketing that the "customer," or potential purchasers, buyers are king or kings, but they are missing as one of the P's, in the 4P's. It's prominent and its own "P" in the 9P's of Marketing. 


    The Nine P's/9P's of Marketing help brand managers, companies, firms and business managers to find marketing problems and opportunities and to identify marketing opportunities, solutions, in a number of areas. The utilization of the 9P's of Marketing help, develop and guide a company or a firm's marketing objectives, strategies, tactics and solutions. 


    The Nine P's can be truly insightful, in many ways and in many possible actions. 


    I consult, teach and work as a Marketing, business and Advertising expert using many Marketing concepts and practices, including the Nine P's/9P's of Marketing.


    So what is Marketing? 


    Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships/alliances, promotion and more. 


    All of these activities must work together to assure successful marketing practices. 

    Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their customers ("People") and the marketplace. Companies and new product/service development professionals create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to a target market or audience ("People" in the 9P's of Marketing).

    In the study and practice of Marketing, Marketing manager and Brand agents develop objectives, strategies, planning and tactics. 


    The 9P's of Marketing include important components, elements, actions and efforts. 


    Let's start with targeting and "People, one of the nine elements or components. :

    • People 
      • "People" or targeting has almost always been left out of the traditional "Marketing Mix." Almost every diagram includes the four P's with Product, Promotion, Place and Price.
      • Place "consumer" or "People" or "potential buyers" in the middle of a circle. Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the "Customer," or "People." 
      • "People" or market segments may utilize demographics, geographics, psychographics, behavioral characteristics and technographics, which may be a vital component or components of the 9P's of Marketing. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment.
      • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
    • Planning: 
      • It starts with research and researching. This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts, can be a detailed formulation of a program of action.
      • Developing and transforming marketing objectives to marketing strategies to tactics, marketing management must make basic decisions on marketing targets (“People”), marketing mix, marketing budgets/expenditures and marketing allocations. 
      • Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas.
    • Product and Services: 
      • A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
      • The goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
    • Place (Distribution): 
      • Robots and drones can fir under here.
      • Offering the right product at the right PLACE, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
      • Considering, developing and reviewing store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
    • Price:
      • Simply, all aspects regarding pricing. 
      • “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
      • The amount of money a consumer is willing to pay to obtain the product. Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms.  
      • Pricing decision making also involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions.
    • Promotion: 
      • Eight (8) major, strategic components: The communication elements include personal and non-personal communication activities. 
      • The activities that communicate the merits of the overall product, which include:
        • Personal Selling/ Sales Force: Sales persons: 
          • Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
        • Advertising
        • Sales Promotion
        • Collateral Materials
        • Direct Marketing (also referred to as Action or Direct Response Advertising)
        • Interactive/Internet/Web, Digital Media, Social Media 
        • Events and Experiences
        • Public Relations/PR
      • Here are some strategic questions under Promotion::
        • Evaluate the eight elements and your practices and ask is there a better way? 
        • What are your costs in dollars and manpower or person power and ask "Is there a different way or ways?" 
        • Look at different partners? Their costs?
        • To whom should you promote? Under People/Targeting, target audience falls here. 
        • What should you promote?
        • Discouinting? Sales? What economic and discount levels should you offer? Look at revenue versus costs. 
        • What form of promotion should you offer? Features?
        • How frequent? Add media planning here. 
    • Partners: 
      • Also referred to as Alliances. Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits.
      • With "Partners" and in Marketing, it is vitally important to partner with firms that have similar corporate philosophies, with agreed upon objectives and strategies.
    • Presentation: 
      • The “P” or “Presentation” is the act of presenting, displaying and putting forward any of the different 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
      • Look at “real” product and service experiences. 
      • Enabling consumers and “allowing” them to feel the brand. As part of "presentation," I also place “events and experiences” under Promotion. 
      • While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. 
    • Passion:
      • Those intense, driving or overmastering feelings, emotions in the planning, developing, pricing, promoting, partnering, selling and overall marketing of products or services.

      For more on insights, ideas, concepts and Marketing solutions: Go to londremarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

      Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 40+ stimulating questions and answers at Londre Marketing Consultants, LLC. 


      Saturday, June 17, 2017

      At Shanghai Disney, Celebrating, Visitors/Guests/People, Marketing's Nine P's, Marketing Research, Planning And Execution.

      There were more than 11 million guests (“People,” under the nine 9P’s of marketing) at its first year of Shanghai Disney.

      An example of "Partners," under the nine P’s of Marketing as the Shanghai Disney Resort and Shanghai Disneyland celebrated their first anniversary. 

      The announced 11 millions visitors, exceeding their estimates. 

      They were built at a cost of $5.5 billion, a joint venture with Disney and the Shanghai municipal government.

      The park was a large scale entertainment complex built in mainland China by a foreign conglomerate, such as Disney.

      There had been stories about the long lines and pricey foods. Visitors were staying in the park for more than nine hours, which has helped Disney understand that they need to do more research, planning and execution of marketing at the park and resort. 

      Need more business, Marketing or advertising insights? 

      Visit here for examples and insights into Marketing, the nine P's, targeting or "people," promotional and advertising strategies. Plus true, researched marketing insights and advertising trivia.

      For the past 46 years, I have been a Marketing professional, a Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach Marketing, global Marketing and Advertising. 


      Ten years ago, I created and own a copyright for the Marketing concept, the Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or, known as the "4P’s" by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.


      In the late 60's I was first taught In Marketing that the "customer," or potential purchasers, buyers are king or kings, but they are missing as one of the P's, in the 4P's. It's prominent and its own "P" in the 9P's of Marketing. 


      The Nine P's/9P's of Marketing help brand managers, companies, firms and business managers to find marketing problems and opportunities and to identify marketing opportunities, solutions, in a number of areas. The utilization of the 9P's of Marketing help, develop and guide a company or a firm's marketing objectives, strategies, tactics and solutions. 


      The Nine P's can be truly insightful, in many ways and in many possible actions. 


      I consult, teach and work as a Marketing, business and Advertising expert using many Marketing concepts and practices, including the Nine P's/9P's of Marketing.


      So what is Marketing? 


      Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships/alliances, promotion and more. 


      All of these activities must work together to assure successful marketing practices. 

      Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their customers ("People") and the marketplace. Companies and new product/service development professionals create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to a target market or audience ("People" in the 9P's of Marketing).

      In the study and practice of Marketing, Marketing manager and Brand agents develop objectives, strategies, planning and tactics. 


      The 9P's of Marketing include important components, elements, actions and efforts. 


      Let's start with targeting and "People, one of the nine elements or components. :

      • People 
        • "People" or targeting has almost always been left out of the traditional "Marketing Mix." Almost every diagram includes the four P's with Product, Promotion, Place and Price.
        • Place "consumer" or "People" or "potential buyers" in the middle of a circle. Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the "Customer," or "People." 
        • "People" or market segments may utilize demographics, geographics, psychographics, behavioral characteristics and technographics, which may be a vital component or components of the 9P's of Marketing. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment.
        • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
      • Planning: 
        • It starts with research and researching. This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts, can be a detailed formulation of a program of action.
        • Developing and transforming marketing objectives to marketing strategies to tactics, marketing management must make basic decisions on marketing targets (“People”), marketing mix, marketing budgets/expenditures and marketing allocations. 
        • Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas.
      • Product and Services: 
        • A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
        • The goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
      • Place (Distribution): 
        • Offering the right product at the right PLACE, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
        • Considering, developing and reviewing store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
      • Price:
        • Simply, all aspects regarding pricing. 
        • “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
        • The amount of money a consumer is willing to pay to obtain the product. Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms.  
        • Pricing decision making also involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions.
      • Promotion: 
        • Eight (8) major, strategic components: The communication elements include personal and non-personal communication activities. 
        • The activities that communicate the merits of the overall product, which include:
          • Personal Selling/ Sales Force: Sales persons: 
            • Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
          • Advertising
          • Sales Promotion
          • Collateral Materials
          • Direct Marketing (also referred to as Action or Direct Response Advertising)
          • Interactive/Internet/Web, Digital Media, Social Media 
          • Events and Experiences
          • Public Relations/PR
        • Here are some strategic questions under Promotion::
          • Evaluate the eight elements and your practices and ask is there a better way? 
          • What are your costs in dollars and manpower or person power and ask "Is there a different way or ways?" 
          • Look at different partners? Their costs?
          • To whom should you promote? Under People/Targeting, target audience falls here. 
          • What should you promote? Shanghai Disneyland and resort
          • Discouinting? Sales? What economic and discount levels should you offer? Look at revenue versus costs. 
          • What form of promotion should you offer? Features?
          • How frequent? Add media planning here. 
      • Partners: 
        • Also referred to as Alliances. Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits.
        • With "Partners" and in Marketing, it is vitally important to partner with firms that have similar corporate philosophies, with agreed upon objectives and strategies.
      • Presentation: 
        • The “P” or “Presentation” is the act of presenting, displaying and putting forward any of the different 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
        • Look at “real” product and service experiences. 
        • Enabling consumers and “allowing” them to feel the brand. As part of "presentation," I also place “events and experiences” under Promotion. 
        • While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. 
      • Passion:
        • Those intense, driving or overmastering feelings, emotions in the planning, developing, pricing, promoting, partnering, selling and overall marketing of products or services.

        For more on insights, ideas, concepts and Marketing solutions: Go to londremarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

        Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 40+ stimulating questions and answers at Londre Marketing Consultants, LLC. 


        Friday, June 16, 2017

        Crazy Sales Promotion Idea. More Examples of partners And Promotion Under The Nine P's Of Marketing.

        With the 9's of Marketing, file this under new product development and new product promotion: KFC is promoting their Zinger chicken sandwiches. But how? Into and in space? 

        Next week they will send in a satellite bucket with one of their Zinger  sandwiches into space.

        KFC is using coupons under Promotion and sales promotion, plus  snapchat selfies and tweets. 

        Also under the 9P's is Partners where in this example, Wieden + Kennedy is using World View Stratollite as a marketing and promotional partner.

        Need more business, Marketing or advertising insights? 

        Visit here for examples and insights into Marketing, the nine P's, targeting or "people," promotional and advertising strategies. Plus true, researched marketing insights and advertising trivia.

        For the past 46 years, I have been a Marketing professional, a Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach Marketing, global Marketing and Advertising. 


        Ten years ago, I created and own a copyright for the Marketing concept, the Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or, known as the "4P’s" by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.


        In the late 60's I was first taught In Marketing that the "customer," or potential purchasers, buyers are king or kings, but they are missing as one of the P's, in the 4P's. It's prominent and its own "P" in the 9P's of Marketing. 


        The Nine P's/9P's of Marketing help brand managers, companies, firms and business managers to find marketing problems and opportunities and to identify marketing opportunities, solutions, in a number of areas. The utilization of the 9P's of Marketing help, develop and guide a company or a firm's marketing objectives, strategies, tactics and solutions. In this example KFC is looking to gain awareness of a new product. 


        The Nine P's can be truly insightful, in many ways and in many possible actions. 


        I consult, teach and work as a Marketing, business and Advertising expert using many Marketing concepts and practices, including the Nine P's/9P's of Marketing.


        So what is Marketing? 


        Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships/alliances, promotion and more. 


        All of these activities must work together to assure successful marketing practices. 

        Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their customers ("People") and the marketplace. Companies and new product/service development professionals create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to a target market or audience ("People" in the 9P's of Marketing).

        In the study and practice of Marketing, Marketing manager and Brand agents develop objectives, strategies, planning and tactics. 


        The 9P's of Marketing include important components, elements, actions and efforts. 


        Let's start with targeting and "People, one of the nine elements or components:

        • People 
          • "People" or targeting has almost always been left out of the traditional "Marketing Mix." Almost every diagram includes the four P's with Product, Promotion, Place and Price.
          • Place "consumer" or "People" or "potential buyers" in the middle of a circle. Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the "Customer," or "People." 
          • "People" or market segments may utilize demographics, geographics, psychographics, behavioral characteristics and technographics, which may be a vital component or components of the 9P's of Marketing. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment.
          • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
        • Planning: 
          • It starts with research and researching. This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts, can be a detailed formulation of a program of action.
          • Developing and transforming marketing objectives to marketing strategies to tactics, marketing management must make basic decisions on marketing targets (“People”), marketing mix, marketing budgets/expenditures and marketing allocations. 
          • Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas.
        • Product and Services: 
          • A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
          • The goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
        • Place (Distribution): 
          • Offering the right product at the right PLACE, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
          • Considering, developing and reviewing store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
        • Price:
          • Simply, all aspects regarding pricing. 
          • “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
          • The amount of money a consumer is willing to pay to obtain the product. Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms.  
          • Pricing decision making also involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions.
        • Promotion: 
          • Eight (8) major, strategic components: The communication elements include personal and non-personal communication activities. 
          • The activities that communicate the merits of the overall product, which include:
            • Personal Selling/ Sales Force: Sales persons: 
              • Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
            • Advertising
            • Sales Promotion
            • Collateral Materials
            • Direct Marketing (also referred to as Action or Direct Response Advertising)
            • Interactive/Internet/Web, Digital Media, Social Media 
            • Events and Experiences
            • Public Relations/PR
          • Here are some strategic questions under Promotion::
            • Evaluate the eight elements and your practices and ask is there a better way? 
            • What are your costs in dollars and manpower or person power and ask "Is there a different way or ways?" 
            • Look at different partners? Their costs?
            • To whom should you promote? Under People/Targeting, target audience falls here. Fast food coonsumers. 
            • What should you promote? A new product, like chicken Zingers from KFC? 
            • Discouinting? Sales? What economic and discount levels should you offer? Look at revenue versus costs. 
            • What form of promotion should you offer? Features?
            • How frequent? Add media planning here. 
        • Partners: 
          • Also referred to as Alliances. Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits.
          • With "Partners" and in Marketing, it is vitally important to partner with firms that have similar corporate philosophies, with agreed upon objectives and strategies.
        • Presentation: 
          • The “P” or “Presentation” is the act of presenting, displaying and putting forward any of the different 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
          • Look at “real” product and service experiences. 
          • Enabling consumers and “allowing” them to feel the brand. As part of "presentation," I also place “events and experiences” under Promotion. 
          • While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. 
        • Passion:
          • Those intense, driving or overmastering feelings, emotions in the planning, developing, pricing, promoting, partnering, selling and overall marketing of products or services.

          For more on insights, ideas, concepts and Marketing solutions: Go to londremarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

          Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 40+ stimulating questions and answers at Londre Marketing Consultants, LLC. 

          Tuesday, June 13, 2017

          Who Won Game 5 Of The NBA Finals? Under Promotion And Advertising In The Nine P's Of Marketing.

          Two answers. Easy answer was the Golden State Warriors.

          But really ABC, ESPN and the advertisers.  Most-streamed NBA Finals Game #5 ever, plus the second-most streamed NBA game. Ever. 

          Nielsen reported that Game 5 of the NBA Finals where the Golden State Warriors defeated the Cleveland Cavaliers generated a 16.0 metered market rating, making it the highest-rated NBA Finals Game 5 since 1998 (19 years). 

          San Francisco-Oakland had the highest ratings. Other local markets with impressive numbers were Cleveland, Columbus, Los Angeles, Miami, Atlanta, Chicago and Memphis. 

          The broadcast generated 18.8 of each 100 households at its peak. Above last year's numbers, or rating. 

          Need more business, Marketing or advertising insights? 

          Visit here for examples and insights into Marketing, the nine P's, targeting or "people," promotional and advertising strategies. Plus true, researched marketing insights and advertising trivia.

          For the past 46 years, I have been a Marketing professional, a Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach Marketing, global Marketing and Advertising. 


          Ten years ago, I created and own a copyright for the Marketing concept, the Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or, known as the "4P’s" by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.


          In the late 60's I was first taught In Marketing that the "customer," or potential purchasers, buyers are king or kings, but they are missing as one of the P's, in the 4P's. It's prominent and its own "P" in the 9P's of Marketing. 


          The Nine P's/9P's of Marketing help brand managers, companies, firms and business managers to find marketing problems and opportunities and to identify marketing opportunities, solutions, in a number of areas. The utilization of the 9P's of Marketing help, develop and guide a company or a firm's marketing objectives, strategies, tactics and solutions. 


          The Nine P's can be truly insightful, in many ways and in many possible actions. 


          I consult, teach and work as a Marketing, business and Advertising expert using many Marketing concepts and practices, including the Nine P's/9P's of Marketing.


          So what is Marketing? 


          Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships/alliances, promotion and more. 


          All of these activities must work together to assure successful marketing practices. 

          Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their customers ("People") and the marketplace. Companies and new product/service development professionals create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to a target market or audience ("People" in the 9P's of Marketing).

          In the study and practice of Marketing, Marketing manager and Brand agents develop objectives, strategies, planning and tactics. 


          The 9P's of Marketing include important components, elements, actions and efforts. 


          Let's start with targeting and "People, one of the nine elements or components. :

          • People 
            • "People" or targeting has almost always been left out of the traditional "Marketing Mix." Almost every diagram includes the four P's with Product, Promotion, Place and Price.
            • Place "consumer" or "People" or "potential buyers" in the middle of a circle. Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the "Customer," or "People." 
            • "People" or market segments may utilize demographics, geographics, psychographics, behavioral characteristics and technographics, which may be a vital component or components of the 9P's of Marketing. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment.
            • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
          • Planning: 
            • It starts with research and researching. This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts, can be a detailed formulation of a program of action.
            • Developing and transforming marketing objectives to marketing strategies to tactics, marketing management must make basic decisions on marketing targets (“People”), marketing mix, marketing budgets/expenditures and marketing allocations. 
            • Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas.
          • Product and Services: 
            • A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
            • The goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
          • Place (Distribution): 
            • Offering the right product at the right PLACE, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
            • Considering, developing and reviewing store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
          • Price:
            • Simply, all aspects regarding pricing. 
            • “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
            • The amount of money a consumer is willing to pay to obtain the product. Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms.  
            • Pricing decision making also involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions.
          • Promotion: 
            • Eight (8) major, strategic components: The communication elements include personal and non-personal communication activities. 
            • The activities that communicate the merits of the overall product, which include:
              • Personal Selling/ Sales Force: Sales persons: 
                • Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
              • Advertising
              • Sales Promotion
              • Collateral Materials
              • Direct Marketing (also referred to as Action or Direct Response Advertising)
              • Interactive/Internet/Web, Digital Media, Social Media 
              • Events and Experiences
              • Public Relations/PR
            • Here are some strategic questions under Promotion::
              • Evaluate the eight elements and your practices and ask is there a better way? 
              • What are your costs in dollars and manpower or person power and ask "Is there a different way or ways?" 
              • Look at different partners? Their costs?
              • To whom should you promote? Under People/Targeting, target audience falls here. 
              • What should you promote?
              • Discouinting? Sales? What economic and discount levels should you offer? Look at revenue versus costs. 
              • What form of promotion should you offer? Features?
              • How frequent? Add media planning here. 
          • Partners: 
            • Also referred to as Alliances. Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits.
            • With "Partners" and in Marketing, it is vitally important to partner with firms that have similar corporate philosophies, with agreed upon objectives and strategies.
          • Presentation: 
            • The “P” or “Presentation” is the act of presenting, displaying and putting forward any of the different 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
            • Look at “real” product and service experiences. 
            • Enabling consumers and “allowing” them to feel the brand. As part of "presentation," I also place “events and experiences” under Promotion. 
            • While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. 
          • Passion:
            • Those intense, driving or overmastering feelings, emotions in the planning, developing, pricing, promoting, partnering, selling and overall marketing of products or services.

            For more on insights, ideas, concepts and Marketing solutions: Go to londremarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

            Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 40+ stimulating questions and answers at Londre Marketing Consultants, LLC.