Monday, May 29, 2017

Wine In A Can. Sales And Consumption Are Up. Wine in A Can Packaging. Put That Under Product In The Nine P's Of Marketing

Is it the convenience? Is it trendy? Wine in a can?  I remember tea in cans tasted awful when first was introduced. 

Is the negative of purchasing and consuming wine in a can gone?  Maybe. 

It's a small part of the overall wine market but sales volume is growing.  If you watch Shark Tank and follow Shark Tank products, individual glasses or containers of wine are also up.

These characteristics fall under "Product," in the Nine P's of Marketing.

Product is 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.

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.  (Kotler)

Look at branding; brand equity; brand name; quality; unique selling proposition (USP or U.S.P.) and unique value proposition (USP); newness; complexity; physical appearance; packaging; labeling; ingredients; maintenance and service contracts; and others. 

A product line is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed or sold through the same types of outlets, or fall within given price ranges.  

The major product line decision involves product line length (the number of items in the product line. A company’s product mix has four important dimensions: width (number of different product lines), length (number of items a company carries within the product lines), depth (number of versions offered for each product in the line), and consistency (how closely related the various product lines are in end use, production requirements, distribution channels, or in any other way).

Visit here for more examples and insights into Marketing, targeting or "people," promotional and advertising strategies, Plus true, researched marketing insights and advertising trivia.

I am a senior Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach Marketing, global Marketing and Advertising. 


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 taught In Marketing that the "customer," or potential purchasers, buyers are king, 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 companies, firms and business managers to identify marketing opportunities, solutions and find marketing problems and opportunities in a number of areas. They help, develop and guide a company or the firm's marketing objectives, strategies, tactics and solutions. 

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

I consult and teach using many Marketing concepts and practices, including the Nine P's/9P's of Marketing.


Marketing is a planning and execution process that involves a product or service's attributes, pricing, distribution, partnerships/alliances and promotion. All of these activities must work together to assure successful marketing practices. Companies and firms with the most effective marketing efforts try to thoroughly understand their customers 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 and Brand Managers develop objectives, plans, strategies and tactics. 

The Nine P's of Marketing include these important components, elements and efforts. Let's start with "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 "Consumer" or "People" or "Potential Buyers" in the middle of the circle. In Marketing, from my education, training, research and analysis plus testimony, there needs to be great focus on the "Customer," or "People." 
    • "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component 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 start. 
  • Planning: 
    • Research. 
    • 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. 
    • It’s 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: 
    • 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.
    • 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.
  • Place (Distribution): 
    • The company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives. 
    • Offering the right product at the right PLACE, at the right time, at the right price. 
    • Please consider, develop and review store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
  • Price:
    • 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. 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
    • 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?" Different partners? Costs?
      • What should you promote? Wine in a can? In a glass? 
      • To whom should you promote?
      • What economic and discount levels should you offer?
      • What form of promotion should you offer? Features?
      • How frequent?
  • Partners: 
    • Also know as Alliances.
    • It is important to partner with firms that have similar corporate philosophies, who have agreed upon objectives and strategies.
  • Presentation: 
    • The “P” or “Presentation” is the act of presenting 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. 
    • I place “events and experiences” also under Promotion. 
    • While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. Enabling consumers and “allowing” them to feel the brand. 
  • 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 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 38+ stimulating questions and answers at Londre Marketing Consultants, LLC. 

    An Interesting Fact: Slightly Higher Percentage Living At Home With Parents Than With Partner Or Spouse.

    Under People" in the nine P's of marketing, is defined as:
    • "People:"
      • "People" or targeting has almost always been left out of the traditional "Marketing Mix." Almost every diagram includes the four P's with "Consumer" or "People" or "Potential Buyers" in the middle of the circle. In Marketing, from my education, training, research and analysis plus testimony, there needs to be great focus on the "Customer," or "People." 
      • "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component 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 for planning, as a start. STP = Segmentation, Targeting and Positioning.
    Here's an interesting fact affecting purchasing an marketing: 
    • In 2016, research from the Pew Research found that for the first time in 130+ years, adults 18 to 34 were sightly more likely to be living in their parents' home than living with a spouse or partner. 
    There are many elements under the 9P's of Marketing and specifically "People" which affect purchasing of products.

    Visit here for more examples and insights into Marketing, targeting or "people," promotional and advertising strategies, Plus true, researched marketing insights and advertising trivia.

    I am a senior Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach Marketing, global Marketing and Advertising. 


    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 taught In Marketing that the "customer," or potential purchasers, buyers are king, 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 companies, firms and business managers to identify marketing opportunities, solutions and find marketing problems and opportunities in a number of areas. They help, develop and guide a company or the firm's marketing objectives, strategies, tactics and solutions. 

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

    I consult and teach using many Marketing concepts and practices, including the Nine P's/9P's of Marketing.


    Marketing is a planning and execution process that involves a product or service's attributes, pricing, distribution, partnerships/alliances and promotion. All of these activities must work together to assure successful marketing practices. Companies and firms with the most effective marketing efforts try to thoroughly understand their customers 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 and Brand Managers develop objectives, plans, strategies and tactics. 

    The Nine P's of Marketing include these important components, elements and efforts. Let's start with "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 "Consumer" or "People" or "Potential Buyers" in the middle of the circle. In Marketing, from my education, training, research and analysis plus testimony, there needs to be great focus on the "Customer," or "People." 
      • "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component 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 start. 
    • Planning: 
      • Research. 
      • 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. 
      • It’s 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: 
      • 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.
      • 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.
    • Place (Distribution): 
      • The company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives. 
      • Offering the right product at the right PLACE, at the right time, at the right price. 
      • Please consider, develop and review store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
    • Price:
      • 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. 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
      • 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?" Different partners? Costs?
        • What should you promote?
        • To whom should you promote?
        • What economic and discount levels should you offer?
        • What form of promotion should you offer? Features?
        • How frequent?
    • Partners: 
      • Also know as Alliances.
      • It is important to partner with firms that have similar corporate philosophies, who have agreed upon objectives and strategies.
    • Presentation: 
      • The “P” or “Presentation” is the act of presenting 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. 
      • I place “events and experiences” also under Promotion. 
      • While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. Enabling consumers and “allowing” them to feel the brand. 
    • 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 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 38+ stimulating questions and answers at Londre Marketing Consultants, LLC. 

      Here to help. 

      More Viewers. Different Viewers. Under "People," And "Promotion," Plus "Presentation," And The Nine P's Of Marketing

      Regarding Marketing and Advertising, when you look at viewers and they are watching TV, those two (Viewers and TV) combine to be two of the nine P's of Marketing: "People" and "Promotion," with TV advertising being one of the eight components under "Promotion."

      Did you see that both NBC and CBS have claimed to be the winner or are claiming victory for the current TV season. 

      For the '16-'17 TV season, NBC will finish first in the targeting segment of 18-49 viewers. That for the third time in four years.

      CBS will finish in total viewers. That will be the fourteen time in fifteen years, using the research from Nielsen live program/same-day time-shifted rating. 

      What is interesting is that NBC has claimed this victory without a Super Bowl or the Olympics on its network. Fox had the Super Bowl.

      Visit here for more examples and insights into Marketing, targeting or "people," promotional and advertising strategies, Plus true, researched marketing insights and advertising trivia.

      I am a senior Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach Marketing, global Marketing and Advertising. 


      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 taught In Marketing that the "customer," or potential purchasers, buyers are king, 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 companies, firms and business managers to identify marketing opportunities, solutions and find marketing problems and opportunities in a number of areas. They help, develop and guide a company or the firm's marketing objectives, strategies, tactics and solutions. 

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

      I consult and teach using many Marketing concepts and practices, including the Nine P's/9P's of Marketing.


      Marketing is a planning and execution process that involves a product or service's attributes, pricing, distribution, partnerships/alliances and promotion. All of these activities must work together to assure successful marketing practices. Companies and firms with the most effective marketing efforts try to thoroughly understand their customers 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 and Brand Managers develop objectives, plans, strategies and tactics. 

      The Nine P's of Marketing include these important components, elements and efforts. Let's start with "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 "Consumer" or "People" or "Potential Buyers" in the middle of the circle. In Marketing, from my education, training, research and analysis plus testimony, there needs to be great focus on the "Customer," or "People." 
        • "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component 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 start. 
      • Planning: 
        • Research. 
        • 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. 
        • It’s 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: 
        • 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.
        • 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.
      • Place (Distribution): 
        • The company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives. 
        • Offering the right product at the right PLACE, at the right time, at the right price. 
        • Please consider, develop and review store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
      • Price:
        • 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. 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
        • 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?" Different partners? Costs?
          • What should you promote?
          • To whom should you promote?
          • What economic and discount levels should you offer?
          • What form of promotion should you offer? Features?
          • How frequent?
      • Partners: 
        • Also know as Alliances.
        • It is important to partner with firms that have similar corporate philosophies, who have agreed upon objectives and strategies.
      • Presentation: 
        • The “P” or “Presentation” is the act of presenting 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. 
        • I place “events and experiences” also under Promotion. 
        • While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. Enabling consumers and “allowing” them to feel the brand. 
      • 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 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 38+ stimulating questions and answers at Londre Marketing Consultants, LLC. 

        Saturday, May 27, 2017

        Fourth of July And Memorial Day Weekends: Drinking, Sales, Consumption, Marketing Research And The 9P's Of Marketing

        There surely is a lot of promotion for beer, wine and hard liquor this time of the year.

        There is a reason. The two biggest weekends of alcohol sales are July Fourth and Memorial Day weekends. 

        I would use segmentation and People under the nine P's of marketing.


        What is a target market? It is a particular group of consumers at which a product or service is aimed. A product focusing on a specific target market contrasts sharply with one following the marketing strategy of mass marketing.  In my analysis and thinking, a target audience would be a media term; target market is a marketing term.

        Look at alcohol sales and marketing. Defining a target market requires market segmentation; the process of segmenting the entire market as a whole and separating it into manageable units based on:
        • Demographics
        • Geographics
        • Psychographics
        • Behavior
        • Technographics or technographical characteristics
        Understand your potential consumer. 
        Americans may consider it their patriotic duty to drink on holiday weekends.

        Beer sells more in the warmer months too.

        Visit here for more examples and insights into Marketing, targeting or "people," promotional and advertising strategies, Plus true, researched marketing insights and advertising trivia.

        I am a senior Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach Marketing, global Marketing and Advertising. 


        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 taught In Marketing that the "customer," or potential purchasers, buyers are king, 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 companies, firms and business managers to identify marketing opportunities, solutions and find marketing problems and opportunities in a number of areas. They help, develop and guide a company or the firm's marketing objectives, strategies, tactics and solutions. 

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

        I consult and teach using many Marketing concepts and practices, including the Nine P's/9P's of Marketing.


        Marketing is a planning and execution process that involves a product or service's attributes, pricing, distribution, partnerships/alliances and promotion. All of these activities must work together to assure successful marketing practices. Companies and firms with the most effective marketing efforts try to thoroughly understand their customers 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 and Brand Managers develop objectives, plans, strategies and tactics. 

        The Nine P's of Marketing include these important components, elements and efforts. Let's start with "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 "Consumer" or "People" or "Potential Buyers" in the middle of the circle. In Marketing, from my education, training, research and analysis plus testimony, there needs to be great focus on the "Customer," or "People." 
          • "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component 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 start. 
        • Planning: 
          • Research. 
          • 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. 
          • It’s 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: 
          • 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.
          • 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.
        • Place (Distribution): 
          • The company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives. 
          • Offering the right product at the right PLACE, at the right time, at the right price. 
          • Please consider, develop and review store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
        • Price:
          • 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. 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
          • 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?" Different partners? Costs?
            • What should you promote? 
            • To whom should you promote?  Beer and wine drinkers. 
            • What economic and discount levels should you offer?
            • What form of promotion should you offer? Features?
            • How frequent? Look at holiday weekends, if consumption is up. 
        • Partners: 
          • Also know as Alliances.
          • It is important to partner with firms that have similar corporate philosophies, who have agreed upon objectives and strategies.
        • Presentation: 
          • The “P” or “Presentation” is the act of presenting 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. 
          • I place “events and experiences” also under Promotion. 
          • While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. Enabling consumers and “allowing” them to feel the brand. 
        • 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 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 38+ stimulating questions and answers at Londre Marketing Consultants, LLC. 

          Friday, May 26, 2017

          Great Marketing Examples, From GM’s CEO Mary Barra.

          These marketing examples come from GM’s CEO Mary Barra..
          Great quote: “We’re here to win. We aren’t going to win by being all things to all people everywhere. It’s not the right strategy.”
          She and GM didn’t make the $1 Billion investment in India since since the profit margins were low on on the small cars ("Product") sold.
          Using the same marketing and financial strategies, GM exited South Africa, Russia. Closed 13 plants  from several markets.
          They even decreased selling to rental fleets. Prices and profit margins were too low. I’d put that under “Price,” in the 9P’s 

          Visit here for more examples and insights into Marketing, targeting or "people," promotional and advertising strategies, Plus true, researched marketing insights and advertising trivia.

          I am a senior Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach Marketing, global Marketing and Advertising. 


          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 taught In Marketing that the "customer," or potential purchasers, buyers are king, 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 companies, firms and business managers to identify marketing opportunities, solutions and find marketing problems and opportunities in a number of areas. They help, develop and guide a company or the firm's marketing objectives, strategies, tactics and solutions. 

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

          I consult and teach using many Marketing concepts and practices, including the Nine P's/9P's of Marketing.


          Marketing is a planning and execution process that involves a product or service's attributes, pricing, distribution, partnerships/alliances and promotion. All of these activities must work together to assure successful marketing practices. Companies and firms with the most effective marketing efforts try to thoroughly understand their customers 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 and Brand Managers develop objectives, plans, strategies and tactics. 

          The Nine P's of Marketing include these important components, elements and efforts. Let's start with "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 "Consumer" or "People" or "Potential Buyers" in the middle of the circle. In Marketing, from my education, training, research and analysis plus testimony, there needs to be great focus on the "Customer," or "People." 
            • "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component 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 start. 
          • Planning: 
            • Research. 
            • 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. 
            • It’s 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: 
            • 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.
            • 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.
          • Place (Distribution): 
            • The company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives. 
            • Offering the right product at the right PLACE, at the right time, at the right price. 
            • Please consider, develop and review store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
          • Price:
            • 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. 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
            • 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?" Different partners? Costs?
              • What should you promote?
              • To whom should you promote?
              • What economic and discount levels should you offer?
              • What form of promotion should you offer? Features?
              • How frequent?
          • Partners: 
            • Also know as Alliances.
            • It is important to partner with firms that have similar corporate philosophies, who have agreed upon objectives and strategies.
          • Presentation: 
            • The “P” or “Presentation” is the act of presenting 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. 
            • I place “events and experiences” also under Promotion. 
            • While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. Enabling consumers and “allowing” them to feel the brand. 
          • 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 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 38+ stimulating questions and answers at Londre Marketing Consultants, LLC. 

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