Saturday, June 30, 2018

Two Big Reasons Under The 9P's Of Marketing Why Pepsi Wanted To Extend Its Creative Of "Uncle Drew" Into A Movie?

Ubiquitous logos, product and Pepsi branding in "Uncle Drew." 

The branding is everywhere. I mean everywhere. Almost too much.

Number 1: Get to a younger demographic, which would be under "People," one of the nine P's. Kyrie may appeal to millennials, but the other stars are much older and are out of basketball---on the court.  Many are commentators. 

Number 2: Use product placement for both Pepsi and Gatorade, which would fall under "Promotion," in the nine P's. "Uncle Drew" was for me a marketing and advertising expert a movie-long Pepsi ad or advertising. Product (another of the 9P's) and branding appear throughout the movie. It's on vending machines and court logos. 

Need more business, Marketing and advertising insights in 2018? Increase sales and overall revenue?

Visit here for plenty of insights and examples into Marketing, the 9 P's, targeting or "People," product and services, promotion, pricing, and advertising strategies. Plus true, researched marketing insights and fun, insightful, advertising trivia.

For the past 48 years, I have been a Marketing professional, a certified Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach and give seminars on Marketing, Super Bowl spots, global Marketing, Promotion and Advertising. 


I also like giving to MBA candidates, law schools and attorneys my presentations on "What is Marketing? What is Advertising?" 

Eleven 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 or the 4P's (Product, Price, Promotion and Place) 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 307 that the "customer," or potential purchasers, buyers are king or kings, but they or consumers are missing as one of the P's, in the 4P's. For marketing professionals, the "target market," "People," buyers, potential buyers and users are more prominent. They have their own "P."  It's "People," in the 9P's of Marketing. 


The Nine P's/9P's of Marketing help brand managers, marketing managers, companies, firms, business owners and business managers to find marketing problems, to identify and create Marketing opportunities or 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 tactics and actions. They will help build revenue, manage costs more effectively. 


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


So, what is Marketing, you and others may ask? 
Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships or alliances, promotion and more. 

In my presentations, I detail that advertising is only a small percentage of the answers to marketing problems. All of the Marketing activities and tasks must work together to assure successful marketing practices. 
Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their potential buyers and customers ("People") and the marketplace. 

Companies and new product/service development pros create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to market segments, 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 planning, objectives, strategies and tactics. 


For any size firm and entrepreneurs, the 9P's of Marketing include important components, parts, elements, actions, tactics and efforts. 


Let's start with planning, research, one of the nine P's and also with targeting, "People," one of the other nine elements or components:

  • Planning: 
    • Planning 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. I like using a phrase from John Wooden; he said "Failure to plan is planning to fail."
    • Developing and transforming marketing objectives into marketing strategies to tactics, marketing management and managers must make basic decisions on marketing targets (“People”), marketing mix, pricing, distribution, 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. And more under the 9Ps of Marketing
  • People 
    • Look and analyze potential, new, existing and repeat customers and users. 
    • "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. Find information or data on them.
    • 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 buyer, "customer," or "People," in both planning ad implementation.
    • To understand your "People" or market segments, it may utilize many characteristics, including 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 a market segment or marketing segments.
    • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
    • Product and Services: 
      • It's 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): 
      • Offering the right product at the right PLACE or location, 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.  
      • Consider, develop and review store and non-store options, e-commerce and “brick and mortar” factors, geographic considerations, objectives, strategies and tactics, including “Partners, too.” 
    • Price or Pricing:
      • Simply, the amount of money a consumer is willing to pay to obtain the product, but "price" is so much more.  
      • “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
      • Pricing decision making involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions. Simply, all aspects regarding pricing. 
      • Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms. 
    • Promotion: 
      • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities, under "promotion." . 
      • The activities that communicate the merits of the overall product include:
        • Personal Selling/ Sales Force: Sales persons
          • Helpful hint: Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
        • Advertising is paid media. There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
        • 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:
        • What should you promote? Strategic copy points.
        • Evaluate the eight different elements under Promotion and your brand's practices. Ask is there a better way? A different promotional mix. There has to be a better way. 
        • What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget?" 
        • Look at different strategic partners? Their costs?
        • To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here. Have you noticed that you may watch what you want to watch in TV programing when you want to watch it and anywhere, any screen? That affects media planning. 
        • You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 
        • What form or combination of promotion should you offer? Features?
        • How frequent? Add media planning here. 
      • Partners: 
        • 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.
        • Also referred to as Alliances. 
        • With "Partners" and your Marketing efforts, it is vitally important to partner and align with firms that have similar corporate philosophies. Simple but complex and difficult, have agreed upon objectives and strategies.
      • Presentation: 
        • This “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 your potential consumers. 
      • Passion:
        • Those intense, driving or overmastering feelings, emotions in the planning, developing, implementing and executions of 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. 

        Wall to Wall. Everywhere There's Branding: Pepsi's "Uncle Drew" Reminded Me Of Morgan Spurlock's 2011 "The Greatest Movie Ever Sold."

        Actually a ton of promotion for Pepsi, Enterprise, Aleve, Bud and Cadillac. Plenty of Pepsi logos in "Uncle Drew." To remind you, the "Greatest Movie..." advertising slogan  was "He's not selling out, he's buying in." The "he" was Morgan.

        On imdb.com, the Greatest Movie Ever Sold" is defined as "A documentary about branding, advertising and product placement that is financed and made possible by brands, advertising and product placement."

        "The Greatest Movie..." which I saw on opening day and have used the movie and marketing principles/tactic/graphic as examples in my marketing and advertising classes at USC, CSUN and Pepperdine and I use them in my law school presentations titled "What is Marketing? What is Advertising." 

        It was a 2011 documentary film about marketing, promotion, product placement, advertising, sponsorships and presentation under the 9P's of Marketing. It was directed by Morgan Spurlock of "Super Size Me" fame. 

        The concept which had selling, sponsorship and ticket selling problems for Morgan and his sponsors is about the documentary. It was to be entirely paid for by sponsors. Unfortunately Morgan gave guarantees which didn't seem to have been met. 

        I liked the movie but I teach marketing and advertising.  I remember only six people watching the movie with me on opening day.

        Visit here for more insights and true Marketing and Advertising Trivia.

        I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

        The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more 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.

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

        In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:
        • People (Segmentation and Targeting)
        • Product
        • Place (Distribution)
        • Price
        • Planning
        • Promotion
          • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities, under "promotion." . 
          • The activities that communicate the merits of the overall product include:
            • Personal Selling/ Sales Force: Sales persons
              • Helpful hint: Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
            • Advertising is paid media. There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
            • 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:
            • What should you promote? Develop "Planning," one of the 9P's and research for strategic copy points.
            • Evaluate the eight different elements under Promotion and your brand's practices. Ask is there a better way? There are seven other elements with out advertising. Is there a different promotional mix. With planning and research plus creativity there has to be a better way. 
            • What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget?" 
            • Look at different strategic partners? Their costs?
            • To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here. Have you noticed that you may watch what you want to watch in TV programing when you want to watch it and anywhere, any screen? That affects media planning. 
            • You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 
            • What form or combination of promotion should you offer? Features?
            • How frequent? Add media planning here. 
        • Partners
        • Presentation
        • Passion
        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 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

        The Power Of A Segment: The Power of Older People Voting.

        More than just buying power. Voting power.

        Who do politicians pay attention to and cater too?

        Look at the demographic of over 45...since 1978 the voting block or segment over 45 vote more. They vote more often. In our last presidential election saw 46% among 18 to 29 year olds voting and 71% over 45. 

        A segment of People, one of the nine P's, sees voters over 65 years of age voting more than any other segment. 

        Visit here for more insights and true Marketing and Advertising Trivia.

        I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

        The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more 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.

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

        In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:
        • People (Segmentation and Targeting)
        • Product
        • Place (Distribution)
        • Price
        • Planning
        • Promotion
        • Partners
        • Presentation
        • Passion
        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 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.


        Friday, June 29, 2018

        Who Are The Sponsors for 2018 FIFA World Cup? Not A Simple Question, With The 9P's Of Marketing

        Knockout phase starts tomorrow in FIFA 2018 World Cup.

        Falling under "Promotion," one of the nine P's of Marketing, the 2018 FIFA World Cup has a combination of sponsors, partners, and regional supporters. Some are more well-known than others. There are regional supporters too. 

        Three levels: 

        First Level #1. The Official Sponsors
        • Budweiser
        • Hisense, TVs and sound bars
        • McDonald's
        • Mengnui, dairy products and ice cream in the People's Republic of China.
        • Vivo, Chinese technology company, owned by BBK Electronics: Makes smartphones, smartphone accessories, software with online services.
        Second Level #2. The Official Partners
        • Adidas
        • Coca Cola
        • Gaz Prom, large Russian company founded in 1989, which carries on the business of extraction, production, transport, and sale of natural gas.
        • Hyundai Kai Motors
        • Qatar Airways
        • Visa (Corporate)
        • Wanda Group, China's largest commercial property company; world's largest cinema chain operator. Also operates luxury hotels
        Level Three #3. The Regional Supporters, I guess they didn't add "The Official Regional Supporters." 
        • Alfa Bank (Europe)
        • Rose Telecom (Europe)
        • Yadea (Asia)
        Need more business, Marketing and advertising insights in 2018? Increase sales and overall revenue?

        Visit here for plenty of insights and examples into Marketing, the 9 P's, targeting or "People," product and services, promotion, pricing, and advertising strategies. Plus true, researched marketing insights and fun, insightful, advertising trivia.

        For the past 48 years, I have been a Marketing professional, a certified Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach and give seminars on Marketing, Super Bowl spots, global Marketing, Promotion and Advertising. 


        I also like giving to MBA candidates, law schools and attorneys my presentations on "What is Marketing? What is Advertising?" Sponsorship dollars and associations would fall under elements under "Promotion," which has eight parts.

        Eleven 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 or the 4P's (Product, Price, Promotion and Place) 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 307 that the "customer," or potential purchasers, buyers are king or kings, but they or consumers are missing as one of the P's, in the 4P's. For marketing professionals, the "target market," "People," buyers, potential buyers and users are more prominent. They have their own "P."  It's "People," in the 9P's of Marketing. 


        The Nine P's/9P's of Marketing help brand managers, marketing managers, companies, firms, business owners and business managers to find marketing problems, to identify and create Marketing opportunities or 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 tactics and actions. They will help build revenue, manage costs more effectively. 


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


        So, what is Marketing, you and others may ask? 
        Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships or alliances, promotion and more. 

        In my presentations, I detail that advertising is only a small percentage of the answers to marketing problems. All of the Marketing activities and tasks must work together to assure successful marketing practices. 
        Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their potential buyers and customers ("People") and the marketplace. 

        Companies and new product/service development pros create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to market segments, 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 planning, objectives, strategies and tactics. 


        For any size firm and entrepreneurs, the 9P's of Marketing include important components, parts, elements, actions, tactics and efforts. 


        Let's start with planning, research, one of the nine P's and also with targeting, "People," one of the other nine elements or components:

        • Planning: 
          • Planning starts with research and researching. There is planning and research in securing and placing "sponsorship" promotion. 
          • 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. I like using a phrase from John Wooden; he said "Failure to plan is planning to fail."
          • Developing and transforming marketing objectives into marketing strategies to tactics, marketing management and managers must make basic decisions on marketing targets (“People”), marketing mix, pricing, distribution, 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. And more under the 9Ps of Marketing
        • People 
          • Look and analyze potential, new, existing and repeat customers and users. 
          • "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. Find information or data on them.
          • 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 buyer, "customer," or "People," in both planning ad implementation.
          • To understand your "People" or market segments, it may utilize many characteristics, including 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 a market segment or marketing segments.
          • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
          • Product and Services: 
            • It's 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): 
            • Offering the right product at the right PLACE or location, 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.  
            • Consider, develop and review store and non-store options, e-commerce and “brick and mortar” factors, geographic considerations, objectives, strategies and tactics, including “Partners, too.” 
          • Price or Pricing:
            • Simply, the amount of money a consumer is willing to pay to obtain the product, but "price" is so much more.  
            • “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
            • Pricing decision making involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions. Simply, all aspects regarding pricing. 
            • Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms. 
          • Promotion: 
            • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities, under "promotion." . 
            • The activities that communicate the merits of the overall product include:
              • Personal Selling/ Sales Force: Sales persons
                • Helpful hint: Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
              • Advertising is paid media. There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." What are the objectives of sponsoring the FIFA 2018 World Cup? Fifteen sponsors, supporters and partners.   
              • 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:
              • What should you promote? Strategic copy points.
              • Evaluate the eight different elements under Promotion and your brand's practices. Ask is there a better way? A different promotional mix. There has to be a better way. 
              • What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget?" 
              • Look at different strategic partners? Their costs?
              • To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here. Sponsorships fall here too. That affects overall media planning. 
              • What form or combination of promotion should you offer? Features?
              • How frequent? Add media planning here. 
            • Partners: 
              • 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.
              • Also referred to as Alliances. 
              • With "Partners" and your Marketing efforts, it is vitally important to partner and align with firms that have similar corporate philosophies. Simple but complex and difficult, have agreed upon objectives and strategies.
            • Presentation: 
              • This “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 your potential consumers. 
            • Passion:
              • Those intense, driving or overmastering feelings, emotions in the planning, developing, implementing and executions of 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. 


              Thursday, June 28, 2018

              More Than Product Placement. Underwrite The Motion Picture. Another Example Under Promotion And The Nine P's Of Marketing.

              What is Product Placement?

              Product placement is a marketing and promotional practice in which manufacturers and producers of goods or  services pay promotional dollars to gain exposure for their products or services by paying for them to be featured in movies, television show and video games. 

              With "Uncle Drew" which opens on June 29th, Pepsi did more than pay for product placement. It paid for the production of the movie, as an underwriter.  Pepsi and the producers added Nike too to the movie. 

              "Uncle Drew" was a short film,  featuring Boston Celtic NBA star Kyrie Irving as “Dirty Grandpa,”playing unsuspecting, playground street players. Now it is a PR and advertising vehicle for Pepsi. 

              Visit here for more insights and true Marketing and Advertising Trivia.

              I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

              The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more 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.

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

              In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:
              • People (Segmentation and Targeting)
              • Product
              • Place (Distribution)
              • Price
              • Planning
              • Promotion, with sponsorships, advertising, product placement, sales promotion, PR, experiences and events, digital marketing, websites, sales people/saless force, and collateral.
              • Partners
              • Presentation
              • Passion
              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 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.


              Wednesday, June 27, 2018

              Promotion, Consumer Behavior And Price Theory And Practice, All Under The 9P's Of Marketing: These Strategic Lines

              One week before the July fourth weekend. Have you waited and not booked your holiday? Here's an insight I found last week.

              Looking at the next holiday weekend and looking for hotel marketing examples. I came across on hotels.com: 
              • "Book now to get this fantastic rate.If you book later, there’s a chance the price will go up or the hotel will be sold out on our site."
              Key selling copy: 
              • Fantastic rate
              • it's an offer
              • don't book later
              • prices will go up.
              You could also write this line from the consumer's advantage: "Book later to get a more fantastic rate. If you book later, there’s a chance the price will go down because the hotel has inventory and isn't sold out on our site."

              Cruise lines are always discounting. Strategically, Hotels.com is always selling "discounts" and "cheaper rates." 

              Need more business, Marketing and advertising insights in 2018? Increase sales and overall revenue?

              Visit here for plenty of insights and examples into Marketing, the 9 P's, targeting or "People," product and services, promotion, pricing, and advertising strategies. Plus true, researched marketing insights and fun, insightful, advertising trivia.

              For the past 48 years, I have been a Marketing professional, a certified Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach and give seminars on Marketing, Super Bowl spots, global Marketing, Promotion and Advertising. 


              I also like giving to MBA candidates, law schools and attorneys my presentations on "What is Marketing? What is Advertising?" 

              Eleven 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 or the 4P's (Product, Price, Promotion and Place) 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 307 that the "customer," or potential purchasers, buyers are king or kings, but they or consumers are missing as one of the P's, in the 4P's. For marketing professionals, the "target market," "People," buyers, potential buyers and users are more prominent. They have their own "P."  It's "People," in the 9P's of Marketing. 


              The Nine P's/9P's of Marketing help brand managers, marketing managers, companies, firms, business owners and business managers to find marketing problems, to identify and create Marketing opportunities or 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 tactics and actions. They will help build revenue, manage costs more effectively. 


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


              So, what is Marketing, you and others may ask? 
              Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships or alliances, promotion and more. 

              In my presentations, I detail that advertising is only a small percentage of the answers to marketing problems. All of the Marketing activities and tasks must work together to assure successful marketing practices. 
              Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their potential buyers and customers ("People") and the marketplace. 

              Companies and new product/service development pros create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to market segments, 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 planning, objectives, strategies and tactics. 


              For any size firm and entrepreneurs, the 9P's of Marketing include important components, parts, elements, actions, tactics and efforts. 


              Let's start with planning, research, one of the nine P's and also with targeting, "People," one of the other nine elements or components:

              • Planning: 
                • Planning 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. I like using a phrase from John Wooden; he said "Failure to plan is planning to fail."
                • Developing and transforming marketing objectives into marketing strategies to tactics, marketing management and managers must make basic decisions on marketing targets (“People”), marketing mix, pricing, distribution, 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. And more under the 9Ps of Marketing
              • People 
                • Look and analyze potential, new, existing and repeat customers and users. 
                • "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. Find information or data on them.
                • 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 buyer, "customer," or "People," in both planning ad implementation.
                • To understand your "People" or market segments, it may utilize many characteristics, including 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 a market segment or marketing segments.
                • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
                • Product and Services: 
                  • It's 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): 
                  • Offering the right product at the right PLACE or location, 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.  
                  • Consider, develop and review store and non-store options, e-commerce and “brick and mortar” factors, geographic considerations, objectives, strategies and tactics, including “Partners, too.” 
                • Price or Pricing:
                  • Simply, the amount of money a consumer is willing to pay to obtain the product, but "price" is so much more.  
                  • “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
                  • Pricing decision making involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions. Simply, all aspects regarding pricing. 
                  • Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms. 
                • Promotion: 
                  • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities, under "promotion." . 
                  • The activities that communicate the merits of the overall product include:
                    • Personal Selling/ Sales Force: Sales persons
                      • Helpful hint: Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
                    • Advertising is paid media. There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
                    • 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:
                    • What should you promote? Strategic copy points.
                    • Evaluate the eight different elements under Promotion and your brand's practices. Ask is there a better way? A different promotional mix. There has to be a better way. 
                    • What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget?" 
                    • Look at different strategic partners? Their costs?
                    • To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here. Have you noticed that you may watch what you want to watch in TV programing when you want to watch it and anywhere, any screen? That affects media planning. 
                    • You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 
                    • What form or combination of promotion should you offer? Features?
                    • How frequent? Add media planning here. 
                  • Partners: 
                    • 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.
                    • Also referred to as Alliances. 
                    • With "Partners" and your Marketing efforts, it is vitally important to partner and align with firms that have similar corporate philosophies. Simple but complex and difficult, have agreed upon objectives and strategies.
                  • Presentation: 
                    • This “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 your potential consumers. 
                  • Passion:
                    • Those intense, driving or overmastering feelings, emotions in the planning, developing, implementing and executions of 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.