Thursday, April 15, 2021

Product Is. Is Packaging One of The Nine P's Of Marketing?

Simply, no, it falls under "Product" and "Presentation" in the 9P's. 

But I noticed an interesting fact. 

Earlier in 2021, McDonald's changed their look. Their menu strategy and design.

Their Senior Director of Global Menu design said their look was “bright, beautiful and modern new designs." It will be used in 100 countries and 39K stores. 

That's quite a rollout.

McDonald's used their "Promotion," and specifically PR to get this message out. 

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)
    • McDonald's: Targeting customers in 100 countries. 
    • Look and analyze potential, new, existing and repeat customers and users. 
    • Look at at your customer and/or potential user. Do you understand the potential customers purchase and usage touchpoints, their habits and how they engage with your brand? Competing for their attention? 
    • "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 (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographicspsychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too, 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
  • The top Heath and Beauty (H&B) companies are: L'Oréal, Gillette, Nivea, Estée Lauder and Clinique. 
    • 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)
  • Price
  • Planning
  • Promotion: 
    • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
    • The activities that communicate the merits of the overall product 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: 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 comments and questions under Promotion:
      • What should you promote? Strategic copy points.
      • To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here.
      • Evaluate the eight different elements under Promotion and your brand's practices. That affects media planning.
      • 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?
      • 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:
    • Packaging is part of presenting a brand. 
    • This “P” or “Presentation” is the act of strategically 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.
    • They may be symbols or images that represent something; a descriptive or persuasive account (as a sales person of the product or service). Something set forth for the attention of mind. 
  • 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, April 14, 2021

Tom’s Shoes Changing Direction And Their Branding: More Examples Of Planning and People, Under Nine P's Of Marketing.

Tom’s Shoes is changing their marketing direction, their targeting and their branding.

Tom’s is changing their targeting or “People" by targeting Gen Z and young Millennial consumers or potential shoppers. Potential shoe purchasers. Looking at demographics and age. 

This D2C or B2C is making some “planning” and executional changes.

Instead of giving away a pair of shoes for each pair it sells, they will now give 33% of their NET profits away to nonprofits or charities. Keeping 67% of their net profits.

Using more digital and influencers in their "promotion," and media mix; it’s part of their new push in new branding and part of their “Promotion” and “Presentation,” under the 9p’s of Marketing. 

Need more insights into true and Marketing and advertising? Including smart trivia?  Visit right here

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus 

I own a copyright for the Nine P’s/9 P's 
©2007 concepts and practice, 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)
    • An example is Tom's Shoes are targeting Gen Z and younger Millennials. In my 9P's, I stress that firms need to look and analyze potential, new, existing and repeat customers and users. 
    • Brand managers need to look at at their customers and/or potential users. Do you understand your potential customer's purchase and usage touchpoints, their habits and how they engage with your brand? Competing for their attention? 
    • "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 (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographicspsychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too, 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
    • Under the 9P's, 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)
  • Price: An IBM study found that Nearly six in 10 consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. Over 70% would pay a premium of 35%, on average, for brands and products that are sustainable and environmentally responsible.
  • Planning
  • Promotion: 
    • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
    • The activities that communicate the merits of the overall product 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: 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 comments and questions under Promotion:
      • To whom should you target and promote? Tom's is changing their targeting. 
      • Under "People"/Targeting, target market, audience with media characteristics fall here.
      • What should you promote? Strategic copy points.
      • Evaluate the eight different elements under Promotion and your brand's practices. That affects media planning.
      • 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?
      • 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: 
    • Consumers are voting with their wallet. Tom's is hoping for a change in their targeting and sales to Gen Z. 
    • Some research says that consumers or my "People" care about business and their brands that have a social conscience (for the environment, for their workers, for societal issues, etc.). These "People" are actually prepared to pay more for these brands. They will support the brands that do, and ditch brands that don’t.
    • It's been reported that consumers or "people" are socially aware about how brands, products and businesses behave. 
    • Deloitte found that “62% of customers said that they are more likely to spend with companies who have taken extra steps to ensure the safety and well-being of their employees during lockdown.”
  • 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.


Tuesday, April 13, 2021

What's A SPAC? Why Are Celebrities And Sports Stars Getting Into Them?

They are about acquiring companies and capital with and without IPO's (initial public offerings)

Stars, sports people, sports executives and celebrities are getting into SPACs or sports-oriented special-purpose acquisition(s) companies. 

Stars are lending their names. Why do others want them involved?

  • Generate interest and awareness.
  • Get more involvement, sales. For them to attract attention.  
  • Introduce new companies, products, ideas. 
  • Improve company or product’s image
  • Boost company or product’s awareness
  • Break through the clutter of messaging and media
  • Exploit celebrity’s or celebrities' popularity. Great Q scores
  • Increase company or product’s credibility
  • Use celebrity in marketing and sales meetings. Star can appear in sales events;  you get promotion at movies and events

A SPAC or these SPACs raise money or capital through an initial public offering (IPO) for the purpose of acquiring an existing operating company. 

Then the operating company may merge with or be acquired by the publicly traded SPAC. It becomes a listed company in lieu of executing its own IPO. 

Get it?

Who's involved?

Plenty of stars. Serena Williams, Odell Beckham, Jr., Shaquille O'Neal, Tom Hawk, Colin Kaepernick, Stephen Curry and others. 

In my reading the credibility and impact of having these and other celebrities and stars involved with SPACs had the SEC (Securities and Exchange Commission) looking into them. 

It's about the issues and risks of investing and investments. 

The category of SPACs has been underperforming and overpaying for companies. Looking at SPAC performance it's been subpar. With all of this publicity and potential investments it may or could get worse going forward given the huge amount of capital that has been raised. They they compete with each other for targeted companies. There may be the the potential to overpay.

Need more insights into true and Marketing and advertising? Including smart trivia?  Visit right here

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus 

I own a copyright for the Nine P’s/9 P's ©2007 concepts and practice, 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)
    • Investors are "people." Or potential customers. 
    • In my 9P's, I stress that firms selling services and products need to look and analyze potential, new, existing and repeat customers and users. 
    • Brand managers need to look at at their customers and/or potential users. Do you understand your potential customer's purchase and usage touchpoints, their habits and how they engage with your brand? Competing for their attention? 
    • "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 (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographicspsychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too, 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
    • SPACs are both products and services. Under the 9P's, 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)
  • Price: 
    • An IBM study found that Nearly six in 10 consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. Over 70% would pay a premium of 35%, on average, for brands and products that are sustainable and environmentally responsible.
  • Planning
  • Promotion: 
    • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
    • The activities that communicate the merits of the overall product 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: 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 comments and questions under Promotion:
      • To whom should you target and promote? Potential investors? Under "People"/Targeting, target market, audience with media characteristics fall here.
      • What should you promote? Strategic copy points.
      • Evaluate the eight different elements under Promotion and your brand's practices. That affects media planning.
      • 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?
      • 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: 
    • Consumers are voting with their wallet. So are investors. 
    • Some research says that consumers or my "People" care about business and their brands that have a social conscience (for the environment, for their workers, for societal issues, etc.). These "People" are actually prepared to pay more for these brands. They will support the brands that do, and ditch brands that don’t.
    • It's been reported that consumers or "people" are socially aware about how brands, products and businesses behave. 
    • Deloitte found that “62% of customers said that they are more likely to spend with companies who have taken extra steps to ensure the safety and well-being of their employees during lockdown.”
  • 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.

Monday, April 12, 2021

Looking At "Products" During The Covid-19 Pandemic, "People" Are Drinking More Alcohol.

Some observations during the pandemic.  

Americans are drinking far more during the COVID-19 pandemic.

With the past and present restrictions on bars, arenas and restaurants, retail sales of alcohol were up. Makes sense. Consumers or "people" in my 9P's were at home and not in restaurants, stadiums and bars. 

Seltzers were really hot. 

Prepared or ready made cocktails were up. 

Beer at retail was only slightly up.  Wine sales were up more than beer. Whiskeys were up, more than the category of beer, too. 

And all of these were delivered to homes.  

 

Looking at demographics, under "people" in the U.S., Millennials are into hard seltzer; it may be coming to be their favorite alcoholic beverage.


In the US, Baby Boomers like beer, especially more than Millennials.


Besides alcohol, there were jumps in sales for tobacco, too. I found research that stated that it was the stress, lack of sleep or sleep issues, boredom and loneliness caused by the pandemic. 


There was also a nearly double-digit increase, uptick in the consumption of weed and cannabis-related "products" among users ("People"). Let's add a portion under "place" marketing.  People turned to cannabis delivery services. 


Need more insights into true and Marketing and advertising? Including smart Marketing and Advertising trivia?  Visit right here

For services and for products, "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. But there is much more which is and will be vital in the post-Covid world. 

I've taught Marketing and Advertising for 45 years, while working full-time in Marketing and Advertising as an agency professional and/or client.  I am also a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC.


Since 2007, I own a copyright for the Nine P’s/9 P's ©2007 of Marketing concepts and practice, 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, solutions, strategies and tactics. The Nine P's are insightful. In Marketing. 

Many have been told and taught that the "Customer," or potential customers are king, but what is missing in the 4P's? There needs to be more focus on the "Customer," or "People." To me you need to define and use "People" or strategic market segments, which utilize the information related to demographics, geographics, psychographics, behavioral characteristics and technographics, vital components 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, in developing strategic planning:

  • People (Segmentation and Targeting)
    • Where Millennials and Baby Boomers fall.
    • In my 9P's, it's important to look, find and analyze potential, new, existing and repeat customers and users. 
    • Brand managers need to look at their customers and/or potential users. Do you, as a brand manager or advertising manager, understand your potential customer's purchase and usage touchpoints, their habits and how they engage with your brand?  Competing for their attention? 
    • 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 and implementation.
    • To understand your "People" or market segments, it may utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographicspsychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too, which may be a vital component or components of the 9P's of Marketing. 
    • Then once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
  • Product and Services
    • A bar and a restaurant are services. If you buy a seltzer ata bar that's a product. 
    • Under the 9P's, it's the goods and service combination the firm offers to the target market (again here's that term People" again, 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)
  • Price: 
    • If you have alcohol and groceries delivered, as in the pandemic, that falls under "place" in my 9P's.
    • An IBM study found that nearly six in ten consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. 
    • Over 70% would pay a premium price of 35%, on average, for brands and products that are sustainable and environmentally responsible.
  • Planning and Research
  • Promotion: 
    • The eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
    • The activities that communicate the merits of the overall product include:
      • Personal Selling/ Sales Force: Sales persons
        • Research has shown that "People" who listen more, learn more, plus it helps you position your service/product/solution or offering. 
      • Advertising: 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
    • I have developed some strategic comments and questions under Promotion:
      • To whom should you target and promote? See the differences of Millennials drinking hard seltzers. This isn't a baby boomer product.  May be? May be not? 
      • What should you promote, with strategic copy points.
      • What form or combination of promotion should you offer? Features? TV versus digital? 
      • How frequent is your messaging? Add specific media planning and media research here. Including looking at target market, audience with media characteristics falls here, too.
      • Evaluate the eight different elements under Promotion and your brand's practices. That affects media planning.
      • 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?"  "And spend?" 
      • Look at different strategic partners? Their costs?
      • With messaging you can also differentiate with "Price." 
      • What about "discounting?" Special sales? What economic and discount levels should you offer? 
      • Look at revenue versus costs. 
  • Partners and Alliances
  • Presentation: 
    • Consumers are voting with their wallet.
    • Some research says that consumers or my "People" care about business and their brands that have a social conscience (for the environment, for their workers, for societal issues, etc.). These "People" are actually prepared to pay more for these brands. They will support the brands that do, and ditch brands that don’t.
    • It's been reported that consumers or "people" are socially aware about how brands, products and businesses behave. 
    • Deloitte found that “62% of customers said that they are more likely to spend with companies who have taken extra steps to ensure the safety and well-being of their employees during lockdown.”
  • Passion
For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under tab “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.

Sunday, April 11, 2021

In The U.S., Is The Term "Anti Labor" Or "Anti Union" Mean As Much? Amazon's Workers Voted Non Union. People Impact And Results?

It's a tough time for unions. They are not "presenting" well. To get support and voters, some politicians promote unions. It's a selling message. Member ship is down. Joining a union has a price for the workers. Participation isn't trending well. 

Potential union members have been saying "NO" to taking out their wallets. In the private sector, there's been a decades long decline. 

Unions just represent one in sixteen workers in the U.S. private sector or 6.3%. 

In 1973 it was about one in four or 24.2%.

If you look at the figures of all workers in the US, it or union membership is about one in ten workers are in a union. 

With this post, I've reflecting again on the union versus management arguments now and when I was earning and receiving my undergraduate and graduate business degrees. Unions were more important, then. The numbers aren't good now with so many declines.  

Would anyone say that "Amazon's anti-labor or anti union?" I've read that they are notoriously anti-union, but they counter with their wages and benefits. 

Does this talk and press affect the potential shoppers or what I call "people" in my 9 P's?  I also see this "union" or "anti union" message or messages as part of "presentation," in my 9P's of marketing. ·         

For "Presentation," one of the 9P'
s, I look at “real” product and service experiences, which include employees and, obviously,  they are buyers and consumers, too: 

“Presentation” is the act of strategically 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.

The aspects of "presentation" may be symbols or images that represent something; a descriptive or persuasive account (as a sales person of the product or service). Something set forth for the attention of mind. Union leaders selling the union message and communications to potential Amazon union members.  

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. Amazon has a brand. Employees are consumers, too.

Last Friday Amazon employees at a huge warehouse in Bessemer, AL, voted against forming a union.  

There was a lot on "promotion" and hours spent either communicating the advantages or squashing the organizing drive.  The results were a huge blow to labor and Democrats, including President Biden and independent Senator Sanders supporting the union effort.  

Another setback for the union movement which was so much stronger in the early to mid 1900's and weakened again by the economy and pandemic. 

The potential union workers cast 1,798 votes against the union. 

Need more insights into true and Marketing and advertising? Including smart trivia?             Visit right here

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus 

I own a copyright for the Nine P’s/9 P's ©2007 concepts and practice, 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)
    • In my 9P's, I stress that firms need to look and analyze potential, new, existing and repeat customers and users. 
    • Employees, too. Unions are a business, too. 
    • Brand managers need to look at at their customers and/or potential users. Do you understand your potential customer's purchase and usage touchpoints, their habits and how they engage with your brand? Competing for their attention? 
    • "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 (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographicspsychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too, 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
    • A union is a service. It's a business. 
    • Under the 9P's, 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)
  • Price: 
    • An IBM study found that Nearly six in 10 consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. Over 70% would pay a premium of 35%, on average, for brands and products that are sustainable and environmentally responsible.
  • Planning
  • Promotion: 
    • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
    • The activities that communicate the merits of the overall product 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: 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
  • Partners
  • Presentation: 
    • Consumers are voting with their wallet.
    • Some research says that consumers or my "People" care about business and their brands that have a social conscience (for the environment, for their workers, for societal issues, etc.). These "People" are actually prepared to pay more for these brands. They will support the brands that do, and ditch brands that don’t.
    • It's been reported that consumers or "people" are socially aware about how brands, products and businesses behave. 
    • Deloitte found that “62% of customers said that they are more likely to spend with companies who have taken extra steps to ensure the safety and well-being of their employees during lockdown.” May include workers, too. 
  • 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.


Saturday, April 10, 2021

Is Watching, Observing And Tracking Social Media Critical To Business Success, Under "Planning" And Research In The Nine P's?

Of course, and specifically in the past year with Marketers watching and observing "people," under the 9P's, during the pandemic.

The pandemic changed everything. 

My photo is an example of crowds. People aren't going to games, with all of the safety precautions and regulations. 

Watching for changes in social media is really critical in understanding buyer and buying behaviors and "People" or potential customers and their changes in consumer behavior.

Many changes in product consumption, branding, "presentation" under 9P's, during the ongoing pandemic.

These "People" are actually prepared to pay more for these brands. 

They will support the brands that do, and ditch brands that don’t. It's been reported that consumers or "people" are socially aware about how brands, products and businesses behave. 

Deloitte found that “62% of customers said that they are more likely to spend with companies who have taken extra steps to ensure the safety and well-being of their employees during lockdown.” 

Need more insights into true Marketing and advertising? Including smart triva?      

 Visit right here

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus 

I own a copyright for the Nine P’s/9 P's 
©2007 concepts and practice, 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)
    • In my 9P's, I stress that firms need to look and analyze potential, new, existing and repeat customers and users. 
    • Brand managers need to look at at their customers and/or potential users. Do you understand your potential customer's purchase and usage touchpoints, their habits and how they engage with your brand? Competing for their attention? 
    • "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 (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographicspsychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too, 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
    • Under the 9P's, 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): 
    • Many changes in the deliveries of good and services. Amazon and food deliveries are two huge examples. 
  • Price: 
  • An IBM study found that Nearly six in 10 consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. Over 70% would pay a premium of 35%, on average, for brands and products that are sustainable and environmentally responsible.
  • Planning
  • Promotion: 
    • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
    • The activities that communicate the merits of the overall product 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: 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 comments and questions under Promotion:
      • To whom should you target and promote? Under "People"/Targeting, target market, audience with media characteristics fall here.
      • What should you promote? Strategic copy points.
      • Evaluate the eight different elements under Promotion and your brand's practices. That affects media planning.
      • 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?
      • 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: 
    • Consumers are voting with their wallet.
    • Some research says that consumers or my "People" care about business and their brands that have a social conscience (for the environment, for their workers, for societal issues, etc.). 
  • 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, April 09, 2021

Restaurants: Seems Everyone Wants To Go Direct In Food Service Delivery.

Consumers can go directly to the restaurants. That's my recommendation.

But what are the food delivery firms doing? They are going direct to consumers too. 

Grubhub's VP of branding and "creative" marketing said We're "developing our own, direct-to-consumer (B2C) content is an effective way to drive brand engagement." 

Grubhub is in a competitive environment, for sure. Plenty of competitors. Many times they have gone around the restaurants. 

Grubhub has been connecting and communicating with its customers ("People" in my 9P's of Marketing model) through personalized emails and being on social media platforms. 

For me, I know consumers (potential and actual customers) want convenience, but look at the whole picture. It's a tough time for restaurants to keep their doors open. "Fortune" reported that more than 110K eating and drinking establishments closed in 2020.

Actually it's always been difficult. For restaurants. Pandemic has made it worse.

Restaurants go out of business during good times and bad times.  So, look at those delivery fees, paid by the restaurants. 

When "People" under the 9P's and consumers go directly to the restaurants to order food, the restaurants avoid these high fees paid to these food delivery services such as Grubhub, Caviar, Postmates, Uber Eats, Doordash and others. The restaurants generated a bigger or greater bottom line.

Restaurants' bottom line can get hit in multiple ways. They can pay for a contract and they pay these services as a percentage. 

These fees paid by the struggling restaurants can range and can be nearly 30% of the bill. These fees can be described in multiple ways and are listed on invoices and on a P&L as "online pickup orders," "marketing," "delivery compensation," "delivery commissions," "delivery costs," "deliveries," "marketing services." 

If you go to these delivery services (with your calls and orders) the restaurants reap lower revenue and decreased profits and the food prices may increase, overall. The restaurants can't cover all of their costs. We have seen city and state governments try to limit the fees. 

Many after looking at the benefits and costs as in a cost benefit analysis are asking diners to call the restaurants directly.  Pick up their own food or forgo the convenience and help the restaurants to survive. 

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)
    • Look and analyze potential, new, existing and repeat customers and users. 
    • Look at at your customer and/or potential user. Do you understand the potential customers purchase and usage touchpoints, their habits and how they engage with your brand? Competing for their attention? 
    • "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 (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographicspsychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too, 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)
  • Price
  • Planning
  • Promotion: 
    • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
    • The activities that communicate the merits of the overall product 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: 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 comments and questions under Promotion:
      • What should you promote? Strategic copy points.
      • To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here.
      • Evaluate the eight different elements under Promotion and your brand's practices. That affects media planning.
      • 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?
      • 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.