Snapple Was Successful. Became One Of The Biggest Business Blunders, After The Creators Sold Snapple. The Nine P's Including Promotion, Product, and Place/Distribution.

A huge success story but Snapple has become a classic marketing case of mismanagement because of the swiftness of the decline in sales, after the sale by creators.

Sadly, one of the creators, Leonard Marsh died recently. He and two of his boyhood friends from Brooklyn created Snapple. One of his friends was Arnold Greenberg. It was Arthur's father who ran a deli which became a health food store. See the marketing implications and actions with the distribution channels, which started with health food stores and delis.

Snapple was a huge success for them. Marsh, Greenberg and other friend Hyman Golden with their part-time venture which sold organic juices to stores, including health food stores.They called their initial company," Unadulterated Fruit Juices, with the first one product being an apple soda. People called it "Snapple," from "snappy" and "apple." Paid $500 for the name when they discovered a man in Texas owned the name.

Along with unique distribution channels and decisions they were smart; they emphasized natural ingredients, retro-style glass bottles and developed new flavors. In 1987 they introduced flavored teas. They had hit it big-time.

But it became one of the biggest business blunders, along with

1. AT&T’s 1991 purchase of computer maker NCR for $7.48 billion; AT&T spun off NCR in December, 1996 for $3.4 billion.
2. Novell agrees to sell WordPerfect to Corel for $197 million, about a quarter of what it paid, which was nearly $1 billion.
3. GE purchase Kidder Peabody for $600 million. Invested $800 million more and then sold to PaineWebber for $670 million in October ‘94. 

Snapple has become a classic marketing case of mismanagement because of the swiftness of the decline in sales.  A $1.4 billion pretax write-off. In 1997, the “alternative beverage” market was $4 billion.

Snapple started in 1982.  Invented for the alternative drink market, by selling to health food stores as a line of natural products. They launched “ready to drink” teas, without preservatives or additives, in 1987. Consumers in taste tests said the teas tasted "really good" compared to the tin-tasting stuff on the market. They went public in 1990. From my notes in 1992, sales revenues were $200 million. Quaker had a product line that was wide and deep. It included Rice-A-Roni and Cap’n Crunch. They purchased Snapple for $1.7 billion in late 1994. Many in the financial and marketing communities said at the time that it was $1 billion over-valued.  The previous owners made $800 million in selling.

But the Quaker CEO had made magic with Gatorade, which it purchased in 1983. He wanted to mesh the way Gatorade and Snapple were marketed. That was a marketing mistake. In 1996 Snapple lost $100 million, including one-time write-offs.  Chairman and CEO took charge in Spring ’96 to turn around the brand.  In 1995 Snapple had $600 million in sales; during the third quarter of ’96 sales dropped 23% to $523 million for the year. Their “Escape with Taste” promotion to give-away millions of bottles did not work. Objective was “To incite consumers to buy.”  Summer ’96 they spent $20 million on their Summer Product giveaway.  Did they really need to increase awareness and trial. It was a myriad of marketing mistakes:

• Worse sales results than the entire category.
• Tea sales fell 14%; market share was 2.5% lower. 46% of sales.
• Juice sales fell 15%; market share was down 1.1%. 54% of sales.
• Regionalization was important. They forgot simple geographics in target marketing. The Northeast was 50% of sales. West Coast was 20-25% of sales. 

Now with these problems it was sold again to Triarc Cos.  for $300 million in March, 1997.  Only 27 months after Quaker purchased brand. Chairman said “If you are not falling down, you’re not growing”. Triarc owned Arby’s, Diet Rite and Royal Crown. Said they will explore new flavors, fix the distribution problems, and push the envelope on packaging.

Why?  What can we learn?

• Growth in the alternative beverage was dropping.
• Problems were in the distribution for Snapple. Plus promotion.
• Previously they were in“mom and pop” stores.  
• Distribution of Gatorade was in supermarkets and Snapple was in convenience stores and “mom and pop” plus delis.
• Management decided that Snapple's distributors had to distribute to both.
• Brand had peaked.
• Howard Stern Show, as part of media mix, was pulled by Quaker Oats.
• The marketplace struck back, with new product introductions by competitors, Coca-Cola and Pepsi. Their teas were under the power house names of Lipton and Nestea.
• No proprietary product and little barriers to entry.

Triarc sold them in October 2000 for $910 million. Snapple has never been the same. Product Life Cycle (PLC) is a strong marketing principle, so are the Nine P's, with Promotion and Place/Distribution

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.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. 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

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.

Brainstorming: In The Shower, Shaving, Driving A Car, Fishing, Hunting. You Get The Picture. With The Nine P's.

What are some of the lessons learned about brainstorming? Creativity and ideas I find come most readily when you are doing something that keeps the mind alert without putting too much strain upon it. They come during times of shaving, driving a car, sawing a piece of wood, fishing, playing sports and hunting. 

I am going to give you a bunch of ideas. 

Some of my best ideas came from information picked up casually and unrelated at the task at hand. 

Do you know that researchers such as legendary C.G. Suits, once chief of Research at GE said that nearly all the discoveries in research labs came as hunches during periods of relaxation, following periods of intensive thinking and fact gathering. The workplace  is really more about collaboration, brainstorming and getting things done to execute sales and deliver revenue. It's also important to realize, and I teach, that employees are one of your different target markets and audiences.

I want to be helpful. I am a senior Marketing professional, a Marketing teacher, and a Marketing Expert. I'll include some brainstorming tools; how some ideas can be developed using the Nine 9's/9P's ©2007. Link to 9P's

What is Brainstorming? How does it work? It's used a lot externally and internally at companies, in consulting, research, advertising and media companies. It is a planning and executional tool that helps companies and others to generate creative solutions/ideas to a problem.

There's a simple reason. When you want to break out of stale, established patterns of business strategies and tactics, involve others, so that you can develop new ways of looking at things. Used with your “team” brainstorming can help, if done with the right tools and strategies, to bring the diverse experience of all team members into play, CREATIVELY, during problem solving.

I teach that the major traits to understand and implement brainstorming are:

• Quantity of ideas is wanted. The greater the number of ideas, the better. 
• Criticism is ruled out. 
• Freewheeling is welcomed. 
• Wilder the ideas, the more likelihood of winners. Key fact and hint: You need to build on them.
• Combination and improvement of the ideas are sought.  Participants should suggest how ideas of others could be turned into better ideas. 
• How two or more ideas can be joined into still another idea. 
• One more: Notes must be taken and follow up meetings generated. Key fact and hint: This is forgotten in today’s brainstorming sessions and in my research was a critical element. 

It’s important to have everyone together as much as possible. It’s beneficial and productive to bounce ideas around easily in person.

There’s a huge benefit in meetings and in the corridors  to engage in conversation, share and build on concepts, ideas and strategies; there’s energy in that place. You can’t always do that with people in different locations. Ever try to be really part of a major “new concept," "new direction” meeting on the conference call? Especially when many others are in the room and on the call. But I am a big fan for making commitments and being flexible especially with at home mothers.

Here’s a bunch on the history of brainstorming. One of the pioneers in the field of creative thinking was Alex Osborne, an advertising executive in late ‘40’s. Osborn was a friend of J.P. Guilford, a psychologist.

Creative behavior was identified with key traits:

• Fluency: the ability to generate many ideas in a set period of time.
• Flexibility: the ability to rapidly free associate.
• Originality: the ability to express uncommon ideas.
• Awareness: the ability to see beyond the immediate facts.
• Drive: the willingness to try without fear of failure.

Recently in a new product development program I used these strategies and tactics. Later that week I explained them in a Marketing and Advertising seminar. I like going over these concepts and traits especially when I’m a guest speaker or consultant in Marketing.

In seminars, the classroom and consulting, I discuss and illustrate that Osborn developed manipulative verbs. He suggested that we all generate creative ideas by visualizing the subject in new and unique ways. His verbs suggest manipulating the subject in some way.  Changing its size, function or position.  His verb list is magnify, shorten, rearrange, alter, adapt, modify, substitute, reverse. And combine.  Especially combine. Plus record.

Movement is a key principle behind the classic brainstorming.  The ground rules of brainstorming are to generate as many ideas as you can, with no criticism, building on the ideas of others. Keep them and you moving along. Trying to solve a problem. Deliver solutions. .

I teach that specifically modern brainstorming is a weaker tool.  It's not practiced right. While suspension of judgment and going for quantity is necessary for creative thinking it is not sufficient.  I was told once that brainstorming is like looking at a situation of a man tied up with ropes, in a room with a piano. In his condition, the man obviously cannot play the musical instrument.

If someone cuts the ropes, will the man be able to play? Brainstorming is usually not practiced with much preparation. I believe that's a mistake. A BIG mistake.  Brainstorming of today isn't effectively harvesting and executing the ideas generated.  In the original study and readings, set up follow-up steps and tools to continue and complete the process.

Brainstorming is not a bad tool, but it is weak by itself. Brainstorming can be part of the development of your Nine P’s/9 P's ©2007 or in your development of the Nine P's, Marketing objectives, strategies and tactics. .

Visit here for more true Marketing and Advertising Trivia.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. 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.

You Can Count The Business Reasons Unfortunately For Nike To End Supplying Product To Lance Armstrong’s Livestrong.

Nike said it will no longer make “Product/”merchandise featuring the Lance Armstrong’s charity, Livestrong.

It was seven months ago that Nike ended its sponsorship/”Promotion” of the athlete.

The strategic merchandising “Partnership/”Alliance had funneled about $100 million into Livestrong's coffers, about 25% of the charity's proceeds since ’04. Retailer have reported poor sales of Nike’s Livestrong “Product.”

Visit here for more true Marketing and Advertising facts and trivia. I was scheduled, purchased tickets, to see Lance Armstrong speak recently but Michael Phelps had to replace him.I wrote a post about Michael Phelps.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. 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.

Vaughn Approached Google 25 Months Ago. Helpful Hints About Product Placement And The Nine P's With Google In "The Internship."

Google was smarter than M&M’s who said no to product placement in ET. Google was smart like Fedex who said yes to Cast Away.

It’s been reported that Google was demanding. Good for them. They had approval of how their products and services were going to be used but they did not have final cut approval.  Product placement isn't the “be all and end all.” It's part of the “whole” Marketing, Promotion and Advertising program.

Google got to promote themselves in the movie, plus products Gmail, Google's self-driving car, Google+, their Wallet and Google Maps. Interesting they were on the Google campus for only two days total. And without paying location of licensing fees, in the $58 million budget. Google and the movie production business have clashed over privacy issues for years.

Helpful Hints, from a senior lecturer, marketing consultant and Marketing Expert, plus Advertising forensic expert: There’s a fine line between creativity and commercialism. Be creative, but believable in its execution.So many times the product placement isn't natural.

The biggest success story for unpaid product placement is with Apple Computers. They have reach and frequency. Apple has been the quickest in overnight delivery of laptops/iPads to almost any and all entertainment projects for two decades. As a result, Apple appears to be dominating the PC market in the fictional lives of TV shows and movies.

Be creative, but believable in its execution.

1. Be ahead of curve. Read Adweek, Advertising Age, Variety, Hollywood Reporter, People, and others. 
2. Bigger is not always better.  More is not always better. 
3. Look to one of the seminars on product placement.  
4. Work with legal and marketing experts. Read the contracts. 
5. Do research. 
6. Read the revised script. Build trusting relationships.

Vaughn came up with the idea and wrote the script. His first meeting with Google was in April 2011, 25 months ago. I tell my classes and in presentations that you may need to work 14-16 months in advance for a national promotion. Need to alert, work and strategize with your distribution network, supply chain, your "Partners (in the Nine P's)," the entertainment partner or partners, and with your other product and brand managers.

One thing's for sure: Product placement isn't the “be all and end all.” It's part of the “whole” Marketing, Promotion and Advertising program.

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.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. 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

Product placement goes under the Nine P's/9P's of Promotion and Partners.

BTW, "The Internship" opens June 7th, on Friday, at theatres near you. 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.

“What’s Your Mountain?” Part Of A Message Found On The Backs Of New Grape-Nuts Fit. "Product" and New Product Development in the Nine P's.

For 2013, another new product or a line extension under "Product" in Marketing's Nine P's:2007. 

The new Grape-Nut Fit contains nuggets that are “lightly crunchy,” with added ingredients like granola, cranberries and a vanilla flavor, none of which are found in original Grape-Nuts. Those are the key differentiators. From Seinfeld, Grape-Nuts contains neither grapes nor nuts. The new-style nuggets or "nuts" are not as crunchy as rocks. BTW I like the texture of the original Grape-Nuts.

Post Grape-Nuts has been around since 1897. The brand with a family of Alpha-Bits, Great Grains, Honey Bunches of Oats, Pebbles and Shredded Wheat are sold by Post Foods, spun off last year from Ralcorp.

Last year, according to Mintel, 40,194 new products hit the market in 2012. In 2013 we are seeing Anheuser-Busch’s Beck’s Sapphire, Lean Cuisine Salad Additions, Hillshire Smoky Bourbon ham. Jif Whips (PB in tubs), Dunkin Donuts Blueberry-flavored coffee, Armour39 (a digital training monitor), Simple Sensitive Skin Line, AHAVA (Active Deadsea Minerals) Eye Make Up Remover, Maybelline Hydrating Lip Balm, and others.

A number of important strategic philosophies and practices guide Marketing planning, efforts and/or Marketing relationships/partnerships. In the Nine P’s© 2007, “Product” is one of the significant components and strategies. Product includes new product development, plus variety of product mix, features, designs, packaging, sizes, services, warranties and return policies.

I have taught global studies, Marketing, global communication, and advertising for 38 years. For my clients, in the courtroom and in the classroom, we define "Product" of the Nine P's as: A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.  (Kotler)

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

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

A service is any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. (Kotler)“

"Product” includes packaging, as a subset of the total offering. Brand managers use packaging as a badge, enhancing the product’s value. Here’s an example: in fall 2008, McDonald's scrapped and changed its package design across 118 countries, 56 languages. Packaging can increase the perceptions about the quality of the product.

A product or service also should have "Purpose," which is discovering the product’s real value, use, difference, reason, or function for the consumer and user. Another example: "People," in the Nine P's or the consumer target. The present Grape-Nuts buyer tends to be “more of a boomer, 50-plus crowd or baby-boom generation,” while the new Grape Nuts Fit is targeting a younger audience.

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.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. 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

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.

Songs Can Be More Than Catchy Tunes. They Create and Start Businesses, Business Empires and Generate Revenue.

Jimmy Buffett's "Margaritaville" is more than just a catchy tune, it started a business empire. His Margaritaville Enterprises has revenue of $+100 million a year, selling rum, restaurants, blenders, beach ware, furniture, vacation getaways. Can you name a song that has that total impact? 

The song "Happy Birthday" is too easy. 

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.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. 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

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.

June 7th Or The First Friday In June Is National Doughnut Day. Here's A Promotion Story In the Nine P's.

The first Friday of June is dedicated to National Doughnut Day. This special day or holiday was created by the Salvation Army in 1938 to honor those who served as soldiers during World War I.

Dunkin' Donuts co-opted the holiday nationally in 2009.  Events are part of "Promotion," in the Nine P's.

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.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. 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

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.

Product Placements In ET, The Internship, Cast Away, Matrix Revolution, The West Wing and More.

It’s been reported that Google was demanding. Good for them. Product placement isn't the “be all and end all.” It's part of the “whole” Marketing, Promotion and Advertising program.

Some examples: It was dumb for M&M’s to say no to product placement in ET. I believe it was five times, M&M's said "no way." Reese's Pieces said yes on the phone when asked. It was smart, Marketing and Promotional smart, for Fedex in Cast Away. Producer Scott Rudin walked away from Facebook, when Facebook demands were too tough for for his Social Network. As you may know Facebook's founder Mark Zuckerberg is not portrayed in a positive light. The movie includes scenes which are unflattering in parts of his past, including personality traits, legal ramifications and the legal battles.

Was it smart, we’ll see, about Google in Internship, the movie? It's PG-13, even though the trailers talk about drinking and getting high.

To me Google likes to be known as a combination of tech, intellectual curiosity, always inventing new products plus a passion to change the world we live in.

Helpful Hints, from a senior lecturer, marketing consultant and Marketing Expert, plus Advertising forensic expert: There’s a fine line between creativity and commercialism. Be creative, but believable in its execution.

It has been reported that in Matrix Revolution there was bad blood among clients or advertisers with the directors and producers.  Warner Bros. lost a bundle when GM, Samsung and Heineken spent more than $100 million to promote the second installment but not the third one.  Advertisers blamed the prima donna behaviors of producers and directors. Disagreements were over actual product placements.

Paying millions for product placement? Massive sucker. Don't take my word for it.  EVP of entertainment at 1st Approach, those advertisers who pay $3 million to $5 million for product placement/integration deals are "massive suckers."  Referring to a couple of shows I've written about before, "The Apprentice." Of course, those "Apprentice" product placement advertisers --Sony Pictures Entertainment, Burger King, Mattel, and others--might tell you differently. They might say that, in fact, those million dollar arrangements, which almost equate to hour-long infomercials, were effective in generating  awareness.  Do you know a lot of brands get in for free, by just being there.

Being there. Does "The West Wing" need some Johnny Walker scotch?  You need to be a quick pourer. Could "King of Queens" use some Pop-Tarts on the kitchen set?

The biggest success story for unpaid product placement is with Apple Computers. Apple has been the quickest in overnight delivery of laptops to almost any and all entertainment projects for two decades. As a result, Apple appears to be dominating the PC market in the fictional lives of TV shows and movies.

Be creative, but believable in its execution.

1. Be ahead of curve. Read Adweek, Advertising Age, Variety, Hollywood Reporter, People, and others. 
2. Bigger is not always better.  More is not always better. 
3. Look to one of the seminars on product placement.  
4. Work with legal and marketing experts. Read the contracts. 
5. Do research. 
6. Read the revised script. Build trusting relationships.

I tell my classes and in presentations that you may need to work 14-16 months in advance for a national promotion. Need to work your distribution network, the entertainment partner and your other products.

One thing's for sure: Product placement isn't the “be all and end all.” It's part of the “whole” Marketing, Promotion and Advertising program.

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.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. 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

The Internship is out June 7th.
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.

It Was Dumb For M&M’s To Say No To Product Placement In ET. It Was Smart For Fedex In Cast Away. Was It Smart, We’ll See, About Google In Internship?

It was dumb for M&M’s to say no to product placement in ET. I believe it was five times, they said no way. Reese's Pieces said yes on the phone when asked. It was smart, Marketing and Promotional smart, for Fedex in Cast Away. Was it smart, we’ll see, about Google in Internship, the movie.

It’s been reported that Google was demanding. Good for them. Product placement isn't the “be all and end all.” It's part of the “whole” Marketing, Promotion and Advertising program.

Helpful Hints, from a senior lecturer, marketing consultant and Marketing Expert, plus Advertising forensic expert: There’s a fine line between creativity and commercialism. Be creative, but believable in its execution.

It has been reported that in Matrix Revolution there was bad blood among clients or advertisers with the directors and producers.  Warner Bros. lost a bundle when GM, Samsung and Heineken spent more than $100 million to promote the second installment but not the third one.  Advertisers blamed prima donna behaviors of producers and directors. Disagreements were over actual product placements.

Paying millions for product placement? Massive sucker. Don't take my word for it.  EVP of entertainment at 1st Approach, those advertisers who pay $3 million to $5 million for product placement/integration deals are "massive suckers."  Referring to a couple of shows I've written about before, "The Apprentice." Of course, those "Apprentice" product placement advertisers --Sony Pictures Entertainment, Burger King, Mattel, and others--might tell you differently. They might say that, in fact, those million dollar arrangements, which almost equate to hour-long infomercials, were effective in generating  awareness.  Do you know a lot of brands get in for free, by just being there.

Being there. Does "The West Wing" need some Johnny Walker scotch?  You need to be a quick pourer. Could "King of Queens" use some Pop-Tarts on the kitchen set?

The biggest success story for unpaid product placement is with Apple Computers. Apple has been the quickest in overnight delivery of laptops to almost any and all entertainment projects for two decades. As a result, Apple appears to be dominating the PC market in the fictional lives of TV shows and movies.

Be creative, but believable in its execution.

1. Be ahead of curve. Read Adweek, Advertising Age, Variety, Hollywood Reporter, People, and others. 
2. Bigger is not always better.  More is not always better. 
3. Look to one of the seminars on product placement.  
4. Work with legal and marketing experts. Read the contracts. 
5. Do research. 
6. Read the revised script. Build trusting relationships.

I tell my classes and in presentations that you may need to work 14-16 months in advance for a national promotion. Need to work your distribution network, the entertainment partner and your other products.

One thing's for sure: Product placement isn't the “be all and end all.” It's part of the “whole” Marketing, Promotion and Advertising program.

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.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. 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

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.

What Are The Marketing And Legal Implications For Domino's? Interesting "Super/" Copy on Pizza TV Spot. The Nine P's.

I was watching a TV spot this week for Domino's. It referenced the old claim of delivering in 30-minutes or less. That got them in a ton of issues, or I'd call marketing implications. Safety issues, USP (Unique Selling Proposition), competitive claims to name a few.

I saw their new spot a few times. It's about Domino's and their new slower baked pizza crust. Then the "super," the type that comes up which is legal copy showed up. It took about twelve passes with the DVR to write down the copy:

"Any delivery charge is not a tip paid to the driver. Our drivers carry less than $20. You must ask for this limited-time offer. Minimum purchase required for delivery. Prices, participation & delivery area vary."

Interesting. There are a number of subjects here, in these few words:

• Expectations of the customers and where their payments go.
• Promotional considerations
• Roles of drivers
• Wages and compensation of drivers
• Franchisee operations
• Distribution/Place: 
• Limited promotional area
• Delivery areas vary
• Pricing
• Minimum purchase is required
• Security and amount of money carried by the driver
• The driver doesn't get the delivery charge

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.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. 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

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.

“Intervention" and "Breaking Bad” Ending.

Sadly the Emmy-winning docu-series Intervention is ending. 

The series which would make your skin crawl and brain freeze watching some of the real-life addicts. Many of the stores were sad and some were triumphant for them and their families. 

Too bad, only five more episodes. 

It’s going to be a tough 2013 with Breaking Bad and Intervention both ending.  

There were 243 interventions since its premiere in March '05, leading to the 156 individuals that are currently sober to this day. A success rate of 64.19%, but I wonder how many episodes never aired. How many were never started after pre-production? 

The final five episodes air starting June 13. 

Addiction specialists Ken Seeley, Jeff Van Vonderen, Candy Finnigan and Donna Chavous will each return for the series’ final run. They are all great and have been tested in so many ways. Sorry it is ending.

Just finished for about the sixth or seventh time, The New Psycho-Cybernetics. A great book. It is about accurate, calm, and ultimately automatic separation of fact with fiction, fact from opinion, actual circumstance from magnified obstacles, so that our actions and reaction are solidly based on truth, not our own or other' opinions.

For 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.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. 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

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.

Is “Doing Good,” Good For Business? I Hope So. Social Responsibility, Coca-Cola, Nine P's, Promotion, With Pakistan And India.

Coca-Cola gets involved with their Promotion and Politics. Add those to the Nine P's. It's Pakistan versus India, India versus Pakistan, with their history of conflicts, borders, imperialism, religious conflicts and nuclear weapons to name a few issues.

Is “doing good,” good for business? I hope so. Check out the three-minute Coca-Cola spot “Open Happiness.” It shows a pair of connected vending soft drink machines that Coke set up in India and Pakistan. The vending machines feature web cams and giant touchscreen monitors.

Viewers/Shopper/Passersby can give  free sodas to the people on the other side of the digital window --- but only if both parties  (one or more in India and one or more in Pakistan) participate in joint activities, together. Activities include touching their hands to corresponding places on the screen, drawing concurrent peace signs, and dancing with each other.

It's similar to Coca-Cola’s previous spot which let users buy unsuspecting strangers around the world cans of soda. Check out the video. Coca-Cola spot on Youtube

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.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. 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

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.

Michael Phelps: Eat, Swim and Sleep, 365 Days A Year, For Five Years: 22 Olympic Medals, 18 Gold Over 12 Olympic Years.

We saw Michael Phelps last night in the Distinguished Speakers Series at the Redondo Beach Performing Arts.

He was the top male athlete in 2012 and 2008, winning 22 Olympic medals and 18 of them were gold, in his twelve years of Olympic, championship swimming.

He wanted to change the sport of swimming. I was impressed that he used the pronoun, “we,” in swimming and with his description of agent, coach, doctors, team, teachers and trainers.

He would jump into a cold pool 365 days a year, 7 days a week, 7AM every day but Sunday. That was at 8AM.

He said he didn’t want to be compared to Spitz, or the second Mike Spitz; he wanted to be the first Michael Phelps.

One year prior to 2012, he did three things to prepare for the 2012 Olympics:

1. Eat
2. Swim.
3. Sleep 

While he didn’t talk about the "bong" hit and all of the negative publicity that cost him about $23 million in advertising and sponsorship dollars, he did talk generally about making mistakes. He said “Make a million mistakes in life, don’t make the same one twice.

He ended by saying he’s taken up golf.  Hit’s in the mid 80’s to 90’s. He’s played a couple of times with his hero, Michael Jordan.

A lot of his talk was on goals and goal-setting. And that there are "no excuses, if you have a goal."

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.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. 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

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.

American Idol: Problems With Size Of Audience, Judges, Competition, Need To Watch. Fewer Are Watching.

As a marketing and advertising senior lecturer, consultant and a Marketing expert witness, I wanted to explain the advertising/media terms involved with the TV viewers watching American Idol. It was a new low. 

The two-hour finale generated only 11% of the viewing audience, last Thursday night. Let me translate: That means 89% of the viewing audience was watching the other stations and programming. The Big Bang Theory registered 16% and 10%, in their showings. Rating was only 3.6, or 14 million for AI. Simply put American Idol isn't as important for viewers to turn do as it was for them and advertisers and it is not trending well, especially  with the last remaining judge, Randy Jackson, leaving now, too. 

What is a Rating? Share? Reach? Frequency? Continuity?

You see these media terms used in any marketing or advertising class, within client organizations and at advertising agencies, especially used in the media around major TV events, including the Super Bowl and the Academy Awards/Oscars. 

Here are some examples from the Super Bowl in February, including ones after the blackout on the "Baltimore" side of the field at the Superdome. 

• In Nielsen's metered-market households: It was reported that the 8:45-9:15 p.m. portion did a 46.5  rating/68 share (compared to the 11 for American Idol), but viewership spiked from there. To explain, 46.5 percentage of the total possible audience was watching and of those watching 68% were watching the Super Bowl game, meaning that 32% were watching other programming. In my advertising and marketing classes at USC, Pepperdine and CSUN, there were always a few students who thought "Everyone was watching.(at least part of the game)." 
• The 9:15 p.m. quarter-hour did a 47.9 rating/68 share; the 9:30 p.m. quarter-hour did a 49.6 rating/70 share; the 10 p.m. portion did a 51.3 rating/73 share and the 10:30-10:45 p.m. quarter hour, during which the game ended, did a 52.9 rating/75 share.
• The 8 o'clock half-hour containing the Beyonce concert at halftime earned a 48.2 rating/71 share. 
• It was reported nationally that the overnight score for the game (48.1 household rating/71 share) was up 1% from last year's 47.8/71 for New York Giants-New England on NBC and the highest on record.

Rating (RTG): The estimate of the size of a television audience relative to the total universe, expressed as a percentage. The estimated percent of all TV households or persons tuned to a specific station.

Share (SHR): The percent of the Households Using Television (HUT) or Persons Using Television (PUT) which are tuned to a specific program or station at a specified time. 

Reach (Cume; also called Coverage): refers to the total number of different people to whom you deliver an advertising message, or a complete campaign.  The number of different or unduplicated households or persons that are exposed to a television program or commercial at least once during the average week for a reported time period. 

Frequency: Average number of times a household or a person viewed a given television program, station or commercial during a specific time period. 

Continuity: Length of time a schedule runs. For example, a brand manager or media planner could divide a media schedule into specific weeks and months in a year. 

Want some more information, insights and trivia? 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.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. 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

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.

An Observation: In 1950's, 1960's, In The 1970's, We Didn't Know What Stress Was.

In 1950's, '60's, in the '70's and the '80's, we didn't know what stress was. Don't get me wrong "stress can be good." Give or get a deadline and more work gets done.

But in those years we didn't know about cell phones and email, beepers, social media and other technology. Now we are constantly accessible, constantly communicating.

I took my Android and replaced the SIM card, used my old Blackberry in Rhonda and Tanzania in January. Got back in the US and it took two days to convert back.

How has it affected Marketing? No one could totally foresee that middle management would collapse, far more one-stop shopping, more often and people are taking on more and more responsibility at work. Today, the typical person has less leisure time, much less privacy. We have more congested commutes unless you work at home. This stress has influenced products, pricing, promotion, partnerships and more.


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.

I am a Forensic Marketing Expert, Advertising/Marketing/Media 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. 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

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.

For Abercrombie & Fitch CEO Jeffries Are These The Dumbest Strategies And Moves Ever? Branding and A&F, Plus The Nine P's.

Is Abercrombie & Fitch CEO Mike Jeffries the dumbest ever? What are his objectives, strategies and tactics? Potential shoppers and teen are voting...and the cash register isn't ringing, Mr. CEO.

Update: Abercrombie &Fitch’s sales are slipping. Same store sales are slipping. Stock slumps 8%.  No surprises here. The retailer has issued apologies but IT IS about the marketing direction and vision of chief executive, Mike Jeffries and about the brand’s efforts to “go after the cool kids.” Why would anyone want to wear A&F, now? 

Has Jeffries killed the A&F brand by expressing his desire of not wanting larger-sized women or "not so cool" kids wearing his brand? The marketplace is voting. The cash register isn't ringing. 

Helping him kill the brand, the A&F brand....Link   He said to Salon in '06:

• "In every school there are the cool and popular kids, and then there are the not-so-cool kids. Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.”

If his target is high school and college kids this strategy by Jeffries, in my mind, background, research, study and implementation of Promotion won't work. His controversy will increase attention which may yield to lower interest and desire which will yields to fewer sales, overall sales. We'll all see. He's irritated too many.

Who wants to wear A& F, now. To me it isn't a badge of honor. It's not even fashionable, unless you are a bully.

I teach and I consult. I am a Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this Marketing concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. 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. A&F's Jeffries has done damage to whatever brand he has left. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion (For A&F's Jeffries, is it lack of passion and understanding?)

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.

When Do You Introduce a New Product Like Oscar Mayer Hot Dogs With Cooked-in Bacon, or Bacon Dogs? And the Nine P's of Marketing.

Easy Marketing and timing answer: Around Memorial Day or before Labor Day, in the U.S.A.

Oscar Mayer introduces their Bacon Dogs, hot dogs with cooked-in bacon, the first of its kind on the market. Americans eat 20 Billion hot dogs annually, consuming about  seven billion between Memorial Day and Labor Day. Yes, 20,000,000, 000 are eaten. I do a Marketing lecture on American eating habits and products.

Last year, according to Mintel, 40,194 new products hit the market in 2012. I feeling Oscar Mayer may have a winner. In food circles they say "everything tastes better with bacon."

In 2013 you'll see Anheuser-Busch’s Beck’s Sapphire, Lean Cuisine Salad Additions, Hillshire Smoky Bourbon ham. Jif Whips (PB in tubs), Dunkin Donuts Blueberry-flavored coffee, Armour39 (a digital training monitor), Simple Sensitive Skin Line, AHAVA (Active Deadsea Minerals) Eye Make Up Remover, Maybelline Hydrating Lip Balm, and others.

A number of important strategic philosophies and practices guide Marketing planning, efforts and/or Marketing relationships/partnerships. In the Nine P’s© 2007, “Product” is one of the significant components and strategies. Product includes new product development, plus variety of product mix, features, designs, packaging, sizes, services, warranties and return policies.

I have taught global studies, Marketing, global communication, and advertising for 38 years. For my clients, in the courtroom and in the classroom, we define "Product" of the Nine P's as: A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.  (Kotler)

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

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

A service is any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. (Kotler)“

Product” includes packaging, as a subset of the total offering. Brand managers use packaging as a badge, enhancing the product’s value. Here’s an example: in fall 2008, McDonald's scrapped and changed its package design across 118 countries, 56 languages. Packaging can increase the perceptions about the quality of the product.

A product or service also should have "Purpose," which is discovering the product’s real value, use, difference, reason, or function for the consumer and user.Tough to come up with a purpose for Oscar Mayer, except family backyards and outings.  How soon will the major league ballparks be featuring Oscar's new Bacon Dogs?


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.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. 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

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.

Back To The Future For JCP? Shouldn't It Be About The Product, Pricing And Partnerships Changes For J.C. Penny's?

"You've come back to us." So soon? Why? For what reasons? They need USP, the old concept of Unique Selling Proposition."

Coupons and promotions will be coming back soon, Or sooner than later. I can guarantee that, based on the history of retail and all of the problems and mistakes made. They have lost sales, revenue and segments of customers. Who is coming back, the group or segment who was turned off by Johnson's team of decisions? 

Have you seen the new J.C. Penney advertising from Y&R, which may remind customers about changes made since the "firing" of CEO Ron Johnson. JCP management is thanking customers for returning to stores . Don't they need to change many of the product selections and pricing models. Is it "back to the future, for JCP?  They have many things to change back and forward.


Visit here for true Marketing and Advertising Trivia.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. 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.

.

Place and Distribution in the Nine P's. Mid-Size Airports As An Example.

While some of the larger airports have lost under ten percent of the flights for their customers or fliers, the airlines are focusing on their more profitable, more popular sites. It's about profits, revenue and costs, not customers and frequent fliers.

Here's a current example of "Place," using one of the parts and components of the Nine P's ©2007 of Marketing. Bob Hope Airport, John Wayne Airport and LA/Ontario plus other mid-size airports lost an average of 26.2% of their flights from 2007 to 2012, according to MIT's International Center for Air Transportation. These cuts were because of airline mergers, profitability, the economy, expenditures and higher fuel costs.

What is Place," in the Nine P's? Place/Distribution:

• The company’s activities that make the product available, using distribution and trade channels, coverage, assortments, locations, inventory and transportation characteristics and alternatives. Typical supply chain consists of four links in the chain: Producer/Factory/Manufacturer, Distributor, Wholesaler, Retailer supplying the consumer and user. 

How do the less used airports respond? They have waived landing fees for all new flights to cities previously not served. Plus they are adding more "Promotion." So more costs and less revenue.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing's objectives, strategies, tactics and solutions. I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing. See and review the breakdown and the components of the Nine P's, and a whole lot more.

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.

What To Look For In A Celebrity Spokesperson? NFL's Titus Young May Not Be Your Person. "Celebrity" Marketing List And The Nine P's.

Very bad week for ex-Ram and ex-Lion, NFL free-agent wideout Titus Young. If you're scoring or keeping track at home, that's three arrests in less than a week.

If you are picking a celebrity be sure you check out their history and try to predict the future of the celebrity’s exposure?  What about their “after hour” behavior, any criminal record, FTC issues?  Health?
I'm sure you are agreeing that Titus stands a good chance of washing out of the NFL completely.

I have developed a list of strategic questions a brand manager or marketing manager should ask in developing and selecting a list of possible endorsers and celebrities, for a brand or company. Obviously there are strategic, emotional and rational decisions to be made by marketing professionals at both the client and the agency or talent source.

My marketing and promotional list?

1. Does celebrity subtract from product or service? In this case, I can't think of more than one or two product or service categories Titus could work in or with. Bail bonds? 
2. Is the celebrity appropriate for our product or service?  Same comment.
3. Does the celebrity add value? Or generate a good impression? 
4. Does the celebrity add to the product’s image? 
5. How much is the fee?
6. How is the contract structured? 
7. Do you pay the celebrity their fee, which will decrease media exposure/expenses? 
8. What about the history and future of the celebrity exposure?  What about “after hour” behavior, any criminal record, FTC issues? Health?
9. Be sure celebrity uses and continues to use the product? 
10. Be sure the facts about the product are true and substantiated, before giving script to celebrity.
11. You must disclose if the star or celebrity has considerable interest in the company or product.

Come up with the right idea or selling concept.  That must be first.      Then decide on the “celebrity” to present, sing or act. What you are going to say is more important than the "who."


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.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. 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

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.