Common Types:

Developing pricing strategies/assessing price structure (pricing)

- Loss leader pricing
- Keystone pricing
Tips to develop strategies:
- Study the market
- Competitive prices for commodity industries
Developing marketing plans (market planning)
Increasing revenue
- Cutting operating costs
- Increasing prices (if appropriate)
- Sales promotion
- Product bundling
Increasing brand awareness
- Developing a brand promise
- Final goal: brand insistence
- Value proposition
- Communication channels
Developing a promotional campaign/plan for an event (promotion)
- 5 petals of promotion
Developing a promotional campaign/plan for products/services (promotion)
Expanding business
Recommending product changes (p/s management)
Recommending promotional strategy changes (p/s management)
Recommending new programs/program changes (p/s management)
How to position a product (marketing)
Develop a new product
Marketing strategies
- Positioning products/services

Less frequent types:

Managing new promotional channels (channel management)
Generate “buzz”
Improve customer service (professional development)
- Improve service through additional salespeople training
Public relations campaigns
Handling unsatisfied/disgruntled customers
Creating a business venture
Expanding to international markets/global business
Customer service
Choosing channel members

Rare types:
Improving/revising inventory and order fulfillment processes (inventory management,
operations)
Conducting market research
Relocating headquarters (economics)

____________________________________________________________________________
Examples
Brand Promise:
Coca-Cola: “To inspire moments of optimism and uplift.”
BMW: “The Ultimate Driving Machine”
Nike: “To bring inspiration and innovation to every athlete in the world.”
Apple: “Think Different”
Marriott: “Quiet luxury. Crafted experiences. Intuitive service.”
Starbucks: “To inspire and nurture the human spirit – one person, one cup and one
neighbourhood at a time.”
H&M: “More fashion choices that are good for people, the planet and your wallet.”
Walmart: “Save money. Live better”

Business strategies
Tesla: Playing the long-run game
Apple: Restraint for greater profits and long-term success
Amazon: Comprehensive CRM strategy
Nike: Creating wider brand awareness through narrow target markets
Air Bnb: Getting rid of scalability, maximizing on product opportunity
Toyota: Humility

Good Global Marketing

Red Bull: Host and sponsor events worldwide; Austrian brand although many associate with
America
Air BnB: hashtag marketing; worldwide challenge through hashtags on social media (performing
random acts of hospitality) to gain more awareness
Dominos: Understanding cultural and societal differences among different geographic locations
and tailoring products to their wants and needs while still maintaining their identity
Nike: International sponsors
Coca Cola: focuses on small community programs and invests a lot of time and money in small-
scale charity efforts.
Spotify: giving users something new; tailoring to personal preferences through consumer data
Relocating headquarters
General Electric Co.
Mariott International
McDonald’s
Expedia
Coca-Cola
Common reasons for relocation: differences in business regulations, consumer base is more
suitable for business, more recognized and established regions, more scope for expansion
Content Marketing
Rolex: convey quality and timelessness of brand through quality images
Old Spice: series of unique videos + humour use
Coca-cola: Coke used personalization to get everybody talking about their brand. They kicked
off their Share a Coke campaign in Australia by putting the 150 most common names on bottles.
LinkedIn: visual appeal in tips and stats
Nike: motivational videos using celebrity endorsements
Marketing Campaigns
Pepsi halftime show at SB
Nintendo: knowing what their consumers want (e.g. bringing smash bros to switch)
Apple announces iphone XS
Social Media Campaigns
Dove: Hashtag campaign: self esteem
#2018 wrapped by spotify
Oreo: media marketing at the right moments: “Dunk in the Dark” during SB 2013 blackout
Bell Lets Talk
Public Relations Campaigns
Apple: the power of having an iphone “you’re more powerful than you think”
ALS: #Icebucketchallenge
Advertising Campaigns
Nike: Just Do It
Coke: share a coke
Google: Year in search
Sales promotion tips
Limit availability
Promote widely but wisely
Offer real value
____________________________________________________________________________
By 2021, global retail ecommerce sales will reach $4.5 trillion. (Shopify Plus, 2018) (Source:
https://www.hubspot.com/marketing-statistics)

Video content is 50 times more likely to drive organic search results than plain text. (Source:
https://www.hubspot.com/marketing-statistics)

32% of marketers say visual images are the most important form of content for their businesses.
(HubSpot, 2018) (Source: https://www.hubspot.com/marketing-statistics)

72% of marketers said that having a good content strategy was a major key to their success in
2018. (Source: https://www.hubspot.com/marketing-statistics)
Globally, there are over 2.38 billion monthly active users on Facebook. (Facebook, 2019)
(Source: https://www.hubspot.com/marketing-statistics)

When it comes to delivering content and securing audience engagement, LinkedIn is the most
effective social media platform. (LinkedIn, 2017) (Source: https://www.hubspot.com/marketing-
statistics)
71% of Instagram users are under the age of 35. (Statitsa, 2019) (Source:
https://www.hubspot.com/marketing-statistics)

Seven out of ten hashtags on Instagram are branded. (Sprout Social, 2018) (Source:
https://www.hubspot.com/marketing-statistics)

Snapchat reached 90% of all 13-24 year-olds and 75% of all 13-34-year-olds in the US.
(Source: https://www.hubspot.com/marketing-statistics)

59% of Americans believe that customer service through social media has made it easier to get
their questions answered and issues resolved. (Lyfe Marketing, 2018) (Source:
https://www.hubspot.com/marketing-statistics)

More than 50% of Internet users say they follow some sort of celebrity or influencer account on
social media. (Source: https://www.hubspot.com/marketing-statistics)

After watching a video, 64% of users are more likely to buy a product online. (Forbes, 2017)
(Source: https://www.hubspot.com/marketing-statistics)

Video marketers see a 54% increase in brand awareness with their content among audience
members. (Source: https://www.hubspot.com/marketing-statistics)
There are 1.9 billion monthly active users on YouTube. (Omnicore, 2018) (Source:
https://www.hubspot.com/marketing-statistics)

78% of consumers have unsubscribed from emails because a brand was sending too many
emails. (Disruptive Advertising, 2018) (Source: https://www.hubspot.com/marketing-statistics)

67% of marketing leaders currently use a marketing automation platform. (Source:

https://www.hubspot.com/marketing-statistics)

Marketers say that the biggest benefit of automation is saving time. (Venture Harbour, 2017)
(Source: https://www.hubspot.com/marketing-statistics)

47% of internet users globally use an ad-blocker today. (Digital Information World, 2019)
(Source: https://www.hubspot.com/marketing-statistics)

87% of companies that have adopted AI use it to improve their email marketing. (Leftronic,
2019) (Source: https://www.hubspot.com/marketing-statistics)

80% of sales are made by 20% of salespeople. (Zety, 2019) (Source:

https://www.hubspot.com/marketing-statistics)