Operational & Digital Marketing for 2A Int

Operational & Digital Marketing

• The presentation is about operational and digital marketing.
• The speaker is Florine Niant, and the session is for 2A Int students.

Operational Marketing

• Operational marketing is the practical implementation of marketing strategies.
• Planning and execution involves developing marketing plans, setting budgets, developing products, defining price and distribution, and managing communication campaigns.
• Analysis and reporting involves tracking marketing performance, analyzing data, and reporting on results.

Product

• A product can be a tangible item, a digital product, or a service offered to customers.

Product Design Considerations

• When designing a new product, many considerations are important to ensure success.
• Delivery & Credit, Brand, Benefits, Quality, Characteristics, Packaging, Design, After Sales Service (warranty), Installation, and warranty should be considered.

Different Aspects of the Product

• Design: Functionality, usability, and aesthetic considerations should be considered during product creation.
• Labeling: Provide consumers with the necessary product information and adhere to all legal requirements.
• Branding: Maintain consistent branding across all product elements, from design to packaging.

Packaging Considerations

• Primary Packaging: The immediate packaging (like a bottle or a bag) for the product.
• Secondary Packaging: The packaging that holds the primary product, such as a box or carton.
• Tertiary Packaging: Larger containers or pallets used for shipping and handling.

Product Lifecycle

• The product lifecycle describes the stages a product goes through from its introduction to its decline.
• Key stages: Introduction, Growth, Maturity, Decline.
• Understanding the stages is important for developing strategies to handle each stage.

Actions at Each Step of the Product Lifecycle

• Specific actions for marketing objectives, sales profitability, customers, competition, and pricing, distribution and advertising can be taken for each stage of the product lifecycle.

Developing/Updating the Range

• Homogeneous Range: The product manager ensures the product line is consistent and complementary.
• NPD Planning: New product developments are planned strategically, with clear goals and timelines.
• Competitive Advantage: The product manager ensures the range stays competitive and relevant.
• Information Sharing: The manager keeps everyone in the process informed.
• Test and Understand: As a product manager, test, use, and understand products through the product lifecycle.
• Anticipate Market Changes: Anticipate market changes and adjust products accordingly.
• Product Renewal or Launch: Product renewal or launch requires a significant portion of a product manager's time.

Simple Change of Formula or Packaging

• Energizing the Brand: Simple changes make a big impact.
• Maintaining Discussions: Keep the product relevant to distribution partners.
• Improve Profitability: Adjust the formula/packaging to improve quality or cut costs.

New Product Launch Tips

• Open Your Eyes: Observe competitors, learn from their successes and failures.
• Open Your Ears: Listen to customers, understand their needs and pain points.
• Cooperate: Collaborate with colleagues, customers, and suppliers for diverse perspectives.
• Take a Step Back: Unplug, step away from routine, and find new ideas.

Advice for New Product Launch

• Customer Problem: Identify the problem your product solves.
• Target Audience: Define your ideal customer profile.
• Unique Selling Proposition: Articulate the key benefit that sets your product apart.

Long-Term Competitive Advantage

• Strong Brand Identity: Helps to differentiate the product.
• Unique offering: Offer something unique that helps consumers see your product as different.
• Strong Relationships: Develop strong relationships to build loyalty.

Finding Your Product's Voice

• Product Name: Craft a memorable and relevant name.
• Packaging Power: Design visually appealing and informative packaging.

Data-Driven Approach to Success

• Customer Feedback: Gather post-launch feedback to understand customer satisfaction.
• Continual Optimization: Refine products and marketing strategies to continuously improve.

Collaboration for Success

• Team Effort: Collaboration with the hierarchy, marketing, sales and research teams are essential for success.

The Concept Sheet

• Insight: Prove understanding of needs.
• Name, Differentiator, and Reasons to Believe: Attract attention, articulate value and justification.
• Practical Information: Give specifics about size/price/distribution.

Pricing Strategies

• Cost + Margin: Calculate production costs and add a markup.
• Competitive Pricing: Align your price with competitors.
• Value-Based Pricing: Set prices based on perceived value.

Price Elasticity

• Study Price Elasticity: Conduct research to understand how price changes affect demand.
• Optimize Pricing Strategy: Use insights to refine pricing strategy.

Pricing Elasticity Calculation and Determination of Psychological Price

• Price Elasticity Formula: price elasticity = demand variation / price variation.
• Negative Elasticity: consumers are sensitive to price changes.
• Positive Elasticity: higher price leads to higher demand.

Optimal Psychological Price

• This optimal price is what consumers consider fair and acceptable for a product.

Different Pricing Strategies

• Penetration Pricing: Use a low price to attract a large customer base.
• Price Skimming: Start with a high price, target early adopters, and lower the price to attract a wider audience.
• Competitive Alignment: Align your price with competitors.
• Variable Pricing: Adjust prices dynamically (based on factors like demand, channels, etc.)

Balancing Profitability and Credibility

• Profit Maximization: Maximize profits by finding the optimal balance between price and volume.
• Brand Credibility: Maintain brand credibility by setting a price that aligns with perceived value.

Price Negotiation and Control

• Price Control: Monitor selling prices through various means.

Adapting to a Dynamic Market

• Price Wars and Global Competition: Be vigilant due to online price wars and cheaper imports.
• Multi-Channel Strategies: Develop strategies across different channels to address varying pricing dynamics.
• Real-Time Price Monitoring: Track prices in real-time.

Benchmarking

• Identify competitors and understand their products for price comparison and performance.

Product Development: A Case Study

• Identify skincare products for a selected brand.
• Discuss product specifics (such as concept sheet, price, benchmark, place, and in-store advertising) .

Place = Distribution

• Key marketing factor and crucial to achieve goals.
• Retailers and Suppliers: Retailers strive to attract customers, cultivate loyalty, and ensure profitability.
• Importance of Distribution: This involves various steps, intermediaries (wholesalers, distributors, agents), and final sale forms(physical/online).
• Classifying Retail Channels: Retailers cater to specific needs, distinguish between food and non-food products, categorize stores based on size and type.
• Evolving Retail Landscape: Include traditional mail order, e-commerce, brick-and-mortar, click-and-mortar models.
• Manufacturer-Retailer Dynamics: Understand current trends of increasing concentration of retailers and rise of trade brands.
• Channel Selection for Manufacturers: Manufacturers base channel choices on strategy, objectives, and market position.
• Distribution Factors: Involve elements such as product attributes, costs, and objectives.
• Distribution Channel Considerations: Analyze Pros and Cons of direct sales, distributors/retail stores, and online platforms.
• Distribution as a Legacy: Understand historical influence, collaboration between sales/marketing.
• Distribution Challenges and Opportunities: Include Product Differentiation (distinct products), Product Placement, and Innovation /Launch strategies.
• Leveraging Distribution for Success: Includes Packaging, Shelf Placement, and Launch Promotions and strategies related to successful distribution implementation.
• Encouraging Repeat Purchases: Variety and bulk options plus promotions can encourage repeat purchases.
• Data-Driven Distribution Optimization: Track consumer behaviors, trends, and optimize strategies to make decisions.

Explore the key concepts of operational and digital marketing in this informative quiz. Perfect for 2A Int students, this quiz covers essential aspects such as product design, marketing strategies, and execution planning. Test your understanding of the practical applications and analysis in marketing.