1

MARKETING 1
3rd CLASS
29th September 2014

PROGRAM:
I.

Introduction

1. The marketing concept: its definition and evolution Quizz

1.1. Exercises presentation
2. Marketing Management philosophies

QUIZZ

QUIZZ

QUIZZ

THE SOLUTION
BENEFITS
VALUE

QUIZZ

TWO PARTS
INVOLVED
IN A
WIN WIN
PERSPECTIVE

PS AVOINDING

In other words brands get so excited with their products that they start to
believe they are the proper answer to the market demand and they forget to
innovate to understand the market evolution, as far as tendencies are
concerned

QUIZZ

QUIZZ

(Be aware to
what You promise)

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QUIZZ

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QUIZZ

1.0

2.0

3.0

THROUGH TIME

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QUIZZ

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PRACTICAL EXAMPLES

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Showroomprives new
Campaign in Portugal

advertising

19th September 2014 at 17:25:17

Meios e Publicidade Magazine, by Pedro Dures
The satisfaction of buying is the main idea for the new
Showroomprives adv. Campaign on TV in the Portuguese market.
A creative campaign signed by the Va Buenos Aires Agency
(Argentina), was based in the conclusions of a market study
developed by the brand, that showed that 94% of women feel a real
and huge pleasure when they buy.
The purpose of this campaign, says the company, is to
communicate in an effective way to the Showroomprives target
women in between the 25 and the 49 years of age, with and without
kids the main values of buying online at Showroomprive.pt: easy
to use, quickly, efficiency, security and fun.

http://www.youtube.com/watch?v=q4LotsL41Q&feature=player_embedded

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Question Please make a critical analysis to this advertising campaign as

far as matching the marketing 3.0 is concerned (please think about Value
Proposition).
At this new and actual stage brands must insist in conceiving good
shopping experiences and positive emotions to brands. This new brand
offers women an easy way to shop and, when communicating the service
they emphasize on how pleasant and nice the process of choosing and
buying can be. Therefore this brand is showing itself aligned with the new
marketing tendencies.

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Garmin presents in the market

the new fitness bracelet
by Ana Rita Costa, 12th September 2014, Distribuio Hoje Magazine
Garmin has just present to the market the new fitness bracelet, the Vivofit.
This bracelet allows the owner to establish daily goals, memorizing the users
actual level of activity and, therefore, establish a daily goal. As the goals are
achieved, the bracelet sets the following goals.
The equipment also remembers the users when is the time to begin walking.
After an hour of inactivity, Vivofit shows a red line with no movement and tells
the owner that hes quiet for a long period of time. This line increases each 15
minutes and goes back to zero when the user starts to walk for a few minutes.
In addition to this functions, the bracelet also shows the hours, calories
burned monitor, the traveled distance and, if one chooses the sleeping mode,
the bracelet also monitories the sleep so that we might know the effective
sleeping and resting hours.
Garmin Vivofit is sell in five different colors: blue, green, grey, purple and
black, with a price of 119,00 (VAT included) or by 149,00 (a pack with
heart rate monitor).

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YOU KNOW THAT, DESPITE THE MARKETING EVOLUTION THAT HAS

HAPPENED, THE PREVIOUS AGES SHALL NOT BE FORGOTTEN BY THE
MARKETING MANAGERS.

PLEASE IMAGINE YOURSELF AS THE MARKETING MANAGER OF THIS

COMPANY; WHAT WOULD YOU DECIDE TO SAY, WHEN PRESENTING
THIS NEW PRODUCT TO THE MARKET, THAT MIGHT REVEAL:
1. THE COMPANYS CONCERN WITH THE PRODUCT ITSELF (1st Age)
this article emphasizes on the caracteristics of the product BUT i would add,
for instance, a periode of guarantee after specifying all the materials and
quality used on the production.

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YOU KNOW THAT, DESPITE THE MARKETING EVOLUTION THAT HAS

HAPPENED, THE PREVIOUS AGES SHALL NOT BE FORGOTTEN BY THE
MARKETING MANAGERS.

PLEASE IMAGINE YOURSELF AS THE MARKETING MANAGER OF THIS

COMPANY; WHAT WOULD YOU DECIDE TO SAY, WHEN PRESENTING
THIS NEW PRODUCT TO THE MARKET, THAT MIGHT REVEAL:
2. THE COMPANYS CONCERN WITH THE CLIENTS AS KINGS (2nd Age)
the fact of offering different coulours and the possibility of the Pack
already shows their concern with the clientes preferences; nevertheless, I
will allow some customization, like printing the name, any personal code
as the consumer would like to customize and have a unique bracelet.

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YOU KNOW THAT, DESPITE THE MARKETING EVOLUTION THAT HAS

HAPPENED, THE PREVIOUS AGES SHALL NOT BE FORGOTTEN BY THE
MARKETING MANAGERS.

PLEASE IMAGINE YOURSELF AS THE MARKETING MANAGER OF THIS

COMPANY; WHAT WOULD YOU DECIDE TO SAY, WHEN PRESENTING
THIS NEW PRODUCT TO THE MARKET, THAT MIGHT REVEAL:
3.

THE COMPANYS SOCIAL CONCERN I will specify, in the products

packaging, that 2% of the revenues will be sent to help fighting Ebola in
Guin and some other African countries.

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YOU KNOW THAT, DESPITE THE MARKETING EVOLUTION THAT HAS

HAPPENED, THE PREVIOUS AGES SHALL NOT BE FORGOTTEN BY THE
MARKETING MANAGERS.

PLEASE IMAGINE YOURSELF AS THE MARKETING MANAGER OF THIS

COMPANY; WHAT WOULD YOU DECIDE TO SAY, WHEN PRESENTING
THIS NEW PRODUCT TO THE MARKET, THAT MIGHT REVEAL:
4. PLEASE SUGGEST A MARKETING/COMUNICATION ACTION THAT
MIGHT
CREATE
POSITIVE
EMOTIONS
TOWARDS
THE
BRAND/PRODUCT AND ALSO A GOOD EXPERIENCE (SO THAT NO
ONE COULD DOUBT THE APPLICATION OF THE 3RD AGE).

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https://www.youtube.com/watch?v=qnujT
MvB-Kw

I will adapt this but with the Bracelet and then with some
Runners thanking on the micros the fact that someone has
returned such an important thing for them and their healthy way
of living .

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MARKETING MANAGEMENT PHILOSOPHIES NEW

PRACTICES
SENSORIAL MARKETING
Sensorial Marketing suggests that brands/companies must adopt different
sensorial clues and visual stimuli, as well as olfactory, tactile and gustative
(taste) in order to add value in their relations with consumers at the buying
Process and Consumption of goods and services (Brito & Lencastre, 2014, pp
102).

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MARKETING MANAGEMENT PHILOSOPHIES NEW

PRACTICES

As far as Management is concerned, the human senses allow the adoption

of a sensory branding strategy Targeting and Positioning because by
using them, one can increase the brands recognition.

COMPANIES/BRANDS must address themselves to the personality, the

relationship and the brand experience

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MARKETING MANAGEMENT PHILOSOPHIES NEW

PRACTICES
APPLE
SAMSUNG
ZARA
STARBUCKS
THOSE ARE CLEAR EXAMPLES OF BRANDS THAT ARE CONSIDERING
THE HUMAN SENSES AS AN EFFICIENT WAY TO MAKE CONSUMERS
PAY ATTENTION:

LOOK AT THEM;
LISTENING;
SMELLING;
TOUTCHING;
TASTING
A PRODUCT OR SERVICE!

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MARKETING MANAGEMENT PHILOSOPHIES NEW

PRACTICES

Apple

TOUCHING BY EXCELLENCE ;)

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MARKETING MANAGEMENT PHILOSOPHIES NEW

PRACTICES

http://www.agenciacincosentidos.com/sa
msung-una-aspiradora-y-una-ideabrillante-de-publicidad-exterior/

Samsung

LISTENING BY EXCELLENCE ;)

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MARKETING MANAGEMENT PHILOSOPHIES NEW

PRACTICES

HEAR

Zara stores are not thinkable without a soft music and a very pleasant
store layout, that stimulates the consumer to stay over and buy. Also the
degree of luminosity is very well planned.
Another great example of the sense of hearing is the Nokias original
ringtone timbre

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MARKETING MANAGEMENT PHILOSOPHIES NEW

PRACTICES
Starbucks spreads a nice scent of coffee in its stores.

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MARKETING MANAGEMENT PHILOSOPHIES NEW

PRACTICES
A LITTLE BIT OF HISTORY

It is true that the Human Being 5 senses have been neglected by the majority of
brands and or companies.
Vision and Hearing were the most considered and worked senses this is
unquestionable if we think about Advertising.
Nevertheless, in an era of Differentiation, it was needed to find different ways to
catch the consumers attention and lead them to stay and buyToday, we can
see a greater and stronger number of companies that have decided to
create an environment where, trough the 5 senses well worked/planed
and stimulated, they are able to develop brand multisensory
experiences, reinforcing an emotional connection as a complement to being
rational.

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MARKETING MANAGEMENT PHILOSOPHIES NEW

PRACTICES
ONE OF THE REASONS THAT MOTIVATED COMPANIES TO ADOPT THE
SENSORIAL MARKETING IS THE FACT THAT TODAYS CONSUMERS
ARE CAMELEONS, ALWAYS READY TO CHANGE BRANDS
ALSO, AT 3.0 AGE, WE TALK ABOUT CUSTOMIZING PRODUCTS AND
SERVICES AND WE HAVE SMALLER GROUPS OF CONSUMERS, THAT
PREFER PERSONALIZED ATTENTION

LAST, BUT NOT THE LEAST, THE INCREASING INDIVIDUALISM AS A

LIFE STYLE, ALSO MADE BRANDS RE-THINK HOW TO BETTER
CUSTOMIZE PRODUCTS AND SERVICES.

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MARKETING MANAGEMENT PHILOSOPHIES NEW

PRACTICES
The main idea is that we assume that, by stimulating the individual 5 senses, we
can assess his/her mind in a complete way compared to the ancient
practices related to the Mass Market or Relational Marketing.

Therefore we make them create a certain brand image based on their five
senses multisensory brand experience.

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MARKETING MANAGEMENT PHILOSOPHIES NEW

PRACTICES
Company
Sensory
Strategies and
Consumers
Treatment

Individual

Multissensory
Compaby
Brand
Experience

Brand &
Sensorial
Experiencie

Vision, Hearing,
Smell, Toutch
and Taste

Experiment
Logic and Brand
Image

Increases Brand Recognition

Source: Hultn et al, 2009, in Brito & Lencastre, 2014

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MARKETING MANAGEMENT PHILOSOPHIES NEW

PRACTICES
SENSORIAL MARKETING VISION:

One of our more powerful sense.

If Brands want to highlight in the multitude of global brands they must focus
on visual effects.

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MARKETING MANAGEMENT PHILOSOPHIES NEW

PRACTICES
Brands like Absolute Vodka, BMW, Apple they develop and communicate a
strong Positioning and they use the DESIGN as a sensory expression in order
to publicly express their identity and values

Notice that, research undertaken and the experience of the brands themselves
indicates that there is a high correlation between the quality of design
and the visual stimulus with the financial performance of a
company.

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MARKETING MANAGEMENT PHILOSOPHIES NEW

PRACTICES

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MARKETING MANAGEMENT PHILOSOPHIES NEW

PRACTICES
But it is not only the Design itself, of Products and Merchandising material,
that Marketeers have in order to catch the consumers attention by stimulating
their sense of Vision They can also work with:
Colors;
Light;
Interior and Exterior layout;

Graphisms;
Digital technology (ex.: interactive technology; augmented reality).

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MARKETING MANAGEMENT PHILOSOPHIES NEW

PRACTICES
ALSO ON ADDS, BRANDS CAN STIMULATE VISION directly towards
the products or to the Brand itself

http://www.youtube.com/watch?v=DBhTi
yQU1kA
http://www.youtube.com/watch?v=SysB3
nswZpU

http://www.youtube.com/watch?v=dcvJDi
jij5U

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Super Bock celebrates the OktoberFest with a new product: Seleco 1927
By Filipe Gil, Distribuio Hoje Magazin
24th September, 2014
Unicer is going to put in the market, this week, the Super Bock Seleco 1927
OktoberFest-, the new craft beer inspired in the higher beer party in the world; it
will be the beer for the right entertainment moments at the table. Na edition
limited to 10.000 bottles will be available in preselected gourmet stores, hipers
and supermarkets

This product will also be present in the Beer Experience, at Ribeiras market, in
order to promote the best gastronomic experience.
Beatriz Carvalho, one of the product managers, suggests that this beer should be
apreciated with pork or chicken grilled meat, spicy, Parmesan or Cheddar cheese,
almond candy or nuts. With 6% of alcohol, must be served between the 7 and 10
C.
The 1927 Seleccion Colection has a serious of craft beers, introduced in the market
in limited editions and inspired in different countries, since 2013.

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MARKETING MANAGEMENT PHILOSOPHIES NEW

PRACTICES
1- What will You do in order to create a strong visual impact on streets and,
consequently, to catcth the consumers and other clients attention. Give me an
imagined scenarium

2 Now, please consider the way You put this product in stores: imagine a
creative exposition for this product, in order to catch the clients attention.
ANSWERS IN POWER-POINT OR PREZZI TO PRESENT NEST CLASS.

THANKS TO ALL OF YOU.