Lesson 7 - Reaching the customer – logistics and packaging, investment

The first two Ps of the marketing mix are quite defined by now. You team still needs to decide how you will place and promote the product/service. The ‘right product, at the right price’ should be sold ‘at the right place’. Distribution strategies and logistics are then closely linked to this success formula. You will understand that distribution can be done directly or indirectly through various means and involving a chain of different people. Also, some terminology on packages and containers will alert you to the complexity of transportation but also to the importance of the ‘cover’ of the product/service. In this specific part, your team will conceive the package of the product and, in the case of a service, its ‘wrapping’.

To complete the USP, the product/service has to be promoted in an effective and cost-saving way. Techniques such as Above-the-Line, Below-the-Line and Through-the-Line will be explained and considered in the Marketing Plan, together with information on media strategy, planning and buying. Out-Of-Home advertising constitutes another important aspect of promotion, comprising many categories. The press and the importance of online advertising are also included in this topic, together with trade shows and merchandising. Still, word-of-mouth and buzz marketing continue to be one of the most influential aspects of promotion and the seed to the success may be contained in the way we brief the ad agency. When preparing the Marketing Plan, you will have the opportunity to combine knowledge on these topics with practical activities lectured in points 1.1 and 1.2

Considerations on budget and Return on Investment will sum up the project. Sustained by the previous brainstorming on the different Ps of the marketing mix and on the additional factors that will contribute to the success of the Marketing Plan, your team will be asked to review all decisions taken and define an approximate amount expected for the Marketing Plan (although budget is not covered by this course, its importance is crucial for the success of the marketing plan).

The class will learn and practice terminology related to placement and promotion: shipping methods, advertising strategies, trade show specificities. Your team will also be asked to revise previous contacts with the ad agency and practice similar exercises with trade fair organizers. Rehearsal of dialogues with prospective clients at a trade fair will conclude this section.