Growing Through the Fundamentals of Marketing

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GrowingThrough the Fundamentalsof Marketing
Gary Bertwistle bluemooncreative.com.au
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Fundamentals were the most crucial part of my
game in the NBA. Everything I did, everything I
achieved, can be traced back to the way I
approached the fundamentals and how I applied
them to my abilities. Michael Jordon
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Which one will you be?
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MARKETING MODEL

• T ? TARGET
• P ? PRODUCT ?
• P ? POSITIONING ?
• P ? PROMOTION ?

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POSITIONING

• Outlines the advantages or personality of the
  product

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Examples of Positioning Statements

• BMW Sheer driving pleasure
• King Gee Any tougher and theyd rust
• David Jones Theres no other store
• VB For a hard earned thirst
• Jeans West Fits Best
• Vanilla Coke Reward your curiosity
• Avis We try harder
• Aussie Home Loans At Aussie well save you
• Pepsi Let your taste decide
• Woolworths The fresh food people
• Samboy The flavour really hits you
• Hungry Jacks Burgers are Better at Hungry
  Jacks

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Beer Wars

• Crown - Australias finest
• VB - For a hard earned thirst
• Tooheys New - Give that man a New
• Hahn - The taste is in the beer
• Sterling - The beer lovers light
• Cascade - Pure premium taste

Same category - each has different position
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SERVICE ORGANISATIONS POSITIONING STATEMENTS

• Chubb Keep an eye on your business
• Multimedia People The new media recruitment
  specialists
• D D Advertising The leaders in direct
  response
• St George Bank What you are looking for in a
  bank
• UBS Warburg Invest in Confidence
• Diners Club Take Advantage
• Dragon Direct Banking without the branch
• LJ Hooker Nobody does it better
• Teakle Ormsby Conn We fight to protect your
  rights
• Patrick Timms Co Legal advise you can
  understand
• Stopgap recruitmentMarketing professionals as
  and when you need them

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POSITIONING OUTLINES THE ADVANTAGE OR
PERSONALITY OF THE PRODUCT

• Questions
• What position do you own?
• What do you want to own?
• What has to be done to own it?
• Can you stick it out?
• Does your advertising back up your position?

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The Fundamentals of Marketing
Gary Bertwistle bluemooncreative.com.au
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Many Brands, Few BossesWho owns/ is allied with
whom in todays passenger and 4WD markets?

• ?Toyota
• Toyota
• Daihatsu
• Lexus
• ? Ford
• Ford
• Mazda
• Jaguar
• Volvo
• Aston Martin
• Lincoln
• Mercury
• Land Rover

?General Motors Holden Saab Isuzu Subaru Fiat Opel
Saturn Chevrolet Buick Cadillac ?BMWBMW Mini
?Daimler Chrysler Chrysler Mercedes-Benz Jeep Dodg
e Mitsubishi Hyundai (Kia) ?Volkswagon Volkswagon
Audi Seat Skoda
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BUSINESS TO BUSINESS POSITIONING STATEMENTS

• Moreton Hire Total event solutions
• Justairs We just do stairs
• Expand a sign Expand your world
• Skylark Promotions Above the rest
• World Wide Printing Colour your world
• Office National We take your business
  seriously
• Cabac One call one day one delivery
• Quickcut Leaders in digital delivery
• Compac Inspiration technology
• Brother At your side
• Corporate Express Your single source supplier

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If You Have A Position

• Does it make sense?
• Is it easy to understand?
• Does it work with your target?
• Can anyone else own it?
• Does it sell your USP?

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Branding is in the _____ of the customer.
Perception not reality.
Who is responsible for delivering the
brand? ___________
Stand for ________ or stand for ________
Ask yourself What does our brand _______ for?
Branding is_______ work
_________ Builds brands
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Positioning statements should be

• ?Based on your USP
• ?Use simple language
• ?Easy to Understand
• ?Differentiates you from competition
• ?You have to be able to deliver it
• ?Think what do you want them to think about you?

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BRANDS OF TEAS

• Twinings
• Dilmah
• Bushells
• Lipton
• Nerada
• Billy Tea
• LanChoo
• NatureLand
• Tetley
• Koala Tea Co.
• Earl Grey

• Kinkara
• Madura
• Batik
• Abeys
• Gold
• Tea of Ceylon
• Harris
• Petra

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Flight Centre

• Great Holiday Escapes
• Discount holiday deals
• Corporate Traveller
• Great prices, extraordinary service
• Flight Centre
• Lowest airfares guaranteed
• You must own a word or a concept in the mind of
  the consumer - what will YOU be famous for?
• Skroo the rules Graham Turner

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MARKETING PRESENTATION