Marketing Objectives

1
Marketing Objectives Strategies

• Sport Marketing
• University of San Francisco
• Sport Management

2
marketing objectives

• A roadmap to the overall corporate mission
• The most indispensable component to the plan!
  (Success measurement)
• Marketing Objectives Must
• Be consistent with organizational objectives
• Have a specific time frame for completion
• Be realistic yet achievable
• Be measurable (quantifiable)!
• Be challenging and motivational!
• Be clear and concise
• Be people-specific

3
management process

• Control the people (not costs, schedules,
  performances) by making them directly
  accountable.
• State your competitive differential advantage
  and levels of sales, profit, brand indices.
• Assign (attainable) accountability.
• Develop a time frame (w/ regular check points)

4
marketing strategies

• How will you achieve each objective? Game
  Plan
• The By.. method
• Ex.
• Objective
• Increase performance-shoe sales in Nor Cal by
  15 vs. PY
• Strategy
• by
• WWE video (432)

5
4 Marketing strategies

• Market Penetration
• - Can be the 1st in the market
• Prone to mistakes
• Penetrate market by (1) w/ existing products, or
  (2) consume at a higher rate
• Mullins (1985) Escalator Model Easier and
  cheaper to get existing consumers to buy more
  than to attract new consumers. (Refer to p.84)
• Ex. BK Combo Meals
• Hospitality programs - Maintaining LOYALTY

6
Marketing strategies

• 2. Market expansion
• Increase the volume of existing products sold to
  new consumers
• Get a bigger share of the untapped consumers
• Accomplished through better or more promos
  (Brooks, 1990)
• ID of new market is critical
• Ex. WWE Raw in Germany,
• SF Giants baseball to the Bay area Asians.

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Marketing strategies

• 3. Product development
• Create new products and services to meet the
  needs of existing markets
• Ex. WWE magazines, WWE DVDs, Nike
• Developing apparel line for female runners that
  go with the shoe line
• 4. Diversification
• Create new products for new consumers using
  existing personnel, expertise, system
• Ex. ESPN Deportes

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Marketing strategies

• Existing Products New Products
• Existing markets Market Product
  Penetration Development
• New markets Market Diversification
• Expansion
• Sell more to the same people (Penetration)
• Sell same thing different people (Expansion)
• Sell different things to same people (Product
  Development)
• Sell different things to different people
  (Diversification)
• Strategies ultimately impact bottom-line
  profitability!
• Other strategies can be drawn from the interplay
  of the 4Ps.
• Group discussion - Wharton article!

9
Strategies vs. tactics

• How vs. With what
• Game plan vs. X Os
• Tactics involve highly SPECIFIC and detailed
  blueprint kick-butt IDEAS (Creative yet
  manageable)!! DELIVER YOUR STORY!
• DONT FORGET WOW FACTORS IN YOUR TACTICS.