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Tactic 17th April - PJK Comments
Tactic 17th April - PJK Comments
La herramienta del marketing por excelencia es denominada como marketing mix la cual es un
elemento indispensable para la gestión del marketing. Esta herramienta fue definida por
(Kotler, 1964) como un conjunto de variables controlables que las compañías pueden usar para
influenciar la respuesta del comprador. En este documento se diseñará un marketing mix con
12 variables (ver la tabla abajo), los cual ayudará a tener una visión completa de la que será la
estrategia de Drink The North.
CAMPAIGN 1: Advertising at the point of sale and merchandising. The North Face shops.
Concept:
This campaign will use communication techniques like as merchandising and advertising at the
point of sale to target the company's customer persona, Millennial men, with informational
messaging and brand content.
One of the most important goals when releasing a product is for it to be well received by the
market, which is judged by sales. The North Drink will leverage its primary brand and physical
stores to meet the sales target and market share established in, as well as offer the new brand
notoriety and exposure, resulting in an increase in sales. The North Face has five locations
across Spain, each of which will have a dedicated space for the promotion of the new brand.
There will also be screens in these areas where consumers will be informed about the
advantages of our drink for athletes (information messages) and themes on the preservation
of natural places, all of which will contribute to the corporate goal, which is linked to the vision
and brand values. Aside from these establishments, Spain has another 200 The North Face
places of sale, which are split between outlets and authorised distributors, where the firm will
stock shelves with the drink, assisting in the sales goal.
Kotler, P., 1964. Marketing Mix Decisions for New Products. Journal of Marketing Research,
[online] 1(1), pp.43-49. Available at:
<https://journals.sagepub.com/doi/abs/10.1177/002224376400100108> [Accessed 17 April
2022].