Strategic Pitch

Video
- Cadbury Dairy Milk -

MBA404 Assessment 3
1804480- Sabika Humagain
 Strategic Video
Pitch

Basis for segmentation /

Cadbury Dairy Milk Integrated Marketing
Targeting / Positioning /
Campaign Appeal / Type

Evaluation of Campaigns, My Purchase Strong or Weak

Alignment
Process, and Survey Sample Findings
Similarities /
Differences

Strategic Marketing Recommendations Ecommerce

 Strategic Video
Pitch
Garmin Forerunner 645 Music

PART 1

Integrated Marketing
Campaigns
Examples
 Strategic Video
Pitch

TARGET MARKET

‘Running is more than just exercise — it’s a

performance. And Forerunner 645 Music has
the tools to help you put on an outstanding
show every time you lace up your shoes. ‘
(From Garmin.com)
 Strategic Video
Pitch

Forerunners for RUNNERS - Youtube Video

Brand Appeal
Differentiated
People who run
‘Whatever the
Reasons’
(Garmin, 2020, sec
1:30)
https://www.youtube.com/watch?v=wBQ4J4F3C5E&list=PLCnuc6xd15eovIxs_gfniY3mMsGJEezVL&index=1
 Strategic Video
Pitch

Product Launch Campaign - Instagram

Giveaway Campaign

Brand Appeal
(Hitesh Bhasin,2021)

“In the Spirit of

Running Faster”
 Strategic Video
Pitch

BASIS for SEGMENTATION

Behaviour Value Attitude

Lifestyle
Running Fitness
Self-Actualization
“In the Spirit of Running Faster” Health
Martin( 2009): Figure 8.11: Maslow’s Hierarchy of Needs
 Strategic Video
Pitch

Beat Yesterday - Instagram

Emotion Appeal

“ My life before self isolation. My

life after self isolation.”
 Strategic Video
Pitch

POSITION - about Garmin

An Active Brand
“We will be the global leader in every market we
serve, and our products will be sought after for their
compelling design, superior quality, and best value.”
(Garmin,1996-2021) https://www.garmin.com/en-GB/company/about-garmin/
 Strategic Video
Pitch
Beat Yesterday - Instagram

Social & Brand Appeal

“ Who won Garmin Bingo in 2021?
Otherwise, how close did you get?”
Engagement

TARGETING - Differentiated
A Range of Consumer Demands
Harappa (2021) : Differentiated Marketing
Strategy
 Strategic Video
Pitch
The 10 Best GPS Running Watch- Blog/Article

Personal decision-
making process

Lamb (2010) : External Search

https://wiki.ezvid.com/best-gps-running-watches
 Strategic Video
Pitch
List of the Best Smartwatches for Music
- Blog/Article

Personal decision-
making process

Influencer and
Expert

https://www.thinksmartwatch.com/best-sw-for-
music/
 Strategic Video
Pitch
Garmin Forerunner 645 Music

PART 2
EVALUATION

Campaigns
Survey Sample Findings
My Purchase Process
 Strategic Video Pitch

Attitude Belief
STRONG Value
● Campaign :
Alignment
” Beat Yesterday”
-
Similarities
 Strategic Video
Pitch

Attitude Belief Valu

STRONG e

Alignment ● Survey Sample Findings:

- “64.29% respondents stated that
Similarities
Forerunner 645 Music is aligned to
their beliefs and values. “
 Strategic Video
Pitch

Attitude Belief Value

STRONG ● My Purchase Process:
“I believe Garmin sport watch is more
Alignment professional for its running feature than
- the other brands. It can boost and tune-
Similarities
up the training state.”
Expectancy Theory’ Explain
‘We choose one product over another because we expect this
choice to have more positive consequences for us.’ (Solomon,
M, Russell-Bennet, R & Previte 2013, p95)
 Strategic Video
Pitch
Information Search &
Decision-making Process
STRONG
● Survey Sample Findings:
Alignment “The majority of Garmin 645 music buyers
- conduct information searches for learning
Similarities about products.”

“The main contributors to decision-making

are community leaders and experts.”
 Strategic Video
Pitch

● Review Article from experts:

STRONG
Alignment
-
Similarities
 Strategic Video
Pitch

● My Purchase Process:
STRONG Information Search & Decision-
Alignment making Process
- Similarities

Community Leaders and Experts

 Strategic Video
Pitch

Culture
STRONG ● Campaigns:
Marathon/Fitness
Running/

Alignment
-
Similarities
 Strategic Video
Pitch

Culture Value
STRONG
● Survey Sample Findings:
Alignment “64.29% of respondents agree
- that
cultural norms influenced them to
Similarities
buy Garmin 645 music and 7.14%
strongly agree.”
 Strategic Video
Pitch

Culture Valu
STRONG e

Alignment
Athletics Australia (2019)
-
Similarities
Running Participation - 3 millions
 Strategic Video
Pitch

Culture Value
STRONG
● My Purchase Process:
Alignment “I set a gold of participating ‘Perth
-
Similarities
HBF half Marathon in May 2019’ for
my first Marathon after recovery in
Australia.”
 Strategic Video
Pitch
Garmin Forerunner 645 Music

PART 3

Strategic Marketing
Recommendation
s
 Strategic Video
Pitch

LIFESTYLE
Recommendations
Forerunner 645 Music

ECommerce GOAL
Relationship & Connection

Workout Habit & Motivation

 Strategic Video
Pitch

BLOG
Recommendations
Forerunner 645 Music

ECommerce
 Strategic Video
Pitch

Recommendations BLOG
Forerunner 645 Music

Credibility, Profession, Brand trust

ECommerce
Improve:
Author - authority, expert, coach.

Edirectory
(2015)
 Strategic Video
Pitch

Recommendations Online/ Physical Social Community

Forerunner 645 Music
Running Community, Build loyal consumer
Training Purpose (Qlutch,2017)
ECommerce Examples:
Running Course / Training Program
“Numbers Tell You How to Run”.
“Half Marathon: Sub 2”.
Discount for Garmin watch users
Trainer - Influencer
 Strategic Video
Pitch

Recommendations Online Support Community

Forerunner 645 Music

Build connection, Reduce cognitive

ECommerce dissonance

Examples:
Facebook Garmin 645 Music
Center
 Strategic Video
Pitch

Recommendations
Online Community
Forerunner 645 Music
Social Community / Running Community
Support, Engagement, Influence
ECommerce
Support Community
Build connection,
Reduce cognitive dissonance

Franny Harrold (2021)

 Strategic Video
Pitch

Recommendations
Give Away Campaign
Forerunner 645 Music
Publicity, Engagement, More Followers
New consumers, Brand awareness
ECommerce Facebook , Instagram or Website
“Share Your Reason to Run”
Share the post, follow the page, tag
friends, write your reason to run with
selfie.
(Syed Balkhi, 2019)
 Strategic Video
Pitch

Partner Marketing Campaign

Recommendations
Forerunner 645 Music
Brands benefit from each other.

ECommerce Example:

Compression Running Socks

+
Garmin Forerunner 645
Music
(Syed Balkhi
 Strategic Video
REFERENCE LIST Pitch
Athletics Australia, 20219, ‘RUNNING EVENT PARTICIPATION IN AUSTRALIA LEADING THE PACK’, AthleticsAustralia.com,
retrieved from 12 February 2022
<https://www.athletics.com.au/news/running-event-participation-in-australia-leading-the-pack/>.
Conor Allison, 2019, ‘Garmin Forerunner 245 Music v Forerunner 645 Music’, wareable.com, retrieved from 9 December
2022 <https://www.wareable.com/garmin/garmin-forerunner-245-music-vs-forerunner-645-music-7328#google_vignette >.

Edirectory, 2015, ‘How Inbound Marketing Can Grow Your Niche Business or Online Directory -eDirectory Blog’
.edirectory.com, from 02 February 2022
<https://www.edirectory.com/updates/how-inbound-marketing-can-grow-your-niche-business-or-online-directory/?msclk
id=1ffb4100c761142498402309f3435624>.

Franny Harold, 2021, ‘4 Examples of Great Online Communities and What Makes Them Work’, khoros.com, retrieved from
11 January 2022
<https://khoros.com/blog/great-online-communities#:~:text=%20Here%20are%20some%20of%20the%20most%20notabl
e,online%20community%20to%20better%20understand%20their...%20More%20>.

Garmin, 2019 - 2021, ’About Us’, Garmin.com, retrieved from 2 February 2022
<https://www.garmin.com/en-GB/company/about-garmin/>.
Garmin, 2022, ’Winter Running Tips and Tricks’, Garmin.com, retrieved from 12 February 2022
<https://www.garmin.com/en-GB/blog/winter-running-tips-and-tricks/>.

Harappa, 2021, ‘Differentiated Marketing Strategy: Meaning, Examples and Strategy, Harappa’, retrieved from 12 February 2022
<https://harappa.education/harappa-diaries/differentiated-marketing/>

Hitesh Bhasin, 2010, ‘Advertising Appeals - Definition and Types of Appeal in Advertising’ ,marketing91.com,
retrieved from 10 February 2022 <https://www.marketing91.com/advertising-appeal/>.

Katie Oberthaler, 2021, ‘4 types of marketing campaigns you can model (with examples) ‘, ziflow.com, retrieved from 02
February 2022 <https://www.ziflow.com/blog/types-marketing-campaigns>.

Lamb, CW, Hair, JF, McDanel, C, Kapoor, H, Klaise, H & Appleby, R 2010, ‘Chapter 5: Consumer decision making’, in
MKTG, Nelson Education, pp. 62–81.

Marc Rios, 2020, ‘Best Smartwatches for Music in 2021 – Buyer's Guide’, Think Smartwatch.com, retrieved from 9
December 2021 < https://www.thinksmartwatch.com/best-sw-for-music/ > .

Martin, DJ & Joomis, K 2009, ‘Figure 8.11: Maslow’s hierarchy of needs’, in Building teachers: A constructionist approach to
introduction education, Cengage Learning, Australia Wadsworth, pp. 72–75, retrieved from
<http://www.cengage.com/resource_uploads/downloads/0495570540_162121.pdf>.
 Strategic Video
Pitch

Sheila O’Neill, 2019, ‘The 10 Best GPS Running Watch’, Ezvid.com, retrieved 9 December 2021
< https://wiki.ezvid.com/best-gps-running-watches > .

Solomon, M, Russell-Bennet, R & Previte, J 2013, ‘Chapter 4: Motivation and affect’, in Consumer behaviour:
buying, having, being, Person Australia, pp. 93–119.

Stephen Fry on the joys of swearing 2017, online video, Youtube, 2 May, retrieved from 02 February 2022
<https://www.youtube.com/watch?v=wBQ4J4F3C5E&list=PLCnuc6xd15eovIxs_gfniY3mMsGJEezVL&index=1>.
Qlutch,2017, ‘The Ultimate Marketing Campaign Plan Template - Qlutch’, Qlutch. Com, retrieved from 12 February
2022 <https://qlutch.com/resources/marketing-campaign-plan-template/>.

Lamb, CW, Hair, JF, McDanel, C, Kapoor, H, Klaise, H & Appleby, R 2010, ‘Chapter 5: Consumer decision making’, in
MKTG, Nelson Education, pp. 62–81.