Marketing Guiline

3.1

- FAB

- PLC: Gatorade đang ở vùng Introduction (xem trong slide)

- Branding

- NPD – chắc chắn phải cho vào

- Ansoff (The Developing Growth Strategies)

- Plus thêm cả cái của ông Porter, cái đấy cũng cần mà không hiểu sao Doti không cho vào hints, cái đấy tao sẽ làm và cho vào appendix

3.2

- 5 rights

- 5 functions;i

- Channel Design Decisions

- Ethical Issues

- Intermediary – link to physical distribution (Appendix)

3.3

- Elasticity -> Price Setting

- Pricing as a strategic tool

- Pricing Issues

- Approaches to pricing (phải cho vào)

3.4 Illustrate how promotional activity is integrated to achieve mkt objectives (Làm thế nào để các promotional activities giúp PepsiCo bring their intended message to customer – Impact of variety of promotional activities when they worked tgt, how to use them, dùng các activities, methods thế nào để achieve mkt objectives)

* The mkt objectives of PepsiCo:

+ Increase sales volume

* IMC

* Identify who’s the audience, the

* AIDA

4.1

Only in consumer market (B -> C) but 2 segments (2 different groups of customers having different needs and wants and characteristics) (out 4.1)

* Show the plan for 4Ps

1. 1st segment

* Description of the segment: who are the people in this group

Product (Byo)

Price: Pricing Strategies (Jimmy)

Place: Direct and Indirect distribution (Alami)

Promotion – DIPPAS cover more than 3 (Sunny)

2. 2nd segment

3. Description of the 2nd segment: who?????????

Product

Price

Place

Promotion

* What are you going to do for the 4Ps in particular segments

You push customer, willing to stock up your items

3.5 Analyze the additional elements of the extended mkt mix

Add 3 Ps: People, Process, Physical Evidence

* People: staff (their skill, their attitude, their impact to the organization, etc) (Sunny)

* Process: systems that the company created to make the customers happy (Alami)

+ identifying customer needs and requirements

+...