Marketing • StrategyStephanie Kruse, KPS3 Marketing

Product (Service)

Price

Place (Distribution Channels)

Promotion

4PS

Market Research

Primary & Secondary

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ese

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hQualitative

Focus groups Interviews

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ese

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hQuantitative

Representative Surveys

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Observational

Target Markets

Ta

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ark

ets

Demographic Psychographic

Pro

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Brand Positioning

Use research to discover your unique “position”

Internal reality relative to external opportunity

Only (your brand) offers/delivers

(unique offering/proposition) to target

audiences, because (proof statements).Fo

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t

Channel Planning

Allocating marketing promotion resources & using Integrated Marketing

Communications (IMC)

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Sales and sales promotions

Paid (advertising, direct)

Non-paid/earned (PR, social, events, grassroots)

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