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Local marketing strategies and measures Intensive Internship Program 6.0 ECTS “Sustainability and Innovation in Rural Development" (SIRD) 2016-05-03, Akademija Lect. Rasa Rukuiziene ASU Institute of Business and Rural Development Management Content 1. Conceptional outlook to local marketing 2. Smart strategies for local marketing development (http://gaia.adage.com/images/bin/pdf/AALocalMarketingwpWeb2.pdf) 3. Local marketing measures 1. Conceptional Outlook to Local Marketing What is Local Marketing? • Local marketing— also referred to as neighborhood marketing — specifically targets the Community around a physical place. • Promotional messages are directed to the local population, rather than the mass market. • Local marketing types: • Local business directly contact consumers through mail, in-town events, local team sponsorships, or advertisements in the town paper. • Attract new customers, but to drive repeat business, a successful local marketing push allows a to stake out a significant presence in local consumers’ mental maps of their communities. 1. Conceptional Outlook to Local Marketing If it’s possibility to make place branding, then local marketing is working! What is LOCAL MAREKTING? … is a merely application of product brand in place Products’ differentiation → Products’ positioning → Unique products 2. Types of Local Marketing Strategies – Global, Local, Glocal „Think global, act local“ Types of Local Marketing Strategies – Global, Local, Glocal „Think global, act local“ • Local marketing strategy has orientation on adapting a product/service to a particular culture, language, developing a local appeal and satisfying local needs. • Differentiation - differences in customer preferences and income across target countries takes into account specific demand. • Localism • Quality and values • Local brand recognition • Competition from both successful domestic products and international brands • High costs of trade create separate markets Types of Local Marketing Strategies – Global, Local, Glocal „Think global, act local“ • Global marketing strategy has orientation on maximized standardization, homogenization and integration of marketing activities across markets throughout the world (Kotler, 2009). • Global marketers address a number of issues in their marketing strategy to ensure their brand will be successful worldwide. • Examples of such issues include differences in the economic, political, social and cultural environment around the world. Types of Local Marketing Strategies – Global, Local, Glocal „Think global, act local“ GLOBAL MARKETING STRATEGY BUILDS: • Undifferentiation and convergence in customer preferences and income across target countries with economic development and trade. • Takes into account mass demand. • Globalism. • Quantity. • International brand awareness. • Cost benefits from standardization. • Falling costs of trade with greater globalization. Types of Local Marketing Strategies – Global, Local, Glocal „Think global, act local“ • Glocalization - a way to supplement globalization and localization synergy ally and strategically; • a system to manage the approach to the glocal market (global/local market); • the capacity to remain rooted strongly in the local reality, also facing the global market; • the chance of articulating in global and local (glocal) key the chain of the value (system of activities developed by the enterprise to plan, produce, sell his products or services); • a method, which allows the local or global enterprise to arrive in optimum way respectively to the global or the local market. Types of Local Marketing Strategies – Global, Local, Glocal „Think global, act local“ Maxims for Local, Global and Glocal Local Thinking locally, acting locally Global Thinking globally, acting globally Glocal Thinking globally, acting locally GLOCALIZATION appeared in the late 1980s in Harvard Business Review articles, written by Japanese economists, and comes from the Japanese word dochakuka. The Japanese ideographs “do”, “chaku” and “ka” means respectively “land”, “arrive” and “process of”. Roland Robertson, credited with popularizing the term, describes glocalization as „the tempering effects of local conditions on global pressures” and that it means “the simultaneity – the co-presence – of both universalizing and particularizing tendencies” (Khondker, 2004). Types of Local Marketing Strategies – Global, Local, Glocal „Think global, act local“ Thomas Friedman (Friedman, 1999) defines glocalization as „...“: • the ability of a culture, when it encounters other strong cultures, to absorb influences that naturally fit into and can enrich the culture, to resist those things that are truly alien, and to compartmentalize those things that, while different, can nevertheless be enjoyed and celebrated as different”. • the art of attaining a fine balance of assimilating foreign influences into a society that add to its diversity without overwhelming it. Types of Local Marketing Strategies – Global, Local, Glocal „Think global, act local“ COMMUNICATION STRATEGY PRODUCT STRATEGY Standardized communication Localized communication Global strategy: Glocal strategy: uniform product/uniform uniform Standardized product info product/customized info Localized product Glocal strategy: Local strategy: customized customized product/uniform info product/customized info Glocal strategy: customized product/customized info Types of Local Marketing Strategies – Global, Local, Glocal „Think global, act local“ Phillip Kotler (2009) elaborated certain advantages of glocal marketing: • Consumers feel that the brand is relevant to them and is tailored to their needs and wants. • There is harmony and balance between the different levels of marketing activity: strategic, tactical and operative. • Brands gain greater market share. 3. Territory (spatial) marketing & Place brand theory Place marketing is largely dependent on construction, communication and management tools of place image. Place branding constructs are active in population minds through these elements (Crang 1998; Holloway & Hubbard 2001): 1. Place plan, urban design and convenient infrastructure. 2. Variety of activities (entertainment) in place. 3. Population habits to use specific places. 4. Variety of information about place representation – TV news, statistic reports, Internet sites for tourism, films, novels, paintings, etc. 3. Territory (spatial) marketing tools for regional development Territorial (spatial) planning tools Place branding Place image National Rural Development Program 2014-2020 Sustainable development tools 3. Territorial (spatial) planning Spatial planning of regions is based on sustainable development, and ensures a rational use of territories, as an effective social–economical development with max preservation of natural resources and landscape. The basic components of spatial composition are (Kavaliauskas 1995): 1) nature frame as an integrated network of natural ecological compensation territories ensuring ecological equilibrium of landscape, natural links between preserved territories and other environmentally important areas for wild life migration; 2) urban frame as a territorial system of centres and axes of active economical-cultural development with strongly transformed natural environment and highly developed technical engineering infrastructure. Conclusions of observation territorial (spatial) development in Lithuania 3.a & 3.b Conclusions for Territorial (spatial) Development in Lithuania ... ... stands on a concept of Sustainable Regional Development as a key for regional planning • • • • • • to facilitate the elaboration of the general local development and land use priorities; to determine the environmental protection conditions; to form a system of residential, productive and infrastructural areas; to regulate employment of the population; to reserve the territories for expansion of activity of private and business entities; to provide measures and restrictions ensuring a rational use of natural resources, ecological equilibrium in formation of natural frame, preservation of natural and cultural heritage; • to envisage means for improving the urban territories under buildings and living and environment quality and formation of a system of green areas for public use; • to reserve territories for developing the objects necessary for communication corridors, engineering and service infrastructure (ex., FEZ) and other public needs. Let’s return to local marketing! and place branding Local marketing uses powerful management tools Local marketing mix – 7P 1P- PLACE&PRODUCT Products’ brand Products’ variety Quality of products Location of products Services Cultural objects Safety Quarantees 3P- DISTRIBUTION Sales places Communication network Logistics network 5P - POPULATION People Education Activity Entrepreneurship 6P- PROCESSES Infrastructural coherence and efficiency Welfare 2P- PRICING Infrastructural investments Real estate price Salaries Taxes Investment to industries Credit loans 4P- STIMULATION 7P- PHISICAL EVIDENCE Advertising Promotional events Personel selling Public relations Buildings Surroundings Colors & Symbols Local marketing tools – Place branding Place branding - a tool to build regional reputation Place brand is not immutable, and can be changed by the actions of it’s leaders and local people (Shimp, 2010). Place branding includes 3 things in local marketing: 1. Reference to designed identity of a region (the look of the place, products, its logo, its livery and communications, etc.). 2. Reference to regional culture. 3. Reference to the regional reputation (senses about region). 3. Local marketing measures 3. Local marketing measures Nations Brand Index (NBI) – Barometer of global opinion about country upon 6 dimensions (compounded by British investigation company in 2001): • • • • • • • exports; people; governance; tourism; culture and heritage; imigration; investments. Source: http://bavconsulting.com/nationbranding/?gclid=CJaRn8advcwCFU4o0wodD7EDEw Avoid “city boosterism” sindrom in rich cultural territories! Thank You for attention … Kaunas sharing … LITERATURE REFERENCES • Faludi, A. (ed.). 2002. European spatial planning. Lincoln institute of land policy, Cambridge. • Kavaliauskas, P.2008. A concept of sustainable development for regional land use planning: Lithuanian experience. Technological and economic development of economy Baltic journal on sustainability. No. 14(1), p. 51–63. http://www.tpa.vgtu.lt/upload/ukis_zurn/2008_01_psl_51_63.pdf • Place branding theory. Chapter 4. http://dissertations.ub.rug.nl/FILES/faculties/rw/2008/m.kavaratzis/05-c4.pdf • Shimp, T. A. 2010. Advertising, promotion and other aspects of integrated marketing communications. Textbook, 6th edition. USA: Cengage Learning. (key words for e-search: simon anholt six areas of national image) • Anholt, S. 2010. Nation brand. http://www.exchangediplomacy.com/wp-content/uploads/2011/10/1.-SimonAnholt_Beyond-the-Nation-Brand-The-Role-of-Image-and-Identity-in-InternationalRelations.pdf