o Advertising (where and how do they advertise? what are the messages/ target audience/positioning/ brand signals etc.)
o Public Relations and Publicity (what are others saying about the company in the mainstream and industry press and third party media channels? What press releases has the company issued?)
o Sales Promotion (what sales promotion tactics is the company using i.e. discounts/ loyalty schemes, flash sales, etc.)
o Events and experiences- (What activities and programmes does the company sponsor? is the company undertaking any CSR? / are they sponsoring community groups/ events? why do you think they do this?)
o Personal Selling (How are staff members used to promote the company)
o Direct Marketing (sign up to their newsletters/ mailing lists- what promotions do they send you?)
o Interactive Marketing. Note this differs from online marketing in the sense that it has an emphasis on online interactivity between the company, its consumers and other stakeholders.
(What is happening online through owned, paid and earned channels to engage with consumers and other stakeholders?)
o Word of Mouth Marketing (Is there evidence of testimonies? What are others saying about the company? There is some crossover with earned channels from 2.7, above so avoid duplication)
o Social Media Marketing- (How is the company utilising social media? What types of messaging/ conversations are taking place and how does this reflect/ reinforce positioning and brand personality?)
• Product- What are their products? How are they displayed? How is branding used in the packaging? Is there evidence of the product life cycle or appeal to Roger’s Diffusion of Innovation segments?
• Place- Where are the products/ services accessed (i.e. online, brick and mortar, via a third party)? What delivery options do they have? How does this reflect strategy?
• Price – What pricing strategies are they applying? How does this reflect their generic strategy?
• People- How are staff used in the business? What efforts do they make to create a community amongst customers?
• Physical evidence- How does the company demonstrate its existence? This is more relevant to service based companies so bear that in mind. Areas such as logo, website, branding will be key here.
• Process- How many steps to contact/ purchase/ complaints are there? Is the process more complex than competitors, or less so?
• Reflects strategic decisions and relevant taught theories in its marketing efforts. (30 marks)