MKT 3401 Lecture Notes - Lecture 2: Almond Milk, Promotional Mix, Walmart
Marketing Exam 2 4/25/2017 7:00:00 PM
2 things learned from seminar:
• Personal brand matters in whatever negotiations you are making
• the flinch- a tactic
o Ask someone something and they want it for however much-
and then you say “you have got to be kidding me”
▪ Carlos Breto uses this (the now owner of Budweiser and
Miller)
▪ Learn to embrace the flinch and be poised
Advertising (1st part of promotional mix)
• When you advertise on TV is what matters and where you advertise
on TV is what matters
• On TV, ads, news paper, etc.
o Adlet or a blink- a 2 second advertising which is a new TV
advertising
o Want prime time television times. Times is important when
trying to focus on a marketing group
o Twitter is going to pay the NLF to live stream their Thursday
night game
▪ Super bowl – NFL
o Gallery furniture trying to compete with other companies in
Houston – at more fierce level
▪ Time of day is so important
• Institutional advertising vs. product advertising**
• Got milk? Campaign was not successful→it depends. The milk sales
actually went down. Almond milk went up
o What did they do wrong? They misidentified their target
market
▪ The pictures were of all of athletes and actors that
appealed to men. Realized their market were middle
aged women, so changed who were in the pictures and
sales improved
• Wal-Mart new marketing campaign- now give jobs to the military
(100,000 jobs to military)
• Wal-Mart advertising campaign- buy a green light bulb and put it on
your front porch and it shows that you support the military
find more resources at oneclass.com
find more resources at oneclass.com
o Advising true intention is to enhance the Mal-Mart brand
through institutional advertising
▪ May result in buying more Wal-Mart product, but not
main purpose
Sponsorship
• A type of advertising
• Sponsorship is whenever a company enters into a contractual
agreement with a sports entity for the essence of getting access
into a venue for the exchange of certain benefits
o Gatorade and the NFL
o Sponsorship is the high end form as product placement aka
when a certain product is highlighted in a movie or TV show
or something like that
▪ The Nike swoosh worn by athletes during games
▪ A great perk is having certain benefits:
Exclusivity- when you are the only product in
the product category
• Key to sponsorship
o Ex: in the NFL= Gatorade (sports
drinks), Nike (apparel), and Bosie
(headphones)
o 3 years later Coca cola comes up with a water, Dasani, and
Coke is the official soft drink of LSU. So LSU wanted to switch
to Dasani from Abita Springs, but couldn’t because the
contract said that Abita Springs has to be official water
provider, even if a rival company (aka Coke) comes out with
a similar product. So Abita Springs won.
▪ (Abita Springs eventually gets bought out by Dasani but
whatever)
• Raising canes and river center – $3.7 million
o Naming rights
• Under Armor paired with schools to keep up with Nike – they
wanted to put the logo on young athletes = product placement
Reasons of sponsorship:
find more resources at oneclass.com
find more resources at oneclass.com
• Abita springs water- $300,000 for sponsorship and will be the only
water given out at LSU games. Gets visibility and signage. Can
cobrand with LSU (put LSU logo next to Abita Springs logo)
o Enters into contractual agreement with LSU
o Sales go up in Abita Springs water
o Target market
o Name recognition
Benefits of sponsorship:
• Exclusivity – the only product in a product category
o Gatorade & NFL to gain benefits – only sports drink allowed in
NFL stadium – over $700 million
o Bose headphones in NFL – see ya Beats
• Entertainment Hospitality benefits – on the field at pregame –
enormous – tickets set aside for sponsors
• Signage- having your name in arena, which is advertising
o Only getting in the arena if you have exclusivity – canes and
river center
• Cobranding – link name put it next to a team – McDonalds and LSU
o Abita and LSU – Nyquil and
***Sponsorships fail because***
• Ambush marketing
o Ex: Gatorade and official sponsor of NFL, all you see is
Gatorade. And somehow, someone gets inside the gate and
they are able to get some blue cups with the green Gatorade
ones. Now Gatorade isn’t the only sports drink in the arena
o Another company gets into an arena without any approval or
paying to get in their without a contract (sneak in)
▪ Unethical!
• Crisis- being associated with a crisis
o Ex: someone hurting themselves in the AT&T stadium
o Not good for the brand
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Miller: learn to embrace the flinch and be poised. Times is important when trying to focus on a marketing group: twitter is going to pay the nlf to live stream their thursday night game, super bowl nfl, gallery furniture trying to compete with other companies in. They misidentified their target market: the pictures were of all of athletes and actors that appealed to men. Coke is the official soft drink of lsu. So lsu wanted to switch to dasani from abita springs, but couldn"t because the contract said that abita springs has to be official water provider, even if a rival company (aka coke) comes out with a similar product. Reasons of sponsorship: abita springs water- ,000 for sponsorship and will be the only water given out at lsu games. Can cobrand with lsu (put lsu logo next to abita springs logo: enters into contractual agreement with lsu, sales go up in abita springs water, target market, name recognition.
