Transcript Meeting with a marketing manager

Meeting with a
marketing manager
Marketing and communication
„Gruppe Drei“
 Our marketing manager was from
„Gruppe Drei – agency for strategic
communications“
 Thank You ☻ !
Product marketing
First step
 To market the product, the following
should first be worked out:
 USP: Unique selling proposition
 Aim: product must fit the target group
Second step
Third step
 Two main areas
 Below the line (BTL)
 Describes non-classical advertising and
communication activities
 E.g.: sponsorship, ambient marketing, event, etc.
 Above the line (ATL)
 Describes traditional advertising and communication
activities
 E.g.: print, radio, etc.
Fourth step
 For cost calculation it is important that
the turnover is tracked with the product
 Needs extensive analysis, risk
assessment and planning
Example
Product before phases
of 2nd step
Product after phases
of 2nd step and
„perfection“

Thanks for your attention!
