marketing 360°. marketing focus 360° marketing plan online sampling media professionals...
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Marketing 360°
Marketing Focus
360° Marketing
Plan
Online
Sampling
Media
Professionals
Affiliation
Events with parents
P.R. P.O.P
Post Sale Service
Marketing Focus
Online:-Bebepigeon, -Facebook, -Consejero de Lactancia, - you tube, -Specialized Web sites
-Renewed bebepigeon.com site!-Work on google SE to promote the site
-Consejerodelactancia.com site in spanish!-Work on google SE to promote the site
-Facebook activity en Mexico, Panama, Ecuador, Peru, Costa Rica-Incorporate new countries and centralize posts (mix centralized and local)
Marketing Focus
Online:-Bebepigeon, -Facebook, -Consejero de Lactancia, - you tube, -Specialized Web sites
-Make a database with parenting web sites per country: make advertise and promotion for pigeon brand
-make pigeon channel in you tube linked to bebepigeon.com, content: DVD by chapters or topics, breastfeeding, etc…
-Make comercials of main products. 2minute videos to promote and explain in detail the use and features of each product
Marketing Focus
Sampling:Pigeon envelope containing A&P material as below: All A&P material has been updated with new B.I. Work on leaflet about use of nipples. Product list check for first mom.- Deliver in Maternities, lectures and POP
Marketing Focus
Sampling:-New Pigeon DVD production is ready!! 150 minutes a valuable info for parents in great
production!We need to copy in Chine: ready in CFZ Beg. January 2012- Pigeon DVD will be available for seeing on-line in youtube channel and bebepigeon.com
Restrict DVD only to Pigeon club members?
Marketing Focus
Sampling:Mini Catalog with “other pigeon products” to be inserted in product boxes: breastpads,
breastpumps, peristaltic plus bottles, sets, sterilizer.
Marketing Focus
Sampling:New FIT-Slim sample: Present to customer both alternatives of pads, making easier to
compare and present us as experts in breast pads.
Marketing Focus
Traditional Media:Baby Magazines: Make templates of ads with approved brand image and message so
distributors can use them easily. - Q To pigeon: Can we make any reference to peristaltic plus?
Corporate Phrase and logo
New Brand Image and commitment to BreastfeedingReference to pigeon
history, research, Quality control, etc…
Product FeaturesCommitment to Breast Feeding and parents education
Marketing Focus
Traditional Media:TV & Radio: In countries where available, Participate in specific baby programs and
explain about pigeon and product features in detail
Marketing Focus
Point of Purchase (POP):Planogram: New B.I. All of the boxes we assemble in Panama have already new BI and 4
category division and over 90% of all the products (imported assembled) have new BI .
Marketing Focus
Point of Purchase (POP):Planogram, Elaborate different type of planogram for different kind of retails: A,B,C.
Define especific planogram for each store, print and save.
16698
17460
1669516670
17460 802
37
12984
00861 00861
04530
1684417548
17427
16844 17427
17428 17399 1739817399 17398 17397
17572
0086200862
12984M983M983
0076800770
007680076800770
0028000282
03308
00280 0028100282
03308
0026000260
0026102212
02212
00711
16695
04530
01801
01786
01789
01787
01787
01789
01935
0193301934
01997 01997
01934 0193316808
16896
16896
0403204033
1080710802 K57
810808 10560
10559
K231K800
K854
K583
K584
K584
K584
K894
K854
D842 D84
7
D843
D844
D845
D846
K108
L783K892
K112
K110
K107L784 K892 N620-N622
N626 N62
7N137N136
D310 D311 D304
D314
037080370903306
Marketing Focus
Point of Purchase (POP):Tablet idea, Improve communication with customer. Customer can see catalog, videos in
details of products, videos of pigeon DVD, subscribe to pigeon club
Install a tablet in the exhibit (has to be well fixed to avoid being stolen)
Marketing Focus
Point of Purchase (POP):Constant Training of sales personnel (distributor and retail), Constant Repetition is the
only way to make sales personnel understand and learn pigeon features.
【製品について】アンチコリック?逆流防止機能?
Marketing Focus
Point of Purchase (POP):Sales KIT,
Sales Kit should contain:-Introduction to pigeon company-Product catalog with details, bar code and prices-Planograms-A&P material and activities
Should have a printed version and a electronic version for tablet
Marketing Focus
Events with Parents:Baby Expos, Expos are good opportunities to talk to parents about pigeon, deliver
samples and A&P material directly and expose the brand.
Marketing Focus
Events with Parents:Pigeon Tour (Lectures), Make bigger events (maybe inviting only pigeon club
members), have more define and elaborate activities, more infrastructure, give prices, etc…
Marketing Focus
P.R. Activities:Peristaltic PLUS Actividad de Relaciones Públicas: Dar a conocer a la comunidad la
investigación de pigeon sobre los 3 factores clave y el lanzamiento del peristaltic PLUS.
Marketing Focus
P.R. Activities:Communicate new products, research of pigeon, events like winner of casting, launch
of new DVD, etc…
Marketing Focus
Afilliation:Pigeon CLUB
Services:-Receive pigeon welcome kit with DVD-Pigeon Casting-Manage a pediatric agenda-Participate in Lectures (pigeon tour)-Pigeon Newsletter-Special offers and discounts
Marketing Focus
Professionals: Communication with doctors and nursesDr Kit:- Briefcase with “medical products”- Ipad with “Pediatric DVD” (under production), and product catalog and features. Peristaltic plus research.
Marketing Focus
Professionals: Communication with doctors and nursesPediatric Congresses:- Participate with a stand to explain about pigeon and pigeon medical products.
Underline the fact that pigeon is n°1 brand in japan hospitals.
Marketing Focus
Professionals: Communication with doctors and nursesLectures to Nurses:- Invite Nurses that take care of babies in hospitals or houses and give them a lecture
by a Pediatrician of different topics like how to prevent accidents, breastfeeding, etc… and talk about pigeon products.
Marketing Focus
Professionals: Communication with doctors and nursesBreast Feeding Advisor:- Leaflet and stand to leave in Dr´s office so they can recomend parents the site
where parents can find every answer about breastfeeding.