Objectives of the course

understand and assimilate the notions of marketing/communication used by sporting goods brands be able to conceive an internationnal marketing/communication strategy and a global communication plan for a sporting good brand

trade : échange (les distributeurs)

trade marketing : technique de communication hors médias.

Media : TV, out door, radio, print, web, moovies, …
Non media : public relations, sponsoring, operationnal marketing (trade marketing, sales promotion and customer relationchip management), digital marketing, buzz marketing, alternative marketing, strategie marketing, ambush marketing ans guerila marketing.

Evaluation of the course

case study : launching a brand in Europe stategy communication plan / tools

Course plan

brand marketing / communication media non media strategies case study

Communication part of marketing mix (les 4 P)

Kotler : inventeur du marketing mix en 1950-60, the 4 P : product price place promotion (marketing communication)
Théorie américaines basées sur les produits grand public : lessive, …

Nouvelle thérorie : the 4P+1 : product price place promotion people (customers / targets)

Communication

strategy and communication plan : consistant with marketing strategy and brand core values communication tools, plan, budget : result of a rational process in order to reach a consumer creative process : answer to a brief and objectives elements (brand positioning, brand objectives, target to reach)

Brand communication : series of tools / means that will allow a company (brand) to spread a message towards customers (target) in order to promote its brand, its activity or its products.

Brand Identity

name + signature logo(s) products / packaging stores (+ corners) web site

Brand signature : Nike : Just do it, Adidas : impossible is nothing

Nike : origine du nom : nom de la déesse de la victoire (nom signifiant)

Adidas = 2 marques : les trois