1. what is the need want and demand?
2. what is the value of the product driven to market?
3. what is personal, culture and social factor?
4. is that an example of a selling concept or a marketing concept? Justify your answer.
5. what is SWOT analysis?
48 wroteira Mastrowd Motora Procom 1.2 Real-Time Marketing: Engaging Consumers in the Moment Real Marketing Anything happened during the Oscars with pictures of such as in the moment and membra more Super Bowl XIV in New Orle. Meryl Streep, int Cawood. Oprah Winfrey. Done poorly. Howwe en Early in the thed Quarter, the lots Brocky Cooper posing with the LEGO gagements can come off moun in the Mercedes Be Superdre Oscars, Leger became the number one word or appropriate Win The suddenly went out. As 71.000- trending tople on Twitter often, brandmely tandene, and and 100 million viewed Other companies real-time efforts to minute ads of ages into che bided the time and the connect the branch to current events impor nels, hoging to aching in a bottle the heada, engineers worked for fort to customers. Startuchos long used But huynrepared to content con M 34 minutes to report the power outage rool time marketing in the way. For example, fall for mos the mark Wor, story and bring the light back on. But when the after Winter Storm Nemo hit the rooting real-time messages can cosy hackie blackout was a dwe for Superdome monetos with heavy snowiol and hur painting the brand opportunities ou agement and Co Sports and an arroyance force wirids in ory 2013. Sutuoks of touch for kryers and one or Twiner and Facebook promotions offered Minute by te mange it as an oportunity. Shortly after the blackout Snow Day of customers in of second to be carico began Nabico's Oro do fected. We wanted to a grand mal-time molting must be put of broeder il me out out? No problem fordel gesture sada su dig only conclude the male the You can dunk in the dark tal more. As the sample Red Roof branden gong and start of That now.camous side wet conceived in regary Internet and approved within minutes, grabbed data from trang VICE more on fox Oreo then the brand's Fire with Google's on travagant fro-qur advertisement. Within linesh-adsystem to be an hour, the dunk in the darkmesage was real times to stranded retweeted nearly 16.000 times and racked up lors facing fight canctions more than 30,000 ebook resulting in for a when Chicago's tens of millions of favoble exposure in the O More Airport expe following days, Oreo received tons of media riced about of fight coverage and wild as "The Band Thatcon, Red Room Won the Blackout Bow." Thom were pretty god to the foodspot Impressive out for a one-off or by a interiors of the Google Comer chroot for those Oreo's succo Super Bowl orei Org na 10 per triggered a surge in realtime rigoro in bookings from Brands of all kinds have sincered to tre those orches. ate their own Omo moments by aligning Come sometimes marketing content with a world events and uporary time com trending topics through timely wels, videos and contrower room." blog entries and social media posts to created rapid response Today, my roof time marketing forts during major events or even to or on media events, such the court competitor's moves Super Bow the Grammy and the Academy For example, with each w Awords. These wet marketersengo Apple Phone model of the huge, ready made udforces. For wory same time that Apple ex when its blockbuster for The LEGO Movie Over ons Wing tuled to win a nomination in the Best Animated the features of the new phone. Movie category at Oors, LEBO Samsung marketerse food tumed the ori into an opportunity to en ing so media with clever age Vivers in time during the Academy real time 'The next best thing Awds TV spectacular. During a performanos sedyr responses. The real-time marketing Ore's spectacularly succesul of the movie's Oscar cominated song- strategy lets Samsung capital "You can still dunk in the dark tweet triggered a surge 'Erything is Awesome'--emers handed on on the surrounding in real-time marketing, en brand of wil kinds are now out Oscars made of golden LEGO bricks to the Apple introduction to pro trying to create their own "Oreo moments by ling Dobro in the audience. Simultaneously, the moto its own wores marketing content with real world events and trending band wted coordinated maltime images Done right real-time toplice and the metage Everything womekoting can ronge consumers Oy T CHAPTER 1 Marketing: Creating Customer Value and Engagement 49 consumers' lives. More than just trying to catch Daily Twist campaign gave Oreo a fourfold videos, showed different Oreo creatures and lighting in a bottle with one-off ro mo increase in Facebook shares and boosted naked fans to "Nome the Norte Such ments during showcase events, says one its Instagram following from 2.200 to more gems ilustrate how Oreo keeps itself smack strategist, hoping pace with the speed of than 85.000 dab in the middle of the consumer con- digital culture actually requires marketers to plan Oreo wages an ongoing social media and sciousness by making real-time marketing an shand" Says another, "The war room has given moble campaign to engage consumers in everyday event. way to a campsite--real-time marketing needs the moment, skillfully injecting the brand into Whether connected to a social code, a to be a built in strategy all year round." Smart consumers' lives and conversations. For ex trending topic or event, a consumer's per brand build agie, ongoing real-time marketing comple, there was the wildly popular "Twist sonal situation, or something else, the e- programs that listen in on the social space and tick. Dunk' mobile game app that had 4 mil sential concept behind successiu real time respond with relevant marketing content that loner dunking 4 bilion virtual Oreo cook marketing is pretty simple. Find or create blend smoothly with the dynamics of custom fee. Then there was the catchy 90 second ongoing connections between the brand and ers' realme social sharing Oreo Cookie Bolerop Video, tweeted and what's happening and important in contum For example, although the Oreo dunk in posted on YouTube and other social media, e' lives, thon engage consumers genuinely the dark tweot might have seemed off the showing clever Ideas for eating and serving in the moment. One marketing executive outf, it was only the latest in a long sles of cookie bal during the end-of-year holiday suggests that real-time marketers should real-time marketing efforts designed to make sonit quickly went viral with more than quoto the practice to meeting somebody in Oreo a part of consumoro dolly discourse 16 million views on YouTube alone. And a social gathering--you don't accost them In the months preceding the Super Bowl leading up to a one Haloween season, Oreo instead you try to find a commonolity of Oreo had successfully carried out its "Daily Laboratorium, a series of brief stop-motion interest." Twist" campaign. Each day for 100 days, the brand posted consumer-inspired Oreo cookie art tied to a relevant event. There was Source Martino in the Merents to Reach Otomers Online, Now York Times January 18, 2016, p.es a Mars Rover Landing Oreo (an open face October 23, 2014, www.stocrate.com:7068, Chettopher Hando in Pol, All the Time Adwok Daniel Sada, The Story of Oreo How an Old Cookie Become a Modem Marling Personality."Fast Company cookle with tire tracks through its red cromo Petary 18, 2013, Chiloh Palmer Logo Movie' Picks Up To Not Trophies et Academy Awarch, filling), an Elvis Woek Oreo (with an Oreo Show, fobruary 23, 2016, www.bloomberg.comews/article/201502294-move pick-up woes profile of the King of Rock 'n' Roll), and a not trophie-at-academy-awards-show, Tanya Dubu Can Su Dunk in the Dark, but You Don't food a War Shark Week Oreo (with a jagoed bite token Room," Digiday, Februay 4, 2016, Mp/digiday.com/agencies super-bow-ww-room and www.360.com out of it. of course). The groundbreaking works-day-wi/ and repetwitter.com/status/29604671718403908, mood Sophumber 2016
