Operational Marketing Flashcards
Operational marketing
implementation and control
The four P’s
Product- branding, innovation; price- pricing policies; place- channel management; promotion- communication and adv
Wine branding
“mere fruit juice into emotional, sensorial, social experience”
COO
country of origin
Top 3 product exports from Italy
sunglasses; pasta; wine
NPD
new product development
NPD ex- “Wixo”
single portioned wine; “freedom of choice, style and quality. all in one glass.”
B&M ex- Enoteca Esselunga
top performing Italian supermarket chain; innovative store formats (in-store virtual sommelier = omnichannel retailing)
FMOT
first moment of truth (“up to 85% of all shoppers decisions are made directly at the pop)
eCommerce
commercial transactions conducted electronically on the internet
Communication strategies (the power of megaphone) ex- EATALY
eating (specialized little restaurants); buying (self-service shelves, like supermarkets); learning (promoting food education/primary schools)
