Holistic or sustainable marketing

A marketing strategy that is developed by thinking about the business as a whole, its place in the broader economy and society, and in the lives of its customers. It attempts to develop and maintain multiple perspectives on the company's commercial activities. Holistic marketers engage in a host of carefully planned, interconnected marketing activities and satisfies an increasing broader set of constituents and objectives. They also consider a wide range of effects of their actions.
Holistic marketing includes the following -

Sustainable marketing methods adopted by Post It - 

1. Offering an electronic sustainability training program for sales that touches on trends and products.
2. Providing a tool kit to assist 3Mers in sharing our story externally which includes presentations, videos, catalogs and gift boxes featuring sustainable products. 
3. Educating on sustainability issues and trends through a monthly web series. Past speakers have included 3M executives, customers and noted academics.
4. Integrating sustainability into corporate and product brand positioning. 
5. Focusing on sustainability during 3M's recent brand re invigoration work. 3M's sustainability key messages and positioning for product and corporate communications were enhanced to align with this approach.
6. Embedding sustainability education into global brand workshops.
7. Participating in external sustainability organisations such as Net Impact, the Corporate Eco Forum and Sustainable Brands to connect with customers and other stakeholders around 3M's sustainability approach.

Branding

According to American Marketing Association, A brand is defined as a name, term, design, symbol, or any other feature that identifies one seller's goods or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.
Post It is a product of 3M and was launched in 1977. This was an entirely new product in the market. On year after its launch it raked in more than US $2 million in sales.

BRAND NAME - POST IT
TAGLINE - Organize and prioritize at home, school or the office.
LOGO -

Why this brand name?

Point of Parity - In a particular product category, the features that are similar between the product and its competitors. 

Point of Difference - In a particular product category, the features that differentiates a brand with its competitors. 

POP and POD of 3M and other sticky notes (Big Logonotes, Stick it or not notes, Sticky Notepads, etc) - 

Points Of Parity - 

1. Both are sticky notes.
2. Same target group.
3. Same pricing strategy.

Points Of Difference - 

1. Global brand.
2. Quality is better (Post It).
3. Comparatively more variants.

Brand Equity - 

According to American Marketing Association, brand equity is a phrase used in the marketing industry to try to describe the value of having a well known brand name, based on the idea that the owner of  a well known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well known name is better than products with less well known names. 

Brand asset valuator model - This model suggests that there are four key components of brand equity.

Energised differentiation - Measures the degree of which the brand is seen differently.

Relevance - Measures the appropriateness and breadth of the brand's appeal.

Esteem -  Measures the perception of quality and loyalty.

Knowledge - Measures the brand awareness. 

Segmentation, Targeting and Positioning

Segmentation - This partitions the business sector into overall characterized cuts. It comprises of a gathering of clients with comparative needs and needs. Marketeers distinguish proper gathering/portion of business sector to focus on. To portion a market, 4 significant gatherings are utilized.

Geographic - This is clear and relates to where your clients live and work together. It is conceivable that there geographic area assumes a part regarding their social cosmetics and purchasing propensities yet these are investigated in different classifications.
Demographic - This stands for age, sex, size of family, instruction, wage, occupation, financial class, occupation, religion, ethnicity and dialect.
Psycho graphic - This compares to the mental qualities of your clients including traits, for example, identity, convictions, values, lifestyle, state of mind et cetera.
Behavioral- This asks questions about how your customer behaves and what motives are included.
Post It market segmentation -
Geographic - Global
Age - 18-60
Psycho graphic - Organised and work oriented.
Behavioral - They buy the product because it aids in effective communication and helps in arranging things.

Targeting - The purchasers the organization needs to offer its items to, and to whom it steers its promoting deliberations to. Recognizing the target business is a fundamental venture in the advancement of an advertising arrangement. A target business might be differentiated from the business sector in general by geology, purchasing force and demographics, and also by psycho design.

Post It target market - the target market for Post It is - 

1. College students - Help college students in their studying.
2. Office workers - Help office workers in their day to day activities.

Positioning - Positioning means actualizing the target market. Business sector situating is the control of a brand or group of brands to make a positive observation according to the general population. In the event that an item is generally situated, it will have solid deals. Creating a situating method is an essential piece of innovative work for the brand. Brand situating relies on upon the accompanying components.

Post It positioning - It has been positioned as a product that when a person uses it, he projects a responsible outlook. They have set prices that provide genuine value to the customer segment that is being targeted. 

Sales Management

According to American Marketing Association, sales management is defined as the planning, direction , and control of the personal selling activities of a business unit, including recruiting, selecting, training, equipping, assigning, recruiting, supervising, paying, and motivating as these tasks apply to the sales force. Sales management involves 3 inter related processes -

1. Formulation of a strategic sales program.
2. Implementation of the sales program.
3. Evaluation and control of sales performance.

Functions of sales management - 

1. Sales planning.
2. Recruiting/Staffing.
3. Training.
4. Controlling/Directing.
5. Evaluating.
6. Effectiveness/Efficiency.
7. Compensation.

The impact of effective sales management - 

1. Increased sales revenue and profitability.
2. Decreased variability of revenue due to inaccurate forecasting.
3. Increased sales productivity.
4. Increased customer satisfaction and loyalty.
5. Increased salesperson motivation.

Post It in sales management -
Since Post It doesn't have a direct selling methodology, the major areas that is covered in the sales marketing of Post It includes logistics, supply chain management, etc.

Logistics - Planning, execution, and control of the procurement, movement, and stationing of personnel, material, and other resources to achieve the objectives of a campaign, plan, project, or strategy. It may be defined as the management of inventory in motion or at rest.

Supply Chain Management - Management of material and information flow in a supply chain to provide the highest degree of customer satisfaction at the lowest possible cost. Supply chain management requires the commitment of supply chain partners to work closely to coordinate order generation, order taking, and order fulfillment. They thereby create an extended enterprise spreading far beyond the producer's location.

Promotions

The promotions for a product can either be Above the Line or Below the Line.
Above the Line(ATL) - Above the line advertisements use broad communications routines. It incorporates print, online media, TV and film publicizing. It is hard to indulge a particular gathering through above the line advancements. This is on account of it is seen by mass group of onlookers through changed tastes and needs. Over the line advancement is additionally costly.
Below the Line(BTL) - Below the line methods are very specific, memorable activities focused on target groups of consumers. They are under the control of the organisation. The purpose of this is to create brand awareness and branding. Below the line methods include -

• Sponsorship
• Sales promotion
• Public relations
• Personal selling

The various communication techniques such as advertising, personal selling, sales promotion, public relations, and product publicity available to a marketer that are combined to achieve specific goals.
The success of Post It has been a result of sound product quality, continuous developments in the product and astute advertising. In the stationary business, marketing and product quality are the keys to success.
The promotion strategy of Post It is a combination of -

• Television commercials
• Ads online
• The brand's website
• Social Media

The campaign launched by Post It has an estimated budget of $10 million. 

The theme of the campaign being "Go Ahead" encourages consumers to come up with their own nontraditional uses for post its. A very effective use of a strategy called Open Source or Crowdsourcing. The campaign is being created by the Grey Group which is owned by WPP. The innovative ideas used in this include - 

• Blanketing a window of an empty store in Cambridge.
• Post It wars waged by office workers in buildings in cities like Paris and Seattle.
• Use of Post It products by teachers to enliven their classroom lessons.

This campaign also highlights the Customization strategy, which refers to younger consumers being expressive and personalizing mass market good.

Research indicated that people had a more emotional relationship with the product.
The TV commercials used for Post It include -

• Using Vignettes and taglines like "go ahead, keep the honeymoon going.
• Promoting it in college campuses with taglines like "Share on a real wall".
• A young man covering a wall with Post Its and creating art out of it.
• They used taglines like "Go ahead, Post It brand" . The use of "Brand" in this statement indicates that the brand owner is worried about the brand losing its originality. 

Post It has a legacy of 30 years and now consumers have figured out various creative ways to use it.

Zeus Jones, an agency is Minneapolis is working on its online creativity, digital strategy and social engagement strategies.

The 3M company has earned $991 million or $1.41 a share, up 3.9% from a year earlier and Post It and other office products have played a major part in this. Revenues have risen 4% to $7.39 billion. The net income has risen 3.8% to $4.44 Billion or $6.32 a share.

Integrated Marketing Communications

According to American Marketing Association, integrated marketing communications is a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service. or organisation are relevant to that person and consistent overt time.
The objective of the IMC for Post It is reminding customers, and their own employees that everything starts with 3M innovation and connecting ideas.
Campaign - The Devil Wears Prada.
Objective - Add impact and emotion to the boring world of stationery and paper supplies.
Aim - To drive the sales of Post It notes and appeal to a mainly female audience.
Method - Used a standard formula of gift with reward.
Result -

1. A response rate of 8%. 
2. 48% of applicants applied more than once. 
3. Sales were up 27% Quarter on Quarter.
4. 3M was seen as cool and fashionable.

Campaign - Project runway Canada.

Objectives - 

1. Engaging target customers.
2. Send consumers to the retailers.
3. Demonstrate the innovation of the brand and elevate top of min awareness.
4. Activate the partnership with the Canadian Breast Cancer Foundation beyond product contribution.
5. Increase the brand spend from 3% of sales to 10% of sales over period of 5 years.

Budget - A budget of $410000.

Target audience -

1.  Women between the ages of 25 and 54. 
2. Women who were heavy stationery product users.
3. Married women with children and leading very busy lives.

Integrated Marketing Communication plan - 

1. A national public relations campaign.
2. Online advertising.
3. A facebook page and plan.
4. An online game.
5. A consumer contest.
6. Employee and customer events.
7. Activation of Post It's breast cancer sponsorship.
8. In store displays.

Distribution

Distribution Channel -

A channel is the pipeline through which a product flows on its way to the consumer. The manufacturer puts his product into the pipeline or marketing channel and various marketing people move it along to the consumer at the other end of the channel.
According to American Marketing Association - a channel of distribution or marketing channel, is the structure of intra company organisation units and extra company agents and dealers, wholesale and retail through which a commodity, product or service is marketed.
For a big organisation like 3M, the business hugely depends on the distribution channel and the consumer attitude towards the product. In a distribution channel retailers play a very important role. While making a product a Stock Keeping Unit of the shop, retailers think about the Gross Margin Return On Investment and they promote the brand which provides them the highest. They expect return in the form of profit margin, company schemes, window display and reference of the shop. Among these, company schemes make the difference and are the highest source of motivation after the profit margin. Retailing demands a constant push from the company.
3M products are sold through various distribution channels, including directly to users and through numerous wholesalers, retailers, jobbers, distributors and dealers in a wide variety of trades in many countries around the world. Management believes the confidence of wholesalers, retailers, jobbers, distributors and dealers in 3M and its products  - a confidence developed through long association with skilled marketing and sales representatives - has contributed significantly to 3M's position in the market place and to its growth.
3M has 157 sales offices worldwide, with 9 in the United States and 148 internationally. Many 3M products are available online directly from the company. 
Marketer needs to use advertising and brand building strategies to address the discerning buyers and retail push to in different buyers. The manufacturer should understand consumer behavior because retailers cant help quality and price.
Functions of channel intermediaries -

• Reconciling the needs of producers and consumers.
• Improve efficiency by reducing the number of transactions and creating bulk transportation.
• Improve accessibility.
• Providing specialist services.

Channel distribution foe consumer goods - 

1. Zero level channel : Manufacturer --------- Consumer. Direct marketing includes use of personal selling, direct mail, telephone selling and internet.
2. One level channel - Manufacturer --------- Retailer --------- Consumer. It is economical for producers to supply directly to retailers than through wholesalers.
3. Two level channel - Manufacturer --------- Wholesaler --------- Retailer --------- Consumer. Wholesalers buy in bulk from producers and sell smaller quantities to retailers.
4. Three level channel - Produce dedicate this task of selling to to agents who sell their products to wholesalers and get commissions in return.