O PODER DO MARKETING EMPRESARIAL! CURSO DE ADMINISTRAÇÃO/ MARKETING: Direto, Indireto, Guerrilha ETC

Summary

In this video, Silvino Nascimento, a professor of administration, discusses the immense power of marketing and branding in influencing consumer behavior. He explains how company names, like Bombril, Pilot, and Gillette, often replace product names due to successful marketing strategies. Silvino also covers five types of marketing—direct, indirect, institutional, promotional, and guerrilla—demonstrating their impact on consumer engagement and retention. The video offers insights into how companies shape perceptions and encourages viewers to explore marketing tools through an associated course. This engaging discussion highlights the importance of understanding and applying marketing strategies for business success.

Takeaways

• 😀 Companies have the power to influence consumers to use their brand name as a synonym for the product itself, a result of effective marketing.
• 😀 Popular product names like 'Bombril,' 'Pilot,' and 'Gillette' have become generic terms due to the strength of their brand marketing.
• 😀 Consumers often use company names (e.g., Bombril for steel wool, Pilot for whiteboard markers) instead of the actual product names, demonstrating the impact of branding.
• 😀 Marketing strategies can transform a company’s brand into a product identity, making it difficult for customers to separate the two.
• 😀 In marketing, there are several strategies including direct marketing, promotional marketing, institutional marketing, and guerrilla marketing.
• 😀 Direct marketing involves reaching customers through ads, flyers, or direct contact, while indirect marketing happens when a product is featured in a TV show or movie.
• 😀 Institutional marketing focuses on building brand awareness by supporting cultural or public events without directly selling a product.
• 😀 Promotional marketing uses incentives like discounts or offers (e.g., 'buy one, get one free') to attract consumers.
• 😀 Guerrilla marketing is an innovative and creative approach to advertising, often spontaneous and disruptive, to grab attention and generate buzz.
• 😀 Successful marketing requires not only a great product but also effective promotion to ensure the product’s name stays relevant and recognizable in consumers' minds.

Q & A

What is the main message the speaker is trying to convey in this video?

The main message is about the power of marketing and how company names can often replace the actual product names in consumers' minds, due to effective marketing strategies.

What are some examples the speaker uses to illustrate the influence of marketing?

The speaker mentions products like Bombril (steel wool), Pilot (whiteboard markers), Gillette (razor blades), and Qboa (toilet paper) to show how consumers associate these brand names with the products themselves.

What is the difference between a product name and a company name, according to the speaker?

A product name is the actual name of the item being sold (e.g., steel wool, whiteboard markers), whereas a company name refers to the brand that manufactures it (e.g., Bombril, Pilot, Gillette). Effective marketing leads consumers to refer to the product by the company name.

What are the '4Ps of marketing' mentioned in the video?

The 4Ps of marketing, as explained in the video, are Product, Price, Promotion, and Place. These are key elements of a marketing strategy.

What is direct marketing and how does it work?

Direct marketing involves reaching the customer directly through methods such as advertising, TV, outdoor ads, or flyers. It aims to create a direct connection with the consumer.

How is indirect marketing different from direct marketing?

Indirect marketing involves reaching the customer without directly advertising to them, such as in a TV show where characters use a product (e.g., a Coca-Cola can), which subtly promotes the brand without a direct advertisement.

What is the purpose of institutional marketing?

Institutional marketing is aimed at reinforcing the brand's presence and reputation, often through sponsorships or supporting cultural and sports events, without directly selling a product.

What is promotional marketing and how does it work?

Promotional marketing involves offering special deals like 'buy one, get one free' or discounts to attract customers. It is a strategy used to increase sales temporarily.

What is guerrilla marketing, according to the speaker?

Guerrilla marketing is a creative, unconventional marketing strategy that seeks to engage consumers in a memorable way. It is often spontaneous and surprising, aiming to make a strong impact with minimal resources.

What does the speaker emphasize about the quality of products and their promotion?

The speaker emphasizes that strong branding and effective promotion are crucial for a product’s success. No matter how good a product is, without proper marketing, it could be forgotten or overlooked.