Abstract
As the 4P's of marketing have expanded, and there is a degree of confidence in the basic integrity for the proposition of taking Argosy University online into Indonesia, this paper seeks to address every “P” this writer could find with such an introduction strategy in mind. Reviewed in turn are the following: Packaging, Participation, Performance, Permission, Physical Environment, Place, Price, Process, Product, Proliferation and Promotion.
The 11 “P’s”
Packaging
This writer was of the thinking that packaging, one of the fundamental moving parts of marketing, had a presumptive designation. As one of the marketing “P’s”, this was brought to this writer's attention by a colleague, Darrell Neron (Neron, 2/21/2011 4:39:21 PM ). This author confesses there is some question as to the degree to which “packaging” has traction as a separate “P” of marketing. Nonetheless, we can address it.
In a February 15 paper (DavisF_M6_A1; Thoughts of Branding Specifics), this writer cited the work of Speak and Hanson as the folks who created the rebranding campaign for Argosy University. Deconstructed in that document was the utility of the branding campaign. It was determined the application to an online introduction of the University, from the packaging perspective, is seamlessly applicable on its merits.
With this in mind, we may consider packaging as addressed.
Participation
Participation is another questionable (yet entirely possible) marketing “P”. From the same online conversation, participation was brought to this writer's attention by yet another colleague, John Garzaniti (Garzaniti, 2/23/2011 8:01:39 PM). Again, we will address this "P" as it is. However, to do that effectively, let us define terms. From the classic perspective of internal and external, this seemingly safe presumption would analogize this to external participation; also known as word-of-mouth.
WOM had been strongly alluded to in the same strategy document for the secondary demographic, the youth. By having a series of exciting printable posters (along with other items, such as the catalog) as pre-installs on branded USBs offered in Internet cafés (and other similar locations) at cost, the assurance is that any printed matter posted is done so at the behest of someone specifically from that demographic. When that happens, odds are that there are like-minded people around. Essentially, this is self-produced advertising in a ostensibly sympathetic venues only; a form of word of mouth, which is clearly participatory.
For our primary demographic, having business alliances that are willing to underwrite the future career tracks of their professional employees may be less freewheeling a form of participation, and it is participation nonetheless.
Performance
Performance is another “P” that I will have to attribute to my colleague Mr. Garzaniti. Moreover, the only credible way to effectively market or promote the performance of Argosy University (beyond experientially) is to have access to statistical data, pull out the headlines and celebrate communicating such. Without ready access to such statistical data, yet having a personal experience, this writer would be surprised if there was not enough to shine. The overwhelming majority of the faculty is impressive (and this writer has been an educator for over 20 years, a professor in his own right). Performance should not be an issue.
Permission
Permission marketing, a relatively recent addition to the marketing family of “P’s”, comes to us by way of the current thought leaders writing on the topic of social network marketing in particular, and e-commerce in general. A few of these writers would include Joel Comm and Seth Godin. Its foundation is an echo of the latest movement within the field of sales, shifting the emphasis on relationship building. In permission marketing, as an example, a potential client’s buy-in up front allows for the periodic e-mail update, without feeling like spam.
The low-key, covert approach, at least at the introductory stages, is consistent with permission marketing. While social networking was not overt in previous writings specifically for Indonesia, it has been set up (in fact, initially by this writer, at least on Facebook and LinkedIn) in the English-speaking version, which is the only one so far in existence. Of course, social networking would follow there if we rolled out there.
Items such as the USB are also consistent with permission marketing.
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