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More the merrier as future trends expert Toni tops up those tried and tested 4 Ps

Rugby star Jamie Heaslip was the guest speaker at the latest UCD Smurfit Graduate Business School's Marketing Development Programme (MDP) event. The Leinster captain spoke about the similarities between sport and business and what he sees as the skills required for success in both.

Mark McCann, managing director of Oliver Ireland, answers our five quick questions.

1 Other than marketing, what other career appeals to you?

Architecture.

2 What does Christmas mean to you?

Relaxing family time.

3 Favourite Christmas movie?

Home Alone. I still enjoy it just as much every year.

4 Are you a dog lover or a cat lover?

That's an easy one to answer - a cat lover every time because you don't have to take them out for a walk.

5 Describe yourself in five words…

Always up for a challenge.

Michael Cullen is editor of Marketing.ie; email him at cullen@marketing.ie

For more years than even famous Dublin electrical retailer Harry Moore could care to remember, the 4 Ps of marketing has been the industry gospel.

Product, place, price and promotion ruled. But with the influence of digital, marketers must now revise their thinking and embrace the 7 Ps.

Future trends expert Toni Keskinen offers an extended list of marketing musts.

The new 7 Ps are position, performance, proximity, price, presence, perceived product and promotion. Position is about where brands feature in customer thinking. Brand is a position in the consumer's mind. Being top-of-mind is essential.

As Bord Bia chairman Michael Carey (pictured) said at a recent Brand Forum in the RDS, being top dog is good.

Performance is about the user experience over time. If brands are to create a proper long-term relationship, it requires proximity - getting up close and personal with consumers.

Apple has created a strong human interface and online relationship with its stores. It helps that they are a place for brand experience, not measured on usual retail efficiencies.

Price is no longer the fixed figure it used to be, thanks to comparison sites - which consumers love, but which tend to push the brand and consumer apart.

Keskinen says presence takes over from place as it is a more flexible concept in an online, social networking age.

Perceived product is close to performance, as consumer experience is linked to expectations and that's where's branding comes in. Promotion covers various media platforms.

Great to see Katie Taylor (above) winning more support from sponsors. Recently returned from winning her fifth consecutive World Championship in South Korea, Taylor (28) will be brand ambassador for Bank of Ireland's foreign exchange. The Bray boxer fronts for Toyota, Sky Broadband, Adidas and Lucozade Sport.

Publicis D has won the grand prix for the APMC best integrated marketing campaign for Renault Carculator. It was the unanimous choice of judges analysing Europe's best. It also won two golds and a silver for Publicis D, run by Edel McCabe. Boys and Girls won gold for Kellogg's Rice Krispies.


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