What is marketing?
Marketing misdefined as the process of determining the needs and the wants of consumers and being able to deliver products that satisfy those needs and wants.
Think of marketing as a bridge from the producer to the consumer.
Marketing starts with market research, a learning process in which marketers get to know everything they can about the needs and wants of consumers, and it ends when somebody buys something.
Many companies feel that services provided to customers after the purchases also are an important part of marketing. All of these enterprises: production, advertising, transportation, processing, packaging, and selling are included in the marketing process.
Primary research - focus groups, questionnaires leading to surveys and interviews
The Nine Functions of Marketing
- Product/ service management: Assisting in the design and development of products/ services that will meet the needs of the costumers.
- Marketing information Management: Managing and using market information to improve decision - making.
- Financing: Budgeting for marketing activities providing financial assistance to customers to assist gem with purchasing the organisations products.
- Purchasing: Planning and procedures necessary to obtain goods and services for the use in business or resale.
- Pricing: Establishing the value of products and services to customers.
- Distribution: Determining the best method to bemused,so the customers are able to locate, obtain and use the product.
- Promotion: Communicating information to prospective customers through advertising and other promotional methods to encourage them to purchase the product.
- Selling: Direct communications to the customers in order to assess needs and satisfy those needs with appropriate services.
- Risk Assessment: Planning, controlling, preventing business loses.
By looking at our creative brief and seeing what need to do we have already started to use some of the nine functions of marketing. One of which is the marketing information management were we have been assessing our target audience. Our company have used project/ service management when generating ideas in how to develop concepts and think of the needs of customers. We have been doing this by carrying out primary research to astatine needs of the customer though a survey to improve design making and secondary research by looking into agencies such as The Secret Secret seeing how they create effective immersive events and their marketing techies. Promotion we have been working through the first initial stages of how we could market our event effectively and gathering ideas of how we will reach our target audience We have used financing when started researching into how much prices where in reprographics by getting a price list so we can start to think abut how much some of our print based media will cost. Moreover we researched into how much on average pitch would cost for a stall at an event such as The New Forest Show.
Marketing Strategy Process
- Understand customer
- Analyse market
- Analyse competition
- Research distribution
- Define marketing mix
- Finical analyse
- Review & Revise
Marketing Mediums for a Campaign
- Online media, including interactive ads and banners on websites
- Print media
- Social media
- Publicity
- Direct mail
- Radio
- Television
- Telemarketing
- Events and trade shows
- Search engines
- Outdoor media
What is a marketing campaign? Marketing campaigns promote a product through different media, including television, radio, print and online platforms. Campaigns don't have to rely solely on advertising and can also include demonstrations, word of mouth and other interactive techniques. Businesses operating in highly competitive markets may initiate frequent marketing campaigns and devote significant resources to generating brand awareness and sales.
Marketing uses lots of different elements in order for the brand to connect with they target audience.
Marketing is the way that a company touches a customer or a prospect with the hope of facilitating some form of exchange or purchase. Marketing is a subtle art that incorporates a range of tools to include public relations, media planning, social media, customer support, market research and paid advertising.
What is the difference between marketing and advertising?
Whereas advertising is a very clear and straightforward bid to engage with thew customer and sell a product, marketing is much more subtle and involves many more elements, as outlined above. Marketing is about constructing a whole brand through all sorts of means, that will resonate with a customer and make them want to interact with them. This includes social media pricing and branding.
Example - e.g monster munch re branded there product ,walkers, cadburys, (volstewagon toy story )
Marketing is the way that a company touches a customer or a prospect with the hope of facilitating some form of exchange or purchase. Marketing is a subtle art that incorporates a range of tools to include public relations, media planning, social media, customer support, market research and paid advertising.
What is the difference between marketing and advertising?
Whereas advertising is a very clear and straightforward bid to engage with thew customer and sell a product, marketing is much more subtle and involves many more elements, as outlined above. Marketing is about constructing a whole brand through all sorts of means, that will resonate with a customer and make them want to interact with them. This includes social media pricing and branding.
Example - e.g monster munch re branded there product ,walkers, cadburys, (volstewagon toy story )
Rebranded product
What is advertising?
Advertising can take many forms, print, radio, T.V, online, billboard. Advertising is a form of creative communication that aims to encourage an audience to take an action, or persuade an audience to continue taking an action. Advertising campaign is a series of advertisement messages that she a single idea and theme. Advertising campaign use different media across a specific time frame.
Did you know? - In one 45 minute journey the average London commuter is exposed to more than 130 adverts featuring more than 80 different products.
Poster- suggessgul campaign example
The brand - allows consumers to distinguish from one seller of goods to another. It is a way of creating a series of associations or connotations in peoples minds in such a way as it persuades them to buy in to that product, event or idea.
Brand values- helps agencies understand the organisation they are representing. This will affect the type and mood of advertising they create.
The client is the organisation that sets the brief and employs the agency to make the campaign.
Brief - is an understanding between a client and an advertising agency that outlines the objectives ad targeted audience of an advertising campaign. The brief may contain strategies to be adopted in reaching the audience, the time frame of the campaign, and its total estimated
What is target audience?
Is a specific group of people with the target market at which a product or the marketing message of a product is aimed at. Some things to consider with a target audience: Children, age, social class, interests, livelihood, income, household, dislikes etc.
Brand Identity is a set of unique brand associations that the agency aspires to create or maintain.
These associations represent what the brand stand for and imply a promise to the consumer. COCO COLA EXAMPLE - everyone knows the logo, recognisable
This may comprise of a logo, colours, or a slogan for example which people will already associate with the brand.
Brand Value - The brand will work with the agency to ensure the marketing mirrors the values of the brand.
Each brand will have a umber of values which the consumer associates with them. The values will effect the target audience and marketing of the brand. Marks &Spencer's,
Safe healthy, trendy, British, reliable, young, organic, modern budget, clean etc.
Top Shop what are their similarities and differences who are there target audience.
Different channels - An advertising camping is a series of advertisement messages that share a single idea and theme. Advertising campaigns appear in different media across a specific time frame.
Use of new marketing - smart technology, viral marketing and social media.
Celeb endorsement - A celeb endorsement is type of advertising campaign that involves a well know person using their fame to help promote a brand. Manufacturers of perfumes and clothing are some of the most common business users
or classic celeb endorsement techniques such as T.V ads, and laughing events,
Clubs are also more likely to get involved with charity events for free rather than private independent companies.
Publicity stunts
How is a 21st century audience different from a 1960s audience
Personalities have changed, people have become on one had more sociable in that you can connect and talk to anyone from anywhere in the world instantly at anytime of the day, enhancing or communicating. On the other hand technology is creating a barrier as we are always on our phones when we could be having face to face conventions with our friends instead of digitally over social media e.g Facebook. Although we now do have more media platforms to reach variety of people on globally. Moreover new media is there to embrace an audience from this century being the younger generation or old media has to be reinvented fro the older which holds more competition to make it better and understandable for them.
What is more important the product or marketing?
Both the product and the marketing come hand in hand with each other they are both equally as important to get right to their target audience.
What is PR?
A bond between branding and target audience.
Every organisation ultimately depends on its reputation for survival and success. Members of society have opinions about organisations, and these perceptions will drive our decisions. In today competitive market and certain economic climate reputation can be a company biggest asset. Effectively PR can help manage reputation by communicating and building good relationships with society.
Trump demanding his on pr through twitter- example
Case study - McDonalds
They went through a whole re-branding of the company in attempts to stop the bad reputation of McDonalds are being unhealthy resulting in obesity.
A possible crisis could have been the horse meat scandal if they are found as using may create bad publicity for the company and may lose costumers trust in them.
Health is one of the biggest concerns in society both short and long term and as a brand they will have to keep addressing the issues of rises in obesity and heart disease for example. So it is a constant battle to make foods healthier and reduce fats in order to meet the dietary needs of customers or they will loose them.
Place
Extra - Packaging
4 Ps Secret Cinema - Look at McDonald's example on Moodle for inspiration.
articles marketing secret cinema and the marketing mix- type into google research
Experimental marketing - read this
https://www.linkdex.com/en-gb/inked/secret-cinema-experiential-marketing-fan-engagement/
http://www.screendaily.com/comment/secret-cinema-founder-on-future-of-cinema/5077742.article
http://www.eventmagazine.co.uk/blog-secret-cinema-experiential-marketers-learn/agencies/article/1347865
https://www.theguardian.com/film/2015/jul/10/star-wars-the-marketing-force-awakens
Threat- loss of interest from audience over a long period of time in product life cycle - justice what happened with cinemas' in the 70's.
What is advertising?
Advertising can take many forms, print, radio, T.V, online, billboard. Advertising is a form of creative communication that aims to encourage an audience to take an action, or persuade an audience to continue taking an action. Advertising campaign is a series of advertisement messages that she a single idea and theme. Advertising campaign use different media across a specific time frame.
Did you know? - In one 45 minute journey the average London commuter is exposed to more than 130 adverts featuring more than 80 different products.
Poster- suggessgul campaign example
The brand - allows consumers to distinguish from one seller of goods to another. It is a way of creating a series of associations or connotations in peoples minds in such a way as it persuades them to buy in to that product, event or idea.
Brand values- helps agencies understand the organisation they are representing. This will affect the type and mood of advertising they create.
The client is the organisation that sets the brief and employs the agency to make the campaign.
Brief - is an understanding between a client and an advertising agency that outlines the objectives ad targeted audience of an advertising campaign. The brief may contain strategies to be adopted in reaching the audience, the time frame of the campaign, and its total estimated
What is target audience?
Is a specific group of people with the target market at which a product or the marketing message of a product is aimed at. Some things to consider with a target audience: Children, age, social class, interests, livelihood, income, household, dislikes etc.
Brand Identity is a set of unique brand associations that the agency aspires to create or maintain.
These associations represent what the brand stand for and imply a promise to the consumer. COCO COLA EXAMPLE - everyone knows the logo, recognisable
This may comprise of a logo, colours, or a slogan for example which people will already associate with the brand.
Brand Value - The brand will work with the agency to ensure the marketing mirrors the values of the brand.
Each brand will have a umber of values which the consumer associates with them. The values will effect the target audience and marketing of the brand. Marks &Spencer's,
Safe healthy, trendy, British, reliable, young, organic, modern budget, clean etc.
Top Shop what are their similarities and differences who are there target audience.
Different channels - An advertising camping is a series of advertisement messages that share a single idea and theme. Advertising campaigns appear in different media across a specific time frame.
Use of new marketing - smart technology, viral marketing and social media.
Celeb endorsement - A celeb endorsement is type of advertising campaign that involves a well know person using their fame to help promote a brand. Manufacturers of perfumes and clothing are some of the most common business users
or classic celeb endorsement techniques such as T.V ads, and laughing events,
Clubs are also more likely to get involved with charity events for free rather than private independent companies.
Publicity stunts
How is a 21st century audience different from a 1960s audience
Personalities have changed, people have become on one had more sociable in that you can connect and talk to anyone from anywhere in the world instantly at anytime of the day, enhancing or communicating. On the other hand technology is creating a barrier as we are always on our phones when we could be having face to face conventions with our friends instead of digitally over social media e.g Facebook. Although we now do have more media platforms to reach variety of people on globally. Moreover new media is there to embrace an audience from this century being the younger generation or old media has to be reinvented fro the older which holds more competition to make it better and understandable for them.
What is more important the product or marketing?
Both the product and the marketing come hand in hand with each other they are both equally as important to get right to their target audience.
What is PR?
A bond between branding and target audience.
Every organisation ultimately depends on its reputation for survival and success. Members of society have opinions about organisations, and these perceptions will drive our decisions. In today competitive market and certain economic climate reputation can be a company biggest asset. Effectively PR can help manage reputation by communicating and building good relationships with society.
Trump demanding his on pr through twitter- example
Case study - McDonalds
They went through a whole re-branding of the company in attempts to stop the bad reputation of McDonalds are being unhealthy resulting in obesity.
The fast food chain is trying to change that perception through the McDonald’s Nutrition Network, a program designed to highlight its commitment to nutrition. To help spread the word and change the minds of consumers, it turned to influential bloggers, a dietitian and social media.
This was done by healthy menus items featuring more fruits and vegetables. Sustainable beef production.
First, a third-party, high-profile dietitian was selected to tell the brand’s story. This campaign also relied on local "mommy bloggers” to share the McDonald’s story. McDonald’s knows parents are concerned with providing affordable, healthy meals to their children.
Not only have they focused on making their food healthier by reducing salt and fat and using 100% British beef, they also had a green strategy where the company has warmed to "greener" practices, including environmentally friendly refrigeration and converting used oil into bio diesel fuel, as well as completely re-
branding by changing their main colour theme inside from red to green, in attempts to look more environmentally friendly and healthy.
A possible crisis could have been the horse meat scandal if they are found as using may create bad publicity for the company and may lose costumers trust in them.
Health is one of the biggest concerns in society both short and long term and as a brand they will have to keep addressing the issues of rises in obesity and heart disease for example. So it is a constant battle to make foods healthier and reduce fats in order to meet the dietary needs of customers or they will loose them.
MARKETING STRATEGY PROCESS
understanding customer---analyse market---analyse competition--- research distribution--- define media mix---financial analysis--- review and revise
What is involved in a marketing campaign (tools and techniques)
understanding customer---analyse market---analyse competition--- research distribution--- define media mix---financial analysis--- review and revise
What is involved in a marketing campaign (tools and techniques)
A marketing campaign promotes a product through different media platforms such as Dove who created their 'Real Beauty' campaign in 2004.
Key Words
Above the line- ATL communications use media that are broadcast sad published to mass audiences
Below the line-BTL communications use media that are more niche focused, targeting or communicating with a more specific audience
Through the line- TTL is a mixture of the two
The variables through which is a firm carries out its marketing strategy
The Marketing Mix is a recipe for effective marketing. Using the marketing mix when planning the marketing for a product allows for a consistent approach.
4 Ps of Marketing:
Product- product decisions= quality, building, features.
Marketing is about providing the correct bundle of benefits to the customer/consumer/audience. Marketing is not about providing products or services it is essentially about providing changing benefits. The process by which companies distinguish their product offerings from the competition is called branding.
For most companies, brands are not developed in isolation- they are part of a product group.
For most companies, brands are not developed in isolation- they are part of a product group.
Product life cycle PLC- Every product goes through a life cycle from development to decline: Development, Introduction/Launch, Growth, Maturity- sales reach peak, cost of supporting the product declines, ratio of revenue to cost high, market share may be high, price elasticity high?
Saturation- sales and profits failing, new entrants likely to mean market is 'flooded', Decline+Withdrawal- sales decline, product outlives/outgrows/outlives its usefulness, better products appear, fashions change.
Extending the lifestyle- diversification- have core product but introduce new flavours/styles etc, Innovate- use new technology to enhance the product, change flavour, repackage, advertise to appeal different audience, re-launch-product that have been withdrawn can make comebacks e.g. skateboards.
Price
Pricing strategies- Penetration- Here the organisations set a low price o increase sales and market share.
Once the market share has been captured the film may well then increase their price.
Skimming - The organisation sets an initial price and then slowly lowers the price to make the product available to a wider market. The objective is to skim profits of the market layer by later.
Saturation- sales and profits failing, new entrants likely to mean market is 'flooded', Decline+Withdrawal- sales decline, product outlives/outgrows/outlives its usefulness, better products appear, fashions change.
Extending the lifestyle- diversification- have core product but introduce new flavours/styles etc, Innovate- use new technology to enhance the product, change flavour, repackage, advertise to appeal different audience, re-launch-product that have been withdrawn can make comebacks e.g. skateboards.
Price
Pricing strategies- Penetration- Here the organisations set a low price o increase sales and market share.
Once the market share has been captured the film may well then increase their price.
Skimming - The organisation sets an initial price and then slowly lowers the price to make the product available to a wider market. The objective is to skim profits of the market layer by later.
A games console company reduces the price of their console over 5 years, charging a premium at launch and lowest price near the end of its life cycle. Competition - Setting a price in comparison with competitors. Really a firm has three options and these are to price lower, price the same or price higher. Some firms offer a price matching service to match what their computers are offering. Product Line - Pricing different product within the same product range at different price points. Bundle - The organisation bundles a group of products at a reduced price. Common methods are buy one and get one free promotions or " BOGOF". Within the UK some firms are now moving into the realms of buy one get two free can we call this BOGTF I wonder? Psychological - The seller here will consider the psychology of price and the positioning of price within the market place. The seller will therefore charge 99p instead of £1.99.
Vue cinema - £8.29 Odeon cinema £7.00 adult ticket
Vue cinema - £8.29 Odeon cinema £7.00 adult ticket
Theatre ticket average popular play West End- £60
Promotion
Main objectives of promotion are: To inform prospective customers of the product and the business. To show the benefits of the product. To persuade potential customers to buy the product. To present good image.
Promotional Mix: Advertising, public relations, sales promotion, personal selling, direct mail, internet/ E- commerce.
Aims of Promotion: To introduce new products to the Market, to compete with competitors' products, to improve the company image,
to increase sales, to crew a brand image, to inform people of particular issues often the government.
Above line promotion - Advertising which involves the use of media such as TV, radio, newspapers and posters etc.
Below line promotion - Promotional methods which do not use the media.
Informative advertising - adverts which simply give information about a service or describe the features of a product.
Persuasive advertising - Adverts which try to influence and persuade customers to buy the product or service.
Choosing advertising media - cost, what competitors are doing, target audience.
PR- Customer relations - courtesy,
Place
What is place?
Where the product is sold, how it gets to the customer - otherwise known as distribution making sure products are available.
Traditional route - PRODUCER - the manufacture/ provider of service - WHOLESALER- bulk buyer - RETAILER- shops
Large trailers- supermarket PRODUCER- RETAILER- CUSTOMER
Factory shop, mail order, Internet, Bakery, producer to producer PRODUCER - CUSTOMER
Large trailers- supermarket PRODUCER- RETAILER- CUSTOMER
Factory shop, mail order, Internet, Bakery, producer to producer PRODUCER - CUSTOMER
Amazon- big wholesale
Methods of Distribution:
- Department stores - Harrods, Debenhams
- Chain or multiples - River Island, Boots, Superdrug, beating shops
- Discount stores - Poundland
- Superstores - The Range
- Supermarket -Asdas, Tescos, Morrisons
- Local shops - Boutiques, Heidi's
- Direct Sales- markets, people knocking doors
- Internet
Kurtz and Boone (1987) found that on average, business persons ranked the 4Ps to be of most importance in the following order: Price, product, distribution and promotion. It appears from these studies that business executives do not really view the 4 Ps as being equally important but consider the price and product components to be the most important. However this could be challenged by Hollywood Block Buster with product, distribution and promotion being the most important factors out of the 4 Ps.
Problems with the marketing mix - packing is important although not included in the marketing mix, this recipe doesn't mean the product will be automatically successful but wold reduce its failure and gives the product more of a chance of succeeding if these factors are applied correctly.
Consider your audience through audience profiling- having a good relationship with the media can help with a client - rectifying problems etc.
articles marketing secret cinema and the marketing mix- type into google research
Experimental marketing - read this
https://www.linkdex.com/en-gb/inked/secret-cinema-experiential-marketing-fan-engagement/
http://www.screendaily.com/comment/secret-cinema-founder-on-future-of-cinema/5077742.article
http://www.eventmagazine.co.uk/blog-secret-cinema-experiential-marketers-learn/agencies/article/1347865
https://www.theguardian.com/film/2015/jul/10/star-wars-the-marketing-force-awakens
Threat- loss of interest from audience over a long period of time in product life cycle - justice what happened with cinemas' in the 70's.
21 - 38 - target audience
Secret Cinema have taken the celebration, passion, excitement and wonder about films and brought it back to life. You become involved and a part go the experience - forced apart from friends- turns into role play talking to actors.
