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Compare marketing techniques used in marketing products in two organisations. For your chosen organisation, explain which marketing techniques they have chosen and analyse the reasons they have chosen these particular techniques.

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Introduction

´╗┐Asid Ashraf Unit 3 Introduction to Marketing: M1: Compare marketing techniques used in marketing products in two organisations. For your chosen organisation, explain which marketing techniques they have chosen and analyse the reasons they have chosen these particular techniques. List of marketing techniques used in Tesco and Apple: 1. Branding 2. Relationship Marketing 3. Growth strategies 4. Survival strategies 5. Brand building and positioning Branding: Tesco involves in creating a unique name and image for a product it is linked with logos, strap lines, brand promise, colours and associated benefits. The benefits of a having a strong brand image is that it creates an image of an established business that has been around for long enough to become well known. If a business has a strong brand, it allows them to link together several different products or ranges. Tesco have selected different use of branding such as Tesco value, Tesco standards, Tesco finest, Tesco organic and Tesco Whole foods. Tesco are trying to ensure that they are growing in terms of making profit in all aspects of their branding. The Apple brand is leading amongst several highly competitive markets, including the computer industry with its Macintosh computers, the consumer electronics industry with the iPod, and presently, the smart phone market with the Apple iPhone. ...read more.

Middle

From packaging to aesthetic design to user-interface experience, Apple makes its products accessible and attractive. Bright colors, a smiling icon and slick-looking hardware remind customers every time they use Apple products that what Apple offers is appealing. Relationship marketing is used by both Apple and Tesco to build a relationship with the customer, encourage and reward loyalty, whilst trying to get them to buy more products. Tesco use this technique more frequently and effectively than Apple but this is because they have many more products and services to offer, so can build on the existing relationship. Growth strategies: Tesco: Market penetration: Tesco can increase their sales to the existing markets for example on finest products that they sell currently in all Tesco?s. Product development: In April 2012 Tesco re-launched its own brand Tesco value range as 'Tesco Everyday Value', with new packaging and recipes. This shows that Tesco have develop modified versions its existing products which can appeal to existing markets. Market development: Tesco have recently opened in India this show that they are expanding new markets with existing products. Diversification: Tesco have introduced new services to their customers such as home insurance, car insurance, mortgages and other services this show that they are diversifying as they are going to new markets and exploring different things which can be a risky strategy because the organisation is moving into areas which it as little or no experience. ...read more.

Conclusion

Brand building and positioning: Apple: This is when enhancing a brand?s equity directly through advertising campaigns and indirectly through promotions such as supporting causes or event sponsorship. A business must first identify its brand values customers should understood what they think of the brand. Is a process that involves in creating a unique name and image for a product it is linked with logos, strap lines, brand promise, colours and associated benefits. The Apple brand personality emphasises on making people?s lives easier they have done this by making their products accessible for their customers. Apple?s branding strategy has proven to be effective so far. Tesco: The benefits of a having a strong brand image is that it creates an image of an established business that has been around for long enough to become well known. A branded business is more likely to be seen as experienced in their products or services, and will generally be seen as more reliable and trustworthy than an unbranded business. Tesco have selected different use of branding such as Tesco value, Tesco standards, Tesco finest, Tesco organic and Tesco Whole foods. Apple and Tesco have built their brand both companies have a strong image they are both an established business that has been around for long enough to become well known. They are experienced with their products and their services that they provide to their consumers. ...read more.

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