Therefore for any organisations Marketing is responsible to identify and satisfy their customers’ requirements.
Some times customers could be confused while they are shopping, they may don’t know their needs. However once a company or the customers have found out what their needs are, hence the company has to design the right product or service in a professional way in order to meet their needs.
Furthermore to this marketing is the section where they put the customers in the middle, as a target.
Marketing Principles
Marketing is essential to the success of all businesses. Its primary aim is to enable businesses to meet the needs of their actual and their potential customers and should be able to understand:
- Keeping ahead of competition
- Communicating effectively with consumers
- Utilising new technology
- Coordinate marketing activities effectively
- Understand consumers needs
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Plan, coordinate and monitor the marketing mix
- Using new technology
These are the points that marketing should consider for any business.
P2) Describe how the concept and principles are applied to the marketing of products in two organisations
In this part of my assignment I am going to identify how the concept and principles are applied to the marketing of products in two organisations Magners and Jaguar.
Concept of Jaguar
Jaguar Company is one of the biggest and popular German car companies. Therefore they sell goods and services. All the new designed cars take a long time to be developed however Jaguars takes longer then most. One of the types of Jaguar cars is called XJ which has excellent superb technical features, reliable car with high standard. Besides that this car has been designed in an old fashioned way, because nowadays people like to have an antique looking car. Plus on top of that this car has been improved in speed wise and economy and much better that its German competitors.
Jaguar did not expect the popularity of diesel engines for premier cars unlike their most close competitors BMW.
Concept of Magners
Magners are an alcoholic drink and according to this topic that I am going to do, their main point is they are trying to advertise it to young people. The main aim of this case study is they are trying to encourage youngster to drink Magners. However its quite cheap compare to other alcoholic drinks and they can get this drink in Pubs, bar and off license stores. And also the best selling time of this drink is during summer times especially when people go on holidays or watching live sports at pubs and bars. Magners have grown 7% in volume in market and by 13% in terms of value over the previous year. During hot weather “in summer” time Magners has proved it to competitors by being a successful high quality product in the market to beat their competitors Stella Artois.
Understanding consumer needs
It is very important for all businesses in order to understand the needs and wants of their customers. The needs of their customers may vary between different groups of people. For example, good customer service for a jaguar car company could include the after care service and the service provided when the purchase of the cars are made. They should welcome their customers in a polite way with a warm smile in the face before and after the sale.
This may help Jaguar Car Company to beat their competitors by providing a good customer service or friendly environment, good clear advice.
There are always changes within the marketing and they are very rapid and fast therefore it is essential for Jaguar to constantly look for their competitors in the market.
For Magners drinks, the organisations that sell should consider to provide a good customer service by serving their customer in a friendly polite way. The reason for that is because customers in pubs can get rude therefore the staffs still needs to present the company’s reputation in a professional way by giving a smile.
Often youngsters’ drink Magners in the middle of week when they are watching live sports for example international football, or boxing contest.
Keeping ahead of competition
Jaguar may consider their competitive markets and may evaluate the competitive prices in order to provide a better service and better quality. Jaguar can use these strategies in order to meet the needs of their customers.
Jaguar also needs to have unique goods in order to stay ahead of competitors, for example Jaguar cars have the latest excellent technical features with an old fashioned design which is unique to their competitors.
One of the best ways for Magners to attract more customers is to advertise more, because they can only be ahead of the competitors by advertising and by providing to them a good customer service. Because they cannot have a unique strength like Jaguar car company to provide all the latest technology and an old fashioned design. Therefore Magners needs to advertise to attract more and more customers within the organisation.
Using new technology
This principle of marketing is when changes happen in the marketing sector having been gaining importance in recent years. For example for Jaguar Car Company they can use latest technologies such as Tom-Tom in case if customers don’t know the address they don’t have to look in the map, they can simply follow the instructions of Tom-Tom.
Jaguar Car Company can also advertise their cars on internet which is increasing the amount of people using day by day not only in magazines and newspapers.
Communicating effectively with consumers
In any business in order to get succeeded they need to see they customer point of view. Although they can also tell this by the sells they make. However Jaguar will need to think of improvement, which they could use to help with communication between suppliers, contractors and their customers. Jaguar should communicate to their customers and have a survey what they think of Jaguar or if need to make and improvement for example to improve their customer service or sellers if need to explain more clearly about their cars.
This principle of marketing is totally different to Magners; it is difficult to them to ask their customers what they think about their product when they buy it. However they can make a survey and distribute it outside the pub and bars and they should offer their customers after the survey a free drink. That’s how they can communicate to their customers.
