• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

I will be comparing the marketing techniques (branding, Ans off and Customer Relationship Management) used by two chosen organisations, Prada and Santander.

Extracts from this document...

Introduction

Unit 3: Assignment 3- Marketing Mix M1: I will be comparing the marketing techniques (branding, Ans off and Customer Relationship Management) used by two chosen organisations, Prada and Santander. Branding Prada: The brand became a premium status symbol in the 1990s. It uses such a simple logo yet it is recognised worldwide. No colour is used in the logo and that gets printed on every item that is made. To many people, Prada signifies elegance and wealth. Santander's visual identity consists of the flame and the word Santander as a frame for the logo of the specific unit where it is displayed. The strategic positioning of the brand is summarised by the slogan: "The value of ideas". It sees its brand as a strategic asset that creates value. Prada delivers expensive products and it is one of the world's top luxury brands. Experience shows that customers expect to pay more for a branded product than for an unbranded products. ...read more.

Middle

Santander acquires customers by their advertisements. They will try to the best of their ability to show what they have to offer their customers and what benefits they will get once they open a bank account with them. "Special Offer! �100 cashback and 5% AER (fixed) when you switch using our dedicated Switching Service and pay at least �1,000 into your new account each month." For Santander to retain its customers, they will need their customers to have trust in them and for them to extend they should encourage customers to put in more money and they will earn something back. In order for Santander to deliver more value to customers, it has set up an extensive training program to support staff and equip their employees with the skills they need to submit with their front-desk roles. Prada acquires customers by advertising on the high streets. They will try to make their advertisements eye catching and very attractive to get you to find out more about the product and maybe visiting one of their stores to check the new product they have launched out. ...read more.

Conclusion

Ans off Having Ans off lets them look closer at their company and their competitors and see what's new in the market by also looking at customer needs. After gathering all the information needed it then helps them set targets on what to achieve and how to produce a better product. It will have to look at the current market, product development, new market and then diversification. Customer Relationship Management Prada's opportunities are to expand the product line by acquiring other labels. The expansion will get the company more customers and that means more profit. Prada gets more customers through their products when they are meeting customer needs. By doing this, they will keep their existing customers as well as, gain new customers. Prada are now personalising customer experience at New York Epicenter store using Texas Instruments Radio Frequency Identification RFid. it identifies products, devices and staff. The technology creates a all-in-one shopping experience designed to enhance customer relationships. This is helping Prada to have better communication skills with its customers. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Marketing & Research essays

  1. Marketing Research. Explain how different marketing research methods have been used to make a ...

    Savvy business owners will do secondary research first then conduct primary research. For example we could look into information about our competitors, how they advertise and their prices. Using information from secondary sources we could learn about all kinds of demographic data including income data and spending patterns.

  2. Unit 3 - Marketing Research And Marketing Mix

    This will also promote the product and maintains achieving the objective of consumer satisfaction. The business has to make sure that it is legally covered and it is important that they do this. On the back of the carton, GlaxoSmithKline must ensure that legal information is printed and details including nutritional information are also published.

  1. BTEC BUSINESS UNIT 2

    Every week Coca Cola Enterprises receive feedback on the week before. The advantages of using a document is that it's a hard copy, it can be easily kept and everyone can see it whenever they want and is easily made copies.

  2. For this assignment I have been asked to produce a new marketing strategy for ...

    Both points of views are true. It is important to identify the right advertising method. Before using any methods I must ask my self some questions. I need to identify how I am going to put my message across to my target group, how I would attract and influence my chosen target group.

  1. This assignment will be evaluating the contribution of relationship marketing activities and will also ...

    McDonalds aim to be profitable in all of their restaurants they have situated around the world. They believe that they should cover 3 elements in order to sustain a wide gap analysis in order for them to become the market leader.

  2. M1-Compare marketing techniques used in marketing products in two organisations

    Tesco wanted more competitiveness, they have been leading food/grocery market share for years, and they have also noticed the changes, revenue and customers? desire in technology. To develop products, Tesco used market research; Tesco have been researching on clients? desire, Tesco look out at what customers are buying.

  1. Compare marketing techniques used in marketing products in two organisations. For your chosen organisation, ...

    The club card records all products a customer buys; this enables Tesco to offer them related goods. It also means Tesco have customers contact details on their database so can contact them direct with details of new products and services.

  2. M1 Compare marketing techniques used in marketing products in two organisations. Tesco ...

    They both want to become the main supermarket in the United Kingdom. Asda are hoping to reach the success of their partners Wal-Mart. The one big similarity with the two businesses is that they want to provide the customers with cheap and really good quality products.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work