Marketing Principles. Comparing marketing at Longleat and Yeovil College.

AS and A Level Business Studies

Unit 3 – Introduction To Marketing

On Your Marks, Get Set, Go!

Task 1 – Marketing Area

Marketing Principles:

There are 4 goals of marketing principles which are:

Understanding consumer needs – this is important to any company to constantly research the consumer needs by constantly looking for new products and market opportunities.
Keeping ahead of the competition – an increase in competition can have a huge impact on any company.
Communicating effectively with consumers – this is where promotional support is really important to help sale a company’s product if they are going to succeed.
Utilising new technology – companies have now started to use the internet as its main way of selling their products, by allowing customers to purchase their goods online.

Marketing Concept:

The concept of marketing is where the company focuses solely on their customers and places their customers at the centre of all their business decisions and planning. This concept makes the company a marketing orientated business. There are some company’s that have different orientations and focuses on production, product or sales. The differences between these orientations are:

Production Concept is where the company focuses on their production and distribution, which means that the idea is the customers will choose a low price product that are readily available.
Selling Concept is where the company focuses on their selling and promotion area for example sales people who persuade customers to buy their products.
Product Concept is where the company focuses on their product and believe that their product is new to the market and is of high quality with lots of special features.

Marketing Mix:

This is made up of 7 different elements that the marketing department uses to develop marketing plans and these are:

Product – this is the mixture of services and goods the company are offering the target consumer.
Price – this is the amount that the consumer has to pay for the goods or services they require. The prices can change a lot due to discounts and special offers.
Promotion – this is the activities that are undertaken to ensure consumers know bout their products and of any discounts and special offers that the company might have at the time.
Place – this is where the consumer can purchase the products that the company is offering for example in a store, or on the company’s website.
People – this is the people who are representing the company and who are providing the services like the various different staff and management.
Process – this is the system that includes the whole process that involves the customer for example the customer returning a faulty product or the customers process of buying a ticket for the train.
Physical Environment – this is the customer’s perception and image of the service being provided.

Marketing Objectives:

The objectives in the market should follow the SMART rule:

Specific as in what has to be done.

Measurable as a market share requirement should be included.

Achievable as everyone in the company accepts the target.

Realistic as it should be possible to reach the target.

Timetabled as in the length of time that given to achieve the target.

Marketing Activities:

This is a preview of the whole essay

Marketing Objectives:

The objectives in the market should follow the SMART rule:

Specific as in what has to be done.

Measurable as a market share requirement should be included.

Achievable as everyone in the company accepts the target.

Realistic as it should be possible to reach the target.

Timetabled as in the length of time that given to achieve the target.

Marketing Activities:

The activities of a business are the detailed plans that have to be undertaken to achieve the objectives. This is usually done everyday by the personnel in the marketing team for example researching into a new product concept. When a new market objective is made a plan must be made, and these plans determine the activities that need to be carried.

E – Marketing:

This is where companies are using the internet to gather the information they need. They do this using many different methods. Some carry out internet surveys, others use search engines like yahoo to identify sources of relevant information. Companies also advertise on the internet by using banners and having links to other websites. They can also collect consumer details by asking online shoppers to register if they want extra information from the company’s site or by using loyalty card data.

Limitations and Constraints:

When advertising, the marketing managers have to follow strict laws when designing advertisements. Any adverts published are monitored by companies such as the Advertising Standards Authority. Also pressure groups encourage professional behaviour when advertising. There are a few legislation company’s have to follow and these are; Sale of Goods Act 1979, Trade Description Act 1968, Consumer Credit Act 2006 and Data Protection Act 1998. These are in place to strengthen consumer protection against false information and being misled by company’s.

Task 2 – Applying the Marketing Concepts and Principles

Longleat:

Marketing Principles:

Understanding Consumer Needs: by building new attractions so people have something new to see on there next visit.
Keeping ahead of the Competition: by having competitive prices and putting special offers on to encourage people to visit.
Communicating effectively with consumers: by using leaflets and having their own TV show.
Utilising new technology: having own website.

Marketing Concepts:

Longleat focuses not only on meeting the expectations of the visitors but also on the attractions they provide.

Marketing mix:

Product: Longleat has many things to offer their customers. They have the Safari Park which has over 40 different species roaming free within there surroundings. They have the Longleat house which is an example of Elizabethan architecture with collections of books, paintings and furniture. Also they have many attractions which include the worlds longest hedge maze and Pet’s Corner. Longleat also offer other facilities like corporate events such as wedding ceremonies and receptions and they hold dog shows and horse trials using the gardens.
Place: There is only one place where Longleat is situated and that is between Warminster, Wiltshire and Frome in Somerset.
Price: they have a range of tickets that customers can buy. You can buy individual tickets for all the attraction or you can buy a Passport ticket for (£23 for adult, £15 for child and £17 for senior citizens), which covers everything in the park. Then they have another two types of passport tickets which allow discounts off the full price and these are the group passport tickets and the disabled passport tickets.
Promotion: they use leaflets to promote their attractions. They also have their own TV series (Animal Park) which is very useful to advertise all the attractions they have especially the Safari Park. They also use the internet to promote the Park by giving useful information bout the animals they have. Also, they have a kid’s zone where children can go online and play and learn at the same time. Also, they have special offers that they advertise on their websites for example, they offer a 15% discount if buy the tickets online.
People: there are many different people who work in the park. They have, vets, animal keepers, shop assistance, restaurant staff etc.
Physical Environment: Longleat’s house and the grounds are kept clean, smart, tidy and well maintained and have a welcoming and friendly atmosphere.
Process: the process of buying tickets can either be obtained at the sites entrance to the safari park or they can be obtained on Longleat’s website.

Marketing Objectives:

The main objectives for Longleat, is the conservation of Longleat house and the Park for future generations, of the animals within the safari park and to maintain the current attractions to meet the expectations of the visitors.

Marketing Activities:

The targets that Longleat try to achieve are to try attracting many more visitors to the park by opening new attractions.

E – Marketing:

Longleat puts a lot of information on their website. They advertise the house and the grounds by writing about the history and how the site became open to the public and why the residents decided to have their own Safari Park. They also mention their TV show which also helps to market the park.

Limitations and Constraints:

When Longleat produce their Leaflet, they have to try and make the park sound great to entice and encourage people to come and visit and spend their money but they have to be truthful throughout the leaflet. They can not falsify any of the facts as that goes against the Trade Description Act. For example, if they say they have a Hedge Maze and you go their and they don’t, then that goes against this legislation.

Yeovil College:

Marketing Principles:

Understanding consumer needs: provides a wide range of courses to suit different people.
Keeping ahead of competition: by offering quality teaching and excellent pass rates.
Communicating effectively with consumers: sends out prospectuses to in surrounding areas. Advertising in newspapers.

Marketing Concepts:

The college focuses mainly on the quality of the education that they provide and also on the students that enrol every year.

Marketing Mix:

Product: this is the range of courses that the college provides for example business studies and health and beauty. They provide full time courses or part time courses (mainly for adults). Also they provide different apprenticeship courses.
Place: there is only one Yeovil college, but there is a Yeovil University that works in partnership with the college. It is ideally situated in walking distance to the town centre.
Price: the prices for the courses only apply to people over the age of 19 who have already completed that level course. But there are discounts if you receive benefits. Also you can get financial help by applying for EMA and ALG where you can receive a set amount of money weekly.
Promotion: they promote the college by sending out prospectuses to every house in Yeovil and the surrounding areas. They also use newspapers and local radio. Also use their website.
People: they have many different people who provide services to the students like; lecturers, canteen staff, cleaners, security guards and administrators.
Physical Environment: the college wants to present its premises in a clean and tidy way. Also the college are constantly trying to improve the facilities and resources of the campus to try and accommodate all students learning. Their newest building is the Leonardo Building which accommodates the engineering, art, media and publishing departments.
Process: the process that people have to follow is they need to obtain an application form by either writing to the college or filling out one online. They will then receive a letter through the post inviting them to an interview with a course specialist to make sure the course they have chosen is the right one for them. If they are successful, they will receive another letter inviting them to a taster day, which gives them a chance to meet with the tutors and other people enrolling on the same course and receiving information about the enrolment days. On the enrolment days, students will have their grades scored and have another interview with a course specialist to ensure that the course chosen is still the course they want to do, whether they qualify to get on the course and decide which level will be suitable for them. On this day they will also find out about transport and financial support they are entitled too and about the enrichment courses (mainly sports related e.g. football, rugby and netball) that are available. Throughout the course the students will be guided by the lecturers onto completing the course.

Marketing Objectives:

The main objectives of the college are:

To have high quality education programmes which entail multi-skilled, flexible and well motivated staff.

To provide relevant, flexible and accessible range of courses with high quality teaching and learning that meets the Governments priorities.
By having an inspirational learning environment which involves modern technologies.

Marketing Activities:

The college plans to increase the awareness of Yeovil College by using bus back sponsorship. They encourage enquiries by placing adverts in the yellow pages and using the college website. They also increase the use of PR and hire local photographers to try and capture newsworthy images.

E – Marketing:

The college uses their website effectively by having all the information that people need to know about the college on there. They list all the different types of course they do and they also have online prospectuses where you can use your mouse to turn the pages.

Limitations and Constraints:

When placing advertisements for the college they have to be aware of the Legislations. For example, if they are advertising a good pass rate to try and encourage student to choose their college then they need to be able to back up this claim through facts.

Bibliography:

BTEC National Business Book 1 – 2nd Edition by David Dooley, Rob Dransfield, John Goymer, Philip Guy and Catherine Richards.

Lesson Handouts – Longleat Handout sheets

Yeovil College Handout Sheets

Powerpoint Presentation Printouts

Yeovil College Prospectus

Longleat Leaflet