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unit 1 market proposal

Extracts from this document...

Introduction

Introduction - Creating a market proposal The purpose of marketing plays a very important part in every business; as Malcolm Surridge says "marketing is the process that helps businesses to discover and meet the needs of consumers". (Collins applied business, pg 46-47) This will assist the business to succeed and will help on producing goods and services that meets the needs of its customers. This unit will cover the role of marketing through the investigation of creating a marketing proposal for luxury ice cream. The business that this unit will investigate is Beechdean dairies. The business is a medium based company which was opened in 1989. They are based in High Wycombe were they make luxury ice cream on a family farm in Chiltern Hills. They are based regional and can only buy their ice cream in High Wycombe were the business is set. The business also produces ice cream for the Buckingham Palace Garden Parties, The Chelsea Flower Show, Goodwood Festival of Speed and other events. This unit will look at: * The Beechdean dairies marketing objectives * Functional areas of the Beechdean and their supporting role * The marketing mix. The proposal will then be presented in a group, who will do an oral presentation to an informed audience. The oral presentation will focus on the marketing mix to launch a new product within Beechdean dairies. The product will be (). This will be done by researching different types of luxury ice creams and the products of Beechdean dairies. There will be an analysis to the gathered data. Finally, this unit will show the evidence of reasoned judgments that will show the likely success of the marketing proposal for (). AO1: looking at the marketing objectives, the role of functional areas that can play in supporting marketing activity and the different types of the marketing mix that are used in Beechdean dairies. ...read more.

Middle

It must also work with the production and finance department. Marketing needs to work with the operations and productions to ensure the requirements of the customer are met. It needs to guarantee that the finance department will invest in activities that help to communicate products and services to customers. For Beechdean marketing the product is very important. The marketing department promote the businesses products. Beechdean does this by guerrilla marketing. They run two cars at motor races which allow them to entertain their big customers, as well as getting their name known. They also promote their products by giving sample to their customers. This is effective as it shows the business that customer needs for a product are being met. ("The Marketing Mix At Haagen-Dazs - and Beechdean Dairies")- http://www.burg-verlag.de/cases/texts/tvc52-1.html * Quality assurance department The quality assurance department determine the demand for many goods and services as consumers often by quality rather than value. The department has a huge influence upon how well marketing objectives are met, by trying to ensure the quality of the product or services meet customer expectations. If the quality assurance department are not doing a good job and the quality of the product or service is not good than the reputation and how people think about the business will fall. This could pressure a business's market position and make it lose out to its competitor. Beechdean dairy's quality assurance department are doing a good job in understanding customer needs as they are assuring that the goods and survives meet the quality of it customers. (Observer magazine) This shows that Beechdean dairies always produces good quality ice cream that meets the needs of it customers. http://www.beechdean.co.uk/new%20site/taste/taste.htm * Administration and ICT ICT (information and communication technology) have a massive impact on how well customer needs are met. If a problem was to occur than it may be difficult for the business to provide information or payment to the customer. ...read more.

Conclusion

The messages are also short-lived. 3. Direct mail Direct mail is giving adverts through the post. By using direct mail a business can make a relationship with its customers. This is effective as it can show the products that the business has to offer to its customer. 4. Public relations Public relations are important to organisations. They want to establish and build relationships with the public. The purpose is therefore to make an organisation more popular. Public relations is a long term as it may take a long time for a business to improve the way people think about its products. There are different types of public relations activities: * Charity work * Visits and open days * Sponsorship * Corporate video types * Product changes Sales promotion Sales promotion is used to encourage the customer to buy the product. The activities are used in short term. Businesses use this to increase sales, help to sell their products, take action against competitor and an effective choice than advertising. Sales promotion make customers react quickly in buying the products, however advertising takes longer it develops the product and the brand. Many sales promotions are undertaken in response to activities of the competitors to make sure the business remains competitive. Sales promotion can be speared into two areas. 1. promotions helping with sales of product 2. promotions helping the trade in selling to last customer There are many types of sale promotions: Competitions * Price reductions and special offers * Promotional gifts * Premium offers * Charity promotions. Beechdean dairies don't have the funds to advertise on television. They turn to guerrilla marketing to promote themselves and their product. They run two cars at motor a race, which enables them to entertain their big customers, as well as getting their name known. This show the promotion of Beechdean dairies. ("The Marketing Mix At Haagen-Dazs - and Beechdean Dairies")- http://www.burg-verlag.de/cases/texts/tvc52-1.html http://www.kingbros.co.uk/ric.html - show miss ?? ?? ?? ?? Unit 1: Creating a Marketing Proposal ...read more.

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