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Introduction

P1: Describe how marketing techniques are used to market products in two organisations. The two companies that I have chosen are Apple and Tesco. Definition of marketing: The action or business of promoting and selling products or services, including market research and advertising. Marketing is known as a company advertising a product or a service. The main aim to marketing is to advertise, gain market share, raise brand awareness and maximise sales. What is a SMART objective? Marketing objectives should meet the overall aims and objectives for example ?We aim to achieve 75% customer awareness of our brand in our target markets? this marketing objective will meet the SMART objective criteria. A business objective is a goal that an organisation sets for itself, for example, profitability, sales growth, or return on investment. Nowadays; objectives have to be SMART this stands for the following; Specific ? Objectives should specify what they want to achieve Measurable - Should be able to measure whether you?re meeting the objectives or not. Achievable - Are the objectives set, achievable and possible? Realistic - Can you logically achieve the objectives? Time related ? After what period of time would you like to achieve the objectives set? Tesco?s Example: ?After 3 months of trading Tesco aims to reduce complaints by 50% and increase compliments by 20%?. List of generic marketing techniques: 1. Branding 2. Relationship Marketing 3. Growth strategies 4. Survival strategies 5. Brand building and positioning Tesco: Tesco has started to trade since 1924 they have 2,482 branches in United Kingdom. Tesco sell a wide range of items in their superstore clothing section, bakery and ethnic section. ...read more.

Middle

The Tesco rewards scheme can micro-segment their customers by lifestyle personality traits e.g. impulse buying from their shopping baskets, they can also target with newsletters. Targeting communication: Tesco hired a company dunhumby to draw relationships and marketing strategies from the information that they have which is on their database. They can target customers directly with product offers which they have a want and a need there are four million variations of their quarterly mailing offers. An action plan is the analysis of the buying patterns of all their customers can be translated into retail and marketing action plans they have an advantage over their competitors in 11 different key areas of the business which are consumer trends, targeted communications, accurately measured promotions, basket building, defence against competitor activity, right product in right place, negotiation power, cross-selling, site locations, seasonal peaks and global growth. Segmentation is essentially the identification of subsets of buyers within a market who share similar needs and who demonstrate similar buyer behaviour. Using segmentation analysis helped Tesco PLC, Britain's largest retailer stores to decide on their future marketing strategy and to appraise their competitive strengths Tesco realized the requirements for effective segmentation and that it must be Measurable, accessible, Differentiable, Substantial and Actionable To measure the size, purchasing power and characteristics of each segment Tesco used Club card program, giving cardholders discounts in exchange for their name, address and other personal information and optional questions about the size of their household, the ages of their children and dietary preferences they used this data to gain customer feedback which allowed Tesco to do further study on consumer segmentation on their purchasing behaviour. ...read more.

Conclusion

As soon as consumers start buying products from Apple, they find it difficult to move to products made by someone else. Apple?s marketing in a very straightforward way Apple makes great products, but its marketing practices limit your choices and cost you more money. Although this potentially sounds negative, many consumers are pleased with their purchases and commitment to the Apple brand as they except quality from Apple. This loyalty may very well be company encouraged, but nonetheless consumers are attached with Apple products over time. Apple's after-care policies have become an integral component in its success at establishing strong customer relationships. Apple will now replace all defective products in that Korea with new devices within the first month of purchase. The company will even replace devices that become defective after the first month with a new model if the issue is obviously caused by a manufacturing issue. Apple had previously offered the policy to Korean customers with its iPhone last year, but has now expanded it to all of its devices, except for the iMac. The Genius Bar is a tech support station located inside every Apple Retail Store, the purpose of which is to offer help and support for Apple products. Employees are specially trained and certified at the Genius Bar. Their role is to help customers with Apple hardware and software. The employees can also be viewed as the local representatives of Apple Care. They offer personal support when customers have problems or questions with their Apple products. Most services carried out at the Genius Bar are free. Non-warranty service (which is paid for by the customer when repairs are complete) is also routinely performed. ...read more.

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