Scrubbing Bubbles® Executive Summary By understanding the brand’s current position in the marketplace, its strengths, its weaknesses and its opportunities for improvement, we has developed a strategic marketing plan that fits perfectly with SC Johnson’s ideals as a company. The research first considers market forces affecting the brand and its competitors and then identifies key success factors for the industry. Each of Scrubbing Bubbles’ top competitors is examined so that the brand’s relative market position becomes clear. Once an understanding of the industry and the competition has been demonstrated, the focus turns to SC Johnson as a company. This internal analysis considers how SC Johnson’s identity and reputation affects the brand image of Scrubbing Bubbles.
Besides, products of a company which has a good brand equity, are perceived to be higher quality when compare to the similar a generic unbranded products. In conclusion, brand equity drives buying decisions and enhances customer loyalty, grows and defends market share, supports pricing premium, expands business and increases market value, so it is very important to develop brand equity. Q2: What are the key factors when considering brand strategy? Firstly, the company should be clear the message from its brand which it wants to transmit to its customers. Then, the brand equity and brand value are very important factors.
M1 - Explain how promotion is integrated with the rest of the marketing mix in a selected organisation to achieve its marketing aims/objectives. Businesses may have several marketing aim and objectives which are met through the integration of marketing techniques e.g. promotion and the marketing mix. Companies like M&S operate on a global basis therefore their aims and objectives may differ for regions, however the main aim for each company would be to inform the market, increase demand and differentiate the product/service. Marketing objectives of Marks and Spencer is to ensure consumers are better informed about the products/services they provide.
An organization needs to make sure the product or service they are offering is in the appropriate location where its target markets can reach it. Promotion: The method in which the customer will gain knowledge about the product and be persuaded to purchase it. There are many different types of promotional activities that can be used to help gain knowledge, exposure, and desire to purchase. When planning these different activities, it is very important to estimate what they will cost and factor that into the organization’s operating budget. When working from a small
(www.sainsburys.co.uk) 1. B. Explain a few various marketing concepts and evaluate the cost and benefits of adopting marketing orientation in your organization. To improve a good marketing and to have a orientation every company is using their marketing orientation: Product orientation of marketing is focuses on high quality products to satisfy the customers’ wants and needs. Production orientation is a business orientation who believes in reduction costs through mass production which will reduce costs and maximise profits.
INTRODUCTION In recent times, the focus on marketing has been placed on customer perceived value due to the evolution of the marketplace and its associated strategies to capture the market. The future belongs to those who focuses on the customer. Perceived customer value is seen as an important factor that influences customer behaviour and is part of the business model of successful organisations. Perceived customer value is part of organisations’ marketing and branding concept that points out that success of a product is largely based on whether customers believe it can satisfy their needs. This phrase emphasizes that when a company develops its brand and markets its products, customers ultimately determine how to interpret and react to marketing messages.
A good marketing plan begins with market research. It is a key factor to get an advantage over competitors. Market research provides important information to identify and analyze the market need, market size and competition. A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise. A well-defined target market is the first element to a marketing strategy.
Marketing segmentation distinguish that the people vary in taste, needs, attitudes, lifestyles, family size and composition, etc. Market Segmentation is a conscious approach of expanding market demand by managing marketing efforts at important sub-groups of guests and customers. (Chisnall, 1985, p.264). Kotler (1991) and Weinsten (1995) discuss that the market segmentation is a process of classifying customers and prospects into groups with similar needs and purchasing behaviour. Dalgic and Leeuw (1994, pp.69-82) defined that “effective segmentation allows the firm to select those groups that can be served most profitably and positions the firm to effectively service the needs of those groups.” This section will outline the main role of marketing managers is to persuade customers and control the demand.
CHAPTER 1 Foundations of Strategic Marketing Management The primary purpose of marketing is to create long-term and mutually beneﬁcial exchange relationships between an entity and the publics (individuals and organizations) with which it interacts. Though this fundamental purpose of marketing is timeless, the manner in which organizations undertake it continues to evolve. No longer do marketing managers function solely to direct day-to-day operations; they must make strategic decisions as well. This elevation of marketing perspectives to a strategic position in organizations has resulted in expanded responsibilities for marketing managers. Increasingly, they ﬁnd themselves involved in charting the direction of the organization and contributing to decisions that will create and sustain a competitive advantage and affect long-term organizational performance.
Marketing intermediaries, also known as middlemen or distribution intermediaries are an important part of the product distribution channel. Intermediaries are individuals or businesses that make it possible for the product to make it from the manufacturer to the end user, essentially facilitating the sales process. The advantages of using intermediaries stem from the core economics of supply-chain management: market coverage, customer contacts, lower costs, systematic cash flow, etc. The intermediary adds value to the marketing of the product by bringing in specialization, marketing knowledge, capacity to segment the market, and selling skills that allow the marketer to implement marketing strategies effectively. Intermediaries providing logistic support increase convenience to both the producer and the consumer by offering effective delivery and pre- and post-purchase customer service as well as facilitating manufacturer services, making them indispensable to most mid- and small-scale producers.