M1 | unit3btec

M1: ‘Compare marketing techniques used in marketing products in two organisations’

Marketing plays an important part in ensuring the products that customers want are readily available. There are many definitions of marketing; the better definitions are focusing upon customer orientation and satisfaction of customer needs. First definition is from Kotler, "marketing is the social process by which individuals and groups obtain what they need and what through creating and exchanging products and value with others." The second definition is from the CIM, Chartered Insititute of Marketing. "Marketing is the management process that identifies, anticipates and satisffies customer requrements profitably." And the third definition of marketing is from Adcock, "The right product, in the right place, at the right time, at the right price".

From these definitions , marketing is about meeting the needs and wants of customers. It is a business-wide function, it is not something that operates alone from other business activities. It is about understanding customers and finding ways to provude products or services which customers demand. The customer is at the cenre of the business and the success of the business and decision making process.

Marketing have different objectives due to each business. Many use the SMART principle to set objectives, these may be based on factors other then survival or growth. They should support the business's overall objectives, it may be necessary to achieve a marketing objective in order to achieve the business's overall growth.

Marketing techniques

Many business use growth stategies which was developed by Igor Ansoff where he came up with descriptions of the strategies available for growing a business. He identified four categories for growth.

1. Marketing penetration:

A marketing is a group of customers who may purchase a product. Market penetration is one of the four alternative growth strategies in the Ansoff Matrix. A market penetration strategy involves focusing on selling your existing products or services into your existing markets to gain a higher market share.

John Lewis use this strategy to sell more to current customers and to new customers who can be thought of as being in the same marketplace. For example, if your current customer base consists of women aged between 28 and 60 then this strategy would involve attempting to sell more of your existing products or services to this same group. John Lewis focus on doing this with their Home and Garden furniture and accessories by innovating their existing products in order to make them better for their customers. By doing this they could attract new customers to their products; this would mean that they also cover Market Development.

DBS Has Talent are seeking market penetration in order to sell our tickets to our current market in which we are pushing an existing product being our event. Our marketing compaign relates to this as we are only limited to sell our tickets to staff, pupils and parents so we are unable to target this product to a different audience so we have guarantee we have the planning tools that links our organisation strategy with our general stategic direction.

This shows that John Lewis and DBS Has Talent operate in this sector a lot to increase their profits and market share. For DBS Has Talent and John Lewis they aim to sell their existing products to the same market because they are exceeding in it. John Lewis have focused on product development recently so they can exceed in bringing new innovated products to the market.

2. Market Development

Market development is when the business seeks growth by targeting its existing products to new market segments.

A marketing manager has to think about the following questions before implementing a market development strategy: Is it profitable? Will it require the introduction of new or modified products? Is the customer and channel well enough researched and understood? John Lewis uses four areas in market development for their products to give more focus to the market segment decision, these four areas are: existing customers, competitors customers, non-buying in current segments

and new segments. John Lewis have used this segment with Monty the penguin.

Monty the penguin is a new product targetting to a audience in which is already

established. This product was a huge success which sold out all round the UK in less

then 24 hours. Priced at £95 originally from John Lewis, with this item now sold out

customers resold the Penguin at £500.

DBS Has Talent this year we branched out and joined with DBS JP being a new market

area in which the school havent joined with before. We had members outside of DBS

come to this year talent show in which shows that our marketing is expanding and

developing. Using their facilities DBS Has Talent team and staff at DBS JP have grow a

very good relationship. With this relationship now being a great success these leads the next team working on DBS Has Talent to grow this relationship even further.

3. Product development

Product development is when the business aims to introduce new products into the

existing markets. This strategy may require the development of new competencies

and requires the business to develop modified products, which can appeal to existing

markets. Many business like John Lewis see a new product development as the first

stage in generating and commercializing new products within the overall strategic

process of the product life cycle management used to maintain or grow their market share.

John Lewis have done this type of marketing when innovating original products to make them different and better. John Lewis enter the New Designers for the forth consecutive year and have won in the all 4 competitions for

for the Design & Innovation award. John Lewis have a whole senior team dedicated to come up

with new products to excel in the market. One of these products is this new chair in which was

designed in 2014 and became a quick seller due to its uniqueness in design.

DBS Has Talent this year made their event this year huge. With spending money reaching

29,000dhs showed that we made sure that we development the event and made sure that all

failures which took place last year did not take place this year. This year we involved a

celebrity judge in which made our event different, we introduced a scheme of the students

covering all aspects of the event instead of previously they had professionals take care of

lighting/sound. DBS Has Talent overall product was the event and this year we introduced that

we would include primary school students in this year DBS Has Talent; this has not happened before and was a huge success with many primary students and parents attend the talent show meaning we sold many more tickets quickly.

4. Diversifcation

Diversification is when business’ corporate strategy to try and enter into a new market or

industry which the business is not currently in whilst also creating a new product for that

new market. John Lewis hardly uses this sector due to them mostly opportating in the same

products and services. But they have recently joined this marketing when they partnered

with travel firm Kuoni to sell holidays. This has allowed John Lewis to go into a sector

they've never been in before and allowed them to grow their market even further.

DBS Has Talent have not explored this market sector yet. With it only being a pop up event which has been formated similar for many years. One improvement for DBS Has Talent is for next year to imrpove in this sector; this could be introducing other talents like sportsmen/women or changing the event to another kind of event.

This shows that DBS Has Talent and John Lewis work differently in this marketing sector with DBS Has Talent none existing in this sector and John Lewis being established and operating with great success in this sector. DBS Has Talent will enter this sector soon so they can enter a new market with a new product for their customers.

Monty the Penguin

The 'Monty the Penguin' christmas campaign won the hearts of million in starting November 2014. It contains continuity as its been and annual advert being produced whilst having simplicity as it isn't an advert that is bombarded with dazzling lights and actors. The advert being heart-warming also won point with viewers as it touched their hearts, lastly the advert integrated itself with social media which made it a largely spoken about online.

This campaign relates to the Ansoff Matrix, using the Monty the Penguin campaign they targeted market penetration with their outreach to a new clientele where they poached new customers as well as rebranded to their existing customers.

Their marketing campaign has developed their product by increasing their range, for example; selling new range of children's nightwear, as show in the advert as well as bringing a new range of products out as well as adding new features to current selling product to increase sales rate. This advert includes there is no technology in this advert; instead you have children out sledging and playing hide and seek all traditional things to do rather than play on iPads.

The advert was a huge success reaching nearly 27 million views on Youtube.

In the advert Sam spends his time playing with his friend, who happens to be a real-life penguin. The penguin looks very realistic, though it turns out it was filmed using CGI. Sam, the boy, and Monty, the penguin, go to the park, they play Lego, they bounce on the trampoline together. But Sam realises that Monty is lonely, that he looks wistfully at couples holding hands on the bus. So, for Christmas Sam gets Monty the one thing he really wants: a mate. Under the tree on Christmas morning is Mabel, a lady penguin. One of the messages in the advert is clearly that John Lewis, is not just a high street shop, selling casseroles and linen but love itself. And also the main message of the advert indicating if you're looking for love and companionship, you can find it at John Lewis this year.

During the advert Tom Odell song is in the background, which squeezes every drop of emotion out of the lesser known John Lennon song, "Real Love". The song is perfect to the advert as it engages the customers through their emotions. The advert being 60 seconds long does not lose the attention of any audience member with them having the ability to capture the nations heart with their product.

With the advert being targetted at primarilly at children, it also engages parents as they will end up having the buy the product for their son/daughter. The advert has the ability for any aged person to purchase a penguin this Christmas if you are looking for a companion. Joh Lewis end their advert showing their logo and a clear font style so the audition can read their slogan and important information.

DBS Has Talent

This year for DBS Has Talent, we wanted to engage our target audince being students through humour. This meant that when they saw our advert they were immediately engaged in which was taking place in front of them. The advert was a huge success with the message clearly stating that auditions start on ... and tickets will be on sale on ... in the libary and we wanted to make clear in the opening seconds of the advert that our customers knew that this year the event will be the biggest and the best its ever been before.

The advert has recieved 433 views online and also 500 views in assemblies in which we've shown this video to our target audience. The video lasting 3 minutes and 28 seconds long it was the perfect amount of time to keep our audience engaged so they enjoyed watching the advert. We had to balance the amount of comedy within the advert so that our event doesnt look unprofessional but we wanted our auditions members to remember the advert and to talk to one another about the advert.

The advert consists of school teachers/students singing to well known song, with Mr Wright introducing the event in the opening of the advert. Prior to Mr Wright introducing the advert it consisted of a well known Britain Got Talent show song so the audiance recognised the song and immediately caught the audtionances ears.

During the event we made various adverts to show to our target auditions but this was the first advert in which my team and i made to first of all remind students and teachers that the event was back and to involve students how they were able to go through the audtion period. We used a green-screen in the advert to play images in the backround of the teachers and students to make our customers laugh. We also used big bold text to begin and end with so that our customers could visually see the important information they needed to gather.

The advert was a huge success in which we recieved 46 students audition to take part in this year DBS Has Talent event and also tickets selling out a week in advance. This was the first year tickets sold out a week in advance which shows that the marketing for this years DBS Has Talent was a huge success and adverts like this gave us the starting blocks for us to reach our main goal; which was for this years DBS Has Talent to be the biggest and best in which has ever taken place.

Conclusion

To conclude John Lewis and DBS Has Talent operate in many similar sectors and use similar marketing techniques. Market Penertration allows DBS Has Talent and John Lewis increase their profits and market share. For DBS Has Talent and John Lewis they aim to sell their existing products to the same market because they are exceeding in it. John Lewis have focused on product development recently so they can exceed in bringing new innovated products to the market and are very successful at developing their products to their customers needs. DBS Has Talent made sure that this year we developed the event so that all potential failures would be as minimal as possible. This year we involved a celebrity judge in which made our event different, we introduced a scheme of the students covering all aspects of the event instead of previously they had professionals take care oflighting/sound. DBS Has Talent overall product was the event and this year we introduced that we would include primary school students in this year DBS Has Talent; this has not happened before and was a huge success with many primary students and parents attend the talent show meaning we sold many more tickets quickly.

DBS Has Talent has not ventured into Diversification yet. With it only being a pop up event which has been formated similarly for many years it hasnt needed to use this type of marketing techique. This shows that DBS Has Talent and John Lewis work differently in this marketing sector with DBS Has Talent none existing in this sector and John Lewis being established and operating with great success in this sector. DBS Has Talent will enter this sector soon so they can enter a new market with a new product for their customers.

With John Lewis being a much larger organisation it allows them to market their products in a great capacity with spending of £7 million on their christmas advert in 2014 while DBS Has Talent advert was free of cost. John Lewis aim to do a lot of marketing through adverts while DBS Has Talent aimed a lot of their marketing through social media and posters in areas where their target audience would view them. Overall both organisations use different marketing techniques to exceed their customer needs and to sell their products.