ASSIGNMENT OF MARKETING MANAGEMENT
In Marketing , we study 4Ps like Product, Price, Place and Promotion. You are supposed to analyze any brand or product of choice based on the above marketing mix i.e. 4Ps. ANSWER:
The marketing mix is a broad concept which includes several aspects of marketing which all inquire to obtain a similar goal of creating awareness and customer loyalty. The marketing mix is not only an important concept, but a guideline to reference back to when implementing the price, promotion, product, and distribution. Elements of the marketing mix are often referred to as the "Four 'P's", a phrase used since the 1960's * Product - It is a tangible good or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cellphone load and credits. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system. Packaging also needs to be taken into consideration. Every product is subject to a life-cycle including a growth phase followed by an eventual period of decline as the product approaches market saturation. To retain its competitiveness in the market, product differentiation is required and is one of the strategies to differentiate a product from its competitors. * Price – The price is the amount a customer pays for the product. The business may increase or decrease the price of product if other stores have the same product. * Place – Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. * Promotion represents all of the communications that a marketeer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion.
MARKETING MIX OF 5 BRANDS
The core benefit is to satisfy consumers’ needs or want.
Caters for different needs and wants of consumer
Uphold its brand by constantly upgrading and improving products’ innovative features and quality to satisfy its customers. Today, Adidas has established itself as a strong brand for sports apparels.
Adidas is a shopping product
Able to penetrate the market as it is cheaper than its competitors Uses market skimming
e.g white T-mac 4 shoes is being charged at a higher price than the other colour of the same version
Promotion objective is to become the NO.1 sporting brand in the world.
Advertising commonly through the mass media.
Through the use of the internet
Point of Sale
‘Impossible is Nothing’ campaign
Distributing some of the Adidas products to the various sporting outlets e.g Royal Sporting House, World of Sports, Sportslink
Online purchasing through the internet
* Portable Computers – including Mac products such as Mac Book Pro, iMac, MacBook Air, Mac Mini, Xserve * Servers – including Xserve, Xsan, MacOS X Ser, MobleMe. * Accessories – including MagicMouse, Keyboard, Led Cinema Display. * Wi-fi Based Stations - including Airport Express, Airport Extreme, Time Capsule. * Developer – including Developer Connection, Mac Program, iPhone Program. * iPod – including iPod Shuffle, iPod Nano, ipod Classic. * iPhone – including iPhone3GS, iPhone3G, iPad.
* iTunes – including movies, TV shows, audio books, games. * Periphal products – including Printers, Storage devices, digital videos and cameras. Price
* Apple is a premium...
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