3. Marketing

• Marketing Objectives - Coca-Cola


  Typically focuses on maintaining its global brand dominance, Inc MS, adapting to changing consumer preferences

  Eg: to Inc MS they have expanded product lines to include water and sports drinks

  'Share a coke' campaign - promote strong emotional connection to brand
• Internal influence on M obj - company culture - apple


  Emphasises innovation, quality and design excellence. Influences obj like high-end, user friendly products + premium brand image
• Internal influences - M obj - resources - Apple 


  Lots finance to invest heavily in marketing campaigns, product launches eg: TV ads
• External influences - Trends - CocaCola 


  Adjusted obj to be healthier. Eg: Coke Zero - expand product line
• External influences - Competition - Netflix 


  Eg: Amazon prime, Disney+ --> now focus on original content production investing billions in creating exclusive shows and movies
• Positioning - Volvo 


  Premium brand focused on safety and reliability. Appeals to families and safety conscious consumers. Eg: three-point seatbelt
• Segmentation - Nike 


  Demographic - youth, millennial

  Behavioural - frequent v occasional buyers

  Lifestyle - fitness enthusiasts v casual athletes
• Niche Market 


  Tesla - high performance electric cars.

  Target environmentally conscious consumers, tech enthusiast a, luxury buyers
• Mass market 


  CocaCola - all ages and demographics
• Product - Apple


  Known for focus on innovation and design. New products have seamless integration in the apple ecosystem. Eg:unique features, software updates + security differentiate apple.
• Price - Lidl 


  Known for good quality at low prices. Eg: Own label inventory reduces marketing costs. Streamlined business model passes savings to customers.
• Place - Amazon 


  Excels in distribution and delivery. Eg: premium Amazon prime nest day delivery. Investment in logistics allow unmatched delivery speed
• Promotion - Nike 


  Innovative - use emotional + inspiring campaigns often using high profile athletes. Eg: 'Just do It' - resonate with consumers by encouraging them to pursue athletic goals
• People - John Lewis 


  Excellent customer service. Slogan ' Never knowingly undersold' - want customers to receive best value and service. Staff trained to provide personal assistance to customers, friendly 90 day returns policy. Refers to employees as 'partners' - shares profits - strong loyalty and commitment + training.
• Process - McDonalds


  Assembly line style process in kitchens allows quick service and high-volume production --> leader in fast-food industry.
• Physical Environment - Marriott


  Well-designed, premium hotels contribute to positive guest experience
• Consumer goods

  Proctor and Gamble - household, personal care eg: own Gillette, Pantene

  Unilever - own Dove, Ben and Jerry's
• Industrial goods 


  Raw materials, component parts, machinery

  Eg: General Electric produces gas turbines and jet engines for businesses and gov
• PLC - introduction stage 


  Apple vision Pro - VR headset 2023
• PLC - Growth 


  Smart Home devices like Amazon Echo. Introduced 2014 but sig. Growth --> now central hib for controlling lights, thermostats etc.. Now more competition - Google Nest Hub
• PLC - maturity 


  Coca-Cola - mature stage for decades - high brand recognition and steady market share
• PLC - decline 


  DVDs and Blue Ray Discs
• PLC extended 


  Polaroid cameras - steep decline due to digital photography but revived through nostalgia driven marketing
• New product development 


  Beyond Meat - plant based meat - rise of plant based diets + environmental concerns - cater to growing demographic. Partnership with fast-food chains eg: McDonalds
• Price Skimming 


  iPhone - launched at a premium price iPhone - launched at a premium price
• Dynamic Pricing 


  Uber - fares increase during periods of high demand like rush hours

  Airlines - depends on season, demand, seat availability
• Price Penetration 


  • Netflix 30 day free trial
  • Xiaomi Smartphones - initially low prices for phone with high-end features to compete with Apple and Samsung. Then increased prices once established
• Branding 


  • McDonalds - affordability, consistency, convenience
  • Nike - empowerment, performance - 'Just do It' slogan
  • Coca-cola - happiness, joy, refreshment - strong emotional connection
• Promotion decisions 


  • Starbucks run seasonal promotions eg: Pumpkin spice latte in autumn - generates excitement
  • McDonalds partners with popular franchises like Disney and Marvel to include collectable toys in Happy Meals
• Multi-Channel Distribution - Nike 


  • physical stores
  • Website
  • Third party: online retailers, department stores
• Digital marketing - Spotify 


  Annual 'wrapped' campaign - personalised summaries for users showing top songs + artists - generates excitement + encourages social sharing - more brand engagement
• E-commerce 


  • Etsy - handmade, vintage, unique products
  • eBay - buy and sell new and used items - for individuals and businesses