Download What is enterprise?

An introduction to Marketing
The tasks
Why has the Wii been so
successful?
It has a
unique control
system
The games
are easy to
play and
aimed at all
ages
It’s cheaper
than the
Xbox360 and
PS3
It has been
heavily
publicised
There are lots
of good deals
about
You can buy
them in a
massive range
of shops
So is this just good luck?
•A number of different factors have come together
to ensure that the Nintendo Wii is a global,
commercial success
•This is NOT a coincidence!
•The product, price, place of sale and the
promotion techniques have all be carefully
thought about and planned.
•This is known as the MARKETING MIX
The Marketing Mix- The 4 Ps
• Product/service
– What makes the product or service stand out?
What is new or different about it?
• Price
– How much is it? Why is this appropriate? Is it good
quality? Value for money?
• Place
– Where is the product available? Is it available to
it’s target group?
• Promotion
– How do people know about it? Advertising?
Sponsorship? Events?
The Marketing Mix has to be
right!
All 4 Ps have to be right for a product, service
or business to be successful: It will fail…
• If the product is useless or already available
• If the price is too high, (poor value for money) or too
cheap (most people prefer expensive perfume!)
• If it is not available where you need it – surf shops on
the beaches in North Cornwall are bigger and more
successful than those in Blackpool!
• People do not know about it! I.e. it is not promoted or
advertised!
Marketing Mix: Case study
Vs.
Werther’s Originals Vs. Haribo Starmix
Werther’s Originals Vs Haribo Starmix
• They’re both bags of sweets, sold in the
confectionary
• They both available in similar sized bags
• They both cost about the same amount
• They’re both advertised on the TV
• BUT They have a different marketing mix…
How is the product different to other products?
Who are they aimed at?
How does the design/name reflect it’s target
group?
How are they promoted?
How is the product different to other products?
Who are they aimed at?
How does the design/name reflect it’s target
group?
How are they promoted?
Werther’s Originals Vs Haribo Starmix
Conclusions
• Both products are in the same market, but
aimed at different target groups
• The product and promotion are
differentiated to appeal to these groups
• By changing the marketing mix, you can
define the success/failure of your product
The Sinclair C5
Top Speed:
Just
15mph
£399
The UK’s first
Battery-Electric
vehicle!
Despite a relatively cheap price, a massive international marketing
campaign, and being widely available, the Sinclair C5 was a huge
commercial failure. Despite millions of pounds of investment, the C5
sold fewer than 17,000 units. What do you think the main problems with
the product are?