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Marketing Case Study Notes SYLLABUS POINT Examine why ethical behaviour and government regulation are important in marketing Assess why a mix of promotional strategies is important in the marketing of goods/services Explain how globalisation has affected marketing management - production approach - selling approach - marketing approach - mass market - niche market - psychological influences NOTES British & Imperial Tobacco and American Tobacco will face restrictions on the packaging and branding of their products with the government’s plain packaging cigarette laws. These have been introduced because the government believes that the marketing of tobacco products is unethical. As a result, the companies will restructure their operations and marketing to focus on cost rather than differentiation. Windows Vista was subjected to a $50million promotional campaign, which featured extensive advertising around the world, however there was insufficient on the product element of the marketing mix, as the OS did not satisfy the demands of Microsoft’s customers. The growth in international online retailers operating in Australia has seen retailers such as Harvey Norman and JB Hi-Fi establish online channels of distribution to remain competitive. Global branding has allowed McDonald’s to be recognised around the world, to the extent where the company’s famous golden arches logo can be featured on marketing campaigns without the company’s name even appearing. Henry Ford and the Ford Motor company pioneered the assembly line method of production, and in doing so were also the leaders of the production approach to marketing, operating under the philosophy that if the business created products of a high enough quality, their customers would automatically buy them. Many advertisements for home appliances during the 1950s and 1960s featured extensive descriptions of why the appliances would be of benefit to housewives (ie they focused on convincing the target market that they wanted a product that the business had produced) In the lead up to the introduction of Coke Zero, Coca-Cola identified a new market of middle-aged male customers who sought the full flavour of regular Coca-Cola but with the low calories of Diet Coke. The company responded to these wants and needs by producing Coke Zero, which is now an established element of Coca-Cola’s product range. Energy Australia operates with a mass target market, since all people use electricity. All magazines operate in niche markets, with magazines such as Zoo and Wheels being marketed at vastly different markets to Women’s Weekly or Better Homes and Gardens. The marketing campaigns of high-end fashion companies such as Gucci target individuals who want to show off their supposed wealth and affluence, and as such will attract customers of a similar psychological type. SYLLABUS POINT - sociocultural influences - economic influences - government influences deceptive and misleading advertising - - price discrimination - implied conditions - warranties - truth, accuracy and good taste in advertising - products that may damage health - engaging in fair competition product life cycle analysis - NOTES McDonald’s has had to alter its menu options in different geographical areas around the world. For example, in Indonesia, it is common for many meals to be served with rice rather than fries, and in several predominantly Muslim countries the company’s famous pork McRib product is unavailable. During periods of economic downturn consumers are less likely to spend, and as such retail businesses must adjust their marketing strategies. This was the case for Kogan, which added a 37” flat screen TV to its product range in 2009, priced at $900 (the amount of money households received as part of the fiscal stimulus package). The array of anti-smoking campaigns presented by the federal and NSW governments has seen companies such as Imperial Tobacco and British & American Tobacco experience decreased sales as more smokers attempt to quit. In 2010 the ACCC found that LG had ‘cheated’ during the energy testing process for two of its refrigerator models, which allowed it to gain a higher energy star rating which was sued in the marketing of the products. McDonald’s has been accused of price discrimination in that different products cost different amounts at different stores, however because the company operates as a franchise and as such each store is technically an individual business, it has avoided any legal complications. In 2010 the Federal Court ruled that the arthritis drug VIOXX was unfit for purpose and of unmerchantable quality, as it doubled the risk of heart attack. Crumpler offers its companies a Til Death Do Us Part warranty, which more than satisfies the minimum legal requirements of a warranty. Coca-Cola was forced to withdraw its myth-busting marketing campaign which claimed that Coca-Cola does not rot your teeth or make you fat, as the ACCC advised Coca-Cola that the advertisements were creating a misleading impression of the product. Kellogg’s Nutri-Grain cereal is marketed as iron-man food; however it is 32% sugar. Similarly, Coco-Pops are marketed as being a source of wholegrain fibre, yet are over 33% sugar. In 2011 it was announced that junk food advertisements targeting children could not be screened during children’s programs on TV. This had the most profound effect on McDonald’s, as it was the market leader in this niche market. Shell and Caltex have been investigated several times by the ACCC and other regulatory bodies for price fixing, however no conclusive findings have been made. Kodak is currently in the decline stage of the product life cycle, as technology has seen traditional photographic methods (to which Kodak owned the rights) replaced with unpatented digital methods. SYLLABUS POINT - market research - establish market objectives - identify target market implementing, monitoring and controlling market segmentation product differentiation product positioning - - branding - packaging - market-based pricing - price skimming - price penetration - loss leader - price and quality interaction NOTES Before introducing Coke Zero Coca-Cola undertook extensive primary market research to determine whether there was a sufficient market for a new product. In the past few years Coles has lost approximately 1.7% of market share to Woolworths (approximately $600 million). Increasing market share is the primary marketing objective of Coles at present. While originally a motorbike company, Yamaha successfully achieved the marketing objective of expanding their product range through the introduction of their home theatre and stereo products. Market research undertaken by fashion retailer Sportsgirl revealed a primary target market of 18-25 year old females. Revising marketing strategy: Sony builds its success on the development of innovative products, such as the world’s first 3D capable digital cameras. Holden produces different products for different target markets. Its Colorado ute would be predominantly targeted at middle-aged males, while the Barina and Cruze small cars are targeted more towards younger, female drivers. The Body Shop distinguishes itself from its competitors by only offering beauty products that are environmentally sustainable, even down to the use of reusable or recyclable packaging. Rolex watches are considered by most to be of a much higher quality than Casio. Many businesses, such as McDonald’s, Coca-Cola and QANTAS, have achieved such successful branding that their corporate logos can be recognised without the company name appearing alongside. McDonald’s has improved the environmental sustainability of its products by changing their packaging from polystyrene containers to cardboard packaging. Demand for hotel accommodation in certain areas will fluctuate seasonally, and as such the prices charged by Thredbo and Perisher Blue will also fluctuate. Apple consistently introduces its new products at a high price, so as to earn maximum revenue from those customers who want to be the first to get the new product. To establish itself as a legitimate contender in the coffee market, 7-Eleven introduced $1 coffee all day to try and capture a share of the market. Gillette and Shick are known for selling their razors at dramatically low prices, but then selling razor refills at a much higher price, as any customer who purchases the razor will at some stage have to buy refills. Many prestige businesses such as Rolex and Ferrari have high expectations of quality from their customers, which means that their customers are more willing to pay a much higher price for the products. SYLLABUS POINT - advertising - personal selling - relationship marketing - sales promotion - public relations - opinion leaders - distribution channels intensive distribution selective distribution exclusive distr. physical distribution issues e-marketing global branding global standardisation customisation - NOTES Crumpler attracted the attention of NSW Police through its guerrilla marketing campaign in which the company’s name and logo was graffiti-ed around the streets of Sydney. Car dealers and most retail businesses engage in personal selling through sales assistants. Coles’ FlyBuys rewards program and Woolworths’ similar Everyday Rewards scheme attempt to ensure repeat customers by offering rewards (discounts, free products and frequent flyer points) for shopping at the respective supermarket. Many supermarkets, such as Woolworths and Costco, offer free samples of their products to encourage customers to buy them Domino’s Pizza regularly issues coupon discounts to its customers to encourage them to buy from Domino’s, rather than Pizza Hut or Eagle Boys. The publicity experienced by US Airways in response to the Flight 1549 crash was surprisingly positive and reinforced the brand’s image of safety, even though the plane had crashed. Swisse uses many professional athletes, such as Ricky Ponting and James O’Connor as opinion leaders in its advertising campaigns, as they are seen as extremely healthy individuals, which reflects well on a business selling health supplements. Domino’s Pizza, Pizza Hut and Eagle Boys Pizza all use delivery distribution channels, which distinguishes them from other businesses in the fast food sector. Pura Milk is available at almost all supermarkets as well as many convenience stores and service stations. Billabong clothing is available at several stores, such as City Beach and Coopers, however it is not as widely available as other brands such as Bonds. Holden cars can only be purchased new from its very few dealerships, which often cover a vast geographical area. Companies such as Toll and Linfox specialise in assisting businesses overcome physical distribution issues such as transport, warehousing and inventory. 7-Eleven popularised its Free Slurpee and BYO Slurpee Cup promotional days through social media advertising. McDonald’s products are available in 119 countries, and in all 119 the golden arches logo appears unchanged. Despite its varying menu options around the world, the Big Mac is available in every McDonald’s restaurant worldwide with an identical recipe being used around the world. McDonald’s offers rice in Indonesia, beer in France & Germany, sake in Japan and noodles in the Philippines.