Marketing Campaign: My Chosen Product Analysis

Chosen Company ideas:

• The Dark Knight Rises campaign
• Adidas billboard
• Kit Kat No Wifi Zone - Free WiFi is available almost everywhere we go. People are constantly online, busy with their electronic gadgets all the time. As Kit Kat we saw that as an opportunity to give people a break. So instead of offering Free WiFi like every other brand, we created a Free No-WiFi Zone. A big sign with a small WiFi jammer that blocked all signals within a five meter radius. By doing that we encouraged people to read a newspaper, a real book or have a genuine conversation again. All while munching on a Kit Kat.

Marketing & PR - Introductory Session

Task 2 - Class Discussion

1) What is Marketing?

Marketing is a process that focus's on the wants and needs of consumers, by doing this it enables products to be delivered that satisfy them.

2) What is involved in a marketing campaign?

Advertising:
- Radio, Print, Film, Online.

Pitch:
- Holding an event with the product or service as the main interest.

Merchandise:
- Freebies to promote the product, brand or service
-Products from a product (e.g: A piece of clothing from the product itself)
Another example of merchandise within a campaign is fast food franchise Burger King lined up with The Dark Knight when it was due to release it's latest movie to create a burger called "The Dark Whopper". 
Burger King also designed a kids menu based on The Dark Knight which had meals that came with a free toy of different characters from the film.

Marketing campaign is a series of steps that can include promotion of a product through different mediums being TV, Radio, Print, Online, using a variety of advertisement.

Marketing Strategy Process

Understanding the customer - By having an in depth understanding of what it is the customer is looking for/to get out of the product or service.

Analyse the market - Find out who likes what, how many of them like it, why they like it, why they want it etc.

Analyse the competition - Discover who you are up against, who is doing better, who already has that idea? how can you do better?

Research distribution channels - By finding out the best way to deliver the product or service to the target audience. 

Defining your marketing mix - This includes product price, place and promotion.

Review and Revise - Evaluating the effectiveness of the marketing statergy used and extend as needed. (How can you improve? Did you have any mistakes?)

Marketing campaigns can be designed with different ends in mind, includng building a brand image, introducing a new product, increasing sales of an existing product or even reducing the impact of negative news.

The Nine Functions of Marketing

Product/Service Management
Marketing information management
Financing
Purchasing
Pricing
Distribution
Promotion
Selling
Risk Managment

The Four Utilities of Marketing

There are four types of utility: Form, place, possesion and time.

Form Utility
A product must be processed into a form. 
e.g - Potatoes are processed into crisps.

Place Utility
This is about transporation.
- How are they transported to where the consumers can buy them? Modern day transportation systems makes this possible.

Possesion Utility
This establishes leal ownership of a product.

3)- What is PR?

PR (Public Relations)

1. "Public relations (PR) is the practice of managing the spread of information between an individual or an organization and the public.
2. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment."
3. Negative Press

Within the PR side of things in a company or organisation, there can be a downside to things such as negative press. An example of this would be the Ikea horse meat scandal where a meal served in Ikea's cafe was made from horse meat instead of what everyone thought was beef. 

The Media is responsible for the advertisement of PR.

- PR uses celebrity endorsements for pursastion with society.
- PR intends to have a positive relation with the public and there company.
- PR is more believable than adverts.

4) How has marketing strategy/technique evolved over the past 10 years?

Technology is the main impact on the change in the way we are informed of things.

Companies and Industries all over the world have expanded in the ways they promote themselves, this being by sending promotional emails, live billboards, social media and more.
Existing companies even use PR & Advertisement, to advertise PR advertisements. An example, "Outlook" or "Gmail" have expanded its landscape to present us with a much more modern way of receiving this type of information. 

As of the 21st Century, everything now is internet based. The older generation are moving with the times, to get the best out of companies services. You can interact so much more online now, for example: You're thinking of buying a product and you want a second opinion, all you have to do is search the product reviews and you get an instant response to help you make your opinion on whether to buy it or not. Theres interactive comment boxes and pop up's which allow you to interact with other people on the web instantly.

Companies can also promote themselves so much easier and quicker in todays world due to the web, as they offer you a chance to sign up for a "newsletter" to send you emails promoting any new deals, offers, sales or events they have going on which you may be interested in.

The whole advertising side of it has also improved as saved web browser data from your personal use allows companies to take a look at what you browse/look at the most and present your web pages with adverts that relate to your likes. For example, If you frequently browse for clothes, you will start to notice a similar frequency in the amount of adverts you get on certain web pages. Such as Facebook - down the right hand side of your page you will start to notice adverts for "River Island" or "Top Man".  This allows for companies to gain what we call "Increased brand recognition". Every opportunity they get to increase they're visibility is valuable to them; it allows a connection with their customers.

Social media is the most important and best change of them all. It offers everyone an in depth relationship with the brand/company. Companies are allowed access to new customers and current customers. Every post that you make on your social media whether it's a tweet, a facebook status or a tumblr post, allows an opportunity for customers to convert, which can lead to a reaction, which then leads to a site visit, or a Retweet. 
For example: If you're on twitter and you're looking for a pair of shoes to wear for an event and you come across that someone you follow has Retweeted or Favourited a tweet Topshop has put saying "20% sale off now on!" then that interests you, makes you react and then leads to a site visit. 

Social Media also allows companies to not so much show off, but present to customers there excellent customer service. For Example:

Nando's is a popular restaurant, and this is an example of how companies can react and respond to a customers comment instantly.

Another way the marketing technique's have changed is due to apps. Companies have made it possible for their services to be accessible anywhere at anytime. By downloading a companies app, you have it on your device for your personal use. A great example of this is Domino's Pizza. They're app is complete with a "Pizza Tracker" which allows the customer to see the progress of their order from the time they ordered it, until it arrives at your door. 
With the improvements on Smartphones in the past 3 years, this also makes it all the more attractive to have an "App Store". 
To receive a more premium service from a company you can also purchase apps to better your experience

Enhanced Data Analysis - The improvement within technology is now making it easier for us to analyse data. With this being possible, it can allow the company to strengthen their relationship with the customer. 

5) How has our understanding of marketing audiences changed in the 21st Century? 

It's changed due to a lot of things, one being generation. This generation of marketing is a lot younger and a lot more aware of marketing. All todays companies want to do is improve and update. They want to provide us with better products and services than they had before the last, to rival against each other in who has the best services/products to gain popularity which means money. I believe I am the last generation of kids that actually had all their family photos taken with a camera, now it's all on phones, Ipads, Tablets, and whatever else.
The technology 

Definition of Marketing - What is Marketing?

What is Marketing? -  

Marketing is the way producers create a connection with the consumer based on their requirements to promote a brand or business that sell products or services to satisfy the customer. 

"Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably." The official academic definition from The Chartered Institute of Marketing (CIM). 
(http://www.getin2marketing.com/discover/what-is-marketing) 

Marketing - the process of planning and executing the conception, pricing, promotion, distribution, of ideas, goods and services to create changes that satisfy individual and organisational objectives. it is an approach to doing business that focuses on identifying the customers needs and preferences. using this information a company can shape the goods and services it provides, as well as the strategy it uses to bring these goods and services to the public based on satisfying the customer.