Music Magpie conducted marketing campaigns focused on social media and charity donations to improve their brand image and appear understanding of their target audiences. They aimed advertisements at parents wanting to sell old items and communicated through social media platforms popular with these demographics. A free football kit campaign generated positive publicity and opportunities for diversification by offering new products internationally. However, not paying the footballers involved could potentially damage their reputation if discovered, requiring a damage control plan.

1. Case Study

2. Music Magpie case study
Here BOTTLE are explaining their intentions and what they want to achieve through their marketing. They are focusing
on the point of looking at the target audience and concentrating on looking at advertising through different platforms,
such as social media, so they can keep up-to date with new trends and be aware of what is popular at the time. This
also will help them forecast what is going to be a new trend, so they can assume what is going to happen and what they
can do to be ready for new trends. They also want to make sure that publicity is done through brand promotion by
holding campaigns where they donate a charity service in exchange of customers giving their possessions, so it makes
the customer feel like they are contributing to charity work, as well as earning a bit of money. This improves the Music
Magpie image, giving them a higher and more respected in the society.
BOTTLE really wanted to make sure the audience knew that Music Magpie appear to understand them. They pinpointed
different main audiences, finding out that parents of children were one of the main audiences, wanting to make money
from old clothes, music and books their children didn’t use anymore. Music Magpie communicated to these audiences
through social networking media and the internet, like twitter, facebook and a website, as they were found to used the
internet in demographics researched by bottle. The free football kit was a bonus campaign to generate positive
publicity for themselves, this publicity then opens up a wide range of opportunities for the company, diversification
could then become an option, offering their audiences more products that can be sold to them, opening the company
up to a market development, offering their services to different audiences over-seas.

3. Music Magpie case study
Because of their notable success with charity work, news and press got interested and many newspapers
and magazines wanted to give music magpie the attention and recognition for all their selflessness. News
papers and press wanted to vocalise this, which not only promoted the brand but also advertised it, over
44 times. So this campaign really gave music magpie a lot of free advertising and a lot more customers.
Here, ex football players were not paid for their work within the free football kit campaign. If this news had slipped
out then there could be come controversy within their campaign, the audience may think that it is fine for the ex
footballers not being paid because it is for charity, or in contrast some audience could be angry that they didn’t get
paid. For this reaction to happen they would have a damage limitation plan in place, so if the reputation of the
company did corrupt a little after this, then a plan is put in place to limit this corruption and also to make sure it’s
population can be salvaged. In theory the company would make sure that they paid the ex footballers, and made
sure this was published in the press, so the news got out and the public could then begin to forgive music magpie,
and start to use their service again.

4. JD sports case study
Here JD are showing that they understand how to create and collect primary research,
explaining how they carry out their own research, and why they have been so
successful with it. They show that they work within a qualative or quantative
technique, and that both work together in each other’s favor. They really emphasis
that their target audience consist of young adults to teens, and also that a large
market are parents buying clothes for their children.
Here JD explain what they do to collect their research. The find it very
important that the target market and the customer both have their voices
heard. JD focus on techniques like customer surveys, focus groups, till
surveys and exit surveys. They take their research from right of the heart of
the shop, experiencing what the customer does, which is why it works so
well.

5. JD sports study case
JD sport show us that as a part of their market strategy it is really important for them to
constantly be expanding and getting better. They have already expanded over seas to Spain
over 20 years. And also expanded to other brands that make different types of clothing,
showing that these high risk market strategies actually can pay off, if you understand your
target market. The type of market strategies they used are Diversification and market
penetration, catering to a new audience and also moving their shops over-sea.
JD have now updated their brand according to what is popular with their target
audience. With their market research they found out that internet is very popular,
and decided to add hotspots to their stores, they also looked at their online
orders in more detail, collection data through a live process.