Marketing involves gathering information about consumers' needs and preferences through various techniques like surveys, focus groups, and observations. This market research provides important information for a business to understand its target demographic and competitors. It is crucial for developing an effective marketing strategy that focuses limited resources on the best opportunities. A good market analysis involves defining market segments, identifying strengths and weaknesses compared to competitors, and using market trends to guide business planning and goal-setting. Understanding customers' behaviors and purchasing habits through thorough research is essential for business success.
Marketing involves gathering information about consumers' needs and preferences through various techniques like surveys, focus groups, and interviews. This market research provides important information for a business to understand its target demographic and competitors. It is crucial for developing an effective marketing strategy that focuses limited resources on the best opportunities. A good market analysis involves defining market segments, identifying strengths and weaknesses compared to competitors, and using market trends to guide business planning and goal-setting.
Marketing involves gathering information about consumers' needs and preferences through various techniques like surveys, focus groups, and interviews. This market research provides important information for a business to understand its target demographic and competitors. It is crucial for developing an effective marketing strategy that focuses limited resources on the best opportunities. A good market analysis involves defining market segments, identifying strengths and weaknesses compared to competitors, and using market trends to guide business planning and goal-setting.
This document discusses marketing research techniques and strategies. It explains that market research involves gathering information about consumer needs through surveys, focus groups, interviews, observation, and trials. This research informs the development of an effective marketing strategy. A good strategy segments the market and prioritizes target groups. It also identifies competitors and looks for ways to improve based on trends. Proper market analysis is important for business success by ensuring efforts match customer needs and behaviors.
This document provides tips and strategies for conducting a competitive analysis. It defines competitive analysis as evaluating how top competitors use different marketing tactics to generate leads, sales, and traction. The document outlines several key aspects of competitors to analyze, including their products/services, costs, market share, target audience, unique selling propositions, and marketing tactics and results. Conducting an in-depth competitive analysis is important for understanding a competitor's strengths and weaknesses in order to improve a business's own marketing strategy.
Understanding the principal methods and techniques used in marketing and public relationships. The document discusses the importance of understanding client requirements to ensure projects meet their needs. It explains how gaining client trust allows for more work opportunities and input. Understanding the market is also important to package products to meet customer needs. Different techniques can be used to understand the market like SWOT analysis, audience profiling, and understanding the 4 P's of the marketing mix: product, price, place, and promotion.
This document discusses various marketing and public relations techniques. It explains that understanding customers is key to success and companies should get feedback to meet customer needs. Marketing techniques like surveys, SWOT analysis, audience profiling and the 4 Ps (product, price, place, promotion) are discussed. Public relations tools like press releases, media packs, briefings and conferences are explained. The document also covers sponsorship, endorsements, events, merchandising and handouts. Understanding techniques like these can help companies effectively market and manage public relations.
Understanding clients and their needs is important for effective marketing. Methods for understanding clients include learning about their personal interests and hobbies, being attentive in meetings by listening well and being flexible, and asking clients questions about their requirements and vision for the future. Holding regular meetings and communicating frequently helps ensure the client remains the top priority. Understanding the target market is also important for success. Tools like surveys and focus groups can provide useful insights into who the target customers are and what they want. A SWOT analysis identifies internal strengths and weaknesses and external opportunities and threats to help improve business strategy. Audience profiling involves researching demographics, interests, and personality traits of the target group to ensure products appeal and are suitable for them.
This document discusses several key marketing concepts:
1) It explains why understanding clients and their requirements is important for marketing, as this helps build relationships and negotiate better solutions.
2) Understanding the market through research on competitors, products, audiences and gaps is discussed. SWOT analysis and audience profiling are introduced as useful tools.
3) The four elements of the marketing mix - product, price, place, and promotion - are defined in detail.
4) An example of marketing materials used by the magazine "Take a Break" is provided, focusing on how print works well for their target audience.
Marketing involves gathering information about consumers' needs and preferences through various techniques like surveys, focus groups, and interviews. This market research provides important information for a business to understand its target demographic and competitors. It is crucial for developing an effective marketing strategy that focuses limited resources on the best opportunities. A good market analysis involves defining market segments, identifying strengths and weaknesses compared to competitors, and using market trends to guide business planning and goal-setting.
Marketing involves gathering information about consumers' needs and preferences through various techniques like surveys, focus groups, and interviews. This market research provides important information for a business to understand its target demographic and competitors. It is crucial for developing an effective marketing strategy that focuses limited resources on the best opportunities. A good market analysis involves defining market segments, identifying strengths and weaknesses compared to competitors, and using market trends to guide business planning and goal-setting.
This document discusses marketing research techniques and strategies. It explains that market research involves gathering information about consumer needs through surveys, focus groups, interviews, observation, and trials. This research informs the development of an effective marketing strategy. A good strategy segments the market and prioritizes target groups. It also identifies competitors and looks for ways to improve based on trends. Proper market analysis is important for business success by ensuring efforts match customer needs and behaviors.
This document provides tips and strategies for conducting a competitive analysis. It defines competitive analysis as evaluating how top competitors use different marketing tactics to generate leads, sales, and traction. The document outlines several key aspects of competitors to analyze, including their products/services, costs, market share, target audience, unique selling propositions, and marketing tactics and results. Conducting an in-depth competitive analysis is important for understanding a competitor's strengths and weaknesses in order to improve a business's own marketing strategy.
Understanding the principal methods and techniques used in marketing and public relationships. The document discusses the importance of understanding client requirements to ensure projects meet their needs. It explains how gaining client trust allows for more work opportunities and input. Understanding the market is also important to package products to meet customer needs. Different techniques can be used to understand the market like SWOT analysis, audience profiling, and understanding the 4 P's of the marketing mix: product, price, place, and promotion.
This document discusses various marketing and public relations techniques. It explains that understanding customers is key to success and companies should get feedback to meet customer needs. Marketing techniques like surveys, SWOT analysis, audience profiling and the 4 Ps (product, price, place, promotion) are discussed. Public relations tools like press releases, media packs, briefings and conferences are explained. The document also covers sponsorship, endorsements, events, merchandising and handouts. Understanding techniques like these can help companies effectively market and manage public relations.
Understanding clients and their needs is important for effective marketing. Methods for understanding clients include learning about their personal interests and hobbies, being attentive in meetings by listening well and being flexible, and asking clients questions about their requirements and vision for the future. Holding regular meetings and communicating frequently helps ensure the client remains the top priority. Understanding the target market is also important for success. Tools like surveys and focus groups can provide useful insights into who the target customers are and what they want. A SWOT analysis identifies internal strengths and weaknesses and external opportunities and threats to help improve business strategy. Audience profiling involves researching demographics, interests, and personality traits of the target group to ensure products appeal and are suitable for them.
This document discusses several key marketing concepts:
1) It explains why understanding clients and their requirements is important for marketing, as this helps build relationships and negotiate better solutions.
2) Understanding the market through research on competitors, products, audiences and gaps is discussed. SWOT analysis and audience profiling are introduced as useful tools.
3) The four elements of the marketing mix - product, price, place, and promotion - are defined in detail.
4) An example of marketing materials used by the magazine "Take a Break" is provided, focusing on how print works well for their target audience.
This document discusses marketing innovation and its antecedents and consequences. It defines marketing innovation as implementing new marketing concepts or strategies that differ from previous approaches. The main antecedents of marketing innovation are identified as marketing imagination and marketing insight. Marketing insight involves comprehending market trends and patterns through intuition, experience, and information. Several sub-antecedents of marketing insight are discussed in detail, including active scanning, market research, and customer feedback. The document emphasizes the importance of marketing insight in recognizing opportunities and risks to drive innovation.
This document provides information about conducting marketing research for entrepreneurs and small businesses. It discusses:
- The importance of understanding the competitive landscape and having good market intelligence to make better business decisions.
- How competitive intelligence can help businesses improve planning, develop strategies, avoid surprises, and increase sales.
- Common approaches small businesses take to competitive intelligence that are ineffective and don't provide a true return on investment.
- Key aspects of market research small businesses should consider like understanding customers, products/services, competition, and purpose of research.
- Types of marketing research, budget considerations, and resources available to small businesses for conducting research projects.
When target positioning for marketing, know your clients well enough to be your best friend. Make a clear definition of the type of person the business would appeal to. What are the likes, dislikes, experiences, and values of the prospect? What kind of energy is needed to appeal to them? Only then could you start targeting your search campaign.
This document provides background information on Tshirt Store Company and discusses their interest in expanding their franchise operations into new markets in Europe. It begins with an introduction to Tshirt Store's founding in 2006 in Sweden and their initial growth opening new corporate stores and franchises. The purpose is defined as helping Tshirt Store find franchisees and partners in major cities and airports across the European Union. The research questions aim to identify what types of organizations could help find franchisees and their associated costs. The document then reviews definitions and models of franchising, describing Tshirt Store's use of a business format franchise approach. Requirements for potential franchisees are also outlined.
How to Improve Research Quality by Interviewing the Right PeopleB2B International
The most effective market research comes from asking the right questions to the right people. However, significantly more effort is usually placed on getting the questionnaire right as opposed to selecting the right respondents. While making sure that the right questions are being asked is a vital component of research quality, selecting the right respondents has a much greater impact on research quality. So, how do you select the right respondents?
Micro and Small Industries are the back bone of Economy. Invariably the promoters of these Micro and Small enterprises do not give much importance to a Marketing Strategy. This presentation was done at Alagappa Institute of Management, Karaikudi by the Author, KR. Gnanasambandan, who himself is an Entrepreneur and the former President of MADITSSIA
MKT 421 EDU Education Your Life / mkt421edu.comkopiko13a
FOR MORE CLASSES VISIT
www.mkt421edu.com
Purpose of Assignment
A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals. This assignment will analyze the role channels
The document discusses 10 deadly sins of healthcare marketing and provides alternatives. The sins include: 1) Spaghetti marketing without a plan, 2) Analysis paralysis overthinking decisions, 3) Marketing decisions by committee without a clear leader, 4) Inadequate staff training, 5) Treating marketing as a cost rather than investment, 6) Insufficient delegation of tasks, 7) Inconsistency in messaging, 8) Failure to track results, 9) Hiring unqualified marketing talent, and 10) Attempting do-it-yourself marketing without expertise. The document advocates for having a strategic marketing plan led by an experienced professional to avoid these sins.
Leor Franks looks at how marketers can audit the current
state of a firm in its market, in order to guide the
development of appropriate objectives and planning.
This Blue Paper® discusses the evolution of market segmentation, its benefits and
potential pitfalls and how it serves as the foundation of any marketing strategy. It
also offers an in-depth, six-step guide to help organizations get started.
Marketing involves gathering information about consumers' needs and preferences through various techniques like surveys, focus groups, and interviews. This market research provides important information for a business to understand its target demographic and competitors. It is crucial for developing an effective marketing strategy that focuses limited resources on the best opportunities. A good market analysis involves defining market segments, identifying strengths and weaknesses compared to competitors, and using market trends to guide the business plan.
The document evaluates whether the final pieces created are fit for their intended purpose of promoting awareness of environmental issues for Surfers Against Sewage. It summarizes the design process for logos, merchandise like t-shirts and phone cases, and posters. Various designs were explored and refined before final versions were selected that were simple, visually appealing, and professionally represented the client's needs and target youth audience. Comparisons are made to existing client materials to ensure the new designs meet the required standard.
This document discusses the responsibilities and obligations of journalists. It outlines guidelines from the National Union of Journalists (NUJ) for writers to follow regarding social awareness, cultural sensitivity, impartiality, and accurately differentiating facts from opinions. The NUJ code of conduct also provides 12 rules for journalists, such as upholding media freedom, ensuring information is honest and fair, correcting inaccuracies, and avoiding intrusion into people's private lives. Journalists are expected to abide by these guidelines to maintain credibility and produce work that does not discriminate or lead to hatred.
ASDA launched a trial of selling 'wonky' or misshapen produce in selected stores to reduce food waste. Celebrity chef Jamie Oliver helped promote the campaign on his TV show by highlighting the issue of wasted imperfect produce. Market research found that most customers were open to buying cheaper ugly vegetables. The 'Beautiful on the Inside' range aims to make imperfect produce more accessible and affordable while saving food from being wasted. The campaign uses branding, promotional partnerships with celebrities, and competitive pricing through ASDA's stores and social media to encourage customers to purchase the unconventional produce.
The band Glendale is launching their debut folk rock album "Illusion is the First of All Pleasures" and aims to sell 5,000 copies in the first 2 months by targeting an audience aged 23-30. Their marketing plan involves developing the band's image, building a fan base through performances and social media, and promoting the album through radio play, print interviews, and merchandise. Potential promotional materials include an album packaging design, tour poster, and social media mockups to engage the target audience.
The document provides a shooting schedule and risk assessment for a photography project taking place at Nunnington Hall on January 29th. The schedule details the equipment booked, including a DSLR camera, tripod, memory card, and model release forms. Models will depict workers at the hall and nearby farms. Only props found on site will be used. Contingency plans include alternative indoor or outdoor shooting locations in case of poor weather or issues with equipment. The risk assessment identifies potential hazards such as tripping, disturbing privacy, touching tools, and ergonomic risks, with controls such as using straps, permissions, awareness, and breaks. Relevant health and safety legislation is also considered.
Denis McQuail theorized that people use media for four main reasons: information, personal identity, social interaction/integration, and entertainment. He found people seek information from media sources out of curiosity and self-education. Personal identity reasons involve relating to media personalities and finding one's values. Social interaction reasons include feeling social empathy and using media as a substitute for real-life interactions. Entertainment allows escaping problems and relaxing by taking one's mind off real life. The document also discusses how the author would interact with media for information and social empathy, and provides an example of how violent video games could encourage morally wrong behavior in immersed players.
This document discusses marketing innovation and its antecedents and consequences. It defines marketing innovation as implementing new marketing concepts or strategies that differ from previous approaches. The main antecedents of marketing innovation are identified as marketing imagination and marketing insight. Marketing insight involves comprehending market trends and patterns through intuition, experience, and information. Several sub-antecedents of marketing insight are discussed in detail, including active scanning, market research, and customer feedback. The document emphasizes the importance of marketing insight in recognizing opportunities and risks to drive innovation.
This document provides information about conducting marketing research for entrepreneurs and small businesses. It discusses:
- The importance of understanding the competitive landscape and having good market intelligence to make better business decisions.
- How competitive intelligence can help businesses improve planning, develop strategies, avoid surprises, and increase sales.
- Common approaches small businesses take to competitive intelligence that are ineffective and don't provide a true return on investment.
- Key aspects of market research small businesses should consider like understanding customers, products/services, competition, and purpose of research.
- Types of marketing research, budget considerations, and resources available to small businesses for conducting research projects.
When target positioning for marketing, know your clients well enough to be your best friend. Make a clear definition of the type of person the business would appeal to. What are the likes, dislikes, experiences, and values of the prospect? What kind of energy is needed to appeal to them? Only then could you start targeting your search campaign.
This document provides background information on Tshirt Store Company and discusses their interest in expanding their franchise operations into new markets in Europe. It begins with an introduction to Tshirt Store's founding in 2006 in Sweden and their initial growth opening new corporate stores and franchises. The purpose is defined as helping Tshirt Store find franchisees and partners in major cities and airports across the European Union. The research questions aim to identify what types of organizations could help find franchisees and their associated costs. The document then reviews definitions and models of franchising, describing Tshirt Store's use of a business format franchise approach. Requirements for potential franchisees are also outlined.
How to Improve Research Quality by Interviewing the Right PeopleB2B International
The most effective market research comes from asking the right questions to the right people. However, significantly more effort is usually placed on getting the questionnaire right as opposed to selecting the right respondents. While making sure that the right questions are being asked is a vital component of research quality, selecting the right respondents has a much greater impact on research quality. So, how do you select the right respondents?
Micro and Small Industries are the back bone of Economy. Invariably the promoters of these Micro and Small enterprises do not give much importance to a Marketing Strategy. This presentation was done at Alagappa Institute of Management, Karaikudi by the Author, KR. Gnanasambandan, who himself is an Entrepreneur and the former President of MADITSSIA
MKT 421 EDU Education Your Life / mkt421edu.comkopiko13a
FOR MORE CLASSES VISIT
www.mkt421edu.com
Purpose of Assignment
A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals. This assignment will analyze the role channels
The document discusses 10 deadly sins of healthcare marketing and provides alternatives. The sins include: 1) Spaghetti marketing without a plan, 2) Analysis paralysis overthinking decisions, 3) Marketing decisions by committee without a clear leader, 4) Inadequate staff training, 5) Treating marketing as a cost rather than investment, 6) Insufficient delegation of tasks, 7) Inconsistency in messaging, 8) Failure to track results, 9) Hiring unqualified marketing talent, and 10) Attempting do-it-yourself marketing without expertise. The document advocates for having a strategic marketing plan led by an experienced professional to avoid these sins.
Leor Franks looks at how marketers can audit the current
state of a firm in its market, in order to guide the
development of appropriate objectives and planning.
This Blue Paper® discusses the evolution of market segmentation, its benefits and
potential pitfalls and how it serves as the foundation of any marketing strategy. It
also offers an in-depth, six-step guide to help organizations get started.
Marketing involves gathering information about consumers' needs and preferences through various techniques like surveys, focus groups, and interviews. This market research provides important information for a business to understand its target demographic and competitors. It is crucial for developing an effective marketing strategy that focuses limited resources on the best opportunities. A good market analysis involves defining market segments, identifying strengths and weaknesses compared to competitors, and using market trends to guide the business plan.
The document evaluates whether the final pieces created are fit for their intended purpose of promoting awareness of environmental issues for Surfers Against Sewage. It summarizes the design process for logos, merchandise like t-shirts and phone cases, and posters. Various designs were explored and refined before final versions were selected that were simple, visually appealing, and professionally represented the client's needs and target youth audience. Comparisons are made to existing client materials to ensure the new designs meet the required standard.
This document discusses the responsibilities and obligations of journalists. It outlines guidelines from the National Union of Journalists (NUJ) for writers to follow regarding social awareness, cultural sensitivity, impartiality, and accurately differentiating facts from opinions. The NUJ code of conduct also provides 12 rules for journalists, such as upholding media freedom, ensuring information is honest and fair, correcting inaccuracies, and avoiding intrusion into people's private lives. Journalists are expected to abide by these guidelines to maintain credibility and produce work that does not discriminate or lead to hatred.
ASDA launched a trial of selling 'wonky' or misshapen produce in selected stores to reduce food waste. Celebrity chef Jamie Oliver helped promote the campaign on his TV show by highlighting the issue of wasted imperfect produce. Market research found that most customers were open to buying cheaper ugly vegetables. The 'Beautiful on the Inside' range aims to make imperfect produce more accessible and affordable while saving food from being wasted. The campaign uses branding, promotional partnerships with celebrities, and competitive pricing through ASDA's stores and social media to encourage customers to purchase the unconventional produce.
The band Glendale is launching their debut folk rock album "Illusion is the First of All Pleasures" and aims to sell 5,000 copies in the first 2 months by targeting an audience aged 23-30. Their marketing plan involves developing the band's image, building a fan base through performances and social media, and promoting the album through radio play, print interviews, and merchandise. Potential promotional materials include an album packaging design, tour poster, and social media mockups to engage the target audience.
The document provides a shooting schedule and risk assessment for a photography project taking place at Nunnington Hall on January 29th. The schedule details the equipment booked, including a DSLR camera, tripod, memory card, and model release forms. Models will depict workers at the hall and nearby farms. Only props found on site will be used. Contingency plans include alternative indoor or outdoor shooting locations in case of poor weather or issues with equipment. The risk assessment identifies potential hazards such as tripping, disturbing privacy, touching tools, and ergonomic risks, with controls such as using straps, permissions, awareness, and breaks. Relevant health and safety legislation is also considered.
Denis McQuail theorized that people use media for four main reasons: information, personal identity, social interaction/integration, and entertainment. He found people seek information from media sources out of curiosity and self-education. Personal identity reasons involve relating to media personalities and finding one's values. Social interaction reasons include feeling social empathy and using media as a substitute for real-life interactions. Entertainment allows escaping problems and relaxing by taking one's mind off real life. The document also discusses how the author would interact with media for information and social empathy, and provides an example of how violent video games could encourage morally wrong behavior in immersed players.
The document discusses visual hierarchy and page layout. It emphasizes that the most important text should be the biggest and highest on the page, such as the title. It also stresses the importance of positioning text so that the reader's eyes flow naturally across the page. Color, font size, style and position all contribute to visual hierarchy and need to be considered when designing the layout of a page or poster.
This marketing plan aims to promote the new folk rock band Glendale and their debut album. The objectives are to develop the band's image and fan base, and sell 2000 albums in the first 2 months and 100,000 albums within two years. The target audience is 23-30 year olds who appreciate folk and rock music. The marketing strategy involves building awareness through radio play, print ads, social media, merchandise, and live performances and festivals. The motivation is to achieve success in the music industry despite the band members' inexperience and older target demographic.
This marketing plan aims to promote the new folk rock band Glendale and their debut album. The objectives are to develop the band's image and fan base, and sell 2000 albums in the first 2 months and 100,000 albums within two years. The target audience is 23-30 year olds who appreciate folk and rock music. The marketing strategy involves building awareness through radio, print media, social media, merchandise, and live performances and festivals to attract this audience and meet sales targets. The motivation is to achieve success in the music industry despite the band members' inexperience and older target demographic.
The band Glendale is releasing their first album "Illusion is the first of all pleasures" and aims to target an audience aged 23-30 who appreciate folk and rock music. Objectives for the first year include developing the band's image and fan base through album promotion, concerts, and building a reputation. The second year objective is to join a record label. Target audiences are described as middle class, open-minded music fans who enjoy folk culture and festivals. Promotion will utilize radio, print posters, magazines like fRoots that feature reviews. Social media like Facebook and Twitter will be used to interact with fans and cross-promote with other artists. Merchandise like t-shirts will help promote the band's
This document summarizes and analyzes several photographs taken by photojournalists Tim Hetherington and Steve McCurry. It discusses Hetherington's photographs documenting war and natural disasters in Libya, Afghanistan, and Indonesia. It describes his use of wide angles to show the scope of damage. It also analyzes McCurry's iconic photograph of the "Afghan Girl" taken in a refugee camp, noting how the green background makes her eyes stand out. The document examines elements like composition, lighting, focus, and storytelling intent across the various images.
Factual writing should not contain bias. Bias undermines the goal of factual writing, which is to inform readers with accurate information and allow them to form their own opinions. Examples are given of media outlets like the BBC and The Independent demonstrating bias through omission of important facts, skewed story selection, or slanted wording of headlines. This misleads readers rather than giving a balanced presentation of all sides of an issue. Factual writing works best when it presents information and arguments objectively, without being influenced by a writer's personal views, so readers can make up their own minds based on all the facts.
Charlie, a 0-18 year old male from London, focuses on question 4 where he supports Piers Morgans claims that people who jump in front of trains are “Selfish”. He does not like Morgan but shares Piers Morgan’s opinion on gun crime. He believes that if some people give up guns and a large proportion keep them it does not improve the situation.
Tim Hetherington was a British-American photojournalist known for documenting war and conflict from the perspective of individual experiences. He photographed conflicts in Liberia and Libya before being killed in Misrata, Libya in 2011. One of his photos shows a young Liberian soldier with an expression of sadness, highlighting the emotional toll of war. Steve McCurry is an American photojournalist famous for his National Geographic photo of an Afghan refugee girl. The photo brought attention to the plight of refugees but also preserved a powerful image of resilience. Both photographers captured impactful images of human experiences in times of upheaval and conflict.
This document provides details on the design of a set of 8 recipe cards shaped like landmarks of Italy. It discusses choosing fonts, color schemes, image sizes and placements on the cards. The same fonts, mainly Arial, will be used across all cards for consistency. Images will be limited in size due to the landmark shapes. The document includes an example card design for a Three-Herb Cherry Tomato Pizza, with the title, ingredients, method, and image layout shown. All cards will follow the same general template but with shapes customized to the featured landmark.
Drive Business Success & Growth-Market Research Services-Damco Solutions .pptxAndrew Leo
Uncover new opportunities, find untapped customer segments, and understand the demographics of your target market and consumers with market research services
Read here inspired the blog: https://www.damcogroup.com/blogs/fuel-business-success-and-growth-with-market-research-insights
#marketresearchservices
#marketingresearchservices
#webresearchservices
#damcosolutions
Significance of reserach in business decision makingkomal bhardwaj
Business research is a process that helps companies make better-informed decisions through collecting and analyzing market data. There are two main types of business research: quantitative and qualitative. Quantitative research uses surveys and statistics to understand things like customer awareness, interests, and behaviors. Qualitative research focuses on understanding attitudes, intentions and beliefs through methods like interviews and focus groups. Conducting business research helps companies understand customers, identify opportunities and risks, develop effective marketing strategies, and reduce the chances of business failures. It is a crucial process that allows companies to stay ahead of competition and design solutions that meet market demands.
This document provides guidance on conducting market research for small businesses. It discusses the importance of market research for understanding customer needs and developing effective marketing strategies. The key steps outlined are: 1) defining marketing problems and opportunities, 2) setting objectives, budget and timetables, 3) selecting primary or secondary research methods, and 4) designing research instruments such as questionnaires. Primary research involves directly gathering new data from customers, while secondary research uses existing information. Market research helps businesses make informed decisions about their products, pricing, placement and promotion.
This document provides guidance on conducting market research in 7 steps: 1) Define problems and opportunities, 2) Set objectives, budget and timetables, 3) Select research methods, 4) Design instruments, 5) Collect data, 6) Analyze data, and 7) Present findings. It emphasizes using both secondary research sources like census data and surveys, as well as primary research like questionnaires and interviews. Primary research should be designed carefully and data analyzed objectively to provide actionable insights into customers and markets.
This document provides an overview of developing an effective marketing plan. It discusses the importance of conducting market research, including secondary research of published materials and primary research through surveys and focus groups. A marketing plan should identify the products/services, mission statement, target market and size, competition, and pricing. The plan helps ensure business goals and objectives are met through strategic marketing activities like advertising, promotions, sales, and customer service. Developing a thorough marketing plan is essential for a business to understand its customers and make a profit.
The document discusses the process of conducting marketing research. It defines marketing research as the systematic gathering and analysis of data related to marketing goods and services. The purpose is to help businesses identify opportunities and reduce risks. The document then outlines the 7 steps to effective marketing research: 1) define problems/opportunities, 2) set objectives/budget/timelines, 3) select research methods, 4) design instruments, 5) collect data, 6) analyze data, and 7) present findings. Both secondary research (existing sources) and primary research (surveys, interviews) are discussed.
Why competitor analysis is crucial for your marketing strategy.pdfAmruta Relekar
"Are you wondering why competitor analysis is crucial for your marketing strategy?
It helps you understand your competitors better, identify new opportunities, and develop strategies to stay ahead of the competition!
"If you want to stay ahead of the competition, it's essential to keep an eye on what your competitors are doing.
Don't miss out on this essential step in your marketing plan!"
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And get a free trial today with Webmaxy bit.ly/3ouz0xm
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The document provides information on various sources and methods for conducting consumer research as part of forecasting. It discusses consumer research, consumer segments, and different methods for conducting consumer research including interviews, surveys, analytics, and review mining. Interviews can provide valuable insights but are challenging, while surveys are easier for customers to complete and provide a larger sample size. Analytics focuses on actual customer behavior rather than self-reported behavior. Review mining analyzes reviews of competitors without requiring customer outreach. Understanding customers through research helps companies better target different consumer segments.
This document provides an overview of marketing and the market research process. It discusses key aspects of marketing including developing a marketing mix, understanding consumer behavior, and conducting market research. The summary discusses conducting primary and secondary research to understand the target market, market size, trends, and using the research to evaluate the viability of a business.
Enterprise Rent-A-Car is the largest car rental company in North America. It has over 66,000 employees and operates internationally. Enterprise focuses on exceptional customer service through a decentralized structure that empowers local managers. Strategic marketing at Enterprise involves extensive market research and a customer-centric approach. The strategic marketing process includes planning, implementation, and control phases. Planning involves analyzing strengths, weaknesses, opportunities, and threats through tools like SWOT analysis. Implementation puts the marketing plan into action, while control evaluates results against goals. Strategic marketing is linked to corporate strategy through environmental analysis and a balanced scorecard framework.
Quick Guide to Finding Your Niche in Digital Marketingbrandigrasty1
Having trouble finding your niche in digital marketing? This quick guide will help you on the path to finding your niche and ensuring that it is profitable.
Market segmentation involves dividing a target market into subgroups based on common characteristics. It allows businesses to optimize their marketing, advertising, and sales efforts for specific customer segments. There are four main types of market segmentation: geographic, demographic, psychographic, and behavioral. Implementing an effective market segmentation strategy provides benefits like increased customer retention, business growth, and lower marketing costs. Companies must avoid common mistakes like creating segments that are too small or failing to update segments as customer needs change over time. The key steps to develop a segmentation strategy are to define the market, identify segments, understand customers, build customer profiles, and test the strategy.
The document discusses market segmentation, which involves dividing a target market into smaller, more manageable groups based on common characteristics. There are four main types of market segmentation: geographic, demographic, psychographic, and behavioral. Implementing an effective market segmentation strategy is important for optimizing marketing, advertising, and sales efforts. It allows businesses to better understand customer needs and improve customer retention, while also helping identify new market opportunities. The document provides advice on how to properly define segments and implement a market segmentation strategy.
Why should service firms focus their effortsquivenkaye
Successful companies strategically focus their efforts on satisfying customer needs better than competitors. Strategic thinking and planning allow companies to identify the right strategy and pursue it to achieve desired results. Market segmentation is important for service firms because it allows dividing the market into subgroups based on variables like demographics, to more closely match the needs of particular consumer groups. To identify target market segments, companies should analyze customer and product characteristics, consider the lifestyles and interests of potential customers, research competitor targets, and examine their current customer base to determine which customer types have the greatest need for their services. Determinant attributes are those aspects like quality, price, or service that determine why consumers purchase products from one competitor over others.
This project gives a fair idea of starting a venture which is particularly applicable in India due to its various tax and legal laws. But still it gives the essentials of starting a venture anywhere in the world
This document provides an overview of market research. It defines market research and differentiates it from marketing research. The document outlines the benefits of conducting market research, such as providing valuable customer insights. It discusses the two main sources of market research as primary and secondary sources. Primary research involves directly collecting data from customers, while secondary research uses previously published reports. The document also examines the two main types of market research analysis as qualitative and quantitative. Qualitative research focuses on opinions and insights, while quantitative research uses mathematical analysis and statistics. Finally, the document outlines the typical six-step process for conducting market research.
This document provides an overview of market research. It defines market research and differentiates it from marketing research. The document outlines the benefits of conducting market research, such as providing valuable customer insights. It discusses the two main sources of market research as primary and secondary sources. Primary research involves directly collecting data from customers, while secondary research uses previously published reports. The document also examines the two main types of market research analysis as qualitative and quantitative. Qualitative research focuses on opinions and insights, while quantitative research uses mathematical analysis and statistics. Finally, the document outlines the typical six-step process for conducting market research.
Entrepreneurial Opportunity Search and Identification-Market Intelligence-Market analysis-Market research-Customer validation-Developing your business model-Crafting your value proposition-Product Development , Managing the product development process, -Long Tail markets-Product launch goals-Go-to- Market Strategy-The role of selling in a startup-Sales forecasting for startups-Mapping buyer response modes. Social media Promotion tools.
This document provides information about marketing and public relations functions. It discusses topics such as market research, market analysis, marketing strategy, advertising, brand promotion, managing messages, positive publicity, spin, damage limitation, and lobbying.
For market research, it explains primary and secondary research methods like focus groups, interviews, and online questionnaires. It notes the importance of market research for understanding customer needs and maintaining competitiveness.
Market analysis involves analyzing strengths, weaknesses, opportunities, and threats from collected market research data. The goal is to determine a market's attractiveness now and in the future. Organizations evaluate evolving opportunities and threats relative to their own strengths and weaknesses.
The document contains research and planning for a graphic novel adaptation of Jack and the Beanstalk with a modern twist. It includes exploring layouts, fonts, and content from existing graphic novels for both children and adults. Draft scripts are presented with different dialogue options incorporating more modern language. The proposal outlines plans to create a 4-page graphic novel using photographs edited to look like comic book panels telling the story with humor, such as the giant having an afro. The target audience is identified as 10-15 year olds to make the classic tale appealing again through a twist while keeping the overall story. Schools are identified as a way to market the product to this age group.
The document contains research and planning for a graphic novel adaptation of Jack and the Beanstalk with a modern twist. It includes exploring layouts, fonts, and content from existing graphic novels for both children and adults. Draft script sections modernize the dialogue. The proposal outlines creating a 4-page graphic novel using photographs edited to look like comics. It will target an older audience of 10-15 year olds with humor like the giant having an afro and a guitar being stolen. The goal is to make the classic tale appealing again through a comedic twist.
Charlie, a 0-18 year old male from London, focuses on question 4 where he supports Piers Morgans claims that people who jump in front of trains are “Selfish”. He does not like Morgan but shares Piers Morgan’s opinion on gun crime. He believes that if some people give up guns and a large proportion keep them it does not improve the situation.
Charlie, a 0-18 year old male from London, focuses on question 4 where he supports Piers Morgans claims that people who jump in front of trains are “Selfish”. He does not like Morgan but shares Piers Morgan’s opinion on gun crime. He believes that if some people give up guns and a large proportion keep them it does not improve the situation.
Piers Morgan has long been accused of involvement in phone hacking as the former editor of British tabloids Daily Mirror and News of the World. Multiple witnesses have testified that Morgan outlined phone hacking techniques and boasted of using them to source stories. While Morgan denies any involvement, evidence suggests widespread phone hacking occurred at the newspapers during his time as editor. The police investigations into Morgan have been ongoing for years, and more victims are continuing to come forward, yet he still maintains his innocence despite clear contradictions in his own accounts.
Piers Morgan has long been accused of involvement in phone hacking as the former editor of British tabloids Daily Mirror and News of the World. Multiple witnesses have testified that Morgan outlined phone hacking techniques and boasted of using them to source stories. While Morgan denies any involvement, evidence suggests widespread phone hacking occurred at the newspapers during his time as editor. The police investigations into Morgan have been ongoing for years, and more victims are continuing to come forward, yet he still maintains his innocence despite clear contradictions in his own accounts.
Piers Morgan has long been accused of involvement in phone hacking as the former editor of British tabloids Daily Mirror and News of the World. Multiple witnesses have testified that Morgan outlined phone hacking techniques and boasted of using them to source stories. While Morgan denies any involvement, evidence suggests widespread phone hacking occurred at the newspapers during his time as editor. The police investigations into Morgan have been ongoing for years, and more victims are continuing to come forward, yet he still maintains his innocence despite clear contradictions in his own accounts.
Piers Morgan has long been accused of involvement in phone hacking as the former editor of British tabloids Daily Mirror and News of the World. Multiple witnesses have testified that Morgan was aware of, and in some cases directly involved in, phone hacking practices during his time as editor. However, Morgan continues to deny any involvement and knowledge of phone hacking at the newspapers he edited, despite significant evidence to the contrary. The allegations against Morgan span decades and involve the hacking of numerous celebrities and victims of crime.
Surfers Against Sewage is an environmental charity based in the UK that campaigns to protect oceans, beaches and freshwater waves from plastic pollution and other environmental issues. They organize beach cleans, protests, educational events and political lobbying to raise awareness of the problems caused by waste in the natural environment and push for changes to protect natural spaces for future generations to enjoy. Their goal is a clean, healthy and plastic-free ocean for marine life and coastal communities.
This document appears to be a resubmitted PowerPoint presentation titled "Social Action" created by Alan Smith. The presentation likely discusses topics related to social action or social issues. More context would be needed to provide a more detailed summary of the content or purpose of this resubmitted PowerPoint presentation.
This document appears to be a resubmitted PowerPoint presentation titled "Social Action" created by Alan Smith. The presentation likely discusses topics related to social action or social issues. More context would be needed to provide a more detailed summary of the content or purpose of this resubmitted PowerPoint presentation.
Surfers Against Sewage is an environmental charity based in the United Kingdom that aims to protect oceans, waves, beaches and wildlife. The organization campaigns on issues like water quality, plastic pollution and the impacts of climate change. Surfers Against Sewage also works to bring environmental issues to public attention through education and engaging communities.
The document provides initial ideas and concepts for the design of an energy drink advertising campaign. The first idea, called qWake, uses an earthquake theme to convey that not purchasing the drink will result in a natural disaster. A mock-up design is created featuring a bike jumping over cracks in the ground. Additional ideas target health-conscious consumers with a drink called Improvise or athletes with Limitless. Mood boards and mind maps are used to explore themes, target audiences, and branding elements. Potential slogans, scripts, and product variations are proposed. Font and color scheme options are tested to match different ideas. The final design features layered earthquake imagery and the Richter scale to reinforce the theme while making the drink name stand out
The document provides initial ideas and concepts for the design of five different energy drink products.
Idea 1 is called "qWake" and uses the theme of an earthquake, featuring an image of a bike jumping over cracks in the ground. The target demographic is young male extreme sports enthusiasts.
Idea 2 is called "Improvise" and aims to provide a healthier alternative, targeting health-conscious consumers. The design would use green colors and natural symbols.
Idea 3 is called "Limitless" and targets top athletes, conveying unlimited energy. The design would use bright colors and feature images of athletes using the drink.
Idea 4 is called "Limbo" and targets dark music
The band Glendale is releasing their first album "Illusion is the first of all pleasures" and aims to target an audience aged 23-30 who appreciate folk and rock music. Objectives for the first year include developing the band's image and fan base through album promotion, concerts, and building a reputation. Merchandise like t-shirts and the use of radio, print media, and social media like Facebook and Twitter will be used to promote the band and drive album sales of 2,000 in two months and 40,000 in the first year. The key message is that Glendale produces meaningful music as down-to-earth former farmers who are still connected to their fans.
This document contains a SWOT analysis for a new MP3 player with Spotify integration. The strengths include having a unique product and knowledge of competitors. Weaknesses are a lack of funding and brand power compared to Apple. Opportunities include a growing market and room for expansion. Threats include strong competitors like Apple releasing new products and lack of resources to compete. The analysis examines internal factors like resources and external factors beyond their control like market trends.
Audi focuses its marketing on quality, performance, and luxury targeting middle to higher income individuals. Its advertisements emphasize the vehicle's technology and design without mentioning price. Ford historically focused on price but is shifting to also emphasize quality to appeal to more customers. Both supermarkets ASDA and Marks & Spencer's target different demographics - ASDA focuses solely on low prices to attract cost-conscious customers while Marks & Spencer's stresses quality even if it means higher prices to appeal to image-conscious consumers. Apple emphasizes innovation and quality over price in its marketing to cultivate an exclusive brand image and attract creative customers, unlike HTC which must compete on price due to reputation issues.
The document provides initial ideas and concepts for the design of five different energy drink products.
Idea 1 is called "qWake" and uses the theme of natural disasters like earthquakes. The target audience is young male extreme sports enthusiasts.
Idea 2 is called "Improvise" and aims to provide a healthier alternative energy drink targeting health-conscious consumers, especially young females.
Idea 3 is called "Limitless" and is designed for top athletes seeking endless energy. Its target audience includes both male and female youth sports players.
Idea 4 is called "Limbo" and targets dark music fans seen as aggressive and passionate. Its target audience includes males aged 18-30.
The document evaluates whether the final design pieces created to promote the environmental organization Surfers Against Sewage are fit for their intended purpose. It determines that the purpose of raising awareness of the organization's issues was achieved through the production of a range of fresh, eye-catching designs aimed at a young audience. An initial logo design with an eye in a jar was deemed too complex and not professional enough, so a simplified design with the eye and waves was created instead. Research into the client's existing products helped ensure the new designs would be suitable and approved.
This document provides details of logo and merchandise designs created for Surfers Against Sewage, an organization aimed at protecting oceans. It summarizes:
- The final logo design evolved from initial ideas incorporating an eye and wave to represent watching over oceans. Multiple iterations refined the design.
- Proposed merchandise includes stickers, t-shirts, and hats incorporating the logo to appeal to younger audiences. Stickers and badges are low-cost while shirts and hats can expand the audience reach.
- Mood boards and experiments explore color schemes, fonts, existing surf brand designs for inspiration, and initial concepts for applying the logo to hats, shirts, stickers to test production feasibility. Feedback from these stages will inform
1. Understanding the Functions ofMarketing and PR
Marketing
The oxford dictionary defines market research as the action or activity of gathering
information about consumers' needs and preferences.
The Collins dictionary goes to say that it is the study of influences upon customer and
consumer behaviour and the analysis of market characteristics and trends.
There are a lot of techniques involved in gathering the research for businesses.
AllBusiness.comexplained the most important and focused on 5 main aspects on how to
get the information.
Surveys, focus groups, personal interviews, observation, and field trials are all part of
good market research. This way you look at the customer and how they are influenced.
These 5 are very different in approach but so similar in success rate.
Surveys for example. Concise and straightforward questions can help you get a good
quick response. The success of this technique will be in relation to quantity and how
many responses are taken. This will give you a much greater understanding.
With all these 5 aspects there are many other sections within. When looking into
Surveys and how they are taken you can explore the multiple approaches.
Telephone surveys, Face to face, Mail and online are all a range of ways in gathering the
data from the consumer. It is from this where the characteristics and trends are found.
A successful survey is dependant on the reliability of the responses as well as the huge
numbers in replies. With online surveys. They are inexpensive to create, however as you
obviously do not see or meet the person you cannot judge how reliable that data is.
More data will be collected due to being available to more however this might not help
the product or business you are setting up.
In relation to face to face surveys, they are the most expensive way of getting the point
across, however if you are located near somewhere where the demographic is based
you can gather much more valid results.
When looking at Telephone and Mail Surveys, these are seen as less successful. This is
due to not being able to convince the public to take part. This can be due to the length
of them or as they simply do not have the time.
As both are low cost an advantage of this can be to produce thousands of the surveys.
Having a cheap way of market research can allow the business to spend more else
where.
Market research is important as this provides the platform for your product or business
to take off. Without this or with poor research into the market and competitors the
2. business will not survive.
When starting a business or service understanding the market is important however
understanding your demographic is the main priority. If you cannot entice your
audience then you cannot be successful.
Learning early what the customer’s behavior is like can allow you to place your product
in areas where they can notice it.
Focus Groups are a great way of understanding the consumer. Placing a small amount of
people from the actual target audience to voice their opinion can give you a indication
on where and how to take the business forward.
This is a good way of looking specifically at the audience and understanding them.
How an actual business goes about Market Research
One method employed by the company is its checkout survey. This is a simple but highly
effective survey that is carried out with customers at the till. By collecting the
customer’s home postcode, gender and age and matching this data to the products
purchased, JD can build up detailed consumer profiles. (The Times Business case study)
The ‘shopping bag’ survey – the JD research team monitors what carrier bags customers
entering JD stores are carrying.
This helps identify what other stores JD customers use and are spending money in. It
provides competitor insight and an idea of which retailers attract a similar customer
profile to JD, a variable that can influence the location of new JD store openings.
Market analysis according to Wikipedia is a study to see the attractiveness and the
dynamics of a special market within a special industry.
It is from the analysis of the market that organisations can look into the future of the
product and see what strengths it has and what can be improved.
‘The market analysis is a section in a business plan that presents information about the
commercial market in which your business operates, the purchasing habits of customers
in that market, and information about competitors’. (wikiHow)
3. StengelSolutions.com describes a good approach to market analysis. Something that
segments the market. By this they mean looking into age, income, product type, buying
patterns and customer needs.
Example: A local computer store defines its customer segments as “high-end home
office” and “high-technology small business’’.
This segmentation says a lot about whom it is aimed towards.
It is important to create a knowledgeable plan in order to understand it in the future
and if you want potential buyers to come in the business.
There are many steps that can help you create good informative market analysis.
Firstly, describe the market in general terms. In addition to the obvious demographic
you include, make sure to have information about industry in the area and the location
as a whole.
Secondly, you take that location and explain which sector within it you will be
contributing towards. For example a business selling second hand cars will be working in
the automotive sector.
Identifying competitors is something of great importance. This should have been done
through market research initially. Competitors of that market you are in. Explore their
weaknesses and strengths. Compare and contrast with your own.
If you’re in the restaurant business watch other competitors once a month, rotating
through different establishments.
If you own a shoe store, shop your competition monthly and visit different stores. Park
across the street and count the customers who go in.
From this look at your own business and how you can improve the business plan in the
future. Also, providing a brief overview of market trends can give you a lot of needed
information in the future. Look for clusters of strengths that may give you a competitive
advantage
StengelSolutions.com go on to expand on the point about segmentation. They make it
clear in their study that you should prioritise the market segments.
4. ‘Discuss why your business is focusing on
these specific target market groups.
What makes them more interesting than
groups you’ve ruled out?’
Examples:
A clothing boutique might focus on one
set of upper-income customers instead
of another for strategic reasons.
An office equipment store might focus on certain business people whose needs match
the firm’s expertise
Some fast-food restaurants focus on families with children under driving age.
It if from this that you can the understanding on how difficult and challenging Market
analysis can be. This is why many businesses hire outside Analysts to create a plan for
them. This can save time however, this costs money and the information is not always
relevant and is better when you know the business.
Doing your own research and doing something as simple as counting customers going in
competitors shops or checking prices can allow you to compare with your own business
plan and help you create a better prediction for the future.
Market analysis crosses over the market research in the gathering of own information.
This has to be done by yourself as that of Primary research as this is very specific to your
business/product.
It is from this where you can look at previous work from focus groups and surveys and
include them to the analysis plan.
According to EasyMarketingStrategies.com ‘A marketing strategy is a process or model
to allow a company or organisation to focus limited resources on the best opportunities
to increase sales and thereby achieve a sustainable competitive advantage’.
Your marketing strategy is the way you make sure you’re getting the maximum impact
from your limited marketing budget and time.
Here on the right is a good image to demonstrate the hierarchy of the marketing and
goals within the business.
Firstly you need to identify the long-term goals for the business. The mission, the
objectives and what you want to achieve.
It is only after this where you can look at the strategy. The high-level rules that will
govern what marketing efforts you focus on.
Once your strategy is complete you can move onto the Marketing Mix as it is called. This
looks at the 4 P’s. Price, Product, Place and promotion.
Once you have decided how much the product will be you can look into writing a
marketing plan in how to achieve these goals set.
5. EasyMarketingStrategies.com makes a good point expanding from their definition.
‘’Your first step in developing a marketing strategy that drives significant business results
is to make sure you fully understand your market by doing some research: market size
and growth, competitors, complementors, and customers’’.
All of these points within the Marketing side of ‘Marketing and PR’ refer to good market
research. If this is done correctly and up to a very good standard, it is a platform to
spring on and become successful. In many cases good research can stop you from
building the business as it may provide you with enough to see that the customers will
not buy the product in the area it is based in.
Strategic Marketing is defined in the "Marketing Concept", of which there are several
different definitions, but all of them incorporate the broad definition of marketing.
(Ingirum.co.uk)
The site goes onto explain the three points to Strategic Marketing.
Segmenting, Targeting, and Positioning. All of these are backed up by the points made
earlier, The idea of placing a product somewhere where the audience will see it
(Marketing Mix- ‘Place’)
Knowing whom to target, prioritising one segment of the market over another.
6. Advertising is the best way to communicate to the customers. Advertising helps inform
the customers about the brands available in the market and the variety of products
useful to them.
Advertising is for everybody including kids, young and old. It is done using various media
types, with different techniques and methods most suited.
(ManagementStudyGuide.com)
According to this site there are four main objectives in relation advertising. Trial,
Continuity, Brand switch, Switching back.
The trial objective involves convincing the customers to buy the new product introduced
in the market. (In this flashy and attractive ads are used.)
Continuity is concerned about keeping the existing customers to stick on to the product.
(Adverts will bring something new to the product)
Brand Switch is mainly for those companies who want to attract the customers of the
competitors. Adverts will be used to show why this brand is better than the other.
The fourth objective of switching back is for the companies who want their previous
customers back, who have switched to their competitors.
This will be in the style of discounts such as this on underneath, new packaging or new
advertising to entice the original audience
Why is Advertising important?
Advertising is important in every aspect in
relation to the product or service.
The customers. This is important for the
customers because at the end of the day,
these are the people buying the product.
Without advertisement they will have little if
no knowledge of that product meaning you
will not sell and ultimately fail.
Advertising provides the customer with a service. This allows them to compare with all
existing brands and see which one suits them. Buy not advertising to them, you may be
missing out, as they could be the perfect demographic.
Advertising is obviously important to the seller of the product. The most important
reason is that is produces sales, which equates to money. With advertising you can see
competitors ways of thinking, it is from this where the advertising can provide customer
loyalty and keeps them customers for a long period of time.
7. Advertising is important for society. This leads away from the business point of view,
however it helps educate people.
There are some social issues also which advertising deals with like child labour and
smoking. Advertising can be used to help charities as well with television ads the most
popular. This is a good way of reaching a large amount of people.
Brand promotion is a common marketing strategy intended to increase product
awareness, customer loyalty, competitiveness, sales and overall company value.
(WiseGeek.com)
The methods used to promote a brand and make customers aware are to look at the
basics. The person cannot buy what they do not know exists.
Businesses can communicate with buyers in different ways, such as using print ads,
radio commercials or demonstrations.
A good example of this is from Apple where they often gather large crowds to announce
a new product. This keeps existing customers happy as it is offering something different
to what they have at the moment and has the potential to advertise to new customers.
Repetition is vital for customer awareness. Keep drilling the point across. According to
WiseGeek.com, the average person has to hear or see something more than 5 times for
the message to be remembered.
It is from this where it becomes clear advertisements must be over a long-term basis
and constant reminding of that product is vital. A good example of this comes with
Coke.
8. These images show the constantadvertisingCoke has taken part in over the years. Why don’t they
stop when they already havea loyal customer base? To keep getting more, a largecompany needs
to keep generating more sales and this will happen with more and more people purchasingthe
drink.
This will allowthem to keep expanding and control the market.
Buildinga loyal customer baseis spoken about often however without these you cannot possibly
surviveas a business.Onceyou have a brand it is importantto keep getting that out there to the
public.
Celebrity Endorsements areused in order to make that brand,one that is associated with a certain
standard.
Former footballer and Match of the day presenter Gary Lineker has been the face of the brand
‘Walkers’for many years and givingthem a huge amount of the market sharewithin the crisps
market. Being a popular figureis a good way of brand promotion, as the public will seehimand
associatethe brand as quality and high-end produce.
9. PR
Messagingisthe processof creatinga constantstory arounda product,person,companyor
service.Messagingaimstoavoidhavingreadersreceive confusinginformation
(Wikipedia/publicrelations)
It isfrom thiswhere managingthe message that iscreatedisso vital.The waysindoingso are
seeninthe 11 fundamental principles.
Communicateearly,
Communicateoften
(Bythisit issuggestingtogetthe
message acrossbefore your
competitorsandkeepdrillingthat
message inthe viewersheadsuntil
they understandit)
Communicatewhatyou knowwhen you knowit
(Once youhave a grasp on the product or service onlythencanyoustart to communicate with
the audience.Youmustbelieveinthe productandthe successof it.If youdo notthe customer
will not)
Don’tbe afraid to say “I don’tknow”aslong asyou follow that up with “...butI’ll find outand
get backto you assoon asI do.”
(Thisshowsthatyou care forcustomersatisfactionandwantthe businesstobe successful)
Let everyoneknowwhat is happening,why,and whatthey can do to help
(Asa businessyoucanbe muchmore efficientinthe runningof itif everypartof the teamis
knowledgeable onthe brand)
Reinforcewhatis staying thesameas you discusswhatmay bechanging
(Thisis importantbecause if youcome across as changingthe full brand,loyal existing
customersmaybe putoff and looksto competitors.Itisalsoveryimportanttokeepaddingnew
ideasandfeaturestoproductsto keepthemfreshandup to date)
Createmultiple, targeted approachesto reach yourvariousaudiences
(Have an planand strategyto targeteach audience,make sure youknow where tolook,who
will be lookingatit,whytheywouldwantto,isit appealingenough?Itisimportanttoreachout
to the audience andtheyhave tonotice the message because if theydonot,theycan not buyor
take part in the service)
Communicateopenly,honestly,and frequently asthingscontinueto change
(Communicationisseenasthe mostimportantpointinmanagingthe message youhave
created.It isfromthiswhere youcan decide how successful yourbrandis.Communicate
honestlyandclearlyandthe audience will respectthat.Keepingeveryone uptodate isalsoa big
factor inretainingthatpleasantatmosphere.
10. Fail to do soand the message will alreadybe clearwithoutanyneedtoletthe audience know.
You needtobe incharge of your message.
Establish feedbackmechanismsfromthoseaffected by thechangesto thosein leadership to
informyourongoing decisions
(Alwayshave the staff todeal withpeople whohave opinionsorthoughtsonrecentchangesin
the runningof the message)
Communicatetheinitial results and early progressof yourchangeeffortsto everyone
(Keepcommunicatingtoall involvedwiththe message.Managingitcanbe easierbyshowing
earlyprogress)
Acknowledgeand thankeveryonewho helped contributeto yoursuccess
Continueto communicatewell afterthe changesoccurand aslong asthe transition continues
Communicationisjustone of several aspectsconcerningthe managementof amessage. Within
thisthere comesseveral jobrolessuchasthe Newsbearer,familyliaisonofficer,alead
spokespersonandamediamonitor.
Accordingto Sans.eduthere are 6 waysincommunicatingproperlyduringacrisis.
Preparation
Identification
Containment
Eradication
Recovery
LessonsLearned
Boundless.commade some veryclearpointsinrelationtocommunication.
It isfrom thisyoucan see the ideaof communicationisrepetitive withinmanagingthe message
and publicrelations.
The site goeson to make several more pointsincluding,the speaker,anticipatingthe audience
reaction,practical decisionsinthe email applicationandminimizingthe riskof
miscommunication.
11. An example of how a business can manage a message, in particularly when in crisis
comes from The Southwest Airlines.
“Quick response time, open, honest communication on Facebook and Twitter were key
in helping the brand control the story and maintain good faith with its customers”.
(Stephanie Fisher)
The brand managed to keep their message about being honest with customers and
putting their needs first. This was seen through the quick response to inform all that
needed to know. This can tie in with damage limitation/control due to preventing the
brand from being harmed.
ThefreeDictionary.com defines Publicity as public interest, notice, or notoriety
generated or gained by disseminating information through various media.
Positive publicity therefore is focusing on doing an action to make the brand look in a
certain light. It is from this where celebrity endorsements are used to create a more
noticeable product or service, using their achievements to psychologically reflect on the
business.
A good example of positive publicity comes from charities. Doing work for those who
need it can make the brand/business look better and could persuade customers to
choose this over competitors.
There are many advantages for a business to sponsor charitable organisations.
According to smallbusiness.comthe main advantage of this is Increased Visibility And
Revenue
12. ‘’Perhaps the biggest advantage given to businesses that sponsor charitable
organizations and events is the increased visibility gained throughout the community. In
exchange for a financial donation, a corporation's name and logo are included on all
mailings, advertisement and other promotional material produced by the nonprofit. In
some cases, a large donation may even culminated in property, such as a conference
room, garden or computer laboratory being named in honor of the donating
corporation’’.
They go on to say, ‘’the increase visibility of a company’s name and logo leads to
increased brand recognition throughout the community. An easily recognized brand
makes closing sales all the more effortless. Increased sales equals increased revenue’’.
Another advantage would be that of the charitable image that comes across.
“When a business donates to worthy local causes, such as those that fight poverty or
disease, as well as cultural institutions, such as the ballet, opera or art museum, its
image is often enhanced in the public’s perception. No longer considered as simply a
profit-seeking corporation, a business’ investment in the community signals a
commitment and concern for its neighbors”.
Many consumers make purchasing decisions based upon this quality. Residents of a
community will often show favor to local businesses. In many cases, they will go out of
their way to support companies that support that community”
This last paragraph above is a good understanding towards consumers and their actions.
A good example of positive publicity comes from 1996 and the Taco Bell Corp.
Taco Bell is an American chain of fast-food restaurants based in Irvine, California.
(Wikipedia.org)
Their attempt at ‘Positive publicity’ (According to
entrepreneur.com)
In the morning, an ad appeared in The New York Times
with a headline that read: "Taco Bell Buys the Liberty
Bell."
The advert went on to say how the bell was to renamed
“Taco Liberty Bell” and was still available for public
viewing.
After this, thousands of people complained (can relate to managing the message and
having staff ready to deal with possible misinterpreted messages)
It was later revealed to be an Aprils fool joke on the public and media. It however was
not a joke for the business in terms of revenue.
The company's revenue increased by $500,000 that day, and by $600,000 more the
following day, compared to the previous week's sales.
13. This shows that placing the product or business in a popular area or like this a famous
object, it can attract publicity in terms of earning more revenue.
Not everyone will agree with the idea behind it, however the managing of the message
aspect is important and to respectfully deal complaints.
Boundless.com suggests Spin in a marketing sense is, an effect that colours the truth by
selectively presenting facts that support a desired position and can sway public opinion.
Princeton.edu say that In public relations, spin is a form of propaganda, achieved
through providing an interpretation of an event or campaign to persuade public opinion
in favor or against a certain organization or public figure.
There are many forms of spin in the media. A good example was mentioned in
Yahoo.com.
“One of the most common forms of spin or PR in politics is in the form of 'leaks'. For
example if the government is about to raise taxes they will leak false information to the
media about it being higher than it is actually going to be.
The public will get upset but their expectation of the tax has been raised. Then when the
tax raise is announced but not as high as people are expecting the disappointment is
lessened.
Or another common form of spin is simply using statistics to make an argument, you can
get statistics to say what ever you want within reason, it's just how you use them”.
A good point is made. When looking further into Spin, we can understand the different
approaches and techniques involved.
According to Princeton.edu the techniques that are used in Spin are:
Selectively presenting facts and quotes that support ones position. (Or “Cherry Picking”)
Non- Denial denial
(According to Wikipedia.org- Non-denial denial is a statement that seems direct, clear-
cut and unambiguous at first hearing, but when carefully parsed is revealed not to be a
denial at all, and is thus not untruthful. It is a case in which words that are literally true
are used to convey a false impression; analysis of whether or when such behavior
constitutes lying is a long-standing issue in ethics)
London's newspaper The Sunday Times has defined it as "an on-the-record statement,
usually made by a politician, repudiating a journalist's story, but in such a way as to
leave open the possibility that it is actually true."
Euphemisms to disguise or promote ones agenda.
14. The most common is seen as “Burying bad news”- Announcing one popular thing at the
same time as several unpopular things, hoping the media will focus on the most popular
one.
The objectives behind using spin often include
promotion. Here are a few more reasons.
Buy a product or service, or Vote in a certain way,
or Support a policy such as a war, or an economic
decision such as a tax measure, or a change in-
law; or, Not support the competition; or,
Not take action that would prevent the spinner
having something that he/she wants etc
(Image and reasonsforSpin takenfrom
http://www.truthliesdeceptioncoverups.info)
The Collins dictionary defines ‘Damage Limitation’ as an action that is taken to make the
bad results of something as small as possible, when it is impossible to avoid bad results
completely.
In terms of PR, damage limitation or control can be important to save the reputation.
Referring back to smallbusinesss.com. They explain damage control to be “minimizing
the negative perception caused by a crisis-situation”.
An example of damage limitation/control in relation to a business could be.
Public relation department's response to an oilrig sinking off the coast of California.
The oil company's public relations department controls the flow of information released
about the catastrophe, and works to convince the public that the oil company is working
in the best interest of the public and environment, as opposed to being a self-serving
company only concerned with company profits.
This might include a series of commercials showing company employees and officers
actively cleaning up the oil spill and saving local wildlife.
It is from this where the reputation is almost saved and perhaps even made to look
better in some cases, such as the response and looking after the wildlife very early on.
How to plan for PR Damage control?
Sam Ashe-Edmunds at eHow believes that “The key to minimizing damage when
something bad happens to your business is to be proactive in sending a message, rather
than reactive in responding to queries”
He talks through the stages on how a business should plan for a crisis and what the best
course of action is. Firstly, form the response team way before a problem arises, project
potential problems before anything happens, Plan, Prepare, Rehearse and create your
own response procedures so you know exactly what to do.
15. What benefit could there be to an organisation to create an event? Use an example of a
marketing or PR event to support your responses.
An event is described as a thing that happens or takes place, especially one of
importance. What benefit could creating one have on a business?
According to Marketo.com “Event marketing describes the process of developing a
themed exhibit, display, or presentation to promote a product, service, cause, or
organization leveraging in-person engagement”.
On there site they go onto explain Events can occur online or offline, and can be
participated in, hosted, or sponsored.
Why are they important? Events offer a unique opportunity for customers to interact
with brands to get a firsthand sense of a company’s focus, perspective, and personality.
The benefits of creating an event are that of brand awareness, customer engagement
and education.
An example of a marketing event was seen in 2012 when Samsung related their brand
with that of the Olympics.
According to econsultancy.com, ‘Samsung created brand experiences at various
destinations around London.
From July to September Samsung Studios were offering their Galaxy S3 and Galaxy Note.
Visitors coming over were able to play with the Olympic game app or have their photo
taken on the S3, which later turned it into a personalised badge.
To add further incentive to purchase the product, Samsung offered the product on
display and an around the world trip if people came their every day and collected special
badges. Not one person returned to take part in the competition however the
awareness of the brand was put out to a much wider audience. The use of the ‘Olympic
app’ on the phones added that personalised touch which related to why the people
were coming over to London.
The benefits events such as these can have is that they bring in a much wider audience
and which ultimately means more custom.
16. The analysis showed that half of the visitors spent between 6 and 10 minuet at the
Samsung Studio, while the average interaction was 7 minuets 45 seconds.
This was in stark contrast to those in the market for a new phone and the time their
took 8 minuets 15 seconds.
Was the event successful? 9 out of 10 people that were asked said they were much
more likely to buy a Samsung phone as a result of the interaction they had.
And just over a third (35%) of people asked claimed to be more likely to ‘consider’
buying the phone.
This shows that you can be successful when using events to advertise your product.
However, it must be in the correct location and the people targeted must be interested
in it.
Placing the product near where you know people are travelling for a certain event such
as the Olympics shows great market research and initiative.
What is lobbying and who is most likely to be influenced by it?
Businessdictionary.com explains Lobbying to be the act of attempting to influence
business and government leaders to create legislation or conduct an activity that will
help a particular organization. People who do lobbying are called lobbyists.
HansardSociety.org.uk make a good point about Lobbying, particularly in the UK.
An extract from their site explains this.
Wfh.org explains that Lobbying is more likely to be successful when many people are
involved. It can be designed to set the agenda (proactive) or respond to someone else’s
agenda (reactive).
Lobbying is most effective when it is based on facts, draws on practical experience, and
offers proof for claims it makes.
An example of an organisation or business coming together with the world of politics
17. would be Greenpeace UK.
On their website they said, “Decision-makers (like politicians or industry leaders) have
both the resources and the responsibility to make positive change happen.
In our lobbying work, we target and engage those in positions of power and pressure
them to take the bold steps needed to protect the planet. We make sure that our
campaign demands are clearly heard by decision-makers, and we ask them to translate
these demands into real action that protects the environment”
Lobbying is often seen in a bad light, however when a good organisation with the right
intensions comes forward to attempt to work with those ‘Decision makers’ in the
country then it can only be a good thing.