Marketing

Marketing

Enhancing the product

The recent scandals which have hit the reputation of the UK's high street banks have prompted a number of other financial service providers to step up their offers.  ASDA has become the latest retailer to launch new financial products.  (BBC, 9th July 2012; The Times newspaper, 9th July 2012) This...
Marketing

Promoting through sponsorship

Swiss watch-making brand Longines has become the first official partner for the Glasgow Commonwealth Games due to be held in 2014. The deal is worth about £5m and will see Longines looking after timing, scoring and results at the games.  Longines already sponsors high-profile events in sports including tennis, skiing...
Marketing

Reviewing the marketing mix

Keeping the four elements of the marketing mix in balance is vital whatever the business.  A few years ago, Parcelforce Worldwide needed to review its entire marketing mix in response to research with customers, which showed that how the company presented its products and services was confusing to customers. Last...
Marketing

Promoting products

Promoting products and services is a key element of the marketing mix.  There’s no point having a great product if customers do not know about it. Red Bull, the makers of energy drinks, uses a progressive marketing strategy to evolve and develop the brand.  Its promotional activities focus on generating...
Marketing

Promotion through sponsorship

Promoting products and services to consumers can take many forms, from traditional press advertising to celebrity endorsements.  The US-based basketball league NBA regularly uses sponsorship as a form of promotion with companies such as Anheuser-Busch, the makers of Budweiser beer, and the sports drink maker, Gatorade. (BBC, 27th April 2012)...
Marketing

Promotion online

In the old days of advertising (e.g. a few decades ago), things were simple: TV, print and radio were the key media for advertisers to convey their Big Idea to large groups of people in a controlled manner. However, digital technology and the internet, with its explosion of mobile and...
Marketing

The role of a union

The government has pushed ahead with a final plan for public sector pensions as talks with unions come to an end.  The government wants to save billions of pounds from its pension bill. The Treasury said that discussions had now come to an end and some proposed final agreements had...
Marketing

Promoting through collaboration

A global marketing campaign promoting Scottish tourism is to be based around the launch of Disney/Pixar's forthcoming animated film, Brave.  Set in the Scottish Highlands, Brave is to be released in August 2012. VisitScotland, the national tourism organisation, is involved in a £7m campaign which will be its biggest yet...
Marketing

Changing the marketing mix

Soaring sales of Jaguar and Land Rover cars have helped Indian firm Tata Motors to a huge rise in profits, the firm has announced.  In the three months to December 31 2011, Tata Motors profits rose 41% as compared with 2010 to 34.1bn rupees ($692m; £441m), with sales up 44%...
Marketing

Word of mouth promotion

Word-of-mouth promotion can bring a product or brand to the attention of a wide audience with little intervention by the company.  Red Bull, the energy drink manufacturer, uses this form of ‘pull’ marketing extensively as a key part of its innovative promotional strategy using digital and social media. Twitter represents...
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