Marketing

Marketing

Promotion through sponsorship

Associating a business with high-profile activities through sponsorship is a key form of promotional activity.  For example, sponsoring an event enables a company to get wider exposure for their brand, develop good PR and take on the credibility of the activity. Sponsorship may take different routes and forms.  Kia Motors...
Marketing

Business growth through product development

Growing a business relies on keeping customers, which in turn relies on making sure products meet customer needs. Last week saw Eastman Kodak, the company that invented the hand-held camera, file for bankruptcy protection.  Kodak’s name has been synonymous with photography since its foundation in the 19th century.  At one...
Marketing

Positioning a brand

The concept of re-positioning a product or brand with consumers is a challenge businesses face for different reasons: they may want to change the view consumers have of the business; take the business in a new direction; or attract new markets to generate demand. The public perception of a brand...
Marketing

The power of word-of-mouth promotion

During November, animated film ‘Puss in Boots’ topped the North American box office.  The 3D prequel to the Shrek series of films, with Antonio Banderas repeating his role as the voice of the swashbuckling feline, took around $70 million in its first two weeks of ticket sales. As box office...
Marketing

Sponsorship as a marketing strategy

Sir James Dyson, the bagless cyclone cleaner inventor, has put up 1.4 million GBP over a 10-year period to sponsor an engineering professorship post in fluid mechanics at Cambridge University. The appointed professor will be charged with investigating ways of boosting the efficiency of any fan, be it in a...
Marketing

The Marketing Mix

Quite simply, the marketing mix involves getting the right product, in the right place, at the right price...and making sure people know about it. For Diesel, the traditional 4Ps of the marketing mix are all wrapped up in a passion for what it does. The people who work for the...
Marketing

Marketing plans

When NIVEA re-launched its NIVEA FOR MEN range in 2008, it used a marketing plan to set out the marketing activities to be carried out in order to reach its aims and objectives. Marketing plans form part of organisations' overall business plans. They normally cover a period of one to...
Marketing

Market research and product development

Market research is about finding out what customers and consumers think, want or need. Market research helps businesses decide on what new products they will offer. Sometimes research helps to develop a better product to increase market share, as in the case of USA scientists who believe they have come...
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