Product - Evian 2L
Price - 91p
Place - Middle shelf in any retail shop
Promotion - Evian natural mineral water is characterised by its lightness and balanced composition
Strengths -
Comes from a natural source which is untampered with. The bottling plant is at the bottom of the spring and they are not allowed to add any chemicals to the water.
Supports Wimbledon every year, its the official water of wimbledon
One of the first waters to be sold after Perrier withdrew products
Unique source - only one source
Weakness -
The cost of the distribution is high as there's only one source in France. this means it has to be shipped around the world from only on source.
Not a local source, comes from france. There is currently a market for selling water from local sources, but evian are unable to do this for the rest of the world due to only have one source.
Opportunities -
They could changed all their PET bottles to use rPET plastics. They have started doing this already with a new 1.5L bottle. This will help to cut CO2 emissions by 40% from 2008 to 2012.
Threats -
As the product comes from a sinlge source in France it uses a lot of resources to distribute it around the world. This makes their carbon footprint very high.
Wednesday 23 May 2012
What is Marketing?
What is marketing and what is involved in a marketing campaign?
Marketing is the process that companies have to go through to sell a product and raise awareness. This can be done in a range of different ways, some of the most popular ways would be adverts, posters, flyers, videos, radio. There are also less obvious ways of marketing. These would be, the price, audience, branding, logos, packaging. These are all traditional ways of marketing. Innative methods would be things such as viral videos and flash mobs.
When marketing a product you would need to research who would buy it, if there is a need for it, current competition and gaps in the market. They would also have to think about the brand loyalty and how they can use it to market the product.
Marketing is all about building up loyalty and respect for the company and their products. In a way it can been seen as a form of brainwashing, as they are telling the consumer that they need the product and making them aware of other products they offer, Apple would be a good example of this.
A Marketing campaign is often brought in before the product has been created. Marketing would be used as soon as a product has been thought up and designed, its needed to see if there is a need for it, who will buy it and the audience. From there you would then go onto raise awareness of the product in production to try and get the consumer interested before its finished in production. This will also help to build up a brand reputation and loyalty.
Once the product has been produced and distributed the promotion side of the marketing campaign comes in. This involves creating adverts, posters, videos, samples and more to gain as much awareness of the product as possible and to try and interest the consumer.
What is PR?
PR stands for public relations. Companies use PR as a way to gain attention to clients or products from the public. this helps them to boost profiles, introduce new products and to fix damage limitations. PR can be done by a range of different ways. A few of these could be, reviews, free gifts, press attention, sponsers, charitable events and fund raisers. PR is about building reputation for a company or product rather than persuading people to buy into the product or company, which is what marketing is all about.
What is more important, Product or Marketing?
They are both as important as each other, without marketing you can't successfully create a product and sell it, but without a product you would have nothing to market.
Marketing Mix
Overall the marketing mix relys on the four P's (Product, Price, Promotion and Place).
To me the four P's do cover all aspects of the marketing. Although the internet has made some of the four P's outdated, they can still be put into use for certain products. The internet can also be used as a collection of the four P's
Market Research
Apple is a good example of successful marketing. Two of Apples main products the "iPhone, iPad" wouldnt have been so successful if it hadn't been for the "iPod". Before the iPod, Apple were a successful company, but they were not as well known as companies such as Microsoft and IBM when selling their computers.
Apple researched into a gap in the market for a portable music player and they developed the iPod. The iPod became a big hit as it had easy to use controls and was a lot more portable than others on the market. This was due to market research into what was currently available, they realised existing devices were too clunky and the controls were terrible so they relayed that information onto Apple where they designed a more sleeker and easier to navigate device. To advertise their new product they made an advert with a man who was listening to music, he then transfers songs onto his iPod by just a simple drag and drop.
After creating a range of different iPods for a range of audience they moved onto creating the iPhone, probably their biggest seller.
Since their big release of the iPod and iPhone their reputation has increased vastly. from this they have been able to sell other products such as their Mac's and Macbooks.
Marketing is the process that companies have to go through to sell a product and raise awareness. This can be done in a range of different ways, some of the most popular ways would be adverts, posters, flyers, videos, radio. There are also less obvious ways of marketing. These would be, the price, audience, branding, logos, packaging. These are all traditional ways of marketing. Innative methods would be things such as viral videos and flash mobs.
When marketing a product you would need to research who would buy it, if there is a need for it, current competition and gaps in the market. They would also have to think about the brand loyalty and how they can use it to market the product.
Marketing is all about building up loyalty and respect for the company and their products. In a way it can been seen as a form of brainwashing, as they are telling the consumer that they need the product and making them aware of other products they offer, Apple would be a good example of this.
A Marketing campaign is often brought in before the product has been created. Marketing would be used as soon as a product has been thought up and designed, its needed to see if there is a need for it, who will buy it and the audience. From there you would then go onto raise awareness of the product in production to try and get the consumer interested before its finished in production. This will also help to build up a brand reputation and loyalty.
Once the product has been produced and distributed the promotion side of the marketing campaign comes in. This involves creating adverts, posters, videos, samples and more to gain as much awareness of the product as possible and to try and interest the consumer.
What is PR?
PR stands for public relations. Companies use PR as a way to gain attention to clients or products from the public. this helps them to boost profiles, introduce new products and to fix damage limitations. PR can be done by a range of different ways. A few of these could be, reviews, free gifts, press attention, sponsers, charitable events and fund raisers. PR is about building reputation for a company or product rather than persuading people to buy into the product or company, which is what marketing is all about.
What is more important, Product or Marketing?
They are both as important as each other, without marketing you can't successfully create a product and sell it, but without a product you would have nothing to market.
Marketing Mix
Overall the marketing mix relys on the four P's (Product, Price, Promotion and Place).
To me the four P's do cover all aspects of the marketing. Although the internet has made some of the four P's outdated, they can still be put into use for certain products. The internet can also be used as a collection of the four P's
Market Research
Apple is a good example of successful marketing. Two of Apples main products the "iPhone, iPad" wouldnt have been so successful if it hadn't been for the "iPod". Before the iPod, Apple were a successful company, but they were not as well known as companies such as Microsoft and IBM when selling their computers.
Apple researched into a gap in the market for a portable music player and they developed the iPod. The iPod became a big hit as it had easy to use controls and was a lot more portable than others on the market. This was due to market research into what was currently available, they realised existing devices were too clunky and the controls were terrible so they relayed that information onto Apple where they designed a more sleeker and easier to navigate device. To advertise their new product they made an advert with a man who was listening to music, he then transfers songs onto his iPod by just a simple drag and drop.
After creating a range of different iPods for a range of audience they moved onto creating the iPhone, probably their biggest seller.
Since their big release of the iPod and iPhone their reputation has increased vastly. from this they have been able to sell other products such as their Mac's and Macbooks.
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