Business case studies marketing PDF

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Influences on marketing factors influencing customer choice Psychological In market research conducted on 125 Maybelline New York customers in iraq, it was found that pink marketing (marketing using feminine colours such as pink, but also marketing specifically towards women) and inertia were large contributing factors in brand loyalty. sociocultural Apple released iPhone 5c to target lower socioeconomic populations – cheaper and more cost friendly to lower SES. economic International’s Ming-Chi Kuo has cut his estimates for iPhone XR shipments significantly, from 100 million to 70 million, through September 2019. Kuo blames negative consumer confidence due to the belief that the XR is too expensive and customers are awaiting a more affordable version of the XR in the future. government National tobacco co. has seen profits plummet – dropping 12% due to the implementation of a 50% tobacco tax in 2017 consumer laws deceptive and misleading advertising The Australian Competition and Consumer Commission (ACCC) has fined weight loss group Jenny Craig $37,800 for allegedly making false or misleading representations in its ‘10kg for $10 ′campaign "we were concerned that Jenny Craig’s advertisements may have misled consumers into thinking they could participate in a Jenny Craig program and lose 10kg for $10, when in reality customers would have had to spend far more than that.” price discrimination Creeley's cafe was fined $100,000 for not allowing elderly customers to be included in promotional deals and surcharging them 5% on all purchases. implied conditions In 2018 Apple carried out update that degraded the batteries rendering the products useless – replaced 11 million $29 batteries warranties In 2018 Apple was fined for not repairing products that had recently undergone 3rd party repairs for displaying “error 53” rendering the phones useless as the court deemed the products to still be under warranty – Fined $9M ethical – truth, accuracy and good taste in advertising Red Bull was sued in 2014 for its slogan "Red Bull gives you wings." settled the class action case by agreeing to pay out a maximum of $13 million — including $10 to every US consumer who had bough the drink since 2002. The man that brought the case against red bull said he was a regular consumer of Red Bull for 10 years, but that he had not developed "wings," or shown any signs of improved intellectual or physical abilities. – products that may damage health Nerada Tea Pty Ltd is conducting a recall of Nerada Organics Lemon & Ginger Organic Herbal Infusion Tea 60g due to chemical/contaminant (ethylene oxide) contamination. Food products containing ethylene oxide may cause illness/injury if consumed. – engaging in fair competition Pepsi and coca cola are in very strong competition with each other, pepsi produced an advertisement of a blind taste test which found that 55.8% preferred Pepsi max to coca cola. The advertisement was put on social media apps including tiktok to reach the teenage market. – sugging In 2019 Sydney travel conducted several phone calls stating they are conducting research however at the end of the phone call they offer a ‘great’ deal on flights to a dream location for 30 days. Marketing processes situational analysis Swot Ford - after its 2017 financial year, it engaged in a SWOT analysis, which was roughly the following: Strengths - strong brand image, global supply chain, effective innovation processes Weaknesses - limited global scope of production network, higher costs compared to competitors, slow innovation processes (although effective) Opportunities - global expansion through market penetration, growth through product development, cost reduction through strategic supply chain management Threats - aggressive competitive rivalry, new entry of high-tech firms, fluctuating oil prices - helps to create and achieve business goals , product life cycle Garmin Fenix 6 (released in 2019) is in the growth stage due to the age of the product, increase in selection channels and increase in promotion market research Nike uses E-marketing methods to conduct market research – meaning they email out a questionnaire that customers fill out to gauge qualitative and quantitative data on the products and features customers enjoy. Must ensure tech is up to date establishing market objectives Apple has 52.8% market share in Aus. 2% in India Product expansion Have started focussing on wearables and earphones – Apple watches and air pods. Expansion into new geographic groups Apple sells in 116 different markets – having identified Japan as large opportunity. Customer satisfaction No. 1 for customer satisfaction identifying target markets By conducting market research, Maybelline found that 78.4% of customers were between the age of 18-30, 43.3% being 18-24, 95.2% had higher education, 60.8% were employed. developing marketing strategies Maybelline is a leading cosmetics brand which has a strong presence across the world. Maybelline has a wide product portfolio offering for its customers. Maybelline uses market based pricing. Mass marketing, mass distribution. implementation, monitoring and controlling I = iPhone XR released in 2018 – planning to ship 100 million in first quarter of 2019 M = Reduced sales (-7.6%) due to comp from Huawei, Samsung, Google C = Apple reduced shipment of iPhone XR from 100M to 70M developing a financial forecast; comparing actual and planned results, revising the marketing strategy Marketing strategies market segmentation Geographic segmentation - target adjusts clothing sold according to seasons us - winter clothes aus - summer clothes Demographic segmentation - Maybelline's main target market is 18-30 women. Psychographic segmentation - rebel caters to sporty people Behavioural segmentation - inertia is a factor - maybelline uses this to their advantage through products. product/service differentiation and positioning Differentiation - fenty is catered towards people of colour and the packaging is unique - honey comb magnetic Positioning - since fenty is an inclusive brand and owned by rhianna and has such a good reputation it is associated with a positive image in the minds of customers

Product Branding - When the subjects were unaware of the brands, they preferred Pepsi to Coca-Cola, 51% to 44%. When the same group was aware of the brands, they preferred Coca-Cola to Pepsi 65% to 23%. Coca cola has very good branding. packaging - Amazon uses eco-friendly packaging in order to draw more attention to the product. This has been achieved through creating a Frustration Free Packaging Initiative where they work with brands to eliminate supply chain waste and redesign brands packaging to be more sustainable while ensuring they arrive to customers undamaged. One of the biggest successes from this program is Tide’s new “eco-box”, which uses 60% less plastic than their traditional packaging. While this change limits branding and visual appeal of the retail-ready packaging that many consumer packaged goods have spent significant time and money developing, it challenges companies to connect with consumers in other creative ways to maintain brand loyalty. • price including pricing methods Cost - In February 2018, Qantas increased fare price by 8% and cut domestic capacity by 4% to accommodate for rising fuel prices Qantas' fuel bill - its single biggest cost grew by $58 million to $1.54 billion for the first half of the year, compared to $3.04 billion last year. The market was willing to pay this due to quality and demand for flights. Market - P2 face masks increased their wholesale price from $2.50 to $38.50 per unit, amid increased demand following the bushfires and coronavirus outbreak. People were willing to pay this due to demand. competition-based - Bp is a fuel company that uses competition based pricing, this is because prices are subject to competition as products cannot be differentiated pricing strategies – skimming - Apple iPhone 8 cost $1100 upon release – now costs $500 penetration - Apple music $9.99 – Spotify $12 loss leaders - Ishka sells insence holders at a $0.20 loss, in the hopes that customers will also buy new insence. price points - McDonalds – S, M, L drinks, increase by $0.70 each size you go up price and quality interaction - Fenty beauty has very high quality products and therefore can charge a higher price. Customers pay more because the brand has a good reputation. • promotion – elements of the promotion mix – Advertising - In 2019, microsoft paid 10.5 million to air a 1 minute advertisement in the superbowl. The advertisement reached over 120 million people. Brought brand awareness and increased sales of their new xbox adaptive controller by 50%, moving the product to the growth stage of the plc. personal selling and relationship marketing -The colour house salon is a hair salon in Sydney that uses personal selling with specially trained staff and personalised services. In conjunction with this, they also have a loyalty program. For every dollar spent they earn 20 points, the points can then be used to discount purchases. For every 100 points, the customers earns $1, which is deductable from the salons services. By doing this, the colour house increased repeat customers and brands loyalty from 12% to 23% in a year from its introduction. sales promotions -Fricken, is fried chicken fast food restaurant. In january they gave a free small chips with every purchase over $10, by doing this they increased the average spend price per customer and by using this in accordance with advertising increased revenue by 19%. Publicity - in January 2020, Gillette updated their 30-year-old slogan “the best a man can get” to “the best men can be” for their latest advertising campaign. For the campaign, Gillette created a short film that addresses the #MeToo movement and the problems in society it highlights, such as sexual harassment, bullying, and toxic masculinity. In just a week after launching the video, Gillette had garnered over 1.5 million social media mentions, compared to just 10,000 the week before public relations - When the Ebola virus broke out in 2014 and started spreading. Google launched a campaign to gather donations. This PR donation campaign for Google established a very good image of the company, and it collected donations of 7.5 million dollars, creating a positive image for google the communication process opinion leaders - Dunkin set a record for daily users on its app the day "The Charli" launched, thanks to a 57% increase in app downloads, and within 5 days the coffee giant sold hundreds of thousands of Charli's signature drink. Dunkin' says they saw a 20% sales boost for all cold brews the day her drink debuted, and a 45% surge the next day. word of mouth - Maybelline's marketing campaign for their new liquid matte lipstick range, where they advertise the 36 shades that they exclusively provide. It provided an additional benefit for consumers talking about this product. The unique ad campaign was talked about on online forums creating a social media buzz. The company didn't exclusively plan or pay for the additional benefit, and it occurred inadvertently. place •distribution channels - Fenty beauty is a cosmetics company that that uses producer to retailer to consumer channel choice, Intensive - Maybelline cosmetics is a multinational cosmetics company. Maybelline products can be found in any supermarket, chemist and most department stores, they have saturated the market. Selective - Chanel is a designer brand that specialises in fashion and makeup. Chanel products typically are mainly sold in channel stores, however can also be purchased in myers, boutiques, fragrance stores, beauty stores and high end jewellery stores. Exclusive - Sugar freezies are a sugar free, preservative free icy poly company that has exclusive distribution with Woolworths, in the first month $200,000 in sales was generated. physical distribution issues - Adore beauty invested $500,000 in inventory management software. to use the volumetric component, the company had to scan every single product in the warehouse — over 13,000 items. From there, the system calculates each order to determine the smallest box it can be placed in. Over the entire Christmas period, only 12 items were incorrect. - very effective for inventory People - Bunnings is a store that places extreme importance and emphasis on customer service. Bunnings implements mandatory training on customer service for all employees. All employees must complete an induction and training = 10 hours prior to starting work. This means Processes - Bunnings also has POS training to ensure that service provided within the store is standardised in each store physical evidence - Bunnings' stores are all decorated to welcome customers, the store does no use harsh lighting and plays music to enhance shopping experience. Stores are always clean and presentable which create a positive experience e-marketing - Broken planet market, a sustainable streetwear brand started a brand account on tiktok in july 2020 with only around 4000 views per video. After 2 months of marketing their products online 2 months, BPM made a brand video which blew up and got 1.4 million view. The company now has 104K followers on thier tikok and hav sold out with every new collection drop. global marketing global branding Mcdonalds' golden arches are recognised universally. standardisation McDonalds offers a range of standard products contributing to their strong brand image improving their sales and market share Customisation Since Hindus don't eat beef and Muslims don’t eat pork, McDonald’s changed the hamburger of Big Mac to chicken. As many Indians are vegetarians, there are likewise some veggie lover choices, for example, McAloo Tikki or Chili Paneer Pockets which made by cheese and vegetables. global pricing McDonalds changes their prices depending upon different countries markets, ensuring their product is still desirable in the global market e.g., in China a big mac costs 1.33% less than in the USA and in Switzerland it costs 4.93% more competitive positioning McDonalds has well know brand image universally. Their products are reliable and consistent. mcdonalds updates their menus in different countries in order to more efficiently cater to global markets, - this leads to increased sales and reputation in different countries markets...