Alfreda Meshi Academy of Finance Group 5 BTEC NATIONAL DIPLOMA UNIT 3: INTRODUCTION OF MARKETING ASSIGNMENT NEWHAM COLLEGE OF FURTHER EDUCATION UNIT ASSIGNMENT: MARKETING Part 1 Describe the concept and principles of marketing Marketing definition: 1) Marketing is function which links the keys of Business together Company with Customer it is taste to get the right product to right place at the right time. 2) The Marketing it is very important key in business ensuring the products the customer wants are ready available 3) Marketing is the management to process responsible for identifying, 4) Anticipating, and satisfying customer needs. 5) Is the mangmnet process responsible for identifying an disatisfying costumer requirmnets and profitably. The Marketing concept is based on the idea that organisation can best meet their objectives on concentrating on customer needs and satisfy those needs better than competitors The production concepts usually concentrate production and distribution economies this usually based on customers who look for the cheaper price which are already available The selling concept Is usually based on the customers needs to be persuaded to buy through aggressive selling promotion they are regularly reports in the news about electricity and gas companies they use tactics selling characteristics The product concept They believe their product is the best product in market is a top quality and brings different features this usually describes some electrical manufacture that offer products with plenty of feature which customer perhaps never really uses The marketing mix Once the organisation has set objectives to carry marketing plans has to develop to achieve the goal s, Marketing mix is made up with 4 parts 1) product, 2) place 3) price 4) promotion Product Is Element of the marketing mix anything that can be offered to a market that may satisfy the need or want? Promotion Is n element of the marketing which include all the communications with customer Place Is an element of marketing mix detailing how the product /service is supplied to the customer Price is element of the marketing mix, is an amount of money consumer have to pay to acquire the product, Alfreda Meshi Academy of Finance Group 5 Part 2 Describe how the concept and principles are applied to the marketing of products in your selected tow organisations 1ST Organisation the Tesco plc High Bridge Road Barking Essex IG11 7BS Introductin of tesco plc The 1st organisation which it comes in my mind is the most popular supermarket store in UK tesco the business growth has spread all over the world here are some e.g. This kind of supermarket it provides a product and service to the customer starting from lower goods up electronic goods, car insurance, banking and those days’ broadband and telephone. Brief information about the tesco supermarket the development of the business is growing through every year, with initial planned capital expenditure of up to £250 million a year. Tesco is the biggest private sector employer in the UK with over 260,000 employees. They offer a market-leading package of pay and benefits such as childcare vouchers and two share schemes, Save as you earn a savings scheme with an option to buy shares at a discounted rate, and buy as you earn. In addition, their shares in success scheme rewards eligible staff for their hard work and commitment with free Tesco shares and our awardwinning defined benefit pension scheme, which has around 150,000 members, allows members to build up a pension based on their earnings and service. The USP of this Organisation means the business have everything available to meet their customer needs and every pence of money it counts to business The aim of this business: The aim of this organisation is expansion, profit in order to achieve those objectives they keep the highest standards of corporate behaviour and ensure that Corporate Responsibility is included throughout their business They are working with suppliers to ensure that they give the customers high quality, they listen and respond not only to customers but to a wider range of stakeholders staff, suppliers, investors, and non-governmental organisations they work hard to ensure the standard of e behaviour in all their business. A significant step forward in 2008 has been the roll out of their corporate responsibility management system to their international operations. Core purpose is to create value for customers to earn their lifetime loyalty. Their success depends on people. The people who shop with them and people who work with them customers like what they offer. Alfreda Meshi Academy of Finance Group 5 2nd organisation I have selected a Sainsbury’s Plc Introduction Sainsbury’s Supermarkets is the UK’s longest standing major food retailing chain, it is one of popular organisation ore store where the customers shop, Sainsbury’s brand is built upon a heritage of providing customers with healthy, safe, fresh and tasty food. Today the company differentiate itself by offering a broad range of great products at fair prices with particular emphasis on fresh food. Products are improved and developed continually to ensure the company leads in terms of the ingredients used and the honesty of sourcing. A large Sainsbury’s store offers around 30,000 products and many stores also offer matching non-food products and services, 114 stores of this organisation provide an internet-based home delivery shopping service. Sainsbury’s offers bank as well bank is jointly owned by J Sainsbury plc and HBOS plc with access to over 16 million Sainsbury’s customers each week, operating costs are low, enabling Sainsbury’s bank to offer excellent value products with extra benefits, all delivered in a simple, reachable way to their customers Sainsbury’s USP (try something new today) USP stands for unique selling point (or unique selling proposition). To market a business or product successful it is always important to establish what its unique selling points are it gives knowledge to eh customers what make difference from other organisations in way cheaper products or better quality of product, it has features that other products in this example mentioned above it is classier than the competitors. The aims of this business The Sainsbury’s objectives are simple, making profit growth of the business. In order to achive those aims and objectives they continually work hard to improve and develop their product ranges, e.g. work hard to give customers an ever improving shopping experience, serving their customers with high standards, The Sainsbury’s stands for great products at fair prices and they also aim to fulfil their responsibilities to the communities and environments in which they operate. Marketing principles of Tesco and Sainsbury’s are: 1st organisation tesco Understanding the consumer needs In way the customer be happy with their products and become potential customers as life has become busier and more complex and living costs are more expensive, Tesco has helped the customers to make shopping simpler, more suitable and reasonable. During 2006/07, here are some records on Tesco products offers and discount e.g. they have offered at least five fresh fruit and vegetable products at half price every week during the whole year. They have extended the range of whole foods and include even wider choice of pulses, beans, dried fruit and nuts, breads, oils, cereal bars, breakfast cereals and cooking oils, they have also made more viability of organic products and have also increased their range of Value non-food products to make setting up home cheaper and halved price of energy-efficient light bulbs making them even more cost-effective than traditional light bulbs over their life-span also they offered a range of Healthy Living non-food fitness equipment such as skipping ropes, pedometers, exercise bikes and rowing machines all of this offers and discount has made it easier for customers to understand the practical to use. Alfreda Meshi Academy of Finance Group 5 2nd organisation Sainsbury’s plc understanding the consumer needs To understand the consumer needs and satisfy them this organisation has looked for growth of new products the skills and qualities needs to work. In depth knowledge of food, ingredients Well developed practical skills (food technologists, or home economists, and restaurant chefs often work together) A new trends understanding an understanding of science of food chemistry and nutrition Up to date a knowledge of food market eg via trade press, food, magazines competitors shopping and internet Here are same facts which Sainsbury’s used to satisfy the consumer in latest years , this organisation was the first UK retailer to launch a ‘multiple traffic lights’ nutritional labelling system in January 2005. It was developed to help customers to see at a look the healthier food choices within a range of similar products, it shows how much fat, saturated fat, total sugars, salt and calories are in a serving of a food, there by making it easier to make a healthier choice in Sainsbury’s stores. The ‘multiple traffic lights’ labelling is consistent with the recommendations of the Food Standards Agency (FSA), last year this organisation set up a target on 4,000 of their products by January 2007. They also grew their healthy food (be good to yourself) range by 5.3% in 2006/07 and this was short of target of 10%, with the popularity of new healthy ‘Supernatural’ range partly responsible in addition. They took salt reduction very seriously and were the first retailer to introduce challenging salt reduction targets for own-label products in 1998. They are fully committed to the FSA’s 2010 salt reduction targets across all of the 85 product categories they have identified where they can achieve targets before 2010 they will do so, as evidenced by using a reformulated standard sliced loaves, soups, baked beans, frozen pizzas and tomato ketchup e.g. by 2007 there were removed salt from fresh sausages to meet the 2010 target and in August 2006, they became first mayor UK supermarket to set a date the removal of Hydrogenated Vegetable Oils (HVO)they had successfully removed all hydrogenated vegetable oils and fats from all food and drink made up to Sainsbury’s by 1st January 2007 last year . 1st organisation tesco keeping a head of competition Keeping a head of competition is very relevant point which every organisation should keep eye on it for that particular Business in order to achieve those terms they organisation have to work very hard such providing high quality of service and high quality of products in order to meet the customer needs in return will bring a good reputation of the organisation gain a trust from customers as result long relationship with customers, potential customer. In this case the tesco supermarket it is open 24 hours which gives to their customers a flexible time to visit their store but other supermarkets such a Sainsbury’s, Asda and Morrison are closed by 8pm, so this makes easy for the Tesco to gain more customers other point which is very relevant tesco is checking what the competition are doing by using a mystery shop going once a year to visit the competitors store an find out their products price, quality, new products produce, the other way visiting the competitors website in return all of this activities are making Tesco to succeed profit growth and bit competition and become the number one . Alfreda Meshi Academy of Finance Group 5 2nd Organisation Sainsbury’s keeping the head of competition ? (do you mean ahead?) The Sainsbury’s organisation also is working very hard to keep the head??? of the competition such as working hard, providing high quality of the products and bringing new products to their store, offering the different services, such insurances, banks, Sainsbury’s believes is the UK one stop grocery market largely competitive today??, However it has changed significantly since October 2000, while tesco remains the market share leader the gab between it and following pack winded Sainsbury’s has significant improved its position since the lunch of its recovery plan making Sainsbury greater again, ??? The Sainsbury’s as concern about the way the structure of the market has developed over last 5 years, its likely to develop in future and the impact this will have on consumers, tesco have high lead of the market share in same areas this way will restrict the consumer choice and creates a potential consumers harm. This situation is likely to worsen based on current growth. Communicating effectively with consumer: Communication effectively with consumer is other good point, which this organisation is using to succeed Utilising new technology tesco Using the technology it is very relevant for those certain years’ website to publish individual’s consumer inspections reports and annual review emails, becoming more adventures in their approach, flyers, Sainsbury’s utilising new technology PART 3 Describe how the marketing research information has been used by one of your selected organisations to understand the behaviour The Tesco organisation Marketing Research definition and purpose of it is to make effective decisions by providing information on consumers, competitors and the market. In the marketing Research they are 2 main types of marketing it is a primary and secondary research. Primary data or primary market is research obtains new information, is an original data obtained from the field Primary, in the primary data the information is update e.g. they mystery shoppers go to the market place and find out the competition are doing. Also my ask the customers in street questioners about the competitors also can ???? The observation method is used in primary data to gather information without any questioners Secondary data is also known as desk research it is a information carry out from someone else or can be taken from, books, internet, government statistic’s and annual report, in the secondary data the information may not be up to date. Alfreda Meshi Academy of Finance Group 5 -Customers The Tesco organisation is using both the primary data and secondary data to collect more information and opinions from their customer about their products satisfaction and future improvement e.g. designing new product, taste, price, for their customers. The last year the tesco Customer Plan has been focusing on how they can provide a better 'Every Little Helps' shopping trip for ethnic customers. They have extended food ranges, reduced prices, increased promotions and improved availability - especially at times of key religious events such (for Jewish customers), (for Hindu/Sikh customers) and Ramadan/Eid (for Muslim customers). They are working with Asian, Afro-Caribbean, Jewish, and more recently, Polish groups and they are looking at how we can improve the range for Muslim hallal food to the customers. They are training their managers to be more aware of these different cultures and religions and to enable them to understand and satisfy customer demands. Since early 2006 they have given managers a 'religions toolkit' with information on diet, prayer, dress and festivals of people from different faiths, also is receiving information of the customer taste through the questioners, loyalty cards, threw the records of their sales. This organisation is using 12,000 Customer each year to listen to their views on everything, from products, price, quality and service to their role in the community, They also employee a range of qualitative research techniques, such as focus groups; accompany shops, home visits and others, to explore issues as they arise, they use quantitative techniques, such as on-street, telephone or on-line questionnaire, to talk to a wider number of customers, or to quantify views and opinions gather in qualitative studies. However, these tools on their own are not enough to get a true understanding of customer behaviour and motivation. They use multiple sources of information, which allows us to look at many aspects of consumer lifestyles, to understand a problem, or discover opportunities to do more for customers. As conclusion using external research for them they recently identified an opportunity to improve their range. The research the Polish & Eastern European products and they appointed one of our Polish decision-making who began by listening to customers and held their first ever Polish ‘Customer Question Time’ they find it out what kind of products their customers would like to buy. After talking to polish customers, they finalised their product selection then sourced the products from a new supplier. They know from the feedback they get on a daily basis that many customers like the products, prices, and service in stores. Customers also tell them when they don’t get it right - but they do listen and respond to concerns the focus of their business is customers and they work hard to meet their needs and that’s the only reason Tesco is successful. -Competitors The supermarket tesco is using the research on competitors to find out more information this organisation is using both primary data and secondary data e.g. some examples on secondary data e.g. checking on annual records of the competitions a year before, check out the price the competitions are valuing the same product also if the competitions are successful on nay product they going to copy them. They are concerned that so far the Competition Commission has hardly made any mention of customers. They believe intensely that customers have benefited in so many ways from the deep competitive fight in this industry. They understand the merits of competition, and benefits it brings to the consumer the focus find out whether the market is functioning effectively. Any Competition Commission Inquiry is required to look how to find a solution on beating or avoiding the market competition. The Competition Commission also has to identify whether any unpleasant effect on competition has a negative effect Alfreda Meshi Academy of Finance Group 5 on customers in the form of higher prices, lower quality or less choice of goods or services; or less improvement in relation to such goods or services. They also every year took a place on the mystery shopper one or tow people goes to their competitions to shop in order to benefit on checking in their prices their quality of food ext??? -Market environment The market environment of tesco it uses primary data and secondary data, Tesco does business with nearly 2,000 own-brand primary suppliers in 98 countries. They are using the techniques e.g. PESTEL to help them on verifying easily to the what kind of product or business to use in order proceeding and satisfy the customers Political they look for the political changes the government statistics changing in new low and policy, taxation rates ext Economic is also important on understanding if there are going to be inflation the cost of products to produce, employment or unemployment people, They check also in population growth or the average of the age of the people there are going to be more young, middle age or old customer it makes them clear what kind of product to produce, Social cultural demographic changes lifestyle change new fashion coming up, religions and traditional providing more goods for the majority of religious who lives in the borough Technical changes e.g. new technology e.g. now Day’s people are using less envelopes incisions they are writing an email or text instead. Environment changes like weather global warming the customers are going to buy less old bulbs but they going to use an up to date energy saving bulbs Legal is also important on legislation of the product to bring to the market Part 4 and Part 7 Apply tow analytical techniques to a select product (goods or services) offered by one of your selected organisations the techniques should include two of following: A SWOT analysis A PESTLE analysis A Product life Cycle analysis Compare the analytical techniques used in supporting the marketing decisions of one of your selected organisation business or product. Analytical techniques are very important in way the organisation use them, every marketer has a variety of analytical techniques available to help them consider their options A common approach is SWOT (strengths, weakness, opportunities, and threats) A SWOT analysis is summary all of the information collected during the situational analysis. I am going threw to look how the organisation I selected uses those techniques e.g. One service provided by tesco organisation is an Internet –broadband they have brought the 'Value' brand ago to give the customers the choice of straightforward,???? Strengths define: Strengths refer future to the internal features of the organisation, which provides a competitive advantage. Strengths are internal positive skills of hard working to organisation; the organisation can work on building those strengths more to become more powerful and no one. Alfreda Meshi Academy of Finance Group 5 The strengths of the service selected from tesco plc (the finest broadband service with Tesco Company Establish Brand name, which is easy, recalled by consumers as good reputation and good image of the organisation, also the trust of the potential customer familiar with tesco. Differential of service (Low cost position just £24.99 per month,) Differentiation of product (free wireless router, free Internet security, free Internet phone Free connection), (no download limit,) Service quality (the fastest broadband speed, 50MB of web space, Access to newsgroup and Good service Up to 2Mb speed with free upgrades, using the net wherever the person is because of the wireless Weaknesses are internal aspects of the organisation, which may not stand comparison with competition or are not performing effectively. Weaknesses are internal aspects, which the organisation could minimise them in order to continue forward; in this aspect I am going to look the tescos broadband weakness, New concept of experience of this service, the plan package is higher price than competition Service dependent on broad brand spread in this area in order to make it active, Tesco broadband dependent on BT line is subject to availability in that area and has a minimum 12 months contract with them, the brand name has to be promoted locally. Opportunities focus on events and development external to organisation .The organisation need to respond to those chances in order to sell or produce more products in return increase of profit. In my organisation I am going to look how the service broadband is giving opportunities to the tesco organisation .Changing and open a new service to the customer, Extended of the new service Change in economy and profit of the organisation. An opportunity to sell the other services or products of specific organization direct to consumer threw the Internet. Threats are negative development external to the organisation, which potentially could damage the performance of the organisation, the service provided by tesco plc threats e.g. Threat of the competitions services such they may provide better service, better deals of broadband e.g. low price well known broad bands companies ,Increase pressure of the customers and suppliers Change of the new lows the Government policy and social developments, Unemployment of the people may cause effect to the organisation on low sales . Pestle analyses Political Economic Inflation, unemployment, Business cycle, Social Demographics, level of Education Technical Legal Environment A Product life Cycle analysis Product portfolio analysis is a tool for assessing the potential of a firm it helps the Business to identify which product needs investments. The portfolio like cycle it has 5 stages of identifying the products, Introduction stage is usually when the products growth in sale is very slowly, usually just same few organisation use the stage because it costs money it is an expensive in the profit is slow, and it is high level of risk Growth stage In this stage the product improvement and sale promotion gets control market position the profits rise but the Competitions usually starts to enter to the market Maturity stage this stage it the longest and more successful life cycle but however sales growth is slower and more competitions will enter , the sales starts to fall and market find themselves in many producers, so however the business stats to manufactures a loyalties brands , Alfreda Meshi Academy of Finance Group 5 Decline stage is the stage when the product eventually dies, sometimes the organisations used to leave same few brands which are still able on making low sales. The techniques, which are used to support marketing as I mention in part 4 there are many but I am going to talk in brief about same: Segmentation also is very important because it allows the tesco plc create competitive advantages Segmentation Bases include Geographic it helps the tesco plc to identify the place where to establish the Business e.g. now Days the tesco plc went to US Demographic it helps also very organisation identify by age, gender, Psychographic PART 5 and Part 8 Following on from this market analysis you are asked to describe how marketing techniques are used by one organisation to increase the demand for a selected product (goods or service) Explain the marketing techniques used by on of your selected organisation and analyse why this techniques has been chosen The techniques of marketing which usually the marketing uses to increase the marketing demand for these Tesco organisations are: Advertisement is to advertise different sources e.g Internet, TV, radio, and helps to increase the demand. Promotion is a part of marketing mix it used to promote??? Segmentation it divides up a market into groups of customers with shared characteristics, Geographic, Demographic, and Psychographic. Segmentation it is very important because it allows the organisation to a competitive advantage, Identify marketing opportunities, MERIT CRITERIA –Complete parts 1-8 PART 6 Compare the effectiveness of the concepts and principles applied to describe how the marketing of Products by your two chosen organisation. Comparing the effectiveness of the concepts of the tow chosen organisation Tesco & Sainsbury’s Here are some effective production concepts of tesco and Sainsbury’s The tesco has launched the fruits and vegetable pledge they offer at least five fresh fruits and vegetable at half price every week during the whole year and they have made organic products more affordable. Than the Sainsbury’s and they sell also offer a range of Healthy living non–food ropes, fitness equipments such as skipping, pedometers, exercise bikes ad rowing machines to make keeping fit and more affordable which the Sainsbury’s doesn’t produce in their store. At Tesco share ownership is not limited to directors and senior managers. Staff at all levels throughout the company has the chance to invest in Tesco plc shares through our three all-employee share schemes - Shares in Success, Save as You Earn and Buy As You Earn. Alfreda Meshi Academy of Finance Group 5 Communities A Tesco store in a local community brings benefits by creating jobs and generating taxes, and indirectly, by helping to attract further inward investment. We are sensitive to both the opportunities and concerns raised when we invest. We try to work within the grain of planning law and social change - embracing town-centre stores and bringing life back to declining urban areas where possible rather than building edge-of-town stores accessible only by car. We strive to balance the interests of all our various stakeholders and take a sustainable approach Tesco does business with nearly 2,000 own-brand primary suppliers in 98 countries. The supply chain is made up of a complex range of relationships - from individual farmers and growers through to processors, manufacturers, and distributors (REPETITION) Some effectiveness the selling concepts of tesco and Sainsbury’s Tesco does business with nearly 2,000 own-brand primary suppliers in 98 countries. The supply chain is made up of a complex range of relationships - from individual farmers and growers through to processors, manufacturers and distributors. Britain's favourite supermarket Tesco has teamed up with The University of Manchester in a £25 million investment that will bring together the world's leading experts to tackle climate change and help deliver a revolution in green consumption. The Sainsbury’s effectiveness made on 20 September 2007, Delta Two has informed Sainsbury's that it is seeking increased funding of approximately £500 million of additional equity in respect of the proposed acquisition of Sainsbury's at an offer price of 600 pence per share in cash.