Secondly, it Is all about satisfying customer needs and those companies that anticipate the needs and spoon to them first and/or best will win. Thirdly, the marketing department does not have exclusive rights over this process. A good marketer will ensure all departments within a company have input Into this process. Lastly this process has to be profitable for the company. The following describes the four Up’s of marketing: Products are the goods and services that the business provides for sale to your target market.
When developing a product they should consider quality, design, features, packaging, customer service and any subsequent after-sales service. It also refers to the variation in a product range e. G. Caduceus has dairy milk Ore, dairy milk whole nut etc. Place is in regards to distribution, location and methods of getting the product to the customer. This includes the location of your business, shop front, distributors, logistics and the potential use of the internet to sell products directly to consumers. Price concerns the amount of money that customers must pay In order to purchase your products.
There are different pricing strategies e. G. McDonald’s uses psychological pricing I. E. Pop menus whereas Caduceus uses competitive pricing for its basic product I. E. Dairy milk. Promotion refers to the act of communicating the infinite and value of your product to consumers. It then Involves persuading general consumers to become customers of your business using methods such as advertising e. G. Caduceus Gorilla ad (2007), direct marketing by having Caduceus and McDonald’s online websites, personal selling and sales promotion.
The objectives of Private Organizations such as McDonald’s and Caduceus are SMART (Specific, Measurable. Accurate, Reasonable and Time-specific). Caduceus (Dairy milk): The fact that we recognize the brand Caduceus means, we have a relationship with them but mainly the general public do not have a direct relationship with Caduceus. The general public are consumers of Caduceus as they are the end users. E. G. Children are potentially consumers as their parents but the product. The main/direct customers of Caduceus are the retailers and wholesalers (Macro, Tests, Bookers etc. . Objective of Caduceus organization Is to maximize its sales. The maximum sale an organization does, the maximum profit the organization gets. The more profitable an organization is the more chances are for that organization to be the market leader by 1 OFF listen to customers and respond to it. They supply/produce what is in demand, by eating quality standards. McDonald’s (Happy Meals): McDonald’s also aims to be a high profitable organization by higher sales like Caduceus.
They also aim to have a high standard of food by keeping in check the health concerns of the changing perceptions of the society and growth by creating their brand awareness through various promotions and advertisements e. G. Eye catching billboards or competitions. Branding: A process in which creating a unique name and image for a product is involved in the consumers mind. Mainly through advertising campaigns with a consistent theme. Branding aims to establish an important presence in the market that attracts and retains devoted customer, and distinguishes it from its competitors e. G.
Nestle (14% market share), Mars (24% market share). Constructing strong brands and positioning brand are key marketing activities for companies, allowing premium pricing and making extensive distribution easy to attain. Brand positioning is trying to achieve a market niche for a brand or product using traditional marketing placement strategies I. E. Price, promotion, packaging, distribution and competition. Brand loyalty helps make and withstand high sales and profits. This increased value is called brand equity. For instance, McDonald’s builds its brand by constantly changing its happy meals e. . Tom and Jerry themed happy meal early this year. Relationship Marketing: Emphasizes customer preservation and fulfillment, rather than a dominant focus on sale transaction and building a relationship with the customer. Transactional Marketing: Emphasizes maximizing the efficiency and volume of individual sales rather than developing a relationship with the buyer. Caduceus (Dairy Milk) McDonald’s (Happy Meal) Branding Sir. Caduceus signature. ‘M’ golden arches so that McDonald’s franchises standout throughout the world. Corporate purple color (Bright to attract the consumer’s attention.
On the Happy Meal box as well as in every aspect of McDonald’s marketing, red and yellow colors are used to appeal its customers. “Glass and a half” logo indicates high milk and cream content in dairy milk bars. This is also Caduceus Unique Selling Point (USPS). Happy Meal online website which states all the information for children and their parents about their healthy snacks such as yogurt, milk, fruits etc. Included in the Happy Meal and information on toy safety, games and videos for children to build a relationship with their targeted segment I. E. Children.
New packaging have images of each flavor and its key ingredients. I’m loving’ it slogan on the box signifying how much people love their food. CAR code to deliver interactive media information. Various games on the box is present to entertain the children, making them a regular consumer. Fair-trade logo to imply that Catbird uses fair-trade specialized cocoa children on the box also is aimed towards their target audience I. E. The children. Relationship Marketing Caduceus focuses on the taste of customers rather than focusing on the sale. Different toys (every 6 weeks) to amuse children to bring their parents to McDonald’s.