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Advertising and marketing

6.8.2018, , Zdroj: Verlag Dashöfer

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Advertising and marketing

Edward Thomas

1. MARKETING

What is marketing?

What activities form part of marketing?

Look at the following sentences which describe the main jobs that marketing does for businesses. Can you complete them with the right terms from the box below? The sentences need to be rearranged to make them fit into a proper description. Can you put them into the correct order?


influence, develop, fine-tune, identify, design, target, modify, persuade

a) This means that we will be able to 1. …………………………… new features/characteristics or 2. …………………………… the product over time, fitting it more and more to the needs if the customers and changing it where necessary as the situation in the market changes.

b) Next, we need to 3. …………………………… something to sell which meets that need- that will be better than any other product which is currently on offer to the groups we identified.

c) In the longer term, we have to get information about the product and 4. …………………………… it at our chosen group of customers- which we must also get information about through market research.

d) The start of the marketing process is to 5. …………………………… someone or some group to sell to. This means that the group must need something which isn't already being sold to them.

e) In summary we can say that marketing is basically the creative side of sales- not just waiting for customers to come, try a product and be impressed, but trying find the customer, make the product what he or she wants, and 6. …………………………… such things as special features, attractive packaging, and effective advertising that will actually 7. …………………………… the customers wants and needs. We change the customer as we change the products!

f) Then our job is to 8. …………………………… customers to try the product for the first time.

Correct answers are here1

Paragraph order2

2. PRODUCT ROLL-OUT: THE LAUNCH OF A NEW COSMETICS PRODUCT RANGE

You have been sent by email an attachment containing part of a marketing analysis of a possible launch of new products in the cosmetics sector. The agenda has been written incorrectly.

Can you correct it and put the right titles to the paragraphs (don't worry about the highlighted words at the moment)?

Agenda:

1. Price positioning

2. Portfolio

3. Launch support

4. Where to launch

5. Distribution strategy and placement proposal

A) ……………………………

When considering the launch of a new type of product, we must include a lot of facts about the specific market we are targeting. The main parameters are: the size/value of the market, development / trends, penetration and the strength of major competitors.

The size of the cosmetics market in the CEE region varies. The biggest market is Austria, but this is the market with greatest facial cosmetics penetration. Both Slovakia and Hungary are still growing, while Poland and the Czech Republic are declining, although in both cases the market is sufficiently large and competitors make up about half the market.

Overall it seems that there is room for another facial cosmetics product range to launch.

B) ……………………………

The portfolio of launched products should cover those categories of significant value or at least those with recognizable growth.

In each country there are two main categories- moisturizers and cleaners. Moisturizers are a dramatically bigger category than cleaners, which matches the portfolio of our product. So the portfolio must be focused on moisturizers, especially of the anti-aging type. There should also be products for all skin types, as well as cleaners.

C) ……………………………

Pricing has to be set according to the general price level of the main competitors in each market. Our products should be set against its main competitors in the category as follows:

L´ordian 105, (Ours) 100 Index, Nivion 90, Garnilu 75.

The relatively high price level of our products reflects its brand positioning as a brand with high effectiveness.

D) ……………………………

Considering the brand positioning of the products, distribution is recommended through drugstores. This distribution network is the main channel for this type of product. Hypermarkets are not as effective as drugstores mainly because facial cosmetics are often placed in closed shelves manned by staff. This makes the purchase more complicated and means it often fails. Despite this the products should be on sale in all types of stores where main competitor brands are distributed.

Their placement must follow the general rules of the decision tree for face care products. They should be placed according to the concepts of High-tech and Mature care blocks, ideally next to the main competitor´s brand.

E) ……………………………

For face care products it is very important to communicate all benefits clearly and accurately. Many consumers like to sample products before purchase. The communication of benefits is a task for a TV spot and PR articles. All adverts in target group magazines should be combined with sampling. Promotions of the facial care products must be visible at the point of sale. The use of special cartoon displays in drug stores and every possible visual communication in the store is essential for attracting potential