Tuesday, March 15, 2011

C&A

C&A did similar campaign work with famous people. They made a campaign with famous people to attract people to their products and services. C&A did a campaign as well in the Netherlands with Jan Smit. Jam Smit is a very famous singer in the Netherlands. C&A made together with him his own clothing line. Things which the agency of C&A had to take in consideration what kind of media they would attack the customers with. Types of media can be local, regional, national, international, terrestrial television, satellite television, digital, worldwide web, specialist media, bill boards, magazines, etc.
Local
Jan Smit is born in Volendam. He was dreaming of his own clothing shop all ready. Then it started with his own shop in Volendam called Jstyle. After this the C&A spoke about how his really own clothing line should look like. Within half a year a million trousers were sold of his brand. C&A did not really made a special campaign in Volendam but the customers in Volendam were all ready part of the clothing line of Jan Smit.
Youtube, facebook, twitter, etc
A new type of promoting your products is by social media websites. If you click on YouTube for example on certain clips you first see the advert about Jan Smit who is promoting his clothing line.
short clip

Worldwide web
The worldwide web off course is something where C&A promoted Jan Smit clothing. They made his own page with his collection. They also were especially promoting Jan Smit Keuze. This is which Jan Smit choose in the first place.
 Visiting C&A shops
Jan Smit was visiting some C&A shops to he would attract customers to the shop and in the end would buy clothing of him.
Woman magazines
C&A was promoting Jan Smit in magazines such as Libelle and Magriet because woman were reading this and get on the idea to buy the clothing for their husband or boyfriend.
National Television
C&A did some advertisements on television to reach a broad target group. The short advertisement only should be repeated a lot because people need to remember the advertisement. They then also remember Jan Smit and off course his clothing.

Saturday, March 12, 2011

Marks and Spencer

P3 Marks & Spencer’s redo


Media planning

The marks & Spencer’s agency wanted to organize a new advertising to create confidence in the company again with the ‘’twiggy campaign’’. They had a lot of bad publicity of the press that is why they want to change this with a total new campaign. They were having a budget of 45 million only for advertising. This was the budget which they thought they needed to reach the target group. The work which the agency did was containing :

·         Television advertisements
·         Radio advertisements
·         Bill boards
·         Flyers

        With this new budget and new view on the marketing. They started with different kind of campaigns to promote their products. They mostly are doing this with ‘’normally happy people’’ of normal weight/height/looks.   

1.       M&S started a campaign with an average woman of size and weight, to let everybody see that you do not need to be a ‘’superwoman’’ to look great. The customers just see a normal woman which they could be as well.
2.       M&S where then saying the line ‘’your M&S’’. So many people find their self more and more attracted to the company because a lot of people were born and raised with the company.  
3.       M&S they were promoting woman’s clothing with twiggy and known models with different kind of attitude and charisma, so the campaign speaks to everybody.
4.       At last they are now busy with the campaign to promote their food with the line ‘’not just food, M&S food’’. They see ‘’normal people’’ again with the promotional campaign. (the chocolate sales were raised by 3,3 %)

Designing the advertisements

The agency of Mark & Spencer is also having a designing departments which is thinking about new idea’s to promote a product. The sentences Twiggy would say in clip or on posters. The sentences are usually used so they stick in your mind. If we take for example this picture.
 We are seeing twiggy on the picture. A lot of woman of her ages will remind here on this picture. So they look to the picture. If they than see the picture. They see an outstanding woman which is totally her self on the picture very glad and very happy woman, she is smiling and than you see the words Fall for it!! You see the words but you think fall for what this is exactly what the designing departments wants. Than you see in the left corner M&S. You put than a link with twiggy , nice smiling woman, fall for it, M&S. You need to fall for M&S.

Producing the advertisements

The agency of Mark & Spencer has a department of producing the advertisements. Not only picture like the one above but also TV commercial, Magazine adverts, Bill board advertisements, or even producing voetbalplaatjes. They need to have a lot of contacts to produce all those advertisements. People like who are having their own film studio, acteurs, people who can design sounds/pictures. An advertisement like this they produced :


They also know make-up people and really make twiggy to another person as you can see here:

Help in identifying the target audience

A very importing thing is to know who your target group is. If you do not know who your target group is you do not sell any products because than your products are not aimed to the right customers. The agency was using Twiggy in the older days because she had good looks and it was not the most important thing to be very skinny ‘’she wasn’t’’ . She was having clothes on which were fitting perfectly. People who were are not very skinny were than also thinking the clothes were fitting them perfectly in this way the agency was finding their target group.

Providing public relations activity

The department of public relations is writing press releases and needs to organize conferences for M&S and organize exhibitions for M&S.

Providing direct marketing support

Using direct marketing support is not really necessary for M&S because they have their own marketing department, so they do not need to hire an external marketing team.


Nivea’s Promotion within the Marketing Mix

Nivea Visage Young                                       

Introduction

Nivea is off course a big brand in the industry of cosmetics. Nivea is part of Beierdorf which started in 1882. The company is selling skin and beauty care products all over the world. Nivea is the most important brand of Beierdorf, of the total sales from Beierdorf is 86% of the sales coming from nivea products. The brand nivea started in 1911. The name nivea is coming from a Latin word niveum, which means snow. The name snow because of the white appearance of nivea. The company Beierdorf is always trying to find new gaps in the market. They first developed a crème for older woman which was meant for wrinkles, scrubby and dry skin. They did not had a product for the younger generation between 13 and 19. They saw a gap in the market. Which they wanted to for fill. They made a new crème which was called Nivea Visage young. The new target group became younger girls between 13 and 19 who wanted to proper skin. Which was helping their skin keep fresh, proper and beautiful. They wanted to do this without a shiny look. Beierdorf needed to have a good marketing strategy which needed to accomplish in the right order. The marketing mix can you divide roughly into four chapters. Well known as place, product, promotion and price. I am now going  to try to explain these four as best as possible.

Product

In the marketing strategy the product is the most important factor of all. First the name of the new product. Nivea Visage Young are three simple words but it is very attractive for customers because the word nivea is all ready worldwide known as a skin product. Visage is French for face so now it is all ready saying that the product is a face product. With the word young they want to attract the young generation because that is there target group.
The company Beierdorf found the gap with research which was resulting in Nivea Visage young. Beierdorf did three different types of research:
·        Focus their self what their focus group is by listening directly to the customers
·        Get data by different kind of research techniques
·        Test their products on different kind markets
With the researches came out that more younger people did not wanted to have a product which was for medication but to help their skin fresh, proper, and beautiful as I explained as well in the introduction. The big advantage of this product was that at that time they did not had any competitors because they had a new and unique concept. This was nivea giving a blue ocean in the market.
Within the product they used instead of alcohol natural ingredients like sea shells and minerals, they also did not test it on animals. Beierdorf also wanted to show that was better for the environment they did this by reducing the packaging, and recyclable flacons. The package of the product needs to attract the customers because the first impression of the product is off course the package of the product. This is why they use patterns of the sea shells and patterns of nice flowers. The patterns are showing that it are very natural products, which are healthy for your skin. With all these points Nivea Visage young is showing that is for the right target group.

Price

A lot of factors are affecting the price of Nivea Visage Young. With factors I mean like costs of production, target marketing, and the company objective.  They made a price which is covering all the costs of the production and they make a good profit on it. The price is the only factor in the marketing mix with is producing revenue for a company. The competitors need to have the same price or be under the price of Nivea because Nivea has got something unique. If they are making a price they need to consider the target group. Which are young girls but also mums who will buy the product in the supermarket probably for their daughter(s). Nivea let the people think that the amount of money which you pay for the product is worth for the quality. There are also two other reasons. The new product couldn’t be too low as well because then people think maybe there is something wrong with the product or the product is not good enough. The other way around could happen as well that the price is too high because than people would discourage to buy the product. You only can ask a lot of money for your product if your product has a good status. Giving a good status to your product is what you can do also with like good promotion and having a good reviews on internet. The place where the target group buy nivea visage young is high street shops and supermarkets. If they choose a higher price than normal, they would lose in the end of the competitor because they can offer their product much cheaper. They still be the price leader in the skincare  market because they are identifying there self as the inventor of the beautiful care products. The competitors will need to follow their prices or offer their prices lower to get more market share.

Place

The place of Nivea visage young needed to be on a place where the customer can buy it at the desired moment. Nivea visage young can you find in high street shops, in supermarkets, and on internet because these are the most common places where people would like to skincare products. The products are lying in supermarkets because parents mostly buying the skin products for their daughters. Nivea did also research that a lot of teenagers got influence on their parents, it is also logical that they have off course because they are their children. The internet is also a very smart thing of Nivea because then you can cut the chipping costs of the product and you make more profit on the product. 

Promotion

Businesses use promotion to give information about new products/services to customers. There are different kind of ways of promotion. Like magazines, TV, radio, flyers, etc. For knowing which kind of promotion you need, you need to know what your target group is. Nivea visage young target group I all ready mentioned. Nivea visage young used the promotion by organizing events around the world. Beierdorf set up an event to promote the brand awareness that they invented a new product and it was healthy. The event was meant for customers between the age of 13 and 18 from different schools in Dubai. With this they can have direct contact with their target group. The set up of those schools were learning the students to express their creative mind , and their talent. The event was about fun and make healthy lifestyle choices. In this way the students and the Nivea Visage young both had an advantage. By Nivea Visage young they also give free samples to customers, so they can try them out and see what they think of it. They give them away on websites, on the street, exhibitions, etc.

 

Advertising

Air management is promoting Jazz in this case Jamie Cullum by mostly advertising on the internet. He is having his own website and people can read his biography, see his pictures, his tour, and people can buy fan items in his shop. His website is not the only feature how Air management is promoting Jamie Cullum.
Also methods like Facebook, Myspace and Twitter is Air management using to promote and to get a wider range of people. Facebook, Myspace  and Twitter are off course very famous features which people are using every day. Jamie Cullum needs to update his profile a.s.a.p every day so people stay interested in him.
Some facts in where you maybe could be interested, I have seen these facts on his profiles:
Jamie Cullum is now having roughly                                     - 62.000 followers on Twitter.
                                                                                              - 131 000 subscribers on facebook
                                                                                              - 142 000 friends on Myspace   
You can see that the internet advertising is very effective and very sufficient. 

Publicity and public relations

Jamie Cullum is having off course a lot of publicity. Why else would he be followed by so many people and be on MTV. You can find Jamie Cullum on the internet which I mentioned in the previous part but also newspapers write about him because people find him interesting.
Example : If Jamie Cullum is having a tour through Holland. The newspaper wants to write about him in the newspapers because a lot of people know him. The newspapers writes about him and more people buy that newspaper.

Sponsorship

Air management is sponsoring Jamie Cullum. But not in the way that he gets clothes with air management on it but he gets money so he can live a happy live and make nice songs. Then air management is producing his albums with his songs, some of that money is than going back to Air management which invested/sponsored in him.

Sales promotions

Air management is promoting Jamie Cullum by internet sites as youtube, MTV, facebook, his own website, Twitter, hyves, posters, bill boards, newspapers, and concerts. In front of concerts they are also promoting T-shirts of Jamie Cullum, sweaters, heads, and even key hangers. So you are just reminding Jamie Cullum. When you see it for example in your closet when your at home.  
Air management is using direct marketing in the way of sending people a weekly letter if you subscribed yourself on his website because otherwise they are not sending the e-mails to the right target group. In this weekly letter you can see for example new songs who are coming out, where Jamie Cullum is at the moment, and what his favourite food is.

Corporate image

The corporate image of Air management is depending on Jamie Cullum. That is why they are investing in him so the people look at him if he is like a god. They link him then with Air management and think they are automatically a good organisation. If Jamie Cullum would kill somebody than Air management gets a bad name as well.

Jamie Cullum song ''Don't Stop The Music''

Promotion mix Škoda’s Octavia

Advertising

A company can promote their products or services by different sources. One source is also advertising. Advertising can be done by different kind of media. Such as :
-         Newspapers
-         Magazines
-         Direct mail letters
-         Radio
-         Television
-         Billboards
-         Signs
-         Posters
-         Internet
The advertise needs to have a specific target group and should get the attention of the potential customers. In the end you want with advertising the customers attention and create the desire of the customer to buy the product instead they buy the product of the competitor.
Skoda developed a line of car the Skoda’s Octavia. There are three different lines of the car.
-         Basic
-         Business
-         Specials
All three get promoted by Skoda by different kind of advertising because all three have different target groups. All three get promoted on the website of Skoda. You can see of the website that they give the features of all the cars. Only if Skoda is promoting the business line they put it in a magazine which especially business people read. The basic line of Skoda promote it on television because everybody is watching television and not only business man. So with television their target group is wider.
In one of the television commercial of Skoda you can see some of the unique selling points. Like speed, design,  where you can buy it. In the commercial you also see a beautiful landscape with this they also try to link that the car is better for the environment than other cars.

Publicity and public relations

Publicity is an activity which happens in the media. When I say media you can think about television, newspaper, magazines, reviews, radio, etc. Companies can make use of this media only there is also a bad side of it. If journalists write something about Skoda can this work in two ways. A positive way and a negative way. If it is in a negative way can this lead to lose for Skoda.  The other way is rather positive because they do not need to pay for the publicity and it is positive as well which will result into profit for Skoda. Skoda had a time that they had bad publicity because in the newspapers they said the car was rusty, bad for the environment, and that the cars were having bad quality. Now is Skoda take over by Volkswagen en they erased the bad image which Skoda had. The skoda Octavia line even could compete with the best Western cars.

Sponsorship

Sponsorship can also work into two ways. If a football team is doing good, and they are sponsored by Skoda. They automatically think that Skoda is a good brand as well. It also could be the other way around that the football team is not doing good, than the people think the cars are also not so good.
Skoda is sponsoring all ready for years the IIHF World Championship (ice hockey) and the Tour the France as you can see in the picture below.

Tour de france
 

Ice hockey

Sales promotions

Examples of sales promotions can be that you can get discount on product/service. Skoda is also doing sales promotion by giving discount until a certain date is finished.
If you look at the website as well you can see that you can see the cars in 3D. By this the customers gets a good view of the car. You also can on some parts of the car to get information about those parts. You also can pay the car off in 35 months instead of paying the whole amount at once.

Exhibitions

Exhibitions are organized to promote a new / existing product/service. Skoda is also on several exhibitions because they want to promote their cars and generate profit and brand awareness in the end. The customers can experience the car with their own eyes and see the car from inside. They also promote their cars to do test drives with their cars on the exhibitions.

Direct marketing

Skoda is using direct marketing in the way that they send e-mail. Sometimes they do this on random people. A big disadvantage of this that they the people probably not all fit in the target group. They need to be all above 18 for example, if you send e-mail to people who are under 18 years old. It doesn’t have a lot of effect because they cannot buy a car.

Which is much better that people can register their name and their e-mail address that they would like to receive advertisings  and for example the week letter about new facts and new cars.



Corporate image

Companies are mostly trying to create an image so that their products/services sells automatically. Skoda was having a bad image, now it is taking by Volkswagen their cars can compete with the best western cars. They do exist all ready for more than over 100 years. This is something they promote on their website. That people automatically link this that it has to be good quality cars because why else do they exist for so long. They also want the image that their cars are environmental friendly. They are even experimenting with new kind of fuel (electricity for example) They try to promote these environmental cars because nowadays people think moreover the environment and are more sensitive to buy a car which is better for the environment.
Skoda wants to have the image of a brand that has one of the best experiences in the car business. Skoda wants their customers to know that they have almost 100 years of experience with cars. Also Skoda wants to have the image of environment friendly. ‘Green’ cars are the future. ‘We invest in experimental propulsion technology and alternative fuels.’ A term they like to use to let customers know that the car the buy thinks environment friendly. The image Skoda Octavia wants to have, is that they are driving economical friendly. 
Skoda commercial