Essay Research Project

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NLQRA2016

Business Finance

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Research Project

The marketing mix is used within the implementation of the marketing strategy. Please select one of the industries listed below, and search for information about the marketing mix used by at least two companies in your selected industry:

  • soft drink,
  • fast food/restaurant,
  • hotel,
  • cell phone provider,
  • banking,
  • automobile,
  • airline, or
  • entertainment.

Provide an example of the four areas of the marketing mix—product, price, placement, and promotion—used by each of your selected companies.

Discuss where their marketing mix strategies are similar and where they are different. Explain why.

Identify the product positioning and brand strategy used by your two chosen companies. Relate the importance of product positioning to their brand strategy.

Also, consider the element of ethical promotion and social responsibility toward consumers.

In addition to company websites, http://www.ibisworld.com/ and http://www.mergent.com/ are excellent resources to find information about markets and individual companies.

Your essay must include an introduction. You must also reference at least one journal article from the CSU Online Library and two articles from business-related or news websites; therefore, your essay should be supported by at least three sources. Your research project must be at least six pages in length and double-spaced, not counting the title and reference pages. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. Use APA style guidelines for formatting. An abstract is not required.

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UNIT III STUDY GUIDE The Marketing Mix Course Learning Outcomes for Unit III Upon completion of this unit, students should be able to: 3. Use a target market to develop marketing mix. 3.1 Describe an example of marketing mix used in a given industry. 4. Relate the importance of product positioning to brand strategy. 4.1 Identify product positioning and brand strategies used in business. Reading Assignment You can access the following article by clicking the link below. Note: The videos in the Anastasia resource are optional. Anastasia. (2015). Social responsibility & ethics in marketing. Retrieved from https://www.cleverism.com/social-responsibility-ethics-marketing/ In order to access the following resources, click the links below. Note: The transcript for each video is available to view and/or print by clicking on the “Show Transcript” tab on the right side of the video page. You are only required to view the following portion of the video below: Segment 1 titled "Overview and The First P: Product" (4:21 in length). Hopewell, L. D. (Producer), & Deege, R. (Director). (1998). The four P's, part 1: Product and pricing [Video file]. Retrieved from https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://fod.infobase.com/PortalPla ylists.aspx?wID=273866&xtid=10142&loid=9498 You are required to view the video below in full (15:29). Hopewell, L. D. (Producer), & Deege, R. (Director). (1998). The four P's, part 2: Place and promotion [Video file]. Retrieved from https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://fod.infobase.com/PortalPla ylists.aspx?wID=273866&xtid=10143 You are only required to view the following portion of the video below: Segment 1 (1:34 in length). Kloza, B. (Producer). (2014). Social media for business marketing [Video file]. Retrieved from https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://fod.infobase.com/PortalPla ylists.aspx?wID=273866&xtid=53459 Unit Lesson Click here to access the Unit III Lesson presentation. (Click here to access the PDF version of this presentation.) BBA 3201, Principles of Marketing 1 Adobe Captivate Slide 1 - Slide 1 Slide notes Page 1 of 18 Tuesday, December 06, 2016 Adobe Captivate Slide 2 - Slide 2 Slide notes Page 2 of 18 Tuesday, December 06, 2016 Adobe Captivate Slide 3 - Slide 3 Slide notes Page 3 of 18 Tuesday, December 06, 2016 Adobe Captivate Slide 4 - Slide 4 Slide notes Page 4 of 18 Tuesday, December 06, 2016 Adobe Captivate Slide 5 - Slide 5 Slide notes Page 5 of 18 Tuesday, December 06, 2016 Adobe Captivate Slide 6 - Slide 6 Slide notes Page 6 of 18 Tuesday, December 06, 2016 Adobe Captivate Slide 7 - Slide 7 Slide notes Page 7 of 18 Tuesday, December 06, 2016 Adobe Captivate Slide 8 - Slide 8 Slide notes Page 8 of 18 Tuesday, December 06, 2016 Adobe Captivate Slide 9 - Slide 9 Slide notes Page 9 of 18 Tuesday, December 06, 2016 Adobe Captivate Slide 10 - Slide 10 Slide notes Page 10 of 18 Tuesday, December 06, 2016 Adobe Captivate Slide 11 - Slide 11 Slide notes Page 11 of 18 Tuesday, December 06, 2016 Adobe Captivate Slide 12 - Slide 12 Slide notes Page 12 of 18 Tuesday, December 06, 2016 Adobe Captivate Slide 13 - Slide 13 Slide notes Page 13 of 18 Tuesday, December 06, 2016 Adobe Captivate Slide 14 - Slide 14 Slide notes Page 14 of 18 Tuesday, December 06, 2016 Adobe Captivate Slide 15 - Slide 15 Slide notes Page 15 of 18 Tuesday, December 06, 2016 Adobe Captivate Slide 16 - Slide 16 Slide notes Page 16 of 18 Tuesday, December 06, 2016 Adobe Captivate Slide 17 - Slide 17 Slide notes Page 17 of 18 Tuesday, December 06, 2016 Adobe Captivate Slide 18 - Slide 18 Slide notes Page 18 of 18 Tuesday, December 06, 2016
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Comparison of Marketing Mix Implemented by Nivea and Avon

Comparison of Marketing Mix Implemented by Nivea and Avon

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Comparison of Marketing Mix Implemented by Nivea and Avon

Introduction
Marketing is not only after the profit. Its process has a social responsibility in ensuring the
quality of the product. It is responsible for every action in the creation as well as in endorsing the
product to the society, guaranteeing that it has introduced and promoted the exact product, at the
appropriate place with the appropriate price. It requires detailed research as well as tough grind
to make the marketing of the product successful. A marketing mix is a tool that assists in
understanding the kind of services or the type of product that can be offered and what kind of
marketing is right for that certain product. This is executed using the four P’s that include the
Price, the Place, the Product, and the promotion. The product refers to the tangible or intangible
goods or services that meet the needs and demands of the clients. It follows a logical lifecycle,
understands as well as plans the different stages and distinctive challenges, understands the
benefits and features that the product is offering, ad study the product’s distinctive selling
proposition (Martin, 2014). The price refers to the amount of the product that the user will pay
for it. The way the product is priced affects the way how the product sells. The product must
have a positive value to the customers instead of a monetary value (Martin, 2014). This can be
affected too by the distribution plans, markups, pricing of the competitors, and the cost of a value
chain. The promotion refers to the strategies as well as techniques for introducing and selling the
goods or services that includes the advertising, special offers, sales promotions, as well as public
relation. It is a communication feature of marketing function (Martin, 2014). Place refers to the
way the product will introduce and distributed to the clients. This will assist in assessing the
channel that is appropriate for the product and the accessibility of the product should
complement the product strategy (Martin, 2014).

Comparison of Marketing Mix Implemented by Nivea and Avon

Mix Marketing: KFC and MacDonald
The Companies
KFC Corporation is among the fast-food chain brands that boast success as well as innovation in
the history. Everything started that became world famous seven decades ago with a recipe with
secret ingredients of herbs as well as spices freshly gathered right at the back door of his kitchen.
This recipe was developed by no other than the brilliant owner of KFC, Colonel Harland
Sanders. KFC is now the most world known restaurant chain specializing in the best chicken
Original Recipes with the Extra Crispy, home-style-sidings, as well as buttermilk biscuits. There
are now 20,500 KFC outlets in 125 countries continuously preparing and providing the KFC
enthusiasts freshly and deliciously prepared chicken meals at the most affordable prices.
KFC has always been after the quality assurance in every innovation of their product where the
ideas, as well as the report of the product’s feasibility, are prepared by means of screening and
performs the technical evaluation. KFC has been serving different chicken recipes that include its
primary product which is pressure-fried prepared using the original recipe, the extra crispy,
garlic marinated, and the double dipping, where the chicken is rolled in flour before it is deep
fried in a standard kitchen industrial type machine. The product is matched according to the
needs of the customers in a certain country such as in the Philippines where they serve hot as
well as spicy deep-fried chicken. Its client is family oriented, the company launched chicken in a
barrel that contains 21 pieces of deliciously made chicken that comes with rice (UKEssays,
2015).

Comparison of Marketing Mix Implemented by Nivea and Avon

The price is defined as the amount in purchasing the product by the clients in exchange for the
benefit that they can get from it. With KFC used a market skimming targeting the middle as well
as the upper-class type of prospective customers. They slowly adjusted the prices of the products
penetrating the market of the lower class people. It has adopted the price technique which is cost
based. In determining the price of the product KFC includes the government tax and other
expenses in fixing the price. It also compares the price of the competitors before deciding for
pricing of their own products (UKEssays, 2015).
The place is the distribution or the channeling of the goods to the consumers. KFC established an
outlet in places that are accessible to and for the clients such as locations that are near the
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Anonymous
Really useful study material!

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