P1
UNIT 3: Introduction to marketing
To: Kelly Griffin, Marketing manager
From: Jubrile Belo-osagie
Date: Monday 22nd September 2014
Ref: JBO
1.0 Terms of reference
In this report I have been made to discuss how marketing techniques are used to sell a certain product in their organisation. The business which I chose was Nike as I believe they would demonstrate good quality in their products. One aspect I will focus on is their footwear as they are commonly used by their target market. In addition, I will also be talking about how Nike use their techniques to market their products and why their brand helps them. Another organisation I chose was Sainsbury’s which, I will be focusing on their clothing and the quality of their products. As with the organisation I will also analyse the marketing techniques used in their products and particularly brand building. The Marketing strategies I will be talking about will be growth strategies, survival strategies, brand building and relationship marketing. Then I will compare the techniques used from both organisation and discuss the similarities and differences that each company uses to market their products. Lastly, I will determine the effectiveness of the techniques used in the success of the single product.
2.0 Findings – Nike’s Footwear
2.0.1 Growth Strategy
The Ansoff’s Growth matrix is another marketing planning tool that helps a business determine its product and market growth strategy. Ansoff’s matrix insists on how a business can grow depending on whether it sells their produce on new markets or existing markets.
Market penetration is a growth strategy where the business focuses on selling existing products into existing markets. For example, Nike is very commonly known to sell the produce in various stores. For example, as they have their own store, they also sell their footwear in stores like JD, bank, office and many others. This is also an example of market leadership. Market leadership is the position of a
To: Kelly Griffin, Marketing manager
From: Jubrile Belo-osagie
Date: Monday 22nd September 2014
Ref: JBO
1.0 Terms of reference
In this report I have been made to discuss how marketing techniques are used to sell a certain product in their organisation. The business which I chose was Nike as I believe they would demonstrate good quality in their products. One aspect I will focus on is their footwear as they are commonly used by their target market. In addition, I will also be talking about how Nike use their techniques to market their products and why their brand helps them. Another organisation I chose was Sainsbury’s which, I will be focusing on their clothing and the quality of their products. As with the organisation I will also analyse the marketing techniques used in their products and particularly brand building. The Marketing strategies I will be talking about will be growth strategies, survival strategies, brand building and relationship marketing. Then I will compare the techniques used from both organisation and discuss the similarities and differences that each company uses to market their products. Lastly, I will determine the effectiveness of the techniques used in the success of the single product.
2.0 Findings – Nike’s Footwear
2.0.1 Growth Strategy
The Ansoff’s Growth matrix is another marketing planning tool that helps a business determine its product and market growth strategy. Ansoff’s matrix insists on how a business can grow depending on whether it sells their produce on new markets or existing markets.
Market penetration is a growth strategy where the business focuses on selling existing products into existing markets. For example, Nike is very commonly known to sell the produce in various stores. For example, as they have their own store, they also sell their footwear in stores like JD, bank, office and many others. This is also an example of market leadership. Market leadership is the position of a