1. Examine the marketing techniques below, explain how each of the businesses utilise these marketing techniques to market their products (look at news articles for both businesses)
|Marketing Techniques |Business1:Coca-Cola |Business2:Mc Donald’s |
| | | |
|Growth Strategies | | |
|(Ansoff) |Coca cola have different growth strategies |Under the ansoff matrix mc Donald’s |
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|for example they do a lot of market |have gone through different growth |
| |penetration which involves redesigning the |strategies similar to coca cola to be |
| |existing products to attract a different |where they are now they have done this|
| |target market and to make customers realise |through market penetration for example|
| |that its new and want to try it , Coca cola |offering up to date toys in happy |
| |have developed within the markets they sell |meals adding bigger burgers to the |
| |in by expanding worldwide from starting off |pound saver menu laying out more a |
| |in the USA , Coca cola have utilised product |variety and bringing out different |
| |development through many different products |limited edition burgers for a period |
| |for example Fanta was born around 80 years |of time , market development where mc |
| |ago, It's available in over 90 flavours in |Donald’s have brought out cafes which |
| |around 180 countries, they made their First |appeal to more elderly people and how |
| |sugar-free version of the drink, 'Diet Fanta |they have expanded worldwide, For |
| |Orange' released in 1997 and then their New,|product development McDonald's |
| |improved-tasting 'Fanta Orange Zero' in 2004.|introduced salads in their stores in |
| |For market penetration target audience |order to retain its existing |
| |appears to be everyone who wants things to be|customers, many of whom were becoming |
| |better, but more specifically the younger |more health conscious. Salads are |
| |generation. The people who dance around in |exactly opposite of what McDonald's is|
| |the ad are young and good looking. Coca-Cola |known for! However, regulatory |
| |wants you to think that so that you will buy |pressures, changing consumer |
| |coke in order to be like the people in the |behaviour, and negative media coverage|
| |ad.
The song is also up beat creating the |forced them to introduce more healthy |
| |person to dance around, which is usually |choices on the menu. They have also |
| |linked to a younger age group. Everyone wants|developed through the market by |
| |to be super happy and dancing around not |creating a breakfast menu and having |
| |acting like they have a care in the world. |more healthy burgers. |
| |The upbeat slogan also really catches your | |
| |attention and makes you wonder what goes | |
| |better with coke. This quest, Coca-Cola |
|
| |hopes, will start and end with coke, as the | |
| |end all solution for things being "better". | |
| |The word better promotes something new, | |
| |something exciting, and something that | |
| |everyone wants. Most people probably just try| |
| |the product out of pure curiosity after | |
| |hearing the commercial, or seeing the | |
| |advertisement. | |
| | | |
| | | |
|Survival strategies |When the government brings out new laws like |Mc Donald’s have cleverly brought out |
|Mc h e d |having a certain amount of sugar in a product|a different range of burgers relating |
| |to tackle diabetes and obesity coca cola will|to different cultures for example the |
| |work around this law in order to carry on |‘’Texas menu’’ so a new market will |
| |surviving in the industry. Coca cola made |try them, they have done the monopoly |
| |smaller sized bottles and reduced the amount |game on the food that you purchase, |
| |of glucose contents within their products |for example you can win prizes and |
| |whilst being out their ‘’zero range’’ of soft|food if you get the right ticket, Mc |
| |drinks. |Donald’s also offer vouchers which |
| |Coca cola sponsored the Olympics through |gives you half price and buy one get |
| |almost every single event so this was |one free offers. |
| |advertised to whole world which would put a | |
| |huge impression on the company and make | |
| |people what to buy it. | |
| |They also put text codes on a wide variety of| |
| |their cans which offered 50p credit on the | |
| |mobile this would attract a new audience and | |
| |retain the old. | |
|Branding | |Mc Donald’s control the whole industry|
| |Coca cola is one of the largest companies in |of the fast food market, they are the |
| |the world, they almost control the market of |monopoly. Their logo is recognised |
| |beverages and are known as the monopoly of |more than the Christian cross so when |
| |their market, this means that people will |people go abroad they recognise the |
| |recognise their logo the majority of the time|brand and are drawn to it instantly. |
| |as it’s popular therefore when they see it on|An example of how they use branding is|
| |the back of other drink bottles it sells |their use of "Mc" in a lot of product |
| |automatically. Coca-Cola’s bottling system |names; McFlurry, McMuffin, Big Mac. |
| |also allows the company to take advantage of |They do this because it's a way for |
| |infinite growth opportunities around the |people to be able to recognise |
| |world. This strategy gives Coke the |anything of theirs instantly. You see |
| |opportunity to service a large geographic, |"Mc...." you know it's a McDonald’s |
| |diverse, area. |product. |
|Relationship marketing |Coca cola perform well with relationship |McDonalds use relationship marketing |
| |marketing because they know how to keep their|in a couple of ways, but don't expand |
| |customers, the offer several prizes which can|largely unlike TESCO and their 'club |
| |be received through getting the right code, |card'. McDonald's use their happy meal|
| |not many products will have the winning codes|toys as relationship marketing as |
| |that’s why people buy and buy to get it. |these cheap little toys entertain |
| | |little ones and encourage them to |
| | |bring their parents to the business. |
| | |Another way is when you buy six hot |
| | |drinks you get the seventh free. |
2. Compare the similarities and differences of the marketing done by each of the businesses above.
The similarities of marketing between mc Donald’s and coca cola within market penetration is that they both started off in the us states and have moved to others during their progression, they both then started to sell globally to make that big money, they also and sponsors for the Olympics and this brings the world together so both companies will be recognised by everyone and their products will be bought. Within product development mc Donald’s have made a variety of changes to their products by bringing out fruit bags