MARKETING:

MARKETING > THE GOOD, THE BAD AND THE UGLYMichelle MowbrayStudent No. 11230767January 2016

jeepUS brand, global reach (www.jeep.com.au) Brand identity outdoor lifestyle; heavy advertising for repeated brand exposure (Pride, et al., 2015, p. 124)Marketing structure:Evidence of strong global marketing cohesion, with a glocal strategy (Kotler, Adam, Brown, & Armstrong, 2003, pp. 554-555)Focus by geography and then by specialty area effective given variation of lifestyles across geographies (Pride, Ferrell, Lukas, Schembri and Niininen, 2015, p. 70)Segmentation, targeting and positioning (STP) approach:Differentiated strategy based on geography and a combination of demographic, psychographic and behavioural segmentation variables (Kotler, et al., 2003, pp. 218-225)Marketing mix strengths:Strong brand integration between channels and between the 7Ps.Strategic use of global partnerships, sponsorships and ambassadors to support brandStrong integrated online presenceReciprocal communication and accessibilityCommunity subculture of consumption (Pride, et al., 2015, pp. 144-145)Steps to reduce cognitive dissonance (Brijball, 2001, pp. 23-24)

Jeep

Marketing lifestyle/aspirations, with clear STP based on geography

Video 1 Australia (adventure)Video 2 China (prestige and achievement)Video 3 South America (American lifestyle)>> Play each video for 30 seconds, then click here

Jeep success?Concepts working well topped one million sales in 2014 (Clothier, 2015)Gaining more share internationally (Clothier, 2015)Recommendation: enhance corporate social responsibility (CSR) efforts (Oberseder, Schlegelmilch, Murphy, & Gruber, 2013, pp. 101-102) which may balance bad PR (Panahi, 2016, p. 7)

The tuckshopLocal business based in Glenhaven, SydneyEstablished niche in area great coffee and burgers; trendy take on tuckshopLine extension for The Baron (Pride, et al., 2015, p. 300)Small business, smart marketingAppropriate servicescape (Lovelock, Patterson, & Walker, 2007, pp. 206-207)STP: caf set, Hindmarsh fans, local tradespeople, local families (Thomson, 2014)

http://tuckshopcoffee.com.au/

PlaceNiche product

PromotionPeople & physical evidence

Partnerships

The tuckshop success?Exceeding expectations (B. Carroll, personal communication, December 19, 2015)Improving STP and niche offerings (B. Carroll, personal communication, December 19, 2015)Opportunity: improve two-way communication (Patino, Pitta, & Quinones, 2012, p. 234) in order to improve satisfaction (Pride, et al., 2015, p. 66)

McLeish Estate wines

Boutique Hunter Valley (NSW) winery, family businessHighly recognised wines (best Semillon in the world) (Wine partners summer news, 2015)Great product + unfortunate marketing = inconsistent brand!Little STP, out-of-date methods, lack of strategy or consistency

www.mcleishhunterwines.com.au

Marketing mix (up)Quality product not reflected in other marketing mix variablesConfused pricingPoor quality marketing communicationLimited availability and few strategic partnershipsWorld-class product with ma and pa brandRecommendations:Start with a marketing & brand strategy, undertake STP and design a marketing mix around each target segment (Kotler, et al., 2003, p. 271, p. 231, & p. 241)Strengthen CRM database (Pride, et al., 2015, p. 62) and engage online tools which facilitate ease of use, feedback and metrics (Leeflang, Verhoef, Dahlstrom, & Freundt, 2014, p. 3)Expand strategic partnerships and product channels to increase availability (Pride, et al., 2015, p. 125)

Scene to believeAustralian business; contemporary event photography services:Photo booth hire, Instagram party printing, branded and green screen photography School, graduation and Santa photographyMarketing structure:Managing the two distinct target markets events and retail.Supported by functional breakdown graphic design and general management.STP approach:Suite of products combined to appeal to different target marketsPositioned in all offerings as being at the forefront of technology and branding

www.scenetobelieve.com.au

What they do well:Good STP, latest technology, online testimonials (Lovelock, et al., 2007, pp. 45-47) and professional online videos https://vimeo.com/94626460 BUT, not so impressive:Product / Service (Kotler, et al., 2003, p. 262)Virtual queue = feelings of unfairnessReliability digital photoAccessibilityRecommendations:Focus on service planning and execution, focusing on consistency and fairness (Lovelock, Patterson, & Walker, 2007, p. 321)Improve quality of testimonials (Pride, et al., 2015, p. 317)

Scene to believe

ZchocolatConcentrated STP strategy (Kotler, et al., 2003, p. 231)Marketing organised by functional area, all contributing to company mission (Pride, et al., 2015, p. 18)Have reached 180,000 customers and established themselves among a select group of ultra-luxury brands in more than 200 countries.

https://vimeo.com/53627435

www.zchocolat.com

What can they learn from each other?McLeish can learn from Jeeps approach to STP.Scene to Believe could benefit from zChocolats approach to consistency and reliabilityMcLeish can learn from The Tuckshops and zChocolats approaches to partnershipsAll businesses have something to learn from zChocolats approach to customer service (Kotler, et al., 2003, p. 414)

ReferencesBrijball, S. (2001). Cognitive dissonance: the adoption of dissonance reduction strategies.SA Journal Of Industrial Psychology, 27(1), 17-24. doi:10.4102/sajip.v27i1.770Clothier, M. (2015, January 7). Jeep Seeking Further Growth After Topping 1 Million Sales. Bloomberg Business. Retrieved from http://www.bloomberg.com/news/articles/2015-01-06/jeep-sales-top-1-million-amid-worldwide-consumer-demand-for-suvsKotler, P., Adam, S., Brown, L., & Armstrong, G. (2003). Principles of Marketing (2nd ed.). Frenchs Forest, New South Wales: Pearson Education Australia Pty Ltd.Leeflang, P. S. H., Verhoef, P. C., Dahlstrm, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1-12. doi:http://dx.doi.org/10.1016/j.emj.2013.12.001Lovelock, C. H., Patterson, P. G., & Walker, R. H. (2007). Services Marketing (4th ed.). Frenchs Forest, New South Wales: Pearson Education Australia Pty Ltd.berseder, M., Schlegelmilch, B., Murphy, P., & Gruber, V. (2014). Consumers' Perceptions of Corporate Social Responsibility: Scale Development and Validation. Journal Of Business Ethics, 124(1), 101-115.Panahi, R. (2016, January 3). Guess who fought a Jeep and won. The Sunday Telegraph, p. 7.Patino, A., Pitta, D. A., & Quinones, R. (2012). Social media's emerging importance in market research.The Journal of Consumer Marketing,29(3), 233-237. doi:http://dx.doi.org/10.1108/07363761211221800Pride, W. M., Ferrell, O. C., Lukas, B. A., Schembri, S., & Niininen, O. (2015). Marketing Principles (2nd ed.). South Melbourne, Victoria: Cengage Learning Australia Pty Ltd.Thomson, W. (2014, January 31). Nathan Hindmarsh opening new Tuck Shop cafe in Glenhaven. Hills Shire Times. Retrieved from http://www.dailytelegraph.com.au/newslocal/the-hills/nathan-hindmarsh-opening-new-tuck-shop-cafe-in-glenhaven/story-fngr8i1f-1226815094056.Wine partners summer news. (2015). In McLeish Hunter Wines. Retrieved from http://mcleishhunterwines.com.au/wp-content/uploads/2015/12/McLeish-Estate-Wine-Partners-Summer-Newsletter-2015.pdf.

2015-12-23T14:53:42+1100com.apple.VoiceMemos (iPhone OS 9.2)