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Content

Marketing Strategy

Marketing Strategy


GOOGLE: THE TROUBLE WITH SUCCESS

  • The Internet
  • Marketing Strategy
  • Human Resources
  • Corporate Social Responsibility
  • Behaviour Of Multinationals
  • Artificial Intelligence

    • Google has grown from nothing in 1998 to a multinational tech giant. We tell that story, we identify the drivers of success. Founders Larry Page and Sergey Brin didn't want to sell advertising at first - now Google search is a giant advertising cash cow.

    MODEL EMPLOYER We go inside the Googleplex near San Francisco to find the people and projects. Google prides itself on being a model employer, offering great pay and benefits to its staff whose average age is 29. Google encourages its staff to work on their own ideas, funding all kinds of futuristic projects with 'the courage to fail'.

    MARKETING STRATEGY Google has used its enormous advertising revenue to develop into the online media and mobile phone markets - exploiting the converging technologies of internet, mobile phones and media - as well as exploring countless projects in the field of artificial intelligence. Google goes in for 'semi-organic growth', buying other businesses but to make them fit into existing product development teams.

    DON'T BE EVIL? Google says its focus is to make the world a better place. It supports worthy projects in the developing world. But critics say, in the areas that matter, Google acts like any other multinational - in its own interest.

    There have been attacks over tax, data privacy and abuse of dominance. Famously, the founders said 'Don't Be Evil' but have they lived up to the early motto?

    DVD / 2016 / 28 minutes

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    MARKETING STRATEGY CASE STUDIES: TESCO - TRIUMPH & TRAGEDY

  • Marketing Strategy
  • Retailing
  • Corporate Social Responsibility
  • External Factorst

    • Tesco was the retail success story of the 90s and early 2000s. By 2007 it came close to capturing a third of the UK retail market, and was a true international retail giant - but by 2014 profits were falling and scandals were brewing. It seems the wheels came off the trolley. What went wrong?

    STACK 'EM HIGH... Founder Jack Cohen's aggressive growth policies in the mid 20th century set the pattern: his successors had grander plans: to make Tesco all things to all people - selling everything to all sectors of society. Branding, own-label goods, overseas expansion and technology were vital planks of its strategy. But was Tesco over-reaching itself?

    THE PERFECT STORM: The 2008 world economic crash was a signal for a profound change in the retail landscape: new discount stores could beat Tesco on price, and Tesco had acquired a reputation as a bully towards rivals and suppliers. With the horsemeat debacle and financial reporting scandals by 2014 it was "the perfect storm". Tesco had a fight-back plan, but was it enough?

    DVD / 2015 / 27 minutes

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    MARKETING STRATEGY CASE STUDIES: THE STARBUCKS EXPERIENCE

  • Marketing Strategy
  • Retailing
  • Corporate Social Responsibility
  • Globalisation

    • Starbucks is the essential success story of the American capitalist dream. From humble beginnings in 1971 as a Seattle coffee store, it's become a multinational with over 21,000 outlets in 63 countries. Its brand is universally known.

    HOW DID THEY DO IT? Starbucks' success owes a lot to the vision of its guiding light, CEO Howard Schultz, who preaches an almost evangelical brand of caring capitalism, at the same time focusing relentlessly on the customer experience. Acquisition, brand-stretching, social media, and new channel development have all played a part. They put a lot of stress on caring for their staff and the in-store atmosphere. They want customers to feel it's "their Starbucks".

    GOOD CITIZEN? CEO Howard Schultz talks about creating "a philosophically different business" but is it really? Critics point to low pay and scheduling pressures for staff, tax avoidance and, above all, the pittance developing world farmers receive for the coffee beans.

    DVD / 2015 / 27 minutes

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    MARKETING, THE: 4 - THE MARKETING MIX: PRODUCT

    An exploration of what most marketers would regard as the most important element of the Marketing Mix: Product.

    PART 1 (15 mins): All About The Marketing Mix: Product. An introduction into the essentials of "product". What is value analysis? How is it done? What is the product life cycle? How can a business extend the life of a product? What is meant by brand extension? Also includes the Boston Matrix as a way of analysing a product portfolio.

    PART 2 (8 mins): Case Studies In Value Analysis. Apple iPad compared to the Panasonic Toughpad. Tesco's Everyday Value range.

    PART 3 (8 mins): Cash Cows, Stars & Dogs: Coca Cola is the cash cow that has funded new products, including "dogs" such as New Coke and Dasani in UK. Apple's come-back cash cow was the iPod, but that has been superseded by iPhone and iPad. McCain Foods' Oven Chips are the cash cow that has funded many variants.

  • Value Analysis
  • Product Life Cycle
  • Product Portfolio
  • Boston Matrix
  • Product Differentiation
  • Brand Extension/Product Extension
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    DVD / 2013 / 31 minutes

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    MARKETING, THE: 5 - THE MARKETING MIX: PRODUCT CASE STUDIES

    PART 1 (7 mins): Extension Strategies: Skoda: how did Volkswagen reinvent the Skoda brand? Famous Failures! How some brands went "a stretch too far", including Harley Davidson perfume, yoghurt from Cosmopolitan magazine and mountain bikes from gun makers Smith & Wesson.

    PART 2 (9 mins): Long Lives, Short Lives, Reincarnations: The Mars bar. What is the secret of its longevity? Cadbury's Fuse went off like a rocket but fizzled out - but Wispa came back from the dead. Lyle's Golden Syrup has hardly changed in 100 years!

    PART 3 (6 mins): New Product, Same Brand: Call Of Duty is the masterbrand for a range of products - critics accuse Activision of "diluting the brand". Activision says: just look at sales! Special Editions is another way of getting new life out of an old product - but for the Queen's Jubilee 2012 not everyone was amused.

  • Extension Strategies
  • Famous Marketing Failures
  • Long Lives, Short Lives, Reincarnations
  • Masterbrands
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    DVD / 2013 / 22 minutes

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    MARKETING, THE: 6 - THE MARKETING MIX: PRICE

    PART 1 (15 mins): Pricing Strategies. Price & income elasticity of demand explained. Also covered: penetration, promotional and premium pricing, with examples. What is meant by "skimming the market" and "price discrimination"?

    PART 2 (18 mins): Pricing Case Studies. The recession and rising costs has hit the catering trade: how does this affect pricing strategies? Innocent Drinks once commanded a premium price, but have new products undermined their usp? 99p Stores have used price as a strategic weapon, and are benefiting from recession. Ryanair had also used price to gain market share and as a brand identifier. Diesel uses its brand image to charge premium prices. But price can have damaging social effects: we look at cheap alcohol sales in supermarkets and energy sector pricing. Is it effectively a monopoly?

  • Pricing Strategies
  • Price & Income Elasticity Of Demand
  • Penetration Pricing
  • Promotional & Premium Pricing
  • Skimming
  • Price Discrimination
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    DVD / 2013 / 33 minutes

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    MARKETING, THE: 7 - THE MARKETING MIX: PROMOTION

  • The Promotional Mix
  • Advertising
  • Direct Marketing
  • PR & Sponsorship
  • Point Of Sale Promotion
  • Above The Line/Below The Line
  • Marketing Ethics
  • Internet v Conventional Promotion

    • An exploration of a key element of the Marketing Mix: Promotion.

    PART 1 (15 mins): Introduction To promotion/advertising. Why do businesses promote their goods? To sell more, of course - but it's not as simple as that. There are different reasons requiring different solutions: a different "promotional mix". In this part we look mostly at advertising, in all its forms including TV, radio, billboards, cinema and press - and also the internet, which now threatens the existence of some of the old media. What does the internet offer compared to older media?

    PART 2 (15 mins): Other parts of the promotional mix. In this part we look at the other elements in the promotional mix (apart from advertising, covered in Part 1): including direct marketing (mail, email & social media), public relations, sponsorship and point of sale. Above the line and below the line: what do these terms mean? Do they apply these days? Marketing Ethics: large companies are very hot on "responsible marketing", but how much is real, how much PR whitewash?

    DVD / 2013 / 30 minutes

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    ADVERTISING CREATIVE APPEALS

    Discusses rational appeals used extensively in B2B advertising vs. the use of emotional appeals common to consumer advertising. Using both print ads and TV commercials, shows examples of the five most common emotional appeals of Humor, Sex, Security, Fear, and Shock. The success of each appeal is well documented by 15 advertising research studies cited in the program. A clinical psychologist briefly comments on the natural human response to each appeal. Fast paced and interesting for students.

    DVD / 2012 / 24 minutes

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    EVENT MARKETING

    Explains that "event marketing" includes both the marketing of an event and marketing with an event. Covers social entertainment events such as fairs, festivals, cause-related, and street events. Also covers business events such as trade shows, seminars and expos. In addition to numerous local events, the program includes the large regional events of the Calgary Stampede, Bele Chere Festival, Mountain State Fair and the Southeast Franchising Expo.

    DVD / 2010 / 20 minutes

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    INTRODUCTION TO MARKETING

    Defines an effective macro-marketing system as the "delivery of a standard of living." Discusses how marketing strategy includes a written marketing plan with target market identification and a related marketing mix to satisfy potential customers. Features examples and interviews from both consumer and business/organizational markets. Suggests an Internet presence can be a marketing tool for nearly all organizations. Uses an eBay auction to demonstrate the interaction of supply & demand to determine "market price." An excellent DVD for in introductory marketing course or for a marketing section in any business course.

    DVD / 2008 / 19 minutes

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    MARKETING STRATEGY FOR SMALL BUSINESS

    Discusses the importance for small businesses to have a marketing plan and a marketing strategy to implement that plan. Covers the marketing concept of customer satisfaction and profit maximization. Suggests how to identify target markets and meet their needs with a proper marketing mix. Features several small businesses including manufacturers, retailers and service providers. Excellent for any course in entrepreneurship, small business management, or marketing.

    DVD / 2008 / 24 minutes

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    BUSINESS-TO-BUSINESS MARKETING

    Featuring High Sierra Sport Company

    High Sierra Sport Company was founded in 1979 by the father and son team of Harry and Hank Bernbaum. Specializing in adventure travel equipment, High Sierra has since grown to become the tenth largest outdoor company in the United States. High Sierra's innovative product lines are sold worldwide to a broad range of consumers, ranging from professional athletes to business executives. But the company does not operates a single retail store, nor does it sell products through its website. Instead, High Sierra uses business-to-business marketing to sell its products.

    DVD / 2007 / ( Grades 9-12, College, Adult) / Approx. 7 minutes

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    BUZZ MARKETING

    Featuring Taco Bell

    Taco Bell's successful "Think Outside the Bun" campaign focuses on how Taco Bell differs from the competition in its creative approach. Just one example of this "Think Outside the Bun" mentality is Taco Bell's buzz marketing program. Buzz Marketing ideas can vary in size and impact but are always fun and light-hearted and they involve the consumer in unique ways.

    DVD / 2007 / (Grades 9-12, College, Adult) / Approx. 4 minutes

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    CUSTOMER-DRIVEN MARKETING

    Featuring Harley-Davidson

    Every August, the town of Sturgis, South Dakota, hosts the Black Hills Motorcycle Rally. From around the world, motorcycle enthusiasts descend on this tiny town for a week of riding, racing and partying with fellow bikers. The event is dominated by one brand overall, Harley-Davidson. For years, events such as the Sturgis Rally have been a major focus of Harley's marketing strategy. Face-to-face activities are what drive Harley-Davidson's relationships with its customers,

    DVD / 2007 / (Grades 9-12, College, Adult) / Approx. 7 minutes

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    FOCUS ASIA BUSINESS LEADERS - WE MARKETING GROUP: BUILDING A GLOBAL MARKETING AND COMMUNICATION COMPANY IN CHINA

    By Ali Farhoomand, Kineta Hung, Grace Loo

    WE Worldwide Partners, a start up advertising venture focusing on China market, is at a crucial point in its expansion strategy. Viveca Chan, the visionary force behind WE's conception, has to evaluate the viability of WE's business model and growth strategy in the fast-moving and dynamic China market. The Volume explores how WE can position itself as "the third force" in a market dominated by the international advertising agencies, on one hand, and crowded by the small, local independent agencies, on the other.

    DVD (With Business Case Booklet) / 2007 / 28 minutes

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    GLOBAL MARKETING

    Featuring Kraft

    At 95 years old, Kraft's Oreo is the most popular cookie in the world, enjoyed in more than 100 countries throughout North and South America, Asia, Europe, Africa, the Middle East and Australia. The Oreo cookie is a truly global product. It is sold in a consistent form with very few exceptions in all regions of the world. Even though the Oreo brand is popular around the world, adjustments to product, packaging and promotion are sometimes necessary to match consumer tastes and expectations in each country.

    DVD / 2007 / (Grades 9-12, College, Adult) / Approx. 4 minutes

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    INTEGRATED MARKETING COMMUNICATIONS (FEATURING THE TOLEDO MUD HENS)

    The promotion and delivery of a mix of good baseball and family fun has catapulted the Toledo Mud Hens into the position of being one of the elite minor league sports franchises in the country. Not only have they won the league championship two years in a row, the Mud Hens have set a team attendance record, become the league leader in ticket sales revenue, food and beverage sales, merchandise sales, and corporate sales.

    DVD / 2007 / (Grades 9-12, College, Adult) / Approx. 7 minutes

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    INTEGRATED MARKETING COMMUNICATIONS (FEATURING U.S. MUSIC CORPORATION)

    Marketing and promotion are the tools businesses use to communicate to the outside world about their company, their products, and their services. A sound marketing strategy, using a mix of personal selling, advertising, sales promotion, and public relations, can be the difference between scoring a smash hit and remaining unknown. Kevin Lello is the Vice President for Marketing for U.S. Music Corporation, the maker of Washburn guitars as well as music equipment like amps and home recording gear.

    DVD / 2007 / (Grades 9-12, College, Adult) / Approx. 4 minutes

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    INTRODUCTION TO MARKETING: BOTTLED WATER

    The bottled water market continues to grow at a double-digit rate. In 2004, sales of bottled water in the U.S. were at 9.2 billion units according to the Beverage Marketing Corporation. The bottled water industry grew about 10 percent in 2005 alone, while the carbonated beverage industry remained flat. Why are people actually buying bottled water when at two dollars a serving it costs up to 500 times more to purchase than tap water? One key element playing a major role in this phenomenon is marketing.

    DVD / 2007 / (Grades 9-12, College, Adult) / Approx. 7 minutes

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    MANAGING MARKETING INFORMATION

    Featuring Nielsen Media Research

    Whatever you watched on television last night, Nielsen Media Research can tell you how many other people watched it too. Nielsen Media Research has been tracking television viewing for the past 50 years, 24 hours a day, 365 days a year. Nielsen gathers information about who's watching what on TV. Nielsen's clients include television networks, advertisers and ad agencies. They also include local TV stations and cable providers.

    DVD / 2007 / (Grades 9-12, College, Adult) / Approx. 7 minutes

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    MARKETING IN THE DIGITAL AGE

    Featuring: Peapod.com

    Peapod is an online service where customers can order groceries and have them delivered straight to their door. While Peapod sells groceries, what they are really selling is time-time they save customers. One of the most important things to Peapod is the relationship between marketing and IT, a relationship which allows both departments to work together and reach goals. As a result, Peapod can customize the messages they send to their customers to make sure all of their touch points are designed just the way they want them to be.

    DVD / 2007 / (Grades 9-12, College, Adult) / 12 minutes

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    MARKETING MANAGEMENT

    Featuring: Second City

    Since 1959, The Second City has developed an outstanding reputation in the entertainment industry. It has discovered, cultivated and produced some of the most recognizable faces in comedy. With an understanding of their core competencies, and strategic moves to market their expertise, The Second City has built a relationship with its audience that continues to grow today.

    DVD / 2007 / (Grades 9-12, College, Adult) / Approx. 4 minutes

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    MARKETING STRATEGIES (FEATURING BP)

    The story of the new BP began in 1998 when British Petroleum announced its merger with American based Amoco. Over three years the company went through a dramatic change. The company, now called BP, is the result of the merging of nine companies. As a result of these acquisitions, BP had accomplished the first phase of its new global retail strategy. It had acquired the largest European, Asian and American gas stations. Now it began the transformation from gas station to convenience stores, BP Connect.

    DVD / 2007 / (Grades 9-12, College, Adult) / 12 minutes

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    MARKETING STRATEGIES (FEATURING STAPLES)

    Product, price, promotion and place are the four functions retailers use to create value for their customers. Office products retailer, Staples, Inc., successfully integrates these four functions with their brand promise - to make buying office products "Easy" - to achieve a competitive advantage. Staples makes its customers want to keep coming back to Staples by making the overall purchase experience "Easy."

    DVD / 2007 / (Grades 9-12, College, Adult) / 6 minutes

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    MARKETING STRATEGY

    Featuring Harley-Davidson

    For over 100 years, Harley-Davidson has been the rebel of the road. The company uses that rebellious spirit to create one of the most successful marketing and brand establishment campaigns in the U.S. Activities that bring the company face-to-face with its customers are extremely important to Harley-Davidson and really are what drives the company from the standpoint of its relationships with customers. Steve Piehl, Harley-Davidson's Director of Events & Consumer Initiatives, discusses the Harley-Davidson experience.

    DVD / 2007 / (Grades 9-12, College, Adult) / Approx. 4 minutes

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    RELATIONSHIP MARKETING

    Featuring The Little Guys

    The Little Guys Home Electronics, located just south of Chicago, specializes in selling and installing home theater equipment. In only 12 years, the store has grown from a start-up company to an established business with annual sales of more than 10 million dollars. Even though Best Buy has a store right down the street, sales at The Little Guys continue to grow every year. How does a new company build a devoted following in such a short period of time? The Little Guys did it by building strong customer relationships.

    DVD / 2007 / (Grades 9-12, College, Adult) / Approx. 7 minutes

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    RETAILERS, WHOLESALERS, & DIRECT MARKETING

    Featuring BP Connect

    You're on your way home. You and your car are both low on fuel. You need to get gas and a good cup of coffee. Something other than a stale brew that's been sitting on the burner for hours. And a sandwich would really hit the spot. Isn't there someplace that can satisfy all your needs? Now there is. Welcome to BP Connect! Offering an extensive line of on-the-go foods and beverages is the next step in service station convenience retailing.

    DVD / 2007 / (Grades 9-12, College, Adult) / Approx. 7 minutes

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    TARGET MARKETING

    Featuring Harley-Davidson

    Harley-Davidson has a long history of marketing to women. As early as 1910, the company featured women in its advertising. In recent years, the women's market has taken off, becoming the fastest growing market of motorcycle purchasers. In 1990, 6.4% of new Harley-Davidson motorcycle sales were to women. In 2006, that number climbed to 10% of new Harley-Davidson motorcycle sales. In approaching this market, Harley has used psychographic rather than demographic segmentation. Psychographic segmentation focuses on values, beliefs and lifestyles rather than traditional demographic divisions.

    DVD / 2007 / (Grades 9-12, College, Adult) / Approx. 7 minutes

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    MARKETING NONPROFIT ORGANIZATIONS IN TODAY'S ECONOMY

    The proliferation of nonprofit organizations coupled with a rapidly changing economy has resulted in fierce competition among these organizations to develop beneficial exchange relationships with clients. Aggressive marketing strategies have resulted in both positive outcomes like "partnering" and negative outcomes like "chugging." Focuses on marketing issues, problems, and strategies facing nonprofit organizations. Special emphasis is placed on charitable organizations.

    DVD / 2005 / 24 minutes

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    STREET SMART SALES AND MARKETING

    With Jeff Slutsky

    Outside the Box Thinking for Big Results

    In a world of rapid-fire advertising and marketing, people are on guard. The same tactics no longer work. We need to get more creative and clever in our sales and marketing efforts. In this fast-paced, entertaining, and idea-loaded program, you'll learn dozens of innovative tactics for outsmarting your competition, prospecting, trust building, handling objections, and much more. You'll hear captivating stories loaded with insights, ideas, and humor. Plus, you will also be reminded of some of the most important sales basics that many of us tend to forget. If you are ready to rethink your thinking about sales and marketing, this seminar will give you the tools, strategies, and insights you need, with an entertaining twist.

    DVD / 2005 / 105 minutes

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    STANDARD DEVIANTS SCHOOL MARKETING MODULE 1: THE BASICS

    How do you know if your product is reaching your target consumers? Who are your target consumers? The program will guide you through this important subject by illustrating marketing basics, like generating sales, mission statements, creating a marketing plan.

    Topics Covered
  • Needs & demands
  • Product orientation
  • Selling orientation
  • Marketing orientation
  • The marketing plan
  • The mission statement
  • Organizational & marketing objectives
  • Market share
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    DVD / 2002 / (Grade 11 or above) / 26 minutes

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    STANDARD DEVIANTS SCHOOL MARKETING MODULE 2: PERSUASION

    Ever wonder how companies persuade the public to buy their products? Do you want to know how advertising and public relations make products seem more appealing? Find out as the illustrate concepts like marketing research and information, targeting strategies, and product positioning.

    Topics Covered
  • Research
  • Sources of data
  • Focus groups & surveys
  • Segmenting
  • Targeting
  • Positioning
  • The 4 P's of Marketing
    •

    DVD / 2002 / (Grade 11 or above) / 26 minutes

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    STANDARD DEVIANTS SCHOOL MARKETING MODULE 3: TARGET CONSUMERS

    How do you know if your product is reaching your target consumers? Who are your target consumers? If you're not sure, then it's time you learned about marketing. Well teach you the four P's of marketing: product, price, place and promotion.

    Topics Covered
  • The 4 P's of Marketing
  • Consumer products
  • Product lifecycle
  • Pricing strategies
  • Price elasticity
  • Distribution
  • Conflict
  • Promotion
    •

    DVD / 2002 / (Grade 11 or above) / 26 minutes

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    ADVERTISING AND MARKETING ON THE INTERNET

    Is the Internet "Marketing Heaven" or just an overrated marketing tool? Is it just another medium or does it provide a unique opportunity for advertisers? Focuses on the use and appropriateness of marketing & advertising on the Internet. Special topics include target audiences, structural considerations, efficiency, closure and critical issue in Web-page design.

    DVD / 2001 / 26 minutes

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    ACCELERATED BUSINESS GROWTH

    With Ford Saeks

    Marketing Strategies for Getting and Staying Ahead of the Competition

    What challenges are ahead of you in the business world today? Do you have a plan in place that will help you beat the competition and get ahead? In this content-rich presentation Ford Saeks shares expert tips that will help you grow quickly and stand out from the crowd. After teaching you how to recognize what makes your business unique, Ford lays out practical, easy-to-follow marketing steps that will help you capture both attention and business. His insights into the buyer's process will shed light on the reasons customers hesitate to buy and what you need to do to boost sales. You'll also uncover secrets to maintaining a strong, positive public presence that will position you to continue growing.

    DVD / 132 minutes

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    BUSINESS OF A SPORTS CAR, THE: PRODUCTION & MARKETING

    With all the test results in, BMW begins making the new sports car at its massive factory in the tiny town of Dingolfing Germany. The enormous robots that will build the car have to be taught the moves that will help the company produce a car every 12 hours. Each car has some 5,000 individual welds. While the factory creates the product, BMW and its marketing team work on building advertising and publicity to build a commanding presence for the epic 6-series. Follow the new car as it makes its way from the production line to its ultimate unveiling at the North American Auto show in Detroit.

    DVD / (Grades 9 or above) / 45 minutes

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