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Content

MARKETING

MARKETING


COLA CONQUEST, THE: I - COCA-COLA: A CLASSIC MARKETING STORY

Coca-Cola began life more than a century ago as a "brain tonic" aimed at businessmen. Now it's the most recognised brand name on earth. How did this happen? With examples of classic adverts, on both print and film, this award-winning US film explores the marketing techniques which lie behind Coke's historic success.

HISTORY: The Coca-Cola story begins in the deep south of America at the end of the nineteenth century. Coke is invented as an exotic cure-all by a man trying to kick his addiction to morphine.

THE BIRTH OF MODERN ADVERTISING: But the secret of the new drink's success lie in its marketing. Revolutionary mass advertising techniques are used to sell it as a refreshing drink for everyone.

IMAGES OF WOMEN: Images of Coke appear everywhere. Coca-Cola spends an unheard of 20% of its revenue on advertising. Women become vital to Coke both in its advertising and as a market. A bottle with a distinctive design becomes a vital asset in its marketing effort.

SANTA CLAUS: Coke resists accusations that it's taregeting kids, but cleverly uses young people in its adverts.
The image of the Santa Claus of today owes much to early Coke advertising.

BATTLE OF THE BRANDS: Integral to the Coke story is its long-running battle with Pepsi. A wealth of marketing and advertising imagination is employed on both sides. Coke is the "real thing", but drinking Pepsi makes you part of the "Pepsi generation" - as promoted by superstar singer Michael Jackson.

A NEW RELIGION: Market researchers examine the responses of people to Pepsi and Coke, trying to work out why we choose one over the other -- even though there's almost no difference in the taste. And what about their social impact? Is Coke part of a new, fantasy-driven, consumerist religion in which what we buy defines who we are?

MORE THAN WORDS: In the twenty-first century Coke faces new challenges - to produce healthier, less fattening products and become more environmentally friendly. The company claims to have made big efforts to clean up its act - but is this more than fine words and PR?

Item no.: YA00110136
Format: DVD (With Publication)
Duration: 42 minutes
Copyright: 2008
Price: GPB 151.00

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COLA CONQUEST, THE: II - HOW COCA-COLA TOOK OVER THE WORLD

This award-winning film tells the story of how Coca-Cola became the world's most famous multinational company and follows its quest to be the globe's number one beverage.

HISTORY: After the First World War Coke and Pepsi are both in commercial trouble, hit by the high price of sugar. But Coke's new boss Robert Woodruff sets the company up for radical growth.

COKE AT WAR: In the Second World War Woodruff promises that every US soldier will get a bottle of Coke for five cents. Bottling plants are shifted overseas. Coke employees become part of the US military effort. Coca-Cola becomes a worldwide symbol of the American way of life.

CIVIL RIGHTS: In the 1960s, Coke is boycotted by Martin Luther King and the US civil rights movement for racist policies. Coke has no black board members or black salespeople - and finds it has to change its ways.

COKE'S GLOBAL QUEST: In the 1980s Coca-Cola is top of the world's soft drinks. But now it sets out to go further - to become the number one drink on earth.

CHINA: Since ancient times the drink of choice in China has been tea. Coke sets out to change this - and builds up a bottling network which spans the country.

But Coke still faces formidable cultural obstacles.

FRANCE: When the US liberates France at the end of the Second World War, Coca-Cole comes over with the troops. But many French people resist "coca-colonisation", denouncing the drink as a threat to their identity.

MEXICO: In Mexico, unlike China or France, Coke meets with little resistance. In some towns, Coke and Pepsi even become incorporated into local religious rituals as a kind of holy water.

GUATEMALA: Coke directs an empire of independent bottlers across the world. Coke claims not to interfere with local politics - but in Guatemala the activities of one of its bottlers cause a scandal when employees trying to start a union are murdered. Outrages in other countries -- most notoriously Colombia -- also blacken the company's name.

THE BATTLE GOES ON: Coke's quest for world domination goes on. Coke's priority is the emerging markets - countries like China and India. But critics claim the costs to local people are too high and press for government action to curb the company's power.

Item no.: HG00110137
Format: DVD (With Publication)
Duration: 35 minutes
Copyright: 2008
Price: GPB 151.00

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INNOCENT DRINKS: GOOD ETHICS - GOOD BUSINESS?

This is the story of the highly successful company Innocent Drinks - a company that claims to have been ethical in all aspects of its business. Innocent makes fruit smoothies - and is now using its healthy image to carve out a unique position for itself in the drinks market.

HOW IT ALL STARTED: The company was set up by three young men in 1998 who knew each other at college and always wanted to have their own business. The early days were difficult - raising the start-up money was a particular problem. Business boomed and the firm's turnover is now running at over £70 million.

A NEW WAY OF MARKETING: Their main market is people like themselves - the cash-rich, time-poor. At the heart of their marketing approach is the language they use to sell their drinks - engaging with customers in a lively, jokey, informal way. Customers chat back with e-mails.

NEW PRODUCTS: Building on the success of their smoothies, the company has launched a range of other products, all with a health-related angle. They moved into the children's market in 2005. It's been a big success -- in one year they've seen £10 million revenue from selling kids' smoothies alone.

ADVERTISING: Their first TV advert they made themselves with their own video camera. The second they made out of "recycled" existing clips and footage. The accent, as in all their marketing, is, they say, on a simple, homely, honest approach - "the innocent way".

THE INNOCENT WAY: Grass covered vans, grass even on their office floor and fun events like "Fruitstock" are all part of the Innocent way. But it also takes an ethical approach which includes giving 10 per cent of its profits to charities which run community projects in the countries it gets its fruits from. But is 10 per cent enough?

THE MANUFACTURING PROCESS: Innocent outsources the actual manufacture of their juices to other companies. Innocent claim they are pushing them to be ethical, too - but would not allow the film-makers to visit their factories.

HOW GREEN IS MY COMPANY: The firm has its own "sustainability squad" whose job is to monitor and reduce the company's carbon dioxide emissions. Their cars and vans are hybrids or run on bio-fuel, they use green electricity in the office and they're introducing 100% compostible packaging.

BUT IS IT ENOUGH? But how much difference does one off-beat company like Innocent make in the scheme of things? Is Innocent part of a trend to healthier eating and drinking, and more environmentally friendly ways of doing a business? Or a mere drop in the ocean of the big companies and the capitalist system?

AN ALTERNATIVE VIEW: But exactly how innocent is Innocent? How healthy are their products? Dietician Catherine Collins outlines her own reservations about the company and argues that they stand guilty of misleading marketing.

Item no.: HL00110128
Format: DVD (With Publication)
Duration: 27 minutes
Copyright: 2006
Price: GPB 151.00

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INSIDE A FACTORY III: THE CRISP MAKERS - WALKERS V TYRRELLS

Walkers and Tyrrells both make the same basic thing -- crisps. But they're very different outfits. One is a huge, mass production operation; the other produces hand-cooked, select "chips". But success for both of them depend on HOW their crisps are made -- on what happens INSIDE the factory.

CHANGING MARKET: Owned by PepsiCo -- the world's biggest snack food company -- Walkers dwarfs its crisp-making rivals. But changing tastes and new crisp makers are changing the face of the market. The brightest new star in the crisp industry is called Tyrrells.

HOW CRISPS ARE MADE: Crisp-making at Tyrrells starts with the potatoes grown in fields near its factory. They're washed, peeled, sliced and fried in oil. The chips are spun dry, then flavoured, weighed and dropped into a tube of film which is sealed air-tight at each end. And that's how you make a bag of crisps.

INFORMATION SYSTEMS: Despite Tyrrells' carefully cultivated rural image, they're keen users of information technology. "Magic eyes" - electronic sensors -- are dotted throughout the factory and monitor and control all aspects of the production process.

PRODUCTION CONTROL: Electronic sensors actually PULL the crisps through the production process, summoning up more product whenever it's needed. The whole point is to never let the line stop -- a big improvement on the less sophisticated system they had in their old factory.

WALKERS V TYRRELLS: Whether it's Walkers or Tyrrells, manufacturing crisps is the same basic process. But there are crucial differences, too. Tyrrells use different, older, varieties of potato - which they reckon make tastier crisps. And, unlike Walkers, Tyrrells don't just make crisps from potatoes but also parsnips, carrots, beetroot, and even apples.

DIFFERENT TYPES OF PRODUCTION: But the biggest difference between Walkers and Tyrrells lies in the types of production they employ. Walkers manufacturing is continuous flow - continually producing as many crisps as possible as cheaply as possible. Tyrrells, on the other hand, operate BATCH production - in other words constantly making short runs of products.

KEEPING UP STANDARDS: Crisp-making means meeting crucial standards in areas like quality, hygiene and food safety, and the environment. Maybe the biggest thing Tyrrells has got going for it environmentally is that it's a prime example of what's called local production.

BUT AREN'T THEY BAD FOR YOU? Health worries have hit crisp sales in recent years. Walker's answer? Make healthier crisps, heavily promoted in a campaign starring their advert star Gary Lineker. But how do Tyrrells' crisps compare in health terms? And regardless of the brand, are we just eating too many salty snacks?

Item no.: GU00110129
Format: DVD (With Publication)
Duration: 29 minutes
Copyright: 2006
Price: GPB 151.00

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MCLIBEL

What happens when you criticise the world's most famous multinational company? This is the story of two people who took on McDonald's in what became the biggest corporate PR disaster in history.

The story begins when two ordinary people, Helen Steel and Dave Morris, refuse to apologise for publishing a leaflet criticising McDonald's. McDonald's turns its £10 million legal team on them.

The case comes to court. With no money, Steel and Morris have to defend themselves. Argument rages over the healthiness of McDonald's burgers, the conditions of its workers and the welfare of its animals.

Does McDonald's unfairly target children with their TV advertising and marketing tactics? Or is this just standard business practice? One ex-Ronald McDonald explains why he quit promoting hamburgers.

McDonald's wins the legal case - but not the battle of the headlines. This film is about the importance of free speech at a time when multinational companies have become more powerful than countries.

Item no.: UF00110111
Format: DVD (With Publication)
Duration: 54 minutes
Copyright: 2006
Price: GPB 151.00

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WHAT'S GOING ON IN MARKET RESEARCH?

Market research is big business, with clients demanding more and better ways of finding out what their customers want. The internet is now widely used -- as are mobile phones and other new techniques.

But the classic divisions of market research still apply. We explain QUALITATIVE and QUANTITATIVE research: also PRIMARY and SECONDARY research.

The publishing giant IPC uses market research for long established titles such Melody Maker, as well as for launching new titles, such as the controversial Nuts. Readers' views are vital to them. How do they go about researching them?

UNIVERSAL RECORDS also wants to keep in touch with its buyers. For example, how will the market react to the launch of a new band?

For CANCER RESEARCH UK, market research is about testing how effective their promotions are. How are people reacting to the latest TV ad?

But WHAT'S IT ALL FOR? What use is market research if it supports products we don't need?

Item no.: BM00110101
Format: DVD (With Publication)
Duration: 28 minutes
Copyright: 2005
Price: GPB 151.00

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MARKETING LEISURE II

The Guildford Spectrum leisure centre was first featured te film "Marketing Leisure" in 1993. Over a decade later, we re-visits the centre and explores how its keting approach has changed.

Dutt: Spectrum's product is the day-out- the "total srience" of visiting the centre. But are they really (ring for the needs of local people?

Promotion: Spectrum now has a website and uses e-mail for active marketing. But word of mouth remains the centre's number one marketing tool.

Place: Centralisation means you get lots more leisure facilities in one place - but what about the parking and traffic problems?

Price: The centre has to offer prices which make a profit, but also provide a public service. It's now offering special family "fun-day" tickets - but they're not exactly going like hot cokes.

Did they get it right? Commercially, Builiord Spectrum is making a profit - but what about its public service commitments such as fighting obesity? Why is it selling "junk food"? Is it too expensive?

Item no.: DT00110055
Format: DVD (With Publication)
Duration: 26 minutes
Copyright: 2004
Price: GPB 151.00

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MARKETING MIX AT TESCO, THE

Tesco is the biggest UK supermarket. What are the secrets of its marketing mix?

Tesco's product isn't the stuff on the shelves - it's the fact that it sells everything from mince to mortgages.

Tesco used to "pile' em high and sell' em cheap". Today, it still fights price wars. But how cheap is Jesco, in reality?

In the '60s Jesco's place was in the high street. Then it began out of town shopping. Now it has specialised outlets everywhere. It uses TV ads to create a cuddly image.
But it has other promotional tricks, too - its club card and "computers for schools" scheme. But are such tactics ethical?

Tesco claims to pursue socially responsible policies. But how is it really using its enormous power?

Reviews
  • "Very good, went down well with the students. Good for summarising the main marketing issues." - Fiona Miller, Lanark Grammar School

  • "Very good. Liked the way it splits into the four Ps so it can be used in sections." - PatHaslam, Robert Pattinson School

  • "Very clear, got the message across very well." - Hikki Reach, Llanfyllin High School, Powys

    Item no.: KE00110060
    Format: DVD (With Publication)
    Duration: 30 minutes
    Copyright: 2003
    Price: GPB 151.00

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    MARKETING MIX EXPLAINED, THE

    The marketing mix is central to marketing and this entertaining guide goes to the heart of what it is all about. With simple illustrations it explains the concepts of product, price, place and promotion, and why they are important.

    We also look at three more Ps - people, process and physical evidence - which, with the growth of the service sector, have become increasingly significant.
    The film also explains the product life cycle, the role of marketing research and the Internet.

    Featuring Glaxo, Unilever, So/nsou/y'sand Comet, among others, the film also looks at the dangers of over-consumption.

    Review
  • "Puts the subject over clearly. Well paced for students." - E Benson, Wilmington Hall School

    Item no.: HC00110046
    Format: DVD (With Publication)
    Duration: 25 minutes
    Copyright: 2002
    Price: GPB 151.00

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    LANGUAGE OF ADVERTISING, THE

    How does advertising work? What make one advert succeed and another fail? What part is playing by stereotyping, imagery and irony?

    Using old and new examples, we demonstrate changing techniques and styles. We see how ads are made, the part accents play and the changing role of women. The DVD shows how advertisers try to use the power of association and the way music and images are often now more important than any written words.

    As advertising media proliferate, it gets harder for adverts to stand out. Some advertisers don't try to persuade people, but provoke them.

    The DVD features many classic examples of TV ads, from Gibbs SR and Oxo to the Prudential.

    Review
  • "An excellent analysis... Very useful for students studying advertising in depth." - Peter Arlidae. Georae Watson's Colleae

    Item no.: TM00110054
    Format: DVD (With Publication)
    Duration: 30 minutes
    Copyright: 2001
    Price: GPB 151.00

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    MARKETING A HOTEL

    Jhe Crown Hotel, Scarborough, used to cater for wealthy holiday makers, but with the decline of British seaside, the Crown fell on hard times. In 2000 it was up for sale and falling to pieces. Then came new hope.

    Local businessman Richard Frank set about restoring it to its former glory. He brought in new features - a gym and a cafe-bar. A website now offers a "virtual tour" of the hotel. Celebrities are used to get the hotel publicity and prices are cut to make sure the rooms are filled. The marketing tactics are radical - but will they work?

    Review
  • "It's great as a focus for discussion." - Peter Arlidge, George Watson's College

    Item no.: CC00110048
    Format: DVD (With Publication)
    Duration: 25 minutes
    Copyright: 2001
    Price: GPB 151.00

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    MARKETING MIX AT HAAGEN DAZS, THE

    Paying £4.50 for a tub of ice cream was once laughable. Yet within a year of the launch of its luxury "adult" ice cream in 1992, Haagen-Dazs had 19% of the non-impulse buy ice cream market.

    But now the firm faces problems. Initially its sexy adverts caused a sensation. But more recent ads failed - many people just don't understand them.

    Haagen-Dazs faces competition, too. The tiny Beechdean Dairies aims to be Britain's answer to Haagen-Dazs. They can't afford TV adverts or find space on the supermarket shelves, and resort to guerrilla marketing techniques.
    But can people really distinguish between Haagen-Dazs, Beechdean and Tesco's finest?

    Review
  • "I found it very valuable." - C Griffiths, Tenbury High School. Duration

    Item no.: EE00110050
    Format: DVD (With Publication)
    Duration: 32 minutes
    Copyright: 2001
    Price: GPB 151.00

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    WHAT IS MARKETING?

    The 1950s saw the start of a consumer boom. TV enabled advertisers to enter people's homes. Marketing became a huge industry-and was defined as the "4ps": product, price, promotion and place. But how helpful is this?

    You buy one product, not another. Is it because of the packaging or where you live? Firms spend vast sums on research and focus groups - all to find out who their customers are, how they think.

    Much of advertising isn't about new products, it's about established names - Disney, McDonalds, M&S, C&A... what goes on behind the brand?

    Marketing promises more choice. But what about the "costs" of consumerism - pollution and global warming - which seem to threaten our world?

    Review
  • "The students found it very valuable. I liked the bite-sized sections and good examples of adverts." - David Quick, Lees Brook School

    Item no.: GS00110047
    Format: DVD (With Publication)
    Duration: 32 minutes
    Copyright: 2001
    Price: GPB 151.00

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    MARKETING ON THE WEB

    How are companies using the web to market their wares? This looks at two very different firms: giant bookseller, WH Smith Online, and specialist wine dealer, Madaboutwine.

    It's estimated there is a web-site for everyone on the planet, so companies have to target who they want to visit them. A prime target is the "time-poor" - busy, high income individuals.

    Madoboutwine use off-line advertising - for example, giving away 20,000 bottles of wine. WH Smith relies more on online advertising - developing links with other web-sites and using banner adverts. Web-design is cucial and "viral marketing" a powerful tool.

    Will the web lead to a consumer revolution? Or to job losses and more congested roads?

    Review
  • "Really positive feedback from my students." - J Allan, City College, Norwich

    Item no.: WA00110058
    Format: DVD (With Publication)
    Duration: 28 minutes
    Copyright: 2000
    Price: GPB 151.00

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    TV ADVERT, THE

    How computer game heroine Lara Croft became the star of the Lucozade TV advert. Lucozade began life as a drink for sick people, but marketers hope Lara Croft will help change its image. The DVD follows the process of making the advert, from the brief to final production.

    A specialist media agency plans out where it will be aired. Buying a space in the commercial break during Coronation Street gets Lucozade 20% to 30% of all 16-34 year olds in one shot. The ad makes great play of it being an energy drink, but how good is it for your health?

    Review
  • "Excellent content, real engagement by class." - MrAyling, Worcester Royal Grammar

    Item no.: MK00110051
    Format: DVD (With Publication)
    Duration: 32 minutes
    Copyright: 2000
    Price: GPB 151.00

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    MARKETING A SERVICE

    This DVD looks at the experience of three very different organisations: the AA, the Co-op Bank and Amnesty International.

    Service companies have no product - so they have to clearly identity their service: make it real.

    Successful companies need to know their customers. They must also give a consistent message - one everyone in the organisation can understand and believe in. Customer loyalty is vital, too - and all three organisations put special efforts into keeping customers with them.

    But what do customers really think of their service?

    Review
  • "Very, very useful. Superb stimulus." - Mr M. Telford, Adams College.

    Item no.: SS00110057
    Format: DVD (With Publication)
    Duration: 33 minutes
    Copyright: 1999
    Price: GPB 151.00

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    MARKETING DECISIONS

    Three cases studies show fictional companies grappling with different marketing dilemmas.

    Design firm Apex has to decide how to promote itself. Does it go for advertising, public relations, direct marketing -- or rely on "word of mouth"?

    How can Tony Spence's photocopier firm stop sales falling? Send salespeople further afield, do market research, or lash sales staff harder?

    A new marketing manager wants to change a traditional mail order firm's image, going after niche markets like the "lads". But will this work?

    Review
  • "Very popular with students. Very useful." - Sarah Holliday, Burnley College

    Item no.: CW00110056
    Format: DVD (With Publication)
    Duration: 33 minutes
    Copyright: 1999
    Price: GPB 151.00

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    NICHE MARKETING IN THE SPORTSWEAR BUSINESS

    Facing the global giants like /Me and Reebok, British sportswear companies have to find niches to survive. This DVD looks at the approaches of two very different sportswear makers.

    Jacettsis a small company making customised sports shirts for local football clubs. Sponsorship is vital to their marketing approach.

    Sprayway, a much bigger firm, makes clothes "engineered" for outdoor pursuits. They, too, use sponsorship, but rely more on targeted advertising.

    Sportswear tends to be made by poorly-paid workers. But does the customer really care?

    Review
  • "The teachers raved about it. Helped hugely in preparing for the exams." - Dnvirl Cmwv Mnnltxrlan Nonfat School

    Item no.: TW00110052
    Format: DVD (With Publication)
    Duration: 35 minutes
    Copyright: 1999
    Price: GPB 151.00

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    MARKETING A THEME PARK

    This tells how Alton lowers launched Oblivion, the world's first vertical drop roller-coaster.

    Alton Towers has been successful in pulling in families, but is losing its thrill-seeking customers. Marketing staff hope Oblivion will change all that.

    Much of their £5m marketing budget goes on a TV advert campaign for the new ride. The advert has to be exciting enough to appeal to teenagers, but not so scary that it will put off families.

    They use public relations to promote the new ride to the public and to trade customers - coach operators, schools and businesses. There are complaints about long queues and pressure for even more exciting attractions.

    Review
  • "An excellent video." - R Dransfield, Heineman AVCE Business Jutor's File

    Item no.: HH00110049
    Format: DVD (With Publication)
    Duration: 35 minutes
    Copyright: 1998
    Price: GPB 151.00

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    MARKETING MIX AT CADBURY'S, THE

    The film tells how Cadbury launched a new chocolate bar called Fuse. We discover how the marketers locate a gap in the market, and then set about giving their new bar a "personality"- something to distinguish it from other products.
    Fuse benefits from the Cadbury name - the "masterbrand". To launch the new bar there is a big advertising campaign. But not everyone likes the ad. Some think it too ironic, others just silly. Public relations, too, plays a key part. The launch of the new bar gets TV, radio and press coverage. The launch is a great success - but does the world really need another chocolate bar?

    Review
  • "Colourful. EDUtainment. Very, very good." - Christine Borrill, Branksome School.

    Item no.: YL00110053
    Format: DVD (With Publication)
    Duration: 35 minutes
    Copyright: 1998
    Price: GPB 151.00

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    MARKETING RESEARCH IN ACTION

    A detailed study of how a US marketing research firm helps a client plan its marketing. Focusing on a car dealer, we show how a market survey questionnaire is designed, tested and put into practice.

    The DVD explains the use of "closed" and "open" questions, the importance of taking a representative sample and the abuse telephone researchers take.

    Review
  • "Splendid! Best I've seen on the subject." - Christine torrill, Branksome School

    Item no.: LV00110062
    Format: DVD (With Publication)
    Duration: 35 minutes
    Copyright: 1998
    Price: GPB 151.00

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    WHAT IS MARKETING RESEARCH?

    All kinds of organisations use marketing research to help them make decisions.

    Quantitative research is about amassing numerical data. This can take the form of primary research (compiling data, questionnaires and telephone surveys) or secondary research (using existing sources of information).

    Qualitative research is more exploratory and attempts to discover why customers do what they do. A popular form of qualitative research is the focus group, where people are encouraged to discuss their feelings about particular topics or products. But, in the final analysis, what's the real value of marketing research?

    Review
  • "A good introduction. Very useful." - David Quick, Lees Brook School

    Item no.: ZG00110059
    Format: DVD (With Publication)
    Duration: 27 minutes
    Copyright: 1996
    Price: GPB 151.00

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    MARKETING LEISURE I

    "There is no end product - only the memory of the experience..."

    Spectrum Guilford claims to be Britain's biggest one-stop leisure complex.This DVD takes a critical look at the centre's marketing mix, including its product, promotion, price and place.

    The marketing team plans an ice rink spectacular to promote the centre. The event is not a great success - what went wrong?

    Item no.: MT00110133
    Format: DVD (With Publication)
    Duration: 25 minutes
    Copyright: 1993
    Price: GPB 151.00

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