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Assignment

Q1. Ask five businesspeople from different industries (for example, food service, consumer-product manufacturing, industrial-product manufacturing, education and so on) what they think marketing is. Evaluate their definitions and discuss whether or not they are consistent with the goal of creating customer value and managing profitable customer relationships.
Marketing: It includes research, targeting, communications (advertising and direct mail) and often public relations. Marketing is to sales as plowing is to planting for a farmerit prepares an audience to receive a direct sales pitch. Dr Madad Ali shah from Shukur IBA Marketing: Marketing is building your brand, convincing people that your brand (meaning your product) is the best and protecting the relationships you build with your customers. Muhammad Jawed Iqbal GM Marketing From Dawood Yamaha Ltd Motorcycles Marketing: Marketing is making connections between customers with your Services and business, such that they are likely to buy Service from you. Marketing is everything. Adnan Talib Line Manager Hyundai Merchant Marine Co From United Marine Agencies PVT Ltd Marketing: Marketing is helping your customers understand how much they need something they never knew they needed. Salman Khan MD & Chief IT Architect From Plexus Technologies Marketing: As the Trends are changing, organizations are becoming more marketing centric than being production oriented. Some of the most famous organizations have transitioned already .No matter how good your product may be. If you dont have the wining marketing Persona, you wont survive the market. To the extent that if you dont know

how to market yourself you would be classified as failure. :Marketing is all around us Nofal Khan Entrepreneur Moajzaa Evaluation: The above definitions show a clarification that marketing is all about creating the customer value...The definitions focus on developing a close relationship with the customers. Marketing is all about differentiating your product from another and creating value for people .As a marketing student I think whole of the companies revolve around marketing. Its all about how you want your customer to perceive you. The better the perception, the better the value created. Some definitions focus on marketing in terms of what it means to an organization, such as being the key functional area for generating revenue, while other definitions lean more toward defining marketing in terms of its most visible tasks, such as advertising and creating new products. There probably is no one best way to define marketing, however, whatever definition is used should have an orientation that focuses on the key to marketing success

Q2. Choose three different products/services (do not choose all products or all services) and based on company website, TVCs, print, outdoor, and digital advertising identify the following:

JUST DO IT
(a) The Value Proposition of the market offering (product/service/experience)
Value proposition consists of the whole cluster of benefits the company promises to deliver to its customers. Nike promises their customers sports shoes which will provide them with comfort and durability. They have a brand value and have established themselves as style statements. Nike have a wide range of athletic footwear specialized for various sports like football, cricket, running, gym etc.

(b) The Target market for the market offering (product/service/experience).


Nike's target market for their shoes is males and females between 18 and 35 years old. Its target market is active people who enjoy high-quality sporting goods, especially footwear.

(C) How is the company building customer relationship with the current customers and consumers of the market offering?
They design, develop, and market high quality active sports apparel, equipment, and accessory products. Nike distributes one new shoe style every single day. Nike has innovated online purchasing by allowing customers to customize their own shoes through NIKEiD.com

(d) How is the company making efforts to increase customer loyalty and customer retention level?
Continuous marketing research is the key in assessing the market. Sometime in the nottoo-distant future, when customers swipe their smart cards, Web-enabled cash registers will print out real-time offers and information on items customers are most likely to buy. Nikes critical factors for success are maintaining current standards, closer working relationships, and retaining customer loyalty by guaranteed standard of product

(e) Which of the three companies is clearly following Marketing ethics and social responsibility?
In 1996, the ethical issue of child labor came to the surface regarding the hiring of young employees by Nikes Asian and Latin subcontractors whose ages ranged from very young to teenagers. People are more health conscious nowadays. Consequently, more and more people are joining fitness clubs.

"Nothing Is Impossible".
(a) The Value Proposition of the market offering (product/service/experience)
Value Proposition is the collection of all benefit which you give to your customer in your product through your marketing, and advertising. For more than 80 years, the adidas Group has been part of the world of sports on every level, delivering state-ofthe-art sports footwear, apparel and accessories. Adidas promises there customers to Provide good, comfortable, more cotton and world class no 1 shoe. Adidas offers excellent footwear for professional athletes to premium fashion. Adidas established their brand as a symbol. as a brand for people who want success. Adidas offers a brand to consumers which maximize the benefit of costumer. It has an extensive range of Products like multi-sport specialist, Trousers, shirts, uppers, Perfumes, Deodorants etc.

(b) The Target market for the market offering (product/service/experience). Adidas Target Markets is actually very wide it targets almost every category of sports wear and shoes. The average people who think that they will be successful if they wear the adidas clothes like popular sports player It targets the football basketball, running, training and outdoor players and users male and female of age group from 8-35 Years. (c) How is the company building customer relationship with the current

customers and consumers of the market offering?


Adidas formed relationship with some of the world's best players such as FIFA World Player of the Year Zindine Zidane, David Beckham, Ral, Michael Ballack, Kaka and Rui Costa. Besides, for Adidas, This built an interactive customer relationship b/w customer and the company through people loving Sports stars. the using athletic to promote the brand seems to be an effective ways to acknowledge the public and increase its popularity. Adidas gives an opportunity to their customer to customize

their shoe according to there requirement. And also its very large network of retails outlet has easily accessible to everyone.

(d) How is the company making efforts to increase customer loyalty and customer retention level?
Adidas main strategy to increase customer loyalty is its Community involvement Program. The Adidas has adopted a largely decentralized and brand-oriented model for community involvement practices, recognizing that people in subsidiaries and Group entities best understand the needs and cultural sensitivities of their local communities. And as well as their strong and appealing marketing strategies creates better customer loyalty. Adidas are still working to maintain its manufacturing procedure by applying environmental friendly methods of Production its also creates positive appeal for customers.

(e ) Which of the three companies is clearly following Marketing ethics and social responsibility?
Environmental Strategy 2015 As part of sustainability efforts, the Adidas Group has introduced its Environmental Strategy 2015 - a five-year plan to re-engineer the companys approach to environmental management by focusing on significant improvements along the entire value chain. When it comes to the companys own operations, a key goal is to reduce relative energy use by 20%. On top of that, using green sources of energy will account for a further 10% cut in carbon emissions. This is aligned with our overall carbon strategy that prioritizes: Lower energy consumption and intensity. Energy sources with lower carbon emissions. Consideration of carbon offsetting mechanisms. Adidas also supports in educational sector by providing free education in many countries. I.e. in Pakistan Adidas runs almost 125 Schools for more than 30 years by name of Program SUDHAAR IN PAKISTAN

K & NS Chicken
(a) The Value Proposition of the market offering (product/service/experience).
Value Proposition is the collection of all benefit which you give to your customer in your product through your marketing, and advertisings K & NS Promises its customer for better safe and healthy chicken. K & NS provides its customer a clean and healthy halal slaughtered by hand (Islamic zabeehah) chicken free from any disease which is checked by Quality assurance lab and Poultry diagnostic and research institute. They established them selves as a leading Ready to cook, fully cooked, and frozen chicken Brand of Pakistans. K & NS have a large verity of its Product which appeals busy people to eat or serve for family especially for married working ladies. (b) The Target market for the market offering (product/service/experience) K & NS targets almost every category of Social classes. i.e. Middle class, upper middle, upper class and also elite class. The main target market for K & NS is working mothers. They targets almost every age group people like childrens, younger, & old people etc. Because it offers a large verity of products which satisfy customer needs of every age group. Like Ready to cook Product help working mothers to provide good quality food to their children without any problem. Deli line is mostly liked by younger customer.

(c)How is the company building customer relationship with the current customers and consumers of the market offering?
Company built customer relation by offering new products closely which cater different customer groups as according to their requirement and likes. This is available almost in every area. This creates a positive and attracts full appeal to customer through their best marketing practices. And also its colorful excellent advertisements appeal to customer of market offering. Recently the Company introduces Shami kebabs for meat lovers.

(D) How is the company making efforts to increase customer loyalty and customer retention level?
K & NS marketing and advertisement strategy directly attract the food lovers through its food appealing advertisements which naturally creates a need to eat food. Preferably consumer would buy K & NS if they would afford it. K & NS increase its customer loyalty by offering them a reward points the more customer buy the product the more they get the points in its K & NS WAY CLUB PROGRAM which offers silver, Gold, white and black card. By getting this customer can win various K & NS product or other home appliances. The company also maintains its quality standards with best clean practices which directly increase customer retention level.

(e) Which of the three companies is clearly following Marketing ethics and social responsibility? K & NS has marketed and advertised their product very ethically. The TVs
commercials of K & NS products have a positive, friendly and appealing affects on consumer. K & NS has also supports some schools to educate childrens in different areas of Pakistan.

Group members Muhammad Waqas khan Suman telreja

Registration No 1046126

Submitted to: MISS AYESHA LATIF Course: Marketing Management