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Your name

Company / Industry

Your role

Name your favorite marketing tool

An interesting fact about you

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Pick a company of your choice and find out their vision, mission, goals and values

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Pick a company of your choice and find out their vision, mission, goals and values

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If a company did not have a clear vision, mission, goals and values how would that effect the performance of a company?

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Think of -

Example of a product you have low expectations for

Example of a product you have high expectations for

Example of a service you have low expectations for

Example of a service you have high expectations for

Think about the causes of why it is either high or low

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Think of possible actions a customer may take if they are not satisfied with your product/service

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Think of possible actions a customer may take if they are not satisfied with your product/service

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Think of your business, what do your customers expect of your products/service? What is the desired service and the adequate service?

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Think of your business, what do your customers expect of your products/service? What is the desired service and the adequate service?

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Think of factors that influence your expectations of a product or service

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Think of factors that influence your expectations of a product or service

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At the end of the training you will be able to:

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At the end of the training you will be able to:

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•Understand the marketing concept

•Understand the importance of marketing

•Define business mission, vision, goals and values

•Outline the elements of the marketing mix (7Ps) and promotional mix

•Understand the benefits of a coordinated marketing mix

•Apply the marketing mix to B2C contexts

•Apply the marketing mix to other contexts

•Outline the 7 principles of GDPR

•Understand the role of ASA

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What Is Marketing In 3 Minutes | Marketing For Beginners

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Watch the video in the resources section (OTJ)

Do some research on the web, use

https://chatgpt.com/

https://www.perplexity.ai/

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Using the extended marketing mix conduct an audit on a company of your choice 

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Using the extended marketing mix conduct an audit on a company of your choice 

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Extended 3Ps

•People

•Process

•Physical Evidence

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Using the marketing mix conduct an audit on a company of your choice (4Ps)

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Using the marketing mix conduct an audit on a company of your choice (4Ps)

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4Ps:

•Product

•Price

•Place

•Promotion

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3 Strategies to Increase Customer Satisfaction | Brian Tracy

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Mission, Vision, & Values: Explained | Business + Corporate Strategy Course

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A Content Guideline to The 5 Stages of The Buyer's Journey

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Advertising Standards Authority: Every UK ad a responsible ad

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Research the pricing strategies, define what it is and supply an example of a business that uses this and for what product/service

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Research the pricing strategies, define what it is and supply an example of a business that uses this and for what product/service

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•Cost-based pricing

•Competitor-based pricing

•Customer-based pricing

•Psychological pricing

https://chatgpt.com/

https://www.perplexity.ai/

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Stopdrop Tooling

Sales and Marketing Apprentice

Photoshop

I own a Beauty Business

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Yarn/ hand knitting company

Marketing Associate

Canva

I just bought my first house

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Value for money

Functionality

Quality

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Price

Quality

If you get you're moneys worth

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Desired Service:

Cheap high quality tools

Professionalism when answering phone calls

0% DROPS accidents when using tools

Fast reply to quotation requests

Adequate Service:

Tools price is on higher side to match level of quality

Reasonable customer service skills

Tools are tested however if customer uses incorrectly this can happen

Reasonable email replying time

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Customers have high expectations based on reviews/ family and friends/ influencers

Desired:

Exceptional service

High quality at an affordable price

Adequate:

Value for money

Good customer service

Products delivered on time

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Send an email complaint including their requests

Return tools back to warehouse for a refund

Leave a negative review on the company website

Spread negative comments about the business through word of mouth

Find a business elsewhere which exceeds expectations

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Leave a negative review

Tell friends/ family about their experience

Share their thoughts in Facebook knitting groups

Unsubscribe from emails and social media

Lose their loyalty

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Product low expectation: Mcdonalds

Product high expectation: 5* restaurant

Service low expectation: Travelodge hotel

Service high expectation: 5* hotel

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Low expectation product : Products from Shein and Temu (low prices but also low quality)

High expectation product : Fendi and Prada (designer high quality brands)

Low expectation service : Mc Donalds

High expectation service: Miller and Carter

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Amazon

Vision: "to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavours to offer its customers the lowest possible prices."

Mission: "To serve consumers through online and physical stores and focus on selection, price, and convenience."

Goals: Keep purchasing costs low with easy access to competitive pricing and help your organisation save on the items you need most.

Values:

Customer Obsession

Bias for Action

Ownership

Frugality

Innovation, and

High bar for talent

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Virgin Airlines - Mission

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Virgin Airlines - Goals

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Virgin Airlines - Values

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Kinsman & Co - Digital Marketing Agency

Digital Marketing Apprentice

Canva!!

(Everyone does it butttt) I inter-railed Europe and travelled all of SE Asia during my gap year. Favourite part was volunteering at dog shelters!

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Past experiences

Price

Opinions on TikTok, Insta etc

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At Kinsman & Co our clients expect premium service from us. We are full service so have to be an expert in all areas of digital marketing.

Adequate: Decent ROI on Google Ads

Desired: Good content, paid, website, seo strategy in place.

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Complain

Leave a bad review

Tell others negative things about you

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Cost-Based Pricing: Setting prices based on the cost of production plus a markup to ensure profitability. Businesses calculate the total costs of production (fixed and variable) and add a percentage margin.

Example: Walmart uses cost-based pricing for many of its private-label products like "Great Value" groceries, ensuring they cover production costs while remaining affordable.

Competitor-Based Pricing: Sets prices based on competitors’ prices rather than solely on costs or customer demand. Businesses either match, undercut, or charge a premium compared to competitors.

Example: Airlines (e.g., Delta, American Airlines) adjust ticket prices in real time based on competitors’ fares to remain competitive in the market.

Customer-Based Pricing: Sets prices based on what customers perceive as the value of a product or service rather than production costs. High-quality or unique products can command higher prices.

Example: Apple uses value-based pricing for its iPhones, charging premium prices because customers perceive them as high-quality, innovative, and user-friendly.

Psychological Pricing: Uses pricing tactics that influence consumer perception, such as ending prices in ".99" to make items seem cheaper or setting higher prices to imply luxury.

Example: McDonald's prices many of its menu items at $4.99 instead of $5.00 to make them appear more affordable.

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Cost-based pricing - a pricing strategy where businesses set the selling price of a product or service based on the total costs incurred in production, manufacturing, and distribution. This method ensures that all costs are covered and a positive profit margin is achieved.

Competitor-based pricing - a strategy where a company sets its prices based on what its competitors are charging. This approach uses the prevailing rates of competing products and services as a benchmark for establishing prices

Customer-based pricing - also known as value-based pricing, is a strategy where companies set prices according to the perceived value of their products or services to customers.

Phycological pricing - also known as charm pricing or price ending, is a marketing strategy that uses specific price points to influence consumer perception and behaviour.

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Cost-based pricing - Cost-based pricing is a pricing strategy where businesses set the selling price of a product or service based on the total costs incurred in production, manufacturing, and distribution.

Competitor-based pricing - Competitor-based pricing is a strategy where a company sets its prices based on what its competitors are charging for similar products or services.

Customer-based pricing - also known as value-based pricing, is a strategy where companies set prices according to the perceived value of their products or services to customers.

Psychological pricing - Customer-based pricing, also known as value-based pricing, is a strategy where companies set prices according to the perceived value of their products or services to customers.

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ASOS Audit

Product: ASOS offers a diverse fashion range, including its own brands and third-party labels, with inclusive sizing and sustainable options.

Price: It follows a competitive mid-range pricing strategy with frequent discounts and premium options. Uses a competitor-based pricing strategy, adjusting prices to stay competitive with Zara, H&M, and SHEIN. Also uses psychological pricing (e.g., pricing items at £19.99 instead of £20) and customer-based pricing by offering premium products under ASOS DESIGN.

Place: ASOS operates exclusively online, shipping to over 200 countries with efficient warehouses and delivery services. Delivery: Royal Mail, UPS, DHL, DPD, EVRi, InPost, HIVED

Promotion: It leverages social media, influencer marketing, personalized promotions, and brand collaborations to engage customers.

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Tesco Audit

Product:

Tesco offers a wide range of products across various categories, including food and groceries.

Price:

Tesco's pricing strategy focuses on maintaining low prices and offering competitive deals. The company uses a cost leadership approach, providing value to customers through various pricing tactics.

Place:

Tesco utilises both online and offline channels to distribute its products.

Promotion:

Tesco employs various promotional strategies to attract and retain customers e.g. TV adverts, loyalty, digital marketing

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Fendi

Product - Fendi sells a wide range of luxury fashion products, including:

Leather goods

Clothing

Fragrances

Eyewear etc

Price - Fendi's products are priced between $2,500 and $29,000 targets affluent, digitally-savvy consumers who are willing to spend a significant portion of their income on its products.

Place - Fendi, an Italian luxury brand, uses a variety of marketing strategies to reach its target audience, including social media, influencer marketing, and fashion shows, online store and in person stores.

Promotion - Fendi uses a variety of marketing strategies to promote its luxury goods, including social media, influencer marketing, celebrity endorsements, and personalized experiences.

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Lawfulness, Fairness, and Transparency – Personal data must be processed legally, fairly, and in a way that is clear to the data subject.

Purpose Limitation – Data must be collected for specified, explicit, and legitimate purposes and not used beyond those purposes.

Data Minimization – Only the minimum necessary personal data should be collected and processed for its intended purpose.

Accuracy – Personal data must be accurate, kept up to date, and corrected without delay if found to be incorrect.

Storage Limitation – Data should only be kept for as long as necessary for its original purpose and then securely deleted.

Integrity and Confidentiality (Security) – Personal data must be processed securely to protect it from unauthorized access, loss, or damage.

Accountability – Organizations must take responsibility for GDPR compliance and be able to demonstrate how they comply.

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Lawfulness, fairness, and transparency:

Personal data must be processed legally, fairly, and in a transparent manner

Purpose limitation:

Data should be collected for specified, explicit, and legitimate purposes and not further processed in an incompatible manner

Data minimisation:

Personal data should be adequate, relevant, and limited to what is necessary for the purposes for which it is processed

Accuracy:

Personal data must be accurate and, where necessary, kept up to date

Storage limitation:

Data should be kept in a form that permits identification of data subjects for no longer than necessary for the purposes of processing

Integrity and confidentiality:

Personal data must be processed in a manner that ensures appropriate security, including protection against unauthorized or unlawful processing and accidental loss, destruction, or damage

Accountability:

The data controller is responsible for demonstrating compliance with the above principles

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Accountability - requiring organizations to be responsible for and demonstrate compliance with data protection principles.

lawfulness - It requires that personal data be processed in a lawful manner.

Purpose limitation - ensures that personal data is not processed in a manner incompatible with the original purposes without consent or legal justification

Data minimisation: Personal data should be adequate, relevant, and limited to what is necessary for the purposes for which they are processed

Accuracy: Personal data must be accurate and, where necessary, kept up to date

Storage limitation: Data should be kept in a form that permits identification of data subjects for no longer than necessary for the purposes of processing

Integrity and confidentiality (security): Personal data must be processed in a manner that ensures appropriate security, including protection against unauthorized or unlawful processing and against accidental loss, destruction, or damage

Accountability: The data controller is responsible for demonstrating compliance with the above principles