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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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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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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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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 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 -

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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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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Your name

Company / Industry

Your role

Name your favorite marketing tool

An interesting fact about you

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Katheryn

IMPOWER Consulting

Marketing and Communications apprentice

Facebook Ads manager

I'm travelling to Colombia in December

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I'm a marketing assistant for a company called My Way Marketing which tackles marketing needs for Home Instead (at-home care for the elderly). Favourite marketing tool is Canva.

Interesting fact is that I grew up in Canada and went to a French-speaking school until I was 12 so I had to re-learn how to write in English.

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Lucy

Camhs professionals

Junior Marketing assistant

Canva

I like going to the gym

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Black Diamond Spas

Events and digital Marketing

Meta ads manager

I go to the gym

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Shepley Yarns

Digital marketing Apprentice

Photoshop

i like chicken ?

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Promoting products or services with the intention of selling

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understanding consumers and aligning products with their wants and needs

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Process of promoting and selling products or services to customers. Important to understand customer needs.

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understanding what the customer need so that the service can be promoted properly e.g engage customers

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Promoting and selling to consumers

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Ease of purchase

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If the product works well, if a service will benefit me

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reputation of the company

customer reviews/ ratings

usefulness

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Brand reputation, how reputable the brand is and if i should trust it or not. Another factor is the price of the product or service, cause i may favor one product over another due to the fact that it may be cheaper or i may favor the more expensive product as it may be better quality.

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How the product looks and if it's trending

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our customers expect quality products and excellent customer service. products to be packed and delivered within the timescale that is suggested. and if anything goes wrong such as missing items or customers have any queries then they will be attend to with immediate effect.

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Our customers are implicitly promised personalised care for their loved ones. The desired service is the care delivered is personalised and catered to each individual client. The adequate service would be if the level of care being promised changed or if the care providers changed the type of care they were offering.

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Our customers expect a high level of customer service, after-sale support, and a quality product. A desired service would be to deliver the product fast and efficiently solve problems that arise on-site. Adequate service would be if the product was delivered but after-sale communication was low

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I work across 4 businesses and one is called young well being hub which focuses on adhd and autism. The desired service is the customers getting a referral after undergoing a adhd and/or autism test. The adequate service is mental health support e.g therapy/ counselling, or other services such as social support.

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At IMPOWER, we provide businesses/ councils with tailored strategies that are conducted though assessments. We involve clients in the strategy process to ensure their vision/ goals are reflected and we use measurable KPI's to establish the key performance at the start of each project to measure the success of each project

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leave negative feedback either online or on a survey that gets sent out every month or get in contact directly

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They may take their business to one of the competitors.

Word of mouth, tell others of their experience

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Unhappy customers email or call to register a complaint and if still not happy they take it to court

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They could leave a bad review or share their experience with other businesses/ councils to ensure they don't work with us

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Write a complaint to the customer service team.

Write a negative review on trust pilot.

Maybe the customer might go else where as they were not satisfied.

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Im extremely new to marketing.

I’m currently working within a childcare business.

My role is a junior marketing apprentice.

My favourite marketing tool so far is also Canva.

An interesting fact about myself - I love health/fitness and fashion! And I have two cockapoo dogs.

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Product Low- A pen

Product High- iPhone

Service Low- Fast Food Service

Service High- Holiday Excursions

Expectations depend on time taken, price and staff or quality/design

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Low Product - Essentials from Primark such as plain Tees, low quality fast fashion and cheap

High Product - Designer brands, paying a lot of money so you would want the product to be the best quality and long lasting

Low Service - public transport, gets you from a to b but may not be in the best conditions e.g smelly bus, drunks on trains

High service - Expensive restaurants , i would expect high quality service complimented with the best quality foods.

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low expections from a product from somewhere like shein as its very cheap and likely to break.

High expections for high end jewellery e.g it shouldnt tarnish

low expections for a cheap nail place as it is more likely to be poorly done

high expectations when shopping in places like louis vuitton as customer service is normally very good and you have someone assisting you for majority of the time especially if looking for a particular bag etc.

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Product have low expectations for is store-branded skincare as they are cheaper so I assume they are 'cutting corners' with the ingredients.

Product have high expectations for is skincare products that are very expensive as assume they use the highest quality ingredients to produce better results.

Service with low expectations is restaurant chains as in the past I've always found customer service to be the bear minimum.

High expectations for local restaurants as they need to put in extra effort to build their brand image and retain customers.

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I have low expectations for companies like PLT, as I’ve ordered from them multiple times and found the quality lacking and not long-lasting.

In contrast, I have high expectations for more expensive brands like Cole Buxton and Broken Planet. Given their higher prices, I expect their quality to be better and more durable.

When it comes to McDonald's, I have low expectations for their service, even though the food is good for the price.

On the other hand, I hold high expectations for higher-end restaurants, as their service, atmosphere, and food should reflect their prices.

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Nike

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goals and values

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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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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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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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Nike

Product: Nike offers a diverse range of high-performance athletic footwear, apparel, and equipment designed to cater to various sports and consumer preferences.

Price: Nike employs a premium pricing strategy, positioning its products as high-quality and innovative, while also offering a range of options to appeal to different market segments.

Place: Nike products are distributed through a multi-channel approach, including their own retail stores, e-commerce platforms, and partnerships with major retailers worldwide.

Promotion: Nike uses a mix of traditional and digital marketing strategies, featuring high-profile endorsements, impactful advertising campaigns, and engaging social media content to connect with consumers.

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Broken Planet

Product - Offers an exclusive, limited edition product that focuses on the high-quality, eco-friendly apparel

Price - Products are in the lower end of a high price range. This is reflected by the high quality and sustainable nature

Place - Exclusive ‘first come first serve’ e-commerce drops and on occasion pop up retail shops

Promotion - With every new ‘drop’ selling out Broken Planet runs social media campaigns to create a sense of urgency that the next chance to buy may be months away

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Maybelline

Product: Makeup products that keep up with trends and labels offers desirable features, e.g. lash lengthening

Price: Prices are affordable and advertised as high-quality. Price positioning offering same high quality product at a lower price

Place: Available in retail stores and sold through distributors- high volume of distribution channels

Promotion: Indirect- Known for captivating advertisements and social media campaigns. Frequent sales promotion in stores that encourage new customers to return to their products.

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Product- UGG - UGG is a brand known primarily for its footwear, particularly its iconic sheepskin boots.

Price- UGG products generally range from about £80 to £250

Place - UGG products are primarily sold on the official UGG website and in their physical stores in many countries. You can also find them at retailers like John Lewis and Selfridges, as well as online on websites such as ASOS and Amazon.

Promotion - Black Friday and cyber Monday or post Christmas and new year's sales, back to school sales which usually take place in the summer or end of season sales

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Skims

Product - Skims offers a diverse range of shapewear, loungewear, and intimates, designed with a focus on comfort, inclusivity, and a wide variety of skin-tone shades.

Price - Positioned in the mid-to-high-end range, Skims’ pricing strategy reflects its premium materials and brand appeal, balancing accessibility with quality.

Place - Skims primarily sells direct-to-consumer through its website, with select partnerships in high-end retail locations l

Promotion- Skims utilises celebrity endorsements, influencer partnerships, and a strong social media presence to create buzz and engage its target audience effectively.

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Adanola

Product- adanola offers high quality affordable gym and leisure wear inline with current trends.

Price- the price is affordable high street inline with competitors.

Place- online presence and concessions in department stores such as Selfridges.

Promotion- heavily promoted via influencers across social media channels. Adanola also promotes through email to current customers and across instagram and TikTok where they have a high engagement of followers .

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BP invest in skilled designers and ecologists to provide the best apparel and the most sustainable apparel

Focuses on making the product as sustainable and eco-friendly as possible by choosing certain materials, shipping processes etc.

Using a fear brand image packaging and e-commerce landing page to show consumers that without sustainable clothes this is what the world could look like

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People: Nike invests in training and developing its employees and athletes, ensuring they embody the brand's values while providing exceptional customer service.

Process: The company has streamlined its supply chain and online shopping experience, leveraging technology to enhance efficiency and improve customer satisfaction from purchase to delivery.

Physical Evidence: Nike maintains a strong brand presence through storefronts, packaging, and high-quality promotional materials.

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Skims

People - Skims’ team, from founder Kim Kardashian to customer service reps, reflects a brand ethos centered on inclusivity, body positivity, and customer satisfaction.

Process - Skims emphasises a smooth purchasing experience through an intuitive website, streamlined checkout, and efficient order fulfillment and delivery processes.

Physical Evidence - Skims reinforces its brand image through minimalist, high-quality packaging, product detailing, and a polished digital presence that echoes its commitment to premium, inclusive basics.

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Maybelline

People: Products made available to anyone as have competitive low prices. Making products widely available helps promote brand image of 'beauty for everyone'.

Process: Main processes include campaigns and adverts that tell stories that leave individuals feeling empowered when using their products.

Physical evidence: They have catchphrases, recognisable labels and stands in department stores that show brand consistency and helps to maintain brand image.

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People - UGG targets a diverse audience, including consumers looking for stylish yet comfortable footwear, young adults and teens influenced by trends, and parents shopping for their children.

Process- UGG focuses on high-quality materials, particularly sheepskin, and has a rigorous design process to ensure comfort and style. Marketing strategies involve seasonal promotions and partnerships with retailers, utilising both online and offline channels.

Physical Evidence- The use of premium materials and craftsmanship in the boots and other products. High-quality, branded packaging that enhances the unboxing experience for online orders. A user-friendly website showcasing products, promotions, and customer reviews, contributing to the overall brand experience.

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Adanola

People- Designers, designer the gym wear making sure it is breathable to wear in the gym but also fashionable. Fashion buyers and merchandisers who decided what stock and collections are most suited for the season and are aware of what competitors are selling.

Process- A customer can see it in store, try it on and purchase. If a customer sees it in store, they might try it for size and then purchase online. Or a customer can see it online and purchase via the online store.

Physical evidence- website shows how to wear particular items and how to build them up such as adding a gym bag and hat. Models online are always in active wear to show you how to wear it for the gym or other physical activities. In store the collections are all displayed together.

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Lawfulness, Fairness, and Transparency: Data must be processed legally, fairly, and transparently. Individuals should be informed about how their data is used.

Purpose Limitation: Data should be collected for specified, legitimate purposes and not processed in a manner incompatible with those purposes.

Data Minimization: Only the data necessary for the intended purpose should be collected and processed.

Accuracy: Personal data must be accurate and kept up to date. Inaccurate data should be rectified or deleted.

Storage Limitation: Data should be retained only for as long as necessary to fulfill the purposes for which it was collected.

Integrity and Confidentiality: Data must be processed securely, protecting against unauthorized access, loss, or damage.

Accountability: Organizations must be able to demonstrate compliance with GDPR principles and are responsible for the data they process.

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1. Lawfulness, Fairness, and Transparency: Personal data must be processed legally, fairly, and transparently, with clear information provided to individuals about how their data will be used.

2. Purpose Limitation: Data should be collected only for specific, explicit, and legitimate purposes, and not processed further in a way that’s incompatible with those purposes.

3. Data Minimisation: Only the data necessary for the specified purpose should be collected and processed, avoiding excess information.

4. Accuracy: Personal data must be kept accurate and up to date, with inaccuracies corrected or deleted promptly.

5. Storage Limitation: Data should only be retained for as long as necessary for its intended purpose, after which it should be securely deleted or anonymized.

6. Integrity and Confidentiality: Personal data must be handled securely, protected against unauthorized access, accidental loss, and damage through appropriate technical and organizational measures.

7. Accountability: Organizations are responsible for complying with these principles and must demonstrate their compliance through documentation and regular assessments.

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1. Lawfulness, Fairness, and Transparency: Organizations have to handle personal data in a clear, fair, and legal way.

2. Purpose Limitation: Data should only be used for specific reasons people agreed to—no sneaky repurposing.

3. Data Minimization: Only collect the info you actually need, no extra details that aren’t relevant.

4. Accuracy: Keep data accurate and up-to-date; fix anything that’s incorrect right away.

5. Storage Limitation: Don’t keep data longer than necessary—delete it once it’s no longer needed.

6. Integrity and Confidentiality (Security): Protect data with strong security to prevent unauthorized access or leaks.

7. Accountability: Organizations need to follow GDPR rules and be able to show they’re doing it right.

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1. Lawfulness, Fairness, and Transparency: Personal data must be collected and processed legally, fairly, and openly. Individuals should know how their data is used.

2. Purpose Limitation: Data can only be collected for specific, legitimate reasons and should not be used for unrelated purposes.

3. Data Minimization: Only the necessary amount of personal data for the intended purpose should be collected and processed.

4. Accuracy: Personal data must be accurate and kept up to date. Inaccurate data should be corrected or deleted promptly.

5. Storage Limitation: Data should only be kept for as long as necessary to fulfill its purpose, after which it should be securely deleted.

6. Integrity and Confidentiality: Personal data must be processed securely to protect against unauthorized access, loss, or damage.

7. Accountability: Organizations must take responsibility for their data processing activities and be able to demonstrate compliance with GDPR.

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1. Lawfulness, Fairness, and Transparency. Data must be processed on legal grounds that are not deceitful and clear to the individual

2. Purpose Limitation. Data should only be collected for specific and legitimate purposes and deviate from these.

3. Data Minimization. Data should only be collected that is relevant to its purpose.

4. Accuracy. Data should be accurate and kept up to date.

5. Storage Limitation. Data should not be kept longer than required to serve its purpose.

6. Integrity and Confidentiality (Security). Data must be processed in a secure way to maintain confidentiality.

7. Accountability. Following regulations must be documented and assessed regularly.

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Lawfulness, fairness, and transparency- the user should have given you consent to do so. It’s necessary to fulfil a legal obligation.

Purpose limitations- sets boundaries around using data only for specific activities.

Data minimisation- only collect the smallest amount of data you’ll need.

Accuracy- set up checks and balances to correct, update, or erase incorrect or incomplete data.

Storage limitation- justify the length of time you are keeping each piece of data for. Erase any data you’re not actively using.

Integrity and confidentiality- maintain the confidentiality of the data you collect. Essentially keeping it secure from internal and external use.

Accountability- you must have appropriate measures and records in place as proof of your compliance with the data processing principles.