Company / Industry

Your role

Name your favorite marketing tool

An interesting fact about you

•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

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

•Product

•Price

•Place

•Promotion

•People

•Process

•Physical Evidence

Do some research on the web, use

https://chatgpt.com/

https://www.perplexity.ai/

The Marketing Trainer - Apprenticeships

Business Development

Canva (although I can't use it!)

I have a budgie called Frank

Bridge Farm Bioscience

Trainee Marketing & Events Assistant

HubSpot

I love horror films

-Main role so far is SEO writing and doing blogs

-Click up

- Had one of my films put into a local cinema for a college project.

Goussous Holdings Ltd.

Marketing and Advertising Apprentice

Social Media Marketing

I Au Paired in Italy when I was 18 before Covid hit and I had to come back home

The brand

Public opinion / word of mouth

Previous experience of the product / service

Other similar products / services

Professionalism/friendly - A well written professional site or a friendly atmosphere gives me more confidence.

Design - e.g. a well designed website or shop would give me more confidence to purchase

Access - easier access would give me more confidence to purchase

• The customer service (how you are greeted, spoken to, how issues are solved).

• The quality of the product. If it is food - how quickly was it made, are the ingredients of a high quality, is it cooked enough?

• If there is a problem - how satisfied is the customer with how the issue was dealt with, did they receive a refund, how quickly?

• Is the price reasonable for the product?

• How easy is the website to navigate and does it catch your eye?

• 
  

Desired service - finding a high quality individual to complete the program who has a strong interest in marketing, is switched on, keen, driven and an all-round great employee (like all those on this call!)

Adequate service - finding someone who is eligible to do the apprenticeship program, who lives in a reasonable distance from the workplace.

The desired service is buying an ingredient that is very pure at a good price.

An adequate service is an ingredient that works for their product.

Customers expect:

Fast delivery of food

Good quality of meat and ingredients e.g. Wendy's emphasises its advertisements on the facts the meat is "Fresh British meat"

Friendly customer service

Clean environment

Adequate:

Acknowledged at the counter

The restaurant is clean, smells nice, not too loud and rowdy.

Food is edible and nice

Desired:

Very friendly and approachable service.

Good quality food, tastes exceptional for the price.

Very nice environment.

Food is delivered fast and tastes great for the pace.

So, they would expect helpful customer service and for us to be trustworthy as we are doing work for them that their customers will see from their websites etc.

We as a business would want customers to give us ideas and be open as to what they would like us to work on for them.

Complain

Write negative review

Tell friends not to use you

Use a competitor

Return products/services

Write to a local MP

Vandalism (buy items, damage then return them)

• Leave a poor Google review

• Leave poor review results on Deliveroo/UberEats/JustEat

• Word of Mouth - tell their friends and family they had a poor service, so you could lose potential customers

• Crime - people could steal from your business out of anger

• Turn to a competitor

• Customers can complain about a product, leave a bad review etc.

• The product could be refunded

• Customers might tell other people not to use your products / services

Specific

• At my company customers could complain about the purity or shelf life of ingredients, ask for a refund

• They may use a different company in the future

Product high - A north face coat. Its a specialist brand, that's expensive and made with high quality materials for a purpose. so I would expect high quality.

Service low: Using a budget garage for a car repair. I would expect the work to be done at a low cost with no added thrills

Service high: Using a franchised dealer for a repair. I would expect the work to be done and additional things added, such as a free valet for example

Apple- with the price of products I expect it to be good!

Cinema- I dont expect much service to be done in order to be impressed.

Hotel- Hotel assistants I need help from especially if there are issues.

Product of low expectation - McDonalds

Product of high expectation - Honest Burger

Service of low expectation- Zara customer service

Service of high expectation - Expensive independent restaurant

• Aldi supermarket - low expectations because it is very cheap

• Waitrose - you have higher expectations than Aldi because of the price difference.

• Brands like Louis Vuitton, Rolex etc. have high expectations because the name is prestigious

• Brands like primark and temu have low expectations because the brand has a low reputation.

Nike's vision is "to do everything possible to expand human potential. "This reflects the company's commitment to enhancing human capability through sports, aiming to empower individuals to transcend their limits and achieve personal growth and confidence

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Mission Statement

Nike's mission is "to bring inspiration and innovation to every athlete in the world. "The company adds that "if you have a body, you are an athlete, "emphasizing inclusivity and the belief that everyone can engage in sports

This mission drives Nike to create groundbreaking innovations, promote sustainability, and positively impact communities

Core Values

Nike's core values guide its operations and brand identity. These include:

• Innovation: A relentless pursuit of breakthroughs in design and technology that enhance athletic performance.

• Authenticity: Staying true to its roots while ensuring that products genuinely benefit athletes.

• Inspiration: Encouraging individuals to recognize their potential and strive for excellence through motivational campaigns and products.

• Inclusivity: Recognizing that everyone can be an athlete, regardless of ability or background, which drives product diversity.

• Connectivity: Fostering community among consumers through events, collaborations, and social media interactions.

• Distinctiveness: Promoting a unique identity that sets Nike apart from competitors

  
  

Goals

Nike aims to achieve several strategic goals:

• Expand its market presence by continually innovating and improving product offerings.

• Promote sustainability through initiatives like the "Move to Zero" campaign, which focuses on reducing environmental impact.

• Foster a diverse and inclusive workplace that reflects its commitment to serving all athletes globally

  
  

Brand - Tala

That's the idea that started TALA: If you could buy the same quality activewear at the same price, but made in an environmentally and socially conscious way, wouldn't you?

TALA is a female-led brand on a mission to make consciously-made active and off-duty styles accessible and inclusive without sacrificing performance or fit. We exist to show the industry that better options are available, if and when you choose to shop.

For us at TALA, sustainability is a progressive journey, not an end destination. It is about making choices and demonstrating we can do better as an industry.

Built on shared values and collaboration, our suppliers are our partners.

Price- Pandora offers acceptable prices higher than some but not at a premium range. So a lot of customers can shop there knowing it will not break their bank but the jewellery will not rust easy. So most likely is price positioning.

Place- Pandora allows products to be bought both online and in person so people can either make quick purchase online but also to come in store to get their ring size and sales rep opinions.

Promotion-Pandora do have sales promotions on quite frequently and those get emailed personally to you based on what you may have previously viewed or put into a basket. Christmas is a big time for buying more expensive gifts and they are a good price range for alot of buyers and so winter time short term discount will be offered.

Brand: ASOS

Product: ASOS is an online fast fashion retailer that sells own branded clothes as well as branded products such as clothes, shoes, accessories, make up, skincare etc.

Price: ASOS generally sells its branded products for a little less than the brand itself, whilst selling its own items (ASOS Design) for reasonable pricing.

Place: As ASOS is exclusively an online platform, it is easy to buy their products from wherever you are. As it is fast fashion, their products can be delivered within a day, sometimes on the same day, which makes them stand out from their competitors.

Promotion: They conduct many sales periods, especially around Black Friday and Boxing Day, as well as having a page all year round, exclusively for products in the sale. You can save items to your account and if a piece of clothing has gone down in price you receive a push notification which encourages you to continue shopping with them.

Product: Apple provide a diverse range of products, mainly focusing on the electronic market with their main seller being the iPhone! They also sell larger electronic items such as the iPad and apple mac.

Price: Apple are not know for being cheap. They are priced higher than other similar items, yet don't necessarily provide much higher quality. For example, some may argue the main phone competitor have a better operating system. The higher pricing creates a sense of prestige status. So people feel like they are 'cool' if they own an iPhone.

Place: Apple has their own website and in person stores. In the store and website, discount is very rarely offered. the products are offered in every retail store that sells electronics or phones.

Promotion: Apple is advertised everywhere with simple and clever adverts (think the old silhouette advert). If you go to major cities you will often see an apple advert (such as times square in NYC). Its so well advertised people know the founder of apple (hardly anyone knows the founder of samsung). With discounts being rare, this creates a sense of elusiveness that the brand is so good it cant be discounted.

People - Apple uses 'products geniuses' to convey a sense of knowledge so you feel you are getting a high quality service. You have to book a slot to speak with them so you get the full dedication from them which makes you feel important. they are highly trained

Process: This is different to other brands. you need to book a meeting to buy a phone from the store. Creating a sense of exclusivity.

Physical evidence:

The branding is very simple and consistent. Simple colors with an apple logo with a bite out of it. This is seen in all stores and is consistent across all branding.

Process- Even in some stores you can digitally through a screen try on the ring to suit you allowing customers to almost confirm their interest and guarantee a purchase so that is a great process for customers allowing them to feel they can get creative for free with pandora products.

Physical evidence- They have a recognisable brand image and their packaging is also very noticeable either in pink or white boxes or their bags. And their retail stores are modern and filled with products.

Brand: ASOS

People: ASOS is a huge company with hundreds of employees. Having launched their own line on their website with regular designs being released, they have a domination of the online market.

Processes: They use an online chat for customer service so you can get pretty immediate resolutions to your complaints. There are a number of delivery options including same day, next day and standard delivery. This means their supply chain management is crucial in ensuring orders are processed and delivered on time.

Physical Evidence: ASOS has a very recognisable brand image, with distinct black and white colouring and a bold name. As it is all online, it's digital presence must stand out which is why keeping it simple, using regular meta ads and making the app as easy as possible to use is important.

• All usage of the data must have a legal basis and be done in the customers best interest.

• Customers also have a right to know everything that you are storing about them.

Purpose limitation

• Data must only be processed for the original purpose it was intended for

Accountability

• Whoever is in charge of handling your data must take responsibility for upholding GDPR

Accuracy

• They must take reasonable measures to ensure all held data is as accurate as possible.

Storage

• Any data which is no longer needed cannot be stored, and anyone has a right to remove any data held about themselves.

Data minimisation

• Ensuring the least amount of data possible is held. There shouldn't be any unnecessary data.

Integrity & Confidentiality

• Only the people responsible for handling your data should have access to it.

Storage limitation- Data should only be collected for specific, legitimate purposes and not be used in ways that are incompatible with those purposes.

Data minimization-Only the minimum amount of personal data necessary for the intended purpose should be collected.

Accuracy- Organizations must ensure that personal data is accurate and kept up to date, correcting any inaccuracies without delay.

Storage limitation- Personal data should not be kept for longer than necessary to fulfill the purpose it was collected for.

Integrity and confidentiality-Data must be processed in a way that ensures its security, including protection against unauthorized access, disclosure, or loss.

Accountability- Organizations must be able to demonstrate compliance with all GDPR principles and take responsibility for their data processing activities.

Purpose limitation: Data should only be collected for specific, legitimate purposes and not be used in ways that are incompatible with those purposes.

Data minimization: Only the minimum amount of personal data necessary for the intended purpose should be collected.

Accuracy: Organizations must ensure that personal data is accurate and kept up to date, correcting any inaccuracies without delay.

Storage limitation: Personal data should not be kept for longer than necessary to fulfill the purpose it was collected for.

Integrity and confidentiality: Data must be processed in a way that ensures its security, including protection against unauthorized access, disclosure, or loss.

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