Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

MKT501 A2 Matt Williams

No description
by

Matt Williams

on 1 January 2016

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of MKT501 A2 Matt Williams

- German vehicle manufacturer (Rauwald, 2012)
- Part of Daimler AG (Reutterer, Mild, Natter & Taudes, 2006)
- 5.05% of UK car market (Mercedes-Benz - International Corporate Website, 2015)
- First produced cars in 1926
Mercedes-Benz (UK)
STP
#YouDrive
- An interactive TV campaign to launch the Mercedes-Benz A Class. Audience participation was through Twitter which was synched to a custom YouTube channel
-
S
egmentation - younger families / middle-aged, educated, male & female, white-collar middle class, brand conscious, technology savvy
-
T
arget Markets - Concentrated targeting strategy
-
P
ositioning - Mercedes is a strong brand (Research and markets, 2013) that stands for luxury, style, reliability and status. Customers prepared to pay more for a Merc. The brand mark is instantly recognized throughout the world

Airbnb
- A community marketplace for people to list and book accommodation around the world (Holiday Rentals, Homes, Apartments & Accommodation - Airbnb Australia, 2015)
- Founded in San Francisco in 2008
- Major disruptor within the tourism sector (Coscarelli, 2013)
#OneLessStranger
- Social media campaign (Shahizan, Siti, Ahmad & Norshuhada, 2015)
- "global, social experiment" (Lipsman, Mud, Rich & Bruich, 2012)
- Aim to perform random acts of hospitality for strangers, and then take a video or photo with the person and share it using the hashtag
- Use of social media to attract the
A
ttention of the target audience
- Raise
I
nterest by focusing on and demonstrating benefits
- Convince the audience that they
D
esire the service and that it will satisfy a need
- Lead the audience towards taking
A
ction and getting involved
AIDA
Malaysia Airlines
- Major airline with flights operating from Kuala Lumpur International Airport
- National carrier of Malaysia
- 30.2% market share within Asia (Home | Malaysia Airlines, 2015)

- Developed a 'My Ultimate Bucket List' marketing campaign as a way of developing some positive publicity in the wake of recent air disasters (Confusion reigns; the malaysia airlines disappearance, 2014)
- The campaign challenged entrants from Australia and New Zealand to submit an essay of 500 words in answer to the question: “What and where would you like to tick off on your bucket list, and explain why?”
- iPads and flight tickets were offered as prizes
- Keeping in mind the recent air crash tragedies no one at Malaysia Airlines made a connection between death and a 'bucket list'
- Marketing Environment Awareness
- Reshape Marketing Plan (Helms & Nixon, 2010)
- SWOT (SWOT Analysis, 2009)
- Market Research

Dove
- A leading beauty product manufacturer
- Focusing on a range of hair and skin products (Skin & Hair Care, Body Cleansers & Lotions, Men Body & Skin Care – Dove, 2015)
- Part of the Unilever conglomerate which is the 3rd largest consumer goods company measured by revenue
Real Beauty Sketches
- Part of the Real Beauty Marketing campaign
- Released in 2013
- The most viral marketing video ever (Dove real beauty sketches becomes the most viewed online video ad of all time, 2013)
Price – price variable important, crowded market, sits within maturity stage of the product life cycle.
Product – product part of everyday life, but also an idea / concept
Promotion – through video that is touching and appeals (Pankraz, 2013)
Place – at supermarkets and distributors globally
People – Predominately single gender i.e. female. Mix of different ages, colours, lifestyles etc.
Physical Evidence – feel, smell, packaging
Processes - Advice sheets and beauty guidance offered online (Vranica, 2008)
Partnership – Global Advisory Board & Butterfly Foundation (eating disorders)

Marketing Mix
World Wildlife Fund for Nature (WWF)
- The WWF is an international NGO that focuses on environmental conservation (WWF, 2009)
- The group's mission is 'to stop the degradation of the planet’s natural environment and to build a future in which humans live in harmony with nature.'
#EndangeredEmoji Campaign
References
Macro Forces
PESTEL - Political, Economical, Social, Technological, Environmental and Legal
- Use of modern marketing techniques (Burgess, 2014)

My Ultimate Bucket List
Assignment 2
Course Code: MKT501

Submitted To: Andrew Mashman

Submitted By: Matt Williams
Student ID: 11571368

Blery, E. K., Katseli, E., & Tsara, N. (2010). Marketing for a non-profit organization. International Review on Public and Non - Profit Marketing, 7(1), 57-68. doi:http://dx.doi.org/10.1007/s12208-010-0049-2

Burgess, M. (2014). Modern Marketing Equals Social Engagement. Marketing News, 48(11), 28-29.

Confusion reigns; the malaysia airlines disappearance. (2014, Mar 15). The Economist, 410, 39. Retrieved from http://search.proquest.com/docview/1507831988?accountid=10344

Coscarelli, J. (2013, Sep 30). Air bnb. New York, Retrieved from http://search.proquest.com/docview/1491109860?accountid=10344

Dove real beauty sketches becomes the most viewed online video ad of all time. (2013, May 20). PR Newswire Retrieved from http://search.proquest.com/docview/1353078419?accountid=10344

Harris, R. (2006). Marketing in action. Marketing, 111(36), 34. Retrieved from http://search.proquest.com/docview/227172288?accountid=10344

Helms, M. M., & Nixon, J. (2010). Exploring SWOT analysis - where are we now? Journal of Strategy and Management, 3(3), 215-251. doi:http://dx.doi.org/10.1108/17554251011064837

Home | Malaysia Airlines. (2015). Retrieved from http://www.malaysiaairlines.com/au/en.html

Holiday Rentals, Homes, Apartments & Accommodation - Airbnb Australia. (2015). Retrieved from https://www.airbnb.com.au

Lipsman, A., Mud, G., Rich, M., & Bruich, S. (2012). The Power of "Like": How Brands Reach (and Influence) Fans Through Social-Media Marketing. Journal Of Advertising Research, 52(1), 40-52. doi:10.2501/JAR-52-1-040-052

Mercedes-Benz - International Corporate Website. (2015). Retrieved from https://www.mercedes-benz.com/en/

Pankraz, D. (2013). The new frontier of participation branding. B & T Weekly, Retrieved from http://search.proquest.com/docview/1435722729?accountid=10344

Reutterer, T., Mild, A., Natter, M., & Taudes, A. (2006). A dynamic segmentation approach for targeting and customizing direct marketing campaigns. Journal Of Interactive Marketing (John Wiley & Sons), 20(3/4), 43-57. doi:10.1002/dir.20066

Rauwald, C. (2012, Sep 20). Daimler cuts profit target for mercedes-benz. Wall Street Journal (Online) Retrieved from http://search.proquest.com/docview/1041172296?accountid=10344

Research and markets: Supplying to mercedes-benz. (2013, May 23). Business Wire Retrieved from http://search.proquest.com/docview/1354171514?accountid=10344

Shahizan Hassan, Siti Zaleha Ahmad Nadzim, Norshuhada Shiratuddin, Strategic Use of Social Media for Small Business Based on the AIDA Model, Procedia - Social and Behavioral Sciences, Volume 172, 27 January 2015, Pages 262-269, ISSN 1877-0428, http://dx.doi.org/10.1016/j.sbspro.2015.01.363.

Skin & Hair Care, Body Cleansers & Lotions, Men Body & Skin Care – Dove. (2015). Retrieved from http://www.mydove.com.au

SWOT Analysis. (2009). Malaysia Airline System Berhad SWOT Analysis, 1-8.

Vranica, S. (2008, Apr 10). Can dove promote a cause and sell soap?; web site is devoted to 'real beauty'... and product placement. Wall Street Journal Retrieved from http://search.proquest.com/docview/399006110?accountid=10344

WWF. (2009, Mar 18). Marketing, , 55. Retrieved from http://search.proquest.com/docview/214952875?accountid=10344










- Online marketing using social media, internet & mobile devices (Harris, 2006)
- Fund raising & awareness (Blery, Katseli, & Tsara, 2010)
Full transcript