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MKT501 A2 Matt Williams
Transcript of MKT501 A2 Matt Williams
- 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
- An interactive TV campaign to launch the Mercedes-Benz A Class. Audience participation was through Twitter which was synched to a custom YouTube channel
egmentation - younger families / middle-aged, educated, male & female, white-collar middle class, brand conscious, technology savvy
arget Markets - Concentrated targeting strategy
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
- 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)
- 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
ttention of the target audience
nterest by focusing on and demonstrating benefits
- Convince the audience that they
esire the service and that it will satisfy a need
- Lead the audience towards taking
ction and getting involved
- 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
- 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)
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.'
PESTEL - Political, Economical, Social, Technological, Environmental and Legal
- Use of modern marketing techniques (Burgess, 2014)
My Ultimate Bucket List
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)