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Marketing Assessment 2

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Naomi Waters

on 6 January 2016

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Transcript of Marketing Assessment 2

Dove
INTERNAL INFLUENCES
STP APPROACH
EXTERNAL INFLUENCES
INTERNAL INFLUENCES
STP APPROACH
EXTERNAL INFLUENCES
MARKETING MIX
MARKETING MIX
Segmentation, Targeting, Positioning
Corporate Objectives, Finance, Human Resources, Operational Issues, Business Culture
Economic, Political, Legal and regulatory, Technological, Socio-cultural, Competitive forces
Product, Place, Price, Promotion, People, Physical Evidence, Processes, Partnerships
Socio-Cultural/ Economic
Technological
Economic, Political, Legal and regulatory, Technological, Socio-cultural, Competitive forces
Product, Place, Price, Promotion, People, Physical Evidence, Processes, Partnerships
Corporate Objectives, Finance, Human Resources, Operational Issues, Business Culture
Segmentation, Targeting, Positioning
IDEAS
INTERN
MBA503
Naomi Waters ID 11581299
INTRO
Strengthen Partnerships
Customer Advocacy
Increase in Revenue
IMPACT
Human Resources
"The future of sales is not about
what
you sell, but
how
you sell."
STP APPRAOCH
MARKETING
IN CONTEXT
Finance
Corporate Strategy
Great
Your
vision
is
unique
. Make the way how you share it,
stand out
out
as well.

Kmart
2008 - on the verge of bankruptcy
2014 -
EBIT
$366million
MARKETING MIX
are everywhere
Kmart
AL
AL
Users willing to register online for a white paper, the highest of any content offered.
93%
400,000+
Users who prefer visualized info over reading an article.
Views on a prezi white paper using visuals.
80%
Value
Targeting/Promotion
Roadmap
1. Ideate
4. Present
3. Discuss
Of Marketing Capabilities
Jacco van der Kooij, Sales Visionary
EXTERN
Price, W.M., Ferrell, O.C., Lukas, B.A., Schembri, S., Niininem, O. (2015). Marketing Principles (2nd ed.). South Melbourne, VIC: Cengage Learning Australia

Sherlekar, S., & Gordon, E. (2010). Marketing Management. Mumbai, IND: Himalaya Publishing House. Retrieved from http://www.ebrary.com
References
MARKETING
The process of planning, organising, implementing and controlling marketing activities to facilitate exchanges effectively and efficiently. The organisational goal of marketing management is to leverage mutually beneficial exchanges and to minimise the costs involved in such exchanges.
CASE STUDIES
Internal influences
External influences
STP approach
Segmentation
Targeting
Positioning
Marketing mix
Reduce Costs
Marketing
in Context

Competitive Forces
Qantas
Victoria Secret
Segmentation
Unilever. (2014), Annual Report and Accounts, Retrieved from: https://www.unilever.com/Images/ara-2014-strategic-report_tcm244-421153_en.pdf
Victoria Secret is committed to being a global trendsetter in premium women lingerie providing superior shopping experience to both men and women.
Malaysia Airlines
“Dove is committed to helping all women realize their personal beauty potential by creating products that deliver real care. Dove believes that beauty should be for everyone, because when you look and feel your best, you feel better about yourself.”
"The Qantas Group is on a journey to make sustainability central to everything we do"
Malaysia Airlines is focused on rebuilding their reputation along with customer service and safety
Dove (Unilever)
2008- 7.4% sales growth
11.3 Billion turnover
2014 - 2.9% sales growth

17.7 billion turnover
Victoria Secret
2008 - $5.6 billion
2014 -$ 5.7 billion
Qantas
2014 - $646 million
loss
before tax
2015 - $975 million
profit
before tax
$1.6 billion increase from prior year
Kmart

Dove (Unilever)

Victoria Secret

Qantas

Malaysia Airlines

2008- 20,000 Employees
2008- 34,278
2014 - 31,000
2014 - 14,000 Employees
2014 - 28,622
2008- 174,000 employees
2014 - 172,471 employees
100,000 product
lines reduced
to 40,000
Perception of Beauty
Financial Stability
Disasters
Self - Confidence
Economic Conditions
Religion
Ethnicity
Family Ties
Gender
Social media
Technological Advances
Online shopping
Online Research
Demographic
Geographic
Psychographic
Behaviouristic
1. Identify appropriate targeting strategy
2. Determine which segmentation variables to use
3. Develop market segment profiles
4. Evaluate relevant market segments
5. Select specific target markets
Irresistibly low
prices everyday
New Stores
Store Refirbs
People
Kmart's vision is to ensure it is where families come first for lowest prices on everyday items"
VS
VS
Real Beauty Campaign
Competitively priced
Worldwide
Women who use beauty products
Annual Fashion Show
Celebrity 'Angels'
Premium lingerie
Women
e-marketing
Feels like Home campaign
Campaign launch timing
External Partners marketing
Historic service quality
Rebranding
Two plane disasters
Ineffective marketing campaign
Malaysia : Malaysia airlines annual general meeting 2014. (2014). MENA Report, Retrieved from http://search.proquest.com/docview/1540612472?accountid=10344

Tiwari, S.R. and Kainth, J. (2014), “Malaysia Airlines: in search of a sustainable business model”, Emerald Emerging Markets Case Studies, Vol. 4 No. 7, pp. 1-22

(2015),"Can Malaysia Airlines survive?", Strategic Direction, Vol. 31 Iss 3 pp. 13 - 14 Retrieved from: http://dx.doi.org/10.1108/SD-12-2014-0176
Mau, D. (2011, November 08). The evolution of the victoria’s secret fashion show from 1995 to now. Retrieved from http://fashionista.com/2011/11/the-evolution-of-the-victorias-secret-fashion-show-from-1995-to-now/

Brands, L. (n.d.). About:victoria’s secret. Retrieved fromhttp://www.limitedbrands.com/our_brands/victorias_secret/about.asp.x
Victoria's Secret. (2015) ,Victoria Secret Fashion Show, Retrieved from: https://en.wikipedia.org/wiki/Victoria%27s_Secret_Fashion_Show
Qantas. (2015), An Overview of Qantas Group Business Practices, Retrieved from: https://www.qantas.com.au/infodetail/about/corporateGovernance/BusinessPracticesDocument.pdf
Wesfarmers (2014), Our Business Kmart, Retrieved from: https://www.wesfarmers.com.au/our-businesses/kmart.html
Qantas (2015), Preliminary Final Report, Retrieved from: http://www.qantas.com.au/infodetail/about/investors/preliminaryFinalReport15.pdf
Dove (2015) Campaign for Real beauty, Retrieved from: http://www.dove.us/Social-Mission/campaign-for-real-beauty.aspx
Unable to locate information
Malaysia Airlines
2014 - 1st Quarter $137 million
loss
2014 - 2nd Quarter $97.6 million
loss
Full transcript