Describe how marketing techniques are used to market products in two organisations In this task I will describe how marketing techniques are used to market products in two different organisations in this case NHS and Nike. NHS The NHS was found by Aneurin Bevan on the 5th of July 1948 when he opened the Park hospital in Manchester; his ambition was to break a high standard of healthcare to everyone. This gave the opportunity for doctors, nurses etc. to be together and provide a service which is free and of high standard.
Gradually the NHS improved and the quality of the health improved dramatically and with the money doctors were able to carry out research which allowed them to do more to help the health care for everyone. Nike Johnson created the first product brochures, print ads and marketing materials, and even shot the photographs for the company’s catalogues. He established a mail-order system, opened the first BRS retail store and managed shipping/receiving. He also designed several early Nike shoes, and even conjured up the name Nike in 1971.
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Around this same time, the relationship between BRS and Onitsuka was falling apart. Knight and Bowerman were ready to make the jump from being a footwear distributor to designing and manufacturing their own brand of athletic shoes. They selected a brand mark today known internationally as the “Swoosh,” which was created by a graphic design student at Portland State University named Carolyn Davidson. The new Nike line of footwear debuted in 1972, in time for the U. S. Track & Field Trials, which were held in Eugene, Ore.
One particular pair of shoes made a very different impression – literally – on the dozen or so runners who tried them. http://nikeinc. com/pages/history-heritage Marketing The action or business of promoting and selling products or services, including market research and advertising. http://www. oxforddictionaries. com/definition/english/marketing The activities of a company associated with buying and selling a product or service. It includes advertising, selling and delivering products to people.
People who work in marketing departments of companies try to get the attention of target audiences by using slogans, packaging design, celebrity endorsements and general media exposure. The four ‘Ps’ of marketing are product, place, price and promotion. http://www. investopedia. com/terms/m/marketing. asp Marketing in my opinion is very important for all business’s this is because if marketing is done well then it should mean that the business will be more successful.
Marketing is meeting the wants and needs of the target market, this could be done by producing new products which the customers want/need or through advertising an existing product. Marketing strategies •Growth strategies (ANSOFF! ) This is a way in which a business can meet their objectives which may be growth/expansion. This strategy consists of Market penetration, product development, Market development and diversification. Market Penetration- This is when the market/ product is known to the business and has the lowest risk in terms of growth, doing this increases the market share.
Product Development- This is existing market but a new product, this is to ensure they keep their loyal customers and therefore has a higher risk compared to market penetration because if the customers are not happy with the product they may not want to continue buying. An example would be IPhone. Market Development- This is when a business goes into a new market; this is to increase the sales of the business however as the business is going into a new market the risk will be much higher as they won’t know the market as well which could therefore result in a failure.
Diversification- This method has the highest risk this is because it’s the development of a new product in a new market. Therefore the business will not have much experience in that market and with that product but the aim of this method is to increase sales •survival strategies Survival strategies is used when a business is in fear of not surviving therefore they will need to use this strategy to overcome this. This strategy is all about branding which is creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns.
This is important because if the product is seen as unique then more customers may want to buy the product as it is not already out there. •relationship strategies This strategy is used by businesses to build a relationship with their customers; this will mean that their customers will be loyal to them which could result in the business making more revenue. Examples of this strategy are customer loyalty schemes. The reason a business would do this is to ensure that they have loyal customers which will ensure that those customers will come back to their business.
• transactional marketing Transactional marketing is a business strategy that focuses on single, “point of sale” transactions. The emphasis is on maximizing the efficiency and volume of individual sales rather than developing a relationship with the buyer. This means that the business is concerned about making the most amounts of sales in a set period of time instead of building a relationship with their customers to make them want to come back. http://searchcrm. techtarget. com/definition/transactional-marketing Market Sectors ; Aims – NHS
The NHS is in the public sector, this is usually an organisation which is funded by the government. The NHS is set to provide a health care service for free in the United Kingdom. There broad aims will be to provide a high standard of health care to everyone. http://www. uhbristol. nhs. uk/about-us/what-we-do/aims-and-objectives/ from the screenshot above we can see the aims and objectives of the NHS, it consists aims such as provide efficient and effective services this means they are very concerned about their customers and they understand providing a good service is important.
Nike Nike on the other hand is in the private sector; these types of organisation is not run by the government but are privately owned. Therefore there aims would be to make a profit as they are a profitable organisation, however it will also mean that they will have to provide a high level of customer service as they need customers to make a profit. Marketing Techniques Nike used the growth strategy on their Nike Tiempo’s, this is because they started with the Nike Tiempo 10R which was released in 2006 this was worn by Ronaldinho.
One part of the growth strategy is product development this is when a business produces a new product but aims it at the same market, an example of this was when the realised the Nike 10R Dois, they are still aiming at the same target market however they have introduced a new product to ensure that sales don’t decrease. http://www. nicekicks. com/2013/12/12/nike-tiempo-legend-v/ The NHS use relationship strategy, an example of this is the ‘We Care’ schemes. This program is designed to help provide their patients with a better experience when they visit the NHS.
Doing this should encourage the customers of NHS to come back to the NHS this is because if they are happy with their experience it should mean they will come back. In this task I have learnt what marketing is and I gave my definition of marketing, furthermore I researched the different market strategies such as growth, survival etc. I then researched market sectors and the aims and objectives of two different organisations. Finally I talked about the marketing techniques which the two different organisations use.