Conor Cunningham M1
Task 1
a) The next section of your report should compare or find the similarities and
differences between the use of Ansoff’s Matrix, Branding and Relationship
Marketing in marketing products or services in these two organisations. (M1)
Report
Terms of Reference
This report will describe the similarities and differences between the use of Ansoff’s Matrix,
Branding, and Relationship Marketing for Apple and McDonalds. This report is to be
submitted to Mrs Traynor on Monday 8th February 2016.
Procedures
1. Research will be carried out on the Apple and McDonalds websites.
2. Meet with the franchise owner of the Newry McDonalds, Mr Stephen O’Hara.
3. Independent research carried out on both Apple and McDonalds.
Findings
There are many similarities and differences between the use of Ansoff’s Matrix, Branding
and Relationship Marketing for Apple and McDonalds. These similarities and differences are
looked at below.
Logo
When companies use their logo in marketing, it is usually associated with brand and
relationship marketing more so than Ansoff’s Matrix. Relationship marketing and branding
are similar in relation to the brand because they both focus on the logo whereas Ansoff’s
Matrix is primarily about new products and new markets.
The logo of any company is important so that the customer can identify it quickly and this
helps with brand building more than anything else. Building a successful brand will
ultimately help a company build a larger customer base and increase their sales.
The logo is a huge part of the Apple and McDonalds brand. The
logo for both companies are extremely recognisable and this helps
these companies grow on a global level. The McDonalds and Apple
logos are two of the most prominent logos in the world and this
helps with branding and relationship marketing. In relationship
marketing, the logo is used to promote the companies involved. For
example, when McDonalds advertise their Crème Egg McFlurry,
they are also promoting Cadburys as their logo is included too.
Products
In Apple and McDonalds, branding, relationship marketing and Ansoff’s matrix are similar in
that they are all associated with the products of both organisations. Branding is used so that
, Conor Cunningham M1
products have their own style, different to the products of a competitor. Apple are a
company which successfully brand their products and this has helped improved the image of
the whole company. Likewise, relationship marketing has been used to develop new
products. For example, Apple teaming up with Santander to launch “iPay” was a successful
way of marketing both companies and their products. It meant that Santander customers
purchased Apples products so that they could participate in iPay.
Ansoff’s Matrix is really important in the products of companies. Organisations such as
McDonalds and Apple must use market penetration, product development, market
development and diversification effectively so that new products are always becoming
available and this will be of particular interest to customers who will want the latest
technology. As a result of using all three marketing techniques in the right way, Apple and
McDonalds have created, launched and developed a range of different products
successfully.
Customer focus – maintaining customers
Relationship marketing and Ansoff’s matrix are similar in that they both focus on the
customer and how customers can be retained whereas branding is more narrow, focusing
less on the customer. Ansoff’s matrix helps Apple and McDonalds determine its customer
growth strategy, identifying which new products and markets can be explored.
This is all about increasing the number of customers and how looks at how
these customers can be maintained. Likewise, relationship marketing is used in
both companies to grow the number of customers and retain existing ones.
When Apple teamed up with Santander, they focused on the customer as this
service would make it easier for people to carry out their banking online. This
focus on customers helped Apple attract new customers as well as keeping
existing ones as they offered them another service.
Branding focuses less on the customer in comparison with relationship marketing and
Ansoff’s matrix. However, it does still focuses on customers. For example, the McDonalds
mascot Ronald McDonald was customer orientated, focusing on the kids age group. This
branding technique attempted to attract customers as it almost seemed like McDonalds was
a fun place to go visit. So, it can be argued that all three techniques are similar in that they
all are customer focused and take the customer into consideration when they are being
used.
Extending the brand
Relationship marketing, Anoff’s Matrix and Branding are all similar in that they can be used
to extend the brand of a company. All three help Apple and McDonalds to keep their brand
alive and this helps both organisations remain as competitive as possible in their markets.
Ansoff’s Matrix helps both companies increase their market share of current products by
extending the brand. This can be done by a combination of competitive pricing strategies,
advertising, sales and promotions. Likewise, with correct and effective branding, the brand
is kept alive and current and this helps both Apple and McDonalds maintain existing
customers as well as attract new ones. Similarily with Ansoff’s Matrix and branding,
Task 1
a) The next section of your report should compare or find the similarities and
differences between the use of Ansoff’s Matrix, Branding and Relationship
Marketing in marketing products or services in these two organisations. (M1)
Report
Terms of Reference
This report will describe the similarities and differences between the use of Ansoff’s Matrix,
Branding, and Relationship Marketing for Apple and McDonalds. This report is to be
submitted to Mrs Traynor on Monday 8th February 2016.
Procedures
1. Research will be carried out on the Apple and McDonalds websites.
2. Meet with the franchise owner of the Newry McDonalds, Mr Stephen O’Hara.
3. Independent research carried out on both Apple and McDonalds.
Findings
There are many similarities and differences between the use of Ansoff’s Matrix, Branding
and Relationship Marketing for Apple and McDonalds. These similarities and differences are
looked at below.
Logo
When companies use their logo in marketing, it is usually associated with brand and
relationship marketing more so than Ansoff’s Matrix. Relationship marketing and branding
are similar in relation to the brand because they both focus on the logo whereas Ansoff’s
Matrix is primarily about new products and new markets.
The logo of any company is important so that the customer can identify it quickly and this
helps with brand building more than anything else. Building a successful brand will
ultimately help a company build a larger customer base and increase their sales.
The logo is a huge part of the Apple and McDonalds brand. The
logo for both companies are extremely recognisable and this helps
these companies grow on a global level. The McDonalds and Apple
logos are two of the most prominent logos in the world and this
helps with branding and relationship marketing. In relationship
marketing, the logo is used to promote the companies involved. For
example, when McDonalds advertise their Crème Egg McFlurry,
they are also promoting Cadburys as their logo is included too.
Products
In Apple and McDonalds, branding, relationship marketing and Ansoff’s matrix are similar in
that they are all associated with the products of both organisations. Branding is used so that
, Conor Cunningham M1
products have their own style, different to the products of a competitor. Apple are a
company which successfully brand their products and this has helped improved the image of
the whole company. Likewise, relationship marketing has been used to develop new
products. For example, Apple teaming up with Santander to launch “iPay” was a successful
way of marketing both companies and their products. It meant that Santander customers
purchased Apples products so that they could participate in iPay.
Ansoff’s Matrix is really important in the products of companies. Organisations such as
McDonalds and Apple must use market penetration, product development, market
development and diversification effectively so that new products are always becoming
available and this will be of particular interest to customers who will want the latest
technology. As a result of using all three marketing techniques in the right way, Apple and
McDonalds have created, launched and developed a range of different products
successfully.
Customer focus – maintaining customers
Relationship marketing and Ansoff’s matrix are similar in that they both focus on the
customer and how customers can be retained whereas branding is more narrow, focusing
less on the customer. Ansoff’s matrix helps Apple and McDonalds determine its customer
growth strategy, identifying which new products and markets can be explored.
This is all about increasing the number of customers and how looks at how
these customers can be maintained. Likewise, relationship marketing is used in
both companies to grow the number of customers and retain existing ones.
When Apple teamed up with Santander, they focused on the customer as this
service would make it easier for people to carry out their banking online. This
focus on customers helped Apple attract new customers as well as keeping
existing ones as they offered them another service.
Branding focuses less on the customer in comparison with relationship marketing and
Ansoff’s matrix. However, it does still focuses on customers. For example, the McDonalds
mascot Ronald McDonald was customer orientated, focusing on the kids age group. This
branding technique attempted to attract customers as it almost seemed like McDonalds was
a fun place to go visit. So, it can be argued that all three techniques are similar in that they
all are customer focused and take the customer into consideration when they are being
used.
Extending the brand
Relationship marketing, Anoff’s Matrix and Branding are all similar in that they can be used
to extend the brand of a company. All three help Apple and McDonalds to keep their brand
alive and this helps both organisations remain as competitive as possible in their markets.
Ansoff’s Matrix helps both companies increase their market share of current products by
extending the brand. This can be done by a combination of competitive pricing strategies,
advertising, sales and promotions. Likewise, with correct and effective branding, the brand
is kept alive and current and this helps both Apple and McDonalds maintain existing
customers as well as attract new ones. Similarily with Ansoff’s Matrix and branding,
