[M1: COMPARE MARKETING TECHNIQUES USED IN MARKETING
Zainab Hussain PRODUCTS IN TWO ORGANISATIONS]
The two businesses I will be focusing on are H&M and EE; I will be comparing the marketing
techniques that are used by the two businesses when marketing products. Urban Outfitters and EE
are in a sort of different market to each other but they are trying to achieve the same goal. Their
marketing techniques are similar but there are a few differences in them as well, both of the
businesses use growth matrix when they want the business to grow or expand. They are different
companies which make different goods, as EE provides a service, telephone service. For example,
market penetration is when the market share of an existing product is increasing, or when they are
promoting a new product, through strategies such as bundling, advertising, lower prices or volume
discounts. H&M make clothes but they are constantly making new clothes and releasing them, with
new designs so that customers may think that the clothes are a bit different than the original ones.
On the other hand for EE, they show people what to expect when signing If EE’s service is good, it
will make people recognise them more because of their deals and great service which draws people
in. The next one is product development, this is one that both H&M and EE use in the same way as
they both want to achieve better products from the previous one, therefore they have to try and
find a way they can improve or edit something about the product so that it is different from the
previous ones. Market development is where both businesses are very different as H&M may find it
a struggle to find a new market as the fashion industry has a lot of competitions but they have
found a new market recently which is home décor, it might have been hard as other businesses
probably have it already so it can be very time consuming and expensive with that. Even if they do
have a new market that they are reaching out to, it doesn’t mean that their new products would
actually do well. Finally diversification, EE can do well in diversification as a lot of people know
about EE and they have many phones and services that people can choose from, so they must be at
least one that everyone out there likes. Therefor people might not mind trying out new contracts
and phones and staying with EE. However if they try something new, for example, home broadband,
it might go bad due to the lack of experience. But luckily, EE has been bought by BT who is the
largest home broadband and telephone line providers. In the case of H&M, they might have to
release a whole new line of clothing and accessories, or they may want to go into a new area such as
technology, but again this is risky because of their lack of experience.
Relationship Marketing
Relationship marketing is basically customer relationship management and this is based on
customer loyalty and long-term customer engagement, this stops short-term goals and aiming small
where this will be able to aim bigger and achieve more. H&M try to be loyal to their customers by
having clothes on sale and at reasonable prices, that way they are giving great clothes for decent
prices and customers would stay with H&M and keep purchasing products therefore increasing the
profit H&M make. EE do the same as H&M they are loyal to their all of their customers but offer free
sims, maybe home broadband or even add ons for reasonable prices, this way they are showing
their long-term customers that they respect them and that they hope they will stay for longer.
Zainab Hussain PRODUCTS IN TWO ORGANISATIONS]
The two businesses I will be focusing on are H&M and EE; I will be comparing the marketing
techniques that are used by the two businesses when marketing products. Urban Outfitters and EE
are in a sort of different market to each other but they are trying to achieve the same goal. Their
marketing techniques are similar but there are a few differences in them as well, both of the
businesses use growth matrix when they want the business to grow or expand. They are different
companies which make different goods, as EE provides a service, telephone service. For example,
market penetration is when the market share of an existing product is increasing, or when they are
promoting a new product, through strategies such as bundling, advertising, lower prices or volume
discounts. H&M make clothes but they are constantly making new clothes and releasing them, with
new designs so that customers may think that the clothes are a bit different than the original ones.
On the other hand for EE, they show people what to expect when signing If EE’s service is good, it
will make people recognise them more because of their deals and great service which draws people
in. The next one is product development, this is one that both H&M and EE use in the same way as
they both want to achieve better products from the previous one, therefore they have to try and
find a way they can improve or edit something about the product so that it is different from the
previous ones. Market development is where both businesses are very different as H&M may find it
a struggle to find a new market as the fashion industry has a lot of competitions but they have
found a new market recently which is home décor, it might have been hard as other businesses
probably have it already so it can be very time consuming and expensive with that. Even if they do
have a new market that they are reaching out to, it doesn’t mean that their new products would
actually do well. Finally diversification, EE can do well in diversification as a lot of people know
about EE and they have many phones and services that people can choose from, so they must be at
least one that everyone out there likes. Therefor people might not mind trying out new contracts
and phones and staying with EE. However if they try something new, for example, home broadband,
it might go bad due to the lack of experience. But luckily, EE has been bought by BT who is the
largest home broadband and telephone line providers. In the case of H&M, they might have to
release a whole new line of clothing and accessories, or they may want to go into a new area such as
technology, but again this is risky because of their lack of experience.
Relationship Marketing
Relationship marketing is basically customer relationship management and this is based on
customer loyalty and long-term customer engagement, this stops short-term goals and aiming small
where this will be able to aim bigger and achieve more. H&M try to be loyal to their customers by
having clothes on sale and at reasonable prices, that way they are giving great clothes for decent
prices and customers would stay with H&M and keep purchasing products therefore increasing the
profit H&M make. EE do the same as H&M they are loyal to their all of their customers but offer free
sims, maybe home broadband or even add ons for reasonable prices, this way they are showing
their long-term customers that they respect them and that they hope they will stay for longer.
