Unit 3 Introduction to marketing
Pass Criteria 1
P1 – Describe how marketing techniques are used to market products in two
organisations
"Marketing is the management process responsible for identifying, anticipating and
satisfying customer requirements profitably."
-The official academic definition from The Chartered Institute of Marketing (CIM)
Marketing is most successful when the marketer fully knows exactly what the needs and
wants of the target group are. There are different techniques types of techniques that
businesses can use. The techniques that they use depends on whether the company needs
to survive or wants to grow.
Growth strategies include market penetration, market development, product development,
and diversification, these different categories can be put into a matrix (Ansoff’s matrix) to
illustrate how the opportunities differ from new and current products. Survival strategies
include branding and marketing relationships.
The two organisations I have picked are Kellogg’s and Nestle, the products that I have picked
(one from each) are Special K1 and Maggi 'A Natural Choice2, respectively. Kellogg’s and
Nestle are both marketing-orientated because they both keep their customers in mind at all
times when developing new products. The marketing concept they use is unlike the
production concept and the sales concept. The production concept is about a company
trying to creates products that they can sell at the lowest price possible and they then hope
that people will want to buy the item because it is cheap. The sales concept is where a
company has a product they wish to sell and they pressure people into buying it, for
example when people knock on doors and say they are offering a once in a lifetime price on
an item even though that comment has no substance to it.
When Kellogg’s are researching new products they have to consider four elements which
are product, price, place and promotion. Since, Kellogg’s are such a big and well known
company they have to make sure that they create products that are of high quality and
meet the expectations that the brand has. Kellogg’s didn’t want to create a new product
that would be competing with their other range of products so they made sure that they
targeted an audience that wasn’t interested in their other products in the same category.
Special K is a range of products that were introduced in the 1950s3, they did very well at the
start and for many years but in 1999 Kellogg’s released Special K Red Berries as they realised
that the product had great potential but not many people knew about it. Extensive product
development was carried out to ensure that it was a food item that people would want and
that it wouldn’t damage the core brand name. The market group that they were trying to
penetrate was women aged between 25 and 50 who wanted to lose weight and are
concerned about healthy lifestyles. After the success of Special K Red Berries, they decided
to expand the product range by creating Special K Peach & Apricots to create diversification
and hopefully add to the people that want to buy their product.
Nestle is currently focused on becoming a nutrition, health and wellness company. Maggi is
a brand that nestle developed, it is a product that is sold worldwide. Maggi ‘A Natural
Pass Criteria 1
P1 – Describe how marketing techniques are used to market products in two
organisations
"Marketing is the management process responsible for identifying, anticipating and
satisfying customer requirements profitably."
-The official academic definition from The Chartered Institute of Marketing (CIM)
Marketing is most successful when the marketer fully knows exactly what the needs and
wants of the target group are. There are different techniques types of techniques that
businesses can use. The techniques that they use depends on whether the company needs
to survive or wants to grow.
Growth strategies include market penetration, market development, product development,
and diversification, these different categories can be put into a matrix (Ansoff’s matrix) to
illustrate how the opportunities differ from new and current products. Survival strategies
include branding and marketing relationships.
The two organisations I have picked are Kellogg’s and Nestle, the products that I have picked
(one from each) are Special K1 and Maggi 'A Natural Choice2, respectively. Kellogg’s and
Nestle are both marketing-orientated because they both keep their customers in mind at all
times when developing new products. The marketing concept they use is unlike the
production concept and the sales concept. The production concept is about a company
trying to creates products that they can sell at the lowest price possible and they then hope
that people will want to buy the item because it is cheap. The sales concept is where a
company has a product they wish to sell and they pressure people into buying it, for
example when people knock on doors and say they are offering a once in a lifetime price on
an item even though that comment has no substance to it.
When Kellogg’s are researching new products they have to consider four elements which
are product, price, place and promotion. Since, Kellogg’s are such a big and well known
company they have to make sure that they create products that are of high quality and
meet the expectations that the brand has. Kellogg’s didn’t want to create a new product
that would be competing with their other range of products so they made sure that they
targeted an audience that wasn’t interested in their other products in the same category.
Special K is a range of products that were introduced in the 1950s3, they did very well at the
start and for many years but in 1999 Kellogg’s released Special K Red Berries as they realised
that the product had great potential but not many people knew about it. Extensive product
development was carried out to ensure that it was a food item that people would want and
that it wouldn’t damage the core brand name. The market group that they were trying to
penetrate was women aged between 25 and 50 who wanted to lose weight and are
concerned about healthy lifestyles. After the success of Special K Red Berries, they decided
to expand the product range by creating Special K Peach & Apricots to create diversification
and hopefully add to the people that want to buy their product.
Nestle is currently focused on becoming a nutrition, health and wellness company. Maggi is
a brand that nestle developed, it is a product that is sold worldwide. Maggi ‘A Natural
