BTEC LEVEL 3 BUSINESS UNIT 3 P1

The second part of my learning outcome is about growth and survival techniques of the marketing techniques. They’ve asked me to choose about two kinds of businesses and I have to choose one product of each of the firms. After I’ve done that I should describe the marketing techniques that they use to promote they’re product.

Here I leave a table, explaining the variations and differences among different marketing techniques used by each of these two firms:

Marketing TechniquesMercedes-Benz / CarsFrieslandCampina / Dairy Growing and Surviving TechniquesDiversification: They started with the first petrol-powered car and while the years were passing to they used an amount of many new innovations that later were used by common vehicles. Starting with the model W01 produced on 1926 for the first time. After they produced this model they thought to bring some diversification inside of the car market, producing and bringing out a new type of car completely different to the first one. They also started to produce busses and trucks.Diversification: FrieslandCampina food-based company was organized cooperatively. Its roots as a company descend or go down to 1879. It has grown through acquisitions that have done that over the years the company is spreading out internationally, giving them the opportunity to acquire more products and thus have a higher margin product to offer the customer. They started with cheese and dairy products and now they’ve got all kind of products as juices, alternative meals, yoghurts, infant nutrition, animal feed, etc…

Product Development:
They began with a model called the W01 in 1926, bearing in mind and the intention of bringing to market two other models that same year. And that’s what they did. And after ten years of existing they had already more than 30 different cars inside the market of those times.Product Development: They started bringing to market dairy products and cheeses. As the years passed they improved their services and their products at the same time they were increasing their catalog, launching a wide range of new products to market.

Market Penetration: They began to penetrate the car market in Germany in 1926. In the long run, and as the years passed, the name of the company was growing and was spreading worldwide. Getting the consumer to receive and get a good image of the company, that so, the market penetration will be much more positive. Comparing the situation with an another company like Ford in those days in which the variety and choices in the car market was so small and having just a few alternatives, Mercedes-Benz saw his chance to get with one of the highest positions of that market. Where they remain even nowadays.Market Penetration: They began their penetration in the market offering dairy products, yogurts, and cheeses of good brand. They started in 1989 being two separate companies that would gather together in a cooperative way in 2004 when the queen of Holland gave them a nickname of “Royal”. They started to get known worldwide, including countries of south and west Europe, southern Asia, north Africa, etc… Comparing their products with others they were offering a whole new type of dairy products famous in the Netherlands but unknown outside of their country. They saw a hole inside of that market so they decided to make profit of it.

Market Development:
They started their market development in Germany gradually spreading to Europe, trying to attract the attention of customers around the world. Offering to all corners of the world luxury cars, auto safety, elegance and high class always.Market Development: It all started in the Netherlands and to be as effective selling their products-they decided to expand to other parts of the world. The high quality of their products and at the same time the great variety of them was the key to their great success around the world. Offering the same but in different countries, by just using distinct names.

BrandingBrand Building: They began to build a brand, which in the eyes of the people it looked like high class, elegance, luxurious, safest and least affordable for people with a lower-middle economic status or low.

Brand building: They started, being one of the brands with the highest quality dairy products. FrieslandCampina also presents a specific image to
the client. And they sell a product that is affordable for everyone.

Positioning: Mercedes-Benz is positioned in the top 10 of the lustiest cars on the market, because their designs are unique, unrecognizable in any other kind of car that is on the market.Positioning: Frieslandcampina is located in an elevated position on the market of its kind. They sell high quality dairy products, which successfully satisfy consumer needs.

Brand Extension: They started building and selling petrol-cars and they extended to build trucks, busses, campers, trailers.Brand Extension: They just started selling dairy products and cheeses. Eventually the company was going correctly and developing from positive, the company decided to extend its limitations, its products and its services. Nowadays they’re selling all kinds of high quality products suitable to the consumer. Relationship marketingThey sent a catalog every six months, to the customer, showing in that catalog all new offers on products and services.They put codes on the packaging of all its products, these codes serve to introduce them to the website of the supplier. When entering the code, you become part in a contest sponsored by FrieslandCampina. As a participant of the contest, you have the chance to win some kind of prize or discount vouchers.

UNIT 3 PART 1 Task 1C

Now they did ask me to describe the constraints and limitations under which marketers operate. Also, I have to mention 4 different limitations, within 2 for each of the businesses I’ve chosen.

Mercedes-Benz

Data Protection: When Mercedes-Benz sells a car to a new customer they make an arrangement between the customer and the Mercedes car dealer. They save inside of their database all kind of private information about the customer; they are not allowed to share this one with any other car-dealers or companies.

SOGA: This law requires Mercedes-Benz to use marketing just in one way, the correct way. They can’t sell a product of which they are promoting improperly. For example, they cannot say that their new car goes from 0 to 100 km an hour in 2 seconds if it really goes in 3 and half seconds.

FrieslandCampina

Pressure groups: If FrieslandCampina brings out a new dairy product based on an endangered fruit, there will be some pressure organizations that won’t let them bring out their product because they’re always trying to protect all kind of species.

Consumer Protection (Distance Selling): When they opened a new web shop they had to offer the consumer the correct information, in which they’re explaining the services that they do provide, the type of products that they are offering or selling, the different type of payment and delivery arrangements, etc…

Conclusion

I have come to the conclusion, that different marketing techniques are the most important when it comes to help a company not to fall under the pressure of financial problems. Moreover, thanks to these techniques if all goes as expected, the company can reach more consumers, conquering more customers means a partial increase in the influx of money. Besides, I come to the conclusion that different techniques should always be used as intended. Using them in this manner, the possibility of reaching success would be higher than if you use them incorrectly.