Marketing Research - "4 Ps"

The marketing mix is what most marketing people call the "4Ps": Product, Price, Place, Promotion.

So, what do these things mean?

• Product

A product is the need-satisfying offering of a firm, including physical goods or services (e.g., new car). The product also includes the features, benefits, quality level, accessories, installation, instruction, warranty, product line extensions, packaging and branding of the product. All aspects of the product area (e.g., benefits, quality, service dimensions) must match customer needs. Demographic dimensions of the target market determine where customers are located. Where customers shop helps to define channel alternatives. If and how customers search for information helps to define the promotion blend.

• Price

The price is the amount of money charged for the product or service (i.e., a thing of value). In determining price, a firm must consider factors such as cost to produce the product, return oon investment, competitive pressures, discounts and allowances.

•  Place

The place is the making of goods and services available in the right quantities at the right locations. In determining the place, a firm must consider such factors as objectives, channel type, distribution, kinds/location of stores, transportation, storage and managing/coordinating sales channels.

• Promotion

Promotion is the communication of information between seller and potential buyer. It involver objectives, promotional blend, salespeople, advertising and publicity.


Individual decisions made for each of the 4Ps are guided by the need to develop logical and coherent strategies, plans and programs. Each P describes a separate function that requires managerial decision-making. However, those decisions are not made in isolation: They affect and are affected by the decisions made for every other P. For example, a can of soda might cost one amount in a vending machine at a local business, but may cost double that amount in a vending machine on a college campus As the place changes, the price of the can of soda might also change.

The 4 Ps must be creatively blended because marketing planning is more than making decisions about each area of the marketing mix and then assembling the parts. The job of integrating the 4 Ps belongs to the marketing manager.

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The project this week is to do a marketing research on a product. I choose Iphone 5 as my product.below is my research.

1. Product : 
Iphone 5 Designs

- the thinnest, lightest, fastest phone ever
- made from anodised aluminuim
- bevelled edges are diamond 

- 7.6 millimeters thin

- weight 112 grams

- nano - sim card, 44% smaller then a micro - Sim

Iphone 5 Features
- Brilliant 4 - inch Retina display

- 1136 - by - 640 resolution

- 8 mp iSight camera

- Colour saturation that's 44% greater (games and images see- vivid and lifelike)

- New A6 chip - faster

- Battery power last throughout the day

- Siri more knowledgeable - fluent in more languages

- Ultra - fast Wireless
- New lightning connector - smaller, smarter, durable, revesible
- Map designed by apple
- Icloud 

• Itunes 
• Photo stream 
• Documents 
• Safari 
• Calender, contact and mail 
• Apps
• Ibooks 
• Backup and restore
• Find my Iphone
• Find my Friends
• Storage
• Privacy and Security

Gift
- all new design headphone design to sound great and comfortable
- warranty - one year of hardware repairs and 90 days of telephone support

2. Price

It is between RM 2199 - 2799 depends on its GB ( memory ram) and where is the market.

Iphone 5 16gb = RM2199

Iphone 5 32gb = RM2499

Iphone 5 64gb = RM2799

For examples: 

- The memory ram of the phone is higher than the price will also be more expensive.

- If the warranty of the phone longer then the price will also be expensive.

- Iphone 5 will sell cheaper in KL city area because the competitive is more, but if sell in rural area then the price will be expensive because of no competitive.

- But another strategies is if the price is selling expensive in rural area, it may incur losses to the shops because people living in rural area might not able to pay for it and the function is not really suitable for them.

3. Place

Iphone 5 is selling viral in KL city area because they need it in daily life or to show off maybe? Now day, everyone is using smartphone as daily lifestyle especially in KL area, everyone is holding their phone even when walking on street, so selling Iphone 5 in KL would not incur losses because they have the capability to pay for it.

4. Promotion

When the Iphone 5 just launch, all the company will promote this phone.

The price of the phone might be cheaper or sell the phone and give free gifts to promote the company.

Or another examples try usage on Iphone 5 and create a Iphone 5 advertising for audience.

List out information and features of Iphone5 to user.

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1. Product : 
Samsung Galaxy S3 Designs
- Platinum organic - nature feel
- 4.8 HD Super Amoled
- 136.6h x 70.6w x 8.6mm
- 133 grams
- 720 x 1280 HD

Samsung Galaxy S3 Features
- 8 megapixels Camera Resolution

- Android 4.0

- S-beam
- S-Voice

-warranty 1 year of hardware repair

2. Price

It is between RM 1599 - RM 2099 depends on its GB ( memory ram) and where is the market.

Samsung Galaxy S3 16gb = RM1599

Samsung Galaxy S3 32gb = RM1799

Samsung Galaxy S3 64gb = RM2099

For examples: 
- The memory ram of the phone is higher than the price will also be more expensive.

- If the warranty of the phone longer than the price will also be more expensive.

- Samsung galaxy s3 will sell cheaper in KL city area because the competitive is more, but if sell in rural area then the price will be expensive because of no competitive.

- But another strategies is if the price is selling expensive in rural area, it may incur losses to the shops because people living in rural area might not able to pay for it and the function is not really suitable for them.

3. Place

Samsung galaxy s3 is selling viral in KL city area because they need it in daily life or to show off maybe? Now day, everyone is using smartphone as daily lifestyle especially in KL area, everyone is holding their phone even when walking on street, so selling Iphone 5 in KL would not incur losses because they have the capability to pay for it.

4. Promotion

When the Samsung galaxy s3 just launch, all the company will promote this phone.

The price of the phone might be cheaper or sell the phone and give free gifts to promote the company.

Or another examples try usage on Samsung galaxy s3 and create a Samsung galaxy s3 advertising for audience.

List out information and features of Samsung galaxy s3 to user.

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Comparison of Iphone 5 and Samsung Galaxy S3

Android is good but not as good compared to Iphone.

So the price of Iphone will not drop very much even a new Iphone is out on market, because Iphone have his own market. 

More people prefer to buy Iphone 5 but it is too expensive so they can only afford to buy Samsung Galaxy S3. The user of Samsung Galaxy S3 says that the screen is not sensitive enough, and it will stop all the activity suddenly. But Iphone do not have this kind of problems.

Research on Type of Advertising

Advertising is the promotion of a company's products and services carried out primarily to drive up sales of the products and services. It is also done to build a brand identity and communicate changes in old products or introduce new product/services to the customers. Advertising has become an essential element of the corporate world and hence companies allot a considerable amount of resources towards their advertising budget. There are several reasons for advertising, some of which are as follows:

• Increasing the sales of the product/service.
• Creating and maintaining a brand identity or brand image.
• Communicating a change in the existing product line.
• Introduction of a new product or service.
• Increasing the buzz-value of the brand or the company.

Thus, there are several reasons for advertising. Similarly, there exist various media which can be effectively used for advertising. Mentioned below are the various categories or types of advertising. 

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1. Print Advertising - Newspapers, Magazines, Brochures, Fliers
Print media has always been a popular advertising option. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often, newspapers and magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement in the publication (front page/middle page, above/below the fold), as well as the readership of the publications. For instance, an advertisement in a relatively new and less popular newspaper will cost far less than an advertisement in an established newspaper that has a high readership. The price of print ads may also depend on quality of the paper and the supplement in which they appear. For example, an advertisement in the glossy (and popular) supplement of a newspaper costs more than one in a supplement which uses mediocre quality paper. \

Examples of Printing Advertising

2. Outdoor Advertising - Billboards, Kiosks, Trade-shows and Events
It makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also events and trade-shows organized by the company. Billboard advertising is very popular. However it has to be really terse and catchy in order to grab the attention of the passersby. Kiosks not only provide an easy outlet for the company's products but also make for an effective advertising tool to promote the company's products. Organizing special events or sponsoring them makes for an excellent advertising opportunity and strategy. The company can organize trade fairs, or even exhibitions for advertising their products. If not this, the company can organize several events that are closely associated with their field. For instance a company that manufactures sports utilities can sponsor a sports tournament to advertise its products. 

Examples of Outdoor Advertising

3. Broadcast Advertising - Television, Radio and the Internet 
Broadcast advertising is a very popular advertising medium that constitutes several branches like television, radio or the Internet. Television advertisements have been very popular ever since they were introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/lull time), sometimes the show on which it will be broadcast, and of course, the popularity of the television channel itself. The radio might have lost its charm owing to new age media. However it remains the choice of small-scale advertisers. Radio jingles have been very a popular advertising medium and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy old popular radio jingles. 

Examples of Broadcast Advertising

4. Covert Advertising - Advertising in Movies 

Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial advertising as such in the entertainment but the brand or the product is subtly (or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise's phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded. Pay attention next time, you're sure to come across a lot of such examples.

5. Surrogate Advertising - Advertising Indirectly 

Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to health are prohibited by law in several countries. Hence these companies come up with several other products that have the same brand name and indirectly remind people of the cigarettes or alcohol of the same brand by advertising the other products. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising. 

Examples of Surrogate Advertising

6. Public Service Advertising - Advertising for Social Causes 

Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messages about important matters and social causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. David Ogilvy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of the advertising field for a social cause. Ogilvy once said, "Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes.". Today, public service advertising has been increasingly used in a non-commercial fashion in several countries across the world in order to promote various social causes. In the United States, radio and television stations are granted to bidders on the basis of a fixed amount of public service advertisements aired by the channel. 

Examples of Public Service Advertising

7. Celebrity Advertising

Although the audience is getting smarter and smarter and the modern-day consumer is getting immune to the exaggerated claims made in a majority of advertisements, there exists a section of advertisers that still bank upon celebrities and their popularity for advertising their products. Using celebrities for advertising involves signing up celebrities for campaigns, which consist of all sorts of advertising including, television ads or even print advertisements. How effective these ads are, is something that each consumer himself can determine. 

 

Examples of Celebrity Advertising

8. Consumer-generated advertising

This involves getting consumers to generate advertising through blogs, websites, wikis and forums, for some kind of payment.

9. Guerrilla Marketing

Guerrilla marketing is an advertising strategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea. The term guerrilla marketing is easily traced to guerrilla warfare which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment.

The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places.

The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing (1984). The term has since entered the popular vocabulary and marketing textbooks.

Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilizemobile digital technologies to engage the consumer and create a memorable brand experience.

Guerrilla marketing focuses on low cost creative strategies of marketing. Basic requirements are time, energy, and imagination and not money. Profits, not sales, are the primary measure of success. Emphasis is on retaining existing customers rather than acquiring new ones.

Examples of Guerrilla Advertising

In conclusion, I prefer Public Service Advertising I think that it is important to bring a out a message

that can reduce the dangerous or for peoples to train themselves to behave well.

I want to try out on this field because I like it very much and I think that it is meaningful.

I also like TV commercials which also can be very meaningful and creative.

Weekly Task 2 - Color Pencil

Title: Design a Advertising for Faber Castell Color Pencil

This is the mind-map I did on Color Pencil.

I used the random text from the mind-map to create a sentence "Memory Definite Colourful".

I done many version but I only upload two version which I myself think that it is well.

I used the rainbow colour to bring out the message that memory definite can be colourful

with Faber Castell colour pencil.

I myself prefer the second one because its colour attract me more.

Kids will likes colourful stuff.

This is the new improve idea based on memory define colourful.

I used the small kids music toys: xylophone as my subject matter to bring out the colourful memory.

And the message "colour is always around us since the day we were born".

Idea In Context Task 1 - Hospital Issues Solution

Below is my solution for the Hospital issue.

This is a no sign for hospital issue that shows attitude of nurse and doctor towards patients.

I used the sentences " Be nice to patient not fear" to show that staff of the government hospital

should be nice  and take good care of their patients.

This is a no sign for general hospital issues that shows some of the staff are lazy and working slow.

So i used the sentence " We do not hire Snail" or "We do not hire turtle" to show that all the staff 

should not be lazy and slow at working. 

Idea In Context - Week 1

Idea In Context is basically a subject that we find issues, list out solution or highlight the solution.

The solution should go viral.

It is important how you show your ideas.

This is one of the General Hospital issue.

This is my mind-map for this week subject - Hospital.

We used Hospital as our subject matter to elaborate all the points out.

I will create a solution for this issue.

Weekly Task 1 - Travel Advertising

Title: Design a travel advertising as simple as you can.

This is a mind-map that I did based on the country that I research.

I used all these sentence to show my hidden message. 

Below is my travel advertising.

First is Las Vegas. It is famous of it's casino.

So I used Heaven or Hell to bring out the message that

you can become millionaire or beggar in a second.

I used black and white color to show that it is contract.

Second is Japan. It is famous on Animation and Manga.

So I used the word "2-Dimensional" to attract all the animation and manga fan.

I used the red circle and white background to represent Japan.

Third is Korea. When I heard Korea I think of Plastic Surgery,

from ugly to beauty, small to big.

So i used beauty and beast to represent the before and after of the Plastic Surgery.

The color I used is from Korea flag.

Fourth is Taiwan. Taiwan is famous of snacks.

There are many snacks all over the road for traveler to enjoy.

So I used sneak a snack to show my message about Taiwan.

I used this color to show yummy foods feeling and follow by Taiwan flag color.

Fifth is Maldives. When I research on Maldives, it is a nice place to relax ourself.

It have pretty and clean beach. The beach is blue-greenish color,which is a very beautiful color.

So I used Relax as my message to all traveler and blue-greenish as my color.

Sixth is Franch. It produced the faster car in the world which is Bugatti.

As bull means Lamboghini so my hidden message is Bugatti faster then Lambo.

So I used "faster than bull" to represent Bugatti is faster than Lambo.

The color I used is based on Franch Flag color.

Seventh is Nepal. It have the highest mountain in the world.

So I used Higher than the sky to bring out this message.

The color I used is based on Nepal Flag color.

Microsoft's "Surface Movement"

Microsoft has just started its ramping up efforts to begin promotion of its upcoming Surface tablet. It kicked off in full with the Surface Movement ad that was aired during television show Dancing with the stars.

While many of us have wondered about the effectiveness of the ads it looks as though initial ad has scored high with consumers according to advertising analyst company Ace Metrix.

The ad, which scored 674, beats out both iPad and Samsung's attempts so far this year. Also of note is where it garners the most points, notably in the ‘change’, ‘desire’ and ‘attention’ areas of the survey. The ad, of course slots into a dance segment with a dance orientated theme, it’s a neat way to keep the already existing audience engaged. Peter Daboll, CEO of Ace Metrix had this to say about the results:

"iPhoria is wearing off in the tablet market, and the introduction of the Surface has given Microsoft quite a few 'cool' points among consumers. The new Surface ads have flipped the 'Mac vs. PC' campaign on its head introducing intense aspiration among consumers, as evidenced by very high 'change,' 'desire,' and 'attention' Ace scores."

For more info:
http://www.wpcentral.com/microsoft%E2%80%99s-dancing-surface-movement-feature-best-tablet-ad-year