Transcript Microsoft PowerPoint Presentation / M1

M1-How to write the comparison
Unit 3 Introduction to Marketing
What do you see in this picture
What do you see in this picture
Compare the Two Offices
Similarities
Differences
Conclusion
Lesson Objective
• M1 compare marketing techniques used in marketing
products in two organisations
Produce an essay which compares the marketing techniques
used by Subway to Market the Sub and those used by Tesco
to market the club card.
i.e Say which techniques are used by Tesco
Which techniques are used by Subway
Which ones are the same, why
Which ones are different why
Conclude-sum up your findings-your opinion
• Some: Produce detailed comparison with
explanation and examples of all techniques in
practice
• Most : Produce a comparison of the marketing
technique used with examples
• All: Produce a comparison of the techniques
used by both organisations and at least one
difference
M 1 Compare
marketing
techniques used in
marketing products
in two organisations
Task 1
• Create Venn Diagram which shows the
marketing techniques used by organisation 1
and organisation 2 and those used by both.
• Next think why is each technique used by the
organisation- add to diagram
• Now write up your findings.
M 1 Compare
marketing techniques
used in marketing
products in two
organisations
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Tesco used relationship marketing to promote the club card. They did this by
offering the card to it’s existing customers and offering them points for every £1
they spent. This encouraged customers to return (i.e become loyal). Tesco did this
to build a relationship with its customers. The club card records all products a
customer buys, this enables Tesco to offer them related goods. It also means Tesco
have customers contact details on their database so can contact them direct with
details of new products and services. The card was promoted in store through
leaflets, application form and by check out staff. It was also part of an advertising
campaign which saw Prunella Scales collect points and swap them for treats. The
Club Card enables Tesco to use relationship marketing more effectively and allow
them to build on the existing relationship they have with all their customers by
selling them more products and services.
Subway used relationship marketing by offering a loyalty card, where customers
could collect stamps each time they visited and earn free products. This was
designed to build on their existing relationship but did not allow for the
relationship to be used to market new products. New products could only be
offered if the customer returned to store. Subway have recently introduced a
loyalty card similar to the Tesco club card, once they build up a database of the
customers and their spending habits, they will be able to use the relationship to
promote new and existing products direct to the customer in their own home. This
could encourage them to come into the shop.
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•
Tesco used relationship marketing to promote the club card. They did this by offering the card
to it’s existing customers and offering them points for every £1 they spent. This encouraged
customers to return (i.e become loyal). Tesco did this to build a relationship with its
customers. The club card records all products a customer buys, this enables Tesco to offer
them related goods. It also means Tesco have customers contact details on their database so
can contact them direct with details of new products and services. The card was promoted in
store through leaflets, application form and by check out staff. It was also part of an
advertising campaign which saw Prunella Scales collect points and swap them for treats. The
Club Card enables Tesco to use relationship marketing more effectively and allow them to
build on the existing relationship they have with all their customers by selling them more
products and services.
Subway used relationship marketing by offering a loyalty card, where customers could collect
stamps each time they visited and earn free products. This was designed to build on their
existing relationship but did not allow for the relationship to be used to market new
products. New products could only be offered if the customer returned to store. Subway
have recently introduced a loyalty card similar to the Tesco club card, once they build up a
database of the customers and their spending habits, they will be able to use the relationship
to promote new and existing products direct to the customer in their own home. This could
encourage them to come into the shop.
Relationship marketing is used by both Subway and Tesco to build a relationship with the
customer, encourage and reward loyalty, whilst trying to get them to buy more products.
Tesco use this technique more frequently and effectively than Subway but this is because
they have many more products and services to offer, so can build on the existing relationship
The Comparison
M 1 Compare
marketing techniques
used in marketing
products in two
organisations
• Merge both your documents so that the marketing techniques that
are used by both Tesco and Subway are put together.
• Then the Techniques used by only one organisation can be put at
the end.
• You have now identified the techniques which they both use.
Compare how they are used in both organisations is it the same?
How , why is that. Is it different, if so How and why is that.
• Now explain the techniques used only By Tesco, how they are used
and why they are only used by Tesco and not by Subway
• Next explain the techniques used only By Subway, how they are
used and why they are only used by Subway and not by Tesco
• Finally write a conclusion, what did you find out? What do you
notice about the techniques?
• Are they used on their own? Or do they compliment each other and
are used together?
Deadline
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All work fully completed
Name in Header or Footer
Spell Checked
Grammar Checked
By 12.00 on 13.1.11
• If not handed in, you will not achieve M1