Transcript Fei-Hsuan, Chen & Wan, Ting Lu, Marketing

Marketing
ESL 105 PROJECT
PRESENTER: Fei-Hsuan Chen, Wan Ting Lu
INSTRUCTOR: Lyra Riabov
DISCUSSION
•
•
•
•
•
•
Definition of Marketing
The four P’s
Definition of Target Market
Case Study: MINI COOPER S
Summary
Reference
Do You Know What Is Marketing?
Marketing means the
movement of goods and
services from
manufacturer to
customer in order to
satisfy the customer and
to achieve the
company’s objectives.
What is The Four P’s?
Marketing can be divided into four
main elements that are popularly
known as the four P’s:
•
•
•
•
PRODUCT
PRICE
PLACEMENT
PROMOTION
Relationship of Four P’s
PLACEMENT
PRODUCT
CUSTOMER
PROMOTION
PRICE
Product
• Product: the good or service that a
company wants to sell .
Price
• Price: a company charges for its
product-below, with and above.
Placement
• Placement: involves getting the product
to the customer.
Promotion
• Promotion: communication between
buyer and seller
MINI’S Relationship with BMW
Along with its automotive concerns, the BMW Group's
activities comprise the development, production and
marketing of motorcycles, as well as comprehensive
financial services for private and business customers:
Automobiles: With BMW, MINI and RollsRoyce Motor Cars, the BMW Group is the
world's only car maker to pursue a purely
premium strategy for all market sectors
covered by its brands, from exclusive smaller
cars to top-of-the-range luxury limousines.
Target Market
The group of customers and
consumers who will probably
buy the product is known as
the target market.
Target Market of MINI
• YOUNG
• UNCONVENTIONAL
• READY FOR CHANGE
MINI COOPER S V.S.BEETLEProduct
2005 MINI
COOPERS
2005 Volkswagen New
Beetle GLS 2.0L
Height/Length/ 56.2/143.9/2679 59.0/161.1/2743
Weight
Horsepower
@ RPM
Standard
Engine
168@6000
115@5200
1.6L
2.0L
MINI COOPER S V.S.BEETLEPrice
2005 MINI
COOPERS
2005 Volkswagen New
Beetle GLS 2.0L
Market Price
$19,899
$18,770
Invoice Price
$17,992
$17,540
• MINI COOPERS price is above the
market.
MINI COOPER S V.S. BEETLEPlacement
2005 MINI COOPERS
2005 Volkswagen New
Beetle GLS 2.0L
Car
Less (only 75)
dealer
More (even in
Car
Fair
NH)
MINI COOPER S V.S. BEETLEPromotion
Entertainment
2005 MINI COOPERS
2005 Volkswagen New
Beetle GLS 2.0L
Optional
Not Available
Basic
Warranty
50000Mi/48 Months 50000Mi/48Months
Powertrain
50000Mi/48Months 60000Mi/60Months
Warranty
Agent
BMW GROUP
NONE
MINI’S Slogan-LET’S MOTOR
SLOGAN!
SLOGAN!
SLOGAN!
SLOGAN!
SLOGAN!
SLOGAN!
SLOGAN!
SLOGAN!
SLOGAN!
What we have learnt in
Marketing?
• Four P’s
• Marketing definition
• Target market
• Experience
Hey, guys! Do you have any questions?
References
• http://autos.yahoo.com/new_cars.html
• http://www.miniusa.com/crm/load_mini.jsp
• http://www.bmwgroup.com/
Oops! I got to go, see you