P1: describe how marketing techniques are used to market products in two organisations
M1: compare marketing techniques used in marketing products in two organisations
D1: evaluate the effectiveness of the use of techniques in marketing products in one organisation
P2: describe the limitations and ...
P1/M1: Describe how marketing techniques are used to market products in two organisations, and
compare marketing techniques used in marketing products in two organisations
McDonalds is a fast food restaurant which operates worldwide, their target audience is a range of
different people; they offer Happy Meals for families with children, on-the-go breakfasts for workers
or freshly ground coffee for those eating in and free Wi-Fi. Marketing campaigns are often targeted
to specific groups, for example on Happy Meal adverts they are focused on toys because they are for
children. Their number one aim is to serve quality food to customers which can trust the brand.
Boots are the UK’s leading health and beauty retailer, due to their high quality products at low
prices. Boots feel it is important that customers all over the world enjoy the same level of personal
customer service, unique range of products and a welcoming shopping environment. Products in
Boots are available to any person, from both genders and any age, they provide a large range of
products. Boots offer their own makeup and skincare range which is called No 7 which was first
established in 1935. Boots aim to be 'To be the UK's most socially responsible retailer in the health
and beauty market.' They will do this by ‘improving the health of our customers and their
communities’, ‘leading the development of sustainable products’ and ‘placing our customers and
colleagues at the heart of our business’.
Market segmentation the market by dividing the whole population into smaller segments; this
makes it easier to meet the needs of a smaller group by manufacturing different products for the
different segmented groups. It can be done it terms of age, gender, lifestyle and geographical
location. McDonalds segment their market with their Happy Meal; this is specifically manufactured
and targeted at children, it therefore includes a free toy as well as the smaller children’s meal.
McDonalds also have periods where their Happy Meal is targeted at either boys or girls, where the
box and toy inside are gender themed, for example My Little Pony for girls and Transformers for
boys. Segmenting the market boosts sales because it offers the perfect product for young children,
Happy Meals are boxed and suitable for parents to buy for their children to takeaway, making it a
convenient product and more appealing to both parent and child.
Boots segment their market with their No 7 range, which is targeted towards women aged between
25 and 50. No 7 offers a skincare range as well as their well-known cosmetics, which broadens their
audience to women who do not wear makeup but wish to use high quality skincare products at an
affordable price.
The marketing mix is about putting the correct product in the right place at
the right time and with the right price in order for the product to be as
successful as possible. These four elements are changed until the best
combination is found and it serves the needs of the customer.
The first P in the marketing mix is the product. The product I will discuss for
McDonalds is the children’s Happy Meal. McDonalds have a unique selling
point with their Happy Meal because no other fast food restaurant offers a
meal which is designed for children. Happy Meals are a good product because
it meets the needs of the target audience, because it is a smaller meal than a regular adults mean
and it comes with a toy which appeals to children and makes them more likely to ask their parents
for the meal. The product life cycle for Happy Meals would have increased from when it was first
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