Marketing and Communications : Report

Added on - 21 Jul 2020

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Marketing andCommunications
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1 Evolution of marketing......................................................................................................1TASK 2 Marketing environment.....................................................................................................3TASK 3 Marketing strategies..........................................................................................................4TASK 4 Marketing mix...................................................................................................................5PART 2 Communication campaign................................................................................................6CONCLUSION................................................................................................................................8REFERENCES..............................................................................................................................10
INTRODUCTIONIn today's world marketing plays a vital role in creating awareness among people. It helpsin attracting large number of people and developing customer base. For doing effectivemarketing organisation must identify the market segment so that particular area can be focused(Belch and et.al., 2014). Also, it is important to understand the demographics of market andpeople. In this report it is shown that how a company identify market segment and promote theirproducts.Overview of SubwaySubway was founded by two school friends Fred Deluca and De. Peter Buck in 1965.They set a goal of opening 32 stores within 10 years but only 16 was opened till 1974. NowSubway is operating globally with over 45,000 stores in 100 countries. It is a privately ownedfast food company. Subway provides a variety of products including sandwiches and salads. Butits core products is subs (sandwiches). Along with this, it also offers products such as wraps,paninis and baked goods. The headquarter of subway is situated in Milford, Connecticut. Itsregional offices are located in various cities such as Amsterdam, Australia and New Zealand.The CEO of company is Suzanne Greco (Sattelberger, 2015).Purpose of reportThis report is prepared to describe the role of marketing and communication. Its purposeis to state different marketing methods that are used by Subway to promote their products. Also,what tools are used by company to communicate with people in the market (Royle and Laing,2014). Moreover, it will study on Subway has segmented its market and what strategy is beingused by them to attract people. Besides this, it will state what product or price offerings isprovided by Subway.TASK 1 Evolution of marketinga) It is very important for companies to promote its product and services in order to attractpeople. For this they perform various activities for advertising their products and services.Basically, marketing is based on two factors. These are market and products orientated.
Marketing and product orientation refers to the activities that are performed by company in orderto fulfil the needs of customers.Market orientation- A market orientated company performs activities to fulfil needs of people.They emphasis on marketing activities that helps them to attract people and increase sales. Thereare various tools that is followed in this. These are market research, testing and customer focus.For example – SamsungIt entails that products are advertised by differentiating markets. It helps in developingseparate strategies and advertising products. Also, operations are performed by analysing market.Advantages - Its main advantage is it help company to promote products according tomarket condition (Felix, Rauschnabel and Hinsch, 2017) Accordingly, they developstrategies. It also helps in identifying customer needs.As market condition changes company also develop strategies accordingly. This helps indealing with situation.Disadvantage- it only focuses on advertising without emphasising on product features.This only attracts people but do not generate sales. Also, it incurs a lot of money toperform various marketing activities.Manager develops effective strategies that takes a lot of time.Product orientation - Aproduct orientated company focuses on its core products that will fulfilpeople needs. Also, product orientated company implement systems that supports its products. Ithelps in maintaining quality of product. In this orientation is based on three concepts that areproduct research , testing and product focus. For example – AppleAdvantage- as it focuses on products, by this quality is maintained. People get highquality product that helps in gaining market share and developing loyal customers. In thisonly the feature of product is enough to attract large number of people.It enables company to focus on product quality in order to attract people.
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