Marketing Case Studies
Role of Marketing
Strategic Role of Marketing Strategic Role: McDonalds
goods and Services Main Strategic Role consists of the team, consumer insights and
business analytics, innovation of the menu, and a strong adaptation
Production, selling, marketing to changing trends in digital and media realms.
approaches
Production, Selling, Marketing Approaches : Coca-Cola
Types of Markets – Resource, Coca-Cola uses the marketing approach through specialised
industrial, intermediate, products and small segments making it highly customer orientated.
consumer, mass, niche Coca-Cola Classic, Coca Cola No Sugar, Diet Coca Cola
Influences on Marketing
Factors influencing consumer Sociocultural Factors: Coca Cola
choice – psychological, socio Coca Cola has always relied indirectly on the pervasiveness of peer
cultural, economic, government groups through their communication. For example,
o “Share a Coke” campaign.
Consumer Laws Price Discrimination: Apple
- Deceptive and misleading Must sell the iPhone at the same price to all customers in Australia,
advertising
- Price discrimination Implied Conditions: Apple
- Implied conditions Smartphones are fit for purpose, correspond with their description
- Warranties and comply with warranties
Warranties: Apple
All iPhones should comply to 1 year Warranty
Ethical – Truth, accuracy and Engaging in Fair Competition: Qantas
good taste in advertising, QANATS was accused by ACCC of anti-competitive behaviour
products that may damage under Trade Practices Act by increasing number of seats well
health, engaging in fair beyond passenger demand, ensuring no carrier on the route was
competition, sugging profitable
Marketing Processes
Situational Analysis SWOT Analysis: McDonalds
- SWOT Strengths: financial position with a brand value of $88 billion USD
- Product Life Cycle in 2016 + wide product range.
Weaknesses: Poor public image regarding.
Threats: changing perceptions of health and diets
Opportunities: Increase in online shopping
Market Research Market Research: Apple
Every month Apple surveys iPhone buyers revealing why customers
buy Apple products compared to competition e.g Samsung
Establishing Market Objectives
Identifying Target Markets
Developing Marketing
Strategies
Implementation, Monitoring Developing a Financial Forecast: McDonalds
and Controlling – Developing a McDonalds formulated the “Create Your Taste” Menu. Overall
financial forecast, comparing customers created more than 1 million unique burger combinations
actual and planned results, and store traffic has increased. However in the United States in 2016
revising the marketing strategy the menu discontinued and later in 2017 in Australia
Monitoring: Apple
, Apple would need to monitor sales data for the iPhone to identify
market saturation (when sales are no longer increasing
Controlling: Apple
Apple may require a new model of iPhone to be launched or
identifying new distribution channels (place) to increase sales and
market share
Implementing: Qantas
Lowering flight prices to stimulate demand
Marketing Strategies
Market Segmentation, Market Segmentation Geographic: Apple
Product/Service differentiation The highest demand for smartphones in 2015-2016 was seen in
and positioning Asia.
Market Segmentation Demographic: Apple
The iPhone 5c was the first ‘low cost’ iPhone to be targeted at
customers globally however had limited success.
Products – goods and services Packaging: McDonalds
- Branding Changed packaging recycled or certified sustainable sources in 2020
- Packaging and are bright
Product: Apple
Pairs Focus on innovation and design
Compatibility with other Apple products (Apple Watch)
Apple pay
Branding: Apple
Strong brand image and highly visible placement of Apples logo on
devices
Packaging: Apple
Focus on quality, design and appearance.
Packaging suggestive of quality, slow opening box, creates
anticipation, peeling back plastic.
Price including pricing Pricing Strategy: Apple
methods – Cost, market, Price skimming is used when a new iphone is released,
competition based When a model is upgraded, the older model price is reduced to more
- Pricing strategies – competitive (competition-based pricing)
skimming, penetration, loss Bundling plans offered by network providers allow customers to pay
leaders, price points off their phone over a two year period, making the high price of
- Price and Quality iPhones somewhat less significant
Interactions
Promotion Promotion: Apple
- Elements of the promotion The use of media to create a highly publicised event of new product
mix – advertising, personal launches
selling and relationship TV and mass media advertising has traditionally focused on the
marketing, sales promotion, innovation, quality and design features of the iPhone, as well as
publicity and public being connected with others (Facetime)
relations
- The communication
process – opinion leaders,
word of moth
Place/Distribution Distibution: Apple
- Distiributiion channels Distribution of iPhones by online sales, apple store, mobile carriers
Role of Marketing
Strategic Role of Marketing Strategic Role: McDonalds
goods and Services Main Strategic Role consists of the team, consumer insights and
business analytics, innovation of the menu, and a strong adaptation
Production, selling, marketing to changing trends in digital and media realms.
approaches
Production, Selling, Marketing Approaches : Coca-Cola
Types of Markets – Resource, Coca-Cola uses the marketing approach through specialised
industrial, intermediate, products and small segments making it highly customer orientated.
consumer, mass, niche Coca-Cola Classic, Coca Cola No Sugar, Diet Coca Cola
Influences on Marketing
Factors influencing consumer Sociocultural Factors: Coca Cola
choice – psychological, socio Coca Cola has always relied indirectly on the pervasiveness of peer
cultural, economic, government groups through their communication. For example,
o “Share a Coke” campaign.
Consumer Laws Price Discrimination: Apple
- Deceptive and misleading Must sell the iPhone at the same price to all customers in Australia,
advertising
- Price discrimination Implied Conditions: Apple
- Implied conditions Smartphones are fit for purpose, correspond with their description
- Warranties and comply with warranties
Warranties: Apple
All iPhones should comply to 1 year Warranty
Ethical – Truth, accuracy and Engaging in Fair Competition: Qantas
good taste in advertising, QANATS was accused by ACCC of anti-competitive behaviour
products that may damage under Trade Practices Act by increasing number of seats well
health, engaging in fair beyond passenger demand, ensuring no carrier on the route was
competition, sugging profitable
Marketing Processes
Situational Analysis SWOT Analysis: McDonalds
- SWOT Strengths: financial position with a brand value of $88 billion USD
- Product Life Cycle in 2016 + wide product range.
Weaknesses: Poor public image regarding.
Threats: changing perceptions of health and diets
Opportunities: Increase in online shopping
Market Research Market Research: Apple
Every month Apple surveys iPhone buyers revealing why customers
buy Apple products compared to competition e.g Samsung
Establishing Market Objectives
Identifying Target Markets
Developing Marketing
Strategies
Implementation, Monitoring Developing a Financial Forecast: McDonalds
and Controlling – Developing a McDonalds formulated the “Create Your Taste” Menu. Overall
financial forecast, comparing customers created more than 1 million unique burger combinations
actual and planned results, and store traffic has increased. However in the United States in 2016
revising the marketing strategy the menu discontinued and later in 2017 in Australia
Monitoring: Apple
, Apple would need to monitor sales data for the iPhone to identify
market saturation (when sales are no longer increasing
Controlling: Apple
Apple may require a new model of iPhone to be launched or
identifying new distribution channels (place) to increase sales and
market share
Implementing: Qantas
Lowering flight prices to stimulate demand
Marketing Strategies
Market Segmentation, Market Segmentation Geographic: Apple
Product/Service differentiation The highest demand for smartphones in 2015-2016 was seen in
and positioning Asia.
Market Segmentation Demographic: Apple
The iPhone 5c was the first ‘low cost’ iPhone to be targeted at
customers globally however had limited success.
Products – goods and services Packaging: McDonalds
- Branding Changed packaging recycled or certified sustainable sources in 2020
- Packaging and are bright
Product: Apple
Pairs Focus on innovation and design
Compatibility with other Apple products (Apple Watch)
Apple pay
Branding: Apple
Strong brand image and highly visible placement of Apples logo on
devices
Packaging: Apple
Focus on quality, design and appearance.
Packaging suggestive of quality, slow opening box, creates
anticipation, peeling back plastic.
Price including pricing Pricing Strategy: Apple
methods – Cost, market, Price skimming is used when a new iphone is released,
competition based When a model is upgraded, the older model price is reduced to more
- Pricing strategies – competitive (competition-based pricing)
skimming, penetration, loss Bundling plans offered by network providers allow customers to pay
leaders, price points off their phone over a two year period, making the high price of
- Price and Quality iPhones somewhat less significant
Interactions
Promotion Promotion: Apple
- Elements of the promotion The use of media to create a highly publicised event of new product
mix – advertising, personal launches
selling and relationship TV and mass media advertising has traditionally focused on the
marketing, sales promotion, innovation, quality and design features of the iPhone, as well as
publicity and public being connected with others (Facetime)
relations
- The communication
process – opinion leaders,
word of moth
Place/Distribution Distibution: Apple
- Distiributiion channels Distribution of iPhones by online sales, apple store, mobile carriers
