Describe how marketing techniques are

used to market products in two

different organizations P1
In this assignment I am going to describe the marketing techniques that are used to market
products in two different organizations.

Kellogg's and Thorpe Park are two different businesses with different aims and
objectives which mean they use a variety of marketing techniques to attract more
consumers to increase their marketing.
Marketing is known as the management process through which goods and services move
from the start which is the concept of the product or service all the way to the customer
that is going to buy it.

Kellogg's
Kellogg's is an American multinational food production company located in Battle Creek,
Michigan in the United States of America. Kellogg's is responsible for producing cereals and
convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored
snacks, frozen waffles, and even vegetarian foods.

The company is the inventor of many unique brands which include Froot Loops, Apple
Jacks, Corn Flakes, Frosted Flakes, Rice Krispies, Special K, Cocoa
Krispies, Keebler, Pringles, Pop-Tarts, Kashi, Cheez-It, Eggo, Nutri-Grain, Morningstar Farms,
and many more.
Kellogg's target market is anyone above the age of 5+ since their company has a variety of
brands for different types of people.

Thorpe Park
Thorpe Park is owned by Merlin entertainment and is a theme park with a temporary hotel
in between the towns of Chertsey and Staines, Surrey, England, UK. It is operated and owned
by Merlin Entertainments. After demolition of the Thorpe Park Estate in the 1930s, the site
became a gravel pit. Thorpe Park was built in the 1970s on the gravel pit which was partially
flooded, creating a water-based theme for the park. This essentially allows guests to view
the park as an island, which is where the "island like no other" slogan originates from.

Objectives

Private sector - The private sector is mainly made up of organizations that are
owned privately and are not part of the government. These can include businesses that are
either profit or nonprofit. Both Kellogg's and Thorpe Park operate under this sector. Private
sectors aims and objectives are different to the ones of the public sector.

Survival - One of the aims and objectives for a business in the private sector for example
Kellogg's would be survival and this is because they have to make sure that their company

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can survive, they aim to make sure that their products which they are marketing to their
customers are ones that have potential and can help the business to survive in the
competitive market. In order to achieve this Kellogg's advertise their new products through
different techniques but when they advertise they will be hit with cost limitations since it is
not exactly free to advertise products on different grounds. A good example is Kellogg's
advertising Coco Pops on TV this advert would definitely have cost them a lot of money so it
would be important for them that this advertisement campaign became successful because
if it failed then this would mean that they spend a huge amount of money on something
that did not work.

Growth Another one the private sectors aims and objectives is growth this is because they
want to make sure that their company can expand and develop in the coming future. A good
example would be that Thorpe Park might want to expand their business even more around
the globe they could do this by making their services and products more appealing to a
wider target market internationally. This procedure would allow them to have a bigger
reputation than before in countries they have not reached before which would make their
company popular with even more customers than they had before since their
advertisements would show people what services they have to offer which would increase
the likelihood of more people being interested in Thorpe Park's services leading to the
growth in the number of sales that Thorpe Park would have made.

Public sector - The public sector is the part of the companies concerned with providing
many governmental services since they are owned by them. The makeup of the public sector
can vary by different countries, but in most countries the public sector will almost always
include services such as the military and the police. The aim
of a public sector business is seeking to provide services by regulating illegal activities and
enforcing laws. Their objectives are based on providing a range of services in the first
instance with some expanding the range of the services they offer.
They also have to limit their costs and improve their efficiency of the service they provide
since it is important that this sector of the business represents a good value for money and
finally the last objective is to meet quality standards in order to demonstrate the quality of
the service they provide which also relates to representing good value for money.

Marketing Objectives Kelloggs and Thorpe Parks marketing objectives are not the same
as their businesses objectives. Although both are SMART, the objectives for marketing are
based on factors other than survival and growth. The marketing objectives are secondary in
order to complete the businesses overall objective.

Market Leadership Market leadership is the position of a business with the largest market
share in the market that the goods and services are sold. The market share can be measured
by the amount of good sold or their value as a whole. Kelloggs for example is the market
leader in the cereal production marketplace since it has the largest amounts of good sold
than any other company in that market.

If a company is a market leader it can be a huge advantage for that business since the
suppliers will want to stock their product and customers will want to buy from them first.
Thorpe Park is another good example of a market leader in entertainment.

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Brand awareness - Another marketing objective is to increase the customers brand
awareness because if Kelloggs is able to successfully raise the awareness of their brand they
are able to raise sales since customers will subconsciously or consciously seek out the brand
when purchasing it.

Perceptions of customers or users A customers perception of the business or the brand

can be influential when it comes to purchasing decisions. For example Kelloggs may have
high brand awareness but if customers see their products as something of low quality then
they will look for an alternative and purchase that instead.

Link between organizational objectives and marketing objectives Kelloggs and Thorpe
Park's marketing objectives should not contradict its businesses overall objectives but rather
should complement them and contribute to achieving them since both companies are very
unlikely to do well if it they are heading in two different directions.

Marketing Techniques
There are many different types of methods that are being used in marketing to make a
business becoming more successful. These include techniques such as:

Growth strategies - (diversification, product development, market penetration

and market development : Ansoffs Matrix)

Survival strategies - branding (importance in influencing buyer behavior, brand

building, positioning, brand extension)

Relationship marketing - (transactional marketing and relationship marketing, value

of lifetime customer)

Kellogg's and its marketing techniques

Many marketing methods have been used in the organizations history to promote
the company's products and its unique brands.

The most outstanding effort among them is the design of the Kellogg's logo that was created
by Ferris Crane which is now one of the most recognized brand logos among the public
across the globe.

Branding - This creation can be seen as an example of a survival strategy which is known as
branding. This marketing technique of branding is a totally vital a part of advertising because
this tells the customers which company owns what products, and it helps them to discover
which one they want and which one is better for their needs, most of the brands will have
positive things associated with their products and brands which makes them
more recognizable in terms of competition compared to other companies in the same type
of market. Branding can exist in many forms, which can be through a name, sign,
symbol, color or even by a slogan.

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A good example of branding in Kellogg's is if there is a big red K on the cereal box, then most
people will identify the cereal as the Kellogg's brand. It is very clear that Kellogg's takes
branding very seriously due to the fact that this method of marketing can sometimes can be
the difference between the success of the business or not.

Importance in influencing buyer behavior Branding is able to put out a large influence
over the buyers behavior since a strong brand is able to stick in a customers mind and help
them to link products with a specific supplier. Once a brand builds enough strength to
influence it is able to help Kellogg to enter new markets easily or sell into existing ones
without failure since if someone purchases one product from a brand they will most likely
purchase another product from the same brand.

Brand building and positioning It takes time and a lot of investment for brand building and
maintenance. Kelloggs must first identify its brand values which are the central messages
that it wants its customers to understand when they think of their brand. A good example is
Kelloggs that wants its customers to think of their products as ones of high quality and good
taste.

Kelloggs would then consider how to convey this message to their customers. This can be
done by:

Adopting a specific and consistent style to their promotional material

Using specific fonts, words and images or layouts in their emails
Training staff to present a specific image to their customers

A lot of consistency is also the key to building and a maintaining a brand. Although Kelloggs
needs to make sure that they are delivering the promises that its brand is conveying to the
customers. If the brand presents products or services of high quality and they are not able to
market that promise by producing bad quality products then the brand will be affected in a
negative manner.

When building and developing a brand Kelloggs must consider how the brand is positioned
within the market. This can be very common in a competitive market where the
competitors brands are especially well known.

Brand extension Once the brand is actually established Kelloggs can reduce the risks that
come with developing a new product through the use of brand extension. This is a marketing
strategy in which a business marketing a product with a well-developed image uses the
same brand name in a different product category.

Ansoff Matrix
Another form of marketing techniques that Kellogg's is known for is the operation of a
method called growth strategies. This method was produced in order to help a businesss
growth by using 4 different techniques, when put together; this is known
as the Ansoff's Matrix. As I mentioned, the Ansoff's Matrix has four parts to it they are
known as:

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Diversification - Diversification can be a very important component of Kelloggs strategy for
their products. It seeks to increase its companies overall profits through producing a greater
sale capacity obtained from the release new products and the creation of new markets.

Kelloggs has many different products which are comprised of bars, beverages, cereal,
crackers, fruit flavored snacks and etc. of the same thing for instance you can get Coco Pops
normal cereal and Coco Pops breakfast bars this can be seen as an example of
diversification. Since their products are not in one specific food area, this can be seen
as Kellogg's Company being a diversified business.

Market Penetration - Market penetration is the method of greatly increasing the

companys market share of their existing products or even promoting a new product through
methods such as advertising lower prices or a large range of offers like discounts.

For Kellogg's market penetration is aimed at customers that they already have or other
customers that buy products similar to Kelloggs from other rival companies for example
people that create a duplicate of Coco Pops. By promoting their products to their existing
customers with a better value for their money it allows the company to persuade the
customers to stay loyal to their brand.

Product Development - Product development is the method of a business aiming to

introduce new products into existing markets. The products introduced doesnt have to
be entirely new as it may just require the business to develop modified and
improved versions of their old products which can then appeal to existing markets.

A good example of Kellogg's using product development is through Coco Pops. Using Coco
Pops they then made other extension products such as Coco Pops Moons and Stars
and Coco Rocks which is another cereal made from the older version.

Market development - Market development can be seen as the opposite of market

penetration since it takes an existing product into a whole new market rather than taking an
already existing product into an existing market.

This can be done by exporting existing products to other countries, another form of market
development is the creation of new packaging and
different pricing for different product ranges from children cereals to adult cereals. Market
development allows Kellogg's to find a new target audience and advertise their new
products to them.

The effects of this method are then portrayed through the gradual increase of customers
and a higher profit after each year.

Relationship Marketing Relationship marketing can be linked to activities that are aimed
at developing and managing trusts such as relationships for the long-
term with a larger portion of customers.

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Some relationship marketing strategies include my earlier explanation of branding but can
also entail through actions such as customer service training for a better implementation of
a service and even relations through social media and blogs. These efforts are a guarantee in
the promise in sales for the long term. To summarize relationship marketing focuses on
developing longer lasting relationships with clients to secure sales far into the future.

This could be shown as an example by Kellogg's when the business is marketing already
existing products that were created a long time ago such as Coco Pops because
consumers already enjoy purchasing the products that already are within the market.

Transactional marketing - Transactional marketing is the act of focusing on a single

objective and that is the aim of making the sale. Transactional marketing techniques involve
the actions of advertisements and promotions exclusively pointed towards the objective
of immediate sales. Transactional marketing have smaller
and shorter term goals when compared to relationship marketing.

An example of Kellogg's making a good use of transactional marketing is when they market
their products differently compared to other companies for example if the business does
a buy one get one free offer on Coco Pops this will then attract customers straight
away because this is what customers look for and the business can seek this as an
opportunity and thrive off it.

Thorpe Park and its marketing techniques

Branding - Thorpe Park does not have a significant amount of branding as compared to
Kellogg's since its logo is not as well recognized around the world. However this is not
necessary because Thorpe Park only need to advertise the services they offer in order to
attract customers.
Offering a service means it is something offered by an organization that benefits the
customers this would be benefits such as:

Eating and Drinking

Rides
Shopping
General Facilities
Ride Photography

Diversification Since Thorpe Park service mainly comprises of rides it is almost a necessity
for it to have diversification among their rides. A theme park with only one type of ride
would be incredibly boring and no one would want to visit the theme park in the first place if
it only offered the exact same type of service. Therefore Thorpe Park has many types of rides
which are:

Stealth
Colossus
Detonator
Nemesis Inferno

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 Rush
Slammer

The rides themselves can also be divided into parts to create a wider range of diversity
which are known as Thrill Seekers, Families and Young Families.

Market Penetration - Thorpe Park looks at what is going on in the market when they set
their prices. It also looks at what customers are willing to pay at certain time in certain
situations.

By promoting their service through methods such as advertising lower prices or a large
range of offers through ticket discounts it is able to maximize the overall revenue the park
can achieve with its targeted number of customers.

Product Development - A good example of Thorpe Park using product development is

through their rides that they sell as services. If one of their rides got too old and ended up
receiving bad feedback from their customers then they would have to consider having to
improve the ride and develop it to make it more exciting than before and rekindle the
attention of their customers again this would mean they have another ride made from the
older version.

Relationship Marketing - Since Thorpe Park is located very close to London the most
populated area of the country it is able to make its services available to customers at the
right place at the right time. Thorpe Park also employs many people and therefore needs a
city with a big population nearby. This allows Thorpe Park to create good relations with its
customers since the employees may promote the service to their friends and families.

Market development - Market development can be seen as the opposite of market

penetration since it takes an existing product into a whole new market rather than taking an
already existing product into an existing market.

Thorpe Parks marketing development would consist of the creation of new leaflets for their
new rides and different pricing for different services that would range from children rides to
the adults rides. Market development allows Thorpe Park to find a new target audience
and advertise their new services to them.

The effects of this method being successful would then be portrayed through the gradual
increase of Thorpe Parks customers and a higher profit for the end of that year.

Difference between relationship and transactional marketing The general difference

between relationship and transactional marketing is that relationship marketing is a method
that is specifically designed to developing and dealing with the long term relationships of
customers. Transactional marketing however is when a business like Thorpe Park for
example would mainly focus on a single transaction.

Value of lifetime customer A life time customer is a customer who will stay loyal to a
business or organisation for their entire lifetime, A good example could be Thorpe Park, if a

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customer really enjoyed going there the first time it would mean that they would become a
lifetime customer and this would mean that they would keep coming to Thorpe Park for a
very long time and it could and would even last until the end of the customers lifetime.

The value of a lifetime customer for Thorpe Park will be that the organisation will need as
many lifetime customers as possible, this is because the lifetime customer would visit
Thorpe Park consistently which will mean that they would pay each and every time they visit
for the rides and other services such as the food that they will purchase, this will increase
the profits and the revenue that will be made by the organisation, which is what Thorpe Park
want.

Conclusion of marketing strategies - As a company Kellogg's and Thorpe Park will recognize
that marketing strategies are something that will constantly evolve and is always adapting to
the changing market conditions but will always work toward their businesses aims and
objectives. Within their companies, the inevitable profits from its many different types of
business are constantly reviewed by executives of each respective company and then
evaluated.

A decision is then made and fed into the judgment making process. This will enable newly
made strategies to be developed in order to improve the operations of their organization.
Although, while strategies change, one aspect of every private sector business has remained
in place and that is to offer its customers products and services that they desire in order to
make a profit for their business, this is the main aspect that stops a company
from becoming redundant.