Post on 22-Feb-2016
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Marketing ESL 105 PROJECTPRESENTER: Fei-Hsuan Chen, Wan Ting LuINSTRUCTOR: 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
PRODUCT
PROMOTION
PRICE
PLACEMENT
CUSTOMER
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 Rolls-Royce 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.BEETLE-Product2005 MINI COOPERS
2005 Volkswagen New Beetle GLS 2.0L
Height/Length/Weight
56.2/143.9/2679 59.0/161.1/2743
Horsepower @ RPM
168@6000 115@5200
Standard Engine
1.6L 2.0L
MINI COOPER S V.S.BEETLE-Price
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. BEETLE-Placement
2005 MINI COOPERS 2005 Volkswagen New Beetle GLS 2.0L
Car Fair
Car dealer
Less (only 75) More (even in NH)
MINI COOPER S V.S. BEETLE-Promotion2005 MINI COOPERS 2005 Volkswagen New
Beetle GLS 2.0L
Entertainment Optional Not Available
Basic Warranty
50000Mi/48 Months 50000Mi/48Months
PowertrainWarranty
50000Mi/48Months 60000Mi/60Months
Agent BMW GROUP NONE
MINI’S Slogan-LET’S MOTORSLOGA
N!
SLOGAN!
SLOGAN!
SLOGAN!
SLOGAN! SLOG
AN!
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