MARKETING PORTFOLIO

1. MARKETING PORTFOLIO Selene Anttila IB2012 Introduction to Marketing

2. Contents What kind of Marketing have you faced? Checklist for week 1 A channel to communicate with customers Short add about myself Brochure Product Design Marketing Mini Project Competing with price 3 4 6 8 9 11 14 15

3. What kind of marketing have you faced?1 good and 1 bad example for the next week’s class Marketing can be seen everywhere, all the time, done by whoever, where-ever. My favourite type of marketing are commercials with catchy tunes or stories, some of which I remember years and years after. A good example is a commercial about Hesburgers sauces that came out something like 10years ago. Me and my brother both still remember the song, it’s a pity they stopped selling the sauces. Here’s a link to the commercial http://www.youtube.com/watch?v=MD4G6Q_Q-xY. It is difficult to name one bad advert. I think rather than naming one, I should think of things that make a bad advert. For me a bad advert either gives too much or no information at all. These for me are bad adverts: Nobody has time to read through pages of information on your company from the flyer, and nobody is interested enough to star guessing your companies name or what you’re all about. A bad advert might be offensive to some people or very dry without any humour. Colours are very important as well, dull blacks and greys make people skip over your advert, and using too many colours make people’s heads hurt. Texts should be clear and easy to read, and only the main points should be addressed.

4. Checklist for week 1 1. Who is doing marketing and what kind of role marketing plays in a company? Marketing is done by everyone. Companies market their own services and products, try to increase their sales and get new customers. People market themselves, trying to get new opportunities, friends, or be accepted. Organizations market their own way of thinking, and dealing with issues. Marketing is an important part of our current world where money makes the planet spin. 2. Why marketing should be seen as a process? Marketing should be seen a process because it should be kept going all the time. Leaving marketing to just one event or advert can be catastrophic. Marketing should be seen as a process also because it should evolve into something greater and better all the time. Marketing can also be seen as a set of processes for creating, delivering and communicating your ideas and values to customers, and also managing customer relationships. 3.What are the functions of marketing? The 7 functions of marketing are: • Distribution - The best ways for customers to locate, obtain and use the products and services of the company. • Selling– Selling products to satisfy your customer’s needs. • Financing - Obtaining the necessary funds needed for operations and budgeting for marketing activities. • Market Information Management - Obtaining, managing and using information about what customers want to improve. • Pricing– Setting the price of the service or product at the right level. • Product/Service Management - Designing, developing, maintaining, improving and acquiring products and services that meet the needs of customers. • Promotion- Communicating with customers about the product to achieve the desired result and advertising it accordingly.

5. 4. How is the marketing like nowadays comparing to the former sales driven marketing? Now-a-days marketing concentrates on customer relationships, rather than the sales. It is important so that you can built loyal and profitable customer relationships. You should concentrate on the things that make you stand out from your competitors and the things your customers appreciate most about your business. 5. What kind thing in the market and society have affected to this change? The world is become more competitive and global, there are many of the same products on the market and people are becoming more and more critical. It is important for companies to prove to customers that their values and opinions are valued. 6. What value has to do with marketing? Marketing creates value in many ways, but the most important is creating recognition. A good marketing plan makes your company well known and your brand trusted. 7. What do you market? You market the product, your image at the market for example the package, name and design. You also market the extras like services, spare parts and insurances. 8. What means “the value of marketing” and “the marketing of value”? 9. How does marketing affect to the society? It is not as much of how marketing infects the society but how society affects marketing. Society is becoming less responsive to the old types of marketing strategies and thus the marketing environment has changed and will also have to change in the future. 10. Try to find some good and “bad” sides of marketing. Some good sides to marketing might for example be that it makes it easier to find products and services you might need, on the other hand marketing might be one of the reasons the world is becoming more materialistic and more divided. It is also very difficult to come up with advertisement that doesn’t offend anyone. 11. What is marketing mix? The 4 P’s: price, product, promotion, and place. And helps determine what sets your product apart from the competitors. 12. Can you explain how companies can use 4P’s to do marketing? It is important for all the P’s to be competitive. If your price is higher than your competitors it is important that the product is better. For marketers it’s important to make it clear why this is. In summary, you need to create a product for a certain group of people, sell it for a price that they are willing to pay, sell it at a place they visit frequently and promote it well.

6. Present one channel to communicate to customersEmail Electronic mail or e-mail as it’s more commonly known is a digital message exchanging method, and can be used to send a message to one or more recipients. Email operates through the internet or some other computer network, although the earlier systems required both author and recipient/s were online at the same time, which is common with instant messaging. Luckily now-a-days the systems are based on a store and forward model, where the servers accept, forward, deliver and store messages and the messages will be preserved for however long it takes for the recipient to read the message. An email usually consists of three components, the message envelope, the message header and the body. The header consists of, minimally, the authors and recipients email address, as well as a subject header. Electronic mail was created before the internet and was a crucial tool on creating it. Funnily an email sent in the 1970s looks similar to a basic text message on the modern Internet. Some email types are web-based emails, POP3 email services, IMAP email services and MAPI email servers. The most familiar type of email is the web-based one. Many free email providers host their servers as web-based emails which allow users to log on to their account through the internet. In a POP3 email account, mails are downloaded to your computer and are then deleted from the mail server. It is short for Post Office Protocol 3. An alternative for POP3 is IMAP, in which mails are hosted on a mail server you can access from any computer. MAPI email servers are based on API for Microsoft Windows.

7. Email in marketing Email is widely used for marketing and falls in the category of direct marketing. Usually it involves sending adverts, request business or donations and is usually meant to build trust, loyalty or brand awareness. Lists or customer databases can be used to do email marketing. Basically the term email marketing usually refers to sending an email message with the purpose of enhancing the relationship between a merchant with a current or previous customer, to encourage loyalty and repeat business. It can also have the purpose of acquiring new customers and convincing current customers to purchase something. It is estimated that US films alone spent $1.51 billion on email marketing in 2011. Email marketing is easy to convey into individual direct marketing by using databases, composed of customer information, such as purchasing history or browsing history. There are several advantages to email marketing such as an exact return on invest, its cheapness and speed, it can reach a large amount of people and people usually check their mails daily so communicating is fast. Email marketing is reported as second only to search based marketing as the most effective online marketing tactic. As in all marketing it also has some disadvantages which include deliverability rate (56%) and the laws concerning email marketing are still difficult for companies. It is still easy to violate spam laws such as the United States' Controlling the Assault of Non-Solicited Pornography and Marketing Act (CAN-SPAM), the European Privacy and Electronic Communications Regulations 2003. All in all though email marketing is an effective way to reach a wide audience or to deliver a direct message to a distinctive group or individual.

8. Short add about myself My name is Selene Anttila and I am a student at Tampere University of Applied sciences. I major in International business, which was an obvious choice considering my past and which so far as proven to be a good choice for me. Having lived in Canada, England and Japan internationality has always been a big part of my life, I am happy to apply my knowledge and experiences in school as well as in the future. I am a calm and down to earth type of person, who likes to accomplish and works hard to gain her goals. I’m an lazy entrepreneur who likes to find the easiest way of doing things well, sometimes in the process taking the hardest and roughest way possible. I like to think of myself as creative and a sort of fuzzy-pants, but with an odd yet good sense of humor. My studies in drama make me get along with people well and make me react quickly to new situations. This is important when working with people and an always changing environment. I am a strong personality, and usually presume the leader role in a team but can also work well as a member of a team. I’m artistic and open minded, yet classical. I love writing and listening to music, and enjoy curling up in a chair and reading a book. My dog keeps me on my toes at all times, and drags me outside even if the weather is disastrous, this is why I am used to things not always being pretty and going the way I want them. Having a past career in the restaurant business has also taught me to deal with problems head on and with a smile on my face, and that’s the way I’ve decided to deal with all complications in my life. The now isn’t important if there’s no future to look forward to, is what I say! If You hire me, I’ll bring a soft breeze of spring to the work place and am sure to work hard in making a good future for all of us. “Look after the customer and the business will take care of itself” – Ray Kroc, founder of McDonald’s.

11. Product design Product name and brand: Blupo Functionality: satisfy the requirements: maintains the same basic values as the existing product line (pure and Nordic and also add something new: energy soda, blueberry flavor with a little bit of tyrni (Finnish high c-vitamin berry) in it The beverage would be high in c-vitamin and flavonoids  good for health but also taste great and be like a soda. Style: Company does not focus on existing target group: conservative, middle-class, age 25-70 are living in Finland and Sweden but try to reach new group .The new drink is suitable and preferred by young people (15-30 years) who care about health (the drink with high c-vitamin) and career focus (easy to carry and also can bring energy which helps create more efficiency in work) Quality: The drink has higher quality compared to other kind of soft drink products because it use natural flavor from familiar Nordic fruit (blueberry, cranberry and tyrni) which is not only used for drinking purpose but also good for health Safety: The product is made from fresh blueberry/ cranberry and tyrni from trustful source (use fresh fruit taken directly from farm; and do not use chemical for the drink) Package: Fanta style of bottle, but a bit rounder and not as tall. The label would be almost the whole bottle with big blueberries on it, to make it fun and colorful (blueberries would be almost like big bubbles (I think we can add picture here instead of describe by words)  easy carry with or take away  suitable with people who have to move and work whole days. Maintenance/ service: The company keeps the large number of drink in clean storage and check the expire date and quality of product every two months. The drink can be kept for 1 year if you do not open the bottle. If you open the bottle, it would be better to use in one week. Information and guidance: The drink has better taste when it is cool. Guarantee: We guarantee Bluepo use natural ingredients which are good for health and the product is produced with high-qualified technology which ensures the product is clean and fresh Extra products and services available: Blueberry with a little bit tyrni in it is our main product. We also have extra product which is quite similar is Blupo cranberry

14. Marketing mini projectrovio Our Mini Project was based on Rovio Entertainment, which was founded in 2003 and is the biggest game producer in Finland. Rovio is behind the hit game Angry Birds for touchscreen phones which became a worldwide success in 2010. Rovio currently employs over 500 persons. Beside Angry Birds they have published some semi successful games such as Bad Piggies and Amazing Alex. Rovio does marketing in a variety of ways, some of which include youtube cartoon videos or short movies (http://www.youtube.com/watch?v=1Bk_nqUQ0fc) as well as WOM advertising which includes Facebook and twitter campaigns, like free games and competitions. Licensing is a big part of Rovio and they work together with big companies like Lumene and Paulig in Finland. Rovio is a company catering to many different types of customer groups, but have recently focused on elementary level children. Although Angry Birds is a worldwide brand and many age groups enjoy the game, it is safe for younger children to play. With the introduction of Amazing Alex children are even better catered to. Rovio used to make horror games and adventure games, but is now safe for kids to enjoy. Licensing has made gift giving easier for adults as well, since almost every child enjoys Angry Birds merchandise and knows the characters. Competitors can be found in the game industry as well as merchandise industry. Some key competitors in the game side are the Finnish game studio Supercell, the big US company Electronic Arts and the Facebook based game company Zynga. The licensing side has many competitors such as the giant-animation studio Disney and the toy company Hasbro (which is also a partner). Some of our ideas for Rovio's marketing would be to raise the awareness of the companies roots, and Finland. We were thinking of a character design contest where the winners design would be made into a character in a game. Our other competition would be for customers outside of Finland where QR-codes would be given to people who play the game and scanning the code would determine whether the person has won or not, the prize would be a trip to the Angry Birds land in Särkänniemi Tampere. We are looking forward to working with Rovio in the springtime to determine what our project for them would include.

15. Competing With price I found this add in the webcatalog of Bauhaus. The price is set at 8.95 euros which according to psychology people will think is much less then 9 euros. It also states that it is ”definately cheap”, which most people will believe. The commercial is cleverly constructed as the ”from” part is printed in small text to get people to concentrate on the cheap price texted in a larger font. On closer investication you will notice that the price is for the most basic set, and even led lights cost 3 times more.