1

Marketing Portfolio

Students Name

Institutional Affiliation

Course Name: Course Code

Instructors Name

Due Date
 2

Table of contents

Part 1: Marketing research and its use in a Marketing Plan 3

Part 2: Who are the competition for your favorite product? 5

Part 3: PESTLE & how this affects the introduction of a new product/service 7

Part 4: SWOT analysis and its use in the marketing plan 9

Part 5: Segmentation, targeting & positioning in marketing: Current trends in the industry of

your choice 11

Part 6: New product/service launches or brand management: A success and a failure

13

Part 7: Marketing Ethics

References
3
 4

Part 1:

Market Research & Its Use In A Marketing Plan

Market analysis is essential for achieving business and marketing goals. Part of the

method entails compiling primary and secondary data on consumer habits, trends, and

psychology. Surveys, habit research, and customer reviews are used to collect this information.

Marketing strategies may be designed and conducted based on expected consumer wants/needs

until a company has established a solid basis in business research (Arthur, 2016). Businesses

should use analysis to carefully formulate marketing targets to be mindful of the psychological

demands of their consumer market and increase their return on investment. Coca-Cola, a global

soda maker, used consumer analysis to inform their marketing campaign for the rebranding of

"Coke None" to "Coke No Sugar." Coca-Cola detected a substantial uptick in health-conscious

food preferences among customers by retrospective market surveys and reviews.

Following the fourth consecutive quarter of sales declines for Coca-Cola in April,

customer support surveys revealed that customers were becoming increasingly health-conscious.

As a result, Coca-Cola rebranded itself as "Coke Zero Sugar" in 2015, citing quantitative studies

that showed "50% of the industry was uninformed that it did not contain sugar" (Arthur, 2016).
 5

This independent study aided the corporation in establishing a new goal. By 2020, non-

sugar goods would account for half of its revenues, necessitating aggressive product growth to

satisfy evolving market demands. The marketing theory employed is dynamically continuous

innovation, in which an analysis is performed first to evaluate behavioral improvement, and then

an actual product is modified (Coke Zero). In this way, industry discontent with Coke Zero was

investigated, contributing to 'Zero Sugar.'

Coca-Cola commissioned a simulated consumer research survey in the United Kingdom

to determine how consumers will respond to Zero Sugar before launching the world's first

national sampling scheme. Before the review, potential customers were polled, and

questionnaires regarding the product's functionality were distributed. Following the publication

of the appraisal report, the corporation's obligation to supplying to clients from all walks of life

was reaffirmed by strategies such as annual product ratings and the announcement of the

nationwide "one brand" campaign (Rodrick, 2016).

Analysis
 6

Even though consumer analysis helped Coca-Cola see the movement toward healthy

alternatives, the initiative required significant investment, and many consumers were still

unaware of Coke Zero Sugar. Diversify the commodity mix and create innovative merchandise,

supply chain, and packaging models, to name a couple. I assume the business's "One Brand"

approach effectively reaches out to both baby boomers and elder millennials searching for

healthy options.

Part 2

Who Are The Competition For Your Favourite Product?

Competition refers to the interior and exterior factors that affect the development and

advancement of innovative goods and services. Nike, Adidas, Under Armour, New Balance, and

other well-known firms compete aggressively for market position in the sneaker industry. Nike

has a higher market share and more significant potential for product exposure than most sneaker

labels. My favorite product is the Adidas NMD, a relatively young apparel brand noted for its

convenience, longevity, and distinct visual look. They encountered competition from competing

for sneaker brand Nike when they unveiled their Roshe runner style range. The Nike Roshe

runner is well-known for its low price and simplicity of usage (Danforth, 2016). Roshe runners

are available in most supermarkets, allowing shoppers to get cozy at a low cost.

Furthermore, due to its lower market share and recognition, Adidas could not deal with

Nike's Roshe line. As a result, Adidas took a different approach, stressing the exclusivity of their

NMD line. This entailed employing tactics such as inventory price skimming and direct delivery

to cultivate a loyal consumer base who respected the goods' quality and appearance (Danforth,

2016). Adidas was willing to consider, research, and combat their competitor's strengths to

configure a competitive complementary product launch. As a result, Adidas saw a 17% rise in
 7

sales in the first section of 2016 and a 15% increase in revenue outlook for the year (Roazen,

2016). The NMD series is responsible for Adidas' 67 percent sales growth in the twelve months

after their inauguration. In contrast to Nike's -4 percent fall, this is a significant decrease (refer to

appendix one).

Adidas seems to have invented goals to combat their opponent's skills as a consequence

of the competition. As a result, a product was strategically introduced that outperformed the Nike

Roshe line and ensured long-term longevity and revenue development.

The opposition encompasses both peripheral and interior competition performances and

expectations, control, and feelings, both of which affect the targeted conduct. Nike combats

monopolistic rivalry in the footwear market by identifying pricing gaps among rival retailers to

provide a broader product range. Nike has had to reposition itself in response to competition

from Puma, Adidas, Under Armour (U.A.), and Reebok by differentiating brands based on

appearance, protection, and consistency rather than price. It gives the impression of a balanced,

wholesome brand by integrating modern technologies with scientific testing to create a superior

offering.
 8

The HyperAdapt 1.0 is a one-of-a-kind product that "eliminates a slew of distractions...

and significantly improves efficiency" (Anon, 2017). Its advancement is vital to Nike's pricing

leverage since it employs electro-sensitive lacing innovations to manage its strategic edge over

Adidas' Boost single portfolio. Nike's apparel also has higher performance and meaningful

benefits due to incorporating technological testing in fields such as kinematics, ankle range of

motion, and metabolic cart. Nike's stock price collapsed in 2016 following changing customer

preferences and the fall of its retail subsidiary, Sports Authority, when the U.A. and Adidas

struggled to gain market share in the U.S. and Northern American apparel industries (Barrabi,

2016). As a result, HyperAdapt's success as a luxury proposition landed at a critical juncture in

the footwear market, proclaiming fascinating novelty through pop-culture mentions from 'Back

to the Future' and 'E.T.' (Eden et al., 2016).

 9

Finally, I think Nike will increase its product creation expenditure in response to the

possibility of imitation and competing sneakers being sold online by burgeoning e-commerce

companies. It's a good strategy for profit margins to target the big market-sensitive demand

category by pricing goods at a lower price (i.e., factory outlets). Nike's leadership will

unquestionably be sustained by including customers in product production and reaching into

underserved foreign markets (India).

Part 3

PESTEL And How This Affects The Introduction Of A New Product/Service

The launch of a fresh creation or provision is influenced by radical, financial, communal,

technical, conservational, and legal inspirations. The effectiveness of a company's goods/services

marketing strategy is determined by responding to these situations. PESTEL has had a significant

impact on BMW, a leading automobile manufacturer noted for its creativity and luxury. When it

came to launching the i3 electric car series in the United Kingdom, BMW encountered

legislative opposition. BMW currently works in a small business environment due to higher
 10

taxation and regulatory burdens as a result of BREXIT. This perplexed BMW, forcing them to

concentrate on their scalable manufacturing network and consider shifting production to

Germany (Chapman, B. 2017). Economic conditions often have an impact on the sum of sales

and profits earned by BMW by foreign trade. The pound's value fell as a consequence of the

economic effects of BREXIT, resulting in an 11 percent increase in second-quarter net profit

from shipments of the i3 series to international markets (Geiger 2016).

Furthermore, society's intense involvement in vehicle fuel efficiency has influenced

BMW's i3 portfolio to meet electric-powered engines' needs. Both technical and environmental

factors control this. BMW carefully engineered an engine capable of recovering moving energy

to charge the car's tank as part of a technological advancement trend (Legacy BMW 2017).

It recycles energy, which is suitable for the atmosphere. Environmental issues affected

BMW's decision to run the i3 range on electricity due to increasing greenhouse gas and carbon

pollution. It raises the availability of oil, lowers greenhouse gas emissions, and positively affects

climate change; additionally, legal policies and legislation influence product development.

BMW introduced modern quality inspection programs to implement patient protection,

ethical regulations, and product standard rules. Inspectors tested their cars using checklists and

brake scans. This implied that they followed the directions and protected the interests of their

clients. PESTEL has a significant impact on the introduction of new technologies into several

industries.
 11

Political

The result of Brexit, as well as the U.K.'s high road taxes ($210/year), raised concerns

about the launching of the BMW i3 94Ah, as the terrain for modern power-driven automobiles

was shaped by "precariousness," prompting BMW to move development to Germany (Chapman,

2017).

Economic

BMW has gained from the Euro's downturn due to Brexit because its products are

overwhelming in overseas markets. As a result, the i3 became more appealing, notably after

BMW raised its prices to keep up with inflation (Dudovskiy, 2016).

 12

Social

As the market's perception of cars shifted from status icons to optimizing fuel efficiency,

the i3's consumer buying power improved as it met these criteria (Dudovskiy, 2016).

Technological

The growing need for technical advancement, which included an electric motor, "modern

wind tunnel technologies for advanced aerodynamics," and a "higher density battery for greater

flexibility," fuelled the initial response to the BMW i3 94Ah (Anon, 2017).

Environmental

As the effect of carbon emissions on climate change rises, customers look for fuel-

efficient models to outweigh fuel costs and road taxes, boosting the revised i3's entry-level

appeal.

Legal

Following the Brexit vote, new consumer protection, quality requirements, and labor

rules were implemented in the United States and Europe, prompting BMW service technicians to

monitor the i3's components using 12-point checklists, collision scans, and braking systems. This

assured the protection of the vehicle as well as the needs of the customers.
 13

Analysis

About the fact that Brexit has hampered BMW's development in the U.K. and

jeopardized its long-term viability, I trust BMW's global manufacturing system gives it the

stability to fulfill the above requirements. When it comes to raising the i3's prices, I suggest that

BMW introduce more models to satisfy customer demand, track population patterns through

social media, and consider locally accessible revenue. BMW may take advantage of excess

resources and strong buying power in emerging markets (such as India and China).

Part 4

SWOT Analysis And Its Use In The Marketing Plan

SWOT analysis is a business strategy method for assessing a company's business place. It

contrasts the company's capabilities, flaws, advantages, and risks with external and internal

factors. Managers may use SWOT analysis to determine what factors lead to or distract from

management decisions. It allows companies to create campaign campaigns and targets that

leverage their money and opportunities, increasing their success chances. SWOT analysis is used

by IKEA, a multinational furniture maker, to guide its market campaigns. IKEA has a significant

impact on long-term construction and regeneration. They see their strength as a well-known

international company that appeals to a wide range of consumers. IKEA maintains the same

degree of continuity and quality in many of its brands worldwide, allowing for fast foreign sales.

Besides, IKEA sees the sustainability promise as a way to draw new customers. The OGLA chair

is built from sawmill scrap (Business Case Studies).

Even in price-sensitive markets, IKEA promises that this platform can maximize

financial returns (Business Case Studies). IKEA also employs "democratic architecture," which

entails developing goods that are functional, pleasing, and long-lasting (Brantmark 2016).
 14

Managers have developed IKEA's inexpensive and fashionable qualities as selling points and

have used them to cater to shoppers searching for appealing products at low prices. As a result,

IKEA's 'Sladda' bicycle and 'Tillreda' cooktop have earned Red Dot awards (Brantmark 2016).

As a result, IKEA's business strategy has focused on extending its global presence across

standardized and high-quality products.

Primark is a global retailer that sells a wide range of products for infants, adults,

homeware, skincare, and confectionery. It has a growing distribution footprint as well as a

multinational supply chain. One of Primark's strengths is the ability to include affordable, "on-

trend" casual clothes. It is also involved in shared media, often relocation on Facebook,

Instagram, Twitter, Google+, and Pinterest to save money on advertisements using word-of-

mouth created by their social media campaign (Buckwood, 2013).

Primark does not have the necessary financial plan to provide shoppers with a

technologically progressive in-store environment due to their current price policy and reliance on

overseas expansion, resulting in some products appearing to be of low quality. Customers can't

purchase Primark goods digitally, which might affect the business in the future, particularly as

online shoppers increase in the coming year.

Primark must develop a forward-thinking and resourceful communication strategy in

light of the digital transition and changing customer purchasing tastes. The strategic marketing

strategy would focus on introducing the transactional network and implementing digital

technologies in stores. Primark will also leverage social networking platforms like Snapchat to

connect with customers, sell exclusive brands, quickly enter the business, and introduce different

lines that cater to older markets. In the long run, the primary can be hampered by labels that offer

higher-quality goods at comparable prices, especially supermarkets, which provide ultimate

 15

convenience. Primark's perceived product consistency and personal customer interest, in my

view, limit it. To address this, I advise Primark to capitalize on productivity growth and partner

with top manufacturing brands to grow its market share and reputation.

Part 5

Segmentation, Targeting & Positioning In Marketing

Items are launched into different markets and marketed to their intended audiences using

terms such as segmentation, advertising, and branding. Customers are classified among

businesses based on demographics, geography, or commodity attributes. Customers that are

likely to purchase the product or service are often selected for advertisement. Powerade uses STP

in Australia to promote physical endurance and balanced isotonic beverages. Powerades' target

audience is split into age and taste choice groups, emphasizing people aged 14 and over who buy

sports beverages every week. Powerade beverages were mainly aimed at these people, giving the

firm a 58 percent market share. In Australia, they have a potential audience of 1.4 million people

who suit their demographic profile (Roy Morgan 2015). By dividing the marketplace, Powerade
 16

has focused on health-conscious consumers who are more inclined to partake in physical activity

over seven days. Powerade positioning is often dependent on decision-makers. Well-known

actors who act as role models for their target markets promote the sports drink. Powerade

sponsored two Australian NBA players, Andrew Bogut and Patty Mills, and produced a video ad

with English footballer Wayne Rooney (Plunkett 2010). These actors are well-known figures that

have a significant influence on the psychology of Powerades' target audience.

As a consequence of this positioning, Powerade beverages can gain more popularity and

visibility. Powerade promotes the use of four different electrolytes in their drinks, two of which

are 95 percent more concentrated than their competitors (AdNews 2015). Powerade

acknowledges the increasing general awareness of health concerns and takes advantage of it by

touting the health benefits of their commodity to prospective customers. Consequently, the use of

STP has a strong impact on the appeal of a commodity and the potency of a brand name.

Asia's increasing supremacy of beauty creativity and focus on goods that improve skin

vitality have affected the global skincare industry. This fashion has spread to the West, with

Dove becoming one of the first to adopt the Asian adage that true beauty comes from inside

(Chitrakorn, 2015).
 17

In general, market segmentation entails identifying firms or organizations that share

characteristics, and it has a significant impact on how a marketing campaign is created. Dove's

brand axis and identity changed from an elitist notion of attractiveness to one that was inclusive

and celebratory after adopting Asia's concept of "real beauty" in its 2017 advert.

Dove customized the principle by appealing to people's "true selves" rather than their

"idealized selves," appealing to women's innate needs, and projecting the "true selves" as a

viable campaign goal (Flagg, 2013). This appealed to the primary demographic of ordinary

females aged 18 to 60, offering a comparative edge over products to transform women's looks.

Customers aren't concerned with the price since the commodity is considered one-of-a-kind, but

it is known as a luxury brand. Dove uses psychographic segmentation to boost female customers'

self-esteem by encouraging a positive relationship between their image and mentality (Dove US,

n.d.). According to a market survey, 98 percent of women fail to embrace themselves,

representing the persistent definition of attractiveness standards and Dove's segmented market's

financial security, convenience, and size-ability (Dozier, n.d.)

Analysis
 18

I commend that Dove capitalizes on this tendency by specifying, revolutionizing, and

capitalizing on high-quality constituents to increase creation diversity and brand voice. Dove's

material has been increasingly innovative as it refines its placement approach. However, I

recommend concentrating on the male market and changing its emblem to promote a gender-

neutral beauty look. I often propose that it cultivate additional partnerships with fashion-related

organizations to assist it in renewing its brand name and gaining authorization.

Part 6
 19

New Product/Service Launches or Brand Management

The iPhone 6s launch fueled Apple's most lucrative transaction sector, which was marked

by massive sales. Because of strengthened free exchange policies in developed nations, Apple

has expanded its markets and increased global adoption of the iPhone 6. Apple took advantage of

Asia's high economic growth rates and increased revenue by offering iPhone 6s in these

countries (Marketing Dawn, n.d.). Environmental consciousness during the production process,

such as improved batteries for energy savings and modules that emit less heat, led to the iPhone

6's popularity (Marketing Dawn, n.d.). Apple's debt-free status also aided its huge R&D

investment, culminating in the unique interface and technical integration of the iPhone 6s. Also,

the organization has a multidivisional framework that enables it to achieve its business goals

without putting unnecessary pressure on top management. I recommend that Apple improve

limited, but adequate quality and price distinction approaches to make its iPhone line more

attractive in emerging markets.

 20

Following that, the high-profile recollections of the Galaxy Note 7 wiped out Samsung's

operating earnings, effectively ending the corporation's place in the success-driven mobile

market (Mozur, 2017). The deficiency of broad mobile adoption initially fuelled market rivalry,

forcing Samsung to standardize technology to sustain revenue. This caused Samsung's

management to outperform competitors by using dubious market strategies such as "pushing

engineers to render the battery separator very small," which resulted in excessive heat production

and explosions (Mozur, 2017). The corporate climate at Samsung was impacted, revealing more

significant problems with its ethos and a lack of coordination across the organizational hierarchy.

Consequently, the Note 7 failed, creating concerns over whether "management is receptive to

hearing stuff from the front lines" (Mozur, 2017). Samsung's manipulative production schemes,

which abandoned protection and corporate interests to meet global competitive and technical
 21

demands, demonstrated a lack of managerial sophistication. Even though the Note's failure has

extremely harmed the trademark's reputation, I suggest that Samsung adopt collective obligation

measures to cultivate a "greener" and "revamped" image and dispute perseverance mechanisms

throughout the management pyramid.

Part 7: Marketing Ethics

It is impossible to overestimate the role of marketing ethics in conveying a company's

corporate philosophy and attitude. The company assesses companies primarily on the basis of
 22

their manufacturing and marketing strategies. With their famous canned water, Pepsi, the world's

largest drink manufacturer and retailer, is facing a huge business threat. In an early 2017 video

advert, Pepsi was suspected of trivializing the "black lives matter" crusade. In an attempt to "cast

a message of unity, peace, and appreciation," Pepsi depicted a police officer stealing a drink

from a white-skinned child in a mass of multi-cultural demonstrators. The advert was released

after a time of practical police brutality, raising ethical concerns. Because of this virtuous

delinquent, the advertisement was prohibited and removed from public view. Pepsi could have

avoided the problem by becoming more open to it or by avoiding it altogether. The advert was

perceived as a "mock" of a real-world dilemma by the viewer because it used aggressive desire

to market a product that had nothing to do with the topic. Until releasing the commercial to the

public, Pepsi should have performed an analysis with authorities. The company apologized for

the ad's unintentional offensiveness, stating that they "did not want to make fun of a delicate

matter" (Oppenheim 2017). This remark did help persuade the market that Pepsi had taken blame

for some offensive material distributed. As a consequence, ethical marketing is important for

changing consumer views of companies and increasing societal awareness of corporate values.
23
 24

References

Anon. (2017). BMW i3: At a glance. [online] Available at: http://www.bmw.com/en/ all-

models/bmw-i/i3/2016/at-a-glance.html.html [Accessed 13 April 2021].

Arthur, R. (2016). Looking ahead: Coca-Cola’s refranchising plans, new product development &

higher value drinks. [online] BeverageDaily.com. Available at: http://

www.beveragedaily.com/Manufacturers/Coca-Cola-FY2015-refranchising-newproduct-

development [Accessed 13 April 2021].

Anon. (2016). Our Billion-Dollar Brands. [online] Available at:

http://www.cocacolacompany.com/brands/billion-dollar-brands [Accessed 13 April

2021].

Barrabi, T. (2016). Nike's Self-Lacing 'HyperAdapt' Sneaker: More Than A Gimmick. [online]

Fox Business. Available at: http://www.foxbusiness.com/features/2016/12/01/ nikes-self-

lacing-hyper adapt-sneaker-more-than-gimmick.html [Accessed 13 April 2021].

Chapman, B. (2017). BMW hints it might not make Minis in the U.K. after Brexit. [online] The

Independent. Available at: http://www.independent.co.uk/news/business/ news/brexit-

mini-cars-production-move-uk-bmw-boss-hints-a7642081.html [Accessed 2 May 2017].

Chitrakorn, K. (2015). The 'Asian-ification' of Beauty. [online] The Business of Fashion.

Available at: https://www.businessoffashion.com/articles/global-currents/theasian-

ification-of-beauty [Accessed 2 May 2017]. Dove US. (n.d.). Our research. [online]

Available at: https://www.dove.com/us/en/ stories/about-dove/our-research.html

[Accessed 13 April 2021].

 25

Dozier, B. (n.d.). Barbra Dozier's Blog. [Blog] Dove: Questions. Dudovskiy, J. (2016). BMW

PESTEL Analysis - Research Methodology. [online] Research Methodology. Available

at: http://research-methodology.net/bmw-pestelanalysis/ [Accessed 13 April 2021].

Eden, S. (2016). The Secret Lab Where Nike Invented the Power-Lacing Shoe of Our Dreams.

[online] Wired.com. Available at: https://www.wired.com/2016/09/nike-selflacing-

design-hyperadapt/#slide-1 [Accessed 13 April 2021].

Edwards, J. (2016). A key indicator for iPhone sales has gone into decline. [online] Business

Insider Australia. Available at: https://www.businessinsider.com.au/iphone-7-sales-data-

unitdevice-revenue-statistics-2016-9?r=UK&IR=T [Accessed 13 April 2021].

Flagg, J. (2013). What We Can Learn From Dove's Marketing Strategies | Mechtronics. [online]

Mechtronics. Available at: http://www.mechtron.com/blog/ what-we-can-learn-from-

doves-marketing-strategies/ [Accessed 13 April 2021].

Fortune.com. (2016). How Samsung Has Tried to Minimize Brand Damage After the Galaxy

Note 7 Recall. [online] Available at: http://fortune.com/2016/10/06/samsungsmartphone-

recall-damage/ [Accessed 13 April 2021].

Lutz, A. (2016). Adidas and Under Armour are challenging Nike like never before. [online]

Business Insider Australia. Available at: https://www.businessinsider.com.au/ adidas-

and-under-armour-are-challenging-nike-2016-9?r=US&IR=T [Accessed 13 April 2021].

Mazur, P. (2017). Galaxy Note 7 Fires Caused by Battery and Design Flaws, Samsung Says.

[online] Nytimes.com. Available at:

https://www.nytimes.com/2017/01/22/business/samsunggalaxy-note-7-battery-fires-

report.html?_r=0 [Accessed 13 April 2021].

 26

Marketing Dawn. (n.d.). PESTLE Analysis of Apple. [online] Available at: http://

marketingdawn.com/pestle-analysis-of-apple/ [Accessed 2 May 2017]. Nike.com. (2017).

Nike HyperAdapt 1.0 Step Into the Future. [online] Available at:

https://www.nike.com/launch/t/hyperadapt-1-0 [Accessed 13 April 2021].

Roderick, L. (2016). Coca-Cola Zero Sugar relaunch an early success as awareness and sales

soar - Marketing Week. [online] Marketing Week. Available at: https://

www.marketingweek.com/2016/09/12/coca-cola-zero-sugars-rebrand-a-success-asmore-

consumers-say-they-would-buy/ [Accessed 13 April 2021].

Rowland, C. (2017). Nike Inc. Five Forces Analysis (Porter's Model) - Panmore Institute.

[online] Panmore Institute. Available at: http://panmore.com/nike-inc-fiveforces-

analysis-porters-model [Accessed 13 April 2021].

Samsung Electronics (2014). Samsung Electronics Environmental Report.

Siler, S. (2016). 2017 BMW i3: Now with More Electric Range - Official Photos and Info.

[online] Caranddriver.com. Available at: http://www.caranddriver.com/news/ 2017-bmw-

i3-revealed-more-range-leads-the-updates-news [Accessed 13 April 2021].

Trefis. (2015). Nike Through The Lens Of Porter's Five Forces -- Trefis. [online] Available at:

https://www.trefis.com/stock/nke/articles/217421/marynike-through-thelens-of-porters-

five-forces/2013-12-02 [Accessed 13 April 2021].

Williams, R. and Zhang, J. (2015). iPhone 6s review: built for success. [online] The Telegraph.

Available at: http://www.telegraph.co.uk/technology/2016/01/22/iphone-6sreview-built-

for-success/ [Accessed 13 April 2021].