Product: Perrier
Price: 97p for 75cl glass bottle
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| Perrier bottle |
Place: Started in bars and restaurants and the spread to everyday shops
Promotion: more of an upper class drink, drunk between business men etc, quite classy and sophisticated
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Strengths:
- the colour of the bottle is green which is commonly the glass used for red wine, another classy drink
- smooth and curved at the bottom and made of glass makes it stand out from other bottled water
- the logo looks sort of like a fancy beer bottle cap with the fancy font and simplistic design makes it seem like an excellently made product.
Weaknesses:
- being that the bottle looks an awful lot like an alcohol bottle people may mis read the bottle for an alcoholic substance and deter people from buying it
- although perrier has made a good well know name for itself you still don't really know what it is, as it's seen in bars which most bottled water isn't and the print on the packaging says nothing about it being a mineral water until you read the small print
Opportunities:
- perrier could introduce a still water to boost it's sales and bring in a wider audience
- do a re branding campaign but still keep the sophisticated look about perrier but maybe make the still water a little more appealing for maybe a 16- 20 something target audience
Threats:
- perrier have done really well with keeping continuity of a strong brand image despite their one big knock back in 1990 but not so long after they were back on track and had their name back, but considering times are changing, there is resection etc. people aren't going to want to pay out for a bottled water just for the brand, so prices is a threat
- they have so much competition now with Danome: Evian and Volvic who appeal to both a female and male demographic and he working class
What is marketing?
Marketing begins before the product is produced with things like market research etc marketing is the stage and process you go through to promote/sell a product, service etc.
It raises awareness of the product.
What exactly is involved in a marketing campaign?
Market research (finding out about the demographic) once this is known you consider distribution, price, branding etc this gives you a structure and all the facts to begin brainstorming ideas for the product campaign, things like freebies, sponsors, charitable events, posters, t.v adverts, press attention and so on.
What is PR (public relations)?
It is the communication with the audience/public. This concerns things such as damage limitation, introducing a product, keeping up with relationships...
What is more important, product or marketing?
Both are important to each other as a bad product wont necessarily sell but with the right marketing it would have a lot better chance. For example the Iphone is a very high tech gadget but the public wouldn't necessarily want to buy it just by looking at it but the way it's marketed it makes people believe it is a must have trendy gadget and is the future.
The Marketing Mix:
Is made up of the 4 P's -
. Product
. Place
. Price
. Promotion
Products are a mix of mostly services rather than physical products, there is always the core benefit which is the main product e.g the mobile phone but there is more to why you buy it than just the item, we take in to consideration the brand name, sale support, reliability and so on.
There is also the Product Life Cycle:
Introduction - Growth - Maturity - Decline
