Diesel

tranasctional marketing:

Diesel use three different marketing techniques; Branding, relationships and growth. Diesel are not a household name like Kelloggs but are well known to there target audience.

Diesel are not really known for thier branding in the UK as you probably wouldn't find it unless you looked for it. Diesel do most of there branding in fashion magizines/shows and little adds on social networking sites but that about as big as it gets. This is in complete contrast to many other business's as some would spend millions of pounds on making there brand known worldwide whereas diesel focus on keeping there customers and making themselves bigger through them.

Diesel use transactional marketing which focuses on single point of sale transactions. This maximizies sales and they don't nessaserly focus on devloping a relatiosnhip with the customer.

Diesel's main aim as it is for many other businesses is to grow. Diesel are already well known all around the world and are much bigger in countries other than the UK and have currently got stores in over 30 differnt countries. Diesel wants to grow and there are many ways in which they can: Open more stores and one which they have done recently is target a new market. Diesel have recently targeted women aswell to try and grow and become a big name and by targeting a new market this attarcts more customers this gets the brand advertised by word of mouth espically now women are involved and also more reconised within different target markets.        

Advertising Legislation

The role of the ASA (Advertising standars authority): They are too investigate all complaints made about ads, sales promotions or direct marketing and decide wheather or not it fits in with the advertising standard codes
and if not then it will be heavily investigated.

The ASA investigate many types of ads but not all. The ads they do investigate are :
Magazine and newspaper advertisements 
Radio and TV commercials  
Television Shopping Channels 
Posters on legitimate poster sites
Leaflets and brochures 
Cinema commercials 
These are just a few of the ads that they investigate. If you would like more information then go to : http://www.asa.org.uk/Regulation-Explained/What-we-cover.aspx

Advertising that the ASA do not investigate:
Credit advertising
Discrimination- Race, sex age or disability
Fundraising-
Political advertising
Shop window displays.

These ads are not investigated by the ASA because they are not included in the codes that they investigating therefore they do not carry out an investigation but they will refer you to a different sector where they will deal with your complaint.
If you would like any more information go to-
http://www.asa.org.uk/Regulation-Explained/What-we-cover/Complaints-outside-remit.aspx

A voluntary code- All brands that could be dangerous they agree to the voluntary code: Example we don't have adverts for cigarettes or alcohol.

The drink aware campaign highlights the dangers of alcohol when being misused. The drink aware campaign works with a range of partners to help get key messages across and inform the effects that alcohol can have on you. The campaign is funded by voluntary donations across the alcohol industry which include pub companies and retailors. The charity was set up to help change public behaviour and the national drinking culture. They believe by setting up a charity and providing people with information about the short term and long term effects this will help fight the misuse of alcohol and encourage the streets to be a much safer environment.



The article relates to Kelloggs in a few different ways. Firstly the article states a ban on cartoon characters which will affect Kelloggs as that is how they connect catch the attention of the children and they instantly know the cereal by the cartoon on the front of the box; for example monkey is the symbol for coco pops. Secondly they state that they are going to ban advertising from 6am 9am; these are the hours children are awake therefore again can't connect with them and for example when advertising a new product it's not going to get recognition as it normally would.

The article relates to diesel as they also target the same audience and usally follow the advertising of presenting there models half naked and now a law could come into place and affect diesel's advertising methods. This also might benefit diesel as people/parents might start saying to there children they do not want them using Jack Wills after this and Diesel may gain customers from this.

The sales of goods act: Rules and regulations a business has to abide by if they are going to sell products.
The consumer protection was introduce so that they do not trade unfairly and all traders are honest about the products being sold to consumers.
 A consumer credit consists of a debt that someone takes from purchasing a product of service using a credit card or loan.
Consumer Protection is the truth flowing through the workplace with the consumers. The law was designed to help consumers become victim of fraud.

Kellogss

Kelloggs are a well known household name especially in the UK. Today Kelloggs are a well respected and influential brand and has push forward 40 different cereals which have all been put on the shelves at top retailers.


Kellogg's target market is families and they successfully achieve this by the brand and type of cereal's they put on the shelves. They also keep their customers from a young age; for example parents feeding their children coco pops encourages parents to keep buying it which then leads their children to buy the same cereal for there children when they are older this is called value of a lime time customer.

Kellogg's also use market penetration this is one of four growth strategies designed by ansoft.  Kellogg's use this strategy to become a well known brand they do this by entering/ penetrate a market with existing products. The biggest advantage of doing this is gaining competitors customers and also becoming a bigger well known brand.

Market development targets new customers and also expands the product for better use. Kelloggs use market development to enter new segments of the market; for example developing products for the better into new products to try and gain customers they didn't have.  

Branding...

Every business wants their brand to be know worldwide and many business try to create a unique brand which helps them do that. Business's work very hard in trying to understand the needs and wants from their customers and spend many hours researching there own brand to try and improve and build the brand all the time. Having a good solid brand can potentially led to these things :

• Delivers the message clearly
• Confirms your credibility
• Connects your target prospects emotionally
• Motivates the buyer
• Concretes User Loyalty

These are the five points all business want to achieve from their brand.

Introduction

Mourning all, I've been hired to inform you all about the basics of marketing and offer some real life examples of how companies use marketing. The purpose of me doing this is to give you an understanding how real life successful business's use the marketing stratigie to devlopment and penetrate there businesses. The two business's i'm going to talk about are Kelloggs and Diesel.