Global brands – they might be the same wherever you go, or they might be different. They might also vary considerably in price and how they’re positioned from country to country. Experts Kathleen Griffiths (RMIT) and Simon Kanat (Ted Baker Downunder) provide insights into different factors that determine products, their pricing and positioning in global markets. Show Less
Your product is set to go worldwide, but what if it doesn’t have global appeal? Going global in business requires thorough research into demographics, culture and religion, politics, economics and law to identify viable international markets and suitable marketing strategies. In this programme, experts Kathleen Griffiths (RMIT) and Simon Kanat (Ted Baker Downunder) explore key areas to consider when identifying global markets. Show Less
Effective global branding requires a sound understanding of different international markets, and how products or services themselves, and the language and imagery used in their promotion, best suits consumers. In this interview-led programme, Kathleen Griffiths from RMIT and Simon Kanat from Ted Baker Downunder cover some important global branding considerations and provide examples of companies who have done it both effectively, and poorly. Show Less
Do you know when and where are you being targeted for marketing? It may be more often and in more places than you think. Features interviews with cutting-edge advertising and media professionals who give an overview of how to navigate new media marketing techniques in the digital age, including: - Traditional techniques: review of tried and true advertising techniques. - New media, new techniques: examine how advertising is a mix of new and old, and sometimes anything goes. - Be in control: match your privacy settings to your own privacy standards. Show Less
With the emergence of social media technology and the Internet now dominating global communication, this expert-led programme for upper secondary and higher-education viewers shows why online marketing is a vital part of every business model. Director of 2 Sticks Digital, Tim Martin, and the University of Melbourne’s Dr. Brent Coker, explain concepts such as Search Engine Optimisation, Pay Per Click, viral and email marketing, as well as how to implement and measure an online marketing campaign. While online success is difficult to predict, viewers will learn that innovative and flexible marketing strategies are crucial to surviving in the digital world. Show Less
Public relations (PR) agencies persuade the public to have good relations with a business, brand, organisation or celebrity. Big business lives and dies in the public arena, where PR can mean the difference between astronomical successes and dismal failures. In this enlightening programme, PR experts Leigh Debbage, Senior Account Manager at Premier PR, and Grant Titmus, Principal at Red Agency, offer their unique insight into the inner workings of the PR industry. We define PR in the modern context, examine how PR agencies get to understand publics, join in the PR campaign, observe the challenges of crisis management, and reflect on the future of PR. Show Less
Health and wellness has become absolutely central to everything the food industry does. One simple product embodies this modern food revolution: yoghurt. And big business has transformed it into one of the most profitable products in the world. With exclusive access to some of the world’s biggest food companies, this programme reveals how yoghurt has gone from hippy food to functional super food in just 40 years. In this episode we explore brands such as Yakult, Ski, Mueller, Yoplait and others, and see just how they skillfully read the mood of the developing nations. This is a fascinating look at diet, marketing, retailing and technology today. Show Less
In this episode we go behind the walls of Kellogg's HQ in Britain, to join in their launch of 'Choc n Roll' - their new Coco Pops offering. Behind it lies years of research. Before it lies an advertising blitz that will target mums during their every waking moment. It's a story that started at the dawn of the 20th Century with the ambitious Kellogg's Cereal Company in the US. For the first time ever, people were being sold a food option that claimed health benefits and tasted great. Above all, this is a story about how advertising shaped our diets beyond recognition. Show Less
Barely two decades ago, bottled water was a niche product, scarcely registering on the public consciousness. Yet today we collectively drink billions of dollars worth of a product that is available virtually for free. Bottled water boasts health benefits, convenience and the promise of sophistication. Yet it is really just pure marketing and branding; selling a widely available, basic commodity for a premium price. With insights from global market leaders Evian, Nestle, Perrier, Pepsi, Coco Cola and One Water, this program delves deep into our motivations for purchasing goods and foods, and examines the marketing strategies and historical events that launched this global phenomenon. Show Less
Applying an effective marketing strategy is essential to the ongoing success of an organisation in today's competitive marketplace. What must you do to stay ahead of your competition? This programme focuses on how three different businesses effectively apply marketing strategies, focusing on the 4P's of marketing; product, place, price and promotion. Analysed are common aspects that relate to all markets, and how they come together forming part the marketing mix. Exploring methods which can be applied to a range of products and services, it becomes clear how marketing plans are put into action. Show Less
It's no surprise that a great product or service will be overlooked without effective marketing. Yet many businesses don't make the most of their marketing spend. In this programme, Carolyn Stafford discusses ten common marketing mistakes. The tips and traps outlined here will save your business time and money by avoiding poor or ineffective marketing activities. Show Less
Marketing is a key topic in a range of business, leisure and tourism courses. This fascinating program provides a clear introduction to the subject, giving students a sound understanding of the key concepts and techniques used within marketing. The programme clearly defines marketing and explains its role within business; it also explains how the marketing function interrelates with the other functions of business such as finance, production and human resources. Show Less
Learn to engage customers by focusing on what they love and avoiding what they hate. Viewers are challenged to assess their current methods and style and apply the principles uncovered by the latest behavioural studies that show why people buy, and why they don't. Key Training Points: - How to avoid turning a customer off - How to engage the customer's interest - How to influence customer behaviour - Avoid over-promising and under-delivering Show Less
Why do businesses use market research and segmentation and what does that mean? What are the benefits they bring to your business success and what are the difficulties involved in implementing these strategies? This informative programme provides clear explanations of marketing research and segmentation, quantitative and qualitative research, and highlights the importance of sampling techniques and effective questionnaire design. Viewers will also get an insight into how demographic, geographic and psychographic approaches to segmenting the market can affect a marketing campaigns success, as well as niche marketing for a target customer. Show Less
Why do you buy what you buy? Teenagers are a part of a very attractive market and businesses want their money. In this programme we look at how advertising works and how teenagers are in their line of fire. Learn to make better buying decisions and don't get caught up in the hype. Crack the advertising code! Show Less
Take a look behind the scenes of one of the most expensive consumable items many of us will ever buy – a new car. As part of its marketing campaign, Holden bought outright an edition of ‘Wheels” magazine, funded a spectacular media launch, produced a one-hour television special: Billion Dollar Baby, and flew a controversial advertising blimp over major Australian cities. This programme has an exclusive interview with the marketing manager of Holden, and explores the issues involved with a marketing analyst. It covers: a definition of marketing, selecting products, details of the marketing campaign, review and reflection. Through this fascinating case study, students can enter the world of business marketing as it really happens. Show Less
From humble beginnings in 1942 when Clarrie Mance started the business, Windsor Smith has grown to become one of the country's most prominent and successful footwear companies. This programme focuses on the four key elements that make up Windsor Smith's marketing mix and are often described as the 'four Ps': product, price, place and promotion. The programme looks at each of these areas in relation to the high profile marketing campaigns conducted by the company. Reference is also made to marketing objectives, market research, the target market and marketing channels. Show Less
Using Cadbury Schweppes as a case study, this programme examines the 4 Ps of marketing - product, price, place and promotion.
A good marketing plan derived from VEA's overall vision and plans, an excellent marketing mix, innovative market research techniques and competent staff are all clearly described.
This case study approach features a small business management expert looking at two retail businesses run by two brothers, selling similar products but operating from two very different locations.