An Introduction to Marketing

Marketing – what’s it all about?

What is Marketing?

• “The all-embracing function that links the business with customer needs and wants in order to get the right product to the right place at the right time”

• “The achievement of corporate goals through meeting and exceeding customer needs better than the competition”

• “The management process that identifies, anticipates and supplies customer requirements efficiently and profitably”

Marketing is about understanding customers and finding ways to provide products or services which customers demand

Marketing v Selling

• Marketing is everything you do to understand, react to, reach and persuade customers that you are the supplier for them – customer focus

• Selling is everything you do to close the sale and get a signed agreement – product focus

Both are necessities to the success of a businessGood marketing makes selling a lot easier!

Marketing v Selling Examples

Importance of a Marketing Strategy - and how is it different to a marketing plan?

• Marketing strategy - sets your marketing goals, defines your target markets and describes how you will go about positioning the business to achieve advantage over your competitors

• Marketing plan – the tactics you will employ to deliver your marketing strategy

“Strategy without tactics is the slowest route to victory; tactics without strategy is the noise before defeat". Sun Tzu - The Art of War.

Marketing Strategy - Unique Selling Points

• USP - what is different about your product/ company

• Rationale for why people should choose you over your competitors

• Making use of your USP -Develop a good product or serviceIdentify (& protect) a Unique Selling Point (USP)Repeat and reinforce this USP into your

customers’ minds with dedicated consistency

• Very difficult to find a truly unique selling point

Marketing Strategy without a USP - Competitive Advantage

• Be better informed than the competition

• Seize first mover advantage – product enhancement

• Offer better customer service

• Use your marketing communications budget in a cleverer way

Marketing Plans Turning strategy into delivery

The Marketing Process - Summary

Case StudyWelsh LambConsumer Marketing UK

HCC’s Marketing Strategy

To develop a strong brand identity both in the UK and abroad

Partnership with Welsh processors/exporters and, where relevant, WG to develop existing markets and pursue new market

opportunities in the UK and abroad

To increase the profitability of the Welsh red meat industry

Marketing Context Where Welsh Lamb is Consumed Percent – source: Red Meat Action Plan

Marketing Context - Product

3

14

16

19

20

30

30

31

34

67

77

Other

Rack

Breast

Diced

Kidneys / liver

Fillets

Shanks

Steaks

Mince

Chops

Joint

Ever buycut of lamb

Marketing Context - Price

• Generally deemed expensive compared with other meat• Value perception affected: lamb often associated with smaller

portions of meat on cut versus waste / other meat especially chops, cutlets

• But barrier removed when buying for special occasion• Occasionally, expensive joint translates into value – serving 2 or 3

meals

The only problem with lamb is, it’s quite expensive and if it wasn’t as expensive I would eat more of it. I would say it’s probably my favourite dish. (2-3 a month, F, S East, C2, 35-44)

When I see legs of lamb on offer – I will buy 2 or 3 of them and then freeze them. I have got a joint of most meats in the freezer. (2-3 a month, F, S East, ABC1, 55-70)

Marketing Context - Consumers

56788

11131315

23262626

3031

3435

43

Think you can find leans cuts of lamb if want

Takes too long to cook lamb

Think lamb is really easy to cook

Really like taste of lamb

Smell of lamb puts me off

Not that keen on texture of lamb

Not always sure how to cook lamb

Lamb is versatile & suitable for any occasion

Think lamb is produced in natural way

There's not much you can do with lamb left-overs

In general I find lamb too fatty

Lots of choice of lamb in shop / supermarket

Not much choice of different cuts compared to other meats

Only buy lamb when it's on special offer

Only buy lamb for special occasion / treat

Great for Sunday lunch, but don't see it as meat for week

Lamb represents good value for money

If wanted to impress someone, choose lamb

Marketing Context – Rate of Sale

5 2 5 9

21

3

1314

55

25

4447

19

71

3931

Lamb Chicken Beef Pork

Once a week +

1-3 times a month

Less often

Never / DK

Marketing Context – Issues Analysis

Issue Communications Challenges/Opps

Objective

Price – Lamb is perceived as being too expensive Large percentage of lamb bought on promotion

Communicate that Welsh Lamb is quality worth paying for

Communicate benefits of Welsh Lamb (PGI status, provenance, farming heritage, animal husbandry...)

Special occasion meal perception (eg: roast)

Inspire consumers with other ‘occasions’ for lamb eg: midweek

Expand cooking repertoires to include quick, convenient , good value midweek meals with lamb

Versatility – perception limits purchase frequency

Demonstrate the variety of ways lamb can be enjoyed

Expand cooking repertoire to include new and exciting lamb recipes

Limited cuts being bought Raise awareness of other lamb cuts

Expand cooking repertoire to highlight the variety of lamb cuts based on: value for money; speed of cooking; health etc

Provenance – consumers prefer to buy British and of British, Welsh considered ‘the best’ (Beaufort/Discovery)

Ensure Welsh Lamb clearly labelled at POS

Raise awareness of Welsh Lamb/PGI labelEnsure highly visual POS marketing

Marketing Communications

Creative Direction – ‘...it’s all about quality time’

• ‘Quality time’ – putting quality at the heart of the Welsh Lamb brand

• Feature – PGI status recognises ‘unique’ production methods: tradition, husbandry, landscape

• Benefit – consistent product quality (product trust)• Comms – ‘...it’s all about quality time’

• Feature – Succulent, tender, versatile• Benefit – quick to cook cuts (convenient, fits in with your lifestyle

demands)• Comms – ‘...it’s all about quality time’