Take-overs and mergers

Takeover =   Assumption of control of another (usually smaller) firm through purchase of 51 percent or more of its voting shares or stock                                                            example is Cadbury by Kraft foods in 2010

 

Merger=Voluntary mixture of  2 firms on roughly equal terms into one new legal entity.  Owners of each pre-merger firm continue as owners, and the resources of the merging entities are pooled for the benefit of the new entity. If the merged entities were competitors, the merger is called horizontal integration, if they were supplier or customer of one another, it is called vertical integration.          

example of horizontal integration is Orange and T-mobile

example of vertical integration is Time Warner Incorporated ( a major cable operation) and the Turner Corporation, which produces CNN

Asset-led marketing

(wiser choice) It looks for marketing opportunities --> match to firm's own strengths , it looks at the appropriate opportunities (given firms assets) e.g brand name, expertise, ran

the 4 p's

http://www.youtube.com/watch?v=3Y5KdCr2aog

http://www.youtube.com/watch?v=FB8JTB2TNgI&list=UUaey8K-hi8GvHnQ4MbWPGng&index=7&feature=plcp

http://www.youtube.com/watch?v=tv1w8pdEWV8&list=UUaey8K-hi8GvHnQ4MbWPGng&index=9&feature=plcp

http://www.youtube.com/watch?v=E4WHymuiJE4&list=UUaey8K-hi8GvHnQ4MbWPGng&index=10&feature=plcp

what is a sample?

Small number of people/ items which is meant to represent the target population.

top high street dying

Mary Portas a retail expert suggest to change the perception of shopping from solely to do with shopping to  a multi-functional social figure, by bringing in 'new magnets' for example creches, gym and churches on the high street. By having 'town teams' more than just the council but giving voice to communities.

top high street dying

Mary Portas a retail expert suggest to change the perception of shopping from solely to do with shopping to  a multi-functional social figure, by bringing in 'new magnets' for example creches, gym and churches on the high street. By having 'town teams' more than just the council but giving voice to communities.

competition through the use of loyalty schemes

BENEFITS FOR THE CUSTOMER

• discount
• promotional offers
• larger awareness of products/ services
• basis for information exchange of what customer wants.
• customers often feel more positively about the rewarding, thanking/ treating aspects of the schemes rather than the discounts. some enjoy the 'game' of collecting points through offers to get the reward they want.
• benefit from buying power of scheme organiser to get 3rd party offers which they otherwise could not afford.

BENEFITS FOR THE COMPANY

• better knowledge of actual and potential customer value, behaviour and needs, providing a quantified, measurable basis  for determining and implementing efficient policies.
• customer knowledge for use of other parts of marketing and the company
• creating focus 
• the ability to get quick learning from launches, other trial activities and marketing activity in general
• improving pricing management and its balance with promotional activity
• allowing brand-strength to be extended and deepened through use of more target communication.

EXAMPLES ARE BOOTS, SUPERDRUG, SAINSBURYS, TESCOS