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Marketing Management Case Studies

MARKETING MANAGEMENT: CASE STUDIES 5

MarketingManagement: Case Studies

MarketingManagement: Case Studies

Marketingsuccess can be attributed to several factors depending on theproduct, the marketing environment and the company behind thesuccess. Several companies in the world have successfully introducedproducts to the world in environments that other companies havefailed, even when marketing the same type of products. This leaves aknowledge gap to be filled in order to formulate a strong marketingphilosophy. To explore this success, this paper will explore the casestudies of Starbucks and Gillet by answering the most relevantquestions.

StarbucksCase

Starbuckshas done a great deal of publicity to communicate to its efforts tothe consumers. By establishing a product from recycled materials, thecompany makes a statement to consumers to be socially responsible. Inaddition, the company also uses its employees in its corporate socialresponsibility, which gives consumers` awareness of the company’sefforts. Therefore, consumers believe that the company is aresponsible company. Gopaland Parvesh (2010) arguethat corporate social responsibility of a company is appreciated byconsumers from the actions of the company to be socially responsibleas well as the initiatives taken by a company. The use of recyclablematerials makes consumers believe in the company.

Companiesdraw the line of corporate social responsibility from the profitsthat they generate. According to Bhattacharyaet al (2011), companiesdedicate part of their resources to corporate social responsibilityas a way of giving back to the community that helped generate theresources, measured in annual profits. In addition, companies findthe line through their budgets dedicated to marketing and publicrelations. Employees should support corporate responsibility programsby the company up by offering maximum time of their service to thecompany. Therefore, they should support the program of Starbucksfoundation by volunteering their free time giving community servicesthat are initiated by the company.

Theresults of the Starbucks social responsibility program can bemeasured by the level of public participation in the programs. Inaddition, the results can be measured by the numerical values of thetrees saved by the company’s use of recyclable materials. Moreover,results can be reflected by the resources a company dedicates forsocial responsibility programs annually. This is because companiesuse their own resources as a marketing tool and as a deliberateeffort to promote the public image (Sun,2010).This is reflected in the case for Starbucks, whose corporate socialresponsibility is part of its core business of recycling.

Gillettecase

Anotherreason for the success of Gillette marketing is its marketingstrategy of involving the sporting world. Through these strategiesand partnerships with sporting companies, the company has beensuccessful in invoking the sporting passion to preference for itsblades. In addition, the marketing success of the company can beattributed to its development of the product to the consumer in themind. The company produces products that are focused on satisfyingthe needs of a man, and instilling the feeling with a marketingstrategy of “the best a man can get” (Kotler &amp Keller, 2012).Homburget al (2009) arguesthat invoking the feeling of best and providing a product that fitsthe class of the consumers leads to customer loyalty and gradualmarketing success.

Thenext aspect of the marketing success of Gillete is maintaining theposition and market share, the company commands in the world. Theleadership behind the marketing strategies of the firm need tointroduce more strategies for future success. After the purchase byproctor and gamble in 2005, the company is led by a team of leadersthat are focused on more than just sales (Kotler &amp Keller, 2012).Therefore, the P &amp G leadership need to introduce marketingexpertise that will focus on dominating the market worldwide.

Asa marketing strategy, the company has secured endorsements from topathletes and sportsmen in the world who command sporting influence(Homburg,2009).One of the top sportsmen for Gillette is Tiger Woods faced personalscandals that threatened to affect the image he had created of theGillete blades. However, this scandal could not hurt the marketingmessage or the equity brand of Gillette. This is because the negativepublicity from the scandals affected the personal life and personalimage of Tiger Woods and not Gillette’s image. The image of Gilleteis promoted by the sporting image of Tiger Woods, which was notextremely hurt since the star came back to the field after thescandal.

Gillettecan become successful at marketing to women by introducing thedifferent marketing strategies. Based on the success of the marketingstrategies and marketing leadership at the company’s focus on themain product, the company has the capacity to replicate the same onwomen`s products. This is because marketing one type of productswould be as complex as marketing another type since each has uniquefactors that influence the buying patterns (Kuester, 2012). SinceGillette has succeeded in handling the complexities of marketing tomen only, the same can be done to attract and retain women consumers.Moreover, women would easily identify with the product of the companydue to the success in marketing the blades to men. Kuester (2012)argues that consumers identify with new products from companies witha past reputation of serving customers more than from of a totallynew company.

References

Bhattacharya,C. B., Sankar, S., &amp Korschun, D. (2011). LeveragingCorporate Social

Responsibility:The Stakeholder Route to Business and Social Value.Cambridge University Press, Cambridge

GopalK. K., &amp Parvesh K. C. (2010). CorporateSocial Responsibility in a Global Economy.

NewYork:Routledge

Homburg,C., Kuester, S., &amp Krohmer H. (2009): MarketingManagement – A Contemporary

Perspective,(1st ed.), London: McGraw-Hill Higher Education

Kuester,S. (2012). MKT301: Strategic Marketing &amp Marketing in Specific IndustryContexts,

Mannheim:University of Mannheim

Sun,W. (2010). Howto Govern Corporations So They Serve the Public Good: A Theory of

CorporateGovernance Emergence.New York: Edwin Mellen