Outcomes

I believe this Blog had helped me to first understand  marketing concepts, strategies and techniques, integrate the theory in real life, but most of all helped me to communicate what I think about it and put words on the signs I see in my everyday life that come from marketing.

I thought marketing was bad, because marketers make you buy things you do not want. It is true for some products (I hate tablets I believe they are more than useless), but I learned a lot about value. My marketing classes have affected me in a way I realize the efforts behind every commercial i see now, and I understand the message with insight and I know if the value showed in the commercial is real or not. Brands affect me as a consumer, but what is wrong with willing to be part of a group? even if it has been created by a few people in an office to make money.

Marketing is useful for society. Some say Christmas and Valentine’s day are marketing holidays. Of course they are, but I think this is a good excuse to spend time with the people we love. Being told what to do and what to buy is sometimes good. I know someone (not me I promise) who has been overwhelmed by a Christmas Coca-Cola commercial on TV and almost cried. She didn’t even like Coke. But she saw the value of Coke, gathering people around a beverage.

Marketing has a cost, and that is why products that have low production costs sell for hundreds of dollars with high mark-ups. Marketing creates value, and this value is worth money. Nike shoes (see Brands and Branding) are produced for a few for a few dollars but sell for $100+. Everyone kind of knows the production cost but we are all still willing to pay the price, because Nike shoes make you feel confident. Nike shoes (and Jordans) even have several tribute songs: Macklemore X Ryan Lewis – Wing$  / Mac Miller – Nikes On My Feet  /  MikeWillMadeIt – 23

Once upon a time companies produced the product and then the marketing department had to sell it. Today the marketing department first assesses external factors, and then tell the production and supply chain departments how to produce, pack and deliver the product to reach the right customer in the right place. Red Bull is nothing about the product, it is all about marketing (see Promotional Mix and Strategies).

Red Bull is the perfect example to explain any marketing strategy. The company has recognized a new marketing opportunity with energy drinks, which before Red Bull were reduced to coffee, and totally built a brand identity around the product. This identity is once again not built around the product, but around the target market: young people in need for energy. The whole marketing mix has been implemented regarding the target market, and stays cohesive until for customers until they feel like they belong in this group. I do not believe that people over 30 are sensitive to any of the Red Bull strategies, and this because Red Bull does not try to market them.

Finally, my own experience with Red Bull in France has shown that companies must mind ethical issues. Indeed, Red Bull used to be forbidden in my home country for health issues. Red Bull was considered as a dangerous product and the company had to change the formula to enter our market.