Category Archives: Techniques

What’s this thing called Marketing about then?

On a nearly daily basis I hear people saying that they need to do more marketing, but in most cases what they actually mean is “I need to do more promotion.”

The current definition of Marketing from the CIM is “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” As you can see from that definition, it covers a lot more than promotion.

This is all a load of P*** isn’t it?

Since the mid 20th Century Marketeers have been using a model called the Marketing Mix to help with marketing decisions which simplifies the marketing definition to “marketing is putting the right product in the right place, at the right price, at the right time.

The mix is commonly known as the 4 Ps which consist of Product, Place, Price and Promotion. In services marketing this is often expanded to 7 Ps adding Physical evidence, People and Process.

OK, we have a lot of Ps, what do they all mean?

Product refers to an item that satisfies a consumers needs or wants. Products can be tangible such as goods, or intangible such as ideas, experiences or services.

Price refers to the amount a customer pays for the product.

Place refers to how the customer gets access to the product.

Promotion refers to marketing communications – including elements such as social media, advertising, public relations, sales promotion, direct marketing, etc.

Physical evidence refers to any physical item that is used in the service or reminds customers of the service.

People refers to the the staff who deliver the service and any interactions between them and customers.

Process refers to the mechanisms through which the service is delivered.

That’s all fine, but what do I do with them?

The 4 (or 7) Ps should be used when building a marketing plan. Once you have defined your business objectives it is time to develop a marketing mix that will achieve those objectives. This will ultimately give you your marketing strategy.

I’ve developed my strategy, what next?

Implement, monitor, feedback and modify! It is vital that any organisation keeps an eye on any changing trends and requirements, whether they be internal or external, as the marketing mix needs to stay relevant.

This all looks like common sense to me, but can you help me?

Absolutely ~ we have over 25 years of experience in developing and implementing Marketing Plans for organisations of all sizes. Please contact us for a no obligation first meeting where we can discuss your requirements and help you achieve them.

Strawberry and White Chocolate Muffins

Strawberry and White Chocolate Muffins

Now that English strawberries are starting to appear in the supermarkets and grocers, it is time to make my favourite Muffins! Along with all muffin recipes, there are a couple of tricks to make them foolproof ~ It is important to measure the baking powder accurately, and even more importantly: once you mix the dry and wet ingredients together, the quicker you are at getting them muffins in the oven, the better they will turn out!

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Deli Style Beef

Deli style beef

This is the first post from a guest author: Jason Ayres.

I have known Jason since I moved to Bicester, he has a local Karaoke & Disco Business and loves his food nearly as much as I do!

Earlier this year he asked me a question: “I like cold roast beef – such as you would buy sliced off a deli. However, no matter what I do I cannot achieve this effect with my left over roast. Whether I slice it after cooking, or keep as a joint, wrap up and slice the next day (as I would a ham), the effect is always the same. My gorgeous Sunday joint becomes dry and chewy, any sinewy bits not in evidence at Sunday lumch suddenly appear too. It’s absolutely useless for sandwiches. It’s impossible to slice to the thinness I require which may be part of the problem.

My response was that I thought Deli Beef was cooked in a Sous Vide which would give the required properties but would be useless as a roast…

As a result of my response Jason came up with this wonderful method (which I have yet to try, but he seems to produce on a regular basis judging by his FaceBook statuses…)

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