Marketing A Theme Park
35 mins, 1998 This tells how Alton Towers launched Oblivion, the world’s first vertical drop roller-coaster. Alton Towers has been successful in pulling in families, but is losing its thrill-seeking customers. Marketing staff hope Oblivion will change all that. Much of their £5m marketing budget goes on a TV advert campaign for the new ride…. Read more »
The Marketing Mix At Häagen-Dazs
32 mins, 2001 Paying £4.50 for a tub of ice cream was once laughable. Yet within a year of the launch of its luxury “adult” ice cream in 1992, Haagen-Dazs had 19% of the non-impulse buy ice cream market. But now the firm faces problems. Initially its sexy adverts caused a sensation. But more recent… Read more »
Marketing Holidays
25 mins, 2001 How do you market a holiday? The starting point is the holiday brochure, backed up by TV and newspaper advertising. Public relations is important but getting exposure on holiday programmes is unreliable. 54% of holidays are sold through travel agents – but that share is dropping under pressure from call centres and… Read more »
Marketing A Hotel
25 mins, 2001 The Crown Hotel, Scarborough, used to cater for wealthy holiday makers, but with the decline of British seaside, the Crown fell on hard times. In 2000 it was up for sale and falling to pieces. Then came new hope. Local businessman Richard Frank set about restoring it to its former glory. He… Read more »
Motivation Decisions
25 mins, 2000 Four case studies of staff in sales, administration and support roles. Their motivational problems challenge the viewer to work out what’s gone wrong. What, if anything, could improve their situations? 1 – Top salesman Francis – does he want more money or more respect? 2 – Why is Parminder struggling at work?… Read more »
Marketing On The Web
28 mins, 2000 How are companies using the web to market their wares? This looks at two very different firms: giant bookseller, WH Smith Online, and specialist wine dealer, Madaboutwine. It’s estimated there is a website for everyone on the planet, so companies have to target who they want to visit them. A prime target… Read more »
Marketing Decisions
33 mins, 1999 Three cases studies show fictional companies grappling with different marketing dilemmas. Design firm Apex has to decide how to promote itself. Does it go for advertising, public relations, direct marketing – or rely on “word of mouth”? How can Tony Spence’s photocopier firm stop sales falling? Send salespeople further afield, do market… Read more »
Marketing A Service
33 mins, 1999 This video looks at the experience of three very different organisations: the AA, the Co-op Bank and Amnesty International. Service companies have no product – so they have to clearly identity their service: make it real. Successful companies need to know their customers. They must also give a consistent message – one… Read more »
The Marketing Mix At Cadbury’s
35 mins, 1998 The film tells how Cadbury launched a new chocolate bar called Fuse. We discover how the marketers locate a gap in the market, and then set about giving their new bar a “personality”- something to distinguish it from other products. Fuse benefits from the Cadbury name – the “masterbrand”. To launch the… Read more »
The Marketing Mix Explained
25 mins, 2002 The marketing mix is central to marketing and this entertaining guide goes to the heart of what it is all about. With simple illustrations it explains the concepts of product, price, place and promotion, and why they are important. We also look at three more Ps – people, process and physical evidence… Read more »
Managing The Money
32 mins, 1996 How does a firm plan and monitor its financial performance? This video looks at the experience of Linda and Brian who run a small business. How they first set up their business is told in the film Into The Fire. Now several years after setting up, Linda explains how their financial systems… Read more »
Marketing Research In Action
35 mins, 1995 A detailed study of how a US marketing research firm helps a client plan its marketing. Focusing on a car dealer, we show how a market survey questionnaire is designed, tested and put into practice. The video explains the use of “closed” and “open” questions, the importance of taking a representative sample… Read more »