The A-Z Of Customer Service
29 mins, 2008 Without happy customers a business can’t survive. But how do you make them happy? How do you keep them happy? Staff of the Dickens World theme park and the upmarket MacDonald hotel chain give the view from the sharp end. FIRST IMPRESSIONS: A friendly smile and open body language are vital to… Read more »
Black Gold: The Coffee Business
47 mins, 2007 Multinational coffee companies now rule our shopping malls and supermarkets and dominate an industry worth over $80 billion. But what price are African farmers paying for the price of our coffee? THE CO-OP: Tadesse Meskela is a man on a mission: to save 74,000 struggling Ethiopian coffee farmers from bankruptcy. Tadesse is… Read more »
Innocent Drinks
27 mins, 2006 This is the story of Innocent Drinks – the fruit smoothie company which has used its healthy image to carve out a unique position for itself in the drinks market. HOW IT ALL STARTED: The company was set up by three young men in 1998. The early days were difficult – raising… Read more »
What’s Going On In Market Research?
28 mins, 2005 Market research is big business, with clients demanding more and better ways of finding out what their customers want. Case studies show how market research is changing and the impact of new technology. CLASSIC DIVISIONS: The internet is now widely used in market research – as are mobile phones and other new… Read more »
McLibel: McDonald’s PR Disaster
54 mins, 2005 What happens when you criticise the world’s most famous multinational company? This is the story of two people who took on McDonald’s in what became the biggest corporate PR disaster in history. The story begins when two ordinary people, Helen Steel and Dave Morris, refuse to apologise for publishing a leaflet criticising… Read more »
The Marketing Mix At Tesco
30 mins, 2003 Tesco is the biggest UK supermarket. What are the secrets of its marketing mix? Tesco’s product isn’t the stuff on the shelves – it’s the fact that it sells everything from mince to mortgages. Tesco used to “pile’ em high and sell’ em cheap”. Today, it still fights price wars. But how… 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 »
What Is Marketing?
32 mins, 2001 The 1950s saw the start of a consumer boom. TV enabled advertisers to enter people’s homes. Marketing became a huge industry and was defined as the “4ps”: product, price, promotion and place. But how helpful is this? You buy one product, not another. Is it because of the packaging or where you… 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 »
The Language Of Advertising
30 mins, 2001 How does advertising work? Using a wealth of classic and modern examples, from Gibbs SR and the Oxo family to the famous Prudential campaign, this film offers a unique insight into the creative side of commerce. HOW ADS ARE MADE: The film visit the trendy St Lukes advertising agency to discover how… Read more »