Our Focus Group!

In my opinion, our focus group went quite well as we got a lot of feedback from the group of people we asked. I think next time when doing a focus group, it should be in a room where there isn't a fan that we have to shout over to be heard. I also think that it would have been better to ask a certain group of people that have read the book, as only one person in our focus group had read the book before.

We should have asked people who were fans of the book as they would have given more of a response to the idea of making it into a film. 

However, Kayleigh and I both were happy with the results we got, as a lot of people seemed to like our idea and the changes they wanted us to make, have made us develop our idea even further to make it better.

Our Results:

In our focus group, we gave out our questionnaires to twelve people to get different views and opinions on our product. Out of the twelve people, only one had read Hush Hush and said that she liked the book. She seemed to think it was a good idea for us to change it into a film.
Here are the results we got:

Would you like the option of 3D for the film?
Yes = 6
Maybe = 2
No = 4

Is there anyone else you would consider for these roles?

No = 10
Yes = 2
If yes, who? Will Ferrell and Johnny Depp

If you haven't already. has this made you want to read the book?

Yes = 4
Maybe = 6
No = 2

Is there anything you would change about our idea? If so, what?

Yes = 6
No = 6

Would you go and see the film if it came out?
Yes = 3
Maybe = 5
No = 1
I don't know = 3



From our results we have gathered more ideas to develop our product even further. For example, we have decided to add both Will Ferrell and Johnny Depp to the film, casting Will Ferrell as the loved character, Coach McConaughy and Johnny Depp as Nora's father.
Our focus group also gave us ways to change the idea to how they wanted it. These ideas were; Adding links to the website to similar sites, Choice for where the film is set, Merchandise, Competition on the website and Choice of different endings.
We decided that merchandise would be a good idea as we could make T-Shirts, Pencil Cases, Bags etc to promote the film and the book.
The competition is another good idea to include on our website as someone gave us an idea so that fans can win a chance to be in the film. An example of this that has been done before was when Evanna Lynch, who played Luna Lovegood in Harry Potter won the part and her first appearance was in the fifth film. We thought this was a good idea as it gives fans a chance to be more involved in the making of the film.

Preparing for Focus Group!

To prepare for our focus group, Kayleigh and I decided to create a mood board and a PowerPoint Presentation to show the art class that we have to present to. Kayleigh created the poster for our film and then carried on by starting to create the mood board.
Meanwhile, I was working on the PowerPoint and I created five slides for the focus group to look at whilst Kayleigh and I are presenting our idea to them.
My first slide was the Title slide that said 'Hush Hush: From Book to Movie, By Jessie Best and Kayleigh Hickey'. My next slide included why we decided to use Hush Hush, the third slide had the synopsis of the book, the fourth slide had the differences we were going to make to the film and the final slide was titled 'Your Response' and asked them to fill out the questionnaire.
After creating the PowerPoint I decided to make the questionnaires. The questions I used were:

1. Would you like the option of 3D for the film?
2. Is there anyone else you would consider for these roles? If so, who?
3. Has this made you want to read the book?
4. Is there anything else you would change about our idea, if so what?
5. Would you go and see the film if it came out?


I thought these would be effective questions but we could get some really good feedback from these questions and it will help us to develop our idea even further.
I then continued on to make the web layout that included the poll where people can vote for which actors they want in the film. I made this on Photoshop and included a title and pictures of all the actors that the public can vote for.
Kayleigh created a title on the mood board, in writing that is similar to the font used on the book cover. She then stuck her poster down, a picture of the front cover of the book and our web layout. She also wrote different parts of the synopsis down on the mood board in different places.
Our focus group is taking place on Wednesday 12th December at 3:45pm.

Product Proposal

Product Description:
A film that is based on an existing novel by Becca Fitzpatrick. Hush Hush is based on a fallen angel who is in need of a sacrifice to become human. However, he ends up falling in love with the girl who is meant to be used as his sacrifice. We are going to make this into a movie similar to what has happened in the past with Twilight, Harry Potter etc.
However, we are going to make a few changes to make the film seem different and surprising to the audience. In the novel, Nora Grey, the main character, has lost her father due to him being shot. We are going to keep her father alive but make her parents divorced. We are going to allow Nora to discover that her father is still alive at the end of the movie, when she touches Patch's wing scars on his back and sees that Patch had a conversation with her father.
Another change we are going to make is that we're going to make Patch and Nora's biology teacher, Coach McConaughy a character that everyone will fall in love with by making him funny and enjoyable to watch. Then, at the end of the film he gets killed by Jules, the main antagonist in the first book.

Target Audience:
The film will relate to the same target audience as the Twilight movies. The main audience for our movie will be both male and females ages 13-25. However, the audience will be predominantly female, as the storyline holds aspects of romantic-comedy, action and mystery. The audience will also be fans of the book. Anyone who has enjoyed the book will enjoy the film as it includes surprises that differ from the novel, but doesn't change the story too much so that it won't disappoint them.

Competitive Environment:
The competition for Hush Hush will be Breaking Dawn Part 2 and The Hunger Games: Catching Fire. This is because Hush Hush will have the same target audience and therefore we need to make our film stand out to make sure that people want to go and see it as much as these films. The reason that Breaking Dawn Part 2 and The Hunger Games: Catching Fire are so popular is because they are sequels to movies that already exist. This is why we need to make our film different to make people want to go and see it. We decided on creating a website that informs people about the book and the fact that it's becoming a movie, as well as allowing fans to vote which actors they want in the film. The actors for the two main characters, Patch and Nora, will be chosen by the public. We will give them a list of actors that they would like to see in the film and the most popular choice will appear in the movie.

Pricing Strategy:
We are hoping to get our pricing strategy the same as the first Twilight film and the first The Hunger Games film, as they were both based on books as well and they also have the same target audience. The first Twilight movie made $192,769, 854 in the cinema alone and The Hunger Games made $408,010,692. We are aiming to achieve somewhere in between these prices for Hush Hush or if not somewhere close to the prices.

Availability/Distribution:
There is a gap in the market for Hush Hush to be made into a film, as there are no plans for it to become one just yet. Our product's USP is the online poll that we are going to use for the public to vote for who they want in the film. We will use the online poll on the Hush Hush website as well as on social networking sites such as Twitter and Facebook. Therefore, this will allow more people to see the poll and are more likely to vote. Also, our main target audience are people who often use these sites and so this is a safe place to use the online poll.

SWOT Analysis:

Strengths: The strengths of our product is the fact that we are going to change our storyline slightly so people will be surprised as well as the online poll to allow the public to be more involved in the film.

Weaknesses: Our weakness will be that the film will be in cinemas when movies like the latest hunger games will be out and therefore we may not get enough viewers.

Opportunities: Our opportunities will be that we can use merchandise if the film becomes very successful as well as using the poll to get everyone involved, perhaps more people than if we just brought out the film how we wanted it.

Threats: The threats that we have are our competition, so the new twilight film and the hunger games movies. We need to make sure that our product is more interesting and gives people more for their money than what these existing films do.

Changes for Hush Hush Film

Mind map of Ideas for Product Development:

Film:

·      Hush Hush (Book made into a film)

·      How can we change the film so it’s different from the existing book?

Main character’s dad stays alive, however he does not live with Nora and her mum. Her parents are separated so that the second book/film makes sense and does not have as many changes.

Kill Coach McConaughy (Jules shoots him). We’re going to make Coach McConaughy a funny character, letting everyone love his character so that when he gets killed our audience will feel something.

·      Create a poll where people can vote for who they want to star in the film (web design)

Secondary Research

Sector:	Products	Product Development
Telecommunications	iPhone – The iPhone is the latest phone to be released and is very popular with teenagers. The newest iPhone is the iPhone 5 and is basically a newer and more equipped version of the iPhone 4.	This product can be developed by making an iPhone 5s or an iPhone 6 that will be more updated each time.
Film	The Twilight Saga: Breaking Dawn Part 2 is about to be released. The Twilight Saga has been very successful due to the books that it is based on, written by Stephanie Meyer. Twilight, New Moon, Eclipse and Breaking Dawn are the four products. However, the last film had to be made in two parts as it was too long.	This product can be developed through the author writing more books and then the films being made based on them. Stephanie Meyer has been talking about writing more books based on Twilight in the future.
TV	Sky is a service that allows viewers more channels and more to watch, as well as being able to record, pause and fast forward television programmes.	This product can be developed through changing the name of the service as well as adding more applications to the service including finding any programme that you want to watch and being able to watch it.
Print	The Daily Mail is a newspaper that includes all news including; Sport, Showbiz, Health, Money and Travel. It features everything the readers want.	This product can be developed through creating more newspapers in the future, the good thing about newspapers is that they are always developing.
Electronics	PlayStations have been very popular for over a decade. They allow children to young adults to play games of their choice when connected to the television. The latest PlayStation has been the PlayStation 3.	This product can be developed through the creation of the PlayStation 4 and so on. These could maybe include a different design as well as different ways to play different games.
Technical	Kindles are the latest technology that has been quite popular with the public. It allows people to download and read books on a little screen, and it’s easy to fit in a bag without having to take lots of books with you.	This product can be developed through using 3D technology to make it look better as well as making it clearer for people to read.
Radio	Heart Radio Station is a CHR Station that plays a variety of music. It’s a popular station throughout the country as it plays songs from the 80’s to this generation. Heart also plays the top 40 hits every Sunday.	This product can be developed as the station is played everyday and sometimes they also change the name of the station. Like Capital Radio Station used to be Galaxy and was then changed to develop the station.
Web	Social Networking Sites are very popular between young adults to adults these days as there are quite a few that people can join now to meet up with old friends and make new ones as well as creating events to invite people to. These sites include; Facebook, Twitter, Tumblr and MySpace.	This product can be developed as there are more sites that have been created since they’ve become very popular. Also, the sites change around every now and then whether it be their layout or colour etc.
Music	Nowadays, there are many ways to listen to music, whether it be on a stereo, radio, iPod or website. The most popular way to listen to music is on an iPod as more people are downloading music off their iTunes account.	This product can be developed as iTunes can change around how they let people buy and download the music as well as more websites could create ways to for users to listen to music.

Case Study - Water

Mahalo
Mahalo was the first brand of bottled water to ever enter the food and drink industry. It was sold more than ten times the price of oil in Japan. A Japanese man founded the drink, and it was created in Hawaii. The benefits of this water is that it comes from 3000 feet below the ocean's surface so the water is naturally pure and clean. The bottle features palm trees and and curling waves so this shows everyone where the water is produced which may make them more interested in buying the drink.
Mahalo means thank you in Hawaii and is said to be a health advancer. The sales of this drink have grown in the last few decades. The workers for the company have described the drink as 'Liquid Gold' as well as the 'Elixir Of Life' and saying it is Older than Jesus.
     

Evian
 Evian is a British brand of bottled water that originates from a spring in the french alps that was 100 million years in the making. The benefits of this product is that it uses product placement as celebrities drink it as well as using nature advertisements to market the product showing that the water is pure.
Evian promises health, convenience and youth, the advertisements show this as they use young, attractive people to drink the water. This gives the audience the idea of 'if you drink this water, you can look like this'. Evian is described as 'Nature in a bottle' and thats what they make out that they are selling to get people to buy more. The other adverts relate to this as they show mountains and the bottles water within nature. The competition for Evian are Highland Spring as it is another British brand. Pure Life is another competitor for Evian as they aim to sell pure water just like Evian. However, the only difference between these two drinks is that Pure Life is aimed for a more cultural audience. Evian costs more than the other bottled water drinks because they have to send it further after it has exited the warehouse. The manufacturing costs more for Evian and thats why it costs more in stores. The target market for this drink can be anyone as the water is pure and healthy. People who prefer their water to be more clean and nature based would choose Evian. The tools and techniques used for marketing this product are the slogans used such as 'nature in a bottle'. The global advertisements are effective as they use product placement as well as a certain type of manipulation to make people believe that the water can change who they are through the youthful adverts.


Highland Spring
Highland Spring water is also a British brand. The source of this water is Ochil Hill, Perthshire. The benefits of this product are that the company makes sure the water is pure before it is sold and also the advertisements used for the product include celebrities so they also use product placement.
Highland Spring uses nature adverts plus pictures with celebrities to help sell the product. The creators of the drink said 'We use product placement through celebs plus nature adverts.'
Highland Spring became the competitor for Perrier after it was taken off the shelves. This was mostly because British Airways chose Highland Spring as their leading brand.
Even though the bottled water is produced in the same way as Evian (put into a ship and taken to a warehouse to be placed in vans) it still is cheaper as it does not have to travel as far therefore reducing the carbon footprint. The target market for the drink could be anyone, especially in Britain as this year it  has grown to be the leading brand in the UK. The tools and techniques used have been pictures taken with celebrities to promote product placement. The advertisements used have been made to interest the audience through the use of role models for people to make them think that if the celebrities are drinking Highland Spring then they should too.

Pure Life (Nestle)
Nestle Pure Life is made in Switzerland but uses global advertisements to market their bottled water. These global advertisements include celebrities marketing the product in stores while families buy the drink and are then shown drinking it. This is a benefit because it makes the audience like the product because they can relate to the people used in the advert. It's competitor is Evian as they both aim to sell pure, clean water to the same audience. They also both use product placement to make their water seem more appealing. Pure Life is cheaper than Evian however, as its not as high a brand as Evian. Pure Life is aimed for a more cultural audience. The target market for Pure Life would be the same as Evian, except that Pure Life would be more popular in other countries as it's not just located in Britain. The tools and techniques used will be the product placement used in the advertisements which has been used to interest the audience and to persuade them that this product is the right one for them.

Perrier
Perrier is from the Languedoc Plain in France. It was around in the 80's and was very popular with everybody, including upperclass and stylish people as the bottle related to a wine bottle and this was an advantage as the drink then soon became the drink that people would have when they went out for a meal etc. It was described as the 'Godfather of the bottled water industry'. The advertisements would include seductive music as well as someone drinking to make the water seem desirable. The slogan 'Eau-la-la' was used which, in France, can indicate surprise. A worker for the company, as he was talking about the advertisement said 'Water can be anything you want old/young etc'. This means that water can be anything and make you feel anything. For example, in the advertisements there are a lot of close-up shots of attractive, young people. Therefore, this may give people the idea that they can become like this by drinking Perrier. The ideal target market for Perrier would be anyone who drinks alcohol as it soon became more popular than this drink. However, after eight weeks of the drink being on top of it's game, it had to be taken off the shelves as there was a Benzene contamination. Highland Spring then became the competitor to this drink as it was placed on the shelves and took over the place of Perrier. Because of the popularity of Perrier, bottled water jumped from number seven to number two in the most popular drink behind carbonated drinks. The tools and techniques used for Perrier were mostly the advertisements using close-up shots and music to make people think of a good time. This was effective as it would draw the audience in and make them want the product.

Volvic
Volvic is another British brand that was made popular due to the Volvic challenge. The advertisement showed the Volvic challenge which was a man talking to the camera about how he is going to drink Volvic bottled water for 14 days and see how much healthier he feels as well as his skin. This made the brand more popular, especially for men because of the men in the advertisement. The competitors for Volvic would be Highland Spring and Evian as they are both British brands too. Volvic would not cost as much as Evian however, but will be around the same price as Highland Spring, making this to be Volvic's biggest competitor. Anyone can be the target market for Volvic as people who watch TV are more likely to see the advert and therefore more likely to buy the drink. Like a lot of the other competitors, Volvic uses nature advertisements to promote as well as the Volvic challenge advertisement. This is an effective marketing tool as it gives viewers a sense of hope that if they take the 14 day challenge, then their skin will be much healthier.

Aquafina, Dasani and One Water
Aquafina and Dasani became competitors as they are both bottled water made by two fizzy drink companies. The reason they did this was because obesity led to demand for healthy drinks instead of Coke and Pepsi. Therefore, Pepsi decided to make Aquafina which made them the biggest competitor to Coca Cola. Aquafina was very popular but Pepsi wanted to use more advertisement for it to make it as big as their original fizzy drink. The advertisements for Aquafina became more appealing through creativity as they started using adverts that would make someone thirsty for someone to buy the drink. An example of this advertisement is here:

After all the marketing techniques used for Aquafina, it became America's number one brand. Dasani was a brand of bottled water that was created by Coca Cola to compete with Aquafina. America started to love Dasani and Aquafina became mainstream. However, when Dasani was brought to the UK, they realised that all Coca Cola had done was purify tap water and use that in Dasani. The British thought that this was a step too far as why buy something that you can get for free? 

Five weeks after the launch of Dasani, the chemical Bromate was discovered in the drink. This made people start to think 'In a world where people are dying of thirst, they're moving water from people who  have it to other people who have it.' 

This made the companies realise that bottled water does not have to make loads of money but instead provide the whole of Africa with a chance to live. This is how One Water was created and 'Love One' which was made into water projects for Africa. 100% of the profits went to Africa and they also used product placement for their marketing techniques. This included an advertisement with David Tennant who said 'When you drink one, Africa drinks two.' 

This made other brands such as Volvic and PureLife to take action too as Volvic made an advertisement that said 'For every one litre bought - 10 litres go to people who need it.'

PureLife started taking the minerals out of their water when filtering and then adding them back in to make the taste better. Now, sales of bottled water have decreased over the years.

Case Study - Virgin Atlantic!

The Marketing Mix:

Product
Virgin is a huge brand. It has very clear values. The product range is wide and growing.

• TV
• Planes
• Broadband
• Trains

Virgin's success has been facilitated by one single factor, Richard Branson. He is more successful than any other businessman. 

Promotion

Virgin Atlantic Advertisement:

-Colour: Red is the main colour and that is because it's the main colour that is associated with the brand. In this sense, red could mean adventure and ambition, giving viewers a sight of what it in store for them if they decide to use Virgin Atlantic. 

-Luxury and Quality: The advertisement looks very luxurious as it makes you feel like you are there and you can see how the guests are treated. The quality of the advertisements involves a lot of men and women dancing and looking quite seductive and the whole point of this is that sex sells and that is part of what they're trying to get people to see.

-Comfort with travel: You can see from the advertisement that everyone who uses Virgin Atlantic are very relaxed and comfortable and the reason for this is because the air hostess' are spending time with the people and bringing them whatever they wish. The advertisement has a part that shows a man sleeping on some clouds with the air hostess saying 'Shh' to the camera. 

-Places to travel: The idea of the advert is that you can travel anywhere with Virgin Atlantic and the advertisement makes you see this through use of different props to make viewers believe they are in different places. 

-Success: The advertisement makes you think of success as it shows drinks like Martini's and food like shrimp to make people think of posh places and therefore showing that the airline is very posh and successful. 

-Caring: From the advertisement, you can see that the air hostess' are caring as they are looking after every customer and making sure that they have everything they need, including food, drink and comfort for sleep.

-Appearance: The appearance of the advert is very posh and sophisticated and gives off the idea that Virgin Atlantic is a wise choice to make when deciding who to fly with when going away. They show the air hostess' dancing and looking very smart in their uniforms, making everyone see that they are always going to stay in this smart attire and not slack when doing their job.

-Opportunities: The advertisement gives off opportunities as they show places to travel and therefore gives viewers a chance to see what they can choose from. It also includes a chance for people to see what they can have when flying with Virgin Atlantic through the comfort and luxury side.

-Equality of genders: The advertisement can be aimed for both males and females, as the advertisement includes both men and women dancing and showing the opportunities for people. However, some people have argued that it is based more for men as there are lots of women in the advert that dance around and look after the men. This can also be deemed as sexist as not once does the advert show a man looking after the customers.



Price:
Virgin Atlantic is a high end brand and therefore prices are quite high for a flight. Compared to other brands, the cost of Virgin Atlantic will be somewhat higher as they include a lot more comfort and quality into their flights than a lot of other brands such as Thomas Cook and British Airways etc.


Place:
Virgin Atlantic can take you anywhere you wish to go as they travel everywhere. However, they are an American company and mostly fly out to/from America.

What is Marketing + Marketing Mix

Class discussion plus extra research:

What is Marketing?

Marketing is a form of communicating information to certain audiences. It is there to promote/advertise a product. Marketing often involves the product development which identifies the audience for the product as well as when the right gap in the market is for the product to be advertised. Marketing is a thought out business process that involves building up a relationship between the product and the consumer.
However, products are not the only things that can be marketed. People and places can also be marketed. For example, X factor contestants are marketed as the judges let them through based on the audience's opinion as well as if there is a gap in the market for a certain singer to release an album.
Another example would be South Downs as it is promoted to students who want to participate in something that appeals to them with what the college has to offer.
The place and price are a big part of marketing because this helps connect with the audience. For example, it wouldn't be useful to advertise the new iPhone on a poster in an old people's home as it would not appeal to them in any way and they are not the target audience for that particular project. However, placing this advert on the internet, would be a better idea as younger people are drawn more to this product and are the main users of the internet.

The price of the product is important because it may put people off to buy a product that is out of their price range. An example of this would be if someone were to go out clothes shopping and only had around £30 to spend, their shop choice would more likely be Primark than Topshop as Primark is a lot cheaper. Therefore, Primark would be marketed more for this person than the Topshop market.
Above all, marketing is an activity and a strategy that results in making products that satisfy customers while making profits for companies.



What is involved in a marketing campaign? (Tools and Techniques)

There are many ways to promote a product, including Posters, Internet, TV and Competitions. However, the promotion choice depends on the target audience for the product. For example, if the market wants teenage girls to buy their makeup, they use the TV and celebrity endorsements to promote the makeup. This is an effective choice as teenagers have looked up to celebrities and grown up with them, therefore they are more likely to wear something if they see a celebrity wearing it.

Web Marketing has become a very popular way to promote a product over the years as now there are more users and the internet is cheap. Social Networking sites such as Facebook and Twitter have helped make the internet popular, especially with the younger generation. So Facebook now includes advertisements that will relate to the user. 

Another way to promote a product for a marketing campaign is a tie-in, which basically means using more products of the same brand that keeps audiences interested. An example of this would be the Harry Potter film and the lego game. The lego game is based on the film and will be a good market for the fans of the film as this may make them interested to buy the game.

                                     

The main tool that is used in a marketing campaign is us, as people. If someone hears about a new product or company that they are interested in, they are more likely to tell somebody else and so on. Word of Mouth is the best way to promote something as people don't even realise that this is what they're doing. The more people talk about something, the more it promotes the product and then everyone knows about it, making the product so popular that the marketing campaign no longer need to  promote the product as much as they could have.

What is PR? (What is distinctive about these activities/Relationship with news forms)

PR means Public Relations which means using media to communicate the message. Press Releases are very different from advertisements as they include interviews and reviews across the media, e.g. magazines. Celebrities and companies need PR to help promote them to the audience. For example, Celebrity Big Brother is used for celebrities that are no longer in the spotlight to put their name back out there. Kerry Katona went on Big Brother in 2011 to help her money situation and for her children. Big Brother helps keep celebrities on the television for up to three weeks, giving them a chance to prove themselves differently if they did not like how they were perceived before.

The Electronic Press Kit is a big part of PR as this is used through digital communication like photographs, moving images and interviews. This is the most important for marketing as the Electronic Press Kit involves the internet which is the main form of communication lately so more people will see it. PR has a low cost compared to advertising, mostly because it costs a lot of money for advertisements to be placed on technology such as the television. The marketing campaign need to find the right channel to place the advertisement as well as the space between all the other advertisements that have been used. 

                                                        

How has marketing strategy/technique evolved over the past 10 years and how has our understanding of marketing audiences changed in the 21st Century?

The biggest change over the past 10 years is that the internet is a big way of how we communicate now. For example, there are so many sites such as Facebook and Twitter and we communicate to others through these sites. Social networking is a huge part of the 21st Century as more people are joining these sites and meeting up with old friends or talking to celebrities. So, these sites are a great way for celebrities such as singers, to promote their next album. Another site that is used very often is YouTube, as people are recording themselves singing and putting it on the website to help themselves get seen by others. Justin Bieber started off by placing videos of himself on YouTube and now he is the most popular teenager on the planet.

3D Marketing is a big way to promote something to an audience lately. For example, new films that are coming out are being used in 3D to interest the audience. Also, old movies are being brought back in 3D to excite the audience. An example of this would be Titanic, James Cameron decided to bring the film back in 3D in cinemas and came third in the list of most anticipated movies behind The Hunger Games and American Reunion.
In the 21st Century, a lot more research goes into the way in which individuals respond to marketing messages. Producers are asking questions about the product and wondering if people will buy it and asking themselves if there are other products like it around and if the audience would be interested in a similar product.
Society has changed over the past 10 years and consequently, marketing methods have adapted to suit growing trends and customer behaviour. Marketing nowadays is more flashy, colourful, fast-paced, energetic, more witty, more everything. Generations now want things faster. Marketing caters to these trends.

What is more important, the product or the marketing?

The product and the marketing for the product are both as important as each other, they both rely on each other. Marketing is a big part of the product development. Some may argue that the product is more important however, for example, with the iPhone5, the audience that are interested in the product were going crazy over it even though they hadn't seen what it looked like yet and hadn't heard anything about it. All they knew was that it was the new iPhone and that is what interested them. This is an example of brand loyalty as people generally stick to what they are used to. For example, someone who buys food from Tesco, may find it strange then going to get food from Asda because it is placed differently and from different makes.
However, others may argue that the marketing for a product is more important as otherwise there will only be a product that no one knows how to use. Advertisements need to be made for this certain product otherwise the audience will not be interested in buying it.

Unless the product is acceptable, no amount of marketing will make up for it. But the greatest product in the world will not make a profit if it is not marketed. It would take a cheat and a liar to push a product that isn't of at least some value to the customer.



Case Study: The Sweeney

Who are Vertigo Films? What do they produce? Who is their target audience?
Vertigo Films are a UK media company founded in 2002 to create independent cinema. Vertigo Films have produced movies such as The Sweeney, Streetdance 3D, Monsters and The Children.
The target audience includes anyone who likes Independent/British films. Vertigo Films have created many different genres of film which gives each type of film a different target audience. For example, The Children is a horror movie, The Sweeney is an action movie and Streetdance 3D is a dance/romance/drama film.

Who is the target audience for 'The Sweeney'?

The target audience for The Sweeney will be based from teenagers to adults. Anyone who enjoys action movies will like The Sweeney as well as people who love British Films. Adults who grew up with the TV show of The Sweeney will enjoy the film because it is based on the television show.

What tools and techniques were used to market the film to the audience?
A lot of the usual PR for movies was used to market The Sweeney. For example, posters and trailers. Interviews were used on the television with the main actors and these interviews were then placed on the internet for more people to see. Then, the film was given its own facebook page and hyped about on Twitter and other social networking sites. Here is the link to the trailer for the film on YouTube -http://www.youtube.com/watch?v=DuYj4q7s8rc


Why were these techniques used?
A big part of the reason the film needed so much marketing was because it was based on the television show and therefore needed more for it to seem interesting to the public and make them want enjoy it as much as they enjoyed the TV show. Another reason these techniques were used was because it was a low budget film and needed as much advertising as it could so that all audiences could view it, whether that be on the internet or on the television.

SWOT Analysis of 'The Sweeney' Marketing Campaign: Strengths, Weaknesses, Opportunities and Threats?

Strengths: The film was successful with the public so therefore all the techniques that were used to market the film did it justice as the public enjoyed it.
Weaknesses: Marketing could have gone further and used more advertisements as well as trailers on the TV so even more people could see it.
Opportunities: The Marketing Campaign could have tried getting the film into America through advertisements and such to see how the audience would react over there.
Threats: A threat to the marketing campaign could be the fact that they made this film from the television show because it was a risk incase the public may not have appreciated it as much as they did the TV show.

Bibliography:
www.youtube.com
https://www.google.co.uk/imghp?hl=en&tab=wi
http://www.vertigofilms.com/home.php
http://zenmastersales.com/marketing/could-marketing-be-more-important-than-the-product/
http://businesstm.com/internet-marketing/marketing-in-the-21st-century.html
http://marketing.ezinemark.com/how-marketing-methods-have-changed-over-the-past-decade-560fa87e6e4.html
http://www.deadline.com/2012/04/titanic-3d-opens-to-surprisingly-strong-matinees/
http://inventors.about.com/od/fundingucensingmarketing/f/Marketing.htm



Marketing Mix (4 P's)

Marketing Mix: The Marketing Mix includes the 4 p's. These are Product, Price, Promotion and Place. It is a successful recipe for effective marketing and it is based on results of market research.
To create the right marketing mix, businesses have to meet these conditions:

• The product has to have the right features
• The price has to be right. Consumer will need to buy in large numbers to produce a healthy profit.
• The goods must be in the right place at the right time. Making sure the goods arrive when and where they are wanted. 
• The target group needs to be made aware of the existence and the availability of the product through promotion.

Product: The quality of the product needs to be good, so do the features.