The Role Of Marketing For Non Revenue Organizations Marketing Essay

JD Athletics Fashion Plc has long been established as the primary UK specialist multiple store of fashionable top quality and own brand activities and everyday wear, principally through the development of its main retail fascia, JD Sports.

The JD Group now has more than 900 stores covering both athletics and top quality fashion but it all started when John David Athletics was founded in 1981 with one shop in Bury. By 1983 the fledgling business was expanding in to the Arndale Centre in Manchester and throughout the 1980s there have been further openings, typically in the North and Midlands. The first London store was exposed in Oxford Block in 1989 and by the time of JD's stock market flotation in 1996 there were 56 stores. Maximum edge was being taken from the growth in sales of international activities brands such as adidas, Nike, Reebok and Puma and the tendency to wear sportswear increasingly more in everyday activity rather than generally on sports domains. Additionally, JD possessed already developed its reputation as the utmost innovative aesthetic merchandiser of sportswear with the best and most exclusive and stylish runs.

The business continued to grow naturally until 2002 when it attained practically 200 further stores with the acquisition of First Sport. Nearly all of the stores maintained from this purchased portfolio have eventually been converted to the JD fascia. In 2005, JD also purchased over 70 stores from Allsports, therefore further consolidating its position as the primary UK dealer of fashionable sports and casual wear. JD functions in both UK and Republic of Ireland and, through Chausport, in France.

The JD Group also offers a significant branded young fashion offering following a acquisition of Scotts in Dec 2004 and Loan company Fashion in December 2007. These fascias have a put together portfolio greater than 100 stores across the UK and are popular for their vibrant approach to the branded fashion market with a fresh mixture of brands created each season. Both of these fascias trade online at www. bankfashion. co. uk and www. scottsonline. co. uk.

2009 saw further development of the JD Group through the acquisition of Chausport which manages from 75 small stores in France.

In addition in 2009 2009, JD acquired the world famous rugby heritage brands 'Canterbury' and 'Canterbury of New Zealand' as well as 'Kooga Rugby' brands.

JD has a controlling involvement in www. getthelabel. com. This web site is targeted at providing families with the top quality fashion needs at attractive prices. (1, 2)

Introduction of Marketing:

"The management process that identifies, anticipates and items customer requirements effectively and profitably"


"The success of corporate goals through meeting and exceeding customer needs much better than your competition"

To help put things into framework, its beneficial to follow diagram which summarises the main element components of marketing and their connections: (3, 4)

Overview of the marketing process

Contribution of Marketing to the Success of Business Aims:

Market won't succeed if they don't have objectives. Getting ready a marketing intend to achieve the marketing targets is a complex process, There is an erroneous assumption, a get spread around sheet of volumes relating to allocated spending on the various activities of the marketing function is sufficient to be called a marketing plan. Setting up goals is the first concern, because it identifies what's to be achieved to support the requirements of a firm's corporate plan. Placing of marketing targets should be generally quantifiable and thus measureable.

Having lay out the objectives, the most crucial part of the planning process is the listing of the actions essential for their success.

Marketing goals also relate to the "4 Ps" of the marketing combination, specifically product, price, campaign and place or market, but should also include quantifiable aims such as marketing contribution and ideal performance.

Preparing alternative activities to be used when the unexpected happens or the deals neglect to materialize, can be an important planning process that is frequently forgotten.

To demonstrate how belongings and investment should be used to achieve the aims of the marketing plan, a earnings and reduction projection is required together with a detailed marketing budget demonstrating the allocation of resources. (5, 6)

The Role of Marketing for Non-Profit Organizations:

Marketing is now accepted as a tactical discipline or standard management function and in this respect must care for the health of a business in the future - especially against competitive influences.

Marketing is not simply a group of business-related functions, but more wide-reaching than this. It really is a business school of thought designed to develop an attitude of mind that ought to be shared by everyone within an organisation and it is often improved by both consistent and available communication. Developing such an attitude of mind reduces the probability of crisis and plays a part in the introduction of the entire future of an organization at both tactical and tactical levels.

At the heart and soul of marketing lays the degree to which an organisation becomes marketing-orientated. A lot more committed a business is to its marketing activities, the more able it will be to follow its corporate objectives and develop and hold on to customers. Every business in existence relies upon its customers for success, and those who best meet customer needs will usually survive a period of change.

The marketing function is therefore an important ingredient of commercial strategy, which marketing focus should be communicated through marketing planning into all aspects of business activity. (7)

Below are eight steps that begin in brainstorming marketing ideas that will make a significant difference in the organization.

Define target market, research similar organizations and associations.

Determine the required end result of marketing work.

Develop brochures and marketing materials that explain the benefits, services, donation opportunities, and ideals of corporation.

Develop a social media strategy.

Develop and keep maintaining a professional internet marketing existence by creating an internet site.

Research and keep maintaining Company potential client and customer directories. Use them for special mailings, follow-up calls, event invites, alliance development, research profiling, and market segmentation.

Show and advertise the results and targets that an business achieves.

Always actively seek out alliances with other organizations, commerce, government, advertising advertising, and business.

These steps brings the most benefit to nonprofit organizations. (8, 9, 10)

Key Elements of Marketing:

There are some crucial components of marketing which are very necessary for the success of marketing and they form the backbone of marketing.

1) Research: To know what the marketplace actually wants. Market research is required to determine what concept if the company take up and which medium will be best, what setting needs to be achieved to target the right portion.

2) Strategy - Once the data ready, it should be known where, the merchandise stands as well as the standing of the company on the market in terms of talents and weaknesses. Now the strategies should be implemented and factors will need to be used by the business to beat competition and succeed in the market. Thus, after research, strategies make a decision the vision of the company, its goal, its quest and on the whole where the company wishes to be.

3) Planning:The marketing plan involves sales forecasting, financial planning, marketing communications strategy and many such benchmarks which define the way the company is going to achieve its strategic goals in the future. The planning division also maintains a track of the timeline so that point to time, it determine whether company is on track with the proper plan or not.

4) Techniques: Where planning happens at the topmost level, tactics are the streets smart, short-term plans be execute to get customers, and conquer competition, increase sales, provide a much better value to customers or for just about any other short-term objective which needs to be achieved. Because of the competitive nature of the industries, smart practices are absolutely necessary to accomplish good revenues as well as for customer acquisition. (11)

Elements of the Marketing Combination:

Marketing combination is the combo of the components of marketing and assignments each element performs to advertise products and services and delivering those products and services to customers.

Product - The products or services offered to the customer: Their physical characteristics, what they do, how they differ from the competition and what benefits they offer.

Price - The price tag on service or product remains competitive as it allows to produce a good earnings.

Place (Circulation) - Business sells its products or services and it gets those products or services to customers.

Promotion - The techniques used to communicate the features and benefits associated with the products or services to the target customers. (12, 13, 14, 15)

Methods of Segmenting Market segments:

The objectives of market segmentation are to more accurately meet up with the needs of decided on customers in a far more profitable way. These are listed below,


Spending levels

Income levels

Employment levels

Buying habits




Disposable income


Seperates households matching to their interpersonal class, life style & personality


What people buy

How often people buy

How faithful people are to certain brands (16, 17, 18)

Benefits of segmenting market segments:

There are several advantages of market segmentation,

1) Target of the Company: Segmentation is an effective method to raise the focus of a firm on market segments. If better concentration, obviously it has better profits. Thus companies bottom their strategy completely on a fresh segment which increases its focus and profitability.

2) Increase in competitiveness: In a natural way, once focus boosts, competitiveness for the reason that market segment increase. Once the market share of company increase, the probability of a new competitor coming into might be low. The brand commitment will definitely increase

3) Market expansion: Geographic segmentation is one kind of segmentation where expansion is immediately possible. When you have your market strategy on the basis of grography, then when you are catering to a particular territory, you can immediately increase to a local territory. In the same way, if you are concentrating on customers based on their demography (Ex girlfriend or boyfriend - reebok goals fitness aficionados) you'll be able to develop in similar products (Ex - reebok broadening with its fitness range of clothes and accessories).

4) Customer retention: Customer retention can be urged through the life span cycle of a customer. The best example of this is actually the Auto and the Airlines section. You will see major example of customer life routine segmentation in the Hospitality portion if they be hotels, airlines, or nursing homes.

5) Have better communication: One of the factors of marketing mixture which is completely reliant on STP is Offers or communications. The communications of a company needs to be spot on for its Marketplace. Thus if you need a target market, you need segmentation. Communication can't be possible without knowing your concentrate on market

6) Increases success : Segmentation improves competitiveness, brand recall, brand collateral, customer retention, communications. Thus if it is affecting so many factors of your business, then definitely it impacts the profitability of the firm. One of the USP's of these brand is their segmentation. They are in fact targeting segments which have no need of bargaining or negotiation. Thus their profitability is high. (19, 20, 21)

Methods of Executing Market Research:

When it comes to gathering data a corporation conducting general market trends has a number of options available with regards to the type and quantity of data required.

Telephone Surveys

This involves conducting questionnaires over the phone with existing customers or a random sample of men and women or businesses who match the mandatory criteria.

Useful for gathering huge amounts of quantitative data to which you can apply statistical analysis or for performing qualitative interviews. Cell phone research has the advantage of increased customer proposal and returning results fast.

Online Surveys

Soliciting users of particular websites to complete questionnaires or emailing the studies to a data source of customers or a arbitrary sample. It could simultaneously target large numbers of potential responders for gathering large quantities of data.

Postal Surveys

Sending out surveys to customers or a random test of appropriate people which they return by post. People take additional time over personally completed questionnaires increasing answer quality.

Focus Groups

Aka Access panels. Focus groups consist of a selection of appropriate people who give responses on a brand, product or service which is noted by the marketplace research company. This technique is used to acquire qualitative data like how consumers 'feel' about a particular brand or product. Clients can stay in or watch a live or saved video feed to gain first hand insights.

Face to Face

Sending out experts to interview people of the public in person on the street, door-to-door or in stores. It can be used to assemble quantitative or qualitative data. Using passers-by ensures randomness of test. People give more considered answers face-to-face.

Published Report

Some general market trends agencies gather, publish and sell industry specific reviews such as data like market size, key players, industry press, authorities participation etc. Industry snapshot which pays to for moving into new market segments or territories. (22, 23, 24)

The Impact of Current Technology on Marketing:

Technology has a tremandous influence on the marketing, It ramifications of the components of marketing combination by various ways, defined below,


The Internet is changing the product and services available in a big way. In professional services, the Internet is allowing firms to develop new 'packed' products - sometimes by providing included or related services such as financial and estate agents services. Using extranets means that certain clients can be provided with access to the firm's interior systems which both brings value and 'hair in' clients to the given service.

The expansion of the Internet is creating new issues in terms of contractual privileges and copyright too.


The Internet allows a great deal of information to be obtained easily by customers. One side-effect is that it is much much easier to compare prices making price competition fiercer. The use of computer systems to reduce enough time and effort involved in producing and providing products and services means that suppliers can either increase their margins or offer the same services at a lesser price. Commoditisation is also occurring where people 'bundle' new products and services alongside one another and provide them, via technology, at a lower price (the high size, low value methodology). On-line payment (through credit cards) helps it be far more convenient to clients/customers and can make cash collection quicker and cheaper for suppliers - again increasing the likelihood of price reductions. The Internet makes it more difficult to provide discriminatory costs (i. e. different prices for different customer categories).


The innovations in the energy of directories means that immediate marketing is very arriving to the fore allowing new sections to be more easily recognized and allowing segments-of-one to be profitably targeted. Permission marketing has been blessed but continues to be in its infancy. The Internet is also a great way to obtain information - letting you match your competitors' and clients' activities. On-line polls and research can yield a big amount of more information about your clients.

It does mean that it's much more difficult to preserve any form of differentiation when your services and approach are clear for all - including your opponents - to see.


In almost every sphere of promotion - advertising, immediate marketing, personal offering, pr - CD Roms, web sites, personalisation and interactivity are making important changes to the way marketing works.


You need a web site - even if only as an on-line brochure. You need to advertise to get traffic to your site. You provides a web address in adverts to provide more info or to capture customer information and requests. Digital television and the broadcasting trend (including web TV) makes mass advertising functional and affordable for much smaller companies than previously. There are types of new advertising mass media available these days - digital posters, information kiosks, banner advertisements, on-line directory site entries etc. Conversation and multi-media are challenging the creative treatments of advertising as well.

Direct marketing

Database technology aligned with digital printing of brief goes of full shade promotional materials has had a dramatic effect on direct mail. Email lists make it much easier to have significantly more regular and centered marketing communications with key customers and clients. The usage of call centres and computer aided words telephony are rewriting the books on customer support and fulfilment. Agreement marketing is where customers provide information about their needs and preferences and agree to the supplier using this information for further marketing activities.

Public relations

Brochures and magazines are now electronic digital, interactive and tailorable to the precise needs and passions of smaller marketplaces and even individuals. In the WWW, the customer determines what information they require and in what order so some degree of distributor control is lost. Desktop design and publishing is reducing the necessity for and cost of expensive designers and printers - sadly, good design is now rarer as more amateurs try their hands. Consumer communication programmes are a lot more easily maintained by using email and electric marketing communications - which also reduces the expense of postage. Media relations can be improved by providing record information and information releases on sites.


Those tasked with advertising can use the world wide web to undertake fast research into prospects. Digital presentations can be easily customized and presented workplace aspect or remotely (by email or teleconference). Databases have revolutionised client and contact management systems and field sales personnel effectiveness and supervision. (25, 26)

Case Research JD Activities plc.

The Business Position of JD Sports activities :

JD wants to put itself from competitors to give it competitive gain. Which means that high profile manufacturers and brands will choose release a their products to JD rather than its rivals because they are more likely to sell more products and protect the brand's positioning.

JD Place entails making products open to the client in the most convenient way. JD works in high pavements, shopping centres, out-of-town locations and online. JD's shopping experience is distinctive from rivals through creative shows and imagery, making the store experience fun. JD regularly analyses store and sales performance to determine where outlet stores are presenting the best profits on return. Recognising the increasing trend for online shopping, JD also invests in e-commerce.

quality of its customer service : specifically its clear delivery and results information

its checkout process : which is simple and easy to use

its product webpages : with picture taking that delivers consumers with the most helpful views of products before they buy. (27, 28)

JD Sports Products Circulation:

Established in 1981 with a single store in Bury, in the North Western of Great britain, JD Sports Fashion Plc is the leading shop and distributor of top quality sportswear and fashionwear.

JD Sports activities Fashion Plc is engaged in retail and distribution of sport and athletic inspired fashion, footwear, outfits and accessories. It manages in three sections

sport retail, which includes results of sport retail trading companies JD Athletics Fashion Plc, John David Sports activities Fashion (Ireland) Small, Chausport SA and Duffer of St George Limited; fashion retail, which include results of fashion retail trading companies Bank Fashion Limited and RD Scott Limited, and syndication businesses, which includes results of circulation byTopgrade Sportswear Limited, Nicholas Deakins Limited, Canterbury Small (including global subsidiary companies), Kooga Rugby Limited and Nanny Condition Limited.

Following the recent acquisition of the trade and resources of the Blacks business, the Group now has over 900 stores across a number of retail fascias in four countries which is proud of the actual fact that it provides its customers with the latest products from the very best brands.

The Group also runs on-line businesses for these retail fascias, providing the Group with a truly multichannel, international system. (29, 30, 31)

JD Sports prices strategies:

The price recharged for something will depend on a number of factors: the cost to make it, the level of profit required, rival prices and the price consumers are happy to pay. Obtaining the price right is an integral part of the organisation's marketing strategy.

This is because it's the price that immediately produces income, allows bad debts to be paid, re- investment that occurs in the business infrastructure and revenue to be made.

There are different prices strategies,

Market penetration - adding a fresh product at a lower price to help gain market show.

Competitive costing - often used for well-known products or brands that are in popular. Prices are similar to competitors. To compete, JD must be sure it doesn't ask for higher charges for the same goods than other sports activities and fashion retailers.

Strategic pricing - This may be used to put a special product or brand to make it more attractive for consumers and generate demand or demonstrate value. (32)

JD Activities Promotional Strategy:

The reason for promotion is to set-up recognition in consumers or generate interest and aspire to buy products. Advertising can even be used to generate or change a brandname image and maintain market share. JD wants to position itself away from competitors to provide it competitive gain. Which means that visible manufacturers and brands will favor to release their products to JD alternatively than its rivals because they are likely to sell more products and protect the brand's setting.

Above-the-line promotional activities

paid-for advertising in papers and publications.

product placements in a range of publications are used to promote the several brands

TV and radio advertising.

Below-the-line promotions activities


Sales incentives, promotions and competitions with celebrities, For example, JD partnered with adidas to provide VIP seat tickets for a special N-Dubz event at the O2 Arena for JD.

Sponsorship and product endorsement by celebrities and artists are used to point out new ranges and products. For instance, Tinchy Stryder advertised the Celebrity in the Hood clothing range as well as the View advertised The Duffer of St George range in a press plan.

JD collaboration with the Manchester Evening News Industry not only sets the brand in the market itself, but also enables the business to feature competitions and offer prizes to capture potential custom.

JD also uses impactful photography and high quality point-of-sale materials in stores and window exhibits to entice consumers and increase footfall. Development of social advertising such as Facebook and Twitter also enables the company to utilize consumer recommendations as part of its promotional activities. (33)

Aims & Targets Of JD Athletics:

JD aims to make income, to the JD placed smart targets, that happen to be practical objectives that have to be achieved. It breaks down the objectives into achievable focuses on. The targets need to be specific, measurable, attainable, and relevant and time specific to become accomplished.

JD's made income of 300m and 12. 4m in working profit. Chances are that they wish to increase their turnover and operating revenue. For example there aim could be to reach 360m and 12. 7m in operating profit by 2010.

Their aims which lead up to their goals is to

open new stores

expand existing stores

introduce loyalty or store cards

introduce wider stock

open concessions

buy out a rival company

update website regularly- online shopping (34)

Macro and Micro Environmental Factors:

macro marketing environment

The politics environment includes all laws and regulations, government companies and lobbying teams that impact or restrict individuals or organisations.

The financial environment involves all factors-such as salary levels, credit developments and pricing habits that affect consumer spending behaviors and purchasing vitality.

The socio-cultural environment includes corporations and other pushes that affect the basic ideals, behaviours, and choices of the society-all of which impact consumer marketing decisions.

The technological environment consists of those makes that have an impact on the technology with which can create services, new marketplaces and new marketing opportunities. (35)

Micro Environmental Facorts:

http://www. learnmarketing. net/stakeholders. jpg


As all businesses need customers. The firm's marketing plan should try to attract and preserve customers through products that satisfies their "wants and needs" and excellent customer support.


Employing personnel with relevant skills and experience is essential. This process begins at recruitment level and continues throughout an employee's occupation via ongoing training and advertising opportunities.


Suppliers provide businesses with the materials they have to perform their business activities. Close distributor relationships are an effective way to remain competitive and secure quality products.


As organisations require investment to develop, they may opt to raise money by floating on the currency markets i. e. move from private to public possession. Shareholder pressure to increase gains will influence organisational strategy.


Positive press attention can "make" an organisation and negative press attention can "break" an organisation. Organisations need to mange the multimedia so that the mass media help promote the positive reasons for having the organisation and reduce the impact of a negative event on the reputation.


Competitor evaluation and monitoring is vital if an company is to maintain or improve its position within the marketplace. If the business is unaware of its competitor's activities they will find it difficult to "beat" their competition. (36)

JD Sports Marketing Mixture:


By focusing on the needs of consumers, an organisation creates a business that can outperform its rivals. Being nearer to consumers and providing exactly what they want is recognized as market orientation. Market orientated business bears out research to get the needs and wants of consumers. After that it uses the conclusions to create products and marketing ways of sa\tisfy these needs. This compares to product orientation which focuses first on developing a product and then seeks ways to persuade the buyer to buy it. JD (part of the JD Athletics Fashion PLC Band of companies), a huge and well-known shop, manages the balance of its marketing mix around its consumers' needs to be able to accomplish business progress. The marketing mixture is often termed the4Ps (place, product, promotion and price). It really is a useful way of looking at how organisations reach their consumers.

For example, businesses need to make a mix that involves

the right products

sold in the right place

at the right price

using the most suitable forms of advertising. (37)

JD's marketing mixture has created a distinctive position for the brand within your brain of its consumers whilst remaining true to it corporate values. The business focuses on stocking the products its consumers want, as well as offering distinctive or exclusive ranges that can only just be purchased at JD. This, coupled with its choice of strategies for placing and placing the brand, has led to significant expansion for the business enterprise. (38)


JD's marketing blend has created a unique position for the brand within your brain of its consumers whilst staying true to its corporate values.

The company focuses on stocking the products its consumers want, as well as offering distinctive or exclusive ranges that can only just be purchased at JD. This, coupled with its selection of strategies for inserting and setting the brand, has resulted in significant growth for the business enterprise.

By exclusively understanding and valuing consumers, JD continues to grow within a difficult financial and competitive market. By constantly adapting and changing its marketing mix through a focus on consumers, they have effectively managed to stay prior to the competition. (37)

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