Our next task was to analyze the results of the survey that we conducted. We found out that most of the respondents are female and between 18 and 24. 69% are from Germany, the other 31% are from countries all over the world.
22 % marked their impression of Great Britain with 6 to 7 points from 10, which shows that they have a quite good image of Britain in their heads.
Burberry, BBC, Barclays and BP were the companies which were known by almost every respondent and from the same companies they knew that they are British.
24% like it when a company shows its heritage but only 15% think its the reason why the company is actually successful.
The answers for our last question were quite interesting for our project. We gave an example of a guy that wants to start his own business and the respondents had to decide how his behavior could affect his business.
All detailed answers will be presented on monday during our final presentation.
After finally receiving an answer from most of the companies we contacted, we were able to qualitatively analyze their responses.
First of all, the German subsidiaries of British companies (like BP) that were contacted did not answer at all or said that it was not possible due to low capacity and the number of student requests. One British company (Burberry) did also not answer at all.
The companies that were so nice to answer really took effort and were very polite in their answers. This blog entry will focus on BP (answer from British HQ) and McLaren.
It was easy to understand that the presentation of a company depends on their product. BP is an international oil and energy company, while McLaren is an international high-end sports car manufacturer. BP told us that they are ‘proud of their history and British heritage, but they wanted to represent through their name [changed from British Petroleum to BP in 2000] how they are an international company, with operations all over the world’.
For McLaren, this is a different story: “McLaren absolutely pride themselves as a British company manufacturing in the United Kingdom. We like to remind our customers of the facilities in the UK where our cars are built” was the answer of the McLaren Marketing representative.
But there is also one thing BP and McLaren have in common and that may be the most important thing about a British origin for an international company. McLaren said that “many customers will buy into the McLaren brand due to its British base. Many customers associate British manufacturing with quality and this couldn’t be more of a case in this example”.
For BP the answer was more conservative, but still had the same meaning: “People in many parts of the world still see us as British and the impact of this varies around the world. Generally, the UK has a positive reputation for products and services and so, being seen as British is an advantage”.
-Lars Hanses, May 9, 2016
On monday we had the first colloquium where we had the possibility to present our current results to our fellow students. We gave them a short overview of what we already did and what we are planning to do till the final presentation.
We are still collecting as much information as possible from different sources to get a variety of views on the topic. Therefore we created a survey and sent it to our fellow students, professors and friends. In this case it is a big advantage that we know many people from other countries than Germany, because it is quite interesting to find out how other countries see Great Britain as well.
The survey consists of general questions about Britain as well as specific questions about British marketing and the companies that we already contacted. The results will be analyzed by us and presented on the blog in a shortened version to keep it more interesting till the final presentation.
Additionally we are still in contact with the big companies to ask them questions about their marketing strategy. We hope to get more responses in the next days.
The link to our survey is as follows: https://de.surveymonkey.com/r/HC3LBSL
Please feel free to answer the questions in order to support our research.
– Melanie Josephine Büker, 27th April 2016
After we conducted the interview with local bar and pub owner Mr. Jörg Zittel about the use of a British image in Germany, we continued our research work by contacting big multinational corporations from Britain. The results of the interview will not be published on the blog yet in order to keep things more exciting for our final presentation.
The companies BP, McLaren Automotive and Burberry were contacted via e-mail and requested to answer four questions concerning their British heritage, customer relationship, use of a British brand image and their marketing strategy.
It takes these companies a fair while to answer back to student requests, but if they do they answer corresponding to the stereotype of British politeness. So far BP UK answered all questions, McLaren Automotive has forwarded the mail to their marketing department and Burberry has not yet answered.
The most interesting thing although is, that the German subsidiary of BP has send a long answer of how they are not able to answer, because of the number of requests, but on the other hand their British HQ answered quick and very polite.
It seems that customer relation seems to differ from country to country as well.
– by Lars Hanses
As Lars already mentioned, it is very important for us to talk to a person, which uses the British image as a successful marketing strategy, in order to get more insights of how this marketing strategy can work and moreover, how it is constructed.
Therefore I was really happy that I had the opportunity to conduct an interview with the owner of Oxford Café, Jörg Zittel. At the beginning he told me something about the founding history of his company and how Oxford Café, Oxford Pub and Charles Oxford are related to each other.
He made me aware of how important it is to have a clear defined target group and what you have to do that your company stays competitive with others. Additionally he gave me some helpful advices about how to behave when you want to start your own business and that it is really important to always have your personal goals. Furthermore you should keep the philosophy of your company in mind and adapt your products to the wishes of your customers.
One interesting part of our presentation will be to tell the audience what he explained about his marketing strategy and how he answered to our main question, how the British image can be used to be sucessful in other countries.
I would really recommend to meet with Mr. Zittel if you have to do a presentation, because I was welcomed friendly, given a lot of information and had the chance to learn something from someone who is already successful.
-by Melanie Josephine Büker, 13th of April 2016
These questions will be key to the research conducted by Melanie and me over the next few weeks. All results and relating content will be posted in blog entries on this website.
Our first task will be to identify what after all the ‘British image’ is, what people relate to Britain, what attributes and characteristics come to the minds of customers, is it high or low quality, luxurious or rubbish. Of course our personal views will also play a role and we will describe how our view of British marketing may change over the course of this Research.
After identifying the British image the next task will be to take a look at the current reality of marketing and evaluate how a British image or origin is used today, who uses it and who rather ‘hides’ this origin. Therefore we will examine the marketing of the biggest British companies like McLaren, Barclays, BP (British Petroleum), HSBC, Unilever or SABMiller.
Furthermore we can study the marketing of the local “Oxford Pub” and “Oxford Café” in Karlsruhe, which both use a British image to acquire customers. This would also be the place to conduct interviews either with customers, employees or even the Pub/Café owner. Since Karlshochschule offers a wide range of students from different nationalities it would also be interesting to investigate how their home country perceives Britain and British companies.
Personally we would like to find out how a British image can be used effectively in the world of marketing for big multi-national corporations and local cafés or restaurants and in the end find points that could be improved.
-by Lars Hanses, 3rd of April 2016