Delivery in day(s): 5
Defines marketing as a science and an art as well as that is used in searching, creation and delivery of value to satisfy the needs of the targeted customers. Marketing has the function to identify the needs that are not fulfilled and address them. Marketing identifies which customer segment is most profitable for the company and how can you define strategies and activities to serve them. Marketing is important as it segments customers by offering them the product and services best suited to satisfy their needs and demands.
The important processes in marketing are;
I have chosen Dove for answering the questions
. With highly increasing sales figures it now serves four products groups namely,
Incorporation of the definition of marketing by Dove
How Unilever has incorporated marketing in Dove is they use marketing strategies showing woman of all shape and sizes (ADBRANDS, 2013) This makes Dove a brand that can be relatable to all. They devise products accordingly studying the needs and the demands of the customers.
The various elements of the marketing mix applicable for the Dove brand of Unilever are:
Swot analysis of dove’s marketing strategy:
Strengths - Use of creative advertising and unconventional strategies, free publicity, emotionally appealed to the end customers, personal touch and advertising by real beauties made the brand appeal much stronger.
Weakness – The weakness in the marketing strategy is that it targets the upper middle class women and so this leads to the development of a notion that it is not a brand for the middle class women.
Threats - Have fierce competition form brands such as Olay, Nivea etc. This keeps posing threat to capture Dove’s market share (Professinal Paper Writing, 2013).
To put it all together, the above analysis shows that Dove requires a firm strategy to manage its 4P’s in order to gain maximum market profitability and also SWOT analysis explains how to achieve marketing effectiveness by using strengths and tapping opportunities, overcoming weaknesses and threats
Marketing concept: Businesses are integrating marketing function and concept to better understand the needs and the demands of the consumers and adjust and adapt to the changing marketing needs (Johansson, 2006). Dove has successfully adopted marketing concept the below points exemplify this;
So we have seen that Dove has integrated marketing in the real sense in practice and used the concept of marketing for devising their promotional activities and establishing an emotional attachment with the targeted customers (E.LERN et al., 1999).
Cost and benefits consideration for pursuing a marketing culture is important in making the marketer acknowledge whether the costs accrued in having a marketing orientation is justified on grounds of the benefits. As marketing orientation leads to attain detailed information regarding the needs and wants of the customers, businesses can incorporate their strategic decisions to develop better product and service and attain profitability (Hennig-Thurau & Hansen, 2000).
The dove brand has been using the marketing culture to ensure customer satisfaction and establish an emotional connection with the customers. Dove has been spending a lot on its promotional activities to establish an emotional appeal with the customers with diversification of the products the media spending also increased for Dove (Johansson, 2006).
Right from the conception Dove’s marketing strategy has perceived it as a soap that dries your skin. In the year 1996 the cost of marketing on Dove Bar was lowered as huge funds were required to promote the Body Wash that was launched by Dove. Then the spending was increased in the year 1998 as the business grew but this strategy of using the promotional spending of bars for promoting the body wash had a cannibalizing effect on the bars as people started preferring the body wash over the bar. This advertising has a substantial costs incurred but the benefit was that Doves idea of launching the Body wash became a success ad it gained marketing momentum.
Another examples of the benefit and cost of advertising is Dove has been advertising using emotional connections with the customers this has led to high customer satisfaction and loyalty to the brand (E.Lern et al., 1999)
In this section I have used Unilever new product development of a range of ready to eat foods by the name Eat Quick.
Core facilitating and augmented product levels:
Core product is the intangible benefits that can be derived from the product and adds value to the product (Friesner, 2014). So the core product for Eat Quick is the ease of cooking the food easily with less time.
Actual product is the physical product that is tangible in nature (Friesner, 2014). These are the different food options with the Eat Quick’s brand name.
Augmented Product is non-physical attribute to the product and includes all the value added to the product that drives the customer’s to pay premium price for the product (McDonald, 2012). For Eat Quick the brand name, quality of food and services, availability and range of products are the augmented part of it.
Development of product is done to achieve competitive advantage as customers’ needs and preferences are taken in to account. The criteria for consumer preferences and benefits are taken into consideration. New Product development should be based on anticipating the needs of the customers and satisfying them (Friesner, 2014).
This product range will have many ready to eat food products seeing consumer’s preference of these foods products as a matter of convenience to match their time constraints. This products will be cereals, porridge, yoghurt, cheese snacks and organic tofu.
I have selected to launch this product in the market of developed and the developing countries where there are working couples who do not have much to cook food and prefer such healthy and easy food options that take very less time to be prepared. Unilever is a trusted brand globally so these products have feasibility to gain market momentum quickly.
Marketing mix for Individuals interested in sports and fitness:
Marketing mix for children under 16:
Importance of distribution strategy:
After the identification of the features of the product and the market segmentation the distribution strategy needs to identify where should the marketer sell his products to gain maximum effectiveness in marketing? This strategy will help the marketer to identify which channel will be appropriate such as websites, smart phones etc. for younger generation.
Distribution strategy for Eat Quick:
Having a distribution strategy will enable to sell the products of Eat Quick to customers in new sectors of the market or geographic areas that cannot be reached directly. The distribution channel can be wholesalers, internet, retailers etc.
Defining Pricing strategy: pricing strategy of an organization reflects which income group does it intends to target. Ideal pricing is one which is accepted by the buyer and the seller. The organization reflects the value of purchasing the product and that of other competitive market offerings And the price that customers associates to it.
Quick’s pricing strategy should be based upon the idea of having maximum sales and profits and having enough of margin for marketing activities and the dealing with the overhead expenses.
Calculation of the price for Eat Quick products –
Price = Cost +Desired Profits
So the price of Eat Quick’s products will be the price of a 3000 Kcal Ready to Eat Meal would be £11.5
Costs will be around £6 and desired profits would be of £ 5.5
For determining the pricing of Eat Quick following steps should be followed:
Pricing strategy for Eat Quick:
As Unilever is a trusted brand so Absorption strategy would not be needed as in this method the costs are recovered.
Contribution margin-based pricing can be applied as it focuses maximizing the profits derived from the products on the basis of the difference between the price of the product and the variable costs this can be applied as they have a wide range.
Premium pricing would not work well for a new product as the intention is to gain customers by pricing moderately.
Promotional activities are very important for a new product development as these are the means to get your product known to the customers. So, Eat Quick will need efficient promotion to attain market attractiveness and customer’s loyalty.
I would recommend that Eat Quick should use an integrated promotion to appeal the
Customers by using various means of advertising such as;
Recommended promotional strategy for Eat Quick:
Suggested promotional mix for Eat quick:
Additional Elements of the marketing mix- As the market has become more customer oriented there was the need of the addition of the extended elements and the creation of the service marketing mix to deliver great services considering the physical , evidence, processes and people.
Unilever can also use the approach of the extended marketing mix to improve their customer experience and service.
It is marketing to businesses so industrial jargons make the process efficient
Use relatable marketing language to customer majority
Focus on logic and features of the product as a business buying software would be more focused on the logic and features of the software for itself
Focus on product benefits as a lady buying a skin care product would focus on benefits such as moisturising, glow, fairness’s etc.
No or very little involvement of emotion
Buying is often driven by emotional needs
Ask for lots of information about the product
They seek information only when buying high priced products many products are bought as an impulse
How can Eat Quick conduct its Business to Business Marketing?
Eat Quick and sell some of its products to businesses such as sports and fitness centres could be the potential customers of the low fat to make and sugar foods so for B2B marketing it can conduct events and shows to attract consumers and sponsor a sports event. It has to make the end customers understand very well the benefits and use of these products and answer their queries. Giving off free products for trial can also be used as a marketing strategy for B2B.
Industrial Markets – Eat Quick can conduct industrial marketing and sell their products to organisations and businesses and people who work for organisations. Example they can sell their diet and fitness products to fitness centres and gyms, and ready to eat food to cafeteria of corporates etc.
Institutional market- this market is composed of profit and non-profit institutions where Eat Quick can target their products such as hospitals, schools, government agencies and sell their food products.
Reseller Markets – Can act as intermediaries and wholesalers and sell their finished and unfinished food products to food businesses.
A service is an intangible commodity that has an exchange value and ability to customers. Service have certain characteristics differentiating them from products these are Perishability, they are intangible, heterogeneous etc.
Characteristics of services:
Service Provided Eat Quick can use the service elements to reach better to the customers. The service would be elemental in determining the customer purchasing decisions.
Application of service lament for Eat Quick:
The Physical Evidence of the products such as the packaging, store display, layout etc will determine the quality of the Eat Quick products thereby making it very important. The People involved will determine efficiency of production and development of better marketing strategies to evolve the products of Eat Quick. The process will determine how the products are made such as organic farming, low pesticides, fresh farm products, high nutrient content and innovation all this will be driving factor to affect the buying decision for the targeted customers of Eat Quick.
Yes, Eat Quick can use the service element in marketing although it is a product company but the product delivery requires efficient service strategy to reach the ends distributors and the customers. In B2B marketing of Eat Quick products the service elements are more important.
International marketing strategies suitable for Eat Quick:
For its international marketing Eat Quick has to use integrated promotional strategies to target the market of developed and developing countries where there is a market of ready to eat foods. They have to promote the food by the use of different media to create brand awareness in international domain and use strategy of entering by leading grocery chains (Smith & Taylor, 2004).
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