Understand Concept Process Marketing | Plan and Organise Meetings
Understand Concept Process Marketing will make us familiar with the various issues arising and the elements of marketing process. The company has the very different strategy for the handling the business strategies of the company. The company has to deal with the techniques and developments of the business organization. First of all the situation is analyzed by the company and the opportunities ae checked. Later the plan is made to carry out the business operations. The strategies regarding the business is made and the important decisions of the company is taken. All the strategies are implemented and the process is monitored carefully. First task deals with the various elements of the marketing process and its elements. The other benefits of the company of the marketing operations are determined. The cost of the company is also evaluated by calculated by evaluating the different process. In the third task we talk about the how the products are developed in the company and how to gain competitive advantage. We also list a set of procedure for determining the conditions of the market. The objectives and the aim of the organizations are also listed. The motivational activities is closely related with the marketing principles. The main elements of the marketing mix are price, promotion, place and product. There are additional marketing mix of the company are the people, process and physical evidence. In the last task we deal about the marketing mixes of the different organizations. It also list the difference in the product and services of the company. The assignment also lists the differences in the domestic and the international markets.
UNDERSTAND THE CONCEPT AND PROCESS OF MARKETING
Marketing is a process of promoting the desired product or a company and it helps the person achieve its desired goal by exchanging the ideas with the others. For this assignment we have chosen one of the very famous companies across the globe Sainsbury’s. The marketing process at our company Sainsbury’s includes recognizing the marketing opportunities in a suitable business environment, designing the strategies for utilizing those opportunities, engaging the appropriate strategies of marketing and finally implementing all those in a suitable manner.
1.1 Explain the various elements of the marketing process
Sainsbury’s is among the top notch companies of the world. Marketing is the process of promoting the business, products and services through advertising and research of the market. The major four elements of the marketing process are as follows: analysis of the environment, development of the strategy, choosing the appropriate marketing mix and successful implementation.
THE PROCESS OF MARKETING
The marketing process has many steps involved and all of them are listed below:
- Research: First of all the marketing opportunities are analyzed. Sainsbury’s should find about the ongoing and the future trends of the market, the resources it has to be made available. All the internal and the external factors must be necessarily analyzed. The research helps us find all the strength and the weakness of the company. There is a severe competition posed by the similar companies. There are several macro factors that also affect the company. This step helps us in finding out the actual demands of the company. For example there is a lot of market research about the behavior and trend of clothing during the launch in any new country. (Hunt, 2016)
- Planning: The second step is finding out the target customer for the products and services. This step involves planning of the entire execution program well in advance. The identification of the potential customers is very important. The whole market will be segmented by our company Sainsbury’s on the basis of many aspects. Finally the best aspects are selected according to the need of the company. (Handlin, 2016)
- Measurement: After the selection of the target market the company has to develop the marketing strategy that will be appropriate. The marketing strategy will contain the proposal for marketing, target for marketing and the STP analysis of the company. It makes the company familiar with its goals and vision. For example all the factors concerning the launch of clothing are considered.
- Implementation: After all the research and planning the plan is executed and implemented in the market. For example the launch of new lothing line of Sainsbury. (Jantsch, 2016)
- Optimization: The decisions regarding the marketing mix is very crucial as is a tactical tool for attracting the customer, coping up with the competitors, increasing the sales of the company and providing the satisfactory services to the customers. (Berlin, 2012)
1.2 Evaluate the benefits and costs of a marketing orientation for a selected organization
In this assignment the company looks at the benefits of both itself and the customers. The policy of the company which lays emphasis on meeting the demands of the customers is referred to as market orientation. The benefits of the company are divided into the two categories. The company we are considering in this assignment is Sainsbury’s. The philosophy of the company is “Sainsbury’s for quality; Sainsbury for value”
- Benefit of the company
There will be the following benefits of the company. The company tries to offer all the solution to the problem of the customers. The company tries to deliver the quality goods ofquality goods to the customers at the lowest possible prices. In this way the company is able to get the loyal customers and also attract the new customers. Our company Sainsbury’s is able to make the profit by the following ways:
- The company gives the proper recognition to the customer. They greatly value their customers and make them their priority. The customer is the man asset to the company and the company realizes their value very well. The customers are the major driving force of the company.
- The company tries their best to make the customers their loyal customers. The company has a customer support for solving all the problems of the employees. The company gives many bonuses and benefits to the old customers so the customers remain loyal to the company. In this way the old and the loyal customers will keep buying from the same company. The company also gives the loyalty cards to the old customers to make them coming back to the same company. The company also offers seasonal discounts to increase the sales of the company.
- When the customers remain loyal to the company they spread positive word of mouth about the company. When the company has a good reputation then it becomes a competitive advantage for the company. When the competitive advantage happens then the company makes a larger benefits. The company with a good reputation and a positive word of mouth will attract many new customers.
- The company gains benefits from having the loyal customers and recommendations from the present ones will help the company gain larger profit. More and more customer will buy from the company and hence increased sales and finally larger profit. (Neil, 2016)
- Benefits of the customers
The company launched its online portal to make the availability of the products easier to the customers. The customers get benefit from launching the loyalty cards and giving discounts to the customers. Some of the benefits of the customers offered by the company are customer care solution, security of their money and the products, reliability of the customers on the products of the company and help from the customer care regarding various services related to the products.
The customers of the Sainsbury’s will get the benefits of the various products of the company. The customers are given high quality goods at the reasonable prices. If any defective product is delivered to the customer by mistake then the product is replaced by the company free of cost. The quality of the product is so good that there is no need to buy the products very frequently.
- Cost of marketing orientation
All the large companies including Sainsbury’s know full well that the company faces many expenses and overhead charges. The company should be prepared to face all these hurdles in the way of marketing strategies. The company has to perform an extensive research of the market to get familiar with all the trends of the market. The company has to generate the expenses and the cost of the products of the company. Advertisement of the company creates a cost over the company. Making the banners and designing the website generates a heavy cost over the company. In manufacturing of the high quality goods the company has to invest a great deal in the purchase of the raw material. The company has to invest in researching about the trends of the market so as to understand the behavior of the customer. Market research helps in targeting the potential customers and making the huge gains for the company. The company has to pay a great deal of money in paying the wages of the customers and paying the electricity bills. The company pays for the healthcare of the employees and the company keeps a good care of the safety in the workplace. (Lister, 2016)
Understand Concept Process Marketing | Plan and Organise Meetings
A product can be any article or the service that is made for sale by the company. A company adopts various strategies to make the sale of their products higher than the competitor. Competitive advantage is the process where the company performs better than the competitors.These days’ companies are using much different kind of strategies to overcome the competitive advantage. The competitors of the Sainsbury’s are ASDA, Marks and Spencer, Morrison, Debenhams and Tesco body shop. One of the main element of competitive advantage is product development. The company must try to improve its product continuously and must introduce the unique and the new products. The product development has many benefits attached to it. The new products attract a lot of customers.
The life stages of the product have well defined four stages which are discussed below.
This is the most expensive stage when the product is launched. In this stage the sale of the product is low and the company has to bear all the prices.
In this stage there is an increase in the sales of the product and hence the profit of the company increases.
In this the market of the product is properly established and it faces competition from the other similar products.
Gradually the market of the product reduces in size as it is replaced by the better and new products. (Boundless, 2016)
Product development has the following two paths. One of the paths has the close relation with the analysis and research of the market. Another path is designing and detailing of the product. It is very essential to hold the process of product development on a regular process as it helps in the get in the line of competitors. The various steps of the product development are given below:
- Screening of the idea: The idea generated is discussed with the other employees to find if it a viable one.
- Testing and the development of concept: Here the needs of the customers are understood and the market is analyzed.
- Analysis of the business: in this the sales figure and other important criteria are analyzed. For example, input metrics and output metrics are judged.
- Testing of the market: in this step the test groups are launched to find the response towards the product in the market.
- Technical development: Many technical aspects are incorporated in the product development. For example, new machinery for the development of product.
- Commercialization of the product: the product launched in the main market for sale. (Gerry, 2014)
Sainsbury’s follow all the process mentioned above for their product development. Sometimes the company skips some of the above mentioned steps in order to speed up the process.
In order to sustain the competitive advantage in the market the company must put in all the efforts to outperform the competitors. High level of performance in the company and the proper place in the market help it to sustain. The employees of the company must maintain good relation with the customers and the vendors. It must maintain the extensive distribution channel and good information system.
Distribution can be referred as spreading the products thought the marketplace for the use by the customers. Distribution makes it very convenient for the customer to get access to the product of the company. Distribution Implies to channeling the product to all the places and making it available to all the areas where the customer expect it. The product should be available in the adequate quantity so that it can fulfill all the need of the customer. The management of the company tries to keep the cost of management as low as it can be. The cost involved in the distribution is making the inventory, cost of transportation and the storage of inventory.
B2B marketing is the market transaction among the various businesses and not directly to the end consumer. It helps in analyzing the requirement of the company and increasing the sales of the products. B2C marketing refers to the sale of the products directly to the consumer or the end user involving no middleman in between. Technology have made the availability of the product easier to the consumer.
On the basis of the nature of the product their distribution channel is characterized. There are three kinds of the categories for the product such as intensive distribution, selective distribution and the exclusive distribution. The management has to decide whether the product will be distributed by the wholesaler or the individual dealer. On choosing the right combination of the above factors the company can gain the competitive advantage over the other. A product which is not very costly and consumed by the customer on a daily basis will be distributed intensively to make them available on the daily basis. Such products are made available to as many outlets as possible even in the remote areas. If the company will not make the products so intensely available then the people will buy other substitute which is widely available.
The marketing strategy of the company can also be divided into the categories. One is push which includes the taking the product to the customer end directly. Pull strategy involves motivating the customers to do the branding of the products and services of the company.
The products which are not daily purchased such as washing machine, television or the air-conditioner. For these products the customer doesn’t mind travelling to the far off places if the company gives them good value for the money. For very expensive and high end products such as cars, jewelry and the other accessories such as watches and the belts people can visit some of the selected store at far off places if they get the good dealership. They do not care if there are just one or two stores in the entire city. This is the example of exclusive distribution. (Sujai, 2010)
The strategic management is the process which help in the proper implementation of the important decisions of the company.
- Horizontal integration
It deals with integrating the infrastructure and the assets of the company of the same industry. It helps in expansion of the similar services.
- Vertical integration
It involves integration of the company with the new processes or with the company of the other industry. (Tanver, 2015)
The price of the product is the value assigned to the product by calculating all the cost involved. The pricing strategy is of following type:
- Price skimming
In this type of the strategy the organization keep the price of the commodity high on a regular basis. The price fall according to the normal demand and the supply of the product. There are many laws pertaining to the pricing strategy of the product.
- Premium price
In this type of pricing the company provides the high quality products at the higher prices. The price charged for the product is higher than the normal as the company charges the higher price for the premium quality. This is very beneficial when the company targets the new customer or enters into the new market.
- Economy price
In this strategy the price and the quality of the product are kept low because it targets the medium quality of the customer. The prices are kept as low as possible. This is also called as the minimum pricing.
- Penetration pricing
In the penetrative market the company tries to keep the price of the product low to gain the competitive advantage over the other competitors. In this condition the company tries to make the customers aware of the products and deliver them the products in as low prices as possible.
Sainsbury’s follows the two pricing strategies those are penetrative as well as the premium pricing strategies. When any new product is introduced by the company they follow the premium pricing strategy. After the product is bit old and all the competitors have also introduced the same product then the company follows penetrative strategy. The quality of the product of the Sainsbury’s is of very high quality and the price of the products is kept lower than the competitors to attract more and more customers. The cost of the products is kept low by managing the cost of the raw materials, labor cost and the other costs involved. The main objective of the Sainsbury’s is to provide high quality goods at the minimum possible prices. This helps the company in gaining the competitive advantage over the other. They also gain the loyal customers by providing the goods at reasonable prices. (Gill, 2016)
Promotion involves making the customers aware of the product to increase the sale of the product. Promotion is one of the very important elements of the marketing mix. The company has many strategies to promote the product such as public relation, sales and promotion, personnel selling of the goods and advertising the products. For the effective marketing the marketing department must integrate the marketing activities with the promotional activities. The promotional strategies that the company can adopt are persistence, competition and the far reaching effect of the promotional activities. A lot of money has to be set aside for the promotional and marketing activities. The most common mediums of advertisements are Television, radio, newspapers, banners and the hoardings. These days the most upcoming medium of promotion is the social media. Personnel selling is one of the other strategy which involves direct interaction with the customers by organizing various group gathering, also through various messages and calls. Different organization has different methods of the promotion and advertising. Sainsbury’s has the promotional strategy through telemarketing and by giving the loyalty card to the regular customers. The company also gives bonus points on the birthdays and festivals of the customers. In the advertising through the public relation the administration push the company towards advertising. (Mack, 2016)
Service marketing covers the different processes such as selling of products, communication, health services, financial and other professional issues. The characteristics of services are as follows:
These are the services in which time plays an important role. These services cannot be stored.
These are the products whose demand changes with time and season. For example the season of ice cream is summer.
These are the services which cannot be touched and sensed but they can be availed. This is an abstract phenomenon.
These are the services which cannot be standardized. For example, a doctor charges rich clients higher than the poor ones. (Chand, 2016)
The basic four elements of the marketing mix are product, price, place and promotion. The three additional elements were added later on. They are given as follows:
There is some system or the organization to conduct the marketing strategies such as the delivery of the service, consumption of the service and the uniformity in the offering. The marketing department is concerned with the efficiency and effectiveness of the difficult process. The company makes sure that the message of the marketing reaches the concerned customer at the right time.
The main people responsible for the marketing process are the management and the employees. They make the customer aware about the products of the organization and the rich culture of the organization. They are responsible for presenting the services of the company in a good manner in front of the customers and the people outside. Human resource management holds the important responsibility of hiring the employees for the HR department and the other department as well. This department holds the responsibility of increasing the efficiency of the company by motivating and managing the employees. These employees have the responsibility of promoting the products and services of the company. Human resource department trains and develop the employees for performing the essential functions of the company.
- Physical presence
This aspect includes the delivery of the service, development of the infrastructure of the company and providing services. The company should deliver the services in a very friendly and a healthy way. The ambience of the store should be neat and tidy enough to attract a lot of customers. The facilities provided by the store should be latest and modern. (Martin, 2014)
BE ABLE TO USE THE MARKETING MIX IN DIFFERENT CONTEXTS
4.1 Plan marketing mixes for two different segments in consumer market
The two different types of market in the business world are as follows: Organizational or B2B marketing is the market transaction among the various businesses and not directly to the end consumer. It helps in analyzing the requirement of the company and increasing the sales of the products. Consumer or B2C marketing refers to the sale of the products directly to the consumer or the end user involving no middleman in between. Technology have made the availability of the product easier to the consumer.
Marketing mix has seven elements (7P’s) which are already discussed above which are as follows:
- Physical evidence
The various segments in the organization in the business market are based on the following such as geographic, physiographic, demographic and customer behavior. Sainsbury’s is operating all around the world in more than twenty countries. The product and the prices of the product are different in the UK and Qatar due to the difference in the physiology, geography and demography of both the countries. There are differences even in the behavior and the living standards of the people living in both the places. In Qatar the prices of the products are high while in UK the price of the product are low due to production of the goods in UK itself. There is the huge variation in the nature of the products according to the geography of the place. The marketing methods and the physical evidence of the company are same in both the places. The thing that differs is the behavior of the people in both the places. So, there has to be the difference in the promotion activities, price and the product sold at both the places. Offers have to be made according to the people so the offers also differ at both he places. The employees and the management staff differ at both the places so there is the difference in the method of promotion at both the places. The product for the male and female differ at both the places so does the price of the product. The health care services of the product differ according to the conditions present in different countries so the health care products also differ. The beauty products also differ in accordance to the customs of the place. Sainsbury’s has different promotional activities for different places. (Mind tools. 2016)
B2b is known as business to business and it refers to the marketing of the products to the companies while B2C stands for business to consumer and it refers to the marketing of the products to the consumer. The product marketed under both the heads is different from each other. B2B marketing strategies might be used for selling the products to the other companies while in B2C the products are sold to the customers directly. The major difference between the both is the advertisement and the buying and selling options. B2B marketing is based on the close relationship between the customers so there has to be no compromise between the quality and the pricing of the product. The pricing of the products and the different others economical activities of the company has to be dealt with. B2b marketing targets other business organization, government offices and the companies. All these have to be dealt with great care as they are the potential customer of the company. In B2C the products of the company are brought directly to the market for the sale and t be brought by the customers. In this type of the marketing the end product of the company are brought directly to the consumers. Most of the product and services sold through B2C marketing are for personnel use of the customers and their personnel consumption.
- B2B marketing strategy
B2B marketing deals with building the perspective of the customer and healthy relationship with the customers. This is a very lengthy and the complicated process. This marketing process has the main focus on development of the product so there is a great sale of the product in the market. This process plays a very important role in the marketing and the sale of the product. The potential customers of both the markets are almost similar and it is more focused and concentrated. The buying and the selling is not a one step process instead it is a multi-step process. The customers are educated and they are well aware of the quality of the product and the brand value. The promotional activities of the product are through different medium such as internet, newspaper and the social media. It helps in making the brand value of the company in the market.
- B2C marketing strategy
The marketing strategy that deals with the sales of the product of the company is directly to the market. This marketing strategy is used to attract more and more customers at a very fast rate. This helps in increasing the sales of the company. The employees of the company ae directed to use various marketing strategy by their managers such as gift cards, bonus points and various discounts. This step is taken to attract the customers towards buying a large number of products from the company. B2C marketing strategy is based on the increasing the share of the company in the market in a very small span of time. The main aim of the company is selling the products directly to the end customer. The process of purchase of the products is kept very simple in order to enable the customer from buying the products otherwise the customer will fall for other easy options. This aims at making the long term relationship with the customers. (Burns, 2016)
The differences in marketing products and services to businesses and services are as follows:
Customers want to use the products that are standardized yet they want customization according to their needs.
- Delivery of quality
The customers expect the quality for the money they pay.
The product owned by the customers can be counted as their assets. Some can be transferred to others while some cannot be.
There are some products that can be handled over as sample to the customers.
- Role of the manager
It is the duty of the manager to motivate the employees and get the work done by them.
- Position of the customer
The customer hold the topmost position as they are the major reason the company is running.
The product is scaled, expanded and distributed for sales.(Jain, 2011)
The form of business strategy that targets the business market all over the world is termed as International marketing. This type of the marketing knows no boundary between the nations. The marketing process which is restricted only to the native company and targets only the domestic customer is known as Domestic marketing. This deals with targeting the domestic economy of the country. Some off the companies do the business on purpose and other do it unintentially. International marketing helps in reducing the competition in the international market. Very few big companies deal in the domestic marketing. The companies modify their marketing strategies in accordance with the needs and demand in the target country. International marketing is just the larger version of the domestic market. In international marketing the company has to deal with the many diverse people. International marketing is spread over to the large area and large set of people.
- Differences due to the environment
The environment of various countries differs greatly so the company has to make changes in the style of marketing. The marketing must be prepared in advance as the needs of the people vary over a region. There are also changes in the rules and regulations of various countries. So everything from product, pricing and distribution channels has to be customized in accordance with region.
- Marketing principles and their application
In domestic marketing the companies face very less competition while in the international market the company has to face the competition all-round the globe. There is also a difference between the styles of application of the marketing practices in different regions. The domestic markets are very predictable while the internal markets face many unseen challenges.
- Difference in legal systems
Each country has a difference in the legal structure of the company. Many laws and regulations hider the marketing practices. The marketers have to understand the rules and regulations of the different regions in order to do marketing. This problem is not encountered in domestic marketing as the laws of the company are same thought.
- Difference in the marketing
Marketing conditions differ in different markets and they vary greatly. The markets conditions include pattern of the pricing, distribution of the products and the demand of the products in the market. Each country has a unique market and the markets should understand it completely. The employees should take into consideration all these factors before starting the promotion activities.
- Difference in monetary system
Each country has a different monetary system of its own. The value of money in each country varies greatly so the exchange rate also differs from country to country. The transactions rate also varies in different country when we compare it in international market. (Surbhi, 2015)
This assignment list the marketing principles of the company selected. It also lists the process of generalization of the process. The assignment makes us familiar with the marketing logic of the company. The managers at the marketing department invent a way in which the marketing mix of the company can be handled. The 4P’s of the marketing that are price, promotion, product and price are dealt with at first and later the additional elements are handled. The mangers must create a strategy for the companies that are best suited for the products and the services of the company. The first task in the assignment tells us about the different elements involved in the marketing mix. The various issues in the process are also dealt with. The benefits of the various marketing organizations are also listed. The cost of the company is also calculated. The assignment briefs us how the company can gain the competitive advantage over the other companies.
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