Marketing Mix Of ALIBABA GOES PUBLIC A

Posted by Zander Henry on Aug-22-2018

1. marketing mix

1.1. Understanding the marketing mix

• The marketing mix is an important set of marketing tools and characteristics that a firm uses to increase penetration in the target market groups
• Using the marketing mix strategically includes focusing on seven important aspects of marketing and branding for an organization, namely: product, place, price, promotion, people, process, and physical evidence

1.2. Importance of marketing mix

• The marketing mix helps a company choose and decide on a suitable marketing strategy
• The marketing mix also helps a company in resource and budget allocation to different aspects of the marketing strategy and product development
• The marketing mix also allows a company to choose the right and effective marketing tactics for its promotional needs

2. Marketing mix for ALIBABA GOES PUBLIC A

ALIBABA GOES PUBLIC A makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix ALIBABA GOES PUBLIC A is presented below:

2.1. Product

Product is one of the most important components of the ALIBABA GOES PUBLIC A Marketing mix. The distinctive characteristics of the product by ALIBABA GOES PUBLIC A are:

2.1.1. Quality

• ALIBABA GOES PUBLIC A maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• ALIBABA GOES PUBLIC A procures raw materials from reliable and trusted suppliers only
• These raw materials are processed under carefully maintained environments to maintain high and consistent quality of the products
• High quality promise and delivery also provides ALIBABA GOES PUBLIC A with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by ALIBABA GOES PUBLIC A are relatively easy to use
• All products come with a user manual, which is easy to understand and which provides simple instructions for product use
• The consumers can also call the 24/7 helpline to understand details about product usage
• Also, retail representatives provide detailed instructions and explanations regarding the use of the product at the time of the sale

2.1.3. Portfolio broadness

• ALIBABA GOES PUBLIC A has a broad portfolio of products
• The broad portfolio helps ALIBABA GOES PUBLIC A in reaching different target groups in the market
• Also, the broad portfolio allows financial strength to ALIBABA GOES PUBLIC A
• The broader product portfolio also adds more value for ALIBABA GOES PUBLIC A

2.1.4. Benefits of product consumption

• ALIBABA GOES PUBLIC A offers functional benefits to consumers of the product use
• These functional benefits are promised and delivered – however, they are also delivered by other similar products
• The distinguishing aspect of ALIBABA GOES PUBLIC A is its delivery of emotional benefits to the consumer
• Products manufactured and sold by ALIBABA GOES PUBLIC A promise consumers an ego boost, confidence, and security
• ALIBABA GOES PUBLIC A also promises fulfilment of psychological needs on product consumption
• These psychological needs include, for example, the need for empathy, the need for belonging, and the need of feeling loved.

2.1.5. Different SKUs

• The products by ALIBABA GOES PUBLIC A are available in different sizes
• ALIBABA GOES PUBLIC A has made use of different SKUs to increase market penetration
• Different SKUs can be brought and used as per the consumption needs of the consumers, and the target markets
• Through the production of different SKUs, ALIBABA GOES PUBLIC A has also increased the trial rate
• Different SKUs have also helped ALIBABA GOES PUBLIC A improve its product accessibility

2.2. Price

ALIBABA GOES PUBLIC A marketing mix focuses on a hybrid strategy for pricing to obtain maximum value for its products. The marketing mix ALIBABA GOES PUBLIC A uses a combination of a number of techniques for pricing its products, which are detailed below:

2.2.1. Premium pricing

• By using premium pricing for some of its product ranges, ALIBABA GOES PUBLIC A encourages favorable brand and product perceptions in target consumer groups
• Premium pricing for products also encourages a favorable quality perception of ALIBABA GOES PUBLIC A products amongst consumers
• With premium prices, ALIBABA GOES PUBLIC A has successfully also made some of its product ranges exclusive by restricting sales and production. This, in turn, leads to a perception g luxury in consumption products
• Premium prices add a touch of privilege and high value in ALIBABA GOES PUBLIC A products
• Using elements of premium prices in other product ranges has also allowed ALIBABA GOES PUBLIC A to maintain significantly high profits and a consistent business growth

2.2.2. Psychological pricing

• Since ALIBABA GOES PUBLIC A has a number of different product ranges and product groups, the use of psychological pricing has been beneficial
• With the use of psychological pricing, ALIBABA GOES PUBLIC A also successfully adds more value to its products from the point of view of customers
• ALIBABA GOES PUBLIC A also gains higher sales with psychological pricing
• Consumer purchase a higher amount of ALIBABA GOES PUBLIC A products because of its use of psychological pricing
• ALIBABA GOES PUBLIC A is able to increase its target audience and broaden its target purchaser groups

2.2.3. Geographical pricing

• ALIBABA GOES PUBLIC A is able to penetrate different regional markets optimally with the use of geographical pricing
• For offshore locations, geographical pricing also allows ALIBABA GOES PUBLIC A to cover shipping and customs expenses
• Geographical pricing also allows ALIBABA GOES PUBLIC A to maintain consistent revenue growth by altering pricing in different markets based on local currency value

2.2.4. Bundle pricing

• For some product ranges, ALIBABA GOES PUBLIC A is also known to use bundle pricing strategy popularly
• ALIBABA GOES PUBLIC A also uses bundle pricing during sales
• Bundle pricing increases the trial rate for consumers
• ALIBABA GOES PUBLIC A experiences higher return on the cost of gaining a new customer
• With bundle pricing, ALIBABA GOES PUBLIC A is also able to control costs and prices by lowering marketing and distribution expenses
• The use of bundle pricing also adds value to the umbrella brand name of ALIBABA GOES PUBLIC A.

2.3. Placement

ALIBABA GOES PUBLIC A places high importance on the placement of its products because it directly relates to accessibility for consumers.

2.3.1. Company-operated stored

• The company maintains stores operated by the management of ALIBABA GOES PUBLIC A in all markets
• Company-operated stores give ALIBABA GOES PUBLIC A higher control over operations as well as store layout and design
• ALIBABA GOES PUBLIC A also interacts directly with the consumers and gathers important details regarding consumer behavior and consumer feedback through company-operated stores
• The company operated stores also give leverage to ALIBABA GOES PUBLIC A in terms of decisions regarding the stocking of different product items

2.3.2. Licensed stores

• ALIBABA GOES PUBLIC A licensed stores also allow consumers to enjoy the various product offerings by the company
• Licensed stores also decrease the risk of financial and physical investment for ALIBABA GOES PUBLIC A in unstable markets
• Licensed stores have also given ALIBABA GOES PUBLIC A high business growth, and a boost for rapid market expansion and penetration
• Through licensed stores, ALIBABA GOES PUBLIC A has also learned about local consumers and cultures
• Licensed stores and shops encourage sales of products by ALIBABA GOES PUBLIC A by aligning it with local cultural values
• Licensed stores also help ALIBABA GOES PUBLIC A in localizing its product offerings to enhance brand equity and band image

2.3.3. E-commerce

• ALIBABA GOES PUBLIC A has developed a successfully operational website for online order placement and order tracking
• ALIBABA GOES PUBLIC A also encourages sales through social media portals, where the company takes orders through direct messages, as well as through a mini-shop model
• The company also stocks products with online retailers such as Amazon and eBay, as well as smaller local online retailers as well
• Online retailing, and using the internet to make sales has boosted the sales for ALIBABA GOES PUBLIC A and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

• ALIBABA GOES PUBLIC A also places its products in supermarkets and hypermarkets across the country
• A large number of ALIBABA GOES PUBLIC A target groups shop from supermarkets and hypermarkets
• Placement in supermarkets and hypermarkets also improve cost efficiency for ALIBABA GOES PUBLIC A

2.3.5. Partner agents

• In offshore locations, ALIBABA GOES PUBLIC A also makes use of partner agents for its products’ placement
• These partner agents are assessed and evaluated on strategic compatibility and reliance
• ALIBABA GOES PUBLIC A contracts with partner agents in other countries and markets for its product placement to ensure quality control and terms of negotiation

2.4. Promotion

The marketing strategy for ALIBABA GOES PUBLIC A also places high importance on the promotional tactics and strategies used. The promotional strategies allow the ALIBABA GOES PUBLIC A to interact with the consumers and influence them directly. ALIBABA GOES PUBLIC A uses a 360-degree approach in its promotional activities, and makes use of the following means of promotion:

2.4.1. Digital marketing

• ALIBABA GOES PUBLIC A has corporate profiles on all social media websites and portals
• ALIBABA GOES PUBLIC A uses its social media presence to directly, engage with consumers
• This direct engagement and interaction allows ALIBABA GOES PUBLIC A to understand the customers, their needs and demands
• ALIBABA GOES PUBLIC A uses this feedback and incorporates it in its broader marketing and organizational strategy
• ALIBABA GOES PUBLIC A also maintains a corporate website – which highlights company information, product information as well as information regarding any ongoing campaigns and sales

2.4.2. Reward Programs

• ALIBABA GOES PUBLIC A has a loyalty card program for its customers
• The loyalty card allows customers to redeem points in exchange for products or other exciting gifts, as directed by the company
• Each purchase is entered into the loyalty card by ALIBABA GOES PUBLIC A and is valued for points against the products’ monetary value
• The loyalty card can be purchased or is given complementary by ALIBABA GOES PUBLIC A on high valued purchases
• Frequent usage and purchase of products by ALIBABA GOES PUBLIC A also has rewards against the loyalty card

2.4.3. Community Influencers

• ALIBABA GOES PUBLIC A makes use of community influencers as its on-ground promotional efforts
• ALIBABA GOES PUBLIC A identifies strong and confident individuals to be brand ambassadors in their communities
• ALIBABA GOES PUBLIC A provides these brand ambassadors and community influencers with its product range and invites them to use it themselves to see benefits

2.4.4. Conventional marketing

• The company places advertisements in consumer-related magazines. This largely includes home decor, and home management magazines
• Magazine ads are not very frequent, but appear twice every quarter of the fiscal year
• In high-density locations, ALIBABA GOES PUBLIC A also makes use of out of house hoardings
• Hoardings increase visibility for ALIBABA GOES PUBLIC A and also work towards building stronger brand recall
• ALIBABA GOES PUBLIC A also produces TV advertisements
• All TV advertisements have an emotional appeal to them
• TV advertisements by ALIBABA GOES PUBLIC A have progressed to include a slice of life elements and characteristics
• TV advertisements by ALIBABA GOES PUBLIC A also highlight the functional benefits of the product

2.5. People

The marketing mix of ALIBABA GOES PUBLIC A also places an essential focus on people development and people building. This is because ALIBABA GOES PUBLIC A realizes the importance of employees in building strong customer relationships. ALIBABA GOES PUBLIC A develops its employee and people by focusing on the following aspects:

2.5.1. Training

• ALIBABA GOES PUBLIC A makes sure that all employees undergo regular training sessions for skill development and enhancement
• Trainings at ALIBABA GOES PUBLIC A are not the only field related, but also focus on essential management and organizational skills
• Training sessions and activities at ALIBABA GOES PUBLIC A also identify with the employee's own needs of progression, development and growth
• All training sessions and activities designed and carried out by ALIBABA GOES PUBLIC A take into consideration business goals and objectives, as well as employee's personal goals and aspirations
• ALIBABA GOES PUBLIC A, therefore, tries to develop the employee as an organizational member, as well as an individual
• All training is engaging, and hands-on so that employees do not only learn but also experience

2.5.2. Organizational ownership

• ALIBABA GOES PUBLIC A works on strengthening the organizational commitment in its employees
• ALIBABA GOES PUBLIC A builds employee loyalty so that people can reflect their optimal best at work
• ALIBABA GOES PUBLIC A also understands that satisfied employees will lead to happy and satisfied customers
• ALIBABA GOES PUBLIC A regularly shares different reward programs for employees, including stock sharing, so that their organizational commitment and ownership is enhanced
• ALIBABA GOES PUBLIC A also includes employees in decision making at different managerial levels, and regularly takes their feedback for different projects and products – which also work towards building organizational ownership

2.5.3. Motivation building

• ALIBABA GOES PUBLIC A employees are the face of the organization
• ALIBABA GOES PUBLIC A are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that ALIBABA GOES PUBLIC A distributes
• Another source of motivation is appreciation programs where management appreciates and acknowledges the work and performance of different employees

2.5.4. Succession planning

• ALIBABA GOES PUBLIC A remains one of the leading players in the industry also because of its focus on succession planning
• ALIBABA GOES PUBLIC A conducts succession planning for all managerial levels
• Succession planning is done through internal promotions as well as external recruitments to meet the needs and demands of the vacant job position at ALIBABA GOES PUBLIC A
• Strategic succession planning has allowed ALIBABA GOES PUBLIC A to be prepared for different challenges, and also be resourceful enough to deflect them

2.6. Process

ALIBABA GOES PUBLIC A has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at ALIBABA GOES PUBLIC A are clearly defined and communicated to the employees
• ALIBABA GOES PUBLIC A makes sure that employees are well trained, and knowledgeable of all processes relates to operations
• All stages of operational processes focus on maintaining a high quality level and standard of the products
• Systematic process re in place for all operation – from procurement to the final sale of the products
• All operational processes are maintained, checked, and uploaded through the internal portal of the organization for supervisory purposes
• The use of online portals for operational processes also builds a strong backup for managerial purposes at ALIBABA GOES PUBLIC A

2.6.2. People Management

• ALIBABA GOES PUBLIC A has also defined clear processes for people management through streamlining its human resource management department
• ALIBABA GOES PUBLIC A has defined guidelines regarding recruitment, training, compensation management, and performance appraisal of employees
• All people related processes are not only communicated to the management and supervisors, but also to employees to create a sense of transparency, and an environment of trust
• Progressive people management systems and processes have allowed ALIBABA GOES PUBLIC A to keep its workforce motivated and happy – which reflects in satisfied customers

2.6.3. Quality maintenance

• ALIBABA GOES PUBLIC A also has defined policies and processes for managing and maintaining quality
• All products undergo triple quality checks to ensure that customers receive the best product
• In addition to quality checks at the production and distribution level, the management has also placed separate quality maintenance and quality check department
• The quality maintenance department has experts who make sure that not only the final product but also the processes involved in producing the product were infused with quality

2.6.4. Store management

• ALIBABA GOES PUBLIC A manages store management through stringent and closely monitored policies and processes
• These processes relate to not only the floor and space design but also to the performance of the employees at the store
• The processes for store management also regularly monitor footfall and work on strategies to increase footfall through different tactics, and changes in the store design and store management
• The company also has a systematic process for customers who interact with the products and feel them before making the purchase
• The final sale at the store is also clearly defined – for the employees and the customers both
• Processes and policies are important for ALIBABA GOES PUBLIC A for maintaining quality of the products, and for ensuring that the company does not experience any unnecessary expenses and costs

2.7. Physical evidence

The physical evidence is also important in the marketing strategy for ALIBABA GOES PUBLIC A as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for ALIBABA GOES PUBLIC A include:

2.7.1. Store atmosphere

• The store design and management for ALIBABA GOES PUBLIC A is exciting and creative
• The store atmosphere makes the customers feel relaxed and comfortable –so that they can interact with, and enjoy product offerings by ALIBABA GOES PUBLIC A at ease
• The store design is also important for ALIBABA GOES PUBLIC A because it controls the level and nature of experience and interaction that the customers have with the product and the brand
• With company-operated stores, it is easier for ALIBABA GOES PUBLIC A to control and manage the store atmosphere to be able to positively influence customers and to be able to appeal to them emotionally

2.7.2. Packaging

• ALIBABA GOES PUBLIC A has unique packaging, which is different from other players in the industry
• ALIBABA GOES PUBLIC A also has a vibrant touché to its packaging, which is regularly changed in terms of colors and patterns
• The logo for the company is simple, and recognizable by the consumers easily
• The brand logo has also become a symbol of confidence, ambition, and aspiration for consumers who use products by ALIBABA GOES PUBLIC A
• The packaging of the products is sophisticatedly done and matches the brand image developed and maintained by ALIBABA GOES PUBLIC A

2.7.3. Website design

• The website design is simple and easy to use
• ALIBABA GOES PUBLIC A has a customer friendly user interface which allows easy navigation and understanding of its various product offerings
• The corporate website of ALIBABA GOES PUBLIC A also has the brand logo, and is packaged similarly to the products offered by the company
• The design patterns, and color change on the website with changes to the product packaging to match various campaign needs and sale offerings