Marketing strategy of Aggreko B Net Promoter Score Implementation

Posted by Zander Henry on Aug-22-2018

1. The vision of Aggreko B Net Promoter Score Implementation

The vision of Aggreko B Net Promoter Score Implementation is to be the leading quality service and product provider for customers. Being the best and the leading player means that Aggreko B Net Promoter Score Implementation marketing strategy and operations focus on:

• Providing high quality of products and services
• Providing value to customers
• Concentrate on building customer experience

2. The mission of Aggreko B Net Promoter Score Implementation

Aggreko B Net Promoter Score Implementation marketing strategy is grounded in its mission. The mission for Aggreko B Net Promoter Score Implementation is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Aggreko B Net Promoter Score Implementation as it focuses on all operations and marketing activities in the direction of:

• Consumer centrism
• Using research to understand and influence consumers

3. Brand Equity of Aggreko B Net Promoter Score Implementation

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Aggreko B Net Promoter Score Implementation. The knowledge of brand equity will help in shaping Aggreko B Net Promoter Score Implementation marketing strategy effectively – thereby facilitating the growth of business for Aggreko B Net Promoter Score Implementation.

3.1. Brand awareness

• Aggreko B Net Promoter Score Implementation has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for Aggreko B Net Promoter Score Implementation has modified marketing and strategic directives and plans

3.2. Brand association

• Aggreko B Net Promoter Score Implementation is directly associated with the brand name and product category
• Aggreko B Net Promoter Score Implementation has a broad product portfolio
• Aggreko B Net Promoter Score Implementation is associated with promising and delivering quality and innovative products
• Aggreko B Net Promoter Score Implementation is also associated with excellent customer service

3.3. Brand loyalty

• Aggreko B Net Promoter Score Implementation has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• Aggreko B Net Promoter Score Implementation has a global customer base
• Aggreko B Net Promoter Score Implementation keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• Aggreko B Net Promoter Score Implementation has a substantial brand value
• Aggreko B Net Promoter Score Implementation also enjoys the high financial worth
• Aggreko B Net Promoter Score Implementation focuses on building a reliable and robust employee base

3.5. Brand element

• Aggreko B Net Promoter Score Implementation uses the brand element as a means of competitive advantage
• Uses adaptability in product, services, and marketing to meet different cultural demands

4. Situational Analysis of Aggreko B Net Promoter Score Implementation

The situational analysis will help in developing the marketing strategy of Aggreko B Net Promoter Score Implementation by conducting a thorough market analysis. This market analysis will aid in understanding the compatibility between external opportunities and other factors, and internal strengths – to be used to maximize the marketing influence of Aggreko B Net Promoter Score Implementation.

4.1. SWOT

4.1.1. Strengths

Aggreko B Net Promoter Score Implementation marketing strategy can benefit from the following internal advantages:

• Strong brand image
• Global distribution network
• Investment in market research
• Innovation

4.1.2. Weakness

Aggreko B Net Promoter Score Implementation faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Aggreko B Net Promoter Score Implementation has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Aggreko B Net Promoter Score Implementation faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Aggreko B Net Promoter Score Implementation operates I markets with political stability
• Aggreko B Net Promoter Score Implementation has funding support from the government for small businesses

4.2.2. Economic

• Aggreko B Net Promoter Score Implementation enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Aggreko B Net Promoter Score Implementation
• Low inflation strengthens the financial position of Aggreko B Net Promoter Score Implementation

4.2.3. Social

• Higher education and awareness increases sales of Aggreko B Net Promoter Score Implementation predict
• Aggreko B Net Promoter Score Implementation focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Aggreko B Net Promoter Score Implementation has an active CSR program
• Aggreko B Net Promoter Score Implementation ensures environmental safety in all its operations

4.2.5. Legal

• Aggreko B Net Promoter Score Implementation is aware of local and global laws of business and human resource management
• Aggreko B Net Promoter Score Implementation abides by all statutes – especially labour law, discrimination law, and employee safety laws

4.3. Porter’s Five Forces

4.3.1. Threat of substitutes

• High risk of replacements
• Substitutes offer similar products at low prices

4.3.2. The threat of new entrants

• New entrants need high financial investment
• New entrants need updated technology for keeping par with industry progress

4.3.3. Bargaining power of buyers

• Sales made to end consumer directly
• Stocking of products at retailers, as well as own-controlled retail outlets

4.3.4. Bargaining power of suppliers

• Multiple suppliers of raw materials
• Suppliers are chosen after careful inspection, and through contracts

4.3.5. Industry rivalry

• High industry rivalry
• Players offer similar products
• Players compete through marketing to influence consumers

5. Marketing Objectives for Aggreko B Net Promoter Score Implementation: The Marketing Strategy of Aggreko B Net Promoter Score Implementation

Aggreko B Net Promoter Score Implementation marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Aggreko B Net Promoter Score Implementation brand and products by 30%
• Increase sales for Aggreko B Net Promoter Score Implementation by 40% by the third quarter of the financial year
• Achieve a trial rate for new products of 10% during the first quarter of the launch
• Increase consumption rate of existing products by 45% during the current financial year

5.2. Enhanced brand recognition

• Increase top of mind recall by 65% during the current fiscal year
• Increase brand recognition by 80% during the first two quarters of the current financial year

5.3. Increased use of digital marketing

• Acquire 25,000 new online customers during the financial year
• Increase website traffic through using blogging and email tactics effectively by 505 during the first two quarters of the year
• Acquire 65,000 likes on the official Facebook page of Aggreko B Net Promoter Score Implementation during the first quarter of the financial year

5.4. Retail Growth

• Contract with five more leading supermarkets in the first quarter of the year to stock product at eye level shelving
• Contract with two leading online retail sites – eBay and Amazon – to stock our products, and increase accessibility for consumers globally by the second quarter of the financial year

6. Segmentation of Aggreko B Net Promoter Score Implementation

Aggreko B Net Promoter Score Implementation marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Aggreko B Net Promoter Score Implementation has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Aggreko B Net Promoter Score Implementation has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Aggreko B Net Promoter Score Implementation, according to the marketing strategy, are in the following various life cycle stages:

• Single students
• Single graduates
• Single people living at home/not living at home
• Young couples without children
• Married couples with one to four children – all at home
• Married couples with one or two children in college
• Old married couples with an empty nest

6.1.4. Occupation

The marketing strategy devises the following occupations for Aggreko B Net Promoter Score Implementation consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Aggreko B Net Promoter Score Implementation focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Aggreko B Net Promoter Score Implementation consumer segments have the following lifestyle characteristics:

• They aspire towards a better and higher living standard
• They want to be successful – professionally and socially
• They are not hesitant to try new things, products and services in life
• They are confident in their behaviour and attitude
• They are mainstreamers in their fields

6.3. Geographic segmentation

6.3.1. Region

• Aggreko B Net Promoter Score Implementation has operations spread across the western developed countries such as America, the united kingdom, and the Netherlands
• It also has operations in emerging markets such as Brazil, India, and China

6.3.2. Density

• The focus of Aggreko B Net Promoter Score Implementation remains on the urban part of the population

6.4. Behavioural segmentation

6.4.1. Personality

The marketing strategy defines personality characteristics for the consumers of the brand of Aggreko B Net Promoter Score Implementation, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Aggreko B Net Promoter Score Implementation are regular and frequent users of the product

6.4.3. Benefits sought

• Consumers seek functional benefits
• The focus, however, is more on the emotional benefits reaped from the consumption of the brand

6.4.4. Degree of loyalty

• Consumers are very loyal
• Have an emotional attachment with the brand

7. Targeting of Aggreko B Net Promoter Score Implementation Positioning of Aggreko B Net Promoter Score Implementation

The marketing strategy of Aggreko B Net Promoter Score Implementation targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Aggreko B Net Promoter Score Implementation is from middle to upper class
• The target market is ambitious and desires to purchase high-end consumer products
• This target market also seeks affordability
• To meet target market expectations, the Aggreko B Net Promoter Score Implementation focuses on quality control

7.2. Mass marketing

• The marketing strategy of Aggreko B Net Promoter Score Implementation focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Aggreko B Net Promoter Score Implementation makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Aggreko B Net Promoter Score Implementation does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Aggreko B Net Promoter Score Implementation also created the marketing mix under the marketing strategy as a singular one for the whole market – regardless of the segmentation divides.

7.4. Focus on quality

• Aggreko B Net Promoter Score Implementation has created, developed, and maintained a brand that satisfies all consumers under the undifferentiated marketing strategy and mass marketing
• No compromise on quality has been made in the broad product portfolio
• To ensure the influence of a single marketing strategy, the Aggreko B Net Promoter Score Implementation has also adopted a consumer-centric approach in its overall marketing strategy and operations as well
• This was used for targeting strategy as well as for maintaining growth

8. Company Competitive Advantage in the marketing strategy of Aggreko B Net Promoter Score Implementation

The marketing strategy of Aggreko B Net Promoter Score Implementation stands out from the clutter and competition. Aggreko B Net Promoter Score Implementation has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Aggreko B Net Promoter Score Implementation has utilized:

8.1. Cost-effectiveness

• Aggreko B Net Promoter Score Implementation focuses on reaching consumers effectively rather than grandeur
• Aggreko B Net Promoter Score Implementation focuses on developing an integrated marketing approach
• The use of digital marketing efficiently and expertly has helped the company reach a wider audience at a lower cost
• Aggreko B Net Promoter Score Implementation has in-house copywriters for marketing campaigns which also helps in controlling costs
• Aggreko B Net Promoter Score Implementation also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

• Aggreko B Net Promoter Score Implementation has stayed updated with latest developments in marketing research and marketing knowledge
• Aggreko B Net Promoter Score Implementation makes use of new and innovative tactics to reach its target consumers
• Aggreko B Net Promoter Score Implementation also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
• Each marketing campaign launched by Aggreko B Net Promoter Score Implementation is effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

• Aggreko B Net Promoter Score Implementation marketing strategy is strongly grounded in consumer and market research
• Aggreko B Net Promoter Score Implementation makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• Aggreko B Net Promoter Score Implementation also incorporates consumer feedback in its marketing strategy
• Aggreko B Net Promoter Score Implementation marketing strategy is based on market trends, and consumer needs and wants

8.4. Making effective use of emotional appeals

• Consumers’ emotional needs strongly influence all marketing objectives and marketing goals set by Aggreko B Net Promoter Score Implementation
• In addition to fulfilling functional needs, Aggreko B Net Promoter Score Implementation also tries to fulfil the emotional and psychological needs of the consumer
• Aggreko B Net Promoter Score Implementation tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of Aggreko B Net Promoter Score Implementation

Aggreko B Net Promoter Score Implementation marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Aggreko B Net Promoter Score Implementation makes use of intensive distribution strategy because it is mass marketing
• Aggreko B Net Promoter Score Implementation’s marketing strategy is based on undifferentiated segments, and thus an intensive distribution strategy allows high penetration and reaches in the overall market
• With the use of the intensive distribution, Aggreko B Net Promoter Score Implementation tries to maximise its coverage of the markets where it's present
• For achieving the intensive strategy, the company uses hardcore 360-degree integrated marketing strategy and campaign to reach all consumers, across all segments in the market.

9.2. Direct distribution strategy

• Aggreko B Net Promoter Score Implementation uses direct distribution country of origin as well as in locations where it has subsidiary operations
• The Aggreko B Net Promoter Score Implementation also makes use of modern retailing channels
• Also, Aggreko B Net Promoter Score Implementation makes use of e-commerce and makes a sale through online retailers, as well as through the company website
• Direct distributions have allowed Aggreko B Net Promoter Score Implementation to increase market penetration and accessibility for consumers

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the Aggreko B Net Promoter Score Implementation does not have a subsidiary
• In these offshore locations, Aggreko B Net Promoter Score Implementation largely works through the export model
• This makes use of several intermediaries in between, before the product by Aggreko B Net Promoter Score Implementation reaches the target consumers
• Intermediaries for Aggreko B Net Promoter Score Implementation include not only the end retail outlets, but also sales agents, retail agents, and distribution agents in offshore locations

9.4. Selective distribution strategy

• For some products of its portfolio which are premium in nature, Aggreko B Net Promoter Score Implementation makes use of selective distribution channel
• Aggreko B Net Promoter Score Implementation has maintained a few outlets in the country of origin, and in selected offshore markets for these products
• These placements and locations are chosen based on the niche market that Aggreko B Net Promoter Score Implementation has for its premium products
• These locations, placements, and marketing strategy helps make the company’s product selectively, but readily accessible for its niche target audience

10. Competition Analysis in the marketing strategy of Aggreko B Net Promoter Score Implementation

The industry in which Aggreko B Net Promoter Score Implementation operates is very responsive to market and consumer trends. Aggreko B Net Promoter Score Implementation, therefore, needs to be vigilant in its market strategy towards competition – to make sure that it maintains its competitive advantage.

10.1. Strategic Group Analysis

• Aggreko B Net Promoter Score Implementation competes with direct and close competition based on quality and price
• Consumers choose between different companies from the industry based on their functional offering
• Consumers have progressively evolved to strengthen loyalty and form an emotional bond with products that they consume
• Aggreko B Net Promoter Score Implementation also competes, thereby, with close competition for building stronger brand image, increasing consume loyalty, and for forming strong emotional ties with the consumer

10.2. Industry rivalry

• Aggreko B Net Promoter Score Implementation experiences high industry rivalry
• The barriers to entry for the industry are low, and new entrants gain easy access in the industry
• The number of local as well as global players is increasing

11. Marketing mix of Aggreko B Net Promoter Score Implementation

The marketing mix for Aggreko B Net Promoter Score Implementation as per the marketing strategy is the following:

11.1. Product

• Aggreko B Net Promoter Score Implementation has a broad product portfolio
• Aggreko B Net Promoter Score Implementation provides mass marketed products for all segments across the market undifferentiated
• Aggreko B Net Promoter Score Implementation also provides some selected, premium products to niche customer groups
• All products in the portfolio consistently maintain high quality
• All products are tailored to meet consumer specifications, demands and needs across different regional markets
• The Aggreko B Net Promoter Score Implementation maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• Aggreko B Net Promoter Score Implementation wants to have a close, emotional and personal relationship with its consumers
• The company maintains high control in its distribution strategies – especially through direct distribution strategy
• The company has a presence in leading supermarkets
• The Aggreko B Net Promoter Score Implementation also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Aggreko B Net Promoter Score Implementation also makes use of e-commerce to increase penetration and sales

11.3. Price

• The Aggreko B Net Promoter Score Implementation prices its products so that its target consumers can afford it easily
• Aggreko B Net Promoter Score Implementation uses relative pricing strategy for its products
• The price of Aggreko B Net Promoter Score Implementation’s products include not only the high quality raw materials and value additions but also the enhanced customer experience they deliver
• The company’s pricing strategy allows it to enjoy stable revenue and profit growth

11.4. Promotion

• The Aggreko B Net Promoter Score Implementation has a high budget allocated towards marketing activities
• The Aggreko B Net Promoter Score Implementation invests substantially in digital marketing activities to reap high and effective results
• Use of digital marketing has also allowed Aggreko B Net Promoter Score Implementation marketing strategy to cap costs and expenses
• Aggreko B Net Promoter Score Implementation also takes part in direct consumer engagement through on-ground activities where the company initiates trials
• Aggreko B Net Promoter Score Implementation also invests in traditional media channels to reach maximum consumers in the market

11.5. People

• Aggreko B Net Promoter Score Implementation has a large workforce across different companies
• This workforce is continually trained to become experts in their respective fields of operations
• Aggreko B Net Promoter Score Implementation hires without discrimination
• Aggreko B Net Promoter Score Implementation ensures that its employees remain motivated through building an inspirational and creative organizational culture
• Aggreko B Net Promoter Score Implementation focuses on also building and maintaining organizational commitment and loyalty in its employees

11.6. Process

• All activities at Aggreko B Net Promoter Score Implementation - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Aggreko B Net Promoter Score Implementation are well defined, and well communicated to all employees
• All employees are trained to follow the processes internally to ensure consistently high quality as well as timely production and deliveries
• The systematic processes also ensure a smooth running of operations at the Aggreko B Net Promoter Score Implementation

11.7. Physical evidence

• The physical evidence for Aggreko B Net Promoter Score Implementation includes the company logo, company store designs, and the product packaging
• Satisfied and excited customers in the retail spaces of Aggreko B Net Promoter Score Implementation, as well as during product consumption create a bubbling and an inviting atmosphere
• The e-commerce website for retail by Aggreko B Net Promoter Score Implementation is also designed with a friendly customer interface to allow maximum interaction with the brand
• The store designs created by Aggreko B Net Promoter Score Implementation for its retail space allow consumers maximum interaction with the products directly.

12. Promotional tactics for the marketing strategy of Aggreko B Net Promoter Score Implementation

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Aggreko B Net Promoter Score Implementation interacts with the consumers directly, and engages with them, answers their queries and takes their feedback
• The company also shares information and build relationships with consumers through digital marketing
• Aggreko B Net Promoter Score Implementation also makes use of blogging, emails, and content creations as a means of digital marketing

12.2. Conventional marketing

• The company uses a 360-degree approach in its marketing strategy
• This means that the company makes use of traditional marketing channels as well – such as TV, magazine adverts, and out of house placements

12.3. Influencers

• For direct, on-ground engagement, the company uses influencers
• Influencers interact with consumers directly, or through their channels of communication as a means of content creation and endorsing the Aggreko B Net Promoter Score Implementation brand

13. Monitoring and evaluation of the marketing strategy of Aggreko B Net Promoter Score Implementation

13.1. Changes in sales

• Aggreko B Net Promoter Score Implementation regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Aggreko B Net Promoter Score Implementation
• Sometimes, Aggreko B Net Promoter Score Implementation experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Aggreko B Net Promoter Score Implementation frequently conducts focus groups and surveys to identify its brand worth
• These methods also help the company identify brand value, brand recall, and brand recognition
• Focus groups allow Aggreko B Net Promoter Score Implementation to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Aggreko B Net Promoter Score Implementation can also be seen through the revenue and profit growth
• Return on investment allows Aggreko B Net Promoter Score Implementation to effective gauge the effect and influence of the marketing strategy, and measure its success

13.4. Attainment of marketing objectives

• All marketing objectives set by Aggreko B Net Promoter Score Implementation are SMART
• The quantitative set against each of the marketing objective can facilitate attainment evaluation for the overall marketing strategy
• Successful and timely attainment of these marketing objectives highlight the success of the marketing strategy of Aggreko B Net Promoter Score Implementation