Marketing Mix Of Alvarez at Canalven A Visual Case 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 Alvarez at Canalven A Visual Case A

Alvarez at Canalven A Visual Case A makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix Alvarez at Canalven A Visual Case A is presented below:

2.1. Product

Product is one of the most important components of the Alvarez at Canalven A Visual Case A Marketing mix. The distinctive characteristics of the product by Alvarez at Canalven A Visual Case A are:

2.1.1. Quality

• Alvarez at Canalven A Visual Case A maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• Alvarez at Canalven A Visual Case 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 Alvarez at Canalven A Visual Case A with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by Alvarez at Canalven A Visual Case 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

• Alvarez at Canalven A Visual Case A has a broad portfolio of products
• The broad portfolio helps Alvarez at Canalven A Visual Case A in reaching different target groups in the market
• Also, the broad portfolio allows financial strength to Alvarez at Canalven A Visual Case A
• The broader product portfolio also adds more value for Alvarez at Canalven A Visual Case A

2.1.4. Benefits of product consumption

• Alvarez at Canalven A Visual Case 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 Alvarez at Canalven A Visual Case A is its delivery of emotional benefits to the consumer
• Products manufactured and sold by Alvarez at Canalven A Visual Case A promise consumers an ego boost, confidence, and security
• Alvarez at Canalven A Visual Case 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 Alvarez at Canalven A Visual Case A are available in different sizes
• Alvarez at Canalven A Visual Case 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, Alvarez at Canalven A Visual Case A has also increased the trial rate
• Different SKUs have also helped Alvarez at Canalven A Visual Case A improve its product accessibility

2.2. Price

Alvarez at Canalven A Visual Case A marketing mix focuses on a hybrid strategy for pricing to obtain maximum value for its products. The marketing mix Alvarez at Canalven A Visual Case 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, Alvarez at Canalven A Visual Case A encourages favorable brand and product perceptions in target consumer groups
• Premium pricing for products also encourages a favorable quality perception of Alvarez at Canalven A Visual Case A products amongst consumers
• With premium prices, Alvarez at Canalven A Visual Case 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 Alvarez at Canalven A Visual Case A products
• Using elements of premium prices in other product ranges has also allowed Alvarez at Canalven A Visual Case A to maintain significantly high profits and a consistent business growth

2.2.2. Psychological pricing

• Since Alvarez at Canalven A Visual Case 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, Alvarez at Canalven A Visual Case A also successfully adds more value to its products from the point of view of customers
• Alvarez at Canalven A Visual Case A also gains higher sales with psychological pricing
• Consumer purchase a higher amount of Alvarez at Canalven A Visual Case A products because of its use of psychological pricing
• Alvarez at Canalven A Visual Case A is able to increase its target audience and broaden its target purchaser groups

2.2.3. Geographical pricing

• Alvarez at Canalven A Visual Case A is able to penetrate different regional markets optimally with the use of geographical pricing
• For offshore locations, geographical pricing also allows Alvarez at Canalven A Visual Case A to cover shipping and customs expenses
• Geographical pricing also allows Alvarez at Canalven A Visual Case 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, Alvarez at Canalven A Visual Case A is also known to use bundle pricing strategy popularly
• Alvarez at Canalven A Visual Case A also uses bundle pricing during sales
• Bundle pricing increases the trial rate for consumers
• Alvarez at Canalven A Visual Case A experiences higher return on the cost of gaining a new customer
• With bundle pricing, Alvarez at Canalven A Visual Case 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 Alvarez at Canalven A Visual Case A.

2.3. Placement

Alvarez at Canalven A Visual Case 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 Alvarez at Canalven A Visual Case A in all markets
• Company-operated stores give Alvarez at Canalven A Visual Case A higher control over operations as well as store layout and design
• Alvarez at Canalven A Visual Case 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 Alvarez at Canalven A Visual Case A in terms of decisions regarding the stocking of different product items

2.3.2. Licensed stores

• Alvarez at Canalven A Visual Case 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 Alvarez at Canalven A Visual Case A in unstable markets
• Licensed stores have also given Alvarez at Canalven A Visual Case A high business growth, and a boost for rapid market expansion and penetration
• Through licensed stores, Alvarez at Canalven A Visual Case A has also learned about local consumers and cultures
• Licensed stores and shops encourage sales of products by Alvarez at Canalven A Visual Case A by aligning it with local cultural values
• Licensed stores also help Alvarez at Canalven A Visual Case A in localizing its product offerings to enhance brand equity and band image

2.3.3. E-commerce

• Alvarez at Canalven A Visual Case A has developed a successfully operational website for online order placement and order tracking
• Alvarez at Canalven A Visual Case 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 Alvarez at Canalven A Visual Case A and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

• Alvarez at Canalven A Visual Case A also places its products in supermarkets and hypermarkets across the country
• A large number of Alvarez at Canalven A Visual Case A target groups shop from supermarkets and hypermarkets
• Placement in supermarkets and hypermarkets also improve cost efficiency for Alvarez at Canalven A Visual Case A

2.3.5. Partner agents

• In offshore locations, Alvarez at Canalven A Visual Case A also makes use of partner agents for its products’ placement
• These partner agents are assessed and evaluated on strategic compatibility and reliance
• Alvarez at Canalven A Visual Case 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 Alvarez at Canalven A Visual Case A also places high importance on the promotional tactics and strategies used. The promotional strategies allow the Alvarez at Canalven A Visual Case A to interact with the consumers and influence them directly. Alvarez at Canalven A Visual Case A uses a 360-degree approach in its promotional activities, and makes use of the following means of promotion:

2.4.1. Digital marketing

• Alvarez at Canalven A Visual Case A has corporate profiles on all social media websites and portals
• Alvarez at Canalven A Visual Case A uses its social media presence to directly, engage with consumers
• This direct engagement and interaction allows Alvarez at Canalven A Visual Case A to understand the customers, their needs and demands
• Alvarez at Canalven A Visual Case A uses this feedback and incorporates it in its broader marketing and organizational strategy
• Alvarez at Canalven A Visual Case 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

• Alvarez at Canalven A Visual Case 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 Alvarez at Canalven A Visual Case A and is valued for points against the products’ monetary value
• The loyalty card can be purchased or is given complementary by Alvarez at Canalven A Visual Case A on high valued purchases
• Frequent usage and purchase of products by Alvarez at Canalven A Visual Case A also has rewards against the loyalty card

2.4.3. Community Influencers

• Alvarez at Canalven A Visual Case A makes use of community influencers as its on-ground promotional efforts
• Alvarez at Canalven A Visual Case A identifies strong and confident individuals to be brand ambassadors in their communities
• Alvarez at Canalven A Visual Case 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, Alvarez at Canalven A Visual Case A also makes use of out of house hoardings
• Hoardings increase visibility for Alvarez at Canalven A Visual Case A and also work towards building stronger brand recall
• Alvarez at Canalven A Visual Case A also produces TV advertisements
• All TV advertisements have an emotional appeal to them
• TV advertisements by Alvarez at Canalven A Visual Case A have progressed to include a slice of life elements and characteristics
• TV advertisements by Alvarez at Canalven A Visual Case A also highlight the functional benefits of the product

2.5. People

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

2.5.1. Training

• Alvarez at Canalven A Visual Case A makes sure that all employees undergo regular training sessions for skill development and enhancement
• Trainings at Alvarez at Canalven A Visual Case A are not the only field related, but also focus on essential management and organizational skills
• Training sessions and activities at Alvarez at Canalven A Visual Case A also identify with the employee's own needs of progression, development and growth
• All training sessions and activities designed and carried out by Alvarez at Canalven A Visual Case A take into consideration business goals and objectives, as well as employee's personal goals and aspirations
• Alvarez at Canalven A Visual Case 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

• Alvarez at Canalven A Visual Case A works on strengthening the organizational commitment in its employees
• Alvarez at Canalven A Visual Case A builds employee loyalty so that people can reflect their optimal best at work
• Alvarez at Canalven A Visual Case A also understands that satisfied employees will lead to happy and satisfied customers
• Alvarez at Canalven A Visual Case A regularly shares different reward programs for employees, including stock sharing, so that their organizational commitment and ownership is enhanced
• Alvarez at Canalven A Visual Case 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

• Alvarez at Canalven A Visual Case A employees are the face of the organization
• Alvarez at Canalven A Visual Case A are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that Alvarez at Canalven A Visual Case 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

• Alvarez at Canalven A Visual Case A remains one of the leading players in the industry also because of its focus on succession planning
• Alvarez at Canalven A Visual Case 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 Alvarez at Canalven A Visual Case A
• Strategic succession planning has allowed Alvarez at Canalven A Visual Case A to be prepared for different challenges, and also be resourceful enough to deflect them

2.6. Process

Alvarez at Canalven A Visual Case A has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at Alvarez at Canalven A Visual Case A are clearly defined and communicated to the employees
• Alvarez at Canalven A Visual Case 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 Alvarez at Canalven A Visual Case A

2.6.2. People Management

• Alvarez at Canalven A Visual Case A has also defined clear processes for people management through streamlining its human resource management department
• Alvarez at Canalven A Visual Case 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 Alvarez at Canalven A Visual Case A to keep its workforce motivated and happy – which reflects in satisfied customers

2.6.3. Quality maintenance

• Alvarez at Canalven A Visual Case 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

• Alvarez at Canalven A Visual Case 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 Alvarez at Canalven A Visual Case 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 Alvarez at Canalven A Visual Case A as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for Alvarez at Canalven A Visual Case A include:

2.7.1. Store atmosphere

• The store design and management for Alvarez at Canalven A Visual Case 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 Alvarez at Canalven A Visual Case A at ease
• The store design is also important for Alvarez at Canalven A Visual Case 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 Alvarez at Canalven A Visual Case 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

• Alvarez at Canalven A Visual Case A has unique packaging, which is different from other players in the industry
• Alvarez at Canalven A Visual Case 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 Alvarez at Canalven A Visual Case A
• The packaging of the products is sophisticatedly done and matches the brand image developed and maintained by Alvarez at Canalven A Visual Case A

2.7.3. Website design

• The website design is simple and easy to use
• Alvarez at Canalven A Visual Case A has a customer friendly user interface which allows easy navigation and understanding of its various product offerings
• The corporate website of Alvarez at Canalven A Visual Case 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