Marketing Mix Of Ana by Karma One Scarf One Hope

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 Ana by Karma One Scarf One Hope

Ana by Karma One Scarf One Hope makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix Ana by Karma One Scarf One Hope is presented below:

2.1. Product

Product is one of the most important components of the Ana by Karma One Scarf One Hope Marketing mix. The distinctive characteristics of the product by Ana by Karma One Scarf One Hope are:

2.1.1. Quality

• Ana by Karma One Scarf One Hope maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• Ana by Karma One Scarf One Hope 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 Ana by Karma One Scarf One Hope with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by Ana by Karma One Scarf One Hope 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

• Ana by Karma One Scarf One Hope has a broad portfolio of products
• The broad portfolio helps Ana by Karma One Scarf One Hope in reaching different target groups in the market
• Also, the broad portfolio allows financial strength to Ana by Karma One Scarf One Hope
• The broader product portfolio also adds more value for Ana by Karma One Scarf One Hope

2.1.4. Benefits of product consumption

• Ana by Karma One Scarf One Hope 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 Ana by Karma One Scarf One Hope is its delivery of emotional benefits to the consumer
• Products manufactured and sold by Ana by Karma One Scarf One Hope promise consumers an ego boost, confidence, and security
• Ana by Karma One Scarf One Hope 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 Ana by Karma One Scarf One Hope are available in different sizes
• Ana by Karma One Scarf One Hope 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, Ana by Karma One Scarf One Hope has also increased the trial rate
• Different SKUs have also helped Ana by Karma One Scarf One Hope improve its product accessibility

2.2. Price

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

2.2.2. Psychological pricing

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

2.2.3. Geographical pricing

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

2.3. Placement

Ana by Karma One Scarf One Hope 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 Ana by Karma One Scarf One Hope in all markets
• Company-operated stores give Ana by Karma One Scarf One Hope higher control over operations as well as store layout and design
• Ana by Karma One Scarf One Hope 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 Ana by Karma One Scarf One Hope in terms of decisions regarding the stocking of different product items

2.3.2. Licensed stores

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

2.3.3. E-commerce

• Ana by Karma One Scarf One Hope has developed a successfully operational website for online order placement and order tracking
• Ana by Karma One Scarf One Hope 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 Ana by Karma One Scarf One Hope and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

• Ana by Karma One Scarf One Hope also places its products in supermarkets and hypermarkets across the country
• A large number of Ana by Karma One Scarf One Hope target groups shop from supermarkets and hypermarkets
• Placement in supermarkets and hypermarkets also improve cost efficiency for Ana by Karma One Scarf One Hope

2.3.5. Partner agents

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

2.4.1. Digital marketing

• Ana by Karma One Scarf One Hope has corporate profiles on all social media websites and portals
• Ana by Karma One Scarf One Hope uses its social media presence to directly, engage with consumers
• This direct engagement and interaction allows Ana by Karma One Scarf One Hope to understand the customers, their needs and demands
• Ana by Karma One Scarf One Hope uses this feedback and incorporates it in its broader marketing and organizational strategy
• Ana by Karma One Scarf One Hope 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

• Ana by Karma One Scarf One Hope 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 Ana by Karma One Scarf One Hope and is valued for points against the products’ monetary value
• The loyalty card can be purchased or is given complementary by Ana by Karma One Scarf One Hope on high valued purchases
• Frequent usage and purchase of products by Ana by Karma One Scarf One Hope also has rewards against the loyalty card

2.4.3. Community Influencers

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

2.5. People

The marketing mix of Ana by Karma One Scarf One Hope also places an essential focus on people development and people building. This is because Ana by Karma One Scarf One Hope realizes the importance of employees in building strong customer relationships. Ana by Karma One Scarf One Hope develops its employee and people by focusing on the following aspects:

2.5.1. Training

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

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

• Ana by Karma One Scarf One Hope employees are the face of the organization
• Ana by Karma One Scarf One Hope are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that Ana by Karma One Scarf One Hope 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

• Ana by Karma One Scarf One Hope remains one of the leading players in the industry also because of its focus on succession planning
• Ana by Karma One Scarf One Hope 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 Ana by Karma One Scarf One Hope
• Strategic succession planning has allowed Ana by Karma One Scarf One Hope to be prepared for different challenges, and also be resourceful enough to deflect them

2.6. Process

Ana by Karma One Scarf One Hope has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at Ana by Karma One Scarf One Hope are clearly defined and communicated to the employees
• Ana by Karma One Scarf One Hope 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 Ana by Karma One Scarf One Hope

2.6.2. People Management

• Ana by Karma One Scarf One Hope has also defined clear processes for people management through streamlining its human resource management department
• Ana by Karma One Scarf One Hope 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 Ana by Karma One Scarf One Hope to keep its workforce motivated and happy – which reflects in satisfied customers

2.6.3. Quality maintenance

• Ana by Karma One Scarf One Hope 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

• Ana by Karma One Scarf One Hope 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 Ana by Karma One Scarf One Hope 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 Ana by Karma One Scarf One Hope as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for Ana by Karma One Scarf One Hope include:

2.7.1. Store atmosphere

• The store design and management for Ana by Karma One Scarf One Hope 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 Ana by Karma One Scarf One Hope at ease
• The store design is also important for Ana by Karma One Scarf One Hope 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 Ana by Karma One Scarf One Hope 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

• Ana by Karma One Scarf One Hope has unique packaging, which is different from other players in the industry
• Ana by Karma One Scarf One Hope 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 Ana by Karma One Scarf One Hope
• The packaging of the products is sophisticatedly done and matches the brand image developed and maintained by Ana by Karma One Scarf One Hope

2.7.3. Website design

• The website design is simple and easy to use
• Ana by Karma One Scarf One Hope has a customer friendly user interface which allows easy navigation and understanding of its various product offerings
• The corporate website of Ana by Karma One Scarf One Hope 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