Marketing Mix Of Arauco A Forward Integration or Horizontal Expansion

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 Arauco A Forward Integration or Horizontal Expansion

Arauco A Forward Integration or Horizontal Expansion makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix Arauco A Forward Integration or Horizontal Expansion is presented below:

2.1. Product

Product is one of the most important components of the Arauco A Forward Integration or Horizontal Expansion Marketing mix. The distinctive characteristics of the product by Arauco A Forward Integration or Horizontal Expansion are:

2.1.1. Quality

• Arauco A Forward Integration or Horizontal Expansion maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• Arauco A Forward Integration or Horizontal Expansion 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 Arauco A Forward Integration or Horizontal Expansion with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by Arauco A Forward Integration or Horizontal Expansion 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

• Arauco A Forward Integration or Horizontal Expansion has a broad portfolio of products
• The broad portfolio helps Arauco A Forward Integration or Horizontal Expansion in reaching different target groups in the market
• Also, the broad portfolio allows financial strength to Arauco A Forward Integration or Horizontal Expansion
• The broader product portfolio also adds more value for Arauco A Forward Integration or Horizontal Expansion

2.1.4. Benefits of product consumption

• Arauco A Forward Integration or Horizontal Expansion 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 Arauco A Forward Integration or Horizontal Expansion is its delivery of emotional benefits to the consumer
• Products manufactured and sold by Arauco A Forward Integration or Horizontal Expansion promise consumers an ego boost, confidence, and security
• Arauco A Forward Integration or Horizontal Expansion 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 Arauco A Forward Integration or Horizontal Expansion are available in different sizes
• Arauco A Forward Integration or Horizontal Expansion 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, Arauco A Forward Integration or Horizontal Expansion has also increased the trial rate
• Different SKUs have also helped Arauco A Forward Integration or Horizontal Expansion improve its product accessibility

2.2. Price

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

2.2.2. Psychological pricing

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

2.2.3. Geographical pricing

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

2.3. Placement

Arauco A Forward Integration or Horizontal Expansion 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 Arauco A Forward Integration or Horizontal Expansion in all markets
• Company-operated stores give Arauco A Forward Integration or Horizontal Expansion higher control over operations as well as store layout and design
• Arauco A Forward Integration or Horizontal Expansion 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 Arauco A Forward Integration or Horizontal Expansion in terms of decisions regarding the stocking of different product items

2.3.2. Licensed stores

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

2.3.3. E-commerce

• Arauco A Forward Integration or Horizontal Expansion has developed a successfully operational website for online order placement and order tracking
• Arauco A Forward Integration or Horizontal Expansion 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 Arauco A Forward Integration or Horizontal Expansion and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

• Arauco A Forward Integration or Horizontal Expansion also places its products in supermarkets and hypermarkets across the country
• A large number of Arauco A Forward Integration or Horizontal Expansion target groups shop from supermarkets and hypermarkets
• Placement in supermarkets and hypermarkets also improve cost efficiency for Arauco A Forward Integration or Horizontal Expansion

2.3.5. Partner agents

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

2.4.1. Digital marketing

• Arauco A Forward Integration or Horizontal Expansion has corporate profiles on all social media websites and portals
• Arauco A Forward Integration or Horizontal Expansion uses its social media presence to directly, engage with consumers
• This direct engagement and interaction allows Arauco A Forward Integration or Horizontal Expansion to understand the customers, their needs and demands
• Arauco A Forward Integration or Horizontal Expansion uses this feedback and incorporates it in its broader marketing and organizational strategy
• Arauco A Forward Integration or Horizontal Expansion 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

• Arauco A Forward Integration or Horizontal Expansion 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 Arauco A Forward Integration or Horizontal Expansion and is valued for points against the products’ monetary value
• The loyalty card can be purchased or is given complementary by Arauco A Forward Integration or Horizontal Expansion on high valued purchases
• Frequent usage and purchase of products by Arauco A Forward Integration or Horizontal Expansion also has rewards against the loyalty card

2.4.3. Community Influencers

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

2.5. People

The marketing mix of Arauco A Forward Integration or Horizontal Expansion also places an essential focus on people development and people building. This is because Arauco A Forward Integration or Horizontal Expansion realizes the importance of employees in building strong customer relationships. Arauco A Forward Integration or Horizontal Expansion develops its employee and people by focusing on the following aspects:

2.5.1. Training

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

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

• Arauco A Forward Integration or Horizontal Expansion employees are the face of the organization
• Arauco A Forward Integration or Horizontal Expansion are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that Arauco A Forward Integration or Horizontal Expansion 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

• Arauco A Forward Integration or Horizontal Expansion remains one of the leading players in the industry also because of its focus on succession planning
• Arauco A Forward Integration or Horizontal Expansion 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 Arauco A Forward Integration or Horizontal Expansion
• Strategic succession planning has allowed Arauco A Forward Integration or Horizontal Expansion to be prepared for different challenges, and also be resourceful enough to deflect them

2.6. Process

Arauco A Forward Integration or Horizontal Expansion has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at Arauco A Forward Integration or Horizontal Expansion are clearly defined and communicated to the employees
• Arauco A Forward Integration or Horizontal Expansion 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 Arauco A Forward Integration or Horizontal Expansion

2.6.2. People Management

• Arauco A Forward Integration or Horizontal Expansion has also defined clear processes for people management through streamlining its human resource management department
• Arauco A Forward Integration or Horizontal Expansion 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 Arauco A Forward Integration or Horizontal Expansion to keep its workforce motivated and happy – which reflects in satisfied customers

2.6.3. Quality maintenance

• Arauco A Forward Integration or Horizontal Expansion 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

• Arauco A Forward Integration or Horizontal Expansion 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 Arauco A Forward Integration or Horizontal Expansion 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 Arauco A Forward Integration or Horizontal Expansion as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for Arauco A Forward Integration or Horizontal Expansion include:

2.7.1. Store atmosphere

• The store design and management for Arauco A Forward Integration or Horizontal Expansion 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 Arauco A Forward Integration or Horizontal Expansion at ease
• The store design is also important for Arauco A Forward Integration or Horizontal Expansion 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 Arauco A Forward Integration or Horizontal Expansion 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

• Arauco A Forward Integration or Horizontal Expansion has unique packaging, which is different from other players in the industry
• Arauco A Forward Integration or Horizontal Expansion 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 Arauco A Forward Integration or Horizontal Expansion
• The packaging of the products is sophisticatedly done and matches the brand image developed and maintained by Arauco A Forward Integration or Horizontal Expansion

2.7.3. Website design

• The website design is simple and easy to use
• Arauco A Forward Integration or Horizontal Expansion has a customer friendly user interface which allows easy navigation and understanding of its various product offerings
• The corporate website of Arauco A Forward Integration or Horizontal Expansion 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