Marketing Mix Of Arcelik Home Appliances International Expansion Strategy

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 Arcelik Home Appliances International Expansion Strategy

Arcelik Home Appliances International Expansion Strategy makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix Arcelik Home Appliances International Expansion Strategy is presented below:

2.1. Product

Product is one of the most important components of the Arcelik Home Appliances International Expansion Strategy Marketing mix. The distinctive characteristics of the product by Arcelik Home Appliances International Expansion Strategy are:

2.1.1. Quality

• Arcelik Home Appliances International Expansion Strategy maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• Arcelik Home Appliances International Expansion Strategy 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 Arcelik Home Appliances International Expansion Strategy with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by Arcelik Home Appliances International Expansion Strategy 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

• Arcelik Home Appliances International Expansion Strategy has a broad portfolio of products
• The broad portfolio helps Arcelik Home Appliances International Expansion Strategy in reaching different target groups in the market
• Also, the broad portfolio allows financial strength to Arcelik Home Appliances International Expansion Strategy
• The broader product portfolio also adds more value for Arcelik Home Appliances International Expansion Strategy

2.1.4. Benefits of product consumption

• Arcelik Home Appliances International Expansion Strategy 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 Arcelik Home Appliances International Expansion Strategy is its delivery of emotional benefits to the consumer
• Products manufactured and sold by Arcelik Home Appliances International Expansion Strategy promise consumers an ego boost, confidence, and security
• Arcelik Home Appliances International Expansion Strategy 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 Arcelik Home Appliances International Expansion Strategy are available in different sizes
• Arcelik Home Appliances International Expansion Strategy 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, Arcelik Home Appliances International Expansion Strategy has also increased the trial rate
• Different SKUs have also helped Arcelik Home Appliances International Expansion Strategy improve its product accessibility

2.2. Price

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

2.2.2. Psychological pricing

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

2.2.3. Geographical pricing

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

2.3. Placement

Arcelik Home Appliances International Expansion Strategy 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 Arcelik Home Appliances International Expansion Strategy in all markets
• Company-operated stores give Arcelik Home Appliances International Expansion Strategy higher control over operations as well as store layout and design
• Arcelik Home Appliances International Expansion Strategy 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 Arcelik Home Appliances International Expansion Strategy in terms of decisions regarding the stocking of different product items

2.3.2. Licensed stores

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

2.3.3. E-commerce

• Arcelik Home Appliances International Expansion Strategy has developed a successfully operational website for online order placement and order tracking
• Arcelik Home Appliances International Expansion Strategy 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 Arcelik Home Appliances International Expansion Strategy and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

• Arcelik Home Appliances International Expansion Strategy also places its products in supermarkets and hypermarkets across the country
• A large number of Arcelik Home Appliances International Expansion Strategy target groups shop from supermarkets and hypermarkets
• Placement in supermarkets and hypermarkets also improve cost efficiency for Arcelik Home Appliances International Expansion Strategy

2.3.5. Partner agents

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

2.4.1. Digital marketing

• Arcelik Home Appliances International Expansion Strategy has corporate profiles on all social media websites and portals
• Arcelik Home Appliances International Expansion Strategy uses its social media presence to directly, engage with consumers
• This direct engagement and interaction allows Arcelik Home Appliances International Expansion Strategy to understand the customers, their needs and demands
• Arcelik Home Appliances International Expansion Strategy uses this feedback and incorporates it in its broader marketing and organizational strategy
• Arcelik Home Appliances International Expansion Strategy 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

• Arcelik Home Appliances International Expansion Strategy 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 Arcelik Home Appliances International Expansion Strategy and is valued for points against the products’ monetary value
• The loyalty card can be purchased or is given complementary by Arcelik Home Appliances International Expansion Strategy on high valued purchases
• Frequent usage and purchase of products by Arcelik Home Appliances International Expansion Strategy also has rewards against the loyalty card

2.4.3. Community Influencers

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

2.5. People

The marketing mix of Arcelik Home Appliances International Expansion Strategy also places an essential focus on people development and people building. This is because Arcelik Home Appliances International Expansion Strategy realizes the importance of employees in building strong customer relationships. Arcelik Home Appliances International Expansion Strategy develops its employee and people by focusing on the following aspects:

2.5.1. Training

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

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

• Arcelik Home Appliances International Expansion Strategy employees are the face of the organization
• Arcelik Home Appliances International Expansion Strategy are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that Arcelik Home Appliances International Expansion Strategy 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

• Arcelik Home Appliances International Expansion Strategy remains one of the leading players in the industry also because of its focus on succession planning
• Arcelik Home Appliances International Expansion Strategy 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 Arcelik Home Appliances International Expansion Strategy
• Strategic succession planning has allowed Arcelik Home Appliances International Expansion Strategy to be prepared for different challenges, and also be resourceful enough to deflect them

2.6. Process

Arcelik Home Appliances International Expansion Strategy has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at Arcelik Home Appliances International Expansion Strategy are clearly defined and communicated to the employees
• Arcelik Home Appliances International Expansion Strategy 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 Arcelik Home Appliances International Expansion Strategy

2.6.2. People Management

• Arcelik Home Appliances International Expansion Strategy has also defined clear processes for people management through streamlining its human resource management department
• Arcelik Home Appliances International Expansion Strategy 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 Arcelik Home Appliances International Expansion Strategy to keep its workforce motivated and happy – which reflects in satisfied customers

2.6.3. Quality maintenance

• Arcelik Home Appliances International Expansion Strategy 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

• Arcelik Home Appliances International Expansion Strategy 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 Arcelik Home Appliances International Expansion Strategy 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 Arcelik Home Appliances International Expansion Strategy as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for Arcelik Home Appliances International Expansion Strategy include:

2.7.1. Store atmosphere

• The store design and management for Arcelik Home Appliances International Expansion Strategy 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 Arcelik Home Appliances International Expansion Strategy at ease
• The store design is also important for Arcelik Home Appliances International Expansion Strategy 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 Arcelik Home Appliances International Expansion Strategy 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

• Arcelik Home Appliances International Expansion Strategy has unique packaging, which is different from other players in the industry
• Arcelik Home Appliances International Expansion Strategy 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 Arcelik Home Appliances International Expansion Strategy
• The packaging of the products is sophisticatedly done and matches the brand image developed and maintained by Arcelik Home Appliances International Expansion Strategy

2.7.3. Website design

• The website design is simple and easy to use
• Arcelik Home Appliances International Expansion Strategy has a customer friendly user interface which allows easy navigation and understanding of its various product offerings
• The corporate website of Arcelik Home Appliances International Expansion Strategy 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