Marketing strategy of Battle of Mannheim

Posted by Zander Henry on Aug-22-2018

1. The vision of Battle of Mannheim

The vision of Battle of Mannheim is to be the leading quality service and product provider for customers. Being the best and the leading player means that Battle of Mannheim 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 Battle of Mannheim

Battle of Mannheim marketing strategy is grounded in its mission. The mission for Battle of Mannheim is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Battle of Mannheim 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 Battle of Mannheim

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Battle of Mannheim. The knowledge of brand equity will help in shaping Battle of Mannheim marketing strategy effectively – thereby facilitating the growth of business for Battle of Mannheim.

3.1. Brand awareness

• Battle of Mannheim has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for Battle of Mannheim has modified marketing and strategic directives and plans

3.2. Brand association

• Battle of Mannheim is directly associated with the brand name and product category
• Battle of Mannheim has a broad product portfolio
• Battle of Mannheim is associated with promising and delivering quality and innovative products
• Battle of Mannheim is also associated with excellent customer service

3.3. Brand loyalty

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

3.4. Brand asset

• Battle of Mannheim has a substantial brand value
• Battle of Mannheim also enjoys the high financial worth
• Battle of Mannheim focuses on building a reliable and robust employee base

3.5. Brand element

• Battle of Mannheim 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 Battle of Mannheim

The situational analysis will help in developing the marketing strategy of Battle of Mannheim 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 Battle of Mannheim.

4.1. SWOT

4.1.1. Strengths

Battle of Mannheim marketing strategy can benefit from the following internal advantages:

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

4.1.2. Weakness

Battle of Mannheim faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Battle of Mannheim has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Battle of Mannheim faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Battle of Mannheim operates I markets with political stability
• Battle of Mannheim has funding support from the government for small businesses

4.2.2. Economic

• Battle of Mannheim enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Battle of Mannheim
• Low inflation strengthens the financial position of Battle of Mannheim

4.2.3. Social

• Higher education and awareness increases sales of Battle of Mannheim predict
• Battle of Mannheim focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Battle of Mannheim has an active CSR program
• Battle of Mannheim ensures environmental safety in all its operations

4.2.5. Legal

• Battle of Mannheim is aware of local and global laws of business and human resource management
• Battle of Mannheim 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 Battle of Mannheim: The Marketing Strategy of Battle of Mannheim

Battle of Mannheim marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Battle of Mannheim brand and products by 30%
• Increase sales for Battle of Mannheim 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 Battle of Mannheim 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 Battle of Mannheim

Battle of Mannheim marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Battle of Mannheim has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Battle of Mannheim has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Battle of Mannheim, 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 Battle of Mannheim consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Battle of Mannheim focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Battle of Mannheim 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

• Battle of Mannheim 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 Battle of Mannheim 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 Battle of Mannheim, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Battle of Mannheim 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 Battle of Mannheim Positioning of Battle of Mannheim

The marketing strategy of Battle of Mannheim targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Battle of Mannheim 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 Battle of Mannheim focuses on quality control

7.2. Mass marketing

• The marketing strategy of Battle of Mannheim focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Battle of Mannheim makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Battle of Mannheim does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Battle of Mannheim 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

• Battle of Mannheim 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 Battle of Mannheim 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 Battle of Mannheim

The marketing strategy of Battle of Mannheim stands out from the clutter and competition. Battle of Mannheim has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Battle of Mannheim has utilized:

8.1. Cost-effectiveness

• Battle of Mannheim focuses on reaching consumers effectively rather than grandeur
• Battle of Mannheim 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
• Battle of Mannheim has in-house copywriters for marketing campaigns which also helps in controlling costs
• Battle of Mannheim also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

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

8.3. Strong market research and consumer understanding grounded

• Battle of Mannheim marketing strategy is strongly grounded in consumer and market research
• Battle of Mannheim makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• Battle of Mannheim also incorporates consumer feedback in its marketing strategy
• Battle of Mannheim 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 Battle of Mannheim
• In addition to fulfilling functional needs, Battle of Mannheim also tries to fulfil the emotional and psychological needs of the consumer
• Battle of Mannheim tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of Battle of Mannheim

Battle of Mannheim marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Battle of Mannheim makes use of intensive distribution strategy because it is mass marketing
• Battle of Mannheim’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, Battle of Mannheim 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

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

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the Battle of Mannheim does not have a subsidiary
• In these offshore locations, Battle of Mannheim largely works through the export model
• This makes use of several intermediaries in between, before the product by Battle of Mannheim reaches the target consumers
• Intermediaries for Battle of Mannheim 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, Battle of Mannheim makes use of selective distribution channel
• Battle of Mannheim 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 Battle of Mannheim 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 Battle of Mannheim

The industry in which Battle of Mannheim operates is very responsive to market and consumer trends. Battle of Mannheim, 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

• Battle of Mannheim 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
• Battle of Mannheim 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

• Battle of Mannheim 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 Battle of Mannheim

The marketing mix for Battle of Mannheim as per the marketing strategy is the following:

11.1. Product

• Battle of Mannheim has a broad product portfolio
• Battle of Mannheim provides mass marketed products for all segments across the market undifferentiated
• Battle of Mannheim 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 Battle of Mannheim maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• Battle of Mannheim 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 Battle of Mannheim also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Battle of Mannheim also makes use of e-commerce to increase penetration and sales

11.3. Price

• The Battle of Mannheim prices its products so that its target consumers can afford it easily
• Battle of Mannheim uses relative pricing strategy for its products
• The price of Battle of Mannheim’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 Battle of Mannheim has a high budget allocated towards marketing activities
• The Battle of Mannheim invests substantially in digital marketing activities to reap high and effective results
• Use of digital marketing has also allowed Battle of Mannheim marketing strategy to cap costs and expenses
• Battle of Mannheim also takes part in direct consumer engagement through on-ground activities where the company initiates trials
• Battle of Mannheim also invests in traditional media channels to reach maximum consumers in the market

11.5. People

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

11.6. Process

• All activities at Battle of Mannheim - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Battle of Mannheim 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 Battle of Mannheim

11.7. Physical evidence

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

12. Promotional tactics for the marketing strategy of Battle of Mannheim

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Battle of Mannheim 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
• Battle of Mannheim 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 Battle of Mannheim brand

13. Monitoring and evaluation of the marketing strategy of Battle of Mannheim

13.1. Changes in sales

• Battle of Mannheim regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Battle of Mannheim
• Sometimes, Battle of Mannheim experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Battle of Mannheim 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 Battle of Mannheim to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Battle of Mannheim can also be seen through the revenue and profit growth
• Return on investment allows Battle of Mannheim 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 Battle of Mannheim 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 Battle of Mannheim