Marketing strategy of BeiGene

Posted by Zander Henry on Aug-22-2018

1. The vision of BeiGene

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

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

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

3.1. Brand awareness

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

3.2. Brand association

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

3.3. Brand loyalty

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

3.4. Brand asset

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

3.5. Brand element

• BeiGene 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 BeiGene

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

4.1. SWOT

4.1.1. Strengths

BeiGene marketing strategy can benefit from the following internal advantages:

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

4.1.2. Weakness

BeiGene faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

BeiGene has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

BeiGene faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

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

4.2.2. Economic

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

4.2.3. Social

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

4.2.4. Environmental

• BeiGene has an active CSR program
• BeiGene ensures environmental safety in all its operations

4.2.5. Legal

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

BeiGene marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

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

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

6.1. Demographic segmentation

6.1.1. Age

BeiGene has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• BeiGene has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for BeiGene, 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 BeiGene consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• BeiGene focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

BeiGene 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

• BeiGene 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 BeiGene 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 BeiGene, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for BeiGene 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 BeiGene Positioning of BeiGene

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

7.1. Target market

• The target market for BeiGene 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 BeiGene focuses on quality control

7.2. Mass marketing

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

7.3. Undifferentiated marketing strategy

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

• BeiGene 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 BeiGene 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 BeiGene

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

8.1. Cost-effectiveness

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

8.2. Innovation

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

8.3. Strong market research and consumer understanding grounded

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

9. Distribution Strategy of BeiGene

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

9.1. Intensive distribution strategy

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

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

9.3. Indirect distribution strategy

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

The industry in which BeiGene operates is very responsive to market and consumer trends. BeiGene, 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

• BeiGene 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
• BeiGene 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

• BeiGene 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 BeiGene

The marketing mix for BeiGene as per the marketing strategy is the following:

11.1. Product

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

11.2. Place

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

11.3. Price

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

11.5. People

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

11.6. Process

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

11.7. Physical evidence

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

12. Promotional tactics for the marketing strategy of BeiGene

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The BeiGene 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
• BeiGene 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 BeiGene brand

13. Monitoring and evaluation of the marketing strategy of BeiGene

13.1. Changes in sales

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

13.2. Surveys and focus groups

• BeiGene 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 BeiGene to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

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