Marketing strategy of Breaking Ground Method and the Brownfield vs Greenfield Debate

Posted by Zander Henry on Aug-22-2018

1. The vision of Breaking Ground Method and the Brownfield vs Greenfield Debate

The vision of Breaking Ground Method and the Brownfield vs Greenfield Debate is to be the leading quality service and product provider for customers. Being the best and the leading player means that Breaking Ground Method and the Brownfield vs Greenfield Debate 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 Breaking Ground Method and the Brownfield vs Greenfield Debate

Breaking Ground Method and the Brownfield vs Greenfield Debate marketing strategy is grounded in its mission. The mission for Breaking Ground Method and the Brownfield vs Greenfield Debate is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Breaking Ground Method and the Brownfield vs Greenfield Debate 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 Breaking Ground Method and the Brownfield vs Greenfield Debate

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Breaking Ground Method and the Brownfield vs Greenfield Debate. The knowledge of brand equity will help in shaping Breaking Ground Method and the Brownfield vs Greenfield Debate marketing strategy effectively – thereby facilitating the growth of business for Breaking Ground Method and the Brownfield vs Greenfield Debate.

3.1. Brand awareness

• Breaking Ground Method and the Brownfield vs Greenfield Debate has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for Breaking Ground Method and the Brownfield vs Greenfield Debate has modified marketing and strategic directives and plans

3.2. Brand association

• Breaking Ground Method and the Brownfield vs Greenfield Debate is directly associated with the brand name and product category
• Breaking Ground Method and the Brownfield vs Greenfield Debate has a broad product portfolio
• Breaking Ground Method and the Brownfield vs Greenfield Debate is associated with promising and delivering quality and innovative products
• Breaking Ground Method and the Brownfield vs Greenfield Debate is also associated with excellent customer service

3.3. Brand loyalty

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

3.4. Brand asset

• Breaking Ground Method and the Brownfield vs Greenfield Debate has a substantial brand value
• Breaking Ground Method and the Brownfield vs Greenfield Debate also enjoys the high financial worth
• Breaking Ground Method and the Brownfield vs Greenfield Debate focuses on building a reliable and robust employee base

3.5. Brand element

• Breaking Ground Method and the Brownfield vs Greenfield Debate 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 Breaking Ground Method and the Brownfield vs Greenfield Debate

The situational analysis will help in developing the marketing strategy of Breaking Ground Method and the Brownfield vs Greenfield Debate 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 Breaking Ground Method and the Brownfield vs Greenfield Debate.

4.1. SWOT

4.1.1. Strengths

Breaking Ground Method and the Brownfield vs Greenfield Debate marketing strategy can benefit from the following internal advantages:

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

4.1.2. Weakness

Breaking Ground Method and the Brownfield vs Greenfield Debate faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Breaking Ground Method and the Brownfield vs Greenfield Debate has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Breaking Ground Method and the Brownfield vs Greenfield Debate faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Breaking Ground Method and the Brownfield vs Greenfield Debate operates I markets with political stability
• Breaking Ground Method and the Brownfield vs Greenfield Debate has funding support from the government for small businesses

4.2.2. Economic

• Breaking Ground Method and the Brownfield vs Greenfield Debate enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Breaking Ground Method and the Brownfield vs Greenfield Debate
• Low inflation strengthens the financial position of Breaking Ground Method and the Brownfield vs Greenfield Debate

4.2.3. Social

• Higher education and awareness increases sales of Breaking Ground Method and the Brownfield vs Greenfield Debate predict
• Breaking Ground Method and the Brownfield vs Greenfield Debate focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Breaking Ground Method and the Brownfield vs Greenfield Debate has an active CSR program
• Breaking Ground Method and the Brownfield vs Greenfield Debate ensures environmental safety in all its operations

4.2.5. Legal

• Breaking Ground Method and the Brownfield vs Greenfield Debate is aware of local and global laws of business and human resource management
• Breaking Ground Method and the Brownfield vs Greenfield Debate 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 Breaking Ground Method and the Brownfield vs Greenfield Debate: The Marketing Strategy of Breaking Ground Method and the Brownfield vs Greenfield Debate

Breaking Ground Method and the Brownfield vs Greenfield Debate marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Breaking Ground Method and the Brownfield vs Greenfield Debate brand and products by 30%
• Increase sales for Breaking Ground Method and the Brownfield vs Greenfield Debate 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 Breaking Ground Method and the Brownfield vs Greenfield Debate 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 Breaking Ground Method and the Brownfield vs Greenfield Debate

Breaking Ground Method and the Brownfield vs Greenfield Debate marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Breaking Ground Method and the Brownfield vs Greenfield Debate has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Breaking Ground Method and the Brownfield vs Greenfield Debate has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Breaking Ground Method and the Brownfield vs Greenfield Debate, 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 Breaking Ground Method and the Brownfield vs Greenfield Debate consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Breaking Ground Method and the Brownfield vs Greenfield Debate focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Breaking Ground Method and the Brownfield vs Greenfield Debate 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

• Breaking Ground Method and the Brownfield vs Greenfield Debate 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 Breaking Ground Method and the Brownfield vs Greenfield Debate 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 Breaking Ground Method and the Brownfield vs Greenfield Debate, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Breaking Ground Method and the Brownfield vs Greenfield Debate 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 Breaking Ground Method and the Brownfield vs Greenfield Debate Positioning of Breaking Ground Method and the Brownfield vs Greenfield Debate

The marketing strategy of Breaking Ground Method and the Brownfield vs Greenfield Debate targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Breaking Ground Method and the Brownfield vs Greenfield Debate 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 Breaking Ground Method and the Brownfield vs Greenfield Debate focuses on quality control

7.2. Mass marketing

• The marketing strategy of Breaking Ground Method and the Brownfield vs Greenfield Debate focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Breaking Ground Method and the Brownfield vs Greenfield Debate makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Breaking Ground Method and the Brownfield vs Greenfield Debate does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Breaking Ground Method and the Brownfield vs Greenfield Debate 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

• Breaking Ground Method and the Brownfield vs Greenfield Debate 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 Breaking Ground Method and the Brownfield vs Greenfield Debate 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 Breaking Ground Method and the Brownfield vs Greenfield Debate

The marketing strategy of Breaking Ground Method and the Brownfield vs Greenfield Debate stands out from the clutter and competition. Breaking Ground Method and the Brownfield vs Greenfield Debate has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Breaking Ground Method and the Brownfield vs Greenfield Debate has utilized:

8.1. Cost-effectiveness

• Breaking Ground Method and the Brownfield vs Greenfield Debate focuses on reaching consumers effectively rather than grandeur
• Breaking Ground Method and the Brownfield vs Greenfield Debate 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
• Breaking Ground Method and the Brownfield vs Greenfield Debate has in-house copywriters for marketing campaigns which also helps in controlling costs
• Breaking Ground Method and the Brownfield vs Greenfield Debate also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

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

8.3. Strong market research and consumer understanding grounded

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

9. Distribution Strategy of Breaking Ground Method and the Brownfield vs Greenfield Debate

Breaking Ground Method and the Brownfield vs Greenfield Debate marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Breaking Ground Method and the Brownfield vs Greenfield Debate makes use of intensive distribution strategy because it is mass marketing
• Breaking Ground Method and the Brownfield vs Greenfield Debate’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, Breaking Ground Method and the Brownfield vs Greenfield Debate 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

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

9.3. Indirect distribution strategy

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

The industry in which Breaking Ground Method and the Brownfield vs Greenfield Debate operates is very responsive to market and consumer trends. Breaking Ground Method and the Brownfield vs Greenfield Debate, 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

• Breaking Ground Method and the Brownfield vs Greenfield Debate 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
• Breaking Ground Method and the Brownfield vs Greenfield Debate 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

• Breaking Ground Method and the Brownfield vs Greenfield Debate 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 Breaking Ground Method and the Brownfield vs Greenfield Debate

The marketing mix for Breaking Ground Method and the Brownfield vs Greenfield Debate as per the marketing strategy is the following:

11.1. Product

• Breaking Ground Method and the Brownfield vs Greenfield Debate has a broad product portfolio
• Breaking Ground Method and the Brownfield vs Greenfield Debate provides mass marketed products for all segments across the market undifferentiated
• Breaking Ground Method and the Brownfield vs Greenfield Debate 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 Breaking Ground Method and the Brownfield vs Greenfield Debate maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• Breaking Ground Method and the Brownfield vs Greenfield Debate 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 Breaking Ground Method and the Brownfield vs Greenfield Debate also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Breaking Ground Method and the Brownfield vs Greenfield Debate also makes use of e-commerce to increase penetration and sales

11.3. Price

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

11.5. People

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

11.6. Process

• All activities at Breaking Ground Method and the Brownfield vs Greenfield Debate - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Breaking Ground Method and the Brownfield vs Greenfield Debate 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 Breaking Ground Method and the Brownfield vs Greenfield Debate

11.7. Physical evidence

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

12. Promotional tactics for the marketing strategy of Breaking Ground Method and the Brownfield vs Greenfield Debate

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Breaking Ground Method and the Brownfield vs Greenfield Debate 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
• Breaking Ground Method and the Brownfield vs Greenfield Debate 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 Breaking Ground Method and the Brownfield vs Greenfield Debate brand

13. Monitoring and evaluation of the marketing strategy of Breaking Ground Method and the Brownfield vs Greenfield Debate

13.1. Changes in sales

• Breaking Ground Method and the Brownfield vs Greenfield Debate regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Breaking Ground Method and the Brownfield vs Greenfield Debate
• Sometimes, Breaking Ground Method and the Brownfield vs Greenfield Debate experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Breaking Ground Method and the Brownfield vs Greenfield Debate 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 Breaking Ground Method and the Brownfield vs Greenfield Debate to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Breaking Ground Method and the Brownfield vs Greenfield Debate can also be seen through the revenue and profit growth
• Return on investment allows Breaking Ground Method and the Brownfield vs Greenfield Debate 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 Breaking Ground Method and the Brownfield vs Greenfield Debate 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 Breaking Ground Method and the Brownfield vs Greenfield Debate