Marketing strategy of Brussels and Bradshaw

Posted by Zander Henry on Aug-22-2018

1. The vision of Brussels and Bradshaw

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

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

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

3.1. Brand awareness

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

3.2. Brand association

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

3.3. Brand loyalty

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

3.4. Brand asset

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

3.5. Brand element

• Brussels and Bradshaw 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 Brussels and Bradshaw

The situational analysis will help in developing the marketing strategy of Brussels and Bradshaw 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 Brussels and Bradshaw.

4.1. SWOT

4.1.1. Strengths

Brussels and Bradshaw marketing strategy can benefit from the following internal advantages:

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

4.1.2. Weakness

Brussels and Bradshaw faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Brussels and Bradshaw has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Brussels and Bradshaw faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

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

4.2.2. Economic

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

4.2.3. Social

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

4.2.4. Environmental

• Brussels and Bradshaw has an active CSR program
• Brussels and Bradshaw ensures environmental safety in all its operations

4.2.5. Legal

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

Brussels and Bradshaw marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

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

Brussels and Bradshaw marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Brussels and Bradshaw has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Brussels and Bradshaw has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Brussels and Bradshaw, 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 Brussels and Bradshaw consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Brussels and Bradshaw focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Brussels and Bradshaw 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

• Brussels and Bradshaw 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 Brussels and Bradshaw 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 Brussels and Bradshaw, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Brussels and Bradshaw 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 Brussels and Bradshaw Positioning of Brussels and Bradshaw

The marketing strategy of Brussels and Bradshaw targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Brussels and Bradshaw 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 Brussels and Bradshaw focuses on quality control

7.2. Mass marketing

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

7.3. Undifferentiated marketing strategy

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

• Brussels and Bradshaw 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 Brussels and Bradshaw 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 Brussels and Bradshaw

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

8.1. Cost-effectiveness

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

8.2. Innovation

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

8.3. Strong market research and consumer understanding grounded

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

9. Distribution Strategy of Brussels and Bradshaw

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

9.1. Intensive distribution strategy

• Brussels and Bradshaw makes use of intensive distribution strategy because it is mass marketing
• Brussels and Bradshaw’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, Brussels and Bradshaw 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

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

9.3. Indirect distribution strategy

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

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

• Brussels and Bradshaw 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
• Brussels and Bradshaw 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

• Brussels and Bradshaw 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 Brussels and Bradshaw

The marketing mix for Brussels and Bradshaw as per the marketing strategy is the following:

11.1. Product

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

11.2. Place

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

11.3. Price

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

11.5. People

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

11.6. Process

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

11.7. Physical evidence

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

12. Promotional tactics for the marketing strategy of Brussels and Bradshaw

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Brussels and Bradshaw 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
• Brussels and Bradshaw 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 Brussels and Bradshaw brand

13. Monitoring and evaluation of the marketing strategy of Brussels and Bradshaw

13.1. Changes in sales

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

13.2. Surveys and focus groups

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

13.3. ROI

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