Marketing Mix Of BuildDirect Constructing a Culture That Can Weather the Storms

Posted by Zander Henry on Aug-22-2018

1. marketing mix

1.1. Understanding the marketing mix

• The marketing mix is an important set of marketing tools and characteristics that a firm uses to increase penetration in the target market groups
• Using the marketing mix strategically includes focusing on seven important aspects of marketing and branding for an organization, namely: product, place, price, promotion, people, process, and physical evidence

1.2. Importance of marketing mix

• The marketing mix helps a company choose and decide on a suitable marketing strategy
• The marketing mix also helps a company in resource and budget allocation to different aspects of the marketing strategy and product development
• The marketing mix also allows a company to choose the right and effective marketing tactics for its promotional needs

2. Marketing mix for BuildDirect Constructing a Culture That Can Weather the Storms

BuildDirect Constructing a Culture That Can Weather the Storms makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix BuildDirect Constructing a Culture That Can Weather the Storms is presented below:

2.1. Product

Product is one of the most important components of the BuildDirect Constructing a Culture That Can Weather the Storms Marketing mix. The distinctive characteristics of the product by BuildDirect Constructing a Culture That Can Weather the Storms are:

2.1.1. Quality

• BuildDirect Constructing a Culture That Can Weather the Storms maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• BuildDirect Constructing a Culture That Can Weather the Storms procures raw materials from reliable and trusted suppliers only
• These raw materials are processed under carefully maintained environments to maintain high and consistent quality of the products
• High quality promise and delivery also provides BuildDirect Constructing a Culture That Can Weather the Storms with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by BuildDirect Constructing a Culture That Can Weather the Storms are relatively easy to use
• All products come with a user manual, which is easy to understand and which provides simple instructions for product use
• The consumers can also call the 24/7 helpline to understand details about product usage
• Also, retail representatives provide detailed instructions and explanations regarding the use of the product at the time of the sale

2.1.3. Portfolio broadness

• BuildDirect Constructing a Culture That Can Weather the Storms has a broad portfolio of products
• The broad portfolio helps BuildDirect Constructing a Culture That Can Weather the Storms in reaching different target groups in the market
• Also, the broad portfolio allows financial strength to BuildDirect Constructing a Culture That Can Weather the Storms
• The broader product portfolio also adds more value for BuildDirect Constructing a Culture That Can Weather the Storms

2.1.4. Benefits of product consumption

• BuildDirect Constructing a Culture That Can Weather the Storms offers functional benefits to consumers of the product use
• These functional benefits are promised and delivered – however, they are also delivered by other similar products
• The distinguishing aspect of BuildDirect Constructing a Culture That Can Weather the Storms is its delivery of emotional benefits to the consumer
• Products manufactured and sold by BuildDirect Constructing a Culture That Can Weather the Storms promise consumers an ego boost, confidence, and security
• BuildDirect Constructing a Culture That Can Weather the Storms also promises fulfilment of psychological needs on product consumption
• These psychological needs include, for example, the need for empathy, the need for belonging, and the need of feeling loved.

2.1.5. Different SKUs

• The products by BuildDirect Constructing a Culture That Can Weather the Storms are available in different sizes
• BuildDirect Constructing a Culture That Can Weather the Storms has made use of different SKUs to increase market penetration
• Different SKUs can be brought and used as per the consumption needs of the consumers, and the target markets
• Through the production of different SKUs, BuildDirect Constructing a Culture That Can Weather the Storms has also increased the trial rate
• Different SKUs have also helped BuildDirect Constructing a Culture That Can Weather the Storms improve its product accessibility

2.2. Price

BuildDirect Constructing a Culture That Can Weather the Storms marketing mix focuses on a hybrid strategy for pricing to obtain maximum value for its products. The marketing mix BuildDirect Constructing a Culture That Can Weather the Storms uses a combination of a number of techniques for pricing its products, which are detailed below:

2.2.1. Premium pricing

• By using premium pricing for some of its product ranges, BuildDirect Constructing a Culture That Can Weather the Storms encourages favorable brand and product perceptions in target consumer groups
• Premium pricing for products also encourages a favorable quality perception of BuildDirect Constructing a Culture That Can Weather the Storms products amongst consumers
• With premium prices, BuildDirect Constructing a Culture That Can Weather the Storms has successfully also made some of its product ranges exclusive by restricting sales and production. This, in turn, leads to a perception g luxury in consumption products
• Premium prices add a touch of privilege and high value in BuildDirect Constructing a Culture That Can Weather the Storms products
• Using elements of premium prices in other product ranges has also allowed BuildDirect Constructing a Culture That Can Weather the Storms to maintain significantly high profits and a consistent business growth

2.2.2. Psychological pricing

• Since BuildDirect Constructing a Culture That Can Weather the Storms has a number of different product ranges and product groups, the use of psychological pricing has been beneficial
• With the use of psychological pricing, BuildDirect Constructing a Culture That Can Weather the Storms also successfully adds more value to its products from the point of view of customers
• BuildDirect Constructing a Culture That Can Weather the Storms also gains higher sales with psychological pricing
• Consumer purchase a higher amount of BuildDirect Constructing a Culture That Can Weather the Storms products because of its use of psychological pricing
• BuildDirect Constructing a Culture That Can Weather the Storms is able to increase its target audience and broaden its target purchaser groups

2.2.3. Geographical pricing

• BuildDirect Constructing a Culture That Can Weather the Storms is able to penetrate different regional markets optimally with the use of geographical pricing
• For offshore locations, geographical pricing also allows BuildDirect Constructing a Culture That Can Weather the Storms to cover shipping and customs expenses
• Geographical pricing also allows BuildDirect Constructing a Culture That Can Weather the Storms to maintain consistent revenue growth by altering pricing in different markets based on local currency value

2.2.4. Bundle pricing

• For some product ranges, BuildDirect Constructing a Culture That Can Weather the Storms is also known to use bundle pricing strategy popularly
• BuildDirect Constructing a Culture That Can Weather the Storms also uses bundle pricing during sales
• Bundle pricing increases the trial rate for consumers
• BuildDirect Constructing a Culture That Can Weather the Storms experiences higher return on the cost of gaining a new customer
• With bundle pricing, BuildDirect Constructing a Culture That Can Weather the Storms is also able to control costs and prices by lowering marketing and distribution expenses
• The use of bundle pricing also adds value to the umbrella brand name of BuildDirect Constructing a Culture That Can Weather the Storms.

2.3. Placement

BuildDirect Constructing a Culture That Can Weather the Storms places high importance on the placement of its products because it directly relates to accessibility for consumers.

2.3.1. Company-operated stored

• The company maintains stores operated by the management of BuildDirect Constructing a Culture That Can Weather the Storms in all markets
• Company-operated stores give BuildDirect Constructing a Culture That Can Weather the Storms higher control over operations as well as store layout and design
• BuildDirect Constructing a Culture That Can Weather the Storms also interacts directly with the consumers and gathers important details regarding consumer behavior and consumer feedback through company-operated stores
• The company operated stores also give leverage to BuildDirect Constructing a Culture That Can Weather the Storms in terms of decisions regarding the stocking of different product items

2.3.2. Licensed stores

• BuildDirect Constructing a Culture That Can Weather the Storms licensed stores also allow consumers to enjoy the various product offerings by the company
• Licensed stores also decrease the risk of financial and physical investment for BuildDirect Constructing a Culture That Can Weather the Storms in unstable markets
• Licensed stores have also given BuildDirect Constructing a Culture That Can Weather the Storms high business growth, and a boost for rapid market expansion and penetration
• Through licensed stores, BuildDirect Constructing a Culture That Can Weather the Storms has also learned about local consumers and cultures
• Licensed stores and shops encourage sales of products by BuildDirect Constructing a Culture That Can Weather the Storms by aligning it with local cultural values
• Licensed stores also help BuildDirect Constructing a Culture That Can Weather the Storms in localizing its product offerings to enhance brand equity and band image

2.3.3. E-commerce

• BuildDirect Constructing a Culture That Can Weather the Storms has developed a successfully operational website for online order placement and order tracking
• BuildDirect Constructing a Culture That Can Weather the Storms also encourages sales through social media portals, where the company takes orders through direct messages, as well as through a mini-shop model
• The company also stocks products with online retailers such as Amazon and eBay, as well as smaller local online retailers as well
• Online retailing, and using the internet to make sales has boosted the sales for BuildDirect Constructing a Culture That Can Weather the Storms and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

• BuildDirect Constructing a Culture That Can Weather the Storms also places its products in supermarkets and hypermarkets across the country
• A large number of BuildDirect Constructing a Culture That Can Weather the Storms target groups shop from supermarkets and hypermarkets
• Placement in supermarkets and hypermarkets also improve cost efficiency for BuildDirect Constructing a Culture That Can Weather the Storms

2.3.5. Partner agents

• In offshore locations, BuildDirect Constructing a Culture That Can Weather the Storms also makes use of partner agents for its products’ placement
• These partner agents are assessed and evaluated on strategic compatibility and reliance
• BuildDirect Constructing a Culture That Can Weather the Storms contracts with partner agents in other countries and markets for its product placement to ensure quality control and terms of negotiation

2.4. Promotion

The marketing strategy for BuildDirect Constructing a Culture That Can Weather the Storms also places high importance on the promotional tactics and strategies used. The promotional strategies allow the BuildDirect Constructing a Culture That Can Weather the Storms to interact with the consumers and influence them directly. BuildDirect Constructing a Culture That Can Weather the Storms uses a 360-degree approach in its promotional activities, and makes use of the following means of promotion:

2.4.1. Digital marketing

• BuildDirect Constructing a Culture That Can Weather the Storms has corporate profiles on all social media websites and portals
• BuildDirect Constructing a Culture That Can Weather the Storms uses its social media presence to directly, engage with consumers
• This direct engagement and interaction allows BuildDirect Constructing a Culture That Can Weather the Storms to understand the customers, their needs and demands
• BuildDirect Constructing a Culture That Can Weather the Storms uses this feedback and incorporates it in its broader marketing and organizational strategy
• BuildDirect Constructing a Culture That Can Weather the Storms also maintains a corporate website – which highlights company information, product information as well as information regarding any ongoing campaigns and sales

2.4.2. Reward Programs

• BuildDirect Constructing a Culture That Can Weather the Storms has a loyalty card program for its customers
• The loyalty card allows customers to redeem points in exchange for products or other exciting gifts, as directed by the company
• Each purchase is entered into the loyalty card by BuildDirect Constructing a Culture That Can Weather the Storms and is valued for points against the products’ monetary value
• The loyalty card can be purchased or is given complementary by BuildDirect Constructing a Culture That Can Weather the Storms on high valued purchases
• Frequent usage and purchase of products by BuildDirect Constructing a Culture That Can Weather the Storms also has rewards against the loyalty card

2.4.3. Community Influencers

• BuildDirect Constructing a Culture That Can Weather the Storms makes use of community influencers as its on-ground promotional efforts
• BuildDirect Constructing a Culture That Can Weather the Storms identifies strong and confident individuals to be brand ambassadors in their communities
• BuildDirect Constructing a Culture That Can Weather the Storms provides these brand ambassadors and community influencers with its product range and invites them to use it themselves to see benefits

2.4.4. Conventional marketing

• The company places advertisements in consumer-related magazines. This largely includes home decor, and home management magazines
• Magazine ads are not very frequent, but appear twice every quarter of the fiscal year
• In high-density locations, BuildDirect Constructing a Culture That Can Weather the Storms also makes use of out of house hoardings
• Hoardings increase visibility for BuildDirect Constructing a Culture That Can Weather the Storms and also work towards building stronger brand recall
• BuildDirect Constructing a Culture That Can Weather the Storms also produces TV advertisements
• All TV advertisements have an emotional appeal to them
• TV advertisements by BuildDirect Constructing a Culture That Can Weather the Storms have progressed to include a slice of life elements and characteristics
• TV advertisements by BuildDirect Constructing a Culture That Can Weather the Storms also highlight the functional benefits of the product

2.5. People

The marketing mix of BuildDirect Constructing a Culture That Can Weather the Storms also places an essential focus on people development and people building. This is because BuildDirect Constructing a Culture That Can Weather the Storms realizes the importance of employees in building strong customer relationships. BuildDirect Constructing a Culture That Can Weather the Storms develops its employee and people by focusing on the following aspects:

2.5.1. Training

• BuildDirect Constructing a Culture That Can Weather the Storms makes sure that all employees undergo regular training sessions for skill development and enhancement
• Trainings at BuildDirect Constructing a Culture That Can Weather the Storms are not the only field related, but also focus on essential management and organizational skills
• Training sessions and activities at BuildDirect Constructing a Culture That Can Weather the Storms also identify with the employee's own needs of progression, development and growth
• All training sessions and activities designed and carried out by BuildDirect Constructing a Culture That Can Weather the Storms take into consideration business goals and objectives, as well as employee's personal goals and aspirations
• BuildDirect Constructing a Culture That Can Weather the Storms, therefore, tries to develop the employee as an organizational member, as well as an individual
• All training is engaging, and hands-on so that employees do not only learn but also experience

2.5.2. Organizational ownership

• BuildDirect Constructing a Culture That Can Weather the Storms works on strengthening the organizational commitment in its employees
• BuildDirect Constructing a Culture That Can Weather the Storms builds employee loyalty so that people can reflect their optimal best at work
• BuildDirect Constructing a Culture That Can Weather the Storms also understands that satisfied employees will lead to happy and satisfied customers
• BuildDirect Constructing a Culture That Can Weather the Storms regularly shares different reward programs for employees, including stock sharing, so that their organizational commitment and ownership is enhanced
• BuildDirect Constructing a Culture That Can Weather the Storms also includes employees in decision making at different managerial levels, and regularly takes their feedback for different projects and products – which also work towards building organizational ownership

2.5.3. Motivation building

• BuildDirect Constructing a Culture That Can Weather the Storms employees are the face of the organization
• BuildDirect Constructing a Culture That Can Weather the Storms are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that BuildDirect Constructing a Culture That Can Weather the Storms distributes
• Another source of motivation is appreciation programs where management appreciates and acknowledges the work and performance of different employees

2.5.4. Succession planning

• BuildDirect Constructing a Culture That Can Weather the Storms remains one of the leading players in the industry also because of its focus on succession planning
• BuildDirect Constructing a Culture That Can Weather the Storms conducts succession planning for all managerial levels
• Succession planning is done through internal promotions as well as external recruitments to meet the needs and demands of the vacant job position at BuildDirect Constructing a Culture That Can Weather the Storms
• Strategic succession planning has allowed BuildDirect Constructing a Culture That Can Weather the Storms to be prepared for different challenges, and also be resourceful enough to deflect them

2.6. Process

BuildDirect Constructing a Culture That Can Weather the Storms has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at BuildDirect Constructing a Culture That Can Weather the Storms are clearly defined and communicated to the employees
• BuildDirect Constructing a Culture That Can Weather the Storms makes sure that employees are well trained, and knowledgeable of all processes relates to operations
• All stages of operational processes focus on maintaining a high quality level and standard of the products
• Systematic process re in place for all operation – from procurement to the final sale of the products
• All operational processes are maintained, checked, and uploaded through the internal portal of the organization for supervisory purposes
• The use of online portals for operational processes also builds a strong backup for managerial purposes at BuildDirect Constructing a Culture That Can Weather the Storms

2.6.2. People Management

• BuildDirect Constructing a Culture That Can Weather the Storms has also defined clear processes for people management through streamlining its human resource management department
• BuildDirect Constructing a Culture That Can Weather the Storms has defined guidelines regarding recruitment, training, compensation management, and performance appraisal of employees
• All people related processes are not only communicated to the management and supervisors, but also to employees to create a sense of transparency, and an environment of trust
• Progressive people management systems and processes have allowed BuildDirect Constructing a Culture That Can Weather the Storms to keep its workforce motivated and happy – which reflects in satisfied customers

2.6.3. Quality maintenance

• BuildDirect Constructing a Culture That Can Weather the Storms also has defined policies and processes for managing and maintaining quality
• All products undergo triple quality checks to ensure that customers receive the best product
• In addition to quality checks at the production and distribution level, the management has also placed separate quality maintenance and quality check department
• The quality maintenance department has experts who make sure that not only the final product but also the processes involved in producing the product were infused with quality

2.6.4. Store management

• BuildDirect Constructing a Culture That Can Weather the Storms manages store management through stringent and closely monitored policies and processes
• These processes relate to not only the floor and space design but also to the performance of the employees at the store
• The processes for store management also regularly monitor footfall and work on strategies to increase footfall through different tactics, and changes in the store design and store management
• The company also has a systematic process for customers who interact with the products and feel them before making the purchase
• The final sale at the store is also clearly defined – for the employees and the customers both
• Processes and policies are important for BuildDirect Constructing a Culture That Can Weather the Storms for maintaining quality of the products, and for ensuring that the company does not experience any unnecessary expenses and costs

2.7. Physical evidence

The physical evidence is also important in the marketing strategy for BuildDirect Constructing a Culture That Can Weather the Storms as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for BuildDirect Constructing a Culture That Can Weather the Storms include:

2.7.1. Store atmosphere

• The store design and management for BuildDirect Constructing a Culture That Can Weather the Storms is exciting and creative
• The store atmosphere makes the customers feel relaxed and comfortable –so that they can interact with, and enjoy product offerings by BuildDirect Constructing a Culture That Can Weather the Storms at ease
• The store design is also important for BuildDirect Constructing a Culture That Can Weather the Storms because it controls the level and nature of experience and interaction that the customers have with the product and the brand
• With company-operated stores, it is easier for BuildDirect Constructing a Culture That Can Weather the Storms to control and manage the store atmosphere to be able to positively influence customers and to be able to appeal to them emotionally

2.7.2. Packaging

• BuildDirect Constructing a Culture That Can Weather the Storms has unique packaging, which is different from other players in the industry
• BuildDirect Constructing a Culture That Can Weather the Storms also has a vibrant touché to its packaging, which is regularly changed in terms of colors and patterns
• The logo for the company is simple, and recognizable by the consumers easily
• The brand logo has also become a symbol of confidence, ambition, and aspiration for consumers who use products by BuildDirect Constructing a Culture That Can Weather the Storms
• The packaging of the products is sophisticatedly done and matches the brand image developed and maintained by BuildDirect Constructing a Culture That Can Weather the Storms

2.7.3. Website design

• The website design is simple and easy to use
• BuildDirect Constructing a Culture That Can Weather the Storms has a customer friendly user interface which allows easy navigation and understanding of its various product offerings
• The corporate website of BuildDirect Constructing a Culture That Can Weather the Storms also has the brand logo, and is packaged similarly to the products offered by the company
• The design patterns, and color change on the website with changes to the product packaging to match various campaign needs and sale offerings