Marketing Mix Of Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B

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 Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B

Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B is presented below:

2.1. Product

Product is one of the most important components of the Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B Marketing mix. The distinctive characteristics of the product by Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B are:

2.1.1. Quality

• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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 Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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

• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B has a broad portfolio of products
• The broad portfolio helps Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B in reaching different target groups in the market
• Also, the broad portfolio allows financial strength to Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B
• The broader product portfolio also adds more value for Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B

2.1.4. Benefits of product consumption

• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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 Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B is its delivery of emotional benefits to the consumer
• Products manufactured and sold by Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B promise consumers an ego boost, confidence, and security
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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 Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B are available in different sizes
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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, Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B has also increased the trial rate
• Different SKUs have also helped Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B improve its product accessibility

2.2. Price

Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B marketing mix focuses on a hybrid strategy for pricing to obtain maximum value for its products. The marketing mix Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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, Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B encourages favorable brand and product perceptions in target consumer groups
• Premium pricing for products also encourages a favorable quality perception of Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B products amongst consumers
• With premium prices, Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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 Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B products
• Using elements of premium prices in other product ranges has also allowed Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B to maintain significantly high profits and a consistent business growth

2.2.2. Psychological pricing

• Since Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B has a number of different product ranges and product groups, the use of psychological pricing has been beneficial
• With the use of psychological pricing, Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B also successfully adds more value to its products from the point of view of customers
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B also gains higher sales with psychological pricing
• Consumer purchase a higher amount of Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B products because of its use of psychological pricing
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B is able to increase its target audience and broaden its target purchaser groups

2.2.3. Geographical pricing

• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B is able to penetrate different regional markets optimally with the use of geographical pricing
• For offshore locations, geographical pricing also allows Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B to cover shipping and customs expenses
• Geographical pricing also allows Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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, Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B is also known to use bundle pricing strategy popularly
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B also uses bundle pricing during sales
• Bundle pricing increases the trial rate for consumers
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B experiences higher return on the cost of gaining a new customer
• With bundle pricing, Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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 Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B.

2.3. Placement

Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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 Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B in all markets
• Company-operated stores give Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B higher control over operations as well as store layout and design
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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 Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B in terms of decisions regarding the stocking of different product items

2.3.2. Licensed stores

• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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 Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B in unstable markets
• Licensed stores have also given Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B high business growth, and a boost for rapid market expansion and penetration
• Through licensed stores, Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B has also learned about local consumers and cultures
• Licensed stores and shops encourage sales of products by Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B by aligning it with local cultural values
• Licensed stores also help Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B in localizing its product offerings to enhance brand equity and band image

2.3.3. E-commerce

• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B has developed a successfully operational website for online order placement and order tracking
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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 Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B also places its products in supermarkets and hypermarkets across the country
• A large number of Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B target groups shop from supermarkets and hypermarkets
• Placement in supermarkets and hypermarkets also improve cost efficiency for Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B

2.3.5. Partner agents

• In offshore locations, Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B also makes use of partner agents for its products’ placement
• These partner agents are assessed and evaluated on strategic compatibility and reliance
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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 Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B also places high importance on the promotional tactics and strategies used. The promotional strategies allow the Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B to interact with the consumers and influence them directly. Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B uses a 360-degree approach in its promotional activities, and makes use of the following means of promotion:

2.4.1. Digital marketing

• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B has corporate profiles on all social media websites and portals
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B uses its social media presence to directly, engage with consumers
• This direct engagement and interaction allows Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B to understand the customers, their needs and demands
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B uses this feedback and incorporates it in its broader marketing and organizational strategy
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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

• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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 Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B and is valued for points against the products’ monetary value
• The loyalty card can be purchased or is given complementary by Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B on high valued purchases
• Frequent usage and purchase of products by Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B also has rewards against the loyalty card

2.4.3. Community Influencers

• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B makes use of community influencers as its on-ground promotional efforts
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B identifies strong and confident individuals to be brand ambassadors in their communities
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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, Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B also makes use of out of house hoardings
• Hoardings increase visibility for Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B and also work towards building stronger brand recall
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B also produces TV advertisements
• All TV advertisements have an emotional appeal to them
• TV advertisements by Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B have progressed to include a slice of life elements and characteristics
• TV advertisements by Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B also highlight the functional benefits of the product

2.5. People

The marketing mix of Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B also places an essential focus on people development and people building. This is because Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B realizes the importance of employees in building strong customer relationships. Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B develops its employee and people by focusing on the following aspects:

2.5.1. Training

• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B makes sure that all employees undergo regular training sessions for skill development and enhancement
• Trainings at Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B are not the only field related, but also focus on essential management and organizational skills
• Training sessions and activities at Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B also identify with the employee's own needs of progression, development and growth
• All training sessions and activities designed and carried out by Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B take into consideration business goals and objectives, as well as employee's personal goals and aspirations
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B, 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

• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B works on strengthening the organizational commitment in its employees
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B builds employee loyalty so that people can reflect their optimal best at work
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B also understands that satisfied employees will lead to happy and satisfied customers
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B regularly shares different reward programs for employees, including stock sharing, so that their organizational commitment and ownership is enhanced
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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

• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B employees are the face of the organization
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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

• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B remains one of the leading players in the industry also because of its focus on succession planning
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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 Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B
• Strategic succession planning has allowed Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B to be prepared for different challenges, and also be resourceful enough to deflect them

2.6. Process

Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B are clearly defined and communicated to the employees
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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 Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B

2.6.2. People Management

• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B has also defined clear processes for people management through streamlining its human resource management department
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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 Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B to keep its workforce motivated and happy – which reflects in satisfied customers

2.6.3. Quality maintenance

• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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

• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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 Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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 Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B include:

2.7.1. Store atmosphere

• The store design and management for Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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 Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B at ease
• The store design is also important for Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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 Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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

• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B has unique packaging, which is different from other players in the industry
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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 Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B
• The packaging of the products is sophisticatedly done and matches the brand image developed and maintained by Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B

2.7.3. Website design

• The website design is simple and easy to use
• Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B has a customer friendly user interface which allows easy navigation and understanding of its various product offerings
• The corporate website of Building Electronic Commerce Infrastructure Hong Kong Consumer Goods Distribution A B 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