Marketing strategy of Burnet vs Logan

Posted by Zander Henry on Aug-22-2018

1. The vision of Burnet vs Logan

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

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

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

3.1. Brand awareness

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

3.2. Brand association

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

3.3. Brand loyalty

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

3.4. Brand asset

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

3.5. Brand element

• Burnet vs Logan 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 Burnet vs Logan

The situational analysis will help in developing the marketing strategy of Burnet vs Logan 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 Burnet vs Logan.

4.1. SWOT

4.1.1. Strengths

Burnet vs Logan marketing strategy can benefit from the following internal advantages:

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

4.1.2. Weakness

Burnet vs Logan faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Burnet vs Logan has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Burnet vs Logan faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

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

4.2.2. Economic

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

4.2.3. Social

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

4.2.4. Environmental

• Burnet vs Logan has an active CSR program
• Burnet vs Logan ensures environmental safety in all its operations

4.2.5. Legal

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

Burnet vs Logan marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Burnet vs Logan brand and products by 30%
• Increase sales for Burnet vs Logan 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 Burnet vs Logan 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 Burnet vs Logan

Burnet vs Logan marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Burnet vs Logan has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Burnet vs Logan has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Burnet vs Logan, 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 Burnet vs Logan consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Burnet vs Logan focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Burnet vs Logan 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

• Burnet vs Logan 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 Burnet vs Logan 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 Burnet vs Logan, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Burnet vs Logan 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 Burnet vs Logan Positioning of Burnet vs Logan

The marketing strategy of Burnet vs Logan targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Burnet vs Logan 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 Burnet vs Logan focuses on quality control

7.2. Mass marketing

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

7.3. Undifferentiated marketing strategy

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

• Burnet vs Logan 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 Burnet vs Logan 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 Burnet vs Logan

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

8.1. Cost-effectiveness

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

8.2. Innovation

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

8.3. Strong market research and consumer understanding grounded

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

9. Distribution Strategy of Burnet vs Logan

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

9.1. Intensive distribution strategy

• Burnet vs Logan makes use of intensive distribution strategy because it is mass marketing
• Burnet vs Logan’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, Burnet vs Logan 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

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

9.3. Indirect distribution strategy

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

The industry in which Burnet vs Logan operates is very responsive to market and consumer trends. Burnet vs Logan, 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

• Burnet vs Logan 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
• Burnet vs Logan 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

• Burnet vs Logan 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 Burnet vs Logan

The marketing mix for Burnet vs Logan as per the marketing strategy is the following:

11.1. Product

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

11.2. Place

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

11.3. Price

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

11.5. People

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

11.6. Process

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

11.7. Physical evidence

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

12. Promotional tactics for the marketing strategy of Burnet vs Logan

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Burnet vs Logan 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
• Burnet vs Logan 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 Burnet vs Logan brand

13. Monitoring and evaluation of the marketing strategy of Burnet vs Logan

13.1. Changes in sales

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

13.2. Surveys and focus groups

• Burnet vs Logan 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 Burnet vs Logan to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

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