Marketing Mix Of Bush Boake Allen

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 Bush Boake Allen

Bush Boake Allen makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix Bush Boake Allen is presented below:

2.1. Product

Product is one of the most important components of the Bush Boake Allen Marketing mix. The distinctive characteristics of the product by Bush Boake Allen are:

2.1.1. Quality

• Bush Boake Allen maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• Bush Boake Allen 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 Bush Boake Allen with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by Bush Boake Allen 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

• Bush Boake Allen has a broad portfolio of products
• The broad portfolio helps Bush Boake Allen in reaching different target groups in the market
• Also, the broad portfolio allows financial strength to Bush Boake Allen
• The broader product portfolio also adds more value for Bush Boake Allen

2.1.4. Benefits of product consumption

• Bush Boake Allen 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 Bush Boake Allen is its delivery of emotional benefits to the consumer
• Products manufactured and sold by Bush Boake Allen promise consumers an ego boost, confidence, and security
• Bush Boake Allen 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 Bush Boake Allen are available in different sizes
• Bush Boake Allen 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, Bush Boake Allen has also increased the trial rate
• Different SKUs have also helped Bush Boake Allen improve its product accessibility

2.2. Price

Bush Boake Allen marketing mix focuses on a hybrid strategy for pricing to obtain maximum value for its products. The marketing mix Bush Boake Allen 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, Bush Boake Allen encourages favorable brand and product perceptions in target consumer groups
• Premium pricing for products also encourages a favorable quality perception of Bush Boake Allen products amongst consumers
• With premium prices, Bush Boake Allen 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 Bush Boake Allen products
• Using elements of premium prices in other product ranges has also allowed Bush Boake Allen to maintain significantly high profits and a consistent business growth

2.2.2. Psychological pricing

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

2.2.3. Geographical pricing

• Bush Boake Allen is able to penetrate different regional markets optimally with the use of geographical pricing
• For offshore locations, geographical pricing also allows Bush Boake Allen to cover shipping and customs expenses
• Geographical pricing also allows Bush Boake Allen 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, Bush Boake Allen is also known to use bundle pricing strategy popularly
• Bush Boake Allen also uses bundle pricing during sales
• Bundle pricing increases the trial rate for consumers
• Bush Boake Allen experiences higher return on the cost of gaining a new customer
• With bundle pricing, Bush Boake Allen 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 Bush Boake Allen.

2.3. Placement

Bush Boake Allen 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 Bush Boake Allen in all markets
• Company-operated stores give Bush Boake Allen higher control over operations as well as store layout and design
• Bush Boake Allen 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 Bush Boake Allen in terms of decisions regarding the stocking of different product items

2.3.2. Licensed stores

• Bush Boake Allen 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 Bush Boake Allen in unstable markets
• Licensed stores have also given Bush Boake Allen high business growth, and a boost for rapid market expansion and penetration
• Through licensed stores, Bush Boake Allen has also learned about local consumers and cultures
• Licensed stores and shops encourage sales of products by Bush Boake Allen by aligning it with local cultural values
• Licensed stores also help Bush Boake Allen in localizing its product offerings to enhance brand equity and band image

2.3.3. E-commerce

• Bush Boake Allen has developed a successfully operational website for online order placement and order tracking
• Bush Boake Allen 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 Bush Boake Allen and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

• Bush Boake Allen also places its products in supermarkets and hypermarkets across the country
• A large number of Bush Boake Allen target groups shop from supermarkets and hypermarkets
• Placement in supermarkets and hypermarkets also improve cost efficiency for Bush Boake Allen

2.3.5. Partner agents

• In offshore locations, Bush Boake Allen also makes use of partner agents for its products’ placement
• These partner agents are assessed and evaluated on strategic compatibility and reliance
• Bush Boake Allen 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 Bush Boake Allen also places high importance on the promotional tactics and strategies used. The promotional strategies allow the Bush Boake Allen to interact with the consumers and influence them directly. Bush Boake Allen uses a 360-degree approach in its promotional activities, and makes use of the following means of promotion:

2.4.1. Digital marketing

• Bush Boake Allen has corporate profiles on all social media websites and portals
• Bush Boake Allen uses its social media presence to directly, engage with consumers
• This direct engagement and interaction allows Bush Boake Allen to understand the customers, their needs and demands
• Bush Boake Allen uses this feedback and incorporates it in its broader marketing and organizational strategy
• Bush Boake Allen 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

• Bush Boake Allen 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 Bush Boake Allen and is valued for points against the products’ monetary value
• The loyalty card can be purchased or is given complementary by Bush Boake Allen on high valued purchases
• Frequent usage and purchase of products by Bush Boake Allen also has rewards against the loyalty card

2.4.3. Community Influencers

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

2.5. People

The marketing mix of Bush Boake Allen also places an essential focus on people development and people building. This is because Bush Boake Allen realizes the importance of employees in building strong customer relationships. Bush Boake Allen develops its employee and people by focusing on the following aspects:

2.5.1. Training

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

• Bush Boake Allen works on strengthening the organizational commitment in its employees
• Bush Boake Allen builds employee loyalty so that people can reflect their optimal best at work
• Bush Boake Allen also understands that satisfied employees will lead to happy and satisfied customers
• Bush Boake Allen regularly shares different reward programs for employees, including stock sharing, so that their organizational commitment and ownership is enhanced
• Bush Boake Allen 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

• Bush Boake Allen employees are the face of the organization
• Bush Boake Allen are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that Bush Boake Allen 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

• Bush Boake Allen remains one of the leading players in the industry also because of its focus on succession planning
• Bush Boake Allen 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 Bush Boake Allen
• Strategic succession planning has allowed Bush Boake Allen to be prepared for different challenges, and also be resourceful enough to deflect them

2.6. Process

Bush Boake Allen has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at Bush Boake Allen are clearly defined and communicated to the employees
• Bush Boake Allen 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 Bush Boake Allen

2.6.2. People Management

• Bush Boake Allen has also defined clear processes for people management through streamlining its human resource management department
• Bush Boake Allen 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 Bush Boake Allen to keep its workforce motivated and happy – which reflects in satisfied customers

2.6.3. Quality maintenance

• Bush Boake Allen 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

• Bush Boake Allen 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 Bush Boake Allen 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 Bush Boake Allen as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for Bush Boake Allen include:

2.7.1. Store atmosphere

• The store design and management for Bush Boake Allen 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 Bush Boake Allen at ease
• The store design is also important for Bush Boake Allen 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 Bush Boake Allen 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

• Bush Boake Allen has unique packaging, which is different from other players in the industry
• Bush Boake Allen 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 Bush Boake Allen
• The packaging of the products is sophisticatedly done and matches the brand image developed and maintained by Bush Boake Allen

2.7.3. Website design

• The website design is simple and easy to use
• Bush Boake Allen has a customer friendly user interface which allows easy navigation and understanding of its various product offerings
• The corporate website of Bush Boake Allen 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