Marketing Mix Of DART s Suburban Service

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 DART s Suburban Service

DART s Suburban Service makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix DART s Suburban Service is presented below:

2.1. Product

Product is one of the most important components of the DART s Suburban Service Marketing mix. The distinctive characteristics of the product by DART s Suburban Service are:

2.1.1. Quality

• DART s Suburban Service maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• DART s Suburban Service 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 DART s Suburban Service with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by DART s Suburban Service 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

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

2.1.4. Benefits of product consumption

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

2.2. Price

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

2.2.2. Psychological pricing

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

2.2.3. Geographical pricing

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

2.3. Placement

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

2.3.2. Licensed stores

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

2.3.3. E-commerce

• DART s Suburban Service has developed a successfully operational website for online order placement and order tracking
• DART s Suburban Service 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 DART s Suburban Service and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

• DART s Suburban Service also places its products in supermarkets and hypermarkets across the country
• A large number of DART s Suburban Service target groups shop from supermarkets and hypermarkets
• Placement in supermarkets and hypermarkets also improve cost efficiency for DART s Suburban Service

2.3.5. Partner agents

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

2.4.1. Digital marketing

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

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

2.4.3. Community Influencers

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

2.5. People

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

2.5.1. Training

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

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

• DART s Suburban Service employees are the face of the organization
• DART s Suburban Service are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that DART s Suburban Service 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

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

2.6. Process

DART s Suburban Service has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at DART s Suburban Service are clearly defined and communicated to the employees
• DART s Suburban Service 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 DART s Suburban Service

2.6.2. People Management

• DART s Suburban Service has also defined clear processes for people management through streamlining its human resource management department
• DART s Suburban Service 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 DART s Suburban Service to keep its workforce motivated and happy – which reflects in satisfied customers

2.6.3. Quality maintenance

• DART s Suburban Service 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

• DART s Suburban Service 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 DART s Suburban Service 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 DART s Suburban Service as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for DART s Suburban Service include:

2.7.1. Store atmosphere

• The store design and management for DART s Suburban Service 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 DART s Suburban Service at ease
• The store design is also important for DART s Suburban Service 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 DART s Suburban Service 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

• DART s Suburban Service has unique packaging, which is different from other players in the industry
• DART s Suburban Service 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 DART s Suburban Service
• The packaging of the products is sophisticatedly done and matches the brand image developed and maintained by DART s Suburban Service

2.7.3. Website design

• The website design is simple and easy to use
• DART s Suburban Service has a customer friendly user interface which allows easy navigation and understanding of its various product offerings
• The corporate website of DART s Suburban Service 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