Marketing Mix Of FENGSHOU CRAB MANOR

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 FENGSHOU CRAB MANOR

FENGSHOU CRAB MANOR makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix FENGSHOU CRAB MANOR is presented below:

2.1. Product

Product is one of the most important components of the FENGSHOU CRAB MANOR Marketing mix. The distinctive characteristics of the product by FENGSHOU CRAB MANOR are:

2.1.1. Quality

• FENGSHOU CRAB MANOR maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• FENGSHOU CRAB MANOR 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 FENGSHOU CRAB MANOR with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by FENGSHOU CRAB MANOR 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

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

2.1.4. Benefits of product consumption

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

2.2. Price

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

2.2.2. Psychological pricing

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

2.2.3. Geographical pricing

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

2.3. Placement

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

2.3.2. Licensed stores

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

2.3.3. E-commerce

• FENGSHOU CRAB MANOR has developed a successfully operational website for online order placement and order tracking
• FENGSHOU CRAB MANOR 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 FENGSHOU CRAB MANOR and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

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

2.3.5. Partner agents

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

2.4.1. Digital marketing

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

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

2.4.3. Community Influencers

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

2.5. People

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

2.5.1. Training

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

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

• FENGSHOU CRAB MANOR employees are the face of the organization
• FENGSHOU CRAB MANOR are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that FENGSHOU CRAB MANOR 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

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

2.6. Process

FENGSHOU CRAB MANOR has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at FENGSHOU CRAB MANOR are clearly defined and communicated to the employees
• FENGSHOU CRAB MANOR 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 FENGSHOU CRAB MANOR

2.6.2. People Management

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

2.6.3. Quality maintenance

• FENGSHOU CRAB MANOR 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

• FENGSHOU CRAB MANOR 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 FENGSHOU CRAB MANOR 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 FENGSHOU CRAB MANOR as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for FENGSHOU CRAB MANOR include:

2.7.1. Store atmosphere

• The store design and management for FENGSHOU CRAB MANOR 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 FENGSHOU CRAB MANOR at ease
• The store design is also important for FENGSHOU CRAB MANOR 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 FENGSHOU CRAB MANOR 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

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

2.7.3. Website design

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