Marketing Mix Of Fabulous and Abernathy

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 Fabulous and Abernathy

Fabulous and Abernathy makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix Fabulous and Abernathy is presented below:

2.1. Product

Product is one of the most important components of the Fabulous and Abernathy Marketing mix. The distinctive characteristics of the product by Fabulous and Abernathy are:

2.1.1. Quality

  • Fabulous and Abernathy maintains the high quality of products
  • High product quality is maintained by adding value during different stages of the value chain
  • Fabulous and Abernathy 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 Fabulous and Abernathy with a distinctive competitive advantage

2.1.2. Ease of use

  • The products manufactured and sold by Fabulous and Abernathy 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

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

2.1.4. Benefits of product consumption

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

2.2. Price

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

2.2.2. Psychological pricing

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

2.2.3. Geographical pricing

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

2.3. Placement

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

2.3.2. Licensed stores

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

2.3.3. E-commerce

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

2.3.4. Supermarkets and hypermarkets

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

2.3.5. Partner agents

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

2.4.1. Digital marketing

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

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

2.4.3. Community Influencers

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

2.5. People

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

2.5.1. Training

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

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

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

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

2.6. Process

Fabulous and Abernathy has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

  • All operations at Fabulous and Abernathy are clearly defined and communicated to the employees
  • Fabulous and Abernathy 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 Fabulous and Abernathy

2.6.2. People Management

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

2.6.3. Quality maintenance

  • Fabulous and Abernathy 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

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

2.7.1. Store atmosphere

  • The store design and management for Fabulous and Abernathy 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 Fabulous and Abernathy at ease
  • The store design is also important for Fabulous and Abernathy 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 Fabulous and Abernathy 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

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

2.7.3. Website design

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

3. References

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Schmitt, B., 1999. Experiential marketing. Journal of Marketing Management, p. 57.

Teilmann, V., 2010. Market Entry Strategies: International Marketing Management. Berlin: GRIN Verlag.

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