Marketing Mix Of Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology

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 Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology

Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology is presented below:

2.1. Product

Product is one of the most important components of the Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology Marketing mix. The distinctive characteristics of the product by Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology are:

2.1.1. Quality

• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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 Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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

• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology has a broad portfolio of products
• The broad portfolio helps Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology in reaching different target groups in the market
• Also, the broad portfolio allows financial strength to Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology
• The broader product portfolio also adds more value for Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology

2.1.4. Benefits of product consumption

• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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 Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology is its delivery of emotional benefits to the consumer
• Products manufactured and sold by Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology promise consumers an ego boost, confidence, and security
• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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 Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology are available in different sizes
• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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, Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology has also increased the trial rate
• Different SKUs have also helped Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology improve its product accessibility

2.2. Price

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

2.2.2. Psychological pricing

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

2.2.3. Geographical pricing

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

2.3. Placement

Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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 Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology in all markets
• Company-operated stores give Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology higher control over operations as well as store layout and design
• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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 Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology in terms of decisions regarding the stocking of different product items

2.3.2. Licensed stores

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

2.3.3. E-commerce

• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology has developed a successfully operational website for online order placement and order tracking
• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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 Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology also places its products in supermarkets and hypermarkets across the country
• A large number of Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology target groups shop from supermarkets and hypermarkets
• Placement in supermarkets and hypermarkets also improve cost efficiency for Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology

2.3.5. Partner agents

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

2.4.1. Digital marketing

• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology has corporate profiles on all social media websites and portals
• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology uses its social media presence to directly, engage with consumers
• This direct engagement and interaction allows Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology to understand the customers, their needs and demands
• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology uses this feedback and incorporates it in its broader marketing and organizational strategy
• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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

• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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 Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology and is valued for points against the products’ monetary value
• The loyalty card can be purchased or is given complementary by Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology on high valued purchases
• Frequent usage and purchase of products by Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology also has rewards against the loyalty card

2.4.3. Community Influencers

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

2.5. People

The marketing mix of Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology also places an essential focus on people development and people building. This is because Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology realizes the importance of employees in building strong customer relationships. Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology develops its employee and people by focusing on the following aspects:

2.5.1. Training

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

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

• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology employees are the face of the organization
• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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

• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology remains one of the leading players in the industry also because of its focus on succession planning
• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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 Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology
• Strategic succession planning has allowed Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology to be prepared for different challenges, and also be resourceful enough to deflect them

2.6. Process

Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology are clearly defined and communicated to the employees
• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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 Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology

2.6.2. People Management

• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology has also defined clear processes for people management through streamlining its human resource management department
• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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 Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology to keep its workforce motivated and happy – which reflects in satisfied customers

2.6.3. Quality maintenance

• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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

• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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 Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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 Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology include:

2.7.1. Store atmosphere

• The store design and management for Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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 Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology at ease
• The store design is also important for Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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 Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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

• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology has unique packaging, which is different from other players in the industry
• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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 Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology
• The packaging of the products is sophisticatedly done and matches the brand image developed and maintained by Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology

2.7.3. Website design

• The website design is simple and easy to use
• Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology has a customer friendly user interface which allows easy navigation and understanding of its various product offerings
• The corporate website of Fullerton Myanmar Delivering Financial Inclusion through Social Impact and Technology 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