Marketing strategy of GONE FISHING -- FOR DATA

Posted by Zander Henry on Aug-22-2018

1. The vision of GONE FISHING -- FOR DATA

The vision of GONE FISHING -- FOR DATA is to be the leading quality service and product provider for customers. Being the best and the leading player means that GONE FISHING -- FOR DATA marketing strategy and operations focus on:

  • Providing high quality of products and services
  • Providing value to customers
  • Concentrate on building customer experience

2. The mission of GONE FISHING -- FOR DATA

GONE FISHING -- FOR DATA marketing strategy is grounded in its mission. The mission for GONE FISHING -- FOR DATA is to be the favorite brand of the customers. This mission is essential for the marketing strategy of GONE FISHING -- FOR DATA as it focuses on all operations and marketing activities in the direction of:

  • Consumer centrism
  • Using research to understand and influence consumers

3. Brand Equity of GONE FISHING -- FOR DATA

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of GONE FISHING -- FOR DATA. The knowledge of brand equity will help in shaping GONE FISHING -- FOR DATA marketing strategy effectively – thereby facilitating the growth of business for GONE FISHING -- FOR DATA.

3.1. Brand awareness

  • GONE FISHING -- FOR DATA has high brand awareness because of international operations
  • The company focuses on higher budget allocation in the country of origin
  • Each market for GONE FISHING -- FOR DATA has modified marketing and strategic directives and plans

3.2. Brand association

  • GONE FISHING -- FOR DATA is directly associated with the brand name and product category
  • GONE FISHING -- FOR DATA has a broad product portfolio
  • GONE FISHING -- FOR DATA is associated with promising and delivering quality and innovative products
  • GONE FISHING -- FOR DATA is also associated with excellent customer service

3.3. Brand loyalty

  • GONE FISHING -- FOR DATA has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
  • GONE FISHING -- FOR DATA has a global customer base
  • GONE FISHING -- FOR DATA keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

  • GONE FISHING -- FOR DATA has a substantial brand value
  • GONE FISHING -- FOR DATA also enjoys the high financial worth
  • GONE FISHING -- FOR DATA focuses on building a reliable and robust employee base

3.5. Brand element

  • GONE FISHING -- FOR DATA uses the brand element as a means of competitive advantage
  • Uses adaptability in product, services, and marketing to meet different cultural demands

4. Situational Analysis of GONE FISHING -- FOR DATA

The situational analysis will help in developing the marketing strategy of GONE FISHING -- FOR DATA by conducting a thorough market analysis. This market analysis will aid in understanding the compatibility between external opportunities and other factors, and internal strengths – to be used to maximize the marketing influence of GONE FISHING -- FOR DATA.

4.1. SWOT

4.1.1. Strengths

GONE FISHING -- FOR DATA marketing strategy can benefit from the following internal advantages:

  • Strong brand image
  • Global distribution network
  • Investment in market research
  • Innovation

4.1.2. Weakness

GONE FISHING -- FOR DATA faces challenges in marketing strategy because of the following weakness:

  • Slow organizational processes
  • High product prices

4.1.3. Opportunity

GONE FISHING -- FOR DATA has the following possibilities of business growth:

  • Green lifestyles
  • Regional expansion
  • Diversification

4.1.4. Threats

GONE FISHING -- FOR DATA faces business threats because of the following factors:

  • Increased competition
  • Increased imitation

4.2. PESTEL

4.2.1. Political

  • GONE FISHING -- FOR DATA operates I markets with political stability
  • GONE FISHING -- FOR DATA has funding support from the government for small businesses

4.2.2. Economic

  • GONE FISHING -- FOR DATA enjoys high sales because of higher GDP
  • Lower interest rates make business expansion and loaning easier for GONE FISHING -- FOR DATA
  • Low inflation strengthens the financial position of GONE FISHING -- FOR DATA

4.2.3. Social

  • Higher education and awareness increases sales of GONE FISHING -- FOR DATA predict
  • GONE FISHING -- FOR DATA focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

  • GONE FISHING -- FOR DATA has an active CSR program
  • GONE FISHING -- FOR DATA ensures environmental safety in all its operations

4.2.5. Legal

  • GONE FISHING -- FOR DATA is aware of local and global laws of business and human resource management
  • GONE FISHING -- FOR DATA abides by all statutes – especially labour law, discrimination law, and employee safety laws

4.3. Porter’s Five Forces

4.3.1. Threat of substitutes

  • High risk of replacements
  • Substitutes offer similar products at low prices

4.3.2. The threat of new entrants

  • New entrants need high financial investment
  • New entrants need updated technology for keeping par with industry progress

4.3.3. Bargaining power of buyers

  • Sales made to end consumer directly
  • Stocking of products at retailers, as well as own-controlled retail outlets

4.3.4. Bargaining power of suppliers

  • Multiple suppliers of raw materials
  • Suppliers are chosen after careful inspection, and through contracts

4.3.5. Industry rivalry

  • High industry rivalry
  • Players offer similar products
  • Players compete through marketing to influence consumers

5. Marketing Objectives for GONE FISHING -- FOR DATA: The Marketing Strategy of GONE FISHING -- FOR DATA

GONE FISHING -- FOR DATA marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

  • Increase top of mind recall for GONE FISHING -- FOR DATA brand and products by 30%
  • Increase sales for GONE FISHING -- FOR DATA by 40% by the third quarter of the financial year
  • Achieve a trial rate for new products of 10% during the first quarter of the launch
  • Increase consumption rate of existing products by 45% during the current financial year

5.2. Enhanced brand recognition

  • Increase top of mind recall by 65% during the current fiscal year
  • Increase brand recognition by 80% during the first two quarters of the current financial year

5.3. Increased use of digital marketing

  • Acquire 25,000 new online customers during the financial year
  • Increase website traffic through using blogging and email tactics effectively by 505 during the first two quarters of the year
  • Acquire 65,000 likes on the official Facebook page of GONE FISHING -- FOR DATA during the first quarter of the financial year

5.4. Retail Growth

  • Contract with five more leading supermarkets in the first quarter of the year to stock product at eye level shelving
  • Contract with two leading online retail sites – eBay and Amazon – to stock our products, and increase accessibility for consumers globally by the second quarter of the financial year

6. Segmentation of GONE FISHING -- FOR DATA

GONE FISHING -- FOR DATA marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

GONE FISHING -- FOR DATA has consumers of age groups

  • 20-45 years
  • 45-60 years

6.1.2. Gender

  • GONE FISHING -- FOR DATA has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for GONE FISHING -- FOR DATA, according to the marketing strategy, are in the following various life cycle stages:

  • Single students
  • Single graduates
  • Single people living at home/not living at home
  • Young couples without children
  • Married couples with one to four children – all at home
  • Married couples with one or two children in college
  • Old married couples with an empty nest

6.1.4. Occupation

The marketing strategy devises the following occupations for GONE FISHING -- FOR DATA consumers:

  • Professionals
  • Students
  • House makers

6.2. Psychographic segmentation

6.2.1. Social class

  • GONE FISHING -- FOR DATA focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

GONE FISHING -- FOR DATA consumer segments have the following lifestyle characteristics:

  • They aspire towards a better and higher living standard
  • They want to be successful – professionally and socially
  • They are not hesitant to try new things, products and services in life
  • They are confident in their behaviour and attitude
  • They are mainstreamers in their fields

6.3. Geographic segmentation

6.3.1. Region

  • GONE FISHING -- FOR DATA has operations spread across the western developed countries such as America, the united kingdom, and the Netherlands
  • It also has operations in emerging markets such as Brazil, India, and China

6.3.2. Density

  • The focus of GONE FISHING -- FOR DATA remains on the urban part of the population

6.4. Behavioural segmentation

6.4.1. Personality

The marketing strategy defines personality characteristics for the consumers of the brand of GONE FISHING -- FOR DATA, such as:

  • Determined
  • Confident
  • Ambitious
  • Hardworking

6.4.2. Usage frequency

  • The consumer segments for GONE FISHING -- FOR DATA are regular and frequent users of the product

6.4.3. Benefits sought

  • Consumers seek functional benefits
  • The focus, however, is more on the emotional benefits reaped from the consumption of the brand

6.4.4. Degree of loyalty

  • Consumers are very loyal
  • Have an emotional attachment with the brand

7. Targeting of GONE FISHING -- FOR DATA Positioning of GONE FISHING -- FOR DATA

The marketing strategy of GONE FISHING -- FOR DATA targets consumer groups based on segmentation as follows:

7.1. Target market

  • The target market for GONE FISHING -- FOR DATA is from middle to upper class
  • The target market is ambitious and desires to purchase high-end consumer products
  • This target market also seeks affordability
  • To meet target market expectations, the GONE FISHING -- FOR DATA focuses on quality control

7.2. Mass marketing

  • The marketing strategy of GONE FISHING -- FOR DATA focuses on mass marketing
  • This also requires unique marketing designs and product promotion programs
  • GONE FISHING -- FOR DATA makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

  • GONE FISHING -- FOR DATA does not differentiate between market segments
  • It uses a single marketing strategy to target all segments and consumer groups
  • Based on this, GONE FISHING -- FOR DATA also created the marketing mix under the marketing strategy as a singular one for the whole market – regardless of the segmentation divides.

7.4. Focus on quality

  • GONE FISHING -- FOR DATA has created, developed, and maintained a brand that satisfies all consumers under the undifferentiated marketing strategy and mass marketing
  • No compromise on quality has been made in the broad product portfolio
  • To ensure the influence of a single marketing strategy, the GONE FISHING -- FOR DATA has also adopted a consumer-centric approach in its overall marketing strategy and operations as well
  • This was used for targeting strategy as well as for maintaining growth

8. Company Competitive Advantage in the marketing strategy of GONE FISHING -- FOR DATA

The marketing strategy of GONE FISHING -- FOR DATA stands out from the clutter and competition. GONE FISHING -- FOR DATA has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that GONE FISHING -- FOR DATA has utilized:

8.1. Cost-effectiveness

  • GONE FISHING -- FOR DATA focuses on reaching consumers effectively rather than grandeur
  • GONE FISHING -- FOR DATA focuses on developing an integrated marketing approach
  • The use of digital marketing efficiently and expertly has helped the company reach a wider audience at a lower cost
  • GONE FISHING -- FOR DATA has in-house copywriters for marketing campaigns which also helps in controlling costs
  • GONE FISHING -- FOR DATA also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

  • GONE FISHING -- FOR DATA has stayed updated with latest developments in marketing research and marketing knowledge
  • GONE FISHING -- FOR DATA makes use of new and innovative tactics to reach its target consumers
  • GONE FISHING -- FOR DATA also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
  • Each marketing campaign launched by GONE FISHING -- FOR DATA is effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

  • GONE FISHING -- FOR DATA marketing strategy is strongly grounded in consumer and market research
  • GONE FISHING -- FOR DATA makes informed marketing campaigns and goals based on consumers’ behavioural feedback
  • GONE FISHING -- FOR DATA also incorporates consumer feedback in its marketing strategy
  • GONE FISHING -- FOR DATA marketing strategy is based on market trends, and consumer needs and wants

8.4. Making effective use of emotional appeals

  • Consumers’ emotional needs strongly influence all marketing objectives and marketing goals set by GONE FISHING -- FOR DATA
  • In addition to fulfilling functional needs, GONE FISHING -- FOR DATA also tries to fulfil the emotional and psychological needs of the consumer
  • GONE FISHING -- FOR DATA tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of GONE FISHING -- FOR DATA

GONE FISHING -- FOR DATA marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

  • GONE FISHING -- FOR DATA makes use of intensive distribution strategy because it is mass marketing
  • GONE FISHING -- FOR DATA’s marketing strategy is based on undifferentiated segments, and thus an intensive distribution strategy allows high penetration and reaches in the overall market
  • With the use of the intensive distribution, GONE FISHING -- FOR DATA tries to maximise its coverage of the markets where it's present
  • For achieving the intensive strategy, the company uses hardcore 360-degree integrated marketing strategy and campaign to reach all consumers, across all segments in the market.

9.2. Direct distribution strategy

  • GONE FISHING -- FOR DATA uses direct distribution country of origin as well as in locations where it has subsidiary operations
  • The GONE FISHING -- FOR DATA also makes use of modern retailing channels
  • Also, GONE FISHING -- FOR DATA makes use of e-commerce and makes a sale through online retailers, as well as through the company website
  • Direct distributions have allowed GONE FISHING -- FOR DATA to increase market penetration and accessibility for consumers

9.3. Indirect distribution strategy

  • This strategy is largely used for offshore operations where the GONE FISHING -- FOR DATA does not have a subsidiary
  • In these offshore locations, GONE FISHING -- FOR DATA largely works through the export model
  • This makes use of several intermediaries in between, before the product by GONE FISHING -- FOR DATA reaches the target consumers
  • Intermediaries for GONE FISHING -- FOR DATA include not only the end retail outlets, but also sales agents, retail agents, and distribution agents in offshore locations

9.4. Selective distribution strategy

  • For some products of its portfolio which are premium in nature, GONE FISHING -- FOR DATA makes use of selective distribution channel
  • GONE FISHING -- FOR DATA has maintained a few outlets in the country of origin, and in selected offshore markets for these products
  • These placements and locations are chosen based on the niche market that GONE FISHING -- FOR DATA has for its premium products
  • These locations, placements, and marketing strategy helps make the company’s product selectively, but readily accessible for its niche target audience

10. Competition Analysis in the marketing strategy of GONE FISHING -- FOR DATA

The industry in which GONE FISHING -- FOR DATA operates is very responsive to market and consumer trends. GONE FISHING -- FOR DATA, therefore, needs to be vigilant in its market strategy towards competition – to make sure that it maintains its competitive advantage.

10.1. Strategic Group Analysis

  • GONE FISHING -- FOR DATA competes with direct and close competition based on quality and price
  • Consumers choose between different companies from the industry based on their functional offering
  • Consumers have progressively evolved to strengthen loyalty and form an emotional bond with products that they consume
  • GONE FISHING -- FOR DATA also competes, thereby, with close competition for building stronger brand image, increasing consume loyalty, and for forming strong emotional ties with the consumer

10.2. Industry rivalry

  • GONE FISHING -- FOR DATA experiences high industry rivalry
  • The barriers to entry for the industry are low, and new entrants gain easy access in the industry
  • The number of local as well as global players is increasing

11. Marketing mix of GONE FISHING -- FOR DATA

The marketing mix for GONE FISHING -- FOR DATA as per the marketing strategy is the following:

11.1. Product

  • GONE FISHING -- FOR DATA has a broad product portfolio
  • GONE FISHING -- FOR DATA provides mass marketed products for all segments across the market undifferentiated
  • GONE FISHING -- FOR DATA also provides some selected, premium products to niche customer groups
  • All products in the portfolio consistently maintain high quality
  • All products are tailored to meet consumer specifications, demands and needs across different regional markets
  • The GONE FISHING -- FOR DATA maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

  • GONE FISHING -- FOR DATA wants to have a close, emotional and personal relationship with its consumers
  • The company maintains high control in its distribution strategies – especially through direct distribution strategy
  • The company has a presence in leading supermarkets
  • The GONE FISHING -- FOR DATA also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
  • GONE FISHING -- FOR DATA also makes use of e-commerce to increase penetration and sales

11.3. Price

  • The GONE FISHING -- FOR DATA prices its products so that its target consumers can afford it easily
  • GONE FISHING -- FOR DATA uses relative pricing strategy for its products
  • The price of GONE FISHING -- FOR DATA’s products include not only the high quality raw materials and value additions but also the enhanced customer experience they deliver
  • The company’s pricing strategy allows it to enjoy stable revenue and profit growth

11.4. Promotion

  • The GONE FISHING -- FOR DATA has a high budget allocated towards marketing activities
  • The GONE FISHING -- FOR DATA invests substantially in digital marketing activities to reap high and effective results
  • Use of digital marketing has also allowed GONE FISHING -- FOR DATA marketing strategy to cap costs and expenses
  • GONE FISHING -- FOR DATA also takes part in direct consumer engagement through on-ground activities where the company initiates trials
  • GONE FISHING -- FOR DATA also invests in traditional media channels to reach maximum consumers in the market

11.5. People

  • GONE FISHING -- FOR DATA has a large workforce across different companies
  • This workforce is continually trained to become experts in their respective fields of operations
  • GONE FISHING -- FOR DATA hires without discrimination
  • GONE FISHING -- FOR DATA ensures that its employees remain motivated through building an inspirational and creative organizational culture
  • GONE FISHING -- FOR DATA focuses on also building and maintaining organizational commitment and loyalty in its employees

11.6. Process

  • All activities at GONE FISHING -- FOR DATA - from raw material procurement to the final sale to the end consumer - undergo systematic processes
  • The processes at GONE FISHING -- FOR DATA are well defined, and well communicated to all employees
  • All employees are trained to follow the processes internally to ensure consistently high quality as well as timely production and deliveries
  • The systematic processes also ensure a smooth running of operations at the GONE FISHING -- FOR DATA

11.7. Physical evidence

  • The physical evidence for GONE FISHING -- FOR DATA includes the company logo, company store designs, and the product packaging
  • Satisfied and excited customers in the retail spaces of GONE FISHING -- FOR DATA, as well as during product consumption create a bubbling and an inviting atmosphere
  • The e-commerce website for retail by GONE FISHING -- FOR DATA is also designed with a friendly customer interface to allow maximum interaction with the brand
  • The store designs created by GONE FISHING -- FOR DATA for its retail space allow consumers maximum interaction with the products directly.

12. Promotional tactics for the marketing strategy of GONE FISHING -- FOR DATA

12.1. Digital marketing

  • The company uses social media for reaching consumers effectively
  • The GONE FISHING -- FOR DATA interacts with the consumers directly, and engages with them, answers their queries and takes their feedback
  • The company also shares information and build relationships with consumers through digital marketing
  • GONE FISHING -- FOR DATA also makes use of blogging, emails, and content creations as a means of digital marketing

12.2. Conventional marketing

  • The company uses a 360-degree approach in its marketing strategy
  • This means that the company makes use of traditional marketing channels as well – such as TV, magazine adverts, and out of house placements

12.3. Influencers

  • For direct, on-ground engagement, the company uses influencers
  • Influencers interact with consumers directly, or through their channels of communication as a means of content creation and endorsing the GONE FISHING -- FOR DATA brand

13. Monitoring and evaluation of the marketing strategy of GONE FISHING -- FOR DATA

13.1. Changes in sales

  • GONE FISHING -- FOR DATA regularly tracks its sales to identify the effectiveness of its marketing strategy
  • Increase in sales reflect the success of marketing strategy of GONE FISHING -- FOR DATA
  • Sometimes, GONE FISHING -- FOR DATA experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

  • GONE FISHING -- FOR DATA frequently conducts focus groups and surveys to identify its brand worth
  • These methods also help the company identify brand value, brand recall, and brand recognition
  • Focus groups allow GONE FISHING -- FOR DATA to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

  • Effectiveness of marketing strategy of GONE FISHING -- FOR DATA can also be seen through the revenue and profit growth
  • Return on investment allows GONE FISHING -- FOR DATA to effective gauge the effect and influence of the marketing strategy, and measure its success

13.4. Attainment of marketing objectives

  • All marketing objectives set by GONE FISHING -- FOR DATA are SMART
  • The quantitative set against each of the marketing objective can facilitate attainment evaluation for the overall marketing strategy
  • Successful and timely attainment of these marketing objectives highlight the success of the marketing strategy of GONE FISHING -- FOR DATA

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