Marketing Mix Of Gabriela and the Japanese Mentality

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 Gabriela and the Japanese Mentality

Gabriela and the Japanese Mentality makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix Gabriela and the Japanese Mentality is presented below:

2.1. Product

Product is one of the most important components of the Gabriela and the Japanese Mentality Marketing mix. The distinctive characteristics of the product by Gabriela and the Japanese Mentality are:

2.1.1. Quality

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

2.1.2. Ease of use

• The products manufactured and sold by Gabriela and the Japanese Mentality 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

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

2.1.4. Benefits of product consumption

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

2.2. Price

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

2.2.2. Psychological pricing

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

2.2.3. Geographical pricing

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

2.3. Placement

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

2.3.2. Licensed stores

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

2.3.3. E-commerce

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

2.3.4. Supermarkets and hypermarkets

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

2.3.5. Partner agents

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

2.4.1. Digital marketing

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

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

2.4.3. Community Influencers

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

2.5. People

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

2.5.1. Training

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

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

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

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

2.6. Process

Gabriela and the Japanese Mentality has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at Gabriela and the Japanese Mentality are clearly defined and communicated to the employees
• Gabriela and the Japanese Mentality 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 Gabriela and the Japanese Mentality

2.6.2. People Management

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

2.6.3. Quality maintenance

• Gabriela and the Japanese Mentality 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

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

2.7.1. Store atmosphere

• The store design and management for Gabriela and the Japanese Mentality 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 Gabriela and the Japanese Mentality at ease
• The store design is also important for Gabriela and the Japanese Mentality 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 Gabriela and the Japanese Mentality 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

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

2.7.3. Website design

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