Marketing Mix Of Gate Gourmet Geneva B

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 Gate Gourmet Geneva B

Gate Gourmet Geneva B makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix Gate Gourmet Geneva B is presented below:

2.1. Product

Product is one of the most important components of the Gate Gourmet Geneva B Marketing mix. The distinctive characteristics of the product by Gate Gourmet Geneva B are:

2.1.1. Quality

• Gate Gourmet Geneva B maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• Gate Gourmet Geneva B 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 Gate Gourmet Geneva B with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by Gate Gourmet Geneva B 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

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

2.1.4. Benefits of product consumption

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

2.2. Price

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

2.2.2. Psychological pricing

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

2.2.3. Geographical pricing

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

2.3. Placement

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

2.3.2. Licensed stores

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

2.3.3. E-commerce

• Gate Gourmet Geneva B has developed a successfully operational website for online order placement and order tracking
• Gate Gourmet Geneva B 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 Gate Gourmet Geneva B and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

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

2.3.5. Partner agents

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

2.4.1. Digital marketing

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

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

2.4.3. Community Influencers

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

2.5. People

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

2.5.1. Training

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

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

• Gate Gourmet Geneva B employees are the face of the organization
• Gate Gourmet Geneva B are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that Gate Gourmet Geneva B 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

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

2.6. Process

Gate Gourmet Geneva B has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at Gate Gourmet Geneva B are clearly defined and communicated to the employees
• Gate Gourmet Geneva B 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 Gate Gourmet Geneva B

2.6.2. People Management

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

2.6.3. Quality maintenance

• Gate Gourmet Geneva B 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

• Gate Gourmet Geneva B 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 Gate Gourmet Geneva B 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 Gate Gourmet Geneva B as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for Gate Gourmet Geneva B include:

2.7.1. Store atmosphere

• The store design and management for Gate Gourmet Geneva B 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 Gate Gourmet Geneva B at ease
• The store design is also important for Gate Gourmet Geneva B 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 Gate Gourmet Geneva B 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

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

2.7.3. Website design

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