Marketing strategy of Helvetia Insurance s Dim Sum Bond Investment

Posted by Zander Henry on Aug-22-2018

1. The vision of Helvetia Insurance s Dim Sum Bond Investment

The vision of Helvetia Insurance s Dim Sum Bond Investment is to be the leading quality service and product provider for customers. Being the best and the leading player means that Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment

Helvetia Insurance s Dim Sum Bond Investment marketing strategy is grounded in its mission. The mission for Helvetia Insurance s Dim Sum Bond Investment is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Helvetia Insurance s Dim Sum Bond Investment. The knowledge of brand equity will help in shaping Helvetia Insurance s Dim Sum Bond Investment marketing strategy effectively – thereby facilitating the growth of business for Helvetia Insurance s Dim Sum Bond Investment.

3.1. Brand awareness

• Helvetia Insurance s Dim Sum Bond Investment has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for Helvetia Insurance s Dim Sum Bond Investment has modified marketing and strategic directives and plans

3.2. Brand association

• Helvetia Insurance s Dim Sum Bond Investment is directly associated with the brand name and product category
• Helvetia Insurance s Dim Sum Bond Investment has a broad product portfolio
• Helvetia Insurance s Dim Sum Bond Investment is associated with promising and delivering quality and innovative products
• Helvetia Insurance s Dim Sum Bond Investment is also associated with excellent customer service

3.3. Brand loyalty

• Helvetia Insurance s Dim Sum Bond Investment has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• Helvetia Insurance s Dim Sum Bond Investment has a global customer base
• Helvetia Insurance s Dim Sum Bond Investment keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• Helvetia Insurance s Dim Sum Bond Investment has a substantial brand value
• Helvetia Insurance s Dim Sum Bond Investment also enjoys the high financial worth
• Helvetia Insurance s Dim Sum Bond Investment focuses on building a reliable and robust employee base

3.5. Brand element

• Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment

The situational analysis will help in developing the marketing strategy of Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment.

4.1. SWOT

4.1.1. Strengths

Helvetia Insurance s Dim Sum Bond Investment marketing strategy can benefit from the following internal advantages:

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

4.1.2. Weakness

Helvetia Insurance s Dim Sum Bond Investment faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Helvetia Insurance s Dim Sum Bond Investment has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Helvetia Insurance s Dim Sum Bond Investment faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Helvetia Insurance s Dim Sum Bond Investment operates I markets with political stability
• Helvetia Insurance s Dim Sum Bond Investment has funding support from the government for small businesses

4.2.2. Economic

• Helvetia Insurance s Dim Sum Bond Investment enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Helvetia Insurance s Dim Sum Bond Investment
• Low inflation strengthens the financial position of Helvetia Insurance s Dim Sum Bond Investment

4.2.3. Social

• Higher education and awareness increases sales of Helvetia Insurance s Dim Sum Bond Investment predict
• Helvetia Insurance s Dim Sum Bond Investment focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Helvetia Insurance s Dim Sum Bond Investment has an active CSR program
• Helvetia Insurance s Dim Sum Bond Investment ensures environmental safety in all its operations

4.2.5. Legal

• Helvetia Insurance s Dim Sum Bond Investment is aware of local and global laws of business and human resource management
• Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment: The Marketing Strategy of Helvetia Insurance s Dim Sum Bond Investment

Helvetia Insurance s Dim Sum Bond Investment marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Helvetia Insurance s Dim Sum Bond Investment brand and products by 30%
• Increase sales for Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment

Helvetia Insurance s Dim Sum Bond Investment marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Helvetia Insurance s Dim Sum Bond Investment has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Helvetia Insurance s Dim Sum Bond Investment has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Helvetia Insurance s Dim Sum Bond Investment, 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 Helvetia Insurance s Dim Sum Bond Investment consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Helvetia Insurance s Dim Sum Bond Investment focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Helvetia Insurance s Dim Sum Bond Investment 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

• Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment Positioning of Helvetia Insurance s Dim Sum Bond Investment

The marketing strategy of Helvetia Insurance s Dim Sum Bond Investment targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment focuses on quality control

7.2. Mass marketing

• The marketing strategy of Helvetia Insurance s Dim Sum Bond Investment focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Helvetia Insurance s Dim Sum Bond Investment makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Helvetia Insurance s Dim Sum Bond Investment does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Helvetia Insurance s Dim Sum Bond Investment 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

• Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment

The marketing strategy of Helvetia Insurance s Dim Sum Bond Investment stands out from the clutter and competition. Helvetia Insurance s Dim Sum Bond Investment has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Helvetia Insurance s Dim Sum Bond Investment has utilized:

8.1. Cost-effectiveness

• Helvetia Insurance s Dim Sum Bond Investment focuses on reaching consumers effectively rather than grandeur
• Helvetia Insurance s Dim Sum Bond Investment 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
• Helvetia Insurance s Dim Sum Bond Investment has in-house copywriters for marketing campaigns which also helps in controlling costs
• Helvetia Insurance s Dim Sum Bond Investment also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

• Helvetia Insurance s Dim Sum Bond Investment has stayed updated with latest developments in marketing research and marketing knowledge
• Helvetia Insurance s Dim Sum Bond Investment makes use of new and innovative tactics to reach its target consumers
• Helvetia Insurance s Dim Sum Bond Investment also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
• Each marketing campaign launched by Helvetia Insurance s Dim Sum Bond Investment is effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

• Helvetia Insurance s Dim Sum Bond Investment marketing strategy is strongly grounded in consumer and market research
• Helvetia Insurance s Dim Sum Bond Investment makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• Helvetia Insurance s Dim Sum Bond Investment also incorporates consumer feedback in its marketing strategy
• Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment
• In addition to fulfilling functional needs, Helvetia Insurance s Dim Sum Bond Investment also tries to fulfil the emotional and psychological needs of the consumer
• Helvetia Insurance s Dim Sum Bond Investment tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of Helvetia Insurance s Dim Sum Bond Investment

Helvetia Insurance s Dim Sum Bond Investment marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Helvetia Insurance s Dim Sum Bond Investment makes use of intensive distribution strategy because it is mass marketing
• Helvetia Insurance s Dim Sum Bond Investment’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, Helvetia Insurance s Dim Sum Bond Investment 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

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

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the Helvetia Insurance s Dim Sum Bond Investment does not have a subsidiary
• In these offshore locations, Helvetia Insurance s Dim Sum Bond Investment largely works through the export model
• This makes use of several intermediaries in between, before the product by Helvetia Insurance s Dim Sum Bond Investment reaches the target consumers
• Intermediaries for Helvetia Insurance s Dim Sum Bond Investment 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, Helvetia Insurance s Dim Sum Bond Investment makes use of selective distribution channel
• Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment

The industry in which Helvetia Insurance s Dim Sum Bond Investment operates is very responsive to market and consumer trends. Helvetia Insurance s Dim Sum Bond Investment, 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

• Helvetia Insurance s Dim Sum Bond Investment 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
• Helvetia Insurance s Dim Sum Bond Investment 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

• Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment

The marketing mix for Helvetia Insurance s Dim Sum Bond Investment as per the marketing strategy is the following:

11.1. Product

• Helvetia Insurance s Dim Sum Bond Investment has a broad product portfolio
• Helvetia Insurance s Dim Sum Bond Investment provides mass marketed products for all segments across the market undifferentiated
• Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Helvetia Insurance s Dim Sum Bond Investment also makes use of e-commerce to increase penetration and sales

11.3. Price

• The Helvetia Insurance s Dim Sum Bond Investment prices its products so that its target consumers can afford it easily
• Helvetia Insurance s Dim Sum Bond Investment uses relative pricing strategy for its products
• The price of Helvetia Insurance s Dim Sum Bond Investment’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 Helvetia Insurance s Dim Sum Bond Investment has a high budget allocated towards marketing activities
• The Helvetia Insurance s Dim Sum Bond Investment invests substantially in digital marketing activities to reap high and effective results
• Use of digital marketing has also allowed Helvetia Insurance s Dim Sum Bond Investment marketing strategy to cap costs and expenses
• Helvetia Insurance s Dim Sum Bond Investment also takes part in direct consumer engagement through on-ground activities where the company initiates trials
• Helvetia Insurance s Dim Sum Bond Investment also invests in traditional media channels to reach maximum consumers in the market

11.5. People

• Helvetia Insurance s Dim Sum Bond Investment has a large workforce across different companies
• This workforce is continually trained to become experts in their respective fields of operations
• Helvetia Insurance s Dim Sum Bond Investment hires without discrimination
• Helvetia Insurance s Dim Sum Bond Investment ensures that its employees remain motivated through building an inspirational and creative organizational culture
• Helvetia Insurance s Dim Sum Bond Investment focuses on also building and maintaining organizational commitment and loyalty in its employees

11.6. Process

• All activities at Helvetia Insurance s Dim Sum Bond Investment - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment

11.7. Physical evidence

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

12. Promotional tactics for the marketing strategy of Helvetia Insurance s Dim Sum Bond Investment

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Helvetia Insurance s Dim Sum Bond Investment 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
• Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment brand

13. Monitoring and evaluation of the marketing strategy of Helvetia Insurance s Dim Sum Bond Investment

13.1. Changes in sales

• Helvetia Insurance s Dim Sum Bond Investment regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Helvetia Insurance s Dim Sum Bond Investment
• Sometimes, Helvetia Insurance s Dim Sum Bond Investment experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Helvetia Insurance s Dim Sum Bond Investment can also be seen through the revenue and profit growth
• Return on investment allows Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment 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 Helvetia Insurance s Dim Sum Bond Investment