Marketing strategy of ILinc Case Study of a Start Up

Posted by Zander Henry on Aug-22-2018

1. The vision of ILinc Case Study of a Start Up

The vision of ILinc Case Study of a Start Up is to be the leading quality service and product provider for customers. Being the best and the leading player means that ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up

ILinc Case Study of a Start Up marketing strategy is grounded in its mission. The mission for ILinc Case Study of a Start Up is to be the favorite brand of the customers. This mission is essential for the marketing strategy of ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of ILinc Case Study of a Start Up. The knowledge of brand equity will help in shaping ILinc Case Study of a Start Up marketing strategy effectively – thereby facilitating the growth of business for ILinc Case Study of a Start Up.

3.1. Brand awareness

• ILinc Case Study of a Start Up has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for ILinc Case Study of a Start Up has modified marketing and strategic directives and plans

3.2. Brand association

• ILinc Case Study of a Start Up is directly associated with the brand name and product category
• ILinc Case Study of a Start Up has a broad product portfolio
• ILinc Case Study of a Start Up is associated with promising and delivering quality and innovative products
• ILinc Case Study of a Start Up is also associated with excellent customer service

3.3. Brand loyalty

• ILinc Case Study of a Start Up has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• ILinc Case Study of a Start Up has a global customer base
• ILinc Case Study of a Start Up keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• ILinc Case Study of a Start Up has a substantial brand value
• ILinc Case Study of a Start Up also enjoys the high financial worth
• ILinc Case Study of a Start Up focuses on building a reliable and robust employee base

3.5. Brand element

• ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up

The situational analysis will help in developing the marketing strategy of ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up.

4.1. SWOT

4.1.1. Strengths

ILinc Case Study of a Start Up marketing strategy can benefit from the following internal advantages:

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

4.1.2. Weakness

ILinc Case Study of a Start Up faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

ILinc Case Study of a Start Up has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

ILinc Case Study of a Start Up faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• ILinc Case Study of a Start Up operates I markets with political stability
• ILinc Case Study of a Start Up has funding support from the government for small businesses

4.2.2. Economic

• ILinc Case Study of a Start Up enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for ILinc Case Study of a Start Up
• Low inflation strengthens the financial position of ILinc Case Study of a Start Up

4.2.3. Social

• Higher education and awareness increases sales of ILinc Case Study of a Start Up predict
• ILinc Case Study of a Start Up focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• ILinc Case Study of a Start Up has an active CSR program
• ILinc Case Study of a Start Up ensures environmental safety in all its operations

4.2.5. Legal

• ILinc Case Study of a Start Up is aware of local and global laws of business and human resource management
• ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up: The Marketing Strategy of ILinc Case Study of a Start Up

ILinc Case Study of a Start Up marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for ILinc Case Study of a Start Up brand and products by 30%
• Increase sales for ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up

ILinc Case Study of a Start Up marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

ILinc Case Study of a Start Up has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• ILinc Case Study of a Start Up has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for ILinc Case Study of a Start Up, 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 ILinc Case Study of a Start Up consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• ILinc Case Study of a Start Up focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

ILinc Case Study of a Start Up 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

• ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up Positioning of ILinc Case Study of a Start Up

The marketing strategy of ILinc Case Study of a Start Up targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up focuses on quality control

7.2. Mass marketing

• The marketing strategy of ILinc Case Study of a Start Up focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• ILinc Case Study of a Start Up makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• ILinc Case Study of a Start Up does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, ILinc Case Study of a Start Up 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

• ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up

The marketing strategy of ILinc Case Study of a Start Up stands out from the clutter and competition. ILinc Case Study of a Start Up has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that ILinc Case Study of a Start Up has utilized:

8.1. Cost-effectiveness

• ILinc Case Study of a Start Up focuses on reaching consumers effectively rather than grandeur
• ILinc Case Study of a Start Up 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
• ILinc Case Study of a Start Up has in-house copywriters for marketing campaigns which also helps in controlling costs
• ILinc Case Study of a Start Up also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

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

8.3. Strong market research and consumer understanding grounded

• ILinc Case Study of a Start Up marketing strategy is strongly grounded in consumer and market research
• ILinc Case Study of a Start Up makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• ILinc Case Study of a Start Up also incorporates consumer feedback in its marketing strategy
• ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up
• In addition to fulfilling functional needs, ILinc Case Study of a Start Up also tries to fulfil the emotional and psychological needs of the consumer
• ILinc Case Study of a Start Up tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of ILinc Case Study of a Start Up

ILinc Case Study of a Start Up marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• ILinc Case Study of a Start Up makes use of intensive distribution strategy because it is mass marketing
• ILinc Case Study of a Start Up’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, ILinc Case Study of a Start Up 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

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

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the ILinc Case Study of a Start Up does not have a subsidiary
• In these offshore locations, ILinc Case Study of a Start Up largely works through the export model
• This makes use of several intermediaries in between, before the product by ILinc Case Study of a Start Up reaches the target consumers
• Intermediaries for ILinc Case Study of a Start Up 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, ILinc Case Study of a Start Up makes use of selective distribution channel
• ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up

The industry in which ILinc Case Study of a Start Up operates is very responsive to market and consumer trends. ILinc Case Study of a Start Up, 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

• ILinc Case Study of a Start Up 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
• ILinc Case Study of a Start Up 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

• ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up

The marketing mix for ILinc Case Study of a Start Up as per the marketing strategy is the following:

11.1. Product

• ILinc Case Study of a Start Up has a broad product portfolio
• ILinc Case Study of a Start Up provides mass marketed products for all segments across the market undifferentiated
• ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• ILinc Case Study of a Start Up also makes use of e-commerce to increase penetration and sales

11.3. Price

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

11.5. People

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

11.6. Process

• All activities at ILinc Case Study of a Start Up - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up

11.7. Physical evidence

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

12. Promotional tactics for the marketing strategy of ILinc Case Study of a Start Up

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The ILinc Case Study of a Start Up 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
• ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up brand

13. Monitoring and evaluation of the marketing strategy of ILinc Case Study of a Start Up

13.1. Changes in sales

• ILinc Case Study of a Start Up regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of ILinc Case Study of a Start Up
• Sometimes, ILinc Case Study of a Start Up experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of ILinc Case Study of a Start Up can also be seen through the revenue and profit growth
• Return on investment allows ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up 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 ILinc Case Study of a Start Up