Marketing strategy of Jane s Short Sweet Purpose People and Profit

Posted by Zander Henry on Aug-22-2018

1. The vision of Jane s Short Sweet Purpose People and Profit

The vision of Jane s Short Sweet Purpose People and Profit is to be the leading quality service and product provider for customers. Being the best and the leading player means that Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit

Jane s Short Sweet Purpose People and Profit marketing strategy is grounded in its mission. The mission for Jane s Short Sweet Purpose People and Profit is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Jane s Short Sweet Purpose People and Profit. The knowledge of brand equity will help in shaping Jane s Short Sweet Purpose People and Profit marketing strategy effectively – thereby facilitating the growth of business for Jane s Short Sweet Purpose People and Profit.

3.1. Brand awareness

• Jane s Short Sweet Purpose People and Profit has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for Jane s Short Sweet Purpose People and Profit has modified marketing and strategic directives and plans

3.2. Brand association

• Jane s Short Sweet Purpose People and Profit is directly associated with the brand name and product category
• Jane s Short Sweet Purpose People and Profit has a broad product portfolio
• Jane s Short Sweet Purpose People and Profit is associated with promising and delivering quality and innovative products
• Jane s Short Sweet Purpose People and Profit is also associated with excellent customer service

3.3. Brand loyalty

• Jane s Short Sweet Purpose People and Profit has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• Jane s Short Sweet Purpose People and Profit has a global customer base
• Jane s Short Sweet Purpose People and Profit keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• Jane s Short Sweet Purpose People and Profit has a substantial brand value
• Jane s Short Sweet Purpose People and Profit also enjoys the high financial worth
• Jane s Short Sweet Purpose People and Profit focuses on building a reliable and robust employee base

3.5. Brand element

• Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit

The situational analysis will help in developing the marketing strategy of Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit.

4.1. SWOT

4.1.1. Strengths

Jane s Short Sweet Purpose People and Profit marketing strategy can benefit from the following internal advantages:

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

4.1.2. Weakness

Jane s Short Sweet Purpose People and Profit faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Jane s Short Sweet Purpose People and Profit has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Jane s Short Sweet Purpose People and Profit faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Jane s Short Sweet Purpose People and Profit operates I markets with political stability
• Jane s Short Sweet Purpose People and Profit has funding support from the government for small businesses

4.2.2. Economic

• Jane s Short Sweet Purpose People and Profit enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Jane s Short Sweet Purpose People and Profit
• Low inflation strengthens the financial position of Jane s Short Sweet Purpose People and Profit

4.2.3. Social

• Higher education and awareness increases sales of Jane s Short Sweet Purpose People and Profit predict
• Jane s Short Sweet Purpose People and Profit focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Jane s Short Sweet Purpose People and Profit has an active CSR program
• Jane s Short Sweet Purpose People and Profit ensures environmental safety in all its operations

4.2.5. Legal

• Jane s Short Sweet Purpose People and Profit is aware of local and global laws of business and human resource management
• Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit: The Marketing Strategy of Jane s Short Sweet Purpose People and Profit

Jane s Short Sweet Purpose People and Profit marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Jane s Short Sweet Purpose People and Profit brand and products by 30%
• Increase sales for Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit

Jane s Short Sweet Purpose People and Profit marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Jane s Short Sweet Purpose People and Profit has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Jane s Short Sweet Purpose People and Profit has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Jane s Short Sweet Purpose People and Profit, 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 Jane s Short Sweet Purpose People and Profit consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Jane s Short Sweet Purpose People and Profit focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Jane s Short Sweet Purpose People and Profit 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

• Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit Positioning of Jane s Short Sweet Purpose People and Profit

The marketing strategy of Jane s Short Sweet Purpose People and Profit targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit focuses on quality control

7.2. Mass marketing

• The marketing strategy of Jane s Short Sweet Purpose People and Profit focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Jane s Short Sweet Purpose People and Profit makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Jane s Short Sweet Purpose People and Profit does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Jane s Short Sweet Purpose People and Profit 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

• Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit

The marketing strategy of Jane s Short Sweet Purpose People and Profit stands out from the clutter and competition. Jane s Short Sweet Purpose People and Profit has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Jane s Short Sweet Purpose People and Profit has utilized:

8.1. Cost-effectiveness

• Jane s Short Sweet Purpose People and Profit focuses on reaching consumers effectively rather than grandeur
• Jane s Short Sweet Purpose People and Profit 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
• Jane s Short Sweet Purpose People and Profit has in-house copywriters for marketing campaigns which also helps in controlling costs
• Jane s Short Sweet Purpose People and Profit also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

• Jane s Short Sweet Purpose People and Profit has stayed updated with latest developments in marketing research and marketing knowledge
• Jane s Short Sweet Purpose People and Profit makes use of new and innovative tactics to reach its target consumers
• Jane s Short Sweet Purpose People and Profit also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
• Each marketing campaign launched by Jane s Short Sweet Purpose People and Profit is effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

• Jane s Short Sweet Purpose People and Profit marketing strategy is strongly grounded in consumer and market research
• Jane s Short Sweet Purpose People and Profit makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• Jane s Short Sweet Purpose People and Profit also incorporates consumer feedback in its marketing strategy
• Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit
• In addition to fulfilling functional needs, Jane s Short Sweet Purpose People and Profit also tries to fulfil the emotional and psychological needs of the consumer
• Jane s Short Sweet Purpose People and Profit tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of Jane s Short Sweet Purpose People and Profit

Jane s Short Sweet Purpose People and Profit marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Jane s Short Sweet Purpose People and Profit makes use of intensive distribution strategy because it is mass marketing
• Jane s Short Sweet Purpose People and Profit’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, Jane s Short Sweet Purpose People and Profit 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

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

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the Jane s Short Sweet Purpose People and Profit does not have a subsidiary
• In these offshore locations, Jane s Short Sweet Purpose People and Profit largely works through the export model
• This makes use of several intermediaries in between, before the product by Jane s Short Sweet Purpose People and Profit reaches the target consumers
• Intermediaries for Jane s Short Sweet Purpose People and Profit 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, Jane s Short Sweet Purpose People and Profit makes use of selective distribution channel
• Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit

The industry in which Jane s Short Sweet Purpose People and Profit operates is very responsive to market and consumer trends. Jane s Short Sweet Purpose People and Profit, 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

• Jane s Short Sweet Purpose People and Profit 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
• Jane s Short Sweet Purpose People and Profit 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

• Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit

The marketing mix for Jane s Short Sweet Purpose People and Profit as per the marketing strategy is the following:

11.1. Product

• Jane s Short Sweet Purpose People and Profit has a broad product portfolio
• Jane s Short Sweet Purpose People and Profit provides mass marketed products for all segments across the market undifferentiated
• Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Jane s Short Sweet Purpose People and Profit also makes use of e-commerce to increase penetration and sales

11.3. Price

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

11.5. People

• Jane s Short Sweet Purpose People and Profit has a large workforce across different companies
• This workforce is continually trained to become experts in their respective fields of operations
• Jane s Short Sweet Purpose People and Profit hires without discrimination
• Jane s Short Sweet Purpose People and Profit ensures that its employees remain motivated through building an inspirational and creative organizational culture
• Jane s Short Sweet Purpose People and Profit focuses on also building and maintaining organizational commitment and loyalty in its employees

11.6. Process

• All activities at Jane s Short Sweet Purpose People and Profit - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit

11.7. Physical evidence

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

12. Promotional tactics for the marketing strategy of Jane s Short Sweet Purpose People and Profit

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Jane s Short Sweet Purpose People and Profit 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
• Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit brand

13. Monitoring and evaluation of the marketing strategy of Jane s Short Sweet Purpose People and Profit

13.1. Changes in sales

• Jane s Short Sweet Purpose People and Profit regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Jane s Short Sweet Purpose People and Profit
• Sometimes, Jane s Short Sweet Purpose People and Profit experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Jane s Short Sweet Purpose People and Profit can also be seen through the revenue and profit growth
• Return on investment allows Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit 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 Jane s Short Sweet Purpose People and Profit