Marketing strategy of Jieliang Phone Home C

Posted by Zander Henry on Aug-22-2018

1. The vision of Jieliang Phone Home C

The vision of Jieliang Phone Home C is to be the leading quality service and product provider for customers. Being the best and the leading player means that Jieliang Phone Home C 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 Jieliang Phone Home C

Jieliang Phone Home C marketing strategy is grounded in its mission. The mission for Jieliang Phone Home C is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Jieliang Phone Home C 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 Jieliang Phone Home C

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Jieliang Phone Home C. The knowledge of brand equity will help in shaping Jieliang Phone Home C marketing strategy effectively – thereby facilitating the growth of business for Jieliang Phone Home C.

3.1. Brand awareness

• Jieliang Phone Home C has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for Jieliang Phone Home C has modified marketing and strategic directives and plans

3.2. Brand association

• Jieliang Phone Home C is directly associated with the brand name and product category
• Jieliang Phone Home C has a broad product portfolio
• Jieliang Phone Home C is associated with promising and delivering quality and innovative products
• Jieliang Phone Home C is also associated with excellent customer service

3.3. Brand loyalty

• Jieliang Phone Home C has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• Jieliang Phone Home C has a global customer base
• Jieliang Phone Home C keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• Jieliang Phone Home C has a substantial brand value
• Jieliang Phone Home C also enjoys the high financial worth
• Jieliang Phone Home C focuses on building a reliable and robust employee base

3.5. Brand element

• Jieliang Phone Home C 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 Jieliang Phone Home C

The situational analysis will help in developing the marketing strategy of Jieliang Phone Home C 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 Jieliang Phone Home C.

4.1. SWOT

4.1.1. Strengths

Jieliang Phone Home C marketing strategy can benefit from the following internal advantages:

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

4.1.2. Weakness

Jieliang Phone Home C faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Jieliang Phone Home C has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Jieliang Phone Home C faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Jieliang Phone Home C operates I markets with political stability
• Jieliang Phone Home C has funding support from the government for small businesses

4.2.2. Economic

• Jieliang Phone Home C enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Jieliang Phone Home C
• Low inflation strengthens the financial position of Jieliang Phone Home C

4.2.3. Social

• Higher education and awareness increases sales of Jieliang Phone Home C predict
• Jieliang Phone Home C focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Jieliang Phone Home C has an active CSR program
• Jieliang Phone Home C ensures environmental safety in all its operations

4.2.5. Legal

• Jieliang Phone Home C is aware of local and global laws of business and human resource management
• Jieliang Phone Home C 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 Jieliang Phone Home C: The Marketing Strategy of Jieliang Phone Home C

Jieliang Phone Home C marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Jieliang Phone Home C brand and products by 30%
• Increase sales for Jieliang Phone Home C 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 Jieliang Phone Home C 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 Jieliang Phone Home C

Jieliang Phone Home C marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Jieliang Phone Home C has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Jieliang Phone Home C has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Jieliang Phone Home C, 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 Jieliang Phone Home C consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Jieliang Phone Home C focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Jieliang Phone Home C 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

• Jieliang Phone Home C 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 Jieliang Phone Home C 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 Jieliang Phone Home C, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Jieliang Phone Home C 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 Jieliang Phone Home C Positioning of Jieliang Phone Home C

The marketing strategy of Jieliang Phone Home C targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Jieliang Phone Home C 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 Jieliang Phone Home C focuses on quality control

7.2. Mass marketing

• The marketing strategy of Jieliang Phone Home C focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Jieliang Phone Home C makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Jieliang Phone Home C does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Jieliang Phone Home C 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

• Jieliang Phone Home C 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 Jieliang Phone Home C 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 Jieliang Phone Home C

The marketing strategy of Jieliang Phone Home C stands out from the clutter and competition. Jieliang Phone Home C has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Jieliang Phone Home C has utilized:

8.1. Cost-effectiveness

• Jieliang Phone Home C focuses on reaching consumers effectively rather than grandeur
• Jieliang Phone Home C 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
• Jieliang Phone Home C has in-house copywriters for marketing campaigns which also helps in controlling costs
• Jieliang Phone Home C also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

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

8.3. Strong market research and consumer understanding grounded

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

9. Distribution Strategy of Jieliang Phone Home C

Jieliang Phone Home C marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Jieliang Phone Home C makes use of intensive distribution strategy because it is mass marketing
• Jieliang Phone Home C’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, Jieliang Phone Home C 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

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

9.3. Indirect distribution strategy

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

The industry in which Jieliang Phone Home C operates is very responsive to market and consumer trends. Jieliang Phone Home C, 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

• Jieliang Phone Home C 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
• Jieliang Phone Home C 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

• Jieliang Phone Home C 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 Jieliang Phone Home C

The marketing mix for Jieliang Phone Home C as per the marketing strategy is the following:

11.1. Product

• Jieliang Phone Home C has a broad product portfolio
• Jieliang Phone Home C provides mass marketed products for all segments across the market undifferentiated
• Jieliang Phone Home C 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 Jieliang Phone Home C maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• Jieliang Phone Home C 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 Jieliang Phone Home C also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Jieliang Phone Home C also makes use of e-commerce to increase penetration and sales

11.3. Price

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

11.5. People

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

11.6. Process

• All activities at Jieliang Phone Home C - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Jieliang Phone Home C 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 Jieliang Phone Home C

11.7. Physical evidence

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

12. Promotional tactics for the marketing strategy of Jieliang Phone Home C

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Jieliang Phone Home C 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
• Jieliang Phone Home C 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 Jieliang Phone Home C brand

13. Monitoring and evaluation of the marketing strategy of Jieliang Phone Home C

13.1. Changes in sales

• Jieliang Phone Home C regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Jieliang Phone Home C
• Sometimes, Jieliang Phone Home C experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Jieliang Phone Home C 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 Jieliang Phone Home C to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Jieliang Phone Home C can also be seen through the revenue and profit growth
• Return on investment allows Jieliang Phone Home C 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 Jieliang Phone Home C 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 Jieliang Phone Home C