Marketing strategy of La Corpo Act I The First Year

Posted by Zander Henry on Aug-22-2018

1. The vision of La Corpo Act I The First Year

The vision of La Corpo Act I The First Year is to be the leading quality service and product provider for customers. Being the best and the leading player means that La Corpo Act I The First Year 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 La Corpo Act I The First Year

La Corpo Act I The First Year marketing strategy is grounded in its mission. The mission for La Corpo Act I The First Year is to be the favorite brand of the customers. This mission is essential for the marketing strategy of La Corpo Act I The First Year 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 La Corpo Act I The First Year

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of La Corpo Act I The First Year. The knowledge of brand equity will help in shaping La Corpo Act I The First Year marketing strategy effectively – thereby facilitating the growth of business for La Corpo Act I The First Year.

3.1. Brand awareness

• La Corpo Act I The First Year has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for La Corpo Act I The First Year has modified marketing and strategic directives and plans

3.2. Brand association

• La Corpo Act I The First Year is directly associated with the brand name and product category
• La Corpo Act I The First Year has a broad product portfolio
• La Corpo Act I The First Year is associated with promising and delivering quality and innovative products
• La Corpo Act I The First Year is also associated with excellent customer service

3.3. Brand loyalty

• La Corpo Act I The First Year has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• La Corpo Act I The First Year has a global customer base
• La Corpo Act I The First Year keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• La Corpo Act I The First Year has a substantial brand value
• La Corpo Act I The First Year also enjoys the high financial worth
• La Corpo Act I The First Year focuses on building a reliable and robust employee base

3.5. Brand element

• La Corpo Act I The First Year 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 La Corpo Act I The First Year

The situational analysis will help in developing the marketing strategy of La Corpo Act I The First Year 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 La Corpo Act I The First Year.

4.1. SWOT

4.1.1. Strengths

La Corpo Act I The First Year marketing strategy can benefit from the following internal advantages:

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

4.1.2. Weakness

La Corpo Act I The First Year faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

La Corpo Act I The First Year has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

La Corpo Act I The First Year faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• La Corpo Act I The First Year operates I markets with political stability
• La Corpo Act I The First Year has funding support from the government for small businesses

4.2.2. Economic

• La Corpo Act I The First Year enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for La Corpo Act I The First Year
• Low inflation strengthens the financial position of La Corpo Act I The First Year

4.2.3. Social

• Higher education and awareness increases sales of La Corpo Act I The First Year predict
• La Corpo Act I The First Year focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• La Corpo Act I The First Year has an active CSR program
• La Corpo Act I The First Year ensures environmental safety in all its operations

4.2.5. Legal

• La Corpo Act I The First Year is aware of local and global laws of business and human resource management
• La Corpo Act I The First Year 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 La Corpo Act I The First Year: The Marketing Strategy of La Corpo Act I The First Year

La Corpo Act I The First Year marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for La Corpo Act I The First Year brand and products by 30%
• Increase sales for La Corpo Act I The First Year 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 La Corpo Act I The First Year 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 La Corpo Act I The First Year

La Corpo Act I The First Year marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

La Corpo Act I The First Year has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• La Corpo Act I The First Year has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for La Corpo Act I The First Year, 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 La Corpo Act I The First Year consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• La Corpo Act I The First Year focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

La Corpo Act I The First Year 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

• La Corpo Act I The First Year 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 La Corpo Act I The First Year 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 La Corpo Act I The First Year, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for La Corpo Act I The First Year 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 La Corpo Act I The First Year Positioning of La Corpo Act I The First Year

The marketing strategy of La Corpo Act I The First Year targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for La Corpo Act I The First Year 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 La Corpo Act I The First Year focuses on quality control

7.2. Mass marketing

• The marketing strategy of La Corpo Act I The First Year focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• La Corpo Act I The First Year makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• La Corpo Act I The First Year does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, La Corpo Act I The First Year 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

• La Corpo Act I The First Year 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 La Corpo Act I The First Year 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 La Corpo Act I The First Year

The marketing strategy of La Corpo Act I The First Year stands out from the clutter and competition. La Corpo Act I The First Year has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that La Corpo Act I The First Year has utilized:

8.1. Cost-effectiveness

• La Corpo Act I The First Year focuses on reaching consumers effectively rather than grandeur
• La Corpo Act I The First Year 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
• La Corpo Act I The First Year has in-house copywriters for marketing campaigns which also helps in controlling costs
• La Corpo Act I The First Year also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

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

8.3. Strong market research and consumer understanding grounded

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

9. Distribution Strategy of La Corpo Act I The First Year

La Corpo Act I The First Year marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• La Corpo Act I The First Year makes use of intensive distribution strategy because it is mass marketing
• La Corpo Act I The First Year’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, La Corpo Act I The First Year 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

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

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the La Corpo Act I The First Year does not have a subsidiary
• In these offshore locations, La Corpo Act I The First Year largely works through the export model
• This makes use of several intermediaries in between, before the product by La Corpo Act I The First Year reaches the target consumers
• Intermediaries for La Corpo Act I The First Year 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, La Corpo Act I The First Year makes use of selective distribution channel
• La Corpo Act I The First Year 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 La Corpo Act I The First Year 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 La Corpo Act I The First Year

The industry in which La Corpo Act I The First Year operates is very responsive to market and consumer trends. La Corpo Act I The First Year, 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

• La Corpo Act I The First Year 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
• La Corpo Act I The First Year 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

• La Corpo Act I The First Year 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 La Corpo Act I The First Year

The marketing mix for La Corpo Act I The First Year as per the marketing strategy is the following:

11.1. Product

• La Corpo Act I The First Year has a broad product portfolio
• La Corpo Act I The First Year provides mass marketed products for all segments across the market undifferentiated
• La Corpo Act I The First Year 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 La Corpo Act I The First Year maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• La Corpo Act I The First Year 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 La Corpo Act I The First Year also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• La Corpo Act I The First Year also makes use of e-commerce to increase penetration and sales

11.3. Price

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

11.5. People

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

11.6. Process

• All activities at La Corpo Act I The First Year - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at La Corpo Act I The First Year 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 La Corpo Act I The First Year

11.7. Physical evidence

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

12. Promotional tactics for the marketing strategy of La Corpo Act I The First Year

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The La Corpo Act I The First Year 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
• La Corpo Act I The First Year 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 La Corpo Act I The First Year brand

13. Monitoring and evaluation of the marketing strategy of La Corpo Act I The First Year

13.1. Changes in sales

• La Corpo Act I The First Year regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of La Corpo Act I The First Year
• Sometimes, La Corpo Act I The First Year experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• La Corpo Act I The First Year 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 La Corpo Act I The First Year to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of La Corpo Act I The First Year can also be seen through the revenue and profit growth
• Return on investment allows La Corpo Act I The First Year 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 La Corpo Act I The First Year 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 La Corpo Act I The First Year