Marketing strategy of Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach

Posted by Zander Henry on Aug-22-2018

1. The vision of Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach

The vision of Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach is to be the leading quality service and product provider for customers. Being the best and the leading player means that Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach

Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach marketing strategy is grounded in its mission. The mission for Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach. The knowledge of brand equity will help in shaping Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach marketing strategy effectively – thereby facilitating the growth of business for Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach.

3.1. Brand awareness

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach has modified marketing and strategic directives and plans

3.2. Brand association

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach is directly associated with the brand name and product category
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach has a broad product portfolio
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach is associated with promising and delivering quality and innovative products
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach is also associated with excellent customer service

3.3. Brand loyalty

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach has a global customer base
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach has a substantial brand value
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach also enjoys the high financial worth
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach focuses on building a reliable and robust employee base

3.5. Brand element

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach

The situational analysis will help in developing the marketing strategy of Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach.

4.1. SWOT

4.1.1. Strengths

Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach marketing strategy can benefit from the following internal advantages:

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

4.1.2. Weakness

Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach operates I markets with political stability
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach has funding support from the government for small businesses

4.2.2. Economic

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach
• Low inflation strengthens the financial position of Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach

4.2.3. Social

• Higher education and awareness increases sales of Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach predict
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach has an active CSR program
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach ensures environmental safety in all its operations

4.2.5. Legal

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach is aware of local and global laws of business and human resource management
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach: The Marketing Strategy of Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach

Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach brand and products by 30%
• Increase sales for Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach

Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach, 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach Positioning of Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach

The marketing strategy of Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach focuses on quality control

7.2. Mass marketing

• The marketing strategy of Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach

The marketing strategy of Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach stands out from the clutter and competition. Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach has utilized:

8.1. Cost-effectiveness

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach focuses on reaching consumers effectively rather than grandeur
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach has in-house copywriters for marketing campaigns which also helps in controlling costs
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach has stayed updated with latest developments in marketing research and marketing knowledge
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach makes use of new and innovative tactics to reach its target consumers
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
• Each marketing campaign launched by Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach is effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach marketing strategy is strongly grounded in consumer and market research
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach also incorporates consumer feedback in its marketing strategy
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach
• In addition to fulfilling functional needs, Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach also tries to fulfil the emotional and psychological needs of the consumer
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach

Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach makes use of intensive distribution strategy because it is mass marketing
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach’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, Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach uses direct distribution country of origin as well as in locations where it has subsidiary operations
• The Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach also makes use of modern retailing channels
• Also, Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach makes use of e-commerce and makes a sale through online retailers, as well as through the company website
• Direct distributions have allowed Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach to increase market penetration and accessibility for consumers

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach does not have a subsidiary
• In these offshore locations, Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach largely works through the export model
• This makes use of several intermediaries in between, before the product by Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach reaches the target consumers
• Intermediaries for Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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, Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach makes use of selective distribution channel
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach

The industry in which Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach operates is very responsive to market and consumer trends. Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach, 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

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach

The marketing mix for Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach as per the marketing strategy is the following:

11.1. Product

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach has a broad product portfolio
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach provides mass marketed products for all segments across the market undifferentiated
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach also makes use of e-commerce to increase penetration and sales

11.3. Price

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

11.5. People

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach has a large workforce across different companies
• This workforce is continually trained to become experts in their respective fields of operations
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach hires without discrimination
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach ensures that its employees remain motivated through building an inspirational and creative organizational culture
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach focuses on also building and maintaining organizational commitment and loyalty in its employees

11.6. Process

• All activities at Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach

11.7. Physical evidence

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

12. Promotional tactics for the marketing strategy of Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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
• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach brand

13. Monitoring and evaluation of the marketing strategy of Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach

13.1. Changes in sales

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach
• Sometimes, Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach can also be seen through the revenue and profit growth
• Return on investment allows Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach 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 Lafarge Holcim From a Global Leader with French Roots to a European Mnc with Global Reach