Marketing Mix Of Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel

Posted by Zander Henry on Aug-22-2018

1. marketing mix

1.1. Understanding the marketing mix

• The marketing mix is an important set of marketing tools and characteristics that a firm uses to increase penetration in the target market groups
• Using the marketing mix strategically includes focusing on seven important aspects of marketing and branding for an organization, namely: product, place, price, promotion, people, process, and physical evidence

1.2. Importance of marketing mix

• The marketing mix helps a company choose and decide on a suitable marketing strategy
• The marketing mix also helps a company in resource and budget allocation to different aspects of the marketing strategy and product development
• The marketing mix also allows a company to choose the right and effective marketing tactics for its promotional needs

2. Marketing mix for Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel

Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel is presented below:

2.1. Product

Product is one of the most important components of the Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel Marketing mix. The distinctive characteristics of the product by Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel are:

2.1.1. Quality

• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel procures raw materials from reliable and trusted suppliers only
• These raw materials are processed under carefully maintained environments to maintain high and consistent quality of the products
• High quality promise and delivery also provides Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel are relatively easy to use
• All products come with a user manual, which is easy to understand and which provides simple instructions for product use
• The consumers can also call the 24/7 helpline to understand details about product usage
• Also, retail representatives provide detailed instructions and explanations regarding the use of the product at the time of the sale

2.1.3. Portfolio broadness

• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel has a broad portfolio of products
• The broad portfolio helps Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel in reaching different target groups in the market
• Also, the broad portfolio allows financial strength to Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel
• The broader product portfolio also adds more value for Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel

2.1.4. Benefits of product consumption

• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel offers functional benefits to consumers of the product use
• These functional benefits are promised and delivered – however, they are also delivered by other similar products
• The distinguishing aspect of Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel is its delivery of emotional benefits to the consumer
• Products manufactured and sold by Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel promise consumers an ego boost, confidence, and security
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel also promises fulfilment of psychological needs on product consumption
• These psychological needs include, for example, the need for empathy, the need for belonging, and the need of feeling loved.

2.1.5. Different SKUs

• The products by Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel are available in different sizes
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel has made use of different SKUs to increase market penetration
• Different SKUs can be brought and used as per the consumption needs of the consumers, and the target markets
• Through the production of different SKUs, Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel has also increased the trial rate
• Different SKUs have also helped Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel improve its product accessibility

2.2. Price

Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel marketing mix focuses on a hybrid strategy for pricing to obtain maximum value for its products. The marketing mix Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel uses a combination of a number of techniques for pricing its products, which are detailed below:

2.2.1. Premium pricing

• By using premium pricing for some of its product ranges, Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel encourages favorable brand and product perceptions in target consumer groups
• Premium pricing for products also encourages a favorable quality perception of Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel products amongst consumers
• With premium prices, Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel has successfully also made some of its product ranges exclusive by restricting sales and production. This, in turn, leads to a perception g luxury in consumption products
• Premium prices add a touch of privilege and high value in Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel products
• Using elements of premium prices in other product ranges has also allowed Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel to maintain significantly high profits and a consistent business growth

2.2.2. Psychological pricing

• Since Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel has a number of different product ranges and product groups, the use of psychological pricing has been beneficial
• With the use of psychological pricing, Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel also successfully adds more value to its products from the point of view of customers
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel also gains higher sales with psychological pricing
• Consumer purchase a higher amount of Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel products because of its use of psychological pricing
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel is able to increase its target audience and broaden its target purchaser groups

2.2.3. Geographical pricing

• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel is able to penetrate different regional markets optimally with the use of geographical pricing
• For offshore locations, geographical pricing also allows Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel to cover shipping and customs expenses
• Geographical pricing also allows Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel to maintain consistent revenue growth by altering pricing in different markets based on local currency value

2.2.4. Bundle pricing

• For some product ranges, Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel is also known to use bundle pricing strategy popularly
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel also uses bundle pricing during sales
• Bundle pricing increases the trial rate for consumers
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel experiences higher return on the cost of gaining a new customer
• With bundle pricing, Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel is also able to control costs and prices by lowering marketing and distribution expenses
• The use of bundle pricing also adds value to the umbrella brand name of Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel.

2.3. Placement

Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel places high importance on the placement of its products because it directly relates to accessibility for consumers.

2.3.1. Company-operated stored

• The company maintains stores operated by the management of Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel in all markets
• Company-operated stores give Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel higher control over operations as well as store layout and design
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel also interacts directly with the consumers and gathers important details regarding consumer behavior and consumer feedback through company-operated stores
• The company operated stores also give leverage to Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel in terms of decisions regarding the stocking of different product items

2.3.2. Licensed stores

• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel licensed stores also allow consumers to enjoy the various product offerings by the company
• Licensed stores also decrease the risk of financial and physical investment for Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel in unstable markets
• Licensed stores have also given Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel high business growth, and a boost for rapid market expansion and penetration
• Through licensed stores, Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel has also learned about local consumers and cultures
• Licensed stores and shops encourage sales of products by Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel by aligning it with local cultural values
• Licensed stores also help Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel in localizing its product offerings to enhance brand equity and band image

2.3.3. E-commerce

• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel has developed a successfully operational website for online order placement and order tracking
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel also encourages sales through social media portals, where the company takes orders through direct messages, as well as through a mini-shop model
• The company also stocks products with online retailers such as Amazon and eBay, as well as smaller local online retailers as well
• Online retailing, and using the internet to make sales has boosted the sales for Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel also places its products in supermarkets and hypermarkets across the country
• A large number of Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel target groups shop from supermarkets and hypermarkets
• Placement in supermarkets and hypermarkets also improve cost efficiency for Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel

2.3.5. Partner agents

• In offshore locations, Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel also makes use of partner agents for its products’ placement
• These partner agents are assessed and evaluated on strategic compatibility and reliance
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel contracts with partner agents in other countries and markets for its product placement to ensure quality control and terms of negotiation

2.4. Promotion

The marketing strategy for Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel also places high importance on the promotional tactics and strategies used. The promotional strategies allow the Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel to interact with the consumers and influence them directly. Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel uses a 360-degree approach in its promotional activities, and makes use of the following means of promotion:

2.4.1. Digital marketing

• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel has corporate profiles on all social media websites and portals
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel uses its social media presence to directly, engage with consumers
• This direct engagement and interaction allows Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel to understand the customers, their needs and demands
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel uses this feedback and incorporates it in its broader marketing and organizational strategy
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel also maintains a corporate website – which highlights company information, product information as well as information regarding any ongoing campaigns and sales

2.4.2. Reward Programs

• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel has a loyalty card program for its customers
• The loyalty card allows customers to redeem points in exchange for products or other exciting gifts, as directed by the company
• Each purchase is entered into the loyalty card by Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel and is valued for points against the products’ monetary value
• The loyalty card can be purchased or is given complementary by Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel on high valued purchases
• Frequent usage and purchase of products by Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel also has rewards against the loyalty card

2.4.3. Community Influencers

• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel makes use of community influencers as its on-ground promotional efforts
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel identifies strong and confident individuals to be brand ambassadors in their communities
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel provides these brand ambassadors and community influencers with its product range and invites them to use it themselves to see benefits

2.4.4. Conventional marketing

• The company places advertisements in consumer-related magazines. This largely includes home decor, and home management magazines
• Magazine ads are not very frequent, but appear twice every quarter of the fiscal year
• In high-density locations, Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel also makes use of out of house hoardings
• Hoardings increase visibility for Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel and also work towards building stronger brand recall
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel also produces TV advertisements
• All TV advertisements have an emotional appeal to them
• TV advertisements by Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel have progressed to include a slice of life elements and characteristics
• TV advertisements by Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel also highlight the functional benefits of the product

2.5. People

The marketing mix of Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel also places an essential focus on people development and people building. This is because Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel realizes the importance of employees in building strong customer relationships. Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel develops its employee and people by focusing on the following aspects:

2.5.1. Training

• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel makes sure that all employees undergo regular training sessions for skill development and enhancement
• Trainings at Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel are not the only field related, but also focus on essential management and organizational skills
• Training sessions and activities at Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel also identify with the employee's own needs of progression, development and growth
• All training sessions and activities designed and carried out by Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel take into consideration business goals and objectives, as well as employee's personal goals and aspirations
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel, therefore, tries to develop the employee as an organizational member, as well as an individual
• All training is engaging, and hands-on so that employees do not only learn but also experience

2.5.2. Organizational ownership

• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel works on strengthening the organizational commitment in its employees
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel builds employee loyalty so that people can reflect their optimal best at work
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel also understands that satisfied employees will lead to happy and satisfied customers
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel regularly shares different reward programs for employees, including stock sharing, so that their organizational commitment and ownership is enhanced
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel also includes employees in decision making at different managerial levels, and regularly takes their feedback for different projects and products – which also work towards building organizational ownership

2.5.3. Motivation building

• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel employees are the face of the organization
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel distributes
• Another source of motivation is appreciation programs where management appreciates and acknowledges the work and performance of different employees

2.5.4. Succession planning

• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel remains one of the leading players in the industry also because of its focus on succession planning
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel conducts succession planning for all managerial levels
• Succession planning is done through internal promotions as well as external recruitments to meet the needs and demands of the vacant job position at Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel
• Strategic succession planning has allowed Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel to be prepared for different challenges, and also be resourceful enough to deflect them

2.6. Process

Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel are clearly defined and communicated to the employees
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel makes sure that employees are well trained, and knowledgeable of all processes relates to operations
• All stages of operational processes focus on maintaining a high quality level and standard of the products
• Systematic process re in place for all operation – from procurement to the final sale of the products
• All operational processes are maintained, checked, and uploaded through the internal portal of the organization for supervisory purposes
• The use of online portals for operational processes also builds a strong backup for managerial purposes at Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel

2.6.2. People Management

• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel has also defined clear processes for people management through streamlining its human resource management department
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel has defined guidelines regarding recruitment, training, compensation management, and performance appraisal of employees
• All people related processes are not only communicated to the management and supervisors, but also to employees to create a sense of transparency, and an environment of trust
• Progressive people management systems and processes have allowed Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel to keep its workforce motivated and happy – which reflects in satisfied customers

2.6.3. Quality maintenance

• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel also has defined policies and processes for managing and maintaining quality
• All products undergo triple quality checks to ensure that customers receive the best product
• In addition to quality checks at the production and distribution level, the management has also placed separate quality maintenance and quality check department
• The quality maintenance department has experts who make sure that not only the final product but also the processes involved in producing the product were infused with quality

2.6.4. Store management

• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel manages store management through stringent and closely monitored policies and processes
• These processes relate to not only the floor and space design but also to the performance of the employees at the store
• The processes for store management also regularly monitor footfall and work on strategies to increase footfall through different tactics, and changes in the store design and store management
• The company also has a systematic process for customers who interact with the products and feel them before making the purchase
• The final sale at the store is also clearly defined – for the employees and the customers both
• Processes and policies are important for Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel for maintaining quality of the products, and for ensuring that the company does not experience any unnecessary expenses and costs

2.7. Physical evidence

The physical evidence is also important in the marketing strategy for Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel include:

2.7.1. Store atmosphere

• The store design and management for Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel is exciting and creative
• The store atmosphere makes the customers feel relaxed and comfortable –so that they can interact with, and enjoy product offerings by Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel at ease
• The store design is also important for Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel because it controls the level and nature of experience and interaction that the customers have with the product and the brand
• With company-operated stores, it is easier for Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel to control and manage the store atmosphere to be able to positively influence customers and to be able to appeal to them emotionally

2.7.2. Packaging

• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel has unique packaging, which is different from other players in the industry
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel also has a vibrant touché to its packaging, which is regularly changed in terms of colors and patterns
• The logo for the company is simple, and recognizable by the consumers easily
• The brand logo has also become a symbol of confidence, ambition, and aspiration for consumers who use products by Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel
• The packaging of the products is sophisticatedly done and matches the brand image developed and maintained by Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel

2.7.3. Website design

• The website design is simple and easy to use
• Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel has a customer friendly user interface which allows easy navigation and understanding of its various product offerings
• The corporate website of Leading the Broadband Access Market in Europe Product Strategy Formulation at Alcatel also has the brand logo, and is packaged similarly to the products offered by the company
• The design patterns, and color change on the website with changes to the product packaging to match various campaign needs and sale offerings