Marketing strategy of Legality of Privatising Public Assets Link REIT

Posted by Zander Henry on Aug-22-2018

1. The vision of Legality of Privatising Public Assets Link REIT

The vision of Legality of Privatising Public Assets Link REIT is to be the leading quality service and product provider for customers. Being the best and the leading player means that Legality of Privatising Public Assets Link REIT 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 Legality of Privatising Public Assets Link REIT

Legality of Privatising Public Assets Link REIT marketing strategy is grounded in its mission. The mission for Legality of Privatising Public Assets Link REIT is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Legality of Privatising Public Assets Link REIT 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 Legality of Privatising Public Assets Link REIT

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Legality of Privatising Public Assets Link REIT. The knowledge of brand equity will help in shaping Legality of Privatising Public Assets Link REIT marketing strategy effectively – thereby facilitating the growth of business for Legality of Privatising Public Assets Link REIT.

3.1. Brand awareness

• Legality of Privatising Public Assets Link REIT has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for Legality of Privatising Public Assets Link REIT has modified marketing and strategic directives and plans

3.2. Brand association

• Legality of Privatising Public Assets Link REIT is directly associated with the brand name and product category
• Legality of Privatising Public Assets Link REIT has a broad product portfolio
• Legality of Privatising Public Assets Link REIT is associated with promising and delivering quality and innovative products
• Legality of Privatising Public Assets Link REIT is also associated with excellent customer service

3.3. Brand loyalty

• Legality of Privatising Public Assets Link REIT has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• Legality of Privatising Public Assets Link REIT has a global customer base
• Legality of Privatising Public Assets Link REIT keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• Legality of Privatising Public Assets Link REIT has a substantial brand value
• Legality of Privatising Public Assets Link REIT also enjoys the high financial worth
• Legality of Privatising Public Assets Link REIT focuses on building a reliable and robust employee base

3.5. Brand element

• Legality of Privatising Public Assets Link REIT 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 Legality of Privatising Public Assets Link REIT

The situational analysis will help in developing the marketing strategy of Legality of Privatising Public Assets Link REIT 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 Legality of Privatising Public Assets Link REIT.

4.1. SWOT

4.1.1. Strengths

Legality of Privatising Public Assets Link REIT marketing strategy can benefit from the following internal advantages:

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

4.1.2. Weakness

Legality of Privatising Public Assets Link REIT faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Legality of Privatising Public Assets Link REIT has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Legality of Privatising Public Assets Link REIT faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Legality of Privatising Public Assets Link REIT operates I markets with political stability
• Legality of Privatising Public Assets Link REIT has funding support from the government for small businesses

4.2.2. Economic

• Legality of Privatising Public Assets Link REIT enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Legality of Privatising Public Assets Link REIT
• Low inflation strengthens the financial position of Legality of Privatising Public Assets Link REIT

4.2.3. Social

• Higher education and awareness increases sales of Legality of Privatising Public Assets Link REIT predict
• Legality of Privatising Public Assets Link REIT focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Legality of Privatising Public Assets Link REIT has an active CSR program
• Legality of Privatising Public Assets Link REIT ensures environmental safety in all its operations

4.2.5. Legal

• Legality of Privatising Public Assets Link REIT is aware of local and global laws of business and human resource management
• Legality of Privatising Public Assets Link REIT 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 Legality of Privatising Public Assets Link REIT: The Marketing Strategy of Legality of Privatising Public Assets Link REIT

Legality of Privatising Public Assets Link REIT marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Legality of Privatising Public Assets Link REIT brand and products by 30%
• Increase sales for Legality of Privatising Public Assets Link REIT 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 Legality of Privatising Public Assets Link REIT 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 Legality of Privatising Public Assets Link REIT

Legality of Privatising Public Assets Link REIT marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Legality of Privatising Public Assets Link REIT has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Legality of Privatising Public Assets Link REIT has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Legality of Privatising Public Assets Link REIT, 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 Legality of Privatising Public Assets Link REIT consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Legality of Privatising Public Assets Link REIT focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Legality of Privatising Public Assets Link REIT 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

• Legality of Privatising Public Assets Link REIT 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 Legality of Privatising Public Assets Link REIT 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 Legality of Privatising Public Assets Link REIT, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Legality of Privatising Public Assets Link REIT 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 Legality of Privatising Public Assets Link REIT Positioning of Legality of Privatising Public Assets Link REIT

The marketing strategy of Legality of Privatising Public Assets Link REIT targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Legality of Privatising Public Assets Link REIT 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 Legality of Privatising Public Assets Link REIT focuses on quality control

7.2. Mass marketing

• The marketing strategy of Legality of Privatising Public Assets Link REIT focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Legality of Privatising Public Assets Link REIT makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Legality of Privatising Public Assets Link REIT does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Legality of Privatising Public Assets Link REIT 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

• Legality of Privatising Public Assets Link REIT 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 Legality of Privatising Public Assets Link REIT 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 Legality of Privatising Public Assets Link REIT

The marketing strategy of Legality of Privatising Public Assets Link REIT stands out from the clutter and competition. Legality of Privatising Public Assets Link REIT has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Legality of Privatising Public Assets Link REIT has utilized:

8.1. Cost-effectiveness

• Legality of Privatising Public Assets Link REIT focuses on reaching consumers effectively rather than grandeur
• Legality of Privatising Public Assets Link REIT 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
• Legality of Privatising Public Assets Link REIT has in-house copywriters for marketing campaigns which also helps in controlling costs
• Legality of Privatising Public Assets Link REIT also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

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

8.3. Strong market research and consumer understanding grounded

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

9. Distribution Strategy of Legality of Privatising Public Assets Link REIT

Legality of Privatising Public Assets Link REIT marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Legality of Privatising Public Assets Link REIT makes use of intensive distribution strategy because it is mass marketing
• Legality of Privatising Public Assets Link REIT’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, Legality of Privatising Public Assets Link REIT 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

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

9.3. Indirect distribution strategy

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

The industry in which Legality of Privatising Public Assets Link REIT operates is very responsive to market and consumer trends. Legality of Privatising Public Assets Link REIT, 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

• Legality of Privatising Public Assets Link REIT 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
• Legality of Privatising Public Assets Link REIT 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

• Legality of Privatising Public Assets Link REIT 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 Legality of Privatising Public Assets Link REIT

The marketing mix for Legality of Privatising Public Assets Link REIT as per the marketing strategy is the following:

11.1. Product

• Legality of Privatising Public Assets Link REIT has a broad product portfolio
• Legality of Privatising Public Assets Link REIT provides mass marketed products for all segments across the market undifferentiated
• Legality of Privatising Public Assets Link REIT 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 Legality of Privatising Public Assets Link REIT maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• Legality of Privatising Public Assets Link REIT 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 Legality of Privatising Public Assets Link REIT also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Legality of Privatising Public Assets Link REIT also makes use of e-commerce to increase penetration and sales

11.3. Price

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

11.5. People

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

11.6. Process

• All activities at Legality of Privatising Public Assets Link REIT - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Legality of Privatising Public Assets Link REIT 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 Legality of Privatising Public Assets Link REIT

11.7. Physical evidence

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

12. Promotional tactics for the marketing strategy of Legality of Privatising Public Assets Link REIT

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Legality of Privatising Public Assets Link REIT 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
• Legality of Privatising Public Assets Link REIT 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 Legality of Privatising Public Assets Link REIT brand

13. Monitoring and evaluation of the marketing strategy of Legality of Privatising Public Assets Link REIT

13.1. Changes in sales

• Legality of Privatising Public Assets Link REIT regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Legality of Privatising Public Assets Link REIT
• Sometimes, Legality of Privatising Public Assets Link REIT experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Legality of Privatising Public Assets Link REIT 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 Legality of Privatising Public Assets Link REIT to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Legality of Privatising Public Assets Link REIT can also be seen through the revenue and profit growth
• Return on investment allows Legality of Privatising Public Assets Link REIT 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 Legality of Privatising Public Assets Link REIT 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 Legality of Privatising Public Assets Link REIT