Marketing Mix Of Lufthansa Cargo AG The WOW Alliance in the UK

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 Lufthansa Cargo AG The WOW Alliance in the UK

Lufthansa Cargo AG The WOW Alliance in the UK makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix Lufthansa Cargo AG The WOW Alliance in the UK is presented below:

2.1. Product

Product is one of the most important components of the Lufthansa Cargo AG The WOW Alliance in the UK Marketing mix. The distinctive characteristics of the product by Lufthansa Cargo AG The WOW Alliance in the UK are:

2.1.1. Quality

• Lufthansa Cargo AG The WOW Alliance in the UK maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• Lufthansa Cargo AG The WOW Alliance in the UK 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 Lufthansa Cargo AG The WOW Alliance in the UK with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by Lufthansa Cargo AG The WOW Alliance in the UK 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

• Lufthansa Cargo AG The WOW Alliance in the UK has a broad portfolio of products
• The broad portfolio helps Lufthansa Cargo AG The WOW Alliance in the UK in reaching different target groups in the market
• Also, the broad portfolio allows financial strength to Lufthansa Cargo AG The WOW Alliance in the UK
• The broader product portfolio also adds more value for Lufthansa Cargo AG The WOW Alliance in the UK

2.1.4. Benefits of product consumption

• Lufthansa Cargo AG The WOW Alliance in the UK 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 Lufthansa Cargo AG The WOW Alliance in the UK is its delivery of emotional benefits to the consumer
• Products manufactured and sold by Lufthansa Cargo AG The WOW Alliance in the UK promise consumers an ego boost, confidence, and security
• Lufthansa Cargo AG The WOW Alliance in the UK 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 Lufthansa Cargo AG The WOW Alliance in the UK are available in different sizes
• Lufthansa Cargo AG The WOW Alliance in the UK 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, Lufthansa Cargo AG The WOW Alliance in the UK has also increased the trial rate
• Different SKUs have also helped Lufthansa Cargo AG The WOW Alliance in the UK improve its product accessibility

2.2. Price

Lufthansa Cargo AG The WOW Alliance in the UK marketing mix focuses on a hybrid strategy for pricing to obtain maximum value for its products. The marketing mix Lufthansa Cargo AG The WOW Alliance in the UK 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, Lufthansa Cargo AG The WOW Alliance in the UK encourages favorable brand and product perceptions in target consumer groups
• Premium pricing for products also encourages a favorable quality perception of Lufthansa Cargo AG The WOW Alliance in the UK products amongst consumers
• With premium prices, Lufthansa Cargo AG The WOW Alliance in the UK 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 Lufthansa Cargo AG The WOW Alliance in the UK products
• Using elements of premium prices in other product ranges has also allowed Lufthansa Cargo AG The WOW Alliance in the UK to maintain significantly high profits and a consistent business growth

2.2.2. Psychological pricing

• Since Lufthansa Cargo AG The WOW Alliance in the UK has a number of different product ranges and product groups, the use of psychological pricing has been beneficial
• With the use of psychological pricing, Lufthansa Cargo AG The WOW Alliance in the UK also successfully adds more value to its products from the point of view of customers
• Lufthansa Cargo AG The WOW Alliance in the UK also gains higher sales with psychological pricing
• Consumer purchase a higher amount of Lufthansa Cargo AG The WOW Alliance in the UK products because of its use of psychological pricing
• Lufthansa Cargo AG The WOW Alliance in the UK is able to increase its target audience and broaden its target purchaser groups

2.2.3. Geographical pricing

• Lufthansa Cargo AG The WOW Alliance in the UK is able to penetrate different regional markets optimally with the use of geographical pricing
• For offshore locations, geographical pricing also allows Lufthansa Cargo AG The WOW Alliance in the UK to cover shipping and customs expenses
• Geographical pricing also allows Lufthansa Cargo AG The WOW Alliance in the UK 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, Lufthansa Cargo AG The WOW Alliance in the UK is also known to use bundle pricing strategy popularly
• Lufthansa Cargo AG The WOW Alliance in the UK also uses bundle pricing during sales
• Bundle pricing increases the trial rate for consumers
• Lufthansa Cargo AG The WOW Alliance in the UK experiences higher return on the cost of gaining a new customer
• With bundle pricing, Lufthansa Cargo AG The WOW Alliance in the UK 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 Lufthansa Cargo AG The WOW Alliance in the UK.

2.3. Placement

Lufthansa Cargo AG The WOW Alliance in the UK 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 Lufthansa Cargo AG The WOW Alliance in the UK in all markets
• Company-operated stores give Lufthansa Cargo AG The WOW Alliance in the UK higher control over operations as well as store layout and design
• Lufthansa Cargo AG The WOW Alliance in the UK 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 Lufthansa Cargo AG The WOW Alliance in the UK in terms of decisions regarding the stocking of different product items

2.3.2. Licensed stores

• Lufthansa Cargo AG The WOW Alliance in the UK 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 Lufthansa Cargo AG The WOW Alliance in the UK in unstable markets
• Licensed stores have also given Lufthansa Cargo AG The WOW Alliance in the UK high business growth, and a boost for rapid market expansion and penetration
• Through licensed stores, Lufthansa Cargo AG The WOW Alliance in the UK has also learned about local consumers and cultures
• Licensed stores and shops encourage sales of products by Lufthansa Cargo AG The WOW Alliance in the UK by aligning it with local cultural values
• Licensed stores also help Lufthansa Cargo AG The WOW Alliance in the UK in localizing its product offerings to enhance brand equity and band image

2.3.3. E-commerce

• Lufthansa Cargo AG The WOW Alliance in the UK has developed a successfully operational website for online order placement and order tracking
• Lufthansa Cargo AG The WOW Alliance in the UK 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 Lufthansa Cargo AG The WOW Alliance in the UK and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

• Lufthansa Cargo AG The WOW Alliance in the UK also places its products in supermarkets and hypermarkets across the country
• A large number of Lufthansa Cargo AG The WOW Alliance in the UK target groups shop from supermarkets and hypermarkets
• Placement in supermarkets and hypermarkets also improve cost efficiency for Lufthansa Cargo AG The WOW Alliance in the UK

2.3.5. Partner agents

• In offshore locations, Lufthansa Cargo AG The WOW Alliance in the UK also makes use of partner agents for its products’ placement
• These partner agents are assessed and evaluated on strategic compatibility and reliance
• Lufthansa Cargo AG The WOW Alliance in the UK 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 Lufthansa Cargo AG The WOW Alliance in the UK also places high importance on the promotional tactics and strategies used. The promotional strategies allow the Lufthansa Cargo AG The WOW Alliance in the UK to interact with the consumers and influence them directly. Lufthansa Cargo AG The WOW Alliance in the UK uses a 360-degree approach in its promotional activities, and makes use of the following means of promotion:

2.4.1. Digital marketing

• Lufthansa Cargo AG The WOW Alliance in the UK has corporate profiles on all social media websites and portals
• Lufthansa Cargo AG The WOW Alliance in the UK uses its social media presence to directly, engage with consumers
• This direct engagement and interaction allows Lufthansa Cargo AG The WOW Alliance in the UK to understand the customers, their needs and demands
• Lufthansa Cargo AG The WOW Alliance in the UK uses this feedback and incorporates it in its broader marketing and organizational strategy
• Lufthansa Cargo AG The WOW Alliance in the UK 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

• Lufthansa Cargo AG The WOW Alliance in the UK 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 Lufthansa Cargo AG The WOW Alliance in the UK and is valued for points against the products’ monetary value
• The loyalty card can be purchased or is given complementary by Lufthansa Cargo AG The WOW Alliance in the UK on high valued purchases
• Frequent usage and purchase of products by Lufthansa Cargo AG The WOW Alliance in the UK also has rewards against the loyalty card

2.4.3. Community Influencers

• Lufthansa Cargo AG The WOW Alliance in the UK makes use of community influencers as its on-ground promotional efforts
• Lufthansa Cargo AG The WOW Alliance in the UK identifies strong and confident individuals to be brand ambassadors in their communities
• Lufthansa Cargo AG The WOW Alliance in the UK 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, Lufthansa Cargo AG The WOW Alliance in the UK also makes use of out of house hoardings
• Hoardings increase visibility for Lufthansa Cargo AG The WOW Alliance in the UK and also work towards building stronger brand recall
• Lufthansa Cargo AG The WOW Alliance in the UK also produces TV advertisements
• All TV advertisements have an emotional appeal to them
• TV advertisements by Lufthansa Cargo AG The WOW Alliance in the UK have progressed to include a slice of life elements and characteristics
• TV advertisements by Lufthansa Cargo AG The WOW Alliance in the UK also highlight the functional benefits of the product

2.5. People

The marketing mix of Lufthansa Cargo AG The WOW Alliance in the UK also places an essential focus on people development and people building. This is because Lufthansa Cargo AG The WOW Alliance in the UK realizes the importance of employees in building strong customer relationships. Lufthansa Cargo AG The WOW Alliance in the UK develops its employee and people by focusing on the following aspects:

2.5.1. Training

• Lufthansa Cargo AG The WOW Alliance in the UK makes sure that all employees undergo regular training sessions for skill development and enhancement
• Trainings at Lufthansa Cargo AG The WOW Alliance in the UK are not the only field related, but also focus on essential management and organizational skills
• Training sessions and activities at Lufthansa Cargo AG The WOW Alliance in the UK also identify with the employee's own needs of progression, development and growth
• All training sessions and activities designed and carried out by Lufthansa Cargo AG The WOW Alliance in the UK take into consideration business goals and objectives, as well as employee's personal goals and aspirations
• Lufthansa Cargo AG The WOW Alliance in the UK, 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

• Lufthansa Cargo AG The WOW Alliance in the UK works on strengthening the organizational commitment in its employees
• Lufthansa Cargo AG The WOW Alliance in the UK builds employee loyalty so that people can reflect their optimal best at work
• Lufthansa Cargo AG The WOW Alliance in the UK also understands that satisfied employees will lead to happy and satisfied customers
• Lufthansa Cargo AG The WOW Alliance in the UK regularly shares different reward programs for employees, including stock sharing, so that their organizational commitment and ownership is enhanced
• Lufthansa Cargo AG The WOW Alliance in the UK 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

• Lufthansa Cargo AG The WOW Alliance in the UK employees are the face of the organization
• Lufthansa Cargo AG The WOW Alliance in the UK are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that Lufthansa Cargo AG The WOW Alliance in the UK 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

• Lufthansa Cargo AG The WOW Alliance in the UK remains one of the leading players in the industry also because of its focus on succession planning
• Lufthansa Cargo AG The WOW Alliance in the UK 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 Lufthansa Cargo AG The WOW Alliance in the UK
• Strategic succession planning has allowed Lufthansa Cargo AG The WOW Alliance in the UK to be prepared for different challenges, and also be resourceful enough to deflect them

2.6. Process

Lufthansa Cargo AG The WOW Alliance in the UK has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at Lufthansa Cargo AG The WOW Alliance in the UK are clearly defined and communicated to the employees
• Lufthansa Cargo AG The WOW Alliance in the UK 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 Lufthansa Cargo AG The WOW Alliance in the UK

2.6.2. People Management

• Lufthansa Cargo AG The WOW Alliance in the UK has also defined clear processes for people management through streamlining its human resource management department
• Lufthansa Cargo AG The WOW Alliance in the UK 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 Lufthansa Cargo AG The WOW Alliance in the UK to keep its workforce motivated and happy – which reflects in satisfied customers

2.6.3. Quality maintenance

• Lufthansa Cargo AG The WOW Alliance in the UK 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

• Lufthansa Cargo AG The WOW Alliance in the UK 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 Lufthansa Cargo AG The WOW Alliance in the UK 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 Lufthansa Cargo AG The WOW Alliance in the UK as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for Lufthansa Cargo AG The WOW Alliance in the UK include:

2.7.1. Store atmosphere

• The store design and management for Lufthansa Cargo AG The WOW Alliance in the UK 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 Lufthansa Cargo AG The WOW Alliance in the UK at ease
• The store design is also important for Lufthansa Cargo AG The WOW Alliance in the UK 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 Lufthansa Cargo AG The WOW Alliance in the UK 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

• Lufthansa Cargo AG The WOW Alliance in the UK has unique packaging, which is different from other players in the industry
• Lufthansa Cargo AG The WOW Alliance in the UK 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 Lufthansa Cargo AG The WOW Alliance in the UK
• The packaging of the products is sophisticatedly done and matches the brand image developed and maintained by Lufthansa Cargo AG The WOW Alliance in the UK

2.7.3. Website design

• The website design is simple and easy to use
• Lufthansa Cargo AG The WOW Alliance in the UK has a customer friendly user interface which allows easy navigation and understanding of its various product offerings
• The corporate website of Lufthansa Cargo AG The WOW Alliance in the UK 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