Marketing Mix Of Maersk-Alibaba Alliance A Win-win Deal

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 Maersk-Alibaba Alliance A Win-win Deal

Maersk-Alibaba Alliance A Win-win Deal makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix Maersk-Alibaba Alliance A Win-win Deal is presented below:

2.1. Product

Product is one of the most important components of the Maersk-Alibaba Alliance A Win-win Deal Marketing mix. The distinctive characteristics of the product by Maersk-Alibaba Alliance A Win-win Deal are:

2.1.1. Quality

• Maersk-Alibaba Alliance A Win-win Deal maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• Maersk-Alibaba Alliance A Win-win Deal 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 Maersk-Alibaba Alliance A Win-win Deal with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by Maersk-Alibaba Alliance A Win-win Deal 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

• Maersk-Alibaba Alliance A Win-win Deal has a broad portfolio of products
• The broad portfolio helps Maersk-Alibaba Alliance A Win-win Deal in reaching different target groups in the market
• Also, the broad portfolio allows financial strength to Maersk-Alibaba Alliance A Win-win Deal
• The broader product portfolio also adds more value for Maersk-Alibaba Alliance A Win-win Deal

2.1.4. Benefits of product consumption

• Maersk-Alibaba Alliance A Win-win Deal 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 Maersk-Alibaba Alliance A Win-win Deal is its delivery of emotional benefits to the consumer
• Products manufactured and sold by Maersk-Alibaba Alliance A Win-win Deal promise consumers an ego boost, confidence, and security
• Maersk-Alibaba Alliance A Win-win Deal 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 Maersk-Alibaba Alliance A Win-win Deal are available in different sizes
• Maersk-Alibaba Alliance A Win-win Deal 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, Maersk-Alibaba Alliance A Win-win Deal has also increased the trial rate
• Different SKUs have also helped Maersk-Alibaba Alliance A Win-win Deal improve its product accessibility

2.2. Price

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

2.2.2. Psychological pricing

• Since Maersk-Alibaba Alliance A Win-win Deal has a number of different product ranges and product groups, the use of psychological pricing has been beneficial
• With the use of psychological pricing, Maersk-Alibaba Alliance A Win-win Deal also successfully adds more value to its products from the point of view of customers
• Maersk-Alibaba Alliance A Win-win Deal also gains higher sales with psychological pricing
• Consumer purchase a higher amount of Maersk-Alibaba Alliance A Win-win Deal products because of its use of psychological pricing
• Maersk-Alibaba Alliance A Win-win Deal is able to increase its target audience and broaden its target purchaser groups

2.2.3. Geographical pricing

• Maersk-Alibaba Alliance A Win-win Deal is able to penetrate different regional markets optimally with the use of geographical pricing
• For offshore locations, geographical pricing also allows Maersk-Alibaba Alliance A Win-win Deal to cover shipping and customs expenses
• Geographical pricing also allows Maersk-Alibaba Alliance A Win-win Deal 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, Maersk-Alibaba Alliance A Win-win Deal is also known to use bundle pricing strategy popularly
• Maersk-Alibaba Alliance A Win-win Deal also uses bundle pricing during sales
• Bundle pricing increases the trial rate for consumers
• Maersk-Alibaba Alliance A Win-win Deal experiences higher return on the cost of gaining a new customer
• With bundle pricing, Maersk-Alibaba Alliance A Win-win Deal 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 Maersk-Alibaba Alliance A Win-win Deal.

2.3. Placement

Maersk-Alibaba Alliance A Win-win Deal 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 Maersk-Alibaba Alliance A Win-win Deal in all markets
• Company-operated stores give Maersk-Alibaba Alliance A Win-win Deal higher control over operations as well as store layout and design
• Maersk-Alibaba Alliance A Win-win Deal 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 Maersk-Alibaba Alliance A Win-win Deal in terms of decisions regarding the stocking of different product items

2.3.2. Licensed stores

• Maersk-Alibaba Alliance A Win-win Deal 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 Maersk-Alibaba Alliance A Win-win Deal in unstable markets
• Licensed stores have also given Maersk-Alibaba Alliance A Win-win Deal high business growth, and a boost for rapid market expansion and penetration
• Through licensed stores, Maersk-Alibaba Alliance A Win-win Deal has also learned about local consumers and cultures
• Licensed stores and shops encourage sales of products by Maersk-Alibaba Alliance A Win-win Deal by aligning it with local cultural values
• Licensed stores also help Maersk-Alibaba Alliance A Win-win Deal in localizing its product offerings to enhance brand equity and band image

2.3.3. E-commerce

• Maersk-Alibaba Alliance A Win-win Deal has developed a successfully operational website for online order placement and order tracking
• Maersk-Alibaba Alliance A Win-win Deal 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 Maersk-Alibaba Alliance A Win-win Deal and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

• Maersk-Alibaba Alliance A Win-win Deal also places its products in supermarkets and hypermarkets across the country
• A large number of Maersk-Alibaba Alliance A Win-win Deal target groups shop from supermarkets and hypermarkets
• Placement in supermarkets and hypermarkets also improve cost efficiency for Maersk-Alibaba Alliance A Win-win Deal

2.3.5. Partner agents

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

2.4.1. Digital marketing

• Maersk-Alibaba Alliance A Win-win Deal has corporate profiles on all social media websites and portals
• Maersk-Alibaba Alliance A Win-win Deal uses its social media presence to directly, engage with consumers
• This direct engagement and interaction allows Maersk-Alibaba Alliance A Win-win Deal to understand the customers, their needs and demands
• Maersk-Alibaba Alliance A Win-win Deal uses this feedback and incorporates it in its broader marketing and organizational strategy
• Maersk-Alibaba Alliance A Win-win Deal 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

• Maersk-Alibaba Alliance A Win-win Deal 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 Maersk-Alibaba Alliance A Win-win Deal and is valued for points against the products’ monetary value
• The loyalty card can be purchased or is given complementary by Maersk-Alibaba Alliance A Win-win Deal on high valued purchases
• Frequent usage and purchase of products by Maersk-Alibaba Alliance A Win-win Deal also has rewards against the loyalty card

2.4.3. Community Influencers

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

2.5. People

The marketing mix of Maersk-Alibaba Alliance A Win-win Deal also places an essential focus on people development and people building. This is because Maersk-Alibaba Alliance A Win-win Deal realizes the importance of employees in building strong customer relationships. Maersk-Alibaba Alliance A Win-win Deal develops its employee and people by focusing on the following aspects:

2.5.1. Training

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

• Maersk-Alibaba Alliance A Win-win Deal works on strengthening the organizational commitment in its employees
• Maersk-Alibaba Alliance A Win-win Deal builds employee loyalty so that people can reflect their optimal best at work
• Maersk-Alibaba Alliance A Win-win Deal also understands that satisfied employees will lead to happy and satisfied customers
• Maersk-Alibaba Alliance A Win-win Deal regularly shares different reward programs for employees, including stock sharing, so that their organizational commitment and ownership is enhanced
• Maersk-Alibaba Alliance A Win-win Deal 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

• Maersk-Alibaba Alliance A Win-win Deal employees are the face of the organization
• Maersk-Alibaba Alliance A Win-win Deal are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that Maersk-Alibaba Alliance A Win-win Deal 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

• Maersk-Alibaba Alliance A Win-win Deal remains one of the leading players in the industry also because of its focus on succession planning
• Maersk-Alibaba Alliance A Win-win Deal 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 Maersk-Alibaba Alliance A Win-win Deal
• Strategic succession planning has allowed Maersk-Alibaba Alliance A Win-win Deal to be prepared for different challenges, and also be resourceful enough to deflect them

2.6. Process

Maersk-Alibaba Alliance A Win-win Deal has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at Maersk-Alibaba Alliance A Win-win Deal are clearly defined and communicated to the employees
• Maersk-Alibaba Alliance A Win-win Deal 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 Maersk-Alibaba Alliance A Win-win Deal

2.6.2. People Management

• Maersk-Alibaba Alliance A Win-win Deal has also defined clear processes for people management through streamlining its human resource management department
• Maersk-Alibaba Alliance A Win-win Deal 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 Maersk-Alibaba Alliance A Win-win Deal to keep its workforce motivated and happy – which reflects in satisfied customers

2.6.3. Quality maintenance

• Maersk-Alibaba Alliance A Win-win Deal 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

• Maersk-Alibaba Alliance A Win-win Deal 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 Maersk-Alibaba Alliance A Win-win Deal 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 Maersk-Alibaba Alliance A Win-win Deal as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for Maersk-Alibaba Alliance A Win-win Deal include:

2.7.1. Store atmosphere

• The store design and management for Maersk-Alibaba Alliance A Win-win Deal 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 Maersk-Alibaba Alliance A Win-win Deal at ease
• The store design is also important for Maersk-Alibaba Alliance A Win-win Deal 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 Maersk-Alibaba Alliance A Win-win Deal 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

• Maersk-Alibaba Alliance A Win-win Deal has unique packaging, which is different from other players in the industry
• Maersk-Alibaba Alliance A Win-win Deal 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 Maersk-Alibaba Alliance A Win-win Deal
• The packaging of the products is sophisticatedly done and matches the brand image developed and maintained by Maersk-Alibaba Alliance A Win-win Deal

2.7.3. Website design

• The website design is simple and easy to use
• Maersk-Alibaba Alliance A Win-win Deal has a customer friendly user interface which allows easy navigation and understanding of its various product offerings
• The corporate website of Maersk-Alibaba Alliance A Win-win Deal 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