Marketing Mix Of NCC Construction Danmark A and B

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 NCC Construction Danmark A and B

NCC Construction Danmark A and B makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix NCC Construction Danmark A and B is presented below:

2.1. Product

Product is one of the most important components of the NCC Construction Danmark A and B Marketing mix. The distinctive characteristics of the product by NCC Construction Danmark A and B are:

2.1.1. Quality

• NCC Construction Danmark A and B maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• NCC Construction Danmark A and B 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 NCC Construction Danmark A and B with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by NCC Construction Danmark A and B 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

• NCC Construction Danmark A and B has a broad portfolio of products
• The broad portfolio helps NCC Construction Danmark A and B in reaching different target groups in the market
• Also, the broad portfolio allows financial strength to NCC Construction Danmark A and B
• The broader product portfolio also adds more value for NCC Construction Danmark A and B

2.1.4. Benefits of product consumption

• NCC Construction Danmark A and B 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 NCC Construction Danmark A and B is its delivery of emotional benefits to the consumer
• Products manufactured and sold by NCC Construction Danmark A and B promise consumers an ego boost, confidence, and security
• NCC Construction Danmark A and B 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 NCC Construction Danmark A and B are available in different sizes
• NCC Construction Danmark A and B 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, NCC Construction Danmark A and B has also increased the trial rate
• Different SKUs have also helped NCC Construction Danmark A and B improve its product accessibility

2.2. Price

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

2.2.2. Psychological pricing

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

2.2.3. Geographical pricing

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

2.3. Placement

NCC Construction Danmark A and B 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 NCC Construction Danmark A and B in all markets
• Company-operated stores give NCC Construction Danmark A and B higher control over operations as well as store layout and design
• NCC Construction Danmark A and B 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 NCC Construction Danmark A and B in terms of decisions regarding the stocking of different product items

2.3.2. Licensed stores

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

2.3.3. E-commerce

• NCC Construction Danmark A and B has developed a successfully operational website for online order placement and order tracking
• NCC Construction Danmark A and B 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 NCC Construction Danmark A and B and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

• NCC Construction Danmark A and B also places its products in supermarkets and hypermarkets across the country
• A large number of NCC Construction Danmark A and B target groups shop from supermarkets and hypermarkets
• Placement in supermarkets and hypermarkets also improve cost efficiency for NCC Construction Danmark A and B

2.3.5. Partner agents

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

2.4.1. Digital marketing

• NCC Construction Danmark A and B has corporate profiles on all social media websites and portals
• NCC Construction Danmark A and B uses its social media presence to directly, engage with consumers
• This direct engagement and interaction allows NCC Construction Danmark A and B to understand the customers, their needs and demands
• NCC Construction Danmark A and B uses this feedback and incorporates it in its broader marketing and organizational strategy
• NCC Construction Danmark A and B 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

• NCC Construction Danmark A and B 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 NCC Construction Danmark A and B and is valued for points against the products’ monetary value
• The loyalty card can be purchased or is given complementary by NCC Construction Danmark A and B on high valued purchases
• Frequent usage and purchase of products by NCC Construction Danmark A and B also has rewards against the loyalty card

2.4.3. Community Influencers

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

2.5. People

The marketing mix of NCC Construction Danmark A and B also places an essential focus on people development and people building. This is because NCC Construction Danmark A and B realizes the importance of employees in building strong customer relationships. NCC Construction Danmark A and B develops its employee and people by focusing on the following aspects:

2.5.1. Training

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

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

• NCC Construction Danmark A and B employees are the face of the organization
• NCC Construction Danmark A and B are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that NCC Construction Danmark A and B 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

• NCC Construction Danmark A and B remains one of the leading players in the industry also because of its focus on succession planning
• NCC Construction Danmark A and B 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 NCC Construction Danmark A and B
• Strategic succession planning has allowed NCC Construction Danmark A and B to be prepared for different challenges, and also be resourceful enough to deflect them

2.6. Process

NCC Construction Danmark A and B has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at NCC Construction Danmark A and B are clearly defined and communicated to the employees
• NCC Construction Danmark A and B 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 NCC Construction Danmark A and B

2.6.2. People Management

• NCC Construction Danmark A and B has also defined clear processes for people management through streamlining its human resource management department
• NCC Construction Danmark A and B 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 NCC Construction Danmark A and B to keep its workforce motivated and happy – which reflects in satisfied customers

2.6.3. Quality maintenance

• NCC Construction Danmark A and B 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

• NCC Construction Danmark A and B 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 NCC Construction Danmark A and B 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 NCC Construction Danmark A and B as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for NCC Construction Danmark A and B include:

2.7.1. Store atmosphere

• The store design and management for NCC Construction Danmark A and B 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 NCC Construction Danmark A and B at ease
• The store design is also important for NCC Construction Danmark A and B 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 NCC Construction Danmark A and B 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

• NCC Construction Danmark A and B has unique packaging, which is different from other players in the industry
• NCC Construction Danmark A and B 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 NCC Construction Danmark A and B
• The packaging of the products is sophisticatedly done and matches the brand image developed and maintained by NCC Construction Danmark A and B

2.7.3. Website design

• The website design is simple and easy to use
• NCC Construction Danmark A and B has a customer friendly user interface which allows easy navigation and understanding of its various product offerings
• The corporate website of NCC Construction Danmark A and B 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