Marketing strategy of New Enterprise Associates

Posted by Zander Henry on Aug-22-2018

1. The vision of New Enterprise Associates

The vision of New Enterprise Associates is to be the leading quality service and product provider for customers. Being the best and the leading player means that New Enterprise Associates 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 New Enterprise Associates

New Enterprise Associates marketing strategy is grounded in its mission. The mission for New Enterprise Associates is to be the favorite brand of the customers. This mission is essential for the marketing strategy of New Enterprise Associates 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 New Enterprise Associates

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of New Enterprise Associates. The knowledge of brand equity will help in shaping New Enterprise Associates marketing strategy effectively – thereby facilitating the growth of business for New Enterprise Associates.

3.1. Brand awareness

• New Enterprise Associates has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for New Enterprise Associates has modified marketing and strategic directives and plans

3.2. Brand association

• New Enterprise Associates is directly associated with the brand name and product category
• New Enterprise Associates has a broad product portfolio
• New Enterprise Associates is associated with promising and delivering quality and innovative products
• New Enterprise Associates is also associated with excellent customer service

3.3. Brand loyalty

• New Enterprise Associates has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• New Enterprise Associates has a global customer base
• New Enterprise Associates keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• New Enterprise Associates has a substantial brand value
• New Enterprise Associates also enjoys the high financial worth
• New Enterprise Associates focuses on building a reliable and robust employee base

3.5. Brand element

• New Enterprise Associates 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 New Enterprise Associates

The situational analysis will help in developing the marketing strategy of New Enterprise Associates 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 New Enterprise Associates.

4.1. SWOT

4.1.1. Strengths

New Enterprise Associates marketing strategy can benefit from the following internal advantages:

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

4.1.2. Weakness

New Enterprise Associates faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

New Enterprise Associates has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

New Enterprise Associates faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• New Enterprise Associates operates I markets with political stability
• New Enterprise Associates has funding support from the government for small businesses

4.2.2. Economic

• New Enterprise Associates enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for New Enterprise Associates
• Low inflation strengthens the financial position of New Enterprise Associates

4.2.3. Social

• Higher education and awareness increases sales of New Enterprise Associates predict
• New Enterprise Associates focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• New Enterprise Associates has an active CSR program
• New Enterprise Associates ensures environmental safety in all its operations

4.2.5. Legal

• New Enterprise Associates is aware of local and global laws of business and human resource management
• New Enterprise Associates 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 New Enterprise Associates: The Marketing Strategy of New Enterprise Associates

New Enterprise Associates marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for New Enterprise Associates brand and products by 30%
• Increase sales for New Enterprise Associates 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 New Enterprise Associates 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 New Enterprise Associates

New Enterprise Associates marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

New Enterprise Associates has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• New Enterprise Associates has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for New Enterprise Associates, 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 New Enterprise Associates consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• New Enterprise Associates focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

New Enterprise Associates 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

• New Enterprise Associates 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 New Enterprise Associates 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 New Enterprise Associates, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for New Enterprise Associates 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 New Enterprise Associates Positioning of New Enterprise Associates

The marketing strategy of New Enterprise Associates targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for New Enterprise Associates 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 New Enterprise Associates focuses on quality control

7.2. Mass marketing

• The marketing strategy of New Enterprise Associates focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• New Enterprise Associates makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• New Enterprise Associates does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, New Enterprise Associates 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

• New Enterprise Associates 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 New Enterprise Associates 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 New Enterprise Associates

The marketing strategy of New Enterprise Associates stands out from the clutter and competition. New Enterprise Associates has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that New Enterprise Associates has utilized:

8.1. Cost-effectiveness

• New Enterprise Associates focuses on reaching consumers effectively rather than grandeur
• New Enterprise Associates 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
• New Enterprise Associates has in-house copywriters for marketing campaigns which also helps in controlling costs
• New Enterprise Associates also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

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

8.3. Strong market research and consumer understanding grounded

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

9. Distribution Strategy of New Enterprise Associates

New Enterprise Associates marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• New Enterprise Associates makes use of intensive distribution strategy because it is mass marketing
• New Enterprise Associates’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, New Enterprise Associates 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

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

9.3. Indirect distribution strategy

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

The industry in which New Enterprise Associates operates is very responsive to market and consumer trends. New Enterprise Associates, 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

• New Enterprise Associates 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
• New Enterprise Associates 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

• New Enterprise Associates 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 New Enterprise Associates

The marketing mix for New Enterprise Associates as per the marketing strategy is the following:

11.1. Product

• New Enterprise Associates has a broad product portfolio
• New Enterprise Associates provides mass marketed products for all segments across the market undifferentiated
• New Enterprise Associates 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 New Enterprise Associates maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• New Enterprise Associates 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 New Enterprise Associates also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• New Enterprise Associates also makes use of e-commerce to increase penetration and sales

11.3. Price

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

11.5. People

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

11.6. Process

• All activities at New Enterprise Associates - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at New Enterprise Associates 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 New Enterprise Associates

11.7. Physical evidence

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

12. Promotional tactics for the marketing strategy of New Enterprise Associates

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The New Enterprise Associates 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
• New Enterprise Associates 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 New Enterprise Associates brand

13. Monitoring and evaluation of the marketing strategy of New Enterprise Associates

13.1. Changes in sales

• New Enterprise Associates regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of New Enterprise Associates
• Sometimes, New Enterprise Associates experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• New Enterprise Associates 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 New Enterprise Associates to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of New Enterprise Associates can also be seen through the revenue and profit growth
• Return on investment allows New Enterprise Associates 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 New Enterprise Associates 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 New Enterprise Associates