Marketing strategy of Nodal Logistics and Custo Brasil

Posted by Zander Henry on Aug-22-2018

1. The vision of Nodal Logistics and Custo Brasil

The vision of Nodal Logistics and Custo Brasil is to be the leading quality service and product provider for customers. Being the best and the leading player means that Nodal Logistics and Custo Brasil 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 Nodal Logistics and Custo Brasil

Nodal Logistics and Custo Brasil marketing strategy is grounded in its mission. The mission for Nodal Logistics and Custo Brasil is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Nodal Logistics and Custo Brasil 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 Nodal Logistics and Custo Brasil

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

3.1. Brand awareness

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

3.2. Brand association

• Nodal Logistics and Custo Brasil is directly associated with the brand name and product category
• Nodal Logistics and Custo Brasil has a broad product portfolio
• Nodal Logistics and Custo Brasil is associated with promising and delivering quality and innovative products
• Nodal Logistics and Custo Brasil is also associated with excellent customer service

3.3. Brand loyalty

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

3.4. Brand asset

• Nodal Logistics and Custo Brasil has a substantial brand value
• Nodal Logistics and Custo Brasil also enjoys the high financial worth
• Nodal Logistics and Custo Brasil focuses on building a reliable and robust employee base

3.5. Brand element

• Nodal Logistics and Custo Brasil 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 Nodal Logistics and Custo Brasil

The situational analysis will help in developing the marketing strategy of Nodal Logistics and Custo Brasil 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 Nodal Logistics and Custo Brasil.

4.1. SWOT

4.1.1. Strengths

Nodal Logistics and Custo Brasil marketing strategy can benefit from the following internal advantages:

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

4.1.2. Weakness

Nodal Logistics and Custo Brasil faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Nodal Logistics and Custo Brasil has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Nodal Logistics and Custo Brasil faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Nodal Logistics and Custo Brasil operates I markets with political stability
• Nodal Logistics and Custo Brasil has funding support from the government for small businesses

4.2.2. Economic

• Nodal Logistics and Custo Brasil enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Nodal Logistics and Custo Brasil
• Low inflation strengthens the financial position of Nodal Logistics and Custo Brasil

4.2.3. Social

• Higher education and awareness increases sales of Nodal Logistics and Custo Brasil predict
• Nodal Logistics and Custo Brasil focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Nodal Logistics and Custo Brasil has an active CSR program
• Nodal Logistics and Custo Brasil ensures environmental safety in all its operations

4.2.5. Legal

• Nodal Logistics and Custo Brasil is aware of local and global laws of business and human resource management
• Nodal Logistics and Custo Brasil 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 Nodal Logistics and Custo Brasil: The Marketing Strategy of Nodal Logistics and Custo Brasil

Nodal Logistics and Custo Brasil marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Nodal Logistics and Custo Brasil brand and products by 30%
• Increase sales for Nodal Logistics and Custo Brasil 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 Nodal Logistics and Custo Brasil 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 Nodal Logistics and Custo Brasil

Nodal Logistics and Custo Brasil marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Nodal Logistics and Custo Brasil has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Nodal Logistics and Custo Brasil has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Nodal Logistics and Custo Brasil, 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 Nodal Logistics and Custo Brasil consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Nodal Logistics and Custo Brasil focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Nodal Logistics and Custo Brasil 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

• Nodal Logistics and Custo Brasil 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 Nodal Logistics and Custo Brasil 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 Nodal Logistics and Custo Brasil, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Nodal Logistics and Custo Brasil 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 Nodal Logistics and Custo Brasil Positioning of Nodal Logistics and Custo Brasil

The marketing strategy of Nodal Logistics and Custo Brasil targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Nodal Logistics and Custo Brasil 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 Nodal Logistics and Custo Brasil focuses on quality control

7.2. Mass marketing

• The marketing strategy of Nodal Logistics and Custo Brasil focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Nodal Logistics and Custo Brasil makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Nodal Logistics and Custo Brasil does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Nodal Logistics and Custo Brasil 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

• Nodal Logistics and Custo Brasil 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 Nodal Logistics and Custo Brasil 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 Nodal Logistics and Custo Brasil

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

8.1. Cost-effectiveness

• Nodal Logistics and Custo Brasil focuses on reaching consumers effectively rather than grandeur
• Nodal Logistics and Custo Brasil 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
• Nodal Logistics and Custo Brasil has in-house copywriters for marketing campaigns which also helps in controlling costs
• Nodal Logistics and Custo Brasil also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

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

8.3. Strong market research and consumer understanding grounded

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

9. Distribution Strategy of Nodal Logistics and Custo Brasil

Nodal Logistics and Custo Brasil marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Nodal Logistics and Custo Brasil makes use of intensive distribution strategy because it is mass marketing
• Nodal Logistics and Custo Brasil’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, Nodal Logistics and Custo Brasil 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

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

9.3. Indirect distribution strategy

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

The industry in which Nodal Logistics and Custo Brasil operates is very responsive to market and consumer trends. Nodal Logistics and Custo Brasil, 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

• Nodal Logistics and Custo Brasil 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
• Nodal Logistics and Custo Brasil 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

• Nodal Logistics and Custo Brasil 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 Nodal Logistics and Custo Brasil

The marketing mix for Nodal Logistics and Custo Brasil as per the marketing strategy is the following:

11.1. Product

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

11.2. Place

• Nodal Logistics and Custo Brasil 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 Nodal Logistics and Custo Brasil also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Nodal Logistics and Custo Brasil also makes use of e-commerce to increase penetration and sales

11.3. Price

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

11.5. People

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

11.6. Process

• All activities at Nodal Logistics and Custo Brasil - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Nodal Logistics and Custo Brasil 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 Nodal Logistics and Custo Brasil

11.7. Physical evidence

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

12. Promotional tactics for the marketing strategy of Nodal Logistics and Custo Brasil

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Nodal Logistics and Custo Brasil 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
• Nodal Logistics and Custo Brasil 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 Nodal Logistics and Custo Brasil brand

13. Monitoring and evaluation of the marketing strategy of Nodal Logistics and Custo Brasil

13.1. Changes in sales

• Nodal Logistics and Custo Brasil regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Nodal Logistics and Custo Brasil
• Sometimes, Nodal Logistics and Custo Brasil experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Nodal Logistics and Custo Brasil 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 Nodal Logistics and Custo Brasil to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Nodal Logistics and Custo Brasil can also be seen through the revenue and profit growth
• Return on investment allows Nodal Logistics and Custo Brasil 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 Nodal Logistics and Custo Brasil 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 Nodal Logistics and Custo Brasil