Marketing Mix Of Sustainable Development at Shell 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 Sustainable Development at Shell B

Sustainable Development at Shell B makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix Sustainable Development at Shell B is presented below:

2.1. Product

Product is one of the most important components of the Sustainable Development at Shell B Marketing mix. The distinctive characteristics of the product by Sustainable Development at Shell B are:

2.1.1. Quality

• Sustainable Development at Shell B maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• Sustainable Development at Shell 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 Sustainable Development at Shell B with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by Sustainable Development at Shell 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

• Sustainable Development at Shell B has a broad portfolio of products
• The broad portfolio helps Sustainable Development at Shell B in reaching different target groups in the market
• Also, the broad portfolio allows financial strength to Sustainable Development at Shell B
• The broader product portfolio also adds more value for Sustainable Development at Shell B

2.1.4. Benefits of product consumption

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

2.2. Price

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

2.2.2. Psychological pricing

• Since Sustainable Development at Shell 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, Sustainable Development at Shell B also successfully adds more value to its products from the point of view of customers
• Sustainable Development at Shell B also gains higher sales with psychological pricing
• Consumer purchase a higher amount of Sustainable Development at Shell B products because of its use of psychological pricing
• Sustainable Development at Shell B is able to increase its target audience and broaden its target purchaser groups

2.2.3. Geographical pricing

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

2.3. Placement

Sustainable Development at Shell 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 Sustainable Development at Shell B in all markets
• Company-operated stores give Sustainable Development at Shell B higher control over operations as well as store layout and design
• Sustainable Development at Shell 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 Sustainable Development at Shell B in terms of decisions regarding the stocking of different product items

2.3.2. Licensed stores

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

2.3.3. E-commerce

• Sustainable Development at Shell B has developed a successfully operational website for online order placement and order tracking
• Sustainable Development at Shell 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 Sustainable Development at Shell B and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

• Sustainable Development at Shell B also places its products in supermarkets and hypermarkets across the country
• A large number of Sustainable Development at Shell B target groups shop from supermarkets and hypermarkets
• Placement in supermarkets and hypermarkets also improve cost efficiency for Sustainable Development at Shell B

2.3.5. Partner agents

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

2.4.1. Digital marketing

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

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

2.4.3. Community Influencers

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

2.5. People

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

2.5.1. Training

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

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

• Sustainable Development at Shell B employees are the face of the organization
• Sustainable Development at Shell B are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that Sustainable Development at Shell 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

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

2.6. Process

Sustainable Development at Shell B has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at Sustainable Development at Shell B are clearly defined and communicated to the employees
• Sustainable Development at Shell 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 Sustainable Development at Shell B

2.6.2. People Management

• Sustainable Development at Shell B has also defined clear processes for people management through streamlining its human resource management department
• Sustainable Development at Shell 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 Sustainable Development at Shell B to keep its workforce motivated and happy – which reflects in satisfied customers

2.6.3. Quality maintenance

• Sustainable Development at Shell 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

• Sustainable Development at Shell 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 Sustainable Development at Shell 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 Sustainable Development at Shell B as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for Sustainable Development at Shell B include:

2.7.1. Store atmosphere

• The store design and management for Sustainable Development at Shell 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 Sustainable Development at Shell B at ease
• The store design is also important for Sustainable Development at Shell 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 Sustainable Development at Shell 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

• Sustainable Development at Shell B has unique packaging, which is different from other players in the industry
• Sustainable Development at Shell 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 Sustainable Development at Shell B
• The packaging of the products is sophisticatedly done and matches the brand image developed and maintained by Sustainable Development at Shell B

2.7.3. Website design

• The website design is simple and easy to use
• Sustainable Development at Shell B has a customer friendly user interface which allows easy navigation and understanding of its various product offerings
• The corporate website of Sustainable Development at Shell 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