Marketing Mix Of Lumos Networks Corp

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 Lumos Networks Corp

Lumos Networks Corp makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix Lumos Networks Corp is presented below:

2.1. Product

Product is one of the most important components of the Lumos Networks Corp Marketing mix. The distinctive characteristics of the product by Lumos Networks Corp are:

2.1.1. Quality

• Lumos Networks Corp maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• Lumos Networks Corp 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 Lumos Networks Corp with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by Lumos Networks Corp 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

• Lumos Networks Corp has a broad portfolio of products
• The broad portfolio helps Lumos Networks Corp in reaching different target groups in the market
• Also, the broad portfolio allows financial strength to Lumos Networks Corp
• The broader product portfolio also adds more value for Lumos Networks Corp

2.1.4. Benefits of product consumption

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

2.2. Price

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

2.2.2. Psychological pricing

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

2.2.3. Geographical pricing

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

2.3. Placement

Lumos Networks Corp 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 Lumos Networks Corp in all markets
• Company-operated stores give Lumos Networks Corp higher control over operations as well as store layout and design
• Lumos Networks Corp 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 Lumos Networks Corp in terms of decisions regarding the stocking of different product items

2.3.2. Licensed stores

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

2.3.3. E-commerce

• Lumos Networks Corp has developed a successfully operational website for online order placement and order tracking
• Lumos Networks Corp 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 Lumos Networks Corp and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

• Lumos Networks Corp also places its products in supermarkets and hypermarkets across the country
• A large number of Lumos Networks Corp target groups shop from supermarkets and hypermarkets
• Placement in supermarkets and hypermarkets also improve cost efficiency for Lumos Networks Corp

2.3.5. Partner agents

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

2.4.1. Digital marketing

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

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

2.4.3. Community Influencers

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

2.5. People

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

2.5.1. Training

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

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

• Lumos Networks Corp employees are the face of the organization
• Lumos Networks Corp are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that Lumos Networks Corp 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

• Lumos Networks Corp remains one of the leading players in the industry also because of its focus on succession planning
• Lumos Networks Corp 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 Lumos Networks Corp
• Strategic succession planning has allowed Lumos Networks Corp to be prepared for different challenges, and also be resourceful enough to deflect them

2.6. Process

Lumos Networks Corp has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at Lumos Networks Corp are clearly defined and communicated to the employees
• Lumos Networks Corp 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 Lumos Networks Corp

2.6.2. People Management

• Lumos Networks Corp has also defined clear processes for people management through streamlining its human resource management department
• Lumos Networks Corp 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 Lumos Networks Corp to keep its workforce motivated and happy – which reflects in satisfied customers

2.6.3. Quality maintenance

• Lumos Networks Corp 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

• Lumos Networks Corp 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 Lumos Networks Corp 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 Lumos Networks Corp as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for Lumos Networks Corp include:

2.7.1. Store atmosphere

• The store design and management for Lumos Networks Corp 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 Lumos Networks Corp at ease
• The store design is also important for Lumos Networks Corp 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 Lumos Networks Corp 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

• Lumos Networks Corp has unique packaging, which is different from other players in the industry
• Lumos Networks Corp 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 Lumos Networks Corp
• The packaging of the products is sophisticatedly done and matches the brand image developed and maintained by Lumos Networks Corp

2.7.3. Website design

• The website design is simple and easy to use
• Lumos Networks Corp has a customer friendly user interface which allows easy navigation and understanding of its various product offerings
• The corporate website of Lumos Networks Corp 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