Marketing Mix Of Rcr Tomlinson Limited

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 Rcr Tomlinson Limited

Rcr Tomlinson Limited makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix Rcr Tomlinson Limited is presented below:

2.1. Product

Product is one of the most important components of the Rcr Tomlinson Limited Marketing mix. The distinctive characteristics of the product by Rcr Tomlinson Limited are:

2.1.1. Quality

• Rcr Tomlinson Limited maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• Rcr Tomlinson Limited 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 Rcr Tomlinson Limited with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by Rcr Tomlinson Limited 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

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

2.1.4. Benefits of product consumption

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

2.2. Price

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

2.2.2. Psychological pricing

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

2.2.3. Geographical pricing

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

2.3. Placement

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

2.3.2. Licensed stores

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

2.3.3. E-commerce

• Rcr Tomlinson Limited has developed a successfully operational website for online order placement and order tracking
• Rcr Tomlinson Limited 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 Rcr Tomlinson Limited and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

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

2.3.5. Partner agents

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

2.4.1. Digital marketing

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

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

2.4.3. Community Influencers

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

2.5. People

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

2.5.1. Training

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

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

• Rcr Tomlinson Limited employees are the face of the organization
• Rcr Tomlinson Limited are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that Rcr Tomlinson Limited 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

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

2.6. Process

Rcr Tomlinson Limited has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at Rcr Tomlinson Limited are clearly defined and communicated to the employees
• Rcr Tomlinson Limited 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 Rcr Tomlinson Limited

2.6.2. People Management

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

2.6.3. Quality maintenance

• Rcr Tomlinson Limited 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

• Rcr Tomlinson Limited 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 Rcr Tomlinson Limited 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 Rcr Tomlinson Limited as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for Rcr Tomlinson Limited include:

2.7.1. Store atmosphere

• The store design and management for Rcr Tomlinson Limited 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 Rcr Tomlinson Limited at ease
• The store design is also important for Rcr Tomlinson Limited 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 Rcr Tomlinson Limited 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

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

2.7.3. Website design

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