Voted as a Most Trusted Brand by Reader’s Digest for the 11^th consecutive year, the Company Blue Dart has emerged as a logistics company with the largest network in India. Blue Dart Express is part of the German Logistic company Deutsche Post DHL which is World largest logistics company.

The company has subsidiary known as Blue Dart Aviation Ltd incorporated in 1994, which support the Blue Dart express business and logistics needs.

Segmentation, targeting, positioning in the Marketing strategy of Blue Dart –

Segmentation helps in understanding the different set of customer groups and their varied characteristics in the population. Blue dart uses geographic segmentation strategy.

Differentiating targeting strategy is used by Blue Dart for targeting different segments.

It has positioned itself as South Asia’s premier courier and integrated air express package Distribution Company.  The company uses value-based and user benefit based positioning strategy.

Mission- “Not Available”

Vision- “To establish continuing excellence in delivery capabilities focused on the individual customer”

Tagline-“It’s Blue Dart Country”

Competitive advantage in the Marketing strategy of Bluedart –  

Dart Technology: The Indian Air Express Company has invested in advanced Technology infrastructure to create differentiated delivery capabilities to the customers and to provide tailor-made solutions. Some of the technology-based business offerings of the company are TrackDart, MailDart, MobileDart, InternetDart, PickDart, ShipDart, COSMAT II, ImageDart etc.

Extensive Network: The Company along with Group Company DHL Limited has an extensive domestic presence in over 35,000 locations and it service in more than 220 countries and territories worldwide.

Customized solutions: It is the only express carrier in the country to offer an entire range of services from shipment of a document to a charter-load of shipments. Services level has bee continuously monitored to maintain service level 99.96% or above.

BCG Matrix in the Marketing strategy of BlueDart –

Blue Dart operates in business segments such as transportation, logistics, and e-business solutions.

The technologically advanced express package distribution company is leading in all the strategic business units (SBU’s) it conducts business into.

Its business segments such as transportations along with logistics are stars in the BCG matrix while E-business solutions business is a question mark in the BCG matrix.

Distribution strategy in the Marketing strategy of Blue Dart –

Servicing more than 220 countries globally through its alliance DHL the company has the majority of its business is in India with warehouses at 85 locations across the country.

The company is offering customized solutions to the B2C & B2B customers with the help of more than 11,000 employees with 9000+ computer terminals operated by approximately 6500 users.

 The company has its own subsidiary Blue Dart Aviation in order to support time-definite morning deliveries through night freighter flight operations and Countrywide surface network to help the air services hand in hand.

Brand equity in the Marketing strategy of Blue Dart –

Blue Dart has bagged many award & accolades over the period of time some of which are Leadership award by the Business standard in 2013, Customer & brand loyalty award in the logistics sector and many other awards.

The brand has established itself as a strong customer-centric with a focus on infrastructure development and Investment in technology and innovation in order to offer better services.

Competitive analysis in the Marketing strategy of Blue Dart –

The Company competes in the market with the companies based on the factors such as technology, network services, and its expertise in customs, national & international regulations.

The company competes with companies such as GATI services, Fed Ex, TNT, DTDC services, First Flight couriers, Aggarwal Packers & movers etc.

 Blue Dart has core competencies in logistics, Supply chain management and e-commerce businesses.

Market analysis in the Marketing strategy of Blue Dart –

The logistics industry works with supply chain integration based on the type of product/ product categories. The industry operates in tier system in which second party logistics and third party logistics system are predominantly leading driver in the industry.

Some of the factors affecting the company operating in the market are import & export restrictions/ regulations, migration of people, rising alternative channels of communications etc.

Customer analysis in the Marketing strategy of Blue Dart –

Customers of Blue Dart are B2C or Retail as well as B2B customers such as companies, government offices, logistics companies etc.

To support these customer groups Blue Dart have 6 Boeings and 757 freighters along with 9670 vehicles for ground support.

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Specialised in electrical and engineering equipment the company is headquartered in Stuttgart and the Bosch’s parent company is Robert Bosch GmbH founded by Robert Bosch in 1951.

The company is the world’s largest supplier of the automotive equipment. The IT-enabled services supplemented by the IoT (Internet of things) and automation across different industries is what driving the businesses of the group.

Segmentation, targeting, positioning in the Marketing strategy of Bosch –

The various population characteristics on forming the basis of segmentation are age, income, geographic region, religion, attitude, behavior consumption pattern etc. Bosch uses a mix of demographic, psychographic and geographic segmentation strategies.

It uses differentiating targeting strategy and targets customers from automobile companies, companies from diversified industries, upper-class social group, Professionals & Executives.

It co-creates it positioning strategy with the help of the associates in order to make the primary offering of other companies more apprehensible to the customers. It uses the mix of user benefit and value-based positioning strategy.

Marketing mix

SWOT analysis

Mission- “To develop and market innovative connected devices and tailor-made solutions for the Internet of Things (IoT). To improve everyday life, increase comfort, security, and productivity”

Vision- “Invented for connected life”

Tagline-“Invented for Life”

Competitive advantage in the Marketing strategy of Bosch –

Diversified offerings: The operating business deals in core products such as brakes, controls, electronics, electrical drives, starter motors & steering systems; fuel systems, generators, industrial products, such as drives and controls, packaging technology and consumer goods; and household appliances, power tools, security systems, thermotechnology and building products.

Strong Network of Associate companies: Co-creation of the offerings with the help of the associates in different countries is what helping the company in being Glo-cal while at the same time being competitively ahead of its competitors. It has 133,974 associates in Germany, 102680 in Europe (excluding Germany), 42627 in America and 110000 in Asia and other countries.

BCG Matrix in the Marketing strategy of Bosch –

The Company operates in business segments such as Mobility solutions, Industrial Solutions, Consumer goods and Energy & building technology.

Its Mobility Solution segment generated 60 % of the total sales while Industrial technology, Consumer Goods and Energy & Building technology generated 9%, 24% and 7% of the total sales respectively.

The Mobility Solutions business segment is starring in the BCG matrix while others are a question mark.

Distribution strategy in the Marketing strategy of Bosch –

The Company is the global supplier of technology & services and generates 53 % of its sales from Europe market. The company operates with more than 440 subsidiaries and regional companies in 62+ countries.

Bosch distributes its products through a network of own sales team, distributors, resellers, e-commerce sites and associates. 

Brand equity in the Marketing strategy of Bosch –

Bosch has been ranked 98^th on Forbes magazine list of Innovative growth companies in 2016.

The brand has been valued at $9.3 billion as of May 2016 (market capitalization value method) generating revenue of $84.8 billion.  

Competitive analysis in the Marketing strategy of Bosch –

The diversified group with more than 389000 associates (226856 in Mobility Solutions, 38117 in industrial technology, 76131 in Consumer Goods, 30293 in Energy & building Technology and 17884 in other activities)  is the market leader in the products segments it operates into especially mobility solutions.

It competes with companies such as Gabriel, Tyco, Pelco and many others on the basis of innovative solutions, reaches in the market, distribution network, quality of products, precision & price.

Market analysis in the Marketing strategy of Bosch –

The market in which Bosch operates is overcrowded with counterfeit products manufacturers after sales spare marketers, small suppliers/ manufacturers and grey markets which affect the players operating in the industry.

The performance of the companies operating in the electrical equipment industry depends on the various factors such as infrastructure available, network, labor cost, government regulations, supplier availability and bargaining power.

Customer analysis in the Marketing strategy of Bosch- Since the company operates in diversified products segments, therefore, its customer groups consist of retail as well as B2B customer group.

Retail customers are in the age group of 20-45 years and are from upper/upper middle income class group majority of which purchases Consumer goods while the B2B customer group consist of automobile companies, wholesalers, distributors, resellers.

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The Wadia Enterprise, Britannia Industries Limited is an India Food company founded in 1892 and is manufacturing & selling biscuits, Rusk, cake, bread, and dairy products.

It is among the most trusted brands in India manufacturing daily food brands such as Good Day, Milk Bikis and Marie Gold, Tiger, and NutriChoice. These brands have become a household name in not only urban but rural markets also.

Its dairy business contributes approximately 6 % of the total revenue and it reaches to 100000+ outlets while its bread vertical is largest in the organized bread market with an annual turnover of over 1 lakh tons (in volume) and Rs.450 crores.

Segmentation, targeting, positioning in the Marketing strategy of Britannia –

Segmentation helps in understanding the different group of customers available in the population and what are characteristics associated with each of the group.

Britannia uses a mix of demographic & psychographic segmentation strategy considering the population variables such as age, social class, education level, income level, marital status, and occupation.

To serve the different customer groups accordingly, it uses differentiated targeting strategy.

Britannia has positioned itself as a brand caring for the consumers and serving healthy and delicious processed foods. It uses value-based positioning strategy.

Marketing mix

SWOT analysis

Mission- “To deliver continuous and sustainable financial performance for the company and all its stakeholders”

Vision- “Not Available”

Tagline-“Eat Healthy, Think Better”

Competitive advantage in the Marketing strategy of Britannia –

Strong Product portfolio: With a wide presence in each of the products categories supported by the sub-brands has helped the company in capturing the rural market generating Rs. 1556 Crs in Mar’17 which is 22% jump from the last Financial Year. Britannia Industries operate in the market with more than 300 SKU’s.

Parent Company, Wadia Group: Britannia Industries is a part of the strong parent company Wadia group which have a presence in a large number of business whether it is textile, aviation, Real Estate, plantations, foods, chemicals, electronics and light engineering, or health care. Some of the well-known companies group have are Bombay Dyeing, GO Air, Bombay Burmah etc.

Premiumisation of Products: Although the company has sub-brands in its product portfolio recently it has entered into premium bakery & Dairy products segment in order of being competitive in the market and have a bouquet of products for all segments of the society. Some of their products in the segment delivering delightful innovative products to customers are Good day Wonderfulls, Britannia Treat with Choco & Vanilla flavor.

BCG Matrix in the Marketing strategy of Britannia –

It operates in strategic business units such as bakery and dairy products.  Bakery segment consists of products such as Biscuits, Bread, Cakes, and Rusk while Cheese, Milk & Yoghurt Beverages, and Fresh dairy products form part of the Dairy segment.

Both of the SBU’s that the company operates into are Stars in the BCG matrix.

Distribution strategy in the Marketing strategy of Britannia –

Britannia Industries makes its products available to more than 70 countries globally while it has 81+ manufacturing units in India out of which 41 are Biscuit units, 13 dairy units, 12 bread units, 9 Rusk units and 6 cakes units.

Through these manufacturing units, Britannia makes 2.8 Cr packs per day which are distributed to more than 36 lakh outlets through 51 depots, 3700 stockists and 900 trucks per day.

Brand equity in the Marketing strategy of Britannia –

Britannia Industries has been ranked 56^th on Forbes magazine list of Innovative growth companies. The brand has been valued at $6 billion as of May 2017 (market capitalization value method) generating revenue of $1.32 billion.

The brand has bagged many award and accolades such as Renewable Energy India Awards 2016 selected Britannia for a special recognition under the Leading RE Investor category, Best Brand Campaign (Britannia Tiger), Big Bang Awards 2013 and many others. 

Competitive analysis in the Marketing strategy of Britannia –

Spread across the knith & kin of India, the brand has created high visibility in the market both Rural & urban areas.

The company competes in the market basis on factors such as extensive presence in the market through a distribution network, deep product assortments, and cost-effectiveness per unit, manufacturing facilities near the markets, quality workforce and innovative products. Some of the competitors of the company are AMUL, Hindustan Unilever, Priya Gold, Parle, Kraft Foods, Sunfeast Etc.

Market analysis in the Marketing strategy of Britannia –

The Britannia Company operates in the packaged food industry, in bakery and dairy product categories.

The business in which Britannia operate has a high share of bakery products especially biscuits and bread.

Macroeconomic challenges, political stability, infrastructure growth, increasing number of suppliers, bargaining power of customers as well as suppliers are some of the driving force for the industry.

Customer analysis in the Marketing strategy of Britannia –

Customers of Britannia are people from all age groups who prefer to have snacks and healthy delicacies on day to day basis.

Britannia has been aggressively penetrating in the rural markets through its Small SKU’s (Stock keeping units) and outlet coverage which doubled from 7.3 Lakhs directly reached outlets in Mar.,’14 to 15.5 Lakhs outlet in Mar.,’17.

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The second oldest brand in the brand portfolio of the World famous beverage company Coca-Cola introduced in 1940. The brand is also the second largest brand of Coca-Cola outside the US. The Fruity taste of Fanta helped the brand in becoming world famous so much so that it is consumed more than 130 million times every day Fanta Orange flavor worldwide.

The brand first started its journey from Germany when during World War II it becomes hard for the company to import Coca-Cola Syrup into Nazi Germany due to trade Embargo. 

Segmentation, targeting, positioning in the Marketing strategy of Fanta–

The market is divided based on the similar characteristics of the sub-groups of the population, which helps the brand in defining appropriate products based on the population characteristics such as demographic, psychographic and geographic variables. Fanta uses the mix of all these three segmentation strategies in on for more markets it operates into.

Segmentation helps the brand to define the appropriate products for specific customer group; Fanta uses differentiating targeting strategy to target the different customer segments with the different flavors.

In the Non-alcoholic beverage segment, Fanta uses value-based positioning strategy and position itself as a brand offering various alternatives in terms of flavors.

Marketing mix – Here is the Marketing mix of Fanta.

Mission- “Not Available”

Vision- “Not Available”

Tagline-“Wanta Fanta”

Competitive advantage in the Marketing strategy of Fanta–

1. Established Parent Company: Fanta is flagship Non-Cola brand of Coca-Cola, the company has the competitive edge over its competitors when it comes to Operations, Cost control, Brand portfolio, Channel marketing, Collaborative customer relationship and penetration in the market.

2.  Cost control- The diversified product portfolio of the brand, Outsourcing operations & economies of scale helped in optimizing its operational cost and increased profitability. 

3. Strong Portfolio- The brand have more than 90 flavors worldwide while the formula of particular variant varies across the different countries like the Orange variant flavor differs in Canada/ American/ German or European counterpart.

4. Collaborative Customer Relationship- The Glo-cal strategy followed by the brand Fanta helps in creating shared value through participative marketing and tailoring its extensive portfolio of products and packages to the local needs.

BCG Matrix in the Marketing strategy of Fanta-

The Non –Cola, and Non- an Alcoholic brand is available in the favors such as Orange, Mango, Grape, Pineapple, Strawberry, Peach, and Berry.

In most of the market, it operates the Orange and Mango flavor are sold widely and is, therefore, stars in BCG matrix while the other flavors being new offerings by the brand and are the question mark in the BC matrix.

Distribution strategy in the Marketing strategy of Fanta–

The Brand operates along with the distribution channel system of the parent company Coca-Cola. It uses sales and distribution models depending on market, geographic conditions and the customer’s profile:

(1) The pre-sale system separates the sales and delivery functions  which helps in  loading mix of different products that retailers have previously ordered, it helps in  increasing sales and distribution efficiency and controlling cost,

(2) The conventional truck route system,

(3) A hybrid distribution system-carrying products for both immediate sale and product previously ordered.

(4) The telemarketing system and

(5) Wholesalers, E-commerce sites, and third-party resellers.

The brand makes its different flavors available in more than 180 countries globally.

Brand equity in the Marketing strategy of Fanta–

The parent company has been closely associated with the Hollywood film industry and has been part of many movies since its inceptions. Fanta is known for its colorful advertising highlighting the colorful life of the young generation.

Ogilvy being the ad agency for the brand helped the brand in repositioning the lost image of the brand with colorful branding and new tagline Wanta Fanta!

Competitive analysis in the Marketing strategy of Fanta-

The Non-Cola segment have the large number of competitors competing in the market based on factors such as Glo-cal strategy, low price, easy availability even in the remotest location and encasing.

Big Giants like Fanta, Pepsi, Tropicana etc are using branding and sponsoring events as a means to increase visibility and differentiate itself from the peer brands.

Some of the competitors of Fanta are Mirinda, Tango, Sumol, Slice, Tropicana etc.

Market analysis in the Marketing strategy of Fanta-

 Growing health awareness and hygiene factor has resulted in consumer shifting from Cola drinks.

Developing nations are driving the sales of the companies in the Non-cola market with the increase in migration and cosmopolitan culture.

The industry co-exists with the supplementary products such as water; tea/coffee, soft drinks, so chances of customer switching to these is very high.

Customer analysis in the Marketing strategy of Fanta–

Availability of the brand in different SKU’s (stock keeping units) has helped the brand in penetrating to different strata of the society. However, the majority of customers of the brand are from the age group of 10-35 years who are young and have the sound health condition and wants to quickly quench with Fanta. The survey by global research firm Mintel reveals that that Millennials in the age group 27–37 years have higher energy drink consumption—61% in 2015 from 55% in 2014 while 74 % of the old age consumers are concerned about the health issues of the cold drinks.

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The Chocolate & quality Confectionaries Company has been introduced in 1982 in Europe. The Italian Chocolatier is known for offering Chocolate & Hazelnut confectionary product in more than 55 countries globally.

Its unique golden packaging along with the gift box in different SKU’s (stock keeping units) has helped it become popular across the world.

Segmentation, targeting, positioning in the Marketing strategy of FERRERO ROCHER–

In order to understand the characteristics of customer groups, the population dynamics and the variables/factors based on which group of similar characteristics are formed, segmentation strategy is used. Ferrero Rocher uses mix of demographics, psychographic and demographic segmentation strategies.

The offering of the company has been targeted to the college goers, couples and children. The company uses selective targeting strategy.

Ferrero Rocher has positioned itself as a company offerings quality products goo for health and is high in nutrients.

Marketing mix – Here is the Marketing mix of Ferrero Rocher.

SWOT analysis – Here is the SWOT analysis of Ferrero Rocher.

Mission- “To create unique products, developing innovative research and production processes as well as using our own technologies”

Vision- “Not Available”

Tagline-“The Golden Experience”

Competitive advantage in the Marketing strategy of FERRERO ROCHER–

1. Brand Portfolio: The Company Ferraro Rocher have some of the successful brands in its portfolio i.e. Kinder, Nutella, Tic-Tac and Ferraro Pralines which is helping the brand in supporting and growing together in the markets it operates into.

2. Strategic Acquisitions: The brand in order to strengthen its portfolio and expand to other countries globally has acquired companies such as Oltan of Turkey, Thorntons of the United Kingdom along with going to acquire more than 20 American brands some of which are Butterfinger, Raisinets, Wonka, BabyRuth, 100Grand.

BCG Matrix in the Marketing strategy of FERRERO ROCHER-

The Company operates with four brands namely Nutella, Kinder, Tic- Tac, and Ferrero Rocher and these brands are launched by the company in the year 1964, 1968, 1969 and 1982 respectively.

The brands Ferrero Rocher and Nutella are Stars in the BCG matrix of the company Ferrero Rocher while other brands are question marks in the BCG matrix.

Distribution strategy in the Marketing strategy of FERRERO ROCHER-

The Group distributes its products in more than 170 countries globally while being present in 55 countries. As of 2017, the company have dedicated resources to 32,990 employees.

It distributes its offerings through several channels of distribution such as Pops & mom store, retailers, wholesalers, distributors, and e-commerce websites.

The Group operates through 86 subsidiaries worldwide and 22 operating manufacturing plants.

Brand equity in the Marketing strategy of FERRERO ROCHER–

The Ferrero Rocher Group has been known for creating unique visual identity and visibility in the market through its advertisements and attractive packaging.

The brand has been promoted as the offerings meant for some of the special moments of the consumers.

Competitive analysis in the Marketing strategy of FERRERO ROCHER-

The global Italian Confectionary group competes with companies such as Nestle, Cadbury, Hersley etc. on the factors such as availability, penetration in the current as well as expansion into new markets.

The Ferrero Group technological development has helped it in expanding its production capacity with total Capital Investment of 631 Million Euros in the year 2016 of which the main focus was on industrial and manufacturing facility development in the emerging and developed nations such as  India, China, Italy, Germany, and Poland respectively.

Market analysis in the Marketing strategy of FERRERO ROCHER-

Changing lifestyle of consumers, increase in migration, stable economy, easy availability through e-commerce delivery channels and cosmopolitan culture are some of the factors which are proving as a catalyst for the growth of the Confectionaries market.

Although the local/domestic companies gives head-on competition to the international companies due to the better understanding of the market demand pattern but with the streamlined delivery channel the international companies try to change the taste and preferences of the companies.

 Customer analysis in the Marketing strategy of FERRERO ROCHER–

Who don’t like confectionaries whither it is candies or chocolates, consumers from all age groups satisfy their carvings. Majority of customers of Ferrero Rocher are in the age group of 15- 35 years.

In line with the branding of the peer companies, Ferrer Rocher started targeting the special occasions/festivals.

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Fiat Automobiles, the Italian automobile manufacturer is the largest automobile manufacturer in Italy and is a part of Fiat Chrysler Automobiles which was formed in 2014 through a merger of Fiat and Chrysler.

Fiat group operates through 16 brands globally some of which are Chrysler, Ram, Jeep, Fiat, Dodge, Alfa Romeo and Maserati, the Ferrari etc. In FY 2016, the Fiat Group shipped more than 4.5 million vehicles and generated about 111 billion euros of revenue.

Segmentation, targeting, positioning in the Marketing strategy of Fiat–

In order to align its strategy with the taste and preferences of the customers the company defines the population features and characteristics and so the automotive brand uses the mix of demographic, Psychographic and geographical segmentation strategy.

The Fiat operates with different brands under its portfolio some of which uses selective targeting strategy and other uses differentiated targeting strategy.

The company uses value-based and usage positioning strategy to create a boastful image enriched with experience in the mind of the customers.

Marketing mix – Here is the Marketing mix of Fiat.

SWOT analysis – Here is the SWOT analysis of Fiat.

Mission- “Not Available”

Vision- “Not Available”

Tagline-“Simply More”

Competitive advantage in the Marketing strategy of Fiat–

1. Strategic focus on re-strengthening the brand- Fiat Automobiles which is the part of Fiat Chrysler automobiles since the company has reorganized its automobiles business has been trying to optimizing its resources by exiting loss market, decreasing employee headcounts and several others steps which are helping the company in controlling its operational cost.

2. Broad Portfolio: Having such large number of brands in its product portfolio is proving beneficial for the company as far as competition, penetration to the emerging market and economies of scale is concerned.

BCG Matrix in the Marketing strategy of Fiat-

The group operates in business segments such as Automobiles, production systems, Iron & Casting and Retail & dealer financing, Leasing and rental services.

The automotive business, Iron & casting and Dealer financing by virtue of automobile business are Stars in the BCG matrix while other businesses of the group are the question mark.

Distribution strategy in the Marketing strategy of Fiat–

With its 162+ manufacturing facilities, 88 R & D centers and distributors in more than 160 countries globally the company is manufacturing, designing, engineering, and selling vehicles and related accessories/ components.

The company have dealers and distributors network in more than 150 countries worldwide which distribute brands such as Jeep, Lancia, Ram, Maserati, Chrysler, Dodge, Abarth, Alfa Romeo, Fiat, Fiat Professional, and Mopar.

Brand equity in the Marketing strategy of Fiat–

The brand Fiat has been the well-known brand in the automobile industry. It has been ranked 224^th in the Forbes Global 2000 list (May 2017) and has been valued at $15.5 billion (based on Market Capitalization method). The brand’s revenue stands at $ 122.81 billion as of May 2017.

The company have been associating itself with various racing events as well as has sponsored sports events time to time which is helping the brand in increasing visibility in the market and high TOMA (top of mind awareness).

Competitive analysis in the Marketing strategy of Fiat-

Most of the companies in the automotive market compete on the basis of the design, technological advancement and offerings the brand have in different segments i.e. Sedan, Hatchback and in SUV’s (sports utility vehicle).

Fiat competes with companies like Volkswagen, Suzuki, Toyota, Honda, Hyundai etc. Fiat Chrysler has been known for its unique design, elegant and affordable as well as premium segment luxury cars.

The company is present in all the segments which are instrumental in keeping it ahead of the peer companies in the market.

Market analysis in the Marketing strategy of Fiat-

The automobile market is sensitive to several economic and financial conditions such as cyclic demands, Fuel and crude oil prices, disposable income, consumer confidence, currency fluctuations, or competition in the market.

Most of the automobile company do forward, vertical and backward integrations in order to address the changing needs of the customers and Fiat is not an exception to this. Fiat business is mostly dependent on dealer financing, leasing and renting of infrastructure to the distributors and suppliers.

Customer analysis in the Marketing strategy of Fiat–

 Fiat operates in customer segments ranging from B2B companies, Dealers & distributors and Retails customers.

While some of its brands are targeted to the middle & upper middle-income class who are in the age group of 30 to 45 years, the brand like Ferrari have offerings which are targeted for celebrities/ super-rich customers globally.

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The company’s first manufacturing plant was set up in 1963 in Kondivita has made the white glue brand Fevicol famous, since then the flagship brand of Pidilite has become the household name in the blue category.

The parent company Pidilite have the extensive range of adhesive brands such as Dr. Fixit, Fevikwik, M. Seal to cater to the varied needs of the different customer segments.

Segmentation, targeting, positioning in the Marketing strategy of Fevicol–

Identifying the different set of groups in the population with similar demand dynamics or characteristics helps the company in creating products & services accordingly and segmentation helps in this process. Fevicol uses geographical and demographical segmentation strategy.

Since its most of the offerings are targeted to the masses by and large there it uses Mass targeting strategy.

The brand has been innovative in projecting its usage and problems solving nature which has helped the brand in reaching to the masses and penetrating to the remotest region. The brand uses usage and product benefit positioning strategy.

Marketing mix – Here is the Marketing mix of Fevicol

SWOT analysis – Here is the SWOT analysis of Pidilite.

Mission- “Invite, invest, and embrace talented people and scientists for great challenges ahead

Support, serve and satisfy all valuable customers with our innovative products and excellent technical competency

Innovate with our customers to provide total product satisfaction and business growths”

Vision- “To Be Most Innovative Research and Technical Competence Centre for Sustaining “Innovation-Driven” globally”

Tagline-“The Ultimate Adhesive”

Competitive advantage in the Marketing strategy of Fevicol–

1. Product Portfolio: The parent company have the strong portfolio of the brands which not only help Fevicol to penetrate to the remotest regions through economies of scale but also help in increasing the visibility of the brand in the market due to the availability of a large number of SKU’s (stock keeping units).

2. Innovative Advertisement Campaigns: Whether it is its Dum Laga Ke his advertisement or quirky ads involving Bollywood celebrities, the brand has been successful in connecting with the local consumer’s mindset resulting into the high brand recall.

3. BCG Matrix in the Marketing strategy of Fevicol- The brand operates in business segments such as Constructions / Paint Chemicals, Art & Craft Material, Pigments, Industrial Resigns, and adhesives.

The offerings of the brand is widely used and majority share in the market in Art &  Craft and Constructions / Paint Chemicals business segment, therefore these businesses are stars in the BCG matrix while other businesses of the company are the question mark in the BCG matrix.

Distribution strategy in the Marketing strategy of Fevicol-

With 26 subsidiaries out of which 8 in India and 18 located abroad, the Company is using these direct and indirect subsidiaries to reach out to 71 countries globally. The company has more than 9 manufacturing plants worldwide which exports 500+ SKU’s (stock keeping units) every year.

The company distributes its offerings through the mix of various distribution channels such as Pops & mums store, Retailers, Wholesalers, e-commerce websites, and resellers.

Brand equity in the Marketing strategy of Fevicol

The brand has won several awards and accolades for its brilliant advertisements and for effective business operation. Some of the awards won by the company Abby Awards 2016 Silver in Events and Experiential Public Relations, CNBC TV 18 11th IBL Awards Most Promising Company of the Year in the year 2016, Golden Mikes 2016 -Bronze in Effectiveness etc.

The Brand has been effectively marketing its offerings by associating it with the daily life problems of the consumers and by showcasing how the brand can make their easier.

Competitive analysis in the Marketing strategy of Fevicol-

Fevicol closely associates by doing forward integration with the customers like those with carpenters/ craftsman, builders in order to understand their needs in the better way and offer the products accordingly.

It competes with companies in the market based on various factors such as availability in the market, packaging, SKUs. Some of the competitors of Fevicol are Bondtide, Araldite, Dendrite etc.

Market analysis in the Marketing strategy of Fevicol-

Due to technological advancements and changing times the innovation is shaping the growth trajectory of the companies in the adhesive market. Companies operating in this industry do forward and backward integration with customers and Suppliers respectively in order to do the market expansion and for introducing suitable products for the changing demand pattern in the market.

Some of the factors affecting the companies operating in the market are Government regulations, the infrastructural growth of the developing nations, rising raw material prices, suppliers dominance etc.

Customer analysis in the Marketing strategy of Fevicol–

 Since the company operates with offerings in both Retail as well as the B2B segment. It caters to the needs of business houses such as furniture & fittings, infrastructure companies, and others.

In the retail segment, customers of the brand are in age group starting from a child of 5 years who does art & craft, to the age of customers of 50 years who uses the adhesive brand for day to day household purpose.

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Forever 21 is the Fashion apparel brand which is headquartered in Los Angeles, California. The American apparel brand was founded in 1984 and the first store was called Fashion 21 which further grown into clothing line of stores with brand name XXI Forever, Love 21, Forever 21, and Heritage.

Most of the apparel of the brand (around 60%) are made in China and is exported to other Asian countries, America, UK and Middle East.

Segmentation, targeting, positioning in the Marketing strategy of Forever 21 –

The Companies in the clothing industry uses the mix of the psychographic, demographic and geographic segment.  The variables like age, expectations, gender, income group, region, family size, loyalty, social class, price sensitivity, personality attributes, and lifestyle. Forever 21 uses above segmentation strategies for the same.

Mass targeting strategy is used by the company to be competitive in the fashion industry and target the customer group with the distinctive features and offerings.

The speciality retail store has positioned itself based on young, trendy and fashionable offerings which create the image of being young or ahead of fashion. The company has positioned itself based on value-based positioning strategy.

Marketing mix – Here is the Marketing mix of Forever 21.

SWOT analysis – Here is the SWOT analysis of Forever 21.

Mission- “To offer customers with an unprecedented selection at affordable prices and to be always changing and always in style”

Vision- “Not Available”

Tagline-“Fashion is for everyone”.

Competitive advantage in the Marketing strategy of Forever 21 –

1.Trendy and affordable pricing:

The brand has always been known for its fashionable offerings in the budget price which will suit the wallet size of the customer and make them feel that it is value for money.

2. Limited presence:

The company has the limited presence in most of the markets it is into which is helping the company in optimizing its operational cost and at the same time focusing to its most profitable and sustainable outlets.                                                                                                                                                                                                                                                                                             

BCG Matrix in the Marketing strategy of Forever 21 –

The company operates in two notable business segments i.e. clothing for men’s and Women’s. However, it is known for women’s clothing and its men’s clothing business still being laagered in the industry.

Women’s clothing business vertical is starring in the BCG matrix while the men’s vertical is the question mark in the BCG matrix of Forever 21.

Distribution strategy in the Marketing strategy of Forever 21 –

The Company operates with fashion stores under different brand name FOREVER 21, Love 21, XXI Forever, and Heritage 1981. It has built a network of more than 600 stores in last 30 years and is planning to open 600 more stores.

The company distributes its offerings through mix channels of distribution such as franchised outlets, company-owned outlets, retail chains, and e-commerce websites.

The average store size of the FOREVER 21 store is 38,000 square feet, while that of the largest is approximately 162,000 square feet.

Brand equity in the Marketing strategy of Forever 21 –

Forever 21 has been ranked 103^rd in the Forbes list of Americas Largest Private Companies (Dec 2016) and has been valued at $8 billion (based on Market Capitalization method). The brands’ revenue stands at $8 billion as of Dec 2017.

The company have been sponsoring and participating in various fashion shows which have helped the company in increasing the brand visibility in the market and thereby the brand recall.

Competitive analysis in the Marketing strategy of Forever 21 –

Forever 21 competes in the market based on assortments, replenishment of stocks, availability, price, penetration to the emerging as well as developed nations and fashionable and trendy clothing.

It competes with companies such as Chanel, Zara, Only, Madame etc in one or more segments.

Market analysis in the Marketing strategy of Forever 21-

Sluggish domestic growth, government regulations, political, import tariffs, labor cost are affecting the industry not only to domestic market but also to exports.

Change in lifestyle, urge to look good, migration of customers from rural to urban centers, improving the standard of living and rapid acceptance of fashionable and trendy clothing in the emerging markets are some of the factors leading to the growth of the companies operating in this industry.

Customer analysis in the Marketing strategy of Forever 21 –

Customers of the brand are from the middle, the upper-middle-class majority of which live in urban centers and are in the age group of 15-40 years.

The customers of the brand are more of fashionable, love to wear trendy dresses, have to urge to look smart and confident.

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The Australian Beer group was founded way back in 1887 by William & Ralph Foster who had interests in soft drinks & brewing.

Although the Foster Group was sold to British-South African multinational SABMiller in the year 2011 the earlier company was renamed to Carlton & United Breweries Limited. In the year 2016, the entire business of SABMiller was acquired by the Company Anheuser-Busch InBev. Foster Group is now a subsidiary of Anheuser-Busch InBev SA/NV.

Segmentation, targeting, positioning in the Marketing strategy of Foster’s–

The beer industry uses variables such as age, gender, region and attitude, income etc. for segmenting the market in similar population characteristics so that ensure that it offers are according to the taste and preferences of the particular customer segment.

The brand uses undifferentiated targeting strategy, as the company promotes the offerings to all the segments irrespective of age, gender, and social class.

FOSTER’S has positioned itself as a brand celebrating the good and bad times and making life easy. The brand uses value-based positioning strategy.

Marketing mix – Here is the Marketing mix of Fosters.

Mission- “Not Available”

Vision- “Not Available”

Tagline-“Australian for Beer”.

Competitive advantage in the Marketing strategy of Foster’s–

1. Specialist in the Beer market: 

The product portfolio and its unique ingredient of hops and exclusive Foster yeast are what helping the company in being competitively ahead of others.

2. Optimised Distribution cost:

Since the company owns a large number of alcohol brands due to which company is able to optimize its distribution cost through economies of scale.

3. Parent company:

The transnational beverage company AB InBev is the parent company of the Foster brand and owns most of the world’s popular beer brands like Budweiser, distribution rights of Bacardi, Mousel, Hasseröder, Diebels, Beck’s, Alexander Keith, Penfolds, Lindemans and Rosemount and many others.

BCG Matrix in the Marketing strategy of FOSTER–

The brand has Beers and Breweries such as Carlton & United Breweries, Cascade Brewery, and Foster’s.

The Foster brand with LAGER and PREMIUM ALE product and Carlton & breweries products are Stars in the BCG matrix while that of Cascade Breweries are the question mark in the BCG matrix.

Distribution strategy in the Marketing strategy of FOSTER–

The Company uses mix distribution channels to distribute its offerings in more than 150 countries worldwide.

It distributes it through Retail outlets, Super Markets, E-commerce websites and other channels. The Foster is 120 years old largest selling Australian beer brand globally which is known for its taste.

Brand equity in the Marketing strategy of FOSTER–

Foster’s Group imports, licenses, and distributes a large number alcohol brands.

It distributes Cinzano, Skyy vodka, Stella Artois, Perrier and 42 other import brands among many others.

The brand has been associating itself with the consumers through clubs, sponsorships, and events. 

Competitive analysis in the Marketing strategy of FOSTER-

The Global beer market has players such as AB InBev, SABMiller, Kirin Holdings, Heineken Holding, and Asahi Group Holdings.

Companies in the industry compete based on the factors such as SKU’s (stock keeping units, availability, branding, price, and convenience. In beer production, USA was the 2^nd largest country worldwide (221 million hectolitres), followed only by China.

Market analysis in the Marketing strategy of FOSTER-

Beer as an alcoholic beverage is a widely consumed globally and global production is rising due to increase in demand from the emerging nations.

AB InBev which is the parent company of the brand has topped the global ranking with the revenue of about 45.6 billion U.S. dollars in 2017. AB InBev’s iconic beer brand Budweiser had a global brand value of 15 billion U.S. dollars (2017). The companies operating in the industry co-create offerings by integrating with suppliers and distribution agencies to penetrate to the markets aggressively.

Customer analysis in the Marketing strategy of FOSTER–

Customers of the brand include Retail as well as B2B customers.

Retail customers consist of consumers in the age band of 15-50 years and the majority of whom are in age group of 15 – 30 years who are the midst of their academics or have just started their career.

In B2B segment its customer is Hoteliers, Bars, Restaurants, Hotel chains. These segments are catered by either the representatives of companies or the distributors.

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Founded in 1897 the company has been operating in the country since the Swadeshi movement. Its founder, Ardeshir Godrej, lawyer-turned-serial entrepreneur and founder of Godrej after series of failed attempts entered into locks with which the company success story started.

Godrej has emerged today as a conglomerate having business in various industries such as Consumer goods, Real estate, Online Grocery Store, Agri, and Chemical business.

Segmentation, targeting, positioning in the Marketing strategy of Godrej–

Catering to the needs of such large array of consumer segments is only possible when the population is segmented based on the similar population characteristics. Godrej uses the mix of demographics geographic and psychographic segmentation variables such as income class, profession, age, gender, behavior, region etc.

Selective and differentiated targeting strategy is used by the company for offerings of different group companies.

Godrej uses value-based and user benefit based positioning strategy to highlight the intrinsic culture and attachment that the brands have with the customers over the years.

Marketing mix – Here is the Marketing mix of Godrej.

SWOT analysis – Here is the SWOT analysis of Godrej.

Mission- “To help people live better lives by helping them realize their potential”

Vision- “To be 10 times the size the company was in 2010 by 2020”

Tagline-“Ideas that Makes Life Better”.

Competitive advantage in the Marketing strategy of Godrej–

1. Big Conglomerate:

Godrej have become a big conglomerate offering services and products ranging from agri products to security to real estate solutions. Experience in such a diverse nature of businesses is helping the company supporting the businesses hand in hand and emerge as a prominent player in the market.

2. Vast experience:

More than 120 years old company, extensive experience in the business it operates into, properties at some of the prominent locations, financially strong and deep-rooted to understand the need and wants of the customers, is what helps the company in being competitively ahead of its peers.

BCG Matrix in the Marketing strategy of Godrej-

Godrej business segments are categorized into three businesses Godrej Consumer Products (GCPL), Godrej Properties (GPL) Godrej Agrovet Limited (GAVL).

Out of these businesses the consumer products business vertical and Godrej properties are Stars in BCG matrix while Agrovet is still emerging and is facing tough competition from the peer companies, therefore, it is the question mark in the BCG matrix.

Distribution strategy in the Marketing strategy of Godrej-

The Company operates with its own sales channel along with the authorized distributors, resellers, retailers and e-commerce websites who help the brand in making its offerings available to the remotest location of the country under consumer goods and electrical appliances segment.

While in those of industrial products and real estate business, the Company have its own sales team for growth and popularization of the business.

Brand equity in the Marketing strategy of Godrej–

 Godrej has been ranked 51 in Forbes magazine list of innovative growth Companies. The brand has been valued at $ 8.8 billion as of May 2017 (market capitalization value method) generating revenue of $ 4.6 billion.

The brand has been ranked 2^nd most trusted brand in India and is among the most diversified and trusted conglomerate.

Competitive analysis in the Marketing strategy of Godrej-

The presence of the brand in such large product categories along with large SKU’s (stock keeping unit) such as in-home care the company have offerings such as Goodnight, Aer room/car/ washroom freshener, Hit for mosquito killing, EzeeValon, in personal care Cinthol, Inecto, Renew, Roby and many more.

Being present in the market with such large number of options is what helping the company in being competitively ahead of its competitors.

It competes with companies such as HUL, P & G, Palmolive etc. in FMCG segment while in real estate it have competitors such as Jaypee builders, Tata etc.

Market analysis in the Marketing strategy of Godrej-

The macroeconomic environment will continue to impact and get impacted by the socio-political and economic uncertainty. Due to which the international business of the company is grappling with the dual challenges of weakening growth and exchange risk. While the company focuses on innovation, customer centricity and cost optimization for capturing the tremendous opportunities in the emerging markets such as Asia –Pacific regions, Africa, Latin America and others.

Customer analysis in the Marketing strategy of Godrej–

Customers of Godrej in the retail segment are in the age group of 20-60 years. Most of the customers are acquired by the company through the brand recall and strong brand image that the company has built over the years.

In the B2B segments, Godrej serves to the needs of the companies of various industries through its offerings such as that of Godrej & Boyce, Godrej Industries, and Agrovet.

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The Chinese Multinational consumer electronics & home appliances company was established in 1984.  The company sells the large array of electronics products and white goods such as mobile phones and computers, kitchen appliances, home appliances.

Haier had the world’s largest market share in the white goods category from last consecutive 6 years till 2017. The Haier group also operate with the brand such as Casarte, Leader, RRS.com, AQUA and Fisher & Paykel.

Segmentation, targeting, positioning in the Marketing strategy of Haier–

Segmentation variables such as those of demographic (Age, Gender, Income, social class etc), Geographic Variables (Region, city, country, climate) and psychographic variables such as lifestyle and personality attributes; are being used by the company to segregate the population based on these similar characteristics.

Haier uses differentiating targeting strategy to highlight the underlying benefits of the products to the respective customer segment.

Customer benefit and value-based positioning strategy are used by the bank to create the image of technologically advanced brand in the mind of consumers.

Marketing mix – Here is the Marketing mix of Haier.

SWOT analysis – Here is the SWOT analysis of Haier.

Mission- “To be the leader in the industry and users’ first choice, as well as the first competitive solution provider for good life”

Vision- “To To be the leader in the industry and users’ first choice, as well as the first competitive solution provider for good life”

Tagline-“Inspired Living”.

Competitive advantage in the Marketing strategy of Haier–

1. Extensive presence:

One of the most critical factors in the consumer goods is making the products available globally and Haier harnessed the opportunity by being available across all the emerging & developed nations.

2. Integrated supply chain:

The Company has in-house logistics vertical which supports the business and ensures timely distribution of the products and effective & efficient marketing of the products of the company.

BCG Matrix in the Marketing strategy of Haier-

The company operates in the business segments such as white goods which deals with home appliances and other electronic items and Logistics vertical which helps the company with services such as “front-end first-mile” pick-up, installation, repair, transportation, truck-loading, warehousing, and “last mile” interaction.

Both operating segments of the company are starring in the BCG matrix.

Distribution strategy in the Marketing strategy of Haier–

The Company distributes its offerings with the help of more than 60000 employees and distributors across the globe.

The Company have 5 R&D centers, 21 industrial parks, and 66 trading companies worldwide to support the mainstream business.

The company makes its products available in the market with the help of mix channel of distribution wherein it uses retailers, distributors/ wholesalers, e-commerce websites, and resellers.

Brand equity in the Marketing strategy of Haier–

The brand has been ranked 730 in Forbes magazine list of global 2000 Companies and 352 in Forbes list of World’s Best Employers. The brand has been valued at $ 10.6 billion as of May 2017 (market capitalization value method) generating revenue of $ 16.99 billion.

It has been top-ranked by number of Companies, ranked number one in the list of Global brand share published by Euromonitor, also US World Brand Lab has ranked it 50 in the list of top 500 brands.

Competitive analysis in the Marketing strategy of Haier-

Most of the companies operating in the consumer goods and home appliances market competes based on product portfolio, availability in the market, price, design, innovative and technologically advanced products, easy to use, safe and good aesthetic look.

Some of the competitors of the brand Haier are LG, Philips, Panasonic, Videocon, Hitachi, Daikin, Samsung etc.

Market analysis in the Marketing strategy of Haier-

Increase in alternatives, increase in bargaining power of customers, Customers perception of cheap Chinese brand, Supply-side dominance, changing the lifestyle of people, the low lifecycle of technological products, automation in the industry, increasing purchasing power parity, decreasing margins are some of the factors affecting the companies operating in the industry.

Due to saturation in the developed nation’s companies are looking for market expansion through emerging economies by introducing innovative products.

Customer analysis in the Marketing strategy of Haier–

Customers of Haier are distributors, corporate companies, resellers, and government organizations across various industries.

In the retail segment, the customers of the brand are in the age group of 20-40 years majority of which in the mid-age or are newly married and wants to have white goods in their home.

The post Marketing Strategy of Haier appeared first on Marketing91

For more than 100 years Gillette has been known for Men’s grooming with its innovative razors and shaving blade. Gillette Company based out in Boston is the flagship brand of Procter & Gamble which got merged in it in the year 2005.

The brand has been the pioneer in providing efficient health-related and skin care solution for enhancing the Men’s look with the wide range of products.

Segmentation, targeting, positioning in the Marketing strategy of Gillette–

Segmentation strategy is used by the companies to segregate the population based on the variables which will shape the basis on which different offerings is to be created. Gillette uses demographic and psychographic segmentation strategies.

In order to differentiate the distinctive features of its products, the brand uses Differentiated targeting strategy.

Most of the advertisements of the company highlight the underlying benefit of using the particular product of the brand and therefore it uses usage based positioning strategy.

Marketing mix – Here is the Marketing mix of Gillette.

SWOT analysis – Here is the SWOT analysis of Gillette.

Mission- “To give men the very best and for help them to them to look, feel and be their best every day”

Vision- “Not Available”

Tagline-“The best a Man Can Get”.

Competitive advantage in the Marketing strategy of Gillette–

1. strong product line:

The company have the strong presence with a large number of offerings and extended product line which is supplementing each other in the long run resulting greater customer loyalty and brand recall.

2. Market Presence: 

P & G, the parent company of the brand sells its products in more than 180 countries through it fully owned business units or joint ventures. With such a large presence and brand portfolio, the brand Gillette is able to minimize its operational cost and optimize its distribution cost through the use of existing network of P & G.

BCG Matrix in the Marketing strategy of Gillette-

Gillette has the presence in business segments such as Razors, Blades, Trimmers, Shaving Creams and Skincare products.

The company’s portfolio of shaving solutions is Stars in the BCG matrix as the company have the wide range of products from low end to high end with different alternatives which not helped the company to cater to the needs of the customer of different segments but also helped it in retaining them by continuously innovating its offerings.

Its skin care business segment has to compete with a large number of renowned players in the markets and is, therefore, the question mark in the BCG matrix.

Distribution strategy in the Marketing strategy of Gillette–

The parent company Procter & Gamble helps in distribution of products of the Gillette through various channels such as through company’s own sales channel and third-party distributors who look after the end to end distribution of the products in the market on time every time.

P & G is investing in building agile, flexible, and faster distribution network so as to align its supply chain to that of the distributors/ Retailers to minimize the intake and off take the gap.

It makes its offerings available in the market through resellers, retailers, distributors, e-commerce websites etc.

Brand equity in the Marketing strategy of Gillette–

Gillette has been ranked 29^th in Forbes magazine list of World’s Most Valuable Brand (as of May 2017). The brand has been valued at $ 19.2 billion as of May 2017 (market capitalization value method) generating revenue of $6.8 billion.

Products of the brand has won various awards and accolades such as Dupont Awards for Packaging Innovation and Edison Best New Product Awards for Gillette Fusion ProGlide, CEW Beauty Awards for Gillette Fusion ProSeries Thermal Scrub, Allure Best of Beauty Awards for Gillette Clinical Strength and many other awards.

Competitive analysis in the Marketing strategy of Gillette-

Razors are one of the most profitable businesses for Proctor & Gamble with operating margins ranging from 25-30%.  The Gillette Razors are used by more than 750 million men in more than 200 countries globally.

The company competes with players from the local market and international players such as American Safety Razor, Colgate Palmolive, Godrej, Park Avenue and others.

Market analysis in the Marketing strategy of Gillette-

With people giving more importance to hygiene factors, changing lifestyle, increased migration of population to urban centers, availability of the products in remotest of the location; the demand of the personal grooming by men is increasing in both urban as well rural centers.

The company operating in this industry closely associate with local Salons, Parlours, hotels etc to popularize their existing as well as new offerings.

Customer analysis in the Marketing strategy of Gillette–

Customers of Gillette are drug store, departmental stores, supermarket chains, Pop & Moms store, Hotel Chains, and distributors.

In Retail segment, it majorly targets Men in the age group of 12 years and above but recently the company have extended its product line and has introduced products for Women also. The brand works collaboratively with their customers to enhance and enrich their customer experience.

The post Marketing Strategy of Gillette appeared first on Marketing91

The General Motors Company pioneer in designing, building and selling cars, trucks, crossovers and automobile parts globally and it is the leading American Corporate established in the year 1908.

The company in order to support its mainline business also offers automotive financing services through General Motors Financial Company, Inc. (GM Financial). It operates with brands such as Cadillac, Buick, Chevrolet, Maven, Onstar, Fawjiefang, Holden, and Wuling.

Segmentation, targeting, positioning in the Marketing strategy of General Motors –

In order to understand the different similar groups and their characteristics, Segmentation is used which helps in creating the offerings based on the attributes highlighted by the groups. General Motors uses demographic, psychographic and geographic segmentation strategies with variables such as gender, income, region, age, and marital status.

With such a large brand portfolio, General Motors uses differentiating targeting strategy.

General Motors positions its offerings based on advanced technological capabilities, features, and design which helps the brand in creating value for money and high brand recall in the mind of the prospective customers.

Marketing mix – Here is the Marketing mix of General Motors.

SWOT analysis – Here is the SWOT analysis of General Motors.

Mission- “To care about a customer, not just when they purchase a new vehicle, but for as long as they own the vehicle”

Vision- “To Earn Customers for Life”

Tagline-“Not Available”.

Competitive advantage in the Marketing strategy of General Motors–

1. Research and Intellectual Properties:

The company has been extensively working on on-demand mobility services, greenhouse gas emission control system, autonomous vehicles, electric cars, hybrid cars in order to be a future-ready automotive company.

2. Extensive reach globally:

The competitive position of the brands and group varies country to country and comes under the business segments of GM International and GM North America. The cars of the group are distributed in Asia-Pacific regions, Europe, America, Middle East and Africa.

BCG Matrix in the Marketing strategy of General Motors-

The operating segments through which company operates in the market are GM Financial, GM International Operations (GMIO), GM North America (GMNA), GM South America (GMA). However, GMSA becomes part of GMIO and GM financial has financing and support role.

Its business in the segment GMNA business due to having the strong position in the market stars in the BCG matrix while others are the question mark.

Distribution strategy in the Marketing strategy of General Motors–

The Company distributes its vehicles and automotive parts through the network of independent authorized retail dealers globally.

These outlets are in form of distributors, dealers and authorized sales/ service and accessories outlets.

In the recent time’s company has been pruning its loss-making dealerships and even exited some countries like that of India.

The company has 4809 authorized dealerships under GM North America and 7641 dealerships under GM international.

Brand equity in the Marketing strategy of General Motors–

 The General Motors has been ranked 40^th in Forbes magazine list of Global 2000 companies (as of May 2017). The brand has been valued at $ 50.8 billion as of May 2017 (market capitalization value method) generating revenue of $166.38 billion.

General Motors have won several awards and accolades over the period of time some of which are Chevrolet Bolt EV being named to WardsAuto 10 Best Engines List, Kelley Blue Book Best Resale Value Awards for Chevrolet Trucks (2018), GMC Wins Most Refined Brand, IHS Markit Loyalty Awards etc.

Competitive analysis in the Marketing strategy of General Motors-

The primary factor that determines consumer vehicle preferences in the markets includes vehicle design, fuel economy, available choices, price, quality, safety, reliability, and functionality.

It competes with companies such as Suzuki, Honda, Toyota, Hyundai, Tata, and Volvo in one or more products segments.

Market analysis in the Marketing strategy of General Motors-

Sluggish economic growth and credit constraints, government regulations, carbon emission, political stability, brand acceptance are some of the factors which are affecting the industry.

Increasing import tariffs, suppliers & customers bargaining power due to a large number of options in the market and government changing regulations, changing the lifestyle of the consumers, rising middle class, the potential in the emerging markets are the factors which are driving the growth for the companies operating in the industry.

Customer analysis in the Marketing strategy of General Motors–

The company operates in both B2C and B2B segment. In the retail segment, it distributes its Cars, Trucks and related parts through its dealership network to individual customers who majority are in the age group of 30-50 years.

Also in the B2B segment its sell the offerings to leasing companies, daily rental car companies, fleet customers, commercial fleet customers, and governments.

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The flagship brand of L’Oréal, Garnier is the cosmetic brand introduced in 1904 in France. The brand has offerings ranging from Skincare solutions for Men and Women, hair care products, and Hair Color products.

The Garnier is the second largest brand in the L’Oréal group brand portfolio offering sub-brands in four categories and seven area of expertise.

Segmentation, targeting, positioning in the Marketing strategy of Garnier–

As a part of the consumer goods, segmentation is of prime importance in order to make the offerings of the brand more of consumer friendly. Garnier uses the mix of Demographic, geographic and psychographic segmentation variables such age, gender, lifestyle, social class, income class etc.

Since the brand have the presence with broad category & brands meant for the different set of customer, therefore, it uses differentiating targeting strategy.

It has positioned its offerings as affordable skincare and hair care solutions which are meant for value for money to the customers and are at best prices.

Marketing mix – Here is the Marketing mix of Garnier.

SWOT analysis – Here is the SWOT analysis of Garnier.

Mission- “To give customers a complete skin and hair care routine to make them look the best every day”

Vision- “Not Available”

Tagline-“Skin Naturals”.

Competitive advantage in the Marketing strategy of Garnier–

1. Universalisation:

The brands operate with the unique strategy called Universalisation means enabling the set of internal process to accept the differences globally and give prominent importance to the desires, needs, and traditions of consumers from different cultures societies regions in order to offer tailor-made products to the customers and exceed their expectations.

2. Stronghold in the developing nations:

In the age when the developed economies have saturating demand, the focus on emerging economies is what will make the company moving on the path of growth trajectory. The brand has the extensive presence in the developing economies worldwide to address the same.

BCG Matrix in the Marketing strategy of Garnier-

The brand renowned for its know-how in harnessing the bounty of nature– fruits, seeds, buds and flowers in the Skin Care & Hair care products have highly beneficial properties.

Garnier’s both businesses vertical, skin care and hair care hold a significant market share in most of the markets it operates into therefore both business verticals are Stars in the BCG matrix

Distribution strategy in the Marketing strategy of Garnier–

The parent company has 42 factories worldwide and the brand operates in more than 140 countries globally. The company distributes its offerings through various channels such as retail outlets, pops & mom store, distributors, wholesalers, e-commerce websites.

For corporate customers and controlling the group franchises & business, the L’Oréal group have more than 89000 employees located in different countries worldwide.

Brand equity in the Marketing strategy of Garnier:

Garnier is one of the highest used skin & hair care brand used in used in Asia Pacific region. As per the Brand Finance report, the brand has been ranked 8^th in the list of cosmetics 50 lists with the brand value $ 5062 million.

Also, the brand has been ranked 83rd among India’s most trusted brands, as per Brand Trust report 2014.

Competitive analysis in the Marketing strategy of Garnier-

Operating with four sub-brands and expertise is what driving the company and helping it in competing with a large number of national / International and local players globally.

In an industry where natural and Ayurvedic products are picking up, Garnier is focusing on the same line to capture the underlying opportunity of the changing market dynamics.

It competes with companies such as P & G’s Heads & Shoulders, Pantene, Revlon, Lakme, Ponds etc. The International Skin and Hair Care brand compete in the market with the help of seven sub-brands i.e. Garnier, Fructis, SkinActive, Ambre Solaire, Ultra DOUX, Nutrisse, and Olia.

Market analysis in the Marketing strategy of Garnier-

Penetration to the emerging markets, expanding brand portfolio / SKU’s are some of the strategies which are helping the company in being ahead in the market.

The presence of the local players, rising raw material prices, changing the lifestyle of people, increasing the bargaining power of the suppliers are some of the factors bringing in volatility in the market.

Customer analysis in the Marketing strategy of Garnier–

Due to change in lifestyle people now days are facing skin and hair fall problems and are very conscious about how they look. Garnier customer ranges from college going graduates to senior citizens but the majority of its customers are in the age group of 16-45 years.

The post Marketing Strategy of Garnier appeared first on Marketing91

Founded in 1934 with the aim of producing photographic films and since then the company has diversified its businesses to imaging, photography and information solutions.

Since its inception, the company has consistently been addressing the future needs along with the range of technologies and innovative products & services. While due to the advent of digitization from the year 2000, the demand landscape has changed for photographic film resulting from business restructuring by the company.

Segmentation, targeting, positioning in the Marketing strategy of Fuji Film–

Segmentation helps in understanding the underlying population characteristics and groups with similar taste & preferences. Fuji Film uses the mix of demographic, geographic and psychographic segmentation strategy. Segmentation Variables such as age, social class, income group, region, behaviour attitude are some of the attributes considered by the company for segmentation.

Since company caters to the emerging needs of diverse groups of customers segments and therefore it uses differentiating targeting strategy.

Usage class and value-based positioning strategies are used by Asian Paint to communicate the deliverables of the brand to the end customer.

Marketing mix – Here is the Marketing mix of Fujifilm.

Mission- “To help enhance the quality of life of people worldwide”

Vision- “To remain a leading company by boldly taking up the challenge of developing new products and creating new value”

Tagline-“Value from Innovation”.

Competitive advantage in the Marketing strategy of Fuji Film–

1. Imaging Solutions:

The Company has stronghold in Optical device, electronic & photo imaging solutions. Its wide range of products and technological services is helping the brand is holding the strong position in the market.

2. Information solutions:

The Company has developed proprietary technologies in the field of regenerative medicine, and life sciences, medical systems, pharmaceuticals which have helped the company in becoming number one globally.

BCG Matrix in the Marketing strategy of Fuji Film –

Fuji Film is in the business of photo imaging, Production services, Healthcare technological types of equipment, office equipment, graphics systems, optical device and electronic imaging.

Out of these business segments that the company operate into the Photo Imaging, office types of equipment and Healthcare technological types of equipment business star in the BCG matrix while other businesses are questioning in the BCG matrix.

Distribution strategy in the Marketing strategy of Fuji Film –

It distributes its offerings through the mix of the sales team who have the technical know-how to market the product in the potential markets, and through e-commerce websites, supermarket chains, distributors, Retailers, wholesalers etc.

Also, the company works in made to order (MTO) supply chain system wherein it takes the customize order on the patented technology and deliver the same based on the client’s requirement.

Brand equity in the Marketing strategy of Fuji Film–

Fuji Film Holdings has been ranked 204 in Forbes magazine list of world’s Top regarded companies. The brand has been valued at $ 18.1 billion as of May 2017 (market capitalization value method) generating revenue of $ 21.66 billion.

The brand has been through its advertisements highlights the innovative design feature that points to the company’s commitment to cutting-edge technology.

Competitive analysis in the Marketing strategy of Fuji Film-

The Companies operating in the industry competes based on the factors such as technological advances, innovative design, availability in the market, pricing and backward integration with the suppliers. Fuji have the strong market share in Asia –Pacific regions in most of the businesses it operates into.

Fuji Film Holdings competes with companies such as Philips, Samsung, Panasonic, Nikon, and Canon.

Market analysis in the Marketing strategy of Fuji Film-

Rapid technological changes, high entry, and exit barrier, high infrastructure cost, regulatory changes, digitization in the industry, low technological products lifetime are some of the factors affecting the companies operating in the industry.

Although the company has presence in the majority of the countries globally but company focuses on its businesses from emerging economies.

Customer analysis in the Marketing strategy of Fuji Film –

Since company’s offerings involve both the technologically advanced types of equipment and daily office and personal electronics types of equipment, therefore the company attracts customer in both B2C as well as B2B.

In the retail segment, its customers consist of people in the age group in 15-40 years while in the B2B segment it serves to the needs of the different industries, government organizations, educational institutions etc.

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The Fox Entertainment Group formed in 1979 is popularly known as Twenty-First Century Fox, Inc. (formerly known as News Corporation), is an American entertainment company that operates in global media and entertainment industry.

It operates in business segments such as broadcast network, Cable network programming, Filmed Entertainment and Television stations. The 21^st Century Fox is being owned and chaired by Rupert Murdoch.

Segmentation, targeting, positioning in the Marketing strategy of Fox Entertainment–

Most of the companies operating in the entertainment and media industry use mix of geographic and psychographic segmentation strategies to broadcast and publish the news and various infotainment programs based on the segmentation variables such as age, gender, region, social class, attitude so as to stay relevant in the market.

Selective targeting strategy is used by the group to cater to the changing needs of the different segments in the market.

The company positions itself as a pioneer in the entertainment industry reaching out to each and every stratum of the society through its distinctive contents available through various mediums. Fox Entertainment uses value-based positioning strategy.

Mission- “Not Available”

Vision- “Not Available”

Tagline-“ Not Available”.

Competitive advantage in the Marketing strategy of Fox Entertainment–

1. Portfolio of offerings-

Since the company operates in four business segments with a large number of offerings meant for various groups of consumers across the borders globally, these array of products help the company to make the customer stay loyal to the various entertainment mediums the company are available with the company.

2.Co-creation of offerings through group businesses:

The company closely operates with the other group businesses so as to support each other in co-creation of the services for being competitively ahead of its competitors.

BCG Matrix in the Marketing strategy of Fox Entertainment:

It operates in four business segments i.e. Cable Network Programming, Fox Television Stations, FOX Broadcasting Company, and Filmed Entertainment.

Out of these businesses the Cable Network programming which produces and licenses sports, general entertainment, factual entertainment, licenses news, and business news are Stars in the BCG matrix due to its wide coverage. FOX Broadcasting Company and filmed entertainment business are also Stars in the BCG matrix while FOX television station business is the question mark in the BCG matrix since it only operates in the US and has the limited scope of growth due to tough competition in the market.

Distribution strategy in the Marketing strategy of Fox Entertainment–

The Company operates in more than 150 countries through its one or more businesses. The company do distribution of its programs through cable television systems, broadcasting over the different mediums such as Radio, online streaming, and digital media.

In broadcasting, the company has 208 affiliates and 17 company-owned stations which help the company in delivering 24/7 programming. FOX entertainment is world’s largest producers and distributors of motion pictures and distributes the same through the variety of arrangements.

 Brand equity in the Marketing strategy of Fox Entertainment–

21^st Century Fox which is the parent company of FOX Entertainment has been ranked 192 in Forbes magazine list of Global 2000 companies (as of May 2017). The brand has been valued at $ 57.5 billion as of May 2017 (market capitalization value method) generating revenue of $28.06 billion.

Over the years the companies advertisement expenditures have been decreased which exposes it to the risk of decline in the company’s revenue and profit over the period of time.

Competitive analysis in the Marketing strategy of Fox Entertainment-

The companies operating in this industry compete on the factors such as broadcasting rights, availability across the different digital mediums etc.

FOX entertainment competes on basis of the bouquet of interrelated services, availability in the majority of the countries globally and financial stability.It competes with the companies such as Time Warner Group, Walt Disney, and NBC Universal.

Market analysis in the Marketing strategy of Fox Entertainment-

With the advent of technology and online/digital contents, the consumption pattern is changing and companies are doing forward and backward integration to co-create the services.

FOX entertainment operates in the industry which is capital intensive, have high infrastructure cost, high exit barrier. Technological disruption, changing the lifestyle of the communities, political pressure, rising diplomatic relationship, increasing per capita income are some of the factors affecting the operation of the companies.

Customer analysis in the Marketing strategy of Fox Entertainment-

The company serves the customers in various segments such as entertainment & media business houses, vendors, Suppliers, cable providers.In the Retail segment, the company broadcast the contents for the customers of vast age group but the majority of its viewers are in the age group of 10-35 years.

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The theme-based chain of restaurants; Hard Rock Cafe Inc. was founded way back in 1971 by Isaac Tigrett and Peter Morton in London.

Initially, it started with walls covering with rock and roll memorabilia, a trend which expanded to others in the chain. The timeless foundation and simple beginnings have helped the brand in carrying its legacy over the world in different business formats which include restaurants, hotels, casinos and live music venues.

The business of Hard Rock International was sold to Seminole Tribe of Florida in the year 2007 and since then it is headquartered in Orlando, Florida.

Segmentation, targeting, positioning in the Marketing strategy of Hard Rock Cafe-

Segmentation strategies are being used by a brand to divide the population on similar population characteristics. Hard Rock Cafe uses segmentation strategies based on the mix of geographic & demographic segmentation variables such as Social class, Income level, gender, regions, city/ urban centres etc.

Undifferentiated targeting strategy is used by the company to serve the demands of the different customer groups.

The brand has positioned itself based on value-based positioning strategy in order to promote the brand as a penchant for fun, a zen faith in serendipity, and a passion for rock ‘n’ roll.

Marketing mix – Here is the Marketing mix of Hard Rock Cafe.

SWOT analysis – Here is the SWOT analysis of Hard Rock Cafe.

Mission- “To spread the spirit of rock ‘n’ roll by creating authentic experiences that rock”

Vision- “Not Available”

Tagline- “Love all, Serve all”.

Competitive advantage in the Marketing strategy of Hard Rock Cafe-

1. Strong Presence across various formats:

As the company has the presence across various formats in some of the prominent places globally, excellent ambiance, live performances in Hard Rock Cafe is what makes the business model of the brand successful.

2. Brand Recall:

Astonishing service, the variety of events organized on the regular basis, broad menus and enhanced customer experiences through customer-centric programmes are helping the brand in increasing TOMA (top of mind awareness).

BCG Matrix in the Marketing strategy of Hard Rock Cafe-

The brand operates in business segments such as Hard Rock Cafes, Hotels, Casinos, merchandise and Live performances.

The company have these formats of businesses in some of the prominent locations and the service provided by the company is making it more successful in most of the formats it operate with, therefore apart from merchandise segments, other business segments are stars in the BCG matrix while merchandise is the question mark in the BCG matrix.

Distribution strategy in the Marketing strategy of Hard Rock Cafe-

Hard Rock International has the presence in more than 75 countries globally through one or more format of businesses which helped the company in emerging as a successful theme restaurant chain. It has 176 Cafes, 24 hotels and 11 casinos located in some of the iconic cities such as London, San Francisco, Sydney, New York, and Dubai.

The company operates through franchise as well as company-owned, licensed and/or manages hotel/casino properties globally including in Bali, Singapore, Cancun, and Ibiza.

Brand equity in the Marketing strategy of Hard Rock Cafe-

Hard Rock International has been ranked 171^st in Forbes magazine list of Americas best employer. The brand have won several awards and accolades across different formats in different countries globally such as Hotel, Penang has been awarded TripAdvisor 2018 Traveller’s Choice Award, Malaysia’s Top 10 Hotels & Resorts (2017) award; Hotel Bali has been awarded Bali Tourism Awards 2017 / 2018, TripAdvisor 2018 Travelers’ Choice Awards and many others.

Competitive analysis in the Marketing strategy of Hard Rock Cafe-

The company competes in one or more segment with local and international chains based on ambiance, theme, live performances, quality of food, quality of service, convenience, strategic location, price, Menus and brand name.

Since the company operates with different formats of business so it becomes easy as well as competitively profitable for the company to harness each business capabilities to support the other.

It competes with companies like House of Blues, Planet Hollywood, Rainforest Cafe etc.

Market analysis in the Marketing strategy of Hard Rock Cafe-

Since the company operates in more than 75 countries globally; it is exposed to the risk of country-specific regulatory guidelines, exchange risk, supply chain management failure, bottlenecks created by meta-market industries etc.

Increase in global tourism, tourist-friendly VISA formalities, migration of people from rural to urban, changing lifestyle, increasing purchasing power parity is some of the factors driving the growth of the industry.

Customer analysis in the Marketing strategy of Hard Rock Cafe-

Customers of Hard Rock Café are the music lovers, business professionals who are for business meetings in the hotel, families on vacations, company’s representatives on trips etc.

Majority of the customers of the brand are in the age group of 20-35 years who are either working or married and wants to enjoy the moment with their friends or their loved ones.

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Founded in 1947 by Enzo Ferrari, the Italian masterpiece has been known for its world-class Sports Car Manufacturing. It is one of the world’s leading luxury brand focused on advanced engineering, sleek design. The brand symbolizes innovation, Italian design and engineering heritage, exclusivity, and state-of-the-art sporting performance.

The company is closely associated with Formula 1 racing team, Scuderia Ferrari.  Since 1950 the team have won 224 Grand Prix races, 16 Constructor World titles, and 15 Drivers’ World titles.

Ferrari design and produce the cars in Maranello, Italy, and sell it in more than 60 markets globally.

Segmentation, targeting, positioning in the Marketing strategy of Ferrari–

Segmentation helps the brand in understanding the packet of offerings, features which will be suitable for the particular set of customers. Ferrari uses demographic and psychographic segmentation strategies.

Ferrari uses selective targeting since the company doesn’t want everyone to own the brand and so, therefore, it does a background check and its target customers are the famous personalities, celebrities globally.

The brand has positioned itself as luxury sports car Maker Company closely associated with some of the renowned racing events worldwide. The brand uses value-based positioned strategy to give its owners a sense of pride in owning the masterpiece.

Marketing mix – Here is the Marketing mix of Ferrari.

SWOT analysis – Here is the SWOT analysis of Ferrari.

Mission – “To build cars, symbols of Italian excellence the world over, and do so to win on both road and track.”

Vision- “Italian Excellence that makes the world dream”

Tagline-“ Driven by Emotion”

Competitive advantage in the Marketing strategy of Ferrari–

1. Controlled growth emerging as well as developed nations: Company uses low volume production strategy, which helps it in maintaining the exclusivity while keeping in mind the changing consumer dynamics and geographical socio0economic changes.

2. New Models & enhancements on regular basis: Launching at least a new model every year along with periodically designing and launching limited edition cars suiting to the client’s appetite and personalization has helped the company in being ahead in all these years since its inception.

3. Formula 1 racing: The Company has been known for the success in Formula 1racing through Scuderia Ferrari, the most successful team in Formula 1 history which has positioned itself as a premier racing team in Formula 1.

4. Expansion in luxury and lifestyle categories: The company is working together to expand and create a range of luxury goods and lifestyle categories which gives the customers the feeling of exclusivity through supplementing it along with the sports cars aimed at enhancing the brand image.

BCG Matrix in the Marketing strategy of Ferrari-

The Ferrari operates in segments such as Ferrari Sports Vehicle and Lifestyle products.

Since the sports vehicles of the world-famous racing company are exclusive offerings, technologically advanced and are the market leader in luxury car segment in most of the market it operates, therefore, it is Stars in the BCG matrix.

In the lifestyle categories, the apparel and accessories exclusively sold by the company in more than 45 retail stores globally and are stars in the BCG matrix.

Distribution strategy in the Marketing strategy of Ferrari–

The cars of the company are sold from more than 170 dealers operating through 190+ point of sale.

Ferrari does not own any dealerships and all the dealerships based out in different countries are selected based on strict scrutiny and reputation, financial solidity and track record of the dealer.

Globally the company have 226 employees as part of the commercial team organized in four geographic areas covering the regional markets (i) South Africa and India, (ii) Americas, (iii) Greater China including The People’s Republic of China, Taiwan, and Hong Kong), and (iv) Rest of APAC (which includes the rest of Asia and Oceania).

Brand equity in the Marketing strategy of Ferrari–

The iconic Ferrari logo with symbolizes Italian luxury, design and quality, exclusivity and performance.

The brand has been associated with various Motor shows, driving courses, rallies, Racing Days and non-competitive races. Ferrari has two museums one at Maranello and the other one at Modena which showcases the advanced technology and future-focused capabilities of the brand.

In the Forbes magazine list of The World’s Top Regarded Companies (2017) brand Ferrari has been ranked 8^th with the market capitalization of $ 13, 589 million and revenue of $ 3,435 million.

Competitive analysis in the Marketing strategy of Ferrari-

Since there is the very small number of producers in the Luxury Car segment including both large automotive companies as well as small producers exclusively focused on luxury cars. The luxury performance car market includes GT segment and sports car segment.

In the Luxury automotive market, the Competition is driven by the appeal of the brand, styling, novelty, total cost of ownership, innovation, brand’s association with the customers, and visibility in the market.

Market analysis in the Marketing strategy of Ferrari-

 The Market of the Luxury performance cars is concentrated to few players which share several characteristics with other luxury goods such as quality, aesthetics, rarity, exclusivity and a high degree of non-functional associations all of which leads to significantly higher pricing.

The luxury market is affected by several factors such as urbanization, rising standard of living in the emerging economies, increasing affluent class, changing macroeconomic conditions.

Customer analysis in the Marketing strategy of Ferrari–

The premium and luxury products are targeted to the customers who value the essence of the brand and associate themselves with the persona of the brand. The customers of the brand Ferrari are super rich and well-known personalities of the world who themselves are the celebrities and want to have some exclusive luxury sports car

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Established in 1864, the brand Heineken is been operating in more than 170 countries globally. The brewing company Heineken International produces pale lager beer which contains 5% alcohol by volume.

Heineken operates with various international and cider brands such as Heineken, Amstel, Desperados, Sol, Tiger, Tecate, Red Stripe, Krušovice, Birra Moretti, Affligem, Lagunitas, Strongbow Apple Ciders, Orchard Thieves, Stassen, Bulmers, Old Mout and Blind Pig.

Segmentation, targeting, positioning in the Marketing strategy of Heineken –

Since the company operates with so many sub-brands in beer and Cider product categories so defining the population based on similar characteristics is essential for providing suitable products to the respective customer groups. It segments its brands based on Regional, Local and International Brands and alcoholic and non-alcoholic brands which are suitable for certain age/ group of customers.

Through operating in a large number of countries globally, Heineken uses selective targeting strategy like focussing on regional markets with its portfolio of brands.

Bringing people closer to each other and sharing their life moments, is what brand has been positioned itself in the market.

Marketing mix – Here is the Marketing mix of Heineken.

Mission- “To delight consumers, day in day out, with perfect cider and beer brand experiences”

Vision- “To Brew a Better World across the entire value chain, from Barley to Bar”

Tagline-“Open your world”

Competitive advantage in the Marketing strategy of Heineken –

1. Visibility in the market:

The Company has associated itself with many renowned events through partnerships & sponsoring across different sectors entities such as that of Formula 1, UEFA Champions League, Rugby world cup, James Bond Spectre. These associations helped the brand in keeping it ahead of its peers and spread the message of the brand.

2. Wide Product Portfolio:

With the wide portfolio of brands in each products category such as Craft & variety Cider Brand, International & Regional Brands is what helping the brand in retain its customers and increasing the share of heart leading to share of mind and share of wallet.

BCG Matrix in the Marketing strategy of Heineken –

Heineken operates through four notable business segments such as Cider Brands, International Brands, Craft & variety and Global Brands.

The International brands business segment is the key driver of the premium brands which includes brands such as Desperados, Birra Moretti, Krušovice, Sol, Tiger, Tecate, and Red Stripe. Being the sole driver globally, the segment is Stars in the BCG matrix.

The Heineken group is the world’s largest producer of Cider, Heineken’s Cider portfolio is Stars in the BCG.

Craft & Variety, as well as no-alcohol business, is a question mark since the high within category competition resulted in market saturation and low growth.

Distribution strategy in the Marketing strategy of Heineken –

The Company operates through geographical segments such as Asia Pacific, Africa, Middle East and Eastern Europe, Americas, Europe. Under the Heineken brand, the Group has a portfolio of 300+ local, regional, international, and specialty beers & ciders.

The brands of the group are purchased and consumed by customers in restaurants, bars, and retailers globally. The company uses Local strategy to produce the majority of its offerings in the countries where it is consumed thereby decreasing the distribution cost and optimizing distribution efficiency.

Brand equity in the Marketing strategy of Heineken –

 Heineken has been ranked 30^th in Forbes magazine list of Top Regarded companies and it has been ranked 78^th in Forbes list of World’s Most Valuable Brands. The brand has been valued at $ 23 billion as of May 2017 (market capitalization value method) with assets of worth $ 42.05 billion.

The brand reward and recognize the unique achievements of scientists, Scholars, and artists through several awards such as Dr H.P. Heineken Prize for Biochemistry and Biophysics, Dr. A.H. Heineken Prize for Medicine/ Art/ History, Heineken Young Scientists Awards.

Competitive analysis in the Marketing strategy of Heineken-

Reducing carbon emissions through 138,000 green fridges globally, third-party logistics tie-up for distribution like the one with Birra Moretti in Australia, are some of the competitive assets company has built upon.

SAB Miller, AB In Bev, Carlsberg, Tsingtao, Yanjing etc. are some of the competitors of the company.

Companies operating in the market compete on the basis of availability, alternatives to products, SKU’s like that of bottles, cans, and kegs, reach in a number of countries etc. The company have 12% market share globally.

Market analysis in the Marketing strategy of Heineken-

The alcoholic beverages market for Beer is valued at $ 5, 93,024 mn in 2017, and projected to reach $ 6, 85,354 mn by 2025.

From 10 breweries controlling the market in 2004 the market dynamics have changed and now it is been controlled by five major players who control 50% of the world’s beer market.

Changing lifestyle, Cosmopolitan culture, series of acquisitions by the breweries like companies around the world, changing the perception of the consumers for the alcoholic drinks are some of the factors driving the market globally.

Customer analysis in the Marketing strategy of Heineken–

In the Retail segment majority of its customers is in the age group of less than 34 years. The brand is more popular in the Asian markets. The brand serves customer segments such as Retail and B2B.

It makes its offerings to Restaurants, Hotels Chains, Bars, and Super Market Chains in B2B Segment.  This segment is served by the Sales team of the company or national distributors.

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The global British Luxury brand Burberry, established in the year 1856 has developed a distinctive craftsmanship, design with innovation in place. Headquartered in London the brand develops, designs, manufacture and sells a range of ready to wear clothes, sunglasses, fragrances, and cosmetics.

In the year 2006, in order to be ahead in the market, Burberry reinvented itself to position itself as a Digital enterprise offering Luxury products. The company used Artificial Intelligence and data analytics tools along with Reward & loyalty programs which give them consumer insights resulting in the improvement in customer engagements with the Brand.

Segmentation, targeting, positioning in the Marketing strategy of Burberry –

Burberry, the iconic brand segments the population on variables such as offerings for women, Men, Children (0-36 month’s baby and Boy/ Girl in the age group 4-14 years) as well as fitness freaks, and operating in geographic segments Asia-Pacific, America, Europe & Middle East.

Burberry uses differentiated targeting strategy and targets customer groups such as upper social class customers in the age group of 20-45 years and varied needs such as clothing & related accessories, hygiene factors, cosmetics

It has positioned itself as a brand carrying the rich heritage of British culture and creativity.

Marketing mix – Here is the Marketing mix of Burberry.

SWOT analysis – Here is the SWOT analysis of Burberry.

Mission- “Not Available”

Vision- “To bring pioneering British creativity and culture to the world by creating beautifully made products, inspiring with storytelling and shared experiences, delivering impeccable and distinctive services, and continually innovating.”

Tagline-“Iconic British Luxury Brand est. 1856”

Competitive advantage in the Marketing strategy of Burberry–

1. Social Presence:

 Burberry has 48 million subscribers online and is present in more than 20 Social networking sites such as Facebook (17 million subscribers), Twitter, Instagram, WeChat, Line etc. The personalized content published on these platforms is helping the brand in being in touch with the customers thereby understanding the changing needs and act accordingly.

2. Downsizing Assortments & improved Customer service:

Simplifying the product line, the company reduced product option count to approx 15-20% while at the same time balancing their focus on the Strong product line and innovation /newness in design.

With its increased attention on Retail businesses, a company has launched customer feedback program (promoter score methodology) which measures the quality of customer experience through the feedback system.

BCG Matrix in the Marketing strategy of Burberry-

More than 50% of the revenue of the brand comes from Clothing business with growth rate 5 % in the recent year (2017) vis-a-vis therefore it is Stars in the BCG matrix.

Accessories support the mainline clothing business and offer customers products complementing their style. This segment generates 38% revenue for the brand and since the offerings follow the global fashion trends, therefore, it is Star.

Due to the presence of the companies who are the specialized and extensive range in beauty and cosmetic products, the Burberry is struggling with this segment which is the Question mark in BCG.

Distribution strategy in the Marketing strategy of Burberry–

The retail segment generated around 77% of revenue while wholesale accounted for 22%.The brand also does license agreements which generate 1% of the revenue.

The brands’ operations are divided into three regions in which Asia Pacific represents 39% of retail/wholesale revenue, Americas 25% and Europe, Middle East, India, and Africa (EMEIA) 36% of the revenue.

Digital commerce medium is picking up and fastest growing channel in the distribution model accounting 7% of the luxury sales. To leverage this medium Burberry has been developing third-party relationships in recent years like those with Amazon, E-bay, Alibaba etc.

Brand equity in the strategy of Burberry–

Apparel & accessories British brand has been ranked 147 in the Forbes Magazine list of Top Multinational Performers and its Market capitalization is $9.6 billion as of May 2017 while revenue of the brand in last business year is $ 2.8 billion.

Most of the Luxury brands associate with customers through shows and events, Burberry too had sponsored/ organized events such as The February 2018 show, The September 2017, Womenswear February 2016 show, helping the brand in increasing Share of mind.

Competitive analysis in the Marketing strategy of Burberry-

The global Luxury brand has been carrying the rich heritage to different nations through its supplier network which has helped it in popularising the authentic and distinctive designs.

Burberry competes in the market by penetrating to developing nations (like in India the brand is present through third-party e-commerce sites), innovatively delivering through Omni-channels, reducing product assortments and simplifying the offerings etc.

It competes in the Luxury segment with the brands such as Zara, Only, Dior, Madame Tussauds, Armani etc.

Market analysis in the Marketing strategy of Burberry-

Burberry is working SAP Ariba Technology for simplified and digitally enabled universal supply chain globally. The market of the luxury brands like Burberry continues to be challenging with stagnation (slow growth) in the developed economies, high debts in the emerging markets, easy acceptance of the digital mediums for purchases, decline in the growth rate of the sales through Retail as the well wholesale segment.

However, with the advancement of technology, digital platforms, and high acceptance of luxury goods through e-commerce sites the strategy of the brand in going digital is in line with the other players in the market.

Customer analysis in the Marketing strategy of Burberry–

The customer of Burberry is super rich HNIs (High Net worth Individuals) who are at the stage of Esteem as per Maslow’s hierarchy of needs.

These customer groups are demanding, have the detail view of everything in and around to them, are passionate and quench of looking good and outshining the crowd.

In wholesale segment customers of the brand are franchisees, e-commerce websites, wholesalers while in retail segment brand caters to Women & Men in the age group of 20-55 years and children in the age of 0-36 months & 04-14 years.

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