Introduced in 1876 this American Brand is the biggest brand of the Anheuser-Busch InBev. in its portfolio. The Budweiser beers are filtered and are available worldwide in the draft and packaged forms.

The brand is no. 3 brand in the US and is one of the top 10 beer brands worldwide with the market share of 2.3% in the beer category worldwide. The offering of the brand is the result of 25000 American and Canadian crops along with barley malt, fresh verdant rice, and aromatic hops.

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

Initially, the brand started its journey in the American market and later on popularised it other parts of the world based on the Race & religion and regional crops such as American & Canadian Crops.

Since Budweiser have only two brand offerings with limited SKU’s (stock keeping units) such as Budweiser and Select/select 55, so it uses selective targeting strategy to evaluate the potential & attractiveness of each segment in the market.

Positioning helps in understanding the mental map of the brand positioned competitively in the mind of the customers. It positions itself as a brand which is the friend of good & bad time through Stand By You Campaign.

SWOT analysis – Here is the SWOT analysis of Budweiser.

Mission-“To brew great beers that can not only be enjoyed responsibly but are also created with a low impact on the environment”

Vision- “Bringing people together in a Better World”

Tagline-“King of Beers”

Competitive advantage in the Marketing strategy of Budweiser–

 1. Strong Parent company:

After the acquisition of SAB Miller in the year 2016 the parent company of the Budweiser i.e. Anheuser-Busch InBev has become the largest brewing company in the world and is considered one of the largest fast-moving consumer goods companies globally.

2. Unique ingredients:

Blend of hop varieties, finest two-row, and six-row barley malt, milled, polished rice has resulted in the distinct flavor of Budweiser. Budweiser source different types of barley from more than 2000 barley fields.

3. “America” Labelling:

The controversial advertisement of the brand in 2016 replacing the name Budweiser with America in the 12-ounce cans has popularised the brand although the parent firm is based out of Belgium.

BCG Matrix in the Marketing strategy of Budweiser-

Select, select 55 and Budweiser under the name of Bud & variants are the strategic business segments of Budweiser.

Out of these brands that are operational under Budweiser, the Budweiser is Stars in the BCG matrix due to easy acceptance in more than 85 countries globally. While other brands like Select, select 55 are the question mark in the BCG matrix.

Distribution strategy in the Marketing strategy of Budweiser–

The Company have 27 flagship breweries out of which 12 are in the US, 14 are based out in China and 1 in Canada for making top quality beer available worldwide.

Strategically located breweries help the Company to distribute its offerings in SKU’s (stock keeping units) like Kegs, bottles, Cans through E-tailors, Super Markets, and E-commerce websites. Through these points of sales, the company have distributed over more than 80 million Cans totaling 1.4 gallons

The signature 7-Step Brewing Process of the brand was created and perfected for more than 100 years ago which helped the company in producing quality beers consistently.

Brand equity in the Marketing strategy of Budweiser–

The brand Budweiser has been ranked 22^nd in Forbes magazine list of world’s most valuable brand. The brand has been valued at $ 24.6 billion as of May 2017 (market capitalization value method) generating revenue of $ 11.10 billion.

The brands have associated itself with several events by sponsorship and associating thereby increasing the visibility of the market.

Competitive analysis in the Marketing strategy of Budweiser –

The Global beer market is being controlled by five major players who make more than 50% of the world’s beer Anheuser-Busch InBev, Carlsberg, Heineken, and China Resources Enterprise.

Budweiser competes on the basis of focused products line, availability, price, branding, markets served. It competes with brands such as Snow, Tsingtao, Skol, Heineken, Coors light, Yanjing etc.

Market analysis in the Marketing strategy of Budweiser–

Budweiser focuses on its existing market by creating a host of experiences and reward system such as Budweiser Swag, merchandise, Partnering with digital and sports and music events partners such as Ticketmaster, Lyft, Drizly etc.

The market is driven by the taste and innovative brewing process of the company through which it creates new customer by penetrating the current market or expanding its reach to new markets.

Customer analysis in the Marketing strategy of Budweiser –

The brand Budweiser serves customer segments such as Retail and B2B.

In B2B Segment Company makes its products available to Bars, Restaurants, Hotels Chains, and Super Market Chains.  This segment is catered by either Sales team of the company or national distributors.

In Retail segment, although company have customers from age group 15 years and above but the majority of customers of the brand are in the age band of 45 years and above.

The post Marketing Strategy of Budweiser appeared first on Marketing91

The flagship brand of Hindustan Unilever was introduced in the year 1973, after a research scientist in HUL lab discovered that vitamin B3 could prove instrumental in lightning of the skin color. Then after the brand has been introduced realizing its potency in skin pigmentation.

The acceptability of the product has helped the company in emerging as a global leading fairness cream in most of the developing countries of the world.

Segmentation, targeting, positioning in the Marketing strategy of Fair and Lovely

The customers have varied needs & want based on their lifestyle, region and ethnic group they belong to. Segmentation helps in understanding demographic & geographic segmentation variables which have helped Fair & Lovely over the years to serve different customer groups with similar population characteristics.

Fair and lovely uses selective targeting strategy to make its product appeal to the respective customer groups.

It has positioned its offerings based on value-based positioning by creating a positive image about the brand & communicating that the products are safe, effective and makes the customer feel good about them.

Marketing mix – Here is the Marketing mix of Fair and Lovely.

SWOT analysis – Here is the SWOT analysis of Fair and Lovely.

Mission- “Not Available”

Vision- “To deliver fairness treatments with superior efficacy, to reach more and more women around the world”

Tagline-“Fairness Expert”

Competitive advantage in the Marketing strategy of Fair and Lovely-

• Part of FMCG major Unilever – The cosmetic and cleansing brand is part of the renowned brand Unilever which have 35 brands across different segments and product categories which is helping Fair & Lovely in the sustainable business platform.
• Extensive reach in the market: Convenience of availing the product by even bottom of the pyramid customers is what has helped Fair & Lovely in being ahead of other players in the market. Availability of Small SKU’s (stock keeping units) across the channel has made this a successful competitive advantage for the company.

BCG Matrix in the Marketing strategy of Fair and Lovely

The brand operates in business segments such as Cosmetic cream, Men’s solutions, Face Wash and Daily treatment.

Since the brand has been from the beginning is catering to the skin lightening and colour enhancement needs of the customers and therefore its business segments Cosmetic cream and Daily treatment are Stars in the BCG matrix while the brand’s facewash and Men’s Solution being the new addition to the business, therefore, are question mark in the BCG matrix.

Distribution strategy in the Marketing strategy of Fair and Lovely

Fair & Lovely’s distribution model is in line with HUL which works on go-to-market strategies to reach out each and every part of the country with its varied channel of distribution.

By closely working with more than 2700+ redistribution partners, stockists and shoppers every day to maximize their sales it makes sure that whether it is a small Kirana store or drug store or pops and moms store at a distant location, the offerings should reach to every part of the country every time well in time.

Brand equity in the Marketing strategy of Fair and Lovely

Fair & Lovely, the world’s first fairness cream has been known for not using harmful ingredients or bleach.

It has been rated as the Twelfth Most Trusted Brand in India by ACNielsen ORG-MARG in the year 2003 while in 2004; it was identified as a Super Brand.

The brand has been closely associated with supporting women, making them self-reliant and establishing their independent identity. Fair & Lovely foundation has been helping academically brilliant girls from weaker economic background to pursue higher education by providing scholarships.

Competitive analysis in the Marketing strategy of Fair and Lovely

The self-grooming market is overcrowded with the large number of local; National & MNC’s which have the large array of products to cater to the needs of the customers.

Fair & Lovely is in a low-end cosmetic product segment, have mass appeal and targets each and every stratum of the society. Fair & Lovely competes on the basis of strong branding, visibility, small SKU’s and easy availability of the product in the distant areas.

Some of the competitors of Fair & Lovely in the personal & skin care segment are Ponds, Lakme, Garnier, Jhonson & Jhonson Clean & Clear etc.

Market analysis in the Marketing strategy of Fair and Lovely

With changing lifestyle and urge to look good and smart, awareness about the hygiene factor, the sale of the skin care products has been increasing and not only women are becoming conscious but Men equally aspire to look smart, fresh & fair.

But the increasing popularity of Ayush/ Herbal products and popularization of ill effects of the harmful ingredients used in the skin care products is what changing the perception of the consumers towards beauty products and customer are shifting towards high-end skin care products.

Customer analysis in the Marketing strategy of Fair and Lovely

Customers of Fair and Lovely are Retail customers, retailers, distributors/wholesalers, Hotels.

The Retail customers of the company are in the age group of 10-35 years and a majority of which are women due to which recently the company has been doing the paradigm shift and so introduced products for Men to capture the untapped market.

In B2B customer segments, the company targets the Hotels, Event management companies.

The post Marketing Strategy of Fair and Lovely appeared first on Marketing91

Founded in the year 1761 by Kasper Faber, the brand which resonates itself with the creativity is the largest Pencil Manufacturer worldwide. The German company is the leading stationary player in more than 120 countries globally distributing an  array of products such as Colours (Poster Colours, Crayons, Water Colours), Art & Hobby Kits, Markers, Sketch Pens, Connector Pens, Pens, Professional Artist colours, Pencils, Highlighters, Paint Brushes, Office Supplies, Geometry Box, Colour Pencils, Modelling dough and Glue Stick.

Segmentation, targeting, positioning in the Marketing strategy of Faber Castell

Segmentation helps in understanding different customer groups in the market and their varied needs and wants. Faber Castell uses the mix of demographic and psychographic segmentation variables such as age, gender, family background, the income of parents, region, behavioral aspects etc.

The company has offerings some of which uses mass targeting strategy such as Pencils, pens, Glue, marker while others like Art & hobby kits, Professional Artist colors, Pencils, Highlighters, Office Supplies; Modelling dough uses selective targeting strategy.

Positioning is a creation of imaginary stimulus in the mind of a customer which helps the brand to be ahead of its competitors. Faber Castell uses the mix of value & usage based positioning strategy.

Marketing mix – Here is the Marketing mix of Faber Castell.

Mission-“To bring to you the tools of expression. We help to draw life into wonderful ideas. We build with the world of imagination that will never fade away.” 

Vision- “Quality, tradition, and innovation now and in the future”

Tagline-“Companion for Life”

Competitive advantage in the Marketing strategy of Faber Castell-

• Renowned Company: 256 years old company has been leading the stationary market globally with more than 8000 employees out of which 1100+ are based out in Germany. The company have rich & time tasted experience in the industry which is not just helping the company in being another stationery company but it is helping it in establishing itself in the most competitive and unorganized market. 

• Wide variety of offerings: The Company has strong product portfolio which comprises of art & craft and writing instruments targeted not only to the kids but also for the professionals across the world. 

BCG Matrix in the Marketing strategy of Faber Castell

Faber Castell operates in business segments such as Creative Studio products, Art & Graphic, Fine writing instruments, Design Memory Crafts and creativity stationeries for kids.

Since in various developing nations, it faces competition from the unorganized sector, therefore, Creativity stationeries for kids and fine writing instruments business segments are the Question mark in the BCG matrix while other segments of business having the dominant position and therefore are Stars in the BCG matrix.

Distribution strategy in the Marketing strategy of Faber Castell

The Company uses brick and Motor distribution model to make the products available in the market through varied channels reaching out to even rural areas. It uses distribution medium such as Pop & moms store, Retail outlets, distributors/ wholesalers, e-commerce sites and supermarket/ departmental chains.

The offering of the company is produced in 9 countries globally while the sales team in 22 countries make the products of the company available in more than 120 countries globally.

Brand equity in the Marketing strategy of Faber Castell

The German Pencil maker brand Faber Castell is known for its innovation, quality, and creativity in addressing the changing needs of the customers. The brand is further divided on the sub-segments brands which consist of Children’s Brands comprising Creativity for Kids and premium children ART products; Premium Art Brands comprising Creative Studio and Design Memory Craft while Fine writing Brand segment comprises of Graf von Faber-Castell and Faber- Castell Design. The group has been valued at € 613 million (EUROs). 

Competitive analysis in the Marketing strategy of Faber Castell 

The challenge companies’ face by operating in this business is the availability in the market to the remotest location which not only reduces the margin for the channel partners but also affects the prices of the offerings to which Faber Castell is not an exception.

The Company competes based on the large SKU’s ( stock keeping units), varieties of products along with several sub-brands such as Ambition, Loom, Ondoro, N’ice Pen, GRIP 2011 and many others.

Some of the competitors of Faber Castell are CAMLIN, Karlbox, Newell Rubbermaid, Zebra, Pentel, Midori, Parker etc. 

Market analysis in the Marketing strategy of Faber Castell

The market is ever growing with the emergence of developing nations such as India where the market size of stationary items (largely in which the share is of Pencil and Pens) is? 15000 crores approx.

The unorganized sector, local suppliers, technology adaptation and the local companies are being big risk factors that the companies operating in the market are going through. Although there are structural changes in the market due to a fast adaptation of the technology but the underlying segment of school going children is what drives the growth of the companies.

Customer analysis in the Marketing strategy of Faber Castell 

The company serves to the wide array of a customer with its varied offerings. In Retail Businesses majority of its customer are in the age group of 5-20 years who goes to schools, universities, and colleges.

In the B2B (business to business) segment it caters to the changing needs of the big corporations, government institutions, architectural firms, colleges, universities/ colleges etc.

The post Marketing strategy of Faber Castell appeared first on Marketing91

Eveready Industries India Limited (EIIL), the B.M Khaitan Group Company was formed in 1905 as Union Carbide India Ltd. and later in 1993 it became part of the Williamson Magor Group., The company is in the business of electrolytic manganese dioxide and arc carbons, batteries, flashlight, photo-engravers plates/strips for printing, tube rods, castings, hard facing and, carbon electrodes and it is also in the business of production and marketing of tea.

Not only it operates in India but it has expanded its reach globally to the regions such, as Asia, Middle East, and Africa. Expanding in the countries like Sri Lanka, Ethiopia, Bangladesh, Djibouti, Mauritius, Sudan, Eritrea, Egypt under the brand name of LAVA. Presently it exports its products to 15 countries globally.

Segmentation, targeting, positioning in the Marketing strategy of Eveready

In order to provide apt products to the customers, understanding the needs and wants of the particular set of customers is necessary and so segmentation is used to create the group of customers based on demographic, psychographic and the geographic variables. Eveready uses the mix of Demographic and Geographic segmentation strategies.

Most of the products of the company are mass-market products in the Retail segments and offerings customized for a business firm is done by using selective targeting strategy.

Value-based positioning strategy is used by the company to highlight the durability, strength and long-lasting features of the brand Eveready.

Marketing mix – Here is the Marketing mix of Eveready.

Mission- “NOT AVAILABLE”

Vision- “To improve the quality of life of people through cutting-edge, portable energy and lighting solutions”

Tagline-“Give Me Red”

Competitive advantage in the Marketing strategy of Eveready-

• Extensive Distribution Network: Reaching out to the bottom of the pyramid i.e. Rural, a Semi-Urban market in addition to the bigger cities is what helps the company in being ahead of its peers in the market. Its products are available across the variety of stores such as electrical, hardware, stationery, and gift stores, Pan Wales, grocery shops, at the chemists’ shops, photo studios, printing centers, e-tailing websites and modern supermarkets.
• Wide Product Portfolio: Large product portfolio and SKU (stock keeping units) across business verticals has not only helped the company in occupying large shelf space in the shops but also is helping the company in optimizing its distribution cost through economies of scale and visibility in the market.

BCG Matrix in the Marketing strategy of Eveready-

The company operates in business verticals such as Lighting & Electricals, batteries, and flashlights. Packet Tea and Home Appliances being added as new business verticals in the groups’ businesses.
The company have stronghold in the business segments such as Batteries, Lighting & Electricals and Flashlight with share in total turnover being 57%, 21%, and 14% respectively and these 3 businesses are stars in, the BCG matrix while other businesses (Packet Tea and Home Appliances) of the company are still struggling and are question mark in the BCG matrix.

Distribution strategy in the Marketing strategy of Eveready

 The Company have the extensive presence in the domestic as well as the global market.

In India, it operates through distributors Network of more than 4000 who help the company to service 1 Million + outlets and is at the same time supported by the 18 sales offices of the company Pan India

In order to support the mainstream sales & marketing team with the continuous supply of the products, the company have 5 states of art manufacturing facilities across India located at Chennai, Haridwar, Maddur, Noida, Kolkata, and Lucknow.

 Brand equity in the Marketing strategy of Eveready

More than 2 decades of successful brand positioning and the distinct impression created by the brand in the mind of the consumers has helped the brand in being synonymous for Power & Energy.

In order to associate itself with the young generation of the country, the brand icon Bollywood actor Akshay Kumar become a big hit and helped the brand in re-crystallizing the lost essence of the Brand. Time to time the brand’s various social media contest like Red Selfie, Watch & Win, Red Group Snap and GMR TC contest has helped in increasing engagement & awareness among the customers.

Competitive analysis in the Marketing strategy of Eveready

Eveready competes with one or more companies in the industries such as Electronics & home Appliances and FMCG. Although the company have niche presence in the some of the product categories but its visibility in the market and the brand name helps in easy acceptance in the market.

Some of the Competitors of Eveready are Duracell, Sukam, Panasonic, Exide, Philips, Samsung, Usha and in Tea business TATA, HUL etc.

Market analysis in the Marketing strategy of Eveready

Stable government, Rising income levels, changing lifestyle, developing rural areas, increasing urbanization, and increasing need for convenience has led to the increase in the demand.

Demand from a developed market is being saturated and penetrating to the developing markets is what companies operating in the market are targeting. The underlying potential of these markets is being harnessed by the company with the help of the channel partners and suppliers.

 Customer analysis in the Marketing strategy of Eveready

The Company constantly focus on educating its customers through exhibitions, and events which help the company in increasing touch points. The company serves the customers both in Retail as well as a Business segment (B2B) and have separate sales and distribution channel for both business segments.

In Retail business its customer is in the age group of 15-60 Years while its B2B customers are Private, Government agencies, transporters, manufacturing companies etc.  

The post Marketing Strategy of Eveready appeared first on Marketing91

“Durability, Reliability and Excellence” popularly known as Durex is founded in 1915 as The London Rubber Company by LA Jackson which was initially selling imported condoms and barber shop supplies. The brand name Durex got registered in the year 1929.

In 1999, Seton Scholl and LIG (London International group is previously known as London Rubber Company) got merged to become Seton Scholl London International Group plc, known as SSL International, while in July 2010 Reckitt Benckiser acquired SSL international.

Segmentation, targeting, positioning in the Marketing strategy of Durex

The sexual wellbeing brand uses a mix of demographic and psychographic segmentation strategies in order to bring couples more close to each other and provide couples with fun and enjoyment along with safety.

Durex uses differentiated targeting strategy and primarily focus on the urban working class, and upper middle class as their target consumers.

It has positioned itself as a company which is more than just being a condom company taking care of the emotional and sexual wellbeing of the people globally.

Marketing mix – Here is the Marketing mix of Durex.

SWOT analysis – Here is the SWOT analysis of Durex.

Mission- “We want everyone to get the most out of every sexual experience… while being safe, of course!”

Vision- “Not Available”

Tagline-“Love…Sex”

Competitive advantage in the Marketing strategy of Durex

• Strong Parent company: Durex becomes part of the Reckitt Benckiser, a Consumer goods MNC in July 2010 when SSL International sold it to RB for $3.88 billion. Reckitt Benckiser is a well-known brand in the FMCG market and Durex is leveraging the competencies of the parent company.
• Economies of scale: The parent company has the broad product portfolio which is helping the company in being competitively ahead of its competitors and at the same time minimizing its operational cost through scaling its operations.

BCG Matrix in the Marketing strategy of Durex

The brand operates into 3 product segment such as Condoms, Lubricants and Vibrators in most of the market it operates into and has several sub-segments based on the need/want of the customers like in condoms business segment it have sub-varieties with Fund & Adventure, Feeling & intimacy and Performance etc.

Since Durex is the well-known brand in the Sexual wellbeing market as well as trusted and hygienic, therefore all the product segments in which it operates into are Stars in the BCG matrix.

Distribution strategy in the Marketing strategy of Durex

Its products are sold in more than 152 countries, and company have to tailor its branding campaigns accordingly since public attitudes towards sex differ from country to country.

Durex helps its frontline distribution by producing its offerings through 17 manufacturing plants across the globe. The 85 years old condoms fabricating company offers nine assortments of Latex condoms. The pioneer brand distributes the products globally through the mix of different distribution channels such as Retailers, Pop & Moms store, Wholesalers, E-commerce Sites, Supermarket chains etc.

Brand equity in the Marketing strategy of Durex

Whether it comes to its products or its quirky advertisements, the brand is way ahead in the markets it operates into by having high TOMA (Top of Mind Awareness) and highlighting the aspect of the brand that it is more than just a Condom brand and it cares for the emotional as well as physical aspect of sex.

Durex holds 26% Market share worldwide and distributes more than one billion products every year.

Competitive analysis in the Marketing strategy of Durex

The health and physical wellbeing market have commercial companies, pharmaceuticals companies catering to the growing needs of the sexual needs of the customer around the globe

Partnering/ associating with other companies, creating the buzz in the market with its quirky/ social appeals or Sponsoring different programs & TV shows, Web series is helping the company in being way ahead of its competitors. It competes with companies such as Armkel Company brand Trojan, Johnson & Johnson brand Shields and others.

Market analysis in the Marketing strategy of Durex

The Market in which brand operates faces challenges which range from cultural, legal, to socio-economic differences. While in some nations the subject Sex has been handled boldly while in others such as in developing nations it is still taboo and therefore companies have to play safe so as to communicate the essence of the product and awareness about STD/ HIV AIDS.

People are becoming more health conscious and sexually aware globally which is helping the companies operating in the market to streamline its operation tuning it to the need of the population thereby communicating the usage of the sex-related products.

Customer analysis in the Marketing strategy of Durex

Customers of Durex are primarily in the age group of 18-30 years who are young, at the beginning of their sex lives, are inexperienced and are used to using condoms basically to avoid STD (Sexual Transmitted Disease) and prevent unwanted pregnancy while the other customer groups i.e. 31 years & above age are already experienced and they look into comfort and sensational enjoyment through new products and experiences.

The post Marketing Strategy of Durex appeared first on Marketing91

It all started in 1930 when the idea of contemporizing the Ayurveda by Mr. M. Manal gave birth to the company Himalaya.  It opened its first office at foothills of Himalaya in Dehradun in the year 1932, since then the company has been promoting and distributing Herbal Ayurvedic products across the globe.

In the year 2016 company has rechristened its logo as “Himalaya, since 1930”, in order to create the global identity communicating the rich legacy of the brand and history of over 86 years.

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

Himalaya has the bouquet of healthcare products which are segmented based on the customer groups and usage such as personal care products for customers of all ages, nutrition and wellness products which are health supplements for deficiency of minerals & vitamins primarily for children & old age consumers, mother care, and Baby care products.

Since the brand have the presence in different product categories, therefore it uses differentiated targeting strategy so that although the product categories are defined by the brand the offerings will differ based on the geographic region the product is catering to.

Himalaya has positioned itself as an herbal brand giving health & wellness of the customer prime importance while doing business and formulating products best suited to the changing times.

Marketing mix

SWOT analysis

Mission-“To make herbal wellness a part of every home”

Vision- “Not available”

Tagline-“Since 1930”

Competitive advantage in the Marketing strategy of Himalaya–

Increasing share of other business:

In the year 2004, 97% of the revenues of the company were coming from Ayurveda medicines with the revenue of about ?200 crores at that time which over the years have increased to? 1800 crores with only 34% being contributed by the Ayurveda medicines and rest from other businesses of the company.

Rich Portfolio of offerings:

The herbal wellness company & drugmaker has more than 300 products across categories such as face washes, toothpaste, shampoos, pain-relief balms, body lotions, soaps, lip balms, ayurvedic drugs for humans and animals as well as nutrition products. In some of the product categories, it gained first-mover advantage like in products such as lip balm, face washes etc. with herbal benefits.

BCG Matrix in the Marketing strategy of Himalaya-

The company operates in the business segments such as Personal care, Wellness & nutrition products, Pharmaceutical products, and Animal Health.

Himalaya launched the personal care segment in 1999 with brand name as Ayurvedic concepts which later on renamed as Himalaya Herbals. The segment commands 42% market share with lip care and face cleansing among top offerings and is, therefore, is Stars in the BCG matrix.

Liv.52 the leading producer of a pharmaceutical portfolio with ?250 crores is among the top 10 selling drugs in India. The other offerings of the brand in this business are not that successful and are, therefore, is the question mark in the BCG matrix.

The wellness & nutrition segment is Star in the BCG matrix as the brands have approx 250 products with a global presence.

Distribution strategy in the Marketing strategy of Himalaya–

The Company have shifted its manufacturing facility from Mumbai in 1975 to the outskirts of the Bangalore city. The 80,000 square feet EU-GMP-certified manufacturing and R& D facility is spread across the 28-acre land. The standardization of manufacturing process of the company has helped it in spreading its wings in more than 91 countries globally.

The products of the company are distributed through a mix of channels such as authorized distributors, retailers, E-commerce websites, Medial stores and Pops & mom stores. The products of the company are prescribed by more than 400000 doctors globally.

Brand equity in the Marketing strategy of Himalaya–

The brand has been synonyms of Ayurveda and is known for head-to-heal herbal healthcare products. The brand has won awards & accolades over the years such as Guardian Health & beauty Awards 2015, Watsons HWB 2015, Best foot care cream award by Women’s weekly, Beauty Hall of Fame award (2015) for Lip Balm. The company had operating revenue of $ 28 billion (2017).

Himalaya have its official Blog which not only helps the brand in promoting its products but also helps in creating awareness about health hazards in the changing time and medicinal benefits of the herbal medicine offered by the company.

Competitive analysis in the Marketing strategy of Himalaya–

Most of the companies operating in Ayurvedic & herbal industry have strong Backend of researchers and recommending doctors to which Himalaya is not an exception. The company has more than 290 researchers who do clinical and lab testing of the offerings on regular basis in order to provide distinctive and competitive product in the market.

The company competes with the companies such as Dabur, Reckitt Benckiser, Zandu, Patanjali and many more.

Market analysis in the Marketing strategy of Himalaya–

Himalaya operates in the market where several companies are offerings similar kind of generic products, the only differentiation is the benefits and the branding that the companies do to make the offerings more acceptable in the market.

Continuously it has been striving & venturing into new segments of the business to lessen its dependency on pharmaceuticals segment and broaden its revenue from personal care, Wellness & nutrition, and other FMCG products.

Customer analysis in the Marketing strategy of Himalaya –

 The customer of the company are from all the age groups starting from infants for whom there are baby care products i.e. baby kits & diapers, moms/children/ Old age customers there are wellness and nutritional products, pharmaceuticals products for all age groups of customers, and Personal care products.

Customers of the brand are inclined towards Ayurveda and products which don’t have side effects use the products of Himalaya as it is safe and efficacious.

The post Marketing Strategy of Himalaya appeared first on Marketing91

The malt based beverage & food is the nutritional brand of GlaxoSmithKline plc introduced in the year 1919. The brand has associated itself with the health benefits and increasing growth hormones thereby helping in essential vitamins and reducing mineral deficiency.

The Horlicks was invented as a substitute for milk as a baby food by William & James Horlick, the British brothers. The flagship brand of GlaxoSmithKline is present in various flavors in the market and with different product lines like biscuits, Noodles, growth supplements, and beverage.

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

Based on the nutritional requirement of the different age groups and product usage such as that of malt beverage is for toddlers & pre-schoolers, growing kids and for adults including mothers & women.

Since the brand is present in different product categories like healthy biscuits, noodles, nutritional drinks, and energy drinks, therefore, it uses differentiated targeting strategy.

The brand has been positioned as a healthy nutritional food for every life stage and for consumers of every age. It is being liked so much India that approx 30 million Cups is being drunk in India every year.

Marketing mix – Here is the Marketing mix of Horlicks.

SWOT analysis – Here is the SWOT analysis of Horlicks.

Mission-“Not Available”

Vision- “Not Available”

Tagline-“Improves attention & concentration”

Competitive advantage in the Marketing strategy of Horlicks–

Broad Product Portfolio:

For brands, it becomes easy to offer the products when there is the bouquet of products for each of the segments of the market. Horlicks, in order to ensure that it does not restrict itself to a particular group of customers, has introduced Horlicks for every age group of customers with different SKU’s along with different flavors and easy to use refill packs.

Financially Strong & stable parent company:

Horlicks is part of the MNC GlaxoSmithKline (GSK), the British Pharma company and is world’s 6^th largest Pharmaceutical company with market capitalization of £81 billion. Horlicks is operated by the GSK under Healthcare division. The company have the presence in over 120 countries with more than 1 lakh employees out of which 12500+ are in R & D.

BCG Matrix in the Marketing strategy of Horlicks-

Horlicks has been operating in 4 business segments namely

1. Horlicks which includes products such as Horlicks, Horlicks Lite, Horlicks Oats.
2. For Toddlers: Junior Horlicks and Horlicks Growth+.
3. For Women: Women’s Horlicks and Mother’s Horlicks.
4. Plus+: Horlicks Cardia+ and Horlicks Protein+.

Apart from Plus+ business segment which have been introduced in the niche segment is, therefore, is the question mark in the BCG matrix, all other 3 segments are stars in the BCG matrix.

Distribution strategy in the Marketing strategy of Horlicks–

UK business acquired the US operations in the year 1945 which helped the brand in becoming the global brand. It is now been distributed in UK, Ireland and Indian sub-continent which is the biggest market for Horlicks.

The brand distributes its offerings through the variety of channels of distribution such as pharmacies, medicine stores, wholesalers, retailers, kirana stores and e-commerce websites. It has recently tied up with eCommerce giant Amazon through which customer is redirected to Amazon while clicking buy option on Horlicks website.

Brand equity in the Marketing strategy of Horlicks–

The brand revenue in the year 2017 stands at £680 million. Horlicks associate itself with the targeted audience through different mediums such as at schools, colleges, pre-schools etc. The brand has been creating awareness about the health benefits of drinking the cereals and milk-based Horlicks which help in creating immunity, maintaining blood flow, healthy weight gain, and better concentration.

Competitive analysis in the Marketing strategy of Horlicks–

Horlicks has been competing with the energy drinks, essential vitamins/minerals supplements and substitutes like milk, and packaged fruit juice.

The company has been broadening its product line and brand offerings in order to create the large array of products under one brand name and through new product offering it is increasing customer retention and repeat purchases.

Competitors of Horlicks are Mondelez, Complan, Bournvita, Heinz. Sometimes it competes with its own group brand Boost in one or more product categories.

Market analysis in the Marketing strategy of Horlicks–

GSK have Boost and Horlicks in its product portfolio as malt oriented milk drink. It has been doing continues innovation to broaden its product portfolio like recently it launched Horlicks growth plus for children with deficiencies in growth, Horlicks Lite which is low in calories and sugar and in snacks category oats, biscuits, and NutriBar.

The Health & nutritional drinks market is innovating itself to increase its market share and growth numbers through market penetration, and brand/ product extensions.

Customer analysis in the Marketing strategy of Horlicks–

Customers of Horlicks are middle-income group customers who like to be healthy and therefore take healthy supplement drink which is filled with a large number of vitamins and minerals.

Horlicks primarily targets 4 sets of the customer, such as baby and toddlers with the product Junior Horlicks and Chocolate flavor Horlicks, Adults with normal malt Horlicks, Pregnant and old age women with Mother’s Horlicks and Women’s Horlicks and Horlicks Lite designed for active adults.

The post Marketing Strategy of Horlicks appeared first on Marketing91

The Fast Moving Electrical Goods Company (FMEG) Havells India Limited is $1.4 Billion Electricals and Home appliances Company which manufactures products ranging from fans to Water purifier in personal grooming business segment to reactive power solutions, cables and other items in the Industrial business segment.

The brand in order to penetrate with the unmatched distribution network has built up 513 exclusive brand showrooms in name of Havells galaxies & Havells Gallery across India which offers products to domestic and commercial businesses.

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

Customers expectations are met by the company by effectively segregating the different groups based on the segments such as those consumers in Urban & Semi-Urban areas and electricians & small retailers in tier-3 & tier -4 cities.

It targets the customers in the middle-income group who uses the products which are Mass-premium. Mass premium is the group of customers who want quality products and forms the major part of the population in the respective region.

The company majorly targets customers who are interested in either electrical or home appliances.

Havells positions itself as a brand easily accessible, convenient to use and are value for money for the customers.

Marketing mix – Here is the Marketing mix of Havells.

Mission of Havells

“To achieve vision through fairness, business ethics, global reach, technological expertise, building long-term relationships with all our associates, customers, partners, and employees”

Vision of Havells

“To be a globally recognized corporation that provides best electrical & lighting solutions, delivered by best-in-class people”

Tagline of Havells

“India: Electrified By Havells”

Competitive advantage in the Marketing strategy of Havells-

Diversified Product line:

Diversified product portfolio in each of the business verticals in the electronic segment has not only helped the company in the establishing its brand in electrical business but it also helped it in establishing & popularising its industrial business segment.

Touchpoints in the market:

In order to directly reach out to the targeted segment company have created 414 Havells Galaxy, 27 Standard Gallery, 72 Havells Gallery stores together contributing 22% of the revenues by reaching out to 280 districts. This strategic advantage has helped the brand in creating the brand experience for the customers and high brand recall.

BCG Matrix in the Marketing strategy of Havells-

Havells operates in the business segment such as switchgear, Cables, LED Lighting & fixtures and electronic consumer durables (ECD) segment.

These four SBU’s of the brand are either ranked 1,2 or 3 in their respective markets like Switchgears hold 19% market share , Cable business is ranked three (market share Domestic-16% & Industrial- 10%), LED Lighting business is ranked 3 and have market share of 12% while ECD business have market share ranging from 10-14%.

Due to the strong share of each business unit in the market, all holds Stars position in the BCG matrix.

Distribution strategy in the Marketing strategy of Havells–

The last mile connect by closely working with Wholesalers, distributors, Retailers, and electricians has resulted in penetration in the tier-3 cities through the omnichannel. The company reaches out to the customers through 7575 direct dealers, 100000+ Retailers, 220000 electricians and 580 channel partners.

The state of the art 12 Manufacturing facilities in tier-2/3 cities is helping the brand in keeping the cost of production low as well as at the same time penetrate to the bottom of the pyramid through these production facilities.

Brand equity in the Marketing strategy of Havells–

Wide product categories supplemented with after sales services has helped it bagging awards & accolades such as Corporate excellence award by Amity University, Readers Digest trusted brand award, Effie Advertising Award Gold and many more.

To ensure the brand Visibility Company spends approximately 3-4% of its revenue in advertisements with regional appeal.

Time to time in order to create visibility in the market through its social duties, Havells have been initiating several CSR activities such as building more than 2000 bio-toilets during the year 2016-17, providing mid-day meal to 57000+ students in Alwar city daily.

Competitive analysis in the Marketing strategy of Havells –

17 business verticals complemented with the deep SKU’s in each of the product lines is what makes the company’s offerings most sought of in the market.

The company’s operational modalities of connecting retailers & electricians through 360 degrees connect program and expansion in tier 3-4 cities are proving instrumental in its competitive ecosystem.

Its various sub-brands such as Lloyd, Crabtree, Standard, REO helps the brand to compete with the renowned brand in the market such as Samsung, Panasonic, Crompton Greaves, Philips etc.

Market analysis in the Marketing strategy of Havells –

Micro factors such as growing middle class, infrastructure development through electrification of around 78% of the population, penetration with the help of unorganized sector, and young demographics who wants technologically driven products with good aesthetic are some of the factors driving the market growth.

Availability of the suppliers and local sourcing is helping the company in keeping its cost low while increasing its operational efficiency through economies of scale by making the products available to the new & untapped markets, sometimes at the cost of high distribution expenses.

Customer analysis in the Marketing strategy of Havells –

Customers of the brand in the Retail segment are from the urban markets while recently company started penetrating to the tier-2, tier-3 cities through which majority of the markets will be covered. Premium perception and high quality are resulting in repeat purchases in the retail segment.

In industrial businesses, it serves B2B customers who have requirements of Switch gears, Cables, Motors, Heavy Duty Fans and professional Lightening.

The post Marketing Strategy of Havells appeared first on Marketing91

Commonly referred as Oppo, the Chinese manufacturer Oppo Electronics Corporation is the producer of Smartphones, electronic devices, and Bluray players. It is a subsidiary of Guangdong Bubugao Electronic Industry Co. Ltd., which is the manufacturer of Vivo, One plus, and other electronics items. The BBK electronics is the world’s 2^nd largest smartphone manufacturer i.e. behind only Samsung in the year 2017.

Oppo has made its name as selfie & group selfie expert technology and has been ranked 4 for creating the selfie experiences among the young generation globally. Some of the smartphone models of the brand are Oppo F series (F1, F3, F5 and F7), Oppo A series and Oppo R series.

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

Focusing on the technological breakthrough from last 0f years the brand started the business by segmenting the business based on the technologies it uses for the particular group of customers i.e. millennial who have just started earning or are in college. By doing this they have used selective targeting strategy i.e. only making products for the select type of customers rather one fits for all.

 The company has positioned itself on the basis of the state of the art image capturing and processor technology working on aesthetic part of the quality photos.

Marketing mix – Here is the Marketing mix of Oppo.

SWOT analysis – Here is the SWOT analysis of Oppo.

Mission-“ Not Available”

 Vision- “Not Available”

Tagline-“Enjoyed by Young People Worldwide”

Competitive advantage in the Marketing strategy of Oppo–

 Technological Advancement: Whether it is the blazing fast technology of Oneplus or the artificial intelligence enabled front camera starting the selfie beautification revolution. The company has been successful in short period of time to create visibility and top of mind awareness in the targeted segments.

 Chinese Parent Company: The brand Oppo is the part of Chinese Company with 9000+ employees helping in distributing the smartphones of the brand in more than 31 countries globally. The Parent company is specialized in digital cameras, electronic items, Television sets, and headphone amplifiers.

BCG Matrix in the Marketing strategy of Oppo-

 It has been operating with two major business segments i.e. Oppo and OnePlus Smartphones.

Are oppo smartphones quite picking up on the market with the price segment of? 10000/- onwards and with the market share of 3 % in the year 2017.

While the demand of the Oneplus smartphones has been increasing exponentially with the success of Oneplus 5T, its availability on the online platform Amazon and with the promotion of Oneplus 6 receiving good response from the market the future prospect is positive for the company. The brand has 4.3 % market share in 2017.

Oppo smartphones are still fighting with the rivals such as Xiaomi and Huawei and therefore is the question mark in the BCG matrix. Oneplus smartphones are Star in the BCG matrix.

Distribution strategy in the Marketing strategy of Oppo-

The brand has been distributing its products through various channels such as Retailers, distributors, wholesalers, e-commerce websites and brick & motors stores like single-brand Retail outlets which recently the company has got the license in India.

The brand has opened more than 200 stores in India and is planning to open more exclusive stores globally. Additionally, it has been distributing its offerings through the exclusive tie-up with e-commerce giants Amazon and Flipkart.

Brand equity in the Marketing strategy of Oppo–

 The Chinese brand is promoted and marketed by BBK Electronics, the parent company of the brand. The company has been aggressively promoting the brand as selfie expert in order to capture the aspiration and imaginative space in the mind of the consumers.

The brand along with its sister concern Vivo is committed to the Indian & Asian market, the biggest market for the duo.

Oppo has been leveraging the two crazy attractions of the Indian market i.e. Cricket and Bollywood to engage with the vibes of the young generation.

Competitive analysis in the Marketing strategy of Oppo–

Contrary to established companies in the market which focuses on all segments from entry-level mobiles to medium and high-end mobiles, the Oppo has been designing the offerings with high-end specifications at low prices with its flagship brands Oppo and Oneplus.

Both have been successful in increasing its market share from 5.7% in the year 2016 to 7.3% in 2017. It competes with companies such as Xiaomi, Samsung, Micromax, Huawei, Apple and its sister concern Vivo.

 Market analysis in the Marketing strategy of Oppo–

Increased number of flagship products of peer brands, shrinking margins, Chinese product perception of customers, competition in the industry, backend integration with the suppliers are some of the factors which are affecting the market presence of the brand Oppo.

The brand has been doing product and technology development to target the niche segment and technologies like Color OS, photography technology are helping it in staying ahead of the other brands in the market and at the same time increasing its market share over the years.

 Customer analysis in the Marketing strategy of Oppo–

The customer of the brand is the young millennial in the age group of 15-40 years and from middle and upper-middle-class income group.

These customers are more inclined towards the technological advancement in their personal devices and sometimes flaunt it in their social groups. Customers don’t believe in the long-lasting usage of Smartphone devices but believe in being tech savvy and technologically ahead in the market.

The post Marketing Strategy of Oppo appeared first on Marketing91

Founded by Jay Pritzker in 1957, the Hyatt Hotels was originally was a Hyatt House Motel near to Los Angeles. Earlier the company was known as Global Hyatt Corporation which later on changed to Hyatt Hotels Corporation.

It handles the portfolio of 14 premier brands globally with more than 36000 employees who helped the company in becoming one of the renowned hospitality brands globally. It operates with formats such as hotels, vocational properties, resorts, residences and ownership properties. The company has more than 700 properties in its portfolio spread across 50 countries globally.

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

The services of the brand are the segmented basis on the bundle of offerings, ambience, complimentary services like Spa, Gym, Hygiene factor, pricing and staffs, housekeeping services and locality at which these hotels, resorts & properties of the brand located.

The offerings of the brand have been targeted based on the income levels & bundled services and therefore it uses differentiating strategy to make it promising for customers who want to 3-star/ 4-star/ 5-star hotels/resort experience.

The brand has positioned itself as a prominent player in the hospitality industry, culturally rich brand giving importance to the local community, culture & traditions.   

Marketing mix – Here is the Marketing mix of Hyatt.

Mission-“To deliver distinctive experiences for our guests”

 Vision- “A world of understanding and care”

Tagline-“World of Understanding”

Competitive advantage in the Marketing strategy of Hyatt–

Strong Financial Company: Pilling up with the cash and the short-term investments $538 million along with the borrowing capacity of $ 1.4 billion which is supported by the real estate properties that the company have in the strategic locations globally is the confidence building factor for the company.

Renowned Brands: In a hospitality industry the intangible things have a great impact on the demand pattern, just like the company have leading brands in its portfolio due to which Hyatt Hotels have received various awards, accolades and top ranking from Forbes, Fortune, Interbrand and various others because of the user experiences & services it has delivered to the customers.

BCG Matrix in the Marketing strategy of Hyatt –

 The brand Hyatt Hotels operates in the strategic businesses such as Upper Upscale, Luxury, Upscale and Branded Residentially and General Hotels.

In the Upper Upscale category, Hyatt has the chain of Hotels such as Hyatt Regency, Hyatt, and Hyatt Centric contributing revenue of around 50% and is, therefore, is starring in the BCG matrix.

In Luxury segment, it has Park Hyatt, Grand Hyatt, and Andaz generating revenue of around 20% and is, therefore, is starring in the BCG matrix. The other segments constitute of hotels such as Hyatt Place, Hyatt House, Hyatt Ziva, and Hyatt Zilara. These are 3-4 stars hotels which compete with a large number of international and national hotels, therefore, it is the question mark in the BCG matrix.

Distribution strategy in the Marketing strategy of Hyatt

The brand has been expanding through series of acquisitions and alliances recent one of which is New Ocean Resort Casino in Atlantic City which joined Hyatt Hotels group in April 2018.  The increased focus of the company in franchising activities in order to increase the presence in the market has resulted in decreased dependency on owned properties and capital requirement.

The company has been looking into breaking the stereotypes and position the brand more than just a Hotel stay. In 2017 it acquired Miraval Group, the provider of experiences & wellness to understand & offer its customers the personalized services.

Brand equity in the Marketing strategy of Hyatt

The Global hospitality company has been ranked 9^th in Fortune 500 magazine and 17^th in the list of Best Employers for Diversity.

The brand manages state of the art properties globally in form of hotels, residential & vacations properties. The differentiating experiences coupled with the loyalty programs in the name of World of Hyatt has helped the brand in increasing repeat customers and brand value over the years.

 Competitive analysis in the Marketing strategy of Hyatt

The hospitality industry has got competition from various ends whether it is private properties, Hospitality Chains, Travel sites offering the host of discounts, peer to peer traveller services or provider of short rent a home such as that of HomeAway/ Airbnb etc.

The Hyatt competes on the factor such as brand name, services, pricing, accommodation quality, cordial staff behavior, and strategic locations of the hotels.

Some of the competitors of the brand Hyatt are Ritz-Carlton, Mandarin Oriental, Marriott Hotels, Hilton Garden Inn, Sheraton etc.

Market analysis in the Marketing strategy of Hyatt

with the advent of health tourism and increasing business activities across the borders in tourism and hospitality industry, there has been the vast increase in the investments such that it has become top 10 sectors attracting foreign professionals and tourists.

Hyatt has tied up with and has created distinctive guest segments, network of which is helping the brand in further growing the businesses of the company. Since the time of launch of its IPO in 2009, the company has increased its pipeline by 12% per year on an average which has helped the company in entering 45 markets and 15 new countries.

Customer analysis in the Marketing strategy of Hyatt

It serves customers in retail as well as the corporate segment. Incorporate segment its customers range from national and international companies organizing conferences, foreign nationals, Government organizations, corporate tie-u with the companies etc,

In the retail segment, the customers are in the upper middle and upper-income class group who are majorly in the age group of 30-55 years. These customers are rich affluent and have unstated, potential and augmented needs which Hyatt caters to make them repeat customers.

The post Marketing Strategy of Hyatt appeared first on Marketing91

High Tech Computer Corporation popularly known as HTC Corporation is the Computer electronics company based out in Taiwan. The Taiwanese company manufactures and sells smartphones and tablets.

It has been the pioneer in bringing some of the technological innovation to life such as in 1998 it launched World’s first touch & wireless handheld device, World’s first 3G window smartphone, first android phone in the year 2007 & 2008, World’s first 4G Android phone in 2010 a many more.

Some of the smartphone models of the brand are HTC Desire series, HTC U series, HTC One.

Segmentation, targeting, positioning in the Marketing strategy of HTC

The brand has been segmented based on the customer groups, primarily young customers who are looking for technological advanced and well-trusted smartphones and tablets. From last 20 years, HTC has been doing innovation for creating customer experiences in terms of long-lasting battery, design and liquid surface screen.

The brand has targeted selective segment of the market i.e. young generation whose smartphone is the part of everyday work.

HTC has positioned itself as a customer-centric and technology-driven company enhancing the user experience through its devices.

Marketing mix – Here is the Marketing mix of HTC.

SWOT analysis – Here is the SWOT analysis of HTC.

Mission-“Not Available”

 Vision- “Not Available”

Tagline-“Squeeze for the Brilliant U”

Competitive advantage in the Marketing strategy of HTC–

State of art Research & Development: Since its inception company has been focussing on its In-House research capabilities and therefore have around 30% of its workforce as R & D professionals and 14% of the total revenues of the company go to R & D.

Limited Product line: Having few products with state of art technologies is a competitive advantage that the brand has. Limited products in its portfolio help the customers to remembers and make it top of the mind of the consumers/ retailers while referring it to someone else.

BCG Matrix in the Marketing strategy of HTC

Smartphones and Virtual reality devices are the two reporting businesses that HTC operates into.

In Smartphone Business, Company is continuously facing competition from the established players like Samsung, Apple and new entrants to the market such as Xiaomi, Vivo, Oppo, Micromax etc. The business has been therefore turning into losses to straight 3 years in the year 2016 (revenue decrease from $ 9.7 billion to $ 2.6 billion) and hence it is the question mark in the BCG matrix.

In order to diversify its business, it partnered with Valve to produce Virtual reality devices which are still struggling to make its mark in the markets it operates into and so is the question mark in the BCG matrix.

Distribution strategy in the Marketing strategy of HTC

HTC has been distributing its offerings through the mix of the channel of distribution such as Retail outlets, partnering with telecom operators, electronics stores, E-commerce websites like Amazon, Alibaba, eBay etc, HTC’s eStores through which it provides 0% financing for the period of 24 months EMI.

It closely works with the upstream partners i.e. telecom carriers so as to bundle its offerings with them and make it convenient for the buyers to own one at convenient EMI option.

Brand equity in the Marketing strategy of HTC

The earlier taglines of the brand “Quietly Brilliant” which later on replaced by “The Pursuit of Brilliance”  in 2015 and this got replaced by “Squeeze for the Brilliant U” recently to imbibe the dynamic and aspirational value brand stands for.

The brand has been ranked 77 in Forbes list of most powerful brands (2012) and 1182 in Forbes list of Global 2000 companies.

In the year 2016 HTC have won awards and accolades such as in Consumer Electronics Show it earned 50 Awards, in Mobile World Congress HTC VIVE virtual reality devices award.

Competitive analysis in the Marketing strategy of HTC

The complete line up of electronics and meta-market products through which they want to leverage rising potential demand are some time beneficial for the companies such as Acer, Samsung, LG against which HTC which have restricted its presence in the smartphone industry so as to remain focused unlike the companies like Xiaomi which entered in N number of product categories but failed to make the mark.

HTC is continuously working on aesthetics and user interface part of the smartphones to remain ahead in the market.

Market analysis in the Marketing strategy of HTC

The market in which the company operates into has grown from cannibalizing between smartphone, tablets, and notebooks. HTC closely work with the suppliers in the upstream in order to get the components, parts and operating systems on time.

 The market is changing from being mobile-centric to cloud-centric which gives the users seamless experience and gives freedom to the user to access the things on the mobile from anywhere wherever they are.

Customer analysis in the Marketing strategy of HTC

 In the Retails business segment Customers of the brand are those who believe in virtual reality and want to be connected in the dynamic environment. These customers are in the age group of 20-40 years.

Since the brand operates in the B2B segment also, in this segment it works on virtual reality by partnering with VIVE to market the VR Headset & system to the markets it operates into. The final customers of this segment of business are children in the age group of 10-16 years and adults.

The post Marketing Strategy of HTC appeared first on Marketing91

The subsidiary of Star India Private Limited, Novi Digital Entertainment Private Limited owns the video streaming platform which offers contents across 8 languages. Hotstar currently hosts 1, 00,000 hours of TV content, entertainment programs, and live matches.

It attracts the Over-the-top (OTT) video consumers by offering the quality video streaming across different devices and platforms. The platform was launched by the parent company in February 2015 and since then there is no looking back for the company.

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

Hotstar segment the market based on the genres of the TV shows broadcasted in certain languages coupled with those consumers who are interested in the live sports events going on around the world. Also, Hotstar has come up with the segregation in the contents of its websites which are subject to paid memberships.

It uses differentiating targeting strategy in order to increase its loyal/repeat customers through Hotstar’s membership program.

Hotstar has been positioned as a video on demand platform which is convenient, rich in experience and broadcast quality video to fulfill the digital consumption desire of the audiences.

Mission-“Not Available”

Vision- “Not Available”

Tagline-“Go Solo”

Competitive advantage in the Marketing strategy of Hotstar –

User Interface: The interface and the heads under each option are placed such that the user will be able to reach the breadth of the content on the site easily which gives the customer unique experience & easy accessibility.

Portfolio of offerings: The Platform has been able to attract the young audiences through its business model and the rich live sports events, originals such as M Bole Toh, Air with AIB and One Tip One hand.

 BCG Matrix in the Marketing strategy of Hotstar –

Hotstar operates in the segments such as TV shows, Movies, Sports events, News and premium shows.

In TV shows the company has 28 channels in its portfolio which are helping it in providing a bouquet of TV contents to the customers under one platform for free.Its sports segment is the distinguishing channel of operation wherein company has been taking broadcasting rights for the live events.

The above two segment are Stars in the BCG matrix, rest segments are on par with other competitors and hence are the question mark in the BCG matrix.

Distribution strategy in the Marketing strategy of Hotstar –

Continuous & seamless video streaming, optimization across various mediums, facility of downloading the same over Wi-Fi are some of the important features for higher acceptability of the platform in the market.

The company works on providing highest possible video quality on certain Bandwidth and superior audiovisuals even in the patchy network. The site is available on the website and mobile app.

Brand equity in the Marketing strategy of Hotstar –

As per Broadcast Audience research council of India (BARC), the brand Hotstar has been successful in securing the place under top 10 spot for the week 14 and 15 in the year 2017.

 The brand operates through business model Freemium wherein some of its contents are free for the viewers while premium contents are only for subscribers. The download of the app has crossed more than 200 million marks in December 2017. Hotstar advertises itself through various mediums such as Google AdWords, Sports events such as IPL, ICC tournaments, and other sports tournaments such as Kabaddi, badminton, football, tennis etc.

Competitive analysis in the Marketing strategy of Hotstar –

Broadcasting regional and local content, exclusive rights for some of the shows are factors that are helping Hotstar to compete in the market.

The 12 VoD platforms such as Amazon Prime, Hotstar, Voot TV, Netflix, TVF, Aree, Viu, Jio Play, Ozee, Ditto TV, Sony LIV, and Eros Now has helped in increasing the viewership together from 52 million in 2016 to 151 million viewers in 2017.

Most of these players play on the niche segments by broadcasting the original content through its platforms, aggressively acquiring films rights, sports events titles etc.

Market analysis in the Marketing strategy of Hotstar –

With a tremendous internet growing population in India triggered by the data revolution by Jio has resulted in the increase in the watch time per month by the customers in India. In order to remain competitive in the market, the company has a content partnership with some of the renowned studios of the world such as Disney, HBO, and FOX.

The market for digital entertainment is changing and user-generated content & ad-supported content have taken back seat.

Customer analysis in the Marketing strategy of Hotstar –

The Online video platform is meant for the customers who want to watch the shows, entertainment program, other shows at their convenience and free time. Customers of the company are tech-savvy consumers in the age group of 15-40 years and are those who prefer to watch the shows over the internet rather than in TV where there are lots of advertisements in between whatever is broadcasted there.

The post Marketing Strategy of Hotstar appeared first on Marketing91

The first oil and water based revolutionized cream brand was founded by the parent company Beiersdorf in the year 1911. The logic behind the name Nivea is that it is derived from the Latin word “nix, nivis” which means snow white.

The originally formulated cream was a mixture of oil, water, glycerine, citric acid, and rose fragrance, this formula has changed little over the period of more than 100 years.

In 1980, with rising customer trust in the brand the company introduced new products in skin care, bath care, Men products business segments.

Segmentation, targeting, positioning in the Marketing strategy of NIVEA-

Customer groups on the basis of gender (Men/ Women) and age (Baby/ Millennial) has been defined by the company to offer them products as per the life stage to which they belong to. The income group to which the offerings will be suitable will be the upper middle and middle-income social class.

Nivea has always made their products with the view to mass market it with different offerings for a different set of buyers and making it available in smaller to large SKU’s (stock keeping units).

The brand has positioned itself based on the moisturizing nature and products which are not harsh to the skin or hair.

Marketing mix – Here is the Marketing mix of Nivea

SWOT analysis – Here is the SWOT analysis of Nivea

Mission- “Not Available”

Vision- “Not Available”

Tagline–“Trusted, loved and always reliable – For more than 100 years”

Competitive advantage in the Marketing strategy of NIVEA –

1. Bouquet of products:

Since the company has strong product portfolio catering to each customer segment like Men, Women, and Baby, it is helping the company in increasing its TRV (Total Relationship Value) of the customers during customer Lifecycle which ensures repeat purchases and crosses sell opportunities to the existing customer base of the brand.

2. Experience bought in by the parent company:

As the parent company of the Brand is already dealing in 7 brands in the skin care and body care industry so it is easy for the company to understand the market and come up with the products which are best suited to the changing needs of the customers and at the same time cannot be copied by the competitors.

BCG Matrix in the Marketing strategy of NIVEA-

The brand operates in four reportable business segments i.e. Body care, Suncare, Men product and face cleansing & nourishing business.

The Body care and face cleansing & nourishing products of the brand is the bread & butter since its inception and is, therefore, is Stars in the BCG matrix. However the Baby care products have been the new business segment that the brand has entered into and Nivea in 2017 started strengthening Sun care portfolio, both the portfolio is still struggling to make its marks on the market, therefore, is the question mark in the BCG matrix.

Distribution strategy in the Marketing strategy of NIVEA–

Nivea distributes the offerings of the brand with the help of 17000 odd employees of the parent company Beiersdorf and more than 170 affiliates across the globe.

By using affiliates it makes sure to control the distribution cost and penetrate to the remotest areas of the market.

Also, the skin care products developed by the brand are tailored to the local needs and giving due consideration to the demographic and environmental factors. It distributes its product to all the six continents i.e. North America, Australia, Asia, Europe, Africa, and America.

Brand equity in the Marketing strategy of NIVEA–

To grab the larger market share in the grooming industry the brand has been creating the image of moisturizing, nurturing, no chemicals and appealing brand.

The blue color packaging of the band started in 1925 has become its visual stimulus for creating the association with the brand. Today more than millions of customers use the products of the brand with different skin type and climatic conditions.

Competitive analysis in the Marketing strategy of NIVEA –

Nivea compete in the market on the basis of the array of the products that the brand has for the different customer groups which help it in being connected with the customer in whole customer lifecycle i.e. Men products when the customer is unmarried, Women products when he gets married and baby products when they have a newborn baby.

Nivea competes with its own parent company’s skincare & body care brands such as Labello, La Prairie, Eucerin, Florena, Hansaplast and 8*4 and peer brands in the market such as Loreal, Ponds, Jhonson & Jhonson and Lakme.

Market analysis in the Marketing strategy of NIVEA-

Increase in penetration of social networking sites and people getting crazy over their personality acceptance in the society, there is the rise in the skincare and beauty care industry. Nivea has been following product line extension, market development and product development strategy like introducing Nivea baby care products, licorice extract body lotion in India in 2017, Urban Skin detox, Deep Moisture Serum and sunscreen with the cooling effect.

In order to understand the emerging and developed economies in a better way company have a team of 600 researchers working in research & development labs in Brazil, Japan, USA, China.

Customer analysis in the Marketing strategy of NIVEA–

Customers of the brand are those who give extra care to their skin tone, cleaning, softening and tanning. Majority of the customers of the brand are in the age group of 20-45 years and the brand has been focusing on Men & Women grooming products for those customers who are in the upper middle or upper-income group social class and are either are working professionals or are studying in colleges.

Customer purchase the brand offerings as they feel that it soften their hard screen, have little ono side effects and make customers feel confident.

The post Marketing Strategy of NIVEA appeared first on Marketing91

Lakme is the Indian Cosmetic brand owned by Hindustan Unilever Ltd. founded in 1952. The brand Manufacture, Market and sell beauty and cosmetics products worldwide and is the number 1 selling the cosmetic brand in Inthe dia.

The brand has been famous for its Lakmé Salon and Lak,mé Fashion Week events in the country which is helping the brand in increasing share of heart & share of mind in the market. The beauty brand has been spreading awareness about color cosmetics & Skincare, products through Lakme beauty salon spread across the country.

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

Lakme has used customer groups such as individual customers and the professionals through its network salon and the varied need of the customers in the areas of Beauty, Haircare, Make-up, and skin care as a basis of segmentation.

It has targeted to the young and upper and upper middle affluent class customers who have enough disposable income and want to show off their beauty.

The brand has been positioned as India’s largest/ biggest beauty care and cosmetic brand reaching out to nook & corner of the country.

Marketing mix – Here is the Marketing mix of Lakme.

SWOT analysis – Here is the SWOT analysis of Lakme.

Mission- “Not Available”

Vision- “Not Available”

Tagline-“Reinvent”

Competitive advantage in the Marketing strategy of LAKME–

1.  Association with the renowned brands: 

The brand started its journey as a 100% subsidiary of the Tata Oils Mills (TOMCO) in 1952 (TOMCO had many flagship brands like Hamam, Moti, Joy soaps) which was later sold to Hindustan Unilever Ltd. in 1994.

2. Lakme Fashion Week:

Products can be copied easily but creating the experiences and constant touch with the consumers and at the same time making the product available at the right time, social media engagements through Lakme Fashion week page has helped the brand in increasing 225% reach to the target segment thereby resulting in increase in the sales by 20%.

BCG Matrix in the Marketing strategy of LAKME-

Lakme is in business segments of Skincare, Make-up, Lakme salon along with the online store.

All the three business segments work in a collaborative manner to give the customer a 360-degree view of the beauty & wellbeing products. The segments help the customer & company to co-create the offerings in the ecosystem herein the brand and the customer/ user learn and get benefitted with each other, all the strategic business segments of the company are therefore are starred in the BCG matrix.

Distribution strategy in the Marketing strategy of LAKME–

The supply chain of the company hovers around quality, customer service, creating customer delight, end-to-end quality focus, cost-saving programmes for customers and partnering with suppliers.

Inform of Lakme Lever Private Limited (LLPL), the Company has 360 salons, out of which 60 salons are owned and managed by LLPL and 300 are franchised salons.

Additionally, brand Lakme market & distributes its offerings through the existing network of the distribution of its parent company Unilever and e-commerce.

LLP has manufacturing facilities across the countries wherein Lakme products are manufactured but Unilever’s other brand products like Dove are also produced through these facilities.

Brand equity in the Marketing strategy of LAKME–

Lakme highlights the sensuality of the customers and gives them the medium to express their inner self and enabling customers to realize who they are.

Lakme beauty salon and Lakme fashion week show have helped the brand in unleashing its true potential. In the brand trust report, the brand has been ranked 36^th in India most trusted brands list. The brand is the title sponsor of the event LFW (Lakme fashion week) which is the bi-annual event in Mumbai.

Competitive analysis in the Marketing strategy of LAKME-

A rise of herbal and Ayush Ayurvedic products are turning out to be a major competitor of beauty & cosmetics brand Lakme. Brand competes on the basis of the strong portfolio, deep assortments within the products categories which give customers ample choice and options within the brand and easy availability of the products through various mediums retail outlets, e-commerce sites, and wholesalers.

Additionally through Lakme fashion week brand has been creating visibility and easy acceptability of the brand in the market.

Lakme competes with companies in the industry such as L’Oreal, The Body shop, Himalaya Herbals, Revlon, and Ponds.

Market analysis in the Marketing strategy of LAKME-

With the migration of the people from villages, changing the lifestyle of the customers, increase in hygiene, penetration of social & physical media channels in the remotest areas, Customers are becoming more concerned about their looks and beauty.

The brand has been doing market penetration through teaching the customers the right kind of make-up through is websites and the salons.  

Customer analysis in the Marketing strategy of LAKME–

The Beauty brand focusing on color cosmetics and skin care has been extending its reach by reaching the individual and professional salon or company-operated salon chains.

In Retail segments, it targets customer in the age group of 35-55 years who are the midst of their career and want to look young either by coloring their white hairs or by using beauty & skin care products.

In business segment, it primarily serves Lakme Lever Private Limited, which is 100% subsidiary of the company and have company-owned and franchised outlets.

The post Marketing Strategy of LAKME appeared first on Marketing91

The Korean conglomerate giant was popularly known as Lucky-GoldStar has the presence over more than 100 countries worldwide with its subsidiaries such as Zenith, LG Chemicals, LG Innotek, LG Electronics, ZKW group (premium automotive lighting company) etc.

The company deals in products such as mobile telephony, information technology, Electronics items both for home as well as businesses, power generation, telecommunications, engineering, chemicals etc.

It has developed world’s first 8K OLED display (88 inches) in the year 2018, U-C LED which was developed by Innotek (2017) gives world’s highest output etc., these are some of the recent achievements of the company.

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

The brand has been segmented based on the product usage like smartphones are mostly used by the tech-savvy millennial/ generation Y while the home appliances are used by the married couples mostly, AC is used in urban or semi-urban regions.

Since the company have the presence in such wide variety of product portfolio, therefore, it makes sure that it has a presence in different segments like it has low end and high-end mobile phones, TVs, AC’s and other Home appliances which helps the company to serve customers from different segments and target groups.

In 2014, the company has changed its tagline from Life’s Good to “It’s all possible” there highlighting the ongoing technological advancement in the products of the company thereby making it digitally advanced by offering artificial based solutions which are eco-friendly and consumes less power.

Marketing mix – Here is the Marketing mix of LG.

SWOT analysis – Here is the SWOT analysis of LG.

Mission- “To maintain the hard-earned reputation for bringing added value to lives of consumers”

Vision- “To become the market leading company with broad market recognition”

Tagline-“It’s all possible”

Competitive advantage in the Marketing strategy of LG –

1. Conglomerate:

In order support each of its businesses; the company has broadened its product portfolio ranging from Vehicle components, Air solutions, Commercial electronics components and information display products.

2. Brand Visibility:

The Brand has been vocal in communicating the essence of the brand through different mediums such as sponsoring Cricket World events, German Bundesliga club Bayer 04 Leverkusen, Sponsoring ICC awards, working as the technology partner in Formula one race during 2009-2013, London fashion week etc.

BCG Matrix in the Marketing strategy of LG –

The reportable business segments that the company operates into are Home entertainment, Mobile communications, Vehicle components, Home appliance & air solution and Business to Business solutions.

Home appliances & Air solution and Home entertainment generated revenue of $ 17.3 billion and & $16.9 billion which is approximately 31% & 30% of the Total revenue. Other businesses generate business of $ 10.5 billion (Mobile communications), $ 3.1 billion (Vehicle Components) and $ 7.5 billion B2B solutions.

Out of these since company have strong product portfolio, higher revenue share, and growth prospect in the emerging markets for segments Home appliances & Air solution and Home entertainment, therefore it stars in the BCG matrix and rest businesses are the question mark.

Distribution strategy in the Marketing strategy of LG –

LG group functioning in electronics and appliances industry make its products available in the market through local & national distributors such as Redington, Ingram Micro.

LG has more than 222000 employees (Domestic: 137000 and Overseas: 85000) worldwide out 0f which 83000 are dedicatedly working for LG electronics business. Such large workforce is enabling the company in distributing the offerings through the network of wholesalers, distributors, company own sales team in case of corporate sales, e-commerce sites and authorized retail outlets.

Brand equity in the Marketing strategy of LG –

LG has been ranked 811^th in the list of Global 2000 companies (2017) and 65^th in the Forbes magazine list of World’s most powerful brand (2012). The Bank has Market Capitalization of $ 10.2 billion as of May 2017 with revenue of $47.72 billion.

Some of the awards and accolades won by the brand are European High-End TV 2016-2017 “Best Product” at EISA Awards 2016, CES Innovation Awards 2017 – Honoree.

Competitive analysis in the Marketing strategy of LG –

The high brand visibility in the market, shelf visibility, adequate supply in the market LG is making it sure that the products are reaching to the customers whenever there is a demand through its extensive reach, thereby creating a competitive edge over competitors.

Also, each of its businesses is proving stepping stone to other businesses and safeguards the company’s interest while entering the new markets.

It competes with the companies such as Voltas, Philips, Panasonic, Samsung, Haier, IFB etc.

Market analysis in the Marketing strategy of LG –

Presence in diversified industries, trade protectionism by developing/developed nations, Global uncertainty over exchange rates, interest rates, the advent of artificial intelligence in the electronics items and trade cooperation between the nations are some of the affecting the industry/market in which LG operates.

LG has been continuously doing market and product development like it is expanding its portfolio in the premium smartphone segment, GenCool ACs with dual inverter technology, strengthening its B2B businesses and entering into new markets to the tune of 100+ nations globally.

Customer analysis in the Marketing strategy of LG –

With its array of products for both consumers as well as big corporations, company sere the market needs.

To retail consumers, it serves customers in the age group of 30-50 years in the Home appliances and Home entertainment segment and is in middle/ upper middle-income group while in the mobile communication it customers are in the age group of  15 years & above serving customers from all income group through the mix of products.

To corporate, it provides tailor-made solutions to the MNCs, government institutions in the business segment such as vehicle components, security systems, infotainment etc.

The post Marketing Strategy of LG appeared first on Marketing91

L’Oréal the personal and beauty care French company was founded by Eugène Schueller in the year 1909. The company with so many brands in its portfolio has become World’s largest cosmetic company concentrating primarily on product categories such as Skincare, Cosmetics, Make-up, Haircare & perfume.

The company have invested more than $1000 million in research & developments and have filed 498 patents in the year 2017. In the year 2017, it sold its “The Body Shop” brand business to Natura Cosméticos for $1.2 billion.

Segmentation, targeting, positioning in the Marketing strategy of L’Oréal –

L’Oréal has segmented the market based on the demographic factors such as L’Oréal LUXE for upper middle and upper-class customers who wear beauty as their identification, Dark & Lovely for African women’s, professional products for customers offerings/ enhancing the looks of individual customers.

For targeting differently segmented of customers with its 34 brands in several product categories, it has devised differentiation strategy to target middle, upper middle and upper-income class customers majority of who are working professionals and are those who want to flaunt their personas.

The brand has positioned itself as most ethical cosmetics and beauty Care Company focusing on Universalisation i.e respecting the differences in cultures, desires, and aspirations of the internal & external stakeholders.

Marketing mix – Here is the Marketing mix of L’Oreal.

SWOT analysis – Here is the SWOT analysis of L’Oreal.

Mission- “To enables all individuals to express their personalities, gain self-confidence and open up to others.”

Vision- “To win over another one billion consumers around the world by creating the cosmetic products that meet the infinite diversity of their beauty needs and desires”

Tagline-“Because I’m Worth It”

Competitive advantage in the Marketing strategy of L’Oréal –

1.Diversity in the company:

The Company has always believed in diversity and Universalisation operating with 34 brands with the workforce of 89300 from 158 nationalities supporting the company in more than 150 countries globally.

2. Strong Brand Portfolio:

The Company has the extensive brand portfolio like consumer products: Loreal Paris, Garnier, Maybelline, NYX, Nicely, Dark & Lovely, Essie, & MG.L’Oréal LUXE: Lancome, Yves Saint Laurent, Giorgio Armani, Kiehl’s, Urban decay, Biotherm, it cosmetics, Ralph Lauren, Diesel, etc. Professional products: L’Oréal professional, Redken, Matrix, Decleor, Pureology and Kerastase.

Active Cosmetics: La-Roche-Posay, Vichy, Skin Ceuticals, CeraVe, and Roger & Gallet.

BCG Matrix in the Marketing strategy of L’Oréal –

The Company operates globally in four strategic business units (SBU) namely Consumer goods, L’Oréal Luxe, Professional Products, and Active Cosmetics.

The professional product division generated revenue of $4007 million with negative growth rate 0f 1.4 % corresponding to the 2016 year. While consumer products, L’Oréal Luxe and Active cosmetics business segments contributed revenue of $14494 million, $10132 million, and $2870 million with a growth rate of 1%, 100.6% and 11,9% corresponding to 2016 respectively.

Out of these businesses due to stagnant and competition from a large number of companies, Professional products segment is the question mark in the BCG matrix whereas rest business stars in the BCG matrix.

Distribution strategy in the Marketing strategy of L’Oréal –

It has been distributing its products through the traditional medium like wholesalers, Retailers, Pops & Mom stores, and e-commerce websites.

E-commerce websites have played a pivotal role in the distribution as through this channel company has witnessed sales growth of 34% in the year 2017 vis-a-vis 2016. Its online sales accounted to $2.5 billion in the year 2017. Additionally, through Travel Retail channel i.e. duty-free stores on Airports, it has observed sales growth of 19% (In 2017).

The brand has been continuously focusing on New Markets (40.5% sales in which Asia-Pacific contributes 23.6%) other than Western Europe (31.2% sales) and North America (28.3%).

Brand equity in the Marketing strategy of L’Oréal –

 L’Oréal group has been ranked 133nd in the Forbes list of Top multinational performers and 379^th in the Fortune 500 magazine list. The company has been continuously been in Fortune 500 list for 23 years. The company has been valued at $107.5 billion on the basis of Market Capitalization method (as of May 2017).

Innovations in beauty care & cosmetics have helped the company to bag many awards and accolades over the years such as World’s most ethical company award by Ethisphere Institute, Pan European awards etc.

Competitive analysis in the Marketing strategy of L’Oréal –

The Company has been taking several strategies such as upskilling its team, increasing tech e-commerce visibility, partnering with start-ups such as Station F, Partech Ventures, Founders factory to be ahead of its peers.

The obsession of the customer to have superior quality products, rising urbanizations and growing interest in social acceptance are some of the factors L’Oréal play on in the market. It competes with companies such as Revlon, Lakme, Proctor & Gamble, and Unilever etc.

Market analysis in the Marketing strategy of L’Oréal –

The market is divided on the basis of products offered by the company like makeup, skincare, Haircare, fragrances.

There is an increased demand of the product offered by the company in the Asia-pacific region (12%) sales growth and the brand has further strengthened its makeup & skincare category through product development and product line extension strategies.

Customer analysis in the Marketing strategy of L’Oréal –

With its different business segments, L’Oréal serves the businesses as well s the retail/ individual customers.

In business segment, its customers are the Salons, Beauty parlors, SPAs and recreational outlets who serve the end customers with the flagship products of the brand L’Oréal.

In Retail segment, its targets the young, upper middle income and upper social class customers in the age group of 20-45 years who believe to buy best cosmetic products which have no harmful side effects.

The post Marketing Strategy of L’Oréal appeared first on Marketing91

The personal care & skincare brand Dove is the flagship brand of the FMCG giant Unilever. It was introduced by the MNC in the year 1957 & initially the products were launched for women later on the brand has extended its product lines by making products available for Men and Baby segment.

Dove products are manufactured in more than 21 countries globally and are being sold & marketed by the parent company Unilever Ltd. in 80+ countries worldwide.

The brand has been in controversy due to its ads of Body lotion prompting racial discrimination and due to its Campaign for Real Beauty.

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

Dove has specifically defined the segments of customers which it has to focus on Men, Women and Baby are the categorization of customers it is catering to. These customers are from the middle and upper-middle-income class.

The brand has been using selective targeting strategy by targeting the customers from the emerging nations to whom how they look is of utmost importance.

Dove has been positioned as a skin enrichment, beauty care and moisturizing brand helping the customer to improve their self-image & self-esteem and realizing their real beauty.

Marketing mix – Here is the Marketing mix of Dove.

SWOT analysis – Here is the SWOT analysis of Dove.

Mission- “To ensure that the next generation grows up enjoying a positive relationship with the way they look—helping young people raise their self-esteem and realize their full potential.”

Vision- “To help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential”

Tagline-“Moisturizing cream”

Competitive advantage in the Marketing strategy of Dove –

1. Parent Brand:

The Unilever is the well-known brand in the Consumer Goods industry selling more than 400 brands in 190+ countries globally and serving more than 2.5 billion consumers every day. Also, 13 of the world’s top 50 brands are owned by Unilever.

2. R & D Spend:

Tracking consumer sentiments, partnering with experts in the fields of Health& nutrition, psychology and body image along with cracking the inter-linkages relationship through 25 data centers around the world is what helps the brand Dove in being ahead of the beer brands in the market.

BCG Matrix in the Marketing strategy of Dove –

Dove operates in business segments such as Skincare, Haircare and Deodorants.

In Skincare it has the complete portfolio of products for all customer groups i.e. for Men, women, Baby in form of body wash, skin cleansing, lotion, Body cream and body bar. This segment of business along with Hair care products generates a majority of the business of the brand and hence, therefore, is stars in the BCG matrix.

Its Deodorant product category is struggling as the company have the very thick presence in the antiperspirant deodorants segments competing with various National and International brand, so it is the question mark in the BCG matrix.

Distribution strategy in the Marketing strategy of Dove –

The company closely work with Smallholders farmers and small-scale retailers through initiatives such as Kabisig and Shakti amma. 58% of the turnover of the brand comes from the emerging markets where there is exponential growth in the migration of people and hygiene factors.

The brand has been distributing the products through Wholesalers/distributors, Retailers, supermarket chains and e-commerce websites.

The brand successful distribution strategy lies in the fact that the products are distributed through the network of 410 warehouses to 26 million retail outlets worldwide.

Brand equity in the Marketing strategy of Dove –

Dove follows the brand strategy of 70:20:10 wherein 70% of the innovative product’s rollout takes ace on the global basis, 20% approx of the portfolio consist the local innovations marketed by the global brands and 10% are hyper-local introductions keeping in view the local taste & requirements.

To build the essence of the brand, it started associating with the stories of the women through self-esteem project to reshape the perception of the consumers on what makes them beautiful and confident.

Competitive analysis in the Marketing strategy of Dove –

The parent company of the brand Dove i.e. Unilever strives to create sustainable value through Unilever Sustainable Living Plan (USLP) in order of being an environment-friendly company having the positive social impact on the society through highlighting the nourishing and environmental & natural benefits of the Dove products.

The brand believes in being Glocal, as 70% of the local management leaders of the brand are local in order to help the brand in becoming the truly  Glo-cal brand.

Dove is popularly known for its moisturizing effect, keeping skin soft and healthy. It competes with brands such as Nivea, Loreal, Ayur, Oly, Revlon, Jhonson & Jhonson etc.

Market analysis in the Marketing strategy of Dove –

In 2017 Dove has introduced the Babycare Dove which it rolled out in 19 markets and with the help of the research, Survey and its findings, company has been doing product development and market development to strengthen its presence in the emerging markets.

Increasing awareness about the Hygiene factors, Changing Sociocultural thinking of the customers shaped by the social networking sites and self-awareness among the people of the emerging nations are some of the factors contributing to the expansion of the skincare and personal care segment of the brand Dove.

Customer analysis in the Marketing strategy of Dove –

Customers of Dove are those who take extra care of their body, Hair, and physical wellbeing. These customers are affluent and always want to use only those products which have minimal or no chemical effects on the body/ Hair.

Although customers of the brand are in the age group of 15-50 years majority of the customers targeted by the brand are female, young and independent working women.

The brand has been launching several campaigns for customers to educate them how the brand is changing the social perception of the people.

The post Marketing Strategy of Dove appeared first on Marketing91

Tesla, Inc. which was formerly known as Tesla Motors was founded in the year 2003 and it only started being profitable in 2013. It is based on Palo Alto, California and specializes in solar panel manufacturing, lithium-ion battery energy, and electric vehicles. Elon Musk who is the CEO of the company envisions Tesla as a technology company and an independent automaker which aims to provide affordable electric vehicles to average consumers.

Segmentation, targeting, positioning in the Marketing strategy of Tesla :

While segmenting the market Tesla didn’t ask which segment is the most fuel-conscious but which segment enabled the company to build long-term and innovative model vehicles. It didn’t choose the small car segment. The segment of choice was the lower volume, the price-insensitive performance-car segment which enabled them to create a brand identity, establish premium pricing and earn significant unit gross margins by targeting the rich and affluent who are willing to spend more compared to their vehicles.

Since 2015, Tesla has been selling an all-electric luxury SUV, which has done relatively well in the market and has delivered the record of 100,000 vehicles for 2017. Tesla’s unique positioning in the car market is one of its biggest strengths. Tesla not only sells cars but also sells technology. It positioning statement was “the only stylish car that can go from 0 to 100 in 3 seconds without a drop of oil”.

Marketing mix – Here is the Marketing Mix of Tesla

SWOT analysis – Here is the SWOT Analysis of Tesla.

Mission and Vision :

The vision and mission statement of Tesla reflect the company’s aim for dominance in the global electric vehicles and battery market.

Tesla’s mission statement: “to accelerate the world’s transition to sustainable energy”.

 It believes that the faster the world stops relying on fossil fuels and moves towards a zero-emission future, the better it will be for the world.

The vision statement: “to create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles”.

Tesla wants to accelerate the advent of sustainable transport by making products accessible and affordable to more and more people ultimately leading to clean transport and clean energy production. Tesla focuses on bringing compelling mass market electric cars to market as soon as possible.

Competitive advantage in the marketing strategy of Tesla :

1) Driven by Technology:

More than an automotive company, Tesla is a technology company building technology platforms. Betting on Tesla technology is betting on new technology. The company not only sells cars but has also built the infrastructure necessary to support the operation of those cars.  It has built the network of superchargers, battery swap stations, and service stations.

Tesla is on track to deliver full autonomous driving capability earlier than many cars manufactures by leveraging the billions of miles’ worth of driving data that Tesla has been gathering.

2) Tesla’s reputation:

This can be considered as one of the intangible strengths of the company.

Tesla’s Roadster transformed the image of electronic vehicles from small slow vehicles, into blindingly fast vehicles of desire. It provided an acceleration with a 0 to 60 mph that could beat superior cars. Tesla then produced the cheaper Model S sedan that ended up winning just about every big auto award. With the reputation for excellence, it has created an impressive brand image.

3) Diversifying its business:

Tesla seems to be diversifying its business and entering into the market of Solar roof tiles as it complements with the business of rechargeable lithium-ion battery which provides homes with the storage of solar captured energy.

BCG Matrix in the marketing strategy of Tesla :

Model 3 is the combination of design, style, convenience, and moreover safety. It has been priced as the least expensive model developed. The official launch and delivery of the first 30 cars said to be on July 28, 2018. So the Model 3 belongs to the question mark category of the BCG matrix.

Model S is a beautiful model which is packed with functionality, convenience, and safety along with style and energy. It is said that it has crushed large luxury car competition in the USA. Out of 10 large luxury car models, the Tesla Model S gobbled up a notable 34% of sales. Thus it belongs to the star category of the BCG Matrix.

Model X is a long-range SUV. It has unique designs with falcon wings that give the vehicle a unique and luxurious look and feel. Tesla is said to be pushing back its production schedule for the Model 3. The sales for Model X and Model S sales are soaring but Tesla is still struggling with Model 3 production. This puts the Model 3 in the Dog category of the BCG matrix.

The ZEV credits or Zero Emission Vehicle credits can belong to the cash cow for Tesla. It is required for automakers that a certain proportion of vehicles sold emit no greenhouse. Tesla only makes vehicles that run on battery and emit nothing, it usually has a surplus of sale. So by selling this, Tesla earned 100 million in revenue in 2017. The profit margin on this is 95%. Thus the ZEV credits are the cash cow.

Distribution strategy in the marketing strategy of Tesla :

Tesla mostly uses online sales model coupled with company-owned stores to sell its cars and doesn’t use the conventional dealer network. The company owned distribution is fraught with several challenges. The substantial amount of money is set up for a distribution channel.

Other manufacturers including Ford and general motors team up with the third party to sell their vehicles. For Tesla, the brick-and-mortar store serves as a channel to sell the concept of EV as well. Selling the vehicles online has reduced the company’s selling cost. The physical stores only serve as a showroom for Tesla. It has around 17 stores worldwide to sell its cars which according to Tesla helps to interact with potential customers.

Brand equity in the marketing strategy of Tesla :

Tesla has a market cap of nearly 60 billion even though it consistently failed to meet production targets and spends billions of dollars a year.

Tesla as a brand is more than just a car manufacturer, it is a vision of the future. The face of the brand for Tesla is the CEO himself, Elon Musk, who is a noted entrepreneur and an influencer. Part of a reason why it is impossible to separate Elon Musk’s brand from Tesla is that of how responsive he is to the Tesla users who reach out to him and his presence is largely felt on the social media.

Tesla has consistently proven to care about user experience which has helped shape a public perception about the brand. Word of mouth has been a powerful driver for Tesla’s growth with fervent supporters who don’t even own a Tesla but support the idea and vision of Tesla.

Market analysis in the marketing strategy of Tesla :

The global EV market is predicted to grow at a compound annual growth rate of 21.4% between 2018 & 2026 according to ReportBuyer.

Tesla still rules the EV market in the USA, Tesla sold three of the country’s five best-selling EV’s first four months of 2018. Tesla’s competitors are Toyota’s Prius Prime plug-in hybrid and General Motors’ Chevy Volt. Both lack Tesla’s brand appeal, however, Tesla is struggling with a production bottleneck.

According to McKinsey Research, China has increased its lead in EV production and the country has the largest fleet of EV on the road and has overtaken US market for the first time.  China now accounts for half of the EV sold worldwide. Even though Tesla is not able to meet its production goals it is predicted to account for over 605 of all EV sales in the US.

Customer analysis in the marketing strategy of Tesla :

The typical customers of the brand are business executives and entrepreneurs who are tech-savvy, green-friendly and wealthy. The customers are mostly males looking for luxury cars. According to Investopedia, the buyer’s profile are around 83.9% male and 16.1%    female. 77% of the buyers have income over $100,000. According to the registration data of Model X, it tells that wealthy and younger customers are buying Tesla’s crossover SUV. It is predicted that the Model X, will have even wider consumer reach due to its affordability factor.

Promotional strategy in the marketing strategy of Tesla :

Tesla is very much fond of the social media and it’s the CEO who is the face of the brand. On social media, compared to other auto giants Tesla is in the top 3, outperforming Volkswagen, Ford, and Toyota. Tesla doesn’t need paid advertisements to make sales. Word of mouth and the free media coverage is enough to fuel demand for the brand. Tesla is said to have built a strong brand identity that requires less promotion and advertising. Tesla’s website is also an effective channel for sales and marketing, it has also used Twitter to successfully connect with the large base of fans and followers.

The post Marketing Strategy of Tesla appeared first on Marketing91

Founded in 1910 as Imperial Tobacco Company of India the company initially dealt in tobacco products for decades before diversifying into non-tobacco products in the 1970s.

ITC since then has emerged as a multi-business conglomerate having business in various industries such as Hotels, Lifestyle Retail stores, ready to eat sector, confectionary sector, Paperboards segment, body care products etc.

Segmentation, targeting, positioning in the Marketing strategy of ITC-

ITC as a brand caters to the needs of a diverse range of consumer segments which is done by segmenting the population based on similar sorts of characteristics.

ITC uses a mix of geographic demographic and psychographic segmentation variables such as profession, income class, gender, age, region, behavior etc.

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

Marketing mix – Here is the Marketing Mix of ITC.

SWOT analysis – Here is the SWOT Analysis of ITC.

Mission- “To enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable stakeholder value”

Vision- “Sustain ITC’s position as one of India’s most valuable corporations through world class performance creating growing value for the Indian economy and the Company’s Stakeholders”

Tagline- “Enduring Value”

Competitive advantage in the Marketing strategy of ITC–

1) Big Conglomerate:

Over the years ITC has become a large conglomerate offering the diverse range of products and services ranging from Agri-Products to food products in FMCG Segment to IT Solutions.

Experience in such a diverse array of products and services has helped the company to emerge as a prominent player in the market especially in FMCG- Cigarettes, Hotels and Paperboards & Packaging sectors.

2) Vast experience:

With 108 years of experience in Indian, Market ITC has developed a robust distribution framework which is parallel to none of its competitors present. This has helped the company to understand the need and wants of the consumers making it financially strong and competitively ahead of its peers.

3) The X-Factor:

ITC’s E-Chaupal initiative aimed at making internet available to Indian farmers has touched the lives of millions of farmers and their families in the rural part of the country thus increasing brand presence through this social initiative and in turn leveraging some Brand essence points to the firm.

BCG Matrix in the Marketing strategy of ITC –

ITC’s business segments are FMCG- Cigarettes, FMCG- Foods, ITC Infotech, Agri-Business, Hotels, Paperboards & Packaging, Branded Apparels, Packaged Foods.

Out of this FMCG- Cigarettes is its cash cow while Agri-Business, Hotels, Paperboards & Packaging comes in star segment for ITC.

FMCG- Foods still appears to be a question mark for the firm and Branded apparels and Packaged foods are categorized as dogs for the firm.

Distribution strategy in the Marketing strategy of ITC –

The company operates with its own sales channel, products are made available to the wholesale dealers through Carried & Forward Agents (CFA’s) which is then forwarded to the Retailers in towns directly or through Small Wholesale Dealers to reach the consumers in the remotest of locations of the country.

Brand equity in the Marketing strategy of ITC –

ITC has been ranked 772 on Forbes magazine list of top 2000 companies globally. The brand has been valued at $51.5 billion as of June 2018.

ITC also features at 239ranksk in worlds best employers list of Forbes Magazine and Asia’s 50 biggest performing companies list compiled by Business Week.

Market analysis in the Marketing strategy of ITC –

Under the GST regime with additional cess being charged over the GST of 28% on cigarettes and tobacco-related products, ITC has estimated an incremental tax burden of over 20% on the company. Analysts have estimated that the company ’s sales volumes of cigarettes have taken a hit and has declined by more than 5% in the last quarter.

Talking about the broader picture on economicfront over the 10 years period value added by the company stands at $55 Billion.

Foreign exchange earnings in the last 10 years stood at $7.1 Billion of which agri exports constituted 56% of the share.

In the social sector with direct employment to over 32,000 people and its initiatives like e-chaupal, social and farm forestry initiative and ‘Mission SunehraKal’ has touched the lives of millions of farmers and their families in rural India.

On the environment front, ITC has been Water Positive Enterprise (16 years in a row), Carbon Positive Enterprise (13 years in a row) and Solid waste recycling Positive (11 years in a row). This is the only enterprise in the world of comparable dimensions to have achieved and sustained the 3 key global indices of environmental sustainability.

Customer analysis in the Marketing strategy of ITC –

With its varied range of products and services, ITC caters customers to all range of customers ranging from the age group of 5-60 years and even morewith its products ranging from Candyman, Mint-o to Aashirvaad etc.

In B2B segment ITC serves to the needs of various companies as well though ITC Infotech in IT sector to ITC Hotels in the Hospitality sector.

Promotional Strategy in the Marketing strategy of ITC –

Over the years ITC has been doing Surrogate Advertising for its Wills brand of Cigarettes.

For various segments like Ashirvaad, Bingo, Sunfeast, Bingo in Food products Fiama, Di wills, Engage in Personal care segment and education stationary segment Classmate ITC has been using both Above the Line (ATL) and Below the Line (BTL) advertising strategies with the frequent advertisement appearing on Televisions and Newspapers respectively

The post Marketing Strategy of ITC appeared first on Marketing91

Definition of Marketing Strategy

Marketing Strategy can be defined as building and planning a long-term and forward-looking approach with a well defined plan to attain the desired goals and objectives of accomplishing higher sales, increased revenue generation for the company, retaining the loyal base of customers, attracting the new set of customers, and gaining a competitive advantage in the market amongst others.

It is very vital for the management of the company to have a well defined and aligned marketing strategy in place having a team of expert professionals and talented in-house staff to attain the overall aims and objectives plus enhance the brand value.

Importance of Marketing Strategy :

1) Helps to gain a competitive advantage

The first and foremost on the list of the Importance of Marketing Strategy is that it helps the firm gain a competitive advantage in the market amidst the tough competition with an edge over the existing players and the new entrants who are trying to establish their brand presence in the market.

A well-defined marketing strategy harps on the unique selling propositions of the brand along with the features and benefits of the products and services offered by the firm in a creative, strategic, and planned manner highlighting that how the brand and its offerings are better than the ones of the competitor. The consistent and continuous messaging and communication strategy helps the brand to curate a distinctive identity in the volatile and competitive market.

2) Brand Recognition

Along with the promotion of the goods and services offered by the firm, having a powerful marketing strategy helps the brand and the overall company to attain a remarkable feat in the target market and industry as a whole with the customers and industry peers looking up to the brand and its offerings in a niche and positive manner.

The main fundamental of marketing strategy is to highlight and promote the attributes, legacy, and USP’s of the brand to start with followed by its offerings.

3) Attract a new set of customers

The management and the marketing department of the firm need to understand the Importance of Marketing Strategy if they want to attract the new set of customers from the same operational market plus from the untapped markets as well.

The promotional tools and techniques that are an integral part of the marketing strategy are planned and selected considering the taste, lifestyle, income levels, and other such parameters of the targeted customers that works as a pull factor for them and helps the sales department to convert the fence sitters to quality prospects and to the customers of the brand.

4) Plan the nature of products and services

Market research and study is a significant part of marketing strategy and this aspect helps management of the company to plan the features, and unique selling propositions of the products and services that are in pipeline or are in the launch planning phase.

There are thorough research and study on the current market scenarios, what do the competitors offer, government policies, the factor of profitability, and other such changing dynamics that can affect the sales and operations of the products and services. Hence, it is crucial for the company and its promoters to pay due attention to the Importance of Marketing Strategy.

5) Plan the marketing budgets

Every department of the company right from the marketing, sales, HR, and others are given annual budgets by the management that needs to be spent in the benefit of the company.

Having a planned and aligned marketing strategy makes sure that the allocated budgets don’t go haywire by spending on the promotional activities that have low return on the investments plus there is an optimal use and allocation of the marketing budgets on the marketing tools and promotional tactics that helps attaining not only marketing goals but the overall business goals and objectives too.

6) Creative Edge

Next in the line of the Importance of Marketing Strategy is that the brand and all overall marketing and promotional activities get an edge of creativity as the brand cynosures and the marketing departments liaise with the design agencies, media planners, PR agencies, and other such vendors that dedicatedly understand the nature of the brand and its offerings and come up with the unique, out-of-the-box, and exclusive ideas that give the brand a creative edge and helps curating a distinguished personality in the market.

7) Effective distribution plan

Once the management understands and grasps the essence and Importance of Marketing Strategy, it can have an effective distribution plan in place. With the introduction of online selling and the growing impact of social media the company needs to have a wide network of distribution as the young generation prefers to buy the products and services online directly from the company website or through its online promotional partners.

This is different to the middle-aged or older generation who still believes in indulging and finalizing the purchase by visiting the physical store our outlet of the brand. The company needs to march ahead with the latest advancements and the evolving tastes and preferences of the customers of all age-groups.

8) Optimal pricing

With the competitive research and in-depth study of the market dynamics along with the spending capacity of the target market, the marketing strategy helps the company to arrive at an optimal pricing plan for its products and services that is as per the market yardstick, competitive in nature, and helps the company to generate higher sales and profits. This point holds a lot of significance in understanding the Importance of Marketing Strategy.

9) The overall growth of the firm

Marketing strategy facilitates enhanced brand value, increased market share, competitive advantage, higher sales, and elevated profits that result in the overall growth of the firm drawing a larger picture. It helps the company to carve a niche in the market with a distinguished brand identity and the offerings of the products and services that are planned with unique attributes and features.

Conclusion

Understanding the intricacy and Importance of Marketing Strategy is very imperative for the management of the company if it wants to accomplish its long-term and short-term goals in a successful way.

The post What is the Importance of Marketing Strategy? appeared first on Marketing91