Write a brief but concise discussion about the marketing mix (product, price, promotion, distribution) for your chosen product as it currently is. Use the information collected from your store visits to assist your discussion of the price and promotion of your selected product.
Marketing is a process which refers to the total operations and activities related with the selling and buying a service or product. This process starts at the time of buying the raw material to the selling the products and offering the after sales services to the customers of the company. The process of marketing is everything which is required by a business to acquire the new customers and maintain a better relationship with the existing customers of the company (Kotler & Keller, 2006). Marketing process is started by an organization after evaluating and managing entire market, demand of the product, nature of the product etc.
In the report, Deodorant product has been chosen. The prices of the “CLARINS GENTLE ROLL ON DEODORABNT” product have been compared in different supermarkets. And the positional ad promotional campaign has been compared with the competitor, QV naked Deodorant roll on”. The marketing mix, segmentation, positioning etc of the product has been evaluated to identify the overall marketing position of the company. The primary research has been done on the product to measure the demand, choices and the marketing campaign impact in the market.
The main objective of the report is to measure the overall performance and position of the company. In the report, the entire marketing and activities of a product has been evaluated on the basis of the activities, marketing campaign, promotions, indoor promotions, outdoor promotions etc.
The study has been done on a particular product “CLARINS GENTLE ROLL ON DEODORABNT”. I have visited various stores to measure the different marketing schemes and the position of Deodorant and it has been evaluated that the companies are promoting their deodorant on the basis of their fragrance and the packaging.
Marketing mix of the deodorant has been studied and researched firstly to identify the level of the marketing process of the “deodorant of Clarins”. The marketing mix of the product is as follows:
Product is an item which is produced or manufactured by an organization to satisfy the certain needs of a group of people. Product could be tangible and intangible. In the study, the description of “CLARINS GENTLE ROLL ON DEODORABNT” has been studied. The product has been designed by the company in such a way that entire demand of the customers could be fulfilled. The customers of deodorant could take the use of the product at any time and it is quite handy, so it becomes easier for them to carry it along with them. The deodorant has been manufactured and packaged in such a way that they could it use at any time and any place. The main feature of the “CLARINS GENTLE ROLL ON DEODORABNT” is its natural ingredients which attracts the customers most (Peter & Donnelly, 2011).
The name of the product has been given in such a way that it could be easily remember by the customers as well as the characteristics of the product could also be remind. The packaging of the product is quite attractive and the product is little different from its competitors product. The main changes into the product are its colour and the characteristics.
Price is basically known as whole amount which is paid by the customers to the company against the product to enjoy it. Price is one of the crucial elements of marketing mix which defines about the price strategy of the product. It helps the company to decide the profitability level and the survival level of the company (Stevenson & Hojati, 2007). Adjustments into the price always impacts hugely on the product and the market position of the product.
The study on “CLARINS GENTLE ROLL ON DEODORABNT” explains that the company is using the market penetration pricing strategies. Market penetration explains to the successful product or selling strategy which creates a niche market in already available market. In this strategy, at initial stage, the product is offering in the lesser price and then along with time, the price is also increased by the company (Tansley et al, 2007). Currently, the company is offering the product in $ 36. The customer perceives that the product of the company is worth and it is one of the better deodorants available in the market.
The evaluation on the product explains that the slight changes into the product do not impact on the existing and loyal customers of the company. If the price is lowered a bit than few new customers could give a shot to the product for a while. The competitor product, “QV Naked Deodorant Roll On 80g” is selling by the company in $ 13.99 which is very lower than the “CLARINS GENTLE ROLL ON DEODORABNT”. On the basis of the price evaluation and primary research, it has been measured that the customers of the product are quite satisfied with price and the characteristics of the product.
Placement and distribution of a product or services is the most crucial part of an organization and the product mix. An organization is required to distribute the product in such a way that it could be accessible to the potential buyers (Elmuti & Kathawala, 2001). The company has decided to sell the product through online portal and the supermarkets of the New Zealand. Mainly, the research explains that the product has been distributed in such a way that clients could easily reach that. The marketing of the product also helps the customers to get it quickly through the online portal of the company and various other online e-retailing companies.
The company has access on various different channels so that it becomes easier to easily circulate the product (Doyle & Stern, 2006). The distribution strategy of the company is different from its competitors because of the supply chain management process of the company. The company does not require a strong force and a trade fair is also not required by the company as it is already focusing on the niche market.
Promotion is a crucial component of the marketing which boost the recognition and the sales of the product of the company. Promotion of a product contains various elements such as public relations of the company, organization of sales, sales promotion; advertising etc. the “CLARINS GENTLE ROLL ON DEODORABNT” is following almost all the promotional strategies to promote the business (David, 2011). The store visit helped the company to identify that the templates and the hoardings are used by the company before the store front to promote the products.
The advertising is done by the company on radio, television, internet and print media. The company has also shifted the advertising process online which has helped the company to improve the overall performance of the company. Company is also managing better public relations with the existing customers of the company to improve the position and performance of the product. Word of mouth tactics have also improved the sales of the company.
On the basis of the overall performance of the company, it has been measured that the marketing mix of the company and the product “CLARINS GENTLE ROLL ON DEODORABNT” is quite competitive. The performance of the company has been improved from last few years. The increment in the price has also raised the sales of the company. As well as, the primary research on the product explains that the male and female, both are using the product and they are enough satisfied with the product and its characteristics. They find it worth to buy such expensive product because of its long lasting fragrance and the natural ingredients (Dallas, 2011). The respondents also briefed in the questionnaire that they are used to the product and they do not want to switch the product now. The product is easily accessible and the position of the company and its product is also strong in the market.
Segmentation and positioning is a broad framework which summarizes and simplifies the market segmentation process. It is a process which helps the company to identify the segment in which the product would be promoted and the position on the basis of that the product would be promoted. It explains that the main goal of the segmentation is to partition the total market for services and a product into smaller groups. The segmentation is created on the basis of the characteristics, geographical area, and demographical position, behaviouristic and psycho graphical (Dean & Yunus, 2001). The segmentation of the “CLARINS GENTLE ROLL ON DEODORABNT” is as follows:
The product “CLARINS GENTLE ROLL ON DEODORABNT” has been segmented on the basis of the region of product distribution, mobility of consumers and cultural differences in different area. The geography level of the company explains that the company is offering the services to the customers from entire New Zealand market (D’Aveni, Dagnino & Smith, 2010).
The product “CLARINS GENTLE ROLL ON DEODORABNT” has been segmented on the basis of the age, sex, education level, social status and income. The demographic level of the company explains that the company is offering the services to the customers from the age group of 15-45. The medium and high profile families are segmented as well as the male and female both are segmented for the project (Chaffey, 2007). It has been measured that the education level and the social status of the customers must also be strong so that they can afford the product.
The product “CLARINS GENTLE ROLL ON DEODORABNT” has been segmented on the basis of the personality traits, reference groups, social roles, attitudes and perceptual styles further. The psychographic level of the company explains that the company is offering the products to the customers who are going to the colleges and the offices. They must have a better social role and their personality must be better and impressive (by Sara Carter & Jones-Evans, 2009). The company is promoting the products in such a way that everybody would be impressed by the person who is carrying this fragrance and everybody will listen to you. It has been measured that the social roles of the customers must also be strong.
The product “CLARINS GENTLE ROLL ON DEODORABNT” has been segmented on the basis of the behaviour of the customers. The behaviouristic level of the company explains that the company is offering the products to the customers who are like to look fresh all the time. The office going and college going are the first priority of the company.
On the basis of the segmentation approach, it has been found that the company should specifically focus on the people who have segmented in this process (Brigden, 2009). The rest of the people must not be focused by the company as it would be waste of the money and the efforts of the company.
Positioning is the approach which assists the company that in which ways the company should design the position into the mind of a customer. The positioning strategy makes it easier for the company to set a place about the product in the customer’s mind. Positioning product not focuses on the process of products, its characteristics, nature etc but it focuses on the process in which the product is set into the customer’s mind. Positioning could be done by an organization in various ways, such as quality positioning, over price positioning, doubtful positioning and the positioning map. Positioning mainly focus on the following points:
The store visiting, primary research and evaluations on the product explains that the company is positioning the product into the customers mind through following all the above approach. Company is following the quality positioning approach. In which the company is setting the position of the product into the customer’s mind on the basis of the quality of the product. The product has been positioned it such a way that customer are feeling that they have given the best price of the product (Boxall & Purcell, 2011). They have positioned it on the basis of its fragrance, uses and the long lasting fragrance.
The questionnaire about the product has also been prepared to collect, evaluate and measure the position and performance of “CLARINS GENTLE ROLL ON DEODORABNT” in the market. The questionnaire has been given in the appendix. It has been filled from 18 respondents (family and friends) to identify that what they think about the resources and what is their opinion about the position of the product “CLARINS GENTLE ROLL ON DEODORABNT”.
This was the first question of the questionnaire. The options were male and female. And on the basis of the result, it has been evaluated that out of 18 respondents, 10 were male and 8 were female.
Further, the age group of respondents have been asked in the next question and it has been measured that out of 18 respondents, 3 are of 15 to 21 age, 8 are from 21 to 28, 5 from 28 to 35, 2 from 35 to 45 and 1 is from 45 and above category. The main segmentation of the comapny explains that the company would focus on the people from 15 to 45. Company is focusing on 17 people out of 18 people.
Out of 18 people, 13 people have said that they are using the product. They have ticked on “Yes”. And rest 5 people have ticked on “NO”.
As previous question, 13 people are using the “CLARINS GENTLE ROLL ON DEODORABNT”. Out of 13, 10 have said that they started using it 1 year back and rest 3 said that they have just started using it. On the basis of it, it has been evaluated that the policy and the strategy of the company has been better a year ago and due to it, people have started using “CLARINS GENTLE ROLL ON DEODORABNT”.
Out of 13 respondents, all have agreed that they are using the product for thee fragrance, long lasting elements and the 5 said that the advertisement of the company has also impressed them to buy the product and use it. It specifies that the company has positioned the product in better manner and it has enhanced the overall sales of the company.
Out of 13 respondents, 8 have agreed that they have been motivated from the mouth publicity and the rest 5 said that the advertisement of the product “CLARINS GENTLE ROLL ON DEODORABNT” has also impressed them to buy the product and use it. It specifies that the company has positioned the product in better manner and it has enhanced the overall sales of the company
Out of 13 respondents, all have agreed that they are using the product for thee fragrance, long lasting elements. The natural ingredients of the product are quite better and thus the people are still using the product.
Yes, all have agreed on the question. They all have ticked on Yes. And said that the company has presented the product in very impressive manner in their advertisement. The marketing campaign of the company is quite impressive and explains about better position of “CLARINS GENTLE ROLL ON DEODORABNT”.
The 5 people who are not using the product have been asked this question. The 2 people have said that they wants to use it and other 3 said that they are not using the product and do not want to use it.
On the basis of the report, it has been measured that the overall position and performance of the product “CLARINS GENTLE ROLL ON DEODORABNT” is better. The questionnaire suggested that the overall marketing process has been done by the company in better way. The “product” factor of the company has been evaluated and it has been recommended to the company to make few changes into the products so that the lower and middle medium class can also be grabbed by the company (Bateman et al, 2008). The company should introduce the same product in smaller size and lesser price so that the market base of the company could be improved.
The changes into the product factor would also impact on the other marketing mix of the company. the pricing strategy would be the same and the company would use the same price on the basis of the ml of the deodorant. The promotional campaign of the company would also be changed as the company could target the lower and medium middle class now. On the other hand, the place of the company would also be changed. Now it must be distributed in the new market where the middle class are living (Applegate et al, 2007).
These changes would help the company to enhance the sales and the profitability level of the company as well as the position of the company would also be improved.
Conclusion:
To conclude, the product is performing well in the market. The company should diversify the product and must offer the different packaging to the customers to enhance the more market share and the position of the company. Further, the marketing mix of the company explains that the company has managed all the elements in a better way. Lastly, the primary research about the product explains that the mouth publicity and the promotion of the company are better which has motivated the people to use the product
References:
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