This report discusses approaches of marketing named segmentation, positioning, and targeting approach. It presents the role of the marketing mix in influencing consumer’s behavior.
It also discusses the impact of using marketing mix on the purchasing behavior of customers. Moreover, this research report examines ideas for goods and services. Moreover, it shows a marketing mix that considers different factors like promotion, price, place, and product strategy. It shows the extended marketing mix strategy for the organization. In last, it demonstrates the implementation of marketing in ethics, social justice, and sustainability.
Donald B organization choose suitable marketplace for improving the income in Australia. This organization manages in the varieties of chocolate like Unsweetened Chocolate, dark chocolate, milk chocolate, and organic chocolate. In addition, it is examined that market segmentation is classified into different subgroups. This segmentation could be imperative to select the target market that has similar characteristics, desires, and requirements. It could be met by considering the distinct marketing mix approach. Moreover, it is evaluated that segmentation could be classified into certain factors named geographic, behaviouristic, demographic, and psychographic factor (Jung, Chan-Olmsted, Park, & Kim, 2012). Donald B organization segmented target market on behalf of the following component:
Donald B organization will select certain urban methods of Australia to sell their goods and services. Hence, it is evaluated that urban consumers more prefer to have dark chocolate because they are aware of the benefits of the dark chocolate.
Donald B will select 19 to 39 years old of people to deliver their services and increase their sale. This age-group of consumers could more prefer to have quality or health products and services as compared to other products and services. This age group could be more beneficial as compared to another age group. Further, the organization should concentrate on the price as well as the quality of the products and services to retain the existing consumers and influence new consumers (Kew & Stredwick, 2017). This dark chocolate would be effective for meeting requirements of consumers caused of superior quality with the reasonable prices.
Donald B could classify their consumers on behalf of behavior to deliver their products and services and obtain higher competitive benefits. This approach could mandate the firm to make loyal consumers by considering certain offers like a seasonal sale, promotion, and reasonable price. As a result, it would lead to change the behavior of consumers in the least time and cost (Kimura, Mukawa, Yamamoto, Masuda, Yuasa, Goto, & Wada, 2012).
Target market could lead the organization to identify their market and reach a valid conclusion. In addition, it is evaluated that the organization will deliver their services to the urban are people as they are more conscious to have quality chocolate and make a reliable decision. It will be imperative for making higher competitive benefits. It is examined that Donald B Company will select the young consumers to deliver their goods and services in the least time and cost (Philip, 2017). Consequently, it could lead the firm to beat the competition in the Chocolate industry of Australia. In this, the organization will use undifferentiated marketing strategy to increase their sale and get higher benefits in the least time. Moreover, this strategy could lead the organization to make their unique image in the marketplace and influence the behavior of consumers towards the specified goods and services. The undifferentiated marketing strategy could focus on producing one specified product and select the whole population by single marketing mix method. In this approach, Donald B Company could be capable to influence a huge number of consumers by eliminating possibilities of making a decision on behalf of marketing practices. Under this approach, Donald B Company could consider many approaches like social media, radio, newspaper, television, and digital media. The primary purpose of this research is to address the targeting approach is to deliver goods and services among a huge amount of consumers in the least time (Miquel-Romero, Caplliure-Giner, & Adame-Sánchez, 2014).
Positioning approach could the firm to make their positive image among their specified consumers. Positioning theory could be used to comprehend the perception of the consumers and make their favorable image among consumer’s mind. In addition, it is evaluated that consumer could position themselves about rights and duties to perform. In addition, it is examined that marketing consists of the communication approaches that permits certain goods to be placed in the marketplace amongst their market players. The application of positioning could lead the firm to summarize by their positions explanation as it facilitates the firm to interact with other people. It can be evaluated that positioning strategy could lead to getting higher competitive benefits (Chernev, 2018).
Donald B will identify the consumers who are interested in the products and services of the organization. This firm will also determine the taste of their consumers on behalf of the consumer lifestyle. It will offer fresh and quality products and services caused by higher demand for healthy products and services. It will also be effective for developing favorable picture among consumers developing a favorable picture among consumers by creating innovative and healthy chocolate and offering added value services to the consumers. Consequently, the specified consumers will believe to pay higher for purchasing dark chocolates. These innovative goods will be imperative to create a unique image and attract the bulk of consumers towards the consumer to obtain a healthy lifestyle.
Donald B organization will make dark chocolate that supports to makes feel healthy to their consumers. It will provide chocolate products in the nation of Australia. Moreover, Donald B organization will identify consumers who are intent to use innovative tool to shop. Consequently, it will build a different image as a creative chocolate store in the Australian market. Moreover, Donald B organization will deliver their services their consumers to buy the goods by considering simple process (Burns, Bush, & Sinha, 2014). The organization has made Donald B app that is effective for delivering their chocolate to their specified consumers. Moreover, the organization would deliver the chocolate at home that would make a positive image of the organization in the consumer’s mind.
The organization could use the five product levels to make an effective market plan. Moreover, it is also evaluated that each level of product will deliver added value and build consumer hierarchy value.
It is the basic product level. Donald B organization will determine the actual needs of consumers and make product accordingly. It would attract the consumer for surly purchase product and services. In this, the consumer really purchases products and services and share their experience (Villeneuve & Pasquier, 2017).
This level will facilitate Donald B to turn core benefits to fundamental goods. The Fundamental goods for a confectionary store might include cake, pastry, biscuits, and chocolate.
Donald B will identify market and understand actual need of a product to make a reliable decision. Through the market research, the organization will comprehend expected product of consumer as it would be effective for making a favorable decision in the context organization. The company will make give more priority to those goods that buyer expect to purchase. For illustration, confectionary consumers expect to have hygienic and fresh goods (Baker & Saren, 2016).
The organization will also make an augmented product that exceeds consumer expectations. For example, a confectionary store could offer fresh and hygienic goods and services with self-service and if the organization considers online payment structure then it could exceed the consumer expectations. In the current business era, the competition level is increased at the higher level hence the company should need to consider the augmented product and services (Bagozzi, Rosa, Celly, & Coronel, 2018). In addition, it is also evaluated that product augmentation facilitates Donald B organization to concentrate on total consumption structure of consumers. It determines the method that is practiced by the consumer to use and dispose of the goods and services of the firm. It is examined that actual competition is not only measured by what organization has manufactured for their confectionary store but also measured by the added services that will influence the obtained outcome. The added services could be associated with financing, advertising, delivery arrangements, warehousing, customer advice, and packaging. The organization could use certain strategies for implementing the product augmentation in the business process and reach at the valid conclusion (Martín-de Castro, 2015).
In this level, the organization will concentrate on each potential augmentation as well as the transformation of goods that would deliver in the future. Through this strategy, the organization would be capable to address new methods for satisfying a huge number of consumers in the least time and cost. It will also be vital to making a different image of the organization in the marketplace that would increase the sale of the firm (Baker, 2014). Furthermore, Donald B will offer innovative and healthy products and services to their consumers and retain them for long-term by offering healthy dark chocolate. Consequently, it will satisfy consumers along with surprise them by their additional services. Further, it will also support the organization to exceed the consumer expectation in the least time and cost (Aghazadeh, 2015).
Donald B Company will use the premium pricing strategy for the consumers of Australia. This strategy will facilitate the organization to offers their dark chocolate at the higher prices with higher quality. It will be imperative for the accomplishment of the desired goal in the least time. Moreover, it is also evaluated that the premium pricing strategy could be imperative for making a unique image of the specified product among the specified product and services. Further, it is also examined that the organization could cover the wider area of Australia that would lead to getting higher competitive benefits in limited time by implementing a premium pricing strategy. This approach concentrates on consumer preferences due to increasing consumer loyalty and makes a reliable decision in the context of consumers (Yu, Ramanathan, & Nath, 2014).
Moreover, it is examined that the premium pricing strategy could be highly associated with marketing objectives for improving market share and get higher competitive benefits. In addition, it is also evaluated that this strategy could lead the firm to attract a huge number of consumers towards products and services. But at the same time, it is also evaluated that once the organization is failed to effectively implement this strategy in the business process then it would negatively impact on the overall situation of the firm Hakansson, 2015). Moreover, this strategy will facilitate Donald B to make a positive brand( image in the marketplace by sharing the positive experience of existing consumers. This approach will be imperative for enhancing the market share and revenue of the firm in a limited timeframe. Moreover, it is also evaluated that this strategy could eliminate the production cost of the organization. In addition, a consumer who purchases a higher quality of product and services will be capable to pay more as compared to other products. Thus, it is examined the higher quality of goods and services could make a link between consumer and organization. Moreover, it can also be said that organization will be capable t retain their consumers in long-term (Bengtsson & Kock, 2014).
Donald B organization will imply a differentiation distribution approach that enables to create higher economies of scale. It could also be effective for increasing the profit margin.
It could enhance the profit margin. Moreover, it is evaluated that there are certain possibilities of getting higher revenue (Smith, 2016). It is addressed that multiple distribution media could gain expanses of the organization but increase the probability to make higher benefits (Baker, 2014).
Moreover, Donald B Company has expanded their business in the marketplace among the huge amount of consumer by implementing the differentiated distribution strategy. It might eliminate the dependency of the marketing communication method on the business process. The organization should select skilled people to increase the sale of organization and reach at a valid conclusion. Moreover, it is also examined that Donald B organization should concentrate on the development of product and promotional approach that could be imitated by their market players. In addition, it is evaluated that Donald B organization should wholesales approach for directly dealing with retailers as it would decline the additional cost of the organization. The organization should concentrate on trusted wholesaler to increase the possibilities of getting a higher outcome. Moreover, this company should imply the promotional strategy and expand their services as it would also be vital fa or influencing a huge number of consumers (Aremu & Saka, 2014).
Promotion strategies could lead the firm to introduce their specified goods and services in the least time among the huge amount of consumers make higher competitive benefits. Donald B could imply after sale services to their specified consumers to endorse their goods and services in the least time and cost (Brown, 2016). Moreover, the organization will also use the email method and directly communicate with their specified consumers and make a reliable decision. It increases the satisfaction level of consumers in the least time and cost (Kerr & Patti, 2015). Moreover, salespeople could directly converse with the consumer to comprehend their requirements and desires of the firm and competitors. As a result, the company will be able to get a higher result from this approach and able to retain their consumers for long-term (Brindley & Oxborrow, 2014). In addition, Donald B organization will also imply the social media strategy to spread the awareness of goods and services in limited time and cost. The organization could consider many sources of social media named Facebook, Google, LinInd, snapchat, Instagram, and YouTube. It would be imperative for increasing awareness about products and services towards the existing and potential consumers (Fernandez, Le Roy, & Gnyawali, 2014). This approach could be more suitable than another approach as it would enable the marketing executive and human resources team to directly converse with consumers and obtain their views and opinion. In addition, the social media make a link between the organization and individuals that would be effective for accomplishing the goal in the least time and cost. Hence, it can be examined that this approach could be effective for Donald B Organization to make a favorable relationship with their consumers. It would be effective for making unique image among a huge amount of the consumers (Vargo, Wieland, & Akaka, 2015).
Physical evidence could be identified as an atmosphere that could be surrounding of the services. Furthermore, Donald B organization could be considered creation components named brochures, logos, advertising, and business. It will be effective for the firm to engage their customers in the services of the organization. Moreover, it is evaluated that physical evidence is the organization’s logo that would enable the firm to make a different image of the firm in the marketplace (Lusch, & Vargo, 2014).
The process identifies the method in which the company will deliver their services for its existing as well as potential customers. The organization could entail both indirect and direct acts to deliver their services. Thus, it is analyzed that Donald B organization could entail certain act to make an effective procedure named indirect and direct acts of the business purpose (Järvinen & Taiminen, 2016).
People could be referred to an individual that is involved in the business process. Donald B organization could include many people in the business name helper, supervisor, cashier, and management team. In addition, it is examined that each individual person has different behavior as it could influence the organizational performance (Agnihotri, Dingus, Hu, & Krush, 2016). Moreover, it is evaluated that the company should concentrate on the employees to improve their existing skills and make a diverse image in the marketplace. Skilled employees would be capable to easily attract the consumer towards products and services of the organization.
Conclusion
With respect to the above discussion, it can be summarized that the chocolate market is profitable due to the huge demand of consumers. It can be examined that Donald B organization could increase the consumer’s demand by considering certain kinds of discount in festival season. It can be concluded that an organization could use many marketing strategies for attracting a huge number of consumers in the least time and cost. In addition, it is examined that marketing approaches could be practiced by the organization to reach at the valid conclusion.
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