Marketing Mix Strategies and Sustainability

The provided document examines the strategic interplay between marketing mix elements and sustainability objectives. It analyzes how concepts like pricing, promotion, and distribution can be effectively leveraged to promote environmentally and socially responsible business practices. The text delves into relevant academic literature, highlighting the importance of integrating sustainability considerations into traditional marketing strategies.

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CSL MARKETING
Name
The Name of the Class
Professor
The Name of the School
The City and State where it is located
Date

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CSL Marketing
Introduction
Commonwealth Serum Laboratories Limited is a company with a global specialty in
biotherapeutics which concerns itself with the development and delivery of innovative
biotherapies essential in saving lives through assisting people living with threatening medical
conditions (CSL 2017). In this respect, it involves itself in products such as plasma, vaccines and
pharmaceuticals, research and development in the medical world. The firm has facilities spread
in the United Kingdom, Switzerland, Germany, Australia, and the United States. Basically, it has
an employee population of over 17000 who are spread in over 30 countries where its activities
are coordinated. The report focuses on its marketing aspects and the manner in which it spreads
its products to the competitive marketplace.
Company Products
The firm deals with the healthcare sector with the provision of products aimed at saving
lives which enable thousands of people in the world to live normal and healthy lives. Seqirus
involves itself in the manufacture, licensing, marketing and distributing vaccines aimed at
preventing and treating serious diseases (CSL 2017). In this sub-category, the firm deals with the
development of plasma-derived therapies, pharmaceuticals, diagnostics products, vaccines, and
antivenoms. Plasma derived products are used in treating infections, bleeding disorders,
treatment of patients in critical care setting, and autoimmune diseases (CSL 2017).
On the other hand, the vaccines are used in inducing immunity towards the protection of
people against sets of bacterial and viral infections. Antivenoms are used in the treatment of
venomous spider and snake bites. The diagnostics products are essential in determining
compatibility of donor- recipient blood transfusion programs. The range of pharmaceutical

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products is used in treating human health conditions where the products remain in distribution
under the licensing of the respective companies.
Sustainable Practices
CSL engages in several activities in remaining sustainable in the competitive market.
Sustainability in business comes in through meeting the economic, social, and environmental
needs of a society and business. The firm prides in assisting the society through remaining in
contact and enabling them solves their challenges amicably (CSL 2017). In this respect, the firm
supports communities through donation and active participation through engagement, where it
builds healthier and sustainable environments for individuals (Armstrong, Kotler, Harker, and
Brennan 2015). The firm engages in solving environmental problems which result into health
complications through advocacy programs and activism.
On the other hand, the firm remains true to the environment by developing,
manufacturing, and supplying safe and high quality products aimed at saving lives and
improving the well-being of individuals with serious diseases. The firm ensures the production
and safe disposal approaches that assist protect the environment and local communities in
operation areas (CSL 2017). The firm creates economic opportunities to better the people and
individuals in areas of operation.
In this respect, the firm employs several individuals to its business, including;
researchers, lab officials, management, suppliers, and marketers. All these drive the profitability
of the firm. The local community in areas of production benefits from the corporate social
responsibilities offered by the firm which empower the locals economically (Pavlou and Stewart
2015). Empowering people economically translates to the overall production and profitability of
firms thus enhancing sustainability for the firm.

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Target Customers/segment
The firm serves a large market in the health sector industry across the world. The target
segment includes people in the hospital fraternity, dispensing chemists, diagnostic organizations,
health ministries through vaccination programs, and general drug field through its distribution of
pharmaceuticals (CSL 2017). The target clients remain closed to the health sector where a
number of organizations and government bodies compose of its client base.
Company and Product Positioning in the Market
The firm with several outlets across nations positions its products strategically towards its
success. The firm, having targeted its consumers places its products strategically in locations and
areas in need of the medical products (CSL 2017). In so doing, the firm markets and advertises
the products directly to institutions of research, medical facilities, and pharmaceutical suppliers.
The type of promotion assists in reaching the desired market as opposed to a random placement
of a product. At the same time, the firm participates in social responsibilities touching on the
health needs while using part of its products through donation and assistance thus ensuring
knowledge of the products to the consumers.
At the same time, the firm collaborates with other suppliers dealing in medical products
thus reaching the largest batch of clients. Partnership ensures products remain in visibility as
suppliers assist in marketing it to the customers experiencing the sales. Besides, it assesses its
competitors and their areas of coverage and uses the information to design a special placement
that puts it on the higher side (CSL 2017). After assessing the competitors, the firm uses the
information to venture into areas not earlier inhabited by the said competitors. In the long run,
their products remain visible to the consumers thus growing their brand name.
Product versus Sustainability

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Key decisions for product policy
The products are made and designed to last and assist individuals in the society. The key
features and policies put in place assist the firm remain competitive in the long run. First, the
firm ensures high quality in production where the materials are sourced from ethical sources
(Leonidou, Katsikeas and Morgan 2013). The strategy forms the first base for quality which is
accompanied by a quality production through raw materials that adhere to the environmental
standards.
Packaging
The packaging is done using environmentally friendly products whose components are
mentioned therein. The labeling is done professionally to avoid confusion as it discloses every
detailed information in bold based on the requirements in the industry. The designs are unique
and easily differentiable from the rest. In this case, it becomes difficult for individuals to
duplicate or counterfeit the product thus limiting unnecessary competition (Hanssens, Pauwels,
Srinivasan, Vanhuele and Yildirim 2014). The design and material used remain unique and
significantly of high quality.
Production
The production is done under proper environment whose specifications are disclosed and
in line with the environmental policies under the labor laws. The workers use and adhere to the
safety procedures and undergo training to ensure safety at workplace. The products are
manufactured using high quality materials according to the standard procedures laid down in the
industry.
Supply chain Management

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The firm has a sustainable and cost-effective supply chain management. Since the
business distributes its products to a wide range of areas, intensive distribution remains best as
the products go along the routes. On the other hand, the in-direct supply chain is used where
large supply management firms are used to deliver products to the clients. The products are
tracked during the supply process which ensures a speedy and accountable system essential for
business growth (Christopher 2016).
Consideration for Consumption and Disposal
The firm has a sustainability system where it caters for the environment and the well-
being of the users and manufacturers. The products are made in a safe environment, with a high
quality, and safety standards. The products are tested to ensure fitness for the public
consumption. Such considerations reduce the side effects and complaints registered by
individuals. On the other hand, the company has a set of disposal guidelines for the products it
produces, and communicates the same to its suppliers (Hollensen 2015). Besides, it makes sure
that the suppliers and other groups adhere to the same and file agreements to the safe and ethical
disposal considerations.
Sustainability Incorporated into the Key Decisions
Quality is key in enhancing sustainability of any process in the manufacturing field. In all
the key decisions, quality remains a core factor in ensuring things go well and acceptability in
the market. The features used in the production, as well as the materials ought to be of high
quality. The labeling and packaging must be clear and efficient and environmentally friendly to
remain acceptable by the consumers. The design and materials used therein must be of high
quality and efficient to retain profitability. Quality is paramount in attaining a significant market

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share and outshining competitors (Monczka, Handfield, Giunipero and Patterson 2015). In this
respect, the firm maintains a sustainable business concept essential for prosperity.
On the other hand, the supply chain management remains effective and cost-based to
ensure sustainability. According to Bovée and Thill (2014), using expensive supply chains
results in losses which affect the pricing policy of the firm. Lastly, the firm’s consideration for
consumption and disposal is essential towards sustainability. Enabling a proper standard in the
manufacture and subsequent disposal programs after use ensure little conflict with the
government agencies keen on the environmental considerations in the present times (Mangan and
Lalwani 2016). Therefore, placing all these considerations leads to not only business
sustainability but a growth in the client base.
Prices versus Sustainability
The Pricing Strategies of the Firm
The firm selects its prices based on market situation after conducting a study on its
competitors. Thereafter, the firm arrives at a price less than the competitors in the initial stages
but then alters the same with respect with the client preference based on quality (Singh, Singh,
Pandey, and Pandey 2015). On the other hand, the purchase of two or more brands or range of
products attracts a discount channeled to individual suppliers and end users. Product prices are
adjusted basing on the demand and supply scenarios following a subsequent discount price upon
formulation. Sustainability is enhanced through pricing through the constant adjustment to reflect
on the client demand and suggestions (Klassen, Lisowsky and Mescall 2017). Again, the quality
standards of the products assist the prices in remaining competitive and all time profitable to the
company.
Product Promotion

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The firm promotes its products in several ways in marketing and increasing its product
scope. The company uses the social media presence where it runs several accounts on the social
media. The firm, through its Facebook pages, Twitter, and other social sites announces new
product release, markets existing products, and carries out subsequent research and surveys on
the suitability of its products (Liu, Li, Peng and Zhang 2015). The social media gives it a direct
marketing to medical institutions, governments, and the general public running private medical
services, thus growing its business and remaining sustainable. The firm has a website where its
range of products is displayed and necessary contact and customer support offered to meet the
needs of the clients (Percy and Elliott 2016). Further, it uses the direct links on the social media
to redirect its clients to the main website, where subsequent business deals can be handled.
On the other hand, the firm conducts product giveaway in meeting the medical needs of
patients in less privileged areas. In so doing, the firm donates the plasma products in assisting
patients with life-threatening illnesses. In so doing, the firm promotes its products and the overall
business name, thus growing its market segment (O'guinn, Allen, Semenik, and Scheinbaum
2014). On the other hand, it uses direct mail marketing to the customers that have made
subsequent purchases, thus strengthening and increasing information on the new product
formation and product development (Khan 2014).
Branded promotion bags are used in its promotion, where the pharmaceutical products
are carefully packed to reflect the name of the firm, thus doing it good in marketing terms. After-
sale customer survey is another means through which the firm promotes its products. The
company maintains a close contact to its clients where they periodically seek information on the
use of the products and feedback on the necessary things to be done according to client
experience.

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Distribution Strategy
Distribution refers to the effectiveness of a firm to get its products to consumers at the
right time and in right proportion. The firm has a wide outlet for its products and thus selects a
proper distribution channels to make sure the products reach the end user in a cost effective and
safe manner. The firm sells both directly and indirectly to the consumers depending on the
location and company for distribution. First, the firm uses direct distribution to the large firms
conducting direct business with them. In this respect, it recognizes the location factor and the
cost-effective manner in which the firm would reap benefits while remaining sustainable. On the
other hand, the in-direct distribution occurs in cases where products are to be shipped overseas,
considering the location and the complexities involved in direct shipping. Direct shipping of
small commodities becomes difficult as it is costly and involving.
In this respect, the firm selects a worldwide distribution channel that seems reliable,
cost-effective, and efficient (Radulescu 2016). For instance, the product might be going to
different locations, where the firm lacks outlets, thus becoming efficient to use the in-direct
means of distribution. Since the firm is large and serves a diverse population across the world,
the use of the distribution channel remains effective and efficient. Thirdly, the firm uses
intensive distribution since it has a mass market for its products. The strategy is effective in
covering the large areas and ensuring the consumers receive products on time and the desired
quantity.
Competitor Marketing Mix
CSL Group has a number of competitors in the healthcare sector which includes
Hemacore Corporation, Seracare Life Sciences, Sanofi, and Baxter International Inc. the firm
manages to remain competitive through several strategies that promote its brand name and

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recognition (Huang and Sarigöllü 2014). First, the firm has been in existence over a century,
which has boosted its capability to receive great recognition due to its trust levels. On the other
hand, the firm has used several strategic marketing tools over time which has made it remain
competitive while offering the products (Neugebauer, Figge and Hahn 2016). Besides, the
capability to produce the three segments of products within the firm in different locations makes
it a one-stop location preferred by many individuals. Businesses would prefer to deal with a
partner who has all the required commodities thus giving the firm a competitive advantage over
the rest.
The firm uses the key marketing mix features to remain competitive in the healthcare
sector. First, the firm prides itself in the creation of superior and safe products that appeal to the
market. Creating superior goods assists in growth of brand name and trust levels thus offers the
business an upper hand over its competitors (Spiegel, Linke, Stauder and Buchholz 2015).
Secondly, the firm uses a strategic pricing policy which includes discounts, bundled prices, and
price offers which appeal to the market. For instance, consumers in need of products from more
than one of its categories enjoy a discounted price.
As such, it encourages a culture of referral and return clients, who instill a positive
progress to the business. In this respect, it manages to increase its business scope in the health
sector. The place factor plays a huge role in marketing and enabling competition with other
firms. As a firm with offices across nations, its products remain in strategic placement thus
marketing and increasing consumption of the same. The firm sells its products to over 70
nations, thus maintaining a high profile name which promotes and commands a significant
market share for the products. Lastly, the firm uses special promotion tools such as the social
media, company website and direct engagement with the clients. Since other firms fail to

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properly market their products, it becomes difficult to compete with the firm that has been in
existence over a century. The rivals remain limited in their promotional strategies thus unable to
cover a wide range of clients.
Recommendations
CSL group is determined and quality oriented, thus enabling a sustainable business
practice. However, there is a need to tap to other isolated markets in other continents which
remain in need of the products developed by the firm. There is a need to further the marketing
efforts in opening the business to the world in the wake of globalization. Expanding the
distribution channels would ensure an in-depth penetration to the market segment in other
locations. At the same time, quality and proper disposal policies must be done to ensure a good
name for the product even in its distribution channels. Careful choice of the partners has to be
done to reflect the quality set by the firm. Placing the considerations in priority would uplift the
operations and sustainability of the business in the ever-increasing health care needs.

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APPENDIX
SWOT Analysis
Strength
A wide market for its products
Trusted brand name for over a century
Diversified products in the market share
Large distribution base
Weaknesses
Pricing factor
Increase in number of competitors
Opportunities
Growing global market
Increasing marketing opportunities
Growing demand in pharmaceutical world
Threats
Threat of counterfeit
Infiltrated market zones
The penetration of markets by other players

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Positioning Chart

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