Marketing Report of Totally Workwear

I have attached 2 files. 1: Assignment brief, 2: previous assignment In this assignment we have to mention the marketing strategies of the client which we used for 1st assignment. Please add 5 academic references and 3 non-academic references, APA 6th edition. Please add petro-persona and journey maps as well.

Running head: MARKETING FUNDAMENTALS 1
Marketing Report for Totally Workwear
Name
Institution
Author’s Note

MARKETING FUNDAMENTALS 2
Table of Contents
Marketing Report for Totally Workwear.........................................................................................2
Introduction..................................................................................................................................2
Target market profile...................................................................................................................3
Demographics..............................................................................................................................4
Geographic...................................................................................................................................4
Psychographic..............................................................................................................................5
Behavioural..................................................................................................................................6
Positioning statement...................................................................................................................6
The current marketing mix analysis.............................................................................................7
Pricing strategies..........................................................................................................................8
Placement.....................................................................................................................................8
Promotions...................................................................................................................................9
Petro-persona.............................................................................................................................10
High income customers..............................................................................................................10
Low income customers..............................................................................................................11
Recommendations......................................................................................................................11
References......................................................................................................................................12

MARKETING FUNDAMENTALS 3
Marketing Report for Totally Workwear
Introduction
Totally Workwear is one of the most reputable businesses within the boundaries of
Australia and has been on the verge of offering high levels of competitive advantages across
different market platforms. Moreover, it is majorly recognized to its ability to emerge as one of
the largest networks of safety gear together with various aspects of workwear. To scale up its
level of operation in terms of the products and services that it provides to its customers, the
organization has been able to adequately implement more than sixty outlets located in various
places and are known to be owned independently together with a large number of stores that are
adequately being operated across different parts of Australia with an aim of ensuring that the
customers are able to gain one of the best customer experience that is strongly attached to the
tailored service at the local level where high levels of importance have been placed has been
placed upon the value that is associated with the product together with a variety of issues dealing
with the brand quality (Cegliński, 2016). The whole organization has been on the forefront to
provide quality products and services to its customers for more than twenty years. Interestingly,
its success has mainly been due to its capability of putting a lot of focus on what is given to the
customers in terms of either a product or service thus making sure that it is of high quality. This
is a clear indication that the organization has been very successful in creating high levels of
customer satisfaction across all its customers by providing y them with different types of
products that are in line with their perceptions. This has been a fundamental strategy that the
organization has taken into account to offer high levels of competitive advantage across a variety
of market platforms.

MARKETING FUNDAMENTALS 4
Target market profile
The business is trying to keep much focus on specific types of largest markets that are
known to be having a variety of consumers who have the potential of purchasing the
organization's products without encountering any unnecessary barriers which might hinder them
from doing so. As a result, the target market profile for the business mainly entails the following
segmentation;
Demographics
The kind of demographic segmentation that is targeted by the business is to ensure high
levels of performance and provide the company with an opportunity of gaining access to a
variety of customers who are known to be having different characteristics (Carvalho, Ferrero &
Nechio, 2016). As a result, some of the significant variables attached to this segmentation that
the business will put much focus on majorly entails the following;
 Gender- Naturally, the preferences of both men and women usually tend to differ on
very many occasions. A variety of male customers are likely to put their focus on the
latest technology in terms of the product that is being offered to them. In contrast, female
customers, on the other hand, might concentrate a lot on various fashion aspects
(Chekima et al., 2016). The organization will, therefore, put a lot of focus in terms of
designing the products based on the preferences of these two types of customer groups.
 Income- Different people, normally tend to have different levels of income, and in order
to accommodate all of them within the customer bracket, there is the production of the
business products with different prices that can be easily various customers due to the
difference in their income levels.

MARKETING FUNDAMENTALS 5
Geographic
This mode of segmentation will try to put much focus on the specific areas where the
customers are based, thus determining the type of service that will be suitable for them (Singh &
Košecká, 2016). It will mainly entail the following variables;
 Urban customers- Since in the urban areas, there is a lot of work that is being carried put
by various professionals, and as a result, there will be the need to target a variety of
customers most so the ones who are concerned with working it different construction
sites. The products will guarantee the high levels of safety throughout the working
process.
 Customers in the Engineering sites- Engineering sites normally require the use of
different types of safety gear, and thus the organization will be in a position of providing
them with the right items that best fits the needs when carrying out carious site
operations(Sung, Chang & Sung, 2016).
Psychographic
This mode of segmentation will try to put a lot of focus on a variety of personality traits,
different values that are attached to the customers, their attitudes together with interests (Máttyus
et al., 2016). The following variables will be attached to this mode of segmentation;
 Lifestyle- It will try to target those customers are always concerned with the lifestyle I
what they wear most so the ones who prefer printed logos in their wear. This will be the
right company for them since they will be in a position of getting the best products and
services depending on their preferences.

MARKETING FUNDAMENTALS 6
 Customers who prefer values- Values act as another first set of psychographic
segmentation variable that the whole business will need to pay much attention to to make
sure that various objectives are adequately attained (Stokburger-Saue et al., 2016). The
organization will, therefore, try as much as possible to track the values of the customers
by gathering a variety of information pertaining to their respective backgrounds and then
coming up with various assumptions from the complete information. To some extent,
there will be the need to target the customers who are likely to choose products with
"safety" tags which indicates that they are part of a safety-conscious market segment as
far as their values are concerned.
Behavioural
This is one of the essential modes of segmentation since it puts much focus on different
behaviours of target customer segments, most so the behaviours that are likely to influence their
mode of product purchase. Some of the significant variables that will be considered based on this
mode of segmentation include;
 Brand loyalty- This usually is one of the significant behavioural forms of market
segmentation that is used by a variety of organizations. The business will, therefore, stay
focused on attracting the target customers to purchase the safety were products and will
also go as far as retaining them. On the other hand, it will be able to allow all the target
customers to adequately identify themselves with the organizations brand to bring on
board an easy identification of the product.

MARKETING FUNDAMENTALS 7
Positioning statement
Products are mainly meant for different workers who must adequately solve their safety
issues in their respective areas of work. Our product is unique and of high quality that provides it
with an opportunity of addressing safety matters. Unlike King Gee and Hard Yakka, our product
offers high levels of protection that will always guarantee all our customers' high levels of safety
in their respective workplaces.
The current marketing mix analysis
 Product strategy- The product is known to be connected to three different levels that
will make sure all its objectives are attained at an appropriate time frame (Dedecca,
Hakvoort & Ortt, 2016). The first level of product that the business will focus on is the
core benefit level. This is known to be an essential need that a specific group of customer
satisfies when they decide to purchase the product. One core benefit that the
organization's product will be able to bring on board is to provide high levels of safety
that will further prevent different users from being exposed to various risky situations
(Ottosson, M., & Kindström, 2016). Another level is the expected product where the
organization will be in a position of producing quality and long-lasting safety gears
according to the expectations of the customers. The final level is to come up with an
augmented product which refers to a variety of product variations together with extra
features that will be able to differentiate the whole product from what is given by the
competitors in the market. To make it an augmented product, the organization will be in a
position of creating journey maps.

MARKETING FUNDAMENTALS 8
The organization will be able to classify its product as a specialty product which means the
product will be in a position of having a unique form of brand identification together with a vast
range of characteristics that will be geared towards fulfilling the needs of all the target
customers. On the other hand, the organization's product portfolio will majorly consist of safety
gears together with a variety of workwear which will constitute of 80% of the organization's
products that will be supplied to the customers.
Pricing strategies
Various pricing strategies will be put into consideration by the business to make sure that
multiple operations are adequately carried out (Wang et al., 2016). As a result, coming up with a
perfect decision on how much to charge the entire product will require high levels of thought
than simply calculating specific types of cost that are attached to the organization together with
adding some mark-up (Liu, Cao & Salifou, 2016). The total amount that the target customer will
be willing to pay for the product will have very little to do with anything related to cost, but
instead, it will majorly focus on how much they will be able to value the product that will be
offered to them (He, 2016).
The second pricing strategy that might be implemented by the business is competitor
based pricing. It is normally viewed to be a fundamental pricing method that is capable of
utilizing a vast range of competitor prices as a particular form of benchmark instead of coming
up with a price on various costs and values that are attached to the entire company. The business
will, therefore, be in a position of adequately utilizing different types of competitor prices by
viewing them as a mode of benchmark before setting up an appropriate price for the customers.

MARKETING FUNDAMENTALS 9
Placement
One of the major distribution channel strategies that will be used by the business to reach
out to its target consumers is the use of sales and distribution channels (Prajogo, 2016). Under
various circumstances, different sales models, together with distribution channels, usually appear
to be adequately interconnected. This means that the ability to source and sell adequately is a
condition that will always be attached. As a result, different distributors will be able to manage
the dealers who will, in turn, deliver the inventory by putting much focus on customer sales.
Promotions
The business will be able to make good use of a vast range of promotional tools that will
provide a perfect opportunity for the product to mainly targeting different customers (Mathe-
Soulek et al., 2016). They majorly include the following;
 Advertising- This is usually referred to as a fundamental method that is associated with
paid communication (Andrews et al., 2016). The business will advertise the product
through the use of different advertising platforms like social media to reach out to the
customers' wi2thin the shortest time possible.
 Sales promotions- This is a fundamental tool that is majorly used to drive up different
forms of short term sales (Gümüş, Kaminsky & Mathur, 2016). The organization will,
therefore, focus on sales promotions to create a high incentive level to purchase the
product.
 Public relations-This will enable the company to have a contestant interactions with the
customers and different other types of stakeholders to support high levels of corporate
together with branding product branding activities.

MARKETING FUNDAMENTALS
10
 Direct marketing- There will be the need to communicate with the customers through a
direct channel without involving any intermediaries. This will be aimed towards creating
high levels of personal and exciting experience.
 Creation of events and different types of community activities- There will be the need for
the organization to sponsor major events together with activities which will allow room
for promoting the entire product.
Journey Maps
Petro-persona
The business will be in a position of targeting two different petro-personas of customers
to ensure that its goals are appropriately met in terms of the level of customer satisfaction of
these groups. They mainly include the following;
High income customers
High income customers will be targeted by the business based on the price that will be
attached to the products. According to research, a good percentage of the high income customers
Make a Booking
Check on the
product
condition
Depart
Research
Product
Arrive at the
store
Pay for the
Product

MARKETING FUNDAMENTALS
11
are likely to value highly priced products which they think are the most genuine and long lasting.
Moreover, most of the high income customers that will be targeted will mainly include;
organizational managers together with CEOs.
Low income customers
The business will also be in a position of targeting the low income customers/ in order to
give them an opportunity of gaining access to the product. By covering even the low income
customers, this will make it more evident that the business is determined towards meeting the
needs of a variety of people without any discrimination.
Recommendations
To increase high levels of customer satisfaction, there will be a need for the organization
to produce quality products that are long-lasting to serve the customers for a better period.
Secondly, it is appropriate for the organization to have a moderate price that will be able to
attract the customers of different classes; thus, this will provide a perfect opportunity of
accommodating all of them. On the other hand, the place where the business is will be able to put
its product should be very strategic for it to be accessed by the customers within the minimum
time possible without applying many efforts. Finally, it will be essential for the business to focus
on high levels of promotions which will, in turn, increase the popularity of the product across
different customer segments.

MARKETING FUNDAMENTALS
12
References
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Carvalho, C., Ferrero, A., & Nechio, F. (2016). Demographics and real interest rates: Inspecting
the mechanism. European Economic Review, 88, 208-226.
Cegliński, P. (2016). Use of strategic marketing management tools in contemporary enterprises.
Marketing i Zarządzanie, 46(5), 9-16.
Chekima, B., Wafa, S. A. W. S. K., Igau, O. A., Chekima, S., & Sondoh Jr, S. L. (2016).
Examining green consumerism motivational drivers: does premium price and
demographics matter to green purchasing?. Journal of Cleaner Production, 112, 3436-
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