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The Marketing mix strategies

   

Added on  2021-05-30

14 Pages2778 Words56 Views
Running head: Marketing Strategy and Marketing MixMarketing Strategy and Marketing Mix Name of the studentName of the UniversityAuthor note

1Marketing Strategy and Marketing MixTable of Contents1.Marketing Strategy and Marketing Mix..................................................................................3a)Introduction...........................................................................................................................3b)Market segmentation.........................................................................................................3i.Demographic segmentation...............................................................................................3ii.Psychographic segmentation.........................................................................................3iii.Geographic segmentation..............................................................................................4iv.Behavioral segmentation...............................................................................................4c)Positioning strategy of Qantas..............................................................................................4d)Value proposition of Qantas.............................................................................................5e)Branding strategies of Qantas...............................................................................................5i.Brand personality..............................................................................................................5ii.Brand equity..................................................................................................................5iii.Relationship marketing strategies.................................................................................5f)Pricing strategy.....................................................................................................................6i.Product mix pricing strategy.............................................................................................6ii.Price adjustment strategy...............................................................................................6g)Placement..........................................................................................................................7i.Objectives and the choice of value delivery network.......................................................7

2Marketing Strategy and Marketing Mixiii.Role of key members in value chain.............................................................................8h)Promotion..........................................................................................................................8i.Advertising........................................................................................................................8ii.Sales promotion.............................................................................................................8iii.Personal selling..............................................................................................................9iv.Public relations..............................................................................................................9v.Digital and direct marketing..........................................................................................9i)People...................................................................................................................................9j)Physical evidence..................................................................................................................9k)Process............................................................................................................................10l)Company Social Responsibility..........................................................................................102.Recommendation...................................................................................................................10References......................................................................................................................................12

3Marketing Strategy and Marketing Mix1.Marketing Strategy and Marketing Mixa)IntroductionThe purpose of the report is to give a clear understanding of the concept of market strategy inbusiness (Armstrong et al., 2014). Additionally the study also highlights the importance and useof marketing mix in the business sphere. The whole course of the discussion sheds light on thepractical application of the two concepts by an organization.b)Market segmentationMarket segmentation is closely related to the market mix hence it will be right to assert thatthe market segmentation determines the components of marketing mix is designed in accordancewith the customer specification (Armstrong et a., 2015). i.Demographic segmentationThe most of the customer of the Qantas airways belongs to the age of between 25-45. Itclearly shows that the customers are mostly service holders. Despite of the fact that Qantas offerdifferent range of products in terms of price range to its customers, the customers who avail theflight services of Qantas are seen to be belonged from the upper middle class strata (Babin &Zikmund, 2015). Another variable has also been seen that the education background ofcustomers is quite higher. As the airline company is Australia based, it has been seen that mostlythe customers are from Christian background in terms of religion. ii.Psychographic segmentationThe customer of Qantas airways are from different nature as well as from differentmindset. In accordance with that, their lifestyles also differ (Baker, 2014). Customers belong

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