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MARKETING STRATAGE INTRODUCTION Part 11 About Company and Past Performance

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Added on  2021-02-21

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MARKETING STRATEGY INTRODUCTION 1 Part 11 About company and its past performance 1 Situational Analysis2 Competitive Advantage (USP) 6 Evaluation of Current marketing strategy 6 PART 27 Segmentation Targeting & positioning 7 SMART Objectives 7 Marketing strategy as per 4P’s 7 CONCLUSION 8 REFERENCES 10 INTRODUCTION Marketing strategy can be referred to as the future oriented course of action which aims at gaining the attention of a large number of people so as to develop awareness about the offerings of entity and gain a

MARKETING STRATAGE INTRODUCTION Part 11 About Company and Past Performance

   Added on 2021-02-21

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MARKETING STRATAGE INTRODUCTION Part 11 About Company and Past Performance_1
Table of Contents
INTRODUCTION...........................................................................................................................1
Part 1................................................................................................................................................1
About company and its past performance..............................................................................1
Situational Analysis................................................................................................................2
Competitive Advantage (USP)...............................................................................................6
Evaluation of Current marketing strategy..............................................................................6
PART 2............................................................................................................................................7
Segmentation Targeting & positioning..................................................................................7
SMART Objectives................................................................................................................7
Marketing strategy as per 4P’s...............................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10
MARKETING STRATAGE INTRODUCTION Part 11 About Company and Past Performance_2
INTRODUCTION
Marketing strategy can be referred to as the future oriented course of action which aims
at gaining the attention of a large number of people so as to develop awareness about the
offerings of entity and gain a strategic and competitive advantage in market place (Baker, 2014).
This is a crucial part of business plan of an organisation which is associated with persuading the
customers to make a purchase and satisfying them so that they can remain connected with the
entity for a long duration of time. Marketing strategy has to necessarily be devised by every
company so that organisational goals and objectives can be achieved in a timely manner. The
following assignment takes into account the marketing strategy as well as the strategic
management of Ariel that is the detergent brand company of Procter & Gamble.
This assignment is classified into two tasks. The first part deals with marketing audit of
organisation consisting of SWOT, USP, evaluation of marketing strategy and competitive
positioning in market place. Second part of report is concerned with goals and objectives, STP
and the measures through which profit and market share of organisational can get raised.
Part 1
About company and its past performance
Within the hyper competitive era, Ariel is globally regarded to be a well established and
renowned detergent brand. The respective company entered United Kingdom in 1967 and
became the first organisation to launch detergent with stain removal enzymes. This was
considered to be a unique idea and regarded as an innovation within the old times. While in
historical phase, other detergents could only brighten and whiten clothes for two or three wash,
Ariel gained massive recognition for the features held by its detergents. During 1992, the
respective entity introduced innovation in terms of bleach free detergents possessing the abilities
to brighten linen without letting it get faded. Within the year 2001, the respective company
introduced liquidates which saved time and efforts (Baker, 2016). By next 2 years, Ariel
introduced a quick-wash action underlying in its detergents that gave access to consumers to
conduct laundry upon a quick-wash cycle. During 2005, this organisation came up with an
effective marketing campaign in UK by using star faces such as Tim Henman and Daniel Stuart
Stanton in order to gain the attention of a large number of people. This advertisement was
broadcast across the UK for around 2 months and assisted in building a huge customer base.
1
MARKETING STRATAGE INTRODUCTION Part 11 About Company and Past Performance_3
Situational Analysis
Ariel is a globally renowned organisation which has its operations and outlets within
various geographical locations of world. This enterprise has an exceptional history of innovative
products and thus it becomes essential for management of this company to carry out a marketing
audit of this brand.
SWOT ANALYSIS
This framework has been utilised to attain comprehensive knowledge of internal
strengths and shortcomings of Ariel.
Strengths
Global Market Share: Ariel is a well established brand that is worldwide regarded as an
entity which possesses largest market share across the global market (Belz and Peattie, 2012).
This owes to the high quality offerings of this corporation which possess the ability to remove
the deepest and darkest of stains while ensuring that clothes don’t fade. Except in India, this
organisation is at the first position with highest market share. Surf leads the market place in India
owing to which Ariel is at the second position there.
Ideal for Machine Wash: Leading wash machine producers like Bosch, LG, Hoover,
Hotpoint, Beko etc. have always recommended the usage of Ariel as detergent to consumers
(SWOT Analysis of Ariel, 2019). This largely illustrates the trust that even the other big
corporations hold in this company as well as its power to persuade the mindsets of
complimentary entities. This has been one of the most prominent reasons due to which Ariel is at
market leading position today.
Dedicated base of customers: One of the biggest reasons of the continuous top ranking of
Ariel detergents across the globe is their strong and loyal base of customers. A consumer who
once uses Ariel is not willing to switch to any other brand due to its effective stain removal
qualities. This reflects that the customer sustainability of this enterprise is very strong.
Give selection options: Ariel maintains a wide variety of products owing to which its
customers have the choice to select the most appropriate and relevant detergent as per their
requirements (Bertay, Demirgüç-Kunt and Huizinga, 2013).
It is evident from the company’s website whereby customers can browse and then purchase
commodities as per the need, type or dosage device. This company became the first ever
2
MARKETING STRATAGE INTRODUCTION Part 11 About Company and Past Performance_4

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