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 STRATEGY
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
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 followingassignmenttakesintoaccountthemarketingstrategyaswellasthestrategic 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
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 Thisframeworkhasbeenutilisedtoattaincomprehensiveknowledgeofinternal strengths and shortcomings ofAriel. Strengths GlobalMarket 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 corporationsholdinthiscompanyaswellasitspowertopersuadethemindsetsof 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
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