Strategy Analysis of Bliss Technologies Limited

This document provides an analysis of the marketing strategy and future growth opportunities of Bliss Technologies Limited, a company involved in the supply of healthcare products. It discusses the market situation, key elements of the marketing strategy, target markets, and competitive advantages. It also explores future growth opportunities and provides insights into marketing strategy formulation. The document is relevant for students studying marketing or business-related courses.

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Strategy Analysis of Bliss Technologies Limited
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1STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
Executive Summary
Bliss Technologies Limited is involved within supply of healthcare products along with dealing
with the manufacture of food products for sale within international and drastic market. The
objective of the paper is to analyze the marketing strategy along with its sustainable position
within the business marketplace with ensuring future growth opportunities.The market segment
that is selected by Bliss Technologies Limited in developing its product development strategies
includes different consumer groups with similar needs along with healthcare service
requirements. In order to increased perceived value of its offerings to consumers, the company
developed strategies in addressing the changing needs of consumers along with offering
developed healthcare products through implementing exceptional research and development
technology

2STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
Table of Contents
1. Introduction......................................................................................................................4
1.1. Analysis of Market Situation....................................................................................4
1.2. Key Elements of Marketing Strategy.......................................................................4
1.3. Target Markets..........................................................................................................6
1.4. Competitive Advantages...........................................................................................6
2. Analysis of Future Growth Opportunities.......................................................................7
2.1. Opportunity 1............................................................................................................7
2.2. Opportunity 2............................................................................................................7
2.3. Evaluation of a Possibility to Expand into B2B.......................................................8
3. Marketing Strategy Formulation......................................................................................9
3.1. Marketing Goals and Reasoning...............................................................................9
3.2. Target Markets B2B and B2C................................................................................10
3.3. Offerings for B2B and B2C Markets......................................................................11
3.4. Pricing and Positioning Strategy............................................................................11
3.5. Distribution Plan.....................................................................................................12
3.6. Promotional Tactics................................................................................................13
4. Analysis of Marketing Strategy Meeting KPIs..............................................................14
4.1. Marketing Strategy Impact on Company................................................................14

3STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
4.2. KPI Related with Attaining Marketing Goal..........................................................14
5. Conclusion.....................................................................................................................15
References..........................................................................................................................16

4STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
1. Introduction
1.1. Analysis of Market Situation
The healthcare industry of New Zealand is observed to evidence an increasing growth
trend as the industry is participating in risk taking along with coordinated care models over the
past five years. The industry revenue is anticipated to attain an increase by 3.4% along with
observing an increase in healthcare product ranges by 4.4% over the future years. Considering
such trend, the market situation analysis indicated that environmental surroundings of a
particular service or product offered by the healthcare institutions are considered in developing
wellness ranges. Through offering exceptional healthcare services the industry is prospering in
an innovative manner and it is tailored carefully in to satisfy the requirement of the consumers
being an individual brand. In case of the healthcare industry of New Zealand, the health products
are deemed to have favorable impact on consumers’ health, their physical performance. The
industry is observing increasing technological advancements and is becoming competitive with
introduction of products with exceptional quality includes types of dietary supplements with
medical advantages and are mostly employed for prevention of several types of diseases (Zhang,
Watson Iv, Palmatier & Dant, 2016).
1.2. Key Elements of Marketing Strategy
In business-to-consumer marketing, Bliss Technologies Limited is focused on selling its
healthcare ranges to its end users through direct medium. In this marketing, the company focuses
on advertising its products on a large scaled in order to decrease riskiness of its business. The
company uses direct selling process for consumers in order to become the most established
consumer-centric organization (Appiah-Adu & Amoako, 2016). In this marketing strategy, Bliss

5STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
Technologies Limited is focused on developing quality and innovative products along with
empowering its business owners to attain the benefits by means of face-to-face interaction with
other consumers. In a attritional market within which in which there is increased involvement of
three or four tier supply chain organizations within the consumer market, Bliss Technologies
Limited operates on a two-tier business model including Business-to-Business and Business-to-
Consumer (Armstrong, Kotler, Buchwitz, Trifts & Gaudet, 2015).
Another business-to-consumer marketing strategy of Bliss Technology Limited is
through undertaking aggressive promotion of its products through heavy sampling, individual
sponsorships, group meetings along with the academic oriented programs such as continuing
medical education and free heath check-up camps. This marketing strategy is focused on
developing effective physician’s samples utilization strategy to generate prescriptions. This
marketing strategy is focused on launching special promotional campaign in order to increase
prescriptions of its healthcare products (Ascarza et al., 2018). Moreover, in this marketing
strategy free distribution of physician’s samples, gifts along with detailed conversation in order
to remind the healthcare products as first priority on the doctors mind.
The marketing strategy focused on business-to-consumer campaign is conducted by Bliss
Technology Limited through advertisements within scientific medical journals along with other
magazines focused on health conscious consumers along with making advertisements of the
pharmaceutical products. The marketing strategy of the company is focused on direct selling that
is considered to be an effective marketing strategy in business-to-consumer marketing of Bliss
Technology Limited. In addition, the company also follows effective direct selling activities as
this process involves two-way communication and personal contact among the distributors offers
increased opportunity for company to promote its brand.

6STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
1.3. Target Markets
The target market of Bliss Technologies Limited is focused on global food market along
with the health conscious consumers within age group of 16 to 50 years. The target market of the
company also includes children for its health drinks. The company develops products based on
the desires on the target consumer segments and in order to support the patient care along with
developing wider set of business performance measures (Lidstone & MacLennan, 2017). The
B2B target market of the company includes a developed high performance website, search
engine optimization, social media, customer relationship management and referral marketing.
B2B target group also includes the companies from which Bliss Technologies Limited attains its
raw material product suppliers. The distributors of the product also falls under B2B target market
for the company.
1.4. Competitive Advantages
Bliss Technologies Limited is positioned as New Zealand based organization that is
involved within research, development along with the commercialization of the healthcare
services relied on the strains of bacteria which generate bactericoins (Agrawal & Kaur, 2015).
The organization has competitive advantage of supplying healthcare products along with dealing
with the manufacture of food products for sale within international and drastic market. The
company’s business is also attaining success in competing with its business rivals through being
involved in supplying Bliss-branded finished goods along with company’s products encompass
BLIS K12 and BLISS M 18 (Blisprobiotics.com., 2019). The company’s value added product
portfolio that provides it with competitive edge includes Daily Deference Junior that is a daily
powder formula to support the immunity of people.

7STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
2. Analysis of Future Growth Opportunities
2.1. Opportunity 1
Bliss Technologies Limited are focused on integrating consumers and producers in
developing innovative value on which both the parties are remained conceptualized. The
company focuses on increasing consumer involvement through value creation along with that the
services and products of Bliss Technologies are customized as per the needs of the consumers for
increasing consumer satisfaction (Posthumus, 2015). This strategy is deemed to enhance the net
profit and return on assets employed by the company to a great extent. Considering same, the
value added services of Bliss Technologies Limited includes commercializing value added dairy
ingredients through ensuring constant development of healthcare product ranges relied on strains
of bacteria that produces bacteriocins. For ensuring superior value added services offered as
response to emerging consumer needs, Bliss Technologies Limited can develop highly effective
oral probiotics that offers increased protection to nose, ear, throat health, bad breadth issues,
gums, teeth health and immune support (Renton, Daellenbach, Davenport & Richard, 2015).
2.2. Opportunity 2
Business-to-business marketing practice of Bliss Technologies Limited is focused on
developing a high performance website, search engine optimization, social media, customer
relationship management and referral marketing. Bliss Technology Limited has an opportunity to
develop an effective business-to-business marketing strategy through employing CRM software
in order to track and organize consumer information. This can facilitate in innovating and
redeveloping their healthcare products. CRM can facilitate the company in interacting with its
consumers and attain understanding on their healthcare issues. This strategy is deemed to
enhance the net profit and intangible assets of the company by a remarkable percentage. Search

8STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
engine marketing practice is another business-to-business marketing strategy that can be
followed by Bliss Technologies Limited that can be conducted through Google Ad words like
Yahoo and Bingo. This advertising strategy is supportive for the company in targeting suitable
industry audiences that has resulted in more conversations, increased click-through rates along
with attaining lower cost per download.
Social media business-to-business marketing practice is another effective strategy used
by Bliss Technologies Limited in promoting its healthcare products to its target consumers. In
this strategy the company has an opportunity to develop a cookie-based technology that employs
an easy JavaScript code in an attempt of following its audiences all across web along with serve
relevant advertisements. On-site SEO marketing practice can be used by Bliss Technologies
Limited in promoting its BLISS branded healthcare products. This can facilitate the company in
communicating to search engines the objective and product ranges in its website. This marketing
practice can allow search engines to produce highly relevant results to the searchers when they
look for daily powder formula and pharmaceutical and the consumer healthcare products.
2.3. Evaluation of a Possibility to Expand into B2B
The service provided by Bliss Technologies Limited can consider expansion of its
product offerings and payment in return of its products is the service offered by its consumers
through expanding into B2B. Based on such evaluation the product value offered by Bliss
Technologies Limited is relied on the value paced by consumers on its healthcare ranges. The
company views its consumer resource equal to sacrifice made by its consumers in attaining it.
Considering same, Bliss Technologies Limited can develop effective strategies to make its
offering valuably appealing to the B2B target market (Batra & Keller, 2016). In order to increase
perceived value of its offerings to is B2B target market, the company can develop strategies in

9STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
addressing the changing needs of consumers along with offering developed healthcare products
through implementing exceptional research and development technology (Stros & Lee, 2015). In
expanding its B2B business, the company can focus on being health inspiration and develop
nutrition products focused on boosting immunity better than its competitor’s products.
Developing value co-creation can serve as an opportunity of expanding B2B business of
Bliss Technologies Limited through developing healthcare products from consumer and marketer
collaboration in which the company is focused on developing a unique product for creating value
fitting for that consumer (Brax et al., 2017). This process involves the B2B target market to get
involved in collaboration by means of digital platform. The company attempts to attain high
engagement through attaining their feedback from the online channels along with attaining
feedback regarding new healthcare products and offerings of the company. Through its “check
express application” it can facilitate its consumers to scan the barcode on product in its social
media platform along with offering them opportunity to view video along with audio
representation of healthcare products features and benefits (Dogramatzis, 2015).
3. Marketing Strategy Formulation
3.1. Marketing Goals and Reasoning
The marketing goals of Bliss Technologies Limited in attaining sustainable market
position within the healthcare industry are indicated below:
 Bliss Technologies Limited has a business goal to maintain sufficient availability of its
healthcare products within the pharmacies as several consumers is observed to consider
the company’s offerings to be important as medicines and they might enquire at the
pharmacy stores for their availability. The product offering prices followed by the

10STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
company is concentrated on maintaining prices efficiency, process speed, process
innovation and efficiency of IT interface in the process of marketing (Zhang, Watson Iv,
Palmatier & Dant, 2016). This goal is considered to be suitable as consumers of Bliss
Technology Limited desires to analyze the ability of the manufacturer of the company
along with the surrounding in which these are manufactured as well as service quality
that is offered by the brand. This strategy is deemed to enhance the net profit and return
on assets by a remarkable percentage.
 Satisfaction of the consumer service is deemed to be an unknown factor for the reason
that they are not able to rate a particular service till they use it. Providing significance to
same, being a service provider, Bliss Technologies Limited has an objective to offer
services with having the tangibility element. The physical evidence for the Bliss
Technologies Limited includes the web pages, brochures, furnishings, ambiance, signage,
brand logos, the employees’ uniform, and business cards along with building itself
(Zhang, Watson Iv, Palmatier & Dant, 2016). This strategy is deemed to enhance the net
profit and intangible assets of the company by a remarkable percentage.
3.2. Target Markets B2B and B2C
The B2C target market that is selected by Bliss Technologies Limited in developing its
product development strategies includes different consumer groups with similar needs along with
healthcare service requirements (Ahmed, Vveinhardt, Streimikiene & Awais, 2016). The target
market segment is the high-end market along with developing products for the nutrition and
wellness consumer segments. Income segmentation of the company is focused on targeting high
income consumer segment for the reason that Bliss Technology offers products with a slight
premium price. Behavioral segmentation of the company is focused on loyalty status and Bliss

11STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
Technologies differentiates its consumers with loyal status along with the consumer segment
those look for discount while purchasing products of Bliss Technologies (Alon, Jaffe, Prange &
Vianelli, 2016). The B2B target market of the company includes a developed high performance
website, search engine optimization, social media, customer relationship management and
referral marketing. B2B target group also includes the companies from which Bliss Technologies
Limited attains its raw material product suppliers. The distributors of the product also falls under
B2B target market for the company.
3.3. Offerings for B2B and B2C Markets
In Bliss Technology Limited, the offerings for B2C market include exceptional quality
healthcare products. Such offering increases convenience to customers along with decreasing the
human element within the process of service delivery. Offerings for B2B target market are
deemed to include Stratum Nutrition within North America, NZPR Group within China along
with through Bluestone Pharma within Middle East and Europe (Murshid, Mohaidin, Yen Nee &
Fernando, 2016).
3.4. Pricing and Positioning Strategy
The Company is positioned as a multinational company that has targeted large business
entities along with operators as its target consumers. The company follows multistep pricing
strategy which undergoes several steps to decide a particular price option. It is a complex
evaluation and is also reliant on risks, competitive drugs, benefits and doctors sentiments. Bliss
Technologies limited is focused on making a difference in its contribution towards the society
and mankind fir its endeavors (Kanyan, Andrew, Ali & Beti, 2015). For this reason a variable
pricing strategy which is dependent on the market and competitive dynamics is selected.
Products offered by Bliss Technologies are highly suited to the middle and upper class consumer

12STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
segments with good income level. As the company offers better quality products so it sets a bit
premium price for its offerings. However, it has been observed that the prices of its healthcare
ranges are high in comparison to its competitors but if it is compared with its own brand prices, it
seems reasonable (Mastorakis & Siskos, 2016).
The Company is positioned among the largest organizations that are research based and
develops, manufactures, markets and discovers healthcare goods. The healthcare products
offered by Bliss Technologies Limited Daily Deference Junior, BLIS K12 and BLISS M 18 that
is a daily powder formula to support the immunity of people. The company offers
pharmaceutical and the consumer healthcare products for the consumers. Moreover, the offerings
of Bliss Technologies are focused on delivering superior quality healthcare product ranges
(Haimowitz, 2016). The company offers a broad range of personal care, nutrition, home care
along with dietary supplements. These product ranges are focused on developing effective
antioxidants, weight management, supplements, wellness packs and fortified beverages. Its other
BLISS branded products encompasses throat guard Everyday Bliss K12, Travel Guard Bliss
K12, Fresh Breath Kit K12 along with Toddler Protect Bliss K12 powder for the toddler
consumer segment (Hanssens & Pauwels, 2016).
3.5. Distribution Plan
Bliss Technologies Limited is positioned as a global organization and has it’s headquarter
in New Zealand. It has its offices located in several places of the world and its laboratory of the
medical research is also positioned in several areas of the world. The company also has
widespread distribution channel which encompass strong sales and marketing infrastructure
along with attaining a group of trained and capable workforce of more than 110000 employees
(Murshid, Mohaidin& Nee, 2016). Its distribution is widespread all across the nation along with

13STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
having business affiliation with different affiliated companies. Bliss Technologies Limited
follows an exceptional marketing and sales concept referred as pyramid scheme. It involves
multi-level marketing along with maintaining effective distribution channel which encompass
employees, distributors along with founding families. The company also distributes its products
by means of Stratum Nutrition within North America, NZPR Group within China along with
through Bluestone Pharma within Middle East and Europe (Murshid, Mohaidin, Yen Nee &
Fernando, 2016).
3.6. Promotional Tactics
Bliss Technologies Limited brand promotion strategy is also based on implementing
strong and successful marketing campaigns. It has launched its advertisements in certain medical
journals and to attain increased brand awareness and visibility (Kumar, Choi & Greene, 2017).
The brand will also be promoted through communicating a message that it is a high-tech
pharmaceutical company that offers several flavor variants that can further enhance its corporate
identity and product flavors. In increasing visibility of its brand, the company promotes its
products through using bright colors and graphic elements in their product packaging (Lorenzini,
Mostaghel & Hellström, 2018). To promote its goods, the company offers special discounts as
rewards for its regulars in reward of their loyalty. It also offers special discounts and schemes on
several products at distinct time in attracting new consumer segments along with sustaining the
existing consumers satisfied.

14STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
4. Analysis of Marketing Strategy Meeting KPIs
4.1. Marketing Strategy Impact on Company
The proposed marketing strategy of increase its healthcare product ranges is deemed to
be successful in increasing sales among the B2B and B2C target market. Observing such
increase in sales can increase return on assets percentage which indicates the company is
successfully selling its assets and attaining profits rapidly. The marketing strategy of increased
social media reach can enhance sales among the B2B and B2C target market through boosting
awareness among them regarding the company’s offerings. Such increase in sales is anticipated
to enhance its net profit margin in the future years. Moreover, the marketing strategies developed
by the company are anticipated to observe an increase in its intangible assets such as goodwill.
This indicates Bliss Technology Limited is enhancing its intangible assets through observing
increase in its brand value such as consumer base, brands, location, workforce, products and
reflecting a growing track of increasing net profits.
4.2. KPI Related with Attaining Marketing Goal
The Key Performance Indicators or KPI those are set for evaluating the effectiveness of
Bliss Technology Limited’s capability to attain the marketing goals is indicated below:
 To increase sales revenue of its healthcare products by 20% at the end of the first year
 To increase the number of consumer conversations generated through the social media
channels by 15% at the end of the first year
5. Conclusion
The objective of the paper was to analyze the marketing strategy along with its
sustainable position within the business marketplace with ensuring future growth opportunities.

15STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
The market segment that is selected by Bliss Technologies Limited in developing its product
development strategies includes different consumer groups with similar needs along with
healthcare service requirements. It was gathered from the paper that the product value offered by
Bliss Technologies Limited is relied on the value paced by consumers on its healthcare ranges.
The company views its consumer resource equal to sacrifice made by its consumers in attaining
it. Considering same, Bliss Technologies Limited develops strategies to make its offering
valuably appealing to the target market.
Moreover, it is also gathered that The Company is positioned as a multinational company
that has targeted large business entities along with operators as its target consumers. The
company follows multistep pricing strategy which undergoes several steps to decide a particular
price option. The company focuses on increasing consumer involvement through value creation
along with that the services and products of Bliss Technologies are customized as per the needs
of the consumers for increasing consumer satisfaction. Another business-to-consumer marketing
strategy of Bliss Technology Limited is through undertaking aggressive promotion of its
products through heavy sampling, individual sponsorships, group meetings along with the
academic oriented programs such as continuing medical education and free heath check-up
camps.

16STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
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