The behavior and attitudes of the consumers

RUNNING HEAD: STRATEGIC MANAGEMENT 0
MARKETING COMMUNICATION MIX

STRATEGIC MANAGEMENT 1
Executive Summary
The organizations adopt several strategies to understand the behavior and attitudes of the
consumers and to spread awareness about the product. The objective of this report is to
understand the communication mix strategies used by Philips for promoting Philips beard
Trimmer. The findings of the report revealed that Philips beard trimmer has unique features such
as it can provide long-lasting performance through this it influences the lifestyle and culture of
the consumers positively. Therefore, further Philips uses internet marketing and other strategies
to improve communication and to overcome the rising cost company can understand the target
market and audience for communicating the message.

STRATEGIC MANAGEMENT 2
Table of Contents
Introduction......................................................................................................................................3
Overview of Product........................................................................................................................3
Marketing communication mix........................................................................................................4
Alignment of communication mix with findings.............................................................................5
Recommendations............................................................................................................................7
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

STRATEGIC MANAGEMENT 3
Introduction
Consumer behavior is the study of individuals or groups in which all the activities associated
with the purchase, use and disposal of goods and services (Adam & Sultan Khan, 2017). In this
consumer's mental, behavioral as well as emotional responses which follow and adopt these
activities is also involved. In this report, the marketing condition of Philips beard trimmer and
communication mix adopted by the company is discussed.
Overview of Product
Philips beard trimmer is longer than other trimmers and gives 6x longer-lasting performance,
through using this product consumer can trim their beard effectively with the lift as well as trim
technology (Ahmed, 2017). This is easy to be used by the consumers it is because of "corded and
cordless usage" after charging this trimmer up to 1 hour it can be used by 90 min. The product
has efficient and innovative technology that is “Lift & Trim system” through this low growth
hair can be captured and provides the look according to the requirement of the consumers (Kim
& Park, 2019).
The product provides various benefits to the consumers which include that trimmer is skin-
friendly and helps the consumers to get smooth skin. The key feature of the product is that
Philips beard trimmer has "self-sharpening stainless steel blades" which can meet the expectation
of the consumers and can attract a large number of consumers to purchase the product (Issock et
al., 2018).
The market performance of the product is better it is because of providing efficient facilities in
comparison to the competitors which includes that through "Lift & Trim technology" it can
remove low-lying hairs. Therefore the consumers believe that it has unique feature and focuses
on the perception and attitudes of the consumers (Nakano & Washizu, 2017). In the year 2018
majority of the consumers purchase Philips beard trimmer it is because this enhances the lifestyle
of the consumer.
Therefore the consumers are also attracted towards the distinctive marketing strategies it is due
to the reason that strategy is based on the consumer’s segmentation (Memon et al., n.d.). The