Report: Adjusting Marketing Strategy for ARLS Product at Stingray

This report analyzes the marketing strategy for Stingray's ARLS product, focusing on consumer pressure points that have led to slower sales growth. It begins with an overview of consumer preferences and their impact on sales, followed by an assessment of the current marketing mix, including product, price, place, and promotion. The rationale for a new focus of appeal, particularly online advertisement and social marketing, is presented, along with its influence on consumer behavior. The report then delves into the features of new product positioning, emphasizing quality and technology advancements. It outlines features testing and monitoring outcomes, proposing methods to measure the success of the adjusted marketing mix. Finally, it evaluates the implications of alternative marketing elements, such as affordable pricing and 24-hour services, considering their impact on consumer decision-making and market response. The report concludes with references to supporting literature.

ADJUST MARKETING STRATEGY

Table of Contents
PART 1............................................................................................................................................2
Key consumer pressure points that led them to slow sales growth..............................................2
Marketing mix for ASRL product................................................................................................3
Rationale for new focus of appeal and it influence consumer behavior......................................3
Features of new product positioning............................................................................................4
Features testing and monitoring outcomes...................................................................................4
Marketing strategy address consumers appeal and motivate their decision making...................4
Evaluate implications of alternative one or more elements.........................................................5
REFERENCES................................................................................................................................6

PART 1
Key consumer pressure points that led them to slow sales growth
Consumer preference is defined as subjective tastes of buyers, assess by their satisfaction
with those products after they have buy them (Akkas, Gaur and Simchi-Levi, 2019). It can be
said that without understanding preferences of target market companies will not be able to
sustain for long and retain their potential clients. In context of Stingray, there are varied
consumer pressure points that have led them to decrease sales progress than before. Quality of
product is one of the key pressure point that allows buyers to slow sales growth of company
products. People focus on quality of service and goods that have led them to slow progress of
profit as well as sales. Furthermore, it also analyzed that past trends as well as performance also
considered as consumer pressure points that act in same manner. Students are the main target
market of organization, their priorities is to learn new skills and course training which makes
them able to enhance their educational career appropriately. They need one on one tuition in
privacy of their own room. Consumer prefers to take good lesions from tutor. The new focus of
appeal may be online advertisement and social marketing tools.
Adjusted Marketing mix for ASRL product
Product-
Stingray Company is able to serve its best services to consumers by considering their
needs. ASRL is the main product of this firm. To satisfy new target consumers organization had
to focus on their product production procedure and add more features within it according to
market needs.
Price-
Price is one of the most essential component of marketing mix and one of the key
consumers pressure point that led them to slow sales progress. So it can be said that management
can use values based pricing strategy for their product.
Place-

Organization can sale ARLS goggle product to target market by making it accessible for
them nearby stores. They can sell through other electronic outlets in mails where number of
people visit daily.
Promotion-
Stingary’s can use traditional and digital marketing platforms for marketing their
products to gain attention of target market.
Rationale for new focus of appeal and it influence consumer behavior
Price, promotion, product and place are four types of variations that will effectively meet
with company marketing objectives, innate and obtained needs of newly determined consumers.
By using appropriate strategies in each variation Stingary’s can achieve set aims and objectives
as they can gain attention of target market and increase profitability rather than before. By using
digital marketing sources company can reach at their desired position.
Online advertisement is one of the best and new focuses of appeal that is quite beneficial
to influence consumer decision making procedures (Andrews and Shimp, 2017). Many people
are using electronic devices to shop products online. Organization can influence effectively all
those individual and drive them towards purchasing.
Revised marketing mix meets organizational, operational and strategic marketing
objectives because it created with new elements that appropriately provide many benefits to
company in term of increasing sales and revenue rather than before.
Features of new product positioning
New product positioning is form of advertising that provides benefits of Stingary’s
product to specific target market that is teacher and education institutes (Work and et.al., 2017).
New product positioning is related to product, pricing, distribution and promotion as well as
service variations because without considering these things it is not possible to accomplish this
procedure. To set position of item it is really important for marketers to gain knowledge about it.
It is an essential component of marketing mix plan. At new product positioning marketer used
the best promotional tool or communication source.

There are varied features of new product positioning accessible. Here, good quality is the
main feature that should be tested.
For example, technology advancement is one of the factors that will impact on marketing
mix of product. It will bring many issues for current marketing plan elements and influence
marketing strategies negatively.
Features testing and monitoring outcomes
New features will be tested by monitoring its progress and benefits and outcomes will be
monitor to assure adjusted marketing mix by measuring revenue growth and consumer base.
Changes in marketing strategies or procedures will be one that will amend as outcome of
adjusted marketing. This change influence marketing plan as it help to gain more attention of
youngster who are seeking to learn new skills.
The CEO and Board of directors within Stingary would give approval for adjusting plan
and allow to make changes within it in further situation.
Marketing strategy address consumers appeal and motivate their decision making
Consumer play vital role within digital marketing environment, marketers create plan for
products according to their needs. Opening hours is the best feature provide to individual while
they are using digital sources.
By reviewing consumer’s feedbacks on social media sites it is easy for marketers to
monitor engagement, reply and conversation.
Another example is that this model will monitor every aspect on social media platforms
by effective communication.
Marketing strategies will address consume appeal and motivate their decision marketing
by using latest technologies.
Evaluate implications of alternative one or more elements
In response to market elements and consumer response as well as service levels,
alternative components can be implicate which is quite beneficial for company growth. By

setting affordable price of ARLS latest version it will help to gain attention of consumers and
provide 24 hours services.
Product, price, place and promotion are the fours elements of new marketing mix that can
be adjust in response test outcome by implementing in marketing mix plan. Descriptive statistics
are the best statistical technique used to gather marketing information and self observation is
used to analyze same thing.
Cultural influence has one consumer behavior at high level because people prefer to
purchase products according believes and values.

REFERENCES
Book and Journals
Akkas, A., Gaur, V. and Simchi-Levi, D., 2019. Drivers of product expiration in consumer
packaged goods retailing. Management Science. 65(5). pp.2179-2195.
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Work, W.C.S. and et.al., 2017. Co-Creating Benefits in Social Media Contests and its Effects on
Purchase Behaviors.