Strategic Marketing Plan for Beyaz Bazaar: Marketing Mix Analysis

This report presents a strategic marketing plan for Beyaz Bazaar, focusing on its sub-companies Molten Candle Co. and Hello Lola Ceramics. It explores product strategies for creating value, highlighting the unique features and diversification efforts of both companies, including customized designs and consultancy services. The report also analyzes pricing strategies, such as price transparency and varied pricing for different products, along with convenient payment options. Furthermore, it discusses integrated marketing communications (IMC) strategies, emphasizing the use of websites and social media platforms, while suggesting the incorporation of mobile apps for enhanced customer interaction. The report also touches upon distribution strategies, including online shopping, stockists, and wholesalers, to expand reach and deliver value to targeted segments. The plan aims to increase sales and raise awareness for Beyaz Bazaar and its sub-brands.

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BEYAS BAZAAR STRATEGIC MARKETING PLAN REPORT
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Marketing Mix Strategies to Create Customer Value
As a famous name in retail for interior design and styling service, it is crucial for Molten
Candle Co. and Hello Lola Ceramics to have strategic marketing plan to create value for
customers and continuously increase sales.
Product Strategies
Every incredible product commences with a reasonable plan that focuses on the
customer and the market at large (Gilligan & Wilson 2012). Molten Candle Co. produces candles
that have an attractive scent while at the same time, eco-friendly to both the user and the
environment. Moreover, the candles are packed in different sizes. The different packaging gives
the company an advantage because it attracts customers of different economic class. In addition,
Molten Candle Co has diversified its products from candles to diffusers, and bath body scrub.
This strategy allows the company to venture into new markets and thus fast growth. Hello Lola
Ceramics designs customized arts for the ceramics cups.
Moreover, Hello Lola Ceramics theme for designs is inspired by culture unique
aesthetics, which are highly attractive to customers. Custom made crafts, and good scented
candles are great product strategies because customers will be motivated to purchase the
products because of their outstanding, unique features. The fact that the Hello Lola Ceramics
designs customized arts, it is easy for the company to incorporate individual customer preference
and tastes and thus increase customer value. Moreover, Hello Lola has diversified its products
ranging from ceramic cups, gifts cards and stationery, plants, tapestry, mats and blankets, pots,
baskets, pouffes, cushions. Product diversification strategy is vital for attracting new markets,
customers and general growth in sales and the sustainability of the company.
In addition, apart from just producing tangible products, both Molten Candle Co. and

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Hello Lola Ceramics offer consultancy services on design to their customers. Nothing beats one
on one interaction with customers (Jonathan 2008). Through giving design and styling
consultancy to customers, both companies can further identify with the ever-changing customers'
tastes and preferences. Thus, it is easy for Molten Candle Co and Hello Lola Ceramics to
produce products and services that customers will appreciate.
Pricing Strategies
Pricing strategy is a system of building up a focused cost of an item or a service (50
Minutes.com 2015). Molten Candle Co and Hello Lola Ceramics have applied price transparency
on their websites. This pricing strategy improves knowledge and reduces uncertainty in
customers. In addition, pricing transparency emphasizes value to customers and not just prices.
Molten Candle Co has used different price for different products as their marketing strategy. For
example, mini candle costs $5 while 175ml candle costs $24. Hence, the company has different
products for every customer depending on their financial ability. Hello Lola Ceramics has priced
all their products at $34.99, which encourages sales of all their products because there is no
expensive or cheap product.
On the pricing strategies, Molten Candle Co and Hello Lola Ceramics have made is
simple and convenient for their customers to pay for their purchase. The company targets even
international customers through the PayPal option. Customers can pay using a card of any form
such as visa or master card. Moreover, Molten Candle Co and Hello Lola Ceramics have
partnered with Apple Inc. to come up with a pay app (Beyaz Bazaar 2018).
Integrated Marketing Communications Strategies
Having an Integrated Marketing Communications (IMC) method is the contrast
between marketing deliberately and lucking out. Molten Candle Co and Hello Lola Ceramics

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have capitalized on their websites as a way of marketing strategically. All the information
pertaining to the two companies (products, location, stores, price, and contacts) are transparent
and strategically outlined on the websites. In addition, the companies nudge the customers to
follow them on social media platforms such as Facebook, Twitter and Instagram to keep them
updated with the current news on their products. It is also easy to find the two companies on the
search browsers, which adds to their marketing advantage. IMC strategy is vital (Hughes 2016;
Kareh 2017) to Molten Candle Co.and Hello Lola Ceramics for creating a clear and concise story
of their brand across various social channels.
Molten Candle Co and Hello Lola Ceramics have skillfully integrated old media and
new media to create a brand to customers. The old media that the two companies use include
newspapers and magazines. The new media employed as a marketing tool by Molten Candle Co
and Hello Lola Ceramics are blogs, social media and billboards.
Even though Molten Candle Co and Hello Lola Ceramics have incorporated a bit of
IMC, they should come up with their mobile app. Mobile apps have been proven as one of the
most skilful marketing strategies. This way, it is easy for potential customers to come across
their companies when using their smartphones. It is also easy for the companies to interact with
customers via a mobile app than the website.
Distribution Strategies
Distribution channels help businesses expand their reach and grow revenue. Molten
Candle Co. and Hello Lola Ceramics currently use different distribution strategies, for
example, online shopping, stockists and wholesalers. By incorporating various distribution
channels, intensity, and partners, the companies enlarge their communication and

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delivering value for the targeted segments in a different stage of their decision-making
process (50 Minutes.com 2015).

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References
Beyaz Bazaar (2018) Home (online). Available from: from https://beyazbazaar.com/ (Accessed 9
Sept. 2018).
Gilligan, C. and Wilson, R. M. S. (2012) Strategic Marketing Planning. Oxford: Butterworth-
Heinemann.
Hughes, E. E. (2016) What are Integrated Marketing Communications (IMC) Strategies (online)?
Available from: https://www.linkedin.com/pulse/what-integrated-marketing-
communications-imc-erin-hughes (Accessed 9 Sept. 2018).
Jonathan, I. (2008) A new higher education marketing mix: the 7Ps for MBA marketing.
International Journal of Educational Management. 22 (4), pp. 288–299.
Kareh, A. (2017) Seven steps to a better integrated marketing communications strategy (online).
Available from: https://www.forbes.com/sites/forbesagencycouncil/2017/03/16/seven-
steps-to-a-better-integrated-marketing-communications-strategy/#497399687841
(Accessed 9 Sept. 2018).
50Minutes (2015) The Marketing Mix: Master the 4 Ps of marketing. Belgium: 50Minutes.com.