Hilti Emirates: Product Marketing Strategy and Customer Satisfaction

This dissertation investigates the impact of product marketing strategies on customer satisfaction, using Hilti Emirates as a case study. The study examines the importance of marketing in the construction industry and the challenges faced by companies in meeting evolving customer demands. It explores the company's background, problem statement, research aim, objectives, and questions, including the significance of product quality, pricing, and promotional activities. The research employs a mixed-method approach, combining quantitative and qualitative data collection, to analyze the effectiveness of Hilti's marketing efforts. The dissertation covers a literature review on marketing strategies and customer satisfaction, research methodology, data collection, analysis, and provides conclusions and recommendations for enhancing Hilti Emirates' product marketing strategies and customer satisfaction levels. The findings highlight the importance of customer service, product quality, and pricing for building a strong brand image and maintaining a competitive edge in the market.

Running head: DISSERTATION
Impact of Product Marketing Strategy on Customer Satisfaction
Case Study of Hilti Emirates
Name of the Student:
Name of the University:
Author Note:

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Abstract
The study explores the impact of the product marketing strategy on
improving the customer satisfaction. With the special references of Hilti
Emirates, the study defines how the company develops the product
marketing strategy to satisfy the expectation level of the existing customers.
The literature section of the study discusses the conceptual analysis of the
product marketing strategy that has the clear and considerable impact on
the customer satisfaction rate. On the other hand, the study also depicts that
the customer satisfaction depends on the purchasing behavior of the
customers. The value added services or the extra benefits provided by the
company can create the impact on customer satisfaction level. The
researcher first reviews the past related literatures the marketing strategy
and the relation with customer satisfaction, these literatures gave an idea
about the research variables that influence the research topic. The research
methodology describes the systematic flow of the research study by using
appropriate philosophy, approach, and research techniques. The study is
developed by conducting mixed method technique in which primary data is
collected. The primary data collection process is conducted by gathering the
quantitative and qualitative data. The responses derived from these methods
are then linked with the information collected from qualitative analysis. The
study identifies the significance of the product marketing strategies for improving the customer
satisfaction. The obtained information from the literature study indicates that the competition
among the business companies has been increasing drastically. Hilti Emirates is also focusing on
improving the product marketing strategy that can turn out to be much profitable for the future
prospects. It is identified that the customers generally opt for some of the specific services while
purchasing any product or service from a company. It is essential for the company to improve the
product quality, which is the major requirement for each of the customer. It is also recommended
that Hilti Emirates needs to pay attention towards the pricing structure of the products along with
the promotional activities. The brand image depends on the extensive promotions and the value
added services for the target customers. The information extracted from the primary data

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collection process highlights this concern regarding the service quality, price, and promotions.
The company is expected to improve these areas of concern for the betterment of the customer
service.

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Table of Contents
Chapter 1..........................................................................................................................................5
Introduction......................................................................................................................................5
1.0 Introduction................................................................................................................................5
1.1 Background................................................................................................................................5
1.2 Problem Statement.....................................................................................................................6
1.3 Background of the Company.....................................................................................................7
1.4 Research Aim.............................................................................................................................9
1.5 Research Objectives...................................................................................................................9
1.6 Research Questions....................................................................................................................9
1.7 Research Hypothesis................................................................................................................10
1.8 Research Scope........................................................................................................................10
1.9 Summary..................................................................................................................................10
2.0 Introduction..............................................................................................................................12
2.1 Concept of Product Marketing.................................................................................................12
2.2 Marketing Strategies................................................................................................................14
2.4 Concept of Customer Satisfaction...........................................................................................24
2.4.1 Theory of Customer Satisfaction..........................................................................................26
2.5 Impact of Marketing Strategies on Customer Satisfaction......................................................27
2.6 Gaps in the Literature..............................................................................................................28
2.7 Conceptual Framework............................................................................................................29
2.8 Summary..................................................................................................................................29
Chapter 3........................................................................................................................................31

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Research Methodology..................................................................................................................31
3.0 Introduction..............................................................................................................................31
3.1 Research Philosophy................................................................................................................32
3.2 Research Approach..................................................................................................................34
3.3 Research Design......................................................................................................................35
3.5 Sample Population...................................................................................................................35
3.6 Data Collection Method...........................................................................................................36
3.7 Data Analysis...........................................................................................................................37
3.8 Ethical Consideration...............................................................................................................37
3.9 Limitation................................................................................................................................38
3.10 Summary................................................................................................................................38
Chapter 4........................................................................................................................................40
Data Collection and Analysis........................................................................................................40
4.0 Introduction..............................................................................................................................40
4.1 Quantitative Data Collection...................................................................................................40
4.1.1 Demographic questions........................................................................................................40
4.1.2 Quantitative questions on product marketing strategies.......................................................45
4.1.3 Quantitative questions on product customer satisfaction.....................................................51
4.2 Qualitative Data Collection.....................................................................................................65
4.3 Summary..................................................................................................................................67
Chapter 5........................................................................................................................................68
Conclusion and Recommendation.................................................................................................68
5.0 Conclusion...............................................................................................................................68

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5.1 Linking Objective with the Primary and Secondary Data.......................................................68
Recommendation...........................................................................................................................71
5. 3Future Scope of the Research..................................................................................................72
Appendix........................................................................................................................................79
Quantitative questions on product customer satisfaction..............................................................81

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Chapter 1
Introduction
1.0 Introduction
The high level of competition in the global scale is persuading business marketers to
adopt the unique strategies to attract more customers. The demands of the customers are
changing continuously due to which the business marketers sometimes face the considerable
challenges (Mithas, Krishnan and Fornell 2013). The business marketers thus need to identify the
fruitful strategy to improve the product marketing strategy more precisely for ensuring
profitability in the future (Peppers and Rogers 2016). The study would discuss the usefulness of
the appropriate marketing strategy necessary for Hilti Emirates to satisfy the needs of the
customers. The chapter would provide the overview of the research aim, objectives, and
questions for understanding the subject matter in detail. The entire study would be developed by
conducting the research around the subject matter discussed in this chapter.
1.1 Background
According to Wei, Samiee and Lee (2014), marketing is the integral part of the business
in current scenario. Apart from accounting, production, and operational functions, marketing is
another major contributor to the business success. The business existence relies on successful
products and services, which in turn depend on successful marketing process. Therefore, the
business owners require gathering the extensive knowledge and information related to the
operational market (Johanson and Mattsson 2015). Moreover, marketing is always a critical part
of an organization’s success. The giant manufacturers such as Toyota, Microsoft and Apple,
provide the commendable efforts in structuring their marketing activities since they have to

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invest a large capital amount for their expenditures. Customer satisfaction is the major focus for
every business marketers to earn more profitability for the company (Hollensen 2015). In order
to fulfill the expectation level of the customers, it is important for the business marketers to
understand the basic needs and requirements. Accordingly, the marketing activities are needed to
be planned and executed. Hence, it can be implied that the development of the marketing
functionalities is one of the most helpful ways of increasing the customer satisfaction rate, which
would turn out to be much profitable for the business.
1.2 Problem Statement
Organisations strive to make profit by gathering the maximum number of customer base.
Therefore, most of the companies look forward to adopt effective strategies that can help in
making the customers satisfied and happy. It is essential to monitor the customer purchasing
behavior to gain more profits, values, and market share (Srinivasan and Moorman 2013). The
establishment of the strengthened customer base helps in maintaining the sustainable position of
the company for a long run. The customer satisfaction and reliability are the keys to achieve the
long-term success.
Hilti strives to provide the best solution to the customers in order to keep them much
satisfied. The company deals with the innovative technologies, which help in managing the
workforce and produce the best result for the customers. The customer satisfaction is the focus
for the company since it is the key to their survival (Baker 2014). In order to build the better
future, the company creates the enthusiastic customers. Hence, it is quite necessary for the
company to implement the best and effective marketing strategy to strengthen the brand value.
The company has developed the effective training session for the customer service team to keep
the customers properly informed about the products and services (Shi, Prentice and He 2014).

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The customer service team has the enriched knowledge about the products and services to offer
the right solutions to the target market. In addition to this, the customers can even receive
solutions for any technical concerns.
In spite of such effective customer services, the company has been facing some of the
considerable challenges these days. It is noticeable that Hitli deals with more innovative
technologies due to which the price of these technologies is supposedly higher (Armstrong et al.
2014). On the other hand, the innovative approaches are transforming the needs of the existing
customers. Within a short period, the company is bound to deliver the best quality solutions.
Hence, it is quite tough for Hilti Emirates needs to create the stronger reliability under tough
conditions. Gradually, the employees face trouble in meeting deadline while they are working
under enormous pressure. The developers get into trouble when the construction project is
delayed due to the late delivery (Luo and Homburg 2013). The equipment malfunctions create
the majority of the problems in the construction industry. Therefore, the company requires
delivering the high quality equipment with an extended service package.
1.3 Background of the Company
Hilti in a family owned company founded in 1941 in a garage in Schaan/ Liechtenstein,
now it is active in more than 120 countries all over the world and having more than 24 thousand
employees from 124 nationalities in the global team. 30% of them are direct sales force, 10% are
working in research and development that deliver 60 new and innovative products annually. The
remarkable commitments and cohesiveness among the employees are beneficial for developing
the successful marketing activities. Hilti Emirates excels through the commendable innovation,
direct customer relation, top quality products, and effective marketing strategy. However, it has
been observed that due to the extensive market innovation, the customer demands have been

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changing in a drastic way. Therefore, it has become necessary to re-organize the marketing
activities for fulfilling the demands of the customers and increasing the satisfaction rate. The
company spends 6% of the revenue on R&D, it has almost 1 million customers per year and
more than 23 thousand daily customer contact. The company business is focusing on offering
innovated services and systems for professional customers in the energy and construction fields.
The value added and cost saving services is much feasible for satisfying the customer needs. The
company has been leading the tools and chemical business in the construction market by
involving different international technology partnerships.
The company strategy also focusing on sustain differentiation and value creation for
creating enthusiastic customers and better future.Hilti also having great success with the CSR
responsibility that they care about society and environment, they are not only focusing on profit,
they do charity in many countries. Hilti has merely high priced products for customers who
demand long lifetime and reliability under tough conditions. Construction companies, which are
working under pressure and having deadline by their developers cannot easily afford delays in
the construction plan due to equipment malfunction. Hilti delivers to these contractors high
quality equipment with an extended service package, including years of free service, short time
for repair and temporary replacement when a product needs repairing. Re-structuring these
marketing activities is essential to gain the customer satisfaction that would turn out to be more
profitable. The increasing demands of the customers are the major reasons behind the increasing
competition level in the business industry. In order to remain competitive, it is essential for the
company to develop the innovative marketing process for the remarkable customer services.

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1.4 Research Aim
The aim of the research is to develop the effective product marketing
strategies that are helpful enough in increasing the customer satisfaction
level for the long term sustainability of Hilti Emirates.
1.5 Research Objectives
 To critically analyze the importance of product marketing strategies
 To understand the utilization of product marketing strategies for increasing customer
satisfaction in Hilti Emirates
 To identify the challenges faced by Hilti Marketing team in UAE applying the product
strategies.
 To provide recommendations to Hilti Emirates to improve product marketing strategies
1.6 Research Questions
 Why the product marketing strategy is important for increasing the customer satisfaction
rate?
 What are the major product marketing strategy Hilti Emirates follow to increase customer
satisfaction rate?
 What are the major challenges that Hilti Emirates would face during the implementation
of the product marketing strategy?
 What are the major areas of improvements that can ensure the high level of customer
satisfaction for Hilit Emirates?

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1.7 Research Hypothesis
H0: Product marketing strategies do not increase customer satisfaction rate
H1: Product marketing strategies increase customer satisfaction rate
1.8 Research Scope
The associated issues are influencing the customers to decrease their interests on the
products offered by the company. Hence, it is quite essential to gain back the customer
satisfaction by developing the effective customer services and the product quality with an on
time delivery process. It is necessary for the company to develop the efficient marketing strategy
to satisfy the customers with high quality product and service (Boulding et al.2013). Offering the
effective service packages and free services would be beneficial in gaining the trust of the
customers. The company can manage the requirements of the customers by implementing the
effective product marketing strategy. In addition to this, it is even noticed that the development
of the relevant strategy would help in improving the customer purchasing behavior towards the
products offered by Hilti Emirates. However, the development of the new marketing strategy is
based on the proper planning and execution process. The literature review would provide the
insightful ideas about the existing theoretical background related to the subject matter.
1.9 Summary
The chapter provides the insightful ideas about the necessity of effective marketing
strategy to develop the customer satisfaction. The research aim, objectives, and questions are
developed by identifying the problem statement. Concentrating on the problems, the further