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

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research will formulate the literature-based discussion that would be helpful enough in clarifying
the concept.

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Chapter 2
Literature Review
2.0 Introduction
The Product Marketing Strategy is considered as one of the main function and
aggregation of processes in any company that aims to create and deliver values to its customers,
which are considered as the organizations’ first priority. The importance of the product
marketing strategy comes from creating an effective and such dynamic relation between the
organization and the customer. In addition to that, it creates successful communication on the
behalf of the organization. That proves beneficial to the company and business owners or
stakeholders (Tuli and Bharadwaj, 2009). The literature study would explore the theoretical
background of the product marketing strategy that may lead towards the customer satisfaction.
The further study would provide the analysis of the complete literature based on the subject
matter.
2.1 Concept of Product Marketing
Product marketing has been playing one of the most significant roles in the business
world. According to Blut et al. (2015), product marketing is a systematic process for conveying
goods or services to the customers. The sustainability of the company depends on the effective
customer base and the development of fruitful strategies. It is noticeable that majority of the
organizations think of developing the marketing strategy in terms of advertising the brand and
establishing the public relation aspects. These activities are undertaken to structure the overall
marketing concept for establishing the strengthened brand image. According to Oliver (2014),
the conceptual ideas of the marketing strategy are associated with some of the primary activities,

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such as product development, optimal pricing, distribution, and promotions. The successful
companies focus on developing the products that are needed to be offered to the target
customers. Kumar (2015) interpreted that these companies develop the products by applying the
unique benefits along with the unique features. The smart marketers are often concerned about
retaining the existing customers by improving the product features rather than attracting the new
ones. For example, if any company provides the equipment for the construction project, the
company should try to improve the technologies by following the advanced ideas. Customers are
always concerned with the availability of the products or the services they buy. In order to apply
a successful marketing strategy, it is vital to form the habit to evaluate and reflect upon the
customers location and where to send the salesperson to meet the customer.
The advancements of the technologies would reduce the efforts and the time of
completing any construction project. Hence, the target customers would be much benefitted with
such development of the products. On the other hand, Gu and Ye (2014) implied that the
strategic pricing structure plays the important role in satisfying the customer needs. The holy
grail of the business profits focuses on the actual price of the product that would ensure the high
amount of gross profit. If any company reduces the price of the products, it might increase the
revenues and the sales volumes. However, the profit margin will be decreased. On the contrary,
keeping high price of the products would increase the profit margin, but it will decrease the sales
ratio. However, this process is still much effective in leading the company towards larger gross
profit. Therefore, it is essential for every business marketer to conduct the extensive research on
testing the pricing structure to determine the preferable prices of the products to retain the
customers.

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Every company takes the different approaches to build up the product marketing strategy
that helps in gaining the competitive advantage. It is necessary to develop unique ideas to build
good reputation and customer satisfaction. For example, Red Bull adopted the unique marketing
strategy by developing more events for product promotions (Warwick.ac.uk 2017). Even though
the product promotional strategy adopted by this company is considered as ‘anti branding’, but
the company arranged the unique events to gather the attention of the customers.
According to Verhoef and Leeflang (2013), the effective distribution process is another
most beneficial aspect of improving the customer relation of any business. Product distribution
process includes distributor, wholesalers, sales representatives, direct mails, online selling, and
catalogs. Every business marketers need to structure the cost of the sales that can be beneficial
for increasing the profit margins. On the other hand, Beck, Chapman and Palmatier (2015)
argued that the successful business marketers create the promotions, advertising, and distribution
strategies for promoting the business to the target customers. Relying on effective slogans,
sponsorships, and sales promotions are not enough for the business marketers. It is essential to
develop the unique sales approach that can be beneficial enough to attract more customers
towards the products and services. Hence, it is essential for the company to structure the
marketing strategies in a secure way that can be effective enough in attracting the customers.
2.2 Marketing Strategies
Selection of the effective marketing strategy is the major consideration for each of the
companies to attract the customers towards the products. It is needed to be considered that the
customer demands have been changing drastically in keeping pace with the advancements
brought to the business world (Slater, Mohr and Sengupta 2014). There are numerous types of
marketing strategies exist in the business scenario, such as 4P’s of Marketing, Ansoff

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Marketing, Word of Mouth, etc. the following section of the study would discuss these
marketing strategies that have the significant effects on customer satisfaction. According to
Zablah et al. (2016) in order to satisfy the customer and create brand loyalty, customers’
experiences with the product must and at least meet or exceed their expectations from the
product or service they spend their money in. Generally, customer satisfaction can be reached by
exceeding the customers’ expectations out of the product. The product image is paramount to
winning more and more customers in various markets, local or international. Saeidi et al. (2015)
stated that product image ensures the brand value of a company for determining the repeat
purchase in future.
The product image positioning influences the consumer’s behavior. As the aspiration and
achiever groups of buyers ‘desire to belong to specific worldwide consumers segments and they
are keen to buy products that associated with that group. Also company image is becoming more
and more important aspect of the international marketing strategies in making a central theme
running through different product ranges that supports the values and the visions of the
organization which can be recognized by customers and employees alike. For that reason, many
organizations have spent big effort and resources on improving and controlling the corporate
identity through communications and consistent style.
2.2.1 4P’s of Marketing Mix
Marketing mix is the process that is developed for creating values for the target
customers and ensuring the high level of satisfaction (Armstrong & Kotler, 2011). In the 1950s,
the marketing mix framework was developed to identify the market demands. The 4 Ps which are
product, place, price and promotion were being used to describe the levers that if used

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appropriately could lead to profit maximization. These four elements create the shared values for
the target customers and determine the profitability for the company
Figure 1: 4Ps of Marketing Mix
(Source: Rodriguez, Peterson and Ajjan 2015)

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Product
Product plays the most vital role in the marketing mix aspects. Terho et al. (2015)
explained that the customer dissatisfaction comes from the product features that have the power
to either satisfy or to dissatisfy the perceptive values of the customers. Every business marketer
needs to pay attention towards the basic demands or the requirements of the target clients before
they offer any particular product. The product specifications determine the profit and loss of the
company. The high quality product sustains for a longer period and it generates the positive
impacts on the customers’ mind. On the contrary, it can be argued that the lack of product
uniqueness, lower quality parameter, and lack of required features can lead to dissatisfaction.
The product image is paramount to winning more and more customers in various markets, local
or international. The right product positioning influences the consumer’s behavior.
Price
Product pricing is an important aspect and it creates impact on the purchasing decision of
the customers. Price is determined by discovering the perception of the item value on sale by
consumers. Marketers have the habit of continuously testing and re-testing the products and
services prices. Product pricing is one of the most considerable aspects that influence the
customer satisfaction. The major motto of business marketers is to attract the target clients to
purchase the products with benefits. However, the competition in the business marketer is much
higher and every business marketer adopts the significant strategy to gain the attention of these
clients. Some companies structure the pricing policy that can influence the purchasing behavior
whereas the other companies try to make the value propositions for gaining more benefits and
high prices (Korschun, Bhattacharya and Swain 2014). However, the extensive market research

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proves that customers are more likely comparing prices of the products. The psychological value
creates the most influence on the customer satisfaction rate. Hence, when they receive the better
quality product with lower price, they would be much satisfied. However, the reasonable pricing
is always preferable in order to gain much profitability for the better future prospect. They sell
the product to make sure that the company’s prices are still suitable to the realities of the market
situation. Sometimes it is necessary to reduce the prices depending on the market demand
fluctuations and density of the competition faced, or maybe due to the financial situation of the
country that consumers cannot afford to buy the product or the service. In other times, it can be
suitable to increase prices depending on market circumstances, if the raw material which
affecting the product cost like metal, oil or sometimes the currency of the country drops which
can impact the product cost then the company should consider increasing the pricing in order to
maintain certain growth profit margins.
Price creates the sales revenue to the company while all other elements are considered as
costs. Jahanshani et al. (2014) implied that pricing structure is the major aspect that creates value
and determines the purchasing behavior of the target customers. In theory, price is determined by
discovering the perception of the item value on sale by consumers. Marketers have to develop
the habit of continuously testing and re-testing the products and services prices they sell to make
sure that the company’s prices are still suitable to the realities of the market situation. Sometimes
it is necessary to reduce the prices depending on the market demand fluctuations and density of
the competition faced, or maybe due to the financial situation of the country that consumers
cannot afford to buy the product or the service. Pricing policy for any company will vary
according to market circumstances and time. Meanwhile organizations need to change from time

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to time their terms and conditions of sale in order to maximize the profitability and increase
revenue and maximize the profit.
Place
The place of the marketing mix refers to the distribution channel of the product. It is
noticed that the wider place for the product distribution is much favorable for the customers. The
customers seek for the products that are accessible to them and easily available. Ryan (2016)
suggested that business companies require concentrating on the development of the distribution
process in a significant way since it affects the profitability parameter. Customers are always
concerned with the availability of the products or the services they buy. It is necessary to select
the appropriate location for selling the products to the target customers. The accessible location
is always preferred by the clients since they seek reliability at the initial stage. If the customers
can reach out to the location, it would create more value and demands. On the other hand,
focusing on the market competitiveness is also essential for selecting the appropriate place for
the business. Company may experience loss in a competitive market unless it offers the high
value added services to the customers. The business marketers have to be strategically efficient
in such regards.
Customers are always concerned with the availability of the products or the services they buy. In
order to apply a successful marketing strategy, it is vital to form the habit to of evaluate and reflect upon
the customers location and where to send the salesperson to meet the customer. Also where to store the
stock and production facilities, that lead to reduce transportation costs, sometimes it reduces required
labor cost which impact on the direct cost of the product that give the company a chance to change the
pricing and increase profit also to be more competitive in the market. The successful formula is how to

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get the right product to the right place at the right time using effective distribution systems. All products
need effective distribution structures (Onkvisit and Shaw, 1993).
Promotions
The final component of marketing mix is promotion that includes the integrated
marketing communications. The advertising process is considered as the major medium of
promoting the product or service. It is notable that the promotional strategy is associated with the
product pricing decisions. It is necessary for the business marketers to formulate the structured
budget to develop a marketing plan (Pappas 2016). The advertisements or the promotional
process depends on the costs determined in the marketing plan budget. Some companies choose
to combine the products with the services prices together at special offers, or include some items
free of cost to make its prices more attractive to the customers and courage them to buy. Offering
special services with the product like extended warranty or service contract, all these can fall
under promotions (Hallbäck and Gabrielsson 2013). The successful companies focus on
developing the products that are needed to be offered to the target customers. These companies
develop the products by applying the unique benefits along with the unique features. Providing
discounts, free services, extra benefits, and value added services is also the significant part of the
promotional strategy that the company can develop.
It is stated that every company needs to measure the level of its marketing mix strategies
that are able to contribute to the customer satisfaction and loyalty will help the company to
increase its sales and maximize the profits, which leads to achieve their marketing target.
Marketing mix elements the 4Ps discussed earlier are the controllable tools for any company that
will contribute to have customers’ satisfaction and loyalty (Sable 2013). According to previous
studies it was found that customer satisfaction leads to customer loyalty, stating that in every

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market and business, customers need to be satisfied before they can become loyal. It is very
important for any manufacturer or company to deliver excellent service a good quality product or
service to the end user to create good reputation and ensure customer satisfaction.
2.2.2 Ansoff Matrix
Ansoff Matrix is another fruitful marketing strategy that has the significant impact on the
customer satisfaction. Appiah-Adu and Amoako (2016) explained that Ansoff Matrix is
considered as one of the most flexible marketing tools that aid the business by determining the
product and market growth. H. Igor Ansoff introduced this model to provide the fruitful insight
into the business management. The ansoff matrix is associated with four major components, such
as product development, market penetration, diversification, and market development. These
components are discussed further.

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Figure 2: Ansoff Matrix
(Source: Cohen et al. 2015)
Market Penetration
Market penetration determines the existence of the products in the existing market. It is
assumed that the rapid growth in the business scenario has been transforming the demands of the
customers (Park, Mishra and Wozniak 2014). The future exploitation of the products is also one
of the considerable concerns for the changing product outlook. However, Pizam et al. (2016)
argued that the focus of the companies is to satisfy the target customers for the business
sustainability. The market penetration strategy is sometimes risky since the products are already

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familiar to the market (Hussain et al. 2013). It is useful for the company to identify the
appropriate way to increase the usage of the product by undertaking the various initiatives.
Product Development
The next component of Ansoff Matrix is the product development strategy. In this
strategy, the new products are introduced to the existing market. In some of the cases, the
product development process is different to the method of introducing a new product. The
business marketers look forward to increase the profit scale due to which they sometimes need to
make some modifications of the existing products (Chiu, Tzeng and Li 2014). This product
development process is mainly associated with the product performance and quality. The major
focus of product development is to make the product more appealing to the customers. Hence,
product development is one of the most fruitful strategies to increase the customer satisfaction
rate.
Market Development
The third component of the Ansoff Matrix is market development, which is also
considered as Market Extension. Huang and Sarigöllü (2014) defined that market development is
the procedure of selling the existing product to a new market. The strategy determines that the
existing products would be introduced to the new market. The identification of the market
segmentation is essential for developing the new market. The new distribution channels, the new
geographic market, different pricing policies,, and new product packaging are the different
approaches that are associated with this dimension.

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Diversification
The last dimension of Ansoff Matrix is the product diversification. This strategy initiates
the idea that the organizations require selling the new products at the new market
simultaneously. This strategy is quite risky since it involves the unknown products and market.
The market acceptability is the major concern for the business in this development strategy
(Hanssens et al. 2014). Product diversification is essential for the business marketers to create
the customer buzz. The customer satisfaction depends on the values of the received services.
They generally seek the innovativeness that can be effective enough in differentiating from other
brands. Therefore, product diversification is necessary for the business marketers to influence the
customer satisfaction rate. The value added services are much important to increase the sales
ratio of the company.
The above discussion provides the development of the products and market in a
competitive scenario. Following these dimensions, the organizations would be able to achieve
the customer satisfaction level. The successful companies focus on developing the products that
are needed to be offered to the target customers. These companies develop the products by
applying the unique benefits along with the unique features (Kumar 2015). The smart marketers
are often concerned about retaining the existing customers by improving the product features
rather than attracting the new ones. For example, if any company provides the equipment for the
construction project, the company should try to improve the technologies by following the
advanced ideas. In addition to these strategies, it is essential to gather the knowledge about the
concept of customer satisfaction (Helm and Gritsch 2014). The further section of the study will
provide the conceptual analysis of customer satisfaction and the impact of marketing strategy to
satisfy the customers.

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2.4 Concept of Customer Satisfaction
According to Khan (2014) customer satisfaction measures whether the customers are
satisfied with the product or the services offered by a particular brand. It develops the idea about
the expectation level of the customers. It is to be indicated that customer satisfaction is an
abstract concept that depends on different factors, such as product or service quality, business
location, and the product price. Many of the business marketers usually use the market survey
method to measure the satisfaction level of the customers. The surveys generally include the
ideas related to the following aspects:
 Whether the product or service quality is satisfying the needs of the customers or not
 The product value relative to the prices- the functions of price and quality
 Product availability, availability of the sales assistance, on time delivery, and time related
issues
 Store ambience, cleanliness, and the shop environment
 Issues with the service personnel, their behaviour, and knowledge about the product or
service specifications
 Location convenience
The obtained ideas from the survey result would determine whether the customers are
satisfied are satisfied with the products and the services offered by the company. Achieving the
satisfaction level of the customers would lead the company towards enormous success in this
competitive business ground (Hallbäck and Gabrielsson 2013). Moreover, the company can even
secure the sustainable position in the competitive business scenario for longer time.

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DISSERTATION
Customer satisfaction mediates relationship between the customer loyalty and marketing
strategies or marketing mix. it can be suitable to increase prices depending on market
circumstances, if the raw material which affecting the product cost like metal, oil or sometimes
the currency of the country drops which can impact the product cost then the company should
consider increasing the pricing in order to maintain certain growth profit margins. Many
organizations have found that the amount of resources and efforts utilized in production do not
justify a certain product or service profitability. Hence, raising prices may lead to losing a
percentage of the market share which can lead to losing transactions that can lead to less revenue
and minimizing the profit. However, the remaining percentage can still generate more profit on
every transaction made. It is crucial to make surveys and researches on customers’ opinions
about the company’s pricing decisions and how do the customers find the prices, as it indicates
how customers will value what they buy as well and is it worth of what they pay or not.
2.4.1 Theory of Customer Satisfaction
Hallbäck and Gabrielsson (2013) presented the argument by stating that customer
satisfaction depends on the psychological perceptions of the target customers regarding the
product or service specifications. Assimilation theory of customer satisfaction provides the
insights regarding the perceptive values of the customers. The theory specifies that there is the
clear linking between the satisfaction and expectation of the customers. However, Helm and
Gritsch (2014) argued that the theory does not specify whether the disconfirmation of the
expectations would lead to either satisfaction or dissatisfaction. Again, the theory focuses on the
factors that motivate the customers to adjust their perceptions and expectations about the product
or service performance. It is to be stated that the perception of the customers is highly influenced
by the product performance. Another theory of customer satisfaction is Contrast Theory, which

28
DISSERTATION
specifies the tendency to magnify the different perspectives of the customers. It presents the
alternative views of the consumers to predict the perceptions. However, it is argued that the
theory focuses only on the reaction of the customers rather than identifying the dissonance.
Hence, the theoretical analysis is also somewhat limited.
2.5 Impact of Marketing Strategies on Customer Satisfaction
It is considerable that the organisations develop the unique marketing strategy to attract
more customers and promote the brand image. The customer satisfaction is the key driver to
acquire the competitive advantage in this business scenario. Customer loyalty is the major
weapon for the business marketers to increase the profitability level (Chiu, Tzeng and Li 2014).
The holy grail of the business profits focuses on the actual price of the product that would ensure
the high amount of gross profit. If any company reduces the price of the products, it might
increase the revenues and the sales volumes. However, the profit margin will be decreased. On
the contrary, keeping high price of the products would increase the profit margin, but it will
decrease the sales ratio. However, this process is still much effective in leading the company
towards larger gross profit. A satisfied or loyal customer even agrees pay the high price product
for the brand if it meets the expectation level. Hence, after a certain period, the business
marketers can increase the product price to enhance the profitability level. The successful
companies focus on developing the products that are needed to be offered to the target
customers. These companies develop the products by applying the unique benefits along with the
unique features (Kumar 2015). The smart marketers are often concerned about retaining the
existing customers by improving the product features rather than attracting the new ones. For
example, if any company provides the equipment for the construction project, the company
should try to improve the technologies by following the advanced ideas.

29
DISSERTATION
Within this time, it is important to build the effective customer relationship by applying
the appropriate marketing strategies. Any of the product marketing strategy needs to encompass
competitive advantage, product positioning, and customer satisfaction. According to Pizam et al.
(2016), customers generally opt for the product value that would satisfy their needs whenever
they would pay for it. The extensive market research is thus useful for the business marketers to
understand the basic demands of the customers. The factors of product quality, specifications,
and convenience are the major concerned areas to achieve the customer satisfaction level
(Hallbäck and Gabrielsson 2013). Hence, the marketing strategies are formulated to influence
these criteria and acquire the customers’ satisfaction. It can be implied that these marketing
strategies have the significant impact on the customer satisfaction aspects.
2.6 Gaps in the Literature
The literature provides the extensive knowledge about the product marketing strategy
that creates impact on the customer satisfaction. The major gap identified in gathering the
updated information regarding the subject matter. The continuous changing business scenario has
been changing the organizational functionalities and customer demands as well. The research
requires the upgraded information related to the subject area. Hence, the lack of updated source
of information is one of the major gaps identified in the literature section. On the other hand, it
does not provide the ideas about the customers’ behavior while making the purchase decisions.
Therefore, it can be implied that in spite of containing the relevant information about the subject,
the literature study is quite limited.

Product Marketing
Strategy
Customer Satisfaction
Ansoff Marketing4P’s of Marketing
Product Price Place Promotion
Impact of Product Marketing Strategy on Customer Satisfaction
30
DISSERTATION
2.7 Conceptual Framework
Figure 3: Conceptual Framework
(Source: Created by the Author)
2.8 Summary
The chapter provides the theoretical background of the marketing strategy that helps in
increasing the customer satisfaction level. The different types of marketing strategy are described

31
DISSERTATION
in this literature-based study. The chapter also provided the underlying concept of customer
satisfaction through the development of the appropriate marketing strategy. Such secondary
information would be used for linking with the results derived from the primary data collection
process.

32
DISSERTATION
Chapter 3
Research Methodology
3.0 Introduction
Research methodology is the systematic method of conducting research. The structured
research design is essential to understand the appropriate method of managing the information
collected from the different source. The study explores the concept of product marketing strategy
that has the clear impact on the customer satisfaction. The research methodology is described in
the sequential process that includes different layers. The layers include a set of research
techniques that are used in the research and those research techniques exist in the form of layers
as onion. The research philosophy remains as the first layer of the research methodology.
However, three different forms of research philosophies such as positivism, interpretivism and
realism exist in the first layer of the research methodology. Likewise, the research approach
exists at the second layer of the research methodology model. Research approaches are usually
divided into two different categories such as deductive and inductive. Research design exists at
the third layer of the research method. Similarly, the data collection techniques remain in the
fourth layer of research onion model in which the primary and secondary sources would be used
for collecting the necessary information.

33
DISSERTATION
Figure 1: Research onion Model
(Source: Flick 2015)
3.1 Research Philosophy
Research philosophy is considered as the method of describing, analyzing, and using the
phenomenon. Research philosophy is generally based on three different typologies, such as
positivism, realism, and interpretivism. The positivism and the realism philosophies deal with the
extraction of the hidden truth based on the real life experience or scenario. The positivism
philosophy identifies the extent of truth that is necessary for analyzing the scenario in a detailed
way. On the other hand, interpretivism deals with the human manipulation and interpretation of
the real scenario. Pragmatism acknowledges concept relevant only if it backed by supportive
content and action. Therefore, there is no particular way of undertaking a research and various

34
DISSERTATION
approaches can be used to reach the desired goal in the study. Even though positivism and
interpretivism are generally used in business and academic research, occasional need of changing
the paradigm will take pragmatism in to account. Thus, pragmatism incorporates more than one
research approaches in the study.
This study is based on the conceptual analysis of product marketing strategy that creates
the customer satisfaction of Hilti Emirates. Positivism philosophy extracts the hidden truth by
analyzing the responses derived from the people who have been experiencing the real life
scenario. Analyzing this response would measure the extent of customer satisfaction developed
due to the implementation of product marketing strategy by the company. However, as both
quantitative and qualitative analysis of data will be conducted, pragmatism is the suitable
methodology of research.

35
DISSERTATION
Figure 2: Research Philosophy
(Source: Taylor, Bogdan and DeVault 2015)
3.2 Research Approach
Research approach is classified into two different sections, such as inductive and
deductive. The difference between the two approaches that deductive approach testing theory
and it is aimed while inductive is focusing on the new theories emerging from data (Gamage,
2013). The Inductive research studying several cases in order to generate a theory to be applied
in general situation. The Deductive research is to apply certain theories oncertain situations to
generate applications (Bansal and Taylor 2015). The Inductive research approach is rooted from
paradigms like interpretivism. While the deductive research approach rooted from paradigms
such as positivism. The researcher believe that deductive approach is the right approach for the
research and more suitable to this study than inductive research.

36
DISSERTATION
Figure 3: Research Approach
(Source: Sekaran and Bougie 2016)
3.3 Research Design
Research design is divided into three major divisions, such as exploratory, explanatory,
and descriptive. Exploratory research design is the most useful part of the business marketing
strategy. It explores the insights by analyzing the accurate data. Explanatory research is
quantitative in nature and quite structured. It creates the relationships between the variables. On
the other hand, the descriptive design presents the information in detail and develops an
understandable structure of the research. A mixed method is used to nullify the limitation of
using a single design in research. In this mixed method is used for validating the existing theories
and address the questions in different layers and levels. Sequential explanatory, sequential
exploratory, sequential transformative, concurrent nested and concurrent triangulation are the
different research designs in mixed method. In this study, sequential explanatory design is used
in which initially the quantitative data analysis is carried out and then qualitative analysis is
executed. The qualitative analysis will interpret, validate and provide a different dimension to
the quantitative data that has been collected.
3.5 Sample Population
There are two types of sampling used in researches, probability sampling and non-
probability sampling (Saul Mcleod, 2014). Due to limitation of time the researcher selected
probability sampling “Stratified Random Sampling”. According to Saul, in the stratified random
sampling the researcher identifies the various types of people that make up the population that
targeted by the researcher and works out the proportions required for the sample to be

37
DISSERTATION
representative. In stratified sampling, the overall population sample is divided in to non-
overlapping groups and random population is selected using simple random sampling.
The advantage of this method that the sample is highly representative of the targeted population
hence the researcher can generalize the obtained results. (Saul Mcleod, 2014).
The researcher has selected sample for the study is made up of Hilti’s customers
specifically, the population sample consists of 35 customers from contracting companies in the
construction market in UAE specifically in Dubai. In the sample population, it was desirable to
choose Hilti customers because it is more practical to gather the needed information from them
and measure about how they perceive the Hilti products and to what extent they are satisfied with
the products and services that Hilti offers in the UAE market.
Hence, the collection of customer point of views in the UAE construction market was
more effective with respect to give more understanding about the effectiveness of Hilti product
marketing strategy in several business units from engineering and non-engineering products on
the customer satisfaction and what makes them pay more money to get Hilti products and
services. The sample population is also appropriate and manageable for the study because as it
involves questionnaire in the interviews hence ensuring that as much data is collected within the
shortest period due to time limitation.
3.6 Data Collection Method
The study is based on the mixed method research in which primary data is collected. The
primary data collection process is organized by developing two types of data collection, such as
quantitative data collection and qualitative data collection. In the quantitative data collection
process, the questionnaires are distributed among 50 customers of Hilti Emirates. The

38
DISSERTATION
questionnaires are distributed through Facebook and these include the open-ended questions. The
customers have been experiencing the real life scenario in purchasing the products offered by
Hitli Emirates. These customers have presented their concerns regarding the services and the
product quality that they have received from the company. The information is necessary for
understanding the areas of improvements for ensuring customer satisfaction.
On the other hand, the qualitative data collection process is associated with the
telephonic interview session in which 2 managers of Hilti Emirates has participated to discuss
the strategic decisions. The managers have discussed the strategic steps undertaken by the
company to satisfy the needs of the customers. The information received from the managers is
much beneficial for understanding the effectiveness of the appropriate marketing strategy on
customer satisfaction.
3.7 Data Analysis
The collected data is required to analyze in a systematic way. The information received
from the primary data collection process is analyzed by using the software called MS Excel. The
presentation of the graphs and charts is used for making the information look more attractive and
adequate. On the other hand, the interpreter can be used for memorizing the information received
from the managers of Hilti Emirates.
3.8 Ethical Consideration
As the researcher is an insider he will seek permission from Hilti Management Team
before approaching the selected sample from Hilti customers for the interviews, the researcher
pays attention to the required ethical standards as he is engaging human subjects in his study.
The researcher even cannot persuade any of the respondents to answer any question. The

39
DISSERTATION
researcher will get permission from the selected sample informing them that they will be a part
of his study voluntarily without any form of pressure. In addition to that, the researcher will
consider the confidentiality, meaning that all the details for the participants, their organizations,
positions, answers during the interview will remain confidential and will not be disclosed to
unless under their permission. The maintenance of the authentic source is also necessary for the
research study.
3.9 Limitation
Collecting the quantitative and qualitative data is quite time consuming. Therefore, the
researcher finds time constrains is the major limitation for the study. However, the researcher
utilized the available time and done proper planning for the selected sample to be in contracting
companies which are having a team of procurement engineers and these companies not to be so
far from each others to make sure that the visits will not take longer than planned. Also the study
will be limited to Hilti Emirates only and it will be limited to Dubai customers only, also the
study will be limited to the main offices of the contracting company due to time constrains the
researcher will not visit the job sited and interview customers at site, he will be only visiting the
procurement teams in the main offices not site offices.
3.10 Summary
The researcher has used in the study deductive approach with pragmatism research
philosophy for the research. The research design is sequential explanatory and the research
nature is mixed method consist of both quantitative and qualitative analysis of data. The
researcher chose probability sampling “Stratified Random Sampling. Meanwhile, the researcher
has ensured in the study all the ethical considerations and pointed out the possible limitations for
the research.

40
DISSERTATION
Chapter 4
Data Collection and Analysis
4.0 Introduction
The chapter would provide the survey result derived from the quantitative data collection
process. The customers who have been dealing with the products offered by Hilti Emirates have
participated in this survey. The chapter would also focus on the results obtained from the
qualitative data collection process. This qualitative data collection was conducted by undertaking
the telephonic interview of 2 managers of Hilti Emirates. The responses derived from these
methods would ensure the real scenario of the company. The further discussion is as follows
4.1 Quantitative Data Collection
4.1.1 Demographic questions
Q.1) How long have you been dealing with Hilti Emirates for?
Table 4.1: Tenure
(Source: Created by the Author)
Option Response Frequency Number of Responses Total Respondents
Less than 6 months 42% 21 50
6 Months- 1 year 22% 11 50
1-3 years 20% 10 50
More than 3 years 16% 8 50

41
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42%
22%
20%
16%
Tenure
Less than 6 months
6 Months- 1 year
1-3 years
More than 3 years
Graph 4.1: Tenure
(Source: Created by the Author)
Findings and Analysis
The obtained idea from this questionnaire signifies that majority 42% of the customers
are quite new. They have been dealing with the products offered by Hilti Emirates for less than 6
months. Almost 22% of the customers have been dealing for 6 months to 1 year whereas 20% of
the customers have been for 1-3 years. Remaining 16% of the customers are quite old and they
have been using the products for more than 3 years. The findings ensure that Hilit Emirates
requires concentrating on the customer retention policies. Majority of the customers are new,
which defines that the company is unable to retain the customers with proper marketing strategy.
Hence, it can be implied that the company need to concentrate on developing the structured

42
DISSERTATION
marketing strategy that can help in satisfying the customers and retaining them for the long-term
basis.
Q.2) How far do you agree that Hilti Emirates provides the best quality product?
Table 4.2: Product Quality
(Source: Created by the Author)
Option Response Frequency Number of Responses Total Respondents
Strongly Agree 6% 3 50
Agree 22% 11 50
Neutral 36% 18 50
Disagree 20% 10 50
Strongly Disagree 16% 8 50
Strongly Agree Agree Neutral Disagree Strongly Disagree
6%
22%
36%
20% 16%
Response Frequency

43
DISSERTATION
Graph 4.2: Product Quality
(Source: Created by the Author)
Findings and Analysis
The obtained idea from the above questionnaire initiates the idea that majority 36% of the
respondents have been biased against the question regarding the product quality. It has been
observed most of the people are not satisfied with the quality parameter of the products offered
by Hilti Emirates. However, some of the customers are even satisfied with the quality, but the
ratio is lesser in compare to those who are dissatisfied. Hence, it is quite clear that the company
requires focusing on upgrading the quality level of the products before it is sold to the potential
customers. the proper quality check and monitoring would also be much helpful to gain trust and
satisfaction after selling the products. The quality improvement is thus considered as the major
concern for the company.
Q.3) Which of the following aspects do you think need improvements?
Table 4.3: Improvement Areas
(Source: Created by the Author)
Option Response Frequency Number of Responses Total Respondents
Product Quality 48% 24 50
Price 22% 11 50
Customer Service 16% 8 50
Timely Delivery 14% 7 50

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DISSERTATION
Product Quality Price Customer Service Timely Delivery
48%
22% 16% 14%
Improvement Area
Graph 4.3: Improvement Area
(Source: Created by the Author)
Findings and Analysis
The obtained idea from the above questionnaire identifies that majority 48% of the
customers are concerned about the quality parameter, which is followed by 22% of the customers
who mentioned about the price. On the other hand, almost 16% of the customers think that the
company requires improving the customer service and remaining 14% of the customers
mentioned about timely delivery. It is important for Hilti Emirates to improve the quality
parameter at the first place. On the other hand, it is necessary for the company to concentrate on
the pricing structure to determine the customer satisfaction level.

45
DISSERTATION
4.1.2 Quantitative questions on product marketing strategies
Q.4) How far do you agree that effective pricing strategy has positive impact on product
marketing strategies?
Table 4.4: Pricing Strategy
(Source: Created by the Author)
Option Response Frequency Number of Responses Total Respondents
Strongly agree 48% 24 50
Agree 32% 16 50
Neutral 4% 2 50
Disagree 6% 3 50
Strongly disagree 10% 5 50
Strongly agree Agree Neutral Disagree Strongly disagree
48%
32%
4% 6% 10%
Pricing Strategy

46
DISSERTATION
Graph 4.4: Pricing Strategy
(Source: Created by the Author)
Findings and Analysis
This question will address the impact of pricing strategy on product marketing strategies.
The findings of the study suggest that 485 of the respondents strongly agree to the fact that there
is positive influence of pricing strategy on product marketing strategies. The majority of the
respondents are supported by 32% of the respondents and 4% of the respondents are indifferent
towards the question. On the contrary, 16% of the respondents have disagreed to the research
question. However, marketing theory discussed in the literature review suggest that effective
pricing strategy is essential for the success of product marketing strategies. The majority of the
respondents have provided similar opinion, which indicates that formulating effective pricing
strategy is essential for developing a feasible product marketing strategy.

47
DISSERTATION
Q.5) How far do you agree that promotional strategy has positive impact on product marketing
strategies?
Table 4.5: Promotional strategy
(Source: Created by the Author)
Option Response Frequency Number of
Responses
Total Respondents
Strongly agree 46% 23 50
Agree 34% 17 50
Neutral 2% 1 50
Disagree 6% 3 50
Strongly disagree 12% 6 50

48
DISSERTATION
Strongly agree Agree Neutral Disagree Strongly disagree
46%
34%
2% 6%
12%
Promotional strategy
Graph 4.5: Promotional strategy
(Source: Created by the Author)
Findings and analysis
This question will highlight the impact of promotional strategy on product marketing
strategies. The findings of the study suggest that 46% of the respondents strongly agree to the
fact that there is positive influence of promotional strategy on product marketing strategies. The
majority of the respondents are supported by 34% of the respondents and 2% of the respondents
are indifferent towards the question. On the contrary, 18% of the respondents have disagreed to
the research question. The marketing theories discussed in the literature review states that
promotional strategies are important for improving the product marketing strategy. Promotion is
an essential part of marketing and the recent trends suggest that business strategies have become
marketing oriented. Promotion is critical is reaching out to the customer so that their need is

49
DISSERTATION
generated. Need generation is the first key step of buying process and this will be effect the
buying behavior of the consumers in the market.
Q.6) How far do you agree that product development strategy has positive impact on product
marketing strategies?
Table 4.6: Product development
(Source: Created by the Author)
Option Response Frequency Number of
Responses
Total Respondents
Strongly agree 50% 25 50
Agree 34% 17 50
Neutral 0% 0 50
Disagree 8% 4 50
Strongly disagree 8% 4 50

50
DISSERTATION
Strongly agree Agree Neutral Disagree Strongly disagree
50%
34%
0%
8% 8%
Product development
Graph 4.6: Product development
(Source: Created by the Author)
Findings and Analysis
This question will depict the impact of product development strategy on product
marketing strategies. The findings of the study suggest that 50% of the respondents strongly
agree to the fact that there is positive influence of product development on product marketing
strategies. The majority of the respondents are supported by 34% of the respondents and 0% of
the respondents are indifferent towards the question. On the contrary, 16% of the respondents
have disagreed to the research question. The discussed marketing strategies in the literature
review suggest that identifying the needs and wants of the consumers is important. Product
development is thus significant, as it should mitigate the needs and wants of the consumers in the

51
DISSERTATION
market. The findings of the study are indicating the same thing that product development is
essential for providing the consumers with added value.
4.1.3 Quantitative questions on product customer satisfaction
Q.7) How far do you agree that product quality has positive impact on customer satisfaction?
Table 4.7: Product quality
(Source: Created by the Author)
Option Response Frequency Number of
Responses
Total Respondents
Strongly agree 48% 24 50
Agree 30% 15 50
Neutral 0% 0 50
Disagree 14% 7 50
Strongly disagree 8% 4 50

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DISSERTATION
48%
30%
14%
8%
Product quality
Strongly agree Agree Neutral Disagree Strongly disagree
Graph 4.7: Product quality
(Source: Created by the Author)
Findings and analysis
This question will highlight the impact of product quality on customer satisfaction. The
findings of the study suggest that 48% of the respondents strongly agree to the fact that there is
positive influence of product quality on customer satisfaction. The majority of the respondents
are supported by 30% of the respondents and 0% of the respondents are indifferent towards the
question. On the contrary, 22% of the respondents have disagreed to the research question. The
quality of product is essential especially as it is proving technical equipments to its target
consumers. Globalization has increased the competition in the market and maintaining product
quality is essential for maintaining competitive advantage in the market. The findings of the

53
DISSERTATION
study are indicating the same thing but it can only be validated by qualitative analysis later on in
this chapter.
Q.8) How far do you agree that service quality has positive impact on customer satisfaction?
Table 4.8: Service quality
(Source: Created by the Author)
Option Response Frequency Number of
Responses
Total Respondents
Strongly agree 52% 26 50
Agree 28% 14 50
Neutral 4% 2 50
Disagree 8% 4 50
Strongly disagree 8% 4 50

54
DISSERTATION
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
52%
28%
4%
8%
8%
Service quality
Graph 4.8: Service quality
(Source: Created by the Author)
Findings and Analysis
This question will address the impact of service quality on customer satisfaction. The
findings of the study suggest that 52% of the respondents strongly agree to the fact that there is
positive influence of service quality on customer satisfaction. The majority of the respondents
are supported by 28% of the respondents and 4% of the respondents are indifferent towards the
question. On the contrary, 16% of the respondents have disagreed to the research question. As
discussed earlier in chapter 2, service quality is crucial in improving the experience of the
consumers. Service quality has lot of aspects and fulfilling each of the aspect is essential for
providing better customer experience. Enhancement in customer experience will provide better
customer satisfaction and the findings of the study is indicating the same thing.

55
DISSERTATION
Q.9) How far do you agree that customer experience management has positive impact on
customer satisfaction?
Table 4.9: Customer experience management
(Source: Created by the Author)
Option Response Frequency Number of
Responses
Total Respondents
Strongly agree 60% 30 50
Agree 22% 11 50
Neutral 6% 3 50
Disagree 8% 4 50
Strongly disagree 4% 2 50

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DISSERTATION
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
60%
22%
6%
8%
4%
Customer experience management
Graph 4.9: Customer experience management
(Source: Created by the Author)
Findings and analysis
This question will portray the impact of customer experience management on customer
satisfaction. The findings of the study suggest that 60% of the respondents strongly agree to the
fact that there is positive influence of customer experience management on customer satisfaction.
The majority of the respondents are supported by 22% of the respondents and 6% of the
respondents are indifferent towards the question. On the contrary, 12% of the respondents have
disagreed to the research question. Customer experience management is a key component of
adding value to the service and the findings of the study is indicating the same thing which
suggest that by proving the consumers with better customer experience, customer satisfaction
level can be increased.

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DISSERTATION
Regression Analysis
SUMMARY
OUTPUT
Regression Statistics
Multiple R
0.8426710
88
R Square
0.7100945
62
Adjusted R
Square
0.7040548
66
Standard Error
0.3839560
96
Observations 50
ANOVA
df SS MS F
Significan
ce F
Regression 1
17.332619
27
17.332
62
117.57
12
1.67522E-
14

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DISSERTATION
Residual 48
7.0762696
21
0.1474
22
Total 49
24.408888
89
Coefficien
ts
Standard
Error t Stat
P-
value
Lower
95%
Upper
95%
Lower
95.0%
Upper
95.0%
Intercept
0.2070175
44
0.1717103
86
1.2056
2
0.2338
74
-
0.1382293
21
0.552264
409 -0.13823 0.552264
X Variable 1
0.9296398
89
0.0857361
98
10.843
03
1.68E-
14
0.7572557
13
1.102024
065 0.757256 1.102024
PROBABILITY OUTPUT
Percentile Y
1 1
3 1
5 1
7 1

59
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9
1.3333333
33
11
1.3333333
33
13
1.3333333
33
15
1.3333333
33
17
1.3333333
33
19
1.3333333
33
21
1.3333333
33
23
1.3333333
33
25
1.3333333
33
27 1.3333333

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DISSERTATION
33
29
1.3333333
33
31
1.6666666
67
33
1.6666666
67
35
1.6666666
67
37
1.6666666
67
39
1.6666666
67
41
1.6666666
67
43
1.6666666
67
45
1.6666666
67

61
DISSERTATION
47
1.6666666
67
49
1.6666666
67
51
1.6666666
67
53 2
55 2
57 2
59 2
61
2.3333333
33
63
2.3333333
33
65
2.3333333
33
67
2.3333333
33

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DISSERTATION
69
2.3333333
33
71
2.3333333
33
73
2.3333333
33
75
2.3333333
33
77
2.3333333
33
79
2.3333333
33
81
2.3333333
33
83
2.6666666
67
85
2.6666666
67
87 2.6666666

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67
89
2.6666666
67
91 3
93
3.3333333
33
95
3.3333333
33
97
3.6666666
67
99 4
0 20 40 60 80 100 120
0
1
2
3
4
5 Normal Probability Plot
Sample Percentile
Y

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Regression analysis will define the relationship between the independent variable and the
dependent variable. In this current study, the F value is 1.67522E-14, which is less than 0.05 and
that means that the null hypothesis in the study is rejected. The alternative hypothesis in the
study is accepted which means that product development strategy has positive influence of the
customer satisfaction. The value of multiple R is 0.842671088, which is greater than 0.8 and this
means that goodness of fit of the regression line is high in the study. This means that majority of
the data collected will fall within the regression line. The value of R2 is 0.710094562, which
means that the independent variable is able to explain 70% of the dependent variable. Moreover,
the value of R2 is close to one, which means that there is positive correlation between the
variables. The regression equation in the current study is y= 0.929639889x+0.207017544, which
means that increase in value of x will increase the value of y.
The normality plot shows the normality of the data collected in the study and in this
current study, the normality curve is almost a straight line. This means that the data is normally
distributed having high degree of reliability and validity. However, the conclusion can only be
reached after evaluation of the qualitative data.

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4.2 Qualitative Data Collection
Interview has been conducted by involving two managers from marketing department of
Hilti Emirates.
Q.1) Do you think that Hilti Emirates has been following the suitable marketing strategy to
attract more customers?
In this particular question, the first manager of marketing department from Hilti Emirates
has pointed out that Hilti’s main objective in promotion is to emphasize its quality and service. Hilti
offers the lifetime warranty on the products. Hilti slogan is “Outperform Outlast” states the advantage of
buying Hilti products. The company uses complete different channels than other competitors to reach its
customers. Hilti never made advertisements in the newspapers or signboards. Hilti promotes itself by
reaching its customers and face-to-face visits as mentioned earlier there are around 350 representatives
and advisors active for Hilti Emirates to be in direct contact with the customers. They take orders and
advise Hilti customers with the right solutions, they offer training and demonstration and job sites, this
service is very importance for many consumers, especially contracting companies.
Describing the marketing strategies of Hilti Emirates, another manger revealed that Hilti is
providing a service called Fleet Management that makes the customers have the option to lease their
tools instead of buying these equipments. During the rental period Hilti offers no upfront investment,
instant access the tool inventory, theft insurance and free replacement if repara tion is required at no
expenses. Hilti is having something called ‘Hilti-days’, that is happening 3 days every year where the
customer can go to Hilti Centers in UAE try the tools and test them, and they can make purchase at very
special prices and promotions. Hilti is categorizing its customers according to purchase frequency.
However, the company is focusing on converting all Hilti customers to “Engaged Customers”, that can
happen when the customer can buy more than 3 product lines through more than 2 sales channels.

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Generally, Hilti is market leader in the construction tools and engineering products, their strategy is
offering differentiated products and services and focus is to satisfy the customers. 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.
Q.2) What are the major Challenges you have been facing in providing the necessary
products or services to the target customers.
The second manager from Hilit Emirates has emphasized the significant challenges that
they have been experiencing while delivering the products to the potential customers. One of the
managers stated that the company is much focused towards using the innovative equipment for
the betterment of the project work. Therefore, the company has been using the most advanced
technologies that are higher in costs. In order to meet the profitability parameter, the company
requires keeping the costs of the products higher. The high pricing structure creates the negative
influence on customer minds. The Customer Satisfaction is a main topic for Hilti, Hilti slogan is
“We create enthusiastic customers and build better future”. That is reachable by importance of
the repair service Hilti offer. Minor reparations can be dealt with by a Hilti-centers in UAE, if
that is difficult for customer to reach there, customers can call the Hilti free number then the
company send the courier to collect the tool, repair it and deliver it back within maximum 3 days
free of charge. There is a ship in every tool showing warranty when scanned by the service
center, no need for the customer to carry any certificate. Depending on product type, customers

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get two years of full warranty, after this period the service costs for repairing are bounded by a
maximum of 30% of the purchase price.
The first manager exclaimed that the customers’ demands have been changing
drastically by keeping pace with the continuous advancements in the business world. Therefore,
it is quite difficult to understand the exact needs and requirements of the customers. This
drawback is much challenging for the company to determine any particular marketing strategy.
Hilti strive to create a success for their consumers/ customers and meet their needs and demands
in order to supply the customers with value-adding and innovative solutions also to achieve a
significant and sustainable, profitable growth. Thus, the main statement for Hilti is “We create
enthusiastic customers, and build a better future”. In order to ensure the high customer
satisfaction level with the services and products, Hilti is aiming to be their customer’s best
partner through effective marketing strategies that has been successfully glowing the Hilti brand
among the other manufacturers for the same field. These marketing strategies focus on
customer’s satisfaction and where Hilti not only to achieve the leadership position but to sustain
that position. Hence, it is clear that the company has been paying the attention towards
improving the customer relationship to minimize these specific challenges.
4.3 Summary
The chapter provides the findings and analysis of the results obtained from the qualitative
and quantitative data analysis process. The chapter reveals the real life scenario experienced by
the customers and the managers of Hilti Emirates. In the further section of the study, the study
would link this result to the secondary information.

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Chapter 5
Conclusion and Recommendation
5.0 Conclusion
In this chapter, the objectives would be linked with the conclusion and provide the
preferable recommendations for the company. The linking of the primary and the secondary
information will be presented in this chapter. The study is focusing on the product marketing
strategies developed by Hilti Emirates, which offers the leading-edge technology to the global
industries in the construction field. Hilti products are manufactured to offer the construction
professionals the innovative solutions by ensuring extra value added services. The information
received from the primary data collection process and the literature study would be aligned
together to discuss the objectives of the research. The linking of the information would ensure
whether it has the met the objectives. The descriptions are provided further.
5.1 Linking Objective with the Primary and Secondary Data
Objective 1: To critically analyze the importance of product marketing strategies
Product marketing strategy is an important driving force which distinguishes the success
of many companies not only by good-developed product marketing strategies outlining when,
where and how the company will be able to compete but also by their ability to execute the
chosen options for product marketing strategy decision. As per the literature study, it is
noticeable that the successful companies focus on developing the products that are needed to be
offered to the target customers. These companies develop the products by applying the unique
benefits along with the unique features. The smart marketers are often concerned about retaining

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the existing customers by improving the product features rather than attracting the new ones.
Customers generally opt for the product value that would satisfy their needs whenever they
would pay for it. The extensive market research is thus useful for the business marketers to
understand the basic demands of the customers. The factors of product quality, specifications,
and convenience are the major concerned areas to achieve the customer satisfaction level
As per the information received from the primary data collection process, it is also
noticed that the effective marketing strategy depends on the enhancements of the quality, proper
pricing structure, and effective customer services. 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. Considering these aspects would be beneficial for the company to attract more
customers towards the products and strengthen the organisational position for a long term.
Objective 2: To understand the utilization of product marketing strategies for increasing
customer satisfaction in Hilti Emirates
Organizations are keep on adopting and developing product marketing strategy in
continuous way with the view of expanding the markets they perform in and to satisfy their
customers in order to maximize profit and gain more market share. The literature study describes
that selection of the effective marketing strategy is the major consideration for each of the
companies to attract the customers towards the products. It is needed to be considered that the
customer demands have been changing drastically in keeping pace with the advancements
brought to the business world. The literature study develops the ideas about the effectiveness of

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the marketing strategy to satisfy the customers. Even though the study provides the different
marketing strategy to attract the customers towards products and service, it does not provide the
ideas about the customers’ behaviour while making the purchase decisions.
The information derived from the primary data collection process signifies that most of
Hilti customers are satisfied with the strategy that the marketing team is
following and with Hilti products and they see the brand image and feel the
competitive advantages offered to them. 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. Hence, the
company requires being much cautious about structuring their marketing
strategy that creates the significant impact on the customers. It is necessary
to identify the basic requirements of the customers that would be helpful in
making repeat purchases in the future. The company would be able to
increase the profitability as well if the customer satisfaction would be higher.
Objective 3: To identify the challenges faced by Hilti Marketing team
in UAE applying the product strategies.
The company has been using the most advanced technologies that are higher in costs. In
order to meet the profitability parameter, the company requires keeping the costs of the products
higher. The high pricing structure creates the negative influence on customer minds. upgrading
the quality parameter, appropriate pricing structure, and effective customer services are the major

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components that lead towards customer satisfaction. It is necessary for the business marketers to
gather the adequate knowledge about the demands and needs of the customers. Accordingly, the
business marketers formulate the strategy to satisfy those needs of the customers. It is quite
difficult to understand the exact needs and requirements of the customers. Hilti strive to create a
success for their consumers customers and meet their needs and demands in order to supply the
customers with value-adding and innovative solutions also to achieve a significant and
sustainable, profitable growth. Understanding the changing customer demands is quite
challenging for the company.
Objective 4: To provide recommendations to Hilti Emirates to improve product marketing
strategies
Recommendation
The obtained idea from the primary and secondary sources determines that Hilti Emirates
require the improvements in the product quality and the marketing activities. It is notable that the
company has been looking forward to develop the technological tools to bring more innovations
in the construction industry. Therefore, the company needs to use the high quality technological
tools, which is much costly. It is thus quite tough for the company to reduce the costs of the
products while they are selling these products to the potential customers. Observing this issue,
some of the preferable recommendations are presented below:
Development of the effective supply chain process
The production charges are often too high in Hilti Emirates since the company has been
using the innovative and advanced technologies. Therefore, the company requires thinking of the
proper solution that can lower the charges and improve the production efficiency. In order to

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achieve such purpose, the company can develop an efficient supply chain process, which helps in
managing the distribution channel. With the help of appropriate and organized supply chain
process, the production costs are needed to cut down. Reducing the production charges would
help in decreasing the prices, which eventually help in gaining the customers’ attention.
Establishing the Communication Transparency
The development of the effective customer relationship is much helpful to convince the
customers for the premium service. Once the customers are much satisfied with the product
quality and trust the organization, they can even pay the extra charges for the premium quality
services. The maintenance of the communication transparency would be appropriate in such
cases. The customers require gathering the adequate information as per their convenience. The
availability of the customer service executives would be much helpful in such cases. If the
customers receive the adequate information from the organisations, the relationship with the
organisation and brand would be stronger. Hence, the communication transparency is necessary
for increasing the customer satisfaction rate.
5. 3Future Scope of the Research
The research provides the idea about the significance of the product marketing strategy
that increases the customer satisfaction rate. It creates successful communication on the behalf of
the organization. It determines the beneficial aspectto the company and business owners or
stakeholders. The importance of the product marketing strategy comes from creating an effective
and such dynamic relation between the organization and the customer. The enriched information
received from this study can be used as the secondary information for the similar study in future.

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In fact, the information would enhance the knowledge and analytical power of the researcher to
develop the concerns regarding the basic dimensions of product marketing strategy.
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Appendix
Q.1) How long have you been dealing with Hilti Emirates for?
 Less than 6 months
 6 months- 1 year
 1-3 years
 More than 3 years
Q.2) How far do you agree that Hilti Emirates provides the best quality product?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Q.3) Which of the following aspects do you think need improvements?
 Product Quality
 Price
 Customer Service
 Timely Delivery
Quantitative questions on product marketing strategies
Q.4) How far do you agree that effective pricing strategy has positive impact on product
marketing strategies?