Marketing Management Report: Retail Industry and Consumer Behavior

This report delves into various aspects of marketing management, offering insights into strategies for the retail industry, particularly in the context of the COVID-19 pandemic. It explores recommendations for adapting marketing approaches, emphasizing the importance of staying informed, being transparent, and adjusting in real-time. The report also examines Kelvin's Lovemarks concept, highlighting the significance of building emotional connections with consumers. Furthermore, it discusses the benefits of understanding consumer behavior, the identification of target markets for specific products (like a noodle company), and the product strategy employed by Zara. Finally, it underscores the importance of each step in the selling process, particularly in the context of specialized products like surgical equipment. The report emphasizes the need for businesses to adapt to changing consumer needs and preferences to maximize profitability.

Marketing
Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
1. Recommendation to adapt marketing strategy of retail industry for Covid-19.......................3
2. Kelvin about Lovemarks concept............................................................................................4
3. Benefits for the company to understand consumer behaviour.................................................5
4. Target market for a noodle company.......................................................................................6
5. Zara’s product strategy............................................................................................................6
6. Importance of step used in selling process..............................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing management refers as a process of planning, organizing, controlling and
implementing of different marketing policies, programs, tactics and strategies that are designed
to develop and fulfil demand of the business’s product or services in the form of generating high
revenue. In this report will discuss about marketing management practices that are implemented
by different companies in order to maximize profit.
MAIN BODY
1. Recommendation to adapt marketing strategy of retail industry for Covid-19
Currently, coronavirus pandemic has become biggest concern issues for all people and
businesses wherein retail sector is highly impacted from this pandemic because people avoid to
do shopping from shoppers. There are some useful ways through which retailers can again build
good customer base in the pandemic period such as letting customers know about product and
services that has been back in stock, provides information to them how retailers are taking
precaution for ensuring safety or sharing updates to public how retail company and employees
are adapting safety measures. With these initiatives, retail industry can promote customers to buy
its products and services. There are three tips such as stay informed, be current and transparent
and adjust in real time for the retail industry during coronavirus outbreak (Crick and Crick,
2020). For example, stay informed: it is essential for the retail companies to understand needs
and expectation of customers in current situation.
Google trends and Google alerts can support retail companies to stay up to date on local
situations and effectively understand their customer’s frame of mind. Be current and transparent:
if retail companies’ customers are looking for information and trusts their services, in that state
each retail company proactively makes sure customers about product availability. Due to
pandemic operation hours of the retail companies have been changed. To deal with situation
retail companies must be updated their customers through customer’s facing sites and links up
business profile with google map and search (WATI, 2020). In addition, retailers must use a post
in their business profile or adjust message in their ads to share information about their extra
precautions which they are taking i.e. offering any additional services to the customer or weather

retail companies are delaying if shipping timeline is delayed and offers estimated delivery date.
With this retail companies can easily run their business promptly in all market during pandemic.
Adjust in real time is another marketing strategy that can support retailers to meet
objectives of customers. for example, a consumer behaviour always shifts, ensures that product
information is up to date around all channels. Within Google Ads, retailers can update their
marketing campaigns to highlights any changes in their offering i.e. delivery available or online
purchasing facility, pick-up in store etc. With the support of Google Merchant Centre, retail
industry keeps their products up to data, especially for availability and price. These marketing
practices must follow by retail industry during covid-19 pandemic. There is another effective
marketing strategy such as online marketing campaign with Google ads is best one for the retail
industry because in which marketing representative can itself update customers about it’s
company’s products and precautions that are taken by suppliers while delivering them to the
customers. Thus, retail companies can put positive impression in customer’s mind and can attract
new customers as well to buy their product and services. So, retail industry must implement all
recommended marketing strategies in the business that will increase contribution of this sector in
country’s GDP rate in the pandemic period.
2. Kelvin about Lovemarks concept
I agree with Kelvin bout Lovemarks concept because he dictated right. Currently most of
the companies are looking for adopting emerging changes and marketing strategies in order to
gain high profit from customers and each has perspective to defeat their existing competitors and
build strong brand image in the business market instead of building healthy relationship with
stakeholders. Lots of companies conducts market research to understand needs and expectations
of customers as well as competitive positioning of brand (Elias, 2020). But in reality, they are
not creating any uniqueness in their product and services through which customers actually feels
a unique experience. Kelvin stated that there are various companies which conducts marketing
campaign and uses social sites to communicate with community effectively and updates them
about their new product and services but actually these all are part of commercialization. So, it
will not valid to say that these company are leading any emerging change in their existing
product portfolio or connecting people emotionally with them.

Mr Kelvin Robert stated that human resource managers require to lead change in their
nature then they can build healthy working relationship with employees and encourages them to
create some creativity in business services instead of being a part of race (Akturan, 2020). In
addition, HR managers requires to develop such marketing ideas and propose product which
connects people emotionally then they do not need to any advertisement or marketing campaign
to aware customers about their existing product line and services. Mr Kelvin said that all
business sectors across the world needs to understand power of love that will support to keep
intimacy of customers with products prolong time. When all companies put high efforts to make
love relation with their staff and customers then they will get high profitability in their
businesses. For example, when HR managers will keep love relation with staff then they do not
need to motivate their staff through motivation factors because that automatically encourages
individuals to give best performance in the workplace.
3. Benefits for the company to understand consumer behaviour
Consumer behaviour supports company to understand how a customer takes buying
decision and how they chase for the product (Wang, Lin and Spencer, 2019). Such information
helps such business and firm’s managers to raise reason behind the buy or rejection of good or
service by the customer. The study of consumer behaviour assists marketers to determine and
forecast the buying behaviour of the users while they are buying a product or good. This study is
not only supported marketers to understand that what users like to buy but also supports to
understand reason behind of this purchasing.
According to the video, when any company deeply understands consumer behaviour in
market place, then it will enable to produce products and services according to customers’ actual
demands, wants and needs. Top-level management of a company should always try to know the
perception of customers for perfectly making satisfied them (Hsu and Chen, 2018). This is very
necessary task to a company for gaining huge competitive advantage in this highly competitive
market. Currently each and every business tries to adopt and implement some productive tools
and techniques for systematically understanding the consumer behaviour in market place. Some
major tools and techniques for a company has been discussed below which can contributes in
understanding the consumer behaviour.

In this dynamic world, social media survey is the best tool to a business for knowing
behaviour of customers and people. Currently most companies have accounts and handles on
different social media platforms, like; Facebook, Instagram and Twitter etc. where most of
people or customers follow them. In this situation, a venture can conduct online surveys on these
social media platforms for knowing the behaviour of customers. On the other side, the
management of a company can use interaction technique as well, which gives opportunity to ask
questions from customer to know their behaviour perception. These are some main techniques
and tools for a venture to properly understand customers’ behaviour in various market segments.
4. Target market for a noodle company
A noodle company is launching its new noodle named, Amazing Thai. The management
of company claimed that the taste of noodles is very delicious, because it made with Thai
ingredient (Gutierrez-Gutierrez, Barrales-Molina and Kaynak, 2018). In this situation, top-level
management of company wants to choose a proper target market to launch this new product.
Basically, the “Target Market” term is very popular in the field of marketing, which currently
considered by most businesses in market place. According to various business experts, the
marketing team of each business have to choose a target market segment for launching its
products and services. So that, the noodle company have to choose Asian countries as a target
market segment to launch its new Amazing Thai noodles, because most people within Asian
countries very much like to eat noodles as a meal in their daily lives (La Rocca and et.al., 2019).
According to different business reports the consumption of noodles within Asia is very higher in
comparison of other continents. This is the main reason that, existing noodle company have to
choose Asia as a target market. By taking this segment of market, the company can simply gain
effective return through its new product, “Amazing Thai”. Company’s Thai ingredient will
definitely attract to different customers in this target market place, because people within this
segment crazy to consume noodles on different flavour.
5. Zara’s product strategy
In this modern era, Zara is very famous clothing brand which provides very premium
range of products and services. Most people and customers within market like this premium
clothing brand because of its unique and exclusive products. Currently the main target of
company is to day to day increase sales ratio by selling lots of product unites in market place.

For increasing its sales ratio, the company uses a very effective product strategy called; product
differentiation (Press, Robert and Maillefert, 2020). This strategy enables to this business for
producing wide range exclusive, unique and different products to attract large number of
customers. In Europe, people very much like to exclusive clothes in their daily lives, so that the
company always takes huge advantages through this attribute of Europe’s people.
Top-level management of Zara has highly succeeded in growing its brand in international
clothing industry by using the concept of “Fast Fashion”. This is basically a concept of
marketing this company which was enabled to this premium clothing brand for producing new
and new ranges of clothes to make trend them in market place (Sharp, 2017). In each certain time
period, Zara launched its new exclusive range of products for retaining customers for the long
time period. By using the fast fashion marketing concept, this company become the highly
reputed clothing brand in across the world.
6. Importance of step used in selling process
According to current scenario, step which has conducted by the sales representative is
very appropriate in order to sale a product or service. In this scenario, the sales representative
was decided to search on the internet and find out details about customer, so this step conduct by
repetitive for knowing that customer’s behaviour before selling him/her its surgical equipment
(Oh, 2017). This step is very mandatory to a person as sales representative in that company
which generally produces surgical equipment. While selling these types of equipment, this is
very important to know customer background through different sources, like; internet, because
an ordinary person no need for buying surgical equipment. Basically, a healthcare professional
use these types of equipment. This is the main reason that, step that used by sales representative
is very important. While selling surgical tools, a sales man has always required to check
customers’ background, because many times people has purchased such equipment for unethical
purposes as well (Lim, Darley and Marion, 2017). So that, this is prime duty of sales man for
checking background of person who shows its interest in buying these products. In the terms of
checking background, the sales representative can ensure that, buyer of surgical equipment is
really a healthcare professional.

CONCLUSION
On the basis of above findings, the marketing management is very necessary practice for
an organisation in this dynamic world. No business can survive in this highly competitive market
without using various strategies of marketing. This report has discussed above about how
different brands has gained huge success in market by managing their marketing practices in
effective manner. Proper management of marketing helps to a business for developing some
innovative and exclusive strategies of marketing. At the end, companies enabled to gain huge
competitive advantage in market with the support of marketing management.

REFERENCES
Books and Journals
Akturan, U., 2020. Why Consumers Love Brands?. International Journal of Economic
Behavior. 6(1). pp.21-30.
Crick, J.M. and Crick, D., 2020. Coopetition and COVID-19: Collaborative business-to-business
marketing strategies in a pandemic crisis. Industrial Marketing Management.
Elias, H., THE DIGITAL STRATEGY OF BRANDS TODAY.
Gutierrez-Gutierrez, L. J., Barrales-Molina, V. and Kaynak, H., 2018. The role of human
resource-related quality management practices in new product
development. International Journal of Operations & Production Management.
Hsu, C. L. and Chen, M. C., 2018. How gamification marketing activities motivate desirable
consumer behaviors: Focusing on the role of brand love. Computers in Human
Behavior, 88, pp.121-133.
La Rocca, A., and et.al., 2019. The role of supplier relationships in the development of new
business ventures. Industrial Marketing Management. 80. pp.149-159.
Lim, J. S., Darley, W. K. and Marion, D., 2017. Market orientation, innovation
commercialization capability and firm performance relationships: the moderating role of
supply chain influence. Journal of Business & Industrial Marketing.
Oh, J. H., 2017. A conceptual framework for successful salesperson role change
management. Journal of Business & Industrial Marketing.
Press, M., Robert, I. and Maillefert, M., 2020. The role of linked legitimacy in sustainable
business model development. Industrial Marketing Management. 89. pp.566-577.
Sharp, B., 2017. Marketing: theory, evidence, practice. Oxford University Press,.
Wang, X., Lin, X. and Spencer, M.K., 2019. Exploring the effects of extrinsic motivation on
consumer behaviors in social commerce: Revealing consumers’ perceptions of social
commerce benefits. International Journal of Information Management. 45. pp.163-175.
WATI, H.M., ONLINE SHOPPING at COVID PANDEMIC.