Superdry's Marketing Mix, Consumer Behavior, and Market Research

This report provides a comprehensive analysis of Superdry's marketing strategies, focusing on the marketing mix (product, price, place, promotion, people, process, and physical evidence), segmentation, targeting, and positioning of the brand. It delves into consumer behavior analysis, examining factors influencing customer decisions and preferences. The report emphasizes the importance of market research in understanding consumer demand and market trends. Recommendations are offered to enhance brand awareness and customer loyalty, considering both internal and external environmental factors. The analysis aims to provide insights into how Superdry can maintain its market position and improve its competitive strategies. The report also discusses the significance of market research and the role of technology in attracting and retaining customers. This assignment is designed to help students understand various aspects of marketing to maintain and sustain its goodwill for a longer period. The report concludes with a discussion of strategic marketing initiatives and their impact on sales revenue and competitive strategies.

INTRODUCTION
BUSINESS MARKETING

TABLE OF CONTENTS
1) INTRODUCTION.......................................................................................................................1
2) MARKETING MIX OF SUPERDRY........................................................................................1
3) SEGMENTATION, TARGETING AND POSITIONING OF THE BRAND...........................3
4) CONSUMER BEHAVIOUR ANALYSIS OF SUPERDRY......................................................5
5) IMPORTANCE OF MARKET RESEARCH.............................................................................6
6) RECOMMENDATIONS FOR BRAND ....................................................................................7
7) CONCLUSION...........................................................................................................................8
8) REFERENCE..............................................................................................................................9

ILLUSTRATION INDEX
Illustration 1: Marketing Mix elements...........................................................................................3

1) INTRODUCTION
Business marketing is essential for selling products on large scale with maximum
customer satisfaction. In this regard, various strategies are used for increasing marketing and
competitive strategies of the organisation. The present report is based on understanding
marketing tools for promoting Superdry brand and sustaining customers' interest with services of
clothes. It is known brand in men and women wears in global market. In this regard, marketing
mix tools for launching and advertising products as well increasing brand awareness can be
described. Moreover, consumer behaviour analysis for preparing strategies to satisfy them at
higher level will be introduced through this assignment. In addition to this, significance of
market research for increasing productivity and profitability of Super Group is to be explained.
Along with this, this report is able to suggest some recommendations on brand awareness of
Superdry of the company (Marketing Mix Elements, 2016). Thus, students can understand
various aspects of marketing to maintain and sustain its goodwill for longer period.
2) MARKETING MIX OF SUPERDRY
Marketing mix consists of different elements for launching and promoting product
services provided by Super Group of UK (Guy and Patton, 2013). It includes product, price,
place, promotion, people, process, physical evidence elements theta can be understood for
Superdry as below:
 Product: In this way, consideration on product's quality, quantity, material used in goods
are recognised. Including these, all factors of product to attract people are analysed for
advertising and sustaining Superdry's position in competitive market (Biggemann, 2012).
Therefore, all factors related to product are identified including quality, quantity etc. by
which further ideas are generated for effective competitiveness and marketability.
 Price: After identifying product tools, price determination is done on the basis of
incurred expenses on production, advertisement process, market demand and so on.
Therefore, Super group aims to set affordable price on clothes in accordance to
customers' affordability to get satisfaction at the highest level (Garrigos, Lapiedra and
Barbera, 2012). Thus, pricing decision is made in this process related with customer
satisfaction and promotion of goods and services provided by entity.
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 Place: Marketing mix element as place is considered to provide easy and convenient
services to customers of Super group plc. Moreover, for online marketing of products,
place is also considered for providing services and getting maximum level of their
satisfaction (Jones and Rowley, 2015). Hence, place is recognised for satisfying
customers with product services of organisation effectively.
 Promotion: For launching and advertising product services of Supergroup and its
Superdry brand, various tools are used such as; publicity of goods, using social
networking sites, media and advertisements in newspapers, TV channels etc. Therefore,
promotion of goods and services is done through this process affect demand for goods
and profitability of the entity (Satit and et.al., 2012).
 People: According to this marketing mix element, people as service providers of
Supergroup remain as capital of the entity. In this regard, various ideas are generated to
satisfy and encouraging them to behave to customers effectively (Greenrooms and
Ravald, 2014). It is linked with efficiency and market position of the organisation for
longer time period.
 Process: It includes all stages in marketing of goods and services like; conducting market
research, promoting goods etc. In this regard, different factors are affected for increasing
marketability and competitiveness for Supergroup plc. Therefore, for promoting
Superdry, different stages are applied for organisation's effectiveness and increasing its
efficiency.
 Physical evidences: This marketing mix element presents packaging to attract customers
on large scale. In this way, outlook of product is planned to make more attractive increase
in demand for clothes of Supergroup plc. Thus, physical evidences are used for
promoting goods and making good reputation in market for longer time periodicity
(Lehtinen, 2013).
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3) SEGMENTATION, TARGETING AND POSITIONING OF THE BRAND
Brand awareness is done through segmentation of market demand, targeting on the basis
of segregation and further positioning of Superdry in market. It is one of the greatest factor for
launching and advertising goods in the competitive market for providing clothes and different
services (Joppi, Gerardi and Garattini, 2016). In this regard, all these three steps can be
understood as follows for enhancing brand awareness and demand for goods and services as:
 Segmentation: In this process, collected information by conducting market research get
segregated on the basis of different factors as; demographic, geographic, social and
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Illustration 1: Marketing Mix elements
(Source: Marketing Mix elements, 2016).

cultural etc. However, segmentation of customer choices gets divided also generate
variety of ideas for satisfying customers on larger scale. In addition to this, under
segmentation process, men, women, children and other aged group people choices, size,
colour, etc are recognised. It is done through conducting market research and analysing
its outcomes (Schroeder, 2012). It is interlinked with productivity and profitability of
Supergroup plc. Including this, marketability and competitiveness of the enterprise is
interpreted for further implementations and production of goods.
 Targeting: In this stage, several objectives are set including establishing good
relationship with consumers, providing services according to their interests and market
demand, increasing efficiency for marketability and competitive advantage for longer
time period. Including this, under this targeting process, goals are set to enhance profit
earning capacity and competitiveness of the entity efficiently. Moreover, it is related with
strategic management and preparing plans for production and distribution of product
services of Supergroup plc (FISK, 2013). In addition to this, targeting is considered as
basis for increasing marketability and customer loyalty on larger scale. Therefore, under
targeting process, organisation's effectiveness gets increased as well efficiencies impact
on other factors and effective goodwill for longer time period efficiently.
 Positioning: On the basis of segmentation and targeting of products, positioning is set by
preparing strategies regarding further business operations. In this regard, different tools
are used for marketing of Superdry including launching, advertising and improving
efficiency. In addition to this, several ideas are generated related to marketability and
competitiveness of Supergroup Plc. Along with this, positioning process is related with
brand awareness and implementing plans for further activities. Therefore, various
strategies including incurred expenses, gained revenue, marketing of goods and
competitiveness are set also impact on market position and customer satisfaction with
product services of the store (Tiwari and et.al., 2014). Including this, consideration on
establishing good relationship with customers including agents, retailers and other
business entity is analysed by which different ideas are generated for improving services
and competitiveness for longer time period.
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4) CONSUMER BEHAVIOUR ANALYSIS OF SUPERDRY
For marketing of Superdry and achieving customers' satisfaction level at maximum level,
their behaviour is analysed in different references. It is done through analysis of market demand
and different customers' choices to fulfil them (Wilson and et.al., 2012). Therefore, increase in
demand for goods, profitability is identified for further implementations. In addition to this,
consumer behaviour is related with market strategies and competitiveness for maintaining and
sustaining their interests. In addition to this, consumer behaviour includes purchasing power,
attitude and perception towards Superdry, demand for goods and services etc. However, this
analysis is done through their social, cultural, psychological factors affect strategies and
different tools for attracting consumers on larger scale. In addition to this, identifying consumer
behaviour with services of Supergroup plc are related with demand for goods and their
perception influences productivity and profitability of the entity (Day, 2015).
In this process buyer behaviour including attitude, perception, social status is identified
that impact on marketability and competitiveness of Supergroup plc. In addition to this, various
tools are applied for fulfilling their requirements, decision making on further activities and
competitiveness etc. Moreover, it is considered that by analysing consumers' behaviour and their
perception on Superdry also remains able to increase customer loyalty helpful to survive in
competitive market for longer time periodicity. Along with this, strategies for further
implementations are prepared for marketability and increasing competitive strategies effectively
(Anche, Hozouri and Mehdizadeh, 2014). However, Supergroup plc identifies customers'
behaviour and their requirements to maintain and sustain their interest for longer time period
effectively.Therefore, consumer behaviour is related with decision making and creating balance
between production and distribution of services effectively.
5) IMPORTANCE OF MARKET RESEARCH
Market research is one of the essential tool for analysing customers' demand and their
behaviour towards Superdry. Through conducting survey, various ideas are generated for
improving quality services and effectiveness of entity for longer time period (Ryan, 2014).
Including this, demand for clothes of different designs, colours can be increased at maximum
level that impact on profit earning capacity and competitive strategies of Supergroup plc.
However, importance of market research can be understood with the help of following tools as:
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 Analysing actual market position of Supergroup plc: It is essential to identify actual
position of organisation by conducting market research to generate different ideas. It
influences increasing profit earning capacity and sustaining its good position in market
for further years. Including this, business activities and market positioning is analysed for
implementing strategies efficiently (Chaston, 2014). Thus, market position of Superdry
can be maintained and sustained effectively for long time period.
 Increasing revenue and maximum customers' satisfaction: Through conducting
market research, actual performance of entity is identified as well consumers' perception
on Superdry. On behalf of analysing these factors, further strategies are made for
increasing marketability and competitiveness of the company. However, productivity and
profitability can be enhanced efficiently that affect customers' satisfaction level as well
demand for its services at higher level. In addition to this, customers' loyalty can be
enhanced for purchasing goods provided by enterprise for longer time periodicity
(Preston, 2015). Thus, market research remains able to increase sales revenue and
comfortability of buyers with Superdry.
 Enhancing business and competitive strategies: Market research is one of the great
tool for improving entity’s efficiency and competitiveness that impact on demand for its
services. In addition to this, various strategies can be implemented for improving quality
services and sustaining its good reputation in competitive market for longer time period
efficiently. Moreover, productivity and profitability of the entity can be enhanced as
similar remains able to create balance between production and distribution of clothes
effectively. Besides this, Supergroup plc aims to establish good relationship with its
customers including agents, retailers and other business entities at higher level
(McKenzie, 2013). Therefore, business, marketing and competitive strategies of the
organisation can be enhanced effectively.
Hence, it is recognised that conducting market research is one of the crucial factor for increasing
marketability and competitiveness of Supergroup plc. Therefore, variety of ideas are created for
improving quality services and competitive strategy on large scale. In addition to this,
opportunities are determined to be grabbed for maintaining customers' attraction with designer
colourful clothes for different aged group men and women (Bushberg and Boone, 2016). Along
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with this, ideas are generated for online marketing of goods and services of the organisation also
impact on further business operations and competition for long time period efficiently.
Therefore, market research is one of the basic tool for implementation and business operations
affect sales revenue and competitive strategies of the organisation.
6) RECOMMENDATIONS FOR BRAND
For sustaining customers' attraction with Superdry brand to sell clothes, it is required to
analyse different environmental factors as internal and external. In this regard, for internal
environmental factors' analysis, management of business operations, performance of workers are
included on which control is possible (Joppi, Gerardi and Garattini, 2016). On the other hand,
factors on which control remains beyond required to prepare strategic plans for improvements.
However, some main recommendations for brand awareness and increasing customer loyalty can
be understood as below:
 It is necessary to conduct market research critically for analysing customers' views on
Superdry and services of the entity.
 Adoption of new technologies is required for attracting people on large scale as well
maintaining their interest for longer time period (Jones and Rowley, 2015).

 Customer satisfaction at maximum level can be achieved through providing services
according to their requirements effectively.
 It is required to get adjust according circumstances occurred in business operations for
implementing action plans and making decisions for effectiveness of the organisation
(Lehtinen, 2013).
Thus, above mentioned recommendations are required to be followed which affect proper
balance between production and distribution of goods and services. In addition to this, by
following on all the suggestions, it is needed to make decisions and strategies for further years'
business operations and their implementations effectively.
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7) CONCLUSION
This report is concluded that conducting market research is crucial activity of analyse
actual position of entity. In this regard, various marketing mix elements are described for
consideration during business activities has been described. However, significance of market
research for Superdry to attract people on large scale as well purchasing men and women's
wears. In addition to this, ideas for increasing profitability and competitiveness are identified for
competitiveness and quality services of Supergroup plc effectively. Moreover, consumer
behaviour analysis and different factors are introduced to increase loyalty towards clothes and
services of the organisation. As well, marketing and competitive strategic planning tools are
expressed for improving quality services for longer time period through this assignment. Along
with this, recommendations for conducting effective market research and strategies to achieve
maximum level of satisfaction from customers. Therefore, business marketing essentials and
variety of tools for profitability and competitiveness of the organisation has been understood
through this report efficiently.
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8) REFERENCE
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195.
FISK, R.P., 2013. lMPRESSION MANAGEMENT 26 IN SERVICES MARKETING: A
DRAMATURGICAL PERSPECTIVE. Impression management in the organization.
4(2). pp. 427.
Garrigos-Simon, F.J., Lapiedra Alcamí, R. and Barberá Ribera, T., 2012. Social networks and
Web 3.0: their impact on the management and marketing of organizations. Management
Decision. 50(10). pp.1880-1890.
Grönroos, C. and Ravald, A., 2014. Service as business logic: implications for value creation and
marketing. Journal of Service Management. 22(1). pp.5-22.
Guy, B.S. and Patton, W.E., 2013. The marketing of altruistic causes: understanding why people
help. Journal of Consumer Marketing. 3(2). pp. 78-103.
Jones, R. and Rowley, J., 2015. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Joppi, R., Gerardi, C. and Garattini, S., 2016. Letting post-marketing bridge the evidence gap:
the case of orphan drugs. BMJ: British Medical Journal. 7(4). pp. 353.
Lehtinen, U., 2013. Combining mix and relationship marketing. The Marketing Review. 11(2).
pp. 117-136.
McKenzie-Mohr, D., 2013. Fostering sustainable behavior: An introduction to community-based
social marketing. New society publishers.
Preston, C., 2015. Event marketing: how to successfully promote events, festivals, conventions,
and expositions. Wiley.
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