Question #1. 2
Five Marketing Management Orientations: 2
Question # 2. 4
Relationship Marketing:- 4
Levels of Relationship Building: 4
Retaining Customer Loyalty: 4
Question #3. 5
of Marketing Mix Strategy: 5
Differentiation Strategy: 5
and Kellogg’s. 5
Marketing has the main responsibility to earn revenue or
profits for the growth of the organization. Marketing should be able to
identify, evaluate, and selelct marketing opportunities and lay down strategies
for achieving eminence if not dominance in the market. But marketing has both
sort off images good and bad, accurate and inaccurate it depends on the
managers how they put forward their product or service in the market in fornt
of their target market. (Kotler, 1999)
This relates to the management activities of marketing. There
are different concept of marketing utilized by different firms with respect to
their field of expertise. The management develops new techniques, procedures,
product features etc in order to attract more and more customers in the
competitive market. Marketing campaigns require certain orientations in order
to attract the customers towards them.
Following are the five marketing orientations that are most common and
widely used by the organizations to market their products or services.
Concept:- in marketing the product concept talks about an idea where a
firm should be able to mainly focus on those product that help in improving the
efficiency of the customers. The main focus of the product concept comes into
view when an organization puts extra effort in the production of a new product
or just by adding value to its existing product such as new features etc.
In lone with the “need-satisfying package”, it is obvious
that the marketing managers must have clear idea of what the essence of the
product is that is being marketed to the targeted market. The product concept
is made out of; Core Product, Tangible Product, Augumented product, Product
Image. (Strydom, 2007)
Concept:- the marketing concept is related to the thinking on one hand
and doing the practical on the other. It determines the types of marketing
activities that a manager should look into in order to promote the product or
service. A businessman or woman should should be capable of recognizing the
difference between marketing and the marketing concept. (Jain, 2010)
Concept:- the selling concept is the big idea that will guide the
creative execution. It is known by many names but most commonly known as “the
unique selling proposition”. Successful Marketers have long known that an idea
that emphasizes product benefits over product features has a much better
chances of success. (Roberts & Berger,
Concept:- one of the most oldest concpets in marketing, this concept
believes that consumers only want those products that are low at prices and are
easily avaiable that they do not have to search for them far and wide. The Production Management has to look into
creating products that are capable of achieving high efficiency etc.
The idea that consumers will favor products that are
available and highly affordable and that the organization should therefore
focus on improving production and distribution efficiency. The production
concept is still a useful concept in some situations. And example both Personal
computers maker Lenovo and home appliances maker Haier dominate the highly
competitive and price sensitive Chinese market through labor costs, high
production efficiency and mass distribution. (Armstrong, Adam,
Denize, & Kotler, 2015)
Marketing Concept:- this focuses on delivering the customers value of the
product in a way that it works out for the betterment and well being of the
environment. Examples can be taken of Corporate Social Resposibility.
Question # 2
Customer Relationship Marketing:-
Relationship Management recognizes the key role of that the individual
customers have and the most profitable customers have to identify so that the
business can focus on the customers appropriate to its strategy. For example
DELL Computers invites its customers to specify exactly what they want in a
computer and delivers custom made in a few days. (Brink & Berndt, 2008)
Five Levels of Relationship Building:
exists five levels of relationship management on the basis of which
organizations help build their product and organization’s image in the eyes of
Basic Marketing: this is also known as direct selling.
Reactive Marketing: when the product is sold and the customer is
encouraged to give feedback incase of any comments or queries.
Accountable Marketing: After the product has been sold the
organization’s respective departments inquires about the experience with the
product and whether the customers are having any issues while its use.
Proactive Marketing: this is mostly seen in financial markets where
the companies keep a continuous improvement process but keep a regular check on
the customers whether they are satisfied or not.
Partnership Marketing: the company works in partnership with its
customers in order to improve the products.
Kellogg’s Retaining Customer Loyalty:
tapped into the health conscious market. With the changing dynamics the company
knew that catering each and every customer would be difficult but will be able
to increase the customer loyalty. They knew that providing the right product at
the right time, at the right place to the right customer is the key to success.
The company has a brand image that helps it distinguish and differentiate from
all the other brands available in the market, thus the need is already
fulfilled of customer loyalty. Customers trust this brand for the reason it has
been providing nutritional cereals for the benefit of its customers.
Balancing of Marketing Mix Strategy:
Price: Kellogg’s is comparatively priced higher than
its competitors. Looking into the factor that it has a very strong relationship
management with its customers it can still build on some new customers by
catering to the new markets and reducing the prices to a certain limit in order
to enter in the market.
Place: Kellogg’s being such a huge brand has a wide
distribution channel this can help in the distribution of the product to every
supermarket, hypermarket and departmental stores. This helps in the product
being readily available at all stores wherever the customers wants it to be.
Promotion: Kellogg’s has been able to initiate many
competitions and marketing communications in order to attract more and more
customers towards their brand.
Product: Kellogg’s is known for its wide range of
products that start of with breakfast cereals to the weight loss cereals such
as Kellogg’s Special K. such products helps the brand to increase the number of
customers and helps in catering the wide range of customers from kids to adults
and provide nutritional benefits accordingly.
Kellogg’s Differentiation Strategy:
aim was to provide its customers with the best of nutritional food and give
them the importance of having a balanced lifestyle. It targeted groups of
people and attracted them by attracting their mind sets regarding “balanced
diet”. It supported some physical activities in order to promote their brand.
The most important factor that helped in the differentiation and positioning of
its product is the nutritional labeling it carried out in 2007. This brought a
change in the market. Since it was the first mover in this regard it had
already captured the market of healthy people and people who were very
conscious about the calories they gain or lose every time they consumed this
has also been noticed conducting many CSR activities in order to promote their
brand in favor of the well-being of the society.
Competitor and Kellogg’s
case of Kellogg’s its threatened most by Weetabix, the competition between the
two brands is backed up with high amounts spent on advertising and promotion.
The Price war exists between the two and in which case Kellogg’s has to be more
vigilant about. Due to the fact that more and more people are moving towards
healthy lifestyle they prefer something which is cost effective as well, and if
they switch to a product that is equally competitive but is low in price this
can be taken as a threat for Kellogg’s.
has it perception amongst some customers that some of its snacks are not
filling. As breakfast is considered as the most important meal of the day, some
of the products of this company are not capable of meeting up with the
requirements of the customers in terms of the diet. Also some customer are of
the opinion that some products contain high level of sugar content in them.