Production Orientation, Sales Orientation, Marketing Orientation and Societal Marketing Orientation
Production orientation
Production orientation in its immediate context means that as the company produces a product, it assumes that there is a ready market for the product. Additionally, the company has the main objective of providing as many products as possible since demand is highly elastic. Again the producer does not care about the customer’s needs. Instead, they believe that what they have produced is of high quality and is deemed to be sold all of it. The most crucial thing in this position is the inception a high quality product in the market that brings a high level of reputation regarding satisfaction that the customers. One of the orientation production companies is Duke Energy Company, which deals in electric energy generation. It is a solid fact that electrical power is highly demanded in every industry in the United States in order to sustain the production in the economy. As it stands, the company is geared towards producing as many megawatts as possible. Real advents of issues here revolve around the primary motive behind the productions of such products.
Sales orientations
This philosophy gives a number one priority to the sales strategy postulated by the company. The firm has the belief that if it has a well-stratified sales strategy, then their products is deemed to sell. The notion is strengthened by the fact that the company will produce and engage in the aggressive selling of the product to increase its profits. The firms using this type of philosophy, therefore, takes into account the need to bring on board a high sales and marketing strategy that would help them deliver this kind of products to the consumers. In this prospect, the consumer interest and needs are not inculcated in the decision making. The transcending effect of this notion is the advent of high costs of sales and high profits but low-profit margins. The company that deals in philosophy is the auto dealer like the General Motors and the Toyota Company. These companies rely on a formidable sales strategy to bring on board the advent of high volumes of revenue to the enterprise. It follows again that these businesses are in the long willing to go an extra mile devising ways in which it can sell its products to the customers.
Marketing orientation
This philosophy puts the customer at the center of everything. Here the company will do a market research on the real taste and preference of the client and makes sure that the customers’ needs are satisfied. The connotations brought out in this prospect are that the client is the king. There are a variety of steps that a firm who takes this philosophy brings on board. Firstly, the company experts go out on their way to understand customer needs and wants. At this point, the company would look at the target market and get the best deal that the client would want to be fulfilled. The real connotations here are as of the fact that most customers have different tastes and preferences. These tastes and preferences have to be understood by the company for the company to ensure that they are met accordingly. Additionally, the company would make sure that its digs into the customer history and see the best place for which the customer would want these products to be placed which would be convenient to him. The transcending effect of this notion is that the customer is appreciated and made like a king and hence the client is deemed to remain brand loyal to the company. The company that uses this type of orientation is Coca-Cola Company which puts the customer at the center of everything and ensures that their needs are well taken into consideration.
Societal marketing orientation
This philosophy goes beyond just the notion of getting to know the customer’s needs; it goes ahead to give an incisive look at the real advent of the societal concerns of the consumers. In this quest the company gives the customer both the taste and feel of his preferences and also fulfils the social needs. The company here makes sure that they participate in various societal concerns that make the whole satisfactions effects takes the course. The company has long term goals of making the customer a true one to all the products that the client may want that the business is providing. Additionally, it should be noted with concern that most companies here engage in things that try to help the consumer in a broader way. For example, to reduce the various diseases prevalence, the company might want to participate in the construction of a hospital in a community set up. This notion goes a long way with making sure that the enterprise gains the fame and the utmost loyalty to the companies around. As it stands now, the businesses that exhibit such orientation is the Avon product Inc. which instituted the Avon breast cancer center that would help the multiple patients to get treatment for cancer. The societal issue was met by the customers as a very critical way of giving back to the society and hence it has given much attention to the notion of the client loyalty at every stance of the company.
Question 2: The Segmentation Variables: Geographic, Demographic, Psychographic, And Benefits Sought
The brands of products that I have chosen emanates from the beverage industry. The products are the Coca Cola brand, Johnnie Walker, and Nescafe. The following is the discussion of the segmentation variables of the brands.
Geographic
Regarding geographical segmentation, Coca-Cola brand has its main distribution channels in the United States and also in the African continent. The soft drink is well known in most parts of the world but not in the European countries. Additionally, in the continent of Asia, the company has tried to penetrate it, but this could not be possible since it main rival Pepsi-Cola has taken the region by the storm. In most countries in the middles east, the rival company has taken the better part of the market share regarding the clientele base. This was attributed to the fact that the corporation has made the USA and Africa to be their target market. Again the notion of comparative cost of production in various countries matters a lot in terms of the labor cost, the raw material costs and the different legal expenses that the company is facing at every point of inception. Furthermore, for a company to engage in any serious business in any state, it must do the cost benefits analysis to come up with the exact profitable way in which it can take advantage of the adventure. With this notion in mind, the Coca-Cola Company has done its math and realized that even if they have the target market in the Asian countries it, would be difficult to break even for the company. Even as the company targets these countries, it does not only target the urban cities and towns but also getting into the rural areas since the company is aware of the fact that the type of consumer offering for the product is convenience offering. On the account of Johnny Walker, the whisky brand, the company has targeted the major cities and towns across the world. This company has done this by making sure that it targets the highly prosperous towns and cities because of the price value for this type of whisky. Additionally, to broaden its target market, the company has mastered the art of makings sure that the target market is met through the online shopping platform where the customized brand of Johnny Walker would be delivered to the consumer at the convenience of their home. This move makes it easier to reduce the retailing costs since the market will be larger enough on the internet platform. Additionally, a closer look at the major cities and towns for which this beverage is being sold, the target market here is mainly emanating from European continent as opposed to the coca cola brand. The main reason for this notion is that in the European continent, there is a lot of cold, and most of the target consumer here would want something that stimulates their body activities, and this makes the whisky brand to be quite known in such areas. To the African continent, this brand is not so much seen except in the South Africa where they also experience a high level of coldness which makes it quite important to have a stimulating beverage. The current situation at hand for the Nescafe is that it is being taken by everyone worldwide. This notion is because; the drink is preferred both in the cold and the warm areas. In the cold areas, it is perceived as a stimulant which makes people quite active at the times of work. While in the warm regions, the beverage is seen as a substance that keeps you awake all night without much fatigue, it is therefore taken by those who want their bodies to be regained from the inactivity they have. In as much as there is a high level of competition from other coffee products, the company had target most parts of the world for its brand.
Demographic segmentation
The primary target market for Johnny Walker brand is those persons who are 18 years and above. The current international drug laws allow this product to be sold to those who are 18 years and over. This notion is because the beverage is deemed alcoholic and hence can induce high level of misbehavior which and less than 18 years old person account to take responsibility of. Additionally, the company has placed this brand to be made by those individuals who have a clean bill of health on individual critical diseases such as cancer and the Tuberculosis. The main reason for this move is to obey the various rules and regulations on the international drug safety standards. This target market chosen by this company is also deemed it be quite substantially aware of the economic implications of drinking too much of the Johnny Walker since it can lead to economic breakdown due to its high level of addictive stance. At this point, we should remember that this target market is the primary economic drivers of any country in terms of the human resource or the labor workforce. With this in mind, the company knows that the economic status of these individuals are deemed to be quite good, and hence this range of people will be willing to buy the brand with high quality which Johnny Walker provides. On the other hand, the Nescafe has tried to take the target market to the whole household. That is, for the every person in the family as from the age of 5 years who can make tea, they form the bracket of target customer for Nescafe. Again this notion has made the product to be consumed by many across the globe because of its unique taste and fact that it is being produced like a powder which does not leave fragments on the tea but melts dissolves into the drink as it is. This segment of age is best suited for this product because as it were, the company is keen to inculcate the wholesome nature of the family in it and this brings on board the accurate advent of distinction of these variables in place. On account of coca cola product, the company ensured that this product is entitled to every household member, and this starts with the children from the age of 3 years to the elderly of the age of 70 years still have the opportunity to taste the feeling the coke brings on board. The company has a unique way of choosing its target group demographically by looking at the taste and preference of every customer from the perspective of the health status, the occasion in which someone is, the self-satisfaction derived from the product and how the product stands out for the person among other products in the same caliber. The company has also used the growing group in the society as the major customer segment for the product sine they are the one who are engaged in rigorous activities with high intensity of energy that they need to replenish. The drink of coke is deemed to help replenish this energy.
Psychographic segmentation
In the recent past, the use of psychographic segmentation has gained more ground than before. The use of this type of segmentation has seen most of the companies have a high sales turnover since these psychographic segmentation deals with the emotions and the lifestyle coupled with the social aspect of the person. The coca cola as the product has targeted the consumer segment that is workaholic and requires refreshment at every point in time. This notion is strengthened by the fact that the company has targeted the youths who have the tendency of being active and very productive as dictated by their stage. Additionally, the company has targeted those diabetic conditions and has a lifestyle of not taking sugar by introducing the coke zero into the market. The product also serves the lower and the middles class since the price of which the company offers this product is quite affordable. Johnnie Walker targets the personalities who like exclusive products. The whisky brand is being taken by the tycoons of the society, and this has made this product to be a rare one presumably less affordable for many. This brand again gives the customer a high level of satisfaction which is deemed to be quite worth for the value of money that its costs. On the account of the rationalization, the company has pitched this product to be a luxurious commodity which is being sought after by the distinguished personalities within the high social class. This notion has made the band to the most preferred one among other brands in the luxurious realm. Nescafe, on the other hand, targets middle working class persons in the society. This fact is accentuated by the fact that the price of this product is a little less affordable for the various parties concern in this prospect. The notion here is strengthened by the fact that the company is deemed to be producing high-quality tea for its customers. Additionally, it should be noted that this product is a stimulant so it targets those who are at the working places and would want to keep awake and be active at all times. It is for this reason that the middle and the high working class of the society are netted for this product.
Benefits Sought
The three companies have also tried to segment their products in agreement with the type of advantages that the customers derive from the real consumption of the product. The main feel of benefit that the coca cola company would want its clients to have is the notion of high level of refreshment as they take the drink. Additionally, it is true that when one takes the soda, they taste the feeling of being part of the team that is being refreshed by the drink. The current advert that has the motto ‘ taste the feeling’ tell it all, it means that the company would want its customers to have a lively social experience as they take the drink. With this notion in mind, they tend to arouse the feelings of these persons, and hence they get satisfied by the impression of the whole experience. Furthermore, an ice coke drink is deemed to quench the thirst of individuals, and this prospect, the benefits sought here is the quenching of the thirst. Conversely, Johnnie Walker brand is one of those brands that have been perceived to be quite satisfying in terms of making the consumer very energetic. The drink is also sought after because it calms the nerves and makes one feel stress-free. These two sets of benefits derived from this drink make it be wanted more during the occasions of resting with friends and family. Nescafe, on the other hand, have the primary goal of making its consumers active. If a person would want to stay wake in the night as they carry out their duties, the first thing that comes it their mind is Nescafe, which is deemed to make them very awake up and to run in the most appropriate way possible. Therefore, the benefit sought for this coffee is the stimulating effect that the consumers will have in the long end. The table below shows the summary for the whole segmentation process for all the products.
| Coca-Cola | Johnnie Walker | Nescafe | |
| Geographic | United States and also in the African continent | The major cities and towns across the world | Worldwide: the drink is preferred both in the cold and the warm areas |
| Demographic | Households from 3 years and above | 18 years and above | Households for 6 years and above. |
| Psychographic | Targets workaholic and requires refreshment at every point in time | Targets the personalities who like exclusive products- a luxurious commodity | Targets middle working class persons in the society |
| Benefit Sought | The notion of high level of refreshment as they take the drink | Makes the consumer very energetic. it calms the nerves and makes one feel stress-free | Makes its consumers active. Consumer stay wake as they carry out their duties |
Question 3: The Marketing Mix
The product
All the three products are offering a tangible product to their customers. Coca-Cola offers a large variety of product mix is distinctly set from various types of customers. We have the diet coke, the coke zero, the normal coke, coca cola vanilla, coca cola with lime, Raspberry and caffeine free coke. All these products are from the whole package of Coca Cola Company. In this prospect, the company is deemed to serve a broad range of the market segments. Moreover, the company follows the convenience type of consumer offering to sell its position its product into the market. The competition by other enterprises like Pepsi makes the product to be that of convenience. For this matter, the company has tried to be quite strict in making sure that the every retail shop and the supermarket have the product in it. The company is well aware of the fact that there are other brands in the market that the customer would want to take at their essence of convenience.
The inception of these products at every place has the transcending effect of making sure that they are found by the consumers at their disposal. This move by the company is to ensure that the corporation benefits a great deal from this adventure of sales. Additionally, the product is at its maturity stage. The company is getting the maximum benefit from this product and hence has devised various strategies to help it stay at that stage. The most efficient way in which this company has done this is through the inception of the profound sales and marketing strategy. The company has done this over the years, and it has succeeded in this notion. The main differentiation feature about the product is the high sense of quality and the reputable brand that the commodity has in the market, and this has made it be successfully accepted by the consumers.
Nescafe, on the other hand, contains only one product that sails in its brand which is Nescafe. The type of product offering for this company is shopping offering. Of course, there are different bands of the product that the consumer is looking. The product had been differentiated in such a way that it is seen to have superior quality than the others. This type of offering again makes the company gain a competitive advantage over the other products which have low quality. One differentiating thing about the product is that the consumers do not need to use the sieve to remove the fragments of the result since the product naturally dissolves into the tea. Nescafe is at the growth stage of the product lifecycle. The company recently made a rebranding of the whole packing set of the product that saw it start develops once again from the introduction stage and now to the growth stage. With this notion in mind, the company has since made significant sales over the years with keen attention on the real advent of technological advancements that makes it easy to make the tea quite quickly. The main differentiating fact as mentioned earlier about the product is that the fact that the product is highly refined to produce only the concentrate that can be quickly dissolved in the milk or water to make the beverage. This milestone invention is vital in ensuring that the brand is of high quality.
Johnnie Walker, on the other hand, is a single brand of Scotch whisky. As at now the company engages in the specialty offering to the consumer. This move is because this whisky brand is seen to be one of the most expensive and hence the consumers have to get this product through limited channels which make it exclusively unique brand of beverage. The product is at its maturity stage and hence the sale of this product is deemed to be quite high. This notion is strengthened by the fact that the company introduced a well-stratified type of sales and marketing technique that will help in maintains this level of the life cycle. The differentiating factor about this product is the refreshing taste of the product and the high quality that comes with it.
Place
Coco cola in known worldwide and well distributed across the various continents. The main channel being used for this produce for the company is the well stratified and managed depots and wholesale stores that the retailers would purchase these drinks and sell them to the final consumers. Additionally, the company has liaised with the various supermarkets and shopping malls in every country to stock this beverage and at every store and this has made their popularity to go high. The primary mission of this company in their distribution strategy is to ensure that every household has had the taste of the product, and this would increase their chances of getting higher sales in this prospect. Nescafe, on the other hand, has used the major shopping outlets to distribute its product. The primary concern for this company is to make sure that they stock this product in every major shopping mall and supermarkets in the major cities and towns. The company believes that the major cities and towns are the most convenient areas where the company is deemed to have a high population of the working class who would use this product which is meant for them. Johnnie Walker brand has exclusive shops which are authorized as the dealers for this product. The brand is seen to be highly demanded by the rich hence it is always stocked at the most expensive hotels and restaurants where the tycoons can reach out for it. The distribution channel is quite limited, and this has made this whisky brand relatively rare. The concentration of these distribution centers is in the major cities and towns across the world.
Promotion
Three products have different promotional strategies. The primary promotional strategy if coca cola is to ensure that the brand reaches every single household in every country. This notion comes a long way with the definite fact that the company has utilized the promotion mix of advertising and sales promotions. In advertising, the company has invariably used the media for this advent and ensured that it gets the best out of it. Internet advertising has made it easy for the company as it reduces the costs related to marketing. Additionally, the company has engaged in the sales promotion by bringing on board the road shows and making sure that it creates awareness to every city and town in these countries about the existence of the beverage.
The promotional objective of Nestle is to ensure that the customer knows the high quality of the Nescafe. The company has done this through the use of publicity which is quite superior in accentuating the critical role of enhancing the quality of the product. Additionally, the company has also intensified its media advertising campaign in order to create the awareness among the various consumers all over the world. To Johnnie Walker brand, the primary promotional objective it to depict the great lifestyle that one can attain when they take this brand of whisky. The edge with which this multinational company has decided to promote its product is through public relations. At this point, the advertisements done here are geared towards creating high value for the company and making sure that it gets into the real realm of rich people in the comfort of their homes and places of relaxation. Personal selling and one on one customer relationship management have helped this product to sell and be a top notch brand in the high social classes.
Pricing
As of now, the three beverage brands use the non-price competition strategy. Coca-Cola uses the cost-based pricing strategy where its prices are always pegged to the cost of production. Conversely, Johnny Walker uses the demand-based pricing whereby the high the demand, the higher the price. Again Nescafe uses the value-based pricing model. On the account of the account of pricing strategy, Nestle Company uses the professional pricing strategy where a team of experts is summoned and brought on board to give a precise price that would cater for the varied levels of Nescafe. On the other hand, the coca cola has for many years employed the promotional pricing where they promote a certain price for this type of beverage, and since it is the price leader in this sector of industry, others will follow suit and help it in making sure that it thrives well. Johnnie Walker brand on the other hand now uses the psychological pricing strategy where to create a picture of high quality and high social class for the whisky in such a way that the buyer would take the product at whatever price it may be. With this in mind, the company has for many years maintained the loyalty of its high-end customers who are very cautious of the notion that this brand belongs to them and not anybody. The summary of the whole of marketing mix is as shown below.
| Coca cola | Johnnie Walker | Nescafe | |
| Product | Ø Tangible
Ø Has a range of products Ø Convenient consumer offering Ø Maturity stage of product life cycle
|
Ø Tangible
Ø Single product Ø Specialty consumer offering Ø Maturity stage |
Ø Tangible
Ø Single product Ø Shopping consumer offering Ø Growth stage |
| Place | Ø Well stratified distribution channels managed by the company
Ø Aim: to reach every household |
Ø Major cities and town sold be exclusively authorized dealers
Ø Sold in expensive hotels and restaurants |
Ø Targets major shopping malls and supermarkets not owned by the company |
| Promotion | Ø Aim: to reach every household
Ø Uses mainly internet advertising |
Ø Aim: to depict high lifestyle
Ø Uses mainly public relations |
Ø Aim: to give the customer high impression of high quality product
Ø Uses media advert |
| Price | Ø Non price competition
Ø Cost based pricing strategy |
Ø Non price competition
Ø Psychological pricing strategy |
Ø Non price competition
Ø Professional pricing strategy |
Question 4: Website Analysis
Diageo: Johnnie Walker
The website is well stratified and displayed the various brand of the company as a whole. Each product name of the company has its section and for an explanation. The entire nature of the graphics brought on board is quite appealing to the right target group for the enterprise. The mission, the vision and the core value of the business are well outlined in the websites. However, the company has not dwelt much on the sustainability of the firm as far as the sales forecast and how they would deal with the rising costs of operations. The company has not also put the customer care feedback system that everyone can contribute on the various concern of the enterprise.
Coca-Cola Company
The website is well designed and quite user-friendly since one can navigate from different brands of coke and get an explanation and glimpse at every product in question. The site provides the much-needed information, and this makes it quite substantial in depicting to the customers how committed the company is in terms of delivering the products. A closer look at the website, it becomes more interactive with the pictures of the developments and the news that keeps on changing in order to load more of the information needed. Again, we see that there is the contact center support which is readily available 24 hours a week. The locations and the branches plus the roadmap for the company are well displayed on the website. The internet site, in general, shows a high sense of maturity in services delivery which is required by the customers who visits it.
Nestle Company: Nescafe
The website is well stratified and displayed the various brand of the company as a whole. Each product brand of the business has its section and for the explanation. The entire nature of the graphics brought on board is quite appealing to the right target group for the enterprise. The mission, the vision and the core value of the company are well outlined in the websites. The site provides the much-needed information, and this makes it quite substantial in depicting to the customers how committed the company is in terms of delivering the products. A closer look at the website, it becomes more interactive with the pictures of the developments and the news that keeps on changing in order to load more of the information needed. Again we see that there is the contact center support which is readily available 24 hours a week. The locations and the branches plus the roadmap for the company are well displayed on the website. The internet site, in general, shows a high sense of maturity in services delivery which is required by the customers who visits it.
Question 5: positioning
Johnnie Walker targets the personalities who like exclusive products. The whisky brand is being taken by the tycoons of the society, and this has made this product to be a rare one presumably less affordable for many. This brand again gives the customer a high level of satisfaction which is deemed to be quite worth for the value of money that its costs. On the account of the rationalization, the company has pitched this product to be a luxurious commodity which is being sought after by the distinguished personalities within the high social class. This notion has made the band to the most preferred one among other brands in the luxurious realm. Nescafe, on the other hand, targets average working class persons in the society. This fact is accentuated by the fact that the price of this product is a little less affordable for the various parties concern in this prospect. The notion here is strengthened by the fact that the company is deemed to be producing high-quality tea for its customers.
Additionally, it should be noted that this product is a stimulant so it targets those who are at the working places and would want to keep awake and be active at all times. It is for this reason that the middle and the high working class of the society are netted for this product. The main feel of benefit that the coca cola company would want its clients to have is the notion of high level of refreshment as they take the drink. Additionally, it is true that when one takes the soda, they taste the feeling of being part of the team that is being refreshed by the drink. The current advert that has the motto ‘taste the feeling’ tells it all; it means that the company would want its customers to have a lively social experience as they take the drink. With this notion in mind, they tend to arouse the feelings of these persons, and hence they get satisfied by a sense of the whole experience. Furthermore, an ice-cold coke drink is deemed to quench the thirst of an individuals and this prospect, the benefits sought here is the quenching of the thirst.
On the contrary, Johnnie Walker brand is one of those brands that have been perceived to be quite satisfying regarding making the consumer very energetic. The drink is also sought after because it calms the nerves and makes one feel stress-free. These two sets of benefits derived from this beverage make it be wanted more during the occasions of resting with friends and family. Nescafe, on the other hand, have the primary goal of making its consumers active. If a person would want to stay wake in the night as they carry out their duties, the first thing that comes it their mind is Nescafe, which is deemed to make them very awake up and to run in the most appropriate way possible. Therefore, the benefit sought for this coffee is the stimulating effect that the consumers will have in the long end.
Question 6: Internal and External Factors and the SWOT analysis
The External Environment
Political
The company presently faces a variety of challenges that are opinionated in nature. This concept entails the inception different rules and set of laws that restrict the business from producing some beverages. For instance, in various countries, the manufacture of certain product makes are barred since they are intoxicating in nature and ought to be generated by alcohol companies only. This makes other companies like Nestle and Coca-cola does not compete favorably
Economic
The fluctuations in the relations and the disturbance in the economy arena create the total trade to be somewhat risky. Additionally, the business is faced with the revolution in the demand for its commodities in each country. As we all understand, the beverage commerce is disturbed by the concept weather. At the times when the climate is hot, most populace consumes the soft drinks to quench their dehydration. If the climatic conditions become chilly, the supply of these products becomes quite small. This causes the reduction in the consumption of these beverages
Technological
In the technological arena, the Corporation has strived to stay up with the vibrant of technological progression. One part that the firms have used is the inception of the web based marketing. The company has practically used all proposals of the internet to publicize and create philosophical awareness to their customers. The company is fanatical to notice the exemplary shift from the typical conventional communication to the knowledge based communiqué. The only challenge they face here is the rising cost of changing from one technology to another.
Legal environment
The companies have faced various legal suits that have eaten into their different profits. These suits relate to the issues on patents and rights, the need for the corporate social responsibility the employee suits among others.
Internal factors
- The suppliers
Presently the companies have abundant vendors who have an authentic connection with the businesses. From the investigation of the financial reports of the companies, it came out unmistakably that the credit payment time for the companies is high, and this means the companies are faced with the problem of paying their debts promptly.
- Consumers
It was noted with concern that the Diageo Company does not treat the customer complaint with the urgency it needs, and this led to it being fined making the clients complain so much and not giving good feedback on the same.
- Employees
There have been numerous strikes in these companies by the workers who would want a better pay and also good working conditions. The trade unions have also revolted on this stance by connoting that these enterprises have to depict high sense discipline in their areas of work and how they treat their employees. These strikes have caused upheavals regarding disruption of work massive losses consequently.
Question 7: Product in The World That Is No Longer Being Sold
The TVs that were manufactured by Five Rivers Electronic Innovations Company went off the market after the company collapsed. The main reason why the manufacturer of TVs in American went down was the inception of the new technology that tends to make revolutionized LED sets that are very exemplary regarding technological advancements. The most important thing in this stance is the beginning a highly qualified product in the market that has a high level of reputation regarding satisfaction that the customers are deemed to accept at a great stance. One of the orientation production companies Five Rivers Electronic Innovations Company dealt with the manufacture of TVs sets. It is a solid fact that electric energy is highly demanded in every part of the industry in the United States to sustain the production in the economy. As it stands, the company is geared towards producing as many megawatts as possible. Real advents of issues here revolve around the primary motive behind the productions of such products.
Question 8: Societal Marketing
Coca-Cola Company has made very profound steps in making sure that it looks at the social welfare of the community around. According to the sustainability report on its website, the company has tried to give much attention to the invariable fact of making sure that it gives 60% of the employment opportunity to the locals when the corporation is situated. Additionally, it has taken various steps to curb the menace of pollution by fixing its production machines which gears that reduces the contamination of the environment. The company has also participated in sponsoring of the various sporting activities such as the world cup which it sponsors every four years. Nestle, on the other hand, has not embraced societal marketing that much, but it has given back to the society through educational sponsorship. This has been done through the use of highly valued approach of This philosophy goes beyond just the notion of getting to know the customer’s needs, it goes ahead to give an incisive look at the real advent of the societal concerns of the consumers. In this quest the company gives the customer both the taste and feel of his preferences and also fulfils the social needs. The company here makes sure that they participate in various societal concerns that make the whole satisfactions effects takes the course. The company has long term goals of making the customer a true one to all the products that the client may want that the business is providing. Additionally, it should be noted with concern that most companies here engage in things that try to help the consumer in a broader way. For example, to reduce the various diseases prevalence, the Diageo involved in the construction of a hospital in a community set up. This notion goes a long way with making sure that the company gains the fame and the utmost loyalty to the companies around.
Question 9: Wall Mart Competitiveness
Wall Mart is known worldwide and is well distributed across the various continents. The main channel being used for distribution for the company is the well stratified and managed depots and wholesale stores that the retailers would purchase these retail goods and sell them to the final consumers. Additionally, the company has various supermarkets and shopping malls in every country to stock these products and at every store and this has made their popularity to go high. The primary mission of this company in their distribution strategy is to ensure that every household has had the taste of the product, and this would increase their chances of getting higher sales in this prospect. Wall Mart also has the major shopping outlets to distribute its products. The primary concern for this company is to make sure that they stock this product in every major shopping mall and supermarkets in the major cities and towns. The company believes that the major villages and towns are the most convenient areas where the corporation is deemed to have a high population of the working class who would use this product which is meant for them. Wall mart additionally has exclusive shops which are authorized as the dealers for this product. The brand is seen to be highly demanded by the rich hence it is always stocked at the most expensive hotels and restaurants where the tycoons can reach out for it. The distribution channel is quite limited, and this has made this whiskey brand relatively rare. The concentration of these distribution centers is in the major cities and towns across the world.
Question 10: Personal Selling
Three products have different personal selling strategies. The main selling strategy of coca cola is to ensure that the brand reaches every single household in every country. This notion comes a long way with the definite fact that the company has utilized the promotion mix of advertising and sales promotions. In advertising, the company has invariably used the media for this advent and ensured that it gets the best out of it. Internet advertising has made it easy for the company as it reduces the costs related to marketing. Additionally, the company has engaged in the sales promotion by bringing on board the road shows and making sure that it creates awareness to every city and town in these countries about the existence of the beverage. The promotional objective of Nestle is to ensure that the customer knows the high quality of the Nescafe. The company has done this through the use of publicity which is quite superior in accentuating the critical role of enhancing the quality of the product. Additionally, the company has also intensified its media advertising campaign to create the awareness among the various consumers all over the world. To Johnnie Walker brand, the primary promotional objective it to depict the great lifestyle that one can attain when they take this brand of whisky. The edge with which this multinational company has decided to promote its product is through public relations. At this point, the advertisements done here are geared towards creating high value for the company and making sure that it gets into the real realm of rich people in the comfort of their homes and places of relaxation. Personal selling and one on one customer relationship management have helped this product to sell and be a top notch brand in the high social classes.
Question 11: Activities in The Chain Management Process: Coca-Cola Company
Raw ingredients
Here the workers have to make sure that the sugar for mixing the various types of drinks are put in place, they must ensure that they have reduced the advents of stock out costs that might be emanating from the lack of these ingredients.
Forklift drivers
These personnel have to make sure that the various issues that concern the loading and offloading of the trucks are well taken care of, and they are placed on shift such that there is no time that the forklift is not functional.
Resellers
The resellers are well maintained in such a way that they do not alter with the price set for them by the company. This would help the company to stabilize its prices across every division and region of production.
Question 12: Aggressive Advertising Efforts
Media advertising
This method entails the use of the media to promote the publicity of the products. The variety of avenues that are available here is the use of internet platform, the local media, and the billboards. The company has done this through the use of publicity which is quite superior in accentuating the critical role of enhancing the quality of the product. Additionally, the company has also intensified its media advertising campaign to create the awareness among the various consumers all over the world.
Personal selling
This method entails getting a group of salespersons who will be engaged in making sure that the customers are aware of every feature of the product. This approach is very efficient since there is a personal contact with the customers and they try to understand it much better at a personal level. The main feel of benefit that the Coca cola company would want its clients to have is the notion of high level of refreshment as they take the drink. Additionally, it is true that when one takes the soda, they taste the feeling of being part of the team that is being refreshed by the drink. The current advert with the motto ‘taste the feeling’ explains it all, it means that the company would want its customers to have a lively social experience as they take the drink. With this notion in mind, they tend to arouse the feelings of these persons, and hence they get satisfied by the impression of the whole experience.
Question 13: Data Mining
Nescafe, on the other hand, contains only one product that sails in its brand which is Nescafe. The type of product offering for this company is shopping offering. Of course, there are different bands of the product that the consumer is looking. The product had been differentiated in such a way that it is seen to have superior quality than the others. This type of offering again makes the company gain a competitive advantage over the other products which have low quality. One differentiating thing about the product is that the consumers don’t need to use the sieve to remove the fragments of the result since the product naturally dissolves into the tea. Nescafe is at the growth stage of the product lifecycle. The company recently made a rebranding of the whole packing set of the product that saw it start develops once again from the introduction stage and now to the growth stage. With this notion in mind, the company has since made significant sales over the years with keen attention on the real advent of technological advancements that makes it easy to make the tea quite quickly. The main differentiating fact as mentioned earlier about the product is that the fact that the product is highly refined to produce only the concentrate that can be quickly dissolved in the milk or water to make the beverage. This milestone invention is vital in ensuring that the brand is of high quality.