Title page
Marketing of Morisha Delivery Pantry
Table of contents
TOC \o "1-3" Executive Summary PAGEREF _Toc415602996 \h 3
Overview PAGEREF _Toc415602997 \h 3
Marketing strategies PAGEREF _Toc415602998 \h 3
Marketing mix PAGEREF _Toc415602999 \h 3
Product PAGEREF _Toc415603000 \h 4
Designing Marketing Plan, Which Is Customer-Driven PAGEREF _Toc415603001 \h 5
Price PAGEREF _Toc415603002 \h 5
Place PAGEREF _Toc415603003 \h 6
Building Customer Relationships PAGEREF _Toc415603004 \h 6
Positioning PAGEREF _Toc415603005 \h 6
Social media marketing PAGEREF _Toc415603006 \h 7
Online websites PAGEREF _Toc415603007 \h 9
Conclusion PAGEREF _Toc415603008 \h 9
References PAGEREF _Toc415603009 \h 10
Executive Summary
Morisha Delivery Pantry plans to adopt the marketing mix and social media strategy for selling products. Customer satisfaction and customer value are the building blocks of the relationship between an organization and its customers. These building blocks help an organization to maintain a relationship between its customers on a long term basis. Once a relationship has been built and is maintained, these customers become loyal clients of the company. In order for the marketing strategies to be successful and helpful for the company, these strategies are to be designed keeping in mind the customers of the company. In a nutshell, the marketing strategies of a company must be customer driven as no company can profit unless the customers of that company are happy with their performance and offers.
Overview
Morisha Delivery Pantry is a profit organization that operates for delivering pantry products. It delivers fresh products including bread, sandwiches, pastries, quick meals, cupcakes and frozen dinners. The company aims at adopting a marketing mix and internet marketing for reaching a wider customer base.
Marketing strategies
“Marketing is a social and managerial process by which individual and group obtain what they need and want through creating, and exchanging product or value with other people.” CITATION BRL14 \l 1033 (Londhe, 2014). The marketing strategies adopted by the company include marketing mix (4ps) and social media technology.
Marketing mix
The social media marketing and planning provides guidelines for adopting adequate strategies that ensure a brand's success. Marketing, in general, includes a scope of procedures and strategies that are focused towards discovering what the needs and requirements of customers are, and once that becomes known, this demand and needs can be fulfilled by the companies (Kotler & Armstrong 2010). sometimes, the need of the customers is related to the concept of marketing mix which includes price, place, product and promotion. A valuable initiative taken by the companies in this way is to do every kind of research such as basic and applied research. to get some answers concerning the requirements of their customers, which are associated with the 4Ps. These 4Ps of the marketing mix are a product, price, place and promotion CITATION Mar163 \l 1033 (Išoraitė, 2016). For services, there are three additional Ps which are physical evidence, process, and people.
The marketing process is a simple five-step model that shows us how companies build their relationship with consumers starting with understanding the consumers and creating customer value. In the first four steps companies focus on understanding and creating customer value, whereas, in the last step, the organizations gather reward in return of giving the customers the value they desired and in return capturing value from customers to generate profits and create customers' equity (Kotler & Armstrong 2010).
Product
The company will define the products that it will offer to its customers. It depicts the need for understanding the marketplace and customers needs. One thing which is very important to understand is the wants of a customer. A marketer knows precisely about the difference between wants and needs as wants are the desires of the customers but not necessary for them but needs are basic necessities for the customer, without them, they can't survive CITATION BRL14 \l 1033 (Londhe, 2014). To understand the wants and needs of a customer, a marketer would require the information from the customers directly with respect to their buying behaviors, what fashion they like and their taste. So setting up a good information system is a major for successful marketing function. Marketing research is another way to help marketers or companies to understand customer wants. Information system and research basically are two different concepts but usually used for the same purpose as Information System are about the system to create or manipulate information but research is about getting information and deeply examines the information and try to discover more aspects regarding information CITATION Mar163 \l 1033 (Išoraitė, 2016). Customer opinion helps companies/organizations to deliver a desirable product that would fulfil the need of the customer and satisfy both the customer and the company/organization.
The products offered by the company include; quick meals, sandwiches, muffins, pastries, cupcakes, fresh-based pizzas and dinner meals. delicious meals will be delivered at different places including homes, officers and other places.
Designing Marketing Plan, Which Is Customer-Driven
Designing a marketing plan which is customer driven implies that marketers create value for targeted customers by being creative.
The type of customers that we would serve
The ways to serve these targeted customers
Price
The price will be decided by conducting market research. The prices of competitors will be considered for setting the right price. It will identify the value that the product will offer to the customers. It will consider discounts and deals that will attract customers of competitive brands. Value proposition basically refers to the set of benefits that an organization promises to give to their clients for satisfying their demands.
Place
Choosing the kind of customers we want to attract divides into three:
Market segmentation: dividing the total market into smaller segments of customers.
Targeting: what segments you as a company should go after (meaning the type of customers)
De-marketing: reducing demand temporarily or permanently, the main point of this point is actually to shift the demand and not to reduce it or destroy it.
Building Customer Relationships
Customers relations are built and managed with the help of customer relationship management which helps the company in maintaining and building profitable relations with the targeted customers with the help of satisfying their needs and delivering them superior shopper value. The levels of customer relationships consist of full partnerships and basic partnerships CITATION BRL14 \l 1033 (Londhe, 2014). Full partnerships include building relationships with high margin customers, whereas, the basic partnerships are the relationship building with low margin customers. The tools used to build relationships with low margin customers is through websites, contact numbers, television and print media commercials and sales promotions.
Positioning
Market strategy is vital for all kind of business as even a common shopkeeper need to implement a market strategy for positive outcomes. there must be a solid base of promotional activities to make a market strategy. Promotional activities involve advertising of the product and attracting customers through different tactics. The market strategy also demand some concrete steps such as define the product or service appropriately, identifying the target market, have complete information about the opponents, find a niche, develop awareness among people, maintain focus, consistency, and build credibility CITATION BRL14 \l 1033 (Londhe, 2014). By following all these steps, an organization can achieve its goals and aims rapidly. From a recent report, it can be seen that the success of many organizations depends upon some specific factors and market strategy is one of them. In other words, it is necessary for the organization to work on its market strategy for best and effective outcomes.
The company does extensive market research on a monthly basis in order to stay up to date with the latest demands of its customers. Before entering into any new market, the company undergoes market analysis in depth so that they could provide the customers with the best that they can. For Morisha Delivery Pantry, needs and wants of its customers are highly essential as the company is entirely customer oriented. Furthermore, Morisha Delivery Pantry keeps a strong check on the latest marketing trends. Before launching a new car or a new model, the company analyzes the market in order to comprehend whether their product would be successful or face challenges after the launch (Mady, 2011). The marketing programs of the company are constructed in such a way that they are focused on delivering superior value to its customers. These marketing programs are integrated and well communicated within all the departments of the company.
Social media marketing
It is an effective tool for targeting customers at social networks. With the help of selective relationship management, building relations with a chosen set of customers in order to target the customers that are more profitable and loyal. Incorporating two-way communication between the organization and customers to make the relationship more interactive with the help of communicational tools such as social networking sites, writers’ blogs, online communities and websites (Kaplan et al., 2010).
Information’s explosion due to the accessibility of Internet almost everywhere has brought on a radical change in the purchasing patterns of the consumers, due to a great relocation to absolute decision making from a relative one (judgment based on the merits and quality of a product) and the impact of online networking (judgment based on user reviews and popularity of a product). These variables have progressively undermined the viability of conventional promotional effort and minimized the capacity of advertisers to impact and foresee the decisions of purchasers.
Top of mind approaches, positioning and targeting, all have lost their value in the marketing landscape of today. Brands are less successful in affecting the view of value and buyer dependability is less solid as the driver of a purchase (Kaplan et al., 2010). The barrier of entry is lowered down because of such an environment for lesser-referred to brands, till the time that they own a quality item, but it also open ways for brands that are already well established to go for the option of diversification into apparently different kinds of businesses. In order to make the business a success, the company would have to reconsider the role of its department of marketing plays and question the past presumptions. The company would also have to keep a track of the activities of its customers on the social media, checking their comments and also manage the reputation of the company, profit by electronic measurements that give the company constant criticism on what works and what doesn't with respect to the customers in the two way communicational patterns of today.
Online websites
Facebook, Twitter and Instagram will be used for targeting the customers. Adds will be shared on these websites that will give brief details about Pantry's products and selling. An attractive content will be created that could allow the company to achieve its marketing and branding goals. The ads will target people of all ages including children, adults, youth and older people (Kelly et al., 2010). conversations will be developed for providing interactive service to the clients. the company will adopt methods for improving traffic. This is an effective platform for raising product awareness. Social media sites will also allow Pantry to create brand identity.
Conclusion
The company will integrate the marketing mix and social media strategy for selling products. The marketing strategies of a company basically help in outlining which marketplace and customers that the company would be serving and how the company would deliver value to its customers. In modern marketing, building strong and long-lasting relations with the customers is the most important concept and this concept is termed as customer relationship management. This concept involves delivering superior value to customers by maintaining and building profitable relations with them.
References
Išoraitė, M. (2016). MARKETING MIX THEORETICAL ASPECTS. International Journal of Research, 4 (6).
Kaplan, Andreas M. and Michael Haenlein. (2010). “Users of the World, Unite! The Challenges and Opportunities of Social Media.” Business Horizons 53: 59-68.
Kelly, Louis, Gayle Kerr, and Judy Drennan. (2010). “Avoidance of Advertising in Social Networking Sites: The Teenage Perspective.” Journal of Interacting Advertising 10: 16-27.
Mady, Tarek T. (2011). “Sentiment toward marketing: Should we care about consumer alienation and readiness to use technology?.” Journal of Consumer Behavior 10: 192-204.
Londhe, B. (2014). Marketing Mix for Next Generation Marketing☆ . Elsevier Procedia Economics and Finance Volume 11, 2014, Pages 335-340 open access, 11, 335-340.
