Ciba-Geigy was not able to introduce innovative products which they got from merging partners like Sandoz and Astra Zeneca. These newly acquired products are soft to the environment and very effective against pests and diseases which became resistant already to first and second generation products which were the organophosphates and organochlorines.
It is a known fact among competing agricultural pesticide companies that these outdated products were the products being marketed by Ciba-Geigy before the merger. The Marketing Mix article further revealed that under the Product, the brand name, functionality or uses, safety, packaging, supports and services are the requisites to be considered.
One of the new products which considered the functionality is Amistar. As revealed by syngenta. Syngenta further revealed that the product is very effective at extremely low rates and therefore more economical than the leading fungicide in the market. These are the qualities of the product that the end user wants; more effective, economical, user- friendly and safe to environment.
The packaging also is innovative as it is effective at low rates, the packaging is handy and comes in and gram packs compared to kilos and drum packing of the nearest competitor.
The product at present is indispensable partner of the mango, watermelon and other high value crops that require more fungicides due to diseases and therefore more sales and profit for the company. In the case of fungicide Amistar, the strategy that Syngenta implemented is premium price. This is for the reason the product is also of premium quality. Based on the interview from a high ranking marketing executive of the company, they want to create an impression among the high value crop growers that the product is high priced due to its being effective at extremely low rates compared to the nearest competitor which is Benomyl, a second generation fungicide.
The end user were the ones who discovered that the strategy of Syngenta is optical price illusion strategy claimed by the high ranking marketing executive. Added to this, the end users claim that Amistar is rainfast or is not easily washed off by rain aside from the fact that it is extremely effective. Benomyl on the other hand is not rainfast and they have to repeat spraying if the rain comes within the day of spray.
This means additional cost on fungicide and labor. The strategy of Syngenta to guide the users in their meetings to promote the product and discover by the end user themselves the real cost involved is very effective and this also lead to word of mouth promotion or endorsement of the product to other end users.
Per the experience of Syngenta, the Marketing Executive claims that the endorsement from other end user is a more effective promotion aside from the fact that the company is not spending additional funds to get the endorsement per se and the transmission of the message to other end users which are dominant in the market.
This price illusion strategy is not only for Amistar but for all products of Syngenta including the seeds. Aside from the price illusion strategy, the Marketing Executive also revealed that they offer volume discounts to their distributors and direct accounts. Normally, the volume discount is being offered 30 days before the onset of the season. The advantage of this volume discount is that the company is tying the finances of the distributors to their products so that there will be little fund left from the distributors for the competitor products.
Due to the fact that their products are fast moving, the volume is sold also very fast and so they offer additional discounts for 7 days cash on delivery cod or strictly cod basis. This way, the cash roll-over or the days that the capital is reinvested per month by both the distribution network and the company is becoming shorter resulting to a more bigger business volume and more profit for both of them.
To ensure that the products will be available in the area where it is needed, the Syngenta. The company also is maintaining as direct accounts the big plantations who require bulk packing of the products. The distributors were the ones serving the specialized retailers The Syngenta.
Moreover, direct plantation accounts were being maintained and their product requirements are served directly by the company not passing through the distributor network. This is for the reason that plantation accounts require bulk packing and special pricing which is not available in distributors network. The fourth element of the Marketing Mix is promotion. To ensure that the promotional messages will reach the end users, the Marketing Executive interview revealed that they have nationwide and local radio spot commercials using the dialects.
They also employ a number of specially trained Agronomists who do the meetings and farm demonstration trials in end user farms. Video and audio recordings of product benefits, user safety and environmental impact are also being played in their audio visual facilities at the distributors store while the latter is open for the farmers to see and absorb the message.
The Marketing Executive revealed that they were Marketing Mix Paper 5 the first company to implement this audio- video display promotion strategy which they find very effective.
The company also prepares and distribute during meetings product brochures emphasizing the benefits of the product, how the product is used and safety to environment and user. The interplay of the Marketing Mix resulted to Syngenta although a very young company being considered as one of the leaders in the crop protection industry and third ranking company in commercial biotech seeds.
The company also established the Syngenta Foundation as part of their corporate social responsibility. Field trips and training of selected farmers as well as scholarships for the children of loyal farmers are being offered through the fund of the Foundation.
This way, the picture of the company that was programmed to be perceived as an innovative, solution provider and socially responsible is achieved. Innovative and soft to environment pesticide products is the demand of the 21st century as the consumers and food providers or farmers became health conscious and aware of the benefits from less toxic pesticides.
They also became conscious of environmental health and the effect of persistent chemicals. The success that the company reaped in the past and continued to be achieved in the coming years is a product of carefully laid out marketing strategies and tactics based from interplay of Marketing Mix elements which the company management carefully implemented.
Marketing objectives should be presented to the CEO in written format, and respond to each of the following statements: To achieve this, we have 5 priorities: Building a customer and store-led culture and team Generating sustainable sales momentum in Food Evolving our Drinks business to provide even more value and convenience Marketing discipline has attracted considerable attention from academics as a result there are numerous definitions of marketing in the literature.
Different authors have different views of marketing. For instance Kotler and Armstrong define marketing as the social process through which individuals as well as organisations acquire their needs and wants by creating and exchanging values with others while American Marketing Association defines marketing What is market fragmentation, and what are its consequences for marketers? Even in cases where a company does sell directly, there remain activities that are performed by an outside company.
A laptop may be sold from a company website to a consumer directly, but it will be sent out using an existing courier service. This is why, in some form or the other, all producers must rely on a distribution channel. A company may need to use different strategies for different types of products. Three main strategies that can be used are:.
While making channel decisions, a company may need to weigh the benefits of a partner with the associated costs. Some potential benefits to look out for include:. With the benefits in mind, here are some costs that a producer may have to weigh in order to make channel decisions.
Channel management is an essential activity for the manufacturer. Intermediaries need to be kept motivated and offered incentives to ensure timely and efficient delivery of products and services. Clear messages regarding products and their functionalities need to be passed on to attempt to keep clear communication regarding a product or brand all the way to the end user.
Just as a customer base is segmented and addressed according to their specific needs and requirements, distribution channels can also be segmented. Now all intermediaries or the markets they serve will be similar. There may be a need to foster stronger relationships with a retailer that sells in a knowledgeable and discerning urban market with high competition. Similarly, if a product is expensive and highly specialized, a retailer may need to be trained and given the relevant information.
No element of the marketing mix works in isolation. Information from each of them acts as input to the others. This is why when shaping a distribution strategy, input needs to be taken from all other elements of the mix and any considerations need to be addressed or incorporated.
Product, price and promotion may have the following impacts on the distribution strategy:. The type of product being manufactured is often the deciding factor in distribution decisions. A delicate or perishable product will need special arrangements while sturdy or durable products will not require such delicate handling. An assessment of the right price for a product is made by the marketing team.
This is the price at which the customer will be willing to make the purchase. This price will often help decide the type of distribution channel. If this price does not allow a high margin, then a company may choose to use less intermediaries in its channel to ensure that everyone gets their cut at a reasonable cost to the manufacturer.
The nature of the product also has an impact on the type of promotions required to sell it. These promotion decisions will in turn directly affect the distribution decisions. Disposable goods or those of everyday use do not require too many special channels. But for a car, there needs to be extensive salesperson and user interaction. For this type of product, a specialist channel may be needed. Dell Computers was founded by a college freshman Michael Dell.
By , the company had developed its unique strategy of offering made to order computers. As a result of this, sales went from 6 million dollars in to 70 million in In another 5 years the sales jumped to million dollars and by the end of they had crossed 25 billion dollars. A superior supply chain and innovative manufacturing had an important role to play in this phenomenal success.
Another important contributing factor was the unique distribution strategy employed by the company. Identifying and capitalizing on an emerging market trend, Dell eliminated the middleman or retailers from their distribution channel. This was done after studying and analyzing the personal computer value chain. Dell became a strong direct seller, by using mail-order systems before the spread of the internet.
After the internet became more mainstream, an online sales platform was established. Early on in the internet era, Dell began providing order status reports and technical support to their customers online. Online sales reached 4 million dollars a day in While competitors sold pre-configured and assembled PCs in retail stores, Dell offered something new and attractive to the customers by providing the option to pick desirable features and that too at a discounted price.
This was possible because Dell did not have to bear the costs of the middleman. Another useful aspect of this model was the information available regarding customers and their needs and requirements. This helped the company predict market trends and segment its market.
This segmentation helped product development efforts and an understanding of what creates value for each segment. Through careful analysis of the target market, a study of available channel options and effective use of a novel idea, Dell computers managed to reach early success in its industry. E-mail is already registered on the site. Please use the Login form or enter another. You entered an incorrect username or password.
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Report The aim of this report is to analyse the current Marketing Mix of Sainsbury’s, and to work out how it would be adjusted to satisfy the possibilities.
Marketing Mix. Marketing mix, as it relates to marketing, refers to the four elements; product, place, price, and promotion. This paper will discuss the four aspects of the marketing mix, as well as how it affects the development of an organizations marketing strategy and tactics.
Marketing Mix: Product, Price, Place, Promotion – Essay Sample Marketing decisions made by a company when shaping a suitable proposition for the potential . - Marketing Mix Paper Marketing encompasses everything from the products or services one sells, to how they are distributed to the customer. A Marketing Mix is the combination of products offered to reach a target market for the organization.
Marketing Mix Paper The marketing mix is probably the most famous phrase in marketing. According to eroticlesbian.ml, the marketing mix approach to marketing is a model of crafting and implementing marketing strategies. Marketing Mix Paper Wendy Wagner May 8, A marketing strategy provides a big picture of what a firm can do in a specific market. When creating a marketing strategy, a firm must identify a target market and a related marketing mix. A target market is "a group of similar customers to whom a firm wishes to appeal," and a marketing mix is "the.