Marketing and Sales for Educational Marketing mix †Free Sample

Question: Discuss about the Marketing and Sales for Educational Marketing mix. Answer: 1: Organizations need to identify the customer opinion over the product or service offerings. It helps them to make required alterations within the offerings and ensure better customer satisfaction. As opined by Tarasi et al. (2013) to achieve this strategic goal the organizations can obtain a number of strategies, like, focus group sessions, questionnaire based survey and many more. However, depending on the product pattern and customers availability these strategies need to be selected. Here in this selected case, the author has to arrange a focus group discussion. However as opined by Myers (2013) for the successful completion of a focus group discussion, the research conductor needs to selected five to twelve respondents. Here, for this study, the author will invite 10 people for the discussion. It will help him/ her to organize and execute the discussion session with a very constructive and controlled way. A judgmental sampling method will be used to select the respondents. As opined by Eriksson and Kovalainen (2015) the respondents in this method will be selected as per the choice of the research conductor himself. Here, the author will choose few mothers, nutritionists, doctors and regular users of cereal products. They will come from the authors acquaintances. As mentioned by Bryman and Bell (2015) this particular method will reduce the potentiality of selecting inappropriate respondents and time consumption for the sampling of the respondents will be reduced significantly. The author will design a test to collect relevant data from the respondents. The respondents will be provided three samples for different brands among which one will b the authors own. Now the respondents will be asked to rate each of the products for some previously selected factors, like, taste, visual attractiveness, the after effect and others. For taste, there will be other categories, like, saltiness or sweetness. The respondents will be asked which product they have liked most and what is the exact factor that leads him/ her to this decision. As opined by Cina (2013) by identifying the competitors popular factor the organizations can alter the product offering for obtaining better customer satisfaction and increased market share. As opined by Zikmund et al. (2013) the research conductor needs to clarify the topic and objectives of the discussion in a focus group session. Here, the author will ask the respondents what are the qualities they like in the product. They will also be asked that, how they think the product will benefit the potential users. Moreover, a discussion will also be conducted over the expected qualities in a cereal product. As discussed by Fayolle and Lin (2014) collecting data regarding the customers; opinion and expectation helps the organizations to set its strategic goals for the coming future. The gathered data will be used to make the necessary changes in the quality and taste of the product. They organization will try to moving the product forward by making the necessary changes within itself. On the other hand, the collected data will also help the organization in focusing to the customers expectations from the product. It will help the organization to design the promotional strategies by highlighting the positive qualities of the product. Thus, it can be speculated that by the collected data the organization will be able to get a significant level of competitive advantage by ensuring a better market share than before. 2: a. The questionnaire for the customers Rationale: This study is being done with the aim of determining the satisfaction level of the customers with the service of this airline. The company will make necessary changes in its service offerings according to the customers opinion. This Instruction: Please fill in the questions provided bellow. Try to make it within one sentence. For the rating, the customers are requested to mention the number only. In the comments section the customers are requested to provide recommendations, specification of any other lines customer service example, which he/she loves, or any incident of this airlines service that made him/ her feel dissatisfied. The filled in forms will be collected from the customers respective seats. Name: Age: How frequent do you travel with this airline service: What is the major factors which makes to decide to travel with this airline service: What are the services you like in this airline: What are the services you think should be improved: From 0 to 10, what will be your rating to the overall service of this particular airline: What are the additional services you will love to have in this airlines: Comments: Figure 1: The questionnaire for the customers (Source: developed by the author) As opined by Weathington et al. (2012) it is important for the research conductor to find the respondents appropriately. It helps them to obtain the best relevant and research oriented information. Hence, for the successful completion of this particular project, the author will target the passengers of the airline service. For collecting most relevant data, the author will approach the most frequent users of this particular airline service. In addition to this, the passengers who have made long travels by obtaining the service of this airline will also be targeted. The logic behind selecting them is their extended experience with the airlines service. On the other hand, the author will also target the current customers (those who are travelling). the selected respondents will be contacted via telephone or email. Thereafter a prior permission will be taken from them (Bryman and Bell 2015). All the interested respondents will be sent an email with a questionnaire as an attachment. After seven days of the email, the respondents will be contacted again and the filled in forms will be collected from them via email. On the other hand, the flying customers will be asked for permission before disseminating the questionnaire among them. The interested customers will be provided the questionnaire half an hour before the landing. The filled in forms will be collected from their respective seats. with the questionnaire the author will try to know the services which the respondents find attractive and which made them dissatisfied. Moreover, the questionnaire will also make an effort to know which factor has made the lead to the decision of travelling with this particular airlines service. In addition to this, with the help of the questionnaire the author will make an idea about the customers level of satisfaction from this airlines service. the data or information collected from the customers will be used in determining the issues those are limiting the organization n obtaining the best customer satisfaction. Moreover, with the help of the data collected the organization will be able to determine the most attractive factor of the service and make it more attractive to the customers. As opined by Cina (2013) by identifying the customers opinion, the organizations will be able to obtain a huge level of competitive advantage. Thus, with the help of the collected data, the company will be able to determine its position in the competitive market in respect to its competitors and it will be able to uplift its position by serving the customers more effectively. 2 (Distribution Channels): Marketing mix can be identified as an integral part of the marketing plan of a company. As discussed by Mallen (2013) it comprises four main components- product, price, promotion and last but not the least, place. Customers are the key for a companys success in the market. Hence, as discussed by Rosenbloom (2012) by identifying the product pattern, the brands value and objectives and customers need the organizations need to develop their placing strategy. It is an important issue in the marketing strategy as it directly affects the relation between customer and the company. Hence, it can be identified that selecting the right place or distribution channel has a huge impact on the organizational profitability and brand value. Depending on the product pattern, the organizations need to select their distribution channel or place. By selecting the right distribution channel the organizations ensures the delivery of the offering to the right market. It is stupid to locate the outlet for a food offering in a deserted street. It will bring no customer to the shop. On the other hand, placing the product with the right distribution channel is also important in obtaining competitive advantage. As opined by Gaski (2013) it is a mistake for a company, to open an outlet, where the competitors have a loyal customer base. On the other hand, depending on the availability of the customers the organizations need to select its place. As mentioned by Sun et al. (2014) while selecting distribution channels like, retailers or whole sellers, the companies need to make a review of the market, product detail and the financial stability of the organization. As mentioned by West et al. (2015) the markets which are geographically hard to reach it is best to select the wholesalers to reach the customers. On the other hand, in modern world of business, the web interface can be identified as the best channel to reach the customers. However, it also depends on some variables like product pattern, customer availability in internet etc. hence, it can be speculated from this above discussion that place is the major source of satisfying the customers at the right moment with the exact service. This particular quality makes this component the most important one in the marketing mix. A number of empirical instances can support this above discussion and the argument of the place being the most important part of the marketing mix. A number of companies have provided concentration in choosing the place with significant care. It has helped them to reach their product or service to the exact target customers. In the case of Amazon.com, it can be said that the company has rightly identified the new trend of e-commerce and established the whole set up of supply chain through the online interface (Amazon.com, 2016). As discussed by Rosenbloom (2012) the idea place largely depends on the concept of customers convenience in getting the product or service. The main objective of it is to make products available in the right place at the right time in the right quantities. On the other hand, in the case of McDonalds, they largely depend on the outlets (Aboutmcdonalds.com 2016). As opined by Gaski (2013) to reach and address the customer needs the organizations need to focus on their place selection. Being a company of fast food offerings, McDonalds know that they have to be available in physical stores for instant supply. In addition, their Drive in and drive through options has made their products more well-located to the customers (Aboutmcdonalds.com 2016). On the other hand, Johnson Johnson has found it unnecessary to opt for a retail outlet to reach the target customers. Their product offering easily comes under the consumer and medical product line. Hence, they have chosen to the distribution channels of wholesalers as well as the retailers. Some popular names are Wholesale.com, ShopatHome.com or WalMart, Target and many others (Jnj.com 2016). It has helped them to address a huge range of customers without a physical outlet. Moreover, it has also helped the organization to reach to the pocket markets. Thus, by choosing the right places for the product the companys can cut down the operational and distributional cost and increase the profit level. Hence, from the above discussion, it can be concluded that selecting the right place has significant importance in a companys profitability and future sustainability. The success of the other components of marketing mix thus typically depends on place. 3 (Market Segmentation): As discussed by Wedel and Kamakura (2012) while opting for a new product line, it is important for the companies to identify the target customers. By identifying the most feasible market, its need and the company objectives, the organizations needs to develop the product accordingly. It helps them to acquire the best profit margin. As mentioned by Nacar and Uray (2016) the market segmentation of a company depends on the four key components- demography, geography, psychograph and the product benefit. Here, the author has presented a market segmentation for the new product line of cell phones. 1: The different market segmentation: For the selected product, the market can be divided in various segments: Demographic: Age: Both the youth and the elderly population will be targeted. The company will target mostly the age group of 13 to 70 years. Gender: both the male and females will be the target customer group of the new product line. Income: the middle and the upper middle-income group will be targeted. Geographic: Geographic location: The urban customers of the producing country will be targeted. Psychographic: The users: both the tech savvy and technophobes will be targeted. Personality: both the extroverts and the introverts will be benefited. Benefits: It will provide good battery backup, which will be a preferable choice for the professionals. Moreover, the increased in built memory and latest software will also attract customers. Figure 2: Market segmentation for the new cell phone product line Source: Developed by the author 2: The mainstream and niche segment: Here, in the selected case, the students and youths can be identified as the most promising or the main stream customers. As they are the lovers of new technologies and they used to keep replacing their phones with the new models available in the market. Moreover, the company is opting for targeting the middle and the upper middle-income group of customers. As opined by Cross et al. (2015) it will provide the company a better level of market success by collecting more demand. In addition to this, the selected market of urban population will be the mainstream customers. With the increased level of disposable income, the urban customers are ready to spend a significant margin of income in these lifestyle goods. As discussed by Chernenko and Sunderam (2012) by concentrating on the mainstream customers demands and needs the organization can obtain a better level of customer success. Hence, the product will mostly be engineered according to the traits of these customers. On the other hand, as mentioned by Zickuhr and Madden (2012) the elderly customers generally are not so much tech savvy. They like to use the phones, which are simple to operate, and effectively serves the basic requirements. Hence, they cannot be identified as the mainstream customers though they will constitute a fair segment of market share. As mentioned by Sharma, A. and Lambert, D.M., (2013) the devises, which are too much complicated and needs extra knowledge to handle, do not get popularity among the aged customers. Hence, the company will not treat this segment as the mainstream customers. Moreover, even the professionals are the heavy buyers; the company does not treat this segment as the mainstream customers. As argued by Szolnoki and Hoffmann (2014) even though the heavy users are the extensive users of the products, it is hard to the companies to switch their loyalty. Moreover, as mentioned by Nacar and Uray (2016) this particular segment is price sensitive. Hence, to obt ain this market, the organization needs to launch the product will vary low price level. 3: The target customer analysis template: Customers Traits Students and youth Technology lovers The early buyers of the product (McDonald 2012) Medium income group Highly Price sensitive Constitute the largest market share Aged customers The technophobes Any income group Moderately price sensitive Constitute the a moderate market share The professionals The heavy users Prefer new and useful technologies Moderately price sensitive Constitute the a moderate market share The urban customers The heavy users Constitute the largest market share The extroverts Technology lovers Less price sensitive The introverts Can both be tech savvies or technophobes Price sensitivity is not known Figure 3: The target customer analysis template Source: Developed by the author 4: The product offering for a specific target customer segment: Here, in the selected case, the youth and the students can be the most potential target customers of the company. They love to use the new technologies and share the largest market. Hence, the company will try to put the following traits into the new product line of cell phones: It will be a smart phone, which will possess the latest software. The pricing strategy will be penetrative. It will help them to buy it in cheaper price in the initial days of its launch. The inbuilt memory will be more than the products of the close competitors close competitors. The quality of sound will be better than the sound quality of the products of the close competitors. The product will include some inbuilt social media apps to impress this particular segment. The product will come with different color variations. Some free tools will be available with the products like headphones, wireless chargers, screen guards and others. The phone will include some in built gaming options to attract the new age customers. The phone will include in built front as well as rear camera with a significantly strong megapixel count. Moreover, it will include a latest photo editing applications. As discussed by Anderson and Xie (2014) the new age customers love to experiment with latest technologies. It propels the organizations to develop their products by using the latest available technology. Hence, with the above stated specifications the organization will try to attract them. 4 (Marketing Plan): While launching a product in a certain market, it is important for the organizations to rightly manage a marketing plan with the help of a market mix. As opined by Kotler et al. (2015) the marketing mix includes identifying the product, selecting the distribution channel, setting the promotional strategies and specifying the pricing patterns. Here, in the selected case, the author has provided a well- structured micro marketing plan for a company that is offering management training to the students. Product: It will be a management training course for the eligible learners. The course will include four different but cohesive sub- sections. The service will be branded later. It will be a high quality management training sessions for the professionals as well as the regular students. The four parts can separately be studied or an all inclusive lesson service will also be available according to the needs of the students. It will be an e- learning session for the students. The teachers will be of the professionals with credible certificates from renowned universities. After the completion of the training session, the students will be put to an exam. It will also be an online-based exam. Finally, after the completion of the course, the students will be certified. As discussed in the provided case study, the four different lessons of the training have been developed by conducting an extensive market research. Hence, the curriculum provided by the company does not have the limitations of the courses provided by the competitors. Thus, it can be claimed this particular quality provides an extensive level of product differentiation to the service. Price: As discussed by Chaston (2015) price is one of the major factors in the marketing mix. This component includes a number of pricing strategies. Depending on the market situation, product pattern and the competitors status, the organizations need to set their pricing strategy. As described by Kotler et al. (2015) price is one of the major components those shape the customers buying decisions. As mentioned by Alipour et al. (2012) the market which has an extensive competition, the organizations needs to follow a competitive pricing strategy. Here, in the selected market, a number of companies are offering such courses. Hence, it would be best for the organization to opt for a competitive pricing strategy. Here, in the selected case, the company also had an option of following a penetrative pricing strategy. However, the nature of the service offered by this selected organization will be detrimental to this particular strategy. As opined by Shah (2013) in a certain empirical cases, it have been noted that the pricing creates a sense of value among the customers. If the organization opts for a penetration pricing for a management-training course, they potential buyers may identify the service as an inferior one. On the other hand, the pricing strategy will include discount for the students who are not working in any organization. It will help the company to gather more students from this community. To follow this strategy, the organization needs to make a market research to collect information regarding the pricing of the competitors. Figure 4: Marketing plan with a marketing mix Source: Developed by the author Place: The organization will opt for an online interface for disseminating the selected four courses. As opined by Singh (2012) with the emergence of the online distribution channels, the companies have a got a wider option of serving the customers. In this selected case, the organization is going to offer a management-training course. The students who are the officials of various companies mainly opt for such courses. Moreover, regular students are also there. Hence, if the company can manage to serve the students via online distribution channels it will help the company to obtain a huge number of client base and customer satisfactions (Singh 2012). To implement this strategy, the organization will need to launch a portal. The registered students will be provided personal IDs and respective passwords (Meraj et al. 2016). The portals will consist of an operational tutorial and an online help desk to clarify any query from the students end. Moreover, the organization will need to maintain a support team for successful implementation of this strategy. At the online interface, the organization will provide an online help desk. However, for further queries the students can come to the head office situated in New Work. For the distant learners the organization will also offer video conferencing. As discussed by Mallen (2013) the online interface can be identified as the future of the service industry. By identifying this trend of online preference and with the aim of providing the best level of customer satisfaction, the organization has chosen web based interface as its distribution channel. Promotion: As discussed by Huang and Sarigll (2014) the strategy of promotion can be identified as a channel of communication between the consumers and the company. Hence, it is important for the organizations to pragmatically choose the promotional strategies to uphold the brand name among the customers. Direct advertisement campaign: Direct advertisement can also be followed by the organization. As opined by Meraj et al. (2016) for direct advertisement the organizations need to identify the appropriate advertising channels to address the target customers. Here, the organization can opt for disseminating brochures to the schools and colleges regarding the service offering to the students. Moreover, the organization can opt for the social media advertisement. By collaborating with Facebook, Tweeter, LinkedIn and other social or professional media platform the organization can create brand awareness. Public relation: By endorsing the underprivileged children for in their educational efforts, the organization can also opt for the strategy of public relation. As discussed by Khan (2014) public relation often helps the organization in creating brand value. In this particular context, the organization can uplift the brand name by following this strategy. Moreover, it can be speculated that the potential will love to engage with such a brand which have a positive market recognition. Celebrity endorsement: As discussed by Huang and Sarigll (2014) for obtaining a significant level of competitive advantage, the organizations can opt for the strategy of celebrity endorsement. Moreover, in a competitive market, by obtaining this strategy, the organization can ensure customer faith. To execute this strategy with success, the organization needs to launch a celebrity managerial professional as the brand ambassador. Here, the organization can chose the managerial heads of various companies who are popular among the new generation. References: Aboutmcdonalds.com. (2016). [online] Available at: https://www.aboutmcdonalds.com [Accessed 1 Sep. 2016]. 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