netrashetty
Netra Shetty
hem-Dry is a carpet cleaning franchise chain based in Logan, Utah. It was founded in 1977,[1] began franchising in 1978 and now has over 4000 locations[2] worldwide, including in the United States, Canada, Japan, Australia, New Zealand, Denmark, Ireland, Thailand and the United Kingdom, making it the largest carpet cleaning franchise chain in the world.
In 2006, Chem-Dry was acquired by The Home Depot.
Many organizations find the markets they serve are dynamic with customers, competitors and market conditions continually changing. And marketing efforts that work today cannot be relied upon to be successful in the future. Meeting changing conditions requires marketers have sufficient market knowledge in order to make the right adjustments to their marketing strategy. For marketers gaining knowledge is accomplished through marketing research.
In this part of the Principles of Marketing Tutorials we begin a multi-part discussion of research in marketing. We explore what marketing research is and see why it is considered the foundation of marketing. This tutorial also looks at the elements of good research including factors that distinguish good research from poor. We examine the risks associated with marketing research and see why it should be used to aid decision-making, but never used as the sole reason for making decisions. Finally, we look at the trends shaping marketing research.
Note that in this tutorial we use the terms "marketing research" and "market research" interchangeably. Many feel there is a distinct difference, with "marketing research" covering a broader array of research efforts associated with marketing decisions while "market research" is specific to understanding nuances of a particular market. For the purpose of this tutorial we treat these as the same.
B. Placing Value in Sales
The modern consumer is wise; at least that’s what Nokia have to presuppose in order to make the most of the market. Nowadays, manipulative and scheming marketing techniques may not work as effectively as before. Nokia thus have to establish a means to add value on their product as perceived not only by their consumers but also by their overall stakeholders. Quite frankly, the items sold under the Nokia brand name do not come cheap. Hence, selling of their products should be based primarily on a value-based approach. (Fletcher and Smith 2004) Instead of letting the high price of the product linger in the minds of the consumer, the company have to deal with it by giving the public the idea that they are indeed getting their money’s worth. This only means that the company have to closely monitor their positioning and the delivery of business value in the Chinese market to establish a firm trend of growth.
C. Specifying Job Roles
Aside from focusing on the marketing side of the growth, Nokia have to deal with the internal environment. Basically this is done to ensure that the company itself is capable of accomplishing what is required of them by the market. Do the personnel have the skill required? Do the sales teams have the knowledge and the tools to address the concerns of the consumers? These are mere parts of a series of questions that need to be addressed in order to level out and integrate the systems of operations and sales of Nokia as well as to minimise the possibility of conflict within its operations. In doing so, the internal and the external environment of the company will be well-managed, hence ensuring growth.
8 marketing mix
The mix marketing program, which is one of the major concepts in modern marketing, means a set of controllable, tactical marketing tools that the firm blends to produce the goods or services to meet the demands in the target market. It consists of everything that a company has ability to de to influence the demands for its product. There are four kinds of tools that are well known, they are product, price, place, and promotion. (Peter Doyle, 2006)
A. Product Strategy
There are many choices for a company to make its product strategy. Among them, the product orientation strategy, the brand strategy and the product development strategy are the most three important choices. (Safon Vicente, 2007)
After subdividing, confirming the target market, how to enter and capture that market becomes the essential problem for Nokia. This is a problem about its products orientation. The market researches of Nokia shows that the consumers can make decisions completely in accordance with their own preferences, the product brand, the ability of the economy, consumer confidence and other personal characteristics, when supplied with the mobile phone products with the same quality and effort. In this so-called buyers’ market, the marketing strategy should be corresponding to the characteristics of the different consumption community to win the competition. Nokia has done well in this area. Researchers in Nokia analyze the different personalities, divide consumer groups and decide what kind of mobile phones should be supplied to a particular consumer community. So the Nokia mobile phones have won a great number of supporters around the world. It is no doubt that the Nokia mobile phones will be considered first of all when a person decides to buy a mobile phone because of its high ability, special design and good reputation. (Sadler Philip, 2003)
A brand is a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service. Consumers view a brand as an important part of a product, and branding can add value to a product. And product design is certainly affect the success of the brand. Nokia keeps being good at molding the good brand image by injecting individuality into product design. It has considered a lot about how the customers will choose the brand, and how it can make that experience reflect the brand character. For example, Nokia designers believe that the screen of a phone is the "eye into the soul of the product". The shape of phones is curvy and easy to hold. The soft key touch pads also add to the feeling of friendliness, expressing the brand personality. All in a word, the design of a mobile phone is essential and important to the development of Nokia.
At the year of 2006, Nokia has won several design awards because of the four successful types of mobile phones. Nokia 8800, Nokia N70, Nokia 7370 and the N series are the awarded phones. All of them has gained glorification and always been welcomed by consumers since the day they were put into the market. Here shows that Nokia has paid a great attention to the fit the consumers’ demands and acquired encouraging repayments.
B. Price Strategy
The price of a product reflects that the business enterprise should satisfy the various kinds of demand and get profit to ensure its general index object. The pricing objectives are the guidance for an enterprise to make price decision, which means the purpose or the standard that the company consciously wants to attain while setting a price for its product.
The technologies applied to mobile phones are innovated fast because of the short life cycle of the mobile phone. When the market is not saturated, the competition is not intensifying, and the transparency of the product technology is not very high, the enterprise could access to excess profits most easily. Once the new entrants and the transparency of improving technology increase, it only can get a basic profit. So it is necessary for a new product to have a high price, which could make the enterprise earn excess profits. When others begin to supply the similar
In 2006, Chem-Dry was acquired by The Home Depot.
Many organizations find the markets they serve are dynamic with customers, competitors and market conditions continually changing. And marketing efforts that work today cannot be relied upon to be successful in the future. Meeting changing conditions requires marketers have sufficient market knowledge in order to make the right adjustments to their marketing strategy. For marketers gaining knowledge is accomplished through marketing research.
In this part of the Principles of Marketing Tutorials we begin a multi-part discussion of research in marketing. We explore what marketing research is and see why it is considered the foundation of marketing. This tutorial also looks at the elements of good research including factors that distinguish good research from poor. We examine the risks associated with marketing research and see why it should be used to aid decision-making, but never used as the sole reason for making decisions. Finally, we look at the trends shaping marketing research.
Note that in this tutorial we use the terms "marketing research" and "market research" interchangeably. Many feel there is a distinct difference, with "marketing research" covering a broader array of research efforts associated with marketing decisions while "market research" is specific to understanding nuances of a particular market. For the purpose of this tutorial we treat these as the same.
B. Placing Value in Sales
The modern consumer is wise; at least that’s what Nokia have to presuppose in order to make the most of the market. Nowadays, manipulative and scheming marketing techniques may not work as effectively as before. Nokia thus have to establish a means to add value on their product as perceived not only by their consumers but also by their overall stakeholders. Quite frankly, the items sold under the Nokia brand name do not come cheap. Hence, selling of their products should be based primarily on a value-based approach. (Fletcher and Smith 2004) Instead of letting the high price of the product linger in the minds of the consumer, the company have to deal with it by giving the public the idea that they are indeed getting their money’s worth. This only means that the company have to closely monitor their positioning and the delivery of business value in the Chinese market to establish a firm trend of growth.
C. Specifying Job Roles
Aside from focusing on the marketing side of the growth, Nokia have to deal with the internal environment. Basically this is done to ensure that the company itself is capable of accomplishing what is required of them by the market. Do the personnel have the skill required? Do the sales teams have the knowledge and the tools to address the concerns of the consumers? These are mere parts of a series of questions that need to be addressed in order to level out and integrate the systems of operations and sales of Nokia as well as to minimise the possibility of conflict within its operations. In doing so, the internal and the external environment of the company will be well-managed, hence ensuring growth.
8 marketing mix
The mix marketing program, which is one of the major concepts in modern marketing, means a set of controllable, tactical marketing tools that the firm blends to produce the goods or services to meet the demands in the target market. It consists of everything that a company has ability to de to influence the demands for its product. There are four kinds of tools that are well known, they are product, price, place, and promotion. (Peter Doyle, 2006)
A. Product Strategy
There are many choices for a company to make its product strategy. Among them, the product orientation strategy, the brand strategy and the product development strategy are the most three important choices. (Safon Vicente, 2007)
After subdividing, confirming the target market, how to enter and capture that market becomes the essential problem for Nokia. This is a problem about its products orientation. The market researches of Nokia shows that the consumers can make decisions completely in accordance with their own preferences, the product brand, the ability of the economy, consumer confidence and other personal characteristics, when supplied with the mobile phone products with the same quality and effort. In this so-called buyers’ market, the marketing strategy should be corresponding to the characteristics of the different consumption community to win the competition. Nokia has done well in this area. Researchers in Nokia analyze the different personalities, divide consumer groups and decide what kind of mobile phones should be supplied to a particular consumer community. So the Nokia mobile phones have won a great number of supporters around the world. It is no doubt that the Nokia mobile phones will be considered first of all when a person decides to buy a mobile phone because of its high ability, special design and good reputation. (Sadler Philip, 2003)
A brand is a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service. Consumers view a brand as an important part of a product, and branding can add value to a product. And product design is certainly affect the success of the brand. Nokia keeps being good at molding the good brand image by injecting individuality into product design. It has considered a lot about how the customers will choose the brand, and how it can make that experience reflect the brand character. For example, Nokia designers believe that the screen of a phone is the "eye into the soul of the product". The shape of phones is curvy and easy to hold. The soft key touch pads also add to the feeling of friendliness, expressing the brand personality. All in a word, the design of a mobile phone is essential and important to the development of Nokia.
At the year of 2006, Nokia has won several design awards because of the four successful types of mobile phones. Nokia 8800, Nokia N70, Nokia 7370 and the N series are the awarded phones. All of them has gained glorification and always been welcomed by consumers since the day they were put into the market. Here shows that Nokia has paid a great attention to the fit the consumers’ demands and acquired encouraging repayments.
B. Price Strategy
The price of a product reflects that the business enterprise should satisfy the various kinds of demand and get profit to ensure its general index object. The pricing objectives are the guidance for an enterprise to make price decision, which means the purpose or the standard that the company consciously wants to attain while setting a price for its product.
The technologies applied to mobile phones are innovated fast because of the short life cycle of the mobile phone. When the market is not saturated, the competition is not intensifying, and the transparency of the product technology is not very high, the enterprise could access to excess profits most easily. Once the new entrants and the transparency of improving technology increase, it only can get a basic profit. So it is necessary for a new product to have a high price, which could make the enterprise earn excess profits. When others begin to supply the similar