Holistic/Sustainable Marketing

Holistic/Sustainable Marketing

Effective marketing and business practices should be backed with a strong sense of ethics, values and social responsibilities. A number of forces are driving companies to practice corporate social responsibility, as rising customer expectations, investor interest in social criteria, media scrutiny, and changing business procurement practices. In the race for achieving maximum out of the market, it is important that we do our bit for the society, for the environment and add a human touch to the business entity. The parent company of AllOut, SC Johnson, is actively engaged in a number of social activities aimed at betterment of the people, society and the environment. A few to mention:

• Reduced Greenhouse gasses emission

• Using more renewable energy

Clean energy initiatives of SC Johnson round the world.

• SC Johnson was also names in the 100 best companies to work for, for working women. They achieved this feat for the 25th time going on to only exhibit how committed they are to the well-being of their workforce, both at work and at home.

• SC Johnson Supports National Museum of American History Renovation.Company Pledges $5 Million to “American Enterprise” Exhibition and New Conference Center. They make sure they do their bit for the well-fare of the society. 

• United Nations and Foundation for Social Change Honor SC Johnson as Global Leader of Change. Global Conference for Social Change Recognizes Company for Strong Commitment to Environmental and Social Issues.

• SC Johnson Teenage Environmental Education Fund Celebrated 20th Anniversary this year. More Than 80,000 Students Participate Every Year In Company’s Ongoing Commitment to Environmental Education in China.

Below is a link to a report published by SC Johnson which mentions all the CSR activities that the firm has undertaken in the year 2013.

CSR-SC Johnson

Analyzing Consumer Markets

Analyzing Consumer Markets

Markets dominated by products and services designed for the general consumer. Consumer markets are typically split into 4 categories - 

• Consumer Products
• Food & Beverage Products
• Retail Products
• Transport Products

Industries in the consumer markets often have to deal with shifting brand loyalties and uncertainty about the future of the products and the services. In contrast to business markets, the consumer markets consists of buyers who buy on the basis of description, appearance, colour, style etc. This behaviour highlights the uncertainty factor in these markets.

Market Analysis

• There was a growing number of Malaria and Dengue cases that were being reported during the 1990's. This meant that there was huge opportunity to introduce a product that would help the people by protecting them from the carriers of Malaria and Dengue - Mosquitoes.
• Market was so wide that even the entries of competitors onto the field would only widen the market further, thereby increasing chances of AllOut sales even though the market share would come under jeopardy. 
• Today, the market is much more dynamic with a lot of players in the market.
• The buying power of people has increased from the days when it was launched.
• With increasing education and ease of access of technology, more and more people are becoming conscious about their health and well-being.
• Combining the above factors of ease of technology access,education and rising buying power, the market has become more accepting to goods and services which protect them from diseases and ensure their well-being.
• Conversely, because of the above mentioned factors, the market has become increasingly unpredictable and there is no certainty about the success or longevity of the product/service. The buying power gives the consumers the upper hand over the producers. This power gives them the option to pick an AllOut or a GoodKnight or a Mortein as a repellent. So it is very important that a very strong relationship be developed between the customer/consumer and the company. It is important to cater to the changing needs and maintain a healthy relationship with the customers to prolong the product's/brand's life.  

Analyzing Business Markets

Analyzing Business Markets

AMA defines Business Markets as  the set of all individuals and organizations that acquire goods and services that enter into the production of other products or services that are sold, rented, or supplied to others.

The major types on industries making up the business market are agriculture, forestry, mining, manufacturing, fisheries etc. 

AllOut is a product for the consumer market as it does not involve being purchased for the production of other goods which are further rented or sold to the consumer. 

Essentially, AllOut is a more B2C product and not a B2B product.

Branding

Branding

AMA defines a brand as a name,sign,symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competitors. 

Importance of Branding

• Important drivers of growth for an organization.
• Behind the brand stands an unspoken promise of value.
• Helps make a mark and differentiate from the rest of the players.
• Help customers relate to the product at an emotional level.

Importance of Branding to the Seller

• Products' are not of bad quality
• Satisfied customers
• More money
• Competitive advantage

The Brand All Out

All Out as a Brand has developed considerably ever since it was first introduced in 1990. It was launched at a time when coils and mats dominated the market of mosquito repellents, and today it stands as the leader of the market. Over the years the brand All Out has gained a lot of trust and faith of its consumers and customers. It has become increasingly synonymous with familial protection and health care. It has now positioned itself in such a way that it not only kills mosquitoes and prevents Malaria/Dengue but also ensures good health and well-being of the family. 

It is also competitive priced now, making it easy for the lower income households to purchase it thereby sending across a message that good health is for everybody. 

STP

Segmentation, Targeting & Positioning

• Segmentation: grouping consumers by some criteria 

• Targeting: choosing which group(s) to sell to 

• Positioning: select the marketing mix most appropriate for 

the target segment(s) 

Segmentation

Initially launched at higher price, All Out today aims to be a relatively inexpensive gadget.

They're focusing on the following segments - 

• Geographical: only metros initially, urban centers and towns later
• Demographic: Cuts across age and focuses on family protection. Through Income, it tried to absorb the lower income group with the "deadly exchange offer".
• Psychographic/Lifestyle: Affluent class first, followed by the middle income group.

Targeting

Of the segments that All Out made, on the basis on Demography, geography and Psychography, it targets the educated and the more technologically affluent class of people. This is because of its proposition of health protection from mosquitoes and other diseases. In a gist, their segmentation opf the market allowed them to target a varied section of the market - familial needs, health conscious and technologically sound people. 

Positioning

All Out initially positioned itself as the gadget for the premium class. To position themselves that way, they priced their product at a higher price which automatically put it out of reach of the middle and low income groups. This was during their introduction phase.

It then slowly moved toward the middle income group during the time of the "Maccharron ka Yamraj" campaign. They showed how the repellent kills mosquitoes and prevents Malaria and Dengue. They moved toward the middle income group as by now, competitors in the vaporizer market had come in.

Later it tried capturing the low income group with the deadly exchange scheme. It was little before this that they also re-positioned All Out to be a family protector from diseases. They took the Frog off from their campaigns and now stressed upon how using All Out shall protect the health and promote the wellness of the family and their loved ones. This simply built an emotional connect with the audiences.

Sales Function

Sales Function

The American Marketing Association defines Sales as "Any of a number of activities designed to promote customer purchase of a product or service. Sales can be done in person or over the phone, through e-mail or other communication media. The process generally includes stages such as assessing customer needs, presenting product features and benefits to address those needs and negotiation on price, delivery and other elements."

Objectives of Sales

• Achieve Sales Targets
• Achieve Market Share Targets
• Manage Dealer Network
• Organize Sales Training
• Handle Customer Complaints
• Manage Sales Promotions Complaints
• Effectively Cover the Market

Sales Funnel

At the top of the funnel you have "unqualified prospects" – the very many people who you think might need your product or service, but to whom you've never spoken.

At the bottom of the funnel, many sales and delivery steps later, you have people who have received delivery of your product or service and have paid for it.

In case of All Out, it is a product that people purchase from the general stores/markets. It is not a product that will require salesmen for direct selling or personal selling. It is made available in most general stores, super markets and all other stores where people usually go to purchase stuff.

Integrated Marketing Communications/Promotions

Integrated Marketing Communications

Marketing Communications Mix

While developing communications mix, it is very important to ensure that the process starts with a clear target audience in mind, potential buyers, current users, deciders, influencer etc. The target audience is a critical influence on the kind of communication campaign we choose.
It consists of Eight major models of Communication - 

1. Advertising

Any paid form of non personal presentation and promotion of ideas,goods or services via any from of media. All Out, over the years, has done a number of television advertisements and print advertisements to keep the audiences' engaged. Their longest running advertisement was with the Frog, and the tagline "Maccharron ka Yamraj".

Below is the link to their advertisement - 

Macchraon ka Yamraj

They even used cricket matches and aired their advertisements between the breaks to catch the eye of the match viewers.

As the positioning of the brand changed, the frog was replaced after 15 years of the ads running. It was now being changed to a more family oriented brand.

2. Sales Promotion

A variety of incentives to initiate trial or purchase of the product. It includes trade promotions, sales rep promotions and consumer promotions.  All Out's advertising campaigns which promised to protect the family from Malaria and Dengue were in a way sales promotion techniques. There was no direct selling in the channel as All Out was not a direct selling product but more of a general store purchase product. A lot of other incentive schemes were used such as super savers, One plus One, Deadly Exchange Scheme etc. These schemes impelled the customer to try the product at least once.

 

3. Public Relations & Publicity

A variety of programs directed internally or externally to promote the company's image or product. All Out did happen to use quite a lot of PR when it got caught in a controversy involving the use a chemical called Allethrine, which was supposedly poisonous. The PR of the of firm came into picture and managed the situation while the company shuffled their ingredients to make them more society-eco-friendly.

4. Word-of-Mouth

People to people, oral communication or written or electronic communication that relate to the experience of using the product.

5. Events 

All Out has also been a part sponsors of cricket tournaments at the lower tiers of the game to increase visibility.

There are other modes of the communication mix but aren't that dominant in case of All Out. They are - 

Direct Selling

Personal Selling

Interactive Selling