Wahaha is a famous soup company in Chinese soup market.
The company is in the process of launching a new healthy, nutritional soup for children that contains some medicinal herbs. These ingredients will not only have the nutritional value but also prevent occurrence of certain common childhood diseases. In ensuring that the product is well received the company will mainly target parents as they are the ones to take care of the children. Because it is a new product, the company needs to devise the best market approaches that will guarantee success in the Chinese market. This is only to say that the soup producing industry is a sensitive one, with a lot of its success relying on the amount of research that the company is willing to undertake in its search for the best product. The customer needs to be highly involved in coming up with a marketing strategy.
This is because they have an impact from the way the product will be received. At this point it is evidently noticed that just posting advertisements for the product will not give it the required outcome in the Chinese market. If we are to do so, then the amount of investment we will have to thrust through the media will have to be great. Soup producing industry is very competitive. Therefore the success of firm in this industry will depend on the intensity of market research conducted so as to identify the most appropriate product to supply in the market.
In formulating a marketing strategy, it is paramount to consider consumers’ product requirements. This means that creation of product market awareness does not guarantee success of a product in the market. Besides, this will be a risky maneuver for the marketing team seeing as history has shown us the down side of using this kind of marketing strategy. This paper therefore is a proposal of how we are going to introduce Wahaha, a soup that our company produces into the market.
In addition, the proposal analyzes the strategies that the firm will use in influencing consumer attitude and the decision making designs to be incorporated. We are going to strategize on how to capture the customer’s attention, motivational factors towards the consumer, consumer attitudes and how the company intends to come up with decision-making designs. The paper also will look at the external influences targeting on the consumer, and finally, our multimedia strategy in reaching out to our customer. The proposal also includes the firm’s market communication strategy.
2. Consumer Marketing Engagement Strategy
1 Target Consumer Perceptions and Recommended Marketing Strategy
With regard to market perception regarding products and services, it is important for the firm to understand the questions being raised by consumers regarding the product (Kumar, 2010, p. 25). This will enable the firm to address these issues thus contributing to development of a positive perception amongst the consumers. Some of the most fundamental questions regarding the soup product are its authenticity, its taste, and its nutritional value. The marketing team is therefore required to capitalize on satisfying these needs without any reason doubt.
In essence, the company’s ability in striking a deal with the customer will measure how well the new product can penetrate the market. According to Burrow, consumer perception relates to the image creating in the consumers mind regarding a particular product or service. Firms introducing new product in the market have a high probability of succeeding if consumers develop a positive image regarding the product (Burrow, 2008, p.
192). For example, the Colgate toothpaste brand has been able to maintain its high market standards as a market leader. This arises from the fact that the firm’s marketing team has been able to continuously convince consumers that the specific toothpaste brand is a necessity in the lives of its users. In the same way, Campbell Company will ensure that its customers develop a positive image with regard to its product.
One of the ways through which this will be attained includes maintenance of a high nutritional value of the product. Considering the fact that the product, relates to health of children, the firm will depict the product in such a way that it promotes a progressive growth rate amongst children who consume the product. A short and precise statistic will be used to support the claim about our products value in terms of health. Information relating to the various ingredients that are used in making the soup will be given. These ingredients will have nutritional value and also prevent occurrence of certain common childhood diseases. This will be done in a vivid way that will give room for understanding. The information will be easy for the consumers to understand. Inclusion of scientific explanation about the content of the soup and its nutritional value will result into confusion.
Information regarding the product will play a significant role in attracting customers to purchase the product.
2.2 Motivation Influence and Related Strategy
Motivation plays a significant role in the consumer decision making process. Without some form of motivation, consumers are rigid in making certain decisions.
Despite the fact that the product being offered in the market being of high quality and or nutritional value in case of food products, consumers have to be motivated to purchase it. Motivational factors are classified into two categories which include rational and non-rational motivational factors (Shaw, 2004, pp.190-191).
In order to succeed in its marketing strategy, the firm’s marketing team must capitalize on motivational issues in order to gain our customer’s attention. Rational motivation is basic. It relates to motivation which arises from factors such as product price, its durability, taste (in case of food products) and the existing economic balance. For example, developing a product whose price is set a high point may not be successful in the market despite its quality.
This arises from the fact that consumers are price sensitive in their purchasing process. This means that a balance has to be established in relation to the when introducing a product in the market. On the other hand, non-rational motivational factors are secondary in nature and are basically leisure related. For example, one may be motivated to purchase Ferrari car model which costs more than Toyota Lexus model. However, Toyota Lexus has more advantage since it can be driven through rougher terrain while Ferrari model cannot. Such a decision may arise from prestige associated with Ferrari brand. The pleasure associated with driving a Ferrari might make a person supersede his rational motivational factor of price.
It is therefore important to understand the factors that motivate one in his or her decision making. Within the food industry, taste is the basic motivator. In addition, price also goes in line with the product that is being sold. Food products such as soup does should not vary diversely in value from one company to the other. In order to succeed in the market, it is important for the firm to conduct a research in order to determine the most effective mixtures, flavor and color of soup that most appeals the customer. In marketing the product, it is important for the marketing team to give free samples of the favored soup type in hotels.
The idea here is to capture the attention of a customer who will not only taste the soup, but will want to know more about the product. Use of free samples may be expensive to the firm but it is very effective in attracting customers. Incorporation of high quality in developing the product will motivate customers to purchase the product. In entering the Chinese market, the firm should ensure that it supplies the soup in flavors that appeal this market. For example, the local touch may be integrated. This will give the firm a high competitive advantage compared to other firms in the industry. The result will be creation of a high level of customer loyalty (Knapp, 2005, p.175).
This arises from the fact that consumers will consider the soup to be indigenous. Incorporation of indigenous taste will contribute towards the firm positioning itself effectively in the market compared to other firms which supply soup products with foreign tastes to the Chinese market. Indigenous soup is considered have a high nutritional value.
This type of motivation will play a significant role in motivating customers to consider purchasing the firm’s product. In creating market awareness through advertising, the firm will ensure that it communicates the benefits received from consuming the soup. For example, inclusion of Chinese herbs in process of producing the soup will be communicated.
2.3 Consumers Attitude and Related Strategy
In business, the customer is always right. Therefore, one should have sufficient marketing skills in order to convince a customer to buy something he is not too willing to purchase.
There are a number of factors that should be considered in introducing a new product in the market and trying gaining the customer’s attention to purchase the product. These factors are directly related to consumers’ purchasing behaviors and attitudes. If these factors are not in line with consumers attitudes, it will be difficult to introduce the product. One of the most important aspects to consider is the customer’s attitude towards a certain product. Some products attain a high market value within a short time while other products take time. Introduction of new products in a new market requires extensive market awareness through various methods such as advertisement and branding in order to draw the attention of the customer. Some of the issues to be put into considerations include the norm of the society, the political atmosphere, the main religion, some common behaviors and legal environment of the country.
This arises from the fact that they influence consumer’s attitude (Costa, 2003, p. 193). For example, the market for pork and other pig products in Islam related countries is very small due to the religion’s influence on consumption (Collins, 2006, p.10). The market for machines like the motorbike or the bicycle is relatively high and more favorable in India compared to USA. This arises from the fact that the economic atmosphere in US has surpassed this technology. The public transport system in the US is advanced and the market for such products like bicycles will be considered to be luxury than a necessity.
Soup in China is considered as an indigenously acceptable product. The feeding culture in China is that people prefers more of their own indigenous products compared to foreign products. As a result, foreign food products in China therefore take longer than usual to be accepted in the local markets.
Only international hotels and institutes provide foreign foods. This also applies to medicinal products. Tradition highly influences the market for these products in China (Olson, 2001, p.221).
Chinese believe in the medicinal value of their products. Their culture is highly esteemed worldwide for the amount of tradition in medicine and health products that has been developed. Common diseases such as flu, coughs, headaches and physical injuries are managed with the aid of locally manufactured drugs (Ryan & Mahoney, 2002, p.144). From the above, analysis, it is evident that Chinese tradition influence consumers attitude hence their consumption pattern. The firm’s advantage in entering this market arises from the fact that the firm is introducing a product with a Chinese concept that is the “Chinese herb”. The firm’s promotional strategy will be geared towards meeting consumer product requirement in this market. For example, information related to the medicinal and nutritional value of the soup will be communicated to the customer.
In marketing the product, the firm will mainly target mothers. As a result, the firm will evaluate the nutritional value highly demanded by mothers. For example, it is important to develop trust amongst mothers that their children will attain high nutritional value and health benefits from consuming the product. In promoting the product, the firm’s management team will incorporate the most appropriate form of communication. In order to attain this, the local language, diction and projection of local dialect will be used.
2.4 Decision-making Criteria and Related Strategy
The bond that is developed between the consumer and the product by the manufacturer is mainly created through their interaction. This means that the customer is more attracted to a product if it satisfying his or her psychological or sociological needs (Reynolds, 2001, p.
221). The more the product attracts the consumer, the stronger the bond and hence the increase in the level of sales. This means that it is important to make an effective decision in implementing the marketing strategy. A product’s strength is increased significantly if the marketing strategy is effective. The decision adopted contributes in building consumer’s confidence in the product. Consumers make decision to purchase a product from the trust he developed regarding the product. There are certain physical attributes that attract consumers towards certain products. Through attraction, a number of functional consequences are developed.
These experiences go hand-in- hand with consumption of the product. As a result, a certain degree of desire is developed within the consumer. This entails the need to psychologically satisfy the desire.
As a result, the consumer ends up making a decision to integrate the product in his or her consumption pattern. By developing consumer trust, it is possible for the marketing team to influence the decision making pattern. Marketers therefore should consider integrating the most effective marketing strategy in influencing consumer purchasing decision. In order to retain the customer, the marketer should convince the consumer that the product is authentic, trustworthy and is worth its purchase value.
In marketing the firm’s product, it will be ensured that the consumer’s decision making process is influenced. This will be attained by researching on consumer purchasing patterns. The research will aid the firm in marketing the product thus preventing poor performance of the product in the market. The firm’s marketing team will formulate a comprehensive strategy to ensure that the product is accepted in the market. This will aid in minimizing possible doubt regarding the product that may arise from the consumers.
Some of the doubts may arise from creation of a perception that the soup contains contents that are not considered to be authentic within the Chinese food industry. In addition, consumers may perceive that the soup lacks certain ingredients that are necessary in the soup. Gaining consumer trust is challenging and takes a long duration of time to achieve. Upon developing customer trust, the firm can survive in the market for a long time despite intense competition. Considering the fact that the firm’s main target customers are women, the firm has to ensure that it effectively influences them.
This arises from the fact that they are skeptical about the products in the market especially if the product is to be consumed by children. They are very careful on what their children consume. Therefore, they take more precautionary measures with regard to their children’s consumption behavior. It is the management’s objective to ensure that the firm becomes the best supplier of food products in the market. This will be done via effective marketing.
This will be attained by ensuring that children receive value from consuming the product. The result is that the firm will be able to develop a bond between the customers and the product. The goal is to develop a positive perception amongst mothers towards the product. For example, the high quality of the product will enable mothers view the soup to be similar to other supplements purchased in retail stores. The marketing will develop effective marketing ideas.
For example, promotion of healthy growth amongst children in developing the products marketing plan will be considered in developing the marketing plan. As a result, it will also be profitable for the firm to expand the market idea in order to cater for the rest of the society.
3. Target Segment Multimedia strategies
3.1 key external influences on target consumer segments
There are a number of issues that influence the consumers in purchasing products or services.
Some of these issues are internal such as consumer perception while others are external. As a matter of fact they play an important role in determining how the target market will be approached. Before a consumer makes a decision about something they have to be influenced by some factors best known to them in all occasions.
In the long run the consumer will always look unto the influence that they got from either external or internal forces before they decide on an undertaking. This section will ultimately seek to evaluate external influences that a consumer is subjected to. External influences play an integral part in the target market as the customer is likely to consider this influence than that one coming from internal ones. One of the external influences that influence consumer purchasing behavior includes the consumers’ culture and his subsequent subculture. Culture influences a consumer in defining his beliefs, opinions, behaviors and some values that are necessary elements in their purchasing pattern (Lake, 2009, p.
15). For example, this might be defined by what a consumer eats, dresses like and what they believe should done. As a result, culture influences an individual in choosing between satisfying a particular need or not. This can be prioritized depending on how urgent that particular need is to the consumer at a given time. In some occasions there are cases where a person’s culture might not allow them to make a decision on a particular product. Aspects such as religion, education and family control the consumer’s culture.
More so, they are important when one has to make a decision on what to purchase or on what not to purchase. Firms intending to enter into the foreign market should evaluate the existing culture in determining the product to supply (Justin, 1966, p.100). This will enable the marketer to understand to the extent to which culture influences the probability of the product succeeding in the market. In our case it is important to know the diverse cultural aspects of the Chinese as they will tell the company more about the trends that relate to culture. These trends might either work in favor of the company’s product or be the main stumbling block in ensuring that the company gets a wide market share. Existing groups also influence individual consumption decision. In abroad aspects the said groups tend to share the same common interests.
In other occasions these groups have the ability to influence each other on what should be done at a particular time in relation to a given undertaking. These groups relate to such entities such as peers, school groups, clubs amongst others in which the consumer belongs. The groups can be said to be either primary or secondary. Primary groups may include the family members and they influence the most due to the perceived closeness that they might have with a particular customer and hence they will be highly trusted.
On the other hand the secondary group (organizations and clubs) can not be said to poses a lot of influence as they may not have a lot of personal interaction that is needed to make an informed decision between customers. Gaining extensive understanding of how these groups influence purchasing decision will also be of importance to the firm. It can not be assumed that their influence is minimal as whatever they say is given a lot of consideration than the information that they may get say from other sources that are available at their disposal.
For example, the firm should evaluate how these groups operate, communicate and their influence on the product purchased (Kurtz, 2009, p.135). In order to attain this, the marketer should consider leaders of such groups. A leader is assumed to be the face of the society and the one whom they have entrusted to act on their behalf. It is therefore on this assumption that we form an opinion that if the leader endorses something they are not expected to give a lot of resistance as they will imgine that they are doing so for the interest of the society at large.
Most of steps that these leaders take are not disputed in any way as people (customers) may not doubt their endorsement for the product. It is taken as positive nod from their leaders. Endorsement of the product by these group leaders can contribute towards the product succeeding amongst the group members. It can also be said that some groups have more power over the kind of decisions that customers will make over other groups. This is expected in a normal society as it can not occur that all the groups will have the same influence with the same degree of magnitude when it comes to critical decision making that involve business or purchases. When a person likes a particular group they will tend to act and behave like them and in cases where influence comes in they may not dispute any influences at they may tend to believe that this will make them be like the group that they so much look unto in the society and market as a whole.
Another source of influence is the household structure. The marketing department should develop an understanding of some of the household issues that influence purchasing. These issues can not be ignored as they are the ones that form an integral part of the structure that includes the customers that the company may want to target in both the short and long run. For example, the management will have to consider, the family’s volume of consumption, its purchasing pattern and the decision roles held by various members of the family (Getz, 2004, p.32). Understanding these roles will enable the marketer to influence the decision making units. Every member of a family has the role that they play every now and then.
This means that when it comes to making a decision in a particular issue they are the ones that will be most suited to handle the issue at hand and not the one who is supposed to be in charge of the said issue. By gaining this understanding the firm will be able to sell the product in the market. It is easier for the company to sell the products after it has known pretty well that there are some roles that may relate to the particular product in the society (which is a building block). Situational influences can also be termed as an external influence that might end up trickling to the target consumer that the company has decided to focus on at a given time. In other words these are atmospherics that in one way or another tend to influence the buying patterns that consumers will exhibit in the market at the prevailing circumstances. Examples of this can be said to be things like lightning, smell, color and in other cases music. This arises from the fact that sale of our soup product in China is greatly revolving around cultural issues, the existing groups and the household structure of the Chinese people. The Chinese a different culture that is very diverse and therefore needs to be well understood before any further undertaking can be taken with the best interest of the customers as the main focal point in nay scenario.
Continuous research on the Chinese culture regarding the firm’s product will be conducted. The firm will focus on groups that are willing and are easier market to go approach. In this regard the firm will evaluate the behavior of the Chinese mothers.
3.2 Multimedia Strategies for reaching Target Consumers
Multimedia provides firms with a wide range of choices to consider from in selecting the most effective method of creating product awareness in the market. It also provides a high degree of creativity in creating awareness.
Creativity will mainly come from the way the whole undertaking will be carried on. A medium of communication will not be effective if it lacks creativity as it is from this that customers are well taken care of. For example, the internet is one of marketing communication tools that is widely being used across by organizations across the world in creating effective interaction between firms and their customers. This is because people have embraced the internet in the way they conduct their business.
In its market communication strategy, the firm will incorporate various tools which include use of television, the electronic billboards, internet and the radio. Educational campaigns are also an avenue that the company can use to reach its target market without a lot of straining (this is after coming up with the right modalities to do these). These campaigns can be done in an edutainment point of view so that the customers do not become bored but also at the same time receive information about the product. This helps to make customers to understand more about the products than just having a general overview (which is not good).
Consideration of the target market is vital in selecting the tool to use. The firm will select a mode of advertising that will most appeal to women. This is because the target market might not exhibit the same character inclinations. For example, it will ensure that the advertisements posted on television, print materials such as magazines and newspapers are appealing to the eye. It is easily achievable if there is a proper and extensive research that will come up with the best way to do this. This will be attained by ensuring that the pictures used are colorful. The product will be effectively branded so as to appeal the customers.
This will contribute towards ensuring that the advertisement appeals to these consumers’ emotions. The emotions that an advertisement creates on the potential customer are very important in the success of a given product. In addition, the slogans that will be used in marketing the product will also be catchy and emotional.
These slogans tend to create a permanent impact on the consumer that might not even be easy to disappear in the mind of the target customer. Use of multimedia will ensure that product information is effectively communicated in the market (Hertog, 2001, p.146). It can not be ignored that proper market communication will be very helpful in making customers to be better informed about the product at all times. Creation of market awareness via use of multimedia will enable the firm to cope with competition. It is undeniable that multimedia can help the company achieve its projections depending on what they had anticipated to achieve over a given period. This can also help them in redefining the way they do business.
Introduction of a new product in the market can contribute towards success of a product in the market. In order to attain this, the firm has to integrate strategic marketing in its operation. One of the ways through which this can be attained is via expansion of its market. By venturing into Chinese market, there is a high probability of the firm succeeding.
However, Chinese market is complex and hence the need to conduct a comprehensive research. This will enable the management team to gain knowledge on the most effective way to penetrate the market. Chinese are proud of their indigenous culture. As a result, they use foreign product only when it is necessary.
In order to penetrate this market, it is vital for firms to incorporate a local touch. In an effort to venture Chinese food industry, Campbell will introduce a soup product with that fits the market requirement. One of the issues to be considered in producing the soup is inclusion of medicinal and nutritional values. In addition, some of the ingredients to be used in producing the soup include the Chinese herbs. This will serve in giving the soup a local taste.
5. Learning outcomes
It is evident that a firm’s success in marketing is dependent on the strategies implemented.
The marketing strategies are important as they define the route that the whole process of marketing the product will take. Some of the issues which have to be considered include consumer product requirements. This is because in some occasions consumers can have some specific requirements that they need attended to for them to fully embrace the product. The product being introduced in the market must be in line with the market needs. This will ensure that a large number of consumers are attracted to purchase the product. In addition, the product must be unique in order to attain a high competitive advantage relative to other competing products. This uniqueness ultimately adds to the attainment of customer satisfaction; the end result is the attainment of a good market share in the long run.
In addition, the firm through its marketing must ensure that it motivates consumers to purchase the product despite the benefits associated with the product being supplied in the market. Motivation is very vital as the market is diverse and always expecting new ways of doing things. In relation to these, there might be occasions where consumers like the product but they are not being motivated to buy it and this will therefore call for a strategic approach for enhanced customer motivation. This means that extensive marketing has to be conducted. Motivation acts as an incentive which influences consumer’s decision making process.
The type of motivation used by marketers varies from one industry to another. In addition, consideration of consumer attitude in the marketing process is vital in ensuring that the product succeeds in the market. Consumer attitude can result from internal or external forces. These attitudes that customers have towards a product must be well evaluated and the company should come up with the best avenue to deal with this. Consideration of consumer attitude enables the company to make a decision on the best product to supply in the market. This is because the company might want to supply the product more often but consumers have a bad opinion (which translates to bad attitude) about the product that is being offered.
Analyzing customer attitude contributes towards the success of a product in the market. Factors such as culture, religion, peer influence and family background influence the consumer’s choice of a product. As a result of these influences, the marketer has to find a breakthrough in influencing consumers purchasing decision.
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