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September 2019

Importance of Commissioning
Business

Importance of Commissioning in Technology

by Shamsul

Over and over again, commissioning has been one vital aspect of the majority of projects. Managers who are part of this endeavor are responsible for making certain that every standard is met, prior to their transferring the task as a portion of their duties of commissioning. Technology is now part and parcel of improving systems for commissioning and making them less difficult to organize.

As a result, such managers have so much to study as well as impart their subordinates. It is changing continually and a large number of these alterations are unavoidable. Failure to adapt to such changes will leave them far behind.

This write-up studies the changes of commissioning, in addition to the associated technology. Furthermore, it will analyze the prospect of commissioning.

Previous Technology for Commissioning

In times past, managers assigned to commissioning had to grapple with so much form filling. All their filing was done on tangible files. This was difficult to lug about from one work site to another.

At the assessment process, the tools were equally not sufficient. The degree of exactness was more or less lower than it is currently. In addition, looking at a task and getting a report ready usually took considerably additional time when compared with presently.

As time goes on, technology has evolved this division at a quick rate. Managers who have put in several years are able to confirm that it is substantially better now. The erection and structure industry has become a completely changed sector. The managers in charge of commissioning cannot stop thanking technology.

Present-day Technology for Commissioning

Youthful managers who are fresh out of school are provided with skills plus the knowledge to welcome technology as a means of doing their jobs with ease and in an improved way. Managers who have spent a long time on the job have no choice but to adapt to the times.

Deployment of applications plus programs that schedule and arrange work has taken over the division today. Managers are now able to go about with smartphones which contain every piece of data needed. These managers can make presentations with ease, just by using a projector and a cell phone. If they choose not to use a phone, they have the choice of using laptops.

Technology sure has bridged a massive gap in the field of commissioning. Now, people need groundbreaking projects with numerous details. Technology makes it easier to verify the given standards. Furthermore, technology has shortened the time for producing results, while still maintaining quality.

A number of the events are coordinated to give details to a number of groups, as soon as the task finalizes. Indeed, this is a tremendous alteration and change.

 

Imminent Technology for Commissioning

People, who work in the field of project management, as well as the pioneers of the technological world, work hand in hand to devise improved methods of getting things done.

People look forward to improved applications which are more innate to use plus linked with everyone. Up and coming are smart cameras which would spot errors. Every of these is intended to help humans reach logical conclusions.

Commissioning is still a vital process in any task. Technological changes are advantageous to them. It is fantastic that this division is kept abreast all the way. With this, we look forward to a better future.

 

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Coca Cola Marketing Strategy
BusinessMarketing

Coca Cola Marketing | Marketing of Coca Cola

by Shamsul

Coca Cola is one of the most popular beverage producers and distributors with a huge network in more than 200 countries. It has a wide range of still and sparkling beverages. Coca Cola’s 80 % revenue comes from countries other than the USA. Coca Cola has strong brand recognition as more than 94 % of the world’s population knows about Coca Cola (Business Insider). Moreover, Coca Cola Marketing Plan is very aggressive and strong in all regional markets of the world.

Segmentation, Targeting & Position:

While talking about the Coca Cola and its Marketing Plan, it is necessary to focus on segmentation, targeting and position factors. Segmentation is a specialized technique allowing companies or producers to create products according to different types of customers. Coca Cola doesn’t use this conventional approach but it produces new products to catch the audience.

It utilizes a combination of targeting and non-targeting marketing strategies for its products in various corners of the world. For example, Cola product is famous worldwide and admired by almost all age groups. Coca Cola uses various marketing or promotion options to create more recognition using events, occasions, and others. Normally, this company faces high competition by the non-alcoholic beverage producers.

Coca Cola Marketing

Marketing mix: Study more about marketing mix.

SWOT Analysis: Get more details about Coca Cola’s SWOT analysis.

Mission: “The main task is to provide a healthy and safe beverage to all the consumers. Coca Cola always takes decisions to achieve the following targets.

  • Refreshing the world.
  • Inspire the moments of happiness and optimism.
  • To make difference and value.”

Vision: “The main vision of Coca Cola Company is to provide the best beverage to the people. It understands the demands of growing business worldwide. the company wants to win the race of competition by producing high quality healthy refreshing beverages for all consumers. It determines the vision on the basis of the following factors.

  • People: It produces the best employment opportunities for the people around the globe.
  • Portfolio: It is launching a portfolio of top quality beverages according to the demands and desires of consumers.
  • Partners: It is producing a great environment for the partner companies, individuals and groups. It has a big network of distributors, suppliers, and retailers. Together they want to achieve the best value.
  • Planet: It is trying to develop a sustainable approach worldwide. It helps the societies and communities to have a sustainable system which supports a sense of responsibility.
  • Profit: Just like other manufacturers, it also wants to maximize the profits in the long-term with the help of considerable advantages for everyone affiliated to it.
  • Productivity: It wants to be a highly active, lean and effective organization in the world.”

 

Coca Cola Marketing Plan

What are Competitive Benefits?

Coca Cola enjoys several competitive benefits because of the effective Marketing Plan. It has various edges such as cost control, operations, brand portfolio, customer relationship and channel marketing.

Operations: Coca Cola believes to produce more creativity around. It has developed FEMSA to produce the bottles for all operations. This is a significant approach allowing Coca Cola to focus on other operations to grow business. On the other hand, it also creates more employment opportunities for people around the globe.

Cost control: It has a special product portfolio, economies of scale and outsourcing operations helping to cut the overall production costs and maximizing the total revenue.

Strong brand portfolio: Coca Cola offers a wide and powerful portfolio of healthy beverages to consumers and helps them to explore the best taste. It tries to capture the new heights of growth in various markets. It produces soft drinks (carbonated), bottled water, iso-tonics, orangeades, juices, teas, milk, energy drinks, beer, and even coffee.

Collaborative customer relationship: Coca Cola strongly promotes the culture of effective and responsive customer support. It has high values for the stakeholders. It is now involved in macro as well as microeconomics of various countries. From manufacturing to bottling and distribution to retailers, Coca Cola is a big opportunity for a sustainable economy.

BCG Matrix in Coca Cola Marketing Plan

Depending on the demand and competitive status, Coca Cola captures varying levels in the BCG Matrix. The Star rating goes to Maaza, Fanta, and Sprite. These products are in high competition but these have a great demand and value in the markets.

Kinley is in the Question Mark category because of the considerable low sales. Coca Cola is still unable to give it proper recognition or attention in the markets because of the developed competitive products in the markets. This is why Kinley produces very low sales for it.

Cash Cow status goes to the main brand Coca Cola. Yes, it is a reason why we know this company. It has only one strong competitor Pepsi but it seems ahead in the markets worldwide.

Coffee, tea, and coke-diet are brands in the Dog category. These products are unable to have a reasonable attention level in the markets. These are under establishment brands and they will require long-term investments.

Distribution Strategy in Coca Cola Marketing Plan

The distribution policy of Coca Cola in its Marketing Plan has prominent attention. Coca Cola employs different sales & distribution models. They consider the local markets, customer’s profile and geographic conditions while choosing the sales & distribution strategies. Consider the following points when studying distribution approach in Marketing Plan of Coca Cola.

  1. Pre-sale system: It is best to create a difference between sales and delivery. It also enables the company to permit the trucks loaded with various types of Coca Cola products. Retailers order these trucks depending on the sale flow. This is an amazing method to improve sales as well as the distribution efficiency.
  2. Coca Cola appoints the drivers and in-charge of sales on each truck: This is a great method to understand the delivery routes, sales points, inventory monitoring, and revenue collection.
  3. Hybrid distribution system: It uses a mix of previous and current products orders to be delivered at the same time. This is done by using the same truck going to the specific direction.
  4. Telemarketing system: This combines with pre-sales visits and current sales orders by any wholesaler of a brand.

 

Coca Cola Marketing

Brand Equity in Coca Cola Marketing Plan

Coca Cola is a top-notch brand present in the minds of people around the globe. Talking about the Coca Cola’s brand equity reminds us of associations, relationships, memories, stories, connections, and even romance. These things are properly marketed by the marketing experts in their promotional videos, messages, and others.

Coca Cola has mastered in the utilization of these special factors. It is now among the top choices for the people around who want to buy the Coca Cola brands rather than another substitute even if less expensive. Coca Cola tries to link its marketing strategies to human experiences, happiness, good life and positivity. They use Top of Mind Awareness (TOMA) to create more awareness about various brands.

Competitive Analysis in Coca Cola Marketing Plan

It is impossible to complete the study of Coca Cola Marketing Plan without focusing on the competitive analysis. Coca Cola faces competition by the huge manufacturers having a solid ground in the markets everywhere. They require innovation, objectives and creative marketing plans to go ahead. Coca Cola significantly uses the creative state of the art strategies to stay prominent in the markets. It is very helpful for marketing specialists to see the new moves of Coca Cola in different regions. Coca Cola has won the competition with international competitors but it still faces strong threats from different local brands. There are nations with a mind to prefer local brands over international brands. Pepsi is the only international player trying to have a competition with Coca Cola in the world.

Market Analysis in Coca Cola Marketing Plan

Finally, it is necessary to see the marketing analysis in Coca Cola’s Marketing Plan. Beverage industry (non-alcoholic) is growing with rapid speed in the world. The new targets of these companies are Asian and African markets where local manufacturers are unable to feel with the standard production systems. Coca Cola is a top case to study the local economies. It is changing the buying habits, lifestyle and local economic situations. This beverage comes with huge choices including Cola, Kinley, coffee, tea, juices and more.

It makes the buyers purchase the Coca Cola brands even if they have the option to buy a less expensive alternative. Now doubts, brands of this company are in different BCG Matrix and not all have equal popularity but there is potential for each brand. Coca Cola is trying to create awareness about all the products. It doesn’t leave any reason for customers to switch when they come to departmental stores.

Remember, the customer analysis is another essential factor of the Marketing Plan of any company. Coca Cola Marketing Plan always gives a high preference to customer’s expectations. It usually tries to keep the prices low. However, there is no compromise on product standards and quality. On the other hand, it also gives special attention to the distribution and delivery of different brands. This makes customers access the best tastes easily.

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Marketing Strategy of Cadbury
BusinessMarketing

Cadbury Marketing Strategy | Marketing Strategy of Cadbury

by Shamsul

Cadbury Marketing Strategy | Marketing Strategy of Cadbury

 

Cadbury is an interesting brand with lots of delicious products. It has worldwide recognition. This company utilizes special marketing strategies. For example, the chocolate of Cadbury is famous among all available products. People of varying age groups including kids, young and mature persons like to eat chocolates.

Segmentation, Targeting & Positioning In Cadbury Marketing Strategy

Studying the segmentation of marketing strategy of this famous company depends on different factors. It is important to consider the combination of 6 essential points including behavioral, demographic, psychographic. These factors also depend on occasions and incomes. It is easy to find the buyers in different demography and age groups enjoying the Cadbury products. This company considers various points such as production capacity, packing designs, storage facility, and pricing when deciding on product offers. Situational demands, occasions, outlets, and celebrity endorsements are some of the main segmenting factors for the company.

No doubt, Cadbury targets all age groups but it also uses other strategies such as targeting specific groups. For example, it has a high demand for different products (Cadbury Milk) by young people. Bournville and Temptation are among the top products with high prices but customers are willing to buy these products. On the other hand, Cadbury Silk is a special product for people who can’t say “No” to chocolates in any situation. There are so many brands to give a special taste. These special products can keep your real memories in life.

 

Marketing mix: Read the details of the marketing strategy of Cadbury to see its marketing mix.

SWOT analysis: Read more details about SWOT analysis of Cadbury marketing strategy.

Mission: Cadbury wants to offer quality. It promises to deliver the best tastes. The reputation of this company depends on quality, commitment, and improvement. This is a promise by Cadbury.

Vision: Cadbury prefers to work with people or brands to deliver a better experience to buyers.

 

Cadbury

Competitive Benefits in Cadbury Marketing Strategy

Brand equity and distribution are two main competitive benefits for this company. Cadbury is creating its products available at stores of different types. You can buy its products from Mom stores, departmental stores, Tuck shops, walking vendors. It is only possible because of the intensive distribution channels. This is a big strategy to win a competitive race.

A main competitive benefit of this company is the ability of all products in special and attractive packaging. Cadbury always designs attractive designs. This is a continuous process allowing the company to add a new strength to its functionality, operation, and communication. Cadbury tries to educate the customers with the help of its marketing strategies. This also enables the company to develop a positive image in the society.

BCG Matrix in Cadbury Marketing Strategy:

You can get more details about the BCG Matrix here.

Some Cadbury products are in the Star category but some are in Question Mark & Cash Cows. Chocolates of Cadbury are in Stars category. These are very famous and it is true that chocolates are the reason why this company is more famous in the world. It has a wide range of chocolates flavors and tastes for its buyers. The research and development team of Cadbury is busy developing new formulas. Innovation is the only reason why this confectionary brand is attractive to buyers.

Cakes and biscuits are in the Question Mark category. On the other hand, a famous product Bournvita has low sales because of the very low acceptance in the local markets. Cadbury doesn’t have a wide variety of biscuits. This creates more problems even for regular buyers who want to buy Cadbury products. Deserts and ice-cream business of Cadbury are also Question Mark. It is necessary to see the factors playing a key role.

Marketing Strategy of Cadbury

Distribution Strategy of Cadbury Marketing Strategy

It is essential to see the distribution strategy of Cadbury. Distribution plays a major role to make any product or service acceptable in the markets. Customers prefer to buy a product which is easily available anywhere especially in the nearest stores. Popularity or recognition of a product is not so important in this matter. The popularity of a product doesn’t bring more sales especially if it is not available in the area of customers. Cadbury makes best efforts to deliver the products to all cities, and towns. It has a strong delivery and distribution system with the quickest reach. They focus on urban as well as on rural markets. However, urban markets get more attention because of high sales. Cadbury has wholesalers and retailers in all the regions ensuring easy access of consumers to the best quality products.

Cadbury encourages wholesalers and retailers to get orders and send demands. This is a basic step to learn more about product demand. Manufacturers use demand surveys or orders to decide the quantity of any product to be produced. Cadbury also decides the products offers after receiving the orders from different wholesalers in their areas. For example, if sales are going up in an area then this manufacturer will give some promotional gifts to say thanks to customers. On the other hand, special discounts or coupons are offered to wholesalers facing high competition in their areas.

Brand Equity of Cadbury Marketing Strategy

Cadbury is careful about the demands and needs of all consumers. It tries to focus on kids, young couples, and mature people. On the other hand, it has special segmentation for families and couples. Cadbury enables the buyers to enjoy special moments such as Christmas, Mother’s & Father’s Day, Valentine’s Day and more. Watch TV or other ads and you will see Cadbury on all special occasions. It offers quickest and easiest access to its products in all the main markets. Marketing and promotion campaigns of Cadbury usually rely on these events, moments and occasions. Products of Cadbury are very prominent in different matters. For example, it is impossible to celebrate Valentine’s Day without buying chocolate for beloved ones.

The concept of brand equity applies to all age groups especially when it is about Cadbury. It comes with Dairy Milk which is a favorite option for the kids. Eclairs is another chocolate toffee which is attractive for kids and those who can’t bite hard chocolate. On the other hand, the Cadbury Crunch would be favorable for young people who love to have some sense of cracking.

Competitive Analysis of Cadbury Marketing Strategy

It is obvious that there are several companies offering chocolates and biscuits. Cadbury faces strong competition in the international markets. It is present in a highly competitive industry overcrowded by dozens of local and international players. Biggest competitors of popular names include Ferrero Rocher, Nestle, Amul, Perfett, and Kraft Foods. These competitors have national and international recognition with huge appreciation. People love to have their products. However, Cadbury still enjoys a special status. It has employed a Research and Development department to create new food ideas. Experts working at this department study the eating habits, cultures, and other essential agents to innovate new ideas. As a matter of fact, this industry is in momentum and it will create more opportunities around.

Marketing Strategy of Cadbury

Market Analysis of Cadbury Marketing Strategy

We can’t understand the successful marketing strategy of Cadbury without finding its market analysis. The business of confectioners is n attractive choice. This business is getting attention and growth in the world. More business companies are coming to this industry with innovative ideas and competitive prices. Cadbury is still alive in this industry because of the valuable marketing approaches. It always tries to innovate rather than imitate. This is a secret of Cadbury’s success in the markets. This manufacturer has established a remarkable recognition and product portfolio. It has introduced the best ideas such as Dairy Milk, Cadbury Crunch, Bournville, and Eclairs. These are some top products helping this company to lead the markets. Today, Cadbury is a symbol of a successful confectioner in the industry. No doubt, it also feels the competitive effects and impacts but it always fights with its competitors by launching innovative products.

Customer Analysis of Cadbury Marketing Strategy

As a matter of fact, Cadbury is an attractive brand for everyone. It has products for kids, young and mature people. Wide range of products enables this company to capture the attention of customers from all segments and age groups. However, more than 50 % of the revenue of this company comes from young buyers. Young people love to buy and gift chocolates on Valentine’s Day.

 

 

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KFC Marketing
BusinessMarketing

KFC Marketing Strategy | Marketing Strategy of KFC

by Shamsul

KFC Marketing Strategy

When a delicious fast food dish especially chicken based comes to your mind, the first name you think of is always KFC. It is among the top chicken restaurants selling the best quality products worldwide. KFC is a successful brand having the highest sales in this industry. It is in operations for the last 75 years and offers the original taste with a high satisfaction rate. People love to visit this chicken restaurant worldwide to enjoy the finger-licking products at a reasonable price.

Remember, KFC has more than 750,000 workers offering delicious and tasty fried chicken to clients in more than 18000 restaurants worldwide. According to the latest reports, it has a huge network of franchises in more than 120 countries. This makes KFC is a more prominent and famous fast food restaurant for the people who love to have spicy, hot, and delicious fried chickens. Business strategies and approaches of this fried chicken restaurant depend on a successful KFC Marketing Strategy. Studying the marketing strategies of KFC is important for the entrepreneurs and businessmen looking to have a hub in the food industry.

Segmenting, Targeting and Position:

KFC which stands for Kentucky Fried Chicken uses segmentation on a demographic basis to serve the food lovers in markets. It takes special care about the client’s food tastes and preferences. The customers at KFC are kids, young adults as well as old.

KFC uses an undifferentiated targeting strategy as it has the same food menu as all other food restaurants have in the world. With the pass of time, KFC has started to create different types of menus after having a competition with McDonald’s. Now they have localized menus according to the preferences of their customers and market acceptability. Previously it was using product base positioning strategy. It is also transforming the positioning strategy. KFC is now moving towards value-based positioning strategy.

Because of the top chicken menu, it is present in the minds of food lovers. A very few outlets of KFC offer vegetarian category foods. It has no comparison when it comes to discussing nonvegetarian. It is a superb opportunity to try a wide range of chicken foods. This is a big reason why most non-vegetarian people love to visit this superb fried chicken spot.

 

Marketing Mix: Find more about KFC’s marketing mix.

SWOT Analysis: Get more details about SWOT Analysis of KFC.

Mission: “To deliver top quality healthy chicken-based foods to consumers. KFC is determined to produce chickens in a healthy environment free from all germs. It ensures high safety, hygienic and quality features while producing fried chicken foods.”

 

Marketing Strategy of KFC

Competitive Advantages of KFC Marketing Strategy

Studying the marketing strategy of KFC also tells about its advantages. This fried chicken restaurant is producing high-quality tasty foods from the last 75 years. It adds original and quality ingredients. It has a wide range of food choices on the menu. Whether you are a vegetarian or a non-vegetarian, you will find great tastes here. These things help KFC (Kentucky Fried Chicken) to grow its business worldwide. It is present in developed as well as developing countries. This is a plus point for the restaurant to get more fame and popularity with high sales. They create marketing plans and strategies according to the place of work. They have a unique status in the food industries of all the countries.

 

BCG Matrix of KFC Marketing Strategy

We can’t move forward in the marketing strategy of KFC until seeing its BCG Matrix. Grilled chicken, sandwiches, hot wings are the Stars of its menu from the very first day of work.

The Question Mark category contains food items such as dessert, chicken (Burgers) and vegetable items. The restaurant is not very successful to get a remarkable sale record on these foods. Competitors such as McDonald’s and other local food restaurants are able to create differentiation in this matter.

Distribution Strategy of KFC Marketing Strategy

As mentioned above, KFC has more than 18000 restaurants offering finger-licking quality foods worldwide. In order to meet with the customer load or pressure, they offer distribution services to ensure the availability of food products according to demand. They have strategic partnerships and strong tie-ups with local supply chain services. They are using different supply chain partners to serve the customers in a perfect way.

KFC has a strong habit of making the franchises in elite areas of the city. They prefer to choose busy roads, shopping malls, entertainment areas, and even hospitals. These outlets also offer home delivery to customers booking orders online. KFC (Kentucky Fried Chicken) is among the top services dealing with online as well as offline deliveries.

Brand Equity of KFC Marketing Strategy

KFC enjoys a high status in the global brand ranking. It is 147th on this list. This positioning remains sustainable due to successful company marketing. It employs quality TOMA (Top of Mind Awareness). Localization strategy and the addition of vegetables in the menu are some effective steps to keep sustainable brand equity. These steps are very helpful for brand building in any country.

KFC also maintains the brand equity is the brand initiative strategy. This amazing strategy has a great impact on brand equity when it unites with the above-mentioned strategies. KFC (Kentucky Fried Chicken) continuously offer new products. In some cases, it doesn’t launch a new food recipe but ads something interesting with it. For example, a meal with extra cheese or mayonnaise would be attractive for the buyers. There are so many similar examples present in the brand equity strategy of this restaurant.

Marketing Strategy of KFC

Competitive Analysis of KFC Marketing Strategy

KFC is a top brand but it has so many strong competitors. The top competitors of this food service are Kokoriko, McDonald’s, Kyochan and so many others. Local food companies and services also create tensions for the KFC. The scenario is different in developed countries as there are different competitors in the food business taking market shares.

Subway and McDonalds are the most prominent competitors of KFC. Both offer a wide range of burgers, sandwiches, fried chicken foods, and others. Subway is a little weak in the competition but McDonald’s has similar features and statistics as KFC has in the world.

 

Market Analysis of KFC Marketing Strategy

The marketing strategy of KFC highly depends on market analysis. It varies from country to country. This restaurant is more famous in developed nations. This is a reason it gets more than 50 % of the revenue from these countries. Developing countries such as India, Pakistan, and China are attractive markets for KFC (Kentucky Fried Chicken) because huge growth potential is present there.

No doubt, there is low acceptance of fast food companies and services in developed markets but KFC is still getting growth. Health-conscious is a big factor in developed countries. This is why sales and growth trends in these countries are unstable. KFC takes a huge interest in standards. It is among the food services having a low negative profile.

Marketing Strategy of KFC

Customer Analysis of KFC Marketing Strategy

KFC is an attractive place for everyone. It is a place where people from all age groups want to go. Whether you are a kid, a young adult, or an old person, you will find something attractive on the menu. KFC is more pleasant for kids. Numerous restaurants in developed and developing markets set their playgrounds or eve play areas for the kids. This gives parents a huge opportunity to bring their kids into a healthy environment where they play and eat. For young people, KFC is a blessing. As we mentioned above, KFC has a strict policy of making its outlets in elite areas of cities. Young couples willing to have some time in a decent environment always prefer this restaurant. Enjoy the peaceful sitting arrangement with healthy foods. On the other hand, mature people who don’t like noisy places also love to choose KFC. They can have superb fried chicken dishes such as hot wings, hotshots, chicken pieces and more. Order these things with a big jug of fresh beverages.

For all these age groups, KFC is an affordable place. They can order spicy and healthy foods on a low budget. The biggest advantage of visiting this restaurant is the availability of attractive deals. KFC presents lots of interesting and valuable deals for its customers. Each deal contains a combination of preferences. For example, if you love to have hot wings with a glass of fresh Coke then there will be a deal for it. Deals are money-saving for buyers. Customers visiting KFC (Kentucky Fried Chicken) to enjoy a family meal can choose deals according to individual taste and choice. On the other hand, families can choose a big meal including several burgers, dozens of hot wings, chicken pieces and beverages.

 

 

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Colgate Oral Care
Marketing

Colgate Marketing Strategy | Marketing Strategy of Colgate

by Shamsul

 

Oral hygiene is very important. People use different products including solids, semisolids, and liquids for oral protection. The name of Colgate comes in mind whenever someone talks about oral protection or hygiene. This is a top leading product in the world for people who have concerns related to toothpaste, brush, teeth health and dental hygiene. Colgate Marketing Strategy is made to stay prominent in the health industry. It is a preferred choice for many dentists when they recommend toothpaste to their patients. Due to its excellent brand status and marketing strategy, it is now a leader in the field of oral health. It is valuable to see the marketing strategy of Colgate. Readers will find interesting points and approaches while studying Colgate’s promotional and marketing approaches.

Segmenting, Targeting and Positioning in the Colgate Marketing Strategy

Colgate has so many segmentation policies. It uses the segmentation based marketing strategy to target various types of users. Its segmentation depends on oral health for oral, personal and homecare brands. This step is done using psychographics, demographics and other behavioral factors. For example, it has various Deo’s for women and men. It also offers oral care products for all age and income groups. However, these segmentations always focus on the customer’s satisfaction.

Colgate Marketing Strategy targets all income groups and its devices marketing policies to deal with the mass population. However, the major portion of its sales comes from middle-class buyers. Colgate Palmolive is one of the best examples for the positioning strategy. This strategy involves Colgate in homecare or household products. Buyers from all categories commonly use these products at home or office.

 

Marketing Mix – Click here to have more details about Colgate’s marketing mix.

SWOT Analysis – Find interesting factors of Colgate’s SWOT Analysis.

Mission – “Colgate desires to be the fastest growing business company that is providing one of the best oral healthcare products. People love to use the oral hygiene and protection products manufactured by this company. It also focuses to develop new products according to changing trends, choices, and technologies.”

Vision – It prefers to hold the position of “A Truly Global Product Service” having high priority in the minds of customers.

Colgate Marketing Strategy

Competitive Advantage in Colgate Marketing Strategy

Colgate uses a unique driving force to stay prominent in the markets. It has a top-notch product portfolio. The Colgate Marketing Strategy uses an apt differentiation system depending on the advantages they offer. They have several segmentation systems (mentioned above) for the products providing them an edge. This company always maintains the recognition and popularity level just because of the excellent quality of oral health products. Colgate is active in health communication, awareness creation, and others. This gives them a lead in the markets even in the presence of competitors.

The most prominent competitive advantage Colgate enjoys is the extensive distribution system. It has a big distribution network in the urban as well as rural markets. Product availability is the biggest challenge for companies in high competition markets. Colgate always uses its extensive network to ensure that its oral health products will be available in the markets of cities, towns or even villages. This excellent Colgate Marketing Strategy enables the Company to have more attention resulting in huge sales.

BCG Matrix in the Colgate Marketing Strategy

The BCG Matrix is an essential factor of marketing strategy. Colgate has a remarkable BCG Matrix for its oral protection products. The increasing oral health awareness and technology support this company to deliver the best quality home care brands. Almost all the home care products in the list of Colgate are Stars.

However, the oral care products are in a new sub-category of Stars and Cash Cows. It would be good to see the definition of this new category in the BCG Matrix. Find more details here.

Colgate produces high-quality toothbrushes. This section is in Cash Cows. Quality and availability of the toothbrushes are key features. Colgate keeps all resources to ensure quality and easy availability of its products. No doubt, different local and national groups are in competition with this company but customers always give preference to their products.

Remember, Colgate toothpaste is a Star product. It is in Stars category because of the various features mentioned previously. Available in a very cheap but superb in quality. It presents kinds of toothpaste in different flavors to attract various buyers. Colgate mint, ice, refresh and others are good examples. Different competitors also offer similar products in local markets.

Distribution Strategy in Colgate Marketing Strategy

It is necessary to focus on distribution strategy when studying the marketing strategy of Colgate. Colgate Palmolive enjoys its own network of distribution. It uses a self-service known as Colgate Palmolive Co Distributors. This subsidiary of Colgate is a FMCG company. It has access to the local as well as international markets. It provides the best distribution support to business worldwide. This company plays a vital role to make Colgate a successful leader in this industry.

No doubt, they have a huge distribution network and a subsidiary company, but they still depend on the global transportation system. Colgate utilizes an international shipping service known as Magellan Transport Logistics. On the other hand, they have set a 3 Tier Distribution System for the local access. Due to effective Colgate Marketing Strategy, this system enables the Colgate to deliver their products to the main departmental stores, shops, and grocery hubs. The 3 Tier Distribution system of Colgate depends on Manufacturer to Regional Distributor to Sub-regional Distributor or Retailer. The products reach to customers after using this distribution network.

colgate

Brand Equity in Colgate Marketing Strategy

Remember, Colgate is a top (#1) company in the Kantar World Panel. The Brand Footprint report published in 2014 placed Colgate as No. 1 Company. On the other hand, Colgate also enjoys the status of 2nd most loved brand internationally in the list of top 50 homecare brands. This company has so many other achievements. It is a highly recognized brand for the household. People around the globe love to have Colgate products rather than choosing low priced products.

Competitive Analysis in Colgate Marketing Strategy

Colgate has so many giant competitors. It fights with leading FMCG companies such as P & G, HUL, and others. Local players are also providing extensive shocks to this company. Whether it is about home care, household or oral health products, Colgate has a list of potential threats. However, some companies have successfully got lead by introducing different products in local markets. P & G and HUL are more famous for the soaps and detergents. Local manufacturers also offer similar products to compete with this company. What about oral hygiene? Remember, Colgate is the king in this matter due to the Colgate Marketing Strategy.

Market Analysis in Colgate Marketing Strategy

In the intensive competition environment of FMCG companies, Colgate still has high awareness. It is a priority option for buyers looking for oral care, home care, and personal care products. Branding Colgate Marketing Strategy is the only reason why this company is more prominent. Distribution strategy of this company also plays a vital role. However, the quality of products makes Colgate a brilliant choice for customers around the globe. These things make Colgate a leader in the national and international markets.

Customer Analysis in the Colgate Marketing Strategy

Colgate has different types of customers. It studies the customers using various types of products in order to develop a better segmentation, targeting, and positioning strategy. Products of this company are famous among all age groups, classes, and societies. From personal care to home care, it has a wide range of choices for buyers. Elite, as well as middle-class users, feel easy and safe when buying the products of Colgate for their homes.

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Amazon Marketing
BusinessMarketing

Marketing Strategy of Amazon | Amazon Marketing Strategy

by Shamsul

 

Amazon is one of the leading eCommerce giants in the world. It is a big hub for eCommerce buyers and shoppers. Today, this eCommerce platform is a buying as well as selling portal for everyone. Amazon Marketing Strategy is one of the best examples to motivate clients.

Positioning, Segmentation, and Targeting:

While studying the marketing strategy of Amazon which is an eCommerce giant, it is necessary to see what it uses. Amazon deploys psychographic as well as demographic segmentation to cover the markets. It relies on Actual Purchase Behavior because seeing what people find interesting is a mistake of sellers around the globe. It also has a Micro-level segmentation which targets the customers one by one enabling the company to grab more attention of customers in order to convert them in a long-term client.

Ecommerce segmentation strategy of Amazon is impressive as it encourages the buyers to take more interest in shopping activities, brands, and products. It preferably targets the customers from the middle class as well as an upper class who want to get modern technologies, fashion apparels, gears and more. Amazon enables these buyers to save more time while seeing neutral reviews and product descriptions.

Go Global Act Local:

“Go Global Act Local” is the latest approach of this eCommerce platform. It is the latest trend forcing the sellers to discover new markets and customers around the globe. On the other hand, corporate partners or sellers can act locally with the help of easy payment, delivery and refund facilities. Amazon is using recent trend #AurDukhao in India to encourage the companies, manufacturers, fashion designers, retailers, and sellers. This Amazon Marketing Strategy trend is helping the customers to make their minds while searching the desired products online rather than visiting local markets.

 

Marketing Mix – Read more details about the marketing mix of Amazon.

SWOT analysis – Read more about SWOT analysis of Amazon.

Mission – Amazon wants to be the most favored and attractive eCommerce platform for the customers in the world. The customers will find whatever they like, love and use here. It also likes to provide an unforgettable experience to the customers and sellers in a user-friendly way.

Vision: It helps to support modern expertise and technology for the users. This will improve the online shopping experience.

 

Competitive Benefit in Amazon Marketing Strategy:

In order to distinguish itself, Amazon is working with numerous IT and eCommerce start-ups such as audible.com, pets.com, Junglee.com, Zappos.com, IMBD.com, and Woot, etc. All these start-ups help this e-commerce platform to acquire better technologies targeting the customers in the online markets. This customer facilitation idea is more economical because of low-cost marketing and traffic production. It has achieved a status of “Economies of Scale” with the help of extensive product range containing toys, electronics, fashions, games, DIY, Apparels, travel, home decoration, and more.

These things support Amazon to maintain prices in an affordable range. This is a simple but direct way to deliver economic benefits to the buyers. Customer Buying Behavior is helping it to develop a robust client-centric approach. According to an analysis, more than 50 % of clients on this platform are “Repeat Buyers” who come frequently to shop. Today, it is among the leading eCommerce services in Europe and the USA. However, it is also planning to extend the network to other markets.

BCG Matrix:

According to the BCG Matrix, there are three types of businesses including Cash Cows, Stars, and Question Mark.

Amazon Prime, Movies on Demand and E-books are the cash cows for the eCommerce portal. These offer great margins to the portal. As a matter of fact, Amazon was an online book store when it started its business.

Amazon Web services and Kindle, VOD (which is Video on Demand service) are among the question marks. These are technology dependent. This is why these things drop demand with the passage of time.

Electronics are in stars category for the Amazon. These are durable and reliable products offering reasonable margins to this eCommerce portal. Amazon holds the highest market share in this industry.

 

Amazon Distribution Strategy:

Increasing online traffic has doubled the workload on Amazon. Today, it operates with more than 55 fulfillment franchises helping to improve the manufacturing to consumer’s end experience. Products or brands manufactured by different companies require proper marketing, vendors, retailers, and shipment & delivery options. All these things require more attention especially when it is about the management. Amazon uses an aggressive marketing strategy to serve its clients around the globe. This is a reason why Amazon is getting more recognition in the world.

In fact, Amazon has a structured and deep network ensuring that products will be available everywhere including the remote locations. The purpose of this strategy is to minimize the product availability cost especially the delivery charges. With the help of an extensive network, it continues to serve the customers in a friendly approach.

Brand Equity:

Marketing strategy of Amazon is a great example of brand equity. It took starting as an e-book provider but now it is a modern e-commerce service having a network in all six continents. This portal is increasing the service network in order to strengthen the brands and products. This is a successful approach for the promotion and marketing resulting in targeting the customers with the highest satisfaction rate.

By April 2015, the total revenue generation of Amazon was $176 billion. It is a big revenue production for any eCommerce portal with a short professional history. With the highest 55 % of repeat customers, it is going to get the most attractive status in the world of online markets. The Amazon has set itself as a most valuable brand (Forbes List).

 

Competitive Analysis:

Amazon has so many strong competitors in the markets. It is necessary to consider the business field or industry when comparing its competitors. For example, Apple is the biggest competitor of Amazon when it is about magazine, movies, books, and audiobooks. On the other hand, its iTunes store is another threat to this eCommerce portal. It is because of the Apple products such as iPhone, iPad, and Macbook. Google is the most dangerous competitor for Amazon when it is about web services.

Walmart is a considerable eCommerce system giving a tough time to Amazon. It appears as a large online retailer offering the best shopping experience with a wide range of products, brands, and services. Shopping can buy products online, pay easily and get deliveries at home in a simple manner.

In order to improve the service standards equal to Amazon, Walmart is interested to bring same-day delivery service. This service would be available in major cities and countries for everyone. This would make Walmart a leading service on the internet with excellent choices for buyers. In some developed countries, Amazon is facing high competition with Flipkart, Snapdeal, and others. This service is also facing threats from the Groupon and First Cry. These are some basic services targeting moms, new parents, and kids. These local competitors are going to be a tough presence for Amazon.

Market Analysis of Amazon

Market analysis of Amazon in relation to marketing strategy is very strong. The international e-commerce portals are in the evolution phase and these are updating the systems. With the adaptation of modern technologies, software, and systems, it would be possible for developing eCommerce stores and portals to grab more attention. Targeting customers is no longer an issue because of the increasing e-commerce shopping trends. There are several examples of eCommerce portals developing the systems regularly. These include the top names of eBay, Alibaba, and others. These things are going to change the eCommerce industry in order to provide more benefits to buyers.

 

Customer Analysis:

Amazon marketing strategy usages is for its business development and customer analysis. It believes to balance the e-commerce and customer’s shopping experience. Customers want to use eCommerce portals because of the ease of shopping. On the other hand, they also want to see the products or brands before paying for them. Amazon has launched a neutral reviewing system with descriptions so the buyers can see what they want. Majority of the buyers at this online store are professionals and businessmen. They want to see how to improve the business with the help of Amazon’s business choices. Remember, Amazon has a large network in hundreds of countries. This network is highly attractive to manufacturers, companies, retailers, and sellers. Anyone interested to find more exposure to target the customers can use this platform.

Amazon Marketing Strategy:

Amazon presents the best business expansion choices. It is a friendly platform for everyone. Those who have a product or service can take advantage of its large network. There are lots of interesting opportunities and choices for businessmen, companies, manufacturers, and others. Whether you have a small or large business setup, there are corporate advantages for users. Those who have an emerging business setup should take the support of Amazon. It would be a great step to take real advantage of Amazon’s largest network of online buyers around the globe. Get the high traffic to your website, store or even a local shop with the help of marketing strategies of this leading online portal.

 

 

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Airtel Marketing Strategy
Marketing

Secrets of Airtel Marketing Strategy

by Shamsul

 

Airtel is among the top ten leading mobile telecommunications India MNC functioning in more than 20 countries in Asia and Africa. Airtel marketing strategy is attractive and made for masses. It also holds the title of Indian integrated telecom facility provider and controlling 22 circles of telecoms in this country.

Three Basics of Airtel Marketing Strategy:

Segmentation:

It is the first basic approach Airtel uses. It utilizes a mix of segmentation approaches to facilitate the customers in Call, SMS Plans, VAS-Data, prepaid & post-paid plans, and call tunes. After segmenting the services for different regions of the country, it also offers the best segmentation services for different age, religion, social and income groups.

Geographic:

Airtel operates according to the wishes of its people (customers) in different geographic directions. It comes with unique plans favorable for these people. With the passage of time, Airtel has introduced numerous targeting campaigns for young, mature and even for kids using the services such as “Jo tera hai wo mera hai” or “Har ek friend jaruri hota hai.” The newest plan launched by this company is “One Touch Internet” which targets Gen X and Baby boomers.

Positioning in the Market:

This company enjoys a top position among the most favorite mobile services in India. It receives more preference by mobile phone users looking for the best cellular networks. Airtel has a new logo which makes it more attractive, relevant, and energetic and a preferred international brand. Today, it is known as a Torch Bearer in the Indian Telecom Industry.

 

Motive: “Desire to get and keep clients for life”

Vision: “Airtel vision is to improve the living standard of our clients. Our passion is to keep our clients throughout their lives by providing exceptional service.”

Tagline: Airtel desires to have an emotional bonding with the users.

 

Airtel Marketing Strategy

 Competitive Benefit in Airtel Marketing Strategy:

Airtel is continuously extending its network for the Indian phone users with the help of a partnership with Vodafone. It also created the Indus Tower for better network formation. It has now an extended network in all important parts of the country offering a competitive edge to the customers with lowest operational costs, better coverage, high network connectivity, and superb customer service.

Airtel creates sustainable benefits for the customers through its superb network. The network depends on the modern telecom towers having low operational costs for the service providers. In most cases, local network or cellular companies rent the Airtel towers rather than installing a new one. Airtel keeps a big budget for promotion and advertising the services helping the customers to learn more about the benefits.

The Leader in the Cellular Market

These things make it a leader in the cellular market. This company always takes care of what said in the promotions. Word of mouth is the strongest point in this service. Innovation and new products make Airtel more popular among users. It has numerous attractive offers such as Prepaid, Hello Tunes, Airtel Live, M-check, and My Plans. There is no ending to this list. Airtel operates with the help of four strategic business units (SBU’s). All these units are present in the BCG Matrix.

Largest Network of India Cellular Industry:

Airtel has captured the Indian market with more than 27.2 % market shares in the cellular industry. It also feels proud for its largest network of customers in India. These things make it a preferred and most favorite network in the country.

Airtel is also famous for its tele-media services. It offers superb fixed-line services after forecasting a huge decrease in the industry because of the reducing number of cell phone users in India.

Airtel presents high-speed broadband which is a special service highlighting the name of Airtel in the industry. It covers an area of 126,357 km of the installed fiber network. They are also seeing to upgrade the network by bringing new broadband technology. It would increase the market share as well as customer range of this company.

Business for Large Entrepreneurs:  

First of all, Airtel is always helpful for the customers in India. Furthermore, it offers unique packages and services to corporate and commercial users. Big organizations and companies using their network for communication get special advantages. Employers looking for top services for their employees can easily buy lucrative deals.

Digital TV services: These are really excellent as it covers 18 % of the market shares. The DTH service is among the top dish TV services in competition with the leading TATA Sky in India.

Distribution Strategy of Airtel:

Airtel introduces an effective but simple channel structure. It utilizes a distribution network system of 2-Tier and 3-tier. It has Urban Distributors in the 2-Tier system. On the other hand, they distribute the items with the help of these UD’s to all retailers in India. The items get delivery according to the local demand. The retailers can transfer the balance using a FOS SIM who functions under UD’s.

In contrast, the 3-Tier distribution system is for rural users where Rural Distributors (RD) are present. Now users can transfer easy load (balance) into the RD’s SIM. This balance is then transferred to the retailers. On the other hand, company officials are also working to deliver the best experience to customers in the entire network. They come with special corporate deals and plans for users.

Brand Equity:

It is a special part of Airtel’s marketing strategy. Top of Mind Awareness (TOMA), Average Revenue per User (ARPU) AND an extensive distribution system are also serving more than 300 million users. These users are basically helping the Airtel to create a superb deal including the best technologies. Today, it has a technological brand as well as a telecommunication brand serving the evolving needs of customers. Furthermore, this company is famous for its marketing and branding efforts. This is why Airtel has transformed the logo to be more energetic, stronger and young.

Competitive Analysis and Market Analysis:

Airtel is competing with numerous leading services in India. It is a huge competitor of TATA, MTS, and others. Companies such as Aircelwho, Uninor and Vodafone are consistently trying to give a tough time to Airtel. However, Airtel seems to win the race because of its successful marketing strategies.

Customer Analysis:

Airtel is a favorite for everyone. It is a preferred network for B2C and B2B clients in India. Cellular plans and deals are more economical for middle-class users. It is equally useful for the growing corporate sectors looking for A-class services.

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Sharing Economy
Business

Four Trends for the Sharing Economy in 2019

by Shamsul

Many thousands of sharing economy businesses operate in almost every sector around the world, whereas a decade ago there was only a handful. The central idea of this type of economy, which was to promote access to a good or service rather than facilitate its ownership. It is a change that has taken root and has been facilitated by technology. It includes digital and mobile.

However, it has moved away from its original purpose. One of the promises of this model was the ability to mitigate hyper-consumption and build community connections. Although this advantage has not disappeared, it is increasingly difficult to find sharing-economy platforms that put this principle into practice.

In an article from the World Economic Forum, April Rinne, an expert in sharing economies, makes four predictions about what awaits this business model in 2019.

Uneven Growth

On the one hand, we will see the first IPOs for companies that belong to the sharing economy. Both Uber and Lyft have requested to go public. On the other hand, especially in China, big players in the sharing economy are struggling to survive. This is the case of the Ofo bike-sharing unicorn, which is on the brink of bankruptcy, while other sharing platforms have been flooded with claims and complaints.

Sharing Economy

Increased Regulation, Especially in Municipalities

Gradually, cities understand that the sharing economy forces them to be proactive, both in terms of appropriate regulation and control of local economic development. No city has so far developed a fully integrated strategy, although some have come together and published a joint statement of principles and commitment to the sharing economy in cities. We should, therefore, expect increased regulatory sensitivity. For example, in 2018, Denmark became the first country to allow Airbnb hosts to report their income directly to the tax authorities. In 2019, this momentum should continue, but it is difficult to assess whether this movement will be in favor of common public policy standards between cities.

The Sharing Economy or Simply the Economy

The terminology for describing the sharing economy always blurred. For example, the latter often confused with the gig economy, two different concepts for which there is an overlap. This confusion implies the risk of share washing, a term which designates the appropriation of the concept without any real sharing in the economic activity. On the other hand, it is undoubtedly a guarantee of success. It is increasingly seen as simply part of the economy at large. The lack of distinction may mean that the sharing economy is becoming commonplace.

Sharing Economy Trend

Demographic Diversity in the Foreground

It happened for the first time in the history of humanity. The middle class represents the majority of the world’s population (3.6 billion people). The experts are looking at an increase to 5.2 billion people worldwide. In addition, women should be responsible for increasing all disposable income over the next decade. Each of these demographics will play a larger role in the sharing economy. It allows people to access things comfortably. Otherwise, they might not have the means to buy. Thus to participate more in the economy. Women are already among the most ardent clients of this economy. The growth of their importance in the economy should further stimulate the sharing economy.

 

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Electro Polishing
BusinessMarketing

Trends in Electropolishing – Scholarly Presentation

by Shamsul

 

Fundamentals of Electropolishing

You can define the electropolishing as a reverse plating procedure which has the characteristic of removing the outer surface of metal instead of depositing that metal in the surface. In order to achieve this, the part of the metal charged positive and submerged into a chemical bath (Wang et al., 2002). After this, the chemical applied for activating the procedure. The electric current in coordination with electrolyte pulls ions of metal off from the surface of that part leaving a shiny and smooth surface (Datta and Landolt, 2000). Similar to that of a snake shedding its skin, the defects over the surface are stripped out thereby revealing a new surface.

Applications of Electropolishing

According to (Landolt, Chauvyinger, 2003), electropolishing is applied in the following ways:

Improved resistance towards corrosion: through Electropolishing, corrosion resistance is improved as it removes imperfections from the surface which serve as initiation sites.

Deburring: Electropolishing eliminates performance-inhibiting surface burrs even from intricate and delicate parts.

Fatigue life improvement: Electropolishing removes micro-cracks as well as other defects on the surface over metal parts like twisting, flexing and bending springs before they can even compromise over performance.

Reducing discoloration: Electropolishing gives metals a bright and clean finish that lasts longer and helps metal parts retaining a new-like appearance.

Microfinishing: Removing oxides, chemicals, scale as well as surface irregularities. Moreover, Electropolishing improves the performance of parts and is the best solution for even those parts that cannot be treated by mechanical polishing or vibratory finishing.

How Electropolishing makes Parts Last Longer?

Since electropolishing removes all the imperfections from the metal part s surface, it makes them last longer. A very common imperfection is burred which are miniature pieces of displaced surface material that can either snag or break (Mohan et al., 2001). Other imperfections may include inclusions, retaining moisture where bacteria can grow. The fact is that uneven and rough surfaces, including those that cannot be seen without a standard microscope, tend to hinder electrical connectivity. Microscopic cracks are initiative sites from where parts can crack, bend or break prematurely. Electropolishing tends to remove all the imperfections thereby making parts to work better and last longer (Chatterjee, 2019).

Advantages and Disadvantages of Electropolishing

A wide range of materials is being used on a daily basis. Most of the metals possess their own utilities and properties. It is important that users understand these utilities and properties. The method of preserving metal, particularly steel, is referred to as Electropolishing. It is the electrochemical process which fines the uneven surface over metals and brings a natural shine and finishes to them (Rokosz, 2015).

Advantages of Electropolishing

  1. It removes the scratch and other abrasive marks that are over the surface of the metal.
  2. It brings a natural finish and shines to the metal.
  3. Electropolishing improves the smoothness level of the metal which also reduces the coefficient of friction over the surface. It helps to increase the metal life because of which it lasts longer than usual.
  4. Electropolishing process makes the metal corrosion-free.
  5. It removes the brittleness present on the metal.

Disadvantages of Electropolishing

  1. The process of electropolishing makes use of chemicals which can impose a long-lasting impact over the finished metal.
  2. To a certain extent, the roughness over the metal surface remains persistent and 100% smoothness is difficult to achieve.
  3. The cost of electropolishing procedure is somewhat higher and the process consumes a good amount of time as well.

Applications of Electropolishing

Electropolishing is a very versatile treatment and provides several benefits to individuals, companies, and organizations that are operating in different types of industries. Having a diverse range of applications, the process of electropolishing is a process to develop products of superior quality which would not be same without the metal finishing process (Bohinc et al., 2016). Some industries which benefit from the process of electropolishing include:

Consumer Goods:

In this industry, electropolishing applied for improving the quality, longevity, and durability of many commonly used consumer goods. Examples of consumer goods include furniture, light fittings, and cookware. Nowadays, people are accessing products that are made from stainless steel alloys. It can be treated to improve hygiene level, facilitating maintenance and easy cleaning. As well as increased resistance towards wear and tear (Swain, 2010).

Medical And Dental Instruments:

Electropolishing is a single-use treatment which used for producing hygienic, clean and biocompatible medical and dental instruments. Many times, this is also in use for precision utensils, this process is an alternative to passivation for creating pristine and polished surfaces that are also resistant towards bacterial growth. Electropolishing plays a very important role in the medical and dental industries and is commonly in use for the production of needles and scalpels (Rokicki et al., 2015).

Car Parts And Accessories:

Removing of debris from the outermost surface of metal parts and accessories and delivers several benefits to consumers and manufacturers. Electropolishing will enhance the life of the automobile and HGV parts along with reducing the risk of corrosion (Kim et al., 2016).

Aircraft Metal Parts:

Aerospace metal parts and electropolishing go side by side. Since electropolishing is capable of deburring metal parts. Also, providing the smoothest finishing and maximum precision. The electropolishing technique is applicable to produce aircraft metal parts for the aerospace and defense industries. It makes the part resistant and streamlined to friction and corrosion. This technique of metal finishing also reduces the risk of fatigue resulting in prolonged life of parts that are in use even in the most stressed environment (Lochy et al., 2018).

Food And Beverage:

Electropolishing provides preventative measure within the food and beverage industry. In the preparation of food and drinks, hygiene is very crucial. The metal treatment is widely applicable for removing contaminants and residues that can present a danger for human health (Tian et al., 2008).

Household And Electrical Items:

Most of the appliances, machines, and gadgets are taking power from electricity. The electropolishing can provide various benefits in the development of fabrication of these electrical goods. This procedure improves conductivity performance of products by removing imperfections which hampers productivity through the generation of resistance (ASME, 2005).

Electro Polishing

Quality Control on Electropolishing

The degree to which the quality control of electropolishing evaluated is the determination of the consistency and fine quality of the finish. Several electropolishing shops are employing a minimum number of control or no controls at all. Where there is a lack of quality control, the quality is unpredictable and inconsistent. There are certain areas that are functions of technology whereas; others may fall within the aspect of electropolishing (Arnold et al, 2004).

It is very important that apply proper electrolyte. Precisely maintain temperature along with regular monitoring as well. Critical factors within the chemistry are the particular gravity which is an indication of water content. As well as a major determinant of hydroscopic electrolytes, metals content, and acid concentration. A supply of ripple-free and clean DC power should be available for driving the process along with adequately sized cables and connectors to cathodes and anodes. Moreover, the DC voltage needs the application at the appropriate voltage and the current density (ASTM, 2001).

For most products, mirror-like luster is a major aim. On the other side, it may involve additional technical and functional benefits of electropolishing where no possibility through mechanical processes. Since there is no mechanical disturbance of the service in the process of metal removal, the electropolished surface possesses true grain structure and properties of the bulk metal (Hammond et al., 2012).

On the other side, the mechanical polishing process leaves a layer of the disturbed structure. Mechanically fitted surfaces will not include reported properties that are for bulk metal irrespective of the thickness of the disturbed surface of a mechanical process that employed (Hubbard-HalInc.Inc 2019).

Recent Developments in Electropolishing

Surface finishing and metal polishing are very important for determining the durability against corrosion and longer life of metal parts. Nonetheless, both the clients and the polishing company has a pressing need to occasional remainder to maintain the relationship. It is between the quality of finish of the metal surface as well as its capability to resist corrosion and rust (Han and Feng, 2019).

Although, previously it was very customary to polish metal parts that were in use as external architectural features. Now, since various studies conducted and proved. That quality electropolishing not only enhances the appearance of metal parts and its surfaces but also helps in increasing their durability. For example, an industry where they use stainless steel, electropolishing is its integral component (Hensel, 2000).

Electropolishing

Electropolishing Latest Trend:

When metal parts undergo basic polishing, there are corrugations over the surface of the metal at the end of the process. Such grooves can potentially house several chloride ions which help to remove at passivation resulting in rusting and corrosion within a very small time duration. Industries where hygiene and appearance are inferior. This situation can bring in huge financial losses. So, it requires to replace metal at frequent levels. It can be said that the resistance metal surfaces which have been treated with mechanical or any other type of old-fashioned polishing are not an effective solution for making the metal rust and corrosion-proof (Zuzel and Wójcik, 2012).

Experts try to update the metal polishing standards regularly updated. The time, when a technological advancement allows it. As well as when the conventional methods of polishing fail in delivering the desired results. For example, the basic polishing of metal performed in different industries since the 1980s. It was mostly applicable in the interior designing sector. The furniture industries using this technique for bringing in a high-gloss look to give a luxurious appearance. Although, it discovered very soon that the shiny gloss alone is not enough way to protect the surface from corroding or wearing down (Datta and Landolt, 2000).

New and improved ways to polish the surface of metals are being usually derived from the current methods. It is a part of the process to continuously strive for better results (Landolt, Chauvy and Zinger, 2003).

Although the application has spread over many industries, they usually fall within four categories which are:

Deburring

With its proper application, electropolishing dissolves metal from the edges in a more rapid way than that of flat surfaces. The current density of this process is similar to the plating. As electropolishing is in practice for removing surface metal, it helps in reducing or removing burrs. Additionally, parts with critical final dimensions that require deburring should accommodate metal removal. A good electropolisher will provide appropriate AQL data which will show dimensions that are within tolerance and that there is a good handle over process parameters (Wang et al., 2002).

Microfinishing

As current density serves to be an advantage over edges and burrs. You can use similar physic over flat surfaces as well. When you try to remove metal from the surface. The removal takes place at higher points over the surface and less on lower points. Developments within medical, hydraulic, automotive as well as other components which require smooth surface are benefiting from the smoothing aspect of electropolishing (Christophersen et al., 2003).

Corrosion Resistance

Several industries have moved on from harsh chemical environments for their stainless components. There are some stainless alloys that tuned due to environments. Where corrosion is high, most of the time metal requires the need to either meet or exceed corrosion standards for field use. Those engineers who are willing to improve corrosion resistance. There filed test standards provide or salt spray/fog tests per ASTM B-117. Vendors of electropolishing should be able to extend assistance in determining corrosion test parameters for particular industries (Lee and Lai, 2003).

Controlling the Size

Experienced electropolishing practitioners have the potential to save plenty of parts from the scrap bin. When a part if oversized, it will be fabricated from a thicker material than was specified or it will grow in dimension from the heating process (Kao and Hocheng, 2003).

 

 

 

References:
  1. J. Bard, L. R. Faulkner: ‘Electrochemical methods: fundamentals and applications’; 1980, Vol. 2, New York, Wiley
  2. Arnold, J.W.; Boothe, D.H.; Suzuki, O.;Bailey, G.W. “Part 3: Multiple Imaging Techniques Demonstrate the Manipulation of Surfaces to Reduce Bacterial Contamination and Corrosion”, Journal of Microscopy, vol. 216, pp. 215-221 (De-cember 2004).
  3. ASME, Bioprocessing Equipment, Ameri-can Society of Mechanical Engineers, New York, N.Y. (2005).
  4. ASTM E1351 “Standard Practice for Pro-duction and Evaluation of Field Metallo-graphic Replicas”, American Society for Testing and Materials International, West Conshohocken, Pa. (2001).
  5. Bohinc, K.; Draži´c, G.; Abram, A.; Jevšnik, M.; Jeršek, B.; Nipiˇc, D.; Kurinˇciˇc, M.; Raspor, P. Metal surface characteristics dictate bacterial adhesion capacity. Int. J. Adhes. Adhes. 2016, 68, 39–46.
  6. Hammond, M. Bowles, R. Bunker, R. Schnee, B. Wang, and J. White (2012). Department of Physics, Syracuse University, Syracuse, NY 13244, USA
  7. Chatterjee, B. Science and industry of electropolishing (part 1). Galvanotechnik 2019, 110, 49–58.
  8. Landolt, P.-F. Chauvy and O. Zinger: ‘Electrochemical micro-machining, polishing and surface structuring of metals: fundamental aspects and new developments’,Electrochim. Acta,2003,48, 3185–3201
  9. Landolt, P.-F. Chauvy and O. Zinger: ‘Electrochemical micromachining, polishing and surface structuring of metals: fundamental aspects and new developments’, Electrochim. Acta, 2003, 48, 3185–3201. doi: 10.1016/S0013-4686(03)00368-2
  10. Doron Nakar, David Harel and Baruch Hirsch (2018), Electropolishing effect on roughness metrics of ground stainless steel: a length scale study. IOP Publishing Ltd
    Surface Topography: Metrology and Properties, Volume 6, Number 1
References:
  1. Taylor: ‘Adventures in pulse/pulse reverse electrolytic Processes’, J. Appl. Sur. Fin, 2008, 3, 178
  2. Zuzel and M. Wójcik, Nuclear Instruments and Methods in Physics Research A 676, 140 (2012)
  3. Tian, S. Corcoran, C. Reece, and M. Kelly, J. Electrochem. Soc., 155, D563 (2008)
  4. Han, W.; Fang, F. Fundamental aspects and recent developments in electropolishing. Int. J. Mach. Tools Manuf. 2019, 139, 1–23
  5. Hubbard-HalInc Inc. (2019). Electropolishing: Process Considerations. White Paper. 563 South Leonard Street, Waterbury, CT 07608•HubbardHall.com•800-648-3412
  6. Wang, C. J. Tarapata and M. J. Fitz: ‘Electro-polishing fixture and electrolyte solution for polishing stents and method,’ U.S. Patent No. 6,375,826; 2002
  7. Wang, C. J. Tarapata and M. J. Fitz: ‘Electro-polishing fixture and electrolyte solution for polishing stents and method,’U.S. Patent No. 6,375,826; 2002
  8. John Swain, (2010), Electropolishing, the Then and Now of Electropolishing. Surface World.
  9. B. Hensel, Metal Finishing 98, 440 (2000).
  10. Kim, S.H.; Choi, S.G.; Choi,W.K.; Lee, E.S. A study of the improvement surface roughness and optimum machining characteristic of L-shaped tube STS 316L by electropolishing. Int. J. Adv. Manuf. Technol. 2016, 85, 2313–2324

Refrences:

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  2. Christophersen, J. Carstensen, K. Voigt and H. Föll: ‘Organic and aqueous electrolytes used for etching macro- and mesoporous silicon’, Physica Status Solidi (a), 2003, 197, 34–38. doi: 10.1002/pssa.200306464
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  10. -J. Lee and J.-J. Lai: ‘The effects of electropolishing (EP) process parameters on corrosion resistance of 316L stainless steel’, J. Mater. Process. Tech., 2003, 140, 206–210. doi: 10.1016/S0924-0136(03)00785-4
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Airbnb in China
BusinessManagementMarketing

AirBnB In China | An Academic Study

by Shamsul

 

Airbnb In China

 

A – Sharing Economy

Sharing economy refers to an economic model where a P2P (Peer-to-Peer) form of business activity is performed where acquiring, sharing and providing access to services and goods are made possible, facilitated through an online platform (Rinne, 2017).

In the case of Airbnb, it follows the sharing economy model through allowing its users to rent out vacant or spare homes of listed members to literally anyone who uses the service (Strong, 2014). The company expectedly served 36.8 million people in the US alone in 2017, who rented a place and used their Airbnb account at least once in the year (Enberg, 2017). With 20 million users, Airbnb had 800,000 listings in around 33,000 cities in 192 countries by 2015, which is growing steadily, as the sharing economy based service moves to China, where it currently shows 80,000 listings of property owners willing to share their vacant or spare rooms to strangers (Strong, 2014).

 

B – Situation Analysis

 

SWOT Analysis

Strengths
  • Global presence is the one strongest point of AirBnB which allows its users to use the service anywhere they want.
  • Innovative, widespread advertising is another strength of Airbnb, as branding and User Experience is a strength of Airbnb.
  • Airbnb offers security features such as insurance to its customers who are staying in a new place.
  • Airbnb has a vast listing of potential hiring places all around the globe (Edwards, 2013).
Weaknesses
  • Reputation of the company remains at stake all the time, as it can be made or destroyed owed to the experience customers have while staying at a rented location, which is dependent on the hosts of the rental property.
  • Inability to offer complete security to customers, as several external factors are involved and the service operates using an online platform.
  • AirBnB’s services are available mostly in big cities and travelers interested in visiting rural areas, cannot use the service (Edwards, 2013).
Opportunities
  • Airbnb can explore other sharing economy sectors that compliment with the company’s current services to differentiate from competitors.
  • Extending AirBnB services to wider territories globally including lesser-visited areas and rural areas as well.
  • Partnering with other services in the hospitality and tourism sector to offer a more comprehensive experience to customers (Euromonitor International, 2017).
Threats
  • Different tourism laws in different countries hinder the business processes of AirBnB.
  • Being an online-based company, Airbnb is vulnerable to listings that can be illegal and can harm the reputation of the company.
  • Airbnb’s business model makes it dependent on the suppliers or room renters, thus requiring AirBnB to rely on them (Euromonitor International, 2017).

Airbnb in China

Five Forces Analysis

Threat Of New Entrants – Weak
  • Airbnb is heavily invested and new entrants require a lot of investment to match the status of Airbnb
  • Airbnb enjoys a global presence, which is impossible to be challenged by any new entrant
  • As Airbnb acquires an established reputation in the market, which takes years to achieve.
  • Airbnb enjoys supplier listing of more than 800,000 achieving which requires lots of time and efforts and without reaching which no new entrant will be considered as competition for AirBnB (Allan, 2018).
Threats of Substitution – High
  • The hotel industry is the biggest substitution threat as customers can always opt for hotels and other accommodation services in the tourism and hospitality industry
  • Hostels are also a source of customer substitution
  • Also, competitors in the market are also growing and offer a medium of substitution
  • Couchsurfing is another platform where the hosts all over the globe offer a free of cost couch for travelers to sleep on. The concept is also0 gaining popularity and can serve as a possible substitute, especially owed to the reason that it is free (Allan, 2018).

Customer Bargaining Power – High

  • Customers have a broad range of different services from which they can choose the ones that suit them, offering them high bargaining power.
  • Customers can choose which style accommodation they prefer based on price and location, enjoying a high bargaining power
  • Potential competition in some areas where other similar services enjoy more local popularity offers customers more bargaining power.
  • Airbnb offers different accommodation based on price, area and other characteristics, offering more bargaining power to customers (Allan, 2018)

Suppliers Bargaining Power – Low

  • The direct company to Customer model of Airbnb leaves little to no room for supplier negotiation with customers.
  • Airbnb works in individually with suppliers and customers, so even though suppliers have the opportunity to increase rents, they cannot do so directly with the customers.
  • Airbnb sets some rules for its suppliers who rent out their spaces, where no negotiation is possible.
  • Since such a model is not easy to come by often, suppliers usually abide by the rules set by AirBnB (Allan, 2018).

Competitive Rivalry – Moderate

  • There are a number of rivals that follow the same model of business like Airbnb, however, they are smaller in size, thus offering more advantage to AirBnB.
  • Airbnb has more listings than many of its competitors, making it less likely for them to come up as major competitors that hurt the company revenues.
  • Airbnb enjoys far better global presence than many other competitors, offering it an advantage o0ver them, however, the company requires keeping an eye out for competitors.
  • The Airbnb offers expensive and affordable renting option, while other services mainly offer either high-end rentals or all affordable options (Allan, 2018)

Airbnb

C – Marketing Objectives

The four marketing objectives of AirBnB include

  • To reach out to more customers through partnering with other companies that certainly complement AirBnB services in the hospitality sector, like airlines, other travel and accommodation sites online, etc.
  • Market AirBnB’s services based on the individual need of every country AirBnB operates in to attract more suppliers and customers.
  • Moreover, to offer better services to customers through working more on safety-related issues and consequently extending them out to customers worldwide.
  • Above all, they work as a community with suppliers to enhance the customer experience with the company.

 

D – Positioning of AirBnB

Airbnb caters to customers belonging to all social levels and accordingly offers luxury and affordable renting options to choose from. Most noteworthy, it is a global name and having the experience. First of all, they are offering customers exactly what they want in different parts of the world, makes AirBnB what it is today. Therefore, the main differential advantage of Airbnb is its online-based network, through which suppliers and customers both can check the level of service being ordered. The more the suppliers, the more trust customers have, and vice versa.

 

Airbnb in China

 

A – AirBnB’s Target Market In China

Airbnb is targeting Millennials (Born between 1982 to 2002) in the Chinese markets as they use technology more than others and are more likely to use Airbnb services. Demographics of targeted customers in China include

  • Because, they are tech-savvy, educated youngsters aged between 16 to 35
  • Have just entered or are maintaining their professional lives and are fond of traveling locally and internationally
  • Above all, belong to the middle-income range and prefer affordable services.

 

B – Current Marketing Mix

Levels of Service

Airbnb offers Chinese customers both local and international-based services sighting the rise in Chinese tourists traveling around the world. Airbnb has managed to have 80,000 listings within the country. Serving it as a good option to be used even when traveling within China. Initially, to establish in China, Airbnb is looking to serve Chinese travelers that travel abroad specifically, so that they can determine a relationship with the company, after which more focus will be placed on expanding local travel to Chinese customers (Laurence, 2016). Also, Airbnb is focusing on offering quality to its Chinese customers while targeting them through offering better technology use in services (Lee & Amin, 2017).

Pricing Strategies

Most noteworthy, Airbnb follows a mixed pricing strategy as it aims to offer service to both luxury-seeking and affordable rental options (Lee & Amin, 2017). Certainly, quality is the main strength of all services of Airbnb.

Promotional Strategies

Airbnb is known for its advertising and promotional efforts (Ting, 2017), and following the same footstep, China has introduced its first brand campaign titled “Love makes Travel incredible”. Airbnb has changed its name to “Aibiying which means ‘make your love reach each other” in Chinese. Hence, this is done through sharing stories of travelers that used AirBnB services and promote the essence of love (Zheng, 2017).

Distribution Channel

AirBnB’s distribution channel of service is through its online platform, to strengthen which AirBnB employed almost 1000 engineers that take care of how User Experience (UX) can be made better (de Amicis, 2015).

 

C – Monitoring Mechanisms Of AirBnB’s Marketing Activities Effectiveness

  • Since Airbnb uses an online platform it can monitor the success of its marketing strategies through online results received in form of visits, accounts, listings and website ranking offered by Google and other major search engine sites (Wheeler, 2014).
  • Customer comments on AirBnB’s site on their experiences are also an effective way to monitor marketing strategies being applied.
  • Revenues earned in China will also act as a source of monitoring the effectiveness of marketing strategies implied in China (Smith, 2017).

 

 

 

 

Sources:

Allan. (2018) Airbnb Porter’s Five Forces Analysis. [online] Retrieved from http://www.expertwritinghelp.com/blog/2018/01/12/airbnb-porter-five-forces-analysis/

BDO New Zealand. (2018) Support For Maori Business In Aotearoa. [online] Retrieved from https://www.bdo.nz/en-nz/industries/maori-business

De Amicis, C. (2015) It’s Avoiding The Wrath Of the Government … For Now. [online] Retrieved from https://www.recode.net/2015/8/19/11617848/airbnbs-clever-strategy-in-china-may-outshine-uber

Enberg, J. (2017) Uber, AirBnB Lead The Way As Sharing Economy Expands. [online] Retrieved from https://www.emarketer.com/Article/Uber-Airbnb-Lead-Way-Sharing-Economy-Expands/1016109

Edwards, J. (2013) Check Out The Extreme Lengths AirBnB Will Go To In Order To Please Customers. [online] http://www.businessinsider.com/insane-lengths-airbnb-will-go-to-in-order-to-please-customers-2013-8

Euromonitor, International. (2017) AirBnB Inc In Travel. [online] Retrieved from http://www.euromonitor.com/airbnb-inc-in-travel/report

Laurence. (2016) Airbnb Officially Enters China: Lessons In MarketStrategies for Chinese Consumers. [online] Retrieved from http://daxueconsulting.com/airbnb-officially-enters-china/

Lee, Y, & Amin, H. (2017) Airbnb Will Quadruple Its China Tech Team To Target Millennials. [online] Retrieved from https://www.bloomberg.com/news/articles/2017-08-15/airbnb-will-quadruple-its-china-tech-team-to-target-millennials

Strong, C. (2014) Airbnb and Hotels: What To Do About The Sharing Economy? [onpine] Retrieved from https://www.wired.com/insights/2014/11/hotels-sharing-economy/

Ting, D. (2017) AirBnb’s New China Include A Focus On Quality – And Quantity. [online] Retrieved from https://skift.com/2017/11/10/airbnbs-new-china-strategy-includes-a-focus-on-quality-and-quantity/

Wheeler, D. (2014) $ Digital Marketing Strategies: An AirBnB Case Study. [online] Retrieved from https://www.searchenginejournal.com/4-digital-marketing-strategies-airbnb-case-study/95007/

Zheng, Z. (2017) Hoe Does AirBnB Increase Brand Awareness In China in 2017? [online] Retrieved from https://medium.com/@zoeyzheng/how-does-airbnb-increase-brand-awareness-in-china-in-2017-e06e70ca3e76

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