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June 2021

marketing strategy of Dunkin Donuts
BusinessManagementMarketing

Marketing Strategy of Dunkin Donuts | Dunkin Donuts Marketing

by Shamsul

 

Marketing Strategy of Dunkin Donuts | Dunkin Donuts Marketing

 

Dunkin Donuts is a leading QSR (Quick Service Restaurants) in the world, operating on the franchise model. Dunkin Donuts has 11000+ outlets around the globe and running under Dunkin Brands. This 65 years old company has appeared as one of the most famous brands that offer donuts, coffees, and other baking goods. The marketing strategy of Dunkin Donuts is really effective, and this is the main reason for the company’s success. Let’s discuss some crucial aspects of Dunkin Donuts Marketing Strategy.

Important Factors in the Marketing Strategy of Dunkin Donuts:

Segmentation, Targeting and Positioning | Dunkin Donuts Marketing

The company uses a geographic strategy in segmentation to fulfill the customers’ requirements in more than 40 regions globally. They use an undifferentiated system in targeting so that every country or region enjoys the same menu or offerings irrespective of the geographic levels. They have positioned their positioning strategy on the type of offering or product. Well, they have different products in their product portfolio. The company’s primary mission is to become the biggest provider of baked goods and beverages globally. Its central vision is to provide high-quality and delicious coffees, donuts, and bakery items that you can eat and enjoy with your loved ones and friends.

Competitive Advantage | Dunkin Donuts Marketing

It is commendable that Dunkin Donuts has maintained its market leadership and still maintaining it successfully. In the category of doughnuts, coffee, muffins, and more, the company is a market leader in terms of share and value. Dunkin Brands has two major brands under its portfolio that are Dunkin Donuts and Baskin Robbins. Both are subdivided into four businesses like Baskin Robbins US, Baskin Robbins International, Dunkin Donuts US, and Dunkin Donuts International. Nearly all the outlets of the company are 100 percent franchised. It is one of the best things to earn profits by controlling the operational costs. The group has more than 19000 outlets across the globe.

BCG Matrix:

As we know, Dunkin Donuts is the market leader, and due to this reason, it is in the star category of the BCG matrix. Due to this star category, the position and standing of Dunkin Donuts are stable in different regions of the world.

Distribution Strategy | Dunkin Donuts Marketing

With a strong presence in more than 40 countries and 3300 outlets, the company has successfully decreased its over-reliance in the US market. Moreover, Dunkin Donuts is generating revenues through Asian Region. The company is sourcing the raw material on its own in various regions, but they have third-party solid suppliers in some countries.

Brand Equity:

Dunkin Donuts has been nominated as the best brand for the 10th consecutive year in the home-coffee category. It is a market leader due to its robust segmentation in specific categories, which continuously increases its popularity and market share.

Competitive Analysis | Dunkin Donuts Marketing

There is no doubt that the fast-food industry is highly dense and competitive too. For example, Dunkin Donuts faces fierce competition from several brands in the form of convenience, outlets, product portfolio, and other factors. However, these brands are offering the same products as muffins, doughnuts, coffees, ice creams, etc.

Market Analysis | Dunkin Donuts Marketing

The fast-food market is stuffed with a variety of companies thus they are continuously threatening their market share. As Dunkin Donuts runs in QSR (Quick Service Restaurants) and works on the franchised model, the operational cost is very low. McDonald’s, Burger King, Teco Bell, Tim Hortons etc are some significant competitors of Dunkin Donuts.

Customer Analysis:

The main customers of Dunkin Donuts are the Gen-Z and middle age group people. However, the biggest strength of Dunkin Donuts is school-going teenagers and college students. These people are interested in doughnuts, coffees, muffins, and other offerings.

 

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Citibank Marketing
BusinessManagementMarketing

Citibank Marketing Strategy | Marketing Strategy Citibank

by Shamsul

 

Citibank Marketing Strategy | Marketing Strategy and Tactics of Citibank

 

With the experience of 200+ years, Citibank is determined to serve its customers through its saving decisions and investment. Certainly, Citibank Marketing Strategy makes their customer’s life easier. This is basically a consumer bank, institutional securities, and banking client group services and markets business. For the full year 2020, Citigroup reported a net income of US$11.4 billion on revenues of US$74.3 billion, compared to the net income of US$19.4 billion on revenues of US$74.3 billion for the full year 2019.

Targeting, Segmentation, and Positioning in Citibank’s Marketing Strategy

With its presence in 100+ countries, it uses a combination of geographic and demographic segmentation variables that help in catering to the demands of institutional and retail customers respectively. Its differentiating strategy of targeting provides better-suited services to its clients of the security market, retail banking, or institutional client’s banking and services. Citigroup has positioned itself as a hi-technology financial/banking institution that brings disruptive changes in the market, these changes make it easier and suitable for clients to handle and meet their financial aims and goals.  Its mission is to provide its customers with better financial services that will enable their progress and growth.

Competitive Advantage of Citibank’s Marketing Strategy:

Among the service industry, people belonging to a company play an important role in its success. Nearly 2, 30,000 greatly skilled employees are serving with aim of helping this company in strengthening, executing, and implementing its global strategy. This highly regulated industry affected by different counting factors. It includes work culture, living standard, compensation with or according to other industry, retains talents can be named as a challenge. During the last few years, this company has started being more focused and concerned for its key business-like, institutional group or consumer banking and this goal is being achieved by reducing the workforce, network branches and assets by 28000, 30 % and 150 $ million respectively, which in return helped company with 25 % net income increase for the year 2015 with respect to the year 2013 and 130 % + net income increase in 2015 when compared with 2014.

BCG Matrix Analysis of Citibank Marketing Strategy:

Business segments of Citi group consist of security and banking services for institutional clients, global client banking. The performance report of all these segments is different in different geographic areas but their overall performances are the star in BCG matrix.

Distribution Strategy as a part of Citibank’s Marketing Strategy:

Whether it is a network or digital platform of its different branches, Citibank’s main objective is to provide its services to its valuable customers in a better and convenient way. With its 4,000+ ATM-based networks and 5,000+ branches; Citigroup has made its services easily accessible by its customers.

Brand Equity as a part of Citibank’s Marketing Strategy:

Citigroup’s branding framework is very effective and active on all of the related platforms. It acts as a product sponsor for the 2016 Rio Olympics and is a sponsor partner for the USA team in Rio Olympics. Its high visibility is helping it to spread positive word-of-mouth and to maintain high top-of-mind-awareness (TOMA) in the global market. This world’s largest issuer of credit cards has started working as partners with different companies to come up with an effective executed idea of co-branded cards for the market.

Customer Analysis as a part of Citibank’s Marketing Strategy:

The government-imposed regulations of any country play a great role in the financial industry deals and work of that country. Competitive landscape also defines the financial industry grounds, as companies of industry have a competition with each other based on technological advancement, customer care services, services/product pricing and, the most important one, deposits.

Market Analysis as a part of Citibank’s Marketing Strategy:

The presence of different local and national banks, non-banking financial companies are making the banking industry further competitive. Their struggle of eating each other’s market shares of respective businesses is really competition.

Customer Analysis as a part of Citibank’s Marketing Strategy:

Customers of this bank vary from individuals to different corporate customers. They find various available financial services provided by Citibank. It includes banking, credit cards, investment services, wholesale banking, international cards, and wealth management-based services.

 

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| Marketing Strategy of Patanjali
BusinessManagementMarketing

Patanjali Marketing Strategy | Marketing Strategy of Patanjali

by Shamsul

 

Patanjali Marketing Strategy | Marketing Strategy of Patanjali

 

Patanjali is a well-known FMCG company for the last ten years with rapid growth in India due to marketing strategy. according to HSBC and CLSA data. It was founded by yoga guru (Ramdev Baba) and Acharya Balkrishna in 2006. Since then, it has started emerging as a prominent FMCG company in the market through a large ratio of deep assortments and products. Manufacturing units of this company are not limited to Haridwar but outside India too, like in Nepal, it is available under the Nepal Garmudyog trademark. Its premium products are herbal and mineral-based.

 

Essential Factors in the Patanjali Marketing Strategy:

Targeting, Segmentation, and Positioning:

Like all other FMCG players, the strategy of Patanjali is also a combination of psychographic and demographic segmentation strategies, which are helpful in making its products offered relevant to a different set of customers.  It does not use a differentiation-based system for targeting because its prime goal is to provide healthy products for everyone. Its positioning strategy is value-based and product-based, fulfilling the aim of health-based satisfaction and trust establishment in the customer’s mind. Its tagline is “Prakriti-ka-ashirwad.”

Competitive Advantage | Patanjali Marketing

Baba Ramdev is a prominent yoga guru. He is the herbal product promoter of Patanjali. Thus, it gives a significant benefit over other FMCG players. It has 400+ products with varied SKU, consisting of natural and herbal components, helping this company provide customers with different products. So, its business objective is the availability of cost-effective products with superior quality making them practical for its success. This company is spending a negligible amount on advertisements or promotions, which results in low and affordable prices in the market.

BCG Matrix | Patanjali Marketing

Different parts of business segments like Ayurveda products, health care, cosmetics, home care, and food packaging show stars in the BCG matrix. Their market demand is high and the acceptability of products is enhancing.

Distribution Strategy | Patanjali Marketing

It has 4600+ retail outlets for distribution across India with the help of e-commerce sites and different supermarket chains i.e. Big bazaar (future group), Reliance retailers, etc., making it a fast-growing company in the FMCG market.

Brand Equity | Patanjali Marketing

Baba Ramdev, as the brand’s promotional face, is giving great success in maintaining positive WOM and high TOMA. The wide popularity and customer satisfaction have made these kitchen and home care products a part of the daily household.

Competitive Analysis | Patanjali Marketing

With varied product segments, four sub-brands are helping the company maintain a high wallet share from customers. For FMCG companies, distribution is an important factor for success determination. However, Patanjali has its retail stores and partnered channels that distribute products in distanced locations of India. Its competitors in the FMCG market are Dabur, Godrej, HUL, P&G, and Reckitt Benckiser etc.

Market Analysis | Patanjali Marketing

Market present to FMCG players is where local and national/international brands struggle and fight to maintain their market shares. However, different factors determine the players’ success in markets, like inflation, consumer dynamics changing, government regulations, taste preferences, changes in lifestyle, etc.

Customer Analysis

Its customer varies to each age group as its healthy products have availability in various market-keeping units. So making it reachable and affordable for customers.

 

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Marketing Strategy of ICICI Bank
BusinessManagementMarketing

Marketing Strategy of ICICI Bank | ICICI Bank Marketing

by Shamsul

 Marketing Strategy of ICICI Bank | ICICI Bank Marketing

 

Industrial Credit and Investment Corporation of India (ICICI) is the 3rd largest bank in India in capitalization and working. This bank is transforming the working of banking and other financial services in India. ICICI Bank is one of the leading banks in the Indian banking services and competing with some popular financial services like HDFC, State Bank of India, and more. Its advanced portfolio and services are shaping the corporation and traditional banking system. That’s why it is gaining popularity in both technical and digital forms. Today, we are going to discuss the vital marketing strategy of ICICI Bank or ICICI Bank Marketing.

Important Factors in the Marketing Strategies of ICICI Bank | ICICI Bank Marketing

Segmentation, Targeting, and Positioning:

ICICI Bank utilizes psychographic and demographic segmentation strategies to fulfill the demands of the consumers. Its segmentation strategy includes occupation, age, income, and class so that they can easily understand the changing needs of consumers and make plans accordingly. ICICI Bank uses both differentiated and undifferentiated targeting strategies. They focus on value-based positioning strategies for their product portfolios. In addition, they use both rational and emotional techniques in their advertisements and campaigns for branding the offerings and products.

Competitive Advantage:

With more than 70000 employees, this strength is the significant competitive advantage of ICICI Bank. These workers work together to achieve the customer’s trust and the company’s goals. ICICI Bank has more than 52 million customers under its consumer base, and nearly 50 percent of its transactions are digital in the form of internet and mobile. So, we can say that ICICI Bank has introduced digital advancement in the banking system. This thing creates convenience for users.

BCG Matrix:

ICICI Bank has several subsidiaries that are working to achieve the company’s goal of wealth generation. Therefore, some subsidiaries like ICICI Bank, ICICI Lombard General Insurance Company Limited, ICICI Securities Limited, ICICI Prudential Asset Management Company Limited, and others are in the start category of the BCG matrix. However, other subsidiaries are still in the question mark category due to the fierce competition.

Distribution Strategy | ICICI Bank Marketing

The bank has nearly 4100 branches across India, delivering financial and banking facilities to users. On the other hand, subsidiaries are providing one-stop solutions to consumers in different segments. But, ICICI Bank has gained its much-awaited visibility and growth with the launch of mobile app and internet banking facilities. This thing has reduced the transaction costs, making it much affordable and convenient for customers.

Brand Equity | ICICI Bank Marketing

To be honest, ICICI Bank has worked hard to promote its portfolio and brand image. Moreover, they have won various awards and at several platforms due to their digital and innovative services. This thing has also given an immense advantage to ICICI Bank over its competitors. As a result, they have secured many achievements and honors in several segments like tech banking, social media banking, mobile banking, and other services.

Competitive Analysis | ICICI Bank Marketing

Due to the increasing unemployment and inflation, financial and banking institutions are experiencing massive competition from other institutions. The latest companies are adopting hi-tech techniques and services, providing better solutions and facilities to users. Bitcoins, White ATMs, M-Wallet, and IMPS are some advanced steps playing a vital role in the economic setup. Due to these reasons, ICICI Bank is also adopting new ways and strategies to enhance customer experience.

Market Analysis | ICICI Bank Marketing

Indian banking and financial market are overstuffed with the majority of institutions and financial companies. Hence, they are disturbing the market position of each other and continuously trying to get a competitive edge. New hi-tech startups and companies are giving stiff competition to other companies. To remain competitive in the relative market, introducing advancement and innovation is the only thing that can increase any company’s brand image and market share.

Customer Analysis | ICICI Bank Marketing

The primary customers of ICICI Bank are working professionals who prefer innovative services and fast banking facilities. Moreover, the majority of customers are from the middle and upper-middle classes. They are the biggest strength of ICICI Bank. ICICI Bank is trying to modernize its operations and services only for customers.

 

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Marketing Strategy of Nescafe
BusinessManagementMarketing

Nescafe Marketing Strategy | Marketing Strategy of Nescafe

by Shamsul

 

Nescafe Marketing Strategy | Marketing Strategy of Nescafe

 

Nescafe started operation in 1938 and it has come a far way and come out as an important player in the market that deals with 5000 plus coffee beans types. The Nescafe Marketing Strategy attracts more and more people to love Nescafe Coffee. The leading brand of coffee in the world is recently selling in 182 plus countries across the world.

Important Factors in the Marketing Strategy of Nescafe:

Targeting, Positioning, and Segmentation:

 The mix of demographic, psychographic, and geographic strategies of segmentation are utilized by Nescafe. It helps in making specific coffee beans that are present in other parts of the world and modernize coffee culture. It uses both mass/differentiated targeting strategies for the retailers they have different offerings present for various segments of buyers & for corporate buyers, there is an outstanding vending machine of coffee. Its mission is to make sure the availability of coffee for those people who love to drink it and helping out those who live by earning through the production of coffee.

 Competitive Advantage | Nescafe Marketing Strategy

Nestle is the head company of the Nescafe coffee brand. Nescafe has great reach in different countries and is experienced in FMCG Company that is helping it in being financially stable and also product-wise.

Nescafe is an ancient brand offering almost 5000 coffee bean types even in a little sachet.

It is one of the known brands. It commands great market share by being present almost in 180 countries and has great visibility and TOMA.

BCG Matrix:

Nescafe is a shining star in the BCG matrix with its coffee beans of almost 5000 types in various SKU’s or machine of coffee vending.

 Distribution Strategy | Nescafe Marketing Strategy

Nescafe gives its offerings in a unique way of channels to various customer groups. For retailers, it uses distributor/wholesalers channel to create different sachet/SKU’s that are available to buyer-commerce site & for buyers, it sells vending coffee machines by company’s sale network.

Brand Equity | Nescafe Marketing Strategy

Nescafe is the famous brand of coffee in the world which redefines the get-together, family chats, small meetings and the endless talks that people do & the way people meet each other, it all initiate with Nescafe. Brand equity’s great trustworthy companies reported it as 6th great beverage brand for the 2015 positions.

Competitive Analysis | Nescafe Marketing Strategy

The expansion has happened Due to the entrance of other players such as Starbucks& Dunkin donuts in developing countries, lifestyle is changing and that’s why the demand matrix of the company is reshaping. It is competing hard with other companies. It includes Tata coffee, Bru, and other products like flavored coffee drinks and many other coffee chains.

 Market Analysis | Nescafe Marketing Strategy

 The coffee industry is very competitive with great numbers of national, international, and local players targeting various strata of buyers. Increasing labor costs, degrading farming ways, migration of locals from coffee cultivation area to cities, increasing raw material price, changing climate I.e. changing lifestyle& coffee beans are factors that affect the industry.

Customer Analysis

Nescafe deals with retail and corporate customers. Retailers are of 25-35 years age group. The customer portion consists of college-going & youngsters working professionally. Mostly, youngsters and millennials love to drink coffee in order to make their moods happy.

 

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