It is of great necessity that products and services be channeled according to consumer needs within a particular market segment. The success of any company within the market depends on its ability and efficiency in assessing the needs and preferences of consumers. Companies at times need to learn from their competitors from the same industry since this promotes the implementation of appropriate marketing strategies.
According to the article by Marketing (2008), in the Columbia encyclopedia, marketing presents part of the production process which involves the exchange of goods and services between producers and consumers. The goods are normally distributed through various means such as the use of wholesalers and retailers. The storage, security, and transportation activities involved in the whole process form part of marketing.
Marketing (2003), in the Macmillan Encyclopaedia, views marketing as one of the processes used to develop a marketplace for goods and services. The whole process requires a lot of research to be done to establish appropriate information concerning the product amongst the consumers. These definitions are helpful since the authors focused basically on the relationship between producer and consumers through the product or services rendered.
Kerin et al (2011), gives their definition of marketing as the process of obtaining consumers’ favor to buy certain products from particular producers. The whole process involves appropriate links through distribution and advertisement of the identified products.
From the above reviews, marketing could be defined as the art of connecting the consumer market with products and services to satisfy their needs as well as the company’s profitability. A good example to elaborate on this is the marketing done on Soap detergent known as “finish dishwater tablets 25 Pack”. The company aims to provide consumers with a product that could be used to satisfy their desire for efficiency concerning water treatment used in cleaning utensils and other household materials.
The Laundry detergent contains unique properties that enable removal of stains hence easily used as an abrasive substance. Its properties have got the capability of softening water by breaking down the organic compounds hence offering stability to foaming properties and also improve the aesthetic properties of various surfaces(Kerin et al, 2011).
Before the product is released to consumers, a series of the thorough cheque is involved ensuring the production of high-quality products capable of satisfying consumer needs. Besides, high profile retailers in conjunction with the company emphasize on quality and brand image of the product. The whole discussion proves that the company utilizes various aspects such as product range, price emphasis, image, and customer behaviors for successful marketing. These present good application and implementation of good marketing strategies used in promoting the sale of “finish dishwater tablets 25 pack” (Kerin et al, 2011).
Kerin, R., Hartley, S, & Rudelius, W. (2011). Marketing. McGraw-Hill/Irwin Marketing. (2003). In The Macmillan Encyclopaedia. Web.
Marketing. (2008). In The Columbia Encyclopedia. Web.
The definition given by Jaclyn Cohen is not satisfactory according to my view. This is because her definition more so focuses on the product and its profitability and gives the least attention to satisfaction of consumer needs. Though the definition makes use of the various areas of the marketing mix; price, product, placement, and promotion it does not convince required standards.
However, the marketing example given correlates with my definition in the area where the connection is made between consumers and the product through the display. The company also uses major stores like Walmart and utilizes the marketing principle of convenience. Quality of the product also reinforces the connection whereby it is indicated that the candy bars are sweet and delicious to the taste of consumers.
The definition of marketing given by Tony is satisfactory since it gives priority to the fulfillment and satisfaction of consumer needs. Consumer desires are considered first before giving focus to profitability, the marketing concept is considered in a broad perspective of generating solutions to consumer desires through the promotion of a variety of commodities (Marketing, 2006; Marketing, 2005).
Their marketing example correlates to my definition in the area where the quality characteristics of detergents meet consumers’ needs as well as the use of stores and middlemen to reach the primary consumer(Black et al, 2009). The marketing strategy applied by Downy detergent might pose some challenge to the company within the contemporary market environment since not all consumers operate through those involved in the business of washing clothes. They should utilize modern technology such as the use of the internet and social sites to reach more consumers within the shortest time possible (Black et al, 2009).
Black, J., Hashimzade, N. & Myles, G. (2009). Marketing; A Dictionary of Economics. Oxford Reference Online. Oxford University Press. Career Education Corporation (Greenspoint). Web.
Marketing. (2005). In The Crystal Reference Encyclopaedia. Web.
Marketing. (2006). In Collins Dictionary of Business. Web.
Consumer Movement forces
This presents one of the forces which determine the success of the “finish dishwater tablets 25 pack” detergent. The level of demand for soap detergent within the market depends upon multiple factors which ultimately affects production and pricing. Various demand forces make strenuous the process of capacity planning. Demand forces are influenced by the nature of the population whether it comprises households with children or adults it is also determined by the quality of the products on sale i.e. their efficiency in satisfying the need of the population.
There is always a high demand for the efficiency of cleaning products from consumers, these calls for manufacturers to be considerate on delivering detergents capable of serving multiple consumer needs. These benefits include such qualities as bleaching abilities, soaps with both moisturizing and deodorant effects. Such characteristics determine the level of customer loyalty towards the detergent brand offered in the market.
Established companies within the soap detergent industry tend to utilize their financial abilities in offering superior customer services. This could offer a challenge to finish dishwater Tablets Company since they are considered as starters within the industry and yet to create an impact within the various market segments.
The constant changes in the currency could have a great impact on the level of sales since it is a strong determinant of market forces. The growth in wholesale prices of the detergent depends largely on market maturity and the level of competition. There has been a notable increase in the prices of household detergents within recent years creating more sensitivity amongst consumers and businesses. This has caused the majority of consumers to opt for brands sold at cheaper prices which is a challenge when it comes to setting prices for finish dishwater tablet detergent. Current experiences of low growth within the market as well as pricing might force the company to increase productivity to cut costs (First Research, 2011).
The current generation is characterized by high levels of technology. This has since made companies embrace high levels of automation geared towards improving manufacturing technology within the industry. Modern automation services have enabled the majority of the companies to increase the level of output using less manpower.
This is a challenge to finish dishwater tablet company since most established companies utilize such technology and go as far as using less expensive ingredients to feed consumers with lower-priced detergents. Technology provides a way of offering products with improved convenience within the shortest time possible. There is also development in delivery methods which allow manufacturers to utilize the opportunity of leveraging their investments in brands (First Research, 2011).
Strategies to overcome the threats and/or capitalize on opportunities
The value-added promotions should be applied in marketing finish dishwasher tablets since the focus is on building the image of “finish dishwater tablets 25 pack” and retaining clients. On the other hand, value increasing promotions should be used to fulfill short-term goals such as an increase in sales. The value-added promotion technique should be utilized by the company since the detergent industry is crowded and the market highly competitive.
The application of sales promotion may not be cost-effective to market “finish dishwater tablets 25 pack” on small retail chains since the company does not place much attention on promotion campaigns (First Research, 2011).
Success on sales of “finish dishwater tablets 25 pack” could rely on personal selling as well as in-store promotions. Improvement of quality and price of the product contributes much to the brand image since the focus on the two determines the consumer satisfaction level. However, the best method the company could use in competitive markets to improve sales is price promotion. Due to recent economical challenges, determination by the company to increase the level of consumer spending on “finishes dishwater tablets 25 pack” and repeat visits largely depends on their price-setting mechanisms. They should cooperate with retail stores stocking the product and agree to invest more in the tools promoting the use of price-off (First Research, 2011).
Attention should be given to the various effects of products on individual consumers and how it would impact current and future market trends. It is necessary to test and establish the level of effectiveness of various marketing strategies before implementation. Knowledge concerning consumer trends within the market is very useful in determining consumer preferences as well as buying patterns. Such details are useful to company marketers since it helps them reach the desired customer with the right products.
First Research. (2011). Soap and other Detergent Manufacturing. Web.