Marketing Techniques Essay Example

which relies on consumers' emotional responses and subjective views towards specific purchases; product line pricing, which sets different prices for various products within the same range; bundle pricing, where a group of products is sold together at a reduced price; and premium pricing, where the price is set high to reflect the exclusivity of the product. Furthermore, Ben Sherman considers its competitors' costs and prices when determining its own pricing. Due to its strong brand image and quality, the majority of Ben Sherman products fall into the medium price range.

Placement in the marketing mix refers to the location where the product is sold and the control over its distribution channels. A premium brand like Ben Sherman prefers to distribute and sell its products in its own stores in order to maintain their value. The company also has shop-in shops within other stores and distributes a limited amount of its stock to independent stores and department stores.

Promotion involves methods of communication with the target audience, such as above the line (directly using TV, media, press, and magazines for advertising) and below the line (utilizing direct mail and public relations). Ben Sherman employs both approaches. Additionally, the company engages in publicity stunts by providing clothes to famous individuals like music stars and actors. Moreover, Ben Sherman sponsors music events and supports various causes.

Previously, Roth experienced primarily organic growth, which refers to expanding business using internal resources and assets. However, it became an inorganic growth when it started operating as a subsidiary of Oxford Industries Inc., an American company, through a merger or acquisition process.

Ben Sherman has been growing through market penetration, market development, product

development, and diversification. Naive is a skin and body care range owned by Beresford, a German company founded in 1882. Naive launched its first line of body care products in 1911 and Beresford has grown into a global company specializing in skin and beauty care. Naive believes that beauty is about both how consumers feel and how they look. It caters to a mass market with a diverse audience. The company strives to provide the right product, at the right place and price, using suitable promotion methods. The product is crucial in the marketing mix as it is central to all three elements. Beresford extended the Naive brand to include different product categories, choosing a consumer-led approach to closely connect with consumers.After extensive market research, Naive identified a gap in the market and launched multiple new brand products aimed at specific market segments. These include Naive Visage Young for teenagers (13-rays), Naive For Men targeting men, Naive Visage Deane for older women (above rays), and Pearl and Beauty deodorant for young females (18-rays). Thanks to the insights gained from marketing research, Naive has been able to improve the quality and effectiveness of its products. It has also changed the formula of some products by incorporating natural sea salts and minerals to create softer colors. Additionally, Naive redesigned its packaging to be larger, attractive, and feature appealing patterns and ascriptions that cater to their target audience. Among all the elements of the marketing mix, pricing plays a crucial role in generating sales revenue as it is closely tied to product positioning. Naive can choose from various pricing strategies such as penetration pricing, price skimming, economy pricing,

and premium pricing. Decisions regarding pricing are vital for Naive in order to effectively position their products in the market.

The text discusses various pricing and distribution strategies used by Naive for its re-launched products. Naive sets its prices slightly higher than before, due to new formulations and packaging. As a leader in the skin and body care market, Naive determines the price level that its competitors can follow. It sells its products at a fixed price to retailers, who can then decide their own prices. Additionally, Naive regularly reviews its prices.

When it comes to distribution, Naive prefers to use high street shops and large grocery chain supermarkets like Supersede, Boots, Tests, Sad, and Kingsbury. It does not directly distribute to small retailers or through its website. Instead, it utilizes contract vehicles and has central distribution points in different markets.

Naive employs two promotional strategies for its different range products. Above the line, it invests in direct advertising through TV, internet, and media channels. Below the line, Naive uses other methods such as PR activities like sponsoring the World Cup to communicate its message to different market segments.

Sales promotion is a strategy employed by Naive that incorporates sampling, direct mail, events, and models. The company also utilizes Umbrella Branding as a strategy for growth. Naive uses ATM cash machines to launch some of its products, displaying different messages for male and female users. The company has grown through organic growth and taking over other businesses. Naive has achieved growth using four major categories: increasing sales of existing products in the current market, marketing existing products in a new market, developing new products for

existing customers, and entering competitive markets with strong brand image.The business that sells G. Naive Visage Soft Facial Cleansing Wipes targets women who desire innovative skincare options. They diversified by creating Naive For Men after market research revealed a demand for facial products among men. The company has expanded worldwide, focusing on emerging markets like China, India, and Brazil. Naive understands its customers and has successfully balanced its marketing mix, leading to the prosperity of the Beresford brand. Comparing marketing techniques, Ben Sherman manufactures high-quality products while Naive also strives for quality. Naive operates in the mass market, while Ben Sherman caters to a niche market. To maximize product exposure, Naive must reach a wide audience. Ben Sherman relies heavily on below-the-line strategies, while Naive uses both below-the-line and above-the-line strategies. Both brands leverage their strong brand image to extend their product offerings.During the maturity stage of their life cycle, Ben Sherman frequently updates its products in response to competition, while Naive reduces its prices when a new competitor enters the market. Ben Sherman products represent British culture and style, while Naive carefully adjusts its marketing mix to cater to local cultures and preferences. In order to maintain value, Ben Sherman limits its distribution, whereas Naive distributes its products to busy stores where most consumers shop in order to reach a wider audience. Naive sponsors events like the World Cup to promote its products, while Ben Sherman sponsors music events. While Naive provides product samples, Ben Sherman supplies clothing for celebrities to wear. Both companies use Umbrella branding to promote their products. Naive offers its products to retailers at a single price for convenience, while

Ben Sherman can command premium prices for department stores and sells its products at medium prices in its own stores. Initially, Ben Sherman began with one product range for men's shirts and has since expanded to include multiple product ranges. Similarly, Naive started with one product range for Naive cream and has also expanded to offer fourteen different product categories. The Naive brand has always had a strong connection with consumers, while the Ben Sherman brand is closely associated with music and fashion.Evaluating Naive's marketing strategy, it is evident that the brand's physical presence has allowed them to understand customer needs and create products that satisfy them. Naive has focused on improving their formulations to highlight the clear benefits for consumers, strengthening the trust and bond they have developed with their customers. The financial results have proven the success of these formulas, with an increase in global sales that surpass the average market growth. Despite being a global brand, Naive adapts its marketing approach for each country, carefully adjusting its marketing mix to suit local cultures and preferences. This strategy has significantly boosted sales, resulting in a large market share for Naive in the global skincare industry. As the leading brand in the entire skin and beauty care segments, including skin creams, lotions, facial cleansing, facial skincare, and suntan products worldwide, Naive's direct engagement with key target market segments through sampling programs has allowed customers to experience and appreciate their products. As a result of this approach, many consumers around the world perceive Naive as a locally grown brand.

Naive has expanded its support from large grocery chain stores like Tests and Kingsbury, as well

as high street shops like Boots and Supersede. This strategy has proven to be cost effective and has helped new products become top selling items in the skin and beauty category. Naive has also changed its distinctive blue tins to softer colors like white and added flower patterns to attract its young target market and retain their loyalty. Additionally, Naive has utilized plastic packaging, which is environmentally friendly and allows for consumer recycling. The use of ATM cash machines to launch products has also been successful, yielding millions of consumer contacts. To tap into a new set of consumers, Naive decided to extend its product categories, targeting both males and females while reducing financial risk by using the parent brand name.

As the competition in the skin care market increased, Naive recognized the importance of extending its brand to stay ahead of competitors. The company chose to expand into different product categories in order to make the Naive brand universally recognized, and also took advantage of favorable geographical conditions in various countries that provided opportunities for brand extension. Additionally, Naive aimed to increase the brand equity of Naive through a product category extension strategy. This umbrella branding approach allowed the brand to support multiple products under one name and facilitated market penetration for new products. It also enhanced brand awareness and recall. While umbrella branding helped reduce promotional and advertising costs, there was a potential risk if the core brand was not stronger than its extensions. Nevertheless, Naive successfully entered the male grooming sector without compromising its longstanding relationship with women and ensuring its products meet consumer needs. Naive has become a global brand with consistent

product offerings worldwide, effectively transitioning into styling and grooming without negative impacts on its core business.