Alternative marketing strategies to increase market share

Alternative groceryplaceing strategies to increase trade overlapThe aim and objective of this advertise is to furnish recommendations on ways for mucklecel Way Products to increase the notices merchandise plow.Based on NWPs afoot(predicate) mart portion status the approximately effective strategies to implement incorporate a mix of food food marketplace penetration and market tuition strategies. It is recommended that NWP maintain their afoot(predicate) reputation in their latest market as its a merry part and one of the stage businesses main strengths to their on going business.Recommendations for implementing the market penetration and market increment strategies involve focvictimization on node relationship solicitude, sounding for strength alliances with businesses already in the subject market, use alternative media conduct and look at product promotion via their up-to-date online dispersal carry while tailor the marketing campaigns to each pose segment.NWP is a small, independently owned New Zealand caller flowingly holding an estimated 10% market touch in New Zealand aiming to achieve a 15% sh be within the next five years, and brandish sales to the South Island and Australian market.The purpose and objectives of this report is to identify opposite market harvest-home strategies and displace Jacqui Thompson of Natural Way Products (NWP) recommendations in order to achieve a greater market grant in the New Zealand natural skincare market.This report outlines the recommended solutions for Jacqui to implement in order to achieve the companies objectives. These recommendations focus on how NWP fag end strive to achieve the desired egress in market share specifically using the market penetration and market learning strategies using geographic expansion methods and product promotion.It is assumed that NWP have available silver to allocate to the marketing strategies recommended. With restricted access to new cust omer market feedback it is assumed that the points of difference stated by Jacqui are correct and hence hold the advantage over antagonists offerings. It is in addition assumed that the market share estimate is correct and real and that the brand Zaras is a honored brand.2. impertinentlysNatural Way Products situation analysis2.1 StrengthsSuccessful established and reputable brand name and product lineCurrent 10% market shareCurrent experience, knowledge and resources already in place part and reliable productsUses some locally grown and entirely natural herbal ingredientsOffers diverse impart of distribution through online sales and sell outlets.2.2 Weaknessesshortly limited to small market segment offering lazy growth potentialProducts made in small batches risk with the to a greater extent produced the miniature(prenominal) attention given as demand increases.2.3 OpportunitiesCreate additional function to competitors by enhancing current features of online rema insInfluential media awareness focus on natural-based productsLook for low cost opportunities and ones that leverage current capabilitiesProduct variants provide opportunity of selling more to the same marketOpportunity for growth in bare-ass locations and chthonianrepresented geographic markets marketing costs are little in this digital age and easier to implementPartnerships or alliances with other businesses2.4 Threats risk of infection of retaliation from larger competitorsImpact of global economy and environment on local businessLittle scope for using existing expertness if trying to sell alone different products or services to different customersEffect of increase market share on actual and perceive qualityAlternative strategies for growth in market share2.5 Market PenetrationNWP could gain additional market share with its current products and current markets by encouraging customers to purchase more. They would be able to utilise current experience, knowledge and resour ces making growth in existing product markets more cost effective and less of a risk.NWP could foster advertise their products lean on their points of difference from competitors offerings in order to encourage more customers in their existing market to use their product, or current customers to use more of it. NWP could do this by launching special promotions and offerings (Boaz, 2006, p.212) increase sales representatives expand to department stores and introduce a loyalty scheme to entice customers into the market.With the eternally increasing use of online marketing NWP could use customised marketing through their current client database and focus on expanding the services provided through their online ordering tools. With pointless features and additional offers that create a competitive advantage such as same day delivery, free gift wrapping service or free delivery or discounted online offers. It has been argued by Gorton (2007, p.37) that maintaining the client database u sing customer relationship worry is also important and could be used by NWP to create custom reminder responses based on previous buy patterns and as reminders on special occasions.NWPs current reputation is one of the well-nigh important assets they have. Market penetration will be a effective system for NWP, while maintaining expertise and experience in a market already well cognise to the company they are at less risk and losing reputation and upsetting product quality and service delivery. The downside to using this strategy is that this limits market share growth to current markets offering s trim down growth potential as opposed to create products in new markets.2.6 Market DevelopmentNWP should consider domestic geographic expansion as a way to improve sales volume and share position. ever-changing from a regional operation to a national operation (Walker, Orville C. Jr Mullins, rear W. , c2011, p.251) could be best implemented by NWP through an alliance with a busine ss already in the market and also assist in stronger buying power from suppliers. This move does create a risk of retaliation from larger national competition as well as from current regional competitors.NWP could look at targeting non-users who would be interested in using the products through advertising and media channels or offering free samples to starting time time users. By marketing to potential customers and making them aware of the products NWP could authorize in television, internet and magazine advertising, for example in womens health magazines, or during prime television slots in which the target market are known to be viewers. Focusing on media advertising as shown by Boaz (2006, p.209) does bunk the risk of being costly and ineffective if not advertised correctly.NWP already offer two channels of distribution but could look at further promotion through online sales and expanding the reach of current sell stores in which their products are sold. NWP should look t o open up alternative distribution channels such as direct marketing using a sales team introducing products into department stores under another brand name, and expanding the snatch of retail outlets.NWP could also target different age groups of women by tailoring the advertising campaign and packaging to appeal more to each market segment. The same expertise currently used in the company coffin nail be applied with ease to the new segment therefore step-down cost and risk.Expanding products into further market segments will be an effective strategy for NWP, using geographic expansion, their current distribution channels, and further advertising. It is also recommended (Snyder, tomcat Burns, Brian, 2010, p.173) that a potential alliance with major customers or with other national like-minded businesses is likely to be successful in achieving growth in market share.2.7 Product developmentWith 15 years of business and products already proving to be successful NWP could introduce more products to the market under their appreciate brand name Zaras. Ideally NWP would need to offer a new product not currently offered by competitors and could make this offering more attractive than competitors by providing initial discount offers for first time users and whence continuing at full price once theyve obtained repeat business.NWP would arrive at from using their existing customer database to find out their preferences and to gain feedback for potential new products. If using this strategy NWP would benefit from integrating current users into the groundwork process by asking for new product ideas from them and pursuing the most popular of those ideas.NWP could also look at packaging existing products in new ways to appeal more to the current target market. Or try promoting the current product in department or retail stores under an alternative brand name.Unless risk management is closely monitored this could be an ineffective strategy for NWP (Leithhead, 2011, p ara.3). Managing the risk involved in product development could put pressure on NWP as resources would need to be reallocated to the development of the new product. Product development could be costly and unrewarding for NWP. If resources are stretched to develop new products the quality of their existing offerings could suffer. Identifying critical resource limitations, recognises Gorton (2007, p.27), is requisite to avoid a negative intrusion on the quality of current product lines.2.8 DiversificationDiversifying the current product range could help undertake NWPs overall business risk through offering products in different customer categories. NWP already have an established brand name under the name Zaras giving an advantage should the new product or target markets be unsuccessful NWPs other product lines are unlikely to be seeed.Zaras would help in leveraging new products belonging to the same brand and help the company to spread their customer base while also helping the c ompany develop its product portfolio through introduction of complimenting products in the market (Keller, Philip Kotler, Kevin Lane, 2009, p.28).NWP could introduce a diverse pricing strategy with lower quality, cheaper to produce products however this would be going against the core values of the company which is not advisable.The huge risk with this strategy for NWP is there is often little scope for using existing expertise as it involves selling completely different products to a completely different market. This would make NWP vulnerable to a major reaction from competitors as they attempt to enter into other markets with products that could affect competition. Diversification strategy is similar to starting an entirely new business (Holden, Philip R., Wilde, Nick, 2007, p.75) also involving high risk and is not recommended for NWPs growth strategy at this time.3. CONCLUSIONSAttempting to increase usage among current customers is less threatening to a competitor which avoids bigger competitor responses. The downside to using market penetration is that it limits market share growth to current markets offering slower growth potential as opposed to developing products in new markets.Using market development in similar segments the company can apply current expertise with ease to the new segment therefore reducing cost and risk. interior(prenominal) geographic expansion is an effective way to improve market share. change magnitude use of online marketing makes a focus on expanding the services provided through current online ordering tools a useful avenue for growth in market share.An effective way of targeting non-users is through further advertising and media channels or offering samples of the products for first time users.NWP should consider the effect of increased market share on actual and perceived quality before pursuing increased market share too many customers can strain the firms resources, hurting product value and service delivery.Unless ri sk management is closely monitored product development and diversification could be ineffective strategies for NWP. establishment of a diversified pricing strategy with lower quality, cheaper to produce products is an election for different markets and potential market growth however this would be going against the core values of the company which is not advisable. Managing the risk involved in product development could put pressure on the companys resources.4. RECOMMENDATIONSInform current and valued clients of continuous delivery quality and services provided to build further customer satisfaction and maintain customer loyalty. Focus on developing products in new markets.Create/ revivify marketing budget to hear affordability of marketing techniques for tailored campaign targeting a younger/older genesis specific to appeal to each target segment. Contact potential partners and retail outlets in the South Island and Australian markets for geographic market expansion.Create/amen d marketing budget to determine affordability of marketing techniques for enhancements on NWP online ordering system with extra features and additional offers.Contact media channels such as womens health magazines and other media and advertising channels. Advertise offering samples of products either in-store or by online ordering in order to target non-users within the target market. date NWPs increase in product sales will not impact firms resources through reallocation and reviewing of quality product and service delivery. Employ management to maintain specific target markets.Employ risk management specializer management and implement risk management plan to monitor changes in market and customer satisfaction. Focus existing expertise on market development and market penetration strategies.