Strategise Marketing Mix Analysis

In marketing mix strategise, there are four variables: product, price, place and promotion, known as “4Ps”. Marketers use this set of tools to deliver satisfaction to their target markets. (Ricky, 2009). Product, refers to the mix of goods and services that a company offer to their consumers and satisfy their needs and wants. On the other hand, every products has their own product life cycle, which have 4 stages: introduction, growth, maturity and decline. (Lecture Notes Week 7) However, without well-planned promotion strategies, product may fall into decline stages easily. Still, they may find difficult to increase their sales revenue and profit even they tried to launch different kinds of product and give variety choice for their target consumers …show more content…
FJÄLL RÄVEN KÅNKEN provides extra 20% off discount for all the non-Europe customers, for example Hong Kong, Korea and China. They really made a great success by using this sales promotion. In recent years, we can see that more asians use FJÄLL RÄVEN KÅNKEN as their backpacks, especially teenagers. Teenagers are the biggest consumer market, as well as FJÄLL RÄVEN KÅNKEN main target customers. Teenagers are more willing to spend money on trendy things, as following the fashion’s trend will make them look more fashionable, also, peer pressure is another main reason. As most of the time, shipping fee is the major resistance when overseas customers buy online, (Katrinasui, 2012)by offering free international shipping and extra 20% off discount, teenager are more willing to purchase their products, because most of the teenagers do not have the ability to earn money, so they will tend to choose buy something which is affordable and cheap. As we can see that FJÄLL RÄVEN KÅNKEN becomes more popular around the world, not only in Europe, so this promotional strategy is very effectively and I really appreciate …show more content…
So that, they can create some promotional codes which are only for those who purchased their products before. For example, FJÄLL RÄVEN KÅNKEN can create a promotional code “BUYAGAIN15”, and previous customer can use this once within 3 months if they purchase online again with their personal account again. This can stimulate the customers to buy again. FJÄLL RÄVEN KÅNKEN can count the times of using that promotional code, because the use of “BUYAGAIN15” indicates how successful on retaining the