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 from time to time. Since I think promotion is the most important stage in 4Ps, therefore I choose to analyse the promotion strategies that used by FJÄLL RÄVEN KÅNKEN for the essay. I purchased FJÄLL RÄVEN KÅNKEN backpack once before, and my friends also experienced in purchasing from them. Although they often offer sales promotion to the customers, but I think they can still improve in some promotion criteria. FJÄLL RÄVEN KÅNKEN uses different ways in promotional mix to promote their products, including direct marketing and few sales promotion, and I will introduce them one by one. Firstly, they encourages people to subscribe their mailing list by entering their own email address in their official website. After that, they will send promotion emails to the people who have subscribed them directly. This can ensure that their target consumers can receive their latest news, for example new sales promotion, new colours of their products and limited editions. (Susan,2014) I deems that this is the most effective way to boost the sales volume, because people always attracted by something new and become more fashionable. Also the promotional cost is low. (Lecture Notes Week 8) By using email, they do not have to pay extra cost for it, like postage, and just send the email through the Internet freely. Moreover, sending email to promote their products have the lowest time cost. It is because company can set an automatic programme, so that they can send the broadcast promotion emails. Therefore, sending promotional email is very effective to promote their products. Secondly, FJÄLL RÄVEN KÅNKEN often provide promotional codes for customers. They will send email to the people who subscribed their mailing list, also the promotion code will also display on the official website to let others know. People can simply type the promotional code whey they are in the purchase process on their official website. I really appreciate this sales promotion method, …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