Marketing Mix (4Ps) Analysis of Amango Project Taking Online DVD Rental to Germany

About 4Ps Model

The 4p model of marketing comprises elements of the product, price, promotion, and place (Chernev, 2018; Kucuk, 2017). The model is commonly referred to as the marketing mix. The marketing mix of the Amango Project Taking Online DVD Rental to Germany allows and facilitates it in achieving its marketing objectives as well as in positively influencing the target audience (Baines, Fill, & Rosengren, 2017). The elements identified in the marketing mix are typically used by the Amango Project Taking Online DVD Rental to Germany for marketing its product and service, and for brand development and building activities. These elements are critically fundamental for the development and creation of marketing plans and marketing strategies by the Amango Project Taking Online DVD Rental to Germany – especially for developing and sustaining competitive advantage (Chernev, 2018; Stead & Hastings, 2018; Grewal & Levy, 2021). Amango Project Taking Online DVD Rental to Germany ensures that the elements identified for the marketing mix model work together cohesively, and complement each other in all its marketing strategies and plans (Abratt & Bendixen, 2018; Deepak & Jeyakumar, 2019).

Product

The product refers to the actual good or service that is being marketed to the consumers by Amango Project Taking Online DVD Rental to Germany, and which will be consumed by the target audience of the Amango Project Taking Online DVD Rental to Germany (Groucutt & Hopkins, 2015). The product or the service being offered by Amango Project Taking Online DVD Rental to Germany largely aims to fulfill a market need and demand, as well as works to create demand by providing a unique and fulfilling customer experience (Stead & Hastings, 2018; Sahaf, 2019).

Quality

Product quality for Amango Project Taking Online DVD Rental to Germany largely refers to how well the company is able to satisfy the customers’ needs and demands through its product and service offerings (Baines, Fill, & Rosengren, 2017; Deepak & Jeyakumar, 2019). In addition to this, the product quality for Amango Project Taking Online DVD Rental to Germany further includes the adherence of the company and its product and service offerings to industry standards and benchmarks as well as the ability of the same to serve its meaning and purpose comprehensively (Iacobucci, 2021; Groucutt & Hopkins, 2015; Chernev, 2018).

Customer demand fulfillment

The ability of the product and service to fulfill customer demands as well as its purpose, and to work efficiently and effectively are important facets of product quality for Amango Project Taking Online DVD Rental to Germany (Iacobucci, 2021; Deepak & Jeyakumar, 2019). Amango Project Taking Online DVD Rental to Germany ensures that its products are available for customers at affordable prices by controlling internal costs (Wu & Li, 2018).

Warranty

The warranty extended by Amango Project Taking Online DVD Rental to Germany includes the guarantee that the company to its customers regarding the functioning and the quality of the purchased food and service (Abratt & Bendixen, 2018). In addition, Amango Project Taking Online DVD Rental to Germany’s warranty also includes any compensation that the company has promised to give the customers in case the product and service fall short of the marketed benefits and functionalities (Išoraitė, 2016; Grewal & Levy, 2021; Kucuk, 2017).

Packaging

Amango Project Taking Online DVD Rental to Germany focuses thoroughly on the packaging and makes sure it includes the process of designing, evaluating, and developing a container for the products and services being manufactured and marketed (Deepak & Jeyakumar, 2019; Baines, Fill, & Rosengren, 2017). The packaging of the product and the service allows Amango Project Taking Online DVD Rental to Germany to highlight the product's purpose, as well as provides ease in transportation, gives room for more prolonged shelf life, and creates a unique and delightful customer experience (Kareh, 2018; Park, 2020).

Brand

The Amango Project Taking Online DVD Rental to Germany invests in developing brands out of its products and service offerings. This means that the Amango Project Taking Online DVD Rental to Germany engages in brand-building activities for its offerings i.e. associating specific designs and communications with its products to ensure differentiation, and easier communication with the target audience (Gillespie & Swan, 2021).

Building the brand

The branding-building activities undertaken by the Amango Project Taking Online DVD Rental to Germany ensure that its target audience is better able to relate to the offerings (Abratt & Bendixen, 2018). Through this, the Amango Project Taking Online DVD Rental to Germany ensures higher loyalty and repeat purchases, as well as positive perception creation for its offerings (Khan, 2014; Kareh, 2018).

Features

Product features or characteristics refer to the product traits and attributes present in the offerings of Amango Project Taking Online DVD Rental to Germany that allow the company to successfully deliver unique value to customers through the products and services manufactured and offered (Varadarajan, 2015; Kotler & Keller, 2021). The product traits and features also allow Amango Project Taking Online DVD Rental to Germany to create points of differentiation from the competition for its offering (Kotler & Keller, 2021; Park, 2020).

Product style

Amango Project Taking Online DVD Rental to Germany makes sure to focus on the design and the look of the product, and the ability of the same to meet the expectations and lifestyle of the target audience (Groucutt & Hopkins, 2015). The Amango Project Taking Online DVD Rental to Germany ensures that the product style and design complement its features and purpose.

Functionality

Amango Project Taking Online DVD Rental to Germany makes sure that the product manufactured fulfills its purpose, and meets customer expectations (Abratt & Bendixen, 2018). Amango Project Taking Online DVD Rental to Germany focuses on the product design, and how well it is able to fulfill the demands of the customers, as well as fill in the market gap (Baines, Fill, & Rosengren, 2017)

Experience

Amango Project Taking Online DVD Rental to Germany products provide the customers with an exceptional and unique experience upon consumption (Kotler & Keller, 2021). This experience includes interaction with the products that leads to different unique and positive customer feelings and helps the Amango Project Taking Online DVD Rental to Germany maintain differentiation from the competition (Varadarajan, 2015; Kotabe & Helsen, 2020).

Availability

Amango Project Taking Online DVD Rental to Germany ensures that its product and service offerings are available for its target consumers at various retail setups. The easy availability ensures that consumers are able to purchase the offerings of Amango Project Taking Online DVD Rental to Germany from various locations, allowing the Amango Project Taking Online DVD Rental to Germany to create an advantage over competing players (Kotler & Keller, 2021; Chernev, 2018).

Convenience

One point of focus for Amango Project Taking Online DVD Rental to Germany in its product offering is convenience. The Amango Project Taking Online DVD Rental to Germany ensures that its products and service are easy and convenient to use. The factor of convenience allows Amango Project Taking Online DVD Rental to Germany to enjoy a higher consumption rate, as well as increased sales and trials (Kotabe & Helsen, 2020; Kucuk, 2017).

After-sales service

Amango Project Taking Online DVD Rental to Germany caters to after-sales queries and demands of customers, which also includes processes of returns as well as exchanges. The after-sales service of company Amango Project Taking Online DVD Rental to Germany is detrimental and critical in determining customer satisfaction with its offerings (Iacobucci, 2021; Chernev, 2018).

Sizes

Amango Project Taking Online DVD Rental to Germany has different SKUs in the product available. Amango Project Taking Online DVD Rental to Germany has its products available in various SKU sizes which helps the company boost its sales, as different customer groups have different demands for the product quantity – depending on their usage, income as well as lifestyle (Grewal & Levy, 2021; Deepak & Jeyakumar, 2019).

Price

The element of price in the marketing mix refers to the value that customers pay for the service or the product offered by Amango Project Taking Online DVD Rental to Germany. The pricing strategy and the price of the offerings are critical because it determines three success for Amango Project Taking Online DVD Rental to Germany by directly influencing the profit levels and revenue for the company (Kotabe & Helsen, 2020; Kotler & Keller, 2021; Deepak & Jeyakumar, 2019).

Discounts

One of the ways through which the Amango Project Taking Online DVD Rental to Germany influences its pricing strategies is through offering discounts on its product and service offerings. Discounted pricing for the Amango Project Taking Online DVD Rental to Germany means that Amango Project Taking Online DVD Rental to Germany decreases the price of the product and service in order to generate interest, or even unload excessive inventory and stock; as well as for boosting sales (Baines, Fill, & Rosengren, 2017).

Margins

Amango Project Taking Online DVD Rental to Germany makes room for margins through the additional value charged in price over the cost – which allows the Amango Project Taking Online DVD Rental to Germany to build profit for its offerings (Kucuk, 2017). The margins available to the Amango Project Taking Online DVD Rental to Germany largely depend on the offering and its quality itself, in addition to the brand equity and brand value of the company.

Payment method

A significant factor of the pricing element of the marketing mix for the Amango Project Taking Online DVD Rental to Germany includes the payment methods that the company offers (Kotler & Keller, 2021; Abratt & Bendixen, 2018). Since the Amango Project Taking Online DVD Rental to Germany largely operates distribution to retail via agents and retailers, it ensures the inclusion of different payment methods. This includes digital payment, cash payment, as well as credit allowances (Grewal & Levy, 2021; Groucutt & Hopkins, 2015).

Pricing strategy

Penetrative pricing strategy

For Amango Project Taking Online DVD Rental to Germany, the penetrative pricing strategy is adopted as it allows the company higher trial generation of its products and services in the desired target market, as well as allows the building of a broader reach for its product offerings by ensuring easier affordability (Baines, Fill, & Rosengren, 2017).

Introductory pricing strategy

For new products that the company launches, Amango Project Taking Online DVD Rental to Germany ensures to adopt an introductory pricing strategy. This means that the company prices its products and service offerings at relatively lower prices than the competition. This introductory pricing strategy allows the company to increase trial generation, achieve higher penetration, as well as lead to the generation of increased brand awareness and recall (Kucuk, 2017).

Aggressive/competitive pricing strategy

For existing products, Amango Project Taking Online DVD Rental to Germany uses a competitive and aggressive pricing strategy. This ensures that the products are available readily at competitive prices. Aggressive and competitive pricing strategies allow the Amango Project Taking Online DVD Rental to Germany to experience high rates of growth and experience by allowing the buildup of consumer loyalty and following based largely on product attributes and quality instead of price– leading to the generation of higher brand equity and value for Amango Project Taking Online DVD Rental to Germany (Deepak & Jeyakumar, 2019).

Place

The element of place within the 4Ps model of the marketing mix largely refers to the locations where company Amango Project Taking Online DVD Rental to Germany stocks its product and service offerings for consumers' accessibility and purchase. Amango Project Taking Online DVD Rental to Germany ensures to include all possible placements which are easily accessible to and available for the company's target audience (Iacobucci, 2021; Išoraitė, 2016). With the advancement of technology, Amango Project Taking Online DVD Rental to Germany has expanded the placement of its products beyond the traditional brick-and-mortar retail spaces, to include modern Omni channel retail platforms as well (Iacobucci, 2021).

Physical stores/retail

The physical retail and stores i.e. the traditional brick and mortar spaces continue to be the prioritized locations for product placement by Amango Project Taking Online DVD Rental to Germany (Iacobucci, 2021; Groucutt & Hopkins, 2015; Abratt & Bendixen, 2018).

Retail types

These include hypermarkets, upper markets, and smaller grocery stores - all of which allow increased accessibility and availability of Amango Project Taking Online DVD Rental to Germany’s products and services to its target audience. Physical retail has a higher footfall and allows direct interaction of the Amango Project Taking Online DVD Rental to Germany brand and its product offerings with the consumers (Groucutt & Hopkins, 2015; Groucutt & Hopkins, 2015; Chernev, 2018).

E-commerce

E-tailers

The Amango Project Taking Online DVD Rental to Germany also stocks its products on e-commerce retail shops – such as amazon. This allows the Amango Project Taking Online DVD Rental to Germany higher access and penetration in other markets, as well as in secondary consumer groups. Moreover, e-commerce retailing is more cost-effective for the Amango Project Taking Online DVD Rental to Germany (Wu & Li, 2018; Chernev, 2018; Baines, Fill, & Rosengren, 2017).

Company-owned website

In addition to stocking products with other e-trailers, the Amango Project Taking Online DVD Rental to Germany also manages orders through its own website, where consumers can place orders for Amango Project Taking Online DVD Rental to Germany’s products directly. This allows the Amango Project Taking Online DVD Rental to Germany greater control over stock and inventory management, as well as distribution networks – allowing the buildup of stronger relations with consumers.

Lastly, the Amango Project Taking Online DVD Rental to Germany also takes limited orders through social media pages and platforms (Wu & Li, 2018; Baines, Fill, & Rosengren, 2017).

Aggregators

Another way through which Amango Project Taking Online DVD Rental to Germany uses e-commerce is by stocking its offerings with aggregators (Kucuk, 2017). This allows the Amango Project Taking Online DVD Rental to Germany to maximize its reach and increase penetration. At the same time, it also allows increased trial generation and repeats purchases for the Amango Project Taking Online DVD Rental to Germany product offerings (Išoraitė, 2016; Groucutt & Hopkins, 2015).

Specialty stores

Interestingly, the Amango Project Taking Online DVD Rental to Germany also stocks its products with specialty stores (Grewal & Levy, 2021). This gives the company direct exposure to its target market and audience and allows the consumers to directly interact with the brand and its offerings- without too much clutter (Kotler & Keller, 2021; Gillespie & Swan, 2021). The specialty stores are located in prime locations, and allow Amango Project Taking Online DVD Rental to Germany higher penetration and reach, leading to increased brand awareness for its product offerings (Groucutt & Hopkins, 2015; Išoraitė, 2016).

Direct sales

The Amango Project Taking Online DVD Rental to Germany also has a trained sales team for making direct sales (Kotler & Keller, 2021). Amango Project Taking Online DVD Rental to Germany targets not only B2C consumers but also B2-B consumers (Chernev, 2018; Grewal & Levy, 2021). Both these categories, also make use of direct marketing whereby the sales agents and teams visit the target audience and business directly and detail the product features and benefits (Kotler & Keller, 2021; Groucutt & Hopkins, 2015).

B2B and direct sales

Amango Project Taking Online DVD Rental to Germany’s team makes sales instantly during field visits for the company (Sahaf, 2019; Stead & Hastings, 2018). The target audience is carefully profiled and selected by the Amango Project Taking Online DVD Rental to Germany so that the sales representatives are able to filter out the clutter (Gillespie & Swan, 2021; Išoraitė, 2016). Amango Project Taking Online DVD Rental to Germany is able to easily contact and communicate with the desired business groups only (Groucutt & Hopkins, 2015; Abratt & Bendixen, 2018).

Inventory management

Amango Project Taking Online DVD Rental to Germany effectively manages its inventory and fulfills the retailer's demand in time to ensure that it manages customer relations efficiently – and does not lose any customers. Amango Project Taking Online DVD Rental to Germany has also introduced automation in inventory management which allows it to improve efficiency and speed, and reduce error rates (Park, 2020; Gillespie & Swan, 2021; Kucuk, 2017).

Transportation

For Amango Project Taking Online DVD Rental to Germany, this includes choosing cos effective transportation means for inventory handling, as well as order deliveries to customers, as well as retailers. The company uses third-party transportation, as well as manages its own in-house transportation networks for ensuring on-time order deliveries (Abratt & Bendixen, 2018; Chernev, 2018; Grewal & Levy, 2021).

Promotion

The element of promotion in the marketing mix for Amango Project Taking Online DVD Rental to Germany largely refers to the tactics and activities of communication that the company has adopted for promoting its products and services – including the brand, and its offerings, as well as other product features, characteristics, and activities (Varadarajan, 2015; Gillespie & Swan, 2021). The communication is largely targeted toward the Amango Project Taking Online DVD Rental to Germany's target audience and is aimed to increase brand awareness, brand loyalty as well as sales of the company (Wu & Li, 2018; Grewal & Levy, 2021).

Direct marketing

For its more specific products and offerings, Amango Project Taking Online DVD Rental to Germany uses direct marketing. Amango Project Taking Online DVD Rental to Germany directly emails potential customers- especially its B2B consumers for detailing its product offerings and features. Amango Project Taking Online DVD Rental to Germany uses personalized messages and captures new clients and customers for the business. In addition to direct emailing, the Amango Project Taking Online DVD Rental to Germany also makes use of telemarketing and direct mail for targeting audiences through direct marketing (Chernev, 2018; Sahaf, 2019).

In-store promotion

Amango Project Taking Online DVD Rental to Germany also focuses on in-store promotions for appealing to the customers, and boosting sales as well as raising brand awareness and profile of its offerings (Baines, Fill, & Rosengren, 2017). For Amango Project Taking Online DVD Rental to Germany, the in-store promotions include offering price discounts, loyalty points, and flash sales for its products. In addition, the company also invests in building up the POS within the store locations (Stead & Hastings, 2018; Groucutt & Hopkins, 2015).

Social media marketing

One of the more contemporary forms of marketing and promotion for Amango Project Taking Online DVD Rental to Germany includes social media marketing. The company has an official presence and profiles on social media platforms such as Facebook and Instagram, and regularly uses these platforms to promote its offerings, and product features and characteristics (Stead & Hastings, 2018). In addition, these platforms are also used by Amango Project Taking Online DVD Rental to Germany to inform consumers about using sales and discounts to increase in-store footfall.

Traditional advertising

The Amango Project Taking Online DVD Rental to Germany continues to use traditional marketing tactics and promotional platforms as well – largely for mass marketing purposes. The company especially focuses on TV advertisements, ad print media advertising for this purpose (Išoraitė, 2016; Iacobucci, 2021).

TV

TV advertisements are generally placed in prime time for higher visibility and reach by Amango Project Taking Online DVD Rental to Germany. The TV advertisements use functional as well as emotional appeals to communicate the message of the Amango Project Taking Online DVD Rental to Germany to the audiences (Iacobucci, 2021; Stead & Hastings, 2018).

Print

Print media and advertisements are published in newspapers and magazines – both of which are generally consumed in high proportion by the broader target audience of the Amango Project Taking Online DVD Rental to Germany (Chernev, 2018; Iacobucci, 2021; Stead & Hastings, 2018).

Radio

The Amango Project Taking Online DVD Rental to Germany also places advertisements on the radio to appeal to a segment of the target population. The radio communications by the Amango Project Taking Online DVD Rental to Germany are usually shorter and focus on functional appeal only (Park, 2020; Išoraitė, 2016; Groucutt & Hopkins, 2015).

Integrated marketing communications

The advertisement and promotional messages by Amango Project Taking Online DVD Rental to Germany for all mediums and channels however are built on an integrated plan, and ensure that they reflect messages and communication that is similar to the overall campaign to void confusion and discrepancies (Gillespie & Swan, 2021; Kotler & Keller, 2021). The use of integrated marketing and integrated media has allowed the Amango Project Taking Online DVD Rental to Germany to build strong relations with the consumers through prompting conversations and discussions directly with them (Deepak & Jeyakumar, 2019; Sahaf, 2019; Stead & Hastings, 2018).

Conclusion

The 4p model or the marketing mix is an important aspect of brand building and development for the Amango Project Taking Online DVD Rental to Germany and significantly guides the company in the chalking out of its strategic marketing goals and plans. The marketing mix model or the 4P model has helped the Amango Project Taking Online DVD Rental to Germany in increasing its products’ and services’ reach and penetration and witness high levels of expansion and growth. The model has also led Amango Project Taking Online DVD Rental to Germany towards a better understanding of its target audience and consumers. This understanding, in turn, has fostered strong emotional relations and increased loyalty on part of consumers towards the company – leading to an overall increase in the brand value and brand equity, as well as higher levels of brand affiliation, brand awareness, and brand recall. Together, the marketing mix has helped the company boost its sales and revenue by aligning its offerings with the needs and demands of the consumers, and the market more effectively and efficiently.

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