构成营销组合的营销工具包含一组战术可控工具，公司使用这些工具是为了从目标市场获得预期形式的响应。基本上，它是公司可以做的所有事情的组合，以提高他们所提供的产品或服务的需求(Kotler et al.， 2014)。它是一个优秀的工具，通过它可以实现市场规划和执行。Deliveroo是一家食品配送服务提供商，总部位于伦敦，最初是一家初创企业，后来逐渐将其在欧洲其他国家的服务和运营扩展到澳大利亚和阿联酋等国家。接下来有关新西兰论文代写-营销工具的分析范文供留学生阅读。
Product: In order to create the proper marketing mix, it is essential that the features of the product should be nice, user friendly and correctly priced. It is extremely important that the food is delivered within the purview of target group and at the right time (Achrol & Kotler, 2014). Promotions are to be made to make the customers avail the offers. The perception of the customer is judged innovatively and it becomes one of the chief reasons for strategic initiatives. The product should have variety, creativity, features and a distinguished brand name. One of the main reasons for the success of Deliveroo is the uniqueness of the service that they offer. They mostly offer food from places which otherwise are premium and do not have home delivery or take away options. With such a strategic tie up, on one side, the revenue margins for the restaurant increase and on the other hand, the customer has the satisfaction of having premium choice able food in the comfort of his home.
Pricing: Pricing is an important aspect and integral component of the marketing mix. The entire revenue from sales is created based on it and thus, it is an extremely important feature. The perception of the customers regarding the approximate value of the product or service should be at par with the pricing. The pricing policy is little flexible and undergoes changes as per situational demands and timings. It is extremely important to undergo market research on consumer perception and price tags before finalizing the same. The pricing should be such that can be affordable by the target people. The aspect which is very innovative for Deliveroo with respect to price includes the offering of huge amount of discounts to first time users. These discounts are often so high that the actual cost of the lunch or dinner becomes insignificant. In such a scenario, there is increased tendency for word of mouth advertisement as people tend to inform others regarding the offer. There are maximum chances that these sets of customers become loyal for a lifetime.
Place: It is extremely important to decide the right place for your product or service to be successful. If there is a fixed base of target customers who have maximum presence in any particular area, it will be wise to make the market presence in those areas. As per theory, though a lot of money is allocated for various aspects, approximately one fifth of the money regarding marketing is spent upon acquiring the place of choice. A fair delivery system will be created if the right product or service is provided to the right place at the right time. In case of Deliveroo, as the client base for daily procurement is a significant number of people ordering food while at work other than the home deliveries which they do, the target market area for their marketing strategies thus become most of the business districts of the cities where they operate.
Promotion: Pace and creativity are important aspects of promotion and communication with the target base of customers is extremely important regarding this. A significant amount of the marketing related costs is associated with promotions and thus it is important to promote the product or service in an innovative manner. Almost every Friday, the team at Deliveroo gets dressed as Kangaroos (their official logo) and mob customers in the busy places of the tube stations or bus stands, or places where there are maximum commuters. They offer various types of attractive discounts and prices by letting customers who play simple and interesting games. It makes the customer happy and helps to spread the word thereby enhancing advertising.
People: The people basically refer to the team who are working with the company and are responsible for the successful implementation of the different marketing strategies (Baker, 2014). The people, on the other end, refer to the target consumer who needs to be made aware regarding the launch of any particular service or product and must be coaxed to at least try the same. Deliveroo has a young team with enthusiastic people who are ready to look for out of box ways for enticing the customers. The blogs and reviews on the websites and third party enlisted sites help to create a positive response for the company. Other important aspects include placing flyers and innovative marketing gimmicks to give the customer the thing required.
Process: The overall process of placing the food order to delivery of the same is an extremely smooth process at Deliveroo. They have user friendly apps and website and phone in orders through which the customer can place the order. The payment methods are very friendly where online and cash on delivery options are available. Attractive discounts and promotional codes are given away periodically which is availed by the customers in order to reduce their actual cost of food. The tie up is mostly with premium restaurants which otherwise do not have delivery facilities and thereby enhancing revenue and the customer satisfaction.
Physical Presence: It is important to have realistic presence in the form of offices and delivery teams at various places where the Deliveroo services are operational. Official uniforms for the marketing team and delivery team help to make their presence in the operational areas.
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