SARMAN

Marketing Mix - USA

Product – the product that has been selected by SARMAN is jeans.  By doing survey SARMAN found out that there is demand for jeans in USA. After carefully studying USA jeans market company decided to market its product in USA. The research shows that around 76% people of America uses jeans. For SARMAN it was very crucial to understand its customers’ needs and want and to give preference to their opinion instead of relying on its own research. SARMAN wants to give its customers what they want and not what SARMAN thinks they want.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Place – SARMAN wants keep its customer on ease. SARMAN plans to market jeans in various shopping malls acorss USA, where it is convenient for customer to buy. SARMAN is aware that for customers time is very important, therefore SARMAN plans to advertise its product online. 65% of US-based respondents currently shop across at least two channels (PWC, 2012).  In USA 72% people are sophisticated online shopper. When it comes to shopping, convenience is important factor for USA customers. The graph below shows that around 25% people regards “I can shop whenever I want” as a primary reason to shop online. In the light of these findings SARMAN decided to use online channels to sell its products.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Promotion – SARMAN plans to promote its products online. According to PWC, (2012) 17 % American found online experience to be quicker than visiting shops and 14% finds it easier than visiting shops. 6% of American customers find it easier to compare products and offers online. It makes it easier for them to pick the right option for them. All these major facts serve as rationale to use online tools and technique to advertise SARMAN products in USA market. In the US, 32% of the survey sample follow specific brands or retailers through social media vehicles (PWC, 2012). It would feasible for SARMAN to use social media like Facebook, Twitter, etc to advert its products.

 

 

 

Price - is the only marketing mix that will generate revenue for SARMAN. SARMAN will enter USA market with Premium Pricing Strategy. Premium pricing strategy establishes a price higher than the competitors like Levis or Diesel etc. the reason that SARMAN decided to choose premium pricing strategy to enter USA market is that SARMAN wants to develop its brand around the unique and differentiated jeans products. American GDP is very good in 2013 was at $16.77 trillion according to World Bank. American customers buying stands at average $2,000 for apparel and clothing. These were all the factors that encourages SARMAN to go with higher premium pricing strategy in the market.