Future of Mobility
Business Strategy | USA
Corporate Clients | Cars
Benz invented the first practical automobile in 1885. The invention of the car, allowed people to travel to easily. We see changes in the mobility of people with changes in the modes of transport. Cars were the most popular means of travelling and a symbol of freedom in western countries. Billions of people travel every day using automobiles. Companies have identified trends in the mobility of people. Companies can create value for consumers with newer technology.
Two key trends that we observe are ride sharing and electric cars. Electric cars are becoming popular because of the improved infrastructure and improved mileage. Consumers are getting more aware of climate change by emission by carbon dioxide. Also, governments encourage people to buy electric cars by providing a subsidy. Most of the car companies are already transitioning from internal combustion engine to electric motor.
Sharing economy allows companies to create value for consumers. Peer to peer car sharing, ride sharing, car on demand is some of the examples of sharing in the mobility. Technology giants like Google, Uber are testing autonomous vehicles to reduce the cost of operations. The new generation does not want to drive and is dependant on ride-sharing apps. This trend is evident by the fact that fewer teenagers are getting driving licences in the developed countries. Thus, car manufacturers are also working on autonomous vehicles.
Now the challenge before Mercedez is to find out what would be the future of Mobility in 2025? I worked with a team to develop a business strategy for Mercedes Benz.
Marketing Strategy | London
Exclusive | Events
People like to meet others who share the same interests. Networking events enable people to connect such individuals. Online websites are the best way to find networking events. People can visit and learn more about new trends and frequent updates. As these events focus on a particular topic, it is easier to find something interesting for anyone. The problem with these events is that there is a diverse group of people visiting the events.
Entrepreneurs and employees also like to learn new things. Online courses and weekend courses are a great way to learn. But these courses do not allow them to learn and experience things at the same time. So, a new concept has evolved.
A new concept that allows participants to learn with experience is called experiential learning. People like to experience and learn new things. This desire led to the creation of companies like Summit. These are companies which only allow certain people to join their community. They screen candidates and invite people who can fit in their community. Exclusive events with learning experience provide new networking opportunities.
Horizons provide experiential learning in the United Kingdom. The challenge was to market a product without advertising. My team and I created a marketing strategy for Horizon that includes marketing communication plan and pricing strategy.
Marketing Strategy | Global
Potential Customers | Chemicals
The barrier to entry in the personal care and cosmetic industry is reducing, allowing more and more companies to sell their products. Consumers are looking for new brands that suit their requirement. Trends such as organic, natural, preservative free, sustainable are emerging. New companies are making products for these consumers. Brands such as Lush Cosmetics, Seventh Generation are have seen tremendous growth in the last few years.
In the cosmetic industry, companies buy bulk quantity of raw materials from suppliers. Suppliers can be a choice of long partnership for cosmetic companies. Also, companies work with suppliers to innovate new products. A supplier can benefit from this relationship with the cosmetic manufacturer. Supplier engages with new companies so that they can grow with these companies. It is difficult to find new companies as well as potential companies as they haven't started promoting their business.
To solve this problem, I worked on a marketing strategy for Galaxy. I worked to plan for the company that allows them to reach to consumer and customers. The marketing strategy focuses on the marketing communications plan. The plan make sure that potential companies learn more about Galaxy. Overall, the impact for Galaxy would be to increase sales.
The lifetime value of such companies is higher than the initial investment in marketing. Such companies benefit suppliers as they prefer to work with suppliers as their partner in any future projects. Also, these companies usually provide new ideas for the supplier to develop new products. Thus for suppliers, customer valuation is crucial as it will have a long term impact.
Marketing in Germany
Product Marketing Campaign | Germany
New and existing consumer | Air-fryer
Global companies create the marketing campaign tailored to consumers in specific countries. Consumers like to see marketing campaigns in line with cultural preferences. In recent time, people have accused brands for being insensitive toward certain communities. Companies take enough care to create content that is not biased or hurt the feeling of people. Companies often face challenges while designing the marketing campaign. Analysis of cross-cultural behaviour is crucial for the design.
Consumer behaviour is the key to creating a marketing plan. For consumer products, the only way to motivate people to buy a product is through marketing. It is the first step in the consumer's path to purchase. There are various ways to identify these consumer behaviours. BCG's matrix of inconspicuous-conspicuous consumption enables companies to identify purchasing decisions. Another way is to use a conjoint analysis. Overall, consumer behaviour plays a significant role in designing a marketing plan.
Philips was launching a new product which they wanted to market in Germany. My team and I created a marketing campaign for the German market. We took the help of Hofstede's Cultural Dimension and the Lewis model to identify cultural behaviour. Since this product was an upgrade to the earlier model, it was easy to find out consumer behaviours. We were able to create a marketing campaign for Philips that reach the target audience and at the right time.