CASE ANALYSIS ON SERVICE

MARKETING AND SALES AT

VANDERLANDE INDUSTRIES
ANGITA
20182MBA0015
VANDERLANDE INDUSTRIES

Vanderlande is the global market leader for value-added logistic process

automation at airports, and in the parcel market. The company is also a leading
supplier of process automation solutions for warehouses. Vanderlande Industries
needs to develop marketing mix strategies to achieve its desired results within the
market that it serves. By developing strategies that address the various aspects of
each element, Vanderlande Industries will be able to achieve its broad marketing
strategy.
NEW SERVICE INNOVATION

 Even though the company collaborates with other firms and provides the
services to the existing customers still the company has to innovate and
provide the services which will differentiate them from other firms.
 Service innovation means changing the way you serve your customers to
create greater value for them and deliver more revenue for your organization
NEW SERVICE DEVELOPMENT PROCESS
BUSINESS STRATEGY DEVELOPMENT
 The company has to review its vision and
mission to understand what they have to do
further. The firm has to seek to be
innovative in nature and has to find the
opportunities to innovative the service. The
analyzers of the firm have to maintain the
stability and cost leadership strategy has to
be reviewed.
NEW SERVICE STRATEGY
DEVELOPMENT
 By understanding the new service
development strategy, the firm will be in a
better position where they can come up the
new ideas that can be formed into a better
shape.
NEW SERVICE DEVELOPMENT PROCESS
IDEA GENERATION
 There are many ways or methods through
which new ideas can be generated that is by
interacting with others (the employees of the
same company, friends, colleague, public
etc.) or by the creative techniques it is
possible to come up with new ideas.
CONCEPT DEVELOPMENT AND
EVALUATION
 Once the idea is generating it has to further
develop into a concept that will have a
complete information.
 Evaluation is done both by employees of the
companies as well as by people.
 Once the concept is developed it can be
tested and evaluated by the employees to
know whether it is good and favorable and
as far as to people if the concept satisfies,
they it is good for the firm.
NEW SERVICE DEVELOPMENT PROCESS
BUSINESS ANALYSIS
Further the concept has to be analyzed in both
the terms that is marketing assessment as
well as financial assessment.
 In Marketing assessment, the firm has to
identify its target market, forecast the sales
volume, indicate the product or service
positioning, what is the competitor
reaction.
 In Financial assessment the firm has to
analyze sales volume and value,
incremental fixed cost, contribution and
profitability of the new service.
IMPLEMENTATION
Once the new service concept is succeeded
through above mentioned stages now it can be
implemented effectively. It has certain stages
where the concept has to go through in order
for the concept to be implemented.
• Service development and testing
• Marketing testing
• Commercialization
• Post-introduction evaluation
NEW SERVICE DEVELOPMENT PROCESS
SERVICE DEVELOPMENT AND
TESTING
The new service which has been developed by
the firm it has to be tested and the complete
service blueprint of the new service has to be
present as service blueprint provides the firm
the direction how the services has to be
delivered to the customers from the very
beginning to the end.
MARKETING TESTING
The marketing test is done to know how the
product service will be received on a wider
scale. Marketing test helps to ensure that the
firm marketing strategy are sound, and it can
provide the valuable information on customer
response.
NEW SERVICE DEVELOPMENT PROCESS

COMMERCIALIZATION
Now the new service is introduced in the
market. The has two objectives when the new
service is introduced in the market that is built
and maintain the acceptance of the new
services among the customers and other one is
that the firm has to continuously monitor the
new services when it is introduced and if there
any problem it has to be solved.
POST INTRODUCTION EVALUATION
Once the service is introduced it has to be
monitored and evaluated continuously. The
services have to be reviewed and changes has
to be done as it will satisfy the customers
effectively.
AN ANALYSIS OF THE 7 ELEMENTS OF THE MARKETING MIX AND RECOMMENDED
STRATEGIES AMONG EACH FOR VANDERLANDE INDUSTRIES ARE AS FOLLOWS:
PRODUCT
 Vanderlande Industries sells its products under 5 broad categories,
and each of these serves as separate product lines. All of its
products are sold under the brand name of Vanderlande Industries.
 It should sell products with a lot of variety available, which allows
customers to select the product variety that best suits them.
 It should sell products that are highly differentiated, with various
features offered to customers that competitors don’t offer. Its
products are therefore considered to be unique.
 Its products are perceived to be of higher quality than that of
competitors. Therefore, customers are willing to pay a higher price
for these.
 It should sell products that are famous for its traditional design
that is also practical for customers to use.
RECOMANDED PRODUCT STRATEGY
 Vanderlande Industries should extend additional benefits for
purchasing its products that include warranties, delivery and
credit, after-sales service, helpline services etc.
 It should introduce new products that are in line with the latest
trends in the market. It should identify opportunities within the
market and introduce new products that make use of these
opportunities.
 It should test newly introduced products in test markets before
going for full commercialization of these and introduce widen
its product portfolio, offering new product lines to fulfil
customer needs.
 It should improve its product packaging such that it is more
convenient to transport and use. Its packaging should also be
visually appealing so that customers are attracted to it
AN ANALYSIS OF THE 7 ELEMENTS OF THE MARKETING MIX AND RECOMMENDED
STRATEGIES AMONG EACH FOR VANDERLANDE INDUSTRIES ARE AS FOLLOWS:
PRICE
 The current pricing strategy to set the price level that
Vanderlande Industries follows is a competitive based pricing
strategy. This is because the data on competitors is easily
available due to a large number of competitors that exists within
the industry.
 Vanderlande Industries sells its products at a higher price than
competitors. This is because it offers more features, and the high
price makes up for these.
 It also takes costs into consideration to set prices for a few
products for which either information is not available on
competitors, or are costlier to make,
 It currently uses product bundle pricing as well, where products
are bundled together and sold at prices lower than the total of
individual items.
RECOMANDED PRICE STRATEGY
 Vanderlande Industries should introduce discounts and
allowances, where it lowers prices for a short period of time in
order to attract customers and gain market share. It can do this
by reducing a percentage off the price of its products.
 It should use psychological pricing where it prices products so
that they seem to be lower; for example, it can price a product
worth $100 as $99 as people would consider this to be lower.
 It should introduce new products with a price penetration
strategy where it offers an initial lower price than competitors to
gain market share. This will ensure that new products that are
introduced are used by and become more popular than that of
competition.
AN ANALYSIS OF THE 7 ELEMENTS OF THE MARKETING MIX AND RECOMMENDED
STRATEGIES AMONG EACH FOR VANDERLANDE INDUSTRIES ARE AS FOLLOWS:
PROMOTIONS
 Vanderlande Industries uses multiple media channels to promote its
products. It uses traditional media, which includes an advertisement on
television and radio. This is beneficial due to its large reach and ability
to attract a large number of people. It uses online and social media
advertising, which is cheaper and beneficial due to the increasing usage
of the internet.
 It advertises on various social media platforms with a focus on YouTube,
Facebook and Twitter due to the high monthly usage of these. It has over
one hundred thousand likes or customer following on these pages,
which are exposed to frequent content uploaded by Vanderlande
Industries.
 It undergoes personal selling, with a large sales force to increase its
presence in retail stores.
 It uses a percentage of sales method to determine the promotions budget
for the year.
RECOMANDED PROMOTIONS STRATEGY
 Vanderlande Industries should hire influencers on social media
such as bloggers or popular TV/movie stars, and include them in
its advertisements. Bloggers can post content on their social
media pages in order to promote Vanderlande Industries.
TV/movie stars can be included in advertisement commercials
to increase acceptance of the product by customers.
 It should initiate an advertising campaign where a consistent
message is provided to customers on all media platforms. This
will help increase awareness for the brand within the minds of
the customers.
 It should start collecting data on customers and start sending
them messages through email or SMS, which will eventually
result in repeat purchase by customers.
AN ANALYSIS OF THE 7 ELEMENTS OF THE MARKETING MIX AND RECOMMENDED
STRATEGIES AMONG EACH FOR VANDERLANDE INDUSTRIES ARE AS FOLLOWS:

PEOPLE RECOMANDED PEOPLE STRATEGY

 Vanderlande Industries has people working under its sales team  Vanderlande Industries should undergo trainings for its sales
that play a vital role in its marketing efforts. These people have force, customer services and purchasing people as these play a
been trained in persuasive techniques, but also to show respect vital role in delivering value to the customers.
to the business customers taking into consideration their  It should provide incentives to its sales force through bonuses
preferences. for meeting targets, or through commissions for the sales made.
 It has people working in its customer service department. These  It should hire people that show respect towards customers, and
are contacted by customers in case of any issues within the are committed to the company.
product, and these people guide customers through the process
of getting the issues resolved.
 It has people working at retail stores who help the customer on
site, by answering any questions or helping them decide the
product that best suits their needs.
AN ANALYSIS OF THE 7 ELEMENTS OF THE MARKETING MIX AND RECOMMENDED
STRATEGIES AMONG EACH FOR VANDERLANDE INDUSTRIES ARE AS FOLLOWS:

RECOMANDED PROCESS
PROCESS
STRATEGY
 Vanderlande Industries to make sure that its products are always  Vanderlande Industries should use computers across to handle
available at retail stores has systems installed where retailers its various process to increase efficiency and timely delivery to
can notify when their inventory levels are low. Vanderlande customers.
Industries provides them with more products while ordering its  It should constantly look for ways to innovate and improve its
productions to replenish its stock. This ensures that products are processes in terms of efficiency and cost. Costs savings would
always available to customers when needed. eventually lead to lower prices for its products.
 It has an online delivery process, where orders are received in
the computer system and based on these orders, the relevant
product from the inventory is shipped to the delivery service
provider.
 It is actively involved in researching market opportunities in
order to understand customer needs. It also develops
understanding regarding customer needs through feedback
collected at store, its helpline or social media pages.
AN ANALYSIS OF THE 7 ELEMENTS OF THE MARKETING MIX AND RECOMMENDED
STRATEGIES AMONG EACH FOR VANDERLANDE INDUSTRIES ARE AS FOLLOWS:
PHYSICAL EVIDENCE
 Vanderlande Industries sells its products in a distinct color
packaging that easily identifiable on retail shelves. These are
placed on special shelves provided by the company, which also
have a distinct color and design. This makes it easier for
customers to locate such shelves in busy retail stores.
 It has an online website that is user-friendly and allows
customers to view its products in high quality images taken
from various angles.
RECOMANDED PHYSICAL EVIDENCE
STRATEGY
 Vanderlande Industries should collect feedback from its
customers regarding its packaging so that it could improve on
this.
 It should set up its own stores where it provides a shopper-
friendly environment and ambience, encouraging its customers
to purchase its products.