Clearblue Pregnancy Test-Free-Samples-Free-Samples for Student

Questions: 1.Provide an outline of the consumer decision process for the pregnancy test consumer. Discuss why this process is important for Clearblue marketers to complete. Finally, share your recommendations for Clearblue at each stage of the consumer decision process? 2.Pregnancy tests are an inelastic price category. Discuss how the inelastic nature of priced demand impacts the pricing strategy and tactics for Clearblue pregnancy tests. 3.Pharmacies are an important distribution channel for Clearblue. (a) What type of channel power do pharmacy retailers have over Clearblue? (b) What are the implications of this when dealing with channel conflicts? (c) Provide at least two strategies for managing channel conflict. 4.Clearblue is a global brand. Define and outline why Clearblue should consider the ten commandments of global marketing when adapting in-store education materials from other global markets to Australian retail stores. Answers: 1.A consumer goes through several stages before purchasing a pregnancy test kit. Steps 1 In this step the need of purchasing a pregnancy kit takes place. This need occurs when the women has certain expectations and doubts as to whether they will be conceiving or not. Whenever such a need arises, it should be the aim of the organization to see to it that the first name that comes into mind when they think of pregnancy test is Clearblue`s . For this it needs to indulge in proper advertising. Step 2 Whenever a customer feels that she needs to use a test, she conducts a research to find the best alternative. The company should compare its products from that of its competitors and see to it that the company is the best among all. Its quality and pricing must be the selling point. Advertisements help. Step 3 In this step the company shall evaluate the concept of pricing, quality and recommendation from pharmacy owners. Hence, t is advised for Clearblue that the products are priced accordingly and that the pharmaceutical owners are well aware of the product advantages. Only then will be able to recommend to the customers. Step 4 In this step the company needs to come up with added advantage as this is a stage of purchase. Step 5 Clearblue can engage in a purchase evaluation and analyze the satisfaction of the consumers. The analysis of the customer purchase by Clearblue and closing the process is important for future services. The company can learn where the loopholes re and improve in future 2.Price elasticity helps in measurement of the sensitivity of the quantity with respect to the price of the given product. It is generally observed that the price falls leads to an increased demand as the customers want to take advantage of the lower price. Hence, Clearblue`s pregnancy test has an inelastic demand in the sense the quantity purchased has no effect on the price of the product. This means that greater quantity is demanded the price of the product remains the same. This helps the firm to avoid price wars. Taking advantage of the inelastic pricing system the production and distribution costs need to be considered. The price should be such that these costs are covered by the firm easily, Secondly to price accordingly, Clearblue needs to see that the price of the competitor are observed as the marked price cannot be more than that Proper comparisons must be made on the e-commerce website. Therefore, it is recommended that sensitivity is reflected to the various factors affecting the pricing of the product. The company can consider the listed factors and price its product: Costs of distribution Costs of advertising Competitors price One of the advantages of inelastic price is that the company is able to incur larger profits as its demand is stable and the company can charge after covering all its cost and leaving a sufficient profit margin. 3.A distribution channel can be defined as a source or a medium for the manufacturer to circulate the products in the market. Clearblue is a global leader in the pregnancy test category Therefore; pharmacies form one of the most important distribution channel; for Clearblue. As pharmacies are one of the most critical distributors for Clearblue the company enjoys a relatively strong position in the given relationship. This is because there are not many options available with the test brand were it can showcase its product and therefore the pharmacies are aware of the given fact and enjoy a high position in the setting whereby they tend to dominate the prices and stock levels. Hence, while dealing with channel conflicts, Clearblue needs to take things slowly. As pharmacies are the most critical channel for the business, the company cannot afford to lose out on this and needs to be reasonable and systematic in its conflicts. If the company had enjoyed a greater power than that then it could dominate and rule in the negotiation technique. Recommendations of strategies for managing channel conflicts: Accommodating: As the pharmaceutical is in a position whereby it has great power in the given distribution channel. Clearblue needs to be extremely accommodating in the negotiation process. Compromising- As the pharmacies have a better position, Clearblue needs to be extremely compromising with them. However, the company should keep its own stand also. 4.Clearblue has the aim of opening its stores worldwide and becoming a household name. However, the society and culture of every business is quite different from that of the other countries and therefore a global brand should keep in mind the 10 marketing commandments before designing the materials for the stores. It is important to keep these commandments in mind because: It guides the company to research upon the global branding place. Only when a company is successfully able o research, then it can take advantage and make space for itself. The kind of culture Australians have should be researched and kept in mind. The commandments help the company to create a good infrastructure. This means that the company needs to build in a resourceful system whereby it shall have everything which is important and a proper space to accommodate the brochures and materials Global commandments also teach to make effective use of integrated marketing communication system. Using an effective marketing communication system shall help the company to make proper promotion material for the tests. The global marketing commandments also help the firm to create global equity and spread their name afar. Hence, it is extremely useful to keep these rules in mind before making material or the pregnancy test thereafter keeping in mind the Australian crowd. Three commandments and their application for Clearblue: Not taking short cuts- The Company needs to realize that it needs to prepare a new and customized set of materials for the company for which it should not be taking any shortcuts. Employing IMC- While designing and promoting the product, it can implement an integrated marketing communications tool to see to it that the company enjoys success in its activities. Creating Functional Guides- Since the company has started its operations in Australia a few years back it should follow the functional guised of ho a business should survive in Australia. Through readings and other methods it should also form its own functional guides for designing materials or the stores mapping.