Self-heating garments are products used to protect people from diverse weather conditions. The products available protect people from freezing and non-freezing cold injuries. These garments are usually divided into four that is, electrically heated clothing, phase change material heated clothing, chemical heated clothing and fluid or air flow heated clothing (Wang, Gao & Holmér 2010).
This report will show how one can market these self-heating garments and gain sustainable competitive advantage. The aim is to enter the market and gain a sustainable market share for sustainable growth of the company. Details on the product competition, target market, marketing strategies and goals and the budget will be discussed in the report. This will be analysed to show to how these products can be marketed to gain a competitive advantage in the target markets.
2.1 Market Research
Self-heating garments are mostly used by those living in areas of adverse weather conditions that cause cold injuries. They are also used in other countries during winter. A market research showed that some people preferred the traditional way of heating the body or heating their houses. This means using heavy garments and warm clothing like boots, heavy socks and gloves or installed heating machines in their houses (Wang, Gao & Holmér 2010). Those who use the self-heating garments are usually working in demanding jobs where high productivity is needed. Therefore, using the traditional method slows them down due to the added body weight (Dorman & Havenith 2009).
They therefore prefer self-heating garments as they are light and produce the kind of heat the body requires. the existing garments are not too expensive but the phase change material heated clothing, fluid or air flow heated clothing and the chemical heated clothing are quite expensive due to the technology used in them. Therefore, most people used the electronically heated clothing or the traditional cloths (Wang, Gao & Holmér 2010).
2.2 Target Market
The target market for self-heating garments is those living in cold areas whose temperature falls to ten degrees and below (Havenith 2009). Another target is people experiencing winter during some parts of the year. They need warm clothing to protect them from the various cold injuries. Every individual is affected by cold in different ways and this determines their preference while buying these garments. Another target would be people in different occupations like diving experts, military officers and guards, nurses and doctors. These people find themselves working late at night when it is cold. They are also on demanding jobs that require them to be fast and highly productive. This makes the self-heating garments suitable for them due to their light weight and heat provided to the body (Wang, Gao & Holmér 2010).
2.3 Product Competition
This refers to the rivalry between products and services that are similar in the kind of satisfaction they bring to the consumer (Giround & Mueller 2011). Some may not be similar in this way but may be substituted in case one of the products is not available or fully satisfying. These self-heating garments face rivalry from the traditional cold protective garments (Wang, Gao & Holmér 2010). Another source of competition is the wide range of companies producing the self-heating garments, for instance, Columbia and Gerbing. Another competition is heat installation technology in houses or rather buildings. These products cause competition in the market to the self-heating garments. For instance, it is hard to bring those consumers that are loyal to the traditional methods to buy the self-heating garments. It would also be hard to convince the price conscious consumers to buy these products instead of buying the cheap cold protective garments that provide heat to the body as well.
2.4 Mission Statement
The purpose of these self-heating garments is to provide substantial amount of heat to the bodies of consumers during cold seasons. This is the main and most important goal of these products. The mission statement that would best describe a company that sells these products has to show their concern to the target market. For instance, to provide quality self-heating garments that will keep you warm instantly and for a long time. This being the mission statement of this company selling self-heating garments can go a long way in attracting customers. Customers seek quality and worth for their money.
Your mission being to provide quality products and meeting their needs for a long time would attract customers very well. They feel that your mission is to protect them in terms of the cold and resource wastage. Working in respect to this mission statement would be a very profitable marketing strategy. It would also make the business gain strong competitive advantage against its competitors (Darbi 2012).
2.5 Market Strategies
The choice of marketing strategy depends on the products to be sold and in turn the target market. A company should choose it marketing strategies based on these two variables as well as the competition in the market (Piercy & Strong 2015). Another determinant is the stage the business is at, that is, initial, growth, maturity or decline stage. The best and most effective marketing strategy is one that gains a company a stronger competitive advantage against its competitors. Self-heating garments are not new in the market hence the strategies to be used should be market growth or maturity strategies (Moghaddam & Foroughi 2012).
Applying the different marketing mix provides a stronger marketing plan for these products. Applying the four P's of McCarthy, the first part would be differentiating the brand to meet customer needs and expectations. For instance those needed by divers, riders and common consumers. Another strategy would be monitoring the price depending on competitor prices; this is referred to as competition pricing. Pricing may also be done depending on quality and what consumers expect. Choosing the best promotion mix for these garments would provide a working and effective marketing plan. Another way is to choose the right distribution channel in order to meet convenience and reliability by consumers. Taking into consideration the four marketing mix will help come up with the best marketing plan for these garments (Martin 2014).
The budget for these products is quite big as many inputs are required for the production of these products. Choosing the best and cheapest supplier would go a long way in reducing the overall overhead cost of the business. Budget on executing the marketing strategies is also necessary in order to come up with the selling price of these garments. Marketing these garments requires that our prices are lower or equivalent to those of competitors. These are because this market is dominated by many manufacturers of the same products. A clear and price conscious budget is therefore necessary in order to harness low overhead costs and in turn reasonable prices of these products (Martin 2014).
2.7 Marketing Goals
Marketing goals are the source of direction to effective marketing. Knowing why a business wants to market will get them to that point which they desire. They should not be in rivalry with the business goals and must be specific and realistic (Routledge 2015). These goals help meet the marketing plan or strategies of the business. The goals of marketing these garments are to gain a substantial market share and hence increase overall sales. Another goal would be to increase the firm's competitive advantage as well as improve their public image. Working on these goals will lead to strong plan and in turn best results.
Marketing of these products based on the above variables is very effective. A market research provides the necessary information need in making decisions on marketing. For instance, it provides information on the products to be produced as well as the competitors available in the market (Giround & Mueller 2011). The target market and product competition enable the firm to meet consumer needs and beat the available competition or gain strong competitive advantage. The mission statement, marketing strategies and goals help extensively in the marketing process. These variables are the foundation of marketing hence proper plans on them will lead to a success in the marketing process. The budget, product competition and the price mix help the firm make decisions on the market price of these products.
Marketing is the root function of bringing success to a firm. Management should check on the various variables that affect marketing in order to come up with the best marketing plan. A market research will greatly help in making decisions on the marketing plan. The target market determines the marketing strategy, goals and the budget of the firm. Knowing the target market is very crucial as it is the foundation of success in marketing. Competition is another important variable in marketing because every business wants to be the best. Every business works on having a strong competitive advantage among all other competitors. Marketing strategies and goals should be made in order to make the marketing process smooth and with a sense of direction. All these variables help in the marketing process, to make it effective, and in gaining strong competitive advantage in the market.
...(download the rest of the essay above)