Published by MBA Skool Team, Last Updated: February 11, 2019
Marketing Strategy of Mango analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Mango marketing mix, help the brand succeed.
Mango marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Mango Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Mango Product Strategy:
The product strategy and mix in Mango marketing strategy can be explained as follows:
Mango is a brand which produces clothes and accessories for every person who has a knack of wearing fashionable stuffs and look trendy. They have all sorts of categories for Men, women, kids and infants as a part of their marketing mix product portfolio. Being one of the leading brands in the industry, they have to constantly inculcate creativity and create new trends in the market. Mango have absolutely everything that a person requires starting from tops, jeans, shorts, skirts, sweatshirts, jumpsuits, dresses and accessories such as sunglasses, belts, bags and jewellery for Women. For men, they have all clothing starting from formal wear to party wear, casuals, leather, sweatshirts, polos. Mango have separate sections for young and teenage boys and girls who have their own trends in the fashion market.
Mango Price/Pricing Strategy:
Below is the pricing strategy in Mango marketing strategy:
Mango exclusively attracts fashion conscious people, most of those are from higher end customer section.
So, their main focus is on the higher earning and upper-middle earning category of people. Those people can be easily found in big cities where these Premium stores are located. The fashionable clothes which are new and are in trend, are charged high whereas the others are charged a bit low but still premium though. The prices of Mango clothes are almost higher for each counter product in the rival brands. But the guarantee it provides about the quality and the design of the material is what makes it sell its products.
Mango Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Mango SWOT Analysis, STP & Competitors
Mango Place & Distribution Strategy:
Following is the distribution strategy in the Mango marketing mix:
Mango originated with its outlet in Barcelona in Spain. From there, they moved to all continents like parts of Africa, Almost all countries of Europe, South Asian countries like Pakistan, India and Sri Lanka, Middle east, and America. The Company had their inception in India a little late towards 2001, since then it has opened a number of stores in metro cities of India. Over all, Mango company has presence all over the world with nearly 2200 stores. They expanded to online platform by the year 2000.
In India they are also sold exclusively through many e-commerce platforms.
Mango Promotion & Advertising Strategy:
The promotional and advertising strategy in the Mango marketing strategy is as follows:
Mango brand uses several media channels and tools to market its clothing line. The basic mediums of promotion used by the brand are still traditional print media, electronic, digital and social media. But the Mango ads are often different and trendy. These trendy ads affect people watching the fashion channels and reading the fashion magazines. Its active updates on twitter and Instagram makes its followers stay glued to their posts. Their social media ads are often very interactive. Many such ads link them directly to their website where they have the option for instant buying. Mango knows the most fashion-conscious people lie in the younger generation, there by spends more attention towards luring them. However, they do have campaigns where they show that people from all generations including old to kids can be fashionable which drive the mentality of their buyers to a positive feedback. Hence this concludes the Mango marketing mix.
Mango is a clothing and accessories brand. It originated in Spain in the year 1984 by Nahman and Isak Andic.
This brand is well known for bringing out the stylish appeal for every product it makes. Since its inception, Mango has seen an uphill journey and is now considered among the most fashionable brands in the world.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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