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Marketing Mix Strategies: JB Hi-Fi Fridges And Freezers Online

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Marketing Mix Tactics
JB Hi-Fi fridges and freezers online incorporates a differentiated marketing strategy and takes a multiple segment approach to reach two substantial segments that satisfy the requisite criteria of being , measurable, accessible, differentiable and actionable (Kotler & Keller 2012). Marketing mix tactics for each segment are discussed below.
Segment 1: Couples (no children) & Couples (non-dependent children)
Product
Product marketing strategies for this segment include addition of high-end brands from the product class (e.g. Samsung, Electrolux) and greater choice of product features and benefits (as per Figure 6 below). A large range of small to mid-size fridges and freezers are available, and extended warranty options are included on all purchases. Figure 6: The Product Hierarchy.
Price
Pricing tactics for this segment are based on a per …show more content…

The company will continue to provide after-sales support through the JB Hi-Fi HOME stores across Australia.

Segment 2: Couples with dependent children
Product
Product marketing strategies for this segment include a focus on medium to large size fridges and freezers to cater for families with dependent children. Extended warranty options are included on all purchases. Product size and capacity are favoured above an extensive range of brand and product choices.
Price
Pricing tactics for this segment are based on a per product retail price in an estimated low-mid price range of $550-$1500. Cost leadership and consistent low prices aim to create a perception of strong value for consumers in this segment.
Promotion
As with Segment 1, promotion strategies remain unchanged. Promotion will incorporate print advertising and online advertising. JB Hi-Fi will promote special offers such as same day delivery in metropolitan areas and free removal of old appliances when a new fridge/freezer is purchased online.

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