Guardian vs Watsons PDF

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Guardian vs Watsons 4P MARKETING MIX COMPARISON

NURUL NADIA BINTI MUSTAFA

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INTRODUCTION Marketing mix could be a set of strategized marketing tools which differentiate company’s levels of marketing decision into four, namely: product, price, place and promotion, which are uses to pursue its marketing objectives in target market.

 PRODUCT Tangible goods or services or anything that offered within the market which might satisfy human wants and wishes.

 PRICE In marketing mix, this can be a tough part, which is to determine right amount of cash that the customers must pay in exchange over the merchandise or the service offered. 

PLACE An area or medium within the process of moving products between producer and target user, means way the merchandise is bought and where it is bought such as through the combination of intermediaries.



PROMOTION Marketing communication that varies in type and magnificence use to tell or persuade the intended user over the relative merits of a product, service, brand or issues.

Guardian and Watson are both infamous tending stores which provide online catalogues and online purchases, thus considering the marketing mix, Guardian and Watson were chosen for comparison to grasp its usefulness, relevance and importance.

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Business: Dairy Farm International Group Malaysia Ownership: Guardian Health and Beauty Sdn Bhd Subsidiary from: Global Strategic Holdings Corp. Ltd (GSH Group)

GUARDIAN Guardian begins back in 1967 which it set to cater Malaysian consumers need for pharmaceutical and quality care products. In the present, Guardian is leading Malaysia in health, beauty and high-quality products at affordable price by became private care chain trusted by customers. Hence, how Guardian apply their marketing mix were discussed below.

Figure 1.1 shows Guardian staff celebrating the opening of their newest store in Malaysia.

 PRODUCT

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Guardian provide broad variety of products that feature health care, hair care, skin care, cosmetics, personal care, men specialize products, baby and kids specialize products and other general merchandises like travel accessories. Moreover, services such as professional advice regarding the merchandise usage and consultations by trained pharmacists are available to make the foremost effective customer service.

 PRICE Guardian is a retail firm; thus, it offers several kinds of products which differs in brand, quantity and price. Guardian merchandised its exclusive label merchandise which have the equal quality of the manufacturers at cheaper price. Most of Guardian in-house brands are source and manufactured locally. Furthermore,

Guardian execute a one-price policy that requires imposing customers the equal charge for an item. The implementation of uneven pricing which is that the position of market prices that end within the figure 5, 8 or 9 is additionally adopted by Guardian especially in marketing period.

 PLACE Most of Guardian stores are within the shopping complex or hypermarkets such as Tesco or AEON. As Guardian is one among the subsidiary of GSH group which also includes member companies, Giant and Cold-Storage, the three are linked together to run the business, thus, Guardian stores usually places inside the shopping complex and also anchored near to Cold-Storage which frequently dense with customers. Furthermore, the stores promptly available in high customers traffic places which is convenience for patron’s accessibility and making purchases.

 PROMOTION There are several physical and online promotional methods use by Guardian to inform and persuade their target customers such as the brochure that helps promote and transmit latest information of the goods and services provided by Guardian, it may include details of the promoted product, promotions availability and valuable

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price offered. Occasionally, for promotion purpose, Guardian implement multipleunit pricing and bundling policy. Moreover, discounts are provided to their customers by regulate the price based on the seasons on stores at the base-country. Aside from that, Guardian begin with a web promotional platform that is the Guardian official webpage which displays all the information regarding the promotional products and provides customers convenience for purchase transactions. For on-site purchasing customers, redemptions are often made after reach the precise set quantity of stickers collection. Hence, Guardian also adopt the acquisition with purchase promotion strategy that grabs customers attention in making bulk purchase within a limited time.

Business: A.S. Watson & Co Ltd Malaysia Ownership: Watsons Personal Care Stores Sdn Bhd Subsidiary from: CK Hutchison Holdings Ltd

WATSONS Watsons is a product of A.S. Watson group, founding by Dr. Thomas Boswell Watson, with an extended heritage of 179 years back when it established in Hong Kong in 1841, which then developed into the world’s largest international health and beauty retailer with over 15,700 stores and over 140,000 employees worldwide. Watsons Malaysia store was opened first back in 1994 in Johor.

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Figure 1.2 shows Watsons staff celebrating the opening of 500th store in Malaysia.

 PRODUCT Watsons is the largest community pharmacy retail chain in Malaysia, thus, it offers several sorts of in-house brand lines contains a bigger proportion of cosmetics and toiletries, disposable paper products, OTC healthcare products, drinking water and electrical appliances, especially designed for mass consumers, especially the budget end of the market. The corporate is very active in pushing its in-house brand as one of their main sources of income. For instance, it has dedicated more shelf space instore for its in-house brand items including with growing brand recognition, also as a wider range of products. Moreover, services like professional advice regarding the merchandise usage and consultations by trained sales personnel are available to create the most effective customer service.

 PRICE Watsons products are competitively priced on par with Guardian’s pricing lists, however, Watsons in-house brand products also are available at lower and cheaper price by 20% - 25% below manufacturer’s brand within the same range to cater to all or any different targeted customers. Moreover, Watsons pricing lists are lower on certain products that also available in Guardian which it does attract more customers to return to their stores, compared and purchased.

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 PLACE Most of Watsons outlets are within the shopping complex or hypermarkets such as The Village or AEON and minority of it are standalone establishments, as outlets in a larger shopping center have greater values thanks to greater purchase power among city mongers. Furthermore, the stores are promptly available in higher customers traffic places which is convenience for customers accessibility and making purchases.

 PROMOTION There are several physical and online promotional methods use by Watsons to inform and persuade their target customers such as the applies brochure or flyers that help promote and transmit latest information of the products and services provided by Watsons, it include details of the promoted product, promotions availability and valuable price offered. Moreover, the Watsons official webpage was developed, that displays all the information regarding the promotional products and provides customers convenience for online purchasing for whom the Watsons outlet is unavailable in that region. For on-site purchasing customers, a redemption can be made by using Watsons Membership Card after reach the specific accumulated points, for example, customer will get one Watsons Point for each RM1 spent and that they can fast-track their point's accumulation by purchasing selected products with 5x or 10x points multiplier .

Other than that, Watsons adopt the purchase with purchase promotion strategy that grabs customers attention in making bulk purchase within a limited time. To support and reinforce its image positioning, Watsons employs promotional pricing, selling list prices then running price-off sales periodically, continuous marketing efforts and promotions like television advertisements, complimentary beauty and health information to consumers, and storewide 15% or 20% discount campaign.

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COMPARISON 4Ps Product

Companies

Guardian

Watsons

Health care, hair care, skin

Cosmetics and toiletries,

care, cosmetics, personal care,

disposable paper products,

men specialize products, baby

OTC healthcare products,

and kids specialize products

drinking water and electrical

and other general

appliances

merchandises like travel accessories.

Price

Guardian merchandised its

Watsons in-house brand

exclusive label merchandise

products also are available at

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which have the equal quality

lower and cheaper price by

of the manufacturers at

20% - 25% below

cheaper price.

manufacturer’s brand within the same range.

Place

Guardian stores usually places

Most of Watsons outlets are

inside the shopping complex

within the shopping complex

and anchored near to Cold-

or hypermarkets such as The

Storage which frequently

Village or AEON and minority

dense with customers.

of it are standalone establishments

Promotion

Brochure that helps promote

Watsons Membership Card,

and transmit latest

television advertisements,

information of the goods and

complimentary beauty and

services provided, implement

health information to

multiple-unit pricing and

consumers, and storewide

bundling policy, discounts,

15% or 20% discount

acquisition with purchase

campaign.

promotion strategy.

REFERENCES https://guardian.com.my/index.php/company https://www.watsons.com.my/ https://www.aswatson.com/our-brands/health-beauty/watsons/...