ASSESSMENT SUBMISSION & DECLARATION

QUALIFICATION UNIT NUMBER AND TITLE

PEARSON BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF) UNIT 2: MARKETING PROCESSES AND PALANNING (LEVEL 4)

STUDENT NAME ASSESSOR NAME

MUHAMMAD ASHHAR
SADIA HUMAYUN

DATE ISSUED COMPLETION DATE SUBMITTED ON

05 SEPTEMBER 2022 27th November 2022 27th November 2022

ASSIGNMENT TITLE UNIT 2 MARKETING PROCESS AND PLANNING

ASSESSMENT CRITERIA TASK NUMBER EVIDENCE PAGE NUMBER

PASS 1 TASK 1

PASS 2 TASK 1

PASS 3 TASK 3

PASS 4 TASK 3

PASS 5 TASK 2

MERIT 1 TASK 1

MERIT 2 TASK 3

MERIT 3 TASK 2

MERIT 4 TASK 2

MERIT 5

DISTINCTION 1 TASK 1

DISTINCTION 2 TASK 3

DISTINCTION 3 TASK 2

DISTINCTION 4 TASK 2

PLAGIARISM

Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs and students who break the rules,
however innocently, may be penalised. It is your responsibility to ensure that you understand correct referencing practices.
As a university level student, you are expected to use appropriate references throughout and keep carefully detailed notes of
all your sources of materials for material you have used in your work, including any material downloaded from the Internet.

LEARNER DECLARATION
I CERTIFY THAT THE ASSIGNMENT SUBMISSION IS ENTIRELY MY OWN WORK AND I FULLY UNDERSTAND THE CONSEQUENCES
OF PLAGIARISM. I UNDERSTAND THAT MAKING A FALSE DECLARATION IS A FORM OF MALPRACTICE.

STUDENT SIGNATURE: ASHHAR D ATE: 27 TH

NOVEMBER , 2022

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Contents
Situation Analysis..................................................................................................................................5
Reebok’s................................................................................................................................................5
Marketing..............................................................................................................................................5
Mission Statement and Vision Statement.............................................................................................5
The Objectives of Reebok’s Company....................................................................................................6
Corporate Strategy of Reebok’s.............................................................................................................6
New Product launching by Reeboks (Perfume).....................................................................................6
The objectives of New Product..............................................................................................................6
Product Mix of All Product launch by Reebok’s.....................................................................................6
Concept of Marketing............................................................................................................................7
Production Concept...........................................................................................................................7
Selling Concept..................................................................................................................................7
Marketing Concept................................................................................................................................8
Role of Marketing..................................................................................................................................8
Nature of Marketing..............................................................................................................................8
FUNCTIONS OF MARKETING..................................................................................................................8
Micro Environment................................................................................................................................9
Macro Environment...............................................................................................................................9
Competitor Analysis of Reebok’s.........................................................................................................10
Product Life Cycle................................................................................................................................10
Marketing Strategy..............................................................................................................................11
Market Segmentation..........................................................................................................................11
Geographic Segmentation...............................................................................................................11
Demographic Segmentation............................................................................................................11
Psychographic and Behavioral Segmentation..................................................................................11
Target Market......................................................................................................................................12
New Product Value..............................................................................................................................12

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MARKETING MIX 7Ps...........................................................................................................................12
Product............................................................................................................................................12
Place................................................................................................................................................12
Price.................................................................................................................................................12
Promotion........................................................................................................................................12
People..............................................................................................................................................12
Process............................................................................................................................................13
Physical Evidence.............................................................................................................................13
BCG Matrix..........................................................................................................................................13
B2C and B2B........................................................................................................................................13
Interrelationship of Marketing Functions with respect to Selected Organization...............................14
Situation Analysis................................................................................................................................14
Marketing Audit...................................................................................................................................14
Competitor Analysis............................................................................................................................14
Adidas..................................................................................................................................................15
Pestle analysis of Reebok....................................................................................................................15
Political factors:...............................................................................................................................15
Economic factors:............................................................................................................................15
Social factor:....................................................................................................................................15
Legal consideration:.........................................................................................................................16
Environmental factor:......................................................................................................................16
5C’s of Marketing................................................................................................................................16
Porters Five Forces..............................................................................................................................16
Marketing Tactics and Strategies.........................................................................................................17
Organizational Communication in Relation to Organizational Behavior..............................................18
Marketing Budget:...............................................................................................................................18
Time Frame:.........................................................................................................................................19
Ethical Issues in Marketing Communication:.......................................................................................20
Corporate Social Responsibility (CSR):.................................................................................................20
Puffery and Deception.........................................................................................................................20
SMART Recommendation:...................................................................................................................21
Marketing Strategy:.............................................................................................................................21
Mission Statement:.............................................................................................................................21
The company's vision:.........................................................................................................................21
Objectives:...........................................................................................................................................21
Label and Information of Packaging of Perfume..................................................................................21

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5C’s of Marketing:...............................................................................................................................22
SWOT analysis of perfumes of Reebok’s:............................................................................................23
Pestle analysis of sports perfumes:.....................................................................................................23
Setting Measurable Goals:...................................................................................................................24
Setting Value Proposition:...................................................................................................................24
Physical Environment:.........................................................................................................................24
Implementation:..................................................................................................................................24
Online:.................................................................................................................................................24
ROI Tracking Mechanisms:..................................................................................................................24
Importance of value marketing plan of sports perfumes:...................................................................25
Marketing Plan....................................................................................................................................25
Financial Strategy:...............................................................................................................................25
Technical Marketing Mix Approaches:................................................................................................25
Technical Approaches in Marketing....................................................................................................25
Key Performance Indicators (KPI’s)......................................................................................................26
Marketing Communication Channel:...................................................................................................26
Public Relation:................................................................................................................................26
Promotional Price:...........................................................................................................................27
Billboard:.........................................................................................................................................27
Sales Promotion:..............................................................................................................................27
Packaging:........................................................................................................................................27
Return on Marketing Investment........................................................................................................27
Customer Lifetime Value.....................................................................................................................28
Bibliography.........................................................................................................................................28

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LO1
Situation Analysis
As per Junior Marketing Analyst of Reebok company, my job is to identify and do the research and
development in order to identify that Reebok is about to launch a Perfume in the Pakistani market in
to the market that will be placed in the outlet of Reebok’s.

A new perfume has recently been introduced to the market by Reebok, a well-known brand in the
sports business. This action represents a substantial departure from the company's previous core
product offerings, which mostly consisted of sportswear and footwear. The perfume business is
extremely competitive, to establish the brand's name and create a strong presence, Reebok would
need to make a large expenditure in marketing and advertising.

Reebok may have a distinct advantage in the market, nevertheless, thanks to their well-known brand
name in the sports sector. Customers who are devoted to the Reebok brand may be more likely to
test the new item and possibly buy it again. Reebok may also be able to capitalize on the expanding
at leisure trend and provide a distinctive offering in the perfume industry with scents that
complement an active lifestyle. It would be interesting to watch how Reebok's perfume launch does
on the market and to see whether it can become a major player in the sector.

The brand will be release in Karachi and after some time it will be expanded to various other cities of
Pakistan whereas online delivery will be available all across Pakistan for the perfume but delivery
charges varies as pr the location

Reebok’s

Figure 1

Marketing
Creating, conveying, providing, and trading offerings that have value for consumers, clients,
partners, and society at large are all included in what is referred to as marketing. Market research,
advertising, branding, pricing, distribution, and customer involvement are just a few of the activities

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that are used to identify and meet customer demands while meeting organizational goals (American
Market Association).

Mission Statement and Vision Statement

Leading others requires creativity. Seeing the world differently and challenging the norms is how
Reebok have left a mark on this world throughout history. This brand produces products that show
that their creativity is unlimited and they have no plan to stop. Reebok as a brand is helping facilitate
everyone from a professional athlete to a kid playing in the playground to achieve and unlock his or
her full potential. As a brand, Reebok believes that everyone has the capability to achieve greater
things in life and equal opportunity should be provided to everyone. This brand helps their
consumers and employees reach heights they could only imagine (Comparably).

The Objectives of Reebok’s Company

Reebok as a brand is helping facilitate everyone from a professional athlete to a kid playing in the
playground to achieve and unlock his or her full potential (Comparably).

Corporate Strategy of Reebok’s

According to (Lee, 2017), Reebok understands the value of developing strong apparel and footwear
franchises, as well as developing innovative but repeatable product lines that serve as annuities for
the brand and essential items for the consumer. This is critical not only for improving consumer
perception and brand consideration, but also for the Reebok brand's efficiency. Reeboks is currently
expanding their iconic forever Float rides’ and Nano’ to compete with this market, with the new
Nano 9 being created with the Cross Fit industry in 2019. Reebok won Runner's World's 'Gear of the
Year' award for the fourth time in a row. The Instapump Fury silhouette had a successful year in
2019.

New Product launching by Reeboks (Perfume)

In addition to making sports footwear and equipment, Reebok has created a line of fragrances for
both men and women. Reebok fragrances include Reebok Classic, Reebok Women, Reebok
Unlimited, and Reebok Energy and are created to portray the active and sporty lifestyle associated
with the company.

Figure 2

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The objectives of New Product
Reebok is a sportswear brand and the consumers sweat a lot wearing their products which means
they will need something that makes them smell better and feel better about them. This product will
help them increase their confidence when coming out of those intense sessions.

Product Mix of All Product launch by Reebok’s

For men, women, and children, Reebok offers a variety of sports footwear, clothing, and accessories.
The company sells goods in a variety of areas, including crossfit, walking, dancing, and running. In
addition to producing shoes and clothing, Reebok also makes backpacks, caps, and socks. To further
diversify their product offering, Reebok also works with designers and famous people to create
limited-edition collections and special releases.

Reebok is a global corporation that manufactures and distributes fitness and sports related product
anywhere from accessories and footwear to clothing. This company has a very diverse portfolio for
each part of this industry which could include kids, women and men.

Footwear- Among the most important products in its footwear category are

 The Reetone footwear collection is based on a technology known as moving air. These shoes
are for the ones who can not go to the gym and wearing these shoes will help them with the
adaptation of muscles and tone development.
 The ReeGym collection is to be used for gymwear.
 ReeZig are agility and running training shoes with a higher endurance capacity. This reduces
tension in the muscles by 20% which has made it very popular among these communities.
 ReeTrain is designed to help in strength training, they are designed in such a way that the
muscles are forced to work harder. It comes in three varieties: EasyTone for casual wear and
walking, TrainTone for gym exercises and training, RunTone for stretch running, and
JumpTone for leg muscle strengthening.

Apparels are an inspiring concept in which fashion and sports go hand in hand. Rich fabrics and
cutting-edge technology have been combined to provide maximum comfort. Fitted tanks, running
shorts, and sleek t-shirts for men are stylish, functional, and odor-free. Jackets, polo shirts, and
tracksuits, and for women category there are tanktops, shirts, shorts etc.For children Reebok Junior
was created which helped the younger generation in sports while looking good.

Concept of Marketing
Market research, advertising, branding, pricing, distribution, and customer involvement are just a
few of the activities that are used to identify and meet customer demands while meeting
organizational goals. Creating, conveying, providing, and trading offerings that have value for
consumers, clients, partners, and society at large are all included in what is referred to as marketing.

Production Concept
Reebok, a global fitness brand, is launching a new digital platform to reduce waste by allowing US
consumers to vote on whether a particular footwear design should go into production. Reebok will
release a product proposal for what it calls a commitment window, which will last anywhere from 72
hours to 30 days, depending on the sneaker. Consumers will be able to back production during this
time, with the first to commit to the design pledging US$1 to purchase the shoe. With each

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commitment, the price will rise by $1 until it reaches the retail price. The target is to sell at least 500
pairs. If that demand is not met, the sneaker will not be produced, and Rebook will scrap the design
before starting the process over. If the shoe is made, it will arrive in about nine weeks.

Selling Concept
Reebok is headquartered in Canton, Ohio, and has offices in Mexico, Hong Kong, Canada, and the
Netherlands. The construction and establishment of a unified retail environment in the distribution
infrastructure has aided in the development of a strong brand identity. In the retail business, the
company has developed a concept for exclusive retail outlets. Reebok offers exclusive shops, factory
outlets, and distributors. The firm hires professionals to find the best location for their shop.
Furthermore, the company's financial situation is well-balanced, and the outlets are divided into
limited-edition shops, super-sale shops, and one-of-a-kind shops. Reebok has over 1,000 franchise
outlets in India. In Hyderabad, it opened the world's largest Reebok showroom. The company has
fundamentally changed the concept of selling. Because of its online purchasing method, the
company has fundamentally changed the concept of selling. They are also present on a number of e-
commerce platforms and apps, including Amazon, Flipkart, Myntra, and others. Reebok's products
are well-known around the world. Let's see how Reebok handles its pricing strategy.

Marketing Concept
Reebok has launched a new promotional campaign to help customers better understand its
products. Many athletes from the NBA, cricket, football, and racing were chosen as Reebok brand
ambassadors to show the connection between sports and fitness and the company's product line.
Actors and actresses are also used in Reebok advertising campaigns. Reebok has sponsored
numerous sporting events, including the IPL, Davis Cup, Spartan Race, and others. As part of its
promotional strategy, the brand employs both physical and online advertising.

In 2004, the company's logo was updated to reflect the positive impact that fitness has on people's
lives. It offers coupons and lower-priced products to please its customers. Reebok uses a variety of
offline media channels to demonstrate the exposure of its products, including billboards, magazines,
newspaper advertising, radio, and television.

Role of Marketing
Reebok has been great by standing out with bold and unique designs that lure the crowd towards
them. Reebok can reach its customers with a consistent brand presence across products and stories
thanks to the new unified branding. The Reebok brand is focused on connecting with consumers in
an authentic and unique way, developing inspirational marketing capabilities that build brand equity
and consumer advocacy while unleashing powerful brand messages. Reebok has always done things
differently, and by combining the Digital and Marketing divisions in 2019, Reebok was able to create
award-winning breakthroughs.

Nature of Marketing
The Power of Social and Consumer Networking discusses this phenomenon's power and illustrates
the practical advantages of developing brand experiences that take advantage of it. To foster long-
term desire and demand, brands must be able to exert influence within these new types of
communities.

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FUNCTIONS OF MARKETING
According to (Johansen), they marketing information management, pricing, selling, managing
products and services, financing, and distribution, below is discussed:

 Spreading the word about your product or service is the main goal of promotion. It
includes everything, including social media, public relations, and advertising.
 Selling is the process of really persuading someone to buy your goods or service. It's
crucial to have a solid balance of advertising efforts to reach as many potential
customers as possible. This can be accomplished through in-person meetings, online
shopping carts, or even telemarketing. To be successful in sales, it's critical to have a
solid understanding of your target market and what drives them.
 Marketing plans to market and sell a company's goods or services must be planned,
developed, and carried out by product and service management.
 Marketing information management gathers and examines information to assist product
and service management in making defensible choices on marketing efforts.
 Pricing determines the cost of goods and services based on the state of the market and
one's financial objectives.
 The capital required to support marketing initiatives is provided by financing.
 Distribution oversees the actual delivery of goods and services to clients.

Micro Environment
The business that manufactures the product, suppliers, marketing intermediates, customers, and
competitors are all included in the product's microenvironment. Each of these elements may have
an effect on the product's success or failure. The components for the watch must be available from
suppliers at a competitive price. To raise awareness for the goods, marketing intermediaries like
public relations companies and advertising agencies will be required. The most significant
component of the microenvironment is the customer. To understand what the consumer requires
and desires is critical. Knowing what alternatives are available made easier by the competitor
analysis will be.

The internal elements that directly impact Reebok's operations, performance, and interactions with
stakeholders are referred to as the company's "microenvironment." Important components of
Reebok's microenvironment include:

 Company: Reebok's strategic choices and operational actions are influenced by its vision,
mission, culture, and organisational structure.
 Consumers: The demands, tastes, and behaviours of Reebok's target customers, as well as
how they perceive the brand, have an impact on the company's marketing, product
development, and customer service strategies.
 Competitors: Reebok's market share, pricing, and innovation initiatives are influenced by its
rivals in the athletic footwear and apparel business, including Nike, Adidas, and Under
Armour.
 Suppliers: Reebok's success in terms of cost structure, quality, and sustainability is impacted
by the suppliers it uses for raw materials, components, and services like production and
logistics.

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  Distributors, retailers, and online platforms that assist Reebok in reaching and serving
customers have an impact on its sales, brand reputation, and customer experience.

Macro Environment
Factors that can affect Reeboks control and achievement are:

“Economic, demographic, technological, natural, social and cultural, legal, and political” which can
not be controlled by the company (monash business)

There are two categories in which we can divide the macro environment of Reebok: social&
economic. The demand for perfumes is most influenced by social factors. Even though fashion fads
come and go. The way of life of the user also affects the demand for perfumes.

An important issue to take into account is the economic one. The following considerations should be
made when making your purchase. The cost of the perfume should be taken into account first.
Making sure you are receiving a fair value for your money is important. Before making a purchase,
conduct your research because there are many different perfume brands and scents available.

Competitor Analysis of Reebok’s

It's crucial to first comprehend your competitors in order to better understand how to enhance your
organization and marketing approach. Competitor analysis is the act of locating and assessing your
rivals in order to learn about their advantages and disadvantages. This can be accomplished in a
number of ways, such by examining their web presence, scrutinizing their marketing materials, or
conducting client interviews (Albayrak, 2015).

The athletic footwear and clothing market is crowded with regional and international competitors
for Reebok. Some of Reebok's principal rivals include:

 Nike: Nike is a well-known international company that sells a variety of athletic footwear,
clothing, and accessories. With a positive brand reputation, Nike is the market leader in the
athletic footwear sector.
 Adidas is a worldwide company that sells a variety of athletic and non-athletic shoes,
clothes, and accessories. The second-largest sportswear manufacturer in the world, Adidas,
is well-known on the international scene.
 The American corporation Under Armor sells high-performance athletic clothing, footwear,
and accessories. Under Armor has been growing in popularity in recent years, especially in
the North American market.

Product Life Cycle

The product goes through a number of stages in it.

Let's examine the stages of the product life cycle as an example, and then an example involving a
new launch of sports perfumes provided.

 Introduction: After the research of the product that the market needs in this time as people
want perfumes which stay for longer as while exercising people sweat and smell so a good
scent and longer scent of sports perfumes are required in market.

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  Growth: The product's popularity and sales start to rise during the growth stage. This is
frequently brought on by marketing initiatives and positive consumer reviews. More units
are produced and sold as the demand for the product rises.
 Maturity: As sports fragrances move into the PLC maturity phase, businesses are
concentrating on how to set their goods apart from the competition. One strategy used by
businesses to do this is by including distinctive elements that appeal to particular clientele.
 Decline: There could be a decline because of the cheap deodorant’s entering the market as
people go for less expensive things

Figure 3

Marketing Strategy
When creating a marketing plan for a new product, there are a few factors to think about. Finding
the product's target market comes first. People who are interested in sports and scents or perfumes
would be the target market for the Reebok perfumes. Determine what needs and wants this target
market has that Reebok can meet after the target market has been identified.

Market Segmentation
The practice of marketing segmentation is becoming more popular in today's business environment.
A businesses products and services can be better tailored by understanding and focusing on various
population segments.(Beane, T.P. and Ennis, D.M., 1987. Market segmentation: a review. European
journal of marketing.), n.d.). Reebok sports fragrance is a new product that should be marketed and
launched properly.

Geographic Segmentation
Launching this new product in big cities of the country where there are more gyms, clubs and sports
activities would be a great idea as smaller cities would not be interested in sports perfumes.

Demographic Segmentation
The most typical type of market segmentation, known as demographic segmentation, includes
separating a market according to factors like age, gender, wealth, etc. For Reebok, the target market

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may include young people and athletes in the age range of 18 to 30. Compared to older age groups,
this age group is probably more open to new products and trends.

Psychographic and Behavioral Segmentation

The people who are sensitive how they smell, even if they are going in a party or going to exercise or
play sports they are going to be loyal to the perfumes or deodorant’s like these as they care what
people think about them.

Target Market
Lifestyle changes and changes in trends in the market are looked closely by Reeboks marketing
studio to keep an eye on the competitors which helps them create a good product that will last. They
design fragrance collections to cater to a trend once it has been detected. They have produced a
collection for both men and women in this particular instance, sport cosmetics. Despite the fact that
men's products gave birth to the first scents for athletic cosmetics, cosmetics for women are now
expanding to meet the needs of a new set of women who exercise hard (Astrid)

New Product Value

The value of a new product depends on a number of variables, including the target market's
demands and preferences, its special features and advantages, the level of market rivalry, and the
marketing tactics employed to sell it. By meeting a demand or resolving an issue that other items on
the market do not, a new product can bring value to consumers. Additionally, it may include
distinctive features, functionality, or a standout design that distinguishes it from rivals and enhances
the user experience. A new product might also be more affordable or of higher quality than
comparable ones, which would appeal to customers more.

MARKETING MIX 7Ps

Product
Reebok offers sports perfumes in luxury slim bottles and different sizes and styles as how creative
the product is makes interest of a bigger market.

Place
Reebok sells their products through e-commerce websites like Amazon and their own official
websites and not only physical stores so they could reach more customers.

Price
According to the country and there economic conditions Reebok tries to capture all types of markets
as there perfumes varies in different categories from cheapest to most expensive so all kind of
people could buy it therefore it affects the quality but captures the market. There products start
from 10usd to 5000usd and more as they introduce more luxury.

Promotion
One of the marketing mix's components, promotion refers to a group of actions and communication
tactics used to spread the word about a good or service to prospective buyers and raise its visibility,
awareness, and attractiveness. Moreover, Packaging varies between categories as from the cheap

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perfumes the packaging is made cheaper so people could afford it and designs are simple but when
price increases the quality of bottles and boxes are into luxury.

People
The workers involved in providing the good or services are referred to here. It covers their
knowledge, instruction, and customer-focused attitude.

Process
This is used to describe the mechanisms and practices used to deliver the good or service. It consists
of the ordering procedure, the delivery procedure, and the post-purchase service.

Physical Evidence
This refers to the observable features that the client comes into contact with while making a
purchase and using the good or service. It encompasses the product's physical surroundings,
packaging, and branding.

BCG Matrix
A marketing tool called the BCG Matrix is used to evaluate a company's product line and spot
potential areas of expansion. Three main factors product, customer, and growth are the foundation
of the matrix.

The matrix divides a company's offerings into four groups:

 Stars: Goods with a large market share in a developing market are stars. These goods are
frequently profitable and have room for expansion.
 Cash Cow: Goods with a large market share in a developed market are known as cash cows.
Although the corporation receives consistent revenue from these items, their ability to
expand is constrained.
 Question Mark: Goods with a low market share in an expanding market are denoted by
question marks. Although these items have development potential, more investment is
needed to improve their market share.
 Dogs: Goods with a little market share in an established industry. These goods typically don't
turn a profit and have little room for expansion.

A corporation can use the PCG Matrix to determine which of its portfolio's goods has the greatest
potential for growth and which products would need additional investment or disposal. A
corporation can focus its resources on the products with the greatest potential for growth by
examining the matrix and developing a more strategic approach to its product portfolio.

B2C and B2B

The name Reebok is well-known in the sporting world. Reebok has been offering its clients top-notch
sneakers and tracksuits for more than ten years. But in recent years, the company has changed its
business strategy and begun offering services to other companies on a business-to-business (B2B)
basis.

The marketing is done so that the product is sold the businesses directly which sell other companies
items as well so that there is competition but if Reebok has a name from long time it would sell
easily and other companies would buy it in bulk to promote their companies.

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B2C would be applied by opening the official website of the company and directly sell it to the
consumers and even physically by opening stores in main centers of the city and country.

Interrelationship of Marketing Functions with respect to Selected Organization

Since marketing is a business mindset, it cannot be just the duty of the marketing department. The
entire organisation must be infused with marketing principles. Tight collaboration with other
functional areas is necessary for the creation of an effective marketing strategy.

Each and every function is significant in business. However, some factors could affect the final good
or service more than others. And that effect might be substantial when it comes to marketing.
Because of this, it's critical for businesses to comprehend how marketing interacts with other
corporate functions. Businesses can operate more effectively overall by comprehending how
marketing interacts with other departments (management, 2022)

LO2
Situation Analysis
As per Junior Marketing Analyst of Reebok company, my job is to identify and do the research and
development in order to identify that Reebok is about to launch a Perfume in the Pakistani market in
to the market that will be placed in the outlet of Reebok’s.

A sports perfume launch is no different from any other new product introduction in that it has its
share of difficulties. Reebok should carry out a situational analysis to guarantee the effective
introduction of a sports fragrance. This will make it easier to recognise any possible issues that might
develop and enable the implementation of preventative measures.

The market: A thorough understanding of the sports perfume's target market is crucial. This entails
being aware of their needs, desires, and any trends that might be having an impact on them. A solid
situational analysis will pay close attention to the competition as well. This entails comprehending
what they are providing in addition to their advantages and disadvantages.

Internal Situation: This comprises elements such as production capacity, financial resources, and
distribution routes. It will be simpler to put together a plan that ensures a successful launch once
these factors are understood.

Marketing Audit
A marketing audit is a thorough, methodical examination of an organization's internal and external
commercial marketing environment. It goes over the organization's goals, objectives, strategies, and
guiding principles in order to spot any issues or potential growth areas and suggest a course of
action that will best serve the needs of the company (maddison majeed). Reebok tries to follow it all.

Competitor Analysis
The process of locating and assessing the advantages and disadvantages of a company's rivals is
known as competitor analysis. Data about the goods, services, costs, availability, and marketing
tactics of rivals are gathered. The study aids businesses in comprehending their competitive

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environment and locating growth prospects. Companies can create more successful marketing and
commercial strategies by researching their rivals. The continual practice of competitor analysis
necessitates constant observation and market-change adaptability.

Adidas
Strengths

 Value of the brand.

 Great history of the brand.
 Innovative new products.
 Diverse and unique portfolio.
 Younger market might prefer other companies like Adidas or Nike.

Weaknesses

 Absence of proper supply chain.

 Might be out of budget for some.
 Product line might not be enough.

Opportunities

 Online market for the company.

 Growing market for sportswear.
 Investing in smarter channels.

Threats

 Rival competitors who have similar products.

 Too dependent on the suppliers.
 Trademark issues.
 New technology.

Pestle analysis of Reebok

It is important to perform Pestle analysis to further understand the threats and opportunities that
may be faced by Reebok. This will shed light on the macroenvironmental elements that might have
an impact on the company

Political factors:
Pakistan's political climate is unpredictable at the moment, which could pose concerns for Reebok.
Additionally, the brand imports a significant portion of its raw materials, thus any changes to
import/export regulations may have a negative impact on the company.

Economic factors:
Pakistan's economy is currently facing difficulties due to high rates of unemployment and inflation.
This might result in fewer people buying Reebok products as they move to less expensive options.

Social factor:
The social factor of Reebok is good because it attracts people from sports as it is used by top
celebrities and athletes like Lionel Messi.

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Legal consideration:
Reebok's legal department considers the potential legal problems that the corporation might
encounter. These include observing rules pertaining to intellectual property, labour, and regulations.
Reebok must abide by all applicable laws in order to conduct business legally. This involves making
certain that their goods are secure and adhere to all quality requirements. The business must also
respect intellectual property rights and refrain from using content that is protected by a copyright
without authorization.

Environmental factor:
Reebok creates collections that are modest enough to fit Pakistani culture while drawing inspiration
from current international fashion trends. Customers from working professionals to college students
are drawn to this combination.

5C’s of Marketing
The five Cs to perform Marketing Analysis are –

1. Competitors
2. Customers
3. Company
4. Collaborators
5. Climate.

Reebok's supply chain is strong and adaptable, allowing it to handle the challenges of managing
success that result from highly effective marketing campaigns that increase consumer demand for its
products.

Financial standing and availability of resources for marketing - Reebok is in a good financial position
and can afford to spend a lot of money on marketing to introduce new products and strengthen the
position of existing brands.

Threats to replace Reebok with rivals Threats from substitutes frequently result from changes in the
economy or advances in technology. Reebok may need to reposition some of its brands in particular
markets.

Choosing the Right Product Line Depth for Reebok Targeting various demographic groups within the
same product range is known as depth. The greater the depth, the more money the company must
invest in individual brands without overemphasizing the parent company.

Number of suppliers and their capabilities - If there are too many suppliers, managing them will cost
Reebok money, but if there aren't enough, the company will be at risk of supply chain disruption.

Diversification & Inflation –For the past few years Inflation has been a concern for almost every
brand in the world, Reebok is no exception to that. It might cause Reebok to loose profits on many
products.“(Laura L. Matherly, Anup Nandialath, Claire Richards (2018), n.d.)”

Porters Five Forces

According to (reebok, 2022), there are numerous models and theories that can be used in the
business world to assist explain and predict behavior. The attractiveness of a sector can be evaluated

16 | P a g e
using this model in a variety of sectors. We will use Porter's Five Forces Model in this post to
introduce a new line of sports fragrances for Reebok.

• The threat posed by new competitors is the first force. Due to the high startup costs and
requirement for specialised knowledge, the perfume industry is not one that is extremely simple to
break into. This prevents new businesses from entering the market, giving current ones a
competitive advantage.

• Buyers' negotiating power is the second factor. Customers have a lot of negotiating power in the
sports fragrance market because there are numerous businesses selling comparable goods. Before
making a purchase, consumers can easily switch between brands and compare prices.

• The strength of the suppliers' market positions has an impact on this force. Suppliers with strong
negotiating position might be able to increase the buy price, which would then impact the selling
price. The supplier's negotiating strength is greater if the market has many clients but few suppliers,
if the product is unique, and if they integrate moving forward. The suppliers' negotiating power is
determined by the level of corporate autonomy.

• The threat of substitute products: The effectiveness of this force depends on how easily the
product can be replaced, whether the customer wants to do so, how much it would cost to switch,
how much the substitutes would cost in comparison to the original product, and how similar the
substitutes' quality would be.

• As the competition grows we are forced to grow with it, Revenue and appeal of a sector falls as the
competition grows.

Marketing Tactics and Strategies

The specific plans and actions that businesses utilize to accomplish their marketing goals and
objectives are referred to as marketing techniques and strategies. Following are some typical
marketing techniques:

 Target market segmentation: The process of dividing the market into distinct groups based
on characteristics such as demographics, psychographics, or behavior and then adjusting the
marketing mix to suit each group's unique requirements and preferences.
 Product differentiation is the processes of creating and promoting distinctive features,
advantages, and qualities that set a product apart from its rivals and appeal to its target
market.
 Branding and positioning are the processes of developing a unique brand identity and image
that appeals to consumers and reflects the company's values and personality, as well as
establishing the brand's position in relation to rivals.
 Pricing strategy: Determining the price of a good or service depending on a number of
variables, including cost, competition, demand, and perceived value. It may also involve the
use of different pricing methods, such as penetration, skimming, or discount pricing.
 Distribution strategy: Deciding which routes and delivery techniques, such as direct, indirect,
or online distribution, are the most efficient for reaching and providing the product or
service to clients.

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  To produce a consistent and unified brand message and consumer experience, numerous
marketing communications channels and methods, including as advertising, public relations,
personal selling, and digital marketing, are coordinated and integrated.

LO3
Organizational Communication in Relation to Organizational
Behavior
The process of exchanging ideas and information within a company is known as organizational
communication. It is essential to organizational behavior since it can influence and modify how
employees act. Employee engagement and motivation can both be increased with effective
corporate communication. Additionally, it can promote cooperation and aid to establish a sense of
trust between staff members and management.

On the other hand, ineffective organizational communication can have unfavorable effects like
conflict, misunderstandings, and low morale. Therefore, it is crucial for businesses to spend money
on good communication techniques (SP Robbins, T Judge – 2009). Reebok has a very strong company
culture and outstanding internal communication. Reebok is a business that is aware of how crucial
internal communication is. They have put in place a communication strategy that involves frequent
check-ins and open communication to make sure that all staff are on the same page.

The organisation as a whole has benefited from this mode of communication because it has helped
everyone stay on the same page and prevent misunderstandings. Additionally, because staffs
members feel at ease discussing their views and thoughts, it has aided in fostering a more cheerful
workplace.

Marketing Budget:
Sr. No. Description % Total Rs. 75,000,000

1. Sales Promotion 20 15000000

2. E-mail Campaign 10 7500000

3. Social Media 30 22500000

4. Advertising (Video) 20 15000000

5. Billboard 15 11250000

Table1

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Time Frame:
Reeboks perfumes Marketing Time Frame

Year 1

15th 1st 1st 5th 10th 7th 8th 10th 1st 10th 11th 15th
Decem Janua Feb mar April ma June July Aug Sep Oct
Oct
ber ry y
Launc
h

Digital Introduction Advertisements with added value on the website, TCV,

Platfor advertisements and across all social media platforms. New items and
m Reeboks promotions are introduced to the market back to back.
perfumesplatforms Taking feedback questionnaires and listening to inquiries.
(Facebook, YouTube
& Instagram)

Direct Emails Flyers are also being disseminated across the city to the
Mailing regard general public, the media, and clients of Reeboks
ing businesses. Complimentary Flyers and magazines
aware provided to customers with every purchase.
ness of
newly
launch
ed
produc
t

TV Ads New release Advertisements with Men and Advertisements that portray
advertisement Women trying out new collection the conception of a family in
s being played being aired on social media and full are being broadcast on
to create a Televisions. social media and television.
hype in the
market.

Print Printable advertisements being Advertisements

Ads distributed everywhere regarding new
variations in the
product.

Outdoo Banners and Advertisements for new product (sports Advertisements

r Ads Billboards perfumes) being played everywhere such regarding new
as malls, electronic banners and on busy variations in the

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 streets. product.

Total PKR 75,000,000

Cost
Table 2

Ethical Issues in Marketing Communication:

In marketing communication, moral concerns come first. Given the persuasive nature of advertising
and other marketing communications instruments, there is a high possibility that unethical
marketing communications may cause harm. In marketing communication, there are several moral
considerations to keep in mind, such as honesty in advertising, deceit, exploitation, and
environmental damage. Marketers need to exercise caution when straying into unethical territory.
Truth in advertising is an especially crucial factor. Advertisements cannot make untrue or deceptive
statements regarding goods or services. Another important factor to take into account is
manipulation; marketers shouldn't try to persuade customers to make purchases they might not
have otherwise made. (9Business Management Dynamics, 2011)

The episode emphasizes how crucial moral factors are in commercial messaging. Since social media
has become more popular, customers have been more critical of businesses and eager to point out
unethical or offensive behavior. Companies must be aware of potential pitfalls in this environment
and take precautions to avoid them.

Corporate Social Responsibility (CSR):

This is a type of corporate self-regulation in which a company keeps an eye on how it is conducting
business in accordance with moral principles, social and environmental regulations, and global
standards. The purpose of CSR is to advance a company's brand while also making a good impact on
society.

CSR has various advantages, such as lowering the company's carbon impact, boosting staff morale,
and luring new clients. Critics contend that CSR is merely window dressing or green washing, though.
They contend that firms are driven more by profit than by altruism and that CSR programmers are
sometimes used as a cover for immoral behavior.“ (Bhattacharya & Sen, 2015)”

Reebok is a company renowned for its moral standards and environmental responsibility. The
company has always been outspoken about its commitment to environmental causes and has made
significant efforts to make sure that all of its products are environmentally friendly.

Puffery and Deception

The term "puffery" is the use of overstated, ambiguous, or subjective claims that make a good or
service sound better than it actually is, without making factual assertions or guarantees that can be
independently confirmed. Examples of puffery include promises that a product is "the best in the
world" or "guaranteed to change your life" in advertisements.

Contrarily, deception entails making incorrect or misleading statements or omitting crucial

information that may lead to consumer misinformation or harm. Deception is illegal and unethical,
and it can harm the company's reputation and lead to legal action. A false and dangerous

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advertisement can, for instance, assert that a product can heal a condition without providing any
supporting scientific data. It is crucial for businesses to abstain from deceit and to adhere to the
rules and legislation that safeguard customers from false or misleading advertising.

SMART Recommendation:
As per (Tang, T. and McCalla, G., 2005), the five essential areas of goal-setting, information-sharing,
team building, rewards and recognition, and training and development make up the SMART
suggestions for enhancing organizational performance.

1. Setting objectives: Defining and conveying corporate objectives is crucial for enhancing
performance. Every employee should be aware of their role according to the objectives and
goals of the company.
2. Measurable: By promoting deeper understanding and cooperation among employees,
encouraging open communication and information sharing will assist increase performance.
3. Timely: Creating strong teams are a crucial step in raising performance. Trust, respect for
one another, and a shared commitment to achieve shared objectives are characteristics of
effective teams.
4. Realistic: Rewarding staff for their contributions can encourage them to keep up their high
standards of performance.

Marketing Strategy:
Your marketing strategy is outlined in depth in a marketing plan for a given time frame. Your
marketing objectives, target market, positioning, and messaging are all included. A budget and a
schedule for implementation should also be part of your marketing strategy.

Mission Statement:
They are dedicated to provide their consumers flawless, straightforward, and high-quality items.
They had committed to paying attention, attending to consumer needs, and living according to their
ideals and offering services and goods of outstanding excellence.

The company's vision:

is to diversify its product offerings in line with current market trends and grow to new cities both
domestically and abroad.

Objectives:
There are scents made especially for cosmetics worn before, during, or after exercising.

More people exercise. That is true, as we are all aware how a being health conscious helps us
positively in our life. Each of us has a preferred sport running, swimming, cycling, or paddling—but it
doesn't matter because it's still healthy and helpful for us to maintain our physical fitness.

Label and Information of Packaging of Perfume

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Figure 4

Important details about the product, like the brand name, the type or name of the scent, its volume
or quantity, and its concentration, are frequently provided on perfume labels. Other details that
could be found on a perfume label include:

 Ingredients: A list of the main components, such as notes or ingredients, that goes into
creating a scent.
 Direction: Information about how to utilize a product, including how much perfume to use
and where to apply it.
 Cautionary Statements: Warnings or recommendations on the product's flammability, skin
sensitivity, or inhalation dangers are considered cautionary remarks.
 Manufacturing and Storage Information: about where and how the product was created and
stored, as well as any requirements for a certain temperature or level of humidity.
 Expiration date: This is the time period, usually two to three years after the product is made,
after which it should no longer be utilized.

To ensure the perfume is used safely and effectively, it is crucial to read the label and heed any
directions or warnings.

5C’s of Marketing:
The five C’s of Marketing Analysis are: Company, Customers, Competitors, Collaborators, and
Context.

Reebok's supply chain is strong and adaptable, allowing it to handle the challenges of managing
success that result from highly effective marketing campaigns that increase consumer demand for its
products.

Financial standing and availability of resources for marketing - Reebok is in a good financial position
and can afford to spend a lot of money on marketing to introduce new products and strengthen the
position of existing brands.

Threats to replace Reebok with rivals Threats from substitutes frequently result from changes in the
economy or advances in technology. Reebok may need to reposition some of its brands in particular
markets.

Choosing the Right Product Line Depth for Reebok Targeting various demographic groups within the
same product range is known as depth. The greater the depth, the more money the company must
invest in individual brands without overemphasizing the parent company.

22 | P a g e
Number of suppliers and their capabilities - If there are too many suppliers, managing them will cost
Reebok money, but if there aren't enough, the company will be at risk of supply chain disruption.

Diversification & Inflation - For the past few years Inflation has been a concern for almost every
brand in the world, Reebok is no exception to that. It might cause Reebok to lose profits on many
products.(Laura L. Matherly, Anup Nandialath, Claire Richards (2018), n.d.)

SWOT analysis of perfumes of Reebok’s:

A sports perfume is a new product that has many potential benefits. However, before deciding
whether or not to invest in this product, it is important to consider the following SWOT analysis.
(Leigh, D., 2009)

Strengths:

 It removes bad odor from body while leisure activities

 It comes in different scents
 It attracts people towards you.

Weaknesses:

 It could be expensive
 It comes in glass bottles so breakable

Opportunities:

 There is a growing market for sports perfumes

 You may be able to find a best scent that fits your personality

Threats:

 Faces competition from other products.

 Reebok will suffer significant financial losses if the product fails, which will harm the
company's image.
 Adding more items to their line may cause them to lose concentration, which would affect
the quality.

Pestle analysis of sports perfumes:

A sports fragrance would undergo a thorough study as a new product, looking into the following
elements:

Government restrictions and political issues may have an impact on the demand for or
manufacturing of perfumes.

The affordability and desirability of wrist watches are influenced by a variety of economic factors,
including economic growth, inflation, interest rates, and foreign currency rates.

Social factors, like fashion, demographic shifts, and social trends, can all affect how much people
want to watch sports.

Factors related to technology: New developments in technology can raise the cost, dependability,
and appeal of perfumes.

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When introducing a new product, such as sports perfumes, legal considerations such as intellectual
property rights, health and safety legislation, and environmental protection laws must all be taken
into account.

Environmental factors–This includes all the factors by standard that need to be followed while the
production of the product to make it better for the environment. (Perera, 2017)

Setting Measurable Goals:

Reebok has set goals that must be achieved after the release of sports fragrances.

The objectives are to increase brand awareness among consumers and to maximize sales.

 Establish consumer loyalty and preferences.

Setting Value Proposition:

A value proposition is a promise of value that will be delivered. It is a crucial element of any
successful marketing communication since it informs clients of the benefits of choosing you over
your rivals. Reebok Sports Perfume is an up-and-coming fragrance brand with a distinctive value
proposition.

Physical Environment:
In order to give clients a rich and immersive experience that would entice them to buy their
products, perfume firms are increasingly using physical environment marketing into their marketing
mix. Some of the strategies perfume firms use physical environment marketing to promote their
goods includes designing opulent retail spaces, utilizing premium components and finishes, and
hiring attentive and experienced sales personnel.

Implementation:
Automating these processes in this stage is a specialty of information technologies. This
demonstrates the value of information gathering techniques. Reebok also stresses the importance of
gathering statistics. When gathering client information, we focus on a select few areas. the following

Online:
 Website
 Twitter, Facebook, and Blogs
 Electronic publications: Email marketing

ROI Tracking Mechanisms:

 Usage of discount codes.
 Entry via raffle or contest.
 Emailing option to get offers and updates.
 Site traffic that could be monthly, weekly or even daily.
 Reach and engagement on social media platforms like Facebook or Instagram.
 Regular surveys to be filled.

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Importance of value marketing plan of sports perfumes:
Reeboks Sports Perfume should have a value marketing strategy in place because it can assist the
business in identifying the appropriate target market, enhancing its pricing and product mix, and
building a recognizable brand.

Marketing Plan
As per Junior Marketing Analyst of Reebok company, my job is to identify and do the research and
development in order to identify that Reebok is about to launch a Perfume in the Pakistani market in
to the market that will be placed in the outlet of Reebok’s. A sports perfume launch is no different
from any other new product introduction in that it has its share of difficulties. Reebok should carry
out a situational analysis to guarantee the effective introduction of a sports fragrance. This will make
it easier to recognize any possible issues that might develop and enable the implementation of
preventative measures. A thorough understanding of the sports perfume's target market is crucial.
This entails being aware of their needs, desires, and any trends that might be having an impact on
them. A solid situational analysis will pay close attention to the competition as well. This entails
comprehending what they are providing in addition to their advantages and disadvantages.

Financial Strategy:
There is no one-size-fits-all approach to financial strategy. Reebok, however, has found four
fundamental ideas that can assist you in coming up with a unique strategy for your personal financial
success.

Set your objectives: What financial goals do you have? Do you desire debt freedom? increase your
savings? Investing for the future? You may create a strategy to accomplish your goals if you are
aware of what they are.

Set up a budget: Any financial objective must include this as a necessary step. To make necessary
adjustments, you must be aware of how much money you bring in and spend each month.

Stay obedient: This entails sticking to your spending plan and resisting temptation to splurge.

Technical Marketing Mix Approaches:

The world's fastest-growing industry is the sports fragrance and perfume sector. A solid marketing
mix is important for the launch of the new product. In addition to the more conventional marketing
components of promotion, pricing, and distribution, this mix also includes the technical aspects of
production, such as design and engineering.

Technical Approaches in Marketing

Technology and analytical techniques are used in technical marketing approaches to gather,
analyses, and utilize data to enhance marketing strategies and tactics. Here are a few typical
technical marketing strategies:

 Data analytics is the process of analyzing huge amounts of data to learn more about
customer behavior, preferences, and needs. It makes use of a variety of tools and
techniques, including machine learning, data mining, and predictive analytics.

25 | P a g e
  Customer relationship management (CRM) is the process of managing and analyzing
customer data to enhance customer satisfaction, loyalty, and retention while maximizing
sales and marketing initiatives.
 Marketing automation is the use of software platforms and tools to speed up and automate
marketing procedures like lead generation, social media management, and email marketing.
 Search engine optimization (SEO): Improving the content and organisation of a website to
increase its visibility in search results and attract more natural traffic.
 Information marketing is the process of producing and disseminating worthwhile content in
order to draw in and engage target audiences and increase brand recognition and loyalty.
 Personalization: Using data and technology to tailor marketing messages, offers, and
experiences to specific customers based on their choices, behavior, and interests.

Key Performance Indicators (KPI’s)

Key performance indicators (KPIs) are measurements used in marketing that assist firms in
monitoring and assessing the effectiveness of their marketing initiatives and in making data-driven
decisions to improve their plans and methods. These are a few typical KPIs used in marketing:

 The amount of money made via marketing initiatives like internet sales, lead generation, or
customer acquisition is known as sales revenue.
 Customer acquisition cost (CAC): Total marketing and sales costs associated with acquiring a
new customer.
 Return on Investment (ROI): The proportion of marketing-related revenue to marketing-
related expense.
 Website traffic is the quantity of users who visit a website or landing page; it serves as a
measure of user interest and engagement as well as brand awareness.
 The proportion of website visitors or leads who complete a desired activity, like making a
purchase or filling out a form, is known as the conversion rate.
 Customer lifetime value (CLV) is a measure of a customer's expected value throughout the
course of their association with a business that may be used to assess how profitable
marketing initiatives will be in the long run.
 Social media engagement is the degree to which users connect and engage with posts on
social media, which can be a sign of brand awareness, client satisfaction, and brand loyalty.

LO4
Marketing Communication Channel:
Public Relation:
Managing the dissemination of information between a person or an organisation and the public is
known as public relations. An organisation or individual may use public relations to reach out to their
audiences by exploiting news stories and issues of general interest without asking for cash up front.

To advertise its new product, the corporation has started a PR campaign. Additionally to establishing
a social media presence, they have distributed press releases to several media sites. Their marketing
approach aims to increase brand awareness and spark interest in their merchandise.

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Promotional Price:
Reebok has just unveiled a brand-new product, a sports perfume. This product has a Rs. 5000
promotional pricing. Through a variety of communication channels, this product is being advertised
as a new one. Online advertising is the main medium of communication being used to promote this
product. Print advertisements, television commercials, and radio adverts are some of the additional
media employed.

Billboard:
Throughout the nation, the firm has erected billboards in busy regions. Don't let the sweat destroy
your image is the tagline on the billboards, which also show a huge image of the perfume. The
company anticipates that this campaign will help to raise brand awareness and spark interest in its
products.

Sales Promotion:
As a new product, Reeboks perfumes can use sales promotion strategies like coupons, contests, and
free gifts to generate interest among potential customers and market the product effectively. Sales
promotion is an important marketing communication channel for introducing and boosting sales of
new products.

Packaging:
The business has chosen to use packaging as its main means of consumer marketing communication.
The Reebok sports perfumes come in very attractive packaging that prominently displays the brand's
logo. Additionally, there is information on the product and how to get in touch with the business on
the packaging. An essential component of the company's marketing plan is the perfume packaging.
(Todorova, 2015)

Return on Marketing Investment

Return on Marketing Investment (ROMI) is a metric that aids businesses in gauging the success of
their marketing initiatives and assessing the return on their marketing expenditures. The revenue
from marketing activities is divided by the cost of those operations to arrive at ROMI.

The ROMI calculation formula is as follows:

ROMI = (Revenue generated from marketing activities - Marketing cost) / Marketing cost

The ROMI would be, for instance, as follows if a business invested $100,000 in marketing and
brought in $500,000 in revenue:

This indicates that the business made $4 in sales for every dollar spent on marketing.

The ROMI statistic can be used to assess the effectiveness of marketing initiatives and improve
marketing strategy and techniques. Organizations may discover the most successful marketing
channels and campaigns and more effectively manage their marketing budgets to increase sales and
profits by measuring and analyzing ROMI over time.

Customer Lifetime Value

Customer Lifetime Value (CLV) is a statistic that calculates the total value a client will contribute to a
firm over the course of their relationship. CLV is a crucial measure because it enables businesses to

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decide how much they can afford to spend on new customer acquisition and how much they should
spend on customer retention.

There are various ways to compute CLV, but one popular calculation is:

CLV = (Average Value of a Sale) x (Number of Repeat Transactions) x (Average Retention Time)

For instance, the CLV would be as follows if a business had an average sale of $50 and customers
made five repeat purchases with an average retention duration of two years:

CLV = $50 x 5 x 2 = $500

This indicates that a customer's projected worth over the course of their association with the
business is $500.

Companies can decide how much to invest in client acquisition and retention by calculating CLV and
using the results to inform their decisions. A corporation can invest more in retaining current
customers and acquiring new ones if its CLV is higher. This can aid businesses in maximising their
marketing and client retention tactics, boosting revenue and creating lasting customer relationships.

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