Introduction

The report helps in analyzing the different marketing analysis of Liberty brand that is based in United Kingdom. Proper marketing mix has to be analyzed and conducted as this will help in understanding about the manufacturing and exporting of the different products and services that has been delivered by them to the customers.

The main aim of the report is to conduct a marketing mix that will help in analyzing the 7ps of marketing mix of Liberty brand in United Kingdom. Proper segmentation, targeting as well as positioning of the brand has to be conducted, as this will help in understanding the operations of Liberty brand in UK. The main purpose of the report is to identify the consumer behavior analysis of the respective brand and this will help in analyzing the importance of market research for the respective brand.

The structure of the report includes proper 7Ps analysis of the Liberty Shoes Brand in United Kingdom. The different importance of the operations of Liberty brand has to be analyzed as this will assist in analyzing the significance of market research of brand and this will include proper STP analysis of the respective brand.

Overview of Liberty Brand

Liberty Brand is a footwear brand that is based in West Midlands, in England. The Liberty brand is a private sector undertaking and the respective company has earned huge revenue in the past. Liberty is the leading footwear brand and they are in the top five ranks in all over the world. The company has contributed huge amount of money in making the operations smooth and this has helped them in introducing different other operations in the company.

Marketing Mix of Liberty Brand

Product is the worldwide organization that deals with different kind of production and distribution of the different products that is related to fitness as well as sports. The company has wide range of different products and services in the portfolio of each other segments such as children, men along with women. There are different products of the organization such as accessories that are related to sports, formal wear and other apparels.

 Gliders is one of the famous shoes that is sold by Liberty brand as this has improved the brand image of the company as these are the best formal shoes that has been introduced by Liberty. The material that is used by them is synthetic in nature and the toe style is closed up. Run Tone is the other shoe that has been introduced by them for stretch running along with strengthening for leg muscles (Karjaluoto, Mustonen and Ulkuniemi 2015).

Apparels are the most inspirational concept wherein the fashions and the sports go hand in hand. The proper advancement in technology and rich fabrics has properly provided maximum comfort and this has increased the brand image of the entire company. There is different collection that includes training pants, sports tops and polo shirts and this has improved the entire brand image of Liberty brand (Khan 2014).

Place is another marketing mix element wherein Liberty has managed to properly establish the entire brand image and their entire presence in the global market. The Liberty headquarter is situated in West Midlands that is based in England (Kraus et al. 2016). The largest investment that has been made by Liberty is in the fields of the infrastructure of distribution as this helped in creating along with establishing proper ambience of retail sector that is international and uniform in nature. The different outlets of Liberty brand helps in providing a uniform environment and of high quality that will help them in influencing the customers.

The respective brand has different exclusive stores along with different outlets wherein different professionals have been hired as this helped them in providing maximum visibility to the different stores. There are single lines in addition with limited line stores wherein Liberty Brand has gone for different franchisee organization in all over the world in nearly four hundred cities and more than 10 countries (Kraus et al. 2016).

Liberty has properly revolutionized proper selling concept through different system of online purchase and this has helped them in organizing an official website in order to handle the distribution of products that has helped them in competing with other competitors in the competitive market.

Price is another marketing mix wherein in order to penetrate and to capture the market, Liberty has decided common policy of pricing. When the entire brand decided to proceed with the apparel section, there has been policy of price penetration as this helped them in gaining competitive advantage and this allowed them to attract different customers (Kraus et al. 2016).

There are different competitors of Liberty wherein few years back, the brand has introduced with a pricing policy that is destroyer in nature as there had been different other brands whose popularity was growing in nature and this had become a huge challenge for them too. The respective brand kept the pricing low in nature as this helped them in capturing high volume of sales in the entire market. After dropping the different prices, it has been such that the company has tried attracting different customers with proper implementation of different technologies and this will help in solving the issues in market share.

Promotion is the fourth element of the marketing mix wherein it can be seen that in order to make the individuals familiarize with the goals along with visions of the company, Liberty has gone for different kind of promotional activities. Different celebrities has been hired by them as this helped them in promoting their brands and this helped them in understanding the different issues that has been associated with such brand (Jarvinen and Taiminen 2016).

With the implementation of the promotional scheme, it has been seen that the entire brand kept clearance sale wherein the old stocks of the company has been sold by them at a low price and this helped them in making the customers happy (Vredenburg 2015).

People are the other element in marketing mix of Liberty wherein the people in the entire context is the management of the organization (Kaleka and Morgan, 2017). The different employees of the entire organization has to be well trained as this will help them in making the customers happy by analyzing the requirements of the customers and this will help them in implementing different technologies that will assist them in fulfilling the diverse requirements of the customers as well. The proper analysis is required to be done, as this will help in understanding the different implementation of schemes that is adopted by the business, as this will help in improving marketing activities of Liberty Footwear Company in United Kingdom (Yang and Su 2014).

Process is the other element of the marketing mix of Liberty Brand wherein the entire process of giving proper kind of service along with the behavior of the individuals who are assigned for delivering goods as well as services are crucial part in satisfying the requirements of the customers(Sarmento, Simões and Farhangmehr 2015). The different customers are not at all interested in the different details wherein the business will be able to run smoothly and this will assist the entire company in analyzing the dissimilar necessities of the customers. The system has to work properly as this will help in making the business run smoothly (Zeriti et al. 2014).

Pace is the last element of the marketing mix wherein the product speed has to be analyzed properly as this will help the market in adopting different advancement in technologies. The entire level of distribution of Liberty is high in nature and this helped the entire company in solving such issues with proper implementation of technologies.

Segmentation, Targeting and positioning of Liberty

Proper segmentation is indispensable in nature, as this will help in analyzing the different segments that is essential to be done in order to understand the demographic variables of Liberty Brand. The age group that is attracted by Liberty is 15-40 years wherein the formal feeling is provided to the customers (Vargo, Wieland and Akaka 2015). The main mission of the company is to provide proper inspiration as well as innovation to every customer in the world. The main target individuals are men, women, and the health freaks (Helm and Gritsch 2014).

Proper targeting is essential in nature as this helps in understanding the different customers of the respective brand (Warren and Warren 2015). The youth groups are the main targets of 18-24 years of age along with the enthusiasts of the sports too. The main targets of Liberty brand are urban areas and high-income groups and this is helping them in analyzing the different demands of the customers. Proper targeting is essential in nature as this helps Liberty in targeting the other groups who are middle-income groups who can afford in buying such apparels and shoes (Eggert et al. 2014).

Proper positioning is essential in nature in Liberty as this helped them in bringing proper innovation and inspiration to different athletes in the entire world. The Liberty brand is Ubiquitous brand wherein proper positioning is essential, as this will help in understanding the target market. Proper expansion is required in apparels of women who are in their 20s and in 30s. The other target markets are the athletes along with runners wherein the innovative efforts are essential in nature in order to attract more customers. Proper competitor analysis is essential wherein Nike in addition with Reebok has been done in order to understand the different points of difference as this will help in maintaining authenticity with excellent performance (Baker and Saren 2016).

Consumer Behavior Analysis of the Brand

There are different factors that help in analyzing the behavior of the customers towards the brand that are as follows:

• Cultural and social influences is one of the factors wherein the social class pays a major role wherein the group of people wherein the codes of conduct have helped in analyzing the dispositions of the individuals (Babin and Zikmund 2015).
• Proper customer satisfaction is essential in nature wherein the different standards of conduct have to be implemented. This will help in analyzing the different patterns of the customers of shopping and this will help in analyzing the choice of the customers
• The different demands of the customers have to be analyzed in the entire market as this will help in satisfying the requirements of the customers in the competitive market(Hunt 2017)

Importance of market research for Liberty

Proper market research is essential in nature, as this will assist in accepting the dissimilar advantages that are essential to be analyzed in order to increase the sales of the company (Arnett and Wittmann 2014). The different requirements of the customers have to be analyzed in such a manner that this will help in identifying the different business opportunities along with the market trends of the company (Davari and Strutton 2014). Proper market research is essential in nature, as this will reveal the different key aspects of the company along with proper analysis of the different key aspects of the other competitors in the competitive market too. Proper campaigns have to be analyzed by the individual business as this will help the entire company in solving such issues and this will help in leading the competition in the market with proper implementation of different technologies (Aghaei et al. 2014).

Proper market research is necessary in nature as this will help the entire company in analyzing the different uncertainties that can cause huge loss to the company and solving such issues with proper implementation of different technologies wherein proper advancement is required and this will help in removing such uncertainties. Proper removal of uncertainties is not possible but there has to be proper techniques that have to be used by the respective company in order to remove such issues (Akbar et al. 2017).

Market research is a process that is related to the collection, investigation and further interpretation of the information related to a particular market where the company operates. The market research is also related to the past in addition to potential customers of the company and the services or products that are offered by the company. Market research is conducted to detect the target audience of the organization and gain the competitive advantage in the market (Arnett and Wittmann 2014). The major responsibility of the marketing department of an organization is to plan with conduct the market research activities of the company.

Market research is important for the organization in many ways like, increasing the sales of the organization. This objective can be achieved by analyzing the market and gaining information that can help the organization to improve the services and products that they offer. The price that can be set for the products or the services can also be decided with the help of market research.

Another major role that is played by market research is management of the customers. Liberty can aim to use many different types of tools related to marketing campaigns so that they can reach a wide range of customers and examine their current and future needs. In this manner, the organization can achieve high levels of customer satisfaction and increase their profitability (Aghaei et al. 2014).

The growth of the business is also related to market research and the ways by which the customers can be managed in a better way and business can be developed in the future. The three major roles that are played by market research are mainly to increase the sales, and then to manage the customers in a better way and growth and development of the business.

Recommendations

The prices of the different products of Liberty can be adjusted so that the customers can be attracted. The organization can also plan for expansion in other parts of the world so that the profitability can be increased. The organization needs to improve the promotional activities so that the customers can be attracted and brand loyalty can be created.

Conclusion

The analysis in the report is based on the discussion related to the marketing mix of Liberty UK. The seven Ps of marketing mix are discussed in detail, which include product, price, place, promotion, physical evidence, people, process and pace. The market segmentation process of the organization and the target market is discussed in the report. The segmentation of the market of Liberty, the target market of Liberty in UK and the positioning of the brand is also analyzed in detail. The behavior of the consumers towards the brand is another major issue that is discussed in the report. The importance of the research of the market where the organization is operating is discussed in the report.

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