Exploring 4 Ps : Mango

MANGO is a world-renowned multinational corporation that designs, manufactures, and markets clothing and accessories for women and men. MANGO currently has more than 10,000 employees, 1,800 of whom work at the Hangar Design Center and at its headquarters in Palau Solità i Plegamans (Barcelona).

However, beyond the statistics, it is made up of a young and enthusiastic team, with an average age of 28 and 85% of which are female. Hangar Design Center, the largest design center in Europe, covers a total area of ​​12,500 square meters and employs more than 600 professionals who specialize in creating women’s clothing and fashion accessories. The Design, Procurement, and Quality departments are located there.

The central offices have a total surface area of ​​150,000 m2 and are individually structured, consisting of the Image and Advertising, Property Management, Expansion, Production Control, and Store Distribution departments. , Store Architecture and Interior Design, plus Logistics, IT, and Administration Systems.MANGO currently has more than 2,300 stores in 107 countries around the world. Their expansion continues with the recent entry into countries such as Bermuda, Guadeloupe, and Monaco.

PRODUCT:

Mango is a design and manufacturing company that produces products for children, women, infants, and men. It has a unique product line that attracts those looking for something new and up-to-date to keep up with trends. It has an array of things in its portfolio for both men and women:

PRICE:

At the end of the financial year 2015, Mango had registered its revenues and net income at 2.327 billion Euros and 170 million Euros respectively. It has targeted fashion-conscious females and males from the middle age group belonging to the upper and upper-middle section of urban cities as its potential customers. Mango has positioned itself as a complete and unique lifestyle brand that offers trendy and up-to-date apparel. Mango provides both high-quality and medium-quality products but if compared with rival brands its product prices are a bit higher.

The company has positioned itself as a midrange brand and has adopted a mid-premium pricing policy for its customers who are willing to shed some extra bucks for quality clothing. Since his clients are city dwellers, the price seems reasonable and affordable for the brand value.

PLACE:

Mango is a global brand with an international presence. He began traveling in Barcelona, ​​Spain, and over time has expanded to include countries such as Turkey, Chile, Morocco, Nigeria, Argentina, Namibia, Poland, France, Germany, the United States, Africa, Europe, Asia Pacific, and the Americas. extended his existence. El Salvador, Greece, Hungary, Georgia, Romania, Pakistan, Canada, Sri Lanka, Armenia, Sweden, Istanbul, and Spain. Its headquarters are located at the Palau Solita i Piegamans in Barcelona, ​​Spain.

The company entered the Indian market in 2001 with a Delhi store and has expanded to several stores, including a Mumbai store. Mango has a strong and extensive distribution channel. It operates through a network of nearly 2,200 stores located in more than 100 countries worldwide. Brands can be redeemed in branded outlets and discount stores. Mango has adopted a franchising system and stores are run by the franchise that runs them. The store is equipped with state-of-the-art technology and provides the best service to make your shopping experience as comfortable as possible. Mango recognized the importance of online marketing and opened a website in 1995 and opened its first online store in 2000.

E-tailer Myntra, in the fashion business, has been granted Mango management and distribution rights in India. Under the agreement, it is stated that Myntra will facilitate the opening and operation of 25 Mango fashion brand stores. This brand is only available on Jabong and Myntra platforms for the next 5 years. Myntra will effectively be responsible for Mango’s multi-channel presence, including its brick-and-mortar and online store Mango.com, which currently ranks 8th. New stores will be added through sub-franchisors and will be located in strategic locations across India.

PROMOTION:

Mango has adopted a bold and distinguished marketing policy to create positive brand awareness in the consumer market. It uses print, electronic, digital, and social media platforms to its advantage. Smart and trendy ad campaigns have been launched via television, fashion magazines, and online platforms including Twitter, YouTube, Facebook, and Instagram to keep the brand visibility alive in both offline and online markets. The Twitter account incorporates several posts on the premium limited edition collection, its Facebook page shows images from the latest campaigns and plays its playlist, and Instagram incorporates inspirational quotes and posts related to Mango.

After viewing the official website for a few seconds a box pops up asking permission to link with your email address and receive updates creating direct contact with the customer. Mango recognizes the importance of campaigning with prominent figures. He invited soccer star, Zinedine Zidane, as the face of Mango. In 2011, Kate Moss appeared in commercials as Mango’s muse. She was replaced by Australian model Miranda Kerr. The company slogans are “What to wear”, “Women in the city” and “Fashion for young people”.

Karlie Kloss Metallic’s new advertising campaign launched in 2016 and took the advertising world by storm. This has been highly appreciated by everyone without exception and has helped the brand create a positive brand mood in the marketplace. With the help of Google Plus, the brand introduced the Mango Committed Playlist aimed at younger generations. The latest campaign features a variety of faces from older politicians to younger bachelors, focusing on a range of products for all generations. The company increased sales by adopting promotional marketing policies and distributing gift certificates.