Features of DJI Mavic Air Drone

DJI has a vast category of products and each of them has multiple versions. However, this report is going to consider the latest Mavic Air version developed by DJI. The FMCG product Mavic Air has extending features and functions including 32 MP sphere Panoramas, Foldable and Portable feature, 3-Axis Gimbal &4K Camera, 3-Directional Environmental Sensing, Smart Capture and 21-Minute Max Flight Time (dji.com.au  2018). Mavic air is one such latest product that provides maximum flexibilities and its design and functions are letting the users to take or use it anywhere. The major function of the product is the ultraportable and foldable drone feature, which provides high-end flight performance as well as functionality for the limitless exploration.

In addition, Mavic Air is flexible enough to use even in heavy rain. The device additional shield as protection from heat and rain. Moreover, 3-Axis mechanical gimbal along with the angular vibration range decreased to 0.0005 degree, which helps to create even steadier shots (dji.com.au 2018). This newly designed version provides an outstanding view from an immersive perspectives with DJI Goggles. Compared to other version of the drones, this Mavic Air shoots video at an incredible 4k 30 fps which particularly records at 1000 Mbps to capture every second with UHD quality. Apart from these core functions, this Mavic Air drone has secondary features such as support for recording 1080p 120 fps slow-motion video, HDR photos helping to gain the right exposure setting intelligently as per the lighting conditions.

It has been identified that consumer behaviour is known as a branch or set of actions in the respective stages a customer goes through before purchasing a product or making the ultimate purchase decision. However, Pappas (2016) mentioned that buying behaviour is kind of a decision process and actions of buyers involved in purchasing and using a particular product. Nonetheless, this concept further compromises of three significant questions concern: why consumers make the purchases that the make, what factors influence customers to make purchase and the changing factors in our society (Sharma 2014). It is identified that consumer buying behaviour particularly refers to the buying behaviour of ultimate consumer. Several factors, specifications, characteristics highly influence the individuals. Moreover, changing social factors plays a great role in influencing consumers’ decision-making process. For example, the survey findings in the previous assessment indicates that factors for influencing consumers’ buying behaviours as well as decisions made by them are on the basis of advertising and marketing campaigns managed by DJI in Australia. Hence, marketing campaign and televisions ads fall under social factors as an increasing percentage of people regularly watch televisions.

Consumer Behavior Analysis

As put forward by Durmaz (2014), culture could be crucial when understanding the needs and behaviour of an individual and fundamentally culture remains as the part of every society and significant cause of individuals’ wants and behaviour. Culture and trends are the fundamental elements of social culture that is often incorporated in marketing. For instance, survey findings in the form of secondary data in the previous assessment reveals that DJI in Australia have effectively used the social trends such as the social media platforms where millions of users are active on a regular basis. With the help of technology, DJI provides detailed features of the products and people seeing the ads in every hour when surfing the internet. Thus, such frequent updates about the products influence users to find more about the product and eventually, they end-up making their purchase decisions. 

It is also identified that the length of decision-making process could vary. A customer might not act in isolation in when making the purchase decisions, instead may be influenced by other people in different roles (Rani 2014). As found in the survey findings, people, when surfing the internet apart from advertisement, can see the review provided by the people who have already bought the product. On the basis of the reviews and suggestions from family and friends, buyers eventually make purchase decisions. It is further identified that social class is a great influencing factor in determining consumer buying behaviour. Solomon et al. (2014) mentioned that social classes are described as the group or less homogenous, which is ranked against each other on the basis of their social hierarchy. Even though, it is a large group, marketers usually find similar values, lifestyle, behaviour and interests in the individuals belonging to same social class. For instance, the findings of assessment 2 helps to identify that economic conditions along with the range of economic earning, which influences people’s lifestyle, habits as well as choice of electronic gadgets.

Furthermore, it has also been identified that creative expression develops marketing campaigns that attracts and capture the imagination but behind every marketing approach, there are certain theories embedded with economics and psychology of human behaviour. The Theory of Reason Action says the fact that behaviour is considered to be approximately equal to behavioural intention, which can be gained from a combination of customers’ attitude toward purchasing the product as well as subjective norms regarding the behaviour (Feldmann and Hamm 2015). It has been identified that DJI in Australia using the technology targeting the social media platforms to influence the audiences to buy its products. Here, behavioural intention of people is often influenced by the subjective norms which could openly considers the thoughts of others towards a certain behaviour. This subjective is often moderated by the degree to which buyers are motivated to comply with the views.

Marketing Strategies for DJI Mavic Air Drone

 

Figure 1: Theory of Reason Action

(Source: Mishra, Akman and Mishra 2014)

Another significant change in approach observed in the Theory of Reason Action is that attitude toward the action of buying can be measured instead of the attitude toward the object (Montano and Kasprzyk 2015). This is certain as customers might have a very favourable attitude toward a product but not particularly toward the action of purchasing. The impact and measurement of this principle is often necessary for business. For example, when it comes to marketing communication mix, DJI Australia uses the variety of digital channel such as Facebook, YouTube and Twitter to promote DJI products and services. Not all customers who go through the content of the ads or collect the information about the product, make purchases but the buying decision of the gadget lovers are often influenced by the people who have knowledge about the product. Hence, the major goals of DJI is to spread content and features of the products through promotion. So that the audiences are influenced by the subjective norms- thoughts of others who gather knowledge about the product.

When it comes to marketing strategies of DJI, it has been noted that by taking advantage of social networking tools and vast medium of internet, the organization targets a large market but its pricing strategies are not properly aligned with the marketing structure, economy and social classes. Even though, the quality of product produced by DJI is comparatively high but it is certain that not all classes of people in market would demonstrate a similar purchasing approach.  For example, if the organization targets the high end customers, certainly, it should design a premium pricing strategy but when focussing on moderate economy zone with developing culture, the brand should not go with same pricing policy (Zhang and Benyoucef, 2016). In addition to this, DJI in Australia is targeting the wide markets as a whole; thereby, influencing message through marketing mix and communication initiatives hold no meaning. Jung Chang, Yan and Eckman (2014) mentioned that marketers need to categorize the class of audiences through the use of technology such as customers’ usual buying behaviour, tastes, preference, income level and all these can be analysed by technology.

 According to the principle of motivation need theory of Maslow, customers should be motivated to prioritize purchases toward the base of hierarchy; thereby, it is vital that organizations convey a message that inspires a sense of need or urgency in customers (Cohen, Prayag and Moital 2014). This means that the marketing message should be developed in a way that it manipulates people to make choices of the products as per their social classes. When analysing the marketing strategies of DJI, it has been found even though the organization targets a wide market for promotion but in most of the regions people do not get the product due to inadequate selling channels. There is a gap between the selected promotional channels and distributional channels of DJI.

Niche marketing strategy: As Mavic Air is a newly developed product with extending features, DJI should create interests among a specific group of people who can afford the product and but presently do not know about the product or cannot decide on the items. Therefore, the organization needs to identify how people belonging to upper-class economically react to the launch of Mavic Air. Instead of focussing on a mass media as well as large event marketing, DJI needs to zero in on strategically selected regions and media platforms that have concentration on targeted consumers.  Niche marketing strategy will be an effective choice for DJI as the manufacturing cost of Mavic Air is high and the product deserves to be sold at high price but not all customers in a market can afford the price. Therefore, instead of making huge investment for the promotion and marketing, the organization should pay attention to a certain segment of the population. Particularly for promoting the product, DJI needs to target some music applications where listeners have to pay for listening and collecting songs. It is true that most of the people listen to songs offline as they cannot afford the price but there is a category of people who hunts for better quality of music and they are intended to pay for the service. DJI should select those particular platforms for promotion and advertising such as iTune, Amazon Music, Spotify, TuneIn and SoundCloud.

Online product distribution channel: As stated in the analysis, DJI tends to focus on large markets for promotion and targeting but in most of the regions, people do not receive products for due to remote selling point. Thus, to address this issue, the brand needs to sell its product online through e-commerce channels. The firm needs to target and tie up with large e-commerce vendors such as Amazon, e-Bay and Alibaba, which has large market coverage. This strategy will be effective for DJI as it will help to cover a large market, which further saves the outlet costs of a new market. In addition, the e-commerce channel itself promotes the product of the brands they sell on their platforms. Thus, both existing and new customers of the selected vendor will later become the customers of DJI as well. So, the major advantages of this strategy are large market coverage, large customer base and limited promotional cost.

Market penetration strategy: With the help of this strategy, DJI should try to sell the same product to a selected same market but with a different marketing approach. The purpose of this strategy should be extending the customer base by encouraging more people to choose the product or use most of it. To implement this, DJI needs to make some new changes or add new things in its communicational approaches. For example, DJI needs to design its promotion and advertising on the basis of the culture and trends of that particular region or market. The brand needs to identify the biggest festival in that region and then design the strategy according to the content of the festival particularly in the regional languages. Moreover, the brand should identify the biggest and popular celebrity of that region and approach him/her as the brand ambassador. The brand cold design a loyalty scheme for the customers with special deals and offers.   

References

Cohen, S.A., Prayag, G. and Moital, M., 2014. Consumer behaviour in tourism: Concepts, influences and opportunities. Current issues in Tourism, 17(10), pp.872-909.

dji.com.au  2018. DJI – The Future Of Possible. [online] Available at: https://www.dji.com/ [Accessed 17 Sep. 2018].

Durmaz, A.P.D.Y., 2014. The Influence of cultural factors on consumer buying behaviour and an application in Turkey. Global Journal of Management And Business Research.

Feldmann, C. and Hamm, U., 2015. Consumers’ perceptions and preferences for local food: A review. Food Quality and Preference, 40, pp.152-164.

Jung Chang, H., Yan, R.N. and Eckman, M., 2014. Moderating effects of situational characteristics on impulse buying. International Journal of Retail & Distribution Management, 42(4), pp.298-314.

Mishra, D., Akman, I. and Mishra, A., 2014. Theory of reasoned action application for green information technology acceptance. Computers in human behavior, 36, pp.29-40.

Montano, D.E. and Kasprzyk, D., 2015. Theory of reasoned action, theory of planned behavior, and the integrated behavioral model. Health behavior: Theory, research and practice, pp.95-124.

Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing and Consumer Services, 29, pp.92-103.

Rani, P., 2014. Factors influencing consumer behaviour. International journal of current research and academic review, 2(9), pp.52-61.

Sharma, M.K., 2014. The impact on consumer buying behaviour: Cognitive dissonance. Global Journal of Finance and Management, 6(9), pp.833-840.

Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). London: Pearson.

Zhang, K.Z. and Benyoucef, M., 2016. Consumer behavior in social commerce: A literature review. Decision Support Systems, 86, pp.95-108.