The marketing mix – a topic that fascinates and challenges many companies in equal measure. In this new blog post, we delve into the deep world of marketing and shed light on how the right mix of different measures can help to successfully position your offering. From product to price to promotion: find out how you can reach your target group with a well thought-out strategy and retain their loyalty in the long term. Let’s dive into the exciting world of the marketing mix together!

Here we look at the product range, packaging, brand, innovations and customer service, including complaint management. As our goals in marketing are usually not only of an economic nature, we also examine the processes in which the customer comes into contact with the company. In the case of product policy, it would be interesting to see how a warranty claim is handled and what options the customer has to solve their problem. However, economic objectives are also important at this point. With a look at the product life cycle and an opportunity/risk analysis of the market situation, some measures can be planned and implemented here.

The price is crucial for success. How do I determine the right price? The question of price depends on the marketing strategy and the break-even analysis. Is the strategy to conquer the market with a low price or should the price reflect the quality and performance? The pricing strategy underlines the positioning on the market. With clever discounting and the right price differentiation, price can be a very effective tool for success. It also determines the terms of delivery and payment.

Where are sales currently being made, where should sales be made and where is there potential for growth? In terms of distribution policy, we deal with the question of “where?”. The product is currently sold online, but could also be placed on the shelves of the usual supermarket chains. What is our marketing strategy? Would the image suffer if the product were available in a supermarket chain? Is this feasible with the current pricing policy? The question “where?” raises a number of questions, and we haven’t even got to the idea of foreign countries and logistics yet. You can do a lot right and a lot wrong here. But once the marketing goals and the marketing strategy have been defined, the question “where?” can be answered in detail.

Only now do we turn to the topic that most people think falls under the remit of marketing. Communication policy is about planning how we can best reach potential customers and what image we want to create for our customers. When we talk about potential customers, we are referring to our target group. First of all, we need to clarify who our target group is and where or how we can reach them. Do we need to visit a trade fair, use local retailers or do we primarily reach our target group online? What other interests does our target group have and can the advertising be placed in such a way that we increase awareness and, above all, explain the product? Communication with the target group must be carefully planned, analyzed and tested. We want to use the AIDA model to our advantage in the best possible way. To generate attention, we do our media planning and select the appropriate advertising media. It is important to ensure that the contact density is not too high so that the target group does not feel annoyed and a negative result is achieved despite a high advertising budget. Now it becomes clear whether the previous product, price and sales policy measures have been well planned and implemented. Because concise advertising alone will not convince our target group. This phase is about whether the advertising and the offer have been understood. If this is the case, there is now an interest that increases with each further contact until the desire to buy the product arises. The interested customer may once again compare the offer with the competition. But if everything has been done correctly, then we are now in the action phase. The customer buys the product if there is a suitable sales channel and sufficient availability.

In summary, it can be said that the marketing mix plays a decisive role in the success of our marketing strategy. By carefully planning and designing the various measures, we are able to address our target group in a targeted manner and communicate our message effectively. It is important to carefully analyze the individual areas of the marketing mix and adapt them according to our marketing strategy and our target group in order to achieve the best possible success. I would therefore like to invite you to continue reading our blog posts and do not hesitate to send us a request for your exciting project. We take a close look at your marketing and create a suitable offer for you!