Integrating the marketing mix

25.1 The importance of an integrated marketing mix

Part of the difference between success and flops is the understanding shown in the mix. Maltesers and Marmite have in common an exceptional level of product differentiation. Therefore the key has been to make the product the central element of the mix, and simply ensure that the other mix factors fit in. Pricing, for example, has generally been quite high, to confirm psychologically the quality of the product.

The reason the mix must be integrated is simple; we the consumers, are committing our cash in exchange for an uncertain return. Therefore we are looking at all the cues surrounding the product or service and weighing them up together.

25.2 Influences on a intergrated marketing mix

Marketing influences on an integrated mix:

• Position in the product life cycle. In the development stage the central focus is on the product/ service and the extent to which it meets existing or new customer needs or wants. Only when MR gives a green light to the product does it make sense to test the appropriate price, packaging and perhaps advertising/promotion. Once those factors have been settled it is time to set out the process that is to be followed by the people who will interact with the customers - and to decide on any physical environment needed to back up the promotional platform. Once the product is launched, the price may change.
• The Boston Matrix. When a business has a wifde product portfolio it has to prioritise. Cadbury will have sales staff focused on the chocolate market who are to sell perhaps 40 different chocolates. Shopkeepers cannot hard sell all 40 at once and so they choose a few to hard sell each month. Dairy Milk is a cash cow that will get regulr support. In addition, rising stars and the occasional problem child will be selected. A rising star has the twin benefits of a high market share in a growth market; the problem child is also in the growth sector, but lacks the market share to be strong - yet.
• The type of product. The most important distintion is between goods and services. For the most part the marketing mix for goods…