case study on marketing mix

10 Marketing Case Study Examples: Learn How to Master Them in Your Campaigns

There are millions of blog posts, articles, and videos across the internet that try to give you advice about marketing. According to Google, at least 7,050,000 unique content pieces include the phrase “marketing tips.”

But with plenty of outdated and filler content creation to just build out a website, it’s hard to find applicable advice that actually works online.

In this article, you’ll learn from marketing case study examples that demonstrate what it takes to master channels like social media, email marketing , and PPC, as well as how to use case studies in your own campaigns.

Don’t rely on empty words. Learn powerful marketing best practices that are backed up with examples and data.

What is a marketing case study?

In marketing, a case study is an in-depth study of the effectiveness of a certain tool, tactic, or strategy. It focuses on measurable outcomes, like an increase in sales, visitors, or production hours.

Typically, it includes a few key elements:

• Introduction to the customer/client
• The problem the client needed to solve (should align with problems prospective clients also need to solve)
• The solution (and context of why your company/software was the right fit)
• Data from before and after implementing the solution

In a sense, a case study documents the journey of working with your company. And it gives potential future customers a reason to trust your company.

What are the different types of case studies in marketing?

In marketing, there are three main types of case studies that are commonly used:

1. Third-person or client case studies: These highlight the experience of a specific client working with your company or using your product.

2. Explanatory case studies: These case studies explore the impact of a phenomenon or tactic, such as the company’s marketing strategy, and how it impacted their growth. In this case, it’s not based on first-hand experience, but rather observation and inference.

3. Implementation case studies: An implementation case study takes the average client case study a bit further, focusing on the actual implementation and covering it in detail.

You can also divide the case studies further by the type of medium they use — video or text.

And in 2021, video case studies are becoming more and more popular. Many companies even use them as remarketing ads to address potential objections.

Why should you use case studies?

Case studies are a powerful way to prove that your products or services work, showcase your expertise, and build trust with potential customers.

It’s a way to transition away from just “telling” your customer and instead start “showing” them through examples. There’s a reason the old copywriting maxim goes, “Show, don’t tell.”

Consumers’ trust in companies to tell the truth in advertising materials is lower than ever. In 2020, only 14% of consumers said they trust advertising to be honest about a product or service.

But that doesn’t mean you can’t generate trust with your company’s website.

Consumers trust third-party reviews, testimonials, and data. In fact, 91% of 18–34-year-olds trust online reviews as much as personal recommendations.

So you need social proof. And client case studies — especially those that interview the current clients — are the best of both worlds. You get to highlight data while getting powerful social proof that shows that your product works.

When just adding a simple customer testimonial to your website can increase conversion rates by up to 34% , imagine what a detailed, compelling case study can do.

1. Email marketing case study: Your Therapy Source

If you think that email is a medium of the past, think again. At ActiveCampaign, we have hundreds of recent case studies that prove the opposite.

For example, Your Therapy Source receives a 2000% return on investment (ROI) from our campaigns simply by taking advantage of basic marketing automation .

In particular, a basic abandoned cart email represents around 30% of all revenue generated by automations.

With ActiveCampaign, that’s incredibly easy to set up. You can take advantage of our integrations with key e-commerce platforms like WooCommerce , Shopify , and more.

Because the case study goes into detail about exactly how the company achieved the results, it’s a combination of an implementation case study and a regular third-person case study.

2. Instagram marketing case study: Converse

If you look at all the top Instagram accounts in clothing, Converse has a much higher engagement rate than its competitors.

At 1.79%, their social media posts have an organic engagement rate over 15 times higher than Nike.

Why is that?

Let’s take a closer look at how they achieve these numbers:

When looking at Converse’s top Instagram posts, you quickly notice a trend. Collaborations with influential creators and artists — lately Tyler, the Creator — get a different level of engagement.

The post promoting their new collaboration shoe got over 183,000 likes in a few weeks. Converse even took it a step further and produced a short film with Tyler.

If you want to reach a wider number of people, combining audiences is a great strategy.

This is an example of an explanatory case study.

First, we worked backward from Converse’s powerful Instagram results. Then, we identified tactics that contribute to their high levels of engagement.

Because we didn’t work directly with Converse, and we’re only observing as an outsider, this is an explanatory case study.

3. Content marketing case study: porch.com

Fractl is a content marketing agency that worked with porch.com for over a year to earn 931 unique domain links, 23,000 monthly organic visits, and more.

The case study focuses on results over method — that means it’s a typical third-person case study.

They’re showcasing the results the company generated for a specific outside client without getting into the how-to.

These types of case studies are most useful for persuading hesitant potential customers to get on board. Showing that you’ve generated results for similar companies or people in the past is the best way to prove your skill set.

Depending on your target audience, going into detail with an implementation case study may be a better option.

4. SEO case study: Zapier study by Ryan Berg

This in-depth case study by Ryan Berg is a perfect example of how you can use explanatory case studies in your marketing.

It breaks down Zapier’s SEO strategy and how they created over 25,000 unique landing pages to improve their search rankings for different search terms.

Zapier’s main strategy revolves around targeting relevant long-tail keywords like “app A + app B integration.” That’s the key they used to generate serious organic traffic over the long term.

By breaking down industry leaders and how they rose to success, you can borrow some of their brand power and credibility.

You can use these kinds of case studies if your current clients don’t allow you to go into detail about the tactics you use to grow their online presence.

These case studies demonstrate to potential clients that you know what you’re talking about and have the expertise needed to help them succeed in their industry.

5. PPC case study: Google Ads and Saraf Furniture

When it comes to pay-per-click (PPC) advertising, Google was one of the earliest innovators. And in 2021, it’s still the largest digital advertiser globally, with $146.92 billion in ad revenue in 2020.

You might not think they need any more credibility, but Google still uses case studies, especially in emerging markets like India.

This case study shows how Google Ads helped Saraf Furniture generate 10 times more inbound leads each month and hire 1,500 new carpenters as a result.

Without going into details about the methods, it’s another typical third-person case study designed to build trust.

6. Video marketing case study: L’Oréal and YouTube

In this case study, various members of L’Oréal’s global marketing team break down exactly how they used YouTube ads to launch a new product.

As a result of the campaign, they were able to establish their new product as the No. 2 in its category and earn 34% of all mass sales across a network of online retailers.

The case study breaks down how they used YouTube for different stages — from awareness to loyalty. It’s another example of a third-person implementation case study.

7. Remarketing case study: AdRoll and Yoga Democracy

AdRoll is a remarketing platform that tracks your visitors and lets you show them targeted ads across the internet.

Their case study with Yoga Democracy perfectly showcases the power of the platform.

Look at these highlights:

• 200% increase in conversions
• 50% reduction in CPA
• 19% of total revenue attributed to AdRoll

These are metrics you’d love to show any potential customer. The case study goes into detail about how they built an effective remarketing campaign, including cart recovery emails and ads.

Because of the detail, you can classify this as an implementation case study.

8. Influencer marketing case study: Trend and WarbyParker

This influencer marketing case study from Warby Parker and Trend showcases how you can use influencer marketing even with a limited budget.

The “Wearing Warby” campaign was centered around showcasing influencers wearing Warby Parker glasses in their everyday life.

From mundane tasks like eating breakfast to artists creating a new masterpiece — it showcased Warby Parker’s products in use and made the brand more approachable for influencers’ followers.

This is another third-person case study, as it doesn’t go into much detail beyond the results.

9. Customer experience case study: App Annie and Coca-Cola

In this case study, Greg Chambers, the director of innovation for Coca-Cola, explains what App Annie brings to the table.

Instead of specific numbers and metrics, it focuses on the big-picture benefits that App Annie has on Coca-Cola’s customer experience.

The video interview format is also perfect for driving trust with potential customers.

Again, this is a typical third-person case study that you see a lot in the marketing world.

10. SaaS case study: Asana and Carta

Of course, it’s not just agencies and advertising platforms that need to master the use of case studies in digital marketing.

Let’s explore an example of a case study outside the marketing industry, in this case specifically for B2B marketers.

Asana is a project management platform that helps companies make their workflows more efficient.

It’s a good example of a case study that focuses more on the lived experience and less on the metrics.

This is a third-person case study that is closer to a client interview or testimonial, which is a good option if it’s hard to quantify improvements with metrics.

Best practices: How to use case studies in your own marketing campaigns

In this section, you’ll learn best practices to help you maximize the value of case studies in your own marketing campaigns.

Let’s look at four steps you can take to effectively use case studies.

Include a dedicated case study/customer stories page on your website

Most companies with a successful online presence have one of these pages. Emulate the top competitors in your industry by creating an improved version of their pages.

You can also add a case studies section to your resources page or blog.

Build CTAs into your case study pages

The chances are low that a random Googler will make it to your case studies. Most likely, it’s someone who thinks they might need your product.

So don’t be afraid to include calls to action throughout your case study pages.

Share case studies as part of your email marketing campaigns

Email marketing is hands-down the best channel for nurturing potential needs . That means you should always use case studies and customer success stories in your campaigns.

But it’s important that it doesn’t feel too promotional. Instead, share the unique steps they took to ensure success to deliver value, not just pitch.

Use case study video ads to overcome objections

When you’re thinking about buying a product, it’s easy to talk yourself out of it.

“It’s too expensive.” “It won’t work for me.” There are a lot of excuses and objections out there.

A case study video can be a powerful tool to overcome these objections in potential buyers.

Don’t overlook case studies when you’re planning your next marketing campaign. Towards the bottom end of the funnel, in stages like decision and action, they’re a powerful marketing tool.

When used right, case studies will help you fill your sales pipeline and provide your sales team with qualified leads.

Hopefully, the examples in this article taught you how you can use case studies in social media, email, and content marketing strategy to further your business goals.

You should also have learned how to use case studies to sell your company’s expertise.

If you want to grow your business, it’s crucial to learn from the people who have gone before you. In marketing, trying to learn all principles from scratch through trial and error would be a costly mistake.

If you’re ready to take advantage of marketing automation and email marketing tools that help similar businesses generate ROIs of 20x or higher, start your ActiveCampaign trial today .

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28 Case Study Examples Every Marketer Should See

Published: March 08, 2023

Putting together a compelling case study is one of the most powerful strategies for showcasing your product and attracting future customers. But it's not easy to create case studies that your audience can’t wait to read.

In this post, we’ll go over the definition of a case study and the best examples to inspire you.

What is a case study?

A case study is a detailed story of something your company did. It includes a beginning — often discussing a conflict, an explanation of what happened next, and a resolution that explains how the company solved or improved on something.

A case study proves how your product has helped other companies by demonstrating real-life results. Not only that, but marketing case studies with solutions typically contain quotes from the customer. This means that they’re not just ads where you praise your own product. Rather, other companies are praising your company — and there’s no stronger marketing material than a verbal recommendation or testimonial. A great case study is also filled with research and stats to back up points made about a project's results.

There are myriad ways to use case studies in your marketing strategy . From featuring them on your website to including them in a sales presentation, a case study is a strong, persuasive tool that shows customers why they should work with you — straight from another customer. Writing one from scratch is hard, though, which is why we’ve created a collection of case study templates for you to get started.

Fill out the form below to access the free case study templates.

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Showcase your company's success using these three free case study templates.

• Data-Driven Case Study Template
• Product-Specific Case Study Template
• General Case Study Template

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There’s no better way to generate more leads than by writing case studies . But without case study examples to draw inspiration from, it can be difficult to write impactful studies that convince visitors to submit a form.

Marketing Case Study Examples

To help you create an attractive and high-converting case study, we've put together a list of some of our favorites. This list includes famous case studies in marketing, technology, and business.

These studies can show you how to frame your company offers in a way that is both meaningful and useful to your audience. So, take a look, and let these examples inspire your next brilliant case study design.

These marketing case studies with solutions show the value proposition of each product. They also show how each company benefited in both the short and long term using quantitative data. In other words, you don’t get just nice statements, like "This company helped us a lot." You see actual change within the firm through numbers and figures.

You can put your learnings into action with HubSpot's Free Case Study Templates . Available as custom designs and text-based documents, you can upload these templates to your CMS or send them to prospects as you see fit.

1. " How Handled Scaled from Zero to 121 Locations with the Help of HubSpot ," by HubSpot

What's interesting about this case study is the way it leads with the customer. That reflects a major HubSpot cornerstone, which is to always solve for the customer first. The copy leads with a brief description of why the CEO of Handled founded the company and why he thought Handled could benefit from adopting a CRM. The case study also opens up with one key data point about Handled’s success using HubSpot, namely that it grew to 121 locations.

Notice that this case study uses mixed media. Yes, there is a short video, but it's elaborated upon in the other text on the page. So while your case studies can use one or the other, don't be afraid to combine written copy with visuals to emphasize the project's success.

Key Learnings from the HubSpot Case Study Example

• Give the case study a personal touch by focusing on the CEO rather than the company itself.
• Use multimedia to engage website visitors as they read the case study.

2. " The Whole Package ," by IDEO

Here's a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, they’re greeted with a big, bold photo and the title of the case study — which just so happens to summarize how IDEO helped its client. It summarizes the case study in three snippets: The challenge, the impact, and the outcome.

Immediately, IDEO communicates its impact — the company partnered with H&M to remove plastic from its packaging — but it doesn't stop there. As the user scrolls down, the challenge, impact, and progress are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and intriguing visuals.

Key Learnings from the IDEO Case Study Example

• Split up the takeaways of your case studies into bite-sized sections.
• Always use visuals and images to enrich the case study experience, especially if it’s a comprehensive case study.

3. " Rozum Robotics intensifies its PR game with Awario ," by Awario

In this case study, Awario greets the user with a summary straight away — so if you’re feeling up to reading the entire case study, you can scan the snapshot and understand how the company serves its customers. The case study then includes jump links to several sections, such as "Company Profile," "Rozum Robotics' Pains," "Challenge," "Solution," and "Results and Improvements."

The sparse copy and prominent headings show that you don’t need a lot of elaborate information to show the value of your products and services. Like the other case study examples on this list, it includes visuals and quotes to demonstrate the effectiveness of the company’s efforts. The case study ends with a bulleted list that shows the results.

Key Learnings from the Awario Robotics Case Study Example

• Create a table of contents to make your case study easier to navigate.
• Include a bulleted list of the results you achieved for your client.

4. " Chevrolet DTU ," by Carol H. Williams

If you’ve worked with a company that’s well-known, use only the name in the title — like Carol H. Williams, one of the nation’s top advertising agencies, does here. The "DTU," stands for "Discover the Unexpected." It generates interest because you want to find out what the initials mean.

They keep your interest in this case study by using a mixture of headings, images, and videos to describe the challenges, objectives, and solutions of the project. The case study closes with a summary of the key achievements that Chevrolet’s DTU Journalism Fellows reached during the project.

Key Learnings from the Carol H. Williams Case Study Example

• If you’ve worked with a big brand before, consider only using the name in the title — just enough to pique interest.
• Use a mixture of headings and subheadings to guide users through the case study.

5. " How Fractl Earned Links from 931 Unique Domains for Porch.com in a Single Year ," by Fractl

Fractl uses both text and graphic design in their Porch.com case study to immerse the viewer in a more interesting user experience. For instance, as you scroll, you'll see the results are illustrated in an infographic-design form as well as the text itself.

Further down the page, they use icons like a heart and a circle to illustrate their pitch angles, and graphs to showcase their results. Rather than writing which publications have mentioned Porch.com during Fractl’s campaign, they incorporated the media outlets’ icons for further visual diversity.

Key Learnings from the Fractl Case Study Example

• Let pictures speak for you by incorporating graphs, logos, and icons all throughout the case study.
• Start the case study by right away stating the key results, like Fractl does, instead of putting the results all the way at the bottom.

6. " The Met ," by Fantasy

What's the best way to showcase the responsiveness and user interface of a website? Probably by diving right into it with a series of simple showcases— which is exactly what Fantasy does on their case study page for the Metropolitan Museum of Art. They keep the page simple and clean, inviting you to review their redesign of the Met’s website feature-by-feature.

Each section is simple, showing a single piece of the new website's interface so that users aren’t overwhelmed with information and can focus on what matters most.

If you're more interested in text, you can read the objective for each feature. Fantasy understands that, as a potential customer, this is all you need to know. Scrolling further, you're greeted with a simple "Contact Us" CTA.

Key Learnings from the Fantasy Case Study Example

• You don’t have to write a ton of text to create a great case study. Focus on the solution you delivered itself.
• Include a CTA at the bottom inviting visitors to contact you.

7. " Rovio: How Rovio Grew Into a Gaming Superpower ," by App Annie

If your client had a lot of positive things to say about you, take a note from App Annie’s Rovio case study and open up with a quote from your client. The case study also closes with a quote, so that the case study doesn’t seem like a promotion written by your marketing team but a story that’s taken straight from your client’s mouth. It includes a photo of a Rovio employee, too.

Another thing this example does well? It immediately includes a link to the product that Rovio used (namely, App Annie Intelligence) at the top of the case study. The case study closes with a call-to-action button prompting users to book a demo.

Key Learnings from the App Annie Case Study Example

• Feature quotes from your client at the beginning and end of the case study.
• Include a mention of the product right at the beginning and prompt users to learn more about the product.

8. " Embracing first-party data: 3 success stories from HubSpot ," by Think with Google

Google takes a different approach to text-focused case studies by choosing three different companies to highlight.

The case study is clean and easily scannable. It has sections for each company, with quotes and headers that clarify the way these three distinct stories connect. The simple format also uses colors and text that align with the Google brand.

Another differentiator is the focus on data. This case study is less than a thousand words, but it's packed with useful data points. Data-driven insights quickly and clearly show how the value of leveraging first-party data while prioritizing consumer privacy.

Key Learnings from the Think with Google Case Study Example

• A case study doesn’t need to be long or complex to be powerful.
• Clear data points are a quick and effective way to prove value.

9. " In-Depth Performance Marketing Case Study ," by Switch

Switch is an international marketing agency based in Malta that knocks it out of the park with this case study. Its biggest challenge is effectively communicating what it did for its client without ever revealing the client’s name. It also effectively keeps non-marketers in the loop by including a glossary of terms on page 4.

The PDF case study reads like a compelling research article, including titles like "In-Depth Performance Marketing Case Study," "Scenario," and "Approach," so that readers get a high-level overview of what the client needed and why they approached Switch. It also includes a different page for each strategy. For instance, if you’d only be interested in hiring Switch for optimizing your Facebook ads, you can skip to page 10 to see how they did it.

The PDF is fourteen pages long but features big fonts and plenty of white space, so viewers can easily skim it in only a few minutes.

Key Learnings from the Switch Case Study Example

• If you want to go into specialized information, include a glossary of terms so that non-specialists can easily understand.
• Close with a CTA page in your case study PDF and include contact information for prospective clients.

10. " Gila River ," by OH Partners

Let pictures speak for you, like OH Partners did in this case study. While you’ll quickly come across a heading and some text when you land on this case study page, you’ll get the bulk of the case study through examples of actual work OH Partners did for its client. You will see OH Partners’ work in a billboard, magazine, and video. This communicates to website visitors that if they work with OH Partners, their business will be visible everywhere.

And like the other case studies here, it closes with a summary of what the firm achieved for its client in an eye-catching way.

Key Learnings from the OH Partners Case Study Example

• Let the visuals speak by including examples of the actual work you did for your client — which is especially useful for branding and marketing agencies.
• Always close out with your achievements and how they impacted your client.

11. " Facing a Hater ," by Digitas

Digitas' case study page for Sprite’s #ILOVEYOUHATER campaign keeps it brief while communicating the key facts of Digitas’ work for the popular soda brand. The page opens with an impactful image of a hundred people facing a single man. It turns out, that man is the biggest "bully" in Argentina, and the people facing him are those whom he’s bullied before.

Scrolling down, it's obvious that Digitas kept Sprite at the forefront of their strategy, but more than that, they used real people as their focal point. They leveraged the Twitter API to pull data from Tweets that people had actually tweeted to find the identity of the biggest "hater" in the country. That turned out to be @AguanteElCofler, a Twitter user who has since been suspended.

Key Learnings from the Digitas Case Study Example

• If a video was part of your work for your client, be sure to include the most impactful screenshot as the heading.
• Don’t be afraid to provide details on how you helped your client achieve their goals, including the tools you leveraged.

12. " Better Experiences for All ," by HermanMiller

HermanMiller sells sleek, utilitarian furniture with no frills and extreme functionality, and that ethos extends to its case study page for a hospital in Dubai.

What first attracted me to this case study was the beautiful video at the top and the clean user experience. User experience matters a lot in a case study. It determines whether users will keep reading or leave. Another notable aspect of this case study is that the video includes closed-captioning for greater accessibility, and users have the option of expanding the CC and searching through the text.

HermanMiller’s case study also offers an impressive amount of information packed in just a few short paragraphs for those wanting to understand the nuances of their strategy. It closes out with a quote from their client and, most importantly, the list of furniture products that the hospital purchased from the brand.

Key Learnings from the HermanMiller Case Study Example

• Close out with a list of products that users can buy after reading the case study.
• Include accessibility features such as closed captioning and night mode to make your case study more user-friendly.

13. " Capital One on AWS ," by Amazon

Do you work continuously with your clients? Consider structuring your case study page like Amazon did in this stellar case study example. Instead of just featuring one article about Capital One and how it benefited from using AWS, Amazon features a series of articles that you can then access if you’re interested in reading more. It goes all the way back to 2016, all with different stories that feature Capital One’s achievements using AWS.

This may look unattainable for a small firm, but you don’t have to go to extreme measures and do it for every single one of your clients. You could choose the one you most wish to focus on and establish a contact both on your side and your client’s for coming up with the content. Check in every year and write a new piece. These don’t have to be long, either — five hundred to eight hundred words will do.

Key Learnings from the Amazon AWS Case Study Example

• Write a new article each year featuring one of your clients, then include links to those articles in one big case study page.
• Consider including external articles as well that emphasize your client’s success in their industry.

14. " HackReactor teaches the world to code #withAsana ," by Asana

While Asana's case study design looks text-heavy, there's a good reason. It reads like a creative story, told entirely from the customer's perspective.

For instance, Asana knows you won't trust its word alone on why this product is useful. So, they let Tony Phillips, HackReactor CEO, tell you instead: "We take in a lot of information. Our brains are awful at storage but very good at thinking; you really start to want some third party to store your information so you can do something with it."

Asana features frequent quotes from Phillips to break up the wall of text and humanize the case study. It reads like an in-depth interview and captivates the reader through creative storytelling. Even more, Asana includes in-depth detail about how HackReactor uses Asana. This includes how they build templates and workflows:

"There's a huge differentiator between Asana and other tools, and that’s the very easy API access. Even if Asana isn’t the perfect fit for a workflow, someone like me— a relatively mediocre software engineer—can add functionality via the API to build a custom solution that helps a team get more done."

Key Learnings from the Asana Example

• Include quotes from your client throughout the case study.
• Provide extensive detail on how your client worked with you or used your product.

15. " Rips Sewed, Brand Love Reaped ," by Amp Agency

Amp Agency's Patagonia marketing strategy aimed to appeal to a new audience through guerrilla marketing efforts and a coast-to-coast road trip. Their case study page effectively conveys a voyager theme, complete with real photos of Patagonia customers from across the U.S., and a map of the expedition. I liked Amp Agency's storytelling approach best. It captures viewers' attention from start to finish simply because it's an intriguing and unique approach to marketing.

Key Learnings from the Amp Agency Example

• Open up with a summary that communicates who your client is and why they reached out to you.
• Like in the other case study examples, you’ll want to close out with a quantitative list of your achievements.

16. " NetApp ," by Evisort

Evisort opens up its NetApp case study with an at-a-glance overview of the client. It’s imperative to always focus on the client in your case study — not on your amazing product and equally amazing team. By opening up with a snapshot of the client’s company, Evisort places the focus on the client.

This case study example checks all the boxes for a great case study that’s informative, thorough, and compelling. It includes quotes from the client and details about the challenges NetApp faced during the COVID pandemic. It closes out with a quote from the client and with a link to download the case study in PDF format, which is incredibly important if you want your case study to be accessible in a wider variety of formats.

Key Learnings from the Evisort Example

• Place the focus immediately on your client by including a snapshot of their company.
• Mention challenging eras, such as a pandemic or recession, to show how your company can help your client succeed even during difficult times.

17. " Copernicus Land Monitoring – CLC+ Core ," by Cloudflight

Including highly specialized information in your case study is an effective way to show prospects that you’re not just trying to get their business. You’re deep within their industry, too, and willing to learn everything you need to learn to create a solution that works specifically for them.

Cloudflight does a splendid job at that in its Copernicus Land Monitoring case study. While the information may be difficult to read at first glance, it will capture the interest of prospects who are in the environmental industry. It thus shows Cloudflight’s value as a partner much more effectively than a general case study would.

The page is comprehensive and ends with a compelling call-to-action — "Looking for a solution that automates, and enhances your Big Data system? Are you struggling with large datasets and accessibility? We would be happy to advise and support you!" The clean, whitespace-heavy page is an effective example of using a case study to capture future leads.

Key Learnings from the Cloudflight Case Study Example

• Don’t be afraid to get technical in your explanation of what you did for your client.
• Include a snapshot of the sales representative prospects should contact, especially if you have different sales reps for different industries, like Cloudflight does.

18. " Valvoline Increases Coupon Send Rate by 76% with Textel’s MMS Picture Texting ," by Textel

If you’re targeting large enterprises with a long purchasing cycle, you’ll want to include a wealth of information in an easily transferable format. That’s what Textel does here in its PDF case study for Valvoline. It greets the user with an eye-catching headline that shows the value of using Textel. Valvoline saw a significant return on investment from using the platform.

Another smart decision in this case study is highlighting the client’s quote by putting it in green font and doing the same thing for the client’s results because it helps the reader quickly connect the two pieces of information. If you’re in a hurry, you can also take a look at the "At a Glance" column to get the key facts of the case study, starting with information about Valvoline.

Key Learnings from the Textel Case Study Example

• Include your client’s ROI right in the title of the case study.
• Add an "At a Glance" column to your case study PDF to make it easy to get insights without needing to read all the text.

19. " Hunt Club and Happeo — a tech-enabled love story ," by Happeo

In this blog-post-like case study, Happeo opens with a quote from the client, then dives into a compelling heading: "Technology at the forefront of Hunt Club's strategy." Say you’re investigating Happeo as a solution and consider your firm to be technology-driven. This approach would spark your curiosity about why the client chose to work with Happeo. It also effectively communicates the software’s value proposition without sounding like it’s coming from an in-house marketing team.

Every paragraph is a quote written from the customer’s perspective. Later down the page, the case study also dives into "the features that changed the game for Hunt Club," giving Happeo a chance to highlight some of the platform’s most salient features.

Key Learnings from the Happeo Case Study Example

• Consider writing the entirety of the case study from the perspective of the customer.
• Include a list of the features that convinced your client to go with you.

20. " Red Sox Season Campaign ," by CTP Boston

What's great about CTP's case study page for their Red Sox Season Campaign is their combination of video, images, and text. A video automatically begins playing when you visit the page, and as you scroll, you'll see more embedded videos of Red Sox players, a compilation of print ads, and social media images you can click to enlarge.

At the bottom, it says "Find out how we can do something similar for your brand." The page is clean, cohesive, and aesthetically pleasing. It invites viewers to appreciate the well-roundedness of CTP's campaign for Boston's beloved baseball team.

Key Learnings from the CTP Case Study Example

• Include a video in the heading of the case study.
• Close with a call-to-action that makes leads want to turn into prospects.

21. " Acoustic ," by Genuine

Sometimes, simple is key. Genuine's case study for Acoustic is straightforward and minimal, with just a few short paragraphs, including "Reimagining the B2B website experience," "Speaking to marketers 1:1," and "Inventing Together." After the core of the case study, we then see a quote from Acoustic’s CMO and the results Genuine achieved for the company.

The simplicity of the page allows the reader to focus on both the visual aspects and the copy. The page displays Genuine's brand personality while offering the viewer all the necessary information they need.

• You don’t need to write a lot to create a great case study. Keep it simple.
• Always include quantifiable data to illustrate the results you achieved for your client.

22. " Using Apptio Targetprocess Automated Rules in Wargaming ," by Apptio

Apptio’s case study for Wargaming summarizes three key pieces of information right at the beginning: The goals, the obstacles, and the results.

Readers then have the opportunity to continue reading — or they can walk away right then with the information they need. This case study also excels in keeping the human interest factor by formatting the information like an interview.

The piece is well-organized and uses compelling headers to keep the reader engaged. Despite its length, Apptio's case study is appealing enough to keep the viewer's attention. Every Apptio case study ends with a "recommendation for other companies" section, where the client can give advice for other companies that are looking for a similar solution but aren’t sure how to get started.

Key Learnings from the Apptio Case Study Example

• Put your client in an advisory role by giving them the opportunity to give recommendations to other companies that are reading the case study.
• Include the takeaways from the case study right at the beginning so prospects quickly get what they need.

23. " Airbnb + Zendesk: building a powerful solution together ," by Zendesk

Zendesk's Airbnb case study reads like a blog post, and focuses equally on Zendesk and Airbnb, highlighting a true partnership between the companies. To captivate readers, it begins like this: "Halfway around the globe is a place to stay with your name on it. At least for a weekend."

The piece focuses on telling a good story and provides photographs of beautiful Airbnb locations. In a case study meant to highlight Zendesk's helpfulness, nothing could be more authentic than their decision to focus on Airbnb's service in such great detail.

Key Learnings from the Zendesk Case Study Example

• Include images of your client’s offerings — not necessarily of the service or product you provided. Notice how Zendesk doesn’t include screenshots of its product.
• Include a call-to-action right at the beginning of the case study. Zendesk gives you two options: to find a solution or start a trial.

24. " Biobot Customer Success Story: Rollins College, Winter Park, Florida ," by Biobot

Like some of the other top examples in this list, Biobot opens its case study with a quote from its client, which captures the value proposition of working with Biobot. It mentions the COVID pandemic and goes into detail about the challenges the client faced during this time.

This case study is structured more like a news article than a traditional case study. This format can work in more formal industries where decision-makers need to see in-depth information about the case. Be sure to test different methods and measure engagement .

Key Learnings from the Biobot Case Study Example

• Mention environmental, public health, or economic emergencies and how you helped your client get past such difficult times.
• Feel free to write the case study like a normal blog post, but be sure to test different methods to find the one that best works for you.

25. " Discovering Cost Savings With Efficient Decision Making ," by Gartner

You don't always need a ton of text or a video to convey your message — sometimes, you just need a few paragraphs and bullet points. Gartner does a fantastic job of quickly providing the fundamental statistics a potential customer would need to know, without boggling down their readers with dense paragraphs. The case study closes with a shaded box that summarizes the impact that Gartner had on its client. It includes a quote and a call-to-action to "Learn More."

Key Learnings from the Gartner Case Study Example

• Feel free to keep the case study short.
• Include a call-to-action at the bottom that takes the reader to a page that most relates to them.

26. " Bringing an Operator to the Game ," by Redapt

This case study example by Redapt is another great demonstration of the power of summarizing your case study’s takeaways right at the start of the study. Redapt includes three easy-to-scan columns: "The problem," "the solution," and "the outcome." But its most notable feature is a section titled "Moment of clarity," which shows why this particular project was difficult or challenging.

The section is shaded in green, making it impossible to miss. Redapt does the same thing for each case study. In the same way, you should highlight the "turning point" for both you and your client when you were working toward a solution.

Key Learnings from the Redapt Case Study Example

• Highlight the turning point for both you and your client during the solution-seeking process.
• Use the same structure (including the same headings) for your case studies to make them easy to scan and read.

27. " Virtual Call Center Sees 300% Boost In Contact Rate ," by Convoso

Convoso’s PDF case study for Digital Market Media immediately mentions the results that the client achieved and takes advantage of white space. On the second page, the case study presents more influential results. It’s colorful and engaging and closes with a spread that prompts readers to request a demo.

Key Learnings from the Convoso Case Study Example

• List the results of your work right at the beginning of the case study.
• Use color to differentiate your case study from others. Convoso’s example is one of the most colorful ones on this list.

28. " Ensuring quality of service during a pandemic ," by Ericsson

Ericsson’s case study page for Orange Spain is an excellent example of using diverse written and visual media — such as videos, graphs, and quotes — to showcase the success a client experienced. Throughout the case study, Ericsson provides links to product and service pages users might find relevant as they’re reading the study.

For instance, under the heading "Preloaded with the power of automation," Ericsson mentions its Ericsson Operations Engine product, then links to that product page. It closes the case study with a link to another product page.

Key Learnings from the Ericsson Case Study Example

• Link to product pages throughout the case study so that readers can learn more about the solution you offer.
• Use multimedia to engage users as they read the case study.

Start creating your case study.

Now that you've got a great list of examples of case studies, think about a topic you'd like to write about that highlights your company or work you did with a customer.

A customer’s success story is the most persuasive marketing material you could ever create. With a strong portfolio of case studies, you can ensure prospects know why they should give you their business.

Editor's note: This post was originally published in August 2018 and has been updated for comprehensiveness.

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Marketing Mix: definitions, analysis examples [Complete Guide 2023].

The marketing mix aims at making your  marketing positioning  concrete . Often associated with the term “ 4Ps “, the objective of the marketing mix is to make your positioning tangible each time your brand is in contact with the consumer (the so-called “touchpoints”).

This article explains the  difference between 4P and 7P , explains each facet of the marketing mix with  numerous examples , and ends with a  detailed case study .

To go even further, we suggest you consult our  online resource , where we detail and illustrate all the factors to study for each of the 7Ps. We have also published case studies analyzed according to the 7Ps:  Rimac electric car ,  high-end watchmaking ,   fruit juice , cosmetics .

Finally, don’t miss our free pdf marketing mix guide with tons of exemples. It’s free to download.

• The 4P: definition
• Difference between 4P and 7P
• P1: Product
• P3: Promotion
• P6: Process
• P7: Physical Evidence
• Complete case study (Ryanair)
• Marketing mix guide (free download)

Marketing mix: what are the 4Ps?

The term “marketing mix” is often associated with another acronym: the 4Ps. The two have become almost interchangeable since Philip Kotler popularized the concept. “4Ps” is the English acronym for the 4 operational facets of marketing  that make your company’s positioning a reality. They all begin with the letter “p” in English:

• “Product” : all aspects related to the product (the Product Policy)
• “Price” : the price positioning of your product concerning its competitors (the Price Policy)
• “Promotion” : the aspects related to promotion such as advertising or the ways to make people aware of the existence of the product (the Communication Policy)
• “Placement” : aspects related to the distribution of your product (the Distribution Policy)

If Kotler popularized the 4Ps, its paternity goes to  E. Jerome McCarthy (1960) . The latter’s genius was to summarize these 4 facets in the form of an acronym that has now become part of everyday marketing language. Since the 1970s, however, marketing has evolved considerably. The 4Ps have become, if not obsolete, at least seriously incomplete. In the 1980s, marketing theorists called for a revision of the 4Ps, leading to  the birth of the 7Ps .

History: how the marketing mix went from 4Ps to 7Ps

• In 1960, McCarthy invented the 4P model (Product, Price, Place, Promotion)
• In 1987, Judd proposed a “human” component in the form of a fifth P (“people”).
• In 1986, Kotler added “political power” and public opinion (“public opinion formation”)
• It was in 1980 that the 7Ps took shape. Booms and Bitner proposed to add three “P’s”: “people” (to cover the human aspects of relationship marketing), “physical evidence” (a material component of the service), and the “process” part (interaction with the service user).

Marketing mix: what is the difference between the 4Ps and the 7Ps?

Digitalization has made the 4P’s seriously outdated. The 4Ps were indeed well adapted to a “physical” world but much less to e-commerce. They have therefore been supplemented by 3 new “P’s”:

• People : aspects related to human interactions through the multiple channels available today (primarily digital)
• Process : the processes put in place to guide interactions, especially those related to services.
• Physical Evidence: the tangible elements put forward to convince the customer (sales outlet layout, customer reviews, etc.)

To help you implement the marketing mix, we have prepared a detailed example  at the end of this article.

A recent example (2023): the collaboration between Yayoi Kusama and Vuitton

The famous Japanese artist collaborates once again in 2023 with Louis Vuitton. This collaboration allows us to illustrate several facets of the marketing mix:

• Physical evidence : the Vuitton flagship store, already famous for its spectacular window displays , is adorned with a unique ephemeral decor. The facade is studded with round motifs, symbols of Yayoi Kusama’s work, and a huge inflatable effigy in her image.
• Product : the collaboration is realized through a special edition of the famous Vuitton bag. The monogrammed canvas is adorned with round patterns. This is not the first time that Vuitton has carried out this kind of collaboration. We will remember, for example, the one conducted with the article by Jeff Koons.
• Promotion : this collaboration is making news, which results in a spectacular staging of the sales outlet on the Champs-Elysees and a limited edition product. This operation can, therefore, also be analyzed from the perspective of the Promotion P.

Vuitton’s flagship store on Avenue des Champs Elysées in Paris, photographed in February 2023 during the collaboration with Yayoi Kusama.

The P in “Product” (Product Policy)

The first of the 7Ps is, of course, the  product . The term product does not mean only a physical object. It can also be a service.

The chocolate maker Pierre Marcolini had materialized its collaboration with Kistuné by very original packaging.

To cover this first “P,” you will have to describe the product’s characteristics (design, packaging, functionalities), its place in the range, as well as the services that are attached to it (after-sales service, repair, end-of-life recycling).

Try to explain the characteristics of the product that make it different, unique, and that are part of its identity.

Also, think about the packaging, which is often an integral part of the  customer experience , as it is at Apple.

The P in “Price” (Pricing Policy)

In the marketing mix of luxury watch brands, the pricing strategy is “value-based.” The price is determined according to the value perceived by the customer and is not the sum of the price of the components used.

The second of the 7Ps is central since it is about price.

Here, the aim is to describe  how the company manages the different facets of “price” in its market . This starts with a description of the pricing strategy adopted by the company. The most well-known are the following:

• costs + margins: you add a margin to your production costs
• value-based: the price is determined according to the consumer’s perception of value
• competitive: you realize using the  competition research  and fix your price according to one of your competitors

The pricing strategy, once determined, will have to be declined in a “ price tactic .” The  pricing tactic is the operational extension of the pricing strategy. It describes how, in concrete terms, the pricing strategy is applied in the field. In this respect, the strategy of Swiss watchmakers is fascinating. They create a shortage that supports demand by voluntarily limiting production and choosing to whom they want to sell. Some, like Patek Philippe, also support the price level by buying back their older models at a high price to increase their desirability. The price of the products then soars on the parallel market, creating speculative bubbles like the one we described in this survey. The graph below shows the effect of the pricing tactics of Rolex, Audemars Piguet, and Patek Philippe on the price of their men’s watches.

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Once the overall strategy is described, you will need to describe  the other aspects of the marketing mix that depend on price:

• the pricing policy towards your intermediaries
• the discount policy towards your customers
• the payment policy and possible facilities offered to your customers to acquire your products

The P of “Promotion” (Communication Policy)

The third “P” is “Promotion.” It covers the aspects related to the company’s communication and the strategies used to make itself known on the market. The result is measured by the  notoriety  of the company among its target customers.

Electric hypercar manufacturer Rimac promotes its Nevera model by using YouTubers. Here Many Koshbin tries the vehicle in one of his YouTube videos (YouTube screenshot)

It is helpful to start by describing, in broad lines, the communication strategy followed by the company. What is the company’s position on advertising, and does it realize using advertising? Are specific media used (sponsoring, influencers, etc.)? If so, which channels are favored (digital, radio, TV, press, Out-Of-Home), and according to what logic are these channels selected?

When advertising investments are made, the repetition of messages plays a role in the persistence of the information in the consumer’s mind. Therefore, the analysis should try to clarify which repetition is aimed at, which will make it possible to deduce the advertising pressure that the company wants to impose and the importance of advertising in its global strategy.

In addition to advertising, the company can also promote itself through  inbound marketing . It is, therefore, a matter of attracting prospects naturally. Inbound marketing is a tactic that materializes in the digital space. The goal is to improve natural referencing (SEO) to capture the attention of Internet users and attract them to the company’s website. It is, therefore, necessary to analyze whether the company invests in content marketing and, if so, which online media are privileged.

The P of “Place” (Distribution Policy)

The fourth “P” concerns the distribution policy (“Place” or “Placement” according to the 4P terminology). In this part, we analyze how the product or service is distributed. There are three main distribution strategies:

• direct distribution
• distribution via a third-party network
• hybrid (a mix of the 2 previous ones)

Perugina commercializes its “Baci” in large-scale distribution but also has some stores of its own (here the one in Perugia)

Nespresso  distributes its coffee capsules through its own stores (direct distribution). Most food manufacturers sell their products through third-party networks (retailers). However, some of these manufacturers invest in their own stores ( Perugina , Lindt, M&M, ….). This is a hybrid strategy.

Once the broad lines have been drawn, the analysis of the marketing mix requires going into detail. It is advisable to study the opportunity of franchising, especially when the ambitions are high in terms of the geographical distribution of products. Covering a large territory requires significant resources. Therefore, a start-up with a product in high demand may have to turn to the franchise model to accelerate its deployment. This is a widespread model in the fast-food industry.

The Printemps store in Paris offers visibility to many brands and attracts foreign tourists. Crédits : gibs02 via Flickr.

Outsourced distribution  (via a franchise network or third-party distributors) also has marketing coverage advantages. Some brands may naturally attract customer segments that could represent additional sales for your company. Regardless of the distribution strategy chosen, careful consideration must be given to  the location of sales outlets (in the case of physical sales). The research on implementing physical commerce is of particular importance because of the  decline in the number of visitors to physical sales outlets . Over the last 10 years, city centers have lost 50% of their pedestrian traffic, which inevitably affects profitability.

If the company opts for e-commerce (which seems essential), particular attention must be paid to the logistical aspects. In particular, request what logistical processes need to be implemented to meet customer expectations regarding product availability and delivery times. Customer requirements are constantly increasing. They are shaped by  the delivery policies of the industry’s giants  (Amazon and others), whose logistical excellence allows them to shorten delivery times even further. For SMEs that lack operational excellence, the use of third-party fulfillment services can be an enjoyable (but costly) alternative to compete with the giants.

The P of “People” (Relationship policy)

Starbucks had set up a co-creation platform allowing customers to propose ideas to the company. Customer interaction was also possible.

The relational policy (the fifth “P”) is part of the 3 new “Ps” proposed by Booms and Bitner in 1981. The recognition of the role of the human being coincides with the emergence of relational marketing . We understand that the human component can contribute positively to the quality of service and customer satisfaction/loyalty.

In this part of the marketing mix, we will focus on understanding how its marketing positioning can be materialized through its human component. We will study the human part in the success of the company, and the satisfaction of the customer, as well as the role, played by the employees to transmit the values of the brand.

In the digital era, the relational policy is no longer only in B2C. It also materializes through C2C (Consumer To Consumer) interactions. Customers become ambassadors for the company and sometimes even play essential roles. Ryanair, for example, has set up a  customer advisory board . Hollister, a medical equipment manufacturer, has created its Vivre+ network to create links between patients through activities organized throughout France. The customer thus becomes an essential component of the marketing strategy. They become a full-fledged player, just like the employee.

The P of “Process” (the processes related to the service)

This part of the marketing mix is about describing and analyzing the processes surrounding the service. To make your analysis enjoyable, you should focus on the most distinctive elements of the processes.

Processes are a central component in the success of Ryanair’s low-cost business model.

In the case of a low-cost airline (see case study), we will look at  the role of processes in the business model’s success .

When the marketing positioning is the opposite (luxury), the sales processes play a significant role. The attitude, gestures, and behavior of salespeople are codified to align with the values embodied.

Your marketing mix analysis can quickly skim over certain aspects and should go into detail when justified.

The P of “Physical evidence”

Abercrombie & Fitch used to emphasize the plastic qualities of its salespeople to attract customers.

The last of the 7Ps is called “physical evidence.” In the spirit of the marketing mix, it is the tangible elements with which the customer is in contact when he buys the product .

These elements can be linked to the sales outlet itself (its design, its layout, the sound/smell / visual atmosphere), the objects found there, or the employees themselves (specific clothes, for example). The brand  Abercrombie & Fitch , for example, became famous for the olfactory and sound ambiance of its sales outlets. Its employees, chosen for their “visual” qualities, worked shirtless.

The brand Archiduchesse sends its products accompanied by some “goodies” (candies, stickers, key rings)

If we immediately think of the attributes of the sales outlet, we must not forget the digital space. Online reviews are now part of the “proof” that the customer integrates before making a decision. The delivery can also be an important moment to comfort the customer in his choice. In this article , we have given 3 examples of companies that use delivery as an emotional touchpoint with the customer: the wine estate Le Cazal that adds a sprig of wild thyme to its deliveries, Coolblue that sends a personalized postcard, and Archiduchesse that completes its orders with some “goodies.”

Case study: analysis of Ryanair’s marketing mix

In this research we propose to analyze the marketing mix of Ryanair, the Irish low-cost airline which is today the n°1 airline in Europe .

Marketing Mix guide (free download)

• Market research methodology

20 February 2022

Amazing stuff. I really found this article very interesting and helpful. The case study at the end of the article really helped to drive home the points raised in each of the elements of the 7 Ps. I say a big thank you to Dr Pierre-Nicolas S. Merci beaucoup.

21 February 2022

You’re welcome. THank you for your kind words. You can find even more here : https://www.intotheminds.com/blog/en/marketing-mix-guide/

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The Leading Source of Insights On Business Model Strategy & Tech Business Models

Apple Marketing Mix Case Study

From one juggernaut to another, now we will describe Apple’s marketing mix according to product , price , promotion, and place.

Table of Contents

Apple’s product mix is mostly confined to consumer electronics and online services. As is the case with Amazon, however, Apple is expanding into other industries. 

The current product mix consists of:

• Wearables, Home, and Accessories – such as Apple TV and Apple Watch.
• Advertising.
• Digital Content.
• Payment Services, and 
• Cloud Services.

Most of these products form part of the Apple ecosystem that supports the company’s competitive advantage and makes each product more attractive to consumers.

In other words, Apple products sync with each other so consumers can easily copy media and other preferences across multiple devices. 

Apple’s pricing strategy relies on product differentiation. With a proven track record of innovation and stable consumer demand, the company has power over its pricing .

New product launches are invariably hyped, which means Apple can focus on selling its products for a premium price instead of increasing unit volume.

The company also designates a minimum advertised price (MAP) to prevent retailers from selling its products below a certain amount.

This protects profits and, to some extent, increases the brand ’s prestige and the desirability.

Apple also utilizes price skimming.

This involves setting a much higher price for new model releases before gradually lowering it over time as each model is superseded.

Apple’s ability to market and promote its products is almost as legendary as its ability to innovate. Its marketing strategies focus on the power of simplicity in product form and function.

Simplicity can also be seen in the way that Apple structures the ads themselves.

They tend to be “to the point” and do not contain irrelevant information while still making an emotional connection with the target audience.

The company also loves to mention its superior user experience, whether that be its immersive product ecosystem or the professional customer service and visual layout of an Apple store.

In terms of building its brand organically, Apple relies on positive review building and subtle product placement in movies.

The company also markets its new products via traditional channels such as television, billboards, and print media.

But in line with its pricing strategy , Apple products are never promoted on sale or as part of a limited-time offer. 

Apple utilizes multiple avenues to reach customers and make its product more visible on the global stage. These include:

• Apple stores – these stores embody the Apple brand and are placed in strategic locations with high foot traffic. Stores are designed in such a way that consumers can freely interact with demo products and Apple support staff. There are now approximately  518 stores in 25 countries around the world .
• Online stores – for those who prefer to order their products online or do not have access to an Apple store nearby.
• Retailers – countless retail businesses are also authorized to sell Apple products and services. These include many consumer electronics retailers, telecommunications companies, and department stores.
• Authorized enterprise resellers – these entities provide procurement, deployment, app development, and other services that help enterprises incorporate Apple products within their organizations.

Read Next: Marketing Mix , Apple Business Model

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Apple Value Proposition

How Much Is Apple Worth?

Apple Cash On Hand

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Apple Revenue Per Employee

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Apple Profits

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Apple Mission Statement

The Economics of The iPhone

Tim Cook’s Salary

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• Apple Distribution Strategy
• The Apple-NeXT Deal
• A Decade-Long Evolution Of Apple Sales By Products
• Who Owns Apple?
• Apple vs. Google Business Models

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Marketing Mix Examples: The Building Block of a Successful Brand

Learn about marketing mix and its examples through advertising campaigns of various leading brands..

• overview#goto" data-overview-topic-param="what">What is marketing mix?
• overview#goto" data-overview-topic-param="origination">Origination of the 4P's
• overview#goto" data-overview-topic-param="important">Why is marketing mix important?
• overview#goto" data-overview-topic-param="examples">Examples of marketing mix
• overview#goto" data-overview-topic-param="7">7P's of marketing mix
• overview#goto" data-overview-topic-param="why">Why is it important?
• overview#goto" data-overview-topic-param="write">Best practices to write marketing mix

Marketing mix can make or break a product’s success. We have put together the best marketing mix examples of leading brands for your understanding and a guide to help you craft an effective marketing mix strategy for your brand.

What is Marketing Mix?

Let's start with the Marketing mix definition before moving on to the guide.

A marketing mix is a blend of business strategies brought into execution that make up the overall marketing strategy for a product.

Typically, marketing mix collectively includes the 4 Ps of marketing: product, price, place, and promotion.

With dynamic changes in the business environment, these four Ps were further expanded into the 7 P's of marketing mix to include: people, process, and physical evidence. 

The intersection of these factors leads to the formation of a distinct marketing strategy that is tailored for a brand. Having a marketing mix that is compatible with your brand values is crucial for the success of a company. 

Origination of the 4 P's of Marketing Mix

Prof. James Culliton was the first one to mention the marketing mix in the late 1940s. Later his colleague, Neil Broden published an article - The concept of the marketing mix .

Jerome McCarthy first introduced the concept of the 4 P's of marketing mix in his book “Basic marketing: A managerial approach”.

Why is Marketing Mix important?

Imagine if Tiffany diamonds were sold in Walmart.

Or McDonald’s was located in remote locations.

Or Red Bull was advertised on a kid’s Television channel.

Or an artist was the brand ambassador of Nike.

This would have gone terribly wrong, and these brands might not even be in the market today. 

The slightest angle change in a marketing mix can tremendously impact the market you are targeting. Every element must be selected carefully after rigorous market research and analysis.

A right marketing mix ensures you are -

creating a product that solves a problem

selling it at the correct price

promoting it to your target customers

distributing it at a place easily accessible by the consumers

All these factors need to work in tandem to ensure the creation of a well-oiled marketing engine.

Is Marketing Mix rigid in nature?

The marketing mix isn’t set in stone. It ebbs and flows in alignment with the dynamic changes in the business environment and company growth. Often a company might test various combinations of the marketing mix elements to settle on marketing tactics that give the highest returns.

With that let’s dive into the world of marketing mix with marketing examples from leading brands around the world to give you a practical understanding.

4 P's of Marketing Mix with Examples

A marketing plan must be based on thorough market research and analysis of the many factors of marketing. A marketing design without a solid blueprint is like aiming in the dark, you’ll never hit the target. Understanding the 4 P’s of marketing is crucial for devising a marketing scheme that hits home.

Here are the 4 P's of marketing mix with examples.

Product Marketing Mix

Product is at the core of all marketing strategies. The product attributes don’t only refer to tangible goods but also intangible service products and ideas. It is what a company has to offer to its customers.

A great product is at the center of a brand’s success. Noteworthy marketing tactics can get the product in front of the target customers and get them to try it once, but after that, the product is on its own. The product must have the potential to survive and thrive in the market.

The product must solve customers’ problems efficiently, and better than others in the market, otherwise, customers won’t buy it. The question is, what’s in it for them?

Product marketing refers to product benefits, market research, product features, design, quality, technology, and warranties.

To develop a product mix, a marketing manager takes into consideration the following questions:

Who is your target market?

What are their pain points or problems?

What quality product are they looking for?

What is your competitor’s offering?

How can you gain a competitive advantage over them?

How large is the target market?

What pain point are you solving?

Which product features and benefits solve that problem?

Apart from the above checklist, feedback from the customers about what they like or dislike about the product is taken further to mold the product to suit their needs.

This will help you craft customer-centric marketing instead of product-centric.

Product Marketing Mix Example

Apple 's unique selling proposition is its product marketing mix by producing products with innovative features, advanced technology, and sleek design. From their iconic iPhones to their ingenious MacBooks, Apple’s products are the perfect combination of form and function. Apple’s product mix includes more than just hardware. Their services and add-ons make their products irresistible. Customers have access to the world of entertainment and convenience with iTunes, iCloud, and Apple Music.

Apple treats its customers like a kind by providing a simple user interface, exceptional support, and warranty claims. Apple is a legendary marketing example everyone must take notes from.

Source: Apple Website

Source: Unsplash

Price Marketing Mix

Price is the money paid by the customers to own, access, or avail of your product. Pricing strategies must be profitable to the company. Prices are determined based on the cost incurred, the expected profit margin, and how much the customers are willing to pay.

Does your product solve a problem better than others, is it sold for an appropriate price, and is it worth the price? Based on your business strategy, product prices can be luxury, premium, or bargain price.

Price marketing mix elements include pricing strategy, payment terms, credit policy, discount, allowances, and payment mode.

To develop a pricing strategy, the marketing manager first determines:

The income range of their target consumer

Brand’s value perception by the customer

How much are they willing to pay?

How much do their competitors charge?

Do you want to adopt a luxury, bargain, or premium pricing strategy?

How will your price portray your brand?

Premium prices give the impression that the brand must be superior. The right price is the one that meets your profit margins and keeps more customers happy, a win-win situation.

Price Marketing Mix Examples

Coca-Cola uses a competitive pricing strategy for penetrative marketing. It is a pricing expert such that it matches the competitor’s prices head-on combined with a value-based pricing approach to push discounts for stimulating higher sales. The business is adaptable and it also changes its prices to meet local laws and market conditions.

Another example is Walmart which uses Everyday Low Prices (EDLP) pricing strategy that entails selling products at a low price to attract more customers, higher sales volume, and increase profits. Walmart does this by buying products in massive quantities from all over the world and use economies of scale to sell products at high discount rates depending on the demand.

Source: Walmart Website

Source: Tech Crunch

Place Marketing Mix

The third P, Place refers to the chain through which the products go from manufacturer to customer. This chain is determined based on who is the target audience, where will you find them, and how will you reach your product to them.

The quicker the goods travel from production to point of sale, the higher customer satisfaction.

Place mix determines the distribution channels and place where the product will be sold like online/eCommerce stores, physical locations like retail, wholesale, convenience stores, brand owned outlets. It is significant to research where your customers will be looking for your product and how to best serve them.

Place marketing mix elements include warehouse, transport, distribution channel, inventory control, and areas covered.

To determine the place marketing mix strategy, marketing managers find the answers to the following questions:

Where will your customers find your product?

Where will you sell your products?

Will they be available in eCommerce stores, retail stores, or brand store chains?

A well-optimized distribution channel is even more important for retail businesses. You can read our marketing mix case studies on Costco , Pepsi , or Airbnb to get more perspective on how they manage their distribution.

Place Marketing Mix Examples

McDonald’s has more than 36,000 franchises and company-owned outlets all across the globe. It also has drive-ins, online ordering through its app, and food delivery partners. Consumers can either dine at the restaurant itself or get a takeaway at their convenience. McDonald’s is located in easily accessible locations providing its customers serving tasty food quickly at low prices.

Source: McDonald's blog

Tiffany & Co is a high-end luxury jewelry brand. It sells its signature Tiffany True only in its stores creating exclusivity and an elite user experience.

Source: Harpers Bazaar

Promotion Marketing Mix

Promotion defines the strategies to make your potential customers aware of your brand. Simply put, how to get the word out about your product to your potential customers. Promotion marketing mix advertises, differentiates your product in the target market, and convinces your ideal customers to buy your product.

Promotional mix elements in the digital age include television ads, publicity, sales promotion, digital marketing, social media ads, personal selling, direct marketing, public relations, print advertising, search engine marketing, and online marketing.

Questions marketing managers ask when devising a promotion marketing mix strategy:

Where do your customers hang out online & offline?

Where will you promote your product?

What promotion tactical marketing tools will you use?

One needs to perform a lot of trial and error in devising promotional channel strategies. You can read this book to know many possible growth channels - Traction by Gabriel Weinberg

Promotion Marketing Mix Example

Red Bull spends extensively on promotions to stay at the top of its consumer's mind. 'Red Bull gives you wings' tagline has made a home in people’s minds. It’s impossible to plainly say it without dragging out the wings in a high-pitched voice. Red Bull promotes itself as a high-energy drink for intense activity. Its promotion strategy includes creative ads, digital marketing, content marketing, and sponsorship of extreme sports events .

Nike’s target buyers are athletes and people seeking a sporty and healthy lifestyle. It collaborates with high-profile sportspersons to promote its product line and maintain its brand image of being a premium sportswear brand. Michael Jordan, Serena Williams, and Kobe Bryant are a few of Nike’s brand ambassadors. Managers must study Nike's marketing example to devise their promotion strategy.

Source: Footwear News

Source: WWD

The 4 Ps of marketing work in unison to create a brand’s marketing strategy. It’s like a four-legged chair. If one leg is of the wrong height or broken, the chair won’t stay upright.

As businesses became more dynamic, more elements were added to the 4 Ps of marketing to derive an effective marketing plan to meet today’s business needs. 

What are the 7 P’s of Marketing Mix?

The 4 Ps were expanded into the 7 P's of marketing mix to keep up with the modern business environment. The additional P’s are Physical evidence, people, and process.

Let’s learn about each one of them with marketing examples.

Physical Evidence Marketing Mix

It is the look and feel of your product and brand. It includes exterior design, interior decor, ambiance, atmosphere, furnishing, packaging, employee appearance, and overall experience. 

Physical Evidence Marketing Mix Example

Starbucks serves exquisite coffees in a soothing ambiance. It positions itself as a place where you can work, interact, or hang out in a peaceful atmosphere with utmost ease. The experience Starbucks offers is what makes users choose it over others.

Paperboat’s packaging is vibrant and colorful with unique shapes and sizes because its consumers are children. Kids are attracted to colorful things that catch their eye in an instant. This way Paperboat distinguishes itself in a sea of competitors.

Source: Elephant design

People Marketing Mix

People marketing mix refers to the people involved in the development, distribution, and selling of the product. Personnel is the backbone of a company because they represent the company in front of its consumers and leave an impression. Hiring the right people, and training them thoroughly to match the quality of your brand is crucial for a brand’s success. The people marketing mix includes employees, service providers, sales executives, delivery staff, and work culture.

People Marketing Mix Example

Taj is a world leader in hospitality. It keeps customer satisfaction at the forefront. They train their personnel, right from the front desk to managerial staff, rigorously to provide the best customer experience.

Source: Taj Hotels

Process marketing mix

The process consists of the direct and indirect activities involved in the manufacturing, delivery, and consumption of the product. It also includes customer feedback to solve any inconvenience and give consumers what they need. The efficiency of the process decides the performance of a product.

Process Marketing Mix Example

Starbucks holds customer feedback in high esteem to refine its product offering. Starbucks' “My Starbucks Idea” platform was in operation for nearly 10 years before being retired. It provided consumers with a better way to share their concerns and submit requests. The aim was to give consumers exactly what they want while building a relationship and a loyal customer base.

Source: Braineet

Marketing mix elements work in agreement with each other to formulate the right marketing design for a brand. You cannot focus on a single element and call it a day. If there are internal discrepancies between the elements then those must be eliminated to provide the best value to the customer.

Why should you care about Marketing Mix?

The marketing mixes work in unison aiding each other. They are interrelated like the tires of a car, driving the company forward.

A correct marketing mix ensures you target the right buyers, make them aware of your product, position yourself distinctly, and offer a product they want, at a price they are willing to pay, and at a place easily accessible to them.

Each element decides the strategy for other elements. For example, a luxury product with a premium price cannot be sold at indie shops that follow cost-sensitive pricing strategies.

Best Practices to write a Marketing Mix Strategy

Use these best practices to write an effective marketing mix strategy for your product:

Clear, measurable, time-specific and stretch goals for a marketing campaign improve marketing success rate as one works towards a defined outcome. Is your aim to attract more customers, get more sales, differentiate yourself from competitors, enhance brand image, or increase brand awareness?

Perform Market Research

Market research gives a direction and validation to your marketing mix as to whom you need to sell in the first place. It helps define a target audience, finalize product's features, get inspired from competition's promotion tactics, etc. The result is a customer-centric product stand that has a distinct unique selling proposition backed by research.

Incorporate customer feedback

Are your product's benefits truly aligning with your customer's expectations? What is the perceived value of your product in front of your potential customers ? Can you increase your product pricing? Should you invest in search engine marketing?

All such present and future product decisions can be made by actively taking customer feedback. You also get a clear data if your marketing mix work on your target audience as strategized.

Get started with your brand's marketing strategy today

The marketing mix is crucial to successfully market your product and achieve marketing goals. Effective marketing mix results in higher customer satisfaction, larger market share, increased sales, and finally soaring profit margins. Now that you have a clear understanding of the marketing mix, it’s time for you to devise a marketing mix plan for your product and achieve those banger sales and profit goals.

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McDonald’s Marketing Mix (4P) Analysis

McDonald’s marketing mix (4Ps) involves approaches that meet business objectives in different markets around the world. The marketing mix defines the strategies and tactics that the fast-food restaurant company uses to reach target customers, in terms of products, place, promotion, and price (the 4P). In this business analysis case, McDonald’s has corporate standards that its marketing mix applies globally. For example, the company’s standards for productivity are implemented in the management of each company-owned and franchised location. McDonald’s also applies some variations in its marketing mix to suit the conditions of local or regional markets. For instance, the food-service company’s promotion strategies and tactics focus on online media in some countries, while television advertising is prioritized in other markets. The specifics of the 4P variables define the strategies and tactics that McDonald’s uses in executing its marketing plan and achieving related marketing strategy goals to grow the multinational restaurant chain business.

McDonald’s effectiveness in implementing its marketing mix contributes to the leading performance of its brand and business in the international fast-food restaurant industry. The company’s strategic management considers how its 4Ps relate to the marketing strategies of competitors, like Burger King , Wendy’s , Dunkin’, and Subway, as well as other food-service firms that compete with McCafé, such as Starbucks Coffee Company . McDonald’s marketing mix facilitates effective reach to target customers around the world. This condition supports the company’s global industry position, as well as the strength of its brand, despite the strong force of competitive rivalry shown in the Five Forces analysis of McDonald’s Corporation .

McDonald’s Products

As a food-service business, McDonald’s has a product mix composed mainly of food and beverage products. This element of the marketing mix covers the organizational outputs (goods and services) that the company provides to its target markets. McDonald’s product mix has the following main product lines:

• Hamburgers and sandwiches
• Chicken and fish
• Snacks and sides
• Desserts and shakes
• Breakfast/All-day breakfast

Among the 4Ps, products are a fundamental determinant of McDonald’s brand and corporate image. The company is primarily known for its burgers and fries. However, the business gradually expands its product mix. At present, customers can purchase other products, like chicken and fish, desserts, and breakfast meals. McDonald’s generic competitive strategy and intensive growth strategies influence the product lines included in this element of the marketing mix. In diversifying its product lines, the fast-food chain satisfies market demand and improves its revenues. In terms of risk, a more diverse product mix reduces the company’s dependence on just one or a few food-service market segments. This element of McDonald’s marketing mix indicates that the firm innovates new products to attract more customers and improve its business stability.

Place/Distribution in McDonald’s Marketing Mix

This element of the marketing mix enumerates the venues or locations where products are offered and where customers can access them. In McDonald’s marketing strategy, restaurants are the most prominent places where the company’s products are distributed. However, the fast-food company’s distribution strategy utilizes various places as part of this 4P variable. The main places or channels through which McDonald’s distributes its products are as follows:

• Restaurants
• McDonald’s websites and mobile apps
• Postmates website and app, and others

McDonald’s restaurants are where the company generates most of its sales revenues. Some of these restaurants also manage kiosks to sell a limited selection of products, such as sundae and other desserts. Some kiosks are temporary, as in the case of kiosks used in professional sports competitions and other seasonal events. This element of McDonald’s marketing mix also involves the company’s mobile apps. These virtual places are where customers can access information about the company’s food products and buy these products. For example, the company’s mobile apps for iOS and Android let customers claim special deals, find restaurant locations, place orders, and pay for such orders involving participating McDonald’s restaurants. Furthermore, customers can place their orders through the Postmates website and mobile app. This element of the marketing mix supports strategic goals based on McDonald’s mission statement and vision statement , especially in serving more customers around the world.

McDonald’s Promotion

This element of the marketing mix defines the tactics that the food-service business uses to communicate with customers. Among the 4Ps, this variable focuses on marketing communications with target customers. For example, the company’s marketing strategy provides new information to persuade consumers to purchase its new food products. McDonald’s uses the following tactics in its promotional mix, arranged according to significance in the business:

• Advertising (most significant)
• Sales promotions
• Public relations
• Direct marketing

Advertisements are the most notable promotion tactics in McDonald’s marketing strategy. The corporation uses TV, radio, print media, and online media for its advertisements. On the other hand, sales promotions are used to draw more customers to the company’s restaurants. For example, McDonald’s offers discount coupons, freebies, and special deals and offers for certain products and product bundles, as a way of attracting more consumers. In addition, the company’s marketing mix involves public relations to promote the fast-food business to the target market through goodwill and brand strengthening. For instance, the Ronald McDonald House Charities and the McDonald’s Global Best of Green environmental program support communities while boosting the value of the corporate brand. Occasionally, the company’s promotional mix uses direct marketing, such as for corporate clientele, local governments, or community events and parties. In this element of its marketing mix, McDonald’s Corporation emphasizes advertising as its main approach to promoting its products. The brand and other business competitive advantages specified in the SWOT analysis of McDonald’s contribute to the effectiveness of promotional activities in this marketing mix element.

Prices and Pricing Strategies in McDonald’s 4Ps

This element of the marketing mix specifies the price points and price ranges of the company’s food and beverage products. The aim is to use prices to maximize profit margins and sales volume. In its 4P, McDonald’s uses a combination of the following pricing strategies:

• Bundle pricing strategy
• Psychological pricing strategy

In the bundle pricing strategy, McDonald’s offers meal sets and other product bundles for prices that are discounted, compared to purchasing each item separately. For example, customers can purchase a Happy Meal to optimize cost and product value. On the other hand, in psychological pricing, the company uses prices that appear more affordable, such as $__.99 for a meal instead of rounding it off to the nearest dollar. This pricing strategy encourages consumers to purchase the company’s food products based on perceived affordability. Thus, this element of McDonald’s marketing mix highlights the importance of bundle pricing and psychological pricing to encourage customers to buy more products. The cost objectives, requirements, and limits in McDonald’s operations management account for the price points in this marketing mix.

• Kucuk, S. U. (2023). Marketing Mix Modeling and Coordination. In Visualizing Marketing: From Abstract to Intuitive (pp. 103-115). Cham: Springer International Publishing.
• McDonald’s Corporation – Form 10-K .
• McDonald’s Corporation – Exclusive Deals .
• McDonald’s Corporation – Full Food Menu .
• McDonald’s Corporation – Mobile Ordering .
• Rajer, N. (2023). New marketing models for developing a marketing strategy. International Journal of Innovation in Marketing Elements, 3 (1), 23-29.
• Reddy, T. N., Ghouse, S. M., & JS, R. K. (2023). Marketing Mix – Review of P. Research Journal of Humanities and Social Sciences, 14 (1), 55-58.
• U.S. Department of Agriculture – Economic Research Service – Food Service Industry Market Segments .
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Marketing Mix: Case Studies

Learn about these real life business case studies by reading this analysis and looking at the sample essays.

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Ford offer a wide range of vehicles including small run-arounds, people carriers, pick up trucks, sporty cars and commercial vehicles of many types and sizes. Within each of their models they often offer a range of options such as hatchbacks, 5 doors and a range of colours. In this way, Ford hope to be able to have a vehicle to meet the need of almost any consumer, and so meet the need of a very wide range of target markets. Ford will regularly apply the product life cycle and Boston Matrix to analyse what changes it needs to make to its product range. 

Price: 

Ford prices are comparable with the other leading car manufacturers. Some car manufacturers use ‘psychological’ pricing techniques, for example £11,995 is said to look more attractive than £12,000. A very low price would not cover Ford’s costs and would suggest lower quality. 

Ford use above the line methods with their TV, newspaper and cinema advertising. They also use below the line methods as they sponsor sporting events (e.g. the Champions League), and are involved in charitable work. This helps to convey their image as a caring and high quality company. 

Ford sell their cars through a network of independently owned dealers as retailers are known in the car business. This enables Ford to have a wide geographical spread, without having to be directly involved in the selling of cars. 

Car Manufacturer Marketing Essays

The Promotional Mix used by Ford and Apple to Market their Products.

I will describe how marketing techniques are used by BMW to increase the demand for their 7 series luxury model.

Tesco sell a wide range of groceries. They sell all the leading brand’s products like Kellogg’s, Heinz and Nestle, as well as their own brand products, which are made for them by manufacturers who will add the distinctive Tesco packaging. They hope to be able to cater for all customers by adopting a ‘good, better and best’ approach. This means that they offer a basic value Tesco brand, a standard Tesco brand and a range of Tesco Finest products, as well as ‘Healthy living’ and organic. They are also diversifying their product range away from groceries and into many other areas, including clothing, electrical, computing, banking and insurance. This is to take advantage of their established brand name and meet the need of as many customers as possible. 

Tesco aims to compete with the other supermarkets by offering ‘money off’ vouchers if the same products could have been bought at a leading rival cheaper. As such, it is not trying to be cheaper than its rivals but the same. It also needs to be aware of how the main discounting supermarkets are doing, and this may affect its future pricing policy. Prices at the smaller convenience stores can be higher than in the supermarkets to reflect the difference in costs. 

Tesco uses above the line promotion with its TV advertising. It also uses below the line promotion. Its Clubcard allows it to keep close track on individual customers and offer very specific promotions. It also tries to involve itself in the community with its links with charities such as Diabetes UK, the race for life. This is to enhance its image as a caring company. 

Place: 

Tesco is widely spread geographically across the UK and has established itself in other European and Asian countries through buying supermarket chains and expansion. In the UK, it has stores of many different sizes from its Tesco Extra hypermarkets to its Tesco Express and One Stop mini stores. It also uses internet shopping where, for a small extra charge, customers can buy online and get their shopping delivered. Tesco acts as its own wholesaler by having its own distribution centres which buy in bulk from the manufacturers and distribute to the individual stores. 

Tesco Marketing Essays

How has tesco achieved Competitive advantage

Aims of tesco

Lewes Chimney Sweep

Lewes Chimney Sweep offers a service. That is sweeping chimneys for open fires and wood burners, as well as removing bird’s nests from chimneys. An important part of the product here is the quality, the certificate which can be used for insurance purposes, guaranteed cleanliness and a pleasant personality. This is a growing market, as more people have fires. The wood burner side of it is particularly expanding as people look for more efficient heating. 

The price charged is the same as other sole trading chimney sweeps charge. This is because the owner does not want to start a price war, and feels that the price adequately reflects the cost of providing the service. At £39, there is an element of psychological pricing in keeping it below £40. He offers a discount for more than one chimney at the same address as his costs are then lower. 

Lewes Chimney Sweep advertises in the local free magazine during the autumn. He also relies on word of mouth, ensuring that customers are left with his card. He comes out first if someone googles Lewes and chimney sweep which he feels brings in business. 

This is comparatively simple as it must be in people’s homes. Going into people’s homes does affect the product however, as there must be an air of professional friendliness. 

SME Marketing Essays

Produce a Marketing Plan for a small Retail Business.

The aim of this assignment is to investigate setting up of a small business.

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Angel Purwanti

A franchise company is PT. Indomarco Prismatama, better known as Indomaret, with the assistance of more than 500 distributors, Indomaret has developed a minimarket business with 16,000 locations, a full product inventory, 60% company-owned stores, and 40% franchise-owned stores. Both physical and online marketing initiatives are part of Indomaret's marketing plan. The expansion of the market for Indomaret products is the aim of this marketing strategy. The marketing strategy has been modified to meet market demands because of the existence of the internet, and Indomaret's success cannot be separated from the marketing strategy. This study attempts to understand and analyze the Internet Marketing Communication strategy used by Indomaret Batam to manage its business. In this form of research, a qualitative descriptive methodology is employed. Interviews were employed to acquire data and study of the literature. Data collection, data reduction, data display and conclusions, and a credibility and transferability test are the four processes in a Miles and Huberman data analysis. The study's findings revealed the three methods of online marketing communication they employed: (1) applications, such as Indomaret's klik Indomaret, I-Saku, and Indomaret Point; (2) social media platforms including Instagram, Youtube, Facebook, and Twitter; and (3) websites. Indomaret. The emergence of new media includes these three forms of communication. Indomaret can shape its target audience both offline and online thanks to these three new media genres that produce digital natives.

Kholivan Renaldi

Modern society is becoming increasingly aware of the necessity to behave in a sustainable manner which resulted in higher expectations towards sustainable practices of businesses. This is why the emergence of Marketing 3.0, a concept developed by Kotler, Kartajaya, and Setiawan (2010) which takes a more sustainable approach towards marketing, received an increasing amount of attention in the academic and practical world. This paper therefore identified the various influences this new marketing era has on the widely known and accepted 7P Marketing Mix in order to provide a valuable literature basis for the effect of Marketing 3.0 on marketing practices in form of an in-depth literature review. Furthermore, an evaluation on ethical issues regarding the new marketing era is presented with the aim of receiving a comprehensive and critical overview on this new emerging topic. The use of Marketing 3.0 practices is expected to generate benefits for customers and companies simultaneously by creating a more sustainable and making the world a better place. The efficient use Marketing 3.0 is expected to result in higher consumer trust through the use of collaboration practices. Moreover, it was found that current literature identifies a high influence of Marketing 3.0 on six out of seven Marketing Mix Ps, namely product, price, promotion, process, people, and physical evidence, as well as minor influences on place. Therefore, the concept of Marketing 3.0 is expected to be a crucial extension of current marketing practices by providing economic profits, while at the same time taking into consideration environmental, ethical, and social factors.

Proceedings of the Proceedings of the 1st International Conference on Informatics, Engineering, Science and Technology, INCITEST 2019, 18 July 2019, Bandung, Indonesia

Imelda Pangaribuan

South Asian Research Journal of Business and Management

Anwar Ahmad Arif

Since the beginning of the twenty-first century, online business has been getting more popular. Especially during the pandemic period, online business was a blessing for people to survive. Although nowadays, people get used to the pandemic, still online business is a vital part of daily life. For making online business more useful for both parties, i.e., sellers and buyers, it is important to undertake academic research. The current study aims to find out the impact of the elements of the Marketing Mix on online business in Sylhet City. A mixed questionnaire was served to the members of different online business groups for collecting data. In total 256 persons participated in the survey. It is found that the elements of the Marketing Mix have a significant impact on online business.

International Journal of Research in Commerce, Economics and Management

Pratibha Barik

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The Evaluation of Marketing Mix Elements: A Case Study

International Journal of Social Sciences & Educational Studies, March 2018, Vol.4, No.4

10 Pages Posted: 17 May 2018

Thabit Thabit

Ninevah University

Manaf Raewf

Cihan university.

Date Written: March 1, 2018

The paper aims to investigate the influencing of marketing mix (MM) elements (product, price, place or distribution, and promotion) on increasing the effectiveness of product promotion and their role to reduce the problems within the organization. The main important aspects of this paper are to discuss the theoretical part of MM, to provide some perspectives for the researchers, and to give some instructions for the marketing department in Al-Saaeda Company for medical equipment technologies. The researchers used the main related academic resources from the university library, and internet and they designed and distributed questionnaires on a random sample of Al-Saaeda Company for Medical Equipment Technologies customers and the company employees to measure the impact of promotion on the marketing of its product (Glucocard 01-mini plus). The main findings of this paper can be concluded as follows: 1. The promotion has a very high level of impact to increase the sales of products. 2. The good distribution of the product can affect positively on customer satisfaction. 3. The company's policy for promoting has a very good reflection on increasing the sales of products. The researchers recommended that the company must strengthen the level of promotions in its activities and departments, and the increase of sales points is very important, so the company must enhance its policies of distribution.

Keywords: Marketing Mix, 4P, Price, Place, Product, Promotion

Suggested Citation: Suggested Citation

Thabit Thabit (Contact Author)

Ninevah university ( email ).

Al-Majmoaa St. Mosul, Ninevah 41002 Iraq

Street 100M Erbil, Kurdistan Region 0383-23 Iraq

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Home › Case Studies › Marketing Mix Modeling in CPG: A Quantzig Case Study

Marketing Mix Modeling in CPG: A Quantzig Case Study

Written by: Medha Banerjee

Introduction to Marketing Mix Modeling in CPG

Over the last couple of years, the consumers’ behavior and needs have been changing, and organizations are embracing technologies to meet the ever-growing array of these demands. The shift from conventional shopping to advanced online retailing can be attributed to factors such as the rise of middle-class population, urbanization, and globalization. To keep pace with the altering preferences of the customers, leading businesses in the Consumer-packaged goods industry are planning to adjust their operating models with that of the competitors. Moreover, as retailers consolidate, and e-commerce platforms increase, CPG companies are relying on winning go-to-market strategies to retain their position in the market.

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How Quantzig Implemented the Marketing Mix Modelling in CPG for its Client?

A prominent player in the consumer-packaged goods industry

The Business Challenge

The client, a prominent CPG company with considerable retail stores, spread globally, wanted to gain actionable insights into the sales, market share, and marketing ROI. The CPG company wanted to identify the strengths and weaknesses and optimize their marketing mix to improve the effectiveness of marketing campaigns on business performance. Moreover, with the help of market mix model engagement, the client also wanted to understand the impact of online media on sales and optimize investments to drive profit. The primary objective of the client was to measure the potential value of all marketing inputs and make investments to increase long-term revenue.

The Business Impact using Quantzig Solutions

Strategies that we recommend based on our analysis to promote sales and increase marketing efficiency for the client.

Beyond traditional marketing campaigns, the market mix model solution offered by Quantzig helped the prominent client in the CPG industry , leverage the use of multiple regression techniques to predict the outcome of sales. The solution also helped the client determine the net effect of their marketing campaigns on company’s profits. The engagement also focused on attributing the impact of marketing activity across all channels to further enhance the return on investment.

Marketing Mix Modeling (MMM) Predictive Insights:

The engagement offered by Quantzig assisted the CPG company to quantify the impact of sales on marketing activities. The marketing mix modelling solution also focused on developing an attribution model based on the past marketing spend and sales. Through this model, the CPG company could optimize the future spend and improve the overall business efficiency.

Reasons why your CPG business should be using marketing mix Variable modelling

Using marketing mix modeling (MMM) can significantly enhance the effectiveness of your Consumer-Packaged Goods (CPG) business in various ways: 

1. Data-Driven Decision Making:

It allows your CPG business to base its marketing decisions on concrete data rather than assumptions or guesswork. By analyzing historical data on marketing variables such as advertising spend, distribution channels, and pricing strategies, coupled with consumer behavior and market dynamics, you can derive actionable insights to optimize your marketing budget allocation. This data-driven approach enables you to make informed decisions that lead to better results and improved ROI. 

2. Optimizing Marketing Spend:

With MMM, you can accurately measure the impact of different marketing channels, including digital advertising, social media, TV advertising, and print advertising, on sales volume and market share. By understanding the contribution of each channel to your overall sales performance, you can optimize your marketing spend to maximize ROI . This includes identifying the most cost-effective channels, adjusting advertising campaigns based on their effectiveness, and reallocating budget to areas with higher potential for customer acquisition. 

3. Forecasting Accuracy and Scenario Analysis:

It enables you to forecast future sales and market share with greater accuracy by incorporating factors such as consumer demand elasticity, competitor prices, and industry benchmarks into your models. Additionally, you can conduct scenario analysis to simulate the potential impact of different marketing strategies and external factors on your business outcomes. This allows you to identify potential risks and opportunities in advance, enabling proactive decision-making to drive growth and profitability. 

4. Enhanced Collaboration Between Teams:

It facilitates collaboration between your product, finance, and marketing teams by providing a common framework for evaluating the impact of marketing campaigns and pricing strategies on business performance. By aligning these cross-functional teams around shared objectives and metrics, you can ensure that marketing efforts are integrated with product development and financial planning to maximize profitability and market share. 

5. Continuous Improvement and Adaptation:

By leveraging a platform like Quantzig, which specializes in MMM and AI-driven analytics, your CPG business can continuously monitor and adapt its marketing strategies based on real-time data and insights. This iterative approach enables you to quickly respond to changes in consumer behavior, market dynamics, and competitor actions, ensuring that your marketing efforts remain agile and effective in an evolving landscape. 

Get started with your complimentary trial today and delve into our platform without any obligations. Explore our wide range of customized, consumption driven analytical solutions services built across the analytical maturity levels. 

What are The Factors That Influence the Growth of The CPG Industry using MMM modeling?

Several factors converge to shape the growth trajectory of the Consumer Packaged Goods (CPG) industry. Key among these are market changes and consumer preferences, which pivotally influence product demand and market dynamics. Major players in the CPG sector, alongside emerging DTC (direct-to-consumer) brands, leverage data analytics and sophisticated marketing analytics tools to decipher these trends.

Historical sales data serves as a compass, guiding strategic decisions and optimizing promotions. Moreover, the proliferation of digital advertising channels amplifies brand visibility and consumer engagement. By aligning strategies with essential KPIs and adapting to evolving market landscapes, CPG companies capitalize on opportunities and drive sustained industry growth. 

Some of the factors influencing the growth of the consumer-packaged goods industry are:

Innovations :.

As the current retail landscape is witnessing a shift toward digitization, prominent companies are developing, testing and iterating innovative ideas to optimize customer engagement. Moreover, it becomes essential for the companies to re-align their product offerings to meet the growing demands of the customers.

M&A activity :

With the growing number of e-commerce platforms, a considerable number of companies are looking forward to expand across geographies to potentially reach out to different markets. Moreover, organizations are further collaborating with reputed firms to drive sales and increase their return on investment.

To address such challenges and optimize the marketing campaigns to enhance their business efficiency, leading organizations are leveraging marketing mix modeling solutions. The solution helps businesses identify the market effectiveness and streamline their marketing campaigns to enhance the business performance.

Best Ways to Create and Implement CPG Marketing Strategies

This involves a series of steps aimed at analyzing the effectiveness of various marketing variables and determining their impact on key business outcomes such as sales volume, market share, and ROI. Here are the steps involved in Market Mix Modeling: 

1. Data Collection and Preparation:

The first step in MMM is gathering relevant data from multiple sources, including internal databases, external market research firms, and third-party data providers. This data typically includes information on marketing variables such as advertising spend, pricing strategies, distribution channels, and competitor prices, as well as sales data and consumer behavior metrics. Once collected, the data needs to be cleaned, standardized, and organized to ensure accuracy and consistency before proceeding to the analysis phase. 

2. Model Specification and Estimation:

In this step, the MMM analyst defines the mathematical model that will be used to quantify the relationship between marketing inputs (e.g., advertising spend, pricing) and business outcomes (e.g., sales volume, market share). This typically involves selecting appropriate regression techniques, such as multiple linear regression or Bayesian methods, and specifying the functional form of the model. The model is then estimated using statistical software, which involves fitting the model to the historical data to obtain parameter estimates and assess the significance of the relationships between variables. 

3. Scenario Analysis and Optimization:

Once the model has been estimated, it can be used to conduct scenario analysis and optimization to evaluate the potential impact of different marketing strategies on business outcomes. This involves simulating various scenarios, such as changes in advertising spend, pricing strategies, or distribution channels, and assessing their effects on metrics like sales volume, market share, and profitability. By identifying the most effective marketing mix, CPG marketing strategy, and pricing strategy, businesses can optimize their resource allocation to maximize ROI and achieve their growth objectives. 

4. Data-Driven Insights and Informed Decision Making:

The insights generated from the MMM analysis provide valuable information for making informed marketing decisions. By understanding the relative effectiveness of different marketing channels, the elasticity of consumer demand, and the competitive landscape, businesses can allocate their marketing budget more strategically, adjust pricing strategies to better reflect market dynamics, and tailor their advertising campaigns to target specific customer segments. This data-driven approach enables businesses to make evidence-based decisions that are more likely to yield positive results and drive growth and profitability. 

5. Continuous Monitoring and Improvement:

Market dynamics and consumer behavior are constantly evolving, so it’s essential for businesses to continuously monitor the effectiveness of their marketing strategies and adjust them accordingly. This involves regularly updating the MMM model with new data, refining the model parameters to reflect changes in the market environment, and conducting ongoing analysis to identify opportunities for optimization. By adopting a cyclical approach to MMM, businesses can stay agile and responsive to changes in the competitive landscape, ensuring that their marketing efforts remain effective and competitive over time. 

Crafting and executing effective marketing strategies within Consumer-Packaged Goods (CPG) companies necessitates a meticulous approach aligned with prevailing market dynamics and consumer preferences. Leveraging robust data analytics and cutting-edge marketing analytics tools, major players in the CPG sector can glean actionable insights into evolving market changes and consumer behavior. Integrating key performance indicators (KPIs) facilitates the measurement of campaign efficacy, while historical sales data guides strategic decision-making. Digital advertising emerges as a pivotal avenue to engage with consumers directly, especially for DTC (direct-to-consumer) brands, optimizing promotional efforts and enhancing brand visibility. By leveraging these insights, CPG companies can craft and implement agile marketing strategies, effectively navigating market complexities and driving sustained growth. 

Key Benefits of Market Mix Modelling in CPG

Market Mix Modeling (MMM) offers several key benefits to Consumer Packaged Goods (CPG) businesses, helping them optimize their marketing strategies and drive growth and profitability. Here are five key benefits of MMM in the CPG industry: 

1. Optimized Marketing Budget Allocation:

It enables CPG businesses to allocate their marketing budget more effectively by providing insights into the relative impact of different marketing variables, such as advertising spend, distribution channels, and pricing strategies, on key performance metrics like sales volume and market share. By understanding which marketing channels deliver the highest ROI and which pricing strategies resonate most with consumers, businesses can optimize their resource allocation to maximize profitability. This ensures that marketing dollars are spent where they will have the greatest impact, leading to improved ROI and better overall business results. 

2. Improved Forecasting Accuracy:

MMM helps CPG businesses improve forecasting accuracy by incorporating factors such as consumer behavior, competitor prices, and market dynamics into their models. By analyzing historical data and identifying patterns and trends, businesses can better predict future sales volume and market share, enabling more accurate demand planning and inventory management. This reduces the risk of stockouts or excess inventory, leading to cost savings and improved operational efficiency. Additionally, accurate forecasting allows businesses to adapt their marketing strategies in real-time to capitalize on emerging opportunities or mitigate potential risks. 

3. Data-Driven Decision Making:

MMM enables CPG businesses to make data-driven decisions by providing actionable insights into the effectiveness of their marketing efforts. By quantifying the impact of different marketing variables on business outcomes, businesses can identify areas for improvement and make informed decisions about where to allocate resources. This helps businesses stay ahead of the competition and respond quickly to changing market conditions, ensuring that their marketing strategies remain relevant and effective. Additionally, data-driven decision-making fosters a culture of continuous improvement within the organization, driving innovation and growth over time. 

4. Enhanced Competitive Advantage:

This technique gives CPG businesses a competitive advantage by helping them identify and exploit market opportunities more effectively. By understanding consumer behavior, competitor prices, and market dynamics, businesses can develop targeted marketing campaigns and pricing strategies that resonate with their target audience and differentiate their brand from competitors. This allows businesses to capture market share and increase brand loyalty, ultimately driving revenue and profitability. Additionally, MMM enables businesses to stay agile and responsive to changes in the competitive landscape, ensuring that they remain ahead of the curve and maintain their competitive edge over time. 

5. Measurable ROI and Performance Tracking:

It provides CPG businesses with a clear understanding of the ROI of their marketing efforts, allowing them to measure the impact of different marketing variables on key performance metrics such as sales volume and market share. By quantifying the ROI of each marketing channel and campaign, businesses can identify areas of underperformance and make adjustments to improve results. This enables businesses to track their performance over time and evaluate the effectiveness of their marketing strategies, ensuring that resources are allocated to initiatives that deliver the highest return on investment. Additionally, measurable ROI allows businesses to justify marketing spend to stakeholders and demonstrate the value of their marketing efforts to the organization. 

In the competitive Consumer Packaged Goods (CPG) companies, leveraging Market Mix Modeling (MMM) yields multifaceted advantages. By harnessing data analytics and sophisticated marketing analytics tools, CPG giants and DTC (direct-to-consumer) brands alike can discern granular insights into market changes and evolving consumer preferences. MMM enables precise evaluation of the impact of various marketing initiatives, including digital advertising campaigns and promotional strategies, by analyzing historical sales data and identifying key performance indicators (KPIs).

Experience the advantages firsthand by testing a customized complimentary pilot designed to address your specific requirements. Pilot studies are non-committal in nature. 

In conclusion, Quantzig’s expertise in Marketing Mix Modeling (MMM) proved invaluable in helping our prominent client in the Consumer-Packaged Goods (CPG) industry optimize their marketing spend. By leveraging advanced analytics and data-driven insights, we enabled the client to make informed decisions regarding their marketing strategies, leading to improved ROI and better business results. Our MMM approach provided actionable recommendations for optimizing marketing budget allocation, enhancing forecasting accuracy, and driving growth and profitability. Through continuous monitoring and optimization, we empowered the client to stay ahead of the competition and adapt to changing market dynamics effectively.

Frequently Asked Questions

What is cpg marketing mix modeling.

It is a statistical analysis technique used by consumer-packaged goods (CPG) companies to evaluate the effectiveness of their marketing strategies and allocate resources efficiently. It involves analyzing various marketing inputs such as advertising, promotions, pricing, and distribution channels to understand their impact on sales and market performance.

How does CPG marketing mix modeling optimize strategies?

It optimizes strategies by quantifying the contributions of different marketing variables to sales outcomes, allowing companies to identify the most influential factors and allocate budgets accordingly. By understanding the relative effectiveness of each marketing element, companies can optimize their marketing mix to maximize ROI and achieve their business objectives.

What data is typically used in CPG marketing mix modeling?

Data typically used in CPG marketing mix modeling includes historical sales data, marketing expenditures, pricing information, promotional activities, competitor data, and market demographics. This data is collected and analyzed to build statistical models that quantify the relationships between marketing inputs and sales outcomes, providing insights into the drivers of brand performance.

How do companies implement findings from CPG marketing mix modeling?

Companies implement findings from CPG marketing mix modeling by using them to inform strategic decision-making and marketing planning processes. Insights from the analysis are used to refine marketing strategies, adjust resource allocations, optimize promotional timing and frequency, and identify opportunities for growth. By incorporating data-driven insights into their decision-making processes, companies can enhance the effectiveness and efficiency of their marketing efforts, ultimately driving sales and market share growth.

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HUAWEI Marketing Strategy 2024: A Case Study

Huawei, a renowned technology company, has emerged as a key player in the industry, challenging competitors like Apple and Samsung. In this case study, we will delve into Huawei’s successful marketing strategy, uncovering the tactics they employ to strengthen their brand and capture market share.

As we explore Huawei’s marketing approach, we will analyze their branding strategies, online marketing initiatives, market positioning, promotion strategies, competitive analysis, and advertising campaigns. By examining these key areas, we can gain valuable insights into the company’s triumphs and learnings.

Key Takeaways:

• Huawei holds the largest number of patents in the industry.
• Apple dominated China’s high-end smartphone market until the launch of iPhone15.
• The article discusses marketing strategies based on the 4p marketing theory and PEST analysis.
• Comparisons between Huawei Mate60 and iPhone15 enable an in-depth analysis of marketing strategies in China.
• Suggestions are made concerning customer needs, market positioning, and innovation in the industry.

About Huawei

Huawei, founded in 1987 in Shenzhen, China, is a global leader in providing technology solutions and digital connectivity. With a mission to connect everyone with digital technology, Huawei operates in over 170 countries, driving innovation and empowering individuals and businesses.

In 2014, Huawei experienced significant success in the European smartphone market, with sales in Spain, France, the United Kingdom, Italy, and Germany increasing by an impressive 123%. The company secured a market share of 3% in Spain and Germany, and 5% in other European markets, showcasing its growing prominence in the region.

Huawei’s success can be attributed to its successful channel strategy, which has resulted in a surge in the number of channel partners. Additionally, the company has expanded its brand influence by sponsoring top European football clubs, further establishing itself as a household name.

Recognized as one of the best employers on global professional social networking sites in 2014, Huawei prioritizes its employees and maintains good communication with media outlets such as Forbes, Fortune, Wall Street Journal, and Financial Times.

Looking ahead, Huawei has faced challenges in the global market due to the restrictions imposed by Google and Android in 2019, leading to a significant decline in sales by 50% in the first quarter of 2021. However, Huawei has responded by introducing its own operating system and 5G technology to recover from the crisis and regain its market power.

Huawei’s marketing strategies, such as its emotional marketing campaign “It’s in your hands” for the launch of their P Smartphone, have resonated with consumers, emphasizing human connections over smart devices. This approach helps create a strong brand impression, making Huawei a memorable choice for consumers and potentially influencing their purchasing decisions.

With its continuous focus on technology solutions and digital connectivity, Huawei has achieved remarkable success across various product lines, including Wi-Fi 6, primary storage, Proof of Concept (PoC) opportunities, and data center interconnection products.

Overall, Huawei’s commitment to innovation and its comprehensive approach to marketing have positioned it as a global leader in the technology industry, continuing to connect people in the digital world.

Latest Developments

Huawei, a leading technology company, continues to make significant strides in the smartphone industry with its latest releases. Among the most notable are the Huawei Mate 60 and Mate X5 smartphones. Designed with cutting-edge technology and sleek aesthetics, these devices showcase Huawei’s commitment to innovation and consumer satisfaction.

With a focus on user experience, the Mate 60 and Mate X5 offer an array of advanced features and capabilities. These include powerful processors, high-resolution displays, and state-of-the-art cameras, providing users with exceptional performance and picture quality. Furthermore, Huawei’s smartphones come equipped with long-lasting batteries, ensuring continuous usage throughout the day.

One of the key selling points of Huawei smartphones is their seamless integration with Huawei’s HarmonyOS, an alternative to the Android operating system. HarmonyOS provides users with a secure, intuitive, and customized experience, highlighting Huawei’s dedication to creating a user-centric ecosystem.

Despite the absence of Google services, reports indicate that Huawei’s Mate 60 series has resonated well with consumers. The smartphones’ innovative features, coupled with a wealth of available apps on Huawei’s AppGallery, have garnered positive feedback and strong sales. This market success has had a significant impact on Huawei’s position in the industry, challenging the dominance of other smartphone brands, including Apple.

It is worth noting that Huawei’s triumphs come amidst various challenges, including chip shortages caused by US sanctions. Despite these obstacles, Huawei has displayed remarkable resilience and adaptability, redirecting its resources and investing heavily in research and development. In particular, Huawei’s alternative to Android, HarmonyOS, has gained significant traction, reaching an impressive user base of 730 million by 2021.

Looking ahead, Huawei’s success story mirrors the rapid rise of China as a technological powerhouse. The company’s unwavering dedication to innovation, coupled with its emphasis on international cooperation and shared success, positions Huawei as a leading player in the global tech landscape.

Buyer’s Persona

Huawei, with its presence in over 170 countries and a global customer base, understands the importance of catering to its diverse target audience . The company’s target demographic consists of tech-savvy individuals who appreciate cutting-edge technology and sleek designs in their products.

When it comes to customer preferences, Huawei’s target audience values quality and innovation in their gadgets. They seek convenient solutions that seamlessly integrate into their daily lives, providing them with productivity and ease of use. As a result, Huawei focuses on creating products that meet these needs and deliver a seamless user experience.

Understanding the pain points of its customers is essential for Huawei’s marketing strategy . The company recognizes that consumers are looking for high-quality gadgets at competitive prices. To compete with giants like Apple, Huawei prices its phones similarly, appealing to customers who seek affordability without compromising on quality.

By focusing on product innovation, competitive pricing, accessible distribution, and promotional efforts, Huawei aims to boost brand awareness and customer interest. The company’s commitment to quality and innovation has allowed it to become the second-largest smartphone brand globally, surpassing Apple in market share.

Furthermore, Huawei’s marketing efforts extend beyond traditional methods. By collaborating with brand ambassadors like Lionel Messi and Gal Gadot, the company enhances brand recognition and trust. Additionally, Huawei engages in various marketing and advertising campaigns, leveraging social media platforms and industry events to connect with its audience globally.

Although Huawei faces competition from big names like Samsung and Apple, as well as new players like Xiaomi, Oppo, and Vivo in the smartphone market, its commitment to quality, innovation, and strong marketing strategies has allowed it to maintain a significant presence and capture the attention of its target audience.

Overall, Huawei’s understanding of its target audience’s preferences and pain points has played a crucial role in shaping its marketing strategies, enabling the company to effectively cater to the needs of tech-savvy individuals who value innovative technology and sleek design in their daily lives.

Marketing Mix Analysis

Huawei’s marketing mix strategy encompasses various elements that contribute to the company’s success in the global market. By focusing on product strategy, price strategy, place strategy, and promotion strategy, Huawei effectively positions its brand and products to cater to diverse customer segments.

Product Strategy

Huawei offers a wide range of consumer electronics, including smartphones, tablets, wearables, and audio devices. The company’s product strategy revolves around innovation, quality, and user experience. By continuously investing in research and development, Huawei introduces cutting-edge features and technologies in its devices, attracting tech-savvy consumers.

Price Strategy

Huawei’s pricing strategy is diverse and adaptable. The company adopts competitive pricing in the consumer electronics market, ensuring affordability and value for money. Additionally, Huawei employs value-based pricing for its premium products, targeting customers who seek top-of-the-line devices. Furthermore, Huawei utilizes penetration pricing to enter new markets and gain market share. Skimming strategy is implemented for innovative products, capitalizing on early adopters’ willingness to pay a premium. Bundling and promotional offers further enhance product attractiveness and affordability.

Place Strategy

Huawei’s place strategy focuses on building strong distribution networks. The company collaborates with various countries and local authorities to establish partnerships for effective product distribution. Huawei has a global retail presence through flagship stores, authorized retailers, and multi-brand electronics stores. Additionally, the company leverages online platforms and third-party online retailers like Amazon and Alibaba, aligning with the digital trend in consumer shopping preferences.

Promotion Strategy

Huawei employs a multi-faceted approach to promotion. The company engages in international advertising campaigns to raise brand awareness and reach global audiences. Huawei utilizes print media for targeted marketing efforts, effectively communicating its product features and benefits. Online marketing strategies, including social media campaigns, influencer collaborations, and content marketing , help Huawei connect with tech-savvy consumers. Additionally, the company implements personalized promotions and offers to engage customers and drive sales.

In conclusion, Huawei’s marketing mix strategy reflects its commitment to meeting customer needs and achieving a competitive advantage. By focusing on product innovation, diverse pricing strategies, strong distribution networks, and multi-faceted promotion, Huawei has positioned itself as a leading player in the global consumer electronics market.

Marketing Strategy Implementation

To effectively implement its marketing strategies, Huawei leverages various approaches that help promote its brand and drive sales. Key strategies include the use of brand ambassadors and product display strategies.

Huawei Brand Ambassador Strategy

Huawei understands the influence of renowned personalities on consumers’ purchasing decisions. As part of its marketing strategy, the company has appointed brand ambassadors who embody Huawei’s values and resonate with its target audience. Notably, global icons like Lionel Messi and Gal Gadot have been associated with the brand, further enhancing its image and trustworthiness.

By partnering with these influential figures, Huawei gains credibility and establishes an emotional connection with consumers. The brand ambassadors effectively communicate Huawei’s commitment to innovation, quality, and cutting-edge technology, reinforcing the positive perception of the brand in the market.

Product Display Strategy

Huawei employs an impactful product display strategy to showcase its latest technology offerings. The company organizes events and exhibitions worldwide, where it presents its products in an engaging and interactive manner. By providing hands-on experiences and demonstrations, Huawei effectively communicates the unique features and advantages of its devices.

These product displays create excitement among consumers and industry professionals, generating buzz and interest around Huawei’s offerings. By allowing customers to explore the products’ capabilities firsthand, Huawei increases the likelihood of conversion and sales.

In addition to events, Huawei leverages online platforms to showcase its products. Its website features comprehensive and visually appealing product pages that highlight the key specifications, functionalities, and benefits of each device. Through immersive visuals and detailed descriptions, Huawei enables customers to make informed decisions and easily navigate its product offerings.

Through the effective implementation of its brand ambassador strategy and product display strategy, Huawei successfully positions itself as a leading technology brand, driving engagement, conversion, and brand loyalty.

Marketing and Advertising Campaigns

Huawei employs a robust marketing and advertising strategy to amplify its brand awareness and engage with its target audience. The company utilizes a mix of channels and tactics, including brand ambassadors, social media promotion, events, and partnerships, to effectively showcase its products and innovations.

Brand Ambassadors

Huawei collaborates with renowned personalities from the world of sports, entertainment, and fashion to serve as brand ambassadors. This strategy allows Huawei to leverage the influence and reach of these ambassadors to enhance its brand image and credibility. Notable brand ambassadors include Lionel Messi and Gal Gadot, who resonate with Huawei’s target audience and help promote its products to a wider market.

Social Media Promotion

Social media platforms play a pivotal role in Huawei’s marketing campaigns. The company leverages platforms such as Facebook, Instagram, Twitter, and YouTube to connect with its target audience, share product updates, and run targeted advertising campaigns. By creating engaging and shareable content, Huawei effectively boosts its online presence and drives brand awareness.

Events and Partnerships

Participation in industry events, trade shows, and conferences allows Huawei to showcase its products and innovations to a global audience. By attending these events, the company gains valuable exposure, engages with industry experts, and gathers feedback to improve its offerings. Additionally, Huawei forms strategic partnerships with other organizations to expand its reach and explore new market opportunities.

Through its marketing and advertising campaigns, Huawei exhibits a strong commitment to delivering high-quality products to its customers. By utilizing brand ambassadors, engaging in social media promotion, and participating in events and partnerships, Huawei continues to strengthen its position in the highly competitive technology industry.

Competition Analysis

Huawei operates in a highly competitive industry, facing strong competition from its key rivals such as Samsung, Apple, Xiaomi, Oppo, and Vivo. Understanding the competitive landscape is crucial for Huawei to develop effective strategies that will enable the company to differentiate itself from its competitors and maintain its position in the market.

Rivalry with Samsung

Samsung, a global leader in the mobile phone industry, poses a significant challenge to Huawei. Samsung’s strong brand presence, extensive product portfolio, and continuous innovation make it a formidable competitor. However, Huawei’s emphasis on cost leadership, strong R&D capabilities, and competitive pricing strategy have allowed the company to carve out a substantial market share and maintain healthy competition with Samsung.

Battle with Apple

Apple, another major player in the industry, is known for its market-leading innovation and strong brand image. While Huawei and Apple compete head-to-head in the mobile phone market, their strategies differ. Apple focuses on product innovation, software/hardware integration, and consistent R&D in areas such as augmented reality (AR) and virtual reality (VR). In contrast, Huawei leverages its cost leadership strategies and strong differentiation through innovation in product development, quality, and customer service to secure its market position.

Rising Competitors

Aside from Samsung and Apple, emerging Chinese brands like Xiaomi, Oppo, and Vivo have gained significant traction in recent years. These companies have successfully captured market share in various regions with their competitive pricing, feature-packed devices, and aggressive marketing strategies. Huawei recognizes the potential threat posed by these rising competitors and continuously strives to stay ahead through continuous innovation, understanding target markets, and meeting customer needs.

Overall, Huawei understands the importance of remaining competitive in a rapidly evolving industry. By employing cost leadership strategies, capitalizing on differentiation, and focusing on target market understanding and innovation, Huawei aims to assert its market dominance and secure its position as a global leader in the telecommunications and mobile phone industry.

In conclusion, Huawei’s marketing strategy has positioned the company as a major player in the global telecommunications industry. With its focus on innovation, strategic partnerships, and customer-centric approach, Huawei has successfully established itself as the third-largest global manufacturer of routers, switches, and other telecommunications equipment, as well as the third-largest smartphone manufacturer by market share.

One of Huawei’s key strengths lies in its extensive research and development capabilities, with over 80,000 R&D employees worldwide, comprising 45% of its workforce. This enables the company to stay at the forefront of technology trends and drive innovation, as evidenced by its ranking as the 46th most innovative company globally in 2016 and its leadership in patent applications.

Furthermore, Huawei’s focus on 5G technology has positioned it as a leader in the industry. The company’s early leadership in 5G, showcased by the world’s first 5G phone network in 2014, demonstrates its commitment to pushing the boundaries of communication technology. As commercial 5G networks are set to be introduced by 2020, Huawei is well-positioned to provide advanced 5G products and services to a global market.

With its strong presence in more than 170 countries and regions, serving over 3 billion people worldwide, Huawei has become a trusted name known for its affordability and functionality. As the demand for technology products continues to grow in the United States and beyond, Huawei’s marketing strategy will play a crucial role in ensuring its continued success.

What is Huawei’s mission?

What are huawei’s latest smartphone models, who is huawei’s target audience, what areas does huawei’s marketing mix strategy focus on, how does huawei market its products, who are huawei’s major competitors, what is huawei’s marketing strategy, related posts:.

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Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.

Meesho Marketing Strategy 2024: A Case Study

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Marketing Mix (Lesson Plan, Case Study, Questions & Answers)

Subject: Business and finance

Age range: 14-16

Resource type: Lesson (complete)

Last updated

13 February 2024

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Exploring the Marketing Mix - The 4 P’s

Students will understand the concept of the marketing mix and how the 4 P’s (Product, Price, Place, Promotion) are used to create effective marketing strategies. They will analyze case studies and engage in interactive activities to demonstrate their comprehension of each element of the marketing mix.

Materials Needed:

● Whiteboard and markers ● Chart paper and markers ● Access to device with the internet ● Link to case study form lesson plan and main activity

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Complete Marketing Mix of Amul – With Complete 4Ps Explanations

By Aditya Shastri

Some brands have grown exponentially since their inception. Amul is one of them. How did they manage it? What did they do to increase their customer base? What did they do to keep their consumers coming back? We think Amul’s Marketing Strategy played a significant part in all this, especially its digital marketing strategy. This article analyses a few digital marketing strategies used by the company and the Marketing Mix of Amul to better understand 4 strategies – pricing, products, placing/distribution and promotion so that you can get an insight into what they have been doing.

AMUL, also known as Anand Milk Union Limited, is an Indian cooperative dairy company founded in 1946, Gujrat and is managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF).

The founder of Gujarat Co-operative Milk Marketing Federation is Dr Verghese Kurien and the current Chairman is Shri Shamalbai B. Patel.

Anyone, regardless of class, race, or gender, can be a member of the cooperative formed under the Anand Pattern, however, they are required to own a minimum of one cow or buffalo and are inclined on supplying milk.

Amul has been ranked number one in the list of top 1000 brands in Asia by Campaign Magazine. Their main aim was to establish a co-operative based society to cease consumer and farmer exploitation by the local milk cartels.

To know more about the company click here.

What’s new with Amul?

Here’s what was buzzing around Amul recently:

• Amul and GCMMF are providing Gujarat dairy farmers with a Rs 1 per litre incentive for voting on May 7. Milk pouches carry messages like ‘Chunav ka parv, Desh ka garv’ to boost voter turnout.
• Amul is setting up a new dairy plant in Rajkot with a capacity of 20 lakh liters of milk per day. 
• Amul plans to invest Rs 4,000-5,000 crore over the next two to three years, largely into milk processing plants across the country. 
• Amul has launched a number of new products in 2023 & 2024, including: Amul Cheese Spread, Greek Yogurt, Pro-Biotic Yogurt, A2 Cow Milk, Amul Panchamrit, Amul Immunity Shot Range, Amul Puffles, Amul Choco Buttery Spread and Amul Memory Milk
• Amul is expanding into new markets both domestically and internationally. In India, Amul is focusing on increasing its distribution in tier 2 and tier 3 cities.
• Expanding into the US market, Amul introduces fresh milk and plans to roll out various dairy products. Partnering with MMPA, the brand sets its sights on becoming a global powerhouse.
• Amul is committed to sustainable practices and is working to reduce its environmental impact. 
• Amul is the sponsor of the Afghanistan, Sri Lankan, and South African cricket teams.
• Amul aims to become the largest dairy globally, already exporting to nearly 50 countries.
• Amul is gearing up to introduce a ‘super milk’ with five times more protein than its standard offerings.

Buyer Persona of Amul

A buyer persona generally refers to the detailed information of an ideal customer of a company. When it comes to Amul, people from India use it the most. This buyer persona will help you understand the attributes of a regular Amul user.

Buyer’s Persona

Mumbai, Maharashtra, India

Profession:

Software Engineer

• To provide her family with healthy and nutritious food
• To support Indian brands and products
• To enjoy delicious and flavorful dairy products
• To get good value for money

Interest & Hobbies

• Cooking and baking
• Trying new restaurants and cuisines
• Spending time with family and friends

Pain Points

• Lack of time to cook
• Difficulty finding healthy and convenient food options
• Concern about the quality of dairy products
• High cost of dairy products

Social Media Presence

From the table above we can conclude that an ideal Amul User  is a young, educated, and urban woman who is looking for high-quality, affordable, and convenient dairy products.

Want to know about the current challenges of Amul? Read a detailed SWOT Analysis of the brand before moving on with marketing strategies.

Marketing mix of Amul

The 4Ps – Product, Price, Place, and Promotion, are what make up the marketing mix. It is an integral tool used to know a company’s marketing approach. This model aids us in gaining a broad knowledge of the company and the tactics it employs to advertise and sell its products to the general audience. Let’s explore the 4Ps of Amul.

Amul Marketing Mix: Product

Amul’s cash cows are cheese and ice cream, which have the greatest market share in their respective product categories. Amul ice cream stands as one of India’s top ten ice cream brands. Amul offers a wide range of dairy products. The product mix of Amul are as follows:

• Milk and cream
• Ghee and butter
• Yogurt and cheese
• Ice cream and desserts
• Chocolates and confectioneries
• Ready-to-cook products
• Health and wellness products

Amul keeps investing in research and development, hence, strives to bring different products to their customers. A new range of products mix of Amul were launched with Amul Panchamrit, Immunity Booster Shots & more.

Amul Marketing Mix: Price

The pricing strategies of Amul includes a combination of competitive and low-cost pricing. Amul began with the vision to provide the best quality dairy products at affordable prices. The pricing of different product mix of Amul is taken into account by different factors such as the price of raw material, labour cost, farmer’s profit, transportation cost and storage costs.

Amul is pursuing a low-cost strategy for products commonly used like milk, ghee, butter and so on, where they offer these products at a lower price than their competitors. For products like Amulspray, Prolite, condensed milk and more the company adheres to a competitive pricing strategy, where the price of these products is similar to their competitors.

However, Amul also offers value packs and discounts to make its products more affordable for consumers.

Amul Marketing Mix: Place

Amul establishes its image by outpacing the quality of other brands and are readily available to entire demographics in urban or rural areas. They target children, adults and businesses under the umbrella of their product. 

In Amul, distribution takes place through two main methods:- 

• Procurement channel – Farmers provide milk to cooperatives, which is gathered in bulk and transported to the processing plant. That milk is made to produce the final goods at the production plant.  
• Distribution channel – In charge of getting the finished product to the end-users. ​​Carrying and forwarding agencies, distributors, dealers, and retailers are all part of the distribution chain.

There indeed is a lot of transportation that lead to the final product distribution, however, Amul doesn’t fail to deliver their products to every corner of India. 

Amul Marketing Mix: Promotion

Amul is one of the fewest corporations running a successful campaign since the start. They also have had a prestigious and fun campaign character – The Amul girl, created by Mr Eustace Fernandes. Campaigns such as “Indian Taste” have given emotional value to its marketing, and each household’s promise as a family product has been realised.

Amul frequently incorporates current events in their advertising, often in a humorous manner that engages the user. 

Amul India recently launched a marketing campaign to celebrate the success of Shah Rukh Khan’s comeback movie, Pathaan, which has become the first box office hit of 2023, grossing over Rs 600 crore globally within a week of its release. The campaign showcases Amul’s iconic mascot, the Amul girl, holding a slice of bread with butter and sporting a Pathaan-inspired look, complete with a bandana and sunglasses. The campaign has been widely appreciated by fans of both Shah Rukh Khan and Amul, as it creatively celebrates the success of the movie and adds a fun twist to the brand’s messaging.

The majority of their advertising is focused on butter since they do not want to not spend more than 1% of their turnover on promotion that could have a direct impact on product cost. 

Amul has recently moved to an e-commerce platform with an Amul online app via which they distribute items to e-commerce customers that are high in volume. This has aided Amul in the promotion of their brand on various social media sites, i.e. digital marketing.

Amul uses a variety of promotional channels to reach its target customers, including:

• Television and radio commercials
• Print and digital advertising
• Social media marketing
• Point-of-sale promotions
• Public relations and media outreach

Overall, Amul’s marketing mix is designed to appeal to a wide range of consumers. Amul product mix are available in wide ranges at affordable prices, and it is available in a variety of retail outlets. Amul also uses a variety of promotional channels to reach its target customers.

How does Amul use digital marketing in their strategy 

1. search engine optimisation.

Amul has put a lot of effort into SEO.

As per Ubersuggest data, it ranks in India for 47,266 keywords as of September 2023. Its organic traffic is 852,095 sessions per month. The stats are low compared to their SEO performance in April 2023. 

Here are some of their Search Engine Optimisation techniques :

Amul gets backlinks from 140,823 unique domains. All this increases the Domain Authority of Amul’s domain and helps it rank higher .

2. Social Media Marketing

Amul is active on Instagram, Facebook, and Twitter. As of August 2023, it has 420k followers on Instagram, 2 million followers on Facebook and 370k followers on Twitter.

Let’s analyze how their posts are:

Amul is the sponsor of the Afghanistan, Sri Lankan, and South African cricket teams. Most of their recent posts are about the team promotion & mostly product promotion.

They do Moment Marketing using their famous Amul Girl.

Amul seized the opportunity to join in on the viral “pawri” trend that swept the internet. Renowned for their witty wordplay, Amul crafted an advertisement featuring the iconic Amul girl celebrating with a raised glass. The tagline, “Yeh humari pav tea ho rahi hai,” was the highlight of the ad and garnered much attention.

They promote user based content which are generally recipes using Amul products.

Top Competitors of Amul 

Here’s the list of top competitors of Amul:

• Mother Dairy
• Britannia Industries
• Parag Milk Foods

As we wrap up our analysis on the marketing mix of Amul’s impressive digital marketing strategy, it’s clear that staying up-to-date with the latest trends and techniques is key to success in the digital marketing world.

Whether you’re a marketing professional or just starting out, be sure to check out our free digital marketing masterclass to gain a solid foundation in the essentials of digital marketing.

Who knows, you might just develop the next big marketing strategy like Amul’s! Don’t forget to share your thoughts and comments on Amul’s strategy in the comments below.

Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs...... [Read full bio]

This blog explains the marketing mix of Amul in a thick and spanned manner. Can it protect its marketing strategy ?

Interesting insights into the marketing mix of Amul. It’s impressive how they’ve maintained brand consistency over the years.

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