Since
the net impression of the brand that the consumer carries
is the result of a whole host of stimuli that the consumer
gets at various points of interaction with the brand.
Developing a marketing mix strategy essentially involves
setting guidelines to make sure that the stimuli sent
to the consumer through each and every point of interaction
are synergistic with the desired positioning and personality
of the brand. This includes guidelines for product / service
development, pricing, distribution and retail strategy,
integrated marketing communication (including creative
briefs for advertising and packaging, briefs for promotions
and PR, and importantly, training workshops for staff
- since staff also serves as a key brand communication
medium in our context.
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