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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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