Description

The training we offer focuses on the marketing mix, which is a set of tools for effectively marketing a product or service, as well as promoting a brand. During this training, you will learn how to optimally define each of the elements of the marketing mix, as well as the 3 Ps of services, and how to adjust an existing mix to improve its performance.

Who is this training for ?

For whom ?

Marketing directors and managers, product managers, market managers, range managers, group managers, anyone who needs to move into a Marketing function.

Prerequisites

• No special knowledge.

Training objectives

Build functional specifications

Determine pricing conditions

Identify distribution channels

Build your communication plan

Adjust your marketing mix to the product life cycle and the competition

Training program

• Marketing mix: characteristics of the product or service
  • The brand name.
  • The functionalities and specificities.
  • The physical characteristics and the design.
  • The cost price.
  • Insertion into the existing range.
  • Exercise: Construction of functional specifications.
• Marketing mix: the pricing system
  • Price positioning (luxury, gift.
  • ).
  • Pricing conditions (prices, discounts, rebates, rebates).
  • Possible segmentation criteria.
  • Compensated margins, profitability and financial contribution.
  • Case study Search for relevant pricing methods for a given service.
• Mix marketing : la distribution
  • The choice of channels.
  • The degree of autonomy and commitment of (re)sellers.
  • Territory coverage.
  • Trade marketing.
  • Sales support tools.
  • Case study Direct sales with salespeople, or indirect sales with one or more third-party distribution channels .
• Mix marketing : la communication
  • The choice of targets.
  • The messages to convey.
  • The graphic charter.
  • The optimization of the choice of communication channels communication: advertising, sales promotion, social networks.
  • The right sizing of resources.
  • Exercise: Critique of a communication plan.
• The 3 Ps of Services
  • The Staff.
  • Customer Participation.
  • The Evidence.
  • Exercise: Definition of an optimal marketing mix for a service associated with a product.
• Precautions to take
  • Coherence and interdependence of the elements of the marketing mix.
  • Adequacy of the marketing mix with the market, the targeted customer segments, the competitive situation.
• Readjustment of the marketing mix
  • Optimize your positioning based on the product life cycle.
  • Readjust based on the actions of the competition.
  • Measure the achievement of objectives.
  • Exercise: Critique of the marketing mix of an existing product or service and indication of avenues for optimization.