The marketing concept describes a guide in which the status quo is analyzed, the marketing goals, marketing strategy, marketing budget and all marketing measures and marketing controls are defined. The marketing concept helps to understand the opportunities and risks and to achieve the marketing goals faster and more efficiently in order to ultimately maximize sales.
A marketing concept is by definition the product-related research, implementation and sale within a company. The content of a marketing concept includes the three most important factors that are related to each other: manufacturer, product, customers.
If manufacturers develop innovative and high-quality goods, the end result is a good product . A good product on the market that manufacturers present conspicuously ensures that many customers buy the product . If the goods or services are sold in large numbers , the company or startup will ultimately benefit and can therefore invest in new products again. What used to be quite banal under the terms advertising or advertising has developed into a relevant tool for increasing profits.
That is why the marketing concept is often referred to as the most important factor, the core element or the heart of marketing. Particularly unusual start -up projects work with a sophisticated marketing strategy. The structure of a marketing concept can basically be divided into the following stations: initial position → implementation → result, with a few additional factors particularly in the aspect of implementation. Since product marketing has evolved so much, you will find many examples of marketing concepts. The 6-phase model has established itself best .
For a holistic marketing concept, it makes sense to work with the 6-phase model. With this roadmap, you develop the necessary needs in six stages to get from the product idea to the product sale.
If you want to initiate a strategic marketing concept, you should start with a detailed situation analysis. Here you compile the status quo for your product or service. In this first phase you use certain analysis techniques to answer the following questions:
In the second phase, you deduce the marketing goals from the situation analysis . Because: a modern marketing concept within a company only makes sense if it results in profitable corporate goals . Make the following considerations:
In order to create a target-oriented marketing concept, you need an innovative strategy. You can choose from various strategic approaches . You can choose between classic or online marketing concepts:
Depending on which strategy you choose, the costs of your marketing concept will also vary.
After you have decided on either a classic or modern marketing measure, you must define further aspects in relation to the presentation of your marketing concept. Only when you have carefully carried out the first three analyzes can you think about the product launch in your marketing concept. You can do this with the 4-P scheme:
The 5th step, the so-called marketing mix, is about the implementation of the defined marketing measures from step 4. This combines the 4 factors that you considered independently in the previous phase.
The last component of a marketing concept is marketing controlling. Here you reflect the entire process of your marketing concept:
To write a successful marketing concept, all steps revolve around the product and your target audience . To start, analyze the current situation on the market , especially in terms of demand and competition. Then formulate goals that you want to achieve with the marketing concept. In the following, you decide on a suitable strategy so that you can address existing customers and reach new prospects. With the necessary tools , you determine how you design your product. In the marketing mix , you bring all analyzes together so that you can successfully implement your conception. In the last step, you evaluate your marketing project to define successes and determine possible improvements for the next campaign.
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