Total Marketing Example

When launching a product and / or service, companies must give great weight to different factors that allow your product and / or service is recognized and preferred in the market and thereby gain permanence and greater utilities.

The brand of a product is extremely important, since it is from it that a name or symbol is given to a product and / or service, which makes it different from others and allows the consumer to identify and prefer it over others.
Companies must invest what is necessary in providing themselves with brands that can become highly recognized; the right brands must provide the consumer with a promise and a benefit. They must be susceptible to associations that allow them to be more easily identified and related to their characteristics at a glance and thus allow them to be easily remembered and not lost among the countless brands on the market.
The associations that must be taken into account are the strong, the favorable and the only ones, as this will allow us to identify from our expectation, on what aspects it is necessary to work to improve them.

A brand as such must allow us to identify the benefits it offers us, the personality, culture and image of the user.

Another factor that we must take into account is the positioning of a product and / or service (this is the permanence of the brand in the mind of the consumer, the perception that the customer has about the attributes of the product in relation to those of brands competitive), this can be given in different ways: from leadership, from operational excellence, or from an approach to client. The basic rules of this positioning are to be superior in one of these aspects and adequate in the other two; It is extremely difficult to be superior in all three aspects, in addition to the fact that this would result in us not excelling in any of the aspects, which could be counterproductive.
It is necessary not to lose sight of the aspect in which we are superior to be able to work on it and improve it, which leads us to be different from our competition and to have greater reliability on the part of the consumer.

There are various value positions and each company must identify itself in some of them, these are: more for more (more innovation and more products are offered but at a price higher), more for the same (more innovation is provided but the same price remains), the same for less (the same is provided but less charged), less for much less (there is less innovation and less variety and therefore less is charged) or, the last and most appropriate is that of more for less (in this case greater innovation and greater variety but at a lower price), as I already mentioned, this would be the most appropriate value position, since the consumer identifies us as those who we give more things, with good quality and different from those of the competition or similar but at a much lower price, which in these times of crisis is great importance.

In addition to the brand and positioning, we must take into account the brand's slogan (phrase), the spokesperson (famous person), the character (mascot) and the object of the same, since it is all these interrelated aspects that will allow the consumer to differentiate one product from another and prefer a brand over other.

There is a strategy that we must not forget to be recognized and accepted in the market, called QSCV (quality, service, cleanliness and value), if we take this into account we will have practically guaranteed success and the consumer will identify us without problem some, but it is necessary to maintain each of the aspects at all times, otherwise we would be left with a bad image in the market.

The image is the perceptions that the consumer has of us and it is necessary to follow up on this image in any time and place, because if you fail in any of the aspects, it is lost very easily and with it we lose everything.

We have the identity from the experience that the consumer has with the brand, so it is necessary to ensure that it is good at all times.

We must not forget that the marketing strategies we take must be based on positioning and the type of company we are, We must identify what distinguishes us from the others, study our clients and competitors and our communication system, since what It does not always work for a company, even in most cases it does not work for others, because we are unique and as such we must treat us.

The basics to excel is innovation and difference.