100 Instruments for Marketing and Strategie Planning, German Approach (Strategic, tactical and operational marketing management Book 2)

German Approach, strategic planning , marketing - mix.

There are four instrumental in areas about 140 marketing tools. We can imagine that something like a large orchestra in Wagner's operas, where 120-140 instruments accompany the Ring of the Nibelung. Again, we have instrumental classes like string instruments, wind instruments, percussion instruments, keyboard instruments. As in music, so in the marketing, the four seasons of Vivaldi using a quartet, which means playing with only four instruments. The same applies to the popular music, where a Bavarian brass band of three or four people or instruments is.

I want to show you that even in the successful marketing of large companies but also by small businesses is also possible.

The company Philip Morris with the Marlboro brand uses three main instruments in my opinion as success factors:


1st , the message of freedom and adventure by designing, Cowboy (communication policy)

2nd , labeling red roof and unique, distinctive font (Product Policy)

3rd, the ubiquity, that the presence in all sales channels and regions. Whether the Indian Reserve in Chiapas, Mexico or Africa, Indonesia in the last village is present Marlboro. Likewise, in kiosks, gas stations, vending machines, retailers, food retail formats such as discount stores, supermarkets, convenience stores, etc.

Similar procedures we can find at McDonald's, Starbucks, Coca-Cola, who also set to the American way of life, follow a similar ubiquity, sales channel and cast mark. Similar approaches can be found in German luxury car manufacturers like BMW, Mercedes and Porsche. Here shall be additional design and technical design (Product Policy). Looking at the new Chinese model, we recognize very quickly the marking and design deficiencies. Design also plays at McDonald's and steel plant in the design of the rooms an essential role. Likewise, the quality of the product. To give you a difference, take a look at the design of the rooms of Pizza Hut, Burger and other coffee shops, such as the San Franciso Coffee Company.

Marketing instrumental compositions

1. Orientation of the instruments on target groups

2. Recipe in a short form

3. Recipe form for your company

4. Determination of respect of the marketing out stabbing features, advanced benchmarking

5. Essential 100th Instruments to compose their competitive strategy and their marketing plan

51. Product (33 tools/instruments)

52. Price(21 instruments/tools)

53. Distribution, Place (25 instruments/tools)

54. Promotion (22 instruments/tools, 13 instruments)