Responsibilities of each Marketing Variable.

VOL. 0019 – FLORIDA, MONDAY, MAY 07, 2023

Juan F. Arjona Harry

President & CEO Strategee

Every time you formulate marketing for a brand or company, it is important to make clear what you can ask for each Marketing Variable, so that in this way the other variables can be articulated and effective marketing can be formulated, around clear marketing goals.

Following, we can look at which Marketing Variables are required for each of the Marketing Goals proposed in the Marketing Plan:

I. Variables for achieving the Differentiation Goal:

1. The product.

2. The Service (UX).

3. Branding (convencional y digital).

4. CRM and Channels

II. Variables for achieving the Development Goal:

1. Here we have the variables of Plaza or Sales Channel.

2. Product as the center of the growth management of a brand or corporation.

3. Promotion to end customers.

4. Price serves to leverage lower prices in the market, but diluting fixed costs and expenses according to the largest volume achieved.

5. Trade marketing that enables immediate growth at the point of sale.
   

III. Variables for achieving the Personality Goal:

1. Service.

2. CRM.

3. Product/Service.

4. Promotions to consumers.

5. The Data Based Marketing.

IV. Variables for achieving the profitability objective:

1. Price.

2. Trade marketing.

3. Product.

4. Cross Channel.

5. OmniChannel.

6. Data Based marketing.

V. Variables for the Market Penetration Goal:

1. Product.

2. Price.

3. Cross Channel.

4. OmniChannel.

VI. Tactics Variables:

1. Trade marketing.

2. CrossChannel.

3. Promotions to Consumers.

4. CRM.

5. Price.

VII. Strategic Variables:

1. Product.

2. Service.

3. Price.

4. Channels.

5. Branding.

The choice of Marketing Goals immediately indicates the Marketing Variables that

will be responsible for their achievement. Commons mistakes occur in the definition of Marketing Goals and, in some cases, in the wrong choice of the Marketing Variable to impact with each decision. Or what is also commonly presented, is that they lack to define Variables to ensure the achievement of the intended Goal.

At Strategee we accompany the decision of the brand or company with the market

and marketing analysis and the audit of each variable, so that this process is

successful and reduce the probability of error.