CASE STUDY

Marketing Mix Strategy for a Leading Vegan Foods Manufacturer Helps Strengthen the Level of Competitiveness

Oct 12, 2018

Importance of Marketing Mix

The marketing mix is a long-term plan on action which is used to help a firm to gain a competitive advantage over its competitors. A powerful marketing plan demands a considerable amount of research and outlining. Setting the right elements together can be a challenge but employing a marketing mix strategy can help lead you in the right direction. A marketing mix strategy uses multiple analytic frameworks to examine all the elements and features that might impact marketing. The most general of these frameworks is the “4Ps” – product, price, place, and promotion. The importance of marketing mix in any conventional marketing campaign or tactic should be assumed in the right manner. The elements of a marketing mix strategy allow the marketers to distinguish the demands and want of their potential consumers. The importance of marketing mix lies in its ability to help a business determine the suitability of a product or a service for a distinct target consumer base.

Vegan Foods Industry Outlook

Veganism no longer seems like a niche option. The interest and potential of vegan foods are always growing. As the trends driving interest in vegan foods seem likely to advance, savvy business people can not only benefit by catering to this demand but also raise demand by offering delicious, convenient, and affordable plant-based foods. As customers are becoming more mindful of the products they put in their bodies and of the environmental impact they have, businesses have begun becoming more alert while catering to such needs.

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Client Profile

The client is one of the leading vegan foods manufacturing firm established in the US. The company is well known for its vegetarian and vegan frozen meals, pasta sauces, and canned foods, and many more.

Predicaments

The food industry is extremely competitive in terms of pricing, promotion, service, place, and quality of food. The client, who is a major player in the vegan food industry, was facing challenges in marketing their plant-based products. They also wanted more information on the availability and demand for alternatives in the market space. Their primary aim was to develop a marketing and sales strategy that would ensure that their sales funnel was aligned with online and offline channels. Additionally, they wanted to balance out the use of the basic marketing elements and devise an adequate strategy that would help them understand the needs of end-customers and maximize business revenues.

Solutions Delivered

With the aid of Quantzig’s marketing mix strategy, the vegan foods company significantly addressed the pricing needs and suitably fixed the prices for the vegan foods offered. Furthermore, understanding marketing options enabled the client to vary its marketing activities according to its resources, market conditions, and customer needs. The marketing mix strategy also enabled the client to improve the sales volume and strengthen the level of competitiveness and their market share.

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