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Published: March 08, 2023

Putting together a compelling case study is one of the most powerful strategies for showcasing your product and attracting future customers. But it's not easy to create case studies that your audience can’t wait to read.

In this post, we’ll go over the definition of a case study and the best examples to inspire you.

What is a case study?

A case study is a detailed story of something your company did. It includes a beginning — often discussing a conflict, an explanation of what happened next, and a resolution that explains how the company solved or improved on something.

A case study proves how your product has helped other companies by demonstrating real-life results. Not only that, but marketing case studies with solutions typically contain quotes from the customer. This means that they’re not just ads where you praise your own product. Rather, other companies are praising your company — and there’s no stronger marketing material than a verbal recommendation or testimonial. A great case study is also filled with research and stats to back up points made about a project's results.

There are myriad ways to use case studies in your marketing strategy . From featuring them on your website to including them in a sales presentation, a case study is a strong, persuasive tool that shows customers why they should work with you — straight from another customer. Writing one from scratch is hard, though, which is why we’ve created a collection of case study templates for you to get started.

Fill out the form below to access the free case study templates.

Free Case Study Templates

Showcase your company's success using these three free case study templates.

• Data-Driven Case Study Template
• Product-Specific Case Study Template
• General Case Study Template

You're all set!

Click this link to access this resource at any time.

There’s no better way to generate more leads than by writing case studies . But without case study examples to draw inspiration from, it can be difficult to write impactful studies that convince visitors to submit a form.

Marketing Case Study Examples

To help you create an attractive and high-converting case study, we've put together a list of some of our favorites. This list includes famous case studies in marketing, technology, and business.

These studies can show you how to frame your company offers in a way that is both meaningful and useful to your audience. So, take a look, and let these examples inspire your next brilliant case study design.

These marketing case studies with solutions show the value proposition of each product. They also show how each company benefited in both the short and long term using quantitative data. In other words, you don’t get just nice statements, like "This company helped us a lot." You see actual change within the firm through numbers and figures.

You can put your learnings into action with HubSpot's Free Case Study Templates . Available as custom designs and text-based documents, you can upload these templates to your CMS or send them to prospects as you see fit.

1. " How Handled Scaled from Zero to 121 Locations with the Help of HubSpot ," by HubSpot

What's interesting about this case study is the way it leads with the customer. That reflects a major HubSpot cornerstone, which is to always solve for the customer first. The copy leads with a brief description of why the CEO of Handled founded the company and why he thought Handled could benefit from adopting a CRM. The case study also opens up with one key data point about Handled’s success using HubSpot, namely that it grew to 121 locations.

Notice that this case study uses mixed media. Yes, there is a short video, but it's elaborated upon in the other text on the page. So while your case studies can use one or the other, don't be afraid to combine written copy with visuals to emphasize the project's success.

Key Learnings from the HubSpot Case Study Example

• Give the case study a personal touch by focusing on the CEO rather than the company itself.
• Use multimedia to engage website visitors as they read the case study.

2. " The Whole Package ," by IDEO

Here's a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, they’re greeted with a big, bold photo and the title of the case study — which just so happens to summarize how IDEO helped its client. It summarizes the case study in three snippets: The challenge, the impact, and the outcome.

Immediately, IDEO communicates its impact — the company partnered with H&M to remove plastic from its packaging — but it doesn't stop there. As the user scrolls down, the challenge, impact, and progress are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and intriguing visuals.

Key Learnings from the IDEO Case Study Example

• Split up the takeaways of your case studies into bite-sized sections.
• Always use visuals and images to enrich the case study experience, especially if it’s a comprehensive case study.

3. " Rozum Robotics intensifies its PR game with Awario ," by Awario

In this case study, Awario greets the user with a summary straight away — so if you’re feeling up to reading the entire case study, you can scan the snapshot and understand how the company serves its customers. The case study then includes jump links to several sections, such as "Company Profile," "Rozum Robotics' Pains," "Challenge," "Solution," and "Results and Improvements."

The sparse copy and prominent headings show that you don’t need a lot of elaborate information to show the value of your products and services. Like the other case study examples on this list, it includes visuals and quotes to demonstrate the effectiveness of the company’s efforts. The case study ends with a bulleted list that shows the results.

Key Learnings from the Awario Robotics Case Study Example

• Create a table of contents to make your case study easier to navigate.
• Include a bulleted list of the results you achieved for your client.

4. " Chevrolet DTU ," by Carol H. Williams

If you’ve worked with a company that’s well-known, use only the name in the title — like Carol H. Williams, one of the nation’s top advertising agencies, does here. The "DTU," stands for "Discover the Unexpected." It generates interest because you want to find out what the initials mean.

They keep your interest in this case study by using a mixture of headings, images, and videos to describe the challenges, objectives, and solutions of the project. The case study closes with a summary of the key achievements that Chevrolet’s DTU Journalism Fellows reached during the project.

Key Learnings from the Carol H. Williams Case Study Example

• If you’ve worked with a big brand before, consider only using the name in the title — just enough to pique interest.
• Use a mixture of headings and subheadings to guide users through the case study.

5. " How Fractl Earned Links from 931 Unique Domains for Porch.com in a Single Year ," by Fractl

Fractl uses both text and graphic design in their Porch.com case study to immerse the viewer in a more interesting user experience. For instance, as you scroll, you'll see the results are illustrated in an infographic-design form as well as the text itself.

Further down the page, they use icons like a heart and a circle to illustrate their pitch angles, and graphs to showcase their results. Rather than writing which publications have mentioned Porch.com during Fractl’s campaign, they incorporated the media outlets’ icons for further visual diversity.

Key Learnings from the Fractl Case Study Example

• Let pictures speak for you by incorporating graphs, logos, and icons all throughout the case study.
• Start the case study by right away stating the key results, like Fractl does, instead of putting the results all the way at the bottom.

6. " The Met ," by Fantasy

What's the best way to showcase the responsiveness and user interface of a website? Probably by diving right into it with a series of simple showcases— which is exactly what Fantasy does on their case study page for the Metropolitan Museum of Art. They keep the page simple and clean, inviting you to review their redesign of the Met’s website feature-by-feature.

Each section is simple, showing a single piece of the new website's interface so that users aren’t overwhelmed with information and can focus on what matters most.

If you're more interested in text, you can read the objective for each feature. Fantasy understands that, as a potential customer, this is all you need to know. Scrolling further, you're greeted with a simple "Contact Us" CTA.

Key Learnings from the Fantasy Case Study Example

• You don’t have to write a ton of text to create a great case study. Focus on the solution you delivered itself.
• Include a CTA at the bottom inviting visitors to contact you.

7. " Rovio: How Rovio Grew Into a Gaming Superpower ," by App Annie

If your client had a lot of positive things to say about you, take a note from App Annie’s Rovio case study and open up with a quote from your client. The case study also closes with a quote, so that the case study doesn’t seem like a promotion written by your marketing team but a story that’s taken straight from your client’s mouth. It includes a photo of a Rovio employee, too.

Another thing this example does well? It immediately includes a link to the product that Rovio used (namely, App Annie Intelligence) at the top of the case study. The case study closes with a call-to-action button prompting users to book a demo.

Key Learnings from the App Annie Case Study Example

• Feature quotes from your client at the beginning and end of the case study.
• Include a mention of the product right at the beginning and prompt users to learn more about the product.

8. " Embracing first-party data: 3 success stories from HubSpot ," by Think with Google

Google takes a different approach to text-focused case studies by choosing three different companies to highlight.

The case study is clean and easily scannable. It has sections for each company, with quotes and headers that clarify the way these three distinct stories connect. The simple format also uses colors and text that align with the Google brand.

Another differentiator is the focus on data. This case study is less than a thousand words, but it's packed with useful data points. Data-driven insights quickly and clearly show how the value of leveraging first-party data while prioritizing consumer privacy.

Key Learnings from the Think with Google Case Study Example

• A case study doesn’t need to be long or complex to be powerful.
• Clear data points are a quick and effective way to prove value.

9. " In-Depth Performance Marketing Case Study ," by Switch

Switch is an international marketing agency based in Malta that knocks it out of the park with this case study. Its biggest challenge is effectively communicating what it did for its client without ever revealing the client’s name. It also effectively keeps non-marketers in the loop by including a glossary of terms on page 4.

The PDF case study reads like a compelling research article, including titles like "In-Depth Performance Marketing Case Study," "Scenario," and "Approach," so that readers get a high-level overview of what the client needed and why they approached Switch. It also includes a different page for each strategy. For instance, if you’d only be interested in hiring Switch for optimizing your Facebook ads, you can skip to page 10 to see how they did it.

The PDF is fourteen pages long but features big fonts and plenty of white space, so viewers can easily skim it in only a few minutes.

Key Learnings from the Switch Case Study Example

• If you want to go into specialized information, include a glossary of terms so that non-specialists can easily understand.
• Close with a CTA page in your case study PDF and include contact information for prospective clients.

10. " Gila River ," by OH Partners

Let pictures speak for you, like OH Partners did in this case study. While you’ll quickly come across a heading and some text when you land on this case study page, you’ll get the bulk of the case study through examples of actual work OH Partners did for its client. You will see OH Partners’ work in a billboard, magazine, and video. This communicates to website visitors that if they work with OH Partners, their business will be visible everywhere.

And like the other case studies here, it closes with a summary of what the firm achieved for its client in an eye-catching way.

Key Learnings from the OH Partners Case Study Example

• Let the visuals speak by including examples of the actual work you did for your client — which is especially useful for branding and marketing agencies.
• Always close out with your achievements and how they impacted your client.

11. " Facing a Hater ," by Digitas

Digitas' case study page for Sprite’s #ILOVEYOUHATER campaign keeps it brief while communicating the key facts of Digitas’ work for the popular soda brand. The page opens with an impactful image of a hundred people facing a single man. It turns out, that man is the biggest "bully" in Argentina, and the people facing him are those whom he’s bullied before.

Scrolling down, it's obvious that Digitas kept Sprite at the forefront of their strategy, but more than that, they used real people as their focal point. They leveraged the Twitter API to pull data from Tweets that people had actually tweeted to find the identity of the biggest "hater" in the country. That turned out to be @AguanteElCofler, a Twitter user who has since been suspended.

Key Learnings from the Digitas Case Study Example

• If a video was part of your work for your client, be sure to include the most impactful screenshot as the heading.
• Don’t be afraid to provide details on how you helped your client achieve their goals, including the tools you leveraged.

12. " Better Experiences for All ," by HermanMiller

HermanMiller sells sleek, utilitarian furniture with no frills and extreme functionality, and that ethos extends to its case study page for a hospital in Dubai.

What first attracted me to this case study was the beautiful video at the top and the clean user experience. User experience matters a lot in a case study. It determines whether users will keep reading or leave. Another notable aspect of this case study is that the video includes closed-captioning for greater accessibility, and users have the option of expanding the CC and searching through the text.

HermanMiller’s case study also offers an impressive amount of information packed in just a few short paragraphs for those wanting to understand the nuances of their strategy. It closes out with a quote from their client and, most importantly, the list of furniture products that the hospital purchased from the brand.

Key Learnings from the HermanMiller Case Study Example

• Close out with a list of products that users can buy after reading the case study.
• Include accessibility features such as closed captioning and night mode to make your case study more user-friendly.

13. " Capital One on AWS ," by Amazon

Do you work continuously with your clients? Consider structuring your case study page like Amazon did in this stellar case study example. Instead of just featuring one article about Capital One and how it benefited from using AWS, Amazon features a series of articles that you can then access if you’re interested in reading more. It goes all the way back to 2016, all with different stories that feature Capital One’s achievements using AWS.

This may look unattainable for a small firm, but you don’t have to go to extreme measures and do it for every single one of your clients. You could choose the one you most wish to focus on and establish a contact both on your side and your client’s for coming up with the content. Check in every year and write a new piece. These don’t have to be long, either — five hundred to eight hundred words will do.

Key Learnings from the Amazon AWS Case Study Example

• Write a new article each year featuring one of your clients, then include links to those articles in one big case study page.
• Consider including external articles as well that emphasize your client’s success in their industry.

14. " HackReactor teaches the world to code #withAsana ," by Asana

While Asana's case study design looks text-heavy, there's a good reason. It reads like a creative story, told entirely from the customer's perspective.

For instance, Asana knows you won't trust its word alone on why this product is useful. So, they let Tony Phillips, HackReactor CEO, tell you instead: "We take in a lot of information. Our brains are awful at storage but very good at thinking; you really start to want some third party to store your information so you can do something with it."

Asana features frequent quotes from Phillips to break up the wall of text and humanize the case study. It reads like an in-depth interview and captivates the reader through creative storytelling. Even more, Asana includes in-depth detail about how HackReactor uses Asana. This includes how they build templates and workflows:

"There's a huge differentiator between Asana and other tools, and that’s the very easy API access. Even if Asana isn’t the perfect fit for a workflow, someone like me— a relatively mediocre software engineer—can add functionality via the API to build a custom solution that helps a team get more done."

Key Learnings from the Asana Example

• Include quotes from your client throughout the case study.
• Provide extensive detail on how your client worked with you or used your product.

15. " Rips Sewed, Brand Love Reaped ," by Amp Agency

Amp Agency's Patagonia marketing strategy aimed to appeal to a new audience through guerrilla marketing efforts and a coast-to-coast road trip. Their case study page effectively conveys a voyager theme, complete with real photos of Patagonia customers from across the U.S., and a map of the expedition. I liked Amp Agency's storytelling approach best. It captures viewers' attention from start to finish simply because it's an intriguing and unique approach to marketing.

Key Learnings from the Amp Agency Example

• Open up with a summary that communicates who your client is and why they reached out to you.
• Like in the other case study examples, you’ll want to close out with a quantitative list of your achievements.

16. " NetApp ," by Evisort

Evisort opens up its NetApp case study with an at-a-glance overview of the client. It’s imperative to always focus on the client in your case study — not on your amazing product and equally amazing team. By opening up with a snapshot of the client’s company, Evisort places the focus on the client.

This case study example checks all the boxes for a great case study that’s informative, thorough, and compelling. It includes quotes from the client and details about the challenges NetApp faced during the COVID pandemic. It closes out with a quote from the client and with a link to download the case study in PDF format, which is incredibly important if you want your case study to be accessible in a wider variety of formats.

Key Learnings from the Evisort Example

• Place the focus immediately on your client by including a snapshot of their company.
• Mention challenging eras, such as a pandemic or recession, to show how your company can help your client succeed even during difficult times.

17. " Copernicus Land Monitoring – CLC+ Core ," by Cloudflight

Including highly specialized information in your case study is an effective way to show prospects that you’re not just trying to get their business. You’re deep within their industry, too, and willing to learn everything you need to learn to create a solution that works specifically for them.

Cloudflight does a splendid job at that in its Copernicus Land Monitoring case study. While the information may be difficult to read at first glance, it will capture the interest of prospects who are in the environmental industry. It thus shows Cloudflight’s value as a partner much more effectively than a general case study would.

The page is comprehensive and ends with a compelling call-to-action — "Looking for a solution that automates, and enhances your Big Data system? Are you struggling with large datasets and accessibility? We would be happy to advise and support you!" The clean, whitespace-heavy page is an effective example of using a case study to capture future leads.

Key Learnings from the Cloudflight Case Study Example

• Don’t be afraid to get technical in your explanation of what you did for your client.
• Include a snapshot of the sales representative prospects should contact, especially if you have different sales reps for different industries, like Cloudflight does.

18. " Valvoline Increases Coupon Send Rate by 76% with Textel’s MMS Picture Texting ," by Textel

If you’re targeting large enterprises with a long purchasing cycle, you’ll want to include a wealth of information in an easily transferable format. That’s what Textel does here in its PDF case study for Valvoline. It greets the user with an eye-catching headline that shows the value of using Textel. Valvoline saw a significant return on investment from using the platform.

Another smart decision in this case study is highlighting the client’s quote by putting it in green font and doing the same thing for the client’s results because it helps the reader quickly connect the two pieces of information. If you’re in a hurry, you can also take a look at the "At a Glance" column to get the key facts of the case study, starting with information about Valvoline.

Key Learnings from the Textel Case Study Example

• Include your client’s ROI right in the title of the case study.
• Add an "At a Glance" column to your case study PDF to make it easy to get insights without needing to read all the text.

19. " Hunt Club and Happeo — a tech-enabled love story ," by Happeo

In this blog-post-like case study, Happeo opens with a quote from the client, then dives into a compelling heading: "Technology at the forefront of Hunt Club's strategy." Say you’re investigating Happeo as a solution and consider your firm to be technology-driven. This approach would spark your curiosity about why the client chose to work with Happeo. It also effectively communicates the software’s value proposition without sounding like it’s coming from an in-house marketing team.

Every paragraph is a quote written from the customer’s perspective. Later down the page, the case study also dives into "the features that changed the game for Hunt Club," giving Happeo a chance to highlight some of the platform’s most salient features.

Key Learnings from the Happeo Case Study Example

• Consider writing the entirety of the case study from the perspective of the customer.
• Include a list of the features that convinced your client to go with you.

20. " Red Sox Season Campaign ," by CTP Boston

What's great about CTP's case study page for their Red Sox Season Campaign is their combination of video, images, and text. A video automatically begins playing when you visit the page, and as you scroll, you'll see more embedded videos of Red Sox players, a compilation of print ads, and social media images you can click to enlarge.

At the bottom, it says "Find out how we can do something similar for your brand." The page is clean, cohesive, and aesthetically pleasing. It invites viewers to appreciate the well-roundedness of CTP's campaign for Boston's beloved baseball team.

Key Learnings from the CTP Case Study Example

• Include a video in the heading of the case study.
• Close with a call-to-action that makes leads want to turn into prospects.

21. " Acoustic ," by Genuine

Sometimes, simple is key. Genuine's case study for Acoustic is straightforward and minimal, with just a few short paragraphs, including "Reimagining the B2B website experience," "Speaking to marketers 1:1," and "Inventing Together." After the core of the case study, we then see a quote from Acoustic’s CMO and the results Genuine achieved for the company.

The simplicity of the page allows the reader to focus on both the visual aspects and the copy. The page displays Genuine's brand personality while offering the viewer all the necessary information they need.

• You don’t need to write a lot to create a great case study. Keep it simple.
• Always include quantifiable data to illustrate the results you achieved for your client.

22. " Using Apptio Targetprocess Automated Rules in Wargaming ," by Apptio

Apptio’s case study for Wargaming summarizes three key pieces of information right at the beginning: The goals, the obstacles, and the results.

Readers then have the opportunity to continue reading — or they can walk away right then with the information they need. This case study also excels in keeping the human interest factor by formatting the information like an interview.

The piece is well-organized and uses compelling headers to keep the reader engaged. Despite its length, Apptio's case study is appealing enough to keep the viewer's attention. Every Apptio case study ends with a "recommendation for other companies" section, where the client can give advice for other companies that are looking for a similar solution but aren’t sure how to get started.

Key Learnings from the Apptio Case Study Example

• Put your client in an advisory role by giving them the opportunity to give recommendations to other companies that are reading the case study.
• Include the takeaways from the case study right at the beginning so prospects quickly get what they need.

23. " Airbnb + Zendesk: building a powerful solution together ," by Zendesk

Zendesk's Airbnb case study reads like a blog post, and focuses equally on Zendesk and Airbnb, highlighting a true partnership between the companies. To captivate readers, it begins like this: "Halfway around the globe is a place to stay with your name on it. At least for a weekend."

The piece focuses on telling a good story and provides photographs of beautiful Airbnb locations. In a case study meant to highlight Zendesk's helpfulness, nothing could be more authentic than their decision to focus on Airbnb's service in such great detail.

Key Learnings from the Zendesk Case Study Example

• Include images of your client’s offerings — not necessarily of the service or product you provided. Notice how Zendesk doesn’t include screenshots of its product.
• Include a call-to-action right at the beginning of the case study. Zendesk gives you two options: to find a solution or start a trial.

24. " Biobot Customer Success Story: Rollins College, Winter Park, Florida ," by Biobot

Like some of the other top examples in this list, Biobot opens its case study with a quote from its client, which captures the value proposition of working with Biobot. It mentions the COVID pandemic and goes into detail about the challenges the client faced during this time.

This case study is structured more like a news article than a traditional case study. This format can work in more formal industries where decision-makers need to see in-depth information about the case. Be sure to test different methods and measure engagement .

Key Learnings from the Biobot Case Study Example

• Mention environmental, public health, or economic emergencies and how you helped your client get past such difficult times.
• Feel free to write the case study like a normal blog post, but be sure to test different methods to find the one that best works for you.

25. " Discovering Cost Savings With Efficient Decision Making ," by Gartner

You don't always need a ton of text or a video to convey your message — sometimes, you just need a few paragraphs and bullet points. Gartner does a fantastic job of quickly providing the fundamental statistics a potential customer would need to know, without boggling down their readers with dense paragraphs. The case study closes with a shaded box that summarizes the impact that Gartner had on its client. It includes a quote and a call-to-action to "Learn More."

Key Learnings from the Gartner Case Study Example

• Feel free to keep the case study short.
• Include a call-to-action at the bottom that takes the reader to a page that most relates to them.

26. " Bringing an Operator to the Game ," by Redapt

This case study example by Redapt is another great demonstration of the power of summarizing your case study’s takeaways right at the start of the study. Redapt includes three easy-to-scan columns: "The problem," "the solution," and "the outcome." But its most notable feature is a section titled "Moment of clarity," which shows why this particular project was difficult or challenging.

The section is shaded in green, making it impossible to miss. Redapt does the same thing for each case study. In the same way, you should highlight the "turning point" for both you and your client when you were working toward a solution.

Key Learnings from the Redapt Case Study Example

• Highlight the turning point for both you and your client during the solution-seeking process.
• Use the same structure (including the same headings) for your case studies to make them easy to scan and read.

27. " Virtual Call Center Sees 300% Boost In Contact Rate ," by Convoso

Convoso’s PDF case study for Digital Market Media immediately mentions the results that the client achieved and takes advantage of white space. On the second page, the case study presents more influential results. It’s colorful and engaging and closes with a spread that prompts readers to request a demo.

Key Learnings from the Convoso Case Study Example

• List the results of your work right at the beginning of the case study.
• Use color to differentiate your case study from others. Convoso’s example is one of the most colorful ones on this list.

28. " Ensuring quality of service during a pandemic ," by Ericsson

Ericsson’s case study page for Orange Spain is an excellent example of using diverse written and visual media — such as videos, graphs, and quotes — to showcase the success a client experienced. Throughout the case study, Ericsson provides links to product and service pages users might find relevant as they’re reading the study.

For instance, under the heading "Preloaded with the power of automation," Ericsson mentions its Ericsson Operations Engine product, then links to that product page. It closes the case study with a link to another product page.

Key Learnings from the Ericsson Case Study Example

• Link to product pages throughout the case study so that readers can learn more about the solution you offer.
• Use multimedia to engage users as they read the case study.

Start creating your case study.

Now that you've got a great list of examples of case studies, think about a topic you'd like to write about that highlights your company or work you did with a customer.

A customer’s success story is the most persuasive marketing material you could ever create. With a strong portfolio of case studies, you can ensure prospects know why they should give you their business.

Editor's note: This post was originally published in August 2018 and has been updated for comprehensiveness.

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• Marketing mix modelling: 3 case studies from 2020

Introduction

My last blog was a review of my year with my business owner hat on, but what of the work that keeps that business ticking over?

The work that I have undertaken in 2020 has all turned out to be marketing mix modelling, by chance and circumstance rather than by design. But it has provided a useful opportunity to showcase the different ways that a consultant with my skills can help. It is also a good illustration of the variety of ways that the same approach is used for different end goals. Businesses remain anonymous for obvious reasons.

1. Tiny cog, big machine

The whole engagement is vast, and the ultimate output is a tool that the client uses to make a first pass at global marketing spend allocation by country, brand, and channel. The aim of these marketing mix models is to produce the response curves that fuel the allocation tool’s engine. I have written more about how that works here.

There are two main implications of this type of engagement. First, the number of models that needs to be produced runs to several hundred. Second, because countries, brands and channels are compared it is important that the models are structured similarly. Simplicity and consistency win out over complexity and uniqueness.

All the time in my book.

Thankfully, these days the heavy lifting in terms of data processing can be largely automated and initial models are built quickly to a template. But there are some countries where the data is not so good or complete. And others where the marketing has such a small relative impact that some judgement calls needed to be made.

It was those models that I worked on and other than to understand how it was put together I was not involved in the data processing nor the steps after the model was built. It freed up some senior time in the wider team to enable oversight rather than them stepping down into the nuts and bolts too often and losing that widescreen vision.

Global consumer packaged goods brand

My contribution: 13 countries, 25 brands

3-month attachment to team

2. Specialist subject

Another large project. In addition to marketing response curves the client delivery also involved presentations to marketing and consumer teams. With the purpose of explaining sales movements, diving into more detail about campaigns and providing recommendations on how to improve the efficiency of activities.

Like in the first case study, data had already been processed. But lockdown in the UK scattered the core team, so they sought out experienced hands who could take on chunks of the delivery and see it through right from exploratory analysis through to presenting to the client. I took a set of brands that sit in the same product category.

All of the models were ‘refreshes’ of existing models rather than new builds. One of the skills that experience gifts analysts is the ability to judge how much change should be expected versus previous results. With both the analytical and client teams all working remotely, clear communication was also needed.

The models were based on data pre-Covid and results were delivered while most countries were still in some sort of lockdown. Part of the discussion with clients was then naturally about whether recommendations still held. If not, what factors need to be considered for immediate decisions.

Global beverages brand

My contribution: 3 countries, 3 brands

3. The Full Monty

A smaller business, but still multiple countries – a theme than runs through my career. Me operating independently to provide B2B consultancy. The client had never commissioned marketing mix modelling before, and the primary questions were about measuring the return on investment of the two main paid marketing channels.

Every stage of the engagement was undertaken by me with the cooperation of the client and data owners within the business. The process took 10 weeks following these steps:

• Initial briefing à Proposed solution
• Data request issued à Data collation and processing
• Feasibility study including go/no-go recommendation
• Exploratory data analysis à Initial model builds
• Interim results à Feedback à Model refinement
• Final model builds à Final results & recommendations
• Delivery of assets: Models, Dataset, Forecasting tool

The model period included Covid-19 first waves and so the scale and speed of sales erosion and recovery due only to the pandemic was measured. The trough was driven largely by lockdowns with “uncertainty” (proxied by death rates) playing a smaller role. There was a sales bounce due to pent up demand, that settles at a slightly lower level.

There was no evidence that marketing worked differently during the lockdown and so it became a significant driver of the low sales during that period. The importance of connecting to customers was also highlighted with a peak in incremental sales driven by the website chat function during lockdown.

Both main paid marketing channels were working to drive sales but over different timeframes, which led to recommending that both should be continued. The channel where most money is spent experiences diminishing returns at higher spend levels, which led to recommending the most efficient spend ranges for each country.

The effect of paid marketing is not visible by looking at sales over time. Only by using a modelling approach to strip out other impacts was the marketing impact identified. These other impacts included: industry trends, underlying seasonality, changes to the businesses’ service offer and non-controllable factors like search algorithm changes.

2 countries, 1 brand

2-month consultancy

About the only threads loosely tying these three engagements together is that the same analytical approach was used and that two ran headlong into Covid-19. The scale and the scope of each engagement were very different and show how versatile an approach marketing mix modelling can be.

‘Models’ were not the goal, just a means to get to business recommendations. To get those models and to translate the outputs needed as much attention and skill directed to data analysis (structured ‘looking’) and communication (effective ‘talking’) as to statistics.

And careful thought around the mechanics and implications of an unprecedented event.

If you would like my experienced eye on your marketing effectiveness, get in touch.

Please ask before reproducing my material partially or wholly for commercial use.   © Jo Gordon Consulting Ltd 2020

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Marketing Mix: definitions, analysis examples [Complete Guide 2023].

The marketing mix aims at making your  marketing positioning  concrete . Often associated with the term “ 4Ps “, the objective of the marketing mix is to make your positioning tangible each time your brand is in contact with the consumer (the so-called “touchpoints”).

This article explains the  difference between 4P and 7P , explains each facet of the marketing mix with  numerous examples , and ends with a  detailed case study .

To go even further, we suggest you consult our  online resource , where we detail and illustrate all the factors to study for each of the 7Ps. We have also published case studies analyzed according to the 7Ps:  Rimac electric car ,  high-end watchmaking ,   fruit juice , cosmetics .

Finally, don’t miss our free pdf marketing mix guide with tons of exemples. It’s free to download.

• The 4P: definition
• Difference between 4P and 7P
• P1: Product
• P3: Promotion
• P6: Process
• P7: Physical Evidence
• Complete case study (Ryanair)
• Marketing mix guide (free download)

Marketing mix: what are the 4Ps?

The term “marketing mix” is often associated with another acronym: the 4Ps. The two have become almost interchangeable since Philip Kotler popularized the concept. “4Ps” is the English acronym for the 4 operational facets of marketing  that make your company’s positioning a reality. They all begin with the letter “p” in English:

• “Product” : all aspects related to the product (the Product Policy)
• “Price” : the price positioning of your product concerning its competitors (the Price Policy)
• “Promotion” : the aspects related to promotion such as advertising or the ways to make people aware of the existence of the product (the Communication Policy)
• “Placement” : aspects related to the distribution of your product (the Distribution Policy)

If Kotler popularized the 4Ps, its paternity goes to  E. Jerome McCarthy (1960) . The latter’s genius was to summarize these 4 facets in the form of an acronym that has now become part of everyday marketing language. Since the 1970s, however, marketing has evolved considerably. The 4Ps have become, if not obsolete, at least seriously incomplete. In the 1980s, marketing theorists called for a revision of the 4Ps, leading to  the birth of the 7Ps .

History: how the marketing mix went from 4Ps to 7Ps

• In 1960, McCarthy invented the 4P model (Product, Price, Place, Promotion)
• In 1987, Judd proposed a “human” component in the form of a fifth P (“people”).
• In 1986, Kotler added “political power” and public opinion (“public opinion formation”)
• It was in 1980 that the 7Ps took shape. Booms and Bitner proposed to add three “P’s”: “people” (to cover the human aspects of relationship marketing), “physical evidence” (a material component of the service), and the “process” part (interaction with the service user).

Marketing mix: what is the difference between the 4Ps and the 7Ps?

Digitalization has made the 4P’s seriously outdated. The 4Ps were indeed well adapted to a “physical” world but much less to e-commerce. They have therefore been supplemented by 3 new “P’s”:

• People : aspects related to human interactions through the multiple channels available today (primarily digital)
• Process : the processes put in place to guide interactions, especially those related to services.
• Physical Evidence: the tangible elements put forward to convince the customer (sales outlet layout, customer reviews, etc.)

To help you implement the marketing mix, we have prepared a detailed example  at the end of this article.

A recent example (2023): the collaboration between Yayoi Kusama and Vuitton

The famous Japanese artist collaborates once again in 2023 with Louis Vuitton. This collaboration allows us to illustrate several facets of the marketing mix:

• Physical evidence : the Vuitton flagship store, already famous for its spectacular window displays , is adorned with a unique ephemeral decor. The facade is studded with round motifs, symbols of Yayoi Kusama’s work, and a huge inflatable effigy in her image.
• Product : the collaboration is realized through a special edition of the famous Vuitton bag. The monogrammed canvas is adorned with round patterns. This is not the first time that Vuitton has carried out this kind of collaboration. We will remember, for example, the one conducted with the article by Jeff Koons.
• Promotion : this collaboration is making news, which results in a spectacular staging of the sales outlet on the Champs-Elysees and a limited edition product. This operation can, therefore, also be analyzed from the perspective of the Promotion P.

Vuitton’s flagship store on Avenue des Champs Elysées in Paris, photographed in February 2023 during the collaboration with Yayoi Kusama.

The P in “Product” (Product Policy)

The first of the 7Ps is, of course, the  product . The term product does not mean only a physical object. It can also be a service.

The chocolate maker Pierre Marcolini had materialized its collaboration with Kistuné by very original packaging.

To cover this first “P,” you will have to describe the product’s characteristics (design, packaging, functionalities), its place in the range, as well as the services that are attached to it (after-sales service, repair, end-of-life recycling).

Try to explain the characteristics of the product that make it different, unique, and that are part of its identity.

Also, think about the packaging, which is often an integral part of the  customer experience , as it is at Apple.

The P in “Price” (Pricing Policy)

In the marketing mix of luxury watch brands, the pricing strategy is “value-based.” The price is determined according to the value perceived by the customer and is not the sum of the price of the components used.

The second of the 7Ps is central since it is about price.

Here, the aim is to describe  how the company manages the different facets of “price” in its market . This starts with a description of the pricing strategy adopted by the company. The most well-known are the following:

• costs + margins: you add a margin to your production costs
• value-based: the price is determined according to the consumer’s perception of value
• competitive: you realize using the  competition research  and fix your price according to one of your competitors

The pricing strategy, once determined, will have to be declined in a “ price tactic .” The  pricing tactic is the operational extension of the pricing strategy. It describes how, in concrete terms, the pricing strategy is applied in the field. In this respect, the strategy of Swiss watchmakers is fascinating. They create a shortage that supports demand by voluntarily limiting production and choosing to whom they want to sell. Some, like Patek Philippe, also support the price level by buying back their older models at a high price to increase their desirability. The price of the products then soars on the parallel market, creating speculative bubbles like the one we described in this survey. The graph below shows the effect of the pricing tactics of Rolex, Audemars Piguet, and Patek Philippe on the price of their men’s watches.

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Once the overall strategy is described, you will need to describe  the other aspects of the marketing mix that depend on price:

• the pricing policy towards your intermediaries
• the discount policy towards your customers
• the payment policy and possible facilities offered to your customers to acquire your products

The P of “Promotion” (Communication Policy)

The third “P” is “Promotion.” It covers the aspects related to the company’s communication and the strategies used to make itself known on the market. The result is measured by the  notoriety  of the company among its target customers.

Electric hypercar manufacturer Rimac promotes its Nevera model by using YouTubers. Here Many Koshbin tries the vehicle in one of his YouTube videos (YouTube screenshot)

It is helpful to start by describing, in broad lines, the communication strategy followed by the company. What is the company’s position on advertising, and does it realize using advertising? Are specific media used (sponsoring, influencers, etc.)? If so, which channels are favored (digital, radio, TV, press, Out-Of-Home), and according to what logic are these channels selected?

When advertising investments are made, the repetition of messages plays a role in the persistence of the information in the consumer’s mind. Therefore, the analysis should try to clarify which repetition is aimed at, which will make it possible to deduce the advertising pressure that the company wants to impose and the importance of advertising in its global strategy.

In addition to advertising, the company can also promote itself through  inbound marketing . It is, therefore, a matter of attracting prospects naturally. Inbound marketing is a tactic that materializes in the digital space. The goal is to improve natural referencing (SEO) to capture the attention of Internet users and attract them to the company’s website. It is, therefore, necessary to analyze whether the company invests in content marketing and, if so, which online media are privileged.

The P of “Place” (Distribution Policy)

The fourth “P” concerns the distribution policy (“Place” or “Placement” according to the 4P terminology). In this part, we analyze how the product or service is distributed. There are three main distribution strategies:

• direct distribution
• distribution via a third-party network
• hybrid (a mix of the 2 previous ones)

Perugina commercializes its “Baci” in large-scale distribution but also has some stores of its own (here the one in Perugia)

Nespresso  distributes its coffee capsules through its own stores (direct distribution). Most food manufacturers sell their products through third-party networks (retailers). However, some of these manufacturers invest in their own stores ( Perugina , Lindt, M&M, ….). This is a hybrid strategy.

Once the broad lines have been drawn, the analysis of the marketing mix requires going into detail. It is advisable to study the opportunity of franchising, especially when the ambitions are high in terms of the geographical distribution of products. Covering a large territory requires significant resources. Therefore, a start-up with a product in high demand may have to turn to the franchise model to accelerate its deployment. This is a widespread model in the fast-food industry.

The Printemps store in Paris offers visibility to many brands and attracts foreign tourists. Crédits : gibs02 via Flickr.

Outsourced distribution  (via a franchise network or third-party distributors) also has marketing coverage advantages. Some brands may naturally attract customer segments that could represent additional sales for your company. Regardless of the distribution strategy chosen, careful consideration must be given to  the location of sales outlets (in the case of physical sales). The research on implementing physical commerce is of particular importance because of the  decline in the number of visitors to physical sales outlets . Over the last 10 years, city centers have lost 50% of their pedestrian traffic, which inevitably affects profitability.

If the company opts for e-commerce (which seems essential), particular attention must be paid to the logistical aspects. In particular, request what logistical processes need to be implemented to meet customer expectations regarding product availability and delivery times. Customer requirements are constantly increasing. They are shaped by  the delivery policies of the industry’s giants  (Amazon and others), whose logistical excellence allows them to shorten delivery times even further. For SMEs that lack operational excellence, the use of third-party fulfillment services can be an enjoyable (but costly) alternative to compete with the giants.

The P of “People” (Relationship policy)

Starbucks had set up a co-creation platform allowing customers to propose ideas to the company. Customer interaction was also possible.

The relational policy (the fifth “P”) is part of the 3 new “Ps” proposed by Booms and Bitner in 1981. The recognition of the role of the human being coincides with the emergence of relational marketing . We understand that the human component can contribute positively to the quality of service and customer satisfaction/loyalty.

In this part of the marketing mix, we will focus on understanding how its marketing positioning can be materialized through its human component. We will study the human part in the success of the company, and the satisfaction of the customer, as well as the role, played by the employees to transmit the values of the brand.

In the digital era, the relational policy is no longer only in B2C. It also materializes through C2C (Consumer To Consumer) interactions. Customers become ambassadors for the company and sometimes even play essential roles. Ryanair, for example, has set up a  customer advisory board . Hollister, a medical equipment manufacturer, has created its Vivre+ network to create links between patients through activities organized throughout France. The customer thus becomes an essential component of the marketing strategy. They become a full-fledged player, just like the employee.

The P of “Process” (the processes related to the service)

This part of the marketing mix is about describing and analyzing the processes surrounding the service. To make your analysis enjoyable, you should focus on the most distinctive elements of the processes.

Processes are a central component in the success of Ryanair’s low-cost business model.

In the case of a low-cost airline (see case study), we will look at  the role of processes in the business model’s success .

When the marketing positioning is the opposite (luxury), the sales processes play a significant role. The attitude, gestures, and behavior of salespeople are codified to align with the values embodied.

Your marketing mix analysis can quickly skim over certain aspects and should go into detail when justified.

The P of “Physical evidence”

Abercrombie & Fitch used to emphasize the plastic qualities of its salespeople to attract customers.

The last of the 7Ps is called “physical evidence.” In the spirit of the marketing mix, it is the tangible elements with which the customer is in contact when he buys the product .

These elements can be linked to the sales outlet itself (its design, its layout, the sound/smell / visual atmosphere), the objects found there, or the employees themselves (specific clothes, for example). The brand  Abercrombie & Fitch , for example, became famous for the olfactory and sound ambiance of its sales outlets. Its employees, chosen for their “visual” qualities, worked shirtless.

The brand Archiduchesse sends its products accompanied by some “goodies” (candies, stickers, key rings)

If we immediately think of the attributes of the sales outlet, we must not forget the digital space. Online reviews are now part of the “proof” that the customer integrates before making a decision. The delivery can also be an important moment to comfort the customer in his choice. In this article , we have given 3 examples of companies that use delivery as an emotional touchpoint with the customer: the wine estate Le Cazal that adds a sprig of wild thyme to its deliveries, Coolblue that sends a personalized postcard, and Archiduchesse that completes its orders with some “goodies.”

Case study: analysis of Ryanair’s marketing mix

In this research we propose to analyze the marketing mix of Ryanair, the Irish low-cost airline which is today the n°1 airline in Europe .

Marketing Mix guide (free download)

• Market research methodology

20 February 2022

Amazing stuff. I really found this article very interesting and helpful. The case study at the end of the article really helped to drive home the points raised in each of the elements of the 7 Ps. I say a big thank you to Dr Pierre-Nicolas S. Merci beaucoup.

21 February 2022

You’re welcome. THank you for your kind words. You can find even more here : https://www.intotheminds.com/blog/en/marketing-mix-guide/

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Case Study: Chobani

In 2005, Turkish immigrant Hamdi Ulukaya bought a yogurt plant from Kraft Foods in Johnston, New York. Ulukaya had a vision of a better product: the thick, rich yogurt he had enjoyed in Turkey but couldn’t find in the United States.

You can view the transcript for “Chobani founder turns centuries old Greek yogurt into billion dollar craze” . (opens in new window)

The Target Customer

Chobani started out making private-label regular yogurts for other large companies, but Ulukaya believed he could make a better yogurt than the competition. And, he had a good idea of the customers he wanted to target:

We aimed at people who never liked yogurt. We couldn’t blame them, because what was available was not what the rest of the world was eating. [1]

Further, the company chose not to target only women, a favorite target segment for the U.S. yogurt industry. Ulukaya believed that both men and women would appreciate the fresh ingredients and high protein that Chobani offered.

The Chobani Product

We look at our yogurt as pure, healthy, simple, and something that you enjoy tasting. That is very, very important for us. [2]

The Chobani Place

Existing Greek yogurt lines were most often sold in expensive specialty stores. Ulukaya hoped to sell his yogurt brand to a wider customer base through mass distribution channels of grocery store chains. After more than a year developing Chobani’s trademark taste, in October 2007 Chobani’s first shipment included five different flavors—blueberry, peach, strawberry, vanilla, and plain—which were sold to a single Long Island grocery store. From there the company expanded regionally and then nationally to grocery store chains. The demand for broader distribution was fueled by the promotion campaign.

The Chobani Promotion

Chobani worked to develop a two-way dialogue with happy customers.

We’re on all the major social media platforms. The growth of Chobani really started virally, where one person would try it, tell five friends who each told five friends, and it really became a brand people loved to discover on their own and tell other people about. In the online landscape, we just had really great success at being able to talk to our fans. I think one of the great things about our company is our relationship with consumers; it’s really a lot of fun to hear what they have to say and take it to heart. [3] —Nicki Briggs, a registered dietitian and head of the company’s communications team

Ulakaya also became a darling of the business press, which was persuaded by his philosophy that anything is possible with hard work. He was a frequent guest on national investment news programs and speaker at business conferences.

The company capitalized on the healthy and ambitious aspects of its brand, and in 2012 Chobani became the official yogurt of the U.S. Olympic Team. As a sponsor, Chobani followed athletes from U.S. Olympic training centers to the London Olympic Games.

Since then Chobani has also visibly committed to supporting local farmers and strengthening economic growth in the communities where it is located, which contributes to its reputation as a healthy brand.

You can view the transcript for “Shepherd’s Gift” . (opens in new window)

The Chobani Price

When Chobani entered the market, prices for the traditional offerings in the market clustered around 65 cents per cup. Premium Greek yogurt costs $1.34 per cup. [4]

Chobani priced its product at roughly $1 per cup. This decision was based on the expectation that the product would be successful. Ulakaya set the price assuming economies of scale—that the company would gain efficiencies as sales increased—instead of trying to recover the early costs. The price factored in the higher cost of premium ingredients, which also supported the product and promotion goals. [5]

• Harrison J.D. (2012, May 1) Greek yogurt maker Chobani takes home 2012 SBA Entrepreneurship Award. The Washington Post. https://www.washingtonpost.com/blogs/on-small-business/post/greek-yogurt-maker-chobani-takes-home-2012-sba-entrepreneurship-award/2012/05/01/gIQAZX3SuT_blog.html ↵
• Barr Sean (n.d.) Chobani Yogurt Healthy Products Nourishing Growth. Terrafirma Magazine . https://www.terrafirmamagazine.com/case-studies/chobani-yogurt/ ↵
• CBS Minnesota. (2012, April 26). Behind the hype: Costs and benefits of Greek yogurt. https://minnesota.cbslocal.com/2012/04/26/behind-the-hype-costs-and-benefits-of-greek-yogurt/ ↵
• Durisin, M. (2013, May 3). Chobani CEO: Our success has nothing to do with yogurt. Business Insider. https://www.businessinsider.com/the-success-story-of-chobani-yogurt-2013-5#ixzz3l6bHLWtN ↵

Introduction to Marketing I 2e (MKTG 1010) Copyright © 2021 by NSCC & Lumen Learning is licensed under a Creative Commons Attribution 4.0 International License , except where otherwise noted.

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Brand Marketing Case Studies

This collection features brands and content creators that used video and other digital tactics to drive innovation, connect with their consumers, and drive brand and business metrics. Learn about best practices, creative executions, and how brands achieved success through digital.

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Comedy central’s innovative search/youtube strategy sends fans on an internet-wide easter egg hunt, fiat's 500x crossover ad drives audience engagement on youtube, how orkin's youtube content strategy exterminated the 'ew'-factor and boosted brand awareness, gillette wins with a digital-first approach for gillette body, how maybelline new york's eye-catching youtube campaign dared consumers to 'go nude', driving sales for retailers with youtube's trueview for shopping, l'oréal canada finds beauty in programmatic buying, rosetta stone embraces mobile video to generate 10x increase in site traffic, new balance races past pre-order goal with youtube trueview and google lightbox ads, how budweiser won the big game with "puppy love", jcpenney optical boosts in-store traffic and brand exposure with google advertising, how activision reached over 2m subscribers on youtube, aéropostale partners with youtube star bethany mota to drive leads, sales and fans, mondelēz international improves campaign effectiveness with google’s brand lift solution, visit california lifts intent to travel to california with a unique experience on youtube, toyota drives engagement with first +post ads campaign, brand usa boosts travel intent 22% with 'discover america' campaign, kraft serves up a fresh take on food with a side of google, hyatt brings its brand experience to life with google solutions, ehealth boosts brand awareness with google display ads, sunrun uses google's brand lift solution to measure campaign recall, topshop reinvents its london fashion week show on google+ and engagement triples, chevrolet drives brand awareness for its new traverse, unilever's 'project sunlight' shines with 77 million youtube views, mercedes-benz france's immersive youtube experience fuels shift in brand perception, youtube and broadway: a cinderella story, chef jamie oliver's food tube: a recipe for youtube success, the record breaking love affair between evian® and youtube, nextiva attracts new customers with youtube trueview ads, vice's youtube success: growing sustained viewership through breakout videos, land rover finds success with engagement ads.

Market Mix Modeling with Case Studies

Market Mix Modeling (MMM) is a statistical technique that helps companies measure the impact of their marketing activities on sales or other relevant business metrics. It is used to determine the effectiveness of different elements of the marketing mix, such as advertising, promotion, pricing, and distribution. MMM is particularly useful for companies operating in competitive markets, as it enables them to optimize their marketing spend to maximize profits and gain a competitive edge. By providing data-driven insights, MMM allows companies to make informed decisions about their marketing strategies and allocate their resources more effectively, resulting in increased profits and improved ROI.

What is Market Mix Modeling?

Market Mix Modeling (MMM) is a statistical method that helps businesses understand the impact of their marketing activities on sales or other relevant business metrics. MMM involves analyzing historical data to identify the relationships between various marketing inputs (such as advertising, promotion, pricing, and distribution) and outputs (such as sales volume, market share, and customer acquisition).

MMM allows businesses to evaluate the effectiveness of each element of their marketing mix and determine the optimal combination of tactics that will generate the highest return on investment (ROI). By using statistical models to isolate the impact of each marketing input, MMM provides valuable insights into how businesses can allocate their marketing resources more effectively.

MMM is widely used by marketing teams and business analysts in companies of all sizes and across industries. It can help businesses optimize their marketing strategies, allocate their budgets more efficiently, and make data-driven decisions that drive growth and profitability. Overall, MMM is a powerful tool for businesses looking to improve their marketing performance and achieve their growth objectives.

Steps involved in Market Mix Modelling

here is no standard set of steps for applying Market Mix Modeling (MMM) as the process can vary depending on the specific needs and objectives of the business. However, there are several common steps involved in the typical MMM process. Here is an overview of these steps:

• Define the business question: The first step is to identify the business question that the MMM analysis will address. This question should be specific and measurable, such as “How much incremental sales can we generate by increasing our advertising spend by 10%?”
• Gather data: The next step is to gather data on the various marketing inputs (such as advertising, promotion, pricing, and distribution) and outputs (such as sales, market share, and customer acquisition) that will be used in the MMM analysis. This data can come from a variety of sources, including internal sales data, customer surveys, and market research reports.
• Clean and prepare data: The data needs to be cleaned and prepared for analysis. This involves checking for missing data, outliers, and errors, and transforming the data into a usable format for statistical analysis.
• Develop statistical models: The next step is to develop statistical models to isolate the impact of each marketing input on the desired output. This involves using regression analysis or other statistical techniques to quantify the relationships between marketing inputs and outputs.
• Evaluate model performance: The statistical models need to be evaluated to ensure that they accurately reflect the relationships between marketing inputs and outputs. This involves testing the models against historical data and making adjustments as necessary.
• Interpret results: The final step is to interpret the results of the MMM analysis and develop actionable insights that can inform marketing strategy. This involves identifying the optimal combination of marketing inputs that will generate the highest ROI and recommending specific changes to the marketing mix.

Overall, the MMM process is an iterative one that involves refining the models and insights based on ongoing feedback and evaluation. By using MMM, businesses can make data-driven decisions about their marketing mix that can drive growth and profitability.

Key Benefits of Market Mix Modelling

Market Mix Modeling (MMM) can offer several benefits to businesses, including:

• Better allocation of marketing spend: MMM enables businesses to identify the most effective marketing mix that will generate the highest return on investment (ROI). This can help businesses allocate their marketing spend more efficiently and avoid wasted resources on ineffective marketing tactics.
• Data-driven decision-making: MMM provides businesses with data-driven insights into the impact of various marketing inputs on sales or other relevant business metrics. This enables businesses to make informed decisions about their marketing mix and adjust their strategies based on actual performance data.
• Improved forecasting accuracy: MMM can help businesses improve their forecasting accuracy by providing a better understanding of the relationships between marketing inputs and outputs. This can help businesses plan more accurately and make better decisions about resource allocation.
• Increased profitability: By optimizing their marketing mix based on MMM insights, businesses can generate higher revenues and profits. This can help businesses achieve their growth objectives and gain a competitive edge in the marketplace.
• Better understanding of customer behavior: MMM can help businesses gain a deeper understanding of customer behavior and preferences by identifying the marketing inputs that are most effective in driving sales. This can help businesses tailor their marketing efforts to better meet customer needs and preferences.

Overall, MMM can provide businesses with valuable insights into the effectiveness of their marketing mix and help them make data-driven decisions that can improve their marketing performance and drive growth and profitability.

Market Mix Modelling Across Industries

Market Mix Modeling (MMM) can be used by businesses across a wide range of industries to optimize their marketing mix and improve their performance. Here are some examples of industries that can benefit from MMM:

Consumer Packaged Goods (CPG)

Companies that manufacture and sell consumer packaged goods can use MMM to optimize their pricing, promotion, and distribution strategies to increase sales and market share. MMM can help these companies understand how changes in their marketing mix impact sales volume, and identify the most effective tactics for driving growth.

Retailers can use MMM to optimize their advertising, promotions, and pricing strategies to improve their revenue and profitability. MMM can help retailers understand which marketing inputs are most effective in driving traffic, sales, and customer loyalty, and identify areas for improvement.

Financial Services

Financial services companies can use MMM to optimize their marketing mix to attract and retain customers, increase revenue, and improve profitability. MMM can help these companies identify the most effective marketing inputs for different customer segments, and determine the optimal allocation of marketing resources.

Automotive companies can use MMM to optimize their marketing mix to increase sales and market share. MMM can help these companies understand the impact of different marketing inputs on vehicle sales, and identify the most effective tactics for driving growth in different regions and customer segments.

Technology companies can use MMM to optimize their marketing mix to improve customer acquisition, increase revenue, and drive profitability. MMM can help these companies understand the impact of different marketing inputs on customer behavior and sales, and identify the most effective tactics for driving growth in different markets and customer segments.

Overall, MMM can benefit businesses across a wide range of industries by providing valuable insights into the effectiveness of their marketing mix and enabling them to make data-driven decisions that drive growth and profitability.

Case study on Market Mix Modelling in CPG Industry

Background:

A consumer packaged goods (CPG) company that sells a range of food and beverage products across multiple regions wanted to understand the effectiveness of its marketing campaigns and promotions. The company wanted to optimize its marketing spend and increase its return on investment (ROI).

The CPG company partnered with a market research firm to conduct a market mix modeling (MMM) analysis. MMM is a statistical method that measures the impact of marketing activities on sales. The analysis helps companies understand the effectiveness of their marketing strategies and make data-driven decisions to optimize their marketing spend.

The MMM analysis involved the following steps:

Step 1: Data Collection and Preparation

The first step was to collect and prepare the data. The market research firm collected data on the company’s sales, pricing, promotions, advertising, and other marketing activities for the past two years. The data was then cleaned and structured for analysis.

Step 2: Model Specification

The next step was to specify the model. The market research firm used a regression analysis to model the relationship between the company’s marketing activities and its sales. The model included variables such as pricing, promotions, advertising spend, and seasonality.

Step 3: Model Estimation and Validation

Once the model was specified, the market research firm estimated the coefficients using the collected data. The estimated coefficients were then validated using statistical tests to ensure that the model was a good fit for the data.

Step 4: Scenario Analysis and Optimization

With the validated model in hand, the market research firm ran several scenarios to optimize the company’s marketing spend. The scenarios included varying the levels of advertising spend, promotions, and pricing to see how they would impact sales. The market research firm also used the model to forecast sales under different marketing scenarios.

The market mix modeling analysis provided the CPG company with insights into the effectiveness of its marketing strategies. The analysis revealed the following key findings:

• Advertising spend had the highest impact on sales, followed by promotions and pricing.
• The optimal level of advertising spend was higher than the current level.
• The optimal level of promotions was lower than the current level.
• The optimal level of pricing was similar to the current level.

Based on these findings, the CPG company optimized its marketing spend by increasing its advertising spend and decreasing its promotions. The company also adjusted its pricing strategy to maintain its current level.

Conclusion :

Market mix modeling is a powerful tool for companies to optimize their marketing spend and increase their ROI. By analyzing the impact of marketing activities on sales, companies can make data-driven decisions and adjust their strategies to maximize their returns. The CPG company in this case study was able to optimize its marketing spend and increase its sales by using market mix modeling.

Case study on Market Mix Modelling in Automotive Industry

Market Mix Modelling (MMM) is a crucial tool in the automotive industry for understanding and optimizing the effectiveness of various marketing activities. In this case study, we will explore how a leading automobile manufacturer used MMM to drive sales and profitability in the highly competitive US market.

Our client is a global automobile manufacturer with a strong presence in the United States. Despite being a market leader in several segments, the company was facing intense competition from both domestic and foreign manufacturers. In addition, the changing consumer preferences and the rise of electric and autonomous vehicles had created significant disruption in the industry. The company needed to understand the impact of their marketing efforts on sales and profitability to stay competitive.

Challenges:

The client faced several challenges in optimizing their marketing investments, including:

• Limited understanding of the impact of marketing activities: The client had limited visibility into the effectiveness of their marketing activities, making it difficult to allocate resources efficiently.
• Complex market dynamics: The US automotive market is highly competitive and constantly evolving. The client needed to understand how different factors, such as pricing, promotions, and advertising, impacted sales.
• Data quality issues: The client had disparate data sources, making it difficult to integrate and analyze data effectively.

To address these challenges, the client engaged a leading analytics firm to develop an MMM model. The MMM model would provide insights into the impact of different marketing activities on sales and profitability.

The MMM model incorporated several variables, including advertising spend, pricing, promotions, vehicle features, and competitive activity. The model analyzed historical data to identify the most significant drivers of sales and estimate the impact of different marketing activities on sales and profitability.

The results of the MMM model were used to optimize the client’s marketing investments. For example, the model identified that TV advertising had a significant impact on sales, while print advertising had a lower impact. The client used this insight to adjust their advertising mix and allocate more resources to TV advertising.

The MMM model provided several key insights that helped the client improve their marketing effectiveness and drive sales and profitability. These included:

• Improved advertising effectiveness: The client was able to allocate resources more effectively and improve the effectiveness of their advertising campaigns.
• Better pricing decisions: The MMM model provided insights into the optimal pricing strategy, enabling the client to make better pricing decisions and increase profitability.
• Enhanced sales forecasting: The MMM model provided a more accurate forecast of sales, enabling the client to plan production and inventory more effectively.

Conclusion:

Market Mix Modelling is a powerful tool for the automotive industry to understand and optimize the effectiveness of their marketing investments. By using MMM, the client was able to gain insights into the impact of different marketing activities on sales and profitability, enabling them to allocate resources more effectively and improve their marketing effectiveness. As a result, the client was able to drive sales and profitability in a highly competitive and rapidly evolving market.

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BMW’s Marketing Mix (4P)

BMW’s marketing mix involves the variables of product, price, place, and promotion (4Ps) used for the automotive and motorcycle business. The company’s marketing strategy sets the premium branding used in this marketing mix for the automotive and motorcycle markets. BMW’s 4P tactics ensure the premium status of the company’s brands, cars, and motorcycles. As the automotive industry changes, so does the company’s marketing mix to maintain product competitiveness against other firms. The effectiveness of this marketing mix in reaching the goals of BMW’s marketing strategy contributes to long-term business success as a manufacturer of premium vehicles for the international market.

BMW (Bayerische Motoren Werke/Bavarian Motor Works) implements its marketing mix and marketing strategy in a technologically innovative industry involving competitors, like Tesla , Toyota , Ford , General Motors , and other automakers, as well as motorcycle manufacturers, such as Harley-Davidson . The Five Forces analysis of BMW shows that these companies operate in a competitive global industry that requires aggressive marketing strategies and corresponding 4Ps.

BMW’s Products

The business outputs offered to target customers (e.g., buyers and drivers) are included in this component of the marketing mix. The following are BMW’s products:

• Automobiles
• Motorcycles
• Financial Services

BMW is known for its vehicles. For cars, the company uses the BMW, Mini, and Rolls-Royce brands. The company’s marketing mix involves the BMW Motorrad brand for motorcycles. The product mix also includes financial services, which are used to facilitate customers’ purchases of the company’s cars and motorcycles. BMW’s competitive strategy and growth strategies influence the products in this component of the marketing mix and the decisions for implementing the marketing strategy. For example, the competitive strategy determines automobile characteristics and branding that are applied or presented in this 4P component.

Price & Pricing Strategy in BMW’s 4Ps

BMW has a premium pricing strategy. This component of the marketing mix sets the price ranges and price points for the company’s vehicles. In BMW’s 4Ps, this pricing strategy applies premium prices that reinforce customers’ perception that the company’s products are in the premium or luxury market segments. As a result, the company’s vehicles are generally more expensive than many competitors, especially Toyota cars. The premium prices reflect how BMW’s marketing mix and marketing strategy differentiate the business and its products through pricing and branding.

The high brand equity and the other competitive advantages discussed in the SWOT analysis of BMW enable the premium pricing strategy in this 4P. The premium branding of cars and motorcycles ensures that premium prices are suited to the company’s marketing mix. The combination of the premium prices and high brand equity is a factor that persuades customers to pay more for BMW’s vehicles. The prices in this marketing mix relate to BMW’s mission statement and vision statement , which specify the strategic focus on mobility solutions and the premium branding used in the company’s marketing strategy.

The locations and channels used in the automaker’s distribution strategy are specified in this component of the marketing mix. BMW reaches its target customers through the following places:

• Dealerships and other sales partners
• Other facilities and parties

BMW’s sales network involves dealerships, which are the most visible and prominent places in this 4P component. Sales partners in some markets function like dealerships. BMW’s marketing mix also uses other facilities and parties, including operations for logistics, to support the distribution of its cars and motorcycles to target customers, while addressing supply and demand in target markets. The location strategy in BMW’s operations management influences strategic decisions regarding the locations of dealerships and other places in this marketing mix. This location strategy coordinates location decisions for an optimal location network in the international market for cars and motorcycles. The geographic divisions in BMW’s organizational structure (corporate structure) reflect the distribution strategy in this marketing mix. For example, these divisions are used for strategic management and marketing strategies involving the dealership network in regional and local markets around the world.

Promotion in BMW’s Marketing Mix

Promotional tactics and practices are determined in this marketing mix to enhance the automaker’s image, to persuade target customers, and to generate more sales. In its marketing communications mix, BMW’s promotion has the following elements:

• Advertising
• Public relations
• Personal selling

BMW advertises through multiple channels and media, including television, print, and online media. Through advertisements, the company’s marketing mix supports brand strength and awareness, especially for promoting new car models. Public relations involve activities that promote the automaker by enhancing its corporate image and brand perception. The initiatives and programs for BMW’s stakeholder management, sustainability, and other ESG and CSR goals are a factor in the company’s marketing strategy and intersect with this marketing mix by enhancing the corporate image and supporting public relations. This 4P also includes personal selling applied at dealerships during in-person communication between sales personnel and interested vehicle buyers. The trends discussed in the PESTEL/PESTLE analysis of BMW provide information, such as social cues, which are used in decisions for the promotional tactics in this marketing mix.

• BMW Group Locations Worldwide .
• BMW Group Report .
• BMW Group Strategy .
• Brands & Business Segments of BMW Group .
• Edinata, P. V., Kuraesin, E., Muniroh, L., & Megawati, D. (2023). The influence of brand image and consumer lifestyle on BMW car purchasing decisions. Journal of International Trade, 2 (1), 18-24.
• Kucuk, S. U. (2023). Marketing Mix Modeling and Coordination. In Visualizing Marketing: From Abstract to Intuitive (pp. 103-115). Cham: Springer International Publishing.
• Lampón, J. F., & Muñoz-Dueñas, P. (2023). Are sustainable mobility firms reshaping the traditional relationships in the automotive industry value chain? Journal of Cleaner Production, 413 , 137522.
• Solberg, C. A., & Durrieu, F. (2023). Patterns of international marketing strategy. Journal of Business & Industrial Marketing, 38 (7), 1532-1544.
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What Is Marketing Mix And Why It Matters In Business

The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing : price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.

Table of Contents

Understanding marketing mix

While many understand marketing as “putting the right product in the right place, at the right price, at the right time,” few know how to implement this in practice.

Identifying the individual elements of a marketing mix and then creating robust plans for each allows a business to market accordingly.

It also allows a business to market to its strengths while minimizing or eliminating its weaknesses. 

At the very least, a marketing mix should include the four Ps of marketing :

This can include a tangible good or an intangible service.

Businesses must understand their product or service in the context of the problem that it aims to solve.

If the product does not seem to address any problem, then the potential profitability of the product should be re-analyzed.

The target audience, or those who will buy the product, must also be identified.

Price has a direct impact on how well a product will sell and is linked to the perceived value of the product in the mind of a consumer.

In other words, price is not related to what the business thinks the product is worth.

Thus, it is important to know what the consumer values and price it accordingly.

To a lesser extent, price may also be influenced by rival products and value chain costs.

Promotion includes all marketing communication strategies, such as advertising, sales promotions, and public relations.

Irrespective of the channel, communication must be a good fit for the product, price, and target audience.

Place describes the physical location in which a customer can use, access, or purchase the end product.

Determining where buyers look for a product or service may seem simplistic, but it has implications for marketing and product development.

For example, place determines which distribution methods are most suitable.

It also dictates whether a product needs a sales team or whether it should be taken to a trade fair to be sampled and advertised.

Other elements of an effective marketing mix

Conventional marketing mixes are product-centric, but services and other intangible goods are also commonplace for many businesses.

People, process, and physical evidence are three more Ps that these businesses should implement.

People refers to the staff who are directly and indirectly involved in marketing the brand.

Employing the best people for the job is crucial since people shape the direction of the brand and therefore the goals and values of the business.

Process covers the interface between business and consumer, otherwise known as customer service.

Process is important because customers often give feedback on their service, which enables a business to improve its systems across the board.

Effective processes should make purchasing pleasing and simple while simultaneously increasing brand equity.

• Physical evidence

Physical evidence describes anything that consumers see when interacting with a brand. Physical evidence can take the form of packaging, branding, and even the physical layout and design of retail spaces and shop fronts.

Physical evidence also extends to how staff dress and interact with customers and the possible impact that this has on sales.

Principles of the Marketing Mix:

• Alignment: The elements of the marketing mix should be aligned with the overall marketing and business objectives.
• Customer-Centric: The marketing mix should be designed with a deep understanding of customer needs and preferences.
• Adaptation: It may need to be adjusted over time to respond to changes in the market, competition, and consumer behavior.
• Integration: The elements of the marketing mix should work harmoniously to create a consistent and compelling marketing strategy .

Advantages of the Marketing Mix:

• Strategic Planning: It provides a structured framework for developing marketing strategies.
• Customization: The marketing mix allows businesses to tailor their approach to specific target markets.
• Market Expansion: It facilitates entry into new markets and the launch of new products or services.
• Competitive Advantage: Effective use of the marketing mix can create a competitive edge in the marketplace.

Challenges of the Marketing Mix:

• Complexity: Balancing and optimizing the four elements can be complex, especially in dynamic markets.
• Changing Consumer Behavior: Consumer preferences and behaviors may evolve, requiring adjustments to the marketing mix.
• Resource Allocation: Effective use of the marketing mix often involves resource allocation decisions.
• Global Considerations: In the case of international markets, cultural and regulatory differences may impact the marketing mix.

When to Use the Marketing Mix:

• Product Development: During product development, the marketing mix helps define the product’s features and positioning.
• Market Entry: When entering new markets or launching new products, it guides market entry strategies.
• Competitive Response: In response to changing competitive dynamics, businesses can adjust their marketing mix to maintain or gain market share.
• Strategic Planning: The marketing mix is a central component of strategic planning for businesses of all sizes.

What to Expect from Using the Marketing Mix:

• Market Responsiveness: Effective use of the marketing mix can lead to improved responsiveness to market demands.
• Customer Engagement: It enhances customer engagement by delivering products and services that meet their needs.
• Revenue Growth: A well-implemented marketing mix can contribute to revenue growth and market expansion.
• Brand Building: The marketing mix plays a significant role in building and strengthening brand identity.

Long-Term Impact of the Marketing Mix:

• Sustainable Growth: Businesses that consistently adapt and optimize their marketing mix are better positioned for sustainable growth.
• Competitive Edge: A strong marketing mix can provide a sustained competitive advantage.
• Brand Equity: Over time, the marketing mix contributes to the development of brand equity and customer loyalty.
• Innovation Culture: A focus on the marketing mix fosters a culture of innovation in product development and marketing strategies.

Key highlights

• Marketing mix refers to a suite of actions that a business uses to promote its products or services in the market.
• Marketing mix should as a minimum have strategies devised for product, price, promotion, and place.
• Service-oriented businesses should adopt a broader marketing mix, otherwise known as the seven Ps of marketing.

What is marketing mix modeling and why it matters to understand how to balance your marketing mix?

Marketing mix modeling (MMM) is a statistical method for evaluating marketing campaign effectiveness.

The method quantifies the impact of multiple marketing inputs on market share or sales which then determines how much to spend on each.

Understanding marketing mix modeling

Marketing mix modeling uses statistical analysis to analyze the past and future impact of different marketing tactics on sales or profit.

The approach is based on the popular 4 Ps marketing mix theory.

In essence, the purpose of MMM is to measure the past performance of a campaign and improve future marketing return on investment (MROI).

Conclusions drawn from the statistical analysis then determine how resources can be better allocated across various tactics, products, segments, and markets.

Marketing mix modeling utilizes the multi-linear regression (MLR) statistical technique to assess the relationship between dependent and independent variables.

The dependent variable is normally market share or sales, while the independent variable could be price, distribution, or ad spend for different channels.

The four phases of marketing mix modeling

Each MMM project has four distinct phases that we have explained in detail below.

Phase 1: Data collection and integrity  

In the first phase, the business collects data on the products to be analyzed, the desired timeframe, and the markets to be modeled.

The sales performance metric should also be quantified at this point.

Will it be volume, units, sales, or some other metric?

Brand margin rates and marketing spend should also be determined so that the MROI can be calculated later on.

MMM also requires the business to use data that will yield the best results. In other words:

• Has the best available data been incorporated? 
• Is the data consistent over the entire life cycle?
• Are there multiple years of data to account for factors such as seasonality?

Before moving to the next phase, key project stakeholders should also hold a review session to ensure data integrity.

In some cases, data will have to be aggregated or cleansed before moving forward. 

Phase 2: Modeling

In the second phase, brand managers must collaborate with their internal analytics staff to discuss statistical details, specifications, and methods.

We noted earlier that a multi-linear regression is commonly used, but other methods such as time-series regression are also used. 

Ultimately, the method chosen will depend on the organization’s goals, data quality, and in some cases the entity providing the statistical analysis on behalf of the client.

Phase 3: Model-based business measures

Once the statistical analysis has been performed, it will produce output data that measures how each tactic impacts sales.

The data must also answer or address the overarching purpose of the project, with many organizations choosing to frame project purpose as questions such as:

• What is the best marketing plan to maximize future net profits with respect to the current and future budget?
• For a particular demographic, what are the most efficient or effective marketing tactics?
• What is the impact of advertising on consumer price sensitivity?
• Which competitor advertising campaign is having the most negative impact on sales?

Most MMM projects will also feature a pie chart showing the decomposition of sales where sales volume is broken down according to each tactic.

These charts separate two types of tactics:

• Core tactics – or those not controlled by the marketing team such as seasonality, distribution, weather, and competitive trade. Core tactics can also encompass the sales that would occur in the total absence of any promotional effort.
• Incremental tactics – or those that are controlled by the marketing team.

Once a decomposition of sales has been performed, the organization can calculate three important metrics:

• Effectiveness – which is determined by dividing the number of incremental sales by each marketing effort.
• Efficiency –  where incremental sales are divided by the expenditure of each tactic. This is normally the total media spend, and
• Marketing return on investment – the MROI can be calculated by dividing the gross profit of each tactic by its total spend.

Phase 4: Optimization and simulation

In the final phase, MMM outputs are transformed into inputs for future marketing campaigns. 

Simulations help the organization model the impact of a new tactic before it is used in a real-world scenario.

They also enable teams to determine the best combination of tactics that will enable them to achieve campaign goals.

Marketing mix modeling examples

In the past few decades, marketing mix modeling has been adopted by several Fortune 500 companies such as Kraft, The Coca-Cola Company, Pepsi, AT&T, and Proctor & Gamble.

While there has been particular interest from consumer packaged goods (CPG) companies, others now use MMM because of the increased prevalence of companies providing these specialist services.

Indeed, marketing mix modeling is popular in the retail and pharmaceutical industries because firms like Nielsen can provide syndicated data on stores, product categories, geographic markets, and distribution channels .

What’s more, the increased availability of time-series data has also seen MMM incorporated into industries such as telecommunications, financial services, hospitality, and automotive.

However, in these industries, it is acknowledged that marketing mix modeling is still in its infancy and will require further standardization to be effective.

MMM case study for Facebook advertisers

Facebook (now Meta) is one of several modern platforms that offer a family of services and apps that have dynamic and nuanced advertising needs.

Since consumer preferences are in a constant state of flux, this makes it difficult for brands to assess the impact of Facebook advertising compared to traditional channels such as television and print.

A standard marketing mix modeling project assesses data from two or three years. But for online social platforms, data over this time span may become outdated.

To counteract this tendency, Facebook recommends advertisers analyze data over a 6 to 12-month period.

They should then adjust their methods to account for the statistical power that is sacrificed when analyzing a shorter time frame. 

Professional services company Accenture ran multiple MMM analyses in 2021 for disruptor brands requiring a reliable and cost-effective system to optimize their promotional efforts and produce actionable and granular results.

How was this achieved?

Tailored data was first sourced from Facebook, Instagram, and Audience Network, which considered standard engagement metrics such as clicks but also paid impressions.

Data were then integrated with machine learning techniques such as the Bayesian belief network to analyze potential synergies between multiple channels.

This involved analyzing the relationship between six independent variables (video, display, Facebook app, organic search, Instagram, and paid search) and their dependent online and offline channels.

The results of the analysis showed how various marketing channels could drive impacts across other channels. A few of the more significant results are listed below:

• Drivers of paid search – paid search (78%), offline drivers (10.9%), and organic search (5.5%).
• Drivers of Facebook app – Facebook app (87.6%), offline drivers (7.4%), and display (4.0%).
• Drivers of Instagram – Instagram direct (87.9%), video (6.0%), and Facebook app (3.7%).

In summary, Accenture found that disruptor brands that focus their resources on social, organic search, and offline channels could better impact paid search and, ultimately, increase their web traffic.

Key highlights on marketing mix modeling

• Marketing mix modeling uses statistical analysis to analyze the past and future impact of different marketing tactics on sales or profit. The approach is based on the popular 4 Ps marketing mix theory.
• Each marketing mix modeling project should have four distinct phases: data collection and integrity, modeling, model-based business measures, and optimization and simulation.
• MMM is popular among consumer packaged goods companies such as Kraft, The Coca-Cola Company, Pepsi. It is also useful for brands advertising on social media platforms such as Facebook where markets and consumer behavior are more dynamic.

Amazon marketing mix case study

How does Amazon balance product, price, promotion, and place to create and sustain its competitive advantage?

Let’s delve into Amazon’s marketing mix below.

Amazon offers a diverse selection of products to maintain its status as the foremost company in online retail.

These products support the  company’s mission and vision  and, thanks to continued expansion, can now be found in industries such as cloud infrastructure, database services, content production, artificial intelligence, gaming, and pharmaceuticals.

Amazon’s core product remains its eCommerce platform where the company sells private-label and third-party items to consumers across categories such as consumer electronics, art, home appliances, sports and outdoors, car accessories, jewelry, and home improvement. 

Through its highly successful Amazon Prime membership program, the company offered free expedited delivery and discounted priority and residential express delivery.

Prime members also receive access to exclusive discounts and Amazon’s video, music, and e-book platforms.

Amazon primarily uses market-oriented pricing to attract customers to its eCommerce platform.

Prices for the company’s private label Amazon Basics range are based on similar products sold by competitors. 

As a retailer with a near-global presence, Amazon also uses the price discrimination strategy to vary prices for identical products according to region.

For example, the price of a Samsung television in Spain may be different to the price offered to consumers in the USA.

This enables the company to adjust prices based on local market conditions, consumer preferences, and perceived product value. 

More generally speaking, Amazon uses technology to set and adjust prices based on the time of day, season, and competitor activity.

It also cleverly prices its Prime membership option to attract customers who want to take advantage of deals and discounts.

In addition to marketing to broader audiences, Amazon also markets to individuals by analyzing their shopping habits and purchase behavior.

Using this information, it strives to turn one-time visitors or buyers into repeat, high-value, long-term customers.

To attract repeat purchasers, the company frequently promotes its fast delivery.

Amazon promotes is various products and services with ads on other websites, newspapers, billboards, television, and social media.

The Amazon Affiliate Program – one of the largest in the world – is also a vital promotional channel for the company with around  1.235 million affiliate sites  advertising or reviewing products on the Amazon website.

Amazon is primarily an online business that reaches customers on Amazon.com and its various region-specific derivatives. 

However, the company does operate in the real world to some extent. Its acquisition of Whole Foods Market in 2017 allowed it to establish a bricks-and-mortar supermarket presence.

Amazon also operates several Amazon Fresh and Amazon Go stores, with the latter a chain of convenience outlets without cashiers where consumers pay for goods using an app.

In August 2021, Amazon announced it would open several new physical retail stores  to extend its reach across electronics, home goods, and clothes.

Many see this move as a way for the company to own as much of the retail industry as possible.

Case Studies

• Product: High-quality smartphones, laptops, and wearables with sleek designs.
• Price: Premium pricing strategy for a perception of exclusivity.
• Place: Apple Stores, authorized retailers, and online store.
• Promotion: Creative advertising campaigns and product launches.
• Product: A menu of burgers, fries, and beverages.
• Price: Value meals, combo pricing, and occasional promotions.
• Place: A network of drive-thru outlets, dine-in restaurants, and delivery services.
• Promotion: Television ads, social media campaigns, and Happy Meal toys.
• Product: A range of vehicles from compact cars to SUVs and hybrids.
• Price: Competitive pricing with options for customization.
• Place: Dealerships, showrooms, and online configurators.
• Promotion: Television and digital advertising, sponsorships, and test drive events.
• Product: Trendy clothing and accessories for men, women, and children.
• Price: Competitive pricing with seasonal sales and discounts.
• Place: Brick-and-mortar stores in prime locations and an online store.
• Promotion: Seasonal fashion shows, social media marketing, and email newsletters.
• Product: A range of banking services including checking accounts, savings accounts, loans, and credit cards.
• Price: Fee structures, interest rates, and introductory offers.
• Place: Physical branches, ATMs, and online banking platforms.
• Promotion: Advertising financial products, referral programs, and online tutorials.
• Product: Various types of accommodations from luxury resorts to budget-friendly hotels.
• Price: Room rates, loyalty programs, and seasonal discounts.
• Place: Hotel locations, booking websites, and travel agencies.
• Promotion: Online advertising, partnerships with travel websites, and loyalty rewards.
• Product: Software suites for productivity, collaboration, and communication.
• Price: Subscription-based pricing models and one-time purchases.
• Place: Online stores, authorized retailers, and corporate licensing.
• Promotion: Product demos, webinars, and advertising tailored to specific business needs.
• Product: A wide range of beverages including carbonated soft drinks, juices, and bottled water.
• Price: Various pricing strategies, including premium pricing for specialty products.
• Place: Distribution through supermarkets, convenience stores, and vending machines.
• Promotion: Extensive advertising campaigns, sponsorships, and product placements.
• Product: Comprehensive medical services, research, and patient care.
• Price: Transparent pricing for medical procedures and insurance coverage.
• Place: Hospitals, clinics, telehealth platforms, and partnerships.
• Promotion: Healthcare seminars, educational content, and patient testimonials.
• Product: An extensive online marketplace offering a wide range of products.
• Price: Competitive pricing, discounts, and subscription services (e.g., Amazon Prime).
• Place: Online platform accessible worldwide.
• Promotion: Personalized recommendations, customer reviews, and Prime Day sales events.

Key Highlights:

• The marketing mix encompasses a comprehensive strategy for effective marketing planning.
• Traditionally, it consisted of the four Ps: Product, Price, Promotion, and Place.
• Additional elements have been introduced, including Physical Evidence, People, Process, and even Politics.
• A well-rounded marketing mix involves creating plans for each element to address strengths and weaknesses.
• It ensures that marketing efforts align with the target audience and the problem the product or service solves.
• Product: Tangible goods or intangible services that address specific problems and target audiences.
• Price: Directly affects sales and is linked to perceived value in the consumer’s mind.
• Promotion: Includes marketing communication strategies like advertising, sales promotions, and public relations.
• Place: Refers to the physical location where customers can access or purchase the product.
• People: Refers to staff involved in marketing the brand, influencing its direction and values.
• Process: Encompasses customer service and ensures effective interactions and purchasing experiences.
• Physical Evidence: Anything consumers see when interacting with the brand, including packaging, branding, and more.
• Marketing Mix Modeling (MMM) is a statistical method to evaluate marketing campaign effectiveness.
• It quantifies the impact of various marketing inputs on market share or sales to optimize resource allocation.
• MMM involves four phases: data collection and integrity, modeling, model-based business measures, and optimization and simulation.
• Facebook used MMM to analyze its advertising impact compared to traditional channels.
• Analyzing 6-12 months of data, Facebook adjusted methods to account for the dynamic nature of social media.
• Accenture ran MMM analyses, integrating data from Facebook and other channels to optimize promotional efforts.
• Product: Amazon offers a wide range of products and services, including eCommerce, cloud infrastructure, content production, and more.
• Price: Utilizes market-oriented pricing and price discrimination based on regions and market conditions.
• Promotion: Targets individuals by analyzing shopping habits and uses ads, promotions, and affiliate programs.
• Place: Primarily operates online but also has physical retail presence, such as Whole Foods and Amazon Fresh stores.

What are the 4 types of marketing mix?

The four main elements of the marketing mix are:

What is 7 P's marketing mix?

The 7 P’s marketing mix is an extension of the traditional marketing mix. In a 4 Ps marketing mix, you get Product, Price, Promotion, and Place. In a 7 Ps marketing mix variation, you get three other elements:

Why is marketing mix important?

A marketing mix is critical as it enables companies to structure an effective marketing strategy by understanding the main channels that can be leveraged to build a viable business.

In some instances, some channels will be more critical in a marketing mix strategy .

Over time, it will be critical to balance out various channels as part of the marketing mix to build a solid business model.

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Analysis of Marketing MIX: Nivea Case Study

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