This paper deals with the marketing mix from the perspective of product policy, in the context of which a company decides not only on the introduction of new products but also on the elimination of products that are no longer successful. In order to be able to apply this instrument accordingly, the product policy is examined with a case study of the company Ferrero S.p.A.
Today's fast-moving world brings enormous challenges for companies and requires them to constantly adapt to the needs and expectations of customers as well as to the ever-changing trends in order to preserve and improve their market position. One way of making a decisive contribution to the success of the company is an efficient marketing concept. For companies, marketing is a central aspect of corporate management, which is sometimes quite cost-intensive and therefore, in the best case, should increase returns. Especially for companies that have established themselves in highly competitive markets, this can become a problem, whereby a meticulously planned marketing strategy represents a sustainable investment in the success of the company. In order to achieve this most effectively, various techniques and strategies have been developed. One of these tools includes the marketing mix, which can be used to develop success-oriented marketing concepts.
Table of Contents
- Introduction
- Theoretical Background
- Product Policy of Ferrero S.p.A
- Best Practices
- Conclusion
Objectives and Key Themes
This paper analyzes the product policy of Ferrero S.p.A. by examining the company's marketing mix, specifically the product policy aspect. It explores the different elements and strategies involved in product policy and how they contribute to the overall success of the company.
- Product policy as a key element of the marketing mix
- Impact of product innovation and modification on market success
- Importance of brand policy in building and maintaining a strong brand identity
- Role of packaging policy in attracting consumers and enhancing brand image
- Application of product policy principles in the case of Ferrero S.p.A
Chapter Summaries
- Introduction: This chapter introduces the concept of marketing mix and its importance for companies operating in competitive markets. It highlights the significance of product policy as a crucial component of the marketing mix, focusing on product introduction, elimination, and overall product strategy.
- Theoretical Background: This chapter provides a comprehensive overview of product policy, discussing its core elements, objectives, and strategies. It emphasizes the importance of customer benefit, product design, and the various approaches to product management, including innovation, modification, and elimination.
- Product Policy of Ferrero S.p.A: This chapter delves into the specific product policy of Ferrero S.p.A, analyzing the company's successful strategies and practices. It explores how Ferrero leverages product innovation, brand building, and packaging design to achieve market dominance.
Keywords
Product policy, marketing mix, Ferrero S.p.A, brand policy, packaging policy, product innovation, product modification, product elimination, customer benefit, market success, marketing strategy, competitive advantage.
- Quote paper
- Anonym (Author), 2021, An analysis of the product policy on the example of the company Ferrero S.p.A, Munich, GRIN Verlag, https://www.grin.com/document/1132460
