THE ROLE OF THE MARKETING MIX IN ACHIEVING COMPETITIVE ADVANTAGE IN GLOBAL MARKETS: A CASE STUDY OF HERITAGE FOODS INDIA LIMITED

Abstract

Marketing mix is a combination of marketing tools that are used to satisfy customers and company objectives. Consumers often call the marketing mix "the offering." Your offer is controlled by the variables often referred to as the four Ps in marketing By using variations of these four components you have the ability to reach multiple consumers within your target market. Creating a successful marketing mix that will increase results often takes experimenting and market research. There are many methods that can be used, both in person and the use of impersonal presentations. The key is to not always depend on "one" mix always explore other avenues. The combining and coordination of these elements will be more effective than depending on one. You must coordinate all elements so that the prospective consumer is not being sent mixed messages that can cause confusion. For instance make sure that if you have a practice that caters to a niche market that your product is geared towards the need of that market, your price is within the budget of that market, you are distribution your product or service where it will be seen by that market, and gear your promotion to solve the problems that they are encountering. If you remember one thing from this article it is that one of the main keys to the success of any marketing program is the ability to work effectively in shaping marketing mixes that meet the nature and needs of your specified target market.