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Marketing Mix For Retail Consumer Packaged Goods

Guest post by: John Clark

Article Overview: For Consumer Packaged Goods (CPG) companies, a good marketing mix is essential. The beginning of the twenty-first century has seen rapid changes in consumer demographics. Not only are consumers spending more wisely, but the age, face and needs of the consumer are changing as well. It takes a well thought out marketing strategy to not only find, but communicate with customers.

Marketing Mix For Retail Consumer Packaged Goods

For Consumer Packaged Goods (CPG) companies, a good marketing mix is essential. The beginning of the twenty-first century has seen rapid changes in consumer demographics. Not only are consumers spending more wisely, but the age, face and needs of the consumer are changing as well. It takes a well thought out marketing strategy to not only find, but communicate with customers. To communicate with consumers, it helps to know who they are. In addition to tried and true promotional vehicles such as free standing inserts in the Sunday paper, on-shelf displays and retail signage, marketers are also attempting to capture as much information about their customers as possible.

A marketing mix for retail consumer packaged goods companies could include an effort to acquire customer information through retailer preferred ID cards or through their brand's own website. Promotional discounts and freebies are a good way to bring consumers to your site where their information can also be captured. With a quick survey, brands can track what each individual customer likes and dislikes. Targeted promotions are the trend in marketing in 2011 and would be a valuable addition to any marketing strategy. Once you know what flavors, sizes and varieties of products a particular consumer likes, marketing messages and discount offers can be tailor made to fit that profile.

For CPG companies with multiple brands, cross promotional marketing is another tactic. Even for single brand marketers, cooperative marketing programs are effective and cost-saving. Reaching out to similar but non-competing brands is as easy as it is successful. Let's not forget about in-store promotions. Taking advantage opportunities at the point of sale is a recommended addition to the marketing mix for retail consumer packaged goods manufacturers. Whether it's an end-aisle display, a freestanding merchandiser or a simple floor graphic or shelf dangler, communicating with the customer at the point of purchase is always popular and successful.

Regardless of which items a marketer chooses to include in their plans and strategies, a good marketing mix is key to reaching consumers, especially in an ever-changing marketplace.

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Article Tags: consumer demographics, consumer packaged goods, consumers, cpg companies, good marketing, marketing mix, marketing strategy, rapid changes, retail consumer, twentyfirst century
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