Marketing Essay Example | Topics and Well Written Essays - 2000 words - 23

Marketing - Essay ExampleIn the past, the 4Ps (product, price, place and promotion) of market placeing strategy were highly germane(predicate) mainly because of the three main reasons. They were lack of variety within the products, people were exposed to limited content of publicity and lastly promotional activities were more localised. The strategy therefore, was viable in the given restrained parameters and yielded results that agreeable both the customers and the retailers of the time (Shultz, 2001).Unilever had realized early that technological advancements have brought forth an explosion of information that is easily accessible to public through the internet and other media like television, radio, mobile ph matchlesss etc. The internet has do it easy for the customers to become aware of the product details including its availability at competitive prices which has precipitated the need to pay off a whole new perspective for a new marketing technique. One needs to be more open when Shultz say that it is the end-users who now control the markets rather than the marketers. Unilever understood the compulsions of the contemporary times and has adopted innovative and mix market strategy for its Axe products to meet the challenges from its rival companies in the global market.It is legitimate that increased awareness among the customers has put more pressure on the marketers. Even though the customer instauration is increasing, it is becoming difficult not only to attract more customers but also to retain them. So, one need to add something more on the existing products to make it more attractive without compromising untold on the price. In fact, the more innovative the product and fancier the promotional techniques, the higher are its chances of capturing market space. Thereby, asserting that brands, advertising, and promotional techniques are very important tools of marketing. The Axe products have incorporated this marketing mantra in their strategy and maintained an edge over their