Many people still think that marketing is just advertising. Advertisements are part of a communication strategy but they are not “marketing” or the reason for its existence. Advertising is part of the process a Brand will present itself. To its public, but there is much more, and afte.
What can a good marketing professional bring to our business?
Studying at university, the greatest exponent. The reference, the person we all had in mind when we talked about marketing, was Phillip Kotler . Over the years, we not only continue to admire him, but he is still an example and a reference for new generations of students.
New names have add obviously
Transform himself alongside consumers and brands, he has adapted to new times and understands that he cannot remain stuck in the past. Everything evolves and, as for any professional, it is vital not to stagnate, to understand and adapt to new trends.
If we take into account that the way we communicate is changing, that new media and professionals have come into play, it is crucial to understand this new scenario.
A marketer and what does he or she actually
To try to explain what it does or can contribute to our business and why we should count on it, the best thing to do is to share the example of a company that has managed to change, evolve and adapt thanks to a good marketing strategy. I think that it can be more explanatory than giving a simple definition of it.
Mango and its evolution towards Marketing
This brand was founded by two brothers in the early 1980s and for much of its history, it has been aimed at women aged 25 to 45. Since 2008, it also has a line of men’s clothing (HE).
Since its inception, they have taken into account their values as a company, understanding that it is extremely important to convey them to all interest groups: franchises, customers, suppliers, employees…
They were very clear that in order to transfer these values to society, it is extremely important that all people and/or companies linked to the Brand understand and apply them without hesitation.
The company understands that franchisees
A key part of its expansion strategy. They know that they must work as a team and for this reason they share with them the making of certain decisions. In this way they make them feel part of the project and in turn, they take advantage of their experience to generate value for the Brand.
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The relationship between the company and its franchises is carried out through a specialized team that supports them at all times and each area has a professional in charge.
On the contrary, each franchisee must take into account the brand’s code of ethics and comply with it. Mango motivates them to ensure compliance, making them participants and working so that they feel an integral and active part of the organization.
For to loyalty between Brand and supplier
One of the successes of an organization like Mango has been and continues to be the commercial relationship it maintains with most of them, taking into account that many have been doing so for quite a few years, something crucial to working as a team and perfecting the relationship. We must remember that all of this is projected towards the clients.
There are some basic and written aspects that govern the agreement and their compliance is mandatory; said agreement must be signed in order to be a supplier of the Brand.
As an example, it is worth highlighting the clarity with which they define that no supplier related to the Mango group will use or support child labour.
If the internal foundations are well designed and established, you are better prepared to project a good social image. Not exempt from problems to solve, being behind all the processes guarantees that you can mitigate any deviation and act quickly enough so that the repercussions of it are minimal.
Society is demanding sustainable
Companies that contribute to social improvement, if possible. They are not oblivious to these issues, which is why they participate in solidarity projects and their production tries to be as respectful what are digital influencers of the environment as possible. Their garments are certified as free of harmful chemical substances.
The Mango case is one among
The importan organizations that want. Evolve in their relationship with their customers and the general public cannot go in opposite. Directions to alb directory their strategic partners, and marketing. A lot to do with this.
Thanks to qualified marketing departments and marketers, defining channels and creating identity through a good business development plan is possible. Words like branding, identity, differentiation or distribution channels are much more than just advertising.
