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c. Brand, Packaging, Warranty/Guarantee, Returns/Allowance
Elements
Pricing Strategy
a. Actual Value and Pricing Policy (how does price help reach
marketing objectives?)
b. Environmental influences on pricing policy (what affects this
price?)
c. Competitor actions/reactions to pricing policy
Placement and Distribution Strategy
a. Distribution Outlets/Retailer Activities (how does this help
reach marketing objectives?)
Promotion and Integrated Marketing Communications Strategy
a. Theme of campaign(s) (To communicate what? How does it
support the marketing strategy and help reach marketing
objectives?)
b. Personal Selling Activities (person to person activities that
support marketing strategy)
c. Advertising Activities (paid-for mass communications that
support marketing strategy)
d. Sales Promotion Activities (customer and employee
incentives that support marketing strategy)