Operartional Marketing

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Definition of Operational Marketing

The Operational Marketing refers to the means used to fulfill the objectives set in advance by the Strategic Marketing. This is short-term actions that need to monitor the market to adapt. Operational marketing can be segmented into four key points also called marketing mix. These four additional points help achieve a comprehensive marketing. Operational marketing therefore includes 4 key points, called the 4 Ps to:

• The product: this is the strategy to develop the product, taking into account its characteristics, its design to achieve the strategy.
• Price: Price result of a strategy, and its binding is reflected but it is possible to change the price. Achieve lower prices on a short term, achieve a promotion, discount vouchers.
• Place (distribution): where the product will be sold? instead of the product in a distribution channel as a result of a specific strategy. It should also define its location on the shelves.
• Promotion (communication): To sell a product it is necessary to make a communication to the selected target.

Nowadays, one also speaks of operational marketing 5C enabling better segmentation for operational marketing:

• Company: what is business and what are its values?
• Customers: customers are looking for?
• The Competitors: competitors are doing in terms of operational marketing?
• Collaborators: organize operational marketing in collaboration with a distributor.
• The Background: Does Is there a specific context to the achievement of this operational marketing action? (Easter, Christmas ...)

Operational marketing therefore means concrete actions implemented in the field: communication, promotion, advertising, direct marketing, ...

Field Notes Operational Marketing

These actions cover different levers to reach different segments. It is for example, under the Operational Marketing, carry out e-Marketing campaigns (display advertising, email marketing, buzz, social media) or advertising in the trade press such paper.