How To Align Your Brand’s Marketing Mix

In one of my past posts, I explained what the marketing mix is and how the four Ps help build a strong strategyLinks to an external site.. Make sure to take a look at that one first so you can make sure you will understand this post. Knowing how these parts work together will make it easier to see if a brand is staying true to their image, which is the way it wants to be seen by people. This is why a brand’s marketing mix should always match its positioning. 

So, is your company or your favorite brand’s marketing mix aligned with its positioning? If it is, the brand will feel consistent and trustworthy. If it isn’t, adjust the product, price, place, or promotion so that everything works together and can reflect the brand’s true image. 

Let’s see an example: 

• Product- game like, approachable language learning reflects their “fun and accessible” positioning 

• Price- free version and a reasonably priced premium option makes the brand easy for anyone to use  

• Place- app availability on phones and computers, makes it easy for people to use it anywhere, anytime 

• Promotion- they use funny and lighthearted posts on social media that match their playful personality 

  
  

Duolingo shows good alignment. Its product is simple and fun, free and affordable pricing makes it easily accessible, the app is easy to find and use anywhere, and their playful advertising matches the lighthearted personality they portray. 

Take a look at your brand, the services/products you sell, what you charge, where people find you, and how you promote. Do they all match up?