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Problem

Describe how the strategy implementation challenges for a marketing manager working at DuPont (an industrial firm) might be different from those for a marketing manager working at Pillsbury (a consumergoods firm).

Step-by-step solution

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Step 1/3

Strategy Differentiation

DP industry and P industry are two well-known companies. DP industry produces industrial product while P industry produces Consumer goods.

Marketing manager of the both the firm has different perspective and approach in strategy implementation. Generally the strategy implementation differs according to type of product.

For example, marketing strategy for an industrial product differs from the marketing strategy for a consumer product (consumer goods). This is because the customers as well as their requirement remain very different.

Step 2/3

Customers of industrial products constitute industries and corporations. These customers use these products for the operations of their company and are generally more attentive and educated. They have their own specific requirements pertaining to product.

Industrial suppliers often design products on make-to-order strategies i.e. they produce products on demand of customers and as per their requirements. This is because no one product fits all requirements.

Thus, in case of industrial products marketing strategies focuses on individual customers. Products are often displayed through exhibitions and formal gathering and product launch.

Step 3/3

Direct selling model is most preferred for these types of product.

Customers of consumer goods constitute mass public. Requirement and needs of the customers remains same throughout. For example, in current case it is “to satisfy hunger or to have food.”

For the consumers good company uses tools of mass communications such as promotions and advertisement to increase the demand of product.

Companies sell consumer goods through retail stores. Thus, they also are a type of customers. Thus, marketing managers also need to concentrate on retail stores while implementing strategies.