The art of marketing management is to choose target segments that Dean Foods can serve best to build a profitable relationship with customers. How can Dean Foods serve these customers best (what will be its value proposition )?īuilding an Integrated Marketing Strategy to Deliver Superior Value What are the customers that Dean Foods will we serve (what is the target market )?Ģ. The two critical questions that marketing managers at Dean Foods needs to answer to create customer value are –ġ. Dean Foods knows that it can’t serve all the needs of the customers in the Food Processing industry, so it has carefully chosen a value proposition that can maximize its institutional capabilities. The key of customer driven value creation is the – strategic trade-off that the company has made. Dean Foods is fulfilling the consumer demands through its differentiated products and services. Dean Foods must constantly keep track of developments in the macro and micro marketing environment to seek opportunities and avoid threats.Ĭustomers have wants, needs, and demands. Two ways of understanding marketing dynamics are by conducting SWOT analysis and PESTEL analysis of the macro environment that Dean Foods operates in. Secondly they have to assess the market dynamics. Marketers at Dean Foods need to assess the needs, wants, and demands of customers in the Food Processing industry. Marketers at Dean Foods should focus on customer needs rather than the in-house latest and greatest product and services they can deliver. Marketing starts even before the conceptualization of the product and service.

Capturing value from customers in form of profits and customer equity.

Engaging customers to build a profitable relationship.Building an integrated marketing strategy to deliver superior value.Understanding customers and marketplace.The five steps of marketing process that Dean Foods can use to create and capture customer value are – What are the five Steps of Marketing Process? How Dean Foods can use Five Steps of Marketing Process to improve the Marketing Effectiveness? Please email for Marketing Process Analysis based on latest data of Dean Foods Marketers at Dean Foods should strive to increase the touchpoints in consumers’ lives and enrich consumers experience with Dean Foods’s brands. Marketing is the process by which companies engage customers, build strong customer relationships, and create customer value in order to capture value from the customers in return.

According to Marketing Guru Philip Kotler – “Marketing is engaging customers and managing profitable customer relationships”.

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