Marketing is far more than just marketing towards the consumer or end-user. The product must pass faultlessly through the company's sales and distribution system in order to achieve the desired effect from customer marketing. This philosophy is always present when Kunde & Co works to solve the task of integrated marketing.

1: Analysis
Every project has its natural starting point in thorough desk research. The work includes competitor analysis, processing of marketing data, knowledge gathering about the company, the brand history etc. Furthermore, the brand's strength is evaluated against the parameters that the company must compete on.

2: Strategy
A strategy file is prepared based on the analysis and the stated goals. Here, the strategic opportunities and problems are evaluated from a holistic point of view. The customer's brief is critically evaluated, before a well-documented strategic recommendation is prepared.

3: Concept development
The strategic proposal will often contain a suggestion for a conceptual solution. But the continued work with concept development will not begin before the proposal has been carefully discussed and agreement has been reached about the foundation. In large projects this phase will often stretch over a long period. Several concept directions are developed and the project includes various test rounds that form the basis for further concept and strategy development.

4: Marketing towards the sales force
Together with the company's international marketing department, Kunde & Co develops a plan for the international campaign. It is important to work towards an integrated launch to achieve synergies, both in terms of exposure (consumers are increasingly international in their orientation) and in terms of production. Prior to implementation, Kunde & Co goes out and plans each market in detail.

5: Marketing towards wholesalers/chains
The internal marketing is exceedingly important, but far too often this expense is cut away. The risk of doing so is that the sales people will not be motivated to offer their support. Or that the person receiving the orders quite plainly lacks the knowledge about how the campaign runs - and therefore is unable to offer customers the right service. This is why the internal marketing is always part of our campaign proposal. When awareness and understanding of the concept and strategy have been successfully established everyone will pull in the same direction - and maximal effect will be achieved.

6: Marketing towards retailers
Like the wholesale link, the retail buyer must also be targeted in order to build awareness and interest in the campaign. With this in place, a good basis has been created for the sales people to go out and make agreements, ensuring optimal exposure of the product during the campaign period. Good and expensive in-store material may easily be wasted if this part of the marketing hurdle race is not properly completed.

7: Marketing towards the end-user
The campaign must fulfil the intentions that have been fed into the strategic and conceptual work - and the timing of the campaign must allow sufficient time for completing the previous hurdles. Omitting this, even the best of campaigns will not generate the desired sales effect.