{"id":7270,"date":"2025-04-01T13:25:37","date_gmt":"2025-04-01T11:25:37","guid":{"rendered":"https:\/\/www.bosphoresense.fr\/?p=7270"},"modified":"2025-04-25T12:14:24","modified_gmt":"2025-04-25T10:14:24","slug":"operational-marketing","status":"publish","type":"post","link":"https:\/\/www.bosphoresense.fr\/en\/operational-marketing\/","title":{"rendered":"Operational Marketing"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row row_content_width=&#8221;grid&#8221; css=&#8221;.vc_custom_1742322958188{margin-bottom: 30px !important;}&#8221;][vc_column]<div class=\"edgtf-section-title-holder  edgtf-st-standard edgtf-st-title-left edgtf-st-normal-space edgtf-st-disable-title-break\" style=\"text-align: left\">\n\t<div class=\"edgtf-st-inner\">\n\t\t\t\t\t<h1 class=\"edgtf-st-title\" >\n\t\t\t\tOPERATIONAL MARKETING\t\t\t<\/h1>\n\t\t\t\t\t<\/div>\n<\/div>[vc_single_image image=&#8221;6801&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; css=&#8221;&#8221;][\/vc_column][\/vc_row][vc_row equal_height=&#8221;yes&#8221; content_placement=&#8221;middle&#8221; row_content_width=&#8221;grid&#8221;][vc_column][vc_column_text css=&#8221;&#8221;]<\/p>\n<p style=\"text-align: justify;\">Do you need support with communications and branding? Contact our marketing and communications consulting agency, the specialist in health and beauty.<\/p>\n<p>[\/vc_column_text][vc_empty_space][vc_row_inner][vc_column_inner el_class=&#8221;btnflex&#8221;]<a itemprop=\"url\" href=\"https:\/\/www.bosphoresense.fr\/en\/contact\/\" target=\"_self\"  class=\"edgtf-btn edgtf-btn-medium edgtf-btn-solid btnbosphore btnor btnnew\" data-move=\"strict\" data-text=\"Contact us\" >\n    <span class=\"edgtf-btn-text\">Contact us<\/span>\n    <\/a><a itemprop=\"url\" href=\"#casclient\" target=\"_self\"  class=\"edgtf-btn edgtf-btn-medium edgtf-btn-solid btnbosphore btnor btnnew\" data-move=\"strict\" data-text=\"CASE STUDIES\" >\n    <span class=\"edgtf-btn-text\">CASE STUDIES<\/span>\n    <\/a>[\/vc_column_inner][\/vc_row_inner][vc_empty_space][\/vc_column][\/vc_row][vc_row row_content_width=&#8221;grid&#8221; css=&#8221;.vc_custom_1590606318561{margin-bottom: 30px !important;}&#8221;][vc_column][vc_column_text css=&#8221;&#8221; el_class=&#8221;h2&#8243;]<\/p>\n<h2>DEFINITION<\/h2>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row row_content_width=&#8221;grid&#8221; css=&#8221;.vc_custom_1590606318561{margin-bottom: 30px !important;}&#8221;][vc_column width=&#8221;1\/2&#8243;][vc_column_text css=&#8221;&#8221;]Strategic marketing and operational marketing are complementary concepts that are intrinsically linked.<br \/>\nStrategic marketing, also known as the \u201creflection phase\u201d, is the first step, and can be split into three main stages.<\/p>\n<ul>\n<li style=\"text-align: justify;\">Analysis of the business and its market<\/li>\n<li style=\"text-align: justify;\">Definition of the corporate strategy and marketing objectives<\/li>\n<li style=\"text-align: justify;\">Selection of the methods to be deployed over the long term<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_column_text css=&#8221;&#8221;]\u201cOperational marketing, or the \u201caction phase\u201d, is the next stage in the process. It concerns all the techniques used over the short and medium term by marketing professionals. During this phase, the focus is on achieving the objectives defined previously Marketing managers are responsible for steering the operational marketing plan. This activity is accessible to those with a marketing background, such as people with a Master\u2019s degree in marketing from a business school. The plan can be broken down into four key areas known as the marketing mix. The operational strategy defines and ensures coherence between these four main elements of the company&#8217;s positioning:<\/p>\n<ul>\n<li style=\"text-align: justify;\">Product: the aim is to create value for both the target consumer and the company itself.<\/li>\n<li style=\"text-align: justify;\">Price: the product manager leads the process to set a price for a product or service. This price is not set in stone, and may change over time depending on promotional campaigns, the competitive environment or the product\u2019s life cycle.<\/li>\n<li style=\"text-align: justify;\">Promotion: this mainly involves advertising, direct marketing and sales promotions.<\/li>\n<li style=\"text-align: justify;\">Place: this refers to defining the sales channels or sales teams that will be used to market a product or service.<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row row_content_width=&#8221;grid&#8221; css=&#8221;.vc_custom_1590606318561{margin-bottom: 30px !important;}&#8221;][vc_column][vc_column_text css=&#8221;&#8221; el_class=&#8221;h2&#8243;]<\/p>\n<h2>The operational marketing communication plan has four distinct phases:<\/h2>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row gap=&#8221;35&#8243; equal_height=&#8221;yes&#8221; content_placement=&#8221;middle&#8221; row_content_width=&#8221;grid&#8221;][vc_column width=&#8221;1\/2&#8243;][vc_column_text css=&#8221;&#8221;]<\/p>\n<ul>\n<li style=\"text-align: justify;\">Analysis of the internal and external environment: competitive intelligence, market research, etc<\/li>\n<\/ul>\n<ul style=\"text-align: justify;\">\n<li>Development of the digital marketing strategy, based on marketing operations and a comprehensive market analysis, and definition of the company\u2019s objectives along with an effective marketing plan.<\/li>\n<\/ul>\n<ul style=\"text-align: justify;\">\n<li>Drafting of an e-marketing action plan, with the aim of achieving three key objectives to optimize customer relations: attract more customers and build a loyal community; generate more revenue from each customer; and increase the frequency at which existing customers buy your products.<\/li>\n<\/ul>\n<ul>\n<li style=\"text-align: justify;\">Fixing of a sales and marketing budget for the sales strategy and the chosen operations in order to achieve the targets expected by shareholders.<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;6833&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; css=&#8221;&#8221;][\/vc_column][\/vc_row][vc_row gap=&#8221;35&#8243; row_content_width=&#8221;grid&#8221;][vc_column width=&#8221;1\/2&#8243;][vc_column_text css=&#8221;&#8221; el_class=&#8221;h2&#8243;]<\/p>\n<h2>What resources do you need for operational marketing?<\/h2>\n<p>[\/vc_column_text][vc_empty_space][vc_column_text css=&#8221;&#8221;]<\/p>\n<p style=\"text-align: justify;\">There are a wide range of tools available. They must be selected in accordance with your objectives, targets and budget. You may choose to promote your products through traditional channels like TV, radio, billboards or the press. However, you can also make optimal use of the many digital options available: websites, social networks, apps, emails, purchase of advertising space, etc<\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><strong>You should select the right tools according to your overall business objectives. This will ensure that the resources used are as effective as possible.<\/strong><\/span><\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_column_text css=&#8221;&#8221; el_class=&#8221;h2&#8243;]<\/p>\n<h2>Performance indicators<\/h2>\n<p>[\/vc_column_text][vc_empty_space][vc_column_text css=&#8221;&#8221;]<\/p>\n<p style=\"text-align: justify;\">When implementing a marketing strategy, it is essential to evaluate the actions taken and analyze their impact. In addition to clearly defining your communication channels, your performance indicators must be relevant and identified in advance depending on your needs and the type of analysis required. For example, when performing a profitability analysis, you will need to evaluate ROI (return on investment). To assess whether a campaign has been cost-effective, you will need to analyze the customer acquisition cost. If you want to optimize your website, you should assess the traffic generated, the bounce rate, and so on.<br \/>\nIf you monitor and analyze these various indicators on a regular basis, you will be able to correct and adapt your operational marketing and strategic marketing activities, and thus improve your performance year on year.<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row gap=&#8221;35&#8243; row_content_width=&#8221;grid&#8221; css=&#8221;.vc_custom_1590608184853{margin-bottom: 70px !important;}&#8221;][vc_column][vc_column_text css=&#8221;&#8221;]<\/p>\n<p style=\"text-align: justify;\">Would you like to implement a multi-channel communication strategy, conduct research, or get support with your digital communications, internet marketing, marketing strategy or operational marketing actions?<\/p>\n<p style=\"text-align: justify;\">Get in touch today for support in developing your strategy and building a strong brand identity to help you stand out in a competitive market.<\/p>\n<p>[\/vc_column_text][vc_empty_space]<a itemprop=\"url\" href=\"https:\/\/www.bosphoresense.fr\/en\/contact\/\" target=\"_self\"  class=\"edgtf-btn edgtf-btn-medium edgtf-btn-solid btnbosphore btnor btnnew aligncenter small\" data-move=\"strict\" data-text=\"Contact us\" >\n    <span class=\"edgtf-btn-text\">Contact us<\/span>\n    <\/a>[\/vc_column][\/vc_row][vc_row row_content_width=&#8221;grid&#8221; css=&#8221;.vc_custom_1740046649952{margin-bottom: 30px !important;}&#8221; el_id=&#8221;casclient&#8221;][vc_column][vc_column_text css=&#8221;&#8221; el_class=&#8221;h2cas&#8221;]<\/p>\n<h2><span style=\"color: #509a7c;\">CUSTOMER CASE STUDIES<\/span><\/h2>\n<p>[\/vc_column_text][vc_column_text css=&#8221;&#8221; el_class=&#8221;h3cas&#8221;]<\/p>\n<h3><span style=\"color: #003f3a;\">OLFAE \u2013 TRAINING COUNTER STAFF FOR ARKOPHARMA<\/span><\/h3>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row gap=&#8221;35&#8243; equal_height=&#8221;yes&#8221; content_placement=&#8221;middle&#8221; row_content_width=&#8221;grid&#8221; css=&#8221;.vc_custom_1591721767434{margin-top: 70px !important;}&#8221;][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;3610&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; css=&#8221;&#8221; link=&#8221;https:\/\/www.bosphoresense.fr\/en\/portfolio-item\/arkopharma\/&#8221;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_column_text css=&#8221;&#8221; el_class=&#8221;h2&#8243;]<\/p>\n<h2>CUSTOMER OBJECTIVES<\/h2>\n<p>[\/vc_column_text][vc_column_text css=&#8221;&#8221;]<\/p>\n<ul>\n<li style=\"text-align: justify;\">Ensure buy-in from the pharmacy team to increase sell-in and sell-out.<\/li>\n<li style=\"text-align: justify;\">Gain a significant share of the aromatherapy marketGain a significant share of the aromatherapy market.<\/li>\n<li style=\"text-align: justify;\">Make Olfae the must-have range in the wellness sector.<\/li>\n<li style=\"text-align: justify;\">Resources required: design an original training module for counter staff.<\/li>\n<\/ul>\n<p>[\/vc_column_text][vc_column_text css=&#8221;&#8221; el_class=&#8221;h2&#8243;]<\/p>\n<h2>BACKGROUND<\/h2>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;5px&#8221;][vc_column_text css=&#8221;&#8221;]<\/p>\n<p style=\"text-align: justify;\">Launch of Olfae by Arkopharma Laboratories, the first olfactotherapy range sold in pharmacies, an innovative, effective and safe diffusion system for use with exclusive blends and a high-quality range of individually-sold organic essential oils.<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row gap=&#8221;35&#8243; row_content_width=&#8221;grid&#8221;][vc_column width=&#8221;7\/12&#8243;][vc_column_text css=&#8221;.vc_custom_1743507555195{margin-bottom: 20px !important;}&#8221; el_class=&#8221;h2&#8243;]<\/p>\n<h2>AGENCY RECOMMENDATIONS<\/h2>\n<p>[\/vc_column_text][vc_column_text css=&#8221;&#8221;]<\/p>\n<p style=\"text-align: justify;\">Competitors in the aromatherapy market mainly focus on expertise and knowledge. To establish a strong position, Arkopharma needs to differentiate the brand by focusing on innovation and its experience in olfactotherapy. A completely original training format must be developed to bring pharmacy teams on board with the Olfae brand universe.<\/p>\n<p style=\"text-align: justify;\"><strong>Objective:<\/strong><br \/>\nEnsure buy-in from the pharmacy teams for this new concept by creating a meaningful olfactory experience that differentiates the brand, in five stages:<br \/>\n1. Describe the concept of olfactotherapy<br \/>\n2. Introduce teams to the power of our sense of smell: the capacity of certain scents to evoke memories<br \/>\n3. Provide an Olfactory experience with the Olfae relaxation complex: the pharmacists learn which essential oils correspond to the three different levels of the olfactory pyramid: top notes, heart notes and base notes.<br \/>\n4. Present the Olfae range<br \/>\n5. Case studies<\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=&#8221;5\/12&#8243;][vc_single_image image=&#8221;3608&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221;][\/vc_column][\/vc_row][vc_row gap=&#8221;35&#8243; row_content_width=&#8221;grid&#8221; css=&#8221;.vc_custom_1591792912580{margin-top: 30px !important;margin-bottom: 50px !important;}&#8221;][vc_column][vc_single_image image=&#8221;3607&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; css=&#8221;&#8221;][\/vc_column][\/vc_row][vc_row row_content_width=&#8221;grid&#8221; css=&#8221;.vc_custom_1590606318561{margin-bottom: 30px !important;}&#8221;][vc_column css=&#8221;.vc_custom_1591792983258{margin-bottom: 30px !important;}&#8221;][vc_column_text css=&#8221;&#8221; el_class=&#8221;h3cas&#8221;]<\/p>\n<h3><span style=\"color: #003f3a;\">OLIGOTHERAPY FOR LIFE \u2013 E-LEARNING TRAINING AREA FOR LABORATOIRE DES GRANIONS<br \/>\n<\/span><\/h3>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row gap=&#8221;35&#8243; row_content_width=&#8221;grid&#8221;][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;3604&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_column_text css=&#8221;&#8221;]<\/p>\n<p style=\"text-align: left;\">Development of a specific training area for healthcare professionals on the <a href=\"https:\/\/www.oligotherapiepourlavie.com\/\"><span style=\"text-decoration: underline; color: #d9be73;\"><span style=\"color: #000000; text-decoration: underline;\">oligotherapiepourlavie.com<\/span><\/span><\/a> website.<\/p>\n<p style=\"text-align: left;\"><strong><span style=\"color: #305954;\">This space was designed with two sections:<\/span><\/strong><br \/>\n<strong>1. \u201cLEARNING\u201d SECTION: Providing healthcare professionals with information on oligotherapy and its benefits<\/strong><\/p>\n<ul style=\"text-align: left;\">\n<li>Describe the concept of oligotherapy<\/li>\n<li>Explain the role of each trace element<\/li>\n<li>Provide a trace element calendar to anticipate needs according to the seasons<\/li>\n<li>Provide practical fact sheets that can be downloaded to help them choose the right trace elements to relieve the most common illnesses (allergies, stress, fatigue, winter ailments, etc.).<\/li>\n<\/ul>\n<p style=\"text-align: left;\"><strong>2. \u201cTRAINING\u201d SECTION: Engage healthcare professionals by providing relevant, helpful content that they can use in their daily work when advising patients. <\/strong>Create e-learning modules of 10 to 15 minutes long with instructional videos and case studies relating to the topics covered on the practical fact sheets.<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1591709065481{margin-top: 50px !important;}&#8221;][vc_column][vc_column_text]<div class=\"edgtf-ps-image-holder 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href=\"https:\/\/www.bosphoresense.fr\/en\/creations\/\" target=\"_self\" style=\"text-transform: uppercase;margin: 10px auto 10px auto\" class=\"edgtf-btn edgtf-btn-medium edgtf-btn-solid btnbosphore btnor btnnew big aligncenter\" data-move=\"strict\" data-text=\"Find out more about all our creative projects\" >\n    <span class=\"edgtf-btn-text\">Find out more about all our creative projects<\/span>\n    <\/a>[\/vc_column][vc_column width=&#8221;2\/12&#8243;][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Define marketing objectives for the short, medium and long term to boost your company\u2019s performance<\/p>\n","protected":false},"author":1,"featured_media":6792,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[71],"tags":[],"class_list":["post-7270","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.bosphoresense.fr\/en\/wp-json\/wp\/v2\/posts\/7270","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bosphoresense.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bosphoresense.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bosphoresense.fr\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bosphoresense.fr\/en\/wp-json\/wp\/v2\/comments?post=7270"}],"version-history":[{"count":12,"href":"https:\/\/www.bosphoresense.fr\/en\/wp-json\/wp\/v2\/posts\/7270\/revisions"}],"predecessor-version":[{"id":7376,"href":"https:\/\/www.bosphoresense.fr\/en\/wp-json\/wp\/v2\/posts\/7270\/revisions\/7376"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bosphoresense.fr\/en\/wp-json\/wp\/v2\/media\/6792"}],"wp:attachment":[{"href":"https:\/\/www.bosphoresense.fr\/en\/wp-json\/wp\/v2\/media?parent=7270"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bosphoresense.fr\/en\/wp-json\/wp\/v2\/categories?post=7270"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bosphoresense.fr\/en\/wp-json\/wp\/v2\/tags?post=7270"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}