COHERENCY OF MARKETING STRATEGY AND TACTICS ON CROATIAN DETERGENTS MARKET

The purpose of this article is to explore coherency of marketing strategy and tactics on Croatian detergents market. In order to investigate and define importance of key factors in decision making process, the survey of Croatian consumers’ attitudes and behaviour
was undertaken. Survey was made by e-mail dissemination of a questionnaire. 143 replied questionnaires have been collected. From 31 offered statements in questionnaire, survey results elaboration had separated 10 factors grouped into five groups of marketing mix elements; product, price, brand, distribution and promotion. Each marketing mix element was defined with two most significant factors in two dimensions. Level of marketing strategy and tactics coherency for the three most important market suppliers was made based on survey results, Stratics analysis and Mixmap mapping model. From
the findings of this article it might be concluded that there are significant levels of marketing strategy and tactics coherency for the three leading market suppliers. Further improvement
possibilities were found in the area of marketing element promotion and its belonging factors. The article has shown that Croatian consumers highly value leading domestic detergent supplier with detected area for improvement of performance in dimensions of:
total level of product quality, responsible approach toward society and environment, recommendations and frequency of point of sale promotion.