Marketing is the key tool to overcome the critical aspects of markets and to create value. After fast confrontation between the EFG staff and the management of the client company, during which the strengths and the weaknesses are identified, objectives are defined according to the requirements expressed, and the marketing strategy to achieve them is set up.

After devising and sharing an accurate and effective marketing strategy, EFG processes the specific operational plan, identifying the perfect marketing mix (product, price, promotion, and place) that is suitable to improve the company’s image and penetrate the relevant target market. According to EFG, the marketing mix is based on the values pursued by consumers and, in addition to the usual variables (product, price, place, and promotion), also includes other action tools that are becoming more and more important: public and institutional relations.