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Seminar paper from the year 2021 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Applied Sciences Neu-Ulm , course: Marketing, language: English, abstract: This paper deals with the marketing mix from the perspective of product policy, in the context of which a company decides not only on the introduction of new products but also on the elimination of products that are no longer successful. In order to be able to apply this instrument accordingly, the product policy is examined with a case study of the company Ferrero S.p.A. Today's fast-moving world brings enormous challenges for companies and requires them to constantly adapt to the needs and expectations of customers as well as to the ever-changing trends in order to preserve and improve their market position. One way of making a decisive contribution to the success of the company is an efficient marketing concept. For companies, marketing is a central aspect of corporate management, which is sometimes quite cost-intensive and therefore, in the best case, should increase returns. Especially for companies that have established themselves in highly competitive markets, this can become a problem, whereby a meticulously planned marketing strategy represents a sustainable investment in the success of the company. In order to achieve this most effectively, various techniques and strategies have been developed. One of these tools includes the marketing mix, which can be used to develop success-oriented marketing concepts.