You can finally change factors in the marketing mix, as the price, the way in which distributes the product or the way it communicates. Many of the ideas may be absurdas.3. Then you need to start to analyze if some of the ideas may have value to the consumer and how can become a reality. The potential of this process is very significant. As a result of the lateral marketing have arisen products not never imagined before, such as bars of cereals, the chocolate egg with surprise (combination of toy with treat) or shops 7 – Eleven of Japan that sell products 24 hours. Finally taken into consideration what brings aprendemos.com. a good example of the application of the marketing side is the development of new products, as bars them honey, nuts, milk and cereals, a fast alternative to the traditional cereals with milk, or new business concepts, such as Internet cafes, or the location of supermarkets in petrol stations. The lateral marketing also involves using old products in a new way, for example, promote as a system Bayer Aspirin to prevent heart attacks, or use apples in the tables of the receipts of the hotels as a way to welcome guests.
The marketing side is not intended to replace the current structures of segmentation, targeting and positioning, but it intends to expand the vision of marketing beyond the logical and sequential process which is based, through the incorporation of creative thinking. As explained in the book authors, the lateral marketing complements traditional marketing through an alternative route to generate new ideas. While the vertical marketing helps us increase the subgroups to which target a product, side marketing allows to develop new products that will enable us to reach a much larger audience.