Finding the Right Marketing Mix for Profitable Growth at Mandaley
Retail Management students in E-Commerce Retail Club participated in a strategy workshop with Mandaley - the group behind the Swedish fashion brands Soft Goat and Malina, exploring how to develop the optimal marketing mix for brands at different stages of growth.
Sofia Lind Andersson, CEO of Mandaley, and Anna Fältskog, B2B Director, introduced the group's two fashion brands, their financial performance, and their growth ambitions. Students were challenged to determine how Mandaley should allocate its marketing investments across different channels and between its two brands to achieve its revenue and profitability targets by 2030.
Using Mandaley's financial figures and marketing performance data, students worked in three groups to develop strategic recommendations tailored to the brands' different growth stages. Their proposals included reallocating marketing expenditure between performance advertising, brand-building activities, PR, and customer retention; strengthening international brand awareness through pop-up stores, AI-powered search, and brand ambassador collaborations; and developing marketing budgets supported by financial projections.
The workshop highlighted the importance of balancing short-term customer acquisition with long-term brand development, adapting marketing strategies to different business needs, and evaluating marketing investments against their contribution to profitability. Students gained practical experience in connecting marketing decisions with financial performance and developing commercially viable growth strategies.
Lili Tarkhanyan, Key Account Manager, E-commerce Retail Club 2026/27.
