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An Integrated Marketing Mix 191

33% during the same time. The number of people having neither positive nor
negative opinions about Systembolaget has decreased from 6% to 2%.

A N INTE GR ATED M A R KE TIN G MIX

The preceding discussion has primarily dealt with promotion in the marketing
mix. For Swedes to be interested in keeping Systembolaget and become loyal
customers, however, the campaigns are not enough. The other components in
the marketing mix must also be considered: place, product, and price.

Place: A Modern Retail Outlet

Many changes have been made in Systembolaget’s stores to become a more
modern retail outlet. Historically, sales have been made over the counter and
created a feeling of supervision. Customers could not pick up alcohol bottles
themselves, but had to ask cashiers for specific brands or recommendations.
This old-fashioned way of organizing Systembolaget’s stores has now changed.
Since 2001, many stores have been made into self-service stores, where cus-
tomers can look around and pick out whatever they want themselves. The store
layout has also become more appealing and consumer-friendly.
Customer service has also improved over the years. Systembolaget has a cus-
tomer service department that answers questions regarding food and drink, in ad-
dition to anything that has to do with Systembolaget’s operations. Systembolaget
organizes in-store tastings in 32 locations led by the store staff. The employees are
offered training by taking courses, attending tasting sessions, and taking study trips.

Product: A High-Quality Assortment

Systembolaget’s product range is one of the biggest in the world and consists of
high-quality products. It carries almost 7,000 items, including beer (with 400
strong beers from 37 countries), wine, hard liquor, and nonalcoholic beverages
stocked by Systembolaget or its suppliers (Systembolaget, 2008b). Approximately
1,000 new products are launched every year. The product assortment is contin-
uously revised in order to consider trends and changes in consumers’ tastes
(Systembolaget, 2009c). Quality control is rigorous, and both new and old prod-
ucts are tested in a laboratory (Systembolaget, 2009d). The products are de-
scribed in a product catalog. Before the F&B assignment, it was mainly a price
list but has now been developed to include flavor charts and food symbols
recommending suitable food and drink combinations. Books containing
Systembolaget’s expertise on food and drink are published and sold in the stores.