The Marketing Mix

1、The Marketing MixIntroductionMarketing is the management process responsible for identifying, anticipating and satisfying customer needs profitably.Every business must develop a marketing strategy if it is to succeed. The creator of the luxury ice cream Hagen Dazs started his business in America. He

2、 chose the name because it sounded Danish and he put the Danish flag on each carton to reinforce this image. This was designed to convey a quality image and it allowed him market his ice cream at a premium price.A marketing strategy is a plan stating how a business will achieve its sales targets. To

3、 succeed the business must: Analyse the market to identify business opportunities. Select a target market - this may involve market segmentation and finding a market niche. Conduct the necessary market research. Create a marketing mix. The marketing mix describes the relationship existing between th

4、e product, its price, its place (distribution) and its promotion. Car manufacturer Skoda is currently trying to change its marketing mix by emphasising the improved product (it contains Volkswagen parts), its value for money and its improved distribution network. This change of image is being convey

5、ed by a series of television advertisements in which people express disbelief that the car they are seeing is a Skoda.TopProductOn the Leaving Cert course, there are four main concepts to be discussed under Product (the good or service being supplied):(a) Product life cycle: This describes how the m

6、arket for a product changes over time. This concept is illustrated clearly within the interactive lessons - click here.(b) Design: This involves the creation of an attractive product which works. The success of Apple Computers iMac can be attributed to its distinctive design features. Successful des

7、ign depends on the following factors: Aesthetics: How the product looks. A car manufacturer may introduce a new model by changing the bodywork and the fittings as these appeal to peoples senses. The engine may not change at all. Function: The product must do the job intended. Some car manufacturers

8、are so confident in their design that they give their cars a five-year warranty. Economics: The design must be economically viable. Environmental impact: Many companies try to minimise the impact of their product on the natural environment. Careful design can reduce waste in the production and distr

9、ibution of the product. (c) Packaging must protect the product from damage while it is in transit but it can also be used to promote the product by displaying the companys brand name. The packages must be easy to display and must facilitate the use of technology by containing barcodes. To be environ

10、mentally friendly, packaging should be minimal, reusable or capable of being disposed of harmlessly.(d) Branding involves the creation of a brand name (e.g., Coca Cola), which the company has the sole right to use. Brands create a personality for a product, which allows consumers to develop a lifest

11、yle relationship with the products they consume. Brands have many benefits: They are easily identified - we all know that Ford sells cars. They differentiate products, which allows companies to target different markets. Levis created the Dockers brand to satisfy the need forcasual dress in the work

12、place. They may convey trust and a quality image, e.g., AlB Bank. They facilitate the introduction of new products. Dyson are to launch a robotic vacuum cleaner in the near future. Within the Irish market, Lyons tea, Tayto crisps and Club orange are household names, yet just a handful of Irish brand

13、s are recognised worldwide. These include Waterford Glass, Guinness, Kerrygold, Baileys and Ireland itself, as marketed by the Irish tourist board. TopPriceThere are two main concepts to be discussed under Price (the amount paid for a product).(a) Pricing strategies: These involve the business devel

14、oping the appropriate price for each product it sells. The following strategies are commonly used: Cost plus: The firm works out the cost of production and then adds on a profit mark-up, e.g., 20%, to allow it cover all its costs and earn a profit. This is used by companies whose main focus is produ

15、ction and not branding. Price skimming: The firm charges a high initial price in order to recoup the development costs, commonly used in the pricing of computer games. Premium pricing: The firm has created a high-quality brand which allows it charge a high price for its products, e.g., Nike. Dynamic

16、 pricing: The firm constantly changes its prices depending on the demand for its products. Ryanair uses this model to offer the best value to its customers while still making a healthy profit. Discriminatory pricing: Different prices are charged to different customers for the same product. Cinemas c

17、harge students a lower price even though they see the same film as those paying the full price. (b) Break-Even AnalysisThe Leaving Cert student must be able to draw a break-even chart from given data. A graphic example of this process is demonstrated within the interactive lessons - click here.TopPl

18、aceThe perfect product is of no use to the consumer if it is not readily available. It has been the aim of Coca Cola to have their product within a hands reach of desire. Manufacturers use different channels of distribution to deliver their goods to the consumer. The principal channels are:(i) Manuf

19、acturer; Wholesaler; Retailer; ConsumerMusgraves is one of Irelands leading private companies and it has fought hard to protect the role of the wholesaler. As well as supplying independent retailers, they have established the Supervalu and Centra brands. The owners of these stores buy their stock fr

20、om Musgraves.(ii) Manufacturer; Retailer; ConsumerThis model is used by the large supermarket multiples such as Dunnes Stores. An order is placed with a manufacturer to supply all of their outlets, thus bypassing the wholesaler. This allows them to cut prices which benefits the consumer. A recent co

21、urt case in England stopped multiples from selling top clothing brand items in their stores. The manufacturers were afraid of the effect on their image if their products were available at bargain prices in supermarkets.(iii) Manufacturer; ConsumerThis method is becoming more popular as technology al

22、lows a manufacturer to keep accurate records of customer requirements. Why buy an off-the-shelf computer in a retail outlet when you can order a custom-built model direct from the manufacturer? Dell has exploited this model to become the largest seller of personal computers in the world.TopPromotion

23、Promotion means making your customers aware. There are four elements to be considered in the promotion mix:(a) Advertising is the communication of information through various media about a product in order to create, maintain or increase sales in a target market.The style may be informative (sales o

24、ffer) or competitive (washing powders). It may be institutional (banks) or generic (promoting an industry), but all advertising is designed to persuade and entice the consumer to action. It can get attention and create interest but ultimately, to be successful, it must lead to increased sales revenu

25、e.To ensure that the industry maintains certain standards and doesnt mislead the public, the Advertising Standards Authority acts as a watchdog and enforces codes of practice. In planning an advertising campaign, three key elements are: The message to be conveyed. The most appropriate medium (radio,

26、 TV, print, outdoor posters, etc.). The identification of the target market. (b) Sales Promotion is often referred to as below the line expenditure, as it involves areas other than direct advertising which support the marketing process. These include free samples, competitions, gift coupons, trade p

27、romotions and other devices. Petrol stations, grocery retailers, drinks suppliers and airlines use these extensively.(c) Public relations involves establishing and maintaining a good impression of the organisation in the minds of the public, i.e., existing customers, suppliers, general public, or shareholders.Good news is magnified and a positive spin is put on circumstances that are m