Marketing Mix

This presentation explores the marketing mix and its elements - product, price, place, and customer service. It examines different organisations in the retail sector of the UK and their strategies. Includes a questionnaire and analysis. Subject: Marketing, Course Code: N/A, Course Name: N/A, College/University: N/A

MARKETING MIX

TABLE OF CONTENT
 INTRODUCTION
 MAIN BODY
 CUSTOMER PREFERENCE
 CONCLUSION
 REFERENCE

INTRODUCTION
Marketing Mix is a building block of marketing variables that the firm combines and controls, to produce the desirable
outcome in the target market. It is an important marketing tool that comprises of all the elements which influence the demand for
the products offered by the firm. This presentation will explain the product, price, place and customer service by taking different
organisations of retail sector of UK and examine and interpret them with the help of questionnaire.

Product
Questionnaire
Q1. In what kind of products Mark and Spencer deals in ?
A. Clothing
B. Home products
C. Food
D. All of the above
Q2. Under which brand name the Mark and Spencer has expanded the range of its products ?
A. Per Una
B. Autograph
C. Both
Q3. Does people are aware of all the product ranges which are offered by Mark and Spencer ?
A. Yes
B. No

Continue...
Q4. Does the Mark and Spencer supplies its product ranges internationally also ?
A. Yes
B. No
Q5. What were the initial products through which Mark and Spencer started its business ?
A. Clothing
B. Telecom
C. Groceries
Q6. What problems were faced by the products of Mark and Spencer in 1997 and 1998?
A. Loss of sale
B. Adversely affected profitability
C. Both

THEME 1 : Kind of products Mark and Spencer
deals in
In what kind of
products Mark and
Spencer deals in ?
Frequency
Clothing 10
Home products 7
Food 8
All of the above 25 Clothing Home products Food All of the above
0
5
10
15
20
25
10
7 8
25
Frequency
Interpretation : From the above graph it has been summarised that out of 50 respondents 10 says that the company deals in
clothing, 7 says in home products, 8 says in food. But majority number of people that is 25 says that company deals in all the
mentioned options because they are loyal customers and have full knowledge of the companies offerings.

Theme 2 : The Mark and Spencer has expanded the
range of its products
Interpretation : From this graph it has been summarised that 10 people says the company sells products under the brand name Per
Una while 20 says in Autograph segment but majority that is 30 people says the company deals in both because they must have
purchased or gone through the different ranges of the products.
Under which brand
name the Mark and
Spencer has
expanded the range of
its products ?
Frequency
Per Una 10
Autograph 20
Both 30 Per Una Autograph Both
0
5
10
15
20
25
30

Theme 3 : Product ranges which are offered by
Mark and Spencer
Interpretation : From this graph it has been analysed that 30 people are aware of the product ranges of the company because they
are shopaholic and brand conscious while 20 are not aware.
Does people are aware of
all the product ranges
which are offered by
Mark and Spencer ?
Frequency
Yes 30
No 20
Yes No
0
5
10
15
20
25
30
30
20

Theme 4 : Mark and Spencer supplies its product
ranges internationally also
Interpretation : From this graph, it has been concluded that 40 people are aware of the international product supplies of the
company while 10 are not aware because they have no idea about the companies operations.
Does the Mark and
Spencer supplies its
product ranges
internationally also ?
Frequency
Yes 40
No 10 Yes No
0
5
10
15
20
25
30
35
40
40
10

Theme 5 : Initial products through which Mark and
Spencer started its business
Interpretation : From this graph it has been analysed that 30 people are well aware about the companies initial product which is
clothing while 4 says food and 8 says groceries.
What were the initial
products through which
Mark and Spencer started
its business ?
Frequency
Clothing 38
Food 4
Groceries 8 Clothing Food Groceries
0
5
10
15
20
25
30
35
40
38
4
8
Frequency

Theme 6 : Problems were faced by the products of
Mark and Spencer in 1997 and 1998
Interpretation : From this graph, 10 people says that the company has faced loss of sale, 20 says that profitability problem while
20 says both because when sale is affected than it will have direct impact on profitability.
What problems were
faced by the products of
Mark and Spencer in
1997 and 1998?
Frequency
Loss of sale 10
Adversely affected
profitability
20
Both 20 Loss of sale
Adversely affected profitability
Both
0
5
10
15
20
Frequency

PRICE
It is the amount or economic value of a product or services which the customer is able to pay. Therefore, it is to be done by keeping
in mind the price list, competitor's price, terms of sale, etc. While devising the pricing of a product, its utility and value of the
product to its customers must be considered. Organisation undertaken is John Lewis which was founded in 1864 and deals in a
retail sector.

Continue..
Questionnaire
Q1. What pricing strategies are used by the John Lewis ?
A. Price skimming
B. Price penetration
C. Both
Q2. Does customer are price conscious ?
A. Yes
B. No
Q3. Did you personally make, influence or participate in any purchases on the Internet during this past Holiday season?
A. Yes
B. No

Theme 1 : Pricing strategies are used by the
John Lewis
What pricing strategies
are used by the John
Lewis ?
Frequency
Price skimming 15
Price penetration 15
Both 20
Price skimming Price penetration Both
0
2
4
6
8
10
12
14
16
18
20
15 15
20
Frequency

Theme 2 : Customer are price conscious
Does customer are price
conscious ?
Frequency
Yes 30
No 20
Yes No
0
5
10
15
20
25
30
30
20

Theme 3 : Influence or participate in any
purchases
Did you personally make,
influence or participate in
any purchases on the
Internet during this past
Holiday season?
Frequency
Yes 35
No 15
Yes No
0
5
10
15
20
25
30
35
35
15 Frequency

Theme 4 : Prices and quality of the products
offered by John Lewis
Are you happy with the
prices and quality of the
products offered by John
Lewis ?
Frequency
Yes 30
No 20
Yes No
0
5
10
15
20
25
30
30
20
Frequency

Theme 5 : Amount of money you spend on
retail industry in a month
What amount of money
you spend on retail
industry in a month ?
Frequency
£0 - £1000 28
£1000- £10000 20
More than £10000 2
£0 - £1000 £1000- £10000 More than £10000
0
5
10
15
20
25
30
Frequency

Theme 6 : Price or quality
What matters more to
you, price or quality ?
Frequency
Price 30
Quality 20
Price Quality
0
5
10
15
20
25
30
30
20

PLACE
It is concerned with the easy availability of the product in the target market. Placement or distribution is very important for the
product. Thus, it helps in understanding and discovering the most efficient positioning and distribution channel which directly
communicates with the target market. For examining the product element of marketing mix, organisation undertaken is TESCO
which was founded in 1919 in UK and deals in retail industry.

Continue...
Questionnaire
Q1. Where does the customer look for the services and products of your company ?
A. Domestically
B. Internationally
Q2. What kind of store are preferred by customers for shopping ?
A. Shop in a mall
B. Regular brick and mortar store
C. Supermarket
D. Online
Q3. What distribution strategy is adopted by the company ?
A. Intensive
B. Extensive
C. Franchising

Continue..
Q4. Do you need a sales force to represent and sell your product or service directly to your customers?
A. Yes
B. No
Q5. From which the initial business of your company was started ?
A. UK
B. US
Q6. Does the company have effective and efficient distribution channel in global countries also ?
A. Yes
B. No

Theme 1 : Customer look for the services and
products of your company
Where does the customer look for
the services and products of your
company ?
Frequency
Domestically 20
Internationally 30
Domestically Internationally
0
5
10
15
20
25
30
20
30
Frequency

Theme 2 : Store are preferred by customers for
shopping
What kind of store are preferred by customers
for shopping ?
Frequency
Shop in a mall 10
Regular brick and mortar store 5
Supermarket 20
Online 15
Shop in a mall
Regular brick and mortar store
Supermarket
Online
0
2
4
6
8
10
12
14
16
18
20
10
5
20
15
Frequency

Theme 3 : Distribution strategy is adopted by
the company
What distribution
strategy is adopted by
the company ?
Frequency
Intensive 10
Extensive 20
Franchising 30
Intensive Extensive Franchising
0
5
10
15
20
25
30
10
20
30
Frequency

Theme 4 : Need a sales force to represent and
sell your product or service
Do you need a sales
force to represent and
sell your product or
service directly to your
customers?
Frequency
Yes 25
No 25
Yes No
0
5
10
15
20
25
25 25
Frequency

Theme 5 : Initial business of your company
From where the initial
business of your company
was started ?
Frequency
UK 40
US 10
UK US
0
5
10
15
20
25
30
35
40
40
10

Theme 6 : Effective and efficient distribution
channel
Does the company have
effective and efficient
distribution channel in
global countries also ?
Frequency
Yes 38
No 12
Yes No
0
5
10
15
20
25
30
35
40
38
12

CUSTOMER SERVICE
Customer service is the process of ensuring customer satisfaction with a product or service. Often, customer service takes place
while performing a transaction for the customer, such as making a sale or returning an item. Organisation undertaken in this is,
H&M which was founded in 1947 and deals in retail sector which provides products like clothing and accessories.

Continue..
Questionnaire
Q1. What are the characteristics of good customer service ?
A. Professionalisation
B. Personalisation
C. Both
Q2. Why customer service is important for H&M ?
A. To maximise sale
B. To compete in market
C. To satisfy customer needs
Q3. How customer service is helpful for your company ?
A. Maximises goodwill in the market
B. Maximises sales
C. Helps in retaining and attracting new customer

Theme 1 : Characteristics of good customer
service
What are the
characteristics of good
customer service ?
Frequency
Professionalisation 10
Personalisation 10
Both 30
Professionalisation Personalisation Both
0
5
10
15
20
25
30
10 10
30

Theme 2 : Customer service is important for
H&M
Why customer service is
important for H&M ?
Frequency
To maximise sale 10
To compete in market 20
To satisfy customer needs 30
To maximise sale
To compete in market
To satisfy customer needs
0
5
10
15
20
25
30

Theme 3 : Customer service is helpful for your
company
How customer service is
helpful for your company
?
Frequency
Maximises goodwill in the
market
30
Maximises sales 20
Helps in retaining and
attracting new customer
10
0
10
20
30
30
20
10
Frequency

Theme 4 : Customer are happy with the
services provided by TESCO
Does the customer
are happy with the
services provided
by TESCO ?
Frequency
Yes 36
No 14
Yes No
0
5
10
15
20
25
30
35
40 36
14

Theme 4 : Customer are happy with the
services provided by TESCO
Does the customer
are happy with the
services provided
by TESCO ?
Frequency
Yes 36
No 14
Yes No
0
5
10
15
20
25
30
35
40 36
14

Theme 5 : Services are provided by TESCO
What kind of services are
provided by TESCO ?
Frequency
Online shopping 30
Reward system 20
Online shopping Reward system
0
5
10
15
20
25
30
30
20

Theme 6 : Company provides the customers
with innovative and creative services
Yes No
0
5
10
15
20
25
30
35
40
40
10
Does the company
provides the customers
with innovative and
creative services ?
Frequency
Yes 40
No 10

CUSTOMER PREFRENCE
Marketing mix Frequency
Unique product 17
Affordable price 14
Easily accessible 13
Effective customer service 6
Unique product
Affordable price
Easily accessible
Effective customer service
0
5
10
15
20 17
14 13
6 Frequency

Conclusion
From this file it has been concluded that marketing mix is very essential element in the smooth and effective operation of the
companies. This lets the company the kind of products which customer wants, their capableness of spending, the way they can
be accessed to the target market and the manner in which the want effective services of the products.

References
Aghaei and. et. al., 2014. An examination of the relationship between services
marketing mix and brand equity dimensions. Procedia-Social and Behavioral
Sciences.109. pp.865-869.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for
business intelligence through the lens of marketing mix. Big Data
Research.2(1). pp.28-32.
Festa andt. et. al., 2016. The (r) evolution of wine marketing mix: From the 4Ps
to the 4Es. Journal of Business Research.69(5). pp.1550-1555.
Foxall, G., 2014. Strategic Marketing Management (RLE Marketing). Routledge.

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