Impact of Marketing Mix on Total Revenue

This case study explores the impact of marketing mix on the total revenue of White House Farms, a small family-operated venture. It discusses the positive and negative influences of the 7 principles of marketing elements on the farm's revenue. The study also considers factors for brand extension within the mix elements and assesses the implementability of new strategies for brand extension. Finally, it suggests strategies to make the brand a good brand and concludes with recommendations for expanding the business and enhancing market share.

Case study

Table of Contents
INTRODUCTION...........................................................................................................................1
Overview of White House Farms...........................................................................................1
Impact of marketing mix on total revenue.............................................................................1
Consideration of factors for brand extension within mix elements........................................3
Are new strategies for brand extension implementable?........................................................4
Assessment of strategies to make the brand a good brand.....................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Overview of White House Farms
It is a small venture which is operated only by the family members as there is no any
other person employed in the farm other then the family members. It has been performing the
dairy activities since 50 years that can be approx in the 1970s of its establishment year. It has
started its workings form a very low level, but from past 6 years the family members had opened
a commercial outlet for the sale of their dairy and other products which are produced only by
them. The shop of white house farms is currently offering dairy and other products including
cheese, milk, butter, fresh fruits, vegetables, ice creams , cakes and pastries, eggs and minimal
meat products.
Impact of marketing mix on total revenue
The farm shop has an effective capturing of local market where it uses limited tools to
promote its products and have fixed buyers. White house farms has earnings of 30000 per year,
which determines that the venture is running on a very low level. The revenue of the firm can be
enhanced by analysing perfect marketing mix for the brand as well as for its respective products.
The mix of marketing contains all the 7 Ps that interrelates with firm and its substitutes, this
framework of mixes enables a consultant to provide appropriate guidelines to the firm with that it
can enhance its scale of operations and generation of revenue. The discussion of all the 7
principles of marketing elements is discussed as follows in relation to White House Farms along
with their negative as well as positive influences. .
Principles Positive impact Negative impact
Product The product range of White house
Farms covers multiple aspects of
essential utility products. This gives
more opportunities for the farm to earn
the enhanced revenue
Being a small venture the White
House shop, the wide range of
products in dairy, bakery, poultry and
meat segment. It can become difficulty
to maintain the same quality in all the
products and unbalanced qualities can
decrease its revenue and income
Price The pricing factor of White House shop The increased price of the products
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is adequate that drives more local
customer for the purchase.
give the competitive shop an
advantage to earn more revenue than
the farm
Place The place that is used by the farms is a
shop and that gives a recognisance to
too many consumers for buying the
products at only one place.
The single place for shopping is
ineffective to those customers who are
residing in the far zones. Thus they are
shifting towards the other shop
Promotion The promotion tool of White house
farms is the small and medium sized
posters, these posters helping the
potentials and irregular customers to
drive at the farm’s shop
The promotion activities are quite
lowlevelled thus it is not effective to
the other audience of shops and
posters are rigid form of promotion
which are less effective to quick
buyers.
People The people are termed as the
employees. In the farm shops and even
in the farms all the executives are
family members, thus it gives a
transparent and single goal to achieve
more revenue by the overall venture.
With a limited number of people in
the farms as they only belong to the
family, it reduces the skills and
extensive functioning that is required
for the farms to earn more revenue by
expanding the operation and sales.
Process Process is referred to the overall
proceedings of the venture from raw
material collection to ,last sales. The
process in farms is quite adequate as
they provide everything prepared by
themselves only. This ensures the
consumers about the quality that drives
them to buy more and regularly.
The limited product range and diverse
sections of offering makes it
complicated for thefarms to operate
the overall process significantly and
effectively. This increase the chances
of failure form the other competition.
Certainly that also decrees the portion
of sales which draw the revenue at
lower rates.
Physical
evidence
The physical evidences include every
thing that is related to the firm and has
The physical evidences are more
significant and open that inducesthe
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its own value, in White House Farms
the major physical evidences are its
products, the shop and the farm itself .
these evidences helps to connect more
by the customers which is good for the
business as with this the customer
develops a sense of loyalty towards the
farms .
customers with the actual position of
farms and that is not effective for the
further operation of firms. As this also
leads to engagements of non
cooperative resource sin to the
business, this can certainly derive the
negative factors to the operation of
business and impact unfavourably on
the revenue.
Consideration of factors for brand extension within mix elements
Brand extension can be referred to as a marketing strategy through which a firm seeks to
leverage established brand name for a new product or product category. It is an effective strategy
that is applied by a number of firms across the globe with a view to enhance their market
positioning and stake. This helps the companies to facilitate increase in the existent level of
revenues as well as profits, by gaining the attention of a larger customer base. In this regard, it
has been analysed that Whitehouse Farm is considering the option of executing brand extension
with an aim of improving its deteriorating financial performance. Now, there are several factors
that need to be taken into consideration while executing brand extension in relation to marketing
mix elements. These are acknowledged to be price, promotion, place and product. Whitehouse
Farm can extend the brand by incorporating alterations within one or more of these elements.
Same product can be repositioned in different form or different product can be repositioned in
same form for brand extension. Further, changes in prices can also be made to execute extension
of brand. Yet another way is to alter the associations for the purpose marketing. Lastly,
Whitehouse Farm can also undergo brand extension by getting a new distributor or dealer.
Through any one of the before mentioned ways, brand extension can be implemented by
Whitehouse Farm with the help of marketing mix element.
Are new strategies for brand extension implementable?
The determination of the viability of a strategy is done on the basis of 3 aspects mainly, namely,
marketing, financial and technological. In this regard, it has been analysed that the entity has
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been lacking the financial resources and this is why it is doing brand extension. In terms of
marketing, social media or digital marketing can be leveraged by Whitehouse Farm for
awareness of brand extension. Lastly, technological feasibility of this strategy is implied in the
sense that entity has the human resource to incorporate technological changes in the product in
case brand extension by product is decided to be done by the company. Thus, brand extension
strategy is viable from the perspective of marketing and technology but not in terms of finance.
Thus to execute this strategy, the organisation can take borrowing from peer or acquire bank
loan. This makes the new strategies for brand extension implementable for Whitehouse Farm.
Assessment of strategies to make the brand a good brand
A brand can be significantly termed as the image or a perception symbol; that can be used in
respect of any individual or a venture. The brand can be called as good or bad or efficient the
quality of a brand is determined by certain factors. An ordinary brand can become a good brand
by setting the clear focus, targeting the perfect segment for the offerings, determining its
mission, vision and goals. The preferable strategies that can be employed in relation to White
House Farms could be in a direction of expanding the firm by developing the product ranges and
enhancing the wide share of company by the expansion of its shop places in the nearby markets
of the farms.
CONCLUSION
From the above findings it can be concluded that the project which is prepared on the dimensions
of following case study is quite effective in terms of setting the benchmarks for the respective
venture to expand its business and gain a quality amount of market shares to enhance the position
of its revenue. Thus the whole report undertakes the study to become a effective brand from a
ordinary shop of daily utilities.
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REFERENCES
Books and Journals
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Balmer, J.M., 2017. Advances in corporate brand, corporate heritage, corporate identity and
corporate marketing scholarship. European Journal of Marketing, 51(9/10), pp.1462-
1471.
Cacciolatti, L. and Lee, S.H., 2016. Revisiting the relationship between marketing capabilities
and firm performance: The moderating role of market orientation, marketing strategy and
organisational power. Journal of Business Research, 69(12), pp.5597-5610.
Goworek, H., Perry, P. and Kent, A., 2016. The relationship between design and marketing in the
fashion industry. Journal of Fashion Marketing and Management, 20(3).
Liu, G., Eng, T.Y. and Takeda, S., 2015. An investigation of marketing capabilities and social
enterprise performance in the UK and Japan. Entrepreneurship Theory and
Practice, 39(2), pp.267-298.
O’Keeffe, A., Ozuem, W. and Lancaster, G., 2016. Leadership marketing: an exploratory
study. Journal of Strategic Marketing, 24(5), pp.418-443.
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