Contemporary Issues of Marketing Mix

This article discusses the contemporary issues of marketing mix, including the 4Ps of marketing mix and their application to a selected product. The article also introduces the concept of marketing and marketing mix, and provides an overview of the product and services offered by Costa Coffee.

Contemporary issues
of Marketing Mix

Table of Contents
INTRODUCTION ..........................................................................................................................4
Defining the Marketing .........................................................................................................5
Illustrating Marketing Mix ....................................................................................................5
Brief explanation of 4Ps Marketing Mix...............................................................................5
Introduction of Product/ Services...........................................................................................6
Elements of 4Ps marketing mix to the selected product/ service...........................................6
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is defined what consumer need and want, this helps a business to direct and meet all
the needs of the consumer. There has been fast changes in marketing environment this includes
awareness and has increase importance of Marketing. Businesses has to face different elements
like increase competition, political changes, ecological changes and has to be more ecological
aware. Marketing has many variables and their levels that influences the target market. These
factors are price, place, product and promotion. The contemporary marketing issues are
emerging because of the changes in the global economies. This process helps the people to be
aware about the product and be familiar about the offering of producers and also influences them
to buy the products in target market. It also helps to create advertising and capture attention of
the consumers. Marketing Mix has specific element that includes the area of focus as a part of
wide market plan. This set of process are used by firms to promote their brand or product in
marketplace. Costa Coffee is a coffee-house based in British and there headquarters are in
Dunstable, England. This company was founded in London in 1971 by Sergio Costa and they
supplied roasted coffee as a wholesale operation. This project states the explanation of marketing
and marketing mix, there is introduction of Four P's of Marketing Mix which are Place,
promotion, price and product. This will also give the introduction of product and how the
application of 4Ps effect to the selected product.

MAIN BODY
Defining the Marketing
Marketing is the set of institution , activity, communicating, delivering, processing of creating
that has value of customers, and society at large. Marketing includes selling, advertising and
delivering the particular product. The digital marketing is the new trend which has become the
largest model which helps to sell and offer the products and services. This model promotes the
large amount of profit in very short period of time. Nowadays, a traditional approach of
marketing is degrading day by day (Bala and Verma, 2018). And it involves a vast amount of
cost and the digital marketing offers cost effective as well as targets circumstantial customers
too. Marketing can channel online and offline both, with time digital Marketing becoming more
approachable by customers. Without Marketing customers or people will never be aware about
the product and what sellers are offering. Marketing is proved effective when product is
formulated and become a brand.
Illustrating Marketing Mix
Marketing Mix is the set of marketing tactics, this component is used to satisfy the customers in
the targeted Marketplace. This component can be controlled although it depends on the internal
and external environment. To satisfy customers wants and needs, enterprises uses different
marketing planning. There are some elements of marketing mix- Product, Place, Price and
Promotion (Thabit and Raewf, 2018). Effective Marketing Mix is the broad area which has
reached wider audience and considering 4Ps marketing professionals easily can maintain and
focus on the things that are essential. Focusing on Marketing Mix helps the firms to make
strategic decisions for any new product or any existing products.
Brief explanation of 4Ps Marketing Mix
The Marketing Mix is the process which control marketing device that an organisation can use
for producing in demand response for the target market. This tool helps to plan and execute the
marketing process. It also consists of everything that an enterprise can causing the demands for
there products. The four Ps are the most important factors of Marketing Mix which directly
effect the product and services of the customers. This framework is considered as it allows a
handler to identify the wants and needs of the customers. To create the Marking campaign,

marketing mix is the method and a instrument that helps in the effective campaigns. Marketing
Mix is incomplete without these factor. This element can influence the consumers choice
although the elements are controllable in nature. This helps to eliminate the unnecessary costs
and also offers the success of products and services in the market. These elements are really
important for every organisation to make an excellent and effective marketing plan. It identifies
if the customer are satisfied and if not, it helps in fulfilling the needs of products or service
(Chen, 2018). By analysing these elements a company can grab targeted customers in very
efficient style. Effective Marketing Mix management helps to accomplish the desired goals by
creating the combination of the factors and manage them wisely with the budget of the
organisation. Organisation has to pay well to control the components of Marketing Mix which is
used in operating the production and accomplish their objectives. Formation of marketing mix
factors are required to align all the components by analysing there account characteristics.
Introduction of Product/ Services
The services and product are very essential factor in any business, there is no profit or any
business can can endure in market. Product is a real item which is in the market for attention,
consumption and acquisition. if we describe services these items are intangible in nature that
arises from output of different persons. The products are simple thing which are manufactured,
stored,advertised and sold. The product and services are different in nature if we compare it from
each other. On the basis of elements like perish ability, tangibility, variance and
heterogeneousness(Desai, 2019). There can be a connection of services with product sales for
example after sale services and some services may not be connected like catering, banking,
insurance, legal and other services. Costa-coffee offer product including coffee,food, beverages
and drinking items like fruit coolers,frappé, ice tea etc. This company also provide services like
vending Machines and supplements added to coffee like cream and extra chocolate.
Elements of 4Ps marketing mix to the selected product/ service
Marketing Mix is defined as product, distribution, valuation and substance strategies of an
organisation in order to carry out or produce and attain the target market. The Marketing Mix is
the solution and an interconnected action to meet customer obligation and accomplish the firms
marketing objectives (Saikia and KUMAR, 2021). Marketing is seen as a complex process of
Marketing Mix solution variable which is used in the enterprise to seek to sell firm's product and

services. As Costa-coffee is one of the most renowned firm known globally. In relation to Costa-
coffee marketing strategy can be described as follows;
PRODUCT- It defines as product or physical service for which the customers are glad to pay.
Product involve mostly the physical goods like grocery items,clothing, services and user
purchase. Product are always advised as the key element of the Marketing Mix which is offering
to gain attention of the customers. Idea of product is very elaborated and includes not just the
natural product but it also includes places, experience,business, information and etc. Most
famous products of Costa-Coffee are; Latte, cappuccino, Mocha, Espresso, Flat white etc. The
new product of Costa-Coffee is Hazelnut Coffee (Gao, 2020). The product which are offered by
Costa-coffee is the primary driver in firm's business strategies as the company uses pull strategy
to grab more consumers and also liked by them. The enterprise believes in giving special
moments for there customers from its new product. A Hazelnut Coffee can be establish with
Coca-Cola retail chain outlets. The new product of the company should be different and unique
in taste so customers are more attracted and willing to prefer Hazelnut Coffee over other coffee
this create goodwill and accomplish the new product thoroughly in the target market.
PRICE- This Factor is considered as the main element of Marketing Mix. This element is very
important in Marketing Mix. This helps the organisation to enhance profit and market share. This
is also important in competitive situation as it needs to be in firm's favour, because it directly
impacts the profitability and sales of the company but also needs to be flexible component in
nature of Marketing Mix that can quick to be fit in the environmental changes. Thus, price or
cost of the product is detected as only component of Marketing that generate profit and revenue
and most important customer satisfaction (Suryani and Margery, 2020). The product offered by
Costa-coffee is priced at the premium range because it has a good brand value and have high-
quality. Costa-coffee believes in that price is supplemental for any consumer when it comes to
quality. So the company's main focus is on delivering the good quality of products. The new
product Hazelnut Coffee can be served in two variants like other product of Costa-coffee which
is small and large. So by the portion mostly ordered by the customers the firm can figure out if
the new product is liked by the costumers or not. For example, a customers buys more likely of
the Large portion of the Hazelnut Coffee they liked the taste of the product and vice versa.
PLACE- The other essential factor of the Marketing Mix is also best-known as Distribution.
This is the method in which service or product reaches to the customers but it has tangled system

in nature where, produce, broker, independent trade and customer's interest wholly compatible
with each other within certain environment and time. The distribution includes decision and
action related to the product's movement from producers to customers. This is an integrated part
of the service that includes service provider, intermediaries and same service user. Costa-coffee
function nearly 3000 outlets spread over more than 30 countries. 1200 outlets are spread
overseas which operates in more than 2100 UK restaurants. Costa-coffee outlets mainly targeted
audience and customers are high middle class and rich people. So, if the new product is
distributed among this category Costa-coffee should be worried about the quality of the new
product which is Hazelnut Coffee. The Hazelnut Coffee can be distributed among those outlets
which are more exposer like at shopping malls, airport etc. the new product can be places where
there is more engaging of people (Nezamova and Olentsova, 2020). The taste of the flavour is
also modified according to the country where it is distributed to gain more customer base.
PROMOTION- This is the endmost element of marketing mix that helps the enterprise to
increase customer knowingness in the term of firm's product which gives high sale that
eventually builds brand loyalty. Therefore, this tool of marketing mix is that which help to
circularize information which encourages purchase and impact the process of buying judgement.
They are different method acting of promotion which are mentioned here:
Advertisement- It is the tool which is used by the market more frequently, this is the core from
which the firm can figure out the valuable social information connected with the concerned
direct compelling and advertising image. The Costa-coffee can advertise Hazelnut coffee by
pamphlets which includes discount offers, attractive television advertisement and Board
Hoardings etc.
Sales Promotion- This element of decision and state which provides specific short term
measures, this way of promotion is for fast purchase, customer provocation and more. It includes
free samples, prize, promotional items etc.
The costa-coffee also has loyalty program as the company allows frequent customers to get
discounts on coffee, food and beverages and give chance to earn points on buy of products from
costa-coffee outlets. One of the known promotional campaign can be ShakeUpSummer which
promotes new product of the company like Hazelnut coffee. They also uses logos on the cups
they are serving to the target customers. Costa-coffee also focuses on the digital media that
promotes there products online.

CONCLUSION
From the above report it is completed that marketing mix- certain action and decision design at
the company objectives and fulfils the customers necessitate. In recent time, company operates
with frequent ever-changing environment. To get profit and stay profitable firm too. The
marketing mix and its component which are 4ps they are complex in nature, these factors
composes the organisational variables. Product, price, promotion and place includes all those
practices which attract the customers to make a buy. Therefore, it is observed that marketing
mix is an necessary component of marketing that is very crucial for business to apply their
strategies with efficiency.

REFERENCES
Books and Journals
(Bala and Verma, 2018)(Thabit and Raewf, 2018)(Chen, 2018)(Desai, 2019)(Saikia and
KUMAR, 2021)(Gao, 2020)(Suryani and Margery, 2020)(Nezamova and Olentsova, 2020)
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering, 8(10), pp.321-339.
Chen, H.J., 2018. What drives consumers’ mobile shopping? 4Ps or shopping preferences?. Asia
Pacific Journal of Marketing and Logistics.
Desai, V., 2019. Digital marketing: A review. International Journal of Trend in Scientific
Research and Development, 5(5), pp.196-200.
Gao, F., 2020. Cause marketing: Product pricing, design, and distribution. Manufacturing &
Service Operations Management, 22(4), pp.775-791.
Nezamova, O. and Olentsova, J., 2020, October. The role of marketing in increasing
competitiveness of the region. In Proceedings of the 2nd International Scientific Conference on
Innovations in Digital Economy: SPBPU IDE-2020 (pp. 1-6).
Saikia, A. and KUMAR, A., 2021. Marketing of LIS Product and Services by Allopathic
Medical College Libraries in Assam (India).
Suryani, W. and Margery, E., 2020. The influence of social media advertising, e-marketing and
product quality on the process of purchasing nature cosmetics. International Journal of
Chemistry and Chemical Engineering Systems, 5.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies, 4(4).