Transforming Marketing's 4Ps in the Digital Landscape

This report discusses how organizations have transformed traditional marketing mix in the online environment. It describes in detail how marketing's traditional 4Ps have been transformed in the online environment using examples from familiar organizations. The 4Ps include product, price, place, and promotion. The report also highlights the importance of incorporating content, analytics, and data into each aspect of strategy and execution.

Digital Landscape

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Describe in detail using examples from organisations that you are familiar with how
marketing’s traditional 4Ps have been transformed in the online environment..........................1
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Digital landscape is termed to a collective name for social networks, videos, websites,
mobile devices and email that are used by enterprises for selling commodities or services. It
considers spaces along with networks that are created by technological developments as well as
digital infrastructure (Goyal, Sergi and Esposito, 2019). Key for successful integration of digital
landscape in marketing mix of a company is incorporating content, analytics addition to data into
each aspect of strategy and execution. It opens new avenues so to spread word related to
company and reach untapped audiences. E-commerce and usage of web based technologies are
key in changing business environment. Within retail industry, changes in business environment
require decision makers to acquire real time awareness of situations, new digital strategies along
with digital mind set across transforming practices in marketing mix. The report discusses the
ways in which organisations have transformed traditional marketing mix in online environment.
MAIN BODY
Describe in detail using examples from organisations that you are familiar with how marketing’s
traditional 4Ps have been transformed in the online environment
Traditional marketing mix is a tool that marketers uses for defining and implementing
marketing strategy (Mackey, Miner and Cuomo, 2015). In an organisation, marketing head uses
the tool for making an attempt for generating optimal response within target market through
blending variables optimally. Online environment is said to use of technologies and interactive
strategies by a company so to sustain in the industry or market.
Digital landscape is full of resources and contribute widely in online environment that help
organisations to offer prestige and increase brand visibility across the globe. Moreover, web
based technologies as well as E-Commerce offers organisations huge opportunities to enhance
product ranges for the purpose of generating sales along with offer consumer’s convenient
services at desired places with suitable prices which boost business. It has been determined that
traditional marketing mix includes product, price, place and promotion that have been
transformed through digital technologies in online environment (Wagner, Schramm-Klein and
Steinmann, 2016). Discussion of each element of traditional marketing mix and how companies
have attained transformation of each element in online environment is as discussed:
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Product or service: It is anything that a user wants. It can be physical or non-tangible.
Product comprises design, features, variety, packaging and quality. Major focus of the element of
traditional marketing mix is growing constantly as consumers are becoming more aware and
knowledgeable for critical purchases. It adds stress on solutions towards complex market
expectation. In online environment, access of people to more immediate communication as well
as increasing expectations are driving businesses towards more frequent releases of products.,
With use of web based technologies addition to e-commerce, an organisation develops smart
products through embedding software that requires new product development methodology that
are different from traditional working to manufacture and offer product (Zhang, Qian and Li,
2019). In context to retail company, traditional product is transformed by developing smart new
commodities which feature built in software in combination to hardware to offer new
functionality for customers. For example, Next Plc have transformed its services in online
environment through focusing towards personalisation as well as new search engine so to
improve online user experience. With digital technologies, the entity is able to maintain high
quality of products, test newly introduced products in test markets prior fuller commercialisation,
have ease return services and variants of a commodity are offered to end consumers. The retailer
is connecting its products and services to brand mission and provide clear understanding of
founding desire.
In context to Tesco, the retailer has transformed its product strategy in online
environment through thinking global and act local strategy. The retailer is using heat sensing
technology to monitor its products at tills. With adoption of digital technology that is robotic
assistance, Tesco have transformed its customer services and product development strategy in
order to facilitate more straightforward shopping process. Earlier, Tesco was able to produce and
offer limited product range. However, with digital technologies, the company have attained
transformation to offer wide product ranges comprising clothing and many more. Product lines
caters towards all possible requirements and needs of potential and prospects. Within each of
category, the retailer offers variants of choices that ranges from brand, type and other choices so
hate customer have huge options to purchase.
Co-creation is new approach to manufacture and develop products so to keep it standing
in online environment (Chiu, Guild and Orr, 2015). Within Sports Direct, element of traditional
marketing mix that is product is transformed in online environment by co-creation approach so to
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bring innovative clothing or other products in customers from early stages of ideation as well as
move into Agile way for developing products through iterations. It assists in making attempts in
online environment to attain minimisation of risk while launching product to market along with
enhancing probabilities of successful adoption. In aspect of digital technologies, co-creation
unlocks doors for product customisation together with personalisation for surviving with
powerful value proposition.
Price: It is how much money an individual is willing to pay for acquiring a product or
service (Poritska, Kravets and Tymovchak-Maksymets, 2020). It is crucial for business concerns
to assess the price that intended customers are able to pay for a product. Presently, consumers are
more sensitive for product prices. Thereby, marketers are required to chalk out idea pricing
strategies for attaining most of product life cycle. Within online environment, technologies
improve manufacturing process, controls inventory addition to automation. Through considering
savings as well as costs involved in technological aspects, retailer organisations are able to
transform pricing strategies through determining effective product price that is based on actual
production costs.
Digital world is very wide and to sustain in this, it is essential for retailers to improve
thinking capability as per population of globe. In this, e-commerce and digital technologies help
the retailer to establish geographical pricing strategy so to maintain consistent growth of
revenues through altering pricing in various markets on the basis of local currency value. For
example, in context to Next Plc, easability to shop online along with compare pricing have
transformed decision making to test the ways in which consumers respond towards pricing on the
basis of demand. To retailers of the company, online shopping has significantly transformed
pricing strategy as it has enhanced ability to test various pricing strategies to foster sales of
product and services. In essence, usage of web based technology has huge implications which
required to be focused at the time when brands look towards effect internet or e-commerce has
towards pricing strategies (Ramachandran, Sebastian and Pillai, 2018). In online environment,
Next Plc transformed its pricing strategy to hybrid pricing strategy for obtaining maximum
values for its offerings. Moreover, the retailer uses combination of pricing techniques to establish
prices for its products and services. Psychological pricing strategy is strategy to set prices that
adds values to commodities from customer’s view point. By using web based technology that is
facial recognition, strategist of Next Plc is able to recognise what customers are thinking by
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looking at their face and accordingly set prices for an individual product for the purpose of
attaining higher sales. At same time, the entity has established geographical pricing in order to
penetrate in different regional markets and cover shipping together with custom expenses.
Digital landscape and technology are revolutionising retail sector as well as provide end
to end solutions to devise adequate pricing along with discounting strategies. For example,
Sports Direct being an online retailer have transformed its pricing strategy from premium pricing
to discount pricing with adoption of web based technologies. Technologies provides the retailer
with real time and accurate view of inventory, customer bases and sales to modify pricing
strategies and determine appropriate moments so to successful run flash discount events
(Hänninen, Kwan and Mitronen, 2021). With digital technology, Sports Direct run more
discounts on e-commerce sites and physical stores that creates extra-long term benefits of
enhances satisfaction and loyalty among customers addition to brand value. However, the retailer
without digital technology system might be missing opportunity related to optimising
merchandising and pricing strategy.
Digital world has resulted in transformation of pricing strategies towards standardised to
dynamic pricing. In this, organisations adopt web based technologies for being able to make
adjustment in pricing strategies flexibly on what customers are seeking addition to utilise to
organisation maximum capacity. Market based pricing strategy is set as per competition of
products or services and Tesco is one of famous example for the strategy. In this, pricing is
transformed with reigning monetisation model for online advertising market with web based
technologies since 2000. This strategy is effective for the retailer in online environment as it
generates feeling among customers that they have certain kind of control over prices of
organisational products as well as walk away when they got fair dealing (Moorhouse, tom Dieck
and Jung, 2018). Along with this, Tesco have adopted subscription pricing in which customers
are required to provide automatic addition to periodic payments for ongoing online delivery or
access to offerings of entity on software or application. With web related technologies, the
transformed pricing strategy works so well as customers in digital world prefers to share over
owing. The strategy leverages off the enhanced desire within customers to access products by
making payment immediately.
E- Commerce, digital disruption and web based technology have allowed brands to
devise new pricing options as per their convenience (Clarke, Thompson and Birkin, 2015). In
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case with retailers, different pricing mechanisms that have been transformed includes price
testing addition to dynamic pricing. In context to dynamic pricing, retailers are able to update
prices in real duration as per pertaining current market situations and types of customers.
Shipping prices in online delivery is also part of innovative pricing strategy as cost involved in
shipping products that are ordered through web based technologies, have huge impacts on
conversion rates along with profitability.
Place: It is accessibility of products to potential customers. In online environment, place
have been evolved with introduction of E-commerce through making decision about whether or
not to sell offerings on website that have impacts on relationship with distributors. For example,
placing a product on digital website or e-commerce site of the company is great way for
generating awareness among target audience for a product. It also acts as tool for the purpose of
ensuring credibility. Retailers have transformed their places through adoption of web based
technologies along with digital landscape within online environment. For example, Next Plc
have changed its physical locations through Omni channel distribution system in which
managers has integrated its online addition to offline stores so to permit target audience easy
access to offerings. With this, the retailer unifies operations addition to flow of offerings across
all channels with the purpose of providing seamless shopping experiences (Primanto, ABS and
Slamet, 2018). Omni channel technology provides way to customers for making purchase online
from any channel that they select. In online environment, Omni channel technology have driven
sales together with traffic by integrating digital touchpoints. With this, customer experiences for
accessibility of products are improved that leads to making huge profits.
Place and channel are actions undertaken by an establishment for moving products and
services from manufacturer to intended user. Many a time, retailers use combination of
intermediaries including distributors and outlets to access offerings in convenient manner.
However, evolution of digital landscape addition to usage of web based technologies, there are
ample transformation executed by a retail organisation within online environment. For instance,
Tesco have changed its channels into various forums that includes online forum and offline
forum. Within online environment, Tesco foster easier accessibility of its offerings through
Tesco Direct that includes its official website that is www.tesco.com. Moreover, virtual stores
that are set by the retailer at public spaces, mostly at bus stops and subways having high foot
traffic as well as frequent visits by tech savvy commuters is also its one of transformation with
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ample technologies. It its virtual stores, interested customers are required to download Homeplus
app in smartphones. Further, they use smartphones for scanning QR codes of products that they
wish to buy. There are posters in virtual stores that are designed to resemble actual aisles as well
as shelves of regular store of Tesco which makes customer experience user friendly. Then,
scanned commodities are stored in online shopping basket of customers who make payment
online when they complete their order (Bellini, Aiolfi and Cardinali, 2021). In this, customers are
required to schedule a time for delivery at home. Virtual store takes whole browsing experience
that customers expect from real outlets of Tesco along with makes it digital.
With digital landscape, retailers have made modifications in distribution channel in order
to provide convenience for product accessibility to customers. For example, Sports Direct have
adopted new concept to represent a new age within bricks and mortar retail. The entity has
transformed into experiential hub for end users with technology that are not adopted before in the
setting. It has worked with inurface media with the hope of developing the new concept space
boasting innovative addition to intelligent technology which benefits both employees and
customers (Ferreira, Pedrosa and Bernardino, 2017). The store of Sports Direct holds most of
interactive technology including screen tablets, huge video displays and intelligent data driven
techniques so to enhance experience of customers and make all their desires available at one
location. In addition to immediate visible installations, the retailer has boasts underframe of web
based technologies that ensures smooth accessibility of all products to customers. Intelligent
displays are transformed on the basis of reactions of target consumers. Moreover, heat mapping
is adopted throughout in store camera system which permits ongoing monitoring as well as
modifications for gaining most of space available. At same time, understanding customer flow
along with dwell moods and metrics are let for gaining deep insights associated to habits of
customers while distributing organisational products.
Promotion: It entails public relations, advertising and promotional strategies for
educating consumers about organisational products and services (Acquila-Natale, Iglesias-Pradas
and Chaparro-Peláez, 2019). Marketing tactic of an entity permits to interact with consumers’
addition to influence them directly. In retail industry, business have transformed promotions in
online environment through making changes in their ways to promote offerings. For example,
clothing retailer that is Next Plc have doubled spending in digital marketing to advertise products
through digital channels that are social media, search engines and mobile apps despite of print
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media. With digital marketing, the company endorse goods and services at global level. The
entity has adopted social media presence with the aim of directly engaging with end users. It also
maintains corporate website that highlights information about the venture, product information
and information associated to ongoing campaigns. Moreover, with adoption of web based
technologies, the retailer has implemented loyalty card program to maintain public relations. The
program permits customers to redeem points against products or any other exciting offerings that
are directed by the enterprise.
Promotions are transformed by retailers in digital environment so to enhance their
relations with customers and meet their choices (Holmberg and Holmström-Szugalski, 2017).
For example, Tesco sees wider requirement of emphasis towards ‘individual experience’ in its
resurgence. Tesco’s greatest benefit is its low prices which sets the entity apart from other
retailers. With evolution of e-commerce and web based technologies, Tesco’s marketing team
has come with variant marketing ideas. From deep discounts that are delivered by email on
birthday to print campaigns which are delivered directly at customer door, customisation is new
marketing strategy of the entity. Promotions of the company emphasised on one approach that is
its low prices and offered huge attractive offers to end user all year round. In essence, technology
assist enterprises to grow along with prosper, strengthen effectiveness and create relationships.
Tesco have also adopted social media marketing for the purpose of driving emotional resonance.
The entity has transformed the way in which selecting products which sparked an emotional
resonance with end users that have succeeded in driving interactions, public relations coverage
addition to sales. Paid addition to organic practice across Instagram. Facebook, Snapchat, Twitter
and many other have changed strongly with creative assets developed for each platform. Online
services of the company are much appreciated as well as attained excellent responses.
CONCLUSION
From the report, it is concluded that digital landscape consists of techniques, platforms
addition to tools that are being used in vast gamut. E-commerce and web based technologies
have expanded marketplace of a company to national as well as international markets. These
have decline cost to manufacture product, distribute as well as retrieve paper related information.
Marketing mix is set of action that enterprise undertake for promoting the brand and its offerings
in target market. Elements of traditional marketing mix comprises of product, place, promotion
and price. Web based technologies addition to E-commerce have transformed marketing mix
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completely. In retail industry, companies have adopted technologies to transform strategies with
the hope of planning, executing, testing, measuring, optimising as well as reporting outcomes on
initiatives and programs of marketing. Digital marketing mix comprises use of technologies such
as multiple kinds of software and analytical tools to measure multi-channel practices. In context
to analytical technologies, marketers are able to test, refine and optimise campaigns. Market
research, identifying buyer personas, market segmentation along with related practices are part of
planning aspects of marketing which determine digital marketing mix. Some transformation of
retailers in traditional marketing mix in online environment are search engine optimisation,
social media, psychological pricing, market based pricing strategy, dynamic pricing, Omni
channel distribution system and experiential hub.
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REFERENCES
Books and Journals:
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multi-channel e-commerce: A cross-country examination. Dirección y Organización,
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Bellini, S., Aiolfi, S. and Cardinali, M. G., 2021. How to Promote Healthier Shopping
Behaviour: Which Are the Most Effective Retail Marketing’Levers in E-Commerce
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Clarke, G., Thompson, C. and Birkin, M., 2015. The emerging geography of e-commerce in
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Technologies (pp. 215-225). Springer, Cham.
Goyal, S., Sergi, B. S. and Esposito, M., 2019. Literature review of emerging trends and future
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Entrepreneurship, Management and Sustainable Development, 15(1-2), pp.226-255.
Hänninen, M., Kwan, S. K. and Mitronen, L., 2021. From the store to omnichannel retail:
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Mackey, T. K., Miner, A. and Cuomo, R. E., 2015. Exploring the e-cigarette e-commerce
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Moorhouse, N., tom Dieck, M.C. and Jung, T., 2018. Technological innovations transforming the
consumer retail experience: A review of literature. Augmented reality and virtual
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Complementarity in a Multichannel E-Commerce System. In Looking Forward,
Looking Back: Drawing on the Past to Shape the Future of Marketing (pp. 661-661).
Springer, Cham.
Zhang, H., Qian, W. and Li, S., 2019. Jinhuobao: A B2B E-Commerce Platform for FMCG in
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