The Nature and Importance of Marketing Mix in the Marketing Process

This report discusses the importance of marketing mix in the marketing process and its application to a selected product/service. It explains the concept of marketing and marketing mix, and provides a brief theoretical explanation of 4Ps marketing mix. The report also introduces a new range of baby care products by ASDA and applies the 4Ps marketing mix to it. The report concludes that marketing and marketing mix play an essential part in any organization and need to be considered while developing and launching new products in the market.

Contents
Introduction p
An explanation of marketing p
An explanation of marketing mix p
A brief theoretical explanation of 4Ps marketing mix
p
Introduction of product/service
p
Application of 4Ps marketing mix to the selected
product/service p-p
Product p
Price p
Place p
Promotion p
Conclusion p
References p

Introduction
Marketing is the process of designing and maintaining an environment in
which individuals working together in group efficiently accomplish selected aims . It
involves all the activities that a company undertakes in order to promote the selling
and buying of a service or product. The process involves selling, advertising and
delivering of products to consumers or business. Marketing mix involves a set of
tactics or actions that are used by companies to promote its product or market. In
the present report, ASDA has be chosen as the organization. It is a supermarket
chain founded in 1949 and headquartered in Leeds, England. The report involves
knowledge and understanding of the marketing process and the concept of
marketing mix and its involvement in development of new product or service.
An explanation of marketing
Marketing involves the process of getting customers or potential clients who
are interested in products or services. It involves promoting, selling, distributing and
researching of products and services. It also involves discipline centers on the study
of consumer behavior and study market and analyzes the commercial management
of companies with the aim to acquire, attract and retain customers by fulfilling their
needs and wants and ensuring brand loyalty(Rueda Vera, 2017). In context to ASDA,
the company uses marketing techniques in order to achieve objectives without
realizing it in order to increase sales of their service or product and promote
themselves. There are various aspects to marketing which involves designing, social
media, market research, establishing market segments and more. The process of
marketing is quite broad and encompasses all the strategies that helps a individual,
brand or company to achieve their objectives.
An explanation of marketing mix
It involves multiple areas of focus which are a part of comprehensive
marketing plan. It involves 4Ps which includes product, price, place and promotion
(Dogu and Albayrak, 2018).It is tool that is considered for different elements that goes
into promotion of a product or brand. It provides broad guidelines in order to put the
right product in right place and at right time. Marketing mix involves the decisions

regarding products that are made available to the consumers. These decisions are
taken keeping in mind its influence outside the organization which involves
government policy, consumer behavior and competitor’s strategy. The marketing mix
indicates appropriate combination of four P’s which involves product, price , place
and promotion in order to achieve targets. These components are also known as
controllable variables or marketing mix variables as they can be used according to
requirements of business. Marketing mix involves various features which includes :
Helps to achieve organizational goals :
It involves application of appropriate marketing mix in order to help
organization to achieve targets such as market share and profits.
Applicable to business and non-business organization :
The process of marketing mix is applicable not only to business organizations
but its applicable to non-business organizations which involves educational
institutions and clubs(Pride and Ferrell, 2021).
Crux of marketing process :
It involves various crucial decisions relating to element of the marketing mix.
The impact of mix will be the best when proper weight age is assigned to element
and are integrated in order to achieve best results.
Need to be reviewed constantly:
The company’s managers need to constantly review the conditions and mix of
the market in order to make necessary changes in the process of marketing mix
according to the complexity and conditions of the market (Fine, 2017).
A brief theoretical explanation of 4Ps marketing mix
The 4Ps of marketing mix involves :
Product :
It is considered to be a root or key of all things in marketing. A product may be
anything that a company offers to its consumers in order to satisfy their needs. The
best thing is to decide a service or product based on motivations and needs of

consumers and how it will benefit the consumers rather than object’s attributes
physical characteristics. In context to ASDA, the company is a leading retailer which
offers a wide range of products and offers door-to-door service to its customers
through delivery merchandise. The products that company offers involves Groceries,
clothing items, mobile and various other items( Cleveland and Bartsch, 2019).
Price:
The prices of any service or product plays an important part in the marketing
strategy and these factors affect other factors which involves company’s financial
goals, trends and fads, competitors price and increase in prices due to product
quality. In context to ASDA, the company posted its operating income and revenues
at 21,666 million pounds and 791.7 million pounds at the financial year 2016. The
company has targeted various families of moderate means and positioned itself as a
affordable market destination. The company has wide range of product portfolio and
focuses on mass selling. The company has adopted reasonable and cheap pricing
strategy in order to attract customers in large scale. The company also emphasizes
its low price strategy in order to create high sales volume and large profit margins.
The company has also adopted a promotional pricing strategy that offers discounts
and several incentives on holidays, off-season and particular days such as
Christmas and Easter in order to increase bulk sales.(Pato and Kastenholz, 2017).
Promotion:
It involves all the marketing and communication in order to showcase the
advantages of service or product within its market which results in increase in sales.
In context to ASDA, the company strongly believes that the only route to success is
an aggressive marketing policy. The company has created various eye-catching
commercials in order to advertised through leaflets, newspapers, television
channels, hoardings, billboards, radio etc. In addition to that the company uses
various social media platforms such as Facebook, Youtube in order to create
positive brand image. The company also announces periodic incentives and
discounts which helps to retain hold over its loyal consumers and creating further

consumer base. The company also focuses on promotional strategies with famous
personalities in their endorsements and advertisements.
Place: It involves strategic merchandising location which involves anything from an
online store to a channel of physical stores across countries and multiple towns. Te
main objective of distribution strategy is to enable potential clients
Introduction of product/service
A product is a tangible item which need to put on the market for attention,
consumption and acquisition whereas a service is considered as a intangible item which
arises from output of one or more individuals. Products and services are mainly two aligned
concepts and various products having a element of service in them. Products are discernible
and tangible items that the organization produces which involves digital file-based output. A
service involves the production of an essential intangible benefit in its own right way. In
some situations, services are tough to identify as they are closely associated with a good
(Hunt. and Madhavaram, 2020).
In context to ASDA, the company has recently launched new range of baby care
products and is developing various market strategies in order to attract customers
and to introduce the product in market tom seek profits.
Application of 4Ps marketing mix to the selected
product/service
Product
ASDA being a well established brand involves a wide range of product
portfolio and is divided into various consumer products such as groceries, clothing
and various other range of items. Now the company is stepping into new range of
baby care products which are eco-friendly, vegan and cruelty free. It baby care range
involves products such as toothbrush, massage oil, shampoo, wipes, nappy pads,
body lotion, soap, hair oil and cream. The company in order to attract customer need
to ensure better quality products in order to attain a market share.

Price
Price of a product is the monetary value which is offered for buying and selling
of goods or services. It involves the process where a business sets the price at
which the service or product will be sold. The need or want of consumer can be
converted into demand of a product if the consumer has the capacity or willingness
to buy that particular product. Though the quality of every product ASDA is good and
the company has decided an affordable pricing policy for each of its product. But
sometimes the company uses psychological pricing to keep the value of product at
multiple of 99 or 49. The company for all of its products has tried to retain the net
prices inside the Consumer Price Index. It is an index used in USA and is consider te
average purchase price of a product which a customer can afford (Kumar, 2018).
The company takes care of its consumers through their effective pricing
policy. The company is well aware of its responsibility towards the society and
closely work with the government in order to keep prices affordable and reasonable
for baby products. In order to determine the value of the product, the company has
hired a team of efficient managers who analyses the various factors which involves
targeted segment, supply, demand and ability to pay for the product. After proper
evaluation the prices for these products are determined by the company. But in case
of baby products the company can charge a little extra as for such products the
company is willing to pay out the extra money for health of their family.
Place
It involves the geographical location in which the company sells its products or
services . It refers to the location that plays an important part in the marketing
strategy where the company sells its services or products as the location involves
the target customers. In context to ASDA, the company has already its retail stores
through out in UK and other countries. They also have the benefit of local windows of
the operating countries in order to meet the various needs of consumers through
scientific developments. The company’s products are easily accessible at ASDA
stores and online websites(Chaffey and Smith, 2017).

Promotion
It involves any type of marketing communication which is used in order to
target audience in order to sell a product or service in the market. (Hanaysha, 2018)
In context to ASDA, the company has already realized the advantage of consumer
awareness and has decided to use various promotional activities which are
instructive and provides a strong message and has an eye catching effect. Sensible
and good marketing is very important in order to increase the visibility of product and
all these ads are placed on magazines, hoardings and newspapers which can easily
catch customer attention. The company in order to promote its baby products need
to use attractive phase and taglines. Packaging plays a very important role in
promoting any product and thus the company need to focus on building attractive
packaging according to the baby products which looks cute and catches the attention
of parents. (Cortez and Johnston, 2018)
The company in order to promote its products need to offer various schemes at
regular intervals such as buy one get one free, discount coupons and free samples.
All these schemes will help to gain the trust of mothers and hence the mothers will
regularly shop products from a company.
Conclusion
From the above report it can be concluded that marketing and marketing mix
plays an essential part in any organization. The all 4ps of marketing are very
important and need to be considered while developing and launching new products
in the market. In context to ASDA, the company in order to launch its baby care
range need to critically evaluate and apply all these 4ps in their marketing strategies
in order to achieve its targets and obtain a desired share in the marketplace. In
addition to that it is important that the company follows a proper pricing strategy,
proper promotional tool and offers good quality products to the consumers. All these
marketing strategies will help the company to gain a competitive advantage among
its competitors and build its brand name through offering baby care products that are
eco friendly, sustainable and vegan. Through this way the company can easily
attract customers.

References
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Pride, W. M. and Ferrell, O. C., 2021. Foundations of marketing. Cengage Learning.
Fine, S .H., 2017. Introduction to social marketing. In Marketing the Public Sector (pp. 1-12).
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Cleveland, M. and Bartsch, F., 2019. Global consumer culture: epistemology and
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Pato, L. and Kastenholz, E., 2017. Marketing of rural tourism–a study based on rural tourism
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