Marketing Mix, Communication Mix and Social Media Channels as Brand Strategy

This report discusses the concept of marketing mix, key elements of communication mix, and how social media channels can be used as a brand or communication strategy. It also highlights the effectiveness of social media content.

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Table of Contents
INTRODUCTION ..........................................................................................................................3
PART 1............................................................................................................................................3
1) What is marketing mix along with its examples.....................................................................3
2.)Define key elements of communication mix and its examples..............................................4
PART 2............................................................................................................................................6
3.) Define how social media channels are used as type of brand or communication strategy....6
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is very important tool that produce goods and services to its consumers. It
consists modern as well as traditional form(Bismo and Putra, 2019). Digital marketing is also
known as online advertising, it refers to promoting company brands through online modem that
helps to connect directly to potential audience. It involves web based advertisement, emails,
multimedia message etc. This report considers concept of marketing mix, basic factor of
communication mix and discuss that how various social media channels can use as brand part.
PART 1
1) What is marketing mix along with its examples.
It refers to an elements which involves everything who can be apart of this, it may
directly or indirectly. For define this is clearly following are P's that is uses:
 Product: It determine an item an services of a company that can deliver to its clients. It is
use to satisfy demands of consumers that helps in further to increase their number of
purchases. In a marketer position, for making a successful business it make sure that
fulfil needs and desires of potential audience. And a good marketer focus on maintain a
good product life cycle, by this customer can meet with items at every stage and in a
very appropriate manner. For instance: an Apple company was the first who introduced
touchscreen smartphones in market. But organisation was stopped to deliver sales format
in year 2018. But at that time they think to sold billionth IOS device. After that it can
launched this device with 2 billionth sales.
 Price: It refers to a monetary term that are willing to pay by consumer with exchange of
items whatever they actually want(Gummesson, 2017). It comprise competitor price,
supply cost, discounted products. Price may be enhance according to appearance and
quality of items. But low price along with quality products wants to try by by each of
consumer. This can influence demands. For example: Apple company set a price of
products according to its feature and quality. They use premium and freemium pricing
strategy. In premium, it offer items on high price which is more expensive and help to
maximise profit margins and the other one strategy can involve free and premium both in
a single, like some products are free but clients want to add more feature after that
product delivers on expensive cost.

 Place: It identify an area where products are ready to buy or sell. Main aim of business is
to make an items availability according to customer ease. This aids to enhance sales. In
this concept Apple take as an instance, it focus on providing products through various
locations like several stores- where customer can easily visit, make theatre own website –
it helps to increase comforts of clients and product can produces by online.
Telecommunication business make available more subscribers who can assist to
enhancing customer traffic. It can choose local or national market which can make
competitive advantage.
 Promotion: It is a technique which can use for advertising product. It help to maintain
healthy relation with public (Kadekova and Holienčinova, 2018). The main aim of this
factor is to deliver items that assist to increase core audience. It involves several stores
and online media for promotion. For example- Apple company can use various ways for
advertising product, this aids to increase brand image with an extensive quality.
Organisation can use personal selling by which marketer directly connect with customer,
advertising through different network technologies or websites. It highly focus on
maintaining public relation as they help to enhance awareness and increase reach which
can give positive result to company.
2.)Define key elements of communication mix and its examples.
It consist different tools that use to connect with customers. This is a way that can derive
better results and create areas for business success. Following are element that can help to make
a better communication mix:
 Advertising: It refers a method that can use by firms to promoting their brands in front of
customers and deliver right information to them. It can done through online and offline
media such as television, newspaper, print media, websites etc. It is an important element
where a complete information about product that aids to communicate easily. For
example:IIM university, it can use both tools for promotion like they prints pamphlets
and postures and posting sponsored ads also for enhancing its awareness in between
students.
 Direct marketing: It is an activities that can use reach directly in mindset of
customers(Kader, Basari and Setianingsih, 2019). This consist right data that can provide
to clients while offering company products and relevant services what they actually

needs. For example, university use emails, flyers, newspaper advertisement, postcards
etc. This can maintain a direct connect with potential clients and a better communication
can solve all problems.
 Personal Selling: This refers to a traditional process where a sales person can increase its
approach directly to consumers(Kardaras And et.al., 2019). It considered as a better
communication modes that can achieved through directly or informally manner. For
example: University can use this tool as make strong bond with students and their
families. This is a way where a successful marketer shows their influencing power and
try to locate and improve new customers for providing them a reliable information about
the product or company. Through personal selling students can easily resolve their query.
 Public Relations: It define a term publicity by which company can perform
organisational activities to maintain a healthy social groups. This way generally help to
use a better creation to build positive and extensive image of company in market. This
defines a portion of company by which they increase product's purchase. For example: in
university this plan assure about to target audience such as students and promotion their
university in front of them. Thus this can enhancing their relations and clients are more
willing to take admission in this college only if they are highly influence with their sort of
words.
 Sales promotions: It comprise various short term incentives by which a marketer can
initiate to attract consumer through company products and their words (Kotler and et.al.,
2021). This technique not online keep or satisfy existing customers but also focus to
engage with new audience that provide an additional benefits for brands and company
too. In case of university, MD can use this strategy for engaging new audience as they
help to boosting growth. This element derive capacity to facilitate more students through
high communication. They apply this tool for presenting fairs and exhibition where
others students and college are come and company try to attract more students.

PART 2
3.) Define how social media channels are used as type of brand or communication strategy.
Channels of social media refers to a interactive technology that can use to sharing
information, interest and ideas through networks and virtual communication. Following are
examples that define this term very clearly:
 LinkedIn: It refers to an online service that operates via webpage and mobile
apps(Lubenov, 2019). It is a platform where most of professional across world are easily
connect together. This is way where individual highlight their potential and focus to build
a better career that helps to derive to individual professional growth. This can also use for
finding suitable internship and jobs which can highly suits on person qualification. It is
used to connect various people who can belong to different nations, sends request and
deliver private message to anyone. For example any of publisher introduce a book in
market so they can post this as a promotion by which individual are easily connect with
them who are really interested.
 Facebook: It is an American multinational technology that can use to spreading
networking sites for for maintain a better social groups between family, friends and
others. It is a strongest website that was running through several of years. It can use by
most of crowd which include adults, youth, men, women and senior citizen. It is a
platform where anyone can make their free profile by which they can easily acknowledge
by others and share videos, images, articles and many other things through this app. This
is an other way to communicate directly with others, not only professional through this
individual can connect with anyone. Like if any person wants to engage with common
interest group people so they make their profile over this website any easily connect with
them within country or outside nation.
 Twitter: It is an American company which comprise micro blogging and various
networking service by which users can easily attract or engage through chats or
messages(Palmatier and Steinhoff, 2019). In this platform, individual easily builds a
connection with others through short message which is known as tweets. It helps to
identify interesting people and organisation who try to opt and follow other's tweets. The
main of twitter is to communicate with others and allow them to express their thoughts
and ideas in front of big audience. It can be used by many of organisation as a strategy of

strong conversion by which any person can directly influence different individuals who
may be industry experts or any house maker. It just help to increase visibility of
company's brand that helps to introduced valuable contacts. Basically it is a free online
service that can provide message and information between specific groups. For example
Netflix, it can create its unique and fair position in marketplace. This helps to rely more
content that can maintain a perfect company budget. Netflix handled their twitter account
that help to make an orginal moments and momentary across the nation. This can use
twitter as marketing communication strategy it focused on culture platform where
individual are connect and show their interest. Snap-chat: It is an American company which comprise social media and camera(Peruta
and Shields, 2018). It focus on handle technological items and services. It is a messaging
app too where users can interact with each others and exchange pictures and videos that
can use as mode of promotion. It is an important element that can affect entire world in
context of people. Now it is very popular tool which become special in between young
people. It is new form of communication which enhancing popularity. Its main aim is to
strengthen face to face communication through text, images, chat, videos, emoji and
many more. This application is not make specific person it can use by anyone. It is used
as communication strategy as they design automatic deletion and opt friend kind of users
that can assist to engage with a lot of users. It try to become innovative that create value
for everyone and enhancing growth of organisation.
Social media content is effective
This term is correct, social modem is effective is nature as it provides more value to stakeholders
which helps them to conversion fast and and improve its relevance. If customers are highly
satisfy this mode of promotion than they are more like to deliver their ideas , thoughts and
experience to others. Now a days most of individual are highly active on social media, so it is a
great way to interact more customers. Following points are define effectiveness of social media.
 Improving acknowledgement of brand: It is very essential tool that can use for
promotion (Yu, 2017). This refer to a way that help to deliver their experience. This is a
way by which marketer can easy engage with their potential clients. Thus, this can
improve identity of brand and try to become more familiar with customers.

 Enhancing awareness: This media helps to deriving values to customer by which they
can easy communicate. This online space assist to share dynamic content that can
establish a creativity among different traditional marketing channels.
CONCLUSION
From above report, it is conclude that marketing is very important element in this current
scenario if marketer have a skill to influence other then they become a successful marketing
person. Above content define that how marketing channels help to make a better communication
between different person.

REFERENCES
Books and Journals
Bismo, A. and Putra, S., 2019, August. Application of Digital Marketing (social media and email
marketing) and its Impact on Customer Engagement in Purchase Intention: a case study
at PT. Soltius Indonesia. In 2019 International Conference on Information Management
and Technology (ICIMTech) (Vol. 1, pp. 109-114). IEEE.
Gummesson, E., 2017. From relationship marketing to total relationship marketing and
beyond. Journal of services marketing.
Kadekova, Z. and Holienčinova, M., 2018. Influencer marketing as a modern phenomenon
creating a new frontier of virtual opportunities. Communication Today. 9(2).
Kader, M.A., Basari, M.A. and Setianingsih, W., 2019. Digital Marketing Model of FB ADS and
Instagram in Increasing SMES Sales Volume. Sustainable Collaboration in Business,
Technology, Information and Innovation (SCBTII).
Kardaras, D.K. And et.al., 2019. A Framework for Analyzing the Impact of Data Analytics and
the Internet of Things on Digital Marketing. In Techno-Social Systems for Modern
Economical and Governmental Infrastructures (pp. 211-240). IGI Global.
Kotler, P. and et.al., 2021. Marketing management: an Asian perspective.
Lubenov, L., 2019. Digital marketing transformations.
Palmatier, R.W. and Steinhoff, L., 2019. Relationship marketing in the digital age. Routledge.
Peruta, A. and Shields, A.B., 2018. Marketing your university on social media: A content
analysis of Facebook post types and formats. Journal of Marketing for Higher
Education. 28(2). pp.175-191.
Yu, S., 2017. Luxury Brands in the digital age: An empirical analysis of the effectiveness of
digital marketing strategies (Doctoral dissertation, Ghent University).