Marketing Fundamental: Variables of Marketing Mix for Darlo Country Club

This report outlines the variables of the marketing mix of Darlo country club that consist pricing strategy, product strategy, placement strategy, and promotional strategy. The report provides a direction to customers about the products and services rather than choosing the product of its rivals. The report includes the primitive features tangled in the procedure of marketing and supports the vender to analyze the needs of prospective and potential of customers. The variables of the marketing mix for Darlo country club are presented below.

Running Head: MARKETING FUNDAMENTAL 0

MARKETING FUNDAMENTAL 1
Table of Contents
Introduction......................................................................................................................................2
Product Strategy...............................................................................................................................3
Price strategy...................................................................................................................................3
Placement.........................................................................................................................................4
Promotions.......................................................................................................................................4
Recommendation.............................................................................................................................5
References........................................................................................................................................5

MARKETING FUNDAMENTAL 2
Introduction
Discussion of the report will outline the variables of the marketing mix of Darlo country
club that consist pricing strategy, product strategy, placement strategy, and promotional strategy.
This strategy provides a direction to customers about the products and services rather than
choosing the product of its rivals (Leonidou & Katsikeas, 2013). The main function is to
introduce the true channel of marketing and reveal the important message that affect the targeted
customers (Ji-Hern & Hyun, 2011). The concept of the marketing mix includes the primitive
features tangled in the procedure of marketing and supports the vender to analyze the needs of
prospective and potential of customers (Gordon, 2012). The variables of the marketing mix for
Darlo country club are presented below.
Source: (https://www.darlocountryclub.com.au/)
Product Strategy

MARKETING FUNDAMENTAL 3
This club writes a chapter with each of their cocktails and coffee. The coffee of this
organization is specially roasted for Darlo country club. The coffee beans are taken from many
exotic sites and upkeep native farmers. The coffee of Darlo country club includes many lines of
product in form of small snacks like cookies, brownies, and many delicacies products, that are
the width of product mix to create customers more stick with coffee of Darlo country club
(Gambetti & Graffigna, 2012).
The three-levels of a product are actual, core, and augmented. The main product of Darlo
country club is the premium quality coffee. In actual level, it consists the name of the brand,
features by smooth in texture and low level of acidity attributes, level of quality as consists beans
from exotic locations, Logo is designed in a shape of coffee bikes, and packaging with
recyclables cups and printed on the cups. The last stage of the product improves a product that
consists of support and gesture from baristas of the coffee.
Darlo country club provides many numbers of people product like coffee specialties,
coffee classic, fresh juices, and selected teas. This adds the depth of the product mix that
supports individuals to enjoy and buy the product at Darlo country club. The lines of this product
are reliable for the distribution as associated by good feature of coffee and they are massively
different in use. Darlo country club coffee is for intake and a cup of coffee is like a vessel to use.
These demonstrate the coffee of Darlo country club to fulfill the many needs of customers.
Price strategy
The Darlo country club has set a price according to the middle and high-level incomes
people. The Darlo country club has executed the value strategies that focused on the inexpensive
products and being relatively alleged as high priced. This club has also introduced Espresso, flat
white and long black cappuccino, soft drinks, and iced tea start from 3.00. This club has no
issues with pricing as the quality is the desire of targeted market and it has created as an
experience to customers to return to their coffee wheel to drink coffee while walking (Kim &
Hyun, 2011).
For the consideration of strategy of pricing that Darlo country club can adopt is bundle
pricing. This club can sell drinks and other products on a lower price as they can sell products

MARKETING FUNDAMENTAL 4
and drinks at a lower price than they would charge as the customer bought all of them separately.
This club can use any combination of snacks and drinks like brownies and cookies, cookies plus
cappuccino, mixed nuts and cappuccino, etc. The secondary strategy of pricing can be used by
Darlo country club is pricing for marketing penetration. This is a form of pricing strategy as they
first need to establish a low preliminary price for a product that can appeal to new customers
grounded on low cost. The Darlo country club can expand its business to other locations of
Australia with the strategy.
Placement
This organization sells its coffee in the busy commercial building or probably outside
areas like green gardens. This club sells its product on both outdoor and indoor. The outdoor
choice of selling coffee includes indoor and outdoor locations like outer of building and sides of
the water. The options of indoor include many spaces like covered stations (Spann, Fischer, &
Tellis, 2019). This club has a widespread network of distribution across Sydney that supports
transferring benefits to the customers directly. By considering the channel of
marketing/distribution, this Darlo country club is directly selling more as directly contact with
the customers that lead to serve better and convenience customers. As this organization has a
coffee machine that can easily make a good number of coffees in an hour. The Darlo country
club has grinders that are unaffected to conditions of climate with a built-in a mill to observe
sales. This organization has built-in with space for a system of a refrigerator that can grasp soft
drinks, ice, and water. These all support with the help of two or three baristas as Darlo country
club can directly sell their coffee to its customers.
Promotions
Promotion is an important element of the marketing mix that increases and enhances
awareness of brand and reputation to a great extent (Yan & Bandyopadhyay, 2013). This club
has achieved success at a large number in Sydney and has maintained a status to have a stylish
design and offer excellent healthier snacks and cappuccino. This supports the Darlo country club
to entreated many famous and iconic events. The Darlo country club has enough functions of

MARKETING FUNDAMENTAL 5
venue caters for a good range of many events and celebrations like birthday parties, general
functions, hens parties, and Christmas parties.
This organization does promotions by digital media including social media sites like
Instagram and Facebook at which they can share continue stories with the customers and make
the practices of business process interactive. The Darlo country club has a good number of
followers on the Instagram page. The social media use supports organization to marketing and
improves public relations to foster a connection of community (Williams, 2018). This also
promotes a brand with the elements of packaging as this organization has embedded their name
and logo of cups that supports customers to connect deeply. This club also uses many sorts of
innovative banners near the club and corners of the roads that directly impact the perception of
customers and stimulate to get into the process of buying. The Darlo country club has many
techniques to draw the interest of customers due to innovative thinking and targets enthusiastic
customers.
Recommendation
 The Darlo country club is focused on the options of traditional marketing as available only on
Instagram and Facebook with a low count of followers. The Darlo country club can adopt the
tool of digital marketing to draw the business of many customers and sponsors outside Sydney
and will support and help them to enhance their operations at many locations.
 The Darlo country club needs to do continue research to move with trends where many
customers are conscious for their health and it requires to add more organic drinks in their menu
items other than soft drinks.
 The Darlo country club can start the system of online delivery of services that will enhance the
opportunities to raise more sales across the specific location.
 The Darlo country club should also expand its business to more locations especially with the
tourist place as it will stimulate the high demand for such business.

MARKETING FUNDAMENTAL 6
References
Gambetti, R. C., & Graffigna, G. (2012). The Concept of Engagement: A Systematic
Analysis of the Ongoing Marketing Debate. International Journal of Market Research, 29(06),
801-836.
Gordon, R. (2012). Social Marketing Mix. Australian Marketing Journal, 20(02), 122-126.
Ji-Hern, K., & Hyun, Y. J. (2011). The Sector of Marketing Mix. The Journal of Business
Ethics, 40(03), 424-438.
Kim, J. H., & Hyun, Y. J. (2011). Efforts of Marketing Mix. Industrial Journal of
Marketing Management, 57(04), 424-459.
Leonidou, C. N., & Katsikeas, C. S. (2013). Geering the Marketing Mix. Journal of the
Academy of Marketing Science, 41(02), 151-170.
Spann, M., Fischer, M., & Tellis, G. J. (2019). Strategic Dynamic Pricing for New
Products. Journal of Marketing and Management, 37(06), 235-580.
Williams, C. C. (2018). An Organization of Perspectives. International Journal of Social
Economics, 37(06), 402-466.
Yan, R., & Bandyopadhyay, S. (2013). The Promotion of Products. Journal of Retailing
and Customer Services, 18(04), 355-361.