The Nature and Importance of the Marketing Mix within the Marketing Process
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This report discusses the concept of marketing and the marketing mix, which includes product, price, place, and promotion. It also covers the application of the 4Ps marketing mix to Aston Martin's new product, a mountain bicycle. The report emphasizes the importance of identifying the right strategies to promote products and attract customers.
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Business Management BMP4004 Contemporary Issues in Marketing The nature and importance of the marketing mix within the marketing process Contents 1
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Table of Contents Introduction................................................................................................................................2 An explanation of marketing.................................................................................................3 An explanation of marketing mix..........................................................................................3 A brief theoretical explanation of 4Ps marketing mix...........................................................4 Introduction of product/service............................................................................................6 Application of 4Ps marketing mix to the selected product/service......................................6 Conclusion.................................................................................................................................8 References..................................................................................................................................8 Introduction The marketing is defined as the various activities which is performed by the business organization in order to promote its product and services. The marketing is wider concept where every business enterprise need to focus on the various strategies which can be adopted 2
in order to attract customers. The marketing also includes making aware of the people about the brand. There are various issues related to marketing which need to be analysesby the business enterprise. It is very essential for the marketing to identify the various issues which can influence in the various activities of the business organization. Aston Martin is the sport luxury car brand which is established in United Kingdom. This company has a high brand image in an automotive industry. It was founded in 1913 by Lionel Martin and Robert Bamford and it is headquartered in Gaydon, Warwickshire, England, and UK. (Desbordes, Aymar,and Hautbois,. Eds., 2019).This report will cover various topic such as defining marketing, explanation of marketing mix, explanation of 4 P's of marketing mix, introduction of products/ services, application of 4 p's of marketing mix. An explanation of marketing Marketing is the process of undertaking various actions into consideration for promoting the products or services of the business enterprise. It is the process of targeting the large audience with the use of variety of activities. The various marketing activities which can be used are advertising, sales promotion, so that the organization can communicate with its potential customers. It is very essential for the marketer to analyses the customer preferences in order to satisfy their needs and wants. (Mirror, B., 2019)The marketing concept include the segmenting, targeting and positioning of the product or services. It is very important for the organization to communicate the right information of the product or service to its customers so that they are willing to purchase it. In context ofAston Martin, the company focus on its brand awareness by advertising its product. The company focus oncelebrityendorsementwherethebrandambassadorofthe organizationisSebastianVettelwhoistheworldmostfamous Germanmotorsports racing person. It is very important to advertise 3
its products in such a way that customer are attracted. (Mari,and Algesheimer, 2021). An explanation of marketing mix The marketing mix is defined as the tool which is used by the business organization to set various actions and tactics in order to promote goods and services to its potential customers. It is very important for the organization to analyses the market in which the brand can be promoted and who are its potential customers. The main purpose of the organization is to satisfy customers so that they can get high loyalty from them. There are various elements in marketing mix such as product, price, place,, promotion. In the case of service industry it consists of 7 elements such as product, price, place, promotion, people, process and physical evidence. These are the various elements which need to be undertaken by the company in order to make sure that the company is targeting the right customers and at the right time for achieving the goals and profit. There is the importance of marketing mix which is discussed below: ï‚·It assist to understand which kind of product or services are offering to customers to get the customer satisfaction. ï‚·It also helps to plan, develop and execute effective marketing strategies in order to gain the profits. ï‚·It also helps the organization in using their business strategies effectively and efficiently. ï‚·It helps to identify the various changes which need to be adopted in the product development so that the customer are satisfied. ï‚·Most important factor for marketing mix is that it helps to learn that when and how to promote a product and services.(Costello, 2020). A brief theoretical explanation of 4Ps marketing mix There are various elements in marketing mix which is essential orthegrowthofthebusinessorganization.Thisalsohelpsin promoting the product or service to its customers. The first elements in the tool is the product which defines the basic characteristics of the 4
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offered item by the company. There are various aspect of the product such as what advantage the customer will have in order to use particular item is defined as the product of the company. It is very essential for the organization to produce the right kind of product and use product life cycle at the various stages. This is an important for the company in order to attract potential customers. (Chon, and Zoltan,2019).The second element is the price which means the monetary value of the product which is been charged by the company. It is identified that the pricing strategy is the most important concern for the company in order to attract customers. It is necessary that the company uses the low prices as compared to its competitors because this influences the customer in purchasing the product. It is important for the organization to analyses the income of the customers to whom they are targeting ad keep the cost of product according to it. The anotherelementisplacewherethecustomercanpurchasethe product. It is important for the business organization to use different channels in order to make available of the product to its customers. The various channels such as online and offline mode of distribution ofproductsneedstobeconsideredbytheorganization.The distribution channel for the company helps in increasing its sales as if the companyadopts bothonlineand offlinechannels.The also elements is the promotion. This is the most important factor of the marketing mix where the company needs to identify the best and suitable promotional tech ques in order to attract customers. As in today's world the digital platforms is the most common and the 5
effective for the promotion of the products or service. The company can focus on the use of the social media where it can make brand awareness by various aspect. The advertisement is important in order to make aware about the product to its customers. The promotion means that the company should guide the customer with the right information to its customers so that they can decide whether to purchasetheproductornot.Thisalsoeffectsthecompanyin increasing its sales if the disorganization is able to promote its product or service to the right customers. This also helps the company in profit maximization. (Cuffy., Bakas, and Coetzee, eds., 2020). Introduction of product/service It is been discussed that in context of theAston Martin, the company is going to launch their new product which is racing by- cycle. In the current scenario the company is dealing in the luxury product of the sports car. The company is planning to expand its market by developing a new product and make a new customer base. It is very important for the organization to target customers in order to promote it and increase its sales and revenue. They mainly focus to launch mountain featured bicycles for their customers. Application of 4Ps marketing mix to the selected product/service Product The item which is offered by the company is mountain bicyclewhich is designed in such a way that they are be ride off road. TheAston Martin is planning to manufacture some of specific featured mountain bicycle in order to 6
satisfy the demand and needs of customers. The organization is focusing on the durability of the product which will help in attracting customers. The product which is been produced will have an advantage that if people use it on rough areas it can be ride smoothly and the customer will not face problem. Its light weight of just 8-9 kilogram helps the customer to make balance. The cycle will includethe large knobby Tyre.more durable wheels, suspension fork, more powerful brakes, and extra wide handlebars to maintain balance while riding it. Also , it will have a camera attached at the front side of the bike. This will help in making more attractive and adventurous bicycle. (SANKAR, , 2020.). Price This is most important for the business organization as it affects in the decision making of the customers to purchase the product or not. The cost of the product is the price in which the customer is ready to purchase the product.Incontext ofAston Martin the pricing strategy which will be adopted by the company is high because as its deals in luxury brand. It is very important for the company to attract customers. The product which is been produced and keeping in mind the quality of the product. The company will keep enterprising according to the rich people who can have an advantage of the bicycle which isa luxury cycle and adventurous. The price plays an important role in attracting customers. The customer should be satisfied with the price of the product as this this plays the vital role for the company to keep it with accordance of the customers preferences. (.Liu, , Zhang,and Desbordes, 2017). Place This is the another element which consists of the distribution channel of the business organization. It is very important for the company to make the both online and offline availability of the product to its customers. The company can use its own website for the distribution of the products. This will helpmaking more customer base and analyses that there is increase in sales and revenue by making it online available. The place is important for the organization as it helpsdeveloping the customers and increase more of sales for the company. In context of the Aston Martin the company can focus on the various websites 7
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which can make available of the product and this will help the customer to reach to the product in a more convenient way. Promotion The promotion includes the use of the various strategiesin order to promote the product. The company can focus on the various promotional tool such as advertisement, sales promotion which can help in attracting customers. The use of the social media will be beneficial for the promotion of the brand and the product. As in today's scenario, the youngsters are the most active people over social media and this can influence the wide range of customers for the business organization. The use of various promotional tools for the Aston Martin can increase its brand awareness and this will also help in making a profitable business. The brand awareness of the company can be made through the celebrity endorsement which will be beneficial for the company. (Line, and Wang, 2017). Conclusion From the above report it is concluded that marketing is the wider concept which includes the various activities and actions in order to promote the product or services to the potential customers. Marketing is defined as the activities and the ways in which the company can increase its sales and revenue. The marketing mix is the tool which is used by the organization in order to identify the right ways to promote its products and which strategies are helpful for the company. The various elements which is been discussed in relation to marketing mix are product, price , place and promotion. The product which is been launched by Aston Martin is mountain bicycle which 8
will attract customers. This will help the organization to increase its sales and make new customer base. 9
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References Chon, K.K.S. and Zoltan, J., 2019. Role of servant leadership in contemporary hospitality.International Journal of Contemporary Hospitality Management. Costello, G.J., 2020. Contemporary Issues for Design and Innovation Studies. In The Teaching of Design and Innovation(pp. 131-154). Springer, Cham. Cuffy, V.V., Bakas, F. and Coetzee, W.J. eds., 2020.Events Tourism: Critical Insights and Contemporary Perspectives. Routledge. Desbordes, M., Aymar, P. and Hautbois, C. eds., 2019.The global sport economy: Contemporary issues. Routledge. Line, N.D. and Wang, Y., 2017. A multi-stakeholder market oriented approach to destination marketing.Journal of Destination Marketing & Management,6(1), pp.84-93. Liu, D., Zhang, J.J. and Desbordes, M., 2017. Sport business in China: Current state and prospect.International journal of sports marketing and sponsorship. Mari, A. and Algesheimer, R., 2021. AI-based voice assistants for digital marketing. Contemporary Issues in Digital Marketing. Mirror, B., 2019. Advances in the Technology of Managing People: Contemporary Issues in Business.marketing,135, p.136. SANKAR, J.G., 2020. Innovative celebrity endorsement and consumer purchase. Journal of Contemporary Issues in Business & Government,26(2). 11