Nature and Importance of Marketing Mix for Desklib

This article discusses the nature and importance of marketing mix in the marketing process. It explains the 4P's of marketing mix and its application to a selected product/service. The article also covers the use of digital platforms and equipment in marketing, and the role of AI technology in providing quality products and services to customers. The chosen organization is Mark and Spencer, and the main product discussed is women's fashionable clothes.

Nature and Importance
of Marketing Mix
Table of Contents
INTRDUCTION..............................................................................................................................3

TASK...............................................................................................................................................3
An explanation of marketing..................................................................................................3
An explanation of marketing mix...........................................................................................4
A brief theoretical explanation of 4P's marketing mix...........................................................4
Introduction on product/service..............................................................................................5
Application to 4P's marketing mix to the selected product/ service.......................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRDUCTION
Marketing is basically a process or technique which is used by organization for
increasing the popularity and sale of the various products in minds of customers at maximum
level. In this technique organization is used some effective strategies for increasing the reach of
their services and products in various destinations and to all customer segments. It includes
online advertising, promotional activities, effective distribution channel, allocation of budget,
and others. The chosen organization is Mark and Spencer which was established in 1884. It is the
largest store in UK and they are dealing with wide range of products home appliances, grocery
items, fashionable cloths and others. This report will cover the description of marketing and
marketing mix, a brief theoretical explanation of 4P's marketing mix (Aitchison, Aitchison and
Devas, 2021). It also cover the introduction of service/product and application to 4P's marketing
mix to the selected product/service. Due to the use of effective marketing procedure and
strategies company are able to identify the valuable customers for their product quickly.
TASK
An explanation of marketing
The main purpose of using marketing procedure by organization is to maintain strong
communication with all customer segments regarding their product and services for long time. In
the process of marketing many digital platforms and updated equipments are used by
organization for run their operational activities and services smoothly. Due to the use of different
type of marketing strategies firm are able to expand their services at international way. With help
of marketing methods, organization is also able to facilitate reliable and accurate to all customer
segments within low time. In relation to Mark and Spencer, management are used various social
media, apps and their own official portals for increasing the availability of their product at high
range between customers or in various locations. Due to the use of this technique, company are
able to deliver the best quality products to their customers in time according to their wants and
desires. The main benefit for using digital equipment's by organization is to understand the real
problems of the customers quickly. In this way company are able to deliver always best quality
products to customers in time.

An explanation of marketing mix
Marketing mix defined as a combination of various actions or elements which is adapted
by Mark and Spencer for increasing the sale of various products at maximum level. With help of
this procedure organization are able to target those customers who are liked their products very
much which leads to enhance the revenue and productivity at maximum level. In the process of
marketing mix majorly four stages are involved which includes product, price, place and
promotion. The combination of 4P's elements supports the organization to run their departmental
and operational functions smoothly. The main and highly popularised product of this
organization is food products, fashionable cloths and others. Due to the effective use of
marketing techniques firm are able identify customers such as women's and suitable locations
where their products are easily consumed at higher rate.
A brief theoretical explanation of 4P's marketing mix
As already mentioned above marketing mix is a set of actions which is used by
organization in aspect of four elements (Ali and Muhammad, 2021). It includes product, price,
place and promotion. With help of this technique the overall productivity, ability and potentiality
of organization is easily increased within short duration at different locations.
 Product – It is defined as increasing the availability of various products with unique
features to customers at large scale through both online and offline mode. In respect of
Mark and Spencer, when management increased their product availability in various
locations, then definitely the convenience is easily enhanced to users for buying a desired
product within low time. In this way the popularity of their product are easily sustained
for long duration. It leads to attract the customer at large scale.
 Price – It refer to maintaining premium and valuable price in the various products by
company for enhancing the popularity and profit of their business effectively in market.
In relation to Mark and Spencer, price is a very essential part for firm during the time of
supply and sell their products to customers. Due to this management are various pricing
strategies in their products such as discount offers, skimming pricing, competitive pricing
and others. Due to using these strategies firm are able to sell their product to consumers
at maximum level according to their own price.
 Place – It means that choosing reliable and suitable location by the management and due
to selecting right location customers are easily attracted in large number. In respect of

Mark and Spencer, management must use advanced distribution channel and
infrastructure in both online and offline mode. Due to this strong coordination are easily
developed with their customers and suppliers in long term. Due to keeping positive
relations with the suppliers and their employees profit of firm are easily sustained and
they are also able to deliver their best quality products to customers in time.
 Promotion – It means the utilization of various promotional and marketing techniques by
organization for enhancing specifications and features of their product (Dang and von
Arx, 2021). In context to Mark and Spencer, they are used some effective techniques in
their digital platform or in their stores. These technique includes digital marketing, online
advertising, sales promotion and so on. With help of these techniques desires and wants
of consumers are easily increased at maximum level for buying their product at large
scale. In this way the sale of their product are easily increased within short duration.
Introduction on product/service
The highly popularised and main product of this organization is women fashionable
products in market. The products which are comes under the category of women cloths are
gloves, jacket, skirt, saris and so on. In today's time these type of products are highly consumable
by women's in various occasion and parties. Due to this the demand and profit of their products
are effectively increased in market at maximum level for long duration. In respect of Mark and
Spencer, management must manufacture this type of product with help of various designs high
quality raw materials. It leads to attract the consumers in large number and also enhanced the
productivity of organization at maximum level. The other feature of this product is that women
cloths are developed according to current tradition and trend of different countries. Due to
facilitating these type of products the market share and goodwill of firm is effectively enhanced
in long term.
In aspect of service the higher authority of Mark and Spencer are used artificial
intelligence and various digital platforms for providing best quality product to customers
quickly. Due to the use of various technology the various desires of the consumers are easily
completed in time. Technology also supports the consumers for enhancing their convenience
level at large scale during the time of purchasing the product. Effective convenience is also
essential for developing strong relationship between consumer and employee for long term. Then

in this way goodwill and positive word of mouth of company are effectively spread in market
with short duration.
Application to 4P's marketing mix to the selected product/ service
Marketing mix is refer to the group of elements and actions which is used by organization
for increasing their productivity and work efficiency. With help of this method company are also
able to increase the popularity of the new and existing product within low time. The elements
which are involved in marketing mix are described below -
 Product – The name of our highly popularised and trending product in market is
women's cloths and this product are highly consumed by customers in several occasions
and parties. The main reason for sustaining popularity in market for this product because
product of Mark and Spencer is highly durable and reliable in comparison with other
competitors. When organization is providing quality and reliable product to their
customers then definitely their goodwill or positive brand image are effectively sustained
in market for long duration.
 Price - In aspect of women clothes authorities of Mark and Spencer always keep high
and premium price in their all products (Husain, Ahmad and Khan, 2022). Due to this the
sale, popularity and value of their product are easily decreased in various locations
between customers. Therefore, it is mandatory for the authority of Mark and Spencer, that
they must introduce or supply their product to consumers with average price. Due to
keeping average price revenue and market share of organization is automatically
increased at large scale. Due to the effective use of beneficial schemes and discounting
offers customers are easily attracted in large scale for buying these type of products.
 Place – As already above place basically refer to choosing of right location by the
organization. Because with help of selecting right location the reach of their product and
services are for long duration. In this way consumers are able to avail their services and
products within low time. The other advantage for choosing right location is that it
supports the organization for maintaining effective communication with all types of
agencies and stakeholders. Because with help of effective coordination legal risk is easily
reduced in the business functions effectively. Due to running business activities in prime
location expense are also reduced at higher rate.

 Promotion – It is concerned with those strategies which is used by the organization for
promoting and enhancing the awareness of their product at maximum level in various
location. Those strategies are sales promotion, digital marketing, online advertising and
others. Due to the use of these type of strategies specialities and features of the women's
fashionable clothes are easily spread between customers at higher rate. Here for
increasing the awareness of their product Mark and Spencer are used AI technology,
check in and check out system, official web sites, online portals and others. With help of
these technologies buyers are able to avail their products within low time.
Advertising is a one type of promotional strategy which is utilized by organization for
highlighting the specifications or features of their product effectively (Netpradit, 2021). In this
strategy company made huge amount of investment for preparing a effective add regarding their
product. It is the most effective strategy in comparison with others because here firm are are able
repeat their adds many times in various devices. Devices includes Television, hoardings, radios
and others and due to repeating adds, the desires and wants of the customers are easily increased
for availing the product at large quantity. In aspect of sales promotion it is also the one type of
strategy which is used by Mark and Spencer for popularising their product. But here difference is
that this strategy works only for short duration in minds of customers for their products and
services.

CONCLUSION
After the analysis of above information it is concluded that marketing mix or digital
marketing plays major role for sustaining the vision, mission and objectives of organization in
long term. With help of marketing mix or marketing strategies organization are able to deliver
reliable and meaningful data to customers regarding their product and services within low time.
In today's time women clothes is one of the product which is highly popularised in market and
also liked by customers very much. With help of serving this type of product market share and
growth of the organization is highly increased within short duration. In this way the positive
relationship between company and consumers are easily sustained in long term.

REFERENCES
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