Marketing Mix: Features, Benefits, and Distribution Channels

This document provides an in-depth analysis of the marketing mix for Hard Graft Tools, including the features and benefits of their products, the use of direct and indirect distribution channels, and the advantages of using a direct marketing channel. It also discusses the importance of recruiting the right people and the role of marketing processes in customer relationship management.

MARKETING MIX

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK 1............................................................................................................................................4
Introduction ...........................................................................................................................4
Features and benefits of product and service in marketing mix ...........................................4
Description of marketing mix at each stage of product life cycle .........................................5
Role of direct and indirect distribution channels to move products and services from provider
to buyer...................................................................................................................................7
Use of Intense distribution, selective distribution and exclusive distribution in market
coverage products and services .............................................................................................7
Analyse the advantage of using direct marketing channel.....................................................8
Analysis of how business can create lifetime value to customers by using customer life cycle
................................................................................................................................................9
Advantage of using a direct marketing channel ...................................................................9
Evaluation of role of product or service in organisation marketing mix .............................10
Evaluation of role of place in organisation marketing mix .................................................11
TASK 2 .........................................................................................................................................12
COVERED IN PPT..............................................................................................................12
An analysis of aims of promotion in marketing mix............................................................12
An explanation of measuring success of promotional campaign ........................................12
How promotional activities are regulated.............................................................................13
Evaluate role of promotion in marketing mix......................................................................14
TASK 3 .........................................................................................................................................15
An analysis of importance of recruiting the right people ....................................................15
An analysis of importance to businesses of training customer facing and non customer facing
staff.......................................................................................................................................16
TASK 4 .........................................................................................................................................18

An explanation of role of marketing processes that takes place with customer present......18
Role of marketing processes which take place before and after customer interface............18
An analysis role of process of customer relationship management in business process in
marketing mix leads to customer focus ...............................................................................19
An analysis of role of physical evidence in marketing mix.................................................20
Evaluate the role of physical evidence in marketing mix.....................................................21
Conclusion.....................................................................................................................................21
REFERENCES .............................................................................................................................23

INTRODUCTION
Marketing Mix basically represents the sum total of all tactics and marketing activities
considering all metrics and measures which are taken by an organisation for growth and success
of a product in a target business environment. A traditional Marketing mix mainly consists of
four main elements which are product, price, place and promotions but with the passes of time
and to make marketing strategy more effective three more elements i.e. process, people and
physical evidence are also included in a comprehensive marketing mix. The current assignment
is based on Hard Graft Tools which is a medium sized company and produce power tools. Hard
Graft Tools is having a strategy of selling its product to retailers but know they are planning to
sell its tools directly to the customers. Thus, current assignments consist of discussion about
main elements of marketing mix along with features and benefits of product or services, product
life cycle and use of pricing strategy. Further, an analysis and evaluation of the importance of
recruiting the right people along with role of marketing processes also forms a part of current
assignment(Fan, Lau and Zhao, 2015).
TASK 1
Introduction
Hard Graft Tools which is a medium sized company is planning to make change in its
strategies and going to sell its product directly to the customers instead of retailer. Thus, a better
understanding about the marketing tools is needed in order to directly communicate and sell
products to customers. This task of current assignment consists of a description about the
features and benefits of a product or service that could be used in the marketing mix along with
use of marketing mix at the each stage of product life cycle. Furthers, role of direct and indirect
distribution channels along with use of intensive distribution, selective distribution and exclusive
distribution in the market for coverage of products is also included in this task(Datta, Ailawadi
and Van Heerde, 2017).
Features and benefits of product and service in marketing mix
Product and service features refers to the goods that showcase its appearance, capabilities
and components on the basis of which business can functions and earns high amount of profits
by selling it to the end user. In this product and service benefit is related to the value that is by
the customers side because it can fulfils the needs and demand and encourage them to buy it.

This helps in enchaining the sales and profits and also it is the core substance in the marketing
mix without it no other elements can be performed effectively and efficiently. In case of Hard
Graft Tools, sales manager is aware about the features of product and service i.e. power tools so
that customers can attracted towards it and convert features into benefits by buying it. Product
and service sustainability can shown the benefits because it describe the growth of the goods due
to this Hard Graft Tools can earn higher profits. In this they can now sell their products directly
to the consumers due to this they train their sales team that they can deliver the goods with
proper specifications so that this can giving the higher revenues in terms of benefits(Abril and
Rodriguez-Cánovas, 2016).
Description of marketing mix at each stage of product life cycle
Product life cycle
Life cycle of the any product is based on the management and marketing decisions in the
organisation and due to this all products life is based on the four stages that is introduction,
growth, maturity and decline in which every stage includes opportunity and risk related to how
long it can survive in the market. In context of Hard Graft Tools this four aspects can be describe
below with the inclusion of marketing mix in every steps.
 Introduction- It refers to the first stage in which company can introduce the product into
the market for earning higher profits. At this stage company can build the awareness so
that customers are attracted towards it. In case of Hard Graft Tools, in the introduction
stage manager can create awareness related to power tools by adopting the promotional
Illustration 1: product life cycle

strategy like social media, SEO etc. and set the penetrate style of pricing in which at this
stage firm can take the low price so that product will be vibrant in the market(Adnyana
and Darma, 2015). Manager can provide proper training to their staff members so that
they can effcetively connect with the market in the introduction stage. Due to SME
company Hard Graft Tools cannot have high distribution team they can directly sale it to
the consumers. This helps in placing the image of the product in the marketplace
effectively.
 Growth- This stage determines the growth of the product when goods is start to sell with
the faster rate due to this firm will enjoy more revenues. In this customers are being
aware about the products and their benefits(Ahmed and Rahman, 2015). In case of Hard
Graft Tools, manager can related it to the marketing mix that in this they can set the
competitors price of power tools because there are many competitors are present in the
market. In this stage company can less focus on promotional strategy because it can
highly done in the introductory stage. Distribution process are shown the intense nature in
this and helps in earning high profits and maximise the market share.
 Maturity- This stage is defines the sales of the product on its peak level. At this step
sales volume is maximise and company can earn high profits but slower rate. At this
stage company image is more matter to enhance the growth. In case of Hard Graft Tools,
there are many competitors present in the marketplace because of their products is also
adopts similar features due to this firm may face the loss in market share(Sinapuelas,
Wang and Bohlmann, 2015). To overcome this manager can enhance the sales promotion
so that customers get attracted towards the products. At this stage Hard Graft Tools can
majorly focus on sustaining in market due to this they can reduce the price of their power
tools so that they can attracts more people towards it and and do some modification in it
so that large base of people get encouraged to but the products. This also helps in
enhancing the image of brand and making loyal customers.
 Decline- It is the last stage where sales of the products is decreases and profits are not
earning. In case of Hard Graft Tools, company can face failure in selling the goods
because of changing perception of customers. At this price of the goods are low and this
also contains low value and distribution process also selective due to this cost can be

less(Liu and et. al., 2017). At this manager can improve their offerings so that they can
stay in the marketplace.
Role of direct and indirect distribution channels to move products and services from provider to
buyer
Direct distribution
It refers to that channel of distribution in which manufactures are directly connect with
the consumers without having any intermediaries(Pomering, 2017). In this Hard Graft Tools can
adopted the direct channel of distribution due to this they are the responsible for transporting,
selling delivering of goods and services directly to their customers. The major role of this is
based on this factors which includes
 Directly transporting the goods and services to the customers in an effective and efficient
way without involving any intermediaries. Due to this their expense related to middleman
can be reduced.
 Another major role of this feature is that Hard Graft Tools can provide training to their
workers so that they can deliver the goods and make strong connection with the
company.
Indirect distribution
It refers to that channel of distribution in which various intermediaries are involved to
gain the competitive advantage in the marketplace. In this manufacturer does not directly connect
with the customers to sale their goods and services(Solimun and Fernandes, 2018). With
background of Hard Graft Tools, if manager can adopts this channel of distribution it is easy top
avoid complexity of organizing logistics distribution. In this brokers, distributors, retailers and
wholesalers are involved that perform the major role;
 The major role of indirect channel of distribution is that in this Hard Graft Tools can
connect with the wholesalers and retailers rather than customers so that they can transport
the goods and services to the end user. They mainly work for the satisfaction of the
customers.
Use of Intense distribution, selective distribution and exclusive distribution in market coverage
products and services
Intensive distribution

It refers to that strategy of the distribution in which company's product can be placed in
every channel of distribution that are available in the market(Salman and et. al., 2017). In case of
Hard Graft Tools company they can target all type of people in the market due to which it is very
essential to adopts the intensive distribution because of making strong connection with customers
and become familiar in the eyes of customers. Due to this channel firm can easily target market
in the diverse nature of the business environment.
Selective distribution
It refers to that in which companies can distribute their products and services on the
selected outlets and customer can buy those products on that outlets only. In context of Hard
Graft Tools, they can place their products and service on the limited outlets this helps in
enhancing the image of brand and also helps in reducing the cost of dealing with more
intermediaries parties(Mohammadi, Saghaian and Alizadeh, 2018).
Exclusive distribution
It refers to that distribution in which limited retailers are giving the option to the
company for carrying their goods and services to deliver it to the customers. In this retailer is the
responsible for swelling the products not the manufactures. In case of Hard Graft Tools using
this distribution can mainly helps in enchaining the brand and quality of the products due to
adopting this feature company cannot make more investment in training and hiring the
workforce.
Analyse the advantage of using direct marketing channel
It is to be analysed that the use of direct marketing channel helps in building the effective
customer relationship so that company will enhance their sales and profits in their long period of
time. It also helps in providing the best marketing strategy that helps in targeting the customers
so that higher revenues can be received by the firm. In terms of Hard graft tools direct marketing
campaign is very impactful as is provide the consumers with compelling content that the
company can share with their potential customers. It helps in maximising the sales by
developing the team of loyal customers. It also helps in offering the lots of information to the
consumers about the product so that they get attracted towards it. This also helps in tracking the
response rate of the customers regarding the goods and services that a firm will offered to their
customers. Because of direct marketing organisation can test the new market and provide people

benefits of products so that they can attracted towards it and it helps enhancing the company
market share and position.
Analysis of how business can create lifetime value to customers by using customer life cycle
Business can create a lifetime value to customers by adopting customer life cycle that
involves four aspects such as reaching, acquisition, retention and loyalty. In this Hard Graft
Tools can trying to attract the customers by using promotional activity so that they can create
awareness in the people about the products that they offers to the customers so that it is easy to
the company to influence them to buy the same. By identifying the products features in
acquisition stage customer can place an order and waiting for use the offerings that they ordered.
Further they can purchase the product and know the features and benefits of products so that they
will retain with the company and try to sell more. This helps the longer sustainability of the
company with the customers points of view. After that in last make a loyal customers so that
firm will enjoy large amount of profits that is the major motto of the company(Bahadir,
Bharadwaj and Srivastava, 2015). It is to be analysed that to create a lifetime value with the
customers Hard Graft Tools can mainly focus on the two aspects i.e. maintaining the smooth
relationship with the customers and acquire them with the unique products and services. As
making a relationship is very essential because without it no customers can retain with the
company for long. This also helps in making the loyal buyers to the firm. For this organisation
can use to take customer feedback regularly so that they retain with the business for more time
and company will gain higher profits.
Advantage of using a direct marketing channel
From above explanation on direct marketing it is to be evaluated that direct marketing
channels is very beneficial for the company to save the time of finding the best retailers and
wholesalers in the locality and also helps in saving the cost of dealing with intermediaries. It
helps in make a direct connection with the end user so that they can produce the goods in future
in an effective way. In context of Hard Graft Tools it is analyse that the use of direct marketing
channel is very advantageous helps in flexible targeting in which effective communication can
be done between business and customers that is very essential for gaining higher profits and
revenues. Direct marketing is also very cost effective that can attracts the number of customers in
low cost. In this company can adopts the email, phone messaging, coupons etc. These channels

helps in building the high relation between the market and organisation that can helpful for long
term sustainability within marketplace.
Evaluation of role of product or service in organisation marketing mix
It is evaluated that role of product and service in marketing mix is very crucial because
without making and producing the goods and services other elements of marketing mix cannot
work. This shows the positive aspects of the products and service within the marketing mix
elements and company cannot earn higher profits and sustain in the market place if the goods and
services are not manufactured according to the requirements of the customers that it will shows
the negative aspects by reducing the base of good loyal customers. From the marketer of the
Hard Graft tools it is evaluated that role of a product is to satisfied the needs and requirements
of the customers by providing the goods in effective packaging, features, benefits that are easy
for the people to use. This display the positive role of a products that also helps in retaining the
customers and earning higher profits and revenues. On the same time for offerings the quality
features products to the customers company includes huge cost due to this buyers are hesitate to
buy this that affects the value of the products in the negative way due to this firm sales volume
also affected (Restuccia and et. al., 2016). In context of Hard Graft tools the evaluation is based
on the positive and negative aspect of goods and services. In this to maintains the positive image
within the market company can offers the quality products to their customers with best services
so that large number of customers get attracted towards it. In terms of negative points on
products and services Hard Graft Tools includes more financial resources to designing the
quality goods as per the customers requirements that affect the operating cost of the company
due to this more expenses can be shown and it will affect the profit margin. In this the specific
product and services of Hard Graft tools are represented as a power tools that has some
advantage and disadvantage in the marketing elements. These power tools are perform their task
in short period of time. For Example- If a person can cut the big lumber with hand saw than it
will take more time even where there are three four people are involved. But due to power tools
the lumber can be cut very easily and in a small period of time. But at the same time it has more
complex than hand tools because in this a person carry more tools to done their operations. The
positive issue is that it helps the customers to get the lots of knowledge regarding products and
also theses tools can make the life simple of the people so that they can do their task in effective
and efficient manner within specific period of time. It also contains some negative issues as

because of this company cannot needs more human resources to work because the power tools
can work effectively that only needs limited manpower.
Evaluation of role of place in organisation marketing mix
In marketing mix place element can play a major role because it helps the company to
earn higher profits with conveniently connect with the customers. Without proper placing no
firm can enhance their brand image and maximise the base of customers. It is very significant to
placing the products that is convenient to the customers so that they can easily purchase it and
company will gain higher profits. It also helps in attracting the customers and retain them for a
longer period of time. In context of Hard Graft Tools, the role of placing is of two types i.e.
online and offline in which firm will focus on conveniently offering the goods and services to
their customers that does not trouble the buyer more. As they reach very safely to the stores. On
the online mode Hard Graft Tools cannot take more time in delivery the goods to the customers.
This evaluation includes the strength and weakness of online and offline place that an
organisation can adopts. The major strength of offering the products to customers through online
medium is that it is very convenient to the customers because in this people buy the goods and
services 24*7 also make communication easily regarding the issues of products and services.
But at the same time it has some drawback that due to this Hard Graft Tools may face major
competition. On the other hand offline placing of products and services is convenient to
customers as they can check the quality of product and after that they buy it. But at the same
time the major weakness of this is that customers cannot buy the product at any time i.e. 24*7.
The major strength that the online place of business is consider is that it will helps in eliminating
the extra cost that are needed to set the shop as a offline medium. IN online business the Hard
Graft tool majorly pay for securing their domain name and also setting up their website but it is
also low as compare to the leasing and maintaining the physical premises. By using this place for
business company can feel their presence in global market that can helps in attracting number of
inverters, clients towards the company. This helps in gaining high profits and market position of
the firm in a small period of time. The major weakness of this online business is that in which
customers cannot try the things before they are buying due to this they contains some doubt in
their minds. Because of this firm will facing the major competition in the online market because
there are number of companies are involves due to this they can face the issue of attracting

customers with their goods and services. Due to this company cannot effectively connect with
their customers.
TASK 2
COVERED IN PPT
An analysis of aims of promotion in marketing mix
 Increasing Brand Awareness- The major purpose of the promotion mix is to the
develop and maintains the image of the company within the market. In case of Hard Graft
Tool, Promotion mix is an effective tool for maximising the customers base. Due to this,
firm can reach to the every corner with their products and services. This also helps the
organisation to sustain for longer period of time.
 Enhancing sales and profits- It is another one of the major aim of the promotion
because due to this company can maximise their sales and profits. In case of Hard Graft
Tools, manager can use the promotional tool with the aim of increasing their sales and
profits by reaching towards the larger base of customers. Due to this company can invest
more to larger the number of customers with increasing sales volume.
 Provide information- It is one of the best aim of using the promotional tool is to provide
accurate and effective information to the customers about the benefits, features of the
products. In case of Hard Graft Tools, manager can use this aspects so that they can
provide suitable information about the products in the market and attracts the large base
of customers. For this company can adopts the social media tool such as You-Tube,
Twitter, Facebook where more people spend their lots of time and this is the best way to
provide majority of information to customers(Ahmad Fiaza, 2016).
An explanation of measuring success of promotional campaign
 Comparison of actual and targeted sales- It is one of the best way to measure the
overall success of the promotional campaign. In this Hard Graft Tool can examine the
sales on the basis of actual and targeted. In this if the current earning sales is more as
compare to the set target than it is a successful campaign and vice- versa. Due to this
company also earn high amount of profits and revenues.
 Social traffic- It is the another essential way to measure the promotional campaign
success within the organisation. In case of Hard Graft Tool, manager can use the social

media to connect with large number of audience. In this customers can place their
reviews and share the likes and dislikes. If the campaign is seeing by large number of
customer that it helps in gaining the high social traffic and it shows the success of
company products in the market and helps in gaining high profits(Yee and Yazdanifard,
2015).
 Customer recall- It is one of the best way to measure the promotional campaign by
using customer recall in which company can keep the customers name and cell phone
number so that they can take reviews of the customers on the use of the products of the
company. This also helps in creating awareness in the customers and also attracts them
towards the company. In Hard Graft Tools, manager can use customer recall to measure
the promotional campaign so that they will get higher profits.
 Customer loyalty- As this handout is addressed the measuring of promotional campaign
by using the customer loyalty or their repeat purchase. In this Hard Graft Tools can
increase their sales by promoting the loyal customers by providing the loyalty cards so
that they can purchase more and more products. At this time the manager of the company
can examine the purchase of the goods by the loyal customers if it is good than following
this pronominal campaign is successful and effective.
How promotional activities are regulated
In UK, promotional activities are regulated on the basis of two ways that is non broadcast
promotions which is regulated by the Committee of advertising practice and Advertising
standards Authority for internet, posters etc. and Broadcasting promotion can be regulated by the
Independent Television commission for radio etc. This is adopted by the Hard Graft Tools so that
they can show their proper code of conduct. In this company can prohibits the use of false and
misleading statements that manipulates the public about the purchase of the goods and services.
In this company can control the marketing activities and practices that impacts negatively on the
sales that it is regulated by the private organisation for gaining the high brand image in the eyes
of the customers. Company can regulated the promotional activities by using self regulation,
federal regulation and state regulation all this terms are very helpful because it prohibits the use
of the unethical code of conducts and maintains the trust and confidence of the consumers. In
this company can resolve the issues of the consumers by using self regulations act related to the
promotion campaign of the firm. This helps in enhancing the sales and profits for the longer

time period. In this federal regulation in promotional campaign helps in providing the right to the
people to speak about the right or wrong they face, so that organisation can work on it and
remove the unfair practices from the promotions of goods and services. As to regulated the
promotional activities in an effective way Hard Graft Tools can follow the FTC policy that is
Federal Trade Commission policy in which company can focus on delivering the educational
content to the public which is not hurt the values of the society. In this they adopts the improved
emojis that are effective to attracts the customers that does not deliver false message to the
customers. The role of FTC is to enforce the provisions based on Federal Trade commission act
that are working for eliminating the unfair and deceptive acts or practice in the business. In this
the act Clayton Antitrust Act 1914 is to be granted the FTC so that they act against the unfair
monopolistic practices. In terms of Hard Graft tools, this law is very helpful to safeguarding the
company profits by retaining the customers towards them. In this organisation also focus on
children online privacy protection at 1998 by offering the creative tools to the parents that helps
them to examine what type of information children collected online. It is very essential to saving
the children from hazardous issues for this firm offer the online tool that is beneficial for chidren
and their parents. FTC is very impacting as it can covers the movements of the consumers by
reducing the negativity in consumer protection.
Evaluate role of promotion in marketing mix
It is to be evaluated that the promotion play an significant role in the marketing mix
because it helps in communicating with the customers and getting the attention of the customers
so that they can purchase the products of the firm and retain with the company. The main role of
promotion is to reached the target customers and earns a high amount of profits. In context of
Hrad Graft Tool. Manager can effectively use the promotion factor in the marketing mix because
it helps in gaining the high customer base and also helps in making the strong communication
with the public. As Hard Graft Tools can adopts the several methods for promoting the goods
and services such as advertising, social media that helps in attracting number of customers. At
the same time it will contain advantage and disadvantage of advertising and social media. The
major advantage of social media is that it will helps in making the effective communication with
the large audience in a cost effective manner. It also beneficial for company operating cost as it
involves only limited amount. This reflects the effective promotion of the company. On the other
hand the major disadvantage of social media promotional tool is that the major competition is

presented due to which company spend more amount in research and hiring experienced
candidate that will affect the profit margin of the organisation.
Conclusion
In this handout, Shakti has a deep understanding about the use and benefits of the price
and promotion and it also helps in analysing the cost of manufacturing the products for gaining
high market share. In this various promotional tools are effective to enhance the market share
and growth within the competitive market(Sari, 2017).
TASK 3
Introduction
After presentation, Shakti wants to produce a fact sheet so that they easily understand the
importance of recruiting right person on the right place so that Hard Graft Tool can gain high
amount of profits and revenues for longer survival. This fact sheet includes the significance of
recruiting right person with the importance of providing training to the staff related to customer
service and many other services that are included in the operations of the business firm. This
helps in the success of the organisation.
An analysis of importance of recruiting the right people
It is to be analysed that there are many benefits of recruiting the right candidate on the
right place because it helps in done the work effectively and efficiently.. Some of the importance
of hiring the suitable applicant can be analysis below.
 Customer relationship- In context of Hard Graft Tools managers can hire the candidate
who assist the company in gaining the customer trust and builds the high brand image
into the marketplace. In this correct employee can help the customers in such a way due
to which consumers are feel free to convey their problems. This will attracts the large
base of customers(Paniandi, and et. al., 2018). It is to be analysed that the importance of
the recruiting the right and correct candidate helps in maintaining the good relation with
customers that is the major objective of the firm to sustain in the market for a longer
period of time.
 People provide expertise- It is the another significance of recruiting the right people in a
right way. In case of Hard Graft Tool, manager can hire that candidate who attend the
customers very effectively and easily identify their needs and desires. This helps in

creating the value of products and attracts the customers so they revisit the store and
enjoy the products and services. It is to be justify that the hiring right candidate helps the
company to getting the experts for a longer period of time that can solve the major issues
related to customers so that firm will gain more profits.
 Relationship add more values in transaction: It is an essential prospect that recruitment
of right people is processed so that it aid the business to make effective relationship with
customers as per requirement. It is required that willingness of customer's to pay
adequate amount in return of its services is processed. In this customer refer their family
and friends so that sales and profit ratio is getting enhanced.
An analysis of importance to businesses of training customer facing and non customer facing
staff
 Staff are knowledgeable and skilled- It is to be analysed that the major benefits of
providing training to the employees helps in gaining high market share and also helps in
getting the skilled workers to properly handle the work. In Hard Graft Tool, manager can
provide training so that they get skilled and knowledgeable candidate who solve the
issues effectively. It also helps the employees to fulfils their responsibilities so that
profits are to be increased. For customer facing employees it helps in understanding them
the issues of customers so that they can solve it by their knowledge(Kumar and
Ghodeswar, 2015).
 Employees can support sales and marketing- It is the another importance of providing
training to customer facing and non facing employees within the organisation. In terms of
Hard Graft Tools, providing training to non-customer facing employees helps in
enhancing the sales of the products and customers attraction towards the products. So that
company can gain higher profits. In terms of customers facing workers training helps in
easily handle the problems of the buyers and helps in providing the best customer service.
 Staff can take responsibility for customer service- In case of Hard Graft Tools,
provide training to non facing customers and facing customers employees given the
effective results. This shows the responsibility within the workers towards the customer
service. This helps in gaining the reputation and image of the business enterprise within
market and also beat the competition in the same industry.
Evaluation of the use of customer relationship management in business

From the above factsheet it is to be evaluated that the use of CRM is very important
within business organisation because it helps in retaining the customers and their trust on the
brand and the products. This helps in gaining high profits and revenues that results in the success
of the business enterprise. It is also reflects the purchasing power of the customers under the use
of CRM so that products can be delivered to them as per the requirements. This helps in
enchanting the sales and revenues of the firm which is the major motive also by reatining the
customers for a longer period of time. The customer relationship management with this business
is always be more essential in order to enhance productiveness and profitability and it is as
explained below as:
 It assist to make better relationship with customers so that its satisfactory level also get
increases. In this business has uses centralised approach so as to streamline success and
growth as by making sustained communication.
 It helps to develop better knowledge about customer's and its requirement so that market
contact and interaction of business is developed with certain balance.
 The customer retention is the biggest nurture of business and in this larger customer base
is developed by which more of customer's are getting happy.
The anticipation of basic requirement and need of marketplace is developed by which adequate
tracking of customer's preferences has been induced. In this great services is promoted to make
better offerings.
Evaluation of role of people in marketing mix within organisation
To the above Fact sheet based on the hiring and training to the employees within
organisation it is evaluated that people are the important assets for the firm. Provide proper
training and hiring correct candidate helps in enlarging the growth and market share. This also
helps in attracting the people towards the company and retaining them for a longer period of
time(Ikechi, Chinenye and Chiyem, 2017). In context of Hard Graft Tools people play an
effective role within organisation as they can enhance the profits and sustainability of the
company within the marketplace. They also helpful in developing the relationship with the
customers with is very important to enhance the profit margin of the firm that can beat the
competition within marketplace. At the same time it includes the weakness some employees
within Hard Graft Tools are not flexible and cannot accept the change very easily due to this
company may face the issues of loss and losing the customer base. The company can adopts the

approach of recruitment process that includes the benefits of attracting the large number of
people and company will get the talented applicant who fulfils all the requirements at the same
time within recruitment high cost and time is to be included.
TASK 4
This is a section which is related to the briefing paper where Shakti indicates that the role
of marketing process is an essential term in the marketing mix elements. It shows the role of
physical evidence within the organisation and the role of the process before and after interfacing
the customer. After that it analyse the role of marketing process that helps in gaining the
customer focus. All this terms are place in context of the Hard Graft Tool that can be shown
below.
An explanation of role of marketing processes that takes place with customer present
There are several roles of the marketing process that is adopted by the company like Hard
graft tools at the time of customer present. Some of the types of processes can be shown below.
 Technological process- It refers to that process which includes the process of producing
the products and adopting those goods which are beneficial for fulfils the needs of the
customers. In case of Hard Graft Tool, the main aim of this process of marketing is to
ensure that customers feels the proper services and products that are offered by the firm.
This process helps in meeting the customers satisfaction level easily and effectively. For
example – In terms of Hard Graft Tools, company can adopts the technology in
manufacturing of products and services in which they adopts the upgraded machines that
can design the tools in effective and efficient way.
 Electronic process- This process involves the various aspects like barcodes, receipts,
logos and many more. For example - In case of Hard Graft Tool, manager can use this
marketing process for logos and barcodes. In this when the customer buy the products
there bill is scanned first to show the accurate amount of the buying products. This helps
in better control all the records related to sales and profits(Charter, 2017).
Role of marketing processes which take place before and after customer interface
The major role of marketing process before and after the customer interface is that before
customer interface manager of Hard Graft Tool can analyse the market by using SWOT and
PESTLE analysis. In which manager can focus on evaluating the internal and external strength

and opportunity and focus on fulfilling it and also reducing the threats and weaknesses so that it
can be eliminated. In this pestle analysis is the major tool to examine the external environment
by using various factors so that company will done their work according to it and get the fine
results in their long life. These both terms helps in easily identified the needs and wants and
introduce and manufacturing those products which are beneficial for them. And after the
customer interface follow-up and monitoring the customer reviews so that problems can easily
be identified and company can earn high amount of profits and revenues. It also helps in
delivering the goods and offerings on timely manner to the customers so that they will attracted
and retain with the firm. It is required for the business to know the preference of customer and it
is most helpful aspect before marketing placing. In support of marketing company has performed
market research and interpretation by which collective amount of changes is addressed. It
provide better customer services by which easy changes is addressed over timely constrained. In
addition as while considering after marketing procedure business has analysed the changes that is
demanded by the customer's. Thus perfect balance is induced under which business has also
assist customer's feedback and make appropriate changes accordingly. In this company has
conduct promotional and advertising activities by which better connect and suitable information
is flowed within the competitive marketplace so that constance success is measured that also
assist to make long term growth and sustainability.
An analysis role of process of customer relationship management in business process in
marketing mix leads to customer focus
 Customer retention- It is one of the essential role of the marketing process that leads to
the customer focus by making more emphasis on the customer retention. For example - In
case of the Hard Graft Tools, some standards can be set by the manager to manage the
customer relationship management so that buyers can retain with the company for a
longer period of time. Due to this people cannot think to shift organisation to buy the
goods because company can effectively fulfils the needs of the people(Arunachalam and
et. al., 2015).
 Cross selling- It describes as a sales method for a company where customers spend more
amount in purchase of the goods and services that is already bought by them. The best
example can be shown In case of Hard Graft tool, this role helps in gaining the brand

image in the market place by inviting them to purchase the complementary products. This
helps in achieving the objectives of cross selling within the market place.
 To tailor need of different individual: It is a role process of marketing mix through
which business has analysed the need and requirements of each individual's. It is essential
that product and services has been developed as per customer's requirement and for this
marketing mix is conducted by customer focus is developed. For example the Hard Graft
Tools manager can used this process so that they can developed the effective relation
with the customers by analysing their needs to regularly communicating them via using
social media and email etc.
An analysis of role of physical evidence in marketing mix
Physical evidence refers to the market evidence that represents as any material or object
that can play a role that can raise the litigation and also reflects as a proof of a object in a
physical characteristics. In hard Graft tool this evidence in marketing mix is very impactful for
the company and customers. IN company point of view it attracts the customers towards the
brand so that image of the brand is to be increased. In customer point of view it helps in identify
the products easily in effective and efficient way. In Hard Graft Tools the physical evidence is
their power tools that can attracts the attention of people so that they can simplify their life.
 Physical environment- It is the best role of the physical evidence in the marketing mix.
It shows the space where customers are arriving to purchase the goods and services. In
case of Hard Graft Tool, physical environment is related to the store where company can
sell their products and services to their customers in an attractive way. This helps in
gaining the customer attraction and retention for a longer period of time. This also helps
in maximising the brand image by setting the effective physical environment for the
company by offering the quality products and services to their customers.
 Corporate Branding- It is the another role of the physical evidence where Hard Graft
Tool can use for increasing their brand image. In this they use the symbols, packaging
and business card to attracts the customers and retain them for a longer period of time.
This corporate branding can identify by the symbols, signs, packaging, artefacts etc. of
the company. As it reflects the best physical evidence of the firm in front of the
customers due to this large base of customers are attracted. Branding is also reflected the
physical evidence of the company because it attracts the attention of the customers in an

effective way and very frequently. Due to this using branding as a physical evidence is
appropriate and it also helps in developing the market position in the industry.
It is to be analysed that the role of physical evidence is helpful in making the positive physical
environment band corporate branding so that large base of customers are attracted and company
will sustain longer. The major use of physical evidence is enhancing the brand image of the
company where people can effectively interact with the organisation by using their products and
services in effective and efficient way. It is effectively use for satisfying the customer before and
after service that will generate a strong relationship between business and customers. Physical
evidence also used for the enhancing the brand image and also attracting the potential customers
towards the brand.
Evaluate the role of physical evidence in marketing mix
It is to be evaluated that the role of the physical evidence in the marketing mix is very
prominent because it is the factor that helps in attracting the customers and satisfying the people
with their purchase of the goods and services. In case of Hard Graft Tools, it is evaluated that the
physical evidence helps in attracting the customers with the products so that company will gain
higher profits and revenues. In this firm will design their products and packaging in such a way
that are unique and easily identifiable to the customers. In this manager of the organisation can
used the conveniently packaging that will influence the buyers perceptions towards purchase the
offerings and reducing the customer dissatisfaction related to offerings. It also helps in providing
the information related to the products as what the product is and how it is to be used by the
people and in what ways customers can manages and take care of it. The physical evidence of the
company can delivers the impressions of the organisation on the eyes of the customers. The
features that was involved in the physical evidence are quite impressive that can update
according to the trends follow in the market.
Conclusion
From the above report it is to be evaluated that the marketing mix is an essential element
for every business enterprise. This term involves the various aspects like promotion, product,
price, place, people on the basis of which organisation profits and sustainability is based on. This
report inculcates the brief discussion of elements of the marketing mix in context of Hard Graft
Tool so that they can attracts the large base of customers within a short period of time and

maintains their longer survival in the marketplace. In this product feature and benefits helps the
more to attracts the customers and beat the competition. Further the perceived value of pricing
helps in creating the value for the consumers in the products so that they purchased and enjoys
the benefits of it. In this promotional mix helps in creating the brand awareness in the market. At
last marketing processes helps in focus on the customers to leading the success.

REFERENCES
Books & Journal
Abril, C. and Rodriguez-Cánovas, B., 2016. Marketing mix effects on private labels brand
equity. European Journal of Management and Business Economics. 25(3). pp.168-175.
Adnyana, R. and Darma, G.S., 2015. Strategi Marketing Mix, Yield Management, Customer
Satisfaction and Occupancy Rate. Jurnal Manajemen Bisnis. 12(1). pp.98-121.
Ahmad Fiaza, A.S., 2016. The relationship between service marketing mix, service quality,
service value and customer satisfaction in commercial car parking facilities (Doctoral
dissertation, Universiti Utara Malaysia).
Ahmed, S. and Rahman, M., 2015. The effects of marketing mix on consumer satisfaction: A
literature review from Islamic perspective. Turkish Journal of Islamic Economics. 2(1).
pp.17-30.
Al Rasyid, M.H., Yuliati, L.N. and Maulana, A., 2017. Analysis of lifestyle, innovation products,
and marketing mix of product purchase decision hen’s instant omelette (case study in pt
eco Nature multiindo). Independent Journal of Management & Production. 8(2). pp.519-
535.
Arab, N., 2018. Relationship between dimensions of Brand Equity and 4Ps of Marketing Mix-
Place, Product, Promotion, & Price: Coca Cola-Consumer Based Qualitative Survey.
Arunachalam, R. and et. al., 2015. System and method for generating a marketing-mix solution.
U.S. Patent 9,208,462.
Bahadir, S.C., Bharadwaj, S.G. and Srivastava, R.K., 2015. Marketing mix and brand sales in
global markets: Examining the contingent role of country-market characteristics. Journal
of International Business Studies. 46(5). pp.596-619.
Charter, M. ed., 2017. Greener marketing: A responsible approach to business. Routledge.
Datta, H., Ailawadi, K.L. and Van Heerde, H.J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing. 81(3). pp.1-20.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business intelligence
through the lens of marketing mix. Big Data Research. 2(1). pp.28-32.
Ikechi, A., Chinenye, E.P. and Chiyem, O., 2017. Marketing Mix Concept: Blending the
Variables to Suit the Contemporary Marketers. International Academic Journal of
Management and Marketing. 9(1). pp.55-65.
Kumar, P. and Ghodeswar, B., 2015. Green Marketing Mix: A Review of Literature and
Direction for Future Research. International Journal of Asian Business and Information
Management (IJABIM). 6(3). pp.42-59.
Lee, S.H. and Kim, I.B., 2015. The Mediating Effects of Customer Satisfaction on the
Relationship between Marketing Mix Activities and Brand Loyalty in Chicken
Restaurant. The Journal of the Korea Contents Association. 15(7). pp.520-530.
Liu, Y. and et. al., 2017. The effects of products’ aesthetic design on demand and marketing-mix
effectiveness: The role of segment prototypicality and brand consistency. Journal of
Marketing. 81(1). pp.83-102.
Manafzadeh, E. and Ramezani, A., 2016. Identifying and prioritizing the effect of marketing mix
from the customer’s perspective (4C) on the competitiveness of insurance companies using

DEMATEL technique: A case study of Tehran Insurance Companies. Marketing and
branding research. 3. pp.86-96.
Mohammadi, H., Saghaian, S. and Alizadeh, P., 2018. Prioritization of expanded marketing mix
in different stages of the product life cycle: The case of food industry.
Paniandi, T.A., and et. al., 2018. Marketing mix and destination image, case study: Batu Caves as
a religious destination. Almatourism-Journal of Tourism, Culture and Territorial
Development. 9(17). pp.165-186.
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian Marketing
Journal (AMJ). 25(2). pp.157-165.
Restuccia, M. and et. al., 2016. Product life‐cycle management and distributor contribution to
new product development. Journal of Product Innovation Management. 33(1). pp.69-89.
Salman, D. and et. al., 2017. A new marketing mix model to rescue the hospitality industry:
Evidence from Egypt after the Arab Spring. Future Business Journal. 3(1). pp.47-69.
Sari, R.P., 2017. Marketing mix implementation in small medium enterprises: A study of
Galeristorey online business. Etikonomi. 16(1). pp.115-126.
Sinapuelas, I.C.S., Wang, H.M.D. and Bohlmann, J.D., 2015. The interplay of innovation, brand,
and marketing mix variables in line extensions. Journal of the Academy of Marketing
Science. 43(5). pp.558-573.
Solimun, S. and Fernandes, A.A.R., 2018. The mediation effect of customer satisfaction in the
relationship between service quality, service orientation, and marketing mix strategy to
customer loyalty. Journal of Management Development.
Yee, F.M. and Yazdanifard, R., 2015. The comparison between NGO marketing and
conventional marketing practices from SWOT analysis, marketing mix, and performance
evaluation perspectives. Economics. 2(9). pp.1075-1087.