Marketing Mix Portfolio

Marketing Mix Portfolio

Table of Contents
INTRODUCTION...........................................................................................................................3
Marketing Mix of Shell...............................................................................................................3
Marketing Mix of Cadbury.........................................................................................................5
Burberry Marketing Mix.............................................................................................................7
Aston Martin Marketing Mix......................................................................................................9
Marketing Mix of Tesco............................................................................................................11
Conclusion.....................................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing mix is a tool which is used by the organisation to promote their product in
Market. Marketing mix consist four key elements they are product, price, place and promotion.
Generally, the marketing mix is used by organisation to pursue their marketing objectives
(Lahtinen, Dietrich and Rundle-Thiele, 2020). Nowadays Marketing mix has further increased
the elements they are Positioning, Packaging, process, people, physical evidence, etc. In this
report there is a discussion of Five companies marketing mix. The Chosen Companies are Shell,
Aston Martin, Burberry, Cadbury and Tesco. The portfolio highlights the use of particular aspect
of Marketing Mix (Hanaysha, 2020).
Shell
Shell is British-Dutch Company which deals in oil and gas and headquarter in The
Hague, Netherlands. The Organisation is incorporated in UK as a Public Limited Company. The
products of Shell are LNG, Lubricants, Petroleum, Natural gas and Petrochemicals. The
Company is one of the Fifth Largest organisations in World which is measured by 2020 revenue.
Shell was founded in 1907 by amalgamation of Royal Dutch Petroleum Company and Shell
Transport and Trading Company. The two companies were of Netherlands and UK. Royal Dutch
company was of Netherlands whereas Shell was of United Kingdom. Royal Dutch Shell is one of
the strongest company, they have created their presence in several countries of World. The
Company has adopted various Marketing Strategies to increase their brand position in Market. Its
Logo is unique and recognised easily which helps in promoting Brand awareness. The
Organisation also promotes their brand by using Social media platform such as Facebook,
Instagram Accounts and YouTube. They have official Channel on YouTube in which they share
information related to the company (Tong, Luo, and Xu, 2020). The price of Royal Dutch Shell
is regulated by Market trends and Government; they have to maintain the pricing policy
according to these two factors. The company opts variable pricing policy as they deals with
several products or services. For the products such as premium petrol they use Premium pricing
strategy. The company has also faces competition in Market for this they adopt Competitive
Pricing policy which depends on the price adopted by their competitors. The products of Royal
Dutch Shell are spread globally; they supply and distribute their products in nearly seventy
countries in World. The company has more than Hundred Distribution Terminals and Supply

Points at least Seven Hundred Seventy in different countries. In Shell V power Brand the
company sells Fuels to other global countries. The Customers of Shell are Government and
Private Institutions who deals with oil and gas energy products. In B2B Segment they provide
Fuel for transportation, Lubricants for keep engines moving and Energy for heat and light. In
retail segment their customers are oil pumps and Auto service outlets. The Business customers of
shell are Aviation, Marine, Shell commercial fields, Industrial Lubricants and Oils in Business,
Shell Retail Brand Licensing, Bitumen and various others.
Products of Shell
A Product is an idea which is created for the benefit of Market. The successful product
can leads a company in profitable market whereas if product doesn't fulfil the requirements of
customers the Firm can face a heavy loss. Product is a type of goods which is offered to the
people for satisfying their needs and wants (Kumar, Shankar and Aljohani, 2020). The product is
an instrument which attracts customers to buy the items from Company. It is the only thing
which helps the organisation to increase their Market Share. Product is an item which is used for
selling purpose. Product is a commodity which reflects the brand name, quality, packaging,
features and styling. The Brand value of company depends on its products. The company
produces the products in exchange of the money. Basically products are of two types Tangible or
Intangible. Royal Dutch Shell includes all areas of oil and gas Such as Petrochemicals,
Production, distribution, power generation, exploration, refining and Marketing. Shell serves
various products in different countries. The products are distributed in countries on the basis of
Demographic Factor, Demand Fluctuations, Competition Presence and Production Costs. The
Success of Shell is based on quality of product which makes the company long term successful
Brand. The company has divided its operation in few parts they are-
 Downstream-