Understanding Contemporary Marketing Issues

This report showcases understanding about marketing mix and its application on Beyond NRG. It evaluates the marketing process, SWOT and PESTLE analysis of Holland and Barrett. It also provides insights on the product, price, place and promotion tactics used by the company.

Understanding
Contemporary
Marketing Issues

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................4
TASK ..............................................................................................................................................4
Explanation of Marketing process..............................................................................................4
Application of marketing mix on Beyond NRG ........................................................................6
CONCLUSION ...............................................................................................................................7
REFERNCES:..................................................................................................................................9
Books and Journals:....................................................................................................................9
Online..........................................................................................................................................9

INTRODUCTION
The report has purpose to showcase understanding about marketing mix. Marketing is the
most important and widely used function in a business environment. This function involves
process of planning product, price and promotional techniques. Marketing require a lot of
decision making to analyse the best way to attract customers. It defines as the process which
carry out all the customer related queries, issues and avail market opportunities to gain attention
of audience. Therefore, marketing process theories involves al the process related to taking
decision for satisfy customer needs and capture large market (Prior and Keränen, 2020). It is a
set of process which h involves areas of communication, delivery, research, market analyse,
return and exchange, Promotions and providing value to customer. This function helps in
creating relations among customer and business providing necessary information, details and
resolve queries to engage customers and influence market in an attractive way. Therefore, it all
shows that marketing keeps the customers involved and interested in the product and service of
company. The theory of marketing process shows the elements of marketing mix. It involves
decision for product, price, place and promotional tactics for the company.
Marketing mix is the process on analysing the key elements of business which influence
on their sales and profitability. Mainly, this process include product, price, place, promotion
tactics. The purpose of marketing mix is to ascertain all the seen and unforeseen elements present
in the functions of product, price and promotion of company. It is a tool which is important to
add value in product, be competitive in price provide products at reasonable rates which can be
afford by customer. Also, it emphasize on the most important elements which is promotion.
Marketing is all about attracting large audience simultaneously through promoting products ans
services in various ways like advertising, social media marketing. Therefore, this process is
important to make valuable choices in regards of all the elements to achieve growth and success
in the competitive market. This report is going to carry out the understanding and evaluation of
marketing mix on the case study of Holland and Barrett. The company was founded in 1870 and
first established in England, UK (Parsons, Maclaran and Chatzidakis, 2017). The company is
known for providing food supplements, sports nutrition, natural beauty, drinks In around 1300
locations. Their main presence involves in China, UK, Belgium, Hong Kong, India and many
other cities. The company produce food and beauty enzymes with natural and herbal resources to
provide better lifestyle and sustainable product growth. It becomes an international brand with

provide homeopathic medicines, vitamins and supplements. The report is going to showcase the
implementation of marketing mix on the company product and services. The process will be
applied on a specific product of company as it has launched a new Beyond NRG which is a
health supplements available at their online stores. The report will showcase the issues and
opportunities which company could face to markets its new product among large customers.
MAIN BODY
TASK
Explanation of Marketing process
Marketing process in the ongoing steps taken by the organisation in order to achieve
various area of customer and markets. It involve in depth research about customer problems,
analyse market opportunities and collecting various resources which contribute in aching
marketing objective (Tomislav, 2018). This process is quite effective and necessary to be
focused by every organisation to know the customer better and connect with potential customers.
The marketing process of Holland and Barrett includes all the steps which has perform in the
company. The detailed explanation in presented below:
mission: To secure health and well-being of individuals by giving best quality
supplements and gain one happy customer at a time.
Vision: The company has its vision to be ethical and sustainable by keeping the planet
and customers at the priority. Their beliefs and values shows concern towards well being of
every creature of planet and make utilisation of resources.
Objectives:
 To achieve high sustainable standards by bringing goods with natural resources.
 To provide healthy lifestyle to every individual there in the world.
 To achieve global presence to bring innovation in every part of the world.
Swot analysis
Strength weakness
 The company has its international
presence which is the major strength to
capture large market.
 The company face labour issues as
many of their labours force are foreign
workers. The reliance on these labours

 Their products are highly useful for all
the types of diseases which adds money
worth value for customer.
intend to affect the efficiency of
products to serve information in
English (Corey and Wyatt, 2020).
 The company has weak internet
presence as the websites and apps are
note well developed which create
hurdles for many customer of different
countries.
Opportunity Threat
 The company has biggest opportunities
to involve in collaborations with other
brands (Block, 2020). It will be
beneficial in gaining customer reach
and make customer aware about
healthy food supplements.
 The company has advantage to secure
their presence in public spaces which
will give support from health
organisations.
 One of the major threat is of pricing
competition as the products are
accumulating high cost.
 The threat of rising trends and dynamic
market create influence on companies
innovation.
Pestle analysis:
This analysis will be helpful in analysing external market factors which will impact on
the success and strategies of Holland and Barrett. This analysis will lead to make best strategic
solutions or create positive impact of the most critical factors:
Political: this include all the trade restrictions, duties an interference from political
parties. This affects on heath and food industry in UK which creates hurdles for Holland and
Barrett (Turchini, Trushenski and Glencross, 2019). The company need to create good relations
across boarder to serve their medicines and other organic supplements.
Environmental: The organisation of health and food industry in UK is required to make
appropriate measures for environmental protection. Holland and Barrett has sustainable

production which shows that it has positive position into market. As the company aims to
eliminate wet wipes from their stores. Also, avoid any chemical solutions to give healthy food
supplements.
Social: as per this external factor, it is necessary to make focus on society needs, culture,
values and other society trends to fulfil customer needs and wants. Holland and Barrett has great
image due to this factor as the company provide healthy items which provide a good living to
individuals. But somehow, the company lacks in fulfilling current and dynamic trends which
may cause inefficiency in sales.
Technological: This factor is required to undertake by every organisation in UK. It
require technological presence to carry out necessary practices in effective manner
(Kandampully, Zhang and Jaakkola, 2018). Therefore, Holland and Barrett has to make more
effective presence on social media to undertake high reach of their new Beyond NRG health
supplement.
Legal: this factor involve all the legal laws and act which put control on organisation
operations. Therefore, it is necessary to legally hold a positive image into market for UK health
and food retail industry. The chosen company has much obligation over employees rights and
safety, consumer protection and labour safety rights.
Economical: this factor is required to contribute in economic welfare by reducing
poverty, maintain supplies and opportunities (Chen and Lin, 2019). Holland and Barrett has
positive impact of this factor which shows their helpful contribution in economy by giving
charities and contribution in GDP.
Application of marketing mix on Beyond NRG
Marketing mix
Product: It involve product decision of company which undertake sales and market
growth of company. Holland and Barrett has launched a valuable product in the market I.e.
Beyond NRG which contains a large vitamins and minerals which is especially produced for
gamers (Kuhn, Ashcraft and Cooren, 2017). This has made to satisfy needs of people who are
fitness conscious and that serve great value.
Price: it involve decision of price which gets exchange for goods and service. It must be
competitive and valuable. Beyond NRG has found out to be sell at large prices which does not
take much customer interest.

Place: The company sells its product through both online and offline platforms. They
deliver convenient services which is the most valuable factor in their marketing (Loureiro and
et.al., 2019). The company needs to more focus on omni-channel marketing so that, consumer
could experience valuable products.
Promotion: The company has promotional strategy through advertising and digital
marketing. The company has to be frequent and regular in making customer update about offers,
schemes and discounted offers.
CONCLUSION
The report has concluded that marketing mix is an important concept which emphasize
on taking relevant decision and formulation strategies for organisation product and service. As
marketing is about marking audience indulged and interested in the products of company.
Therefore, it has evaluated that marketing mix is important to be applicable in the company so
that, organisation would be effective and competitive in the market. In order to gain customer
attention and engage large customer base, it is necessary to make promotions and marketing
much often. It will keep the audience informed and attentive about brand's presence. It has also
evaluated that, the organisation require to take decision after doing proper market research so
that no overlapping of strategies would loose the potential of company. In case of the product of
Holland and Barrett as they have launched Beyond NRG, a health supplement for which is a
gaming energy drink. The marketing mix of the product shown that , the company provide a
value in their product to support the health of people mainly the gamers who spend a lot of time
in Esports. It has produced with zero added sugar and full of vitamins, minerals and less
containment of caffeine. As it is not good to boost energy which require less consumption for the
people who are indulge in gaming. Therefore, it has evaluated that, the company require to build
strategies to be effective in price as this product is saviour for many individuals life but the price
may stops them to buy it often. Also, there are a lot of people who are still unaware about this
product of company which needs to be showcase in the market through advertisement and social
media tactics. It will create a positive influence on the company. The much people will know
about it, the more they will share their experience on websites and other social media channels.

This will help to create awareness among others who are still confused about consuming this
health supplements. After all, the product is quite effective and the organisation has made a
success In it. The company attain huge fan base whether they are kids or adults. Most of the
individuals have attained a significant use of this energy drinks which contribute in making
revenue and turnover for the organisation. Therefore, it has evaluated that the company has
provided value in its product which is the most effective factor that attract consumers in this
digital era. The concept behind this product is practical and most required in the world of
technology in which individuals are spending their most of time in front of screens, mobile and
computers. It losses energy and impact on health as it can cause issues in human body due to
less consumption of minerals and vitamins. So that, the organisation has launched this product
with effective use can be consumed in many flavours,. The major requirement is to involve
effective promotion strategies by being more active in digital marketing through social media
platforms and get interact with customers directly.

REFERNCES:
Books and Journals:
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