Marketing Mix Analysis for Appy Foods and Drinks: Report

This report provides a comprehensive analysis of the marketing mix for Appy Foods and Drinks, focusing on a new "Healthy height enhancing drink." It examines the product's attributes, pricing strategies for different consumer segments, and distribution channels. The report details promotional activities, including print and social media, and differentiates between marketing approaches for consumers and businesses, highlighting variations in emotional appeal, purchase decision timelines, and buying processes. Furthermore, it addresses the differences between domestic and international marketing, considering trade barriers, regulatory frameworks, and cultural factors. The conclusion emphasizes the importance of a well-defined marketing mix tailored to the target customer for successful product launches. The report also includes references to academic sources related to marketing.

TASK-4
Marketing Mix in Different Context

Introduction
Marking mix consists of different elements like product, price,
place and promotion. Here, all aspects associated with
products are explained. The current presentation is based on
the new product of Appy Foods and Drink. This product has
been developed by taking into account the expectations of
Millennial. Furthermore, presentation covers marketing of
products and services to business as well as consumers.

Planning and presenting the marketing mixes for
different segments in consumer markets
Product- The new product of Appy Foods and Drinks
will be “Healthy height enhancing drink”.

Cont...
 This product is made for high income group that
consists with a bit higher standard in terms of
calories and fats.
 Product made for kids has almost same ingredient
but have small variation and accordingly, prices
differ.

Continued...
Price-The product can be offered with moderate prices that means
neither high nor low.
Product as per the high income group will be offered at ￡ 120.
This price is applicable for the customers above 10 years also.
Kids segment lies under high income group will be offered with
the product at ￡ 100.

Cont...
Place- Healthy height enhancing drink will be offered to buyers in
retail stores.
Appy Foods and Drinks' own store will also provide healthy
height enhancing drink.
Promotion- Print media as template will also be distributed in
schools and colleges.
Social media will be used to raise awareness related to unique
product.

Illustrating differences in marketing of height
enhancing drink to business rather than to
consumers
 Marketing of product in case of consumers require high
emotional appeal which is not mandatory in businesses.
 Businesses require relatively less time in taking purchase
decision where consumers need extensive time because they
make comparison between available alternatives.
 The buying process in businesses is quite different from that of
consumers.

Cont...
To business - Appy Foods and Drinks tries to build
information relationship with its customers by focusing
on their changing preferences.
To consumers - On the other hand, businesses establish
formal contract for long term buying process.

Cont…
To business - Consumers are attracted through the help
of effective promotional strategies
To consumers - Businesses just need detailed
information related to quality, price and
manufacturing of products.

Differences in international and domestic
marketing
Trade barriers-
 Appy Foods and Drinks needs to follow the regulation imposed
by UK government related to trade barriers among countries.
 In the same, goods and services tax imposed by government
tends to affect the pricing decision at domestic level.
 However, at international level, company needs to keep the same
regulation in mind while marketing the products.

Cont...
Following issues are raised in marketing of products and
services at domestic and international level-
 Regulatory framework
 Impact of external factors
 Cultural barriers

CONCLUSION
The aforementioned report concludes that domestic and
international marketing are different from each other. It can
also be said that consumer marketing requires relatively high
efforts in comparison to businesses. Marketing mix must be
designed with clear focus on target customers so as to launch
the product in market in a successful manner.