BMP4004 - Marketing Mix & Customer Awareness: Backup North West

This report provides an analysis of the marketing mix and its application to Backup North West, a charity supporting homeless young people in Bolton. It begins with an introduction to marketing principles and the 4Ps marketing mix (Product, Price, Place, Promotion). The report then applies these principles to Backup North West, examining how the charity can leverage the marketing mix to increase donations and support its services. It addresses the challenges faced by non-profit organizations, especially in the context of the pandemic, and suggests strategies for adapting to a digitalized world. The report concludes by emphasizing the importance of the marketing mix in achieving organizational growth and meeting the needs of targeted customers, while also acknowledging the evolving landscape of marketing approaches and the increasing awareness of customers.

Backup north west

Table of Contents
INTRODUCTION.......................................................................................................................3
An explanation of marketing: - ..................................................................................................3
An statement of marketing mix: - ..............................................................................................3
A brief abstractive statement of 4Ps marketing mix...................................................................4
Introduction of product/service...................................................................................................5
Application of 4Ps marketing mix to the selected product/service.............................................5
CONCLUSION...........................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is the place where both the consumer and seller meet together. Marketing is
the activity which directly encourage the buying and selling of product and services. Marketing
is incomplete without advertising, selling, and delivering of products and in which consumer
plays the main role in the market. Professional have the duties in the corporation's and promotion
department to get attention of the consumer and this role is consider as the key for the success in
the market(Azeroual, 2018). Promotion is factor in which organisation may involve with celebrity,
dialogues, slogans to promote the product and motive is to expose it to consumers. Backup
Formerly Bolton Young Persons Housing Scheme was set up in 1992 which is in partnership
with Bolton Council and Irwell Valley Housing with one house in Daubhill. Brand supply an
chance for young group who have no shelter to be safe, stabilized and develop skills for
individually. From the above report it has been concluded about marketing the brief introduction
on brand and cover about the marketing mix in respect to brand (Biswas, 2019).
An explanation of marketing: -
Marketing has the quality which connects the consumer, customers, and the audience (group of
people) with all the direct information from the marketplace and also helps in identifying market
opportunity and problems craters, improver, and evaluates market actions which enable the
marketing and the activity related to the market it also use market activity to manage the market
and understand it. Marketing research indicate the content needed to solve the problem, designs
content assemblage methods, manages and implements data gathering processes, investigates
results, communicates results and ideas and their implications. Market is area which deals with
identify the human need and social also(Chandra, 2020). Marketing bis process which is also
defined as an meeting needy profits and the main objective of the the enterprise is to meet 6the
satisfaction level what society demands for therefore all the basis elements of all organisation.
An statement of marketing mix: -
A marketing mix refers to activity plans that an organisation utilise to market and its brand or
good. 4P is a representative price, product, promotion, and location marketing mix. The
marketing mix is progressively increasing including other individual Ps as important elements of
the mix, like packaging, positioning, people, and even governmental relationships. The real

purpose of marketing is to become hopeful customers to know product. The marketing mix stand
for the elements that a organization can utilise to convince consumers to buy a product. it's really
a assemblage of many plan of action marketing tools. The role of the marketing director is to
make the right mixture to accent the excellent fundamental interaction between product and the
target people(Elfi Azhar, Andi Prayogi, and Sari, 2019). Product denotes to the goods and services
which is offered by the organisation. Promotion is marketing mix factor which represent
communication and information. Place denotes the location distribution or deliver and at last
Price is the ensuring fair value in the dealing.
A brief abstractive statement of 4Ps marketing mix
Price: - It is an specific assets for a product which is wholly depends on creating from raw
materials costs, target section, market financial status, supply and demand, and factor which
influence other direct and indirect component. Price not only denotes to the economic worth of a
product, but also time and attempt that customers invest to purchase the product. Crucial or
important factor in brand sales as it show the changes in profits, supply, demand, and the amount
marketer pay on an advertising or marketing strategy(Freydoni, and Kalateh Seifari, 2018).
Product:- It covers all essential and non-important feature such as service, personality,
organization and opinion. Without the good, it cannot be priced, promoted or placed. It's all-
important to understand the term marketing-related product mix. The product mix is the total
product that a company offers to its customers. Marketers need an clear thinking of a product
represents and that makes it different from its rival before it sells in the market. Internet can be
seen as source of medium for purchases through e-commerce, or as a product itself, such as a
social media service. Product could be anything which is produced by the organisation.
Place: -. price represent the monetary value which is paid by the consumer in order to pay or
purchase the goods of the organisation which generates the revenue for business. If product is
expensive, it can get rid of a high-quality awareness. At the very same time-management it
allows put product in a limited standard store(Hajiyeva, 2018)(. So, marketers need to know the
technology to wield this chance ful pricing brand. The Internet era poses new communicating
when it comes to reach customers. Location is about supply products, and convenience plays an

important role. Marketing, whether digital or not, delivers the right product to the correct place,
the correct price, the correct time, in front of the customer.
Promotion: promotions have two purpose which is train the customers about the commodity and
also convince to buy the product of the company. The promotion belong the various or different
communication with the reference group in marketing-mix (KUSUMAWARDANI, 2019). Effective
marketing defines the sales, and marketers which is required to create an environment that makes
it achievable for the sales and also publicised the basic strategies in the place from where the
product can be promoted and sell the product in the market place. Advertisement is field of
growth and which is consider as the large area to perform as a result of digital age. It provides
B2C marketing strategies which allow marketers to promotes the product easily more effectively
and personalised and also lead to better result and high expectations.
Introduction of product/service
BACKUP gives the multiple services across Bolton to young group peoples who's age is
between the 16 to 25 years who don't have any shelter, or homeless. All the supported betterment
like emergency housing, temporary fitting, short and medium stay supported housing. The non
accommodation based support work that focusses on mental health, employment support and
much more(.Ramkumar, Raja, and Kureethara, 2021). Young people lives the one and more than
one backup services and make the progress over development and more independence while
moving on completely. There are various designed to connect with various levels and the reach
of needs.
Application of 4Ps marketing mix to the selected product/service
Non profit organisation has suffered more importantly and all over 75% of non profit organise
declared that they had bear financial adversity due to the pandemic. According to the various
reports conducted by individual sectors,83% of large-sized non profits locate a revenue
reduction. On the another side so many small and big start-ups profitable or non profitable either
ceased or closed permanently(Siswanto, 2019). Non profit enterprise should adept the market
strategies and adapt them in a digitalized world which indicate the consumer behaviours. These
organisation are not in the favour of forgiven loans, instead of that directly contact with perfect
group of people in order to raise the fund to help and support the environment.

Product:-For any non-profit administration, the commodity is the answer it provides for its
cause. It doesn’t concern if an organization is bighearted physical goods, such as a pantry, or
services, as free medical care. The product is the only resolution to a social content. The product
see itself, its quality, its attribute, the benefits which it carry into the market. These are some
basis necessary things which is to be characterised from the customised position and want
evidence that this is what they really want, not simply what they need and ought to have.
Price:- price must be processed through marketing drive. Where all the small donations may be
considered as simple to raise, large amount give permission to the donor that they create a big
difference for the removal of brick and building material and other physical overheads which
allow the other organisation's and provider a chance to be more productive and more competitive
in their product price labelling. numerous of good have hidden prices which need to value and
try to cut down and for a newly disabled person, the 'price' of departure the support of their
family to go absent on a six week human action restoration course may be too high to pay. This
'price' can be lowered by render transport also(Sridech, Tantasuwan, and Hongwanitchawong,
2019).
Promotion:- Non profit marketing should have a direction or focus on the consequence it brings
to the communities focusing on its origin. By creating a consonant message, non profit organise
can overstate a sense of obligation, pride, and achievement among its donors. Promotion is the
only factor or item that has an experience the most forceful changes. The development in CTV
advertisement, automation technologies create the online m,market more challenging than ever.
advertising is considered as the most effective ways but if look at another side according to the
quality required it seem costly. But the little non profit can get coverage in the localised press.
Don’t forget the importance of promotive word of mouth promotion. Most of the recruitment is
done with the help of the word of the mouth.
Place:- if look into the market the online market is full of opportunities for non profitable
organisation. The lower operational costs and higher engagement rates creates social media
platform as an most important or creative/effective market workplace for the non profitable
organisation. Many another of these are helpful in campaign, but also use direct activity such as
carrying banners and arrange flash mobs, or more serious methods such as petitions and
delegations.

CONCLUSION
From the following report it can be summarised that the marketing mix along with its
four P's are considered as the major controlling aspects which aid the marketing stage
of the company. Hence it is required on the part of marketing managers to realize their
worth as well as the usefulness of the aspect of marketing with respect to the goods and
services. But as a result of which the new market approaches are being brought in the
market. The product is said to be the part of marketing mix along with their prices and
ways of distribution. By the way of this the product can meet the demand of the markets
in order to fetch the more number of targeted customers. Furthermore, the raising trend
of the globalisation as well as the increasing awareness of the customers aids them in
their retention as well as the gaining the new marketing experiences. Moreover, by the
way of said measure of marketing mix, it helps the company in ensuring its effective
growth while keeping an eye on the products as well as their delivery to the targeted
customers.

REFERENCES
Books and Journals
Azeroual, O., 2018. Application possibilities of the Internet as a Marketing-Mix (4Ps). GRIN Verlag.
Biswas, S.K., 2019. Evaluating the Service Marketing Mix of a Not-For-Profit Organization: A Study on
Edward M. Kennedy Center in Bangladesh.
Chandra, L.R.B., 2020. How Marketing Mix of Grab Affects Customer Loyalty. iBuss Management, 8(2).
Elfi Azhar, M., Andi Prayogi, M. and Sari, M., 2019. THE ROLE OF MARKETING MIX AND SERVICE
QUALITY ON TOURIST SATISFACTION AND LOYALTY AT SAMOSIR.
Freydoni, M. and Kalateh Seifari, M., 2018. Explaining the Model of the Effect of Marketing Mix Elements
on Fans’ Satisfaction and Re-Attendance in Tehran Popular Clubs of Professional Football
League. Journal of Sport Management, 10(1), pp.103-117.
Hajiyeva, E., 2018. Marketing mix of Azerbaijan UNESCO monuments. Экономический вестник
Донбасса, (4 (54)).
KUSUMAWARDANI, S.A., 2019. THE EFFECT OF MARKETING MIX STRATEGY ON BRAND EQUITY
(CASE STUDY: USEETV).
Ramkumar, U.V., Raja, M.A.S. and Kureethara, J.V., 2021. Organisational Agility and 7Ps of the
Marketing Mix for the Post-COVID-19 Period: A Case Study of the Indian Informal Food
Sector. Uma Vakadae Ramkumar, Manivannan Anand Shankar Raja, Joseph Varghese
Kureethara." Organisational Agility and 7Ps of the marketing mix for the post-COVID-19 period:
A case study of the Indian informal food sector". Journal of Contemporary Issues in Business
and Government, 27(5).
Siswanto, S., 2019. Financial Ratios Analysis and The Effect Of 4Ps Marketing Mix on Market Share
Case on PT Indosat Ooredoo. Tbk (Doctoral dissertation, Sekolah Tinggi Manajemen IPMI).
Sridech, S., Tantasuwan, K. and Hongwanitchawong, C., 2019. Passenger’s Satisfaction Towards the U-
Tapao (Rayong-Pattaya) International Airport Marketing Mix. Available at SSRN 3392121.