Analysis of the Marketing Mix for KIME Sports Shoes: A Detailed Report

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Table of Contents
Introduction to Marketing Mix..............................................................................................................3
PRODUCT (SERVICE)..............................................................................................................................3
PLACE.....................................................................................................................................................3
PROMOTION..........................................................................................................................................3
PRICE.....................................................................................................................................................4
People/Physical Evidence/Process........................................................................................................4
Marketing Strategy Justification............................................................................................................4
Financial Projections..............................................................................................................................4
Execution Plan.......................................................................................................................................5
References.............................................................................................................................................5

Introduction to Marketing Mix
Marketing mix is all about putting the right product in the right place, at right time and right
price to achieve marketing objectives in large targets. It can be divided in four categories
namely: product, price, promotion and place.
A. PRODUCT (SERVICE)
A product is an item which is produced to satisfy the needs and demands of the customer. Let
us take an example of KIME. It is a multinational company which is specialised in designing,
developing, manufacturing and marketing on sports shoes. This company provides with high
class sports shoes and offers wide varieties of different types of sports shoes which include
Kime+, Kime Max and more.
The basic features of a product are that the product is the main aspect of marketing mix. It
should include such quality that the customers are satisfied and the urge to buy the same
brand plays a vital role in the marketing of a product (Blut and Floh, 2018).
Overall the brand is focus on producing a new range of sports shoes which is relatively lower
in cost and is also comfortable for the customers as it fits best on anyone. Corporate Social
Responsibility (CSR) is a business model which is self regulated which helps the company to
learn about the stockholders of the company, about itself and also about the public (Leonidou
et al, 2018).
PLACE
Place is where the product is provided to the customer. Distribution is the main key to the
marketing business as the major part of the product gets located in that particular area
(Venaik and Midgely, 2019). This area concerns the connection between the wholesaler and
the retailer and the distributes.
Place is the central point which focuses on reaching to the customers at large. This is the area
which focuses on reaching the targeted customers and of the product placement.
PROMOTION
Promotion is another set of P which is likely to create awareness of the product in large
numbers. It also creates interests, gives fair percentage of discounts and creates the loyalty of
the brand. The tools which are used for promotion are shown in the box below.
ELEMENTS USAGE RATIONALE
Advertising The advertisement can be
done on any platform such as
televisions, radios, online
platforms, you tube etc.,
This will help the brand get
preconisation and will make
the brand known to many
customers.
Google analytics This gives an average
estimation about the reports,
This helps the company to
know about the traffics faced

the website traffics. inside the website and gives
relevant picture of the
promotion done.
Direct Emails This is directly sent to the
customers through direct
emails.
Direct emails help the
customers to read even
without searching about the
brands. They get a full view
about the prices, the brand
name and the brand value.
PRICE
In marketing mix, the price needs not be flexible as it can change with the time period or the
demand of the product.
People/Physical Evidence/Process
People who are in turn the customers are the essential; factors of the marketing mix. They are
main element from where the brand name or the trust must be achieved in selling a product or
service to the customer we must keep in mind about trust, the faith which needs to be built.
Service is a part of marketing (Stead and Hastings, 2018). When the company produces a
product in the market, the first factor which it needs to remember is about the service which it
is producing to the customers. It not only focuses to B2C (business to consumer) but also
focuses on B3B (business to business) services. The main aim is to satisfy the customers for a
permanent basis so that they can hold the customers for long or maybe for years.
Marketing Strategy Justification
Marketing strategies are important fir a business as it helps the business to strategies their plans
and execute the stock market, the price and the distribution segment. Strategies leads to goals
and different tools which can be used to strategies and bring out the best in the brand's name and
in its brand's loyalty (Sulaiman and Syahrivar, 2018). The power of product managing is an
essential part of the company which helps in strategising. Most of the times are spend on
managing, designing and packaging the product. Modern packaging needs to be sustainable
and simple as top remain and provide competition to the other companies the more innovative
packaging and designs are thus invented.
Financial Projections
Promotional budget is the amount of money which is kept aside for the promotion of the
company. The financial projection of the company is basically based on the sales

department, budgets and cash flow statements. This helps the business to plan their future
investments of the money.
Execution Plan
Item Start Date End Date
Advertising Jan 2,2018 Dec 30,2019
Google platform April 13,2017 Feb 10,2019
Mailing June 29,2016 September11,2018
References
Sulaiman, J., & Syahrivar, J. (2018). The Influence of Marketing Mix 4A and Ethical
Consciousness Towards Ethical Consumption.
Stead, M., & Hastings, G. (2018). Advertising in the social marketing mix: getting the
balance right. In Social Marketing(pp. 29-43). Psychology Press.
Leonidou, L. C., Katsikeas, C. S., Samiee, S., & Aykol, B. (2018). Advances in Global
Marketing.
Blut, M., Teller, C., & Floh, A. (2018). Testing retail marketing-mix effects on patronage: a
meta-analysis. Journal of Retailing, 94(2), 113-135.
Venaik, S., & Midgley, D. F. (2019). Archetypes of marketing mix standardization-
adaptation in MNC subsidiaries: Fit and equifinality as complementary explanations of
performance. European Journal of Marketing.
Lim, W. M., Jee, T. W., & De Run, E. C. (2018). Strategic brand management for higher
education institutions with graduate degree programs: empirical insights from the higher
education marketing mix. Journal of Strategic Marketing, 1-21.
Larimo, J., Zucchella, A., Kontkanen, M., & Hagen, B. (2018). Patterns of SME’s marketing
mix combinations and their characteristics in export markets. In Advances in Global
Marketing (pp. 333-364). Springer, Cham.