Marketing Mix: Product, Price, Promotion, Place, People Analysis

This report provides a comprehensive analysis of the marketing mix strategies employed by five prominent companies across different industries: Cadbury, British Airways, Coca-Cola, Paddy Power, and Disney Theme Parks. The report delves into each element of the marketing mix – product, price, promotion, place, and people – examining how each company utilizes these components to achieve its business objectives and gain a competitive advantage. For Cadbury, the focus is on product mix, exploring the breadth, length, depth, and consistency of its product lines. British Airways' pricing strategies are analyzed, highlighting how they balance customer satisfaction and profitability. Coca-Cola's promotion strategies, including advertising, public relations, personal selling, and sales promotion, are examined. The report also explores Paddy Power's place mix, focusing on its distribution channels, and Disney's people mix, which emphasizes customer service and employee management. Through these case studies, the report illustrates the practical application of marketing mix principles and offers insights into effective marketing strategies.

Fundamentals of
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................2
MAIN BODY ..................................................................................................................................3
Product mix in marketing mix of Cadbury ................................................................................3
Price mix in marketing-mix of British Airways .........................................................................5
Promotion in marketing mix of Coca Cola.................................................................................7
Place mix in the marketing mix of Paddy Power.....................................................................10
People mix in the marketing mix of Disney Theme Parks .......................................................11
CONCLUSION..............................................................................................................................13
REFRENCES.................................................................................................................................14
Books and Journal.....................................................................................................................14
INTRODUCTION
Marketing mix can be seen as a program of several actions and undertakings by an enterprise in a
manner to promote their name or its services in the target market so that more and more

consumers are pulled in and attain the targets and objectives as determined by the managing
team. Marketing mix can be defined as techniques and tools of the organisation that helps an
enterprise to increase its sales and build a good customer base in domestic as well as global
market. This study covers a brief portfolio study of various leading organisations of different
industries incorporating a relevant marketing mix technique over it which makes it distinguished
from its rivals and performing a marvellous business(Bocigas and et. al. 2020). The organisations
are studied as definition of relevant marketing mix and its relevant dimensions. The explanation
regarding the proper performing of marketing mix component in a respective enterprise in
previous few years to amplify a competition boundary on their competitors is also studied under
this case study.
MAIN BODY
Product mix in marketing mix of Cadbury
The first element of marketing mix is the product mix. Product analysis is considered to
be an essential component of marketing mix. Product mix is collection of products and services
offered by a respective organisation. It includes product lines which are the related components
that consumers lean to utilise hand by hand or think similar. An effective product mix is
recognised as how much of extended product line it is catering. It includes specifications,
quality, availability and appearance of a particular product. The product mix includes the
packaging of product also in such a manner that it caters the attention of buyers and potential
buyers as well. For instance an organisation can deal in diverse range of products like Cadbury,
which deals in products like chocolate bars, chocolate boxes, milk powders, candies, biscuits and
much more. Within these products they have launched different variants through which it has
captured local as well as global market and giving tough competition to its rivals. The
organisation has a broad scope of products and an in-depth knowledge of product mix. Looking
to the cultural diversifications of different countries Cadbury has launched its products so that
every category of buyers can purchase.

There are four main kinds of product mix dimensions that fulfil the marketing mix elements in
regards to Cadbury as Width, Length, Depth, Consistency. The dimension of product refers to
the overall quantity of product line that Cadbury offers(Brennan and et. al. 2020). The length of
product refers to the total number of items that are included within the product line. These are the
different variants that in total are sold by cadbury including all the categories. The depth of a
product refers to the different variants available in the product line. The consistency of Cadbury
is sheer linked to how closely each product is linked to each other. It ensures that the image of
brand is directly linked to the product it is offering so that apart from the festive season like
Halloween and Christmas it can be sold in bulk during ordinary days even.
Along with the chocolates they are also served as beverages and deserts in form of base with ice
creams, biscuits, shakes which also increase their sales and provide a wider marketing-mix. With

so many of its use, it is currently giving tough competition to its closest rivals like Nestle and is
recognised as one of the staring and highest consumer focused organisation.
Price mix in marketing-mix of British Airways
The second element of the marketing mix is price mix. Price is considered as a significant
element of marketing mix tool and is even characterised as the financial worth with is paid back
to an enterprise for a particular product at a time of performing some monetary related dealings
among the customer and the enterprise. When transacting with an organisation that trade in
relevant products, there the overall cost of manufacture is recognised under this component of
marketing mix element. However at the times it is well advised that prices can vary at time of
final sales irrespective of the amount determined at period of actual delivery. The price mix
component can also be called as the amount of financial requirements needed for a respective
product or task in an enterprise or the overall measure of amount provided by the buyers to
purchase or render services of any respective brand(Cateora and et. al. 2020).
The business enterprise British Airways is always considered a main member of European
Airline Industry and has been recognised as an airlines that has gained domestic as well as global
expansion because of considerable usage of the marketing mix element i.e price element in its
services which has made it a known and price durable airline organisation.

The chief element of the British Airways when it determines the price and prepare relevant
strategy for its service which unknowingly develop an equilibrium among customer satisfaction
and profitability which enable every part of the society to adapt and take benefit of their services.
The commercial enterprise adopted different pricing techniques that has enabled the buyers to be
end judgement creator for the type of service they need to buy. This scheme that serves the
customers in providing a choice which pull in consumers from varied backgrounds which has
been recognised as an essential part in attaining prosperity to the enterprise as compared to that
of rival firms. The airline organisation has adopted the pricing strategy which is in budget and
influences middle as well as lower income groups in becoming their loyal consumers where
essential commodities are rendered to consumers for sleeping and food services like blankets,
desserts, drinks, food, beverages and other items are served to passengers. They are even
provided with an alternative to modify the menu in context to their choices or medical and health
requirements, which is obviously charged a minimal additional pay along with the fare by the
airline agency.
The pricing strategy of the British Airways is unique and serves with a wide number of extra
facilities like separate seats, priority and superiority in boarding, quick security checking, free
WiFi, airport having stores and departmental outlets for end time shopping, fantastic meals,
lounge, waiting area, spa and sauna services for calming the body and getting relaxation before
or after the arrival or departure to the passengers as an extra facility. All theses facilities has
made the British Airlines as a first choice for being selected by the European Elites for
commuting from one distance to another.

The airline enterprise has also initiated a gifting programs associating with different partners
who provides frequent consumers to collect points and use them to book flights or to upgrade
other services provided as a complimentary ones. Also these points can be used to get discounts
from associated hotels, restaurants and other stores. The affordable strategy of pricing mix
incorporated by the enterprise has even assisted in gaining loyal consumer support in european
industry of airways which is serving as a great rival for others.
Promotion in marketing mix of Coca Cola
The third element of marketing mix is about promotion. Promotion is process which help to
create focus on the products offered by organisation and attracts more and more customers to
organisation. This activity search about the various ways to promote product and services which
aware customers about the offering of product or services in efficient manner. It helps to
persuade customers to initiate the purchase. Promotion mix is an essential element of marketing
mix as it helps the organisation to reach more and more customers. There are various
promotional activities which are included in promotion mix such as advertisement, sales
promotion, direct marketing, public relations and personal selling(Cornwell 2020). In order to
follow promotion activity organisation should have to identify most effective way to
communicate with customers. Promotion is the element of marketing-mix in order to involving
various activities which refers to effectively communicating customers regarding products and
services as well as attracting the customers towards the product and services. It involves
providing information regarding products and services in order to generating awarenesses of
products and services. Promotion is kind of strategy which are utilised by most of organisation in
order to convincing customers because they are ready to purchasing product. It involves various

tools and techniques in order to organisation making effectively and efficiently promoting
products and services. In context of Coca cola, it includes organisation adapting effectively
promotion strategy in order to developing demand of products in the market place.
It is process which focusing targeting customers in order to promoting products and services. It
includes utilising various ways and strategy such as using digital marketing in order to promotes
the products and services. It is creating vales based advertising strategy which are attracting large
numbers of customers. Coca-Cola investing huge amount on CSR activities in order to
developing brand image in the mind of customers. For example of organisation conducting CSR
activity in order to lunching campaign such as “Support my School”. It is advertising and
creating publicity. It utilising very different different promotion strategy in order to targeting
new customer base such as offering price discounts, rebate on products and promote by retailers
for products and services. They are effectively participated in different kinds of sales promotion
which result as increasing more demand of product at marketplace. It effectively using push and
pull strategies in order to conducting promotional activity. There are various factors are involved
in promotional activity which are utilised by organisation so discussed below.
Advertisement-: Organisation used this tool in order to promoting products through
advertisement which result as developing brand image in the mind of customers. There are
advertisement used various medium such as newspaper, magazine, radio, billboard, word of
mouth, electronics medium and many others. There are involves various others factors such as
Radio
Television
Print

Electronic
Word of mouth
Public relations-: It is most important tool which are utilising by most of organisation in order to
promoting products and services. It includes they are building strong relationship with customers
and retain customers for longer period of time.
Personal selling-: It includes organisation using this tool in promoting products and services
which refers to effectively communicate about the products and services. It is process which
refers to involvement of sales Pearson in order to providing information about the products and
services(Ghasemi 2020). It is essential for organisation they hiring professional sales person and
effective personality which refers to make impression in front of customers.
Sales promotion-: This includes organisation using various kinds of sales promotion in order to
attracting large numbers of customers. It involves various kinds offers and discounts provided for
customers such as coupons, discounts, free samples, incentives, contest, prizes, loyalty
programmes and many others. It includes organisation using various other tools and techniques
in order to launching new products and services through using digital marketing. It is process
which involving various E-commerce organisation used digital platform and social media in
order to promoting products and services. It considered as promoting products and developing
strong relationship with customer in order to retain customers for longer period of time.
Hence it involves various promotional mix element or factors which are helping in order to
promoting products and services. In context of Coca-Cola used all this strategy in order to
promoting products as well as creating brand image in the mind of customers

Place mix in the marketing mix of Paddy Power
The fourth element of the marketing mix is place mix. The place element of the
marketing mix go around the channels because of which an enterprise is competent to sell and
manufacture their goods. The location from where the enterprise performs their dealings is an
essential component in determining the rise or fall of their enterprise undertaking as it
persuades the pace at which organisation is capable to respond to the requirements of potential
consumers.
Even the father of marketing, Phillip Kotler has even stated that a place is characterised as how
varied activities are performed by the enterprise to create the goods which is served in the market
economy and can be approached and available in a very easy going manner to the potential
customer area(Khurana 2020). In current business enterprise digital impacts is very high and
includes retail, fax, callings and e-commerce portals in distributing goods to potential customer.
The sub division of place has high impact on place of company are type of produce, delivery
system, governance body, cost of production and others.
Paddy power is an Irish organisation that has more than 600 outlets in Ireland and UK. The
online portals is having an official website for placing bets and accomplishing those transactions.
These portals include official websites, social media accounts for placing bets by using hash-
tags. The plan to initiate their services on online mode gave success instead of corona break
down which could have affected business in a negative manner. Due to lot of free time people
were more attracted to it and were highly benefited not only by online services but also playing

an online sport linked to betting for star dart championship on virtual calls. This adapts new
channels of distribution so that customers are maximised.
People mix in the marketing mix of Disney Theme Parks
The fifth element of the marketing mix is people mix. This refers to the working staff of
an organisation in rendering a product or service. It refers to staff who add welfare to an
enterprise. It is the employees who determines the quality of an enterprise and affects the name
of company. The employees showcase the ethics and morals of disney theme park which creates
a view in eyes of consumers. The several factors that persuade this element is government,
employee relations, type of commodity they serve(Lichtenthal 2020). There are many disney
theme parks in the world where visitors are crowded due to ambience and infrastructures, also
the services which they provide.
The park has more than 50000 staff who are highly drilled and creative for serving the visitors
because of huge investment in this field. It mainly focuses on two important elements which are
significance of services over the goods so that customer experience is increased and to spread

happiness and prosperity so that visitors may have a memorable lifetime experience. The
employees who are assigned to dress up as the cartoon characters are highly trained and
disciplined in accordance to the same characters so that kids can relate to the cartoons and enjoy
their trip. The hotel and restaurant staff is also given proper training and instructions so that they
politely answer to all the queries and address their problems in a sweet and hostile manner so
that every age of individual irrespective of the backgrounds are liking the hospitality and
maintain cordial relations with the staff. This increases mouth to mouth publicity as well that
reduces the expenditure over advertising the place in a high manner. Moreover the disney park
management also focuses on informing the work force and making them aware about the
inheritance and heritage of Walt Disney and telling them about the morals and values which they
have determined to represent in eyes of people and consumers(Nisabwe 2020). The tactics and
techniques which are being adopted by the disney theme parks management team are to
intensify the participation of trainees so that their skills are formulated and they are able to serve
as the best staff by delivering quality and up to mark services to the visitors that visit the park
and provide them a memorable and lifetime experience.
With this the management team also focuses on keeping their employees satisfied so that they
are happy and are motivated highly to work which automatically make them work to their best
and provide quality services to consumers and create a brand name in the market. Since the day
one organisation has focused on spreading prosperity and happiness in a way that they were
highly contented and it was reflected since the day one. The disney theme park management
team serves and provides training to its work force in online as well as offline manner on the
assigned centres which has made the professionals help the workers and customers all around the
globe. The training session provides a very high state of contentment to the customers as they
visit to relieve the experience of disney characters in a continuance manner and they talk and

play and interact with them, as they are fictional characters they are love and appreciated by
every individual.
CONCLUSION
It is concluded that the proper use of marketing-mix by different enterprises is an essential
element in keeping a firm rate for a long time. It can also be understood that each element of
marketing is used to properly apply and achieve prosperity in the market place. The significance
is of same relevance in every industry to achieve impactful place in the economy by becoming
assure that every component is placed and used in enterprise to gain maximum worth(Schweizer
2020). The presence of all these elements have helped the organisations in creating their brand
value and recognition in eyes of consumers not only in domestic geographical boundaries but in
the global boundaries as well, thus getting a good name in whole world. This is the reason people
again and again visit theses places and are the loyal consumers.

REFRENCES
Books and Journal
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Marketing/Fundamentals of Marketing.
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Publications Limited.
Cateora, P.R., Meyer, R.B.M.F., Gilly, M.C. and Graham, J.L., 2020. International marketing.
McGraw-Hill Education.
Cornwell, T.B., 2020. Sponsorship in Marketing: Effective Partnerships in Sports, Arts and
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Development and Excellence, 12(2s), pp.3915-3921.
Lichtenthal, J.D., 2020. 869. Fundamentals of Business Marketing Research (The Foundation
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(Fondamentaux de la Gestion Marketing dans un monde concurrentiel). Available at SSRN
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Schweizer, H.J., 2020. Marketing in Integrated Design Engineering—Fundamentals and Effects
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