Marketing Mix and Consumer Behavior Strategies Analysis Report

This report provides a comprehensive analysis of marketing mix elements and their influence on consumer behavior. It explores various principles of consumer behavior, including cultural, social, personal, psychological, and situational factors, with examples. The report delves into the components of the marketing mix—product, price, place, and promotion—and their industry-specific applications. It also examines techniques for gathering marketing information, such as statistical techniques, expert consultations, trade shows, information databases, and ethical considerations. Furthermore, the report evaluates the impact of change management training on the market, analyzes pricing variables and their effects on demand across different customer segments, and assesses promotional methods like advertising and public relations. The report concludes by discussing distribution channels, customer service provisions, and customer base profiles, highlighting key pressure points and strategies for managing customer relationships.

RUNNING HEAD: Establish and adjust the marketing mix
1
Establish and adjust the marketing mix

Establish and adjust the marketing mix 2
Que 1)
Consumer behavior principles:
Principles of
consumer
behaviour
Explanation of principles Example of buyer
behaviour
Cultural Cultural is a common cause to change the
wants and behaviour of a consumer. A person
is largely earned with its culture and thus the
behaviour of the consumer towards a product
gets change.
Such as in Taiwan
culture, green colour
signifies the
unfaithfulness to wife
by her husband.
Social Social principles also make an affect over the
behaviour of a consumer such as family,
friends group, status and social roles. As
society is an essential part of a human being
and thus an individual work accordingly.
Such as high income
person would like to
buy SUV whereas a
medium class family
would like to buy a
normal car.
Personal The decision of a consumer could also be
influenced by his or her personal
characteristics like lifestyle, age, occupation,
lifecycle stage, self concept, personality,
economic situation etc.
Such as a child would
like to buy chocolates
whereas an old man
would like to buy
some newspapers
from a stall.
Psychological Further, the buying choices of a consumer get
affected by their psychological factors such as
perception, motivation, beliefs, attitudes and
learning.
Such as a motivated
people work with
more efficiency than
a normal people.
Situational The decision of a consumer could also be
influenced by his or her situation which is
currently faced by them such as a suffering
Such as a new
married guy would
like to buy roses for

Establish and adjust the marketing mix 3
situation, personal life situation etc. his wife and a
divorcee people will
ignore it.
(Jain and Haley, 2009)
Que 2)
Marketing mix principles:
Principles of
marketing mix
Explanation of the marketing mix Example of
industry-specific
Product It is an item which is built or manufactured by
the company to satisfy its consumer’s needs.
Product could be intangible as well as
tangible as it could be in the service form too.
In FMCG industry,
instant food is a
product.
Price Price of a product or an item is normally the
total amount which is paid by the customers
to enjoy the product. It is an important
component of marketing mix.
In FMCG industry,
the total amount paid
for the instant food is
price.
Place Distribution or placement is quite significant
part of the marketing mix. It depict that the
product or service must be distributed at that
place which is easily accessible by the
potential buyers of the company.
IN FMCG industry,
the supermarkets are
the place from where
the buyer could take
the product.
Promotion Promotion is very effective and important
component of marketing mix as it could
enhance the sales and brand recognition. It
includes many elements such as sales
organization, advertising, sales promotion etc.
IN FMCG industry,
TV advertisement is
the most common
way to promote the
product.
(Kvint, 2009)
Que 3)

Establish and adjust the marketing mix 4
Techniques for marketing information:
List of 5 statistical
techniques
Explanation of the techniques Industry-specific
example
Conduct win/loss
analysis
This technique could be used through
interviewing new customers and the people
who is interested to switch the product. The
main goal of this technique is to uncover the
reasons behind their decision.
In FMCG industry,
this technique could
be conducted to
analyze the buying
behaviour of the
company.
Talk to internal
expert
An internal export of an industry knows
everything about the industry so it is a good
decision to call them over a coffee and ask
them about the industry position and
competitor’s habit and market trends (O'Neill
and Mattila, 2010).
In FMCG industry,
these experts could
be conducted to
analyze the
competition’s
behaviour.
Trade shows could
be used to fact
finding missions
In a trade show, it is quite easy to meet lots of
internal experts, external experts, competitors
and prospects. This would help the company
to analyze about the industry position and
competitor’s habit and market trends.
In FMCG industry,
this technique could
be conducted to
analyze the
marketing behaviour
of the company.
Build an
information
database
A wealth of information is there online. A
company must collect the information and
make a database which could be easily
searched.
In FMCG industry,
this technique could
be conducted to
manage the database.
Remain ethical and
ignore deception
An organization must conduct all the research
by being ethical and by using the best rivalry
theories.
In FMCG industry,
this technique would
help the company to
be more ethical.

Establish and adjust the marketing mix 5
1) Marketing mix evaluation:
Change management
Key characteristics Significance to the market
Motivation This would help the company to capture more
market and manage the share if the market.
Attitude The attitude of the training program of change
management training program would help the
market of the company to be more energetic.
Learning The learning of the training program of
change management training program would
help the market of the company to be more
enthusiastic.
Behaviour The behaviour of the training program of
change management training program would
help the market of the company to be more
competitive.
Ethics The ethics of the training program of change
management training program would help the
market of the company to be more
competitive and honest.
(Winston & Ruth, 2013)
Review and analyze the pricing variables:
Pricing policy and variables Effect on demand
Pricing policy 1:
Premium pricing
The cost gets higher than the
rivals in this pricing policy. It
is an ideal and most effective
Public: The demand would
be average.

Establish and adjust the marketing mix 6
pricing policy now days. NGOs: demand would be
less.
Corporate: demand would
be higher.
Pricing policy 2:
Psychology Pricing
The cost is set by the
company according to the
psychological concept such
as “99 pricing method”.
Public: demand would be
high
NGOs: demand would be
high
Corporate: demand would
be high
Pricing policy 3:
Price penetration
The cost gets higher with the
time in this pricing policy. It
is most effective pricing
policy now days.
Public: demand would be
high
NGOs: demand would be
high
Corporate: demand would
be high
Pricing policy 4:
Price skimming
The cost is set higher than
the rivals in this pricing
policy. It is an ideal and most
effective pricing policy now
days (Neuman, 2014).
Public: demand would be
average
NGOs: demand would be
average
Corporate: demand would
be less
Pricing policy 5:
Economy Pricing
The cost is set very
economically and lower than
the rivals in this pricing
policy.
Public: demand would be
high
NGOs: demand would be

Establish and adjust the marketing mix 7
high
Corporate: demand would
be low
Analyze the promotional methods:
Promotional Methods Importance of these promotional methods
Advertising Advertising manages a significant section of
a corporation's budget owed toward
promotion and marketing. It contains the paid
delivery and development of product or
brand messages through many mediums such
as media. Companies typically have in-house
advertising section which design and develop
the ads, or specialized ads firms are also paid
to do this work for the company (Nag,
Hambrick & Chen, 2007).
Public relation It is an imperative long-term policy for both
large and small companies to maintain
goodwill in the public. A diversity of public
relations devices are used to achieve out to
clients through media messages. Press
releases could be known as a very common
and schedule PR technique. This takes place
when a company sends an impression of a
major modification or event; launch of a
product various media news outlets (Mcleish,
2010).
These promotional techniques would help the company to make a brand image and product

Establish and adjust the marketing mix 8
image in the market to manage the market base and enhance the customers range in the
market. This would also help the company to manage the promotions of the product and
brand in very less amount.
Channels of distribution and significance to marketing:
Channels of distribution Importance of these channel distribution
Direct Channel In this channel, the product is directly
distributed to the consumer without any
intermediary. This channel helps the
company to reduce the cost and time to
deliver the product (Leonidou et al, 2013).
Indirect channel In this channel, the product is indirectly
distributed to the consumer with the help of
many intermediaries. This channel helps the
company to diversify its product into many
areas.
Customer level provision:
Customer service provision Importance of these customer service
provision
Customer Service A company offers many services to its
customer to ease their life. In this level,
company provides services and customer
pays the amount as consideration to the
company (Kvint, 2009).
Customer engagement This is the second level of the customer level
provision where in this customer could
follow and make a connection with their

Establish and adjust the marketing mix 9
favourite company through social media. At
this level, relations are built and loyalty is
maintained by the customers (Kaufmann,
2012).
Customer Intimacy This is the third level of customer level
provision where companies and customers
are close enough to interrupt into each other’s
operations. At this level, companies are in
such a state that they could anticipate the
needs of customers and respond accordingly.
Customer base:
Customer base Profile Key pressure point
Potential customer These customers which
wants warming up and
nurturing before taking a
decision about the buying
the product. These
customers have already
shown their interest into
the company either by
filling a form or getting
involved with any activity
(Jennifer, Isely & Fidel,
A2009).
 Show the value
 Reveal the point
Loyal Customer This customer who always
buys every product of the
same brand and never
wants to switch the brand
is loyal customer. These
 Don’t mess it up
 Give him a platform
 Learn from the
experience

Establish and adjust the marketing mix 10
kinds of customers keep
coming back for more.
Discount Customer Such kind of customers
always look for the
discount and buy the
product only from that
rand which is offering
them a great discount on
its products.
 Explain the deal
 Offer value added
Components of marketing mix:
Customer base Components Importance Rationale
Potential Customers Product Turnover and the
revenue of the
company are
enhanced as well as
the customer base
also enhances (Jain
and Haley, 2009).
These customers which
wants warming up and
nurturing before taking
a decision about the
buying the product.
These customers have
already shown their
interest into the
company either by
filling a form or getting
involved with any
activity.
Price Such customers
could even buy the
products into the
high price only the
product must be
good (Fournier and
Lee, 2009).
Promotion High promotion is
required by the

Establish and adjust the marketing mix 11
company to get such
clients.
Placement Supermarkets and
company’s store and
online stores are the
place through where
they could easily
access the market.
Customer service Customer service is
quite high to such
clients.
Loyal Customers Product Turnover and the
revenue of the
company are
enhanced as well as
the customer base
also enhances.
This customer who
always buys every
product of the same
brand and never wants
to switch the brand is
loyal customer. These
kinds of customers keep
coming back for more.
Price Such customers
could even buy the
products into the
high price only the
product must be
good (Evangelinos
et al, 2015).
Promotion No promotion is
required by the
company to get such
clients.
Placement Supermarkets and
company’s store and

Establish and adjust the marketing mix 12
online stores are the
place through where
they could easily
access the market.
Customer service Customer service is
quite high to such
clients (Dotson and
Hyatt2005).
Discount customers Product Turnover and the
revenue of the
company are
enhanced as well as
the customer base
also enhances.
Such kind of customers
always look for the
discount and buy the
product only from that
rand which is offering
them a great discount on
its products.
Price Such customers
could only buy the
products only if the
high discount is
available on that
product.
Promotion Only discount
promotion is
required by the
company to get such
clients.
Placement Supermarkets and
company’s store and
online stores are the
place through where
they could easily