Contemporary Issues in Marketing: Marketing Mix for MITRE Sports

This report provides a comprehensive analysis of the marketing mix, focusing on MITRE Sports International Limited, a UK-based sporting goods manufacturer. The report begins with an introduction to the concepts of marketing and the marketing mix, emphasizing their importance in a competitive business environment. It explores the 4Ps and 7Ps of the marketing mix, detailing how these elements are applied to MITRE Sports' products and services, specifically footballs and related equipment. The report examines MITRE Sports' product development, pricing strategies, distribution channels, and promotional activities, with a focus on the use of social media and digital marketing. The analysis includes an evaluation of customer satisfaction and revenue generation. The report concludes with a summary of findings and recommendations, providing insights into the effectiveness of MITRE Sports' marketing strategies in the sports industry. The report also highlights the importance of social media and digital marketing in the modern marketing landscape.

Nature and importance of
marketing mix

Table of Contents
INTRODUCTION ..........................................................................................................................3
Explanation of marketing ......................................................................................................3
Explanation of marketing mix ...............................................................................................4
A brief theoretical explanation of 4Ps marketing mix ...........................................................6
Introduction of product/service .............................................................................................7
Application of 7Ps marketing mix to the selected product/service........................................8
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Business industry is full of the competition and opportunities so, in order to meet
competitive edges and grab opportunity, organization have to make the implementation of
effective tools and strategies of business. Such as one of the most essential tool of business is
marketing mix, which helps to conduct marketing function of organizations effectively. It
supports the proper consideration of all important elements of marketing which aid to make an
effective marketing strategy (HR, and Aithal, 2020). Related to products development, pricing
and promotion which further helps to get successful in customer satisfaction and higher revenue.
MITRE SPORTS INTERNATIONAL LIMITED, this is the company which deals with the
sporting goods manufacturing, that is located in the United Kingdom London. In this report
MITRE sports performance is Evaluate in context to the customers satisfaction and revenue, that
how effective is their marketing strategy and how they are using tool of marketing such as
marketing mix to leverage the efficiency of marketing elements for success in the competitive
market. Along with marketing mix, analysis of the importance of social media and digital
marketing is also done in this report.
Explanation of marketing
The term marketing is derived from the word “ market” which means the group of buyers
and sellers which co-ordinate for the exchange of goods and services. The concept of marketing
is changed as modern marketing after the industrial revolution in 19th and 20th century. According
to the American marketing association, marketing is procedure of planning and executing the
important elements of market such as product, promotion, price and distribution of goods,
services and innovation, to create effective strategy which helps to satisfy and fulfil customer
and organizations objectives related to products and services ( Thieu, 2017).
According to the chartered institute of marketing, marketing is the type of management process
which involves the different roles and responsibilities task, such as identification, application of
information and knowledge related to the customers requirement which should be satisfied with
effective marketing strategy.
On the basis of Philip kotler, marketing is the mode of need and requirement
satisfactions of customers by exchange of process. Such as marketing is process of attracting
customers in order to manage the positive and profitable relationship. Main objective of the

marketing is satisfaction of customers needs, along with the management of advertisement and
selling which helps to make awareness among the customers and higher returns of the investment
in terms of higher numbers of lead and customers satisfaction ( Abedian, Amindoust, 2021).
MITRE SPORTS INTERNATIONAL, this is one of the oldest and largest football
manufacturing company of United Kingdom, which offers the footballs, sport clothing’s and
accessories. Mitre has recently launched a new ball named Delta V12, with application proper
marketing tools and strategies. Such as customers analysis in order to now their preference and
buying behaviour. Along with this marketing mix and competitor analysis is also done to make
lunch of the product with effective action plan.
Importance of marketing
Marketing helps the organizations to promote project among the selected group of
customers in order to create more awareness about the products and services of company. There
are different methods of marketing such as digital marketing social media marketing, video
advertisement, email marketing, and search engine optimisation. All these are different modes of
marketing which helps to reach the multiple range of customers. By the help of these methods
organisation can boost their product sale and it also helps to develop brand value at the market
( Pomering, 2017).
Explanation of marketing mix
Marketing mix as one of the essential business model which involves the combination of
market factors and elements and provide the effective framework for best application and
management of these factors to influence the customers for purchasing the products and services
of organisation. This is a set of marketing tools which used by the business entities to accomplish
their marketing goals and objectives in the selected market. This help the organisation to focus
behind important P’s of marketing, that how all the P’s of marketing can be e conduct and
achieve to reach the goal.
There are the four P's of marketing Mix which was developed by the Edmund Jerome
McCarthy in 1960. 4 p’s of marketing mix are product, price, place and promotion. Four p’s of
marketing converted in to 7p’s of marketing by, Booms and Bitner in 1981. This is done by
adding three more elements of marketing effecting factors such as process, people and physical
evidence. 7 P's of marketing mix help the organisation to effectively mitigate gap of marketing
strategy. In the process of marketing mix planning one of the most important p is promotion,

which can be done by the application of multiple tools of marketing present in the environment.
Such as internet technology is giving huge opportunity of effective promotion and advertisement
by the help of the digital and social media ( Deepak, and Jeyakumar, 2019).
Ability to use digital marketing and it’s importance
Social and digital media marketing is now a day very important to implement in
marketing strategy for promotion and advertisement. Because at the present market environment
every one is using internet and smart phones due to which, digital and social media is best
method of brand promotion and advertisement because it helps to reach huge numbers of
peoples, customer at single platform in same time. Which facilitates the easiest endmost
attractive mode of promotion and brand awareness.

MITRE SPORTS has been successfully using the social and digital media marketing
from several years to rise a brand awareness and increasing the sale. Organisation is using video
content of sports celebrities in context to their products quality e and effectiveness, then they
post it into the social and digital media platform such as you tube and their Facebook, Twitter
handle. For example in 2007 organisation has used the social and digital media strategy to launch
and promote there club specific boll. For that Leicester City played ice hockey with the ball and
then video content of that posted on YouTube and link of the video were posted on 11,000
website and thousands of fans Page. Then as a result video get viral and created the higher
awareness of of brand along with this it has provided the biggest platform to launch their
products. The organisation is continuously using new and innovative way of social and digital
media marketing by considering this effectively in marketing mix ( Fahy, and Jobber, 2019).
A brief theoretical explanation of 4Ps marketing mix
4p’s of marketing mix was developed by the E. J. McCarthy in 1960. This is effective
model which includes the components for the improvement of organizations marketing mix.

Which supports the effective mode of product promotion and awareness into the market. This
helps to plan the marketing options in terms of four important p’s product, price, place and
promotion.
Product- in terms of product this tool guide to focus on the quality, design, packaging,
features, colour and size variety. According to this model in the market strategy organisation
have to first consider some important factors behind the product, such as on the basis of this tool
organisation should focus on their product and it should be according to the customers and in
context to the competition. Then it illustrates that quality and all the other important factors of
product should be according to the customers requirements and well effective over the
competitors.
Price- in this p of marketing mix this model guide to make a selective and effective
pricing strategy which should be competitive enough in market to satisfy the customers and gain
the competitive edges by helping to make higher sale ( Hollensen, 2018).
Place – in this area of the marketing mix according to this model organisation should
focus in their marketing strategy, that their place of the product and service presentation should
be attractive enough to make higher customers. Please of the services and promotion both should
be full of the opportunity to reach huge numbers of customer, and that place should be very well
organised to attract the customers.
Promotion- this includes different task and activities of product and services
advertisement in order make customers aware about new services and products along with its
features that why should they buy these products and services. In this area of marketing mix

organisation should focus to select one of the best promotional strategy such as digital media and
social media promotion campaigns etc.
Introduction of product/service
MITRE sports is offering well designed, best quality and customer satisfaction re sports
products such as footballs, net balls, rugby ball, basketballs. This is also offering the other
important equipment’s of sports such as football kit, bag, goggles, pitch equipment’s, water
bottles, goal keeper gloves and clothing’s like t shirts and shorts. All sports product of this
organisation world class with the premium quality and services ( Pomering, 2017).
Application of 7Ps marketing mix to the selected product/service
MITRE is one of the strongest performer in marketing and sales of football. Because its
marketing strategy is consisting of most effective and appropriate marketing mix. By
implementing this organisation has reached best brand value among the other sports brand
competitors such as Nike and Adidas. Below is the brief illustration of MITRE marketing mix.
Product
MITRE is very much focused and strategic about their products always try to give best
product and services to its customers by considering the effective quality and durability of the
product along with its features which can satisfy the customers needs. It offers the wide variety
of footballs, net balls and rugby balls. And all these products are managed by the organisation at

top selling position. Organisation is continuously working on their product variety in order to
provide more other effective sports products and services. Such as along with its core products
boll, they are selling some more other essential sports equipment’s and products. Like sport
clothing’s, accessories and supporting kit. For further more growth and development
organisation have to work on their product line by reading the range of sports shoes and
accessories. It’s all products are having unique design and features which attracts customers and
satisfy their needs at each level. Boll range of the company manufacture with all important
feature of surface needs and quality of long term retention, durability. This also provide products
in multiple varieties and range of colours. Example of the MITRE sports successful product is
Mitre Calcio Hyperseam Football, this is one of the best training ball which is re-engineered with
Hyperseam technique in order to make it more consistent. With higher durability and low
maintenance along with superior shape and size ( Solimun, S. and Fernandes, A.A.R., 2018).
Price- MITRE is using best pricing strategy which very effective to attract the customers
along with its competitiveness. The pricing strategy of organisation is design according to the
targeted segments according to their target customers. There in the company pricing strategy is
vertically instigated under which organizations is owning different level of channels and member
participants. This further help in the reduction of product cost and also influence the pricing
strategy according to the new changes. Product pricing of the brand is very affordable for the
customers it’s relevant to the it's relevant to the quality and durability of the products. Due to
which organizations is making higher revenue by creating the huge number of customers and
sale. All the products of MITRE is highly innovative with unique features such as Hyperseam
technology developed by the organizations and it offer the best quality and durable product at
very reasonable price. This pricing strategy of the organisation make its more valuable and
revenue created among the other sports brand competitors ( Sipayung, and Sinaga, 2017).
Place- This element of the marketing mix is involved important consideration of the
place of product selling and marketing. According to the model place should be easy to
customer access and attractive enough to generate lead. MITRE is using best place for the
project marketing and promotion such as it is using the different channel of social and digital
media marketing such as YouTube, Facebook and Twitter handle. For selling of its project
organisation is using the different location of international market sport clubs and different brand

stores. Company is selling its product in more than 1500 retail accounts, in Australia and UK
along with this its dealing with the independent distributors and subsidiaries in multinational
market. There is a need of market expansion at geographical segment of global market with new
retail stores, in order to make more brand value and revenue ( Othman, Harun, and Nazeer,
2018).
Promotion- this element of the marketing mix is involving the consideration of important
factors of promotion, that how organisation using marketing and advertisement strategy to
promote their products and how they can improve it. This facilitate range of strategy for making
the awareness among their target customers. MITRE is using a well plan promotional strategies
along with the financial budget planning for promotional activities. They use the pre planned
consequence of promotion Activities by coordinating with financial budget. Organisation is
using different platforms of social and digital media such as YouTube, news media, Twitter
handle, Instagram and Facebook. It conducts the unique and attractive promotional campaigns on
all these marketing platforms to grab more attention of customers. MITRE is create a partnership
with Max Hayes to promote brand among the youngsters and new football players through there
best content writing. Organisation is also using the athletes video content for its brand
promotion. What organisation should select a brand ambassador for the company from group of
the athletes which can help the organisation to increase the brand value along with the valuable
brand name of athletes ( Lim, 2020).

Segmentation and positioning-
Sports manufacturing industry is having higher competitive environment, MITRE
SPORTS is having various higher and small medium competitors in the market. MITRE target
segment is is divided into three categories professionalism, age and gender. This organisation is
having target segment of athletes, by considering both male and female. From the age of 15 to
35. Along with this organisation of having targeted market segment in different geographical
reason where football is important sports game. According to the company all the selected
segments of customers is best for the organisation because they are valuable customers who are
interested in the products and services company. Segmentation and positioning play important
role in marketing mix, which use in order to make an effective product, pricing, place and
promotion strategic for that selected segment satisfaction and positioning of brand value among
them. MITRE is having good and well stable position in the mind of there selected segment
audience and customers ( Chen, 2018).
CONCLUSION
From brief analysis and evaluation of MITRE SPORTS new product launch and how this
accomplish with application of marketing mix and other supportive tools. It has been concluded
that organisation has effectively achieved the goals and objectives of marketing, in terms of
customer satisfaction and revenue. Organisation has considered all the important elements of
marketing mix in their new product launch plan by giving the importance to customer preference
and buying behaviour. Organisation has launched their products with higher quality, affordable

price and attractive promotion. So the main elements of marketing mix is product, price, please
and promotion what has to be use by each and every business entities in their marketing strategy
in order to achieve highest success by customer satisfaction and huge sale of the products.
Promotion is an important element of marketing mix which were the rain walls the different
marketing methods such as social media marketing, digital marketing, offline marketing etc.
along with consideration of property segment and position. And this has been effectively
managed by the selected organisation.

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