Comprehensive Marketing Mix Analysis and Strategy for Hard Graft Tools

This report provides a detailed analysis of the marketing mix, focusing on the case of Hard Graft Tools, a medium-sized power tool company transitioning to direct sales. The report explores the core elements of the marketing mix (product, price, place, promotion, process, people, and physical evidence) and their application in the company's strategy. It examines product features and benefits, the product life cycle, and various distribution channels (direct, indirect, intensive, selective, and exclusive). The report also analyzes the advantages of direct marketing, customer lifetime value, promotional strategies, and the importance of recruiting and training staff. Furthermore, it delves into the roles of marketing processes, customer relationship management, and physical evidence in the marketing mix. The report concludes with an evaluation of the overall marketing mix strategy for Hard Graft Tools, offering insights into optimizing its approach to reach customers effectively.

MARKETING MIX

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK 1............................................................................................................................................4
Introduction ...........................................................................................................................4
Features and benefits of product and service in marketing mix ...........................................4
Description of marketing mix at each stage of product life cycle .........................................5
Role of direct and indirect distribution channels to move products and services from provider
to buyer...................................................................................................................................7
Use of Intense distribution, selective distribution and exclusive distribution in market
coverage products and services .............................................................................................7
Analyse the advantage of using direct marketing channel.....................................................8
Analysis of how business can create lifetime value to customers by using customer life cycle
................................................................................................................................................9
Advantage of using a direct marketing channel ...................................................................9
Evaluation of role of product or service in organisation marketing mix .............................10
Evaluation of role of place in organisation marketing mix .................................................11
TASK 2 .........................................................................................................................................12
COVERED IN PPT..............................................................................................................12
An analysis of aims of promotion in marketing mix............................................................12
An explanation of measuring success of promotional campaign ........................................12
How promotional activities are regulated.............................................................................13
Evaluate role of promotion in marketing mix......................................................................14
TASK 3 .........................................................................................................................................15
An analysis of importance of recruiting the right people ....................................................15
An analysis of importance to businesses of training customer facing and non customer facing
staff.......................................................................................................................................16
TASK 4 .........................................................................................................................................18

An explanation of role of marketing processes that takes place with customer present......18
Role of marketing processes which take place before and after customer interface............18
An analysis role of process of customer relationship management in business process in
marketing mix leads to customer focus ...............................................................................19
An analysis of role of physical evidence in marketing mix.................................................20
Evaluate the role of physical evidence in marketing mix.....................................................21
Conclusion.....................................................................................................................................21
REFERENCES .............................................................................................................................23

INTRODUCTION
Marketing Mix basically represents the sum total of all tactics and marketing activities
considering all metrics and measures which are taken by an organisation for growth and success
of a product in a target business environment. A traditional Marketing mix mainly consists of
four main elements which are product, price, place and promotions but with the passes of time
and to make marketing strategy more effective three more elements i.e. process, people and
physical evidence are also included in a comprehensive marketing mix. The current assignment
is based on Hard Graft Tools which is a medium sized company and produce power tools. Hard
Graft Tools is having a strategy of selling its product to retailers but know they are planning to
sell its tools directly to the customers. Thus, current assignments consist of discussion about
main elements of marketing mix along with features and benefits of product or services, product
life cycle and use of pricing strategy. Further, an analysis and evaluation of the importance of
recruiting the right people along with role of marketing processes also forms a part of current
assignment(Fan, Lau and Zhao, 2015).
TASK 1
Introduction
Hard Graft Tools which is a medium sized company is planning to make change in its
strategies and going to sell its product directly to the customers instead of retailer. Thus, a better
understanding about the marketing tools is needed in order to directly communicate and sell
products to customers. This task of current assignment consists of a description about the
features and benefits of a product or service that could be used in the marketing mix along with
use of marketing mix at the each stage of product life cycle. Furthers, role of direct and indirect
distribution channels along with use of intensive distribution, selective distribution and exclusive
distribution in the market for coverage of products is also included in this task(Datta, Ailawadi
and Van Heerde, 2017).
Features and benefits of product and service in marketing mix
Product and service features refers to the goods that showcase its appearance, capabilities
and components on the basis of which business can functions and earns high amount of profits
by selling it to the end user. In this product and service benefit is related to the value that is by
the customers side because it can fulfils the needs and demand and encourage them to buy it.

This helps in enchaining the sales and profits and also it is the core substance in the marketing
mix without it no other elements can be performed effectively and efficiently. In case of Hard
Graft Tools, sales manager is aware about the features of product and service i.e. power tools so
that customers can attracted towards it and convert features into benefits by buying it. Product
and service sustainability can shown the benefits because it describe the growth of the goods due
to this Hard Graft Tools can earn higher profits. In this they can now sell their products directly
to the consumers due to this they train their sales team that they can deliver the goods with
proper specifications so that this can giving the higher revenues in terms of benefits(Abril and
Rodriguez-Cánovas, 2016).
Description of marketing mix at each stage of product life cycle
Product life cycle
Life cycle of the any product is based on the management and marketing decisions in the
organisation and due to this all products life is based on the four stages that is introduction,
growth, maturity and decline in which every stage includes opportunity and risk related to how
long it can survive in the market. In context of Hard Graft Tools this four aspects can be describe
below with the inclusion of marketing mix in every steps.
 Introduction- It refers to the first stage in which company can introduce the product into
the market for earning higher profits. At this stage company can build the awareness so
that customers are attracted towards it. In case of Hard Graft Tools, in the introduction
stage manager can create awareness related to power tools by adopting the promotional
Illustration 1: product life cycle

strategy like social media, SEO etc. and set the penetrate style of pricing in which at this
stage firm can take the low price so that product will be vibrant in the market(Adnyana
and Darma, 2015). Manager can provide proper training to their staff members so that
they can effcetively connect with the market in the introduction stage. Due to SME
company Hard Graft Tools cannot have high distribution team they can directly sale it to
the consumers. This helps in placing the image of the product in the marketplace
effectively.
 Growth- This stage determines the growth of the product when goods is start to sell with
the faster rate due to this firm will enjoy more revenues. In this customers are being
aware about the products and their benefits(Ahmed and Rahman, 2015). In case of Hard
Graft Tools, manager can related it to the marketing mix that in this they can set the
competitors price of power tools because there are many competitors are present in the
market. In this stage company can less focus on promotional strategy because it can
highly done in the introductory stage. Distribution process are shown the intense nature in
this and helps in earning high profits and maximise the market share.
 Maturity- This stage is defines the sales of the product on its peak level. At this step
sales volume is maximise and company can earn high profits but slower rate. At this
stage company image is more matter to enhance the growth. In case of Hard Graft Tools,
there are many competitors present in the marketplace because of their products is also
adopts similar features due to this firm may face the loss in market share(Sinapuelas,
Wang and Bohlmann, 2015). To overcome this manager can enhance the sales promotion
so that customers get attracted towards the products. At this stage Hard Graft Tools can
majorly focus on sustaining in market due to this they can reduce the price of their power
tools so that they can attracts more people towards it and and do some modification in it
so that large base of people get encouraged to but the products. This also helps in
enhancing the image of brand and making loyal customers.
 Decline- It is the last stage where sales of the products is decreases and profits are not
earning. In case of Hard Graft Tools, company can face failure in selling the goods
because of changing perception of customers. At this price of the goods are low and this
also contains low value and distribution process also selective due to this cost can be

less(Liu and et. al., 2017). At this manager can improve their offerings so that they can
stay in the marketplace.
Role of direct and indirect distribution channels to move products and services from provider to
buyer
Direct distribution
It refers to that channel of distribution in which manufactures are directly connect with
the consumers without having any intermediaries(Pomering, 2017). In this Hard Graft Tools can
adopted the direct channel of distribution due to this they are the responsible for transporting,
selling delivering of goods and services directly to their customers. The major role of this is
based on this factors which includes
 Directly transporting the goods and services to the customers in an effective and efficient
way without involving any intermediaries. Due to this their expense related to middleman
can be reduced.
 Another major role of this feature is that Hard Graft Tools can provide training to their
workers so that they can deliver the goods and make strong connection with the
company.
Indirect distribution
It refers to that channel of distribution in which various intermediaries are involved to
gain the competitive advantage in the marketplace. In this manufacturer does not directly connect
with the customers to sale their goods and services(Solimun and Fernandes, 2018). With
background of Hard Graft Tools, if manager can adopts this channel of distribution it is easy top
avoid complexity of organizing logistics distribution. In this brokers, distributors, retailers and
wholesalers are involved that perform the major role;
 The major role of indirect channel of distribution is that in this Hard Graft Tools can
connect with the wholesalers and retailers rather than customers so that they can transport
the goods and services to the end user. They mainly work for the satisfaction of the
customers.
Use of Intense distribution, selective distribution and exclusive distribution in market coverage
products and services
Intensive distribution

It refers to that strategy of the distribution in which company's product can be placed in
every channel of distribution that are available in the market(Salman and et. al., 2017). In case of
Hard Graft Tools company they can target all type of people in the market due to which it is very
essential to adopts the intensive distribution because of making strong connection with customers
and become familiar in the eyes of customers. Due to this channel firm can easily target market
in the diverse nature of the business environment.
Selective distribution
It refers to that in which companies can distribute their products and services on the
selected outlets and customer can buy those products on that outlets only. In context of Hard
Graft Tools, they can place their products and service on the limited outlets this helps in
enhancing the image of brand and also helps in reducing the cost of dealing with more
intermediaries parties(Mohammadi, Saghaian and Alizadeh, 2018).
Exclusive distribution
It refers to that distribution in which limited retailers are giving the option to the
company for carrying their goods and services to deliver it to the customers. In this retailer is the
responsible for swelling the products not the manufactures. In case of Hard Graft Tools using
this distribution can mainly helps in enchaining the brand and quality of the products due to
adopting this feature company cannot make more investment in training and hiring the
workforce.
Analyse the advantage of using direct marketing channel
It is to be analysed that the use of direct marketing channel helps in building the effective
customer relationship so that company will enhance their sales and profits in their long period of
time. It also helps in providing the best marketing strategy that helps in targeting the customers
so that higher revenues can be received by the firm. In terms of Hard graft tools direct marketing
campaign is very impactful as is provide the consumers with compelling content that the
company can share with their potential customers. It helps in maximising the sales by
developing the team of loyal customers. It also helps in offering the lots of information to the
consumers about the product so that they get attracted towards it. This also helps in tracking the
response rate of the customers regarding the goods and services that a firm will offered to their
customers. Because of direct marketing organisation can test the new market and provide people

benefits of products so that they can attracted towards it and it helps enhancing the company
market share and position.
Analysis of how business can create lifetime value to customers by using customer life cycle
Business can create a lifetime value to customers by adopting customer life cycle that
involves four aspects such as reaching, acquisition, retention and loyalty. In this Hard Graft
Tools can trying to attract the customers by using promotional activity so that they can create
awareness in the people about the products that they offers to the customers so that it is easy to
the company to influence them to buy the same. By identifying the products features in
acquisition stage customer can place an order and waiting for use the offerings that they ordered.
Further they can purchase the product and know the features and benefits of products so that they
will retain with the company and try to sell more. This helps the longer sustainability of the
company with the customers points of view. After that in last make a loyal customers so that
firm will enjoy large amount of profits that is the major motto of the company(Bahadir,
Bharadwaj and Srivastava, 2015). It is to be analysed that to create a lifetime value with the
customers Hard Graft Tools can mainly focus on the two aspects i.e. maintaining the smooth
relationship with the customers and acquire them with the unique products and services. As
making a relationship is very essential because without it no customers can retain with the
company for long. This also helps in making the loyal buyers to the firm. For this organisation
can use to take customer feedback regularly so that they retain with the business for more time
and company will gain higher profits.
Advantage of using a direct marketing channel
From above explanation on direct marketing it is to be evaluated that direct marketing
channels is very beneficial for the company to save the time of finding the best retailers and
wholesalers in the locality and also helps in saving the cost of dealing with intermediaries. It
helps in make a direct connection with the end user so that they can produce the goods in future
in an effective way. In context of Hard Graft Tools it is analyse that the use of direct marketing
channel is very advantageous helps in flexible targeting in which effective communication can
be done between business and customers that is very essential for gaining higher profits and
revenues. Direct marketing is also very cost effective that can attracts the number of customers in
low cost. In this company can adopts the email, phone messaging, coupons etc. These channels

helps in building the high relation between the market and organisation that can helpful for long
term sustainability within marketplace.
Evaluation of role of product or service in organisation marketing mix
It is evaluated that role of product and service in marketing mix is very crucial because
without making and producing the goods and services other elements of marketing mix cannot
work. This shows the positive aspects of the products and service within the marketing mix
elements and company cannot earn higher profits and sustain in the market place if the goods and
services are not manufactured according to the requirements of the customers that it will shows
the negative aspects by reducing the base of good loyal customers. From the marketer of the
Hard Graft tools it is evaluated that role of a product is to satisfied the needs and requirements
of the customers by providing the goods in effective packaging, features, benefits that are easy
for the people to use. This display the positive role of a products that also helps in retaining the
customers and earning higher profits and revenues. On the same time for offerings the quality
features products to the customers company includes huge cost due to this buyers are hesitate to
buy this that affects the value of the products in the negative way due to this firm sales volume
also affected (Restuccia and et. al., 2016). In context of Hard Graft tools the evaluation is based
on the positive and negative aspect of goods and services. In this to maintains the positive image
within the market company can offers the quality products to their customers with best services
so that large number of customers get attracted towards it. In terms of negative points on
products and services Hard Graft Tools includes more financial resources to designing the
quality goods as per the customers requirements that affect the operating cost of the company
due to this more expenses can be shown and it will affect the profit margin. In this the specific
product and services of Hard Graft tools are represented as a power tools that has some
advantage and disadvantage in the marketing elements. These power tools are perform their task
in short period of time. For Example- If a person can cut the big lumber with hand saw than it
will take more time even where there are three four people are involved. But due to power tools
the lumber can be cut very easily and in a small period of time. But at the same time it has more
complex than hand tools because in this a person carry more tools to done their operations. The
positive issue is that it helps the customers to get the lots of knowledge regarding products and
also theses tools can make the life simple of the people so that they can do their task in effective
and efficient manner within specific period of time. It also contains some negative issues as

because of this company cannot needs more human resources to work because the power tools
can work effectively that only needs limited manpower.
Evaluation of role of place in organisation marketing mix
In marketing mix place element can play a major role because it helps the company to
earn higher profits with conveniently connect with the customers. Without proper placing no
firm can enhance their brand image and maximise the base of customers. It is very significant to
placing the products that is convenient to the customers so that they can easily purchase it and
company will gain higher profits. It also helps in attracting the customers and retain them for a
longer period of time. In context of Hard Graft Tools, the role of placing is of two types i.e.
online and offline in which firm will focus on conveniently offering the goods and services to
their customers that does not trouble the buyer more. As they reach very safely to the stores. On
the online mode Hard Graft Tools cannot take more time in delivery the goods to the customers.
This evaluation includes the strength and weakness of online and offline place that an
organisation can adopts. The major strength of offering the products to customers through online
medium is that it is very convenient to the customers because in this people buy the goods and
services 24*7 also make communication easily regarding the issues of products and services.
But at the same time it has some drawback that due to this Hard Graft Tools may face major
competition. On the other hand offline placing of products and services is convenient to
customers as they can check the quality of product and after that they buy it. But at the same
time the major weakness of this is that customers cannot buy the product at any time i.e. 24*7.
The major strength that the online place of business is consider is that it will helps in eliminating
the extra cost that are needed to set the shop as a offline medium. IN online business the Hard
Graft tool majorly pay for securing their domain name and also setting up their website but it is
also low as compare to the leasing and maintaining the physical premises. By using this place for
business company can feel their presence in global market that can helps in attracting number of
inverters, clients towards the company. This helps in gaining high profits and market position of
the firm in a small period of time. The major weakness of this online business is that in which
customers cannot try the things before they are buying due to this they contains some doubt in
their minds. Because of this firm will facing the major competition in the online market because
there are number of companies are involves due to this they can face the issue of attracting

customers with their goods and services. Due to this company cannot effectively connect with
their customers.
TASK 2
COVERED IN PPT
An analysis of aims of promotion in marketing mix
 Increasing Brand Awareness- The major purpose of the promotion mix is to the
develop and maintains the image of the company within the market. In case of Hard Graft
Tool, Promotion mix is an effective tool for maximising the customers base. Due to this,
firm can reach to the every corner with their products and services. This also helps the
organisation to sustain for longer period of time.
 Enhancing sales and profits- It is another one of the major aim of the promotion
because due to this company can maximise their sales and profits. In case of Hard Graft
Tools, manager can use the promotional tool with the aim of increasing their sales and
profits by reaching towards the larger base of customers. Due to this company can invest
more to larger the number of customers with increasing sales volume.
 Provide information- It is one of the best aim of using the promotional tool is to provide
accurate and effective information to the customers about the benefits, features of the
products. In case of Hard Graft Tools, manager can use this aspects so that they can
provide suitable information about the products in the market and attracts the large base
of customers. For this company can adopts the social media tool such as You-Tube,
Twitter, Facebook where more people spend their lots of time and this is the best way to
provide majority of information to customers(Ahmad Fiaza, 2016).
An explanation of measuring success of promotional campaign
 Comparison of actual and targeted sales- It is one of the best way to measure the
overall success of the promotional campaign. In this Hard Graft Tool can examine the
sales on the basis of actual and targeted. In this if the current earning sales is more as
compare to the set target than it is a successful campaign and vice- versa. Due to this
company also earn high amount of profits and revenues.
 Social traffic- It is the another essential way to measure the promotional campaign
success within the organisation. In case of Hard Graft Tool, manager can use the social