Portfolio Assignment: Analyzing Marketing Mix in UK Businesses

This portfolio assignment analyzes the marketing mix elements – Product, Price, Promotion, and Place – using five different UK-based companies. The assignment begins by defining each marketing mix element using academic sources. It then outlines the components associated with each element, followed by an analysis of how each company implements these elements, with a focus on product life cycle, pricing strategies, promotional methods, and distribution channels. The analysis includes examples such as Tesla's product offerings, Unilever's distribution strategies, and Coca-Cola's promotional activities. The portfolio also touches upon consumer reference pricing, premium pricing, direct marketing, public relations, advertising, personal selling and the importance of people in the marketing mix. The assignment aims to demonstrate an understanding of marketing fundamentals by linking theory with practical examples, showcasing the application of the marketing mix in real-world business scenarios.

Portfolio

Product
• Product refers to the type of services or
products which are provided by
company to customers for through
which business activities are done.
• Organizations tend to develop products
or provide services in such a way that it
is can fulfil customer requirements by
which it can develop requirements of
product for customers through which it
can achieve high sales.

• Product lifecycle
• Organizations have to make sure that it
tends to develop new products according to
the product lifecycle in front of the
customers by which it can maintain
customer’s engagement with the
organizational activities.
• Product life cycle shows customer’s
engagement with the developed product
which is high in the initial stage then with
time it reaches saturation in which it is
having average amount of customer
interaction.

Cont...
Product placement
• Product placement has also to be done in such a way that company is
able to attract its specific targeted audience by which company can
evaluate the effectiveness of its developed working strategy.
Product according to market trends
• Organization has to develop products in such a way that it is able to
provide new and rare products to customers by which it can attract
wide range of customers towards the organization and can also
establish premium pricing on its to achieve high profit margin.

Price-
• Tesla provide products according to
customer need by which it can
achieve high sales and high profit
margin because of which it can make
sure that it is able to sustain in
changing market condition because
of which sustainability of
organization increases in terms of
achieving organizational goals.

Cont...
• Pricing strategy
• Company has to establish efficient profit strategy in such a way that it
achieves an efficient economic growth and also has to make sure that
per product price at consumer side is not high enough.
• Thus if pricing is set high enough then it will decrease customer’s
purchasing the product provided by the organization because of
which chances of brand switching will be increased.

Cont...
• Consumer reference pricing
Reference pricing is the price for the customer which is judged by the
customer in comparison with the market competitor or company’s
previous pricing because of which it can showcase its reduced pricing to
customers.
• Premium pricing
Premium pricing is the pricing strategy in which high price is established
on products as compared to other market competitions through which
company tends to develop a sense of achieving high quality product in
the mind of customers.

Promotion-
• Organizations have to develop their
promotional strategies by which it can
increase its customer count and also
retain its customer’s loyalty with the
organization by which it can make sure
that customer’s loyalty with the
• Promotion is important for
organization because through this it
can increase brand awareness for the
customers by which high sales can be
increased. organization is maintained.

Cont...
Direct marketing
In this process of promotion company tends to sell its products directly to
customers through the means of technological advancements because of
which it can achieve high sales without the help of intermediates because
of which through this action Coca-Cola can increase customer’s
engagement with the organization.
Public relationship
In this action company tends to develop a positive image in front of the
customers in such a way that it is able to develop a brand personality by
which it can motivate customers to increase their engagement with the
organizational activity by which chances of goal achievement can be
increased.

Cont...
Advertising
• Company can develop effective advertisement through which it
can showcase company’s vision and mission to the customers through
which it can increase the brand awareness for the organization.
• Personal selling-
• Coca-Cola can also use the traditional way of selling organizational
products to customers in which it uses company’s salesman for
interacting with customers in such a way that they are able to
effectively advertise company in such a way that high sales can be
achieved.

Place
 It is one of the other main important element of marketing mix that
can help company in increasing distribution of products.
 There are several ways by which company can distribute and provide
their products to customers.
 In regard to Unilever it can be said that it has global reach so, it
makes use of varieties of places for offering products to customers.