Analysis of Marketing Mix Strategies for Leslie's Business Expansion

This report provides a comprehensive analysis of marketing mix strategies for Leslie's business, focusing on expanding the business through product diversification, competitive pricing, establishing a physical outlet, and utilizing various promotional activities. It differentiates between Business-to-Consumer (B2C) and Business-to-Business (B2B) marketing approaches for Planet Preserve, highlighting differences in buyer behavior, decision-making processes, relationship management, and motivational factors. The report also suggests specific marketing activities for both B2B (e.g., LinkedIn, business events) and B2C (e.g., social media, magazines) channels. Furthermore, it emphasizes the importance of consistency, coordination, reach, and repetition in promotional activities. Finally, the report contrasts international and domestic marketing basics, considering factors like cultural differences, product mix decisions, scope, and technology adoption.

Marketing Mix
Leslie's business needs the strategies of marketing mix to expand the
business:
Product- To expand the business she can supply vegetables, dry fruits and
fruit juices at city department store. To compete others she can offer good
quality of fresh vegetables and fruit juices.
Price- Leslie can implement competitive pricing strategies to compete with
others. With the help of competitive prices Leslie can increase sales and
customers.
Place- Leslie can establish her own new physical outlet in city department
store. With the help of physical outlet she can attract more customers and she
can also launch her website.
Promotion- Leslie can use advertisement mediums like TV and radio and she
can also distribute the pamphlets with newspaper.

Marketing mix for B2B & B2C
Marketing Business to Customers Business to Business
Meaning The products and services are provided directly
to the individual customers.
In this category the products and services of Planet
Preserve are marketed to the other businesses.
People Individual customers of Planet Preserve are
involved in this category (Bowie and Buttle,
2011).
Retailer and other companies are involved in this
category.
Product In this customers focus on the products quality
and they purchase products for their own
benefits and usage.
For small retailers the size of the consignment may
be small but they focus on the quality of products.
They buy the products for their own business
purpose.
Price Competitive prices strategies are implemented
in this category and prices does not vary from
customers to customers.
Prices may vary in this category because it depends
on the size of consignment.
Place Customers can approach through physical
stores of Planet Preserve.
In this, to approach other businesses the authorized
agents, websites and head offices are available
(Kerrigan, Fraser and Ozbilgin, 2007).
Promotion Promotion can be done by advertisement
mediums like TV, radio, newspaper and
To attract the other businesses, promotion can be
done through online marketing and by giving

Buyer Behaviour
Basics B2C buyer B2B buyer
Size Customers purchase the products in
small size.
These customers purchase the products in large
consignment size
Decision These type of buyers generally takes
quick decisions and in this emotional
factor also plays a important role in
taking the decision of buying (Abdullah
and Ahmad, 2010).
In decision making process they can take days, weeks,
months and sometimes years to buy the products of Planet
Preserve and they are more task oriented and less
emotional in decision making process.
Numbers Individual customers can be found
anywhere in the city.
These type of buyers are limited in number and usually
they are clustered in small geographic areas.
Relationship The relationship in B2C takes place
after the purchase of product is
completed.
In B2B, buyer mostly purchase the products from trusted
and loyal business.
Use These buyers purchase the products for
their own benefits.
The business buyers are using products for their company.
Motivation Customer buyers are motivated by
style, desire and prestige of the Planet
Preserve's product.
Business buyers can be motivated by raising profitability,
productivity and saving the money (Rudd and Mills, 2011).
Purchase The buying decision of customers buyer The buying decision of these buyers are based on the

Marketing activities
Planet Preserve can plan different marketing activities for both B2B and B2C
Marketing to B2B- If Planet Preserve plans the marketing activities to business to
business than company can do marketing on websites like using Linkedin site, they
can approach to various businesses. Company can also do marketing about their
products in business events and they can also publish the marketing content on
custom slide share channels.
Marketing to B2C- Planet Preserve is planning strategies of marketing to approach
the customers than company have to focus on the benefits of the product because
customers are less interested in lengthy marketing messages and less likely to know
in-depth knowledge about the product. Company can do marketing by using social
sites and magazines.

Promotional activities
Planet Preserve can met their objectives by reaching target customers and conveying
them company's message. The following integrated approaches are used in promotional
activity:
Consistency- The promotional and marketing activities should be consistent with
company's image.
Coordination- To reach the customers and gives impact on them the selection, timing
and longevity of promotion should be coordinated with each other.
Reach- Company needs to consider the way to reach target market and in this media
can help to gain the coverage.
Repetition- Telling the customers only one time that how the great product company
is offering is not enough, to market the product effectively company have to
continuously repeat the message over a period of time.

International & Domestic marketing
Basics International marketing Domestic marketing
Marketing activities The controlling of marketing activities
are complex due to presence of regional
and political factors.
Marketing activities are easy to
control because cited firm is familiar
to home country.
Culture In this cited firm have to consider the
various languages and culture because
culture and languages vary from country
to country.
Cited firm is well known about the
culture and languages of home
country.
Product mix This is decided according to the nature
of international market.
Planet Preserve can decide the
product mix to increase their sales,
profitability and customer's
satisfaction.
Scope The scope of Planet Preserve in
international market are endless because
they can increase their sales and
customers in international market.
The scope of domestic marketing is
limited because of domestic market.
Technology International marketing allows the
company to use latest and updated
technology.
In domestic marketing the use of
technology is limited.