Case Study: Analyzing Whitehouse Farm's Marketing Strategies

This case study delves into the marketing strategies of Whitehouse Farm, a dairy farm operating for over 50 years, examining the positive and negative impacts of its marketing mix elements (product, price, place, and promotion) on revenue and customer base. The analysis explores the current strategies, highlighting the farm's limited product range, value-based pricing, limited distribution, and traditional promotional methods. The study then proposes brand extension strategies, including product differentiation (organic products), e-commerce, value-based pricing, and social media marketing to enhance sales and profitability. Furthermore, it discusses factors that contribute to building a strong brand image, such as social and economic factors, technological advancements, and political and legal considerations. The report concludes by emphasizing the importance of the marketing mix and brand extension strategies in maximizing sales and profitability, and the role of external factors in shaping a good brand image. The case study references relevant literature to support its findings and recommendations.

Case study
1

2

INTRODUCTION
Marketing refers to a process of placing a right goods on the right position at a correct period
with a right price. It is an action of promoting and trading product offerings including market
research and advertising. It is based on whitehouse farm in UK that operates its business as a
dairy farm for over 50 years. This report explains a positive and negative impact of the
marketing mix elements on the total revenue and it also implement various factors that make the
new strategies for brand extension which is very important for a company to earn more and more
profits. At last it explains the pestle analysis and swot analysis to make a brand a good brand
(Kreutzer, 2015).
MAIN BODY
Elements of marketing mix currently being implemented by an organisation
Overview of firm
Whitehouse farm is one of the prominent business that is run by a family in its dairy farm
since 50 years. A company can deals in various products that is made on the farm. The company
earn a total income of £30000 per annum. The main aim of the firm is to overcome the current
problem that is faced by an organisation like decrease in customers, revenues and profits. For
this business make can analyse the market with the elements of the marketing that can be
explained below.
Marketing mix elements are the important factor that every company implement it to
know their profits, image in the market place. It also helps in making different tactics and
strategies to encourage their goods offerings in the current market. Whitehouse farm, need to
examine these elements by analysing the affect of revenues and customer base. It involves 4 Ps
of marketing that are explained below.
 The product – It defines those products and services that sell in the market to its targeted
consumers by a business to get more and more returns. In reference of Whitehouse farm,
company offers various products to its customers fruits, vegetables and craft supplies.
Therefore in this market, rival firms also present that sales same products but wide
product range this affect the Whitehouse company sales like cheeses, milk and a little
flavours of ice-cream and many other products like meats and eggs. It reduces the
company sales and profits. But at the same time regular customers are nor switching to
3

another company because of loyalty it is the main positive impact on the company sales
and revenues. Because of limited range of products its revenues is affected negatively,
because the competitors can sale variety of products this will reduce the customer base
for the organisation. (Faßmann and Moss,2016). The price – It refers to that amount on which company sales its products to their
consumers to produce more and more profits and helps in making complex decisions
regarding the sales of the offering in the company. In context of Whitehouse farm, it uses
value- based prising in which it sales their product offering to its consumers on the
limited price which is only worthy to the products. It will create a activist impact on
company sales, revenues and attract more and more customers. It also create negative
impact on the company sales and revenues because of its competitors sales many product
range so the customers attract towards them whatever they cost the price. The place- It defines as a distribution channel that an organisation can use in selling their
offerings. It involves the cycle to manufacturing to selling. In context of Whitehouse
farm it sold their products in their farm only. This will create negative impact on the
company sales because of this its decreases the revenues like they only attract small
amount of consumers and a local users not a wide range of users. For this company use to
operates their shop in other locality to attract more and more users (Pike, 2016). The promotion – It refers to that tool which is used to advertise the product offering in
front of many people of a corporation to attract large number of users. In context of
whitehouse farm, they use old ways to promote the goods to its consumers like posters,
chalkboards and pamphlets. This will affect the company sales in negative way thst it
does not attract more and more peoples and does not create a brand image outside the
local area. But it create a great impact on those customers who live in that area and use
product of that company (Stern and Porr, 2017).
As a marketing consultant, changes consider for its brand extension within every element of
marketing mix and the new strategies for brand extension be implemented by organisation
In this manager of Whitehouse firm, plan some strategies that is useful for brand
extension. It helps in increasing the sales and returns of the business enterprise. It includes
various strategies that are described below.
4

 Differentiation in product – This strategy is used to compete with competitors in the
current market place. In context of Whitehouse farm, manager use this strategy for
increasing the sales and revenue and maximise the growth. For this company can
differentiate its product from their competitors like they sale organic veggies and fruits so
it increases its sales by attracting more and more users. Today’s people are more
conscious about their health because of this company can choose to produce an innovate
goods that is organic veggies which cannot harm the person’s health and it attracts the
large consumer base. This strategy helps in capturing the vast area because differentiation
in the goods offering attract the old customers as well as new people because of
innovative products (Akbar, Omar and Wadood, 2017).
 E-commerce- To increase the sales, profit by providing a organic veggies and fruits in a
Whitehouse farm, manager of a company can make a strategy to sell their products and
services over the internet or electronic commerce by using social media as a tool. In this,
services and offering of goods are provided by the organisation over the internet to its
targeted customers. In these company can transact money through online media. This will
attract the large number of customers in a very short period of time. It also helps in
extension of a brand in the broad area and it maximise the sales of a firm.
 Value – based pricing - It is a next strategy that a manager of a Whitehouse farm can use
to increase its sales by brand extension. For this company can use value based pricing in
which the price of a product are set primarily but not exclusively. In this pricing strategy
firm can set the cost according to the customers rather than the cost of the product
offering or services,. It is very useful to generating more sales and increase profitability
in the current market.
 Social -media- To stretch the brand by promoting and launching new product range in
the market Whitehouse farm, can use social- media strategy. Where they attract multiple
number of people in a limited time period and low cost. This helps the company to
generate profitability and sales in wide area. Social media is the great platform to
increase the sales and image of brand in the market place (Okumus and Cetin, 2018).
5

Different factors that makes a brand a good brand
For make a good brand image in the market Whitehouse farm use various factors that are
explained below. For making a brand a good brand STEEPLE is an essential tool for best
marketing planning and strategy(Puddle, 2015).
Social factor affects th image of a Whitehouse farm company brand image. It is very
significant for an organisation to make and provide those commodities to the customers that does
not harm the environment and a people life’s. In this firm can sales healthy meal like dairy
products and organic fruits and veggies to its customers. This will attract more people to buy
their products and it also makes a brand a good brand.
As technology is advanced day by day, it creates a pressure on companies to go with new
technology to make their brand a good brand. In the background of Whitehouse farm manager
can use social media technology because in today;s world people are using social media very
much. To promote their brand and product on a wide scale company can use this technique this
will help in increasing the goodwill of a brand in a market(Purvis, 2016).
Economic condition of a country can influence the business and its brand. To increase the
sales and make a brand a good brand, Whitehouse farm can use value based pricing because of
Brexit in UK it will affect the peoples income. To increase the sales in a difficult time can sale
their products according to the customer needs. This will increase the brand image in the market.
Political and legal factor also create a impact on brand and make a brand a good brand. In
this Whitehouse farm can follow the employment law so they will very efficiently and complete
the target on time.
Whitehouse farm can use and make those products that does not harm the environment of a
society. This will attract number of customer to use their products and it will increase the sales
and the profits and makes a brand a good brand (Baker and Magnini, 2016).
CONCLUSION
From the above research report it is to be summarized that company can use different
elements of marketing mix to enhance the sales, profit and revenue of a firm. Further it shows
the various strategies that help brand extension of Whitehouse Farm so it maximises the sales
and profitability in the current market place. At last it explains the external factors that helps in
making a brand a good brand (Pike, 2015).
.
6

REFERENCES
Books and Journal
Akbar, F., Omar, A. and Wadood, F., 2017. The Niche Marketing Strategy Constructs (Elements) and its
Characteristics-A Review of the Relevant Literature. Galore international journal of applied
sciences & humanities, 1(1), pp.73-80.
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality marketing and
building the constituency model for hospitality marketing. International Journal of Contemporary
Hospitality Management.
Faßmann, M. and Moss, C., 2016. Instagram als Marketing-Kanal. In Instagram als Marketing-Kanal (pp.
13-21). Springer VS, Wiesbaden.
Kreutzer, R.T., 2015. Digitale Revolution: Auswirkungen auf das Marketing. Springer-Verlag.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of Destination
Marketing & Management, 9, pp.340-346.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Pike, S.D., 2016. Destination Marketing Organizations–Research opportunities in an era of uncertainty.
In Book of Abstracts-6th International Conference on Tourism. International Association for
Tourism Policy (IATOUR).
Puddle, T., 2015. Marketing essentials for veterinary practices. In Practice, 37(5), pp.259-261.
Purvis, J., 2016. Human resources marketing and recruiting: Essentials of digital recruiting.
Stern, P.N. and Porr, C.J., 2017. Essentials of accessible grounded theory. Routledge.
7