What is the Marketing Mix and the Four P's?
The marketing mix and the four P's are tools used in the marketing industry. The marketing mix is crucial when determining a product or brands offers and is often related to the four P's, Which are: Price, Product, Promotion and Place.
Fashion category: Elite Fashion
Brand :Mulberry
Product: As this brand is a Elite chain you expect it to have its own high-end luxuries. Now, Take this Mulberry Alexa in Soft Buffalo Oak for example, The quality and fabrics used within this bag would have been most definitely up to a high standard. The fabrics, probably chosen by hand for the best texture and colour, also hand made with the embossed branded logos and lining.
The packaging within the brand is very luxurious. You would find the bag stuffed with paper to keeps its shape and it would be wrapped in a dust bag or cloth with the embossed logo, the beautiful Mulberry gold trees scattered around the tissue paper that caresses the bag, all inside a grey box or bag with once again, The gold branded logo and black ribbon.
The customer service you would expect to get going into a high-end brand like Mulberry would be someone to kindly greet you into the store, maybe even making light conversation and a glass of bubbly... If you're lucky enough. You would expect a store employee to approach you and ask for any assistance, making you feel at ease, In some cases you could be taken to your own private room in the store to try on the products. When purchasing this bag from Mulberry you would expect the employees to be well-mannered and help with any request.
The services you would most likely get when purchasing this Mulberry Alexa Bag would be at least a one year guarantee which covers any wear and tear damage and an option to insure the bag in case it got stolen.
Place: Where you place a High-end/Elite fashion store is crucial. You cant just plonk it in any old place, It has to 'fit the scene'. You would find a Mulberry Store in Capital Cities mostly, placed where all the other High-end chains were placed, Elite stores always seem to cluster together down a long street that just screams 'Expensive!'. You would never see a Mulberry Store next to your bog-standard Primark... It just would never happen.
Promotion: Promotion for a store is everything! If you don't promote and the products in it how will people know what you're about?! With Mulberry there promotion is subtle yet effective. You will see adverts in a high fashion magazine such as Elle and Vogue. For example, When Mulberry promote a sale (which they only do twice a year) they will e-mail customers within the newsletter. Also, they will most likely have a small sign on the front of the store that indicates the sale, doing this in a sophisticated way. Also, the Catwalks, You can even go wrong with a Mulberry Catwalk, its such a massive way Mulberry promote there products.
Price: As Mulberry is such as high-end Elite Fashion store you know you're going to be paying a pretty penny for all of their items. In store and on-line at Mulberry this Soft Buffalo Oak Alexa retails for £1,100., But then again you're paying for the customer service, the bag itself and just whole experience from walking in the store to walking about.
Fashion category: High Street
Brand: New Look
Product: As New look is a high street brand you expect any product to be fashionable and on trend all year around. Now, For example the quality of this Mink Edge Stud Satchel would be made out of faux leather, lining, embossed stud nearly placed around it and I guess it would easy to re-produce in know time.
The packaging within this brand would be what you would normally see in any other high street store, A plastic or paper bag with their brand logo on the outside. As they have the logo on the bag this indicates to other shoppers where they have been shopping. This links to Promotion in the way the brand advertises itself.
The customer service you would most likely see in New look would be an employee greeting you as you walk thought the store doors and someone asking if you are in need of assistance. The employees should be helpful and try to fulfil any needs you may have.
The service you would expect to receive when purchasing this Mink Edge Stud Satchel would be a friendly greeting and a light conversation at the till area.
Place: You would always find a New Look in a town centre surrounded by other high street store, All high street brands seem to clump together. For New Look it is crucial they stay within the town centres as this is where the majority of there target market would go to shop.
Promotion: New look promote there brand in many ways. Firstly, the company may sends e-mails reminding customers of sales and offers within the store and on their on-line store, they a 10% student discount and they use popups on other sites to promote there brand too. Another key thing New Look do to promote their products, including this bag is to have visual merchandising around the store; They dress the store and their on-line website with red 'SALE' signs too. The last thing a high street brand like New Look would do to promote their products is to have adverts in fashion magazines that their target market would read.
Price: Now, New Look is a high street brand, So maybe you you'll never know how much something is until you have a peek, but this Mink Edge Stud Satchel retails for £17.99. That price is not bad at all, just think you're on trend, its not breaking the bank and for what fabrics and techniques have been used to create this bag its pretty much a bargain.
Fashion Category: Mass Market
Brand: George Of Asda
Product: George Of Asda are well known for being a mass market Brand, The products including this satchel are made for the mass market which are better known as the general public. This satchel will most likely be made out of leather look fabric with gold tone buckles. The product itself would of been massed produced and made quite quickly. Most likely made in China.
The packaging this satchel would come in would be a recycled plastic bag with the Asda logo on the outside. As it isn't an expensive item the bag it comes in shouldn't be an issue for anyone.
As George Of Asda is a brand that consists of doing your weekly food shop I doesn't have any great customer service, there will always employees around to ask for assistance but then again, would you want to be stopped as soon as you walk in the door knowing you're going to spend a lot of time shopping anyway?
The service you may get when purchasing this satchel is a friendly hello, or you can just nip to the self- checkouts which takes half the time of queuing.. result!
Place: George Of Asda is found in the supermarket which is Asda. Massive super market chains like Asda are placed in central areas, Asda has placed itself in these places as its easy access to everyone, even if you're on foot or in a car. They are always placed where there is a good taxi and bus service too.
Promotions: The way George Of Asda promotes their brand is massive, they use every kind of promotion there is. To start off with, George Of Asda use advertisements on TV to promote their brand and the use of posters and wall displays at bus stops. Also, Asda use the 'Price Match' to compete with other mass marketing brands.
When George of Asda have a sale all the store it pushed towards the front of the store with massive red 'SALE' signs hanging from the stores roof. George Of Asda does this as its a great way to get people engaged once they walk though the store.
Price: George Of Asda use a system called 'Round Pound' . Asda does this to round the cost to a whole number rather than pounds and pence, This means Asda can put a price on a product, for example this satchel and we all know its going to be cheap. The price of this satchel is £12, Its good value for money as you get what get for the price .
Nice article on Marketing Mix.
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