case study on marketing mix elements

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The mix forms the basis for determining the marketing strategy that suits your business goals. In fact, it is the first step to the creation of an effective marketing plan. One may wonder what makes it essential? The reason is that your marketing decisions have an impact on your positioning, targeting, and segmentation decisions.

The client is one of the leading infused water manufacturing firms located in the US.

A multitude of factors determines the success of a marketing strategy including key marketing mix elements such as product, place, and price. This makes it essential to identify the key marketing elements and develop a precise marketing strategy to distinguish oneself in a complex market.

The infused water manufacturer was facing immense competition from industry peers and adding to its woes was the fact that their marketing campaigns generated a negative ROI. To gain a deep understanding of the multiple drivers of profits and sales the infused water manufacturer approached Quantzig. Their main aim was to leverage our analytic expertise in identifying the key marketing mix elements that form the basis for developing successful marketing campaigns.

To know how you can benefit from marketing analytics. Get in touch with us today.

The solutions and recommendations offered by our marketing analytics experts empowered the infused water manufacturing firm to understand the impact of market mix elements on customer satisfaction. The client also succeeded in achieving the desired results by implementing the key marketing mix elements. Within a few months after the implementation of the marketing strategy, the client was able to able to witness a positive ROI.

Additionally, with the help of Quantzig’s marketing mix solutions, the infused water manufacturer was able to gain detailed insights into their customer’s behavioral patterns which enabled them to promote their brand effectively.

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Marketing Mix: definitions, analysis examples [Complete Guide 2023].

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The marketing mix aims at making your marketing positioning concrete . Often associated with the term “ 4Ps “, the objective of the marketing mix is to make your positioning tangible each time your brand is in contact with the consumer (the so-called “touchpoints”).

This article explains the difference between 4P and 7P , explains each facet of the marketing mix with numerous examples , and ends with a detailed case study .

To go even further, we suggest you consult our online resource , where we detail and illustrate all the factors to study for each of the 7Ps. We have also published case studies analyzed according to the 7Ps: Rimac electric car , high-end watchmaking , fruit juice , cosmetics .

Finally, don’t miss our free pdf marketing mix guide with tons of exemples. It’s free to download.

Marketing mix: what are the 4Ps?

The term “marketing mix” is often associated with another acronym: the 4Ps. The two have become almost interchangeable since Philip Kotler popularized the concept. “4Ps” is the English acronym for the 4 operational facets of marketing that make your company’s positioning a reality. They all begin with the letter “p” in English:

History: how the marketing mix went from 4Ps to 7Ps

Marketing mix: what is the difference between the 4Ps and the 7Ps?

Digitalization has made the 4P’s seriously outdated. The 4Ps were indeed well adapted to a “physical” world but much less to e-commerce. They have therefore been supplemented by 3 new “P’s”:

To help you implement the marketing mix, we have prepared a detailed example at the end of this article.

A recent example (2023): the collaboration between Yayoi Kusama and Vuitton

The famous Japanese artist collaborates once again in 2023 with Louis Vuitton. This collaboration allows us to illustrate several facets of the marketing mix:

flagship store Vuitton x Yayoi Kusama - February 2023

Vuitton’s flagship store on Avenue des Champs Elysées in Paris, photographed in February 2023 during the collaboration with Yayoi Kusama.

The P in “Product” (Product Policy)

The first of the 7Ps is, of course, the product . The term product does not mean only a physical object. It can also be a service.

The chocolate maker Pierre Marcolini had materialized its collaboration with Kistuné by very original packaging.

To cover this first “P,” you will have to describe the product’s characteristics (design, packaging, functionalities), its place in the range, as well as the services that are attached to it (after-sales service, repair, end-of-life recycling).

Try to explain the characteristics of the product that make it different, unique, and that are part of its identity.

Also, think about the packaging, which is often an integral part of the customer experience , as it is at Apple.

The P in “Price” (Pricing Policy)

In the marketing mix of luxury watch brands, the pricing strategy is “value-based.” The price is determined according to the value perceived by the customer and is not the sum of the price of the components used.

The second of the 7Ps is central since it is about price.

Here, the aim is to describe how the company manages the different facets of “price” in its market . This starts with a description of the pricing strategy adopted by the company. The most well-known are the following:

The pricing strategy, once determined, will have to be declined in a “ price tactic .” The pricing tactic is the operational extension of the pricing strategy. It describes how, in concrete terms, the pricing strategy is applied in the field. In this respect, the strategy of Swiss watchmakers is fascinating. They create a shortage that supports demand by voluntarily limiting production and choosing to whom they want to sell. Some, like Patek Philippe, also support the price level by buying back their older models at a high price to increase their desirability. The price of the products then soars on the parallel market, creating speculative bubbles like the one we described in this survey. The graph below shows the effect of the pricing tactics of Rolex, Audemars Piguet, and Patek Philippe on the price of their men’s watches.

evolution of the average prices of rolew, patek philippe and audemars piguet watches between 2012 and 2022 taking speculative models into account

Embed this media on your website

Once the overall strategy is described, you will need to describe the other aspects of the marketing mix that depend on price:

The P of “Promotion” (Communication Policy)

The third “P” is “Promotion.” It covers the aspects related to the company’s communication and the strategies used to make itself known on the market. The result is measured by the notoriety of the company among its target customers.

Electric hypercar manufacturer Rimac promotes its Nevera model by using YouTubers. Here Many Koshbin tries the vehicle in one of his YouTube videos (YouTube screenshot)

It is helpful to start by describing, in broad lines, the communication strategy followed by the company. What is the company’s position on advertising, and does it realize using advertising? Are specific media used (sponsoring, influencers, etc.)? If so, which channels are favored (digital, radio, TV, press, Out-Of-Home), and according to what logic are these channels selected?

When advertising investments are made, the repetition of messages plays a role in the persistence of the information in the consumer’s mind. Therefore, the analysis should try to clarify which repetition is aimed at, which will make it possible to deduce the advertising pressure that the company wants to impose and the importance of advertising in its global strategy.

In addition to advertising, the company can also promote itself through inbound marketing . It is, therefore, a matter of attracting prospects naturally. Inbound marketing is a tactic that materializes in the digital space. The goal is to improve natural referencing (SEO) to capture the attention of Internet users and attract them to the company’s website. It is, therefore, necessary to analyze whether the company invests in content marketing and, if so, which online media are privileged.

The P of “Place” (Distribution Policy)

The fourth “P” concerns the distribution policy (“Place” or “Placement” according to the 4P terminology). In this part, we analyze how the product or service is distributed. There are three main distribution strategies:

Perugina commercializes its “Baci” in large-scale distribution but also has some stores of its own (here the one in Perugia)

Nespresso distributes its coffee capsules through its own stores (direct distribution). Most food manufacturers sell their products through third-party networks (retailers). However, some of these manufacturers invest in their own stores ( Perugina , Lindt, M&M, ….). This is a hybrid strategy.

Once the broad lines have been drawn, the analysis of the marketing mix requires going into detail. It is advisable to study the opportunity of franchising, especially when the ambitions are high in terms of the geographical distribution of products. Covering a large territory requires significant resources. Therefore, a start-up with a product in high demand may have to turn to the franchise model to accelerate its deployment. This is a widespread model in the fast-food industry.

The Printemps store in Paris offers visibility to many brands and attracts foreign tourists. Crédits : gibs02 via Flickr.

Outsourced distribution (via a franchise network or third-party distributors) also has marketing coverage advantages. Some brands may naturally attract customer segments that could represent additional sales for your company. Regardless of the distribution strategy chosen, careful consideration must be given to the location of sales outlets (in the case of physical sales). The research on implementing physical commerce is of particular importance because of the decline in the number of visitors to physical sales outlets . Over the last 10 years, city centers have lost 50% of their pedestrian traffic, which inevitably affects profitability.

If the company opts for e-commerce (which seems essential), particular attention must be paid to the logistical aspects. In particular, request what logistical processes need to be implemented to meet customer expectations regarding product availability and delivery times. Customer requirements are constantly increasing. They are shaped by the delivery policies of the industry’s giants (Amazon and others), whose logistical excellence allows them to shorten delivery times even further. For SMEs that lack operational excellence, the use of third-party fulfillment services can be an enjoyable (but costly) alternative to compete with the giants.

The P of “People” (Relationship policy)

Starbucks had set up a co-creation platform allowing customers to propose ideas to the company. Customer interaction was also possible.

The relational policy (the fifth “P”) is part of the 3 new “Ps” proposed by Booms and Bitner in 1981. The recognition of the role of the human being coincides with the emergence of relational marketing . We understand that the human component can contribute positively to the quality of service and customer satisfaction/loyalty.

In this part of the marketing mix, we will focus on understanding how its marketing positioning can be materialized through its human component. We will study the human part in the success of the company, and the satisfaction of the customer, as well as the role, played by the employees to transmit the values of the brand.

In the digital era, the relational policy is no longer only in B2C. It also materializes through C2C (Consumer To Consumer) interactions. Customers become ambassadors for the company and sometimes even play essential roles. Ryanair, for example, has set up a customer advisory board . Hollister, a medical equipment manufacturer, has created its Vivre+ network to create links between patients through activities organized throughout France. The customer thus becomes an essential component of the marketing strategy. They become a full-fledged player, just like the employee.

The P of “Process” (the processes related to the service)

This part of the marketing mix is about describing and analyzing the processes surrounding the service. To make your analysis enjoyable, you should focus on the most distinctive elements of the processes.

Processes are a central component in the success of Ryanair’s low-cost business model.

In the case of a low-cost airline (see case study), we will look at the role of processes in the business model’s success .

When the marketing positioning is the opposite (luxury), the sales processes play a significant role. The attitude, gestures, and behavior of salespeople are codified to align with the values embodied.

Your marketing mix analysis can quickly skim over certain aspects and should go into detail when justified.

The P of “Physical evidence”

Abercrombie & Fitch used to emphasize the plastic qualities of its salespeople to attract customers.

The last of the 7Ps is called “physical evidence.” In the spirit of the marketing mix, it is the tangible elements with which the customer is in contact when he buys the product .

These elements can be linked to the sales outlet itself (its design, its layout, the sound/smell / visual atmosphere), the objects found there, or the employees themselves (specific clothes, for example). The brand Abercrombie & Fitch , for example, became famous for the olfactory and sound ambiance of its sales outlets. Its employees, chosen for their “visual” qualities, worked shirtless.

The brand Archiduchesse sends its products accompanied by some “goodies” (candies, stickers, key rings)

If we immediately think of the attributes of the sales outlet, we must not forget the digital space. Online reviews are now part of the “proof” that the customer integrates before making a decision. The delivery can also be an important moment to comfort the customer in his choice. In this article , we have given 3 examples of companies that use delivery as an emotional touchpoint with the customer: the wine estate Le Cazal that adds a sprig of wild thyme to its deliveries, Coolblue that sends a personalized postcard, and Archiduchesse that completes its orders with some “goodies.”

Case study: analysis of Ryanair’s marketing mix

In this research we propose to analyze the marketing mix of Ryanair, the Irish low-cost airline which is today the n°1 airline in Europe .

Marketing Mix guide (free download)

Written on 29/09/2021 by Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

20 February 2022

Amazing stuff. I really found this article very interesting and helpful. The case study at the end of the article really helped to drive home the points raised in each of the elements of the 7 Ps. I say a big thank you to Dr Pierre-Nicolas S. Merci beaucoup.

21 February 2022

You’re welcome. THank you for your kind words. You can find even more here : https://www.intotheminds.com/blog/en/marketing-mix-guide/

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Elaborative Marketing Mix of Apple Inc. – With Deep Dive in 4 Ps

By Aditya Shastri

Marketing Mix of Apple Inc. - Featured Image

Apple is a well-known technology brand with a worldwide reputation for its focus on technological innovation, high-quality product lines, and outstanding marketing. The company is involved in developing and designing hardware products such as iPhones, iPods, Mac, as w ell as the development of software and online services. Since 2010, Apple has been rated as the most valuable brand by Forbes every year.

In this blog, we shall discuss the Marketing Mix of Apple inc. in detail, covering all the 4ps strategies. Let us start by getting to know a bit more about Apple.

ABOUT APPLE

Apple is considered to be a multinational technology company, based in California that designs, develops, and sells consumer electronics, computer software, and online services. It is considered as one of the great technology companies on par with Amazon, Google, Microsoft, and Facebook.

Steve Jobs’ vision helped Apple establish itself as the market’s leading technology brand. Now under the leadership of Tim Cook, Apple has grown faster in recent years. Apple is also the first brand with a market value of more than 2 trillion US dollars having its own operating system intact. Since we have a brief knowledge about the company, let’s dive deep into Apple’s marketing mix.

MARKETING MIX OF APPLE

A company’s marketing mix includes the strategies and tactics involved in implementing a marketing plan. Marketing mix focuses on specific 4Ps variables of product, price, place, and promotion.

In developing its marketing mix, Apple uses a strategy that promotes premium branding. This approach aims to focus on the premium brand and ensure that all 4Ps support the maintenance of a strong brand image.

Marketing mix thus holistically covers the marketing and business strategies that surround a business. Let us learn more about the marketing mix of Apple.

1. Apple Product Strategy

Apple Product Strategy - Marketing Mix of Apple

The company is known to have introduced new innovative products over the past few years. Apple products line over time to meet the needs of global customers. The product line of Apple includes both goods and services. The product element of the marketing mix indicates that Apple is in the consumer electronics business.

Here is a list of products offered by Apple :

Apple watch

Services offered by apple

The product mix of Apple focuses on quality rather than quantity. It focuses on the chosen products and continues to enhance them rather than branching bent designs to other products within the same category. Apple’s product strategy shows that it has diversified its business from computer technology business to information technology.

2. Apple Pricing Strategy

Apple Pricing Strategy - Marketing Mix of Apple

Apple has built the image of itself as a premium brand. Its product range includes only higher-end products and they only target people with high affordability. The company follows a premium pricing policy. Apple products are expensive and are considered a status symbol. Apple never prices lower than its competitors to maintain the image of a premium brand. Lowering the sale price will dilute the brand image.

One of the reasons Apple follows a premium pricing strategy is its high-end technology and superior quality products. Apple does not offer its product on sale and the price of the products is generally standard. Naturally, with such a huge fan following and brand image, the company charging higher prices for its products is justified.

3. Apple Place Strategy

Apple Place Strategy - Marketing Mix of Apple

Apple products are available almost everywhere across the globe. The company uses various distribution channels to serve the demands of global customers. They use both online and offline channels for distribution purposes. Apple stores: Apple has set up outlets in different locations where customers can purchase products directly from the company.

E-commerce platforms: Customers can purchase products directly through Apple’s official website and other online portals such as Amazon, Flipkart, etc. These portals are one of the biggest points of sale for Apple products.

Corporate resellers: Apple also has tie-ups with various corporate resellers who are authorized to sell Apple products. Due to the premium image, these stores are handpicked based on the size of the store, monthly sales, etc. The global availability of Apple products allows the company to target a larger customer base and also helps in creating brand awareness on a global scale.

4. Apple Promotion Strategy

The promotional strategy of Apple focuses on aggressive advertising using various channels like medium, TV, billboards, online ads, etc. It makes use of both conventional and non-conventional techniques to promote its product. The products are also promoted from its website and also from other online channels including social media.

In 1997, Steve Jobs launched the “Think Different” advertising campaign. He wanted to explain the value of apples in the fast-paced world. He said, “Apple’s core values is that [ we believe ] people with passion can change the world for the better.” The campaign inspired people to be confident about themselves and not only “think different” but be different and be proud of themselves.

As we all know that Apple targets a selected segment of society, the most focus of the promotional activities is on its products and therefore the differentiating factors which make it unique and better than its competitors. The promotion mix of Apple also uses public relations as a means to attract more customers.

The ads are simple and to the point with no irrelevant information. Commercial ads are run when a product is first launched and print ads run throughout the lifetime of the merchandise.

The primary goal of the promotional activities of Apple is to make the customer aware of the superior user experience of Apple products.

Apple Promotion Strategy - Marketing Mix of Apple

Watch this super interesting advertisement by Apple for iPhone 12

Meet iPhone 12 — Apple

Conclusion

The marketing mix of Apple focuses on simplicity and innovation and tries to connect to the hearts of its customers thereby making the brand the most valuable in the world.

We hope this case study provided you with some useful information on Apple’s marketing mix.

if you find it interesting share it among your friends and relatives along with that check out this institute to learn more about advertising strategy and marketing strategy visit the website for further details https://iide.co/

Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs...... [Read full bio]

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The Evaluation of Marketing Mix Elements: A Case Study
The paper aims to investigate the influencing of marketing mix (MM) elements (product, price, place or distribution, and promotion) on increasing the effectiveness of product promotion and...
The Evaluation of Marketing Mix Elements: A Case Study
Date Written: March 1, 2018 Abstract The paper aims to investigate the influencing of marketing mix (MM) elements (product, price, place or distribution, and promotion) on increasing the effectiveness of product promotion and their role to reduce the problems within the organization.
PDF The Evaluation of Marketing Mix Elements: A Case Study
3.1 The Concept of Marketing Mix MM can be defined as controllable group of variables that the organization can use to effect on the buyer's response to product or service (Kotler, 2000), and ...
The Evaluation of Marketing Mix Elements: A Case Study
The paper aims to investigate the influencing of marketing mix (MM) elements (product, price, place or distribution, and promotion) on increasing the effectiveness of product promotion and their role to reduce the problems within the organization.
PDF The Evaluation of Marketing Mix Elements: A Case Study
3.3 The Main Elements of Marketing Mix The MM has many elements, these elements can be specified according to the main goal of the organization, the main elements of MM refer to the 4 'P's (product, price, place or distribution, and promotion), these MM may strengthen the customer satisfaction's level (Raewf & Thabit, 2015).
Full Marketing Mix of Coca Cola (4Ps)
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THE EFFECT OF MARKETING MIX ELEMENTS ON .pdf
However, nowadays, the marketing mix increasingly includes several other Ps like People, Process, Productivity and Quality and Physical Environment as vital mix elements. The study used likert scale method of summated ratings to understand the degree of agreement and disagreement of the respondents towards the statements. An analytical research design was employed in order to establish how the ...
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In this case study, we shall discuss the marketing mix of Samsung, as in how it became one of the leading brands in the industry. As of 2020, Samsung has the 8th highest brand value. It is considered amongst the top brands such as Apple, Huawei, Panasonic etc. This blog will walk you through the successful M arketing Mix of Samsung.
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MMM is a statistical method that measures the impact of marketing activities on sales. The analysis helps companies understand the effectiveness of their marketing strategies and make...
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Marketing and Branding Research 2(2015) 44-63 MARKETING AND BRANDING RESEARCH WWW.AIMIJOURNAL.COM INDUSTRIAL MANAGEMENT INSTITUTE The impact of marketing mix elements on brand loyalty: A case ...
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Marketing mix is a set of actions a business takes to build and market its product or service to its customers. It helps to make sure that you are able to offer your customers the right product, at the right time and at the right place for the right price.
Stepwise Marketing Mix Of Uber
Marketing Mix of Uber 1. Price Strategy of Uber 2. Product Strategy of Uber 3. Promotion Strategy of Uber Conclusion Uber, formerly known as Uber Cab has become the face of the taxicab industry in over 60 countries. This company has achieved groundbreaking success with its unique marketing strategies.
PDF Case On Marketing Mix Cgeprginia
Marketing Case Study - Mohd Helmee Firdaus Salehudin 2011-09 This book focuses the influence of marketing strategy on personal financing among the teachers with offered. 8 ... Product element of marketing mix framework is all about the development of right product for the target market. Price is a financial element and it used to consider ...
In-depth McDonald's Marketing Strategy
A marketing mix is a model that an organization uses to advance the interest for its image or product. The main components of this model are 4Ps: Product, Price, Place and Promotion. So let us look at McDonald's marketing mix strategy in the coming section.
Marketing Mix Strategy, Marketing Mix Elements
It comprises of four fundamental factors that make a perfect marketing mix strategy. As we are well aware, the four elements include Product, Place, Price, and Promotion. Each of these factors plays a crucial role in the success of a brand, which means getting them right is essential to make your marketing mix strategy win.
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Marketing Mix Strategy, Marketing Mix Elements
It forms the basis of a marketing plan and helps a company to influence the demand for its products and services. The four Ps of a successful marketing mix strategy are Product, Place, Price, and Promotion. The four Ps are also the key marketing mix elements that play a crucial role in improving marketing effectiveness.
THE EFFECT OF MARKETING MIX ON ORGANIZATIONS PERFORMANCE
The current study seeks to examine the influence of marketing mix (4Ps - promotion, price, place and product) on the efficiency of CRM (responsiveness, empathy, customer relations, assurance...
Marketing Mix: definitions, analysis examples [Complete Guide 2023]
The marketing mix aims at making your marketing positioning concrete. Often associated with the term " 4Ps ", the objective of the marketing mix is to make your positioning tangible each time your brand is in contact with the consumer (the so-called "touchpoints").
Elaborative Marketing Mix of Apple Inc.
Marketing mix focuses on specific 4Ps variables of product, price, place, and promotion. In developing its marketing mix, Apple uses a strategy that promotes premium branding. This approach aims to focus on the premium brand and ensure that all 4Ps support the maintenance of a strong brand image.