Marketing Mix Activity 2021 PDF

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Yr 11 Business Management The Marketing Mix – Activity The marketing mix is the combination of elements that frame the marketing strategy for a company in relation to their products and services, in order to help them achieve their marketing objectives. Traditionally, the marketing mix has focussed on four elements:  Price  Product  Promotion  Place

Geselle Each of these elements will be important in its own way but for some products the emphasis on one or more may be stronger. This will depend in part on the nature of the product or service and the objectives of the business concerned. The aim of this Activity is to encourage you to use your knowledge of the 4 Ps and apply them to a selection of products and services, taking into consideration the relative importance of each element in the mix to those products. You will need to think of what role each 'P' plays in the overall marketing strategy for the product and offer a brief explanation for your reasoning. The Task You will investigate 2 top companies who have a variety of products making up their business. Choose any product and identify the relevance of the 4 Ps to the product & the business overall.

1.

Red Rock Deli range

2.

Greens Baking range

Important sites that may help: Redrockdeli.com.au https://bigdatr.com/au/brand/red-rock-deli Woolworths – Win a virtual cookalong – red rock deli Greensbaking.com.au

Red Rock Deli Product Name the types of products this business sells

Describe/draw the brand Logo of the business.

Product: Potato chips, deluxe crisps, nuts, dips, gourmet crackers and deli style crackers

The logo is a circle that has circles inside of it, it has its name on the inner circle in white, with a white star with multiple rays on it.

The packaging is sometimes just as important as the product. Click on the Link below: Picture Describe some of the important information that is included on the package. What does the packaging convey to a potential customer, expensive, cheap, is it Australian made, healthy?? Picture

The package is of medium quality for those who don’t like to spend too much on snacks. It also shows in the back how the chips are processed, it says ‘finest potatoes’ this brings elegance, it makes people want to buy it more. It also says that they are made with sunflower oil, which is low in saturated fats. It has ‘gluten free’ this can be important for gluten free eaters, as they would prefer these snacks rather than those that have gluten. 2040kJ – bad for costumers. A lot of chili pictures in the picture – means its spicy. It is harvested from Australian farms

Price What is the current price of the product? State your source.

$3.50, 2.12/100G – Woolworths site

Promotion Describe the advertising methods used to promote the product. Use the websites provided to help, could be TV ads or online advertising

Advertising methods – tv campaign, outdoor display posters, sampling and a social media campaign

Describe any other strategies used to promote the product. They continuously add different products and of different flavors, this can give customers a sense of surprise and excited to taste their flavors. They also have weekly specials.

Promotion involves the business talking directly to its customers.

Using the examples on page 297 list the types of objectives this promotion is attempting to achieve: State the promotion example you have chosen.

Tv campaigns – advertising attracts new customers by raising awareness of a particular product, it also increased brand loyalty by reinforcing the image of the product and changes individuals behaviours through information or persuasion

Place Describe the distribution channel used to get the product to the customer. See pg 296 for examples

Product to wholesaler to retailer to customer. Most common method used for distribution of consumer goods. A wholesaler is an intermediary who buys in bulk from the producer, then resells in smaller quantities to retailers

Describe the intensity of the market coverage used. See pg 296 for examples

Intensive distribution – occurs when the business wishes to saturate the market with its product. Customers cans hop at local outlets to purchase the product

Greens Baking Product Name the types of products this business sells

Product: Pancake shakes, mousses, custard tart, cinnamon scroll, cakes, chocolate cake, Neapolitan cake, brownies, muffins, brookies, scones, scrolls, fritters,

Describe/draw the brand Logo of the business. The logo is green, it is a bowl with symbols on top of it, symbols of baking -whisk, spatula. It has the name ‘Greens’ on the bowl in white. And says ‘Australian since 1978’ The packaging is sometimes just as important as the product. Click on the Link below: Picture Describe some of the important information that is included on the package. What does the packaging convey to a potential customer, expensive, cheap, is it Australian

Packaging says ‘no artificial colors or flavors’ – makes the food sound healthier, even if it isn’t because the word artificial has a negative connotation. Also says ‘baked and owned’

made, healthy?? Picture Price What is the current price of the product? State your source. $1.65, was $2.80 – woolworths site

Promotion Describe the advertising methods used to promote the product. Use the websites provided to help, could be TV ads or online advertising

TV ad – ‘sneak in a cake break’ it launched across screens, social and out of home, the campaign introduces audiences to a series of offbeat spots that see people indulge in the illicit pleasure of a cake break in unlikely scenarios; bringing home the tempting convenience of Greens Baking’s Cake Break range. “Green’s Behind the Scenes” is the new brand campaign for Australia’s favourite baking brand, Green’s Baking, developed by Hardhat. The series of short films gives Aussie bakers a peek into the effort that goes into perfecting every recipe.

Describe any other strategies used to promote the product. Online advertising – the use of social media The use of competition – win a baking kit work $100. You must tell them which new greens savoury mix you’re more excited to bake, and what other delicious mixes people would like to see in the range. There are ten lucky winners every month.

Promotion involves the business talking directly to its customers. Using the examples on page 297 list the types of objectives this promotion is attempting to achieve: State the promotion example you have chosen.

Place Describe the distribution channel used to get the product to the customer.

Advertising media – aims to attract new customers by raising awareness of their product, increased brand loyalty by reinforcing the image of the product and encourages existing customers to purchase more of the product

Product to wholesaler to retailer to customer. Most common method used for distribution of consumer goods. A

See pg 296 for examples

wholesaler is an intermediary who buys in bulk from the producer, then resells in smaller quantities to retailers

Describe the intensity of the market coverage used. See pg 296 for examples

Intensive distribution – occurs when the business wishes to saturate the market with its product. Customers cans hop at local outlets to purchase the product...