Marketing Mix Essay

1119 words - 5 pages

The marketing mix are the variables the company puts together to satisfy the target group. The four elements of the market mix are Product, promotion, price and position. The product is an item or service that fits the need of the consumer, promotion is advertising selling researching the item or service to find the consumer. Pricing is giving the item or services a value that is attractive to the consumer, but at the same time increases the company's bottom line. The position is the channel of distribution, or the place to sell the item.There are many ways to achieve the needs of the target customer. The marketing mix and its variables common focus is the need of the customer. The product ...view middle of the document...

Marketing Mix and Promotion has four main aims. It is known as AIDA. It sums up the purpose of communication with customers through promotions. A company's Unique Selling Point (USP) is what they use to make them different to other companies who are selling the same things as them.Ben and Jerry's have got a laid back image but they also have a social awareness. When Ben and Jerry first started their company, they started the concept of giving back to the community as a whole. They make sure that the milk they use is bought from Vermont farmers and they buy the brownies they use in some of their ice creams from disadvantaged workers. They also give 7.5% of their profit away to help social and environmental causes. Haagen-Dazs USP is that they are an ice cream aimed at adults that uses only the finest ingredients. They market themselves as the ultimate in luxury and extravagance.There are lots of different types of media that can be used to advertise products. These are the mass media: television, radio, cinema and the internet. There are also billboards, magazines, planes and product placement. Local media can also be used and this is notice boards, shop windows and public places. These influence buyer behavior by persuading them to buy the product they are advertising.Haagen-Dazs has a lot of advertising. They advertise at cinemas and also on the television. They also have magazine and billboard advertisements. They advertise themselves as being a luxury ice cream and have started a new advertising campaign - "Made for Movies". This is going along with a special offer at Blockbuster videos where they offer free video rentals. When Haagen-Dazs first started in England they had a word of mouth campaign to make them seem very credible. They had marketed it as an up market product and at first it was only sold in up market shops. They ran advertisements in magazines like...

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