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Using the marketing mix
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The four Ps do not work alone. Changing one affects the others, and getting them to work together creates a competitive advantage.
How the elements affect each other
A premium product needs a high price, upmarket promotion and selective places.
A price cut may need promotion to tell customers about it.
Selling online (place) changes the kinds of promotion that work.
A price cut may need promotion to tell customers about it.
Selling online (place) changes the kinds of promotion that work.
Competitive advantage
A competitive advantage is something that makes customers choose your business over rivals, such as lower prices, better quality, a strong brand or better service.
An integrated mix
An integrated marketing mix means all four Ps support the same message to the same target market.
An integrated mix is hard for rivals to copy, so it can build a lasting competitive advantage. A mix that sends mixed messages, such as a luxury product sold in a discount shop, confuses customers.
An integrated mix is hard for rivals to copy, so it can build a lasting competitive advantage. A mix that sends mixed messages, such as a luxury product sold in a discount shop, confuses customers.
A brand sells expensive organic skincare. Should it sell through a discount store?
- The product and price say 'premium'.
- A discount store would clash with this image.
Answer: No, it should use selective retailers or its own website.
Each P affects the others. A competitive advantage makes customers choose you. An integrated mix, with all four Ps sending one message, builds lasting advantage.
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