MARKETING MIX

Marketing Mix



Marketing Mix

Introduction

Of all the existing definitions of marketing we believe that the most successful is the one that says marketing is the art and science of selling to more people than we can contact you personally. Consumers are directly dealing with specific segments or we can find in global markets or mass. But what security is there wherever they are, we are likely to influence them and thus generate more sales. Each consumer will purchase unwittingly released by a different trigger, or put another way, your purchase will be generated by a marketing tool designed specifically to achieve this momentum. For some consumers the gun will work, other efforts will be lost in the air (Aaker, 2000, 85).

The four factors of the marketing mix are interrelated; decisions in one area affect actions in another. To illustrate, the design of a marketing mix is ??undoubtedly affected by the fact that the company chooses to compete on price or one or more factors. When a company depends on prices as an instrument of perfect competition, other factors must be designed to support an aggressive pricing strategy. For example, the promotional campaign will probably be built around a theme of "low prices, low." In a competition outside the pricing zone, however, product strategies, distribution and / or promotion are on the front. For example, the product must have characteristics that justify a higher price, and promotion should create a high quality image for the product (Aaker, 2000, 86).

Place

The store is located in New Bond Street (West End). Being in the high end part of the West End, it is surrounded by other well known international brands. The area is targeted towards a wealthy clientele; although there are other retailers within very close proximity, they all offer and cater for different occasion, style and taste.

Facilities available for shoppers around the surrounding areas include cafe, restaurants, public transport, and also bank (ATM machines).

Product

Amongst the various fragrances available Emporio Armani has chosen to particularly focus on two fragrances, called, She and Diamonds. With a collection of approximately 30 different fragrances available in the women's range those two products fit well with the surroundings as well as the clientele of New Bond Street.

Emporio Armani is targeted for younger audience in between the ages 20-35 years of age focusing on the fashion conscious - the product meets the targeted audience due to the explicit and provocative advertising as well celebrity associated branding.

The product is displayed by the transaction tills and is stocked very moderately - the minimalist display and decor dictates on how product are displayed, hence the modest stocking of the fragrances. As the retailer is not just focused on the fragrances only, but there are also other items such as clothes, accessories,

Price

This refers to the process of fixing a price for a product, including discounts. The price need not be monetary, but just may be what is exchanged for goods or services, ...