Marketing Mix Overview

Study Notes

Marketing Mix consists of tools and tactics to promote and sell products or services in the market.
Key elements include Product, Price, Place, Promotion, People, Process, and Physical Evidence.

Defined as a commodity created to satisfy individual or group needs; can be tangible (goods) or intangible (services).
Extensive research is crucial before product development to navigate its fluctuating life cycle: growth, maturity, and decline.
A successful product must stand out from competitors and create brand value.

Price is the amount customers pay and is a critical factor for company survival and profitability.
Small adjustments in price can significantly impact marketing strategy, sales, and demand.
Considerations in pricing include competitor prices, customer location, discounts, and terms of sale.

Distribution strategy ensures products are accessible to potential customers.
Key aspects involve choosing strategic locations and establishing convenient distribution channels.

Promotion is a marketing communication process aimed at publicizing products and influencing customer purchase decisions.
It is often the most expensive part of the marketing mix, incorporating tactics like advertising, direct marketing, and sales promotions to reach the target audience.

Employees play a crucial role in delivering services and enhancing customer experience.
Hiring and training the right individuals who believe in the company's products is essential for organizational success.
Employee feedback is imperative for continuous improvement and growth.

A well-structured business process is fundamental to minimizing errors and reducing costs.
Regular verification and enhancement of processes are necessary for maximizing profitability.

In service industries, physical evidence represents proof of service delivery.
Branding serves as a form of physical evidence, linking consumer perceptions to brand names like KFC for fast food and Nike for sports products.

Competitive pricing with flexible membership options to accommodate various market segments.
Membership tiers include:
- Basic Membership: Access to equipment and standard classes at $30/month.
- Premium Membership: All-inclusive classes, personal training, and wellness services at $60/month.
- Family Membership: Discounted rates for families at $90/month for up to four members.
- Introductory Offer: One-month free trial for new members, with a referral program offering discounts for bringing in new members.

Primary location is strategic, situated in a high-traffic area with ample parking.
Online presence allows for membership sign-up and class scheduling via the gym’s website and mobile app.
Distribution channels include physical walk-ins with guided tours and digital bookings for classes and training.

Advertising through local newspapers, radio, and targeted online ads to engage the local community.
Active social media presence on platforms like Instagram and Facebook to share member stories and workout tips.
Community engagement through events like open houses, fitness challenges, and wellness workshops.
Content marketing through blog posts and videos discussing workouts, nutrition advice, and testimonials.

Seasonal discounts to attract new members during key times like New Year and summer.
Corporate partnerships offering discounted memberships to local businesses' employees.