Marketing mix Elements reflecting social
trends:
Product life cycle - the stages of growth and decline a product experience Resource depletion
between being introduced to consumers and being discontinued.
Sustainability
Function - what the product should do and how well it does it.
Waste minimization
Aesthetics - how the product appeals to consumers in terms of how it looks,
feels etc. Re-use and recycle
Economic manufacture - how cost-effective the product will be to Ethical sourcing
branding
Personal branding – Aimed at creating, positioning and maintaining a positive public perception of a person.
Product branding – Use of a unique name, design or logo to promote a specific product.
Service branding – Use of a unique name, design or logo to promote a specific service.
Retail branding – use of a retailer’s name to promote a specific product or service.
Cultural / geographical branding – Use of a geographical area, where the product / service is available, to promote the
business’s brand.
Corporate branding - Use of a brand name/logo to promote the product/services.
Online branding – use of online content to promote a company’s brand and products / services.
Offline branding – use of physical interactions and advertisements to promote a company’s brand and products /
services.
, Promotion - ensure customers are aware of the existence of products. Used to persuade
Promotion customers that the product is better than competitors’, and to remind customers about why they
want to buy
Types of promotion Advantages: Disadvantages:
Personal selling High customer attention. Customizable. High cost. Intensive labor.
Able to personalize. Focus limited resources on a targeted Response rate can vary. Negative image of junk
Direct marketing
promotion. mail and email spam.
Advertising Wide coverage. Build brand loyalty. Often expensive. Impersonal.
Lack of control over promotional messages.
Public relations Reach large audiences. Often cost-effective.
Results not guaranteed.
Difficult for messages to stand out if there are
Sponsorship Can build brand awareness. Niche markets can be targeted.
several sponsors. Potential for a negative image.
Sales promotion Advantages: Disadvantages:
Time and money costly. Could devalue the
Giveaways Raise brand awareness. Reach target market.
brand.
Special events Helps raise brand awareness. Good for networking. Expensive. Potential for a low turnout.
Point of sale Can catch customers’ eyes. Target impulse buyers. Needs regular updates. Intensive labor.
Digital Advantages: Disadvantages:
Mobile Reach a broad market. Message is received as soon as it is
Accessibility can be challenging. Intrusive.
communication sent.
Allows for brand interaction. Viral games increase audience
Advergaming High costs. Requires promotion.
reach.
Businesses have no control over the content.
Consumer-generated Customers often trust consumer-generated content more
Negative reviews can impact the business’s
content than advertising. Increased brand engagement.
reputation.
Low-cost method of production. Increased reach of Difficult to target specific customers/ markets.
Viral strategies
promotional message. Lead to brand dilution.
trends:
Product life cycle - the stages of growth and decline a product experience Resource depletion
between being introduced to consumers and being discontinued.
Sustainability
Function - what the product should do and how well it does it.
Waste minimization
Aesthetics - how the product appeals to consumers in terms of how it looks,
feels etc. Re-use and recycle
Economic manufacture - how cost-effective the product will be to Ethical sourcing
branding
Personal branding – Aimed at creating, positioning and maintaining a positive public perception of a person.
Product branding – Use of a unique name, design or logo to promote a specific product.
Service branding – Use of a unique name, design or logo to promote a specific service.
Retail branding – use of a retailer’s name to promote a specific product or service.
Cultural / geographical branding – Use of a geographical area, where the product / service is available, to promote the
business’s brand.
Corporate branding - Use of a brand name/logo to promote the product/services.
Online branding – use of online content to promote a company’s brand and products / services.
Offline branding – use of physical interactions and advertisements to promote a company’s brand and products /
services.
, Promotion - ensure customers are aware of the existence of products. Used to persuade
Promotion customers that the product is better than competitors’, and to remind customers about why they
want to buy
Types of promotion Advantages: Disadvantages:
Personal selling High customer attention. Customizable. High cost. Intensive labor.
Able to personalize. Focus limited resources on a targeted Response rate can vary. Negative image of junk
Direct marketing
promotion. mail and email spam.
Advertising Wide coverage. Build brand loyalty. Often expensive. Impersonal.
Lack of control over promotional messages.
Public relations Reach large audiences. Often cost-effective.
Results not guaranteed.
Difficult for messages to stand out if there are
Sponsorship Can build brand awareness. Niche markets can be targeted.
several sponsors. Potential for a negative image.
Sales promotion Advantages: Disadvantages:
Time and money costly. Could devalue the
Giveaways Raise brand awareness. Reach target market.
brand.
Special events Helps raise brand awareness. Good for networking. Expensive. Potential for a low turnout.
Point of sale Can catch customers’ eyes. Target impulse buyers. Needs regular updates. Intensive labor.
Digital Advantages: Disadvantages:
Mobile Reach a broad market. Message is received as soon as it is
Accessibility can be challenging. Intrusive.
communication sent.
Allows for brand interaction. Viral games increase audience
Advergaming High costs. Requires promotion.
reach.
Businesses have no control over the content.
Consumer-generated Customers often trust consumer-generated content more
Negative reviews can impact the business’s
content than advertising. Increased brand engagement.
reputation.
Low-cost method of production. Increased reach of Difficult to target specific customers/ markets.
Viral strategies
promotional message. Lead to brand dilution.
