1
THE MARKETING
MIX
BY DAYNA TYE
DAYNA TYE | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 3 – INTRODUCTION TO
MARKETING: THE MARKING MIX
, 2
Contents
Page One | Title Page
Page Two | Contents
Page Three | Introduction
Page Three | Price & Product
Page Four | Place & Promotion
Page Four | People, Process & Physical Environment
Page Five | Conclusion
Page Five | Sources / References
DAYNA TYE | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 3 – INTRODUCTION TO
MARKETING: THE MARKING MIX
, 3
The Marketing Mix
Introduction
In this report I am going to continue looking at Tesco as my business; this is
because they are a big company and they continue to bring out lots of new
products and services. Tesco offer an Opticians service, this is so they can gain a
bigger customer base and get more attention, and money, from customers who
need glasses. I will be focusing on the the 4 P’s: Price, Product, Place and
Promotion: I will do this in respect to the optician’s service Tesco now offer. This
document is to explain the 4 P’s and how Tesco are in consideration to the
marketing mix. I believe the target audience would mainly be people who need
glasses and, wear glasses on a regular basis and those who shop in there on a
regular basis. Tesco may also offer a service for under 5’s or the elderly.
The Main 4 P’s
Price
Tesco had to consider the price in which they wanted to charge someone for the
service they offer and the glasses they actually offer to those who need them.
Tesco has to consider how much it would cost someone to come in a have an eye
test, in which they decided on free – just like many other opticians. This service
will have to appeal to those who have glasses and need regular eye tests or
someone who has to have an eye test every year but doesn’t need to wear
glasses.
Their competitors include: Specsavers, Vision Express, N. J. Bailey’s, Boots, Asda
and a few more. Tesco had to look at what their competitors were charging for a
simple eye test, all of which are free therefore they are going to offer a free
service as well.
They would then have to consider the price of the glasses themselves, most of
which are given by the brand in order to make sure they make a profit on them
‘promoting’ their company. Tesco would not be able to charge as much for
frames as some of the bigger companies such as Specsavers because they are
not a company of their own and they would want to gain as much customer
attention as possible.
Tesco could offer money off of the original price or to offer 2 for the price of one
in order to attract people to buy glasses from them instead of elsewhere. They
do this in order to gain more customer attention. Doing this helps them gain a
bigger customer base; customers such as people who need glasses, people who
have a prescription. Tesco may also have a special offer for children under 5 for
a certain amount of money so the parents do not have to pay as much money as
they usually would for glasses.
Product
Tesco had to consider which products they wanted to sell within the service, this
being the styles of glasses and the brands they carry. They would have to look at
what all other opticians were offering to make sure they had a large variety.
Many other opticians would offer the same styles and brands as the brands
would want to be in as many stores as possible.
DAYNA TYE | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 3 – INTRODUCTION TO
MARKETING: THE MARKING MIX
, 4
For example, Specsavers would offer brands such as Ray Ban, Aurora, BOSS,
Converse and French Connection; these are some of the brands that Tesco would
carry also. They would do this in order to compete with the bigger companies.
Doing this attracts new customers because they would be able to shop and get
new glasses in the same place, they do not have to keep going from one place to
another; someone could be doing their shopping and then they get their eyes
tested or the other way around. Some customers would prefer this so they do not
have to travel as far when they need to have an eye test, and/or buy glasses.
Customers, who come into Tesco but go somewhere else for tests and/or glasses,
may be able to bring in their prescription and change their opticians in order to
make it easier for themselves.
Place
Place is an easy option for Tesco as they have stores all over the country. Having
stores all over the country helps them to gain new customers because they keep
opening new stores in new areas; a lot of people like to check new stores to see
if they are any better, or any closer than the one they currently shop in. Some of
the customers may change their opticians as they do not like the one they
currently attend or they do not like the travelling they have to do.
They also have a lot of space meaning that they can add new products or
services easily. Considering Tesco have enough floor space to keep adding new
products and services, they can add more in order to keep attracting new
customers. Attracting new customers is one of their aims because they are trying
to find a niche in the market. The more they add to the store, the more people
will come in to use those extras. The customers they wish to attract with their
new products and services would be people who shop in Tesco and wear glasses
or have a prescription for glasses.
Promotion
Tesco, being a big company, will be able to promote the business easily and in
several different places; their website would be one of them. Tesco use their
website to promote deals that are going on within the store. Using the website to
do self-promotion is good because people go on there every day to do online
shopping therefore they would see the deals that are going on and may decide to
go in instead of shopping online.
Tesco have a section just for their Opticians in order for customers to easily find
the things they are looking for. Using a separate website for the products/service
they are offering goes to show how popular it can be. The customers the
promotion would be aimed at, would again be people with glasses, people who
have prescriptions and people who thing they need to have their eyes tested.
The Other 3 P’s
In addition to the 4 P’s above there are 3 more: People, Process and Physical
Evidence. These also need to be considered for the marketing mix.
People
DAYNA TYE | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 3 – INTRODUCTION TO
MARKETING: THE MARKING MIX
THE MARKETING
MIX
BY DAYNA TYE
DAYNA TYE | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 3 – INTRODUCTION TO
MARKETING: THE MARKING MIX
, 2
Contents
Page One | Title Page
Page Two | Contents
Page Three | Introduction
Page Three | Price & Product
Page Four | Place & Promotion
Page Four | People, Process & Physical Environment
Page Five | Conclusion
Page Five | Sources / References
DAYNA TYE | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 3 – INTRODUCTION TO
MARKETING: THE MARKING MIX
, 3
The Marketing Mix
Introduction
In this report I am going to continue looking at Tesco as my business; this is
because they are a big company and they continue to bring out lots of new
products and services. Tesco offer an Opticians service, this is so they can gain a
bigger customer base and get more attention, and money, from customers who
need glasses. I will be focusing on the the 4 P’s: Price, Product, Place and
Promotion: I will do this in respect to the optician’s service Tesco now offer. This
document is to explain the 4 P’s and how Tesco are in consideration to the
marketing mix. I believe the target audience would mainly be people who need
glasses and, wear glasses on a regular basis and those who shop in there on a
regular basis. Tesco may also offer a service for under 5’s or the elderly.
The Main 4 P’s
Price
Tesco had to consider the price in which they wanted to charge someone for the
service they offer and the glasses they actually offer to those who need them.
Tesco has to consider how much it would cost someone to come in a have an eye
test, in which they decided on free – just like many other opticians. This service
will have to appeal to those who have glasses and need regular eye tests or
someone who has to have an eye test every year but doesn’t need to wear
glasses.
Their competitors include: Specsavers, Vision Express, N. J. Bailey’s, Boots, Asda
and a few more. Tesco had to look at what their competitors were charging for a
simple eye test, all of which are free therefore they are going to offer a free
service as well.
They would then have to consider the price of the glasses themselves, most of
which are given by the brand in order to make sure they make a profit on them
‘promoting’ their company. Tesco would not be able to charge as much for
frames as some of the bigger companies such as Specsavers because they are
not a company of their own and they would want to gain as much customer
attention as possible.
Tesco could offer money off of the original price or to offer 2 for the price of one
in order to attract people to buy glasses from them instead of elsewhere. They
do this in order to gain more customer attention. Doing this helps them gain a
bigger customer base; customers such as people who need glasses, people who
have a prescription. Tesco may also have a special offer for children under 5 for
a certain amount of money so the parents do not have to pay as much money as
they usually would for glasses.
Product
Tesco had to consider which products they wanted to sell within the service, this
being the styles of glasses and the brands they carry. They would have to look at
what all other opticians were offering to make sure they had a large variety.
Many other opticians would offer the same styles and brands as the brands
would want to be in as many stores as possible.
DAYNA TYE | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 3 – INTRODUCTION TO
MARKETING: THE MARKING MIX
, 4
For example, Specsavers would offer brands such as Ray Ban, Aurora, BOSS,
Converse and French Connection; these are some of the brands that Tesco would
carry also. They would do this in order to compete with the bigger companies.
Doing this attracts new customers because they would be able to shop and get
new glasses in the same place, they do not have to keep going from one place to
another; someone could be doing their shopping and then they get their eyes
tested or the other way around. Some customers would prefer this so they do not
have to travel as far when they need to have an eye test, and/or buy glasses.
Customers, who come into Tesco but go somewhere else for tests and/or glasses,
may be able to bring in their prescription and change their opticians in order to
make it easier for themselves.
Place
Place is an easy option for Tesco as they have stores all over the country. Having
stores all over the country helps them to gain new customers because they keep
opening new stores in new areas; a lot of people like to check new stores to see
if they are any better, or any closer than the one they currently shop in. Some of
the customers may change their opticians as they do not like the one they
currently attend or they do not like the travelling they have to do.
They also have a lot of space meaning that they can add new products or
services easily. Considering Tesco have enough floor space to keep adding new
products and services, they can add more in order to keep attracting new
customers. Attracting new customers is one of their aims because they are trying
to find a niche in the market. The more they add to the store, the more people
will come in to use those extras. The customers they wish to attract with their
new products and services would be people who shop in Tesco and wear glasses
or have a prescription for glasses.
Promotion
Tesco, being a big company, will be able to promote the business easily and in
several different places; their website would be one of them. Tesco use their
website to promote deals that are going on within the store. Using the website to
do self-promotion is good because people go on there every day to do online
shopping therefore they would see the deals that are going on and may decide to
go in instead of shopping online.
Tesco have a section just for their Opticians in order for customers to easily find
the things they are looking for. Using a separate website for the products/service
they are offering goes to show how popular it can be. The customers the
promotion would be aimed at, would again be people with glasses, people who
have prescriptions and people who thing they need to have their eyes tested.
The Other 3 P’s
In addition to the 4 P’s above there are 3 more: People, Process and Physical
Evidence. These also need to be considered for the marketing mix.
People
DAYNA TYE | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 3 – INTRODUCTION TO
MARKETING: THE MARKING MIX
