Marketing Mix Project

Pick a product that you are interested in and prepare a report on the Marketing Mix actually used for that product. You are required to choose a product by brand name. You may choose a well-known name like Tommy Hilfiger, Nike, and Coke or a lesser-known brand such as Louisville Slugger, Peavey, or Furby. It can be a familiar product such as a soft drink, automobile, backpack, a piece of sports equipment or a computer; or one that is of special interest to you that is less familiar to most of us such as deer stands, paint ball equipment, or a musical group. The choice is yours but my one criterion is just to ensure that there is enough marketing information readily available on the good or service.  Discuss this product in a single report describing Product, Place, Promotion, and Price.  Divide the report into four sections and devote at least one page to each section.

1.    Product

This section is the heart of the marketing mix and should describe the product offering and product strategy. The product includes not only the physical unit but also its product depth and breadth of the line/service, package, warranty, after-sale service, brand name, company image, value and many other factors like the products life cycle stage. See Chapters 7 and 8.

2.    Place

The section should describe the Place associated with your product. Place is concerned with making products available when and where customers want them.  A part of place is physical distribution, which involves all the business activities concerned with storing and logistical transporting of the finished products distribution channel and channel management. The goal is to make sure that the products arrive in usable conditions at designated places where they are needed. See Chapters 10 and 11.

3.    Promotion

This section should describe the Promotion associated with your product. Promotion includes advertising, public relations, sales promotion and personal selling tactics that create attention, interest, desire and action. Promotions role in the marketing mix is to bring about mutually satisfying exchanges with target markets by informing, educating, persuading and reminding them of the benefits of an organization or product. See Chapters 12, 13 and 14

4.    Price

This section should describe the Pricing strategies associated with your product. Price is what a buyer must give up to obtain a product. It is often the most flexible of the four mix elements- the quickest element to change. It is an important competitive weapon and is very important to the organization because price multiplied by the number of units sold equals total revenue for the firm. See Chapters 6,7 and 9.

PAPER FORMAT- USE APA Style Must have the Following Headings and Subheadings.
TITLE PAGE
INTRODUCTION
PRODUCT SECTION
Positioning
Brand Name
Company Image
Features & Benefits
Packaging
Warranty
After-sale Service

PLACE SECTION
Channels of Distribution
Type of Distribution

PROMOTION SECTION
Message/Positioning
Advertising
Personal Selling
Sales Promotion
Public relations

PRICE SECTION
Objective
Strategy
Impact of Competition
CONCLUSION
REFERENCE PAGE