I am going to develop a coherent marketing mix for a new product. To do this I will explain what the marketing mix is, the importance of each element, and the detail of the product, the price, the place and the promotion. I will also create my own chocolate bar using the marketing objectives and the laws.

1. Unit 3 P6
Lewis Appleton 1 Miss James
Introduction
I am goingto developacoherentmarketingmix foranew product.To dothis I will explainwhatthe
marketingmix is,the importance of eachelement,andthe detail of the product,the price,the place
and the promotion. I will alsocreate myownchocolate bar usingthe marketingobjectivesandthe
laws.
Marketing mix
The marketingmix iswhatprovidesthe basisforthe developmentof marketingplans.Thisismade
up of four componentswhichare product,price,promotion,andplace.
The product iswhat isprovidedtothe customerssuchas goods,services,experiences,etc. therefore
thisisthe combinationthatisofferedtocustomersandconsumers.
The price is the amountthat the customershave to pay inorderto receive the product.Depending
on the businessthiscanvary.
The place is where the customerisable topurchase the product.Some businesseshave alarge
amountof storesall overthe country.The place doesnot have to be physical.Onlineshoppingexists
currently.Producers have tochoose theirmethodswithcare.
The promotioniswhatdescribesthe activitiesthatthe businessmakes.Thisisusuallytoensure that
the consumersknowaboutthe productsavailable.Thiscombinesthe advertising,salespromotions,
publicrelationsandpersonal selling.
The objectivesof developingmix are tosupportthe brandbuildingandmake sure thatthe needs
and aspirationsof the customersare met.
Businessestrytoimprove theirbrandawarenessanditisa strongbrand that allowsbusinessesto
make the bestefficiencyoutof theiroperations.Todothistheycan promote several productsat
once and raise the awarenessof newproductsthattheyhave.
Businessesare able tointernallycontrol the fourp’salthoughtheycanchange dependant onthe
internal andexternal constraints.The targetmarketisa focuson the four p’sbeingthe subjectof all
of theirdecisions.Thisisseenif aproductgenerallysatisfiesthe customersbecauseitwill domuch
betterthanone that doesnot.
Importance ofelements
It isimportantfor the fourp’s to relate toeachother because theyall addupto give the correct
solution.People wanttobe able tofindcertainproductsina varietyof places,if nottheymay
insteadlookforan alternative.The promotionisalsousedtotryand make a product standout from
othersbecause of howunique itis.The differentelementsneedtobe blendedtogethertomaximise
the efficiencyof the marketingmix. Productisthe mostimportantelement.

2. Unit 3 P6
Lewis Appleton 2 Miss James
Product
A productis a physical thingthatis sold;it can be seeninthree levels.
1) The core product; thisiswhatbenefitsitofferssuchasthe abilityitcan provide.
2) The actual product;thisis the physical itemitself,branding,addedfeaturesandbenefits
applyhere.
3) The augmentedproduct;thisisthe value beyondthe physical form, suchasaftersales
servicing,warranties,anddeliveries.Thiscaneitherbe standardorpaid forwitha premium.
Product range
Businessesconstantlyupdate the range of the productsthattheyoffer.If a businesshasfew
productsthiscan be an issue because theycangoout of date and therefore the saleswill be
damaged.Itis alsoa risk if there are too manyproductsbecause itwill be harderto oversee andcan
messup the production.Itisn’trecommendedtoonlyhave one productinthe market.If the
product(s) were tofail thenitcouldalsoleadto the failure of the business.The areaof expertise and
the size and resourceslimitthe productrange of businesses. Overtime abusinessmay have
introducedmore newproductsorupdatedtheirpreviousproducts
Example
Heinzisone of the businessesthat have aconstantlyupdatingvarietyof products.Heinzdeveloped
the successful ketchupproductwhichimmediatelygrew tobe successful,since thenHeinzhave
changedthe variationsof ketchupsuchas the packagingand how easyit isto use,as well asthis
theyhave alsochangesthe ingredients sothattheyappeartobe healthier.Aswell asthisasimilar
thinghas happenedtoHeinzbeans.One of the thingsthatchangedaboutthe packagingof the
ketchupoverthe yearsisthat the glassbottlesthatusedtobe havingbeenreplacedwithplastic
squeezablebottles.The reasonforthisisthatinsteadof shakingthe bottle forthe ketchupthe
consumerscouldnowsimplyjustsqueeze it.Because some of the consumersmayhave still
preferredthe glassbottlestheyare still sold.The packagingalsochangedinHeinzbeansbecause
theyintroducedsmallerportionswhichare called“snackpots”,because theyare smallerand
associatedtobe consumedas a snack.Theyalso introducedlargerportionscalled“fridge packs”
whichare designedtobe compactand fitina refrigerator. Thisalsoappliestorangesof products.
Product life cycle
One useful concepttouse whenlookingatthe productlife cycle isthe cycle that productsgo
through;birth,growth,maturity,death.There are fourstagesto the productlife cycle;these are
introduction,growth,maturity,anddecline.Inthe stage of introductionitishardfor the product to
generate agood level of salesandthe growthwill be slow.Tocoverthe coststhat involve
developingthe productthe organisationmaydecidetoincrease the price thattheysell their
productsfor or reduce dependingonthe marketingobjectives.Toraise awarenessof theirproduct
the organisationmaypromote itthroughthe use of advertisementsanddiscounts.Whencustomers
are willingtoacceptthe productthe growthwill increase ata goodpace. Thisisthe stage of growth.

3. Unit 3 P6
Lewis Appleton 3 Miss James
The organisationmakesmore profitandistherefore able toproduce more of theirproduct.This
doesincrease competition.Tocounterthis, the organisationislikelytoimprove theirproductand
promote itmore and continue toinvest.Afterthisthe productcanenterthe stage of maturity.This
iswhenthe salesof the product are stable,attheirpeakwhere theyare unlikelytoincrease butare
alsonot declining.Inthe productlife cycle thisisthe longestperiodforasuccessful product.Aftera
while the productwill starttohave more competition andnew productswithupdatesmaybecome
preferred,thereforetheywillhave reducedsalesandprofits andwill decline.Whereassome
organisationswoulddecide towithdraw fromthe marketthere are some thattry to use certain
strategiestoincrease theirproductpopularity. Thisisthe stage of decline.The productlife cycle is
usedto planthe lifetimeof theirproductinanorganisation.
Example
An example of thisis Heinz.The TomatoKetchup isinthe stage of maturity as it isan established
productand baby foodisingrowth as itis startingto establishitselfagainsttheircompetitors.
Price
The price is whatproducesthe revenue forthe businessandinvolvesasix stage process;
What marketers consider
1) The objective of the price;thiscan eitherbe survival ortogaina large rate of profit.
2) Determiningthe demand;dependingonthe price setitcan affectthe profitsanddemand.
3) Estimatingthe costs;the producing,distributingandsalesall costandtherefore this hasto
be evaluatedsothattheycan make a profit.
4) Competitors;the costsandpricesof theircompetitorscanhave a large effectonwhether
the businessmakesagoodprofitor not.
5) Pricingstrategy;premiumpricing,penetrationpricing,economypricing, skimpricing,
psychological pricing,captive productpricing,productlinepricing.
6) Final piece;aftertestingthe differentusesof the produce the organisationcanmake a
finaliseddecision.
Pricing strategies
There are several pricingstrategiesthatbusinessescanuse,these are;
Premium pricing
Businessescandecide tokeepthe pricesof theirproductshighsothattheircustomersmayvalue it
as beinghighinquality.Sometimescustomerscanassociate thisasthe businesshavingagood
reputation.
Penetration pricing

4. Unit 3 P6
Lewis Appleton 4 Miss James
Thisis whena businessdecidestokeepthe initial price of the product low whichencouragesthe
salesof the product; thisisuseful if the businessisnotverywell recognisedbecausealthoughthey
will notgeta veryhighreturn on profittheywill become more recognised.Thisisusuallyusedasa
short termstrategy.Thisisalsowhere businessesgive theirproductsdiscountsandoffersasa part
of introduction. Once the businessisestablishedthe price isincreased.
Economy pricing
Economypricingiswhere a businessdecidesthatitisgoingto deliberatelysetthe price of their
productlow because theyare lookingtogaina goodboostin theirsales.
Skimming pricing
Duringthe introductionof a newproductthere islesscompetitionforthe business,therefore the
businesscandecide togive theirproductahighprice initially.Thiswaytheywillgethighreturns
fromconsumers.Whenthere startsto be a level of competitionthe pricingof the productswill be
loweredunlessthe premiumproductwasmaintained.
Psychological pricing
Thismethod reliesonthe customersgiving theirfeelingof values,theirsubjective viewsandfeelings
for certainqualitiesof the products.These are productssuchas perfumesandtheywill needtobe
setat highpricesortheyare unlikelytosell well.Thisisbecause customersgenerallyassociatea
highqualitywithahighprice. Thismethodisusedina waysuch as makingcustomersthink the item
ischeaperthan itreallyisso insteadof a productbeingsoldfor£10 itmay insteadbe soldfor£9.99
and customerswill associate itasbeingcheaper.
Captive product pricing
Thisstrategycan applyto consumables,thisiswhere the actual pricingof the suppliesare highbut
because theymayserve a gooduse for the consumertheycan appearto be a low price. The way
that theyappearto be a lowprice isbecause the actual product thatusesthemis quite cheapsuch
as a razor maybe £8. Despite thisinorderfor the razor to actuallyoperate itrequiresrazorblades
whichmay be somethingsuchas£12.
Product line pricing
Thisis where the differentproductsthatare inthe same product range are setat differentprice
points.Thisusesdifferentversionsof the product,anexample isDVDplayers,theyall offerthe same
service butthere are some that have higherquality, more optionssuchaszoom, and different
features.Thisstrategyrelatestothe customersperceptionof the value,the productioncostsand
the demand.
Place
The place is where the productisactuallypurchasedfromandthe wayin whichitisdistributed.

5. Unit 3 P6
Lewis Appleton 5 Miss James
Howa firm distributes its products
There are twodifferenttypesof distributionthatcanbe usedby the business,these are indirectand
direct.Indirectiswhere the businesssellsitsproductstoa retailerthroughanintermediary.Directis
where the businesssellstheirproductsandservicesdirectlytothe customers. Indirectdistributing
can meanthat the businesslosessome of theircontrol overthe productsuchas potential discounts
that can be offered.Thiscansave moneyforthe businesssuch as the costsof distribution.
Businessesmayalsodistribute theirproductsonline suchasa deliveryservice,thishastwomain
advantagestoit whichare firstof all it isveryeasyto access froma varietyof placesand therefore
the customerisable to purchase more easily,secondof all there isnobuildingcostsforthe business
as theydo notneeda physical place tosell theirproductsfrom.There are alsodisadvantageswith
thissuch as the customercannotget directfeedbackaboutproductsbecause there isnodirect
conversationwiththe businessandthe customer,alsothere isthe chance thatfaultyproductscan
be soldand because itisonline there maybe more difficultytryingtogetadvice onwhatto do
aboutit. Althoughthere are disadvantagesthere are lawsinplace suchas the salesof goodsact that
helpreduce the impact.
Example
An example of indirectdistributionisCocaColaas theydonot directlysell theirproductstotheir
consumers,theysell off theirproductstosmall andlarge retailersthroughwholesalersandthisway
theyare able tosave on costs,but theydo missthe opportunitiesforprofitsthroughthe use of
offersanddiscounts.
An example of directdistributionis Dell astheysendtheirproductsstraightfromthe manufacturer.
Promotion
The promotioniswhere the businessistryingtoraise the awarenessof itsproductstotheir
customers.
AIDA model
Capture attention –try to get the customersinterestedinthe benefitsof the productorservice.
Create interest–helpthe potential customersidentifythe usesforthe productor service.
Generate desire –make the customersknow the reasonwhytheirneedthe productor service.
Call to action – make sure that the customersknow where theycanpurchase the product and how.
Forms of advertising available
There isa blendingof differentvariablesusedtomeetthe needsof the targetmarketandthe
objectivesinthe organisation.There are fourcomponentstothiswhichare advertising,sales
promotion,personal sellingandpublicrelations.All of these factorscontributetothe successand
efficiencyof amarketingcampaign.

6. Unit 3 P6
Lewis Appleton 6 Miss James
Advertising
These are paidpromotionsthatare usedbythe businessesthatpromote theirproductthroughthe
media.Nonprofitorganisations alsousedthistotryand informabouttheircause.Advertisersuse a
varietyof methodstoraise the awarenessof theirproducts.Some of the thingsanadvertisercantry
to create are; Excitement,thisisusedtomake the customerfeel goodsuchasthe Lynx advert
promotingthe chocolate deodorant.Personalitypower,thisisusedtopersuade the customerthat
famouspeople have foundgoodusesforthe productandtherefore theymaybe persuadedtotryit.
Put downs,the businessmaydecide toprove thattheirproductsare betterthan theircompetitors
and therefore theirownwill lookbetter.Conformity,thisiswhenagroupof people are involvedin
the advertisementandthispersuadesthe customerstonotbe leftoutandtherefore theywill
conformto purchasingthe product.
Sales promotion
Thisrefersto the activitiesthatinclude differentdiscountsfrombusinessestotryand make their
productsell better.These are usuallyshorttermandcan contribute toa small increase inthe
interestintheirproductsandservices.Withthe use of otherpromotional activitytheycanprovide a
longertermgrowth. Anexample of salespromotionisthe buyone getone free offer.
Personal selling
Thiscan require asalesteamandcan be expensive.Thisswhere the sellerof a productdirectly
presentstheirproducttothe consumer,thiscan eitherbe face toface,through the telephone orany
othermethodof live contact.Althoughthisusuallyonlyreachesasmall amountof the consumersit
doeshave a highrate of effectiveness.
Public relations
Thisrefersto a business’srelationshipwiththe community;thisincludesthe customers,suppliers,
stockholders,employees,the government,the publicandthe society.Businessesmustdecide
whethertobe formal or informal.Partof an effectivepublicrelationseffortinvolvesgettinggood
publicity.Goodpublicitymeansthatthe demandforproductscan be increasedforthe business.The
expensesforpublicrelationsare usuallyquite low asitisnot paidfor.
Online techniques
Businessesmayuse the technique of advertisingtheirproductsandbusinessonline,thisisactuallya
popularmethodbutitis paidlessattentiontoasthe advertisementsdonotalwaysrelate tothe
website. One of the techniquesthatabusinessmayuse isthe promotionof free ordiscountoffers
but thisactuallytargetsthe customersbecause withitthere maybe addedelementssuchas“thisis
onlyfree whenyoubuythisproduct”.Bannerads are the mostcommonform of advertisementsand
people thatownwebsitescanuse “Google Adsense”topromote advertisementsontheirwebsites,
fromthisthe businessmakesmoneywhichapercentage of goestoGoogle andas well asthisa small
percentage goestothe personallowingthe advertisementunitstobe shown.Businessescanuse
“Google Adwords” to promote theirbusiness,thisistheirownformof advertisementandthese

7. Unit 3 P6
Lewis Appleton 7 Miss James
advertisementsare shownonsitesusingthe adsense campaigns.The amountbudgetedtothe
advertisingcampaignwill determine how muchitisseencomparedtothe otheradvertisers.
Example
(CreatedusingGoogle AdWords)
New chocolate bar
I am goingto be developinganewchocolate bar. The chocolate isnot goingto be directlyina bar
formbut more of a snack form.The chocolates will be small 5x5cm portionsandwill be soldat 15p
each or £1.99 ina box of 20. The actual chocolateswill be bothmilkanddarkchocolate mixed
togetherwhichisthe reasoningforthe slogan. Iwill be sellingthese independently.
Marketing objectives
The marketingobjectivesthat Iwill have formychocolate bar are forit to firstof all be goodvalue
for money;the customerswill needtopayenoughtocoverthe developmentcostsandenoughthat
theyfeel issatisfactorytoitfeelingof highquality.One of the things Iwill dowiththisproductisto
try and give anoptionto give feedbackonthe productsuchas how the customerfeltaboutitand
whatcan be done to improve.
My objectiveswill be SMART.My firstobjective istogive customeragoodfeeling;Iwantat least
45% of customersthat give feedbacktofeel thatthe productservesitspurpose asaquicksmall
snack inthe initial three yearsof release.Thisobjective isspecificbecause itstatesthe customeris
satisfiedwithagoodfeeling,itismeasureable because throughthe use of the feedbackoptionitis
possible tosee howsatisfiedthe customersare.Itisachievable because customerscanprovide
feedbacksayinghowthe businesscanactuallyimprove.Itisrealisticbecause aslongasthe taste is
satisfactoryandthe price is appropriate customerswill be persuadedtopurchase the productagain.
Finallyitistime relatedbecause there isapercentage goal anda time limitinwhichtoachieve it.
At the start release of the productI am goingto use the technique of premiumpricing, Iwill setthe
initial price highandkeepithighsothat itappearsto be of highquality.Aswell asthis I will use a
style of packagingthat lookslike aluxuryproductsothat the customerswill be interestedin
purchasingthe product.The chocolatesinside will have aunique designof swirlssothatitlooks
desirable tothe consumers.
The businessisgoingtohave a sloganwhichis “The bestof both”.Thissloganrepresentsthe
differenttypesof chocolate thatare inthe portions.

8. Unit 3 P6
Lewis Appleton 8 Miss James
Laws to consider
Sales of Goods Act 1979
I have to make sure that everything Iadvertiseaboutthisproductis true;if I was to deceive the
customersandconsumers I wouldbe breakingthislaw.Therefore Icannotadvertise thatthis
productdoessomethingsuchashelpwithweightlossbecause itisnottrue.
Consumer protection from unfair trading regulations 2008
I have to make sure that the customersare treatedrespectively, I cannotuse anyexcessivelanguage
or aggressiontowardsthemneithercan I lie aboutthe product. I couldalsonot promote eventsthat
are notgoingto happensuch as a closingdownsale.
Data Protection Act 1998
If customerswere tosubmitfeedbackonthe productthislaw states that I cannot distribute anyof
the informationheldonthemanditcan onlybe keptfor a limitedamountof time. Ican alsoonly
holdthisinformationwhile itisrequired.
Acceptable language
In orderfor the customerstobe satisfied Iwill have touse acceptable language towardsthem. I
wouldnotwantto say anythingthatcan offendtheminanywaysuch as talkingaboutreligion.

9. Unit 3 P6
Lewis Appleton 9 Miss James
Form of research
Duringthe start-upof my business Iwill nothave averylarge amountof moneytouse and therefore
the majorityof my researchwill be secondary. I cancarry outmy ownresearchon otherbusinesses
to see howtheirnewproductsare doingwithinthe marketand I can evaluate fromthis.The
secondaryresearch Iwill findishowothersmall businesseshave done startinguptheirbusinesses.
Withmy chocolate productthe packagingwill include detailsonhow tosubmitfeedbackaboutthe
product.Thiswill have thingssuchas how theywouldrate the product outof 10 and how
appropriate the price in,thisisquantitative dataandthere will alsobe anoptiontosubmit“other
comments”if theyhave anythingelse tosayina qualitative form.Thisisaformof whatwouldbe
primaryresearch.
SWOT analysis
Strengths
There isan optionto submitfeedbackonthe productandit doesnotinvolve anyextracostssuchas
sendingoutquestionnaires andspendingtime asitisan optional thing. The packagingof the product
issimple butthroughthe use of shading,gradientsandfontsitappearstostandout and lookslike a
luxuryproductto the customers.There isanoptionto buythe productas a single snackand there is
alsoa box that wouldpersuade the customerstopurchase insteadof the single chocolatesbecause
it costslessmoney.Peopledonothave to buya full box initiallyastheycantaste the smallerportion
and determine whethertheylikeitfirst.
Weaknesses
The designonthe chocolate takessome time togetrightas it isa mixture of twodifferenttypesof
chocolate.The productmay be hard to distribute duringstart-upbecausetheymaynotbe high
brand awareness.Usingpremiumpricingcanbe lookeddownuponfromsome customersbecause
althoughtheirinitial thoughtsare it’sahighqualityproducttheymayfeel whenitisconsumedthat
it shouldbe cheaper.People thatsubmitfeedbackmaydeliberatelysubmitfeedbackthatmakesthe
businesslookbad.Because thisisonlyone product Iwouldnothave my ownstore inwhichto sell
the product so I will have touse indirectdistribution,thiswill alsomean Imake fewerprofitson
each sold.
Opportunities
There are certainopportunitiesthat Ican take,there maybe a time where otherbrandssuchas
Cadburysstart to decline,andthiswouldmake itmucheasierformyproductto compete withthese.
Large businessessuchasTescomay be lookingfora new selectionof productstosell astheymay
feel theircurrentstockisnot broadenough,thiscouldallow me togetmy productsoldmore easily
and fromthisthere isthe chance to developagoodrelationshipwithTesco.If the economystartsto
grow suchas there beingmore moneyavailable tospendthenitcouldmeanthatpeople willstartto
buymore snacksand therefore myproductwill be agoodrepresentative asthe chocolatescome in
a small snack portion.
Threats

10. Unit 3 P6
Lewis Appleton 10 Miss James
There are manycompetitorsoutthere thatalreadyhave a verysuccessful chocolate orsnack
producton the marketand therefore itcanbe difficulttoraise the awarenessof myproduct.There
isalso the chance that my productwill notsell andthe costs of developingitwill be hightherefore I
will notbe makingmoneyandwill be ata loss.If myproduct wasnot of satisfactiontocustomers
theymay make badreviewsaboutitincertainmagazinesandnewsarticles,thiswouldlowerthe
chance of my productbeingbought.
Target market
My targetmarketis goingtobe the people thatare most likelytobuygiftsforpeople asthe
chocolate providesagoodrepresentationof agift.Aswell asthismy targetmarket will be aimedat
youngerpeople becausetheyare the people thatare mostlikelytopurchase small sweetproducts.
By makingthe packagingof my productlookattractive such as brightcolours I wouldmainlyattract
the attentionof youngerpeople.Bymakingthe packagingluxuriouswithfancyribbonsandsmooth
gradientcolours Iwouldmainlyattractthe attentionof people lookingforgifts.Tocombatthis
problemIhave made a combinationof bothso that the likelihoodof bothtargetsbuyingiseven. The
customersmaybe thoughttonot be able to affordthe price but because the portionsare small it
doesn’tseemtooexpensive topurchase the chocolate.
Product
Thisis the packagingof my chocolate, I have chosenthisfor certainreasons.The way I have made
thispackagingisbecause itaims at mytarget market, I didn’twantmypackagingto be too fancy
lookingbecause itwouldbe more expensivetoproduce anditwoulddeteryoungerpeoplefrom
purchasingmyproduct.As well asthis I didn’tmake mypackagingtoo brightbecause itwoulddeter
people frompurchasingitasa gift.Thisis why I have made a mixture of bothso that bothtargets
may purchase them.The box of chocolateshasa smoothbrightgradientcolourtoappeal to these
targets.There isa ribbonarounditwitha piece of card statingthe name of the organisationandit

11. Unit 3 P6
Lewis Appleton 11 Miss James
statesdark and lightbecause itisa mixture of bothof these chocolates.The slogan“bestof both”is
at the topof the box.
The way the product appliestomytargetmarketis throughthe packaging,i want both younger
people andpeople thatwanttobuygiftsto purchase thisproductso thisis whythe packagingis
brightand alsohas a slightluxuriousfeeling. The chocolate isinthe formof cubesto make it easyto
consume as a small snack,as well asthistheyfitnicelyinthe box.
Price
WhenI release thisproduct Iam goingto use premiumpricingbecause Iwantthe customersto
thinkitis of highvalue.Settingthe price forsmall 5x5cm portionsat15p each will allow themtobe
consumedasa small snackbutnot too expensive thatwoulddeterpeople frompurchasing.The
boxeswill cost£1.99 and contain20 chocolates.The reasonforthisisthat customersgenerallythink
that a price that endsin99p is muchcheaperthan itbeing1p more therefore there isahigher
chance of it beingpurchased.The reasonthat Ihave made the small chocolatesexpensiverelative to
the cost of buyingabox isbecause itwill persuade the customersthattheyare able to save a small
bitof moneyandtherefore itpromotesthe boxesof chocolates.
The way the price appliestomytarget marketisbecause althoughi have usedpremiumpricingthe
fact that the box of chocolate endsina value of 99p makesthe customerthinktheyare gettinga
bettervalue formoney.Thisway the customerissatisfiedwithwhattheyare purchasingandit
generatesadecentprofit.
Place
I have decidedthat I am goingto use indirectdistribution,thisisbecause evenif Ididhave myown
store to sell myownchocolate there isthe problemthatfirstof all I have no startingrecognition, I
have onlyone productto sell sothe shop wouldbe virtuallyemptyanditwouldcosta great deal of
moneytodo this.Usingindirectdistribution Iamable to sell froma large varietyof placessuchas
manysmall storesinthe UK and because of the wide range of distributionthe productwill be soldin
manyplaces.Thismeansthere will be more profiteventhoughsome of the profitwill be deducted
thisway itwill make upforthe costsof usingdirectdistribution.If Iwasto succeedandmake many
otherpopularproductsthenit maybe a goodideato openup a few storesanduse direct
distributionbutthisisunlikelytobe a quickthingto happen.
The way the place appliestomytarget marketisthat it givesthemalarge varietyof placesto
purchase the product,insteadof goinginspecialisedstorestheycanvisittheirlocal store andaswell
as thistheycan purchase any otherproductstheywantat the same time. Aswell asgettingridof
variousmoneyproblemsitalsosatisfiesthe customers.
Promotion
I will use the AIDA model, Iwantto firstof all make sure that potential customerspayattentionto
my productand thendevelopaninterestinit.The productwill needtobe desirable andthe
customerswill needtoknowwhere topurchase the product.One of the methodsof promotion Iwill
use ispublicrelations, Iwantto make sure that people are satisfiedwiththe productandthatthey

12. Unit 3 P6
Lewis Appleton 12 Miss James
are willingtogive feedback.Onthe website usedtogive feedback Icouldquote feedbackwhich
wouldincrease people’swillingnesstobuythe product. I will alsouse online advertisementstotry
and getmy productheardabout. For advertising Iam thinkingof purchasingadvertisingspace ina
local newspaperand thiswaythe productcan be seenbymanypeople.The reasonwhy Iwon’t
advertise inanational newspaperisbecause mytargetmarket(the youngerpeople) isveryunlikely
to reada national newspaperandthereforeitwouldnotbe a practical idea. Imay do some kindof
salespromotionthatwouldmeanthe customergetsmore fromtheirpurchase,forthis I can do
somethingsuchasa tokenonthe chocolate boxesandthe collectionof tokenswouldallow themto
redeemforanotherbox of chocolates.Anexample of thiswouldbe 10 tokens= 1 box of chocolates.
The way the promotion appliestomytargetmarketisthat theyare able to see how othercustomers
have enjoyedthe productandfromthistheywill be more persuadedtopurchase the products.
Couplesgenerallylike toreadthe newspaperandtherefore placingthe advertisementswhere they
enjoyreading.Thismakesitmore likelyforthemtopurchase the products.Youngerpeople liketo
be able to getgood dealssuchas collectingthingstobe able toclaimsomethingforfree.Therefore
the couponredemptionofferallowsthe youngerpeople todothisandtheyare persuadedtothen
buythe products.
Conclusion
To conclude thisI have foundoutthe bestelementsof the marketingmix andfoundthattheyare a
necessityandwithoutone of themthe mix wouldnotbe complete.Ihave foundhow the product
can be seenasone of the mostimportantelementsof the mix asit isthe actual thingsold.Using
whatI have foundin the otherassignmentsIwasable tosuccessfullycombine thisresearchand
come up withmyown ideafora chocolate productto be sold.Ihave foundhow the marketingmix
will workandhowthe differentlawsmayaffectmylinesof operation.UsingdifferentresearchI
have foundhowI can evaluate howmyproductis doingandI was able tooutline the strengths,
weaknesses,opportunitiesandthreatsof the product.