Establish and Adjust the Marketing Mix

Assessment - Written Assessment

Marketing Mix Report

Task Description

This is an individual task and must reflect your own work. Do not choose the same example as any of your class mates. Choose a product or service you know well.

Assessment 1 requires you to develop a report on the Marketing Mix of an organisation or product or service of your choice. Identify a product or service you know well from your workplace, or an enterprise of interest to you. It may be your own product, a product from a business where you work, or a product of another company.

Prepare a detailed written report containing a description of the activities undertaken to establish the marketing mix for your product or service, including information on the following:

1. PRODUCT

What is your product or service? Provide a full description.

Provide details on as many aspects of the product as possible. Consider if any of the following points are applicable. Describe any unique points about the product:

• Brand name
• Features
• Benefits
• Styles/options/variety/sizes Quality
• Packaging
• Accessories
• Service
• Warranties

2. PLACE (Distribution)

How is your product or service distributed? Provide a full description.

Provide details on as many aspects of the distribution as possible. Consider if any of the following points are applicable.
- Channels of distribution - how is the product delivered from production to customers? Are there any middlemen?
- Channels of distribution - where is it available for purchase?
- Product coverage - geographically where is it available?
- How is the product displayed to the customer for purchase?

3. PRICE

How is your product or service priced?

Provide details on as many aspects of price and pricing strategy as possible.

You may have to make some assumptions about these if you cannot access any information about this from your company. Consider if any of the following points are applicable.
- What is the retail price?
- Are there any special pricing offers from time to time?
- What pricing strategies do you think the company may use or have used?
- Are credit terms or financial deals available to customers?
- Do you think there may be discounts and allowances between the retailer and suppliers of your product?

4. PROMOTION

How is the product or service promoted? Provide a full description of as many promotional elements you can think of. Consider if any of the following points are applicable.
- Does your product or company use sales people?
- What type of advertising do they do?
- Describe any sales promotions that may be implemented from time to time.
- Is there any direct marketing?
- Is there are Public relations activity?