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Marketing Mix
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Marketing Mix
Several important factors must be addressed for marketing to be successful. A company's
apparel or services; how much it will charge; how it will supply them; and how it will tell its
customers about the apparel and offerings all fall under this category. Customer needs are
identified, anticipated, and met profitably via the marketing mix, also known as market research
(Kaur, 2017). It's a bit wordy, but it demonstrates that the consumer is at the center of marketing,
and organizations that neglect this at their discretion will be doomed to failure. To put it another
way, marketing is the process of determining how a corporation can best take advantage of
market dynamics and variables. Customer satisfaction is a matter of providing the appropriate
apparel or service at the appropriate cost, in the right location, and at the right time (Gay, 2014).
Companies can't meet their consumers' needs if they aren't properly marketed, as financial
history and contemporary practice teach them. Furthermore, if they wouldn't, a rival will.
SWNKY's apparel brands are among the most well-known and well-respected in the
industry. It is a multinational brand that designs, produces, and manufactures a wide range of
apparel, footwear, and accessories. Despite this, the brand's apparel is distributed by a wide range
of distributors throughout a large geographic area. The brand ensures that its apparels are
available in wholesale and retail through various dealer programs for marketing and sales. Surf
the World Entertainment, a SWNKY affiliate, distributes the firm's custom clothing; the
company works with a single design of SWNKY's t-shirt, shorts, jacket, socks, and tennis shoes.
The SWNKY brand is affiliated with Surf the World Entertainment. The retail distributor of the
SWNKY brand, based in Beaverton, Oregon, is dedicated to expanding sales of the items by
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employing social media to reach a bigger audience. The retailer caters to tennis players,
fashionistas, and the general public.
The primary target demographic for Surf the World entertainment content is those aged
40 and under, with 75% of the audience being under 40. The content was created to appeal to a
wide spectrum of social media users. The organization can achieve successful marketing and
maximize its reach by segmenting potential customers, analyzing platforms depending on its
target client orientation, and building a customer-sensitive social media plan. Approaching
marketing by creating goods that cater to the specific demands of your target audience is a great
method to get your message in front of them (Gay, 2014). It is necessary to plan for the
diversification of potential customers into their behavioral habits, demographic characteristics,
and physical location.
Advertising apparel becomes easier with this diversification because the advertiser may
modify the marketing pitch to respond to the specific interests of these populations. Marketing
can be made easier by establishing a typical target persona, which provides a view of interest and
attractiveness. An effective way to maximize marketing outcomes is to arrange advertising based
on what connects most with the target audience or a typical persona. This segmentation's
progress, starting point, and effectiveness are all measured using a variety of variables. Using the
two instances of B2C personas provided below, Surf the World Entertainment can better
understand the inclinations of prospective customers and better tailor their advertising to meet
the wants and needs of SWNKY brand customers. Nevertheless, to achieve maximum product
and market value, Surf the World Entertainment must understand all the aspects of the marketing
mix and adhere to each aspect for a successful business model.
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7Ps of Marketing Mix
The 7Ps of marketing mix comprise Product, Place, Price, Promotion, Physical Evidence, People,
and Processes. These aspects are discussed below;
7Ps of Marketing Mix
Adapted from;
https://www.google.com/url?sa=i&url=https%3A%2F%2Fassemblo.com%2Fguides%2Fwhatare-the-7-ps-ofmarketing%2F&psig=AOvVaw290jhVk2KdeLaxRccN8rYd&ust=1639593944057000&source=i
mages&cd=vfe&ved=0CAwQjhxqFwoTCLD1oqX54_QCFQAAAAAdAAAAABAD
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Product; A product or service no one wants to buy has no use in development, but many
organizations decide what they offer first and then try to find a market for it. As an alternative,
Surf the World Entertainment must find out what its customers want and need and then produce
the correct apparel, with the appropriate degree of quality, to suit those demands both now and in
the future (CIM, 2009). The ideal apparel must offer something of value to the end-user. Since
this value is subjective, we must provide our clients with exactly what they desire rather than
what we believe they need. When it comes to products, you don't have to touch or hold them.
Instead, look at its current system to see how your consumers feel about its apparel, the services
Surf the World Entertainment provides, and how their demands have changed or are expected to
change in the future (CIM, 2009). Never compromise on apparel quality to an extreme
degree. The company must provide relevant apparel suitable for its market development and
penetration for effective sustainability.
Price; The value of a product or service is determined by the price people are willing to
buy it. Even if a small business can't compete on price alone, it may be able to do so by offering
additional services or features that give customers more bang for their buck. Surf the World
Entertainment prices must provide a profit for the company (CIM, 2009). All other marketing
components are simply expenses, except price. This clarifies why the price is so important for
the client to grasp if you think of it in terms of what it costs them. The more the price, the more
the customers expect quality and value for their money. Customers that have been with the
company for a while are less price-conscious than new ones, so it makes sense to treat them well
(Jain, 2013). If you choose an added-value approach with a higher price tag, consider that your
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price viewpoints you in the market. This indicates that it tells potential and present clients how it
stacks up against its rivals.
Customers will be more demanding, expecting a greater level of quality from the
products or services they purchase (Gay, 2014). This positioning dictates that all of Surf's
interactions with customers must meet these standards. Packaging, environment, promotional
items, and everything the buyer can see must match these higher quality standards (CIM, 2009).
In this regard, the company will employ a market penetration pricing strategy bearing the need to
overtake existing companies in the same industry by reducing prices but maximizing their profits
over the operating periods.
Place; Both the location where customers purchase your goods and how your apparel is
delivered to that location must be suitable and handy for the customer. Storage, inventory, and
administrative expense must be kept to a reasonable level for the apparel to be available at the
right time at the right location (CIM, 2009). When it comes to picking a supplier, customer
surveys have found that the supply chain is one of the essential factors. Placing apparel in front
of potential customers can also be referred to as a place. This could take place in a retail shop or
online. Surf, the World Entertainment, would reap the greatest from an online-based sale and
marketing approach instead of a complete brick and mortar retail system as most customers are
concentrated online rather than offline (CIM, 2009). Besides, since the breakout of the covid-19
pandemic, most companies have shifted to e-commerce and e-supply chain strategies to suit the
needs and demands of their businesses.
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Promotion; The channels that can be used to promote the organization's products are
billboards in cities and highways, social media, TV commercials, internet, newspapers,
magazines, bus, and train advertisement stands, banners in particulars location, words of mouth,
and so forth (CIM, 2009). Sales of apparel could be increased according to the organization's
promotion policy. Besides, brand love is done throughout the promotion.
The Marketing mix Relationship.
Adapted from https://www.scirp.org/journal/paperinformation.aspx?paperid=102922
The research framework above shows that promotion spectrums can give a brand royalty
if well implemented within the organization. According to the framework, promotion can create
value for Surf the World Entertainment apparel and the brand. Surf, the World Entertainment,
has various ways of promoting its organization (Jain, 2013). Mainly, the promotion of its apparel
would be done through radio, television, online, newspapers, and posters. Surf, the World
Entertainment, would make significant efforts to reach out to many people worldwide and make
them aware of their apparel through these promotions (CIM, 2009). While doing their
promotions, Surf the World Entertainment will use various taglines in the various brands.
Additionally, Surf the World Entertainment would use various brand ambassadors to promote its
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apparel to different individuals. In this regard, the following table represents possible promotion
strategies the company can employ in its adjusting projections;
Promotion Strategy Framework
Promotion Channel
Description
Billboards
These are large outdoor structures with
specific product advertisements designed and
erected along busy town roads and other hightraffic areas (Jain, 2013). Surf the World
Entertainment can use this promotional
method to market its apparel along with hightraffic areas to the general public along
highways and cities.
Social Media
Social media represent digital online sites
where users of social media sites can access
social information. For example, Surf the
World Entertainment would advertise on
Facebook, Twitter, and Instagram alongside
other social interaction sites (Mohammad,
2015). Most consumers are users of these
sites as modern interactive platforms.
TV commercials
After designing or recording a short
informative video, Surf the World
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Entertainment would use various popular TV
channels to pass the information to the
general public, typically TV users across the
target demographics (Singh, 2012).
Internet
Internet incorporates all virtual services and
websites accessible to the general public, such
as blogs and company websites where Surf
the World Entertainment would post most
adverts to reach numerous users.
Newspapers & Magazines
Surf the World Entertainment would use
Newspapers and magazines to market through
printed advertisements usually published in
the magazine or newspaper (Singh, 2012).
Newspaper is the longest existing marketing
technique
Out-of-home (OOH) advertisement
This section incorporates adverts targeting
outdoor customers. They are usually posted
on buses, trains, and other locomotives within
public reach.
People; Customers will form an opinion about anyone with whom they come into
contact, and that opinion can significantly impact whether or not those customers are satisfied.
Your brand's reputation is in the hands of your employees. Because of this, they must be well-
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trained, motivated, and positive (CIM, 2009). All personnel that come into contact with
consumers must be well-trained and the correct type of people for the position. In the minds of
many customers, the product or service they receive is inseparable from the person who offers it.
This demonstrates the value you have on your employees. Surf the World Entertainment can
differentiate itself from its competition by providing a high degree of customer service and
assistance after the transaction. Once customers start using your services, this will likely
overtake pricing as the most significant consideration (Mohammad, 2015). Keep a close eye on
the items that make up the bulk of your revenue. After-sale service is an important consideration
when purchasing these devices. The big question that Surf the World Entertainment should ask is
whether it would be possible for you to provide better service at a lower cost.
Process; Surf the World Entertainment must understand that customer satisfaction is
highly dependent on how a service is provided and the conduct of the people who provide it.
Waiting times, the information provided to customers, and the friendliness of employees are all
critical factors in retaining clients. Customers don't care about the inner workings of the business
(Mohammad, 2015). Their primary concern is that the system functions. Is there a wait for
customers? Do they know what's going on? Were your employees helpful? Is your service being
delivered promptly? Do your employees conduct themselves in a manner consistent with the
nature of your business? Customer calls are an important source of revenue and repeat business,
but all too frequently, clients are forced to wait on hold while listening to a voice message before
they can speak with a representative (CIM, 2009). Because of the ineffective procedures, many
of these consumers will give up, find another provider, and warn their colleagues not to do
business with you. The company's reputation will be tarnished regardless of whether or not they
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make it through (Mohammad, 2015). As a result, the systems are not typically built by
marketers; they are designed for the corporation's advantage, not the customers.
Place; An experience with a service can't be had until it is provided. A service can be
seen as dangerous because you purchase something that cannot be seen or touched (Thabit &
Raewf, 2018). It can be alleviated by allowing potential consumers to see what they'll be getting
before they buy. Reassuring amenities such as a clean, neat, and well-decorated waiting area may
also help. Why should a customer trust your service if your business's facilities are subpar?
Customer expectations should be met by the physical proof an organization provides – a
financial services offering will need to be given in a more official atmosphere, while a children's
birthday entertainment company must adopt a more laid-back approach (CIM, 2009). While
customers can't use the service before making a purchase, they can chat with others who have
used it. Because the corporation does not employ them, their testimony is credible. Some
businesses talk to their customers and solicit their input to create reference materials. When new
customers read these endorsements, it gives them more confidence to purchase.
The 5S's of Digital Marketing
It is essential to observe the 5Ss of digital marketing encompassing sell, serve, speak, save and
Sizzle for effective digital marketing.
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Adapted from:
https://www.google.com/url?sa=i&url=http%3A%2F%2Fadsmarket.com.np%2F2019%2F07%2
F04%2Fthe-5s-of-digitalmarketing%2F&psig=AOvVaw27OQntWdDlklZxtFqUlac8&ust=1639594106046000&source=i
mages&cd=vfe&ved=0CAwQjhxqFwoTCPC1-un54_QCFQAAAAAdAAAAABAD
Sell; Why does Surf the World Entertainment need digital marketing? It is to draw in
customers and eventually grow the business. It doesn't matter if you're selling a product or
service, a membership, or a subscription. So, whatever growth means to you, companies must
keep that in mind when determining whether the digital marketing efforts have been successful
or not. Multi-channel distribution of the company's digital marketing campaigns is expected in
today's world (Thabit & Raewf, 2018). Social media platforms such as Instagram, LinkedIn,
Facebook, Twitter, Pinterest, search engine optimization (SEO), and pay-per-click advertising
(PPC) have joined email ranks. For Surf the World, sales can be propagated through social media
sites such as Facebook, Twitter, and LinkedIn as they are the most common and popular social
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media sites (Chaffey & Ellis-Chadwick, 2012). Nevertheless, a gradual propagation of SEOs and
PPCs would also be vital, especially when using search engines such as Google and other search
engines.
Speak; Relationships can be built or destroyed by one's personality. It applies equally to
brands and individuals. To be successful, Surf the World Entertainment must build its brand.
Everything that makes up the organization's personality is now considered part of its brand. This
includes thinking, communication, behavior, and public image. Surf the world must be aware of
the brand's personality by representing it in its actions. Ideally, we must engage in discourse and
participation to get closer to individuals we want to connect with (Chaffey & Ellis-Chadwick,
2012). Relationships thrive when communication is open and honest. Respecting and
appreciating it as an all-powerful tool is worth the investment. Digital marketing has made
brands and personalities always on entities. Our business hours are no longer up to us to set.
Customers and potential customers can reach us at any time of the day or night through our
website (Chaffey & Ellis-Chadwick, 2012). They connect with us when and where they want,
but we can ensure that our corporate identity is always present in the dialogue and always present
in the conversation.
Serve; Surf the World Entertainment's website and social media outlets must be areas
where people can connect and seek assistance. Surf the World Entertainment's website should
simplify customers to find the products and information they need to buy fast. Access to relevant
information and services keeps customers renewing their memberships year after year (Yasmin
et al., 2015). Providing information and a public face for your organization helps build trust and
inspires potential donors and fundraisers. Digital, with its various channels and instruments, is
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ideal. Donor and fundraiser loyalty is anticipated to increase with more resources, shareable
content for social media posts, and easy sponsorship gateways like Just Giving sites (Yasmin et
al., 2015). To properly serve, remember who you serve. What purpose does this content serve?
Will buyers benefit from this deal or service? Why don't Surf the World Entertainment do better?
Can Surf the World Entertainment tell buyers anything about what it will do for them? What are
the greatest ways to show the company cares about customers' input and output?
Save; An effective marketing strategy is to demonstrate the importance of connections.
Discounts, promotions, and the obvious financial advantages of online shopping make it easier
for firms to establish value. Regardless of whether membership is required or optional, many
membership organizations confront rising competition and prove their value (Yasmin et al.,
2015). No time is more vital for a union to focus on its differentiators than now, whether it is
lobbying for members' rights, providing counsel and information, or providing legal coverage or
other services. Save also has an impact on the user's mental state. What potential benefits does
digital technology hold? How much time and money can a system integration project save a firm
by reducing costly manual intervention? Increasing the overall user experience and streamlining
operations through CRM integration could be beneficial to the consumers.
Demonstrating accomplishments and cost savings is a good way to prove Surf the World
Entertainment's worth to the customers. Surf the World Entertainment's budget and future money
will be more secure, and it will be able to demonstrate the value of those funds as well (Yasmin
et al., 2015). Making these savings available to the public may be advantageous in some
situations. Members, fundraisers, and funders all benefit from transparency. This level of
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openness and accountability guarantees surf the World Entertainment's accountability and the
value of the partnership.
Sizzle; The ultimate goal of a marketer is to make their product or service sizzle. A
successful, enjoyable, and engaging online experience for your brand is all about increasing
customer satisfaction and promoting positive word-of-mouth advertising and referrals (Kaur,
2017). In the end, these are the magic components that will help the organization grow and
thrive. Consumers' discomfort and satisfaction points should be considered when producing the
sizzle. To catch their attention, Surf the World Entertainment must know which buttons to push
in its interaction or approaches (Chaffey & Ellis-Chadwick, 2012). What can the company do to
make people feel good about themselves and their customers? When Surf the World
Entertainment interacts with them, how does it reinforce the message of value? Where are the
chances to create new products and services? The sizzle factor can be boosted by doing
something new and exciting (Kaur, 2017). Even better, bring a group of people together to
brainstorm and see what comes of it.
Conclusion
Surf the World Entertainment must align the seven critical factors in its marketing mix
and the five digital marketing essentials. The 7Ps of marketing mix comprise Product, Place,
Price, Promotion, Physical Evidence, People, and Processes. It is essential to observe the 5Ss of
digital marketing encompassing sell, serve, speak, save and Sizzle for effective digital marketing.
By incorporating these aspects in unison, the company will monitor and ascertain better
performances in the market. From the discussion, product, price, promotion, place, sell, and
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speak strategies would be vital for the business to remain relevant and sustainable. Nevertheless,
all other factors in the marketing and digital mix greatly impact the company's penetration into
the new target market.
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References
Chaffey, D., & Ellis-Chadwick, F. (2012). Digital marketing: strategy. Implementation and.
CIM. (2009). Marketing and the 7Ps.
https://www.thensmc.com/sites/default/files/CIM%207Ps%20Resource.PDF
Gay, C. (2014, November 3). Four Marketing Strategies That Paid Off for Small Companies.
Wall Street Journal. https://www.wsj.com/articles/four-marketing-strategies-that-paidoff-for-small-companies-1414965293
Jain, M. K. (2013). An analysis of marketing mix: 7Ps or more. Asian Journal of
Multidisciplinary Studies, 1(4), 23-28.
Kaur, G. (2017). The importance of digital marketing in the tourism industry. International
Journal of Research-Granthaalayah, 5(6), 72-77.
Mohammad, H. I. (2015). 7PS marketing mix and retail bank customer satisfaction in northeast
Nigeria. British journal of marketing studies, 3(3), 71-88.
Singh, M. (2012). Marketing mix of 4P's for competitive advantage. IOSR Journal of Business
and Management, 3(6), 40-45.
Thabit, T., & Raewf, M. (2018). The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies, 4(4).
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Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of digital marketing in the
challenging age: An empirical study. International Journal of Management Science and
Business Administration, 1(5), 69-80.