Module 08
Managing Product
Elements of The Marketing Mix
Product or Service
• Methods used to improve/differentiate the
product and increase sales or target sales more
effectively to gain a competitive advantage e.g.
• Extension strategies
• Specialised versions
• New editions
• Improvements – real or otherwise!
• Changed packaging
• Technology, etc.
Product or Service Cont.
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Core Product
Facilitating Product
Supporting Product
Augmented Product
Product Life-Cycle
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PLACE
• How a travel and tourism organisation gets
its services/products to its customers
• Where the customer goes to access the
product/ service
• The means by which products and
services get from producer to consumer
and where they can be accessed by the
consumer
– The more places to buy the product and the
easier it is made to buy it, the better for the
business (and the consumer?)
Physical Environment
• The ambience, mood or
physical presentation of the
environment
– Smart/shabby?
– Trendy/retro/modern/old
fashioned?
– Light/dark/bright/subdued?
– Romantic/chic/loud?
– Clean/dirty/unkempt/neat?
– Music?
– Smell?
ACTIVITY
Tasks:
• To what extent do you think that Anantara's
Marketing Mix (product and price elements)
reflects the organisation's mission statement?
• Outline some of the issues that you would
expect to have affected Anantara's marketing
efforts in the past two years.
• What kind of market research activities do you
think Anantara would have carried out before
offering the elephant camp experience?
• Produce a one-page leaflet promoting the
services offered by the Elephant Camp.