Marketing mix analysis of The Warehouse

In marketing, the promotional mix describes blend of promotional variables chosen by marketers to help a firm reach its goals It has been identified as a subset of

The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market.

And also claimed that: (Kotler and Armstrong “…the set of tactical marketing tools that the firm blends to produce the response it wants in the target market”. And also, Singh (2012) likewise concurred that the marketing mix is a set of controllable variables that the company can use to influence the buyers’. At the end of the day, marketing mix helps the organizations experiencing an assortment of snags in the market to settle on appropriate choices in impacting client's requests for the company's

The marketing mix is primarily made up of four variables, and they are product, place, price, and promotion. These variables are often referred to as the four P 's. Many sources often describe the marketing mix as a recipe used in developing a viable marketing strategy, with each ingredient being used different ways and at different times based on the product or service one is trying to market. This paper will utilize three sources to describe the elements of the marketing mix. It will also describe how each one of the four elements of the marketing mix impacts the development of an organization 's marketing strategy and tactics.

Marketing mix is the basic concept of marketing. It is a controllable tool for the marketers and primarily defined as 4 elements: price, product, promotion and place that were first suggested by E. Jerome McCarthy in 1960.

In brief, the intention of 4Ps is to create simpler framework around which managers could develop their planning. Although there were some recognitions that all of these elements might be interlinked (e.g promotion based on the price paid by the consumer),also, some commentators have argued that the 4Ps framework is very limited use, in other words, marketing elements only suitable for micro issues, because it only considers the sell side in a transaction , dedicated to what the marketing managers have affected the consumers, rather than take the customers or the benefit of whole society into account , which is actually reflect a production-oriented concepts , but does not reflect the market-oriented or customer-oriented, and it is focused on short-term and purely transactional.

All elements of the marketing mix should also include a strategic level to ensure the system of long-term planning of investment programs. Initially, there are four groups of variables, which are conventionally termed product, price, place and promotion. Another name of the marketing mix is made from the first letters – “4P” (Hollensen, 2014).

These elements are the basic elements of marketing plan and overall it is known as 4P 's. (marketing mix, 2009)

As an implication this may take away from our profit margin, but as we’ll talk about later we see slight room for a price increase, but still using these type of promotions making the customer still feel like they’re getting a good deal, if it helps increase sales this should overall increase profits as your better off selling more of something at a low margin then few at a high margin.

On basis of price, positioning is done. And on the basis of positioning further affect the place and promotion decisions are made. Thus all the 4 Ps of marketing mix go hand in hand.

Warehouse group is a retail industry established in 1982 at north shore New Zealand .It was founded by Stephen Tindal and chief executive officer is mark Powell. It operates around 241 retail stores along with 2 distribution centre’s located in wiri and rolleston and also 12 online stores. It provides a products includes clothing ,entertainment ,technology ,music ,sports equipment ,gardening ,grocery and many others .It is a business to customer business model. It provided the employment opportunity over 12000 people. Apart from its own operation it owns various brands which are located within the stores. It became popular by money back guarantee policy. It is operated within New Zealand firstly and then expanded to Australia but due to heavy competition and under performance it sold to catalyst investment managers and renamed it as a sam’s warehouse. Warehouse group owned 5 subsidiaries i.e warehouse stationary,torpedo7 group ,warehouse group financial services limited ,noel leeming group limited ,Waikato valley chocolates .Warehouse sell as many different items possible. In 1995 the warehouse added to New Zealand stock exchange with security code WHS, warehouse is added to New Zealand 10 index. Its main competitors including farmers, k-mart ,the briscoes group ,super cheap auto. As same as wall-mart , warehouse was the first store to provide an in store bakery ,pharmacy and café at Sylvia park. It also started its smaller concepts store. It also been

Micromarketing is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations

The term “marketing mix” became popularized after Neil H. Borden published his 1964 article, “The Concept of the Marketing Mix”. Borden began using the term in his teaching in the late 1940’s after James Culliton had described the marketing manager as a “mixer of ingredients”. The ingredients in Borden’s marketing mix included product The Marketing Mix planning, pricing, branding, distribution channels, personal selling, Source: http://www.quickmba.com/marketing/mix/ advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. E. Jerome McCarthy later grouped these ingrediThe 4 P’s of Marketing ents into the four categories that today are

This research is about how the FMGC Company Hindustan Uniliver limited and itc use the strategy of targeting and segmenting to attract the people towards there. It shows that how a company which supplies day to day products with its various brands that company to expand its use in highly competitive market use the targeting so well that the business gets good benefits out of it.

Marketing mix is the set of controllable tactical marketing tools–product, price, place, and promotion–that the firm blends to produce the response it wants in the target market