How lements of the marketing mix and integrated ogether

How the elements of the marketing mix are integrated and how they relate to each other

Elements of the marketing mix link together, such as product and promotion. These two relate to each other as they both consider the packaging and branding of the product. Promotion considers the packaging of the product as they design a nice packagaing to make it look appealing so it will sell better as it will stand out and get noticed by the customer. From the product being branded its promoting it as its showing customers that its recognised and will be good quality because it is well known for being ‘good’ and this will make the product appealing and it will sell easier by itself.

No Sweat integrate these two together as they will promote their product by the way they merchandise. They will not use packaging to promote their products but they will arrange their goods nicely so it looks appealing e.g. they will always make their window displays look nice, they will make sure that all the goods from one brand are together, they will think carefully of where they put the stock and what fixtures to use, and lastly they will consider the colours so it will make the store as a whole look good.

North Devon Hospice will also do the same in their stores although it would be slightly harder as they wont have one set brand or product it will be abit of everthing. However they still create a nice window using themes, for example this week they are using a theme of babys and mothers and next week it could be animals, they colour code their clothes and then put them in size order within those colours to make it look as nice and organised as they can, they use shelving to display bric a brac, and use the walls to neatly display their pictures.
Promotion also links with Price because to promote a product they may change the price by using special offers such as halfing the price or buy two for one, they will then promote the sale. From changing the price its promoting the product as its making It more appealing as its cheaper than it was. This is known as promotional pricing.

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No Sweat integrate these two well as they will either reduce their end of season stock and they will put it all at the front of the store so it will be on view to those who walk past, they will promote this sale by putting a notice on the window if it’s a really big sale. They will also make deals with customers, to help sell their products. For example if someone came in and was thinking of buying more than one product and no sweat wanted to get rid of it or sell something else they would barter and come up with a deal that the customer was happy with and themselves. It could simply be a reduction for buying say two jackets or say buy something else and get more money off depending what the customer was looking at.

North Devon Hospice will promote their products if they have a lot of one product or if they havn’t sold a product by the end of the month as they keep getting new products come in and cant keep it. They will either have a £1.00 rail or half price rail, or in some circumstances they will send on products to another hospice chairty if they know they can get the price they want in another shop for example if a jumper cant sell in the south molton charity shop for the price they want they will send it on to barnstaple or torrington where they can, as this will maximise revenue because if they left it in that charity shop they would have to reduce the price.

Place and product also integrate together because what the product is and size effects how the distibution chain and how it is stored. The product will also effect the location of the business because if theres no market demand for their product in that town then theres no point having a shop located there.

No Sweat links these two together as there distribution chain is; Wholesaler>>retailer>>customer because they don’t sell all their products all year round they won’t buy a big load from a manufacturer instead they will just buy a size run of one good or maybe a double size run if they know it sells well. They also do this as their products come from more than one company and they wont have the storage if they had a mass of goods coming in, within the same month as they only have a small Goods Inwards room. Their business is located in barnstaple so its convenient to the owners however it is also ideal as there are a lot of outdoor enthusiasts located in the north devon area so there is a market demand for their service and products.

North devon hospice integrate these two together depending on what it is their selling for example if they are second hand goods their distribution chain is; 2nd hand products from donations >> retailer (high street store)>> customer but if they were to sell new goods such as badges or gift cards their distribution chain would be; Manufacturer>>wholesaler>>retailer>>customer. their location is not because of the products they sell but the service they offer to north devon, and because of this their shops will have to be situated in the North Devon as more people are likely to support and fund the charity as its helping there district.

How well does No Sweat Outdoors LTD integrate the marketing mix

I believe No Sweat integrate the marketing mix effectively as they consider

How both organisations meet the expectations of the target market?

No Sweat Outdoors LTD

No Sweats target customer are outdoor enthusiats such as; skiers/snowboarders, walkers/hikers, cyclists, runners, rock climbers, travellers, or anyone who works or spends time in an outdoor industry as they will need specialise equipment and accessories. No Sweat don’t have a typical customer as they have such a broad range spanning over a range of 20-70year olds, their customers come from all classes and backgrounds, they deal with families as well as individuals but don’t cater for the very young. Their product appeals to their target customer as they have choice of very technical equipment such as the ‘highest performance goretex’ jacket or an average waterproof jacket they do this for most of their products this is to appeal to their range of customers. Their price will appeal to their customers as they do have some products which are cheaper but still good quality and will satisfy their needs. Their location is easy to get too as the bridge has helped traffic and made it an easier access from different areas, their location is appeals to their target customer as there are different walking areas and climbing areas close to barnstaple such as bude, and theres the tarka trail which is suitable for cyclists/runners. However there are no mountains! and a skier or snowboarder is one of their many customers but this doesn’t really have any effect as they will go travelling. They are promoting well to their target customers as they are promoting their business to the schools they visit who are going on the ski trips and provide discount and support to groups such as the militray, ten tors and duke of edinburgh etc. so they are promoting themselves as a helpful and friendly business.

North Devon Hospice

North devon hospice don’t have a typical customer who come into the shop, as they cater for everybody and cant choose the products they get in. However from having a themed window once a week they would attract the kind of people the theme would apply to. As this week it’s a mother and baby theme they would get more mothers come in and buy the childcare products than usual, and then when it’s a sports theme more sports people may come in than usual and buy those products. There isn’t a set age range who come into the charity shop, however less people come in between the age of 10 and 20 as they could be too embarrased or just want the latest fashion clothing.