P2 introduction to marketing

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Karimul Islam

P2: Describe how the concept and principles are applied to the marketing of products in two organisations

Unit 11: introduction to marketing


In this assignment I will go through how marketing mix is applied to service or a product for two organisations called KFC and Mc Donald’s. I will choose a product from each of these businesses and the talk about the product, price, promotion and place.

Marketing mix

Marketing mix consists of 4p’s. These are product, price place and promotion all offered by an organisation to potential customers. The marketing mix is a set of tools that work to achieve company’s objectives.

Price – The price is the amount a customer pays for the product. The price is determined by a numbers of aspects, which are material costs, market share, product identity and the customers thought of the product price. Price is determined by what customers notice about the price of the product. Researching about pricing is important because it indicates what customers are looking for as well as what they want to pay. For example Gillette the manufacturer of razors, deodorant and shaving foams seeks to provide the world’s market with products that have affordable prices and targets a particular market segments. Such as young adults who wish to buy low priced razors and deodorant.

Product – products must meet customer requirements whatever these might be. For many products is simple the physical item that customers of businesses might be buying or selling. For example a customer buys a new BMW 6 series, that’s the product.

Place – Place is also known as distribution. It is the system through which products or services are moved from the manufacturer or service provider to the consumer. Different organisations use different approaches to reaching their consumers. For example, McDonalds uses a franchising system which allows the company to operate in many different geographical locations.

Promotion – Promotions persuades customers to buy their products or offers though communication Promotions has 4 key elements, these are advertising, public relations, word of mouth and point of sale. AN example can be that KFC advertising its new product, the zinger burger on posters with eye catching words will attract young customers.

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History of McDonalds

Siblings Dick and Mac McDonalds opened their first restaurant in San Bernardino, California. The principle of modern fast food restaurant called speedee service system was introduced by them. The original mascot of McDonalds was a man with a chef’s hat on top of a hamburger shaped head whose name was speedee. In 1963 speedee was replaced by Ronald McDonald. McDonalds serves nearly 48 million customers every day prompting it to become the world’s largest fast food restaurant. Desserts, hamburgers, fries, soft drinks, milkshakes and breakfast food are the primary products that are sold in McDonalds. ...

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