The promotion is the attempt to draw attention to a product or business in order to gain new customers or to retain existing ones. In this case, it is mentioned that Bramham, the owner of the business said “When we first started I was a bit naive and thought people would flock to it. I quickly found that you have to develop ways of reaching public”. So, one of those ways she used to achieve promotion was the online advertising. Another way she used recently was to launch wedding list services for the eco-conscious couple.
The place refers to the means by which the product will be distributed to the customers. In this case, it can be inferred that the product can be distributed by packing services, because Biome Lifestyle is an online shopping site (), in which people all around the world can buy the products. So the business is in charge of sending those products to their customers through delivery services.
In conclusion, in this article shows the elements of marketing mix of Biome Lifestyle, which are price, product, promotion and place, which help the business to meet consumers’ needs and to create an effective marketing. It is inferred that if the business does not pay attention to one of this elements, the marketing mix will not work well, and therefore the business will fail in their marketing strategy.
Question 1 – Part B – P. 76
A marketing mix is the elements of a business’s marketing that are designed to meet the needs of its customers. The elements are product, price, promotion, and place. In this case, correct use of these elements might help Biome Lifestyle to gain a competitive advantage over some rivals.
As mentioned in the case, Biomass Lifestyle is an online shopping site that offers eco-friendly and ethically-sourced products for the home. Also the business emphasizes in the production of their products, which are carefully chosen for how they look and for being made from recycled materials. Their products might have unique selling point, because they are different from other products in the market, and that will help the business to gain a competitive advantage over rivals.
In this case, it is mentioned that sometimes the prices of the products of Biomass Lifestyles are not low prices. This could be because of the production costs, which influence the pricing. As mentioned in the case there are products such as teddy bears and an Eco Shopper Bags which are handmade with recycle materials. It could be inferred that some people, in this case eco-friendly people, want to buy this products no matter the price, because the products do not damage the planet, so that is an advantage of the business over other companies.
Alexandra Bramham, which is the owner of Biome Lifestyle, tries to keep control of the costs by outsourcing elements such as design and web development.
In the case, Biomass Lifestyle uses online advertising, and this could be a useful advantage for the business, because now a day’s most people have a computer with internet and they can access easily to any web page. So this promotion method might be an advantage for this business, if the rivals in the market do not own an online web page.
Finally, an advantage of the place is that they can reach their customers in any part, including international locations, because they use delivery services. This might be an advantage over rivals that don’t count with this type of delivery service.
In conclusion, the correct use of this elements: price, product, promotion, and place, might be useful for Biomass Lifestyle to gain an competitive advantage over rivals because they offer things that other rivals don’t count with, such as the unique selling point of their products, and also that they use an internet website in order to sell their products in other locations.
Hall, Dave, Rob Jones, Carlo Raffo, Alain Anderton, Ian Chambers, and Dave Gray. Business Studies. Fourth. Harlow: Pearson Education, 2008. Print.
