An Integrated Marketing Mix (AQA A Level Business): Revision Note

Flat‑pack furniture (product) at low prices (price)

Sold in self‑service warehouse stores and online (place), promoted with practical, room‑set catalogues and augmented reality (AR) apps (promotion)

All elements reinforce the company's brand message of stylish affordability

Customisable coffee drinks (product) with tiered pricing and loyalty points (price)

Sold in comfortable cafés and via mobile order‑and‑pay (place), promoted through personalised app offers and seasonal drinks on social media (promotion)

Every element underlines the brand's focus on convenience and personalisation

The introduction stage needs informative promotion and limited outlets

Maturity often requires price competition and wider distribution

Electric scooters: early models sold at high skimming prices online

Now high‑street stores stock lower‑priced versions with mass advertising

Star products get heavy promotion

Cash cows usually manage with lower budgets

Dogs may be dropped or given discount pricing.

Samsung Galaxy S‑series (Star) receives prime‑time adverts

Older J‑series phones (Cash cows) are sold through discount channels at lower prices

Luxury items pair premium pricing with selective outlets

Convenience goods need low price and intensive distribution

Farrow & Ball paint sells at high prices in niche home stores and through glossy brochures

Walkers Crisps target supermarkets, vending machines and multi‑buy deals

Growth targets favour penetration pricing and wide promotion;

Profit‑maximisation objectives are likely to involve higher prices and selective spending on promotion

Spotify pursued subscriber growth with free trials and huge digital advertising spending

It now focuses on selling higher‑priced premium plans

Media habits and income levels dictate the choice of distribution channel, price range and product features

Teen gamers see TikTok teaser videos and app‑store downloads

Corporate IT buyers expect detailed specifications, demos and the ability to negotiate price

Intense rivalry may force price matching, product upgrades or unique distribution deals

UK supermarkets such as Tesco run loyalty‑card prices and home‑delivery to keep pace with rivals

Every element must reinforce the chosen market position, such as value, premium, eco‑friendly, quality etc

Tupperware positions its brand around quality and durability

Its lifetime guarantee (product), at‑home parties (place), reassuring price, word‑of‑mouth promotion are fully integrated

Videos, 360° views and customer reviews show features far better than a shelf label

Firms can supply instant software updates or e‑manuals.

GoPro posts user‑made stunt clips beside each camera model

Software can raise or lower prices in seconds to match demand or competitors

Booking.com tweaks hotel rates in real time when large events, such as concerts or sports events, boost local demand

Online shops are open 24 hours and reach worldwide without renting extra store space

ASOS sells fashion to more than 200 countries from one warehouse

Adverts can be aimed at very specific ages, interests or postcodes and changed instantly if they underperform

Spotify inserts location‑based audio adverts between songs

Live chat and chat‑bots give quick, friendly service without a call‑centre wait

Staff can serve many customers at once using automated processes

Starling Bank can answer customer account questions 24/7 through in‑app chat

One‑click checkout, saved details and tracked delivery make buying smoother, helping repeat sales

Amazon Prime uses one‑tap ordering and real‑time parcel tracking

High‑quality website design, clear photos and unboxing videos reassure buyers of product quality before they touch it

Apple’s clean, consistent web pages mirror the look of its retail stores