Elements of the Marketing Mix (AQA A Level Business): Revision Note

This involves identifying the features, design, quality, branding and packaging of the product/service available for sale and ensuring that they meet the needs and expectations of customers

• E.g. HSBC offers different current accounts to meet a variety of customer needs, with each account having different features

• The Premier Account, aimed at higher income individuals, includes free worldwide travel insurance

This involves identifying the best pricing strategies to use after having considered the amount of money customers are willing to pay, as well as factors such as production costs, competition, demand and perceived value

• E.g. Netflix has recently changed its pricing structure to reflect the different needs of customers and achieve further growth

• The cheaper standard service includes adverts

• Customers pay three times more for the premium service but enjoy advert-free, ultra-HD programming

This refers to the distribution channels and physical location used to make the product/service available to customers

It involves decisions related to the selection of sales outlets, logistics and supply chain management 

• E.g. Jimmy Choo designer shoes are sold through exclusive retailers and in its small network of stores

• Clarks sells its range of mid-priced footwear in its stores and online, as well as through partner retailers such as Next

This relates to the activities used to communicate and promote the product to the target market

It includes advertising, public relations, sales promotions, branding, social media and personal selling

Promotional strategies make existing and potential customers aware of products, build brand image and encourage loyalty

• E.g. Southwestern Airlines uses humorous advertising and public relations by sponsorship of several US baseball teams

This  refers to the human resources involved in customer interactions and service delivery to provide a positive customer experience

• E.g. Lush regularly trains staff on the benefits of its bath and body products, so that they can effectively advise customers

This refers to operational processes and workflows that enable the smooth and efficient delivery of products and aftercare

It ensures the customer experience is consistent, streamlined, and meets or exceeds customer expectations

• E.g Travel companies such as Jet2 provide resort-based representatives that ensure a smooth vacation experience

This refers to the tangible elements that customers perceive when interacting with a product, such as the store or website environment, packaging and branding

• E.g. large fast food retailers such as McDonalds create almost identical outlets around the world, with recognisable logos, matching furniture and decor in each restaurant

The image the firm wants consumers to hold

A premium or value position determines every element of the marketing mix, from design details to advertising style

Bang & Olufsen headphones adopt high prices, selective distribution through specialist stores, and elegant promotion

Xiaomi Redmi smartphones keep costs low, sell mainly through online channels and rely on short‑term online discounts

Consumer good or industrial good

Household customers often buy on emotion and convenience

Business customers prioritise performance, reliability and ongoing support

Lush bath bombs use distinctive packaging, lively social‑media campaigns and accessible high‑street outlets

John Deere tractors depend on personal selling, a dealer network and detailed after‑sales service; prices are typically negotiated rather than published

Available finance, expertise and capacity

The firm’s resources limit how sophisticated the product can be and how widely it can be promoted

Well‑funded Amazon launches Echo devices globally with extensive advertising and next‑day delivery

With limited financial resources, Monzo expanded its digital bank through app‑only distribution and customer referrals rather than expensive advertising

Number and strength of rivals

Intense competition may require aggressive pricing and continuous promotional activity

Limited competition can allow higher prices and more selective promotion

Facing many streaming rivals, Netflix invests heavily in original content and offers multi‑tier subscriptions to hold its market share

In a niche market, Brompton folding bicycles sell at premium prices and are sold to cycling enthusiasts in specialist retailers

Political, economic, social and technological shifts can force rapid changes to the marketing mix

Growth in remote working led technology firm Logitech to focus on webcams and headsets in both product range and promotional messages

Wider adoption of voice assistants allowed Domino’s to introduce voice ordering, adding a new place channel

Product: R&D budget depends on available finance

Price: short‑term discounts can raise cash

Place: expansion could be paused if funds are low

Promotion: advertising spend may be cut or increased

After reporting heavy losses in 2023, Marks & Spencer reduced its TV advertising and refocused on in‑store promotions to improve its cash flow

Product: a business may shift from niche to mass market products to increase market share 

Price: profit maximisation requires different pricing to volume maximisation

Place/Promotion: channels chosen to hit growth targets

When Spotify chose rapid user growth over profit as its objective, it discounted premium plans and offered three‑month free trials

Product: new talent enables a business to add product features

Promotion: an in‑house advertising team may replace agencies

Price/Place: statistics specialists can refine pricing and improve e-commerce tactics

ASOS hired a dedicated TikTok content team; social videos became central to promotion while reducing spend on glossy magazine ads.

Product: quality or variety improves with new machinery

Price: economies of scale lowers unit costs, allowing for lower selling prices

Place: improved stock availability

Promotion: reliability claims can be included in advertising

Ford’s switch to modular EV platforms cut assembly costs, allowing competitive pricing and a product message focused on in advertising