The Integrated Marketing Mix (OCR GCSE Business): Revision Note
Exam code: J204
How the 4 P's work together
An integrated marketing mix is one which correctly combines each element in the best possible way
A change in one element can have a significant impact on the others
How changes to one element can change the entire mix
Changes to product | Changes to price |
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Changes to promotion | Changes to place |
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An integrated marketing mix can help build a competitive advantage by creating a cohesive marketing strategy that resonates with customers and sets the business apart from its competitors
Case Study
Nike’s integrated marketing mix
Nike’s products are renowned for their high quality and innovative design. This commitment to excellence has helped the brand create a strong perception of exclusivity and performance among consumers
Product
Nike continuously invests in developing cutting-edge athletic gear, which reinforces its status as a leader in the sportswear market
Price
Nike uses a premium pricing strategy that reflects the value and performance of its products
By positioning itself at the higher end of the market, Nike reinforces its brand image as a provider of high-quality, elite sports apparel
This pricing approach supports the perception of Nike as a premium, aspirational brand
Promotion
Nike’s promotion strategy centres on building a powerful and emotionally resonant brand identity
Campaigns such as “Just Do It” celebrate determination, ambition, and athleticism—values that strongly align with the company’s target audience
Place
Nike focuses on combining both online and physical retail
Customers can shop easily via Nike’s official website, apps, and stores worldwide
This ensures that the brand remains highly accessible to its global customer base, while also enhancing convenience and customer satisfaction
The marketing mix in different businesses
The marketing mix for start-ups
In new business start-ups, the marketing mix is primarily used to create awareness, inform and persuade customers to try out a product with which they are unfamiliar
The product element focuses on ensuring goods or services possess unique features and benefits that differentiate them from rivals
Price is likely to be determined by existing competitors, or focused on attracting customers with eye-catching price offers
Place will likely focus on persuading stockists, such as retailers or wholesalers, to sell the product, or attempting to sell directly to customers
Promotion will likely focus on low-cost, often digital, marketing media
The marketing mix for established businesses
In more established businesses, the marketing mix is primarily used to persuade, reassure and remind customers of a product's benefits
Product is likely to be more focused on developing new or improved products or extending the life of existing products, with investment in innovation, research and development
Price will continue to be influenced by existing competitors. Successful products may be sold at a premium. while product extensions may require promotional pricing strategies
Place will likely focus on finding new distribution channels, or investing in improved logistics to increase the volume of customers reached
Promotion activity may use more media, with an emphasis on promotion strategies that encourage customers to return, such as loyalty cards or reassuring advertising
Other factors
The marketing mix is also likely to differ depending on:
Whether a product is sold to consumers (B2C markets) or to other businesses (B2B Markets)
Whether a product is essential (need) or a luxury (want)
Whether there is significant competition in the market
Using the marketing mix to make decisions
The marketing mix is an important element in business decision-making
It is used alongside market research to make key decisions that are critical to the success of products
Decisions and the marketing mix
Product | Price |
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Place | Promotion |
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Examiner Tips and Tricks
You could be asked to recommend changes to a business's marketing mix. When doing so, take care to consider the impact on other elements of the marketing mix, as they are interrelated and should support each other. Failure to do so could confuse customers!
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