1. Introduction to the report

This report is to identify how Nyal Dry Cough uses the marketing mix to influence the purchase decisions made by consumers. The marketing mix consists of the 4 Ps, product, place, price and promotion. It analyses the brand positioning, this is described as the place the brand occupies in the mind of a buyer. Also this report compares the consistency of the marketing mix internally with the brand positioning.
This report refers to a single purchase, and my own experiences with Nyal Dry Cough, bought from Coles on Glenhuntly road in Elsternwick on the 8/8/2015.

2.1 The product and the product category

I chose the product Nyal Dry Cough. It is in the product category Medicine, the sub category is Cold and flu, sub-sub category is cough syrup, and some sub-sub-sub categories can include dry, chesty or bronchitis cough, non drowsy and drowsy.

2.2 The 4 Ps

2.2.1 Product

Nyal Dry Cough is a sweet liquid that consumers buy to relieve dry coughs. Nyal Dry Cough has a recommended dosage on the box depending on age, which is consumed by swallowing to coat the throat. It was packaged in a small rectangular cardboard box with bright colors of red orange and yellow. It had large writing on the front to clearly identify the brand as well as all the sub categories of the product. Figure 1 illustrates the packaging of this product.

Figure 1. Nyal dry cough

https://www.priceline.com.au/nyal-dry-cough-medicine-non-drowsy-200-ml
In my opinion the packaging could influence the purchase decision. It stands out in comparison to the competitive brands because of the bright colors and clean look. Also the large writing makes it easy to find the specific type you are looking for.

2.2.2 Place

Nyal Dry Cough is sold at all supermarkets, chemists and some 7/11 stores. This makes it widely available as there are so many stores across Melbourne. I bought it from Coles supermarket, which is generally accessible to most people as they have 762 stores in Australia, and are easily recognizable, see figure 2.

Figure 2. Coles supermarket

http://www.heraldsun.com.au/business/coles-fresh-assault-is-a-winner-in-supermarket-battle-with-woolworths/story-fn7j19iv-1226452140161

The product was located on the bottom shelf in the middle of all the cough syrups, half way down the isle, under the medicine banner. I believe the product display would influence the customers purchase decisions as they are looking to buy specific product for a certain reason, and this product is easy to find and readily available.

2.2.3 Price

Nyal Dry Cough is priced at $8.50 from Coles in Elsternwick. The cough syrup prices ranged between $6 and $17 for competitive brands, and at the competitors store Woolworths in Caulfield south, the price was consistent at $8.50, this demonstrated that the product is always at the lower end of the price range. I believe the price is influential on the purchase decisions. In my opinion the same type of cough syrup will have the same impact on the symptoms and therefor I will always buy the cheapest one for the type cough I am experiencing.

2.2.4 Promotion

In Coles there were no price discounts or special offers presented for Nyal Dry Cough. This product is consistently advertised on TV as well as bulletin boards and magazines. Due to Nyal being one of the cheaper brands, I think price has a large influence on consumer’s decisions. Even without being discounted it is an affordable product, being consistently at the lower end of the price range, and if consumers are lucky enough to purchase at a time with a discount, it makes it and even more reasonable purchase decision. I think the products promotion would have quite an impact on purchasing decisions, as the Nyal brand has been a popular medical brand in Australia since 1911, and we are always looking for trusted reliable brands that we recognize when making purchasing decisions.

2.2.5 The Brand

Based on the marketing mix I think Nyal Dry Cough would appeal to sick people who are suffering from a dry cough. They are concerned with their health and are looking for a product that is easy to purchase, affordable and reliable. The store I visited showed that the brand has also considered age. Children’s and adult cough syrup was available, as well as a rage of conditions, such as dry and chesty. This suits an extensive range of demographic groups.

If this brand was a person I think it would be a young bright person that is always healthy and happy. They would have a sweet personality and always want to help others. They would be a great friend, and one that you can always rely on and trust.

Nyal Dry Coughs brand positioning places consumers in a position of feeling as though they are making the safest decision towards their health when buying this successful and dependable product.

3 The conclusion

Nyal Dry Cough effectively uses the marketing mix to influence consumers to buy their products. The marketing mix consistently and internally supports the brand positioning, by representing a trustworthy and effective solution to better health. The Nyal Dry Cough can be purchased for a reasonable price at convenient locations, and due to its clean bright packaging is easy to find. Clever advertisement and promotion of this product has created a trustworthy name. Nyal Dry Cough is now a highly recommended cold a flu product.