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Marketing Mix

In: Business and Management

Submitted By Jesspisani
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Final: Mar keting Mix

Pr oduct

The most centr al and impor tant par t of the mar keting mix is the pr oduct

itself. It is the cor e of having mar keting and positioning, ther efor e car efully

deciding wher e one’s pr oduct will be positioned is key.

For my r etail company, we offer high-end exclusive mer chandise. Their position would be fashion luxur y and would focus on the quality of the fabr ic. The pr oduct’s focus would be on the pr oduct itself and position would focus on not just pr oduct quality, but fashion and exclusivity.
Though my r etail company has a high-end pr oduct position, we ar e opening

a yoga spor ts line competitive to Lulu lemon. For a yoga pant they ar e fashionable;

however , still consider ed basics and their position is r epositioned out of luxur y

and exclusivity into mor e of a mass-mar ket appeal. The pr oduct itself will still be

focused on fabr ic, but this has a mor e fast fashion appeal and is our designer line

available at a br idged pr ice. Ther efor e it r epositions and expands our br and in an

accessible basic spor t place, offer ing mor e pr oducts while keeping the cor e of our

br and.

Place/Distr ibution

It is imper ative as a company to have their distr ibution set to align with

the position of a company. The supply chain affects the entir e pr ocess of how

the pr oduct is cr eated and deliver ed to the consumer . As a high-end established

company, we like Ar mani, have a ver tical supply chain and ar e our own

manufactur er s. We found that we can keep the integr ity of our mer chandise and

pr oduct fr om pr oduct development until it r eaches our valued customer s. We also

ar e mar keting with a push s well as keep the communication tight thr oughout

the supply chain. Although, if we chose to go thr ough an exter nal manufactur er ,

we would have...

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