Question

Apply Marketing Mix principles to business or consumer services.

Environmentalgear is an office and home products company available online, through a catalog mailed out every 6 months, and advertising via business magazines. “We make life healthier” is their motto.

Founded 2 years ago by a scientist, a product engineer, and a retail marketing expert, they started out with office products and have moved on to home devices since this startup is such a success.

Their newest home product is a sleep-enhancing bed, which involves a soft, but supportive bed with a detachable eye mask and neck collar that are both recyclable. The neck collar is preset to be the right temperature to induce sleep. The bed provides a choice of soft mantras or meditative sounds on very low volume for the best amount of time per scientific sleep research. The consumer can set the sleep time and soft volume choice of sounds that begin to gradually wake them up. The temperature of the bed adjusts automatically throughout the night to be the right temperature. It comes in navy blue, black, grey, pale green, and white, as do all their products.

Current home products:

• Indoor doghouses that have environmentally friendly bedding and autofill water and dry food bowls with adjustable dispenser settings.
• Window shades that auto-adjust to your time schedule and the light and provide insulation.
• Kitchen mats that are supportive, sustainable, and natural, while providing cushioning for joints.
• Outside house lighting fixtures that are solar powered and adjust to the light outside. They also store extra light, which is then transmitted to inside light fixtures that provide general ceiling or wall lighting.

Current business products:

Office lighting fixtures that adjust to the light outside, the time of day, and work or shift schedule to reduce blue light as you head towards sleep time and provide optional lighting for winter climates.

Screens for all types of monitors that protect your eyes from blue light, especially needed for those at computers all day.

Office furniture (i.e., desks, bookshelves, ergonomic chairs that auto-adjust to the occupant’s needs and body weight and/or height and provide support, depending on the product).
Desks that can adjust to any height at the push of a button or remote control.

The company now wants to expand into services:

1. Consumer service: They want to add an at-home service whereby a home ambience consultant will visit you at home to help you adjust their home products and make other recommendations for improving the home environment.
2. Business service: They also want to add office consultants who can improve the office ambiance so it is more conducive to the company’s goals, comfort, and productivity.

• Choose business service or consumer service from above.
• Provide a synopsis of your research on the Internet regarding any competition.
• Explain why they might want to add services to their business.
• Using the marketing mix, provide the 4 P’s of this new consulting service for home or office, developing the particulars that make sense based on the scenario and the real world.
• Describe how they might want to launch these services and associate them with their branding.

Answer 1

Meaning of Marketing Mix: Marketing Mix refers to the process in which the companies set the actions,tactics and plans to promote their products and services with brand.In other words it can say that Marketing Mix is a mix of the things which help and promote the products and services with brand in the market and fulfill the customer needs. There are 4P's in the marketing mix are - Product,Price,Place and Promotion all these four elements help the companies to promote their products in the market ,to fulfill the basic needs of the customers,increase the sales the of the companies. So Marketing mix plays very important role for every company and its a key element and strong concept for marketing the products and services.

Matter: For the promotion or selling of the products and services in the market a very company require good marketing strategies so that the customers attract and buy the products. And the company target the potential customers and satisfy them with their products and services through marketing tactics.

• Consumer Service - Its the responsibility of the companies to give best products and services to its customers whether they are after sales services. So in the above case the business owners should give the after sales services to their customers for their products who are already sold by them. Through this the customer will be happy and satisfied with the company products and services and this will make the consistency behaviour of the customer and they will always prefer to buy the products from the same company.And it is a principle of marketing through which the companies and customers both will be benefited. And the representative or the technician will come to the home of the customers and provide the services according to the customers with the consideration of home ambience and environment too.So that the customers can enjoy their home ambience too.
• Business Service- Again its the main responsibility of the companies to give the best products and services to the businesses also. So the companies provide the business consultants to the start up businesses or the individuals who purchased the services or products from the companies. So the customers will get benefits and better ideas to make their business goals ,objectives and achieve them according to the customers. So if the customer will get benefits he will be happy and again consistency behaviour of the customer will maintain which is a best principle of the marketing. Because in marketing place is important for services or products.
• Expansion of Services- Every business or companies wants to earn maximum profits and earn more and do competition in the market. So its a need of the business or companies to expand their services or to introduce sub products in the market so that the customers become happy and satisfy.This will lead to the maximum profitable company and create a goodwill in the market which is a good sign in the industry. And if the companies provide after sales service or business consultants at reasonable rates so this tactic automatically leads to make the more customers and to satisfy and fulfill their needs accordingly. However the product,price,place and promotion are very important elements in the marketing to market the products and services.
• Usage of Marketing Mix- The maximum usage of marketing mix and marketing strategies,tactics help the companies to increase in the sales of the products and services.And in the marketing mix there are 4P's and 7P's concept are best for the companies in the today's world. 4P's are - Product,Price,Place and Promotion and 7P's are Product,Price,Place ,Promotion,Packaging,positioning and people.So all these tactics helps in marketing of the products and services.
• Branding- If Marketing mix is important and plays an important role so the branding is equally important for selling the products and services.As branding refers to the advertising the products and services with the unique designs in the market and this helps in attract the customers for purchasing those products and services of the company and this leads to increases in the sales of the company and this helps in achieving the sales targets too. And for the launching of the new products and services in the market branding is the necessary for the companies which helps in sales and to earn the earnings.

Summary:- Marketing Mix refers to the process in which the companies make a mix to market their products and services in the market. In marketing mix there are some principles and 4P's and 7P's are the main concepts on which best marketing is based.Best marketing strategies,tactics,methods helps the companies to increase the sales and maximize the earnings.And Branding is also important for launching of the new products and services because it helps in advertise the products with the best designs.And if the company providing the after sales services or business consultants to prepare the ambience and the environment after selling of the products so this will create a good image of the company in the market as well as in front of the customers which will lead to the consistency theory of marketing.