Dollar Shop
A shop that sells a wide variety of useful items at low and predictable price points such as $1, $2, $3 and $5. Maintaining low costs and prices is prioritized over other elements of the marketing mix.Product | Focus on product variety and basic quality. |
Price | Low and predicable. |
Place | Inexpensive physical locations. |
Promotion | Minimal promotion such as flyers distributed in-store. |
Customer Experience(people, process and physical evidence) | Nothing special |
Thai Restaurant
The best Thai restaurant in Tokyo. Focuses on superb food, decor and service and lets word of mouth work its wonders.Product | Serious attention to taste, quality and presentation. |
Price | Mid-priced |
Place | Somewhat convenient but not a prime location. |
Promotion | No promotion other than coupons handed to departing customers. |
Customer Experience(people, process and physical evidence) | Friendly and professional staff. Reasonably comfortable and stimulating decor. |
Convenience Store
A chain of well-managed convenience stores that provide a wide-variety of products including fresh food.Product | Variety including fresh food items such as daily sandwiches, sushi and salads. However, supermarkets have far more variety. |
Price | Price is somewhat competitive with supermarkets. |
Place | Convenient locations |
Promotion | Advertising to build brand recognition. |
Customer Experience(people, process and physical evidence) | Nothing special |
Night Club
A local night club in a college town.Product | DJs who play standard fare. |
Price | Variable, frequent price promotions designed to attract more customers. |
Place | Located in the entertainment district of the town a walkable distance from campus. |
Promotion | The nightclub completely depends on promotion by individuals who have loads of friends in the target market such that they can generate significant word of mouth. They must work to promote each night the club is open with a low budget. |
Customer Experience(people, process and physical evidence) | Standard decor and service. Security provide a safe environment. Depends on being busy as empty clubs are uninteresting to customers. |
Streaming Media Service
A firm produces and licenses films, documentaries and television shows that are provided as a streaming media service for a monthly recurring fee.Product | The production and licensing of exceptional content that will generate significant demand. |
Price | Free trial offer. Prices low enough to put the service in every home. Premium prices for higher resolution streaming that represents price discrimination. |
Place | Digital. Enjoy new movies in the comfort of your home. |
Promotion | Extensive advertising and word of mouth. |
Customer Experience(people, process and physical evidence) | Self-service tools to reduce costs. Usability is a priority. |
Luxury Fashion
A luxury brand sells women's fashions at a high price from posh locations. In order to do this they must create social status around the brand.Product | Products that drive an intense desire in customers. |
Price | High prices to pay for high costs and to create a sense of wealth status around the brand. |
Place | Shops are stylish and elegant. Located in posh areas. |
Promotion | Intensive promotion activities that involve celebrity collaborations and significant advertising spend. |
Customer Experience(people, process and physical evidence) | Extremely pleasant and pleasing customer service. Soft spoken, stylish and remarkably professional staff. Shopping that feels like an experience in itself. Architecture, decor, interiors, merchandising and ambience with a wow factor. |
Theme Park
A major theme park.Product | Offers rides, entertainment, food and a generally stimulating environment. |
Price | High |
Place | Must be located near a very large population center or in a tourist area that receives millions of tourists each month. |
Promotion | Based on an extremely deep set of brands that are well known and widely promoted. |
Customer Experience(people, process and physical evidence) | Depends on the customer experience and works to make it magical. This is a complex undertaking that involves thousands of staff under high stress situations such as managing crowded lines. |
Notes
The examples above condense the last three elements of the marketing mix to a concept known as customer experience. These elements known as "people", "process" and "physical evidence" are awkward terminology that predate the more useful concept of customer experience that captures exactly the same meaning.| Overview: Marketing Mix Examples | ||
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