Marketing Mix Helps Make Sales

5.0 Marketing Concept

“Putting the right product right place, at the right price, at the right time.”

Marketing mix is a combination of marketing tools that are used to satisfy customers and PEL objectives. “The marketing mix” deals with the way in which PEL uses price, product, distribution and promotion at the market to sell the Packed Organic Food.

5.1 Market Research

Market research is the tool to gather information that is used in building the marketing plan. Top management has set a questionnaire for the public to know their choices and taste such as

• What is their lifestyle,

• Do they aware about organic food,

• Do they conscious about their health,

• How do they perceive our product,

• Which media do they follow’

• What are their income level/ spending capacity and so on (Ascribe to the questionnaire in the following appendix)

As an entrepreneur, lots of research should be carried down before displaying the packed organic food. Furthermore, Market research sometimes is costly and time consuming for the strategic apex. But the top management should also try to ensure cost beneficial information. By cost beneficial, it signifies there is no point in gaining information at huge cost when the benefits derived is minimal. PEL developed the following steps while conducting a market research process:-

1st Step: Identifying the informational needed

2nd Step: Data collection

For the purpose of this assignment, data was gathered from dual sources: Primary and Secondary Sources.

Primary data- which is raw information collected included from interviews. Interviews were done with the public in order to know their taste and choice. Refer to appendix one for sample questionnaire. Below are the details of the interview

Interviewee: Public (customer, children and so on)

Secondary data -is mainly desk research and included forms such as:

● Internet websites

● Newspapers

● Articles

● Figures from CSO

● Facebook

3th Step: Collecting Primary data

4th Step: Interpreting the Data Gathered

Creating a competitive edge

A competitive edge is essential for PEL. As PRIDANA is a small business it might not usually have a profitable gearing and liquidity position, for instance lack of finance and other resources when running the marketing strategies. However, they can gain a competitive advantage through the use of creative, low cost strategies addressed precisely to their targeted customers. PEL will focus on:

1. Marketing strategies- It will base on the sense of creativity and innovation of the healthy packed ready- made food

2. Identify the mass market- The healthy packed organic food can be sold at premium price