MKT10007 Fundamentals of Marketing Assignment 1: Purchase Experience Swinburne Online
Table of Contents Introduction Page 3 The Product Category Page 3 The 4Ps of Marketing Page 3 Product Page 3 Place Page 3 Price Page 4 Promotion Page 4 Brand Page 4 Audience Appeal Page 4 Ajax Spray & Wipe as a Person Page 4 Conclusion Page 5
Introduction The purpose of this report is to explain how marketers use a mix of marketing elements, known as a 'marketing mix', to influence a consumer's decision to purchase a product. The 'marketing mix' involves the Four Ps: 'product', 'place', 'price' and 'promotion'. The product is a physical good or service for which there is a demand. Price is the amount of money the end user will pay. The place is how and where the product is available to the consumer. And lastly, promotion is the publicising of the product. I will explain how a brand's choices of the 'marketing mix' affected my purchasing experience of Ajax Spray & Wipe from Woolworths, Stocklands, Townsville, on July 4th, 2019. The Product Category The product I have chosen is 'Ajax Spray and Wipe'. This product would fall under the main category of a household cleaning product, and would be under the sub categories of: spray and wipe, and multipurpose cleaners. The 4Ps of Marketing Product This product is in a 500mL, bright yellow spray bottle, with cartoon like bold text stating the name 'Ajax Spray & Wipe'. It also lists its benefits on the front packaging, such as: 'multipurpose', 'easy grease and stain removal', 'antibacterial', 'lifts stains', 'cuts grease', and 'kills 99.9% of germs'. It also has three small graphics on the packaging of bright and clean parts of a house after using the product. I bought this product because I have a house inspection coming up and have run out of cleaning products. I will be using it for its 'spray and wipe' multipurpose cleaning uses. Place This product was easily available to me. I bought it from a Woolworths store located within the shopping centre where I work. It was positioned at eye level on the shelves in the 'spray and wipe' section of the household cleaning aisle so was easily seen by a me or other potential consumers. The positioning of this product certainly played a part in why I purchased it, as it was one of the first products I saw when looking at spray and wipe products.