MKT10007 FUNDAMENTALS OF MARKETING ASSIGNMENT 1: PURCHASE EXPERIENCE Due 23rd March 2020 eLA name - Anna Campbell
INTRODUCTION This report examines how marketing managers have used different elements of the Marketing Mix, known as the 4 P's, to influence my purchase decision on the Smash Barista Buddy Reusable Coffee Cup. This report will further look at how companies use brand position to attract their intended audience to their products. This report refers to the purchase I made at Coles Mernda Junction on 04/03/2020. Image 1. Smash - Barista Buddy Smash Barista Buddy Glass 340mL $6.00 save $6.00 $6.00 per 1Ea BARIBIN Add 1 for $6.00 Image 1 source: https://shop.coles.com.au/a/national/product/smash-glass-barista-buddy-340ml THE PRODUCT CATEGORY The product that I have purchased was the Smash, 340ml Barista Buddy Keep Cup from Coles. It's a convenient winter essential that is a single walled tempered glass. This particular item belongs to the 'Kitchenware' product category group. The sub-category that this product could fall under would be 'Travel Mugs'.
THE 4P'S OF MARKETING Product This product is a convenient travel mug which is made from single walled tempered glass. It comes with a silicone lid that assists in ensuring the perfect seal on hot or cold beverage leaks. It also comes with a colourful silicone band around the glass to prevent hot beverages from burning your hands. It comes in a variety of different colours. It is re-usable making it environmentally friendly, BPA free and dishwasher safe. This product does come in different sizes to better suit those who would prefer to have either smaller or larger sized mugs for their choice of beverage. Due to this product being made from a thick glass and silicone surroundings, its high quality of production could last the average consumer quite a while with daily use. The colour scheme of the product was something that made it stand out in comparison to other travel mugs that Coles had available for purchase. The one that I had specifically picked out for purchase, had a grey silicone band around it and an earthy green lid. This made me think that it looked quite natural and an environmentally friendly product which is something that appeals to me personally. Place Smash products can genuinely be found at any supermarket/department store. They have a large number of retailers as they have a wide range of products, therefore making them easily available for purchase. All smash products can be found in the homeware sections of stores, along with their other products for sale which range from drink bottles to lunch boxes. The product display of the item itself didn't have a tremendous influence on my purchase decision, as I had walked into the shop with the intention to buy a new keep cup. However the visual display of the item itself, in that it was the only glass version Coles had to offer caught my attention more than the plastic travel mugs that were up for purchase, thus making me think it was the better choice