marketing mix

A marketing mix is a combination of the four Ps: product, promotion, price, and place (or distribution). Without a successful marketing mix a company will most likely fail. “A market mix is only as good as its weakest component.” (MKTG3, McDaniel Lamb Hair, Ch 2, Pg 25)
The first P is for product and our product is a perfume that is a intoxicating mixture of sandalwood, plum, and citrus. It is packages in a stunning black bottle with a silver design on the bottle. Hiromi’s simple bottle design gives a sense of wonder and mystery. The package of the perfume bottle is also simple yet elegant. It is a black box with delicate oriental floral designs paint along the back, and lining the inside of the box is a white silk material giving the bottle a very classy look.


The second P is for promotion. “One of the primary benefits of advertising is its ability to communicate to a large number of people at one time” (MKTG3, McDaniel Lamb Hair, Ch 14, pg 212) A few months before Hiromi is introduced there will be several ads with peel away scented stripes in popular magazines such as: Cosmopolitan, People, Glamour, etc. Also with the peel away stripes there will also be a small sample of our solid perfume. “One recent study found that sampling events produced an average 36 percent increase in sales soon afterward” (MKTG3, McDaniel Lamb Hair, Ch. 16, pg 249) Along with the magazine ads Hiromi will also launch television and even billboard advertisements. Then once it is time to launch the Hiromi fragrance it will be sold in department stores and online.
The third P is for place, or distribution. The strategy we have picked for our product is a selective distribution. This is “achieved by screening dealers and retailers to eliminate all but a few in any single area.” (MKTG3, McDaniel Lamb Hair, Ch 12, Pg 181) Since Hiromi is a specialty product choosing this type of distribution will make the demand for the product higher and make the customer look for it.
The fourth P is price and we offer an affordable yet competitive price for our product. “Price means one thing to the consumer and something else to the seller. To the consumer, it is the cost of something. To the seller, price is revenue, the primary source of profits.” (MKTG3, McDaniel Lamb Hair, Ch 17, Pg 261)