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Business unit 3 P6 + M3
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- PEARSON (PEARSON)
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Unit 3 P6 + M3 – Alex ClementsDeveloping a coherent marketing mix
Introduction
I am going to develop a coherent marketing mix about a new
product called LUA which is a smart plant pot. Marketing mix is
used when developing marketing plans, also known as the 4 p’s.
These are price, product, place, promotion. Every business uses
this in order to market new products and support brand building.
It is important that all elements of the marketing mix are
consistent with each other in order for the product to be
successful.
The 4 p’s
Product- The product is a plant pot with a digital screen with the personality of a virtual pet. It is a
yellow plant pot and has the dimensions of 15x16 cm with a weight of 500g. The plant uses a range
of sensors to determine the health of the plant. If it is thirsty the digital face will gasp and if it is too
hot it will start sweating. This is all made possible by the sensors. This plant pot will be aimed at
people who like the latest technology but also at people with a disability or mental disorder. The
plant pot benefits people on guiding them how to keep the plant alive as well as adds a fun and
exciting twist on growing your own plant. For example, This plant pot would be suitable for someone
with dementia as the plant pot would always indicate what it needs so there is no worry of
forgetting to water it. It is the future of planting and will allow a lot more people to be able to have
the satisfaction of growing their own plant without any hassle. The product is only at the start of the
product life cycle in the introduction stage.
Price- The LUA plant pot retails at £89. All though this price point is steep for something as simple as
a plant pot the LUA plant pot isn’t just any old plant pot. Premium pricing is the best option for this
product It has a 2.4 inch LCD display with mobile phone compatibility to be able to monitor your
plant wherever you are. It has 5 senses which are moisture, exposure, temperature, movement and
QR code. The virtual pet has 16 different emotions depending on the health of the plant. The price
point is suitable for this product considering the amount of features it has. The price is also
affordable for the main target audience which is middle aged to elderly people who have an interest
in gardening or someone with a disability/ mental disorder who enjoy gardening or just wants a
sense of responsibility.
Place- The product will be distributed from its own brand website. It will be hard to direct traffic to
this website in order to get sales so the product will also be distributed on other online websites
such as Amazon and Ebay. The product will be available in physical presence around the country in
shops such as IKEA, John Lewis and garden centres. Although this product is in the gardening sector
it is very unique so it will be a good idea to sell it in high street shops as well.
Promotion- In order to promote the product, it would be beneficial to have an advert that is
broadcasted on tv as well as on social media such as Facebook and YouTube. It is such a unique
product that people will not go out and look for it as they do not know it exists, it is essential to
market it to customers. Having visual advertisement would be more suitable for this product so
advertising on bill boards, online advertisements and in store promotions would be used to market
this product.
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