Essay
BTEC Unit 12 Internet Marketing In Business P1 (Pass)
BTEC Unit 12 Internet Marketing In Business P1 (Pass)
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P1: Describe the role internet marketing has within a modern marketing contextThe two companies I have chosen to write a report about for this assignment are Zolando (group 1)
and Apple (group 2).
a. The increased integration of the marketing mix (4P’s) to the extended marketing mix (7P’s).
How was/is it for the organizations you have chosen? What was the role of internet
marketing in this development?
Marketing mix Zolando:
Product: Zolando is a online clothing, shoes and latest fashion shop. It sells products from a lot of
different brands. Some of the brands include; Nike, Adidas, The North Face and Hugo Boss. Some
examples of the products Zolando sells on their web shop are; Shirts, Sweaters, Sneakers, Jeans,
Hoodies or Training suits.
This are some of the products you see when you only click on men’s clothing and they still have other
categories such as shoes, sport, accessories and care.
Place: Zolando doesn’t have a physical store; all its products are on their online shop. The
headquarters are located in Berlin, Germany. The distribution center is under construction in The
Netherlands in Bleiswijk. Zolando does already have distributions centers in Poland, France, Sweden
and Italy.
Price: Zolando uses the penetration pricing and competitor pricing method. When you compare the
prices of products between Zolando and its competitors you can see that most of the time Zolando is
a little bit cheaper. Zolando also uses penetration pricing, they never set high prices for their
products because they want to have the image of one of the cheapest. And usually if someone is
cheaper they always have delivery costs of 6 euros and if you that with the total price Zolando always
comes cheaper because they offer good prices and free delivery.
, Zolando (Left) sells this hoodie for 35eu in almost 10 different colors in full sizes with free delivery
whilst one of their biggest competitor’s aboutyou (right) sells the same hoodie in the last size with
two available colors for 50eu, so this is a example of the competitor pricing strategy.
Promotion: the most common promotion method of Zolando is emailing, they always send emails to
their customers about their newest collections, or if they have promotion codes or if there is a large
sale. Most recently I got a mail form Zolando that a previous product I ever looked up a while ago
was now on discount, so this way they try to keep attracting new customers. A few other methods
they use are ads on Youtube, boards at stations, flyers and TV commercials.
This is a example of my email box I got over 60 emails form Zolando about the newest promotions,
products and even discounts on products.
Marketing mix of Apple:
Products: compared to Zolando Apple has less many products. All their products are produced by
themselves all over the world. Some main products Apple sells are; iPhones, iPads, IMacs, Air pods,
MacBook’s, watches and TV’s. Apple always tries to make its products as innovative as possible so
that the target audience gets amazed by it and record sales are reached. Another reason why apple`s
products are so good because they have their own operation system IOS this system cannot be
hacked that is why people feel safe with the brand.
Price: The prices of Apple products are always expensive, this is because they have established
themselves as a successful international brand and people will buy whatever the company puts into
the market. This doesn’t mean they can ask even more money. These high quality products are
difficult to build. Costs such as; material, production and distribution are very expensive. The price
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