Running Head: BBQfun MARKETING MIX 1

BBQfun Marketing mix

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BBQfun Marketing Mix

Introduction

In 2013, Pat Mifsud established BBQfun, a company which offers an extensive range of

products both imported and local. Due to the increasingly competitive market and a continuously

changing technological sector, there has been a significant decrease in product sales. Change in

the consumer taste and preferences has also contributed to this unfortunate situation. For these

reasons, therefore, there has been a concerning upsurge in need for developing a working

marketing plan to help deal with the above-stated issues. The objectives for implementing this

drastic change include regaining healthy sales by means such as building on the strengths of the

business and improving the marketing strategies which are all targeted at making use of key

marketing opportunities. The operation of BBQfun takes place in two stores, in Brisbane and the

second one on the Gold Coast. The firm is aimed at coming up with marketing opportunities that

it will exploit in order to regain its healthy sales. These opportunities ought to lead to both local

and national expansion.

The firm’s marketing plan is guided by values of quality, cost of the customer, and the

people who interact with the products. For any business operations to be successful, there is a

need to adopt appropriate and strategic approaches. BBQfun is no exception. Its marketing mix

elements are designed in such a way that they meet the organizational, strategic, and operational

marketing objectives. These components should also consider the desired positioning of the

company (Jindal et al., 175). This implies that the corporation should be portrayed as a vast

assortment, with high-quality products and have an exclusive outdoor appeal. Consumers from

the Southeast are highly likely to identify themselves with such a company with an exceptional

structural design. Such positioning will influence the competitive advantage of the company.
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Products and Services

BBQfun has come up with a unique outdoor régime which dealers with a diverse retail

product that are specially differentiated from those of its competitors. From the display of the

products, the customers can easily determine the quality of these products as they are well

packed for display (Larimo et al., 351). The uniqueness of these products can be seen in such

ways as; the credit offer of the firm has been backed by a top-tier bank which ensures that the

payments are to be completed by the debtor. Secondly, 33% of the range of products are

imported, and they come with a guarantee of three years.

When one chooses to order a given product, there are several ranges in the type of

product that one wants to purchase. This ensures that the customer gets the product that is best

suited for his needs. The customer service that BBQfun offers is unique in the way that they

deliver and interact with the customers (Blut et al., 331). The firm ensures that all the delivery

satisfaction is met and the feedback received from the customers is put into consideration in

order to ensure that they enjoy the products that they receive. In order to ensure that the

consumers easily access these products, the firm chooses to be located at all sort of geographical

areas; suburb, commercial, or urban market. The employees work full-time, and transactions are

on agreed plans.

Marketing mix

The marketing mix of BBQfun entails four components of market control. These include

pricing, advertising, customer service, and dissemination of goods and services. It is important to

note that certain factors that affect the marketing mix have to be reviewed after a detailed

analysis of the company’s opportunities in the market. With regards to pricing, the company’s

products are sold at relatively competitive prices due to the high quality of the commodities (Blut
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et al., 131). This pricing is backed up with a guarantee of up to three years. The products will

then be disseminated through the company’s retail stores which are easily accessible to the

consumers.

Advertising, on the other hand, will be ensured through the use of ads in Brizzy and

articles of PR campaigns. Product promotion will be implemented through the use of in-store

entertainment and providing offers through competitions across the whole market. Considering

the fact that the target market hardly participates in social media platforms, advertisement, and

promotion of the product will not be viable through this approach (Larimo et al., 351). The

company also ensures that the products are designed in such a way that they meet consumers'

satisfactory needs. Customer feedback is critically taken into consideration. The above-stated

marketing mix strategies are bound to improve the loyal customer base as well as retain and

attract more consumers of the company's products. They will also ensure that the company's

financial objectives are duly met.

Marketing Strategy

There is a need for a critical update of the company's information with regards to the

target market. The identification of a variety of markets and media is therefore inevitable. There

exist three segments of the target market. These are the new builds, renovations, and

replacements. These segments comprise the primary and secondary target market (Jindal et al.,

175). Collectively, new build comprises a target market which should comprise of individuals

who have pride in a lifestyle of laid back Brisbane. They should also be literate, interested in

trading activities, be professionally equipped, have aspirations to live in wealthier suburbs, be

conscious of their health status, be loyal to the Brizzy, prefer Australian made products and have

the notion that product quality, service, and prices are equally important.
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Renovations, on the other hand, entails a target market which comprises of individuals

who have numerous homes in several demographical locations, view themselves as

cosmopolitans, are highly literate, are professionally equipped, conscious of their health

conditions, have a desire to experience fine dining, portray loyalty to the Outdoor Aspire

Magazine, and consider quality, service and product prices as equivalently important. (Goh et al.,

115). With regards to replacements, the target market should comprise people who frequently

provide Australian jobs, have pride in the lifestyle of laid back Brisbane, dislike Sydney and

Melbourne imagery as well as snooty courtyard gardens in urban areas, highly conscious of their

health conditions, are economical in terms of their finances but consider buying costly products

at the appropriate prices, have aspirations to live in affluent suburbs, portray loyalty to the

Brizzy, and believe that quality and price are equality important, but service is less significant.

The BBQfun sales and marketing strategy ought to be in line with the legislation requirements

and codes of conduct.

The budget for the advertising of the products of the 2016 financial year was $180,000. It

was to target the local market in the form of magazines, radios, and letter drop boxes. Direct

mails and local advertising were vital in order to create a good picture in the minds of the

consumers. Provision of trial products to consumers will help them interact with the product

before their purchase. The application of the trials to the customers will help them come up with

a way in which they will give feedback on the quality of the product (Goh et al., 115). Adverts in

the magazines and radios will be of great importance as most of the people have access to these

forms of media. The reach of many people will ensure that the products are sold widely and that

they reach a wide variety of people. The marketing objectives are aimed at increasing customer

loyalty and establishing brand recognition in the location of these stores.

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References

Blut, M., Teller, C., & Floh, A. (2018). Testing retail marketing-mix effects on patronage: a

meta-analysis. Journal of Retailing, 94(2), 113-135.

BSBMKG501 Identify and evaluate marketing opportunities 1st edition version: 1 © 2015

Innovation and Business Industry Skills Council Ltd

Goh, W. H., Goh, Y. N., Ariffin, S. K., & Salamzadeh, Y. (2019). How green marketing mix

strategies affect the firm's performance: a Malaysian perspective. International Journal of

Sustainable Strategic Management, 7(1-2), 113-130.

Jindal, P., Zhu, T., Chintagunta, P. K., & Dhar, S. K. (2018). Point-of-Sale Marketing Mix and

Brand Performance–The Moderating Role of Retail Format and Brand Type. Available at

SSRN 3127580. 167-237

Larimo, J., Zucchella, A., Kontkanen, M., & Hagen, B. (2018). Patterns of SME’s marketing mix

combinations and their characteristics in export markets. In Advances in Global

Marketing (pp. 333-364). Springer, Cham.