MIDLANDS STATE UNIVERSITY

FACULTY OF BUSINESS SCIENCES

DEPARTMENT OF LOGISTICS AND SUPPLY CHAIN MANAGEMENT

MODULE: LSC236 Promotions Management

LEVEL: 2:2
GROUP ASSIGNMENT QSN: Discuss the significance of integrated marketing mix on supply chain using examples.

NAME SURNAME REG# LEVEL

TADIWA GWARA R2211698Z 2.2
RUTENDO MUTABHENI R2212436Y 2.2
LORD Z MOYO R2213018Z 2.2
FATITH CHITAKE R224186Q 2.2
TATENDA C MASHAVA R2216827P 2.2
CHIEDZA MASIMBI R2211609E 2.2
CLEOPATRA T TSVANGIRA R2214398B 2.2
KIMBERLEY R TAKAWIRA R228805W 2.2
BRIDGET Marivaridze R229283G 2.2
JUNIOR Z MASIIWA R2211543V 2.2
 Integrated marketing mix
• Integrated marketing mix refers to a combination of all
the elements of a company’s marketing strategy
including price, product, place and promotions.
• In procurement a marketing mix can be defined as
factors that can be used by a company to reach a
broader audience and amplify their message to different
suppliers.
• Different suppliers have unique preferences in terms of
the channels they engage with, be it traditional media,
 PRICE

• With the use of an integrated marketing mix, as the procuring entity we get
low price and cheaper goods or services.
• Notable is that an integrated marketing mix leads to a large number of
suppliers wanting to supply us with the certain goods or services hence in
order for them to effectively gain a competitive advantage over their
competitors, suppliers tend to reduce their prices.
• This therefore gives us as the procuring entity an advantage of procuring
cheaper products but with high quality hence we can conclude that the
procurement department is working efficiently and effectively.
• For an example in 2022 Midlands State University acquired cheaper chairs
and desks than those acquired in 2015 even though they were of the same
quantity and quality.
• This proves the significance of price as an element of the marketing mix in
the supply chain.
 PLACE
• This is the location where the product or services has to reach the
procuring entity.
• The location of the buyer’s premises plays an important role in the
delivery condition of the product and also the price of the product.
• Notable is that it is easier and cheaper to deliver goods or services to
places that has its infrastructure developed eg good and smooth
roads than to those places where roads are bad.
• For example it is expensive to deliver goods in Uganda in places such
as Kinyara and Butu due to the muddy roads.
• This causes navigation to be difficult hence making the delivery of
goods and services to be expensive.
• Therefore choosing an operating place that has developed
infrastructure is essential for easy accessibility.
 PRODUCT
• An integrated marketing mix has a vital significance to the
products that we want to acquire as the procuring entity.
• Notable is that an integrated marketing mix aims reaching a
broader audience leading to competition among suppliers.
• This competition leads to procuring goods of highest quality that
align with our expectations, standards and specifications.
• This leads to us obtaining value for money which is the main goal
or objective of procurement.
• For example if we want to procure a car, due to the stiff
competition among the various car manufacturing companies,
we can easily procure the best car that is perfectly for the
purposes we want
 PROMOTIONS
• Promotions refers to activities and strategies undertaken by a company to communicate,
advertise and promote its products or services to target customers.
• Promotions communicate the value proposition to the suppliers or customers.
• The promotional meet includes advertising, sales promotions, public relations,
experiential conduct like events, tradeshows etc.
• Promotions help persuade suppliers to want to supply us with goods hence creating
competition among the suppliers.
• For example, Hwange Colliery in 2018 issued a tender that it wants all suppliers that are
able to supply it with 2000 rollers, Protective clothing such as work-suits, overalls, gloves,
masks etc. It included that it will be paying the qualified suppliers with 50% prepayment
hence leading to a wide number of supplies wanting to supply their products creating
competition and value for money.

• In a nut shell, these are the elements of the marketing mix and their integration leads to a
flawless, efficient and effective flow in the supply chain. This leads to procurement of high
quality products. By quality products we refer to products or services procured by the
right price, right quantity, delivered at the right place and right time.