Marketing Mix: Price, Promotion, Product and Place - Essay Example

Decisions can be the 4Ps or 7Ps in the case of the provision of intangible products (Raju & Prabhakara, 2008).ProductProduct decisions involve choices on brand names, features, quality and design, packaging, warranties, and the services that will come along with product offerings (Jobber, 2013). The perfect product must be of value to the consumer. It must be what they want exactly. A feedback system is necessary to know the customers’ satisfaction and also get the thoughts of the customers. The Amanzi Tea is a café that specializes in bubble tea, beverages and desserts.

It uses the soc,ial media, Twitter, and Facebook, as a platform, for advertisement and consumer feedback.PriceThis category involves decisions regarding list price, discounts, credit terms and payment periods (Jobber,,2013). The price needs to be competitive, not necessarily the cheapest since the quality of services is tied to the price charged. The price must also ensure the profitability of the business (CIM, 2009). Amanzi Tea is a middle-class café, and its prices are relatively high. Furthermore, they charge extra for additional flavor shots.

Takeaway services are available too.PromotionThis is how a company presents their product and communicates with consumers what the product offers. It deals with choices in advertisements, personal selling, direct and internet marketing, sales and promotions, and public relations (Jobber, 2013). The main aim is usually to try and give the consumer a reason to choose your product over similar products from competitors. Aside from quality beverages and accompaniments, Amanzi Tea provides free WiFi to its customers.

This might be common in many other cafes, but it sure does give Amanzi Tea an edge over a few other restaurants (Amanzi Tea 2014).PlaceThis involves choices regarding distribution channels and their management, location of outlets, methods of transportation and inventory levels to be he,ld (Jobber, 2013). The location of an outlet must be convenient to the customer base. Amanzi Tea is located in Marylebone, London, a place some customers have described as the loveliest area in London.PeopleThis refers to the staff members.

They should be well-trained to deal appropriately with customer needs. This is mainly because many consumers rate products and services depending on the staff member who provides them (CIM, 2009). Amanzi Tea as a food outlet has staff trained in food preparation and service. As one customer claims, they have the best customer service in the area (Amanzi Tea 2014).ProcessThe process of service delivery and the conduct of the person delivering the service is very crucial to customer satisfaction (CIM, 2009).

Physical EvidenceA service product is intangible, and this always leaves consumers in a cloud of uncertainty regarding the provision of the service. Case studies and testimonials can help build or destroy consumer confidence in a certain service product (CIM, 2009).