Marketing Mix: Traditional vs Digital

The 4Ps of Marketing is a model for enhancing the components of a ‘marketing mix’ – the set of actions, or tactics, that a company uses to promote its brand or product in the market (Acutt and Kuo, 2015). These four elements are adjusted until the right combination is found that serves the needs of the customers, while generating optimum income . It is important to note, different mixes are required for different objectives (Doyle, 2011).

the-marketing-mix

What’s The Difference?

Traditionally, marketing mix strategies were developed for products purchased in shops, but the internet has been able to help companies customise their marketing mix and meet the needs of smaller target segments (Learn Marketing, 2015). Businesses are now able to personalise on an individual level.

An e-marketing mix can help companies, “to deliver the right marketing message, to the right person, with the right offer, at the right time, and know within seconds if that message was effective” (Strauss and Frost, 2012, p. 387).

Friends Don’t Let Friends Drink Bad Coffee

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Most people will admit to having a favourite coffee shop… Costa Coffee and Starbucks are two rival companies in the UK, and below is an image which highlights both differences and similarities in their marketing mixes. Of course, the products are almost identical, and the major differences are Starbucks merchandise and promotion, as Costa does not use TV advertising.

 

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Table image made through personal research. Bracketed numbers are highlighted below in references.

 

Overall, it is Starbucks who wins the popularity contest worldwide, through its use of e-marketing techniques and a wider range of products available in multiple locations. Further analysis can be found online at Starbucks Marketing Mix and Marketing Mix of Costa Coffee.


References:

Acutt, M. and Kuo, P., 2015. The Marketing Mix 4P’s and 7P’s Explained [online]. Available from: http://marketingmix.co.uk [Accessed: 25 November 2016].

Akis Gbr., 2014. The 4 P’s of Marketing [Online Video]. 12 April 2014. Available from: https://www.youtube.com/watch?v=vNpdLktfE2Q [Accessed: 1 December 2016].

(11) Amna Awan, 2015. Starbucks Marketing Mix Analysis [Online Video]. 8 April 2015. Available from: https://www.youtube.com/watch?v=tqNzEXkE4M0 [Accessed: 1 December 2016].

(10) Bertrand, E., Barrois, A. and Garber, J., 2013. Brand Audit Blog: Starbucks vs Costa Coffee [online]. Available from: http://starbuckscostacoffee.blogspot.co.uk/2013/12/costa-coffee-marketing-mix.html [Accessed: 2 December 2016].

(6) Bhasin, H., 2016. Marketing Mix of Costa Coffee [online]. Available from: http://www.marketing91.com/marketing-mix-costa-coffee/ [Accessed: 25 November 2016].

(4) Costa, 2016. Costa at Home [online]. Available from: http://www.costa.co.uk/about-us/costa-at-home/ [Accessed: 2 December 2016].

(2) Costa, 2016. Homepage [online]. Available from: http://www.costa.co.uk [Accessed: 2 December 2016].

Doyle, C., 2011. Oxford Dictionary of Marketing. New York: Oxford University Press Inc.

Economic Times, 2016. Definition of “Marketing Mix” [online]. Available from: http://economictimes.indiatimes.com/definition/marketing-mix [Accessed: 1 December 2016].

(5) Greenspa, R., 2015. Starbucks Coffee’s Marketing Mix (4Ps) Analysis [online]. Available from: http://panmore.com/starbucks-coffee-marketing-mix-4ps-analysis [Accessed: 2 December 2016].

Learn Marketing, 2015. E Marketing Mix [online]. Available from: http://www.learnmarketing.net/emarketing.htm [Accessed: 1 December 2016].

Spary, S., 2015. Costa Brand and Innovation Chief on Why It Doesn’t Advertise on TV [online]. Available from: http://www.campaignlive.co.uk/article/1352224/costa-brand-innovation-chief-why-doesnt-advertise-tv [Accessed: 2 December 2016].

(1) Starbucks, 2016. Homepage [online]. Available from: https://www.starbucks.co.uk [Accessed: 2 December 2016].

(3) Starbucks, 2016. Starbucks Store [online]. Available from: http://store.starbucks.com/?cm_mmc=Sbuxcom-_-CCCSiteShopMega-_-Shop-_-Evergreen [Accessed: 2 December 2016].

(9) Statista, 2016. Number of Costa Coffee Shops in the United Kingdom (UK) From Fiscal Year 2008/09 to 2015/16 [online]. Available from: https://www.statista.com/statistics/283302/number-of-costa-coffee-stores-in-the-united-kingdom-uk/ [Accessed: 2 December 2016].

(7) Statista, 2016. Number of Starbucks Stores in the United Kingdom from 2005 to 2016 [online]. Available from: https://www.statista.com/statistics/218388/number-of-starbucks-stores-in-the-uk/ [Accessed: 2 December 2016].

Strauss, J. and Frost, R., 2012. E-Marketing. 6th edition. New Jersey: Pearson Education, Inc.

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