P4 Describe the benefits and opportunities to the business of using Internet marketing within the marketing mix of a selected business.

Tips Using the structure of the 7 P’s of the marketing mix you need to describe the benefits and opportunities for a SELECTED business. I recommend you choose a LARGE business, such a Sainsbury, Tesco etc. For each section of the marketing mix you need to include ONE benefit and ONE opportunity.

7 P’s Price: how much the product/service costs Product: unique selling points, quality etc. Place: how the customer purchases the product Promotion: sales/discounts etc. People: the people involved in the sales process Physical evidence: e.g. displaying store information online Processes: the step-by-step format the business follows e.g. how they order new products when stock levels are low

Opportunities to possibly include Access to new markets/customers Website as a promotional tool in itself Improving availability Product development opportunities Immediate sales of products Substituting online products Podcasts Market development/diversification Lower entry costs for small businesses 24-hour online service Improving business efficiency (e.g. improving the supply chain) Opportunities to increase sales from existing customers Opportunities to monitor competitor activity Search engines (e.g. Google) – paying for ad words etc. Promotion on different websites and business websites

Opportunities Access new customers and markets Improve availability Increase efficiency Monitor (stalk) competitors activity

Benefits Showing up on search engines Promotion through websites Links (e.g. Facebook)

Format of your work USE A TABLE TO ILLUSTRATE YOUR WORK, SIMILAR TO THE BELOW TABLE Marketing mix Opportunities Benefits Price Product Promotion Place Physical evidence Processes People

Price Benefits Cost savings = no middle man Update prices instantly – no repackaging costs Opportunities Find cheaper suppliers online Can provide exclusive offers / prices for customers so will encourage more customers.

Product Benefits Additional product information online so customers can make more informed decisions All products online = greater product impact so encourages customers to buy more Opportunities Easier to display new products online Stock checking systems to see whether or not there are “big ticket” items in stock e.g. furniture – this is something Tesco can consider

Promotion Benefits Cheaper = website is free advertising Easier to add promotions online e.g. BOGOF Opportunities Banners online Google search engine Applications on mobile phones Online TV advertising (through the website) Use of YouTube

Place Benefits Attract new customers from further afield and new markets = greater number of customers Opportunities Reach wider and more distant markets Possibility to reach overseas customers

Physical evidence Benefits Display all features/services for individual stores online so customers can see what is available at each store before they get there = they can make more informed decision Provides directions to each store and the precise locations = good for customers so they can plan their journey Opportunities Can provide actual store layout of each store so the customer can go directly to what is required when they arrive = time saving for the customer

Processes Benefits Online ordering systems for stock so it means that stock levels in each individual store does not go below a certain level Opportunities Can find new, quicker methods of ordering stock = time saving for the customers

People Benefits Cost savings for Tesco and then the customer as fewer employees are needed to work in the stores due to an increase in online transactions Opportunities Can set up online contacting chat rooms to speak directly to someone at Tesco = good for the customer to allow for immediate responses to questions/problems