Section 3 – Marketing Mix Analysis
Using the table format below provide ‘creative’ details of the extended (7Ps) marketing
mix for the vineyard demonstrating original thought in your proposal, whilst explicitly
taking into account the environmental factors identified in Section 1 in order to justify
your approach.
Hill’s Vineyard
Product
Explain how products are developed to sustain
competitive advantage – consider the market
and competition here
Place
Explain how distribution is arranged to provide
customer convenience at an efficient cost.
Include distribution of tour details.
Price
Explain how prices are set to reflect an
organisation’s objectives and market
conditions
Promotion
Illustrate how promotional activity is integrated
to achieve marketing objectives – the
communications mix including social media.
Analyse the additional elements of the
extended marketing mix:
People
How important are the staff to brand purpose
and brand image (even if they are not all
customer facing?)
Physical Evidence
What significance will the visible elements of
the brand take to ensure positioning and
consistency?
Process
Getting the product to the customer, ordering,
booking tours etc

You should write in as much detail as possible (within word count expectations)
ensuring that your work is not just descriptive in nature but also uses academic
referencing where appropriate to show how relevant marketing principles and theories
support your analysis of the new vineyard offer. A balance of theory and practice is
required – ensure use of the text in the elibrary.
(30 marks)
(900 words)
(LO