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Marketing Themes and Framework

The document discusses the marketing mix elements of product, price, place, promotion, people, process, and physical evidence as they relate to Bianca and Nica's Ice Candy business. It analyzes how each element of the marketing mix impacts customer satisfaction and helps the business achieve its goals. The business has grown from a small operation run by the owners to a multi-million dollar business with three factories producing over 500,000 pieces of ice candy daily.

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Ely Francis Brosola
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29 views

Marketing Themes and Framework

The document discusses the marketing mix elements of product, price, place, promotion, people, process, and physical evidence as they relate to Bianca and Nica's Ice Candy business. It analyzes how each element of the marketing mix impacts customer satisfaction and helps the business achieve its goals. The business has grown from a small operation run by the owners to a multi-million dollar business with three factories producing over 500,000 pieces of ice candy daily.

Uploaded by

Ely Francis Brosola
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Product, considered as the heart of marketing mix, is defined by Kotler and Armstrong (2013) as anything

tangible or intangible offering to satisfy needs and wants of customer. Bianca and Nica's Ice Candy serve
delightful treats and offers having up to 24 flavors, including fruit salad, cookies and cream, tiramisu, fruity
berry, black forest, ube macapuno, strawberry, melon chill, and choco mallow, to name but a few. Bianca and
Nica's Ice Candy not only satisfy refreshment hunters but also offer a wide variety of flavors to crave with.
Among the marketing mix elements, having the right product expressively impacts customer satisfaction which
paves the way to achieve business goals (Mamoun, 2012).

Price, the second element which is seen as revenue oriented component, defined by Wrinkler (1995) as the
relinquished monetary amount to acquire something. Bianca and Nica's Ice Candy offered in a justifiable
amount of P5.00 each. The De Leon couple also offered P1.00 to each ice candy sold to their consignees. Chen &
Chang (2005) recommend that value (price) has an impact in consumer satisfaction and plays an essential role in
enhancing market. Therefore, in Bianca and Nica's Ice Candy, the relationship and justification between
customer satisfaction and price have been established.

Place, the third element of the marketing mix, is referred as distribution which involves coverage, channel,
locations and inventory level according to Kotler (1976). As Bianca and Nica's Ice Candy gained neighbors as
their thriving initial market, they then tap other intermediaries such as local street vendors, variety stores,
canteens, and even cigarette vendors where P1.00 as a commission for each piece sold is significant. The couple
also contracted their daughter's school as their initial partner institution, which serves as an opportunity to have
more than a hundred partner schools in Pasig City, Antipolo, and Quezon City. From having Rosiell and Rodolfo
themselves as the manual producer and delivery personnel, Bianca and Nica's Ice Candy now has three factories
that produce more than a hundred thousand ice candies daily in 24 delicious flavors three frozen trucks which
cater their production and distribution (Philippine Primer 2016).

Promotion, the fourth element and considered to be the communication aspect of the marketing mix, is defined
by Kotler and Armstrong (2014) as the detailed blend of variables used to influentially communicate the value
proposition and create customer relationship, which includes personal selling, sales promotion, advertising,
public relations and direct marketing to name but few. This element helps to increase product awareness and
encourage the decision to purchase. Bianca and Nica's Ice Candy initially focus on direct marketing, where they
communicate and convince various intermediary traders such as local small vendors, variety stores, and even
public schools to encourage partnership to direct and serve broader end consumers. The later use of social
media platforms primarily helps to increase their sales and improve customer awareness.

People, the 1st P of extended service marketing, is the great service and product provider to deliver excellent
offering and experience. Zeithaml et al. (2008) posited that human actors play a significant part in influencing
customer's perceptions. Bianca and Nica's Ice Candy are currently giving job to at least 50 people in their three
facilities who are well-trained and dedicated not only to cater the business' growing demand but also to help
each stakeholders with their corresponding interest as a whole (Philippine Primer, 2016). Process, the 2nd P of
extended marketing, is defined by Zeithaml et al (2008) as the actual procedures to deliver effective services.
Bianca and Nica's Ice Candy enhance their production and delivery processes by acquiring three facilities that
target producing 500,000 pieces daily and three frozen trucks to cater to efficient distribution and growing
demands of different areas in Pasig Antipolo and Quezon City.

Physical Evidence, the 3rd P of service marketing and last element of 7Ps, explained by Zeithaml et al. (2008) as
any tangible aspects that enable communication and performance of the service. It is also about customer
experience regarding the business's available cues and where the firm, intermediaries and customer interact
amicably, which include buildings, equipment, signs, brochure, accounts, reports, website and business cards to
name but few. Bianca and Nica's main office is located in Rizal where their three factories are also residing. The
three frozen trucks provide convenience and wide coverage to cater to various resellers and distributors. They
also provide information on its products, social media accounts, and business partnerships. The logo has
remained unchanged, and their packaging is continually improving by material and print over the time. The
physical Evidence of Bianca and Nica's Ice Candy is well-established.

Bianca and Nica's Ice Candy are unceasingly growing and propelled to build a multimillion ice candy empire who
beat the market place amidst immense and proximate competition. As Jobber (2007) accentuated, an offering
should be anything that is capable of satisfying customers' needs and wants. Marketing is basically
propositioned in putting the right product at the right place, at the perfect place, at the ideal time. The
marketing mix is indeed a huge help in achieving business goals, and every element should correspond to attain
a favorable impact. McCarthy (1960) also inferred that the number of possible strategies of the marketing mix is
infinite. As of today, the 7Ps framework of marketing mix remains firm and indispensable.

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