Question One
Price, Product, Promotion, and Place are the 4 Ps that help execute the marketing mix (Goi 2009) . The owner of Scrub Daddy utilizes all these elements successfully to come up with the marketing campaign on the video which, I think, is an amazing one. First, he clearly identifies his product and outlines the needs that it meets. Since all products have a logical life cycle, he clearly mentions the durability of the product and how the product should be used to achieve maximum durability. He then explains all the benefits of the product. Secondly, he openly states and keeps on repeating the price of the product. This is crucial as it helps to identify his target market. In my opinion, I think the product is properly priced considering the number of scrubs that one receives, the durability, and the functionalities. Considering the number of sales he is already making, the distribution plans and the value chain costs should all be covered. Thirdly, his salesman skills are top-notch as he utilizes arguably all strategies of advertising, public relations, and sales promotion. His communication skills are brilliant as he is straight to the point and knows what his audience wants to hear. Fourth, he identifies the places that the product can be found. Orders are mainly done online and the product gets delivered to the buyers.
Question Two
I totally agree with how the promotional mix is being used to introduce this product to the target market. The product’s owner effectively achieves the objectives of promotion. First, he builds awareness by talking creating the brand’s identity within the market (Martin, 2014) . Most people do now know the different names of all other scouring pads. However, the name scrub daddy sticks with anyone who comes across the product. Secondly, he mentions it several times during the promotion. Secondly, he creates interests by clearly outlining everything the product achieves (Kanagai, 2013) . He mentions all the functionalities of Scrub Daddy more than once and constantly explains why the target market should go for his product over other scouring pads.
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Thirdly, the owner of Scrub Daddy does a good job in providing information. The video is 12 minutes long and in that time, he manages to give the necessary information about the product, the reason it has been designed that way, its usability, and he even manages to demonstrate how beneficial it is over other similar products. He puts a lot of emphasis on the unique features of the product. Fourth, the owner, in the video, manages to stimulate demand for the product through promotion. By the time the show was over, he had already begun receiving calls from individuals who expressed their interests in the product. He does this by engaging the audience through his demonstrations on the capabilities of the product. Lastly, he effectively reinforces the brand hence strengthening it in the market place. This helps those who purchase it for the first time to repurchase it.
Question 3
Given the promotion, I would certainly but this product because of several reasons. First, I have seen the advantage that the product has over other scouring pads. Secondly, the product addresses all the needs I have. For example, it does not scratch or leave marks on the surfaces that it cleans. Thirdly, I believe that the product gives me value for my money. Considering that the Scrub Daddy comes in a packet of six scouring pads, it means that I will get at least a scouring pad for different functions. Lastly, the branding has been done well and I will certainly feel attached to it.
References
Goi, C. L. (2009). A review of marketing mix: 4Ps or more?. International journal of marketing studies , 1 (1), 2.
Kanagal, N. B. (2013). Promotions as market transactions. Journal of Management and Marketing Research , 13 , 1.
Martin. (2014). Marketing Mix | Promotion in Four P's | Cleverism. Retrieved 27 November 2019, from https://www.cleverism.com/promotion-four-ps-marketing-mix/
