Questions: Compare and contrast the elements of the marketing mix that would be

appropriate for Kasapreko Company Limited and Wadoma Hotel.

Introduction

According to Borden (1964), marketing mix refers to the appointment of efforts, the

combination, the designing and the integration of the elements of marketing into a

programme or mix which, on the basis of an appraisal of the market forces will best achieve

an enterprise at a given time”. According to Stanton (1999), “Marketing mix is the term used

to describe the combination of the four inputs which constitute the core of a company’s

marketing system-the product, the price structure, the promotional activities and the

distribution system.” According to Culliton (1948), the 4Ps of Marketing are a simple

formula for discovering and working with the requisite elements of marketing strategy. This

can be summed up as putting the right product in the right place at the right time and at a fair

price. Thus marketing mix is the combination of the product, the distribution system, the

price structure and the promotional activities.

In the case of Kasapreko Company Limited, these 4ps of marketing strategy would be

appropriate in their day-to-day business activities to maximize profit. The table below shows

the elements of the marketing mix that would be appropriate for Kasapreko Company

Limited.

Marketing mix Kasapreko Company Limited

strategy
Product The Kasapreko brand offers “Alomo Bitters” which satisfies both
consumer needs and motivation for taste, quality, safety and packaging.
This herbal-based alcoholic beverage has become the drink of choice for
the Ghanaian populace when it comes to liquors in the wine and brandy
categories.
Price strategy Organizations regularly review cost of their products and or services to

1
 increase sales taking into account manufacturing costs, company’s
economic goals, demand for product or service, competitor’s price,
consumers’ purchasing power, trends and preferences, expected profit and
positioning of the product. As strategy to preserve customer relationships
and maintain their market share, Kasapreko Company Limited would
rather be more likely to increase overtime and capacity than to change
their price in response to a boom in demand.
Place Place is where you sell your product and the distribution channels you use
to get it to your customer.
Kasapreko has adopted many distribution channels as a strategy to make it
easy for consumers to access the product and to optimize sales process by
providing a smooh shopping experience. Apart from regional stores
around the country and key distributors, Kasapreko also uses delivery
vans to serve super markets and restaurants. As an international brand,
there is an ecommerce component and international deports in Nigeria,
Togo, South Africa, Burkina Faso and Benin to serve the international
community.
Promotional Kasapreko Company Limited employs many platforms to communicate
activities the benefits of their products and services in order to increase sales. They
do advertising, public relations, TV adverts, News Paper adverts, social
ads and direct marketing.

Marketing mix that would be appropriate for Wadoma Hotel

Kotler & Philip (2007) considered four P’s as marketing mix which has significant impact on

marketing for tourism services. These marketing mix elements are Product, Price, Place and

Promotion. In case of service organization and industry like Wadoma hotel, he added extra

three P’s. These are: people, physical evidence and process. In the case of Wadoma hotel,

these seven P’s are considered as appropriate marketing mix elements which are highlighted

below:

2
Marketing mix Wadoma Hotel
strategy
Product Wadoma hotel offers Guest rooms, Food and beverage, Banqueting rooms,
Conference facilities, Recreational facilities, Health and wellness facilities,
Executive lounge,
Express check-in checkout services, Travel desk, Business centre, and Parking
facilities etc.

Price Wadoma hotel offers half board pricing (the price of the reservation is
inclusive of breakfast and a meal (dinner or lunch), full board (price includes
reservation and all three meals), all inclusive, bed and breakfast
Place The way of distributing the product is considered as the third ‘P’ of marketing
that is considered as a place. Analyzing the geographical areas where buyers
look for the product and service. It refers to the geographical
location of the availability of products.
Promotion Wadoma hotel chooses, advertising, sales promotion, direct marketing, public
relations, exhibitions and trade fairs, and sponsorship.
Process The process is an integrated buying exposure. From the prime
segment of contact, generally the network or website, to distribution of the
good or service. Nonetheless, the process doesn’t block there, because
there’s the post sales service, and creating decent relations with customers
even after the purchasing process.
People People are a defining factor in a service delivery process since a service is
inseparable from the person providing it. Thus, a hotel is known as much for
its food as for the service provided by its staff. The same is true of banks and
department stores. Consequently, customer service training for staff has
become a top priority for many organizations today.
People are a very important factor in the 7 P’s because services tend to be
produced and consumed at the same time. Because of this, the behaviour of
these people is very important in determining the experience of the customer.
Physical Before a service is experienced, it first has to be delivered. It, therefore, means
evidence that the process of choosing to use a service might be perceived as risky since
one is buying something that is intangible. To reduce this uncertainty,
physical evidence such as case studies should be used. This can be done by
3
 keeping the facilities clean, well decorated and tidy. The physical evidence
that is demonstrated by an organization should be able to
confirm the assertions of the customers. Although it might not be possible
for the customers to experience the service before they have
purchased, the customers can talk to other customers with experience!

References

Borden, N.H. (1964) The Concept of the Marketing Mix. Journal of Advertising Research, 4,

2-7. http://www.jar.warc.com

Culliton, J. W. (1948). The Management of Marketing Costs. Boston: Division of Research,

Graduate School of Business Administration, Harvard University.

Kotler Philip, Armstrong Gray (2007), Principle of Marketing, Eleventh Edition

Stanton, William J. (1999). Management of a sales force. Sydney : McGraw-Hill