Introduction
This essay examines the extended marketing mix applied by the ‘fine patisserie’ shop, drawing on key concepts from B100 Block 4. The extended marketing mix, which encompasses the traditional 4Ps (Product, Price, Place, Promotion) and the additional 3Ps (People, Process, Physical Evidence), provides a comprehensive framework for analysing how businesses create value and meet customer needs (Kotler and Keller, 2016). The analysis will describe how the fine patisserie shop employs these seven elements to build its market position. Furthermore, one specific element will be selected for deeper discussion, with recommendations on how it could be strengthened to enhance the shop’s competitive advantage. Through this exploration, the essay aims to demonstrate the practical applicability of marketing concepts to a small business context, while critically evaluating potential areas for improvement.
The Extended Marketing Mix of the Fine Patisserie Shop
The fine patisserie shop’s marketing mix reflects a strategic blend of the 7Ps, tailored to its niche market of high-quality baked goods. Starting with *Product*, the shop offers artisanal pastries, cakes, and desserts, likely emphasising premium ingredients and unique recipes to differentiate itself from mass-market competitors. The *Price* strategy presumably aligns with a premium positioning, charging higher prices to reflect quality and exclusivity, a common approach in luxury food markets (Kotler and Keller, 2016). *Place* refers to the shop’s physical location, which is likely in an area with high foot traffic or an affluent demographic to attract its target clientele. Additionally, the shop might offer online ordering or delivery services to expand its reach. *Promotion* activities could include social media marketing, local advertising, or word-of-mouth strategies, often critical for small businesses in building brand awareness.
Turning to the extended elements, People play a vital role in the patisserie’s operations. Staff are likely trained to provide exceptional customer service, embodying the brand’s commitment to quality and creating a personal connection with customers. Process involves the systems behind service delivery, such as efficient order handling or customisation options, ensuring a seamless customer experience. Finally, Physical Evidence includes the shop’s ambience—elegant décor, clean premises, and attractive product displays—that reinforces its premium image (Baines et al., 2017). Together, these elements create a cohesive marketing strategy that appeals to discerning customers seeking a high-end patisserie experience.
Strengthening the Promotion Element
Of the seven elements, *Promotion* presents a significant opportunity for improvement. While the shop may already engage in basic promotional activities, such as social media posts or local advertisements, these efforts could be further developed to enhance visibility and customer engagement. Currently, small businesses like the fine patisserie often rely on limited budgets, which can restrict the scope of their promotional campaigns (Baines et al., 2017). However, a more strategic approach could yield better results without necessarily incurring high costs.
For instance, the shop could leverage influencer marketing by collaborating with local food bloggers or Instagrammers to showcase its products. This approach is cost-effective and can reach a wider, yet targeted, audience through trusted voices in the community. Additionally, implementing a loyalty programme could encourage repeat purchases, fostering customer retention—a key driver of long-term profitability (Kotler and Keller, 2016). Such initiatives would not only increase brand visibility but also strengthen emotional connections with customers, which is especially important in a competitive market. While these strategies require initial investment, their potential to build a loyal customer base arguably justifies the cost, particularly if tracked through metrics like customer acquisition rates or social media engagement.
Conclusion
In summary, the fine patisserie shop effectively utilises the extended marketing mix, integrating the 7Ps to deliver a premium customer experience. Its focus on high-quality products, strategic pricing, and inviting physical evidence aligns with the expectations of its target market. However, the promotion element could be strengthened through innovative, low-cost strategies like influencer partnerships and loyalty programmes, which would enhance visibility and customer retention. The analysis underscores the importance of continuously refining marketing strategies to maintain competitiveness, particularly for small businesses in niche markets. Indeed, by critically assessing and adapting elements of the mix, the shop can better position itself for sustained growth in a dynamic industry.
References
- Baines, P., Fill, C. and Page, K. (2017) Essentials of Marketing. Oxford: Oxford University Press.
- Kotler, P. and Keller, K.L. (2016) Marketing Management. 15th edn. Harlow: Pearson Education.
