MBA 404 A3 - Part 4.pdf - Marketing mix critical analysis The essence of the marketing mix concept is therefore the idea of a set of controllable

MBA 404 A3 - Part 4.pdf - Marketing mix critical analysis...

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4 Marketing mix critical analysis The essence of the marketing mix concept is, therefore, the idea of a set of controllable variables or a “tool kit” at the disposal of marketing management which can be used to influence customers. (Shapiro , 1985 ) Product The original co. produces black label orange juice which is more likely intended for usage with alcoholic drinks as the founders’ inspiration for making finest quality juice arisen from black label scotch whiskey. Also, the company makes white label orange juice range which has more of family and daily usage image, but this product is not sold Coles and Woolworths supermarkets. Packaging contains the product illustrating the design, colour, labelling, shape and materials used and is critical for product positioning. Specifically, design of the packaging makes consumers’ perception towards the product and defining trigger for purchasing decision of customers which characterize the majority of shopping occasions. (Deliya , 2012) Product packaging is in 2 sizes including small 600ml and large 1.5l with black top and
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