The 4Ps consist of Product, Place, Price and Promotion.
Product is the service or merchandise that the business owner offers to their consumers. The business owner must take into consideration what the consumer wants in order to provide a service or product that is best suited to the consumers. There are many different factors that should be examined to develop a product. For example, the design, quality, packaging, features, after-sale service and customer service.
In contrast with competitors, Ariat’s quality of their products are more significant than any other brand. The range of items Ariat has to offer is wider than most, with products for all disciplines such as dressage, show jumping, eventing, western and even casual wear.
Place is how the product is delivered to the customer. It is also associated with location and distribution of the product. Location of the business could be online, instore or a show stand. The main focus of the location of your product is to stand out over the competition.
Ariat has hundreds of retailers worldwide and is one of the best equestrian retailers in the world. Ariat has covered all possible platforms to cope with the high demand of products. By having equestrian stores all over the world stocking Ariat it allows people to become aware of their products. Ariat’s website is accessed by thousands of people every hour. As well as this their many stalls at all the big horse events of the year. Ariat is one of the most well-known equestrian brands and with that status their distribution of the products reflects the demand.
Price is the amount that the customers have to pay to purchase the products. Factors such as discounting, price setting, credit collection and purchases have to be considered before the price of the product is finalised.
Ariat is known to be one of the most expensive brands on the equine market. However, when the new collections come into stock some of the previous stock can begin to be discontinued. In turn this will cause the old stock to be put into a sale which can sell out within days.
Promotion is how the company shares the values and benefits of the products to the consumers. Direct marketing, sales promotion and advertising are all ways to inform and possibly persuade the consumers to buy products from the business.
Ariat already have global ties in 43 different countries. Which suggests that Ariat have successfully promoted their company to the equestrian world. This video shows the most famous Ariat campaign, ‘We Are Ariat’.
References:
Acutt, M. (2020). The 4Ps of Marketing – The Marketing Mix. [online] The Marketing Mix. Available at: https://marketingmix.co.uk/4ps-marketing/ [Accessed 5 Mar. 2020].
Ariat International. (2020). Store locator. [online] Available at: https://www.ariat.com/gb/en/retailers [Accessed 5 Mar. 2020].
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