Exercise 18: 4P's
4Ps of Marketing
4Ps of Marketing for Jera:
Product: Luxury candles and wax melts
Place: website, Instagram, Facebook marketplace (LOCAL small business)
Promotion: newsletter, targeted ads, influencer marketing, search engine marketing
Price: bundles, sets, promotion; higher prices due to quality of products and crafts (only soy wax and high-quality oils)
Analyst of competitors 4Ps:
Price:
Sassyshopwax even though is not owned by big corporation set its prices relatively low and have sales subpage. They also offer subscription box, bulk pack of wax melt and starter pack including 5 melts and wax melter.
Product:
Homemade candle co. focus on three main products with minimalistic packaging and simple yet charming design. The consistency of simplicity is showing throughout every aspect of the product including the most important one – the sent. You will not find candy-floss-cookie-dough-unicorn candle here, but simple patchouli or lavender.
Place:
On Etsy we can find a massive amount of wax melts made by people from all around professional spectrum: we can find amateurs whose prices are tempting but quality of product is not from top tier. Professional businesses are also advertising their product on same platform which makes it very convenient to user and brings up chances of the business (or the amateur) to be recognise
Promotion:
Yankee candle due to the fact of being own by international corporation has the biggest resources to invest in all forms of marketing. From being on every social media platform to having commercials on national television, Yankee has one the best marketing strategies amongst candles companies.
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