The marketing mix includes the various elements that make a marketing plan come together. Some companies experience challenges when creating and implementing their plans. Analyze common or potential criticisms of the marketing mix chosen for a company by looking at each element of the marketing mix — product, place (distribution method), price and promotion — individually.
One common criticism business owners may hear that involves the marketing mix is the way a product is packaged. Packaging the product in unattractive or inefficient wrapping can cause the business to lose sales. For instance, a package that is too hard to open can frustrate customers. Wording on the package that is misleading or confusing could also negatively affect sales. Another criticism is a low-quality product that doesn’t match advertising claims.
When a business owner chooses the wrong distribution location, it can negatively affect his entire marketing plan and product launch. The choice of distribution affects the perceptions that consumers have of the company and its products. For instance, if a company known for selling high-end bake-ware decides to sell even just a few of its products in a dollar store, that could break down the entire marketing plan.
Sellers who set their prices too high or too low may also experience criticism from both customers and distributors. Having a useful, effective and perfectly packaged product doesn’t mean much if the price is set too high. Setting the price too high or low happens when a company doesn’t correct match the target consumer with the product. For instance, if you are selling to wealthy, quality-driven consumers, a low price could cause them to question the integrity of the product.
A company’s promotional plan is key to its success. If a company makes the mistake of submitting an offensive advertisement as a way to draw attention to the product or service, the company is likely going to be the subject of criticism. A company who submits ill-advised promotional advertisements without taking the sensitivities of consumers (particularly target customers) in mind can damage its reputation and lose sales.