Question

Arushi successfully runs a bookstore ‘Children’s Delight’ catering to children of the age group of 5 – 15 years. They have the complete range of children’s books like activity books, colouring books, fiction and much more. The books are of good quality and are highly appreciated by schools, parents and children. They have 16 stores all over India, where children can not only purchase the books, but can also come and read, and participate in quiz competitions and experience the joy of reading. They have their own well-managed inventory management, storage, and warehousing to deliver books to locations all over India. The bookstore regularly communicates the availability, features, merits, etc. of the books to target customers and persuades them to buy the books.
Quoting lines in the situation, identify and explain the two elements of marketing mix in addition to ‘Product’ highlighted in the above case.

Hint:

A well-balanced marketing mix consists of the 4Ps: Product, Price, Place, and Promotion. In this case, while ‘Product’ is clearly highlighted through the quality and variety of books, both ‘Place’ and ‘Promotion’ are effectively used to create customer value and deliver satisfaction.

Answer 1

Elements of Marketing Mix in Addition to Product:

• Place: “They have 16 stores all over India, where children can not only purchase the books… They have their own well-managed inventory management, storage, and warehousing to deliver books to locations all over India.”
  This line highlights the element of Place in the marketing mix. ‘Place’ refers to the distribution strategy used by a business to make the product accessible to its customers. Arushi has ensured wide availability of her books by opening 16 stores across the country and supporting them with efficient warehousing and logistics. This helps in reaching the target market effectively and enhances customer convenience. It shows how proper placement of product impacts visibility, accessibility and customer reach.
• Promotion: “The bookstore regularly communicates the availability, features, merits, etc. of the books to target customers and persuades them to buy the books.”
  This line reflects the element of Promotion in the marketing mix. Promotion involves all the activities undertaken by a firm to make its product known to the customers and persuade them to purchase it. Arushi uses promotional efforts to inform customers about the qualities, features and availability of the books. This may include advertisements, in-store promotions, word-of-mouth publicity, or participation in quiz competitions that not only attract children but also enhance brand image. Promotion builds awareness and drives customer engagement and sales.