The marketing mix is a module used by businesses to determine how to market a product. The marketing mix can also work for services. This case study will break down the marketing mix for Scottish music festival T in the Park.

What is the Marketing Mix?

Product

The product should reflect consumers wants. If no one wants the product, then this is a no go.

Place

The place is where the product will be sold, this could be high street stores, mail order or e-commerce etc.

Price

The price is how much the product is getting sold for, and this should reflect the value of the product.

Promotion

Promotion is how you choose to get the word out about your product. This can be through means such as advertising, PR, social media

People

People is the target audience that the product is going to be marketed towards.

Process

Process is how a product is going to be delivered

Physical Evidence

Physical evidence is a physical product that consumers get from a company. This could be the actual product itself, a branded carrier bag, a receipt etc.

 

The Marketing Mix in Relation to T in The Park

Product

The ‘product’ for T in the Park would be the festival itself, so it’s not really a product but more of a service. The reason that this is still classed as the product is that this is what the consumer is paying for. Plus, the module isn’t called 1S and 6P’s.

Place

The place would be Strathallan Castle as this is where the festival takes place.

Price

The price of the festival would be how much tickets cost. These range anywhere from £82.50 for one day, and £205 for full weekend Thursday-Sunday camping.

Promotion

Even though the last T in the Park festival was in 2016 they are still a huge name. Many different types of promotion have been used. T in the Park were heavily involved in using social media to create a buzz that Scottish music fans went wild over. Another clever form of promotion they used was used Tennents as their sponsor from day one (that’s what the T stands for.) Tennents would then put out promotional offers around the time of the festival where people could win VIP tickets to the event by purchasing a crate – which also contained the T in the Park logo.

People

There are many different audiences that T in the Park could be targeting, this is a breakdown of the most obvious candidates.

Demographic

  • Male and female
  • 18-34
  • ABC 1, C2 and students

Geographic

  • People in Scotland (primary)
  • People in the UK (secondary)

Psychographic

  • People who love music
  • People who love festivals
  • People who are going because their friends are

Process

The process of T in the Park is everything from getting to the venue, to locating a campsite, seeing your favourite acts etc.

Physical Evidence

Physical evidence from T in the Park would be things such as tickets, merchandise (t-shirts, lanyards).