Term Paper Undergraduate 1,051 words

Arimount Deodorant Marketing Mix: 4Ps Strategy Plan

~6 min read 5 sections Marketing · Marketing Mix

Abstract

This paper presents a marketing plan for Arimount's innovative new deodorant product, which is designed to last up to five days even after showering. Using the classic four-element marketing mix framework — product, place, price, and promotion — the paper analyzes the strategic decisions Arimount must make to successfully launch this novel product. Key topics include product positioning against competitors, direct and indirect distribution channels, premium and product-line pricing strategies, and a multi-platform promotional approach encompassing social media, print media, and industry presentations. The plan demonstrates how each element of the marketing mix reinforces the others to establish the product as a high-end, distinctive offering in the competitive beauty and grooming market.

Key Takeaways

Introduction to the Marketing Mix: Defines the 4Ps framework and introduces Arimount's new deodorant
Product Strategies: Product positioning and competitive advantage of the five-day deodorant
Place Strategies: Direct, indirect, and online distribution channel decisions
Pricing Strategies: Premium, product-line, and competitive pricing approaches
Promotional Strategies: Social media, print media, and industry presentation tactics

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What makes this paper effective

The paper applies a well-established academic framework — the four-element marketing mix — systematically to a concrete, fictional product, giving the analysis clear direction and logical coherence.
Each section directly links strategic choices back to the product's unique selling point (five-day lasting power), keeping the argument focused rather than generic.
The use of multiple pricing strategies (premium, product-line, and competitive pricing) demonstrates nuanced understanding of how different tactics can be combined within a single plan.

Key academic technique demonstrated

The paper demonstrates applied framework analysis — taking a theoretical marketing model (the 4Ps) and using it as a structured template for real decision-making. Each section identifies a strategy, explains the rationale with reference to the specific product context, and supports the reasoning with cited academic sources. This approach shows how academic frameworks serve as practical planning tools, not merely abstract concepts.

Structure breakdown

The paper opens with a brief introduction defining the marketing mix and situating the product. It then moves through four parallel sections — Product, Place, Price, and Promotion — each following the same pattern: define the strategy type, explain how Arimount will apply it, and justify the choice in relation to competitive advantage or consumer behavior. The conclusion is implicit within the final promotional section rather than a standalone paragraph, giving the paper a lean, report-style structure suited to a business marketing plan.

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Essay 1,051 words

Introduction to the Marketing Mix

The marketing mix is a business research method employed in marketing the products or services produced and retailed by a company. This method is important because it helps in ascertaining the unique selling point of a product. The marketing mix is made up of four distinct elements or strategies: product, promotion, price, and place (Lamb et al., 2012). The following sections analyze the marketing mix of Arimount with reference to its new product — a deodorant designed to last up to five days, even after showering.

Product Strategies

Product strategies play a substantial role in the marketing mix. The product package being offered by a company demonstrates how distinctive or well-suited it is for consumers compared with the offerings of competitors. The new product being unveiled by Arimount is one that has not yet been seen in the market. Specifically, the product is a deodorant intended to retain its scent for five days, even after the consumer showers multiple times within that period.

One of the product strategies to be employed by Arimount is product positioning. This encompasses the manner in which a company's products or services are perceived by consumers with respect to their main features, compared to competing products (Pearce, 2007). The main competitive advantage Arimount will hold over its rivals is the distinctiveness of the features the new product offers. Whereas conventional deodorants are formulated to last only until the consumer's next shower, this new product is designed to endure for up to five days regardless of intervening showers. The product will therefore be positioned in the market as a unique option clearly differentiated from competing products (Pearce, 2007).

Place Strategies

Place strategy in the marketing mix addresses how a company plans to distribute its products or render its services to the end consumer through various channels. In order to be effective and efficient in its operations, it is vital for the company to distribute its products at the right place and at the right time.

Arimount will make use of direct marketing distribution for this new product. This strategy is selected because the product is solid, portable, and nonperishable. As a result, it can be dispatched from a central location directly to the company's various retail outlets across different regions. The ability to distribute the product to multiple locations nationally represents an additional advantage for the company. Arimount will also employ indirect distribution through retailers such as hypermarkets and supermarkets that stock and sell beauty and grooming products (Lamb et al., 2012).

In addition, taking into account the company's use of technology, another distribution strategy will be an online store. Through the company's website, consumers will be able to browse the new product, review its features, explore other products in Arimount's range, and take advantage of any available offers (Lamb et al., 2012).

2 Sections Hidden · 405 words

Pricing Strategies230 words

With regard to marketing strategy, pricing plays a vital role in determining a price point that both appeals to consumers and signals fair value. The value of this product is reflected in its average-to-high price…

Promotional Strategies175 words

Promotional strategies are considered fundamental for the corporation in ensuring that its brand is well acknowledged by the general public and as a way of attracting new customers. Having been in operation for about two decades, Arimount has had…

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References

Jeffs, C. (2008). Strategic Management. California: SAGE Publications.

Kotler, P., Keller, K. L., Brandy, M., Goodman, M., & Hansen, T. (2009). Marketing Management (1st ed.). New York: Pearson Education.

Lamb, C., Hair, J., & McDaniel, C. (2012). Essentials of Marketing. Ohio: South Western Cengage Learning.

Pearce, B. W. (2007). Senior Living Communities: Operations Management and Marketing for Assisted Living, Congregate and Continuing Care Retirement Communities. Maryland: The Johns Hopkins University Press.

Smith, T. (2012). Pricing Strategy: Setting Price Levels, Managing Price Discounts and Establishing Price Structures. Ohio: South Western Cengage Learning.

Key Concepts in This Paper

Marketing Mix Product Positioning Premium Pricing Distribution Channels Product Line Pricing Social Media Promotion Competitive Advantage Direct Marketing Brand Awareness Price Elasticity