02 Identify and explain two possible elements of a suitable marketing mix for Cutter’s products. [6]

[BASEL Moderator]

Cutter is a family owned private limited company. It manufactures a luxury brand of coats. In 2013 sales revenue increased by $3m and retained profits also increased. ‘The marketing mix is working’ said the Marketing Director. Cutter’s Operations Director thinks that batch production is still the right method of production to use, but he cannot decide whether on the job or off the job training is better for the business.

02 Identify and explain two possible elements of a suitable marketing mix for Cutter’s products. [6]

Possible KN Points:
• Price/premium pricing/price skimming
• Product/branding
• Promotion/use of celebrity endorsement
• the right choice of magazines
• Place – only allow coats to be sold in selective stores