Product 产品
In reference to Drummond and Ensor (2006), product in the marketing mix refers to the good(s) or service(s) that a business offers to its target consumers. In the case of Jo Malone, its main products on the United Kingdom market include showers gels, shower oils, hand cream, eye cream, lip care, moisturiser, body crème, shampoo, hair conditioner, body and hand wash, body and hand lotions and fragrances. One of the critical aspects to note about Jo Malone’s products is the fact that they are able to satisfy the needs of different clients depending on their preferences. For instance, this company’s fragrances come in different scents in order to meet the scent preferences of different clients. The company also offers engraving and monograming services to customers who need personalised products (Jo Malone London, 2018). As such, a customer can have his or her name, or a personal message engraved on the product(s) he or she buys from this company at a fee. However, it is important to note that engraving services are only available for cologne, candle or bath oil products.
参考Drummond和Ensor（2006），营销组合中的产品是指企业向其目标消费者提供的商品或服务。就Jo Malone而言，其在英国市场上的主要产品包括沐浴露、沐浴油、护手霜、眼霜、唇部护理、润肤霜、沐浴露、洗发水、护发素、沐浴露和洗手液、沐浴露和香精。关于Jo Malone的产品需要注意的一个关键方面是，它们能够根据不同客户的喜好满足不同客户的需求。例如，这家公司的香水有不同的香味，以满足不同客户的香味偏好。该公司还为需要个性化产品的客户提供雕刻和会标服务（Jo Malone London，2018）。因此，客户可以在从本公司购买的产品上刻上自己的姓名或个人信息，并收取一定费用。然而，需要注意的是，雕刻服务仅适用于科隆香水、蜡烛或沐浴油产品。
Place 位置
Place is another critical aspect in the marketing mix, and it refers to channel, intermediary, distribution and/or the firms activities that enable its products to be available to the target consumers (Masterson and Pickton, 2010). Jo Malone utilises a number of distribution channels to avail its products to its target customers. To begin with, customers can access this company’s products by purchasing them online from its website. In this case, among the greatest place for distributing this company’s products is its ecommerce platform. The company has also opened boutiques in different locations in the United Kingdom to satisfy the needs of customers who like sampling a range of products before making a purchase (Jo Malone London, 2018a). In addition to this, Jo Malone often provide its products to its customers in corporate functions and events whereby organisers and/or participants of such events give out this company’s products as presents to each other.
地点是营销组合中的另一个关键方面，它指的是渠道、中介、分销和/或使其产品能够提供给目标消费者的公司活动（Masterson和Pickton，2010）。Jo Malone利用多个分销渠道向目标客户提供其产品。首先，客户可以通过从其网站在线购买该公司的产品来访问该公司的产品。在这种情况下，分销该公司产品的更大场所之一是其电子商务平台。该公司还在英国的不同地点开设了精品店，以满足喜欢在购买前对一系列产品进行取样的客户的需求（Jo Malone London，2018a）。除此之外，Jo Malone还经常在公司活动和活动中向客户提供其产品，这些活动的组织者和/或参与者将公司的产品作为礼物分发给彼此。
Price 价格
Another element of the marketing mix that plays a critical role in ensuring the success of the marketing activities of Jo Malone is pricing. Notably, one of the pricing strategy that this company use is premium pricing. In reference to Yeoman and McMahon-Beattie (2006), whereas most firms in the 21st century are seeking for ways to lower their costs and as such, find opportunities to lower the prices of their commodities, most luxury brands are either maintaining or increasing the prices of their commodities. In addition to this, Jo Malone as a luxury brand uses prestige pricing, which reflects the luxurious nature and the quality of its products on the market. Furthermore, this company uses bundle pricing as a way to encourage its customers to combine specific products and purchase them as a bundle (Jo Malone London., 2018b).
在确保Jo Malone营销活动成功方面起关键作用的营销组合的另一个要素是定价。值得注意的是，该公司使用的定价策略之一是溢价定价。参考Yeoman和McMahon Beattie（2006年），21世纪的大多数公司都在寻求降低成本的方法，并因此找到机会降低商品价格，而大多数品牌要么维持商品价格，要么提高商品价格。除此之外，Jo Malone作为一个品牌，采用了声望定价，这反映了其产品在市场上的性质和质量。此外，该公司使用捆绑定价作为一种方式，鼓励其客户组合特定产品，并将其作为捆绑购买（Jo Malone London.，2018b）。