Introduction The aim of this essay is to critically analyse Ironmans use of the marketing mix and to analyse its

application in comparison withTransRockies. In this essay well also try to illustrate the evolving marketing mix in these companies. Some researchers say that the marketing mix is like a cake, you mix all kind of ingredients. Others say that its a form of manipulation. According to Goi, the marketing mix is a conceptual framework. In fact, marketing is everything. Marketing is everywhere, even we are not so conscious of it. In this essay well try to illustrate why marketing is so important to exist everywhere, even in sport, how can it enter discreetly in mens life, in a peoples experience. My purpose is to show how the marketing mix can be so connected with peoples experiences, how can everything be so detail planned in these kind of events. So how can the marketing mix be analysed if not from the peoples experience point of view? The 4Ps/7Ps marketing mix conceptual tool is not 100% accepted, alternative proposes appeared, but it seems that this framework is the one that reveals the best the marketing plan of a company. Ironman and Transrockies.Two big brand names.Two outdoor endurance events organisers. But where did this came up? Ironman. Anything is possible. Anything is truly possible? Well, for the Ironmans triathlets defintely yes. Swim, bike, run. All in maximum 17 hours. TransRockies. Find out whats inside....outsideor how TR describes theirselves. Seven days, 500 riders, 55 kilometers, 17,416 vertical, one word: unforgettable. The companies use different elements of marketing mix to create a unique service offering.

Main Body
The marketing of TransRockies is focused on attracting paying participants and on sustaining the events reputation as the worlds most challenging mountain bike race. What does marketing mix make in fact? Well, optimizing the participants experience is a key priority for organizers. TRANSROCKIES (product) TransRockies is a grueling and exhausting experience. The athlets make a high personal financial emotional commitment in the event. But after all the hard work you gain a high sense of personal accomplishment and prestige. They provide good food, showers, bike service, facilities, high degree of safety and medical support. They assure every detail so bikers can focus on the ride. (place) From its inception in 2002 through 2006, the seven-day race covered over 600 km of trails and back roads and over 12,000 km of elevation gain, from Fernie, Alberta, British Columbia to Canmore, Alberta. Place is very important in these type of events. It is a key element in the marketing mix. (people) Communication between TransRockies and the participants is very important also. They realise online survey, questionnaire, in order to be aware of participants desires. POTENTIAL TARGET : people that have special stories, maybe people that suffered HOW PEOPLE ARE SPENDING MONEY

PROMOTION Both companies have website. Website is vital nowadays. Is very easy to register yourself so the website is very useful. It takes just one click of a button. The companies use motivational quotes and all kind of encouragement that makes people to desire to compete in an edurance sport event. TransRockies invoke that they have spirit This is the spirit of the growing international TransRockies brand Rugged, Adventurous, Real (http://transrockies.com/trc/partners). Both companies invoke the brand. Ironman produce DVDs as souvenirs. The DVD is a memory, especially they capture some of the funny and inspiring moments that happend. The DVDs can also encourage new people to take part in Ironman, as a method of promotion. (http://transrockies.com/trc/features/tr-event-management-blog) Ironman use television coverage. The fit body is represented by the symbol of Ironman, a M-Dot. (http://en.wikipedia.org/wiki/Ironman_Triathlon#Symbols) The symbol is taken from the Ironman logo, which is the word IRONMAN (in all caps) with a dot on top of the letter M, which is meant to look like a person. PEOPLE The element people from the marketing mix is a very important element, but in Ironman this element takes a higher conotation. Every person from Ironman has a unique story to tell, a unique and impressive story. Athlets from Ironman are the people who live under the motto anything is possible (http://www.youtube.com/watch?v=YWxG-4y5kRU). In Ironman, the very spiritual collides with the physical (http://www.youtube.com/watch?v=Oh4zXg92lTE&feature=mfu_in_order&list=UL). Ironman is a tough event, where people think that: we can conquer ironman theres a good chance we can conquer a lot of other things in life. Ironman is a strong brand due to people, due to every single person competing in that competition, because without people, Ironman is nothing. People are the ones that help marketing to develop. These elements depend one of each other. In Ironman and in Transrockies every detail is fixed for people. The companies try to deliver those desires, to help athlets to achieve what they want, to help the to win, to win the challenge with themselves. They dont win especially money, they win experience, they fulfil the goals of their lifes. They identify the customers needs, the athlets desires of winning and challenging. It is wanted the athlets to fulfil their feelings from competitional point of view.

Theres a huge emotional pressure in Ironman triathlon. Theres pain and suffering. It is more a challenge with yourself than a competition with others. Some people are practising this sport to balance other empty spaces in their lives. Indeed, Ironman is the hell and heaven in the same time, agony and extasy, fear led to extreme, but the rewards are high. The triathlon unites people. The athlets share the same feelings, the same fears, the same desires: suffering is emraced as a form of group distinction, they have: core ideological values and practices. Theres a mix of feelings that appears in every athlets heart, but they treat this competition very serious and profesional. Triathlets are ambitious people and impossible is nothing for tis kind of people.

Competitors of TransRockies are strong man too. The TransRockies challenge is a very exhausting experience. TransRockies tries to provide all the necessary food for the competitor. But not only this. As many athlets say: theyre incorporating the best terrain, they focus on peoplethe athlets are just riding their bikes, enjoying the ride in the most beautiful landscapes. People are awesome (http://www.youtube.com/watch?v=Pm2qkWUSCcA&feature=player_embedded)

PLACE Place is also a very important ingredient of the marketing mix. The landscapes please competitors eye so through his eyes please his heart, his mind, his soul. Through sweat and pain athlets succed to gaze around them and to be encouraged by the landscape