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Marketing Mix
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Marketing Mix
The importance of marketing mix
The marketing mix is an integral tool in building an effective marketing strategy and implementing it with tactics Also known as the 4 Ps of marketing
the mix includes an assessment of the roles your product place or distributionprice and promotion play in your overall approach to marketing
Offeringbull Convey offer to customerbull Price and product
differential factors
Target Audiencebull Who to target with your messagebull Primary target customer for the campaign or
product specific
Message deliverybull What messages and formats to use to target customer to
buy
Valuebull To understand how to build and sell value to your
customersbull customers buy what they perceive is the best value for their
money in a purchase situation
The Four Ps
Productbull Tangible or Intangible product that meet specific customer
needs or demandsbull What product are you sellingbull What would be the quality of your productbull Which features are different from the marketbull What is the USP of the productbull Whether the product will be branded as sub brand or
completely newbull What are the secondary products which can be sold along
with primary (Warranty services)
Pricingbull Major consideration in pricing is the costing of the product
the advertising and marketing expenses any price fluctuations in the market distribution costs etc
Placebull Place refers to the distribution channel of a productbull Common product and specific productbull Consider variable cost (Example pertrol)
Promotionbull Includes ATL and BTLbull Promotions are dependent a lot on the product and pricing
decisionbull Budgetbull Stage of product development
Conclusionbull Beyond 4 Ps - people physical evidence and processbull Affect segmentation targeting and positioning
Thank You
Kingsoft Officepublished by wwwKingsoftstorecom
Kingsoft_Office
kingsoftstore
The importance of marketing mix
The marketing mix is an integral tool in building an effective marketing strategy and implementing it with tactics Also known as the 4 Ps of marketing
the mix includes an assessment of the roles your product place or distributionprice and promotion play in your overall approach to marketing
Offeringbull Convey offer to customerbull Price and product
differential factors
Target Audiencebull Who to target with your messagebull Primary target customer for the campaign or
product specific
Message deliverybull What messages and formats to use to target customer to
buy
Valuebull To understand how to build and sell value to your
customersbull customers buy what they perceive is the best value for their
money in a purchase situation
The Four Ps
Productbull Tangible or Intangible product that meet specific customer
needs or demandsbull What product are you sellingbull What would be the quality of your productbull Which features are different from the marketbull What is the USP of the productbull Whether the product will be branded as sub brand or
completely newbull What are the secondary products which can be sold along
with primary (Warranty services)
Pricingbull Major consideration in pricing is the costing of the product
the advertising and marketing expenses any price fluctuations in the market distribution costs etc
Placebull Place refers to the distribution channel of a productbull Common product and specific productbull Consider variable cost (Example pertrol)
Promotionbull Includes ATL and BTLbull Promotions are dependent a lot on the product and pricing
decisionbull Budgetbull Stage of product development
Conclusionbull Beyond 4 Ps - people physical evidence and processbull Affect segmentation targeting and positioning
Thank You
Kingsoft Officepublished by wwwKingsoftstorecom
Kingsoft_Office
kingsoftstore
Offeringbull Convey offer to customerbull Price and product
differential factors
Target Audiencebull Who to target with your messagebull Primary target customer for the campaign or
product specific
Message deliverybull What messages and formats to use to target customer to
buy
Valuebull To understand how to build and sell value to your
customersbull customers buy what they perceive is the best value for their
money in a purchase situation
The Four Ps
Productbull Tangible or Intangible product that meet specific customer
needs or demandsbull What product are you sellingbull What would be the quality of your productbull Which features are different from the marketbull What is the USP of the productbull Whether the product will be branded as sub brand or
completely newbull What are the secondary products which can be sold along
with primary (Warranty services)
Pricingbull Major consideration in pricing is the costing of the product
the advertising and marketing expenses any price fluctuations in the market distribution costs etc
Placebull Place refers to the distribution channel of a productbull Common product and specific productbull Consider variable cost (Example pertrol)
Promotionbull Includes ATL and BTLbull Promotions are dependent a lot on the product and pricing
decisionbull Budgetbull Stage of product development
Conclusionbull Beyond 4 Ps - people physical evidence and processbull Affect segmentation targeting and positioning
Thank You
Kingsoft Officepublished by wwwKingsoftstorecom
Kingsoft_Office
kingsoftstore
Target Audiencebull Who to target with your messagebull Primary target customer for the campaign or
product specific
Message deliverybull What messages and formats to use to target customer to
buy
Valuebull To understand how to build and sell value to your
customersbull customers buy what they perceive is the best value for their
money in a purchase situation
The Four Ps
Productbull Tangible or Intangible product that meet specific customer
needs or demandsbull What product are you sellingbull What would be the quality of your productbull Which features are different from the marketbull What is the USP of the productbull Whether the product will be branded as sub brand or
completely newbull What are the secondary products which can be sold along
with primary (Warranty services)
Pricingbull Major consideration in pricing is the costing of the product
the advertising and marketing expenses any price fluctuations in the market distribution costs etc
Placebull Place refers to the distribution channel of a productbull Common product and specific productbull Consider variable cost (Example pertrol)
Promotionbull Includes ATL and BTLbull Promotions are dependent a lot on the product and pricing
decisionbull Budgetbull Stage of product development
Conclusionbull Beyond 4 Ps - people physical evidence and processbull Affect segmentation targeting and positioning
Thank You
Kingsoft Officepublished by wwwKingsoftstorecom
Kingsoft_Office
kingsoftstore
Message deliverybull What messages and formats to use to target customer to
buy
Valuebull To understand how to build and sell value to your
customersbull customers buy what they perceive is the best value for their
money in a purchase situation
The Four Ps
Productbull Tangible or Intangible product that meet specific customer
needs or demandsbull What product are you sellingbull What would be the quality of your productbull Which features are different from the marketbull What is the USP of the productbull Whether the product will be branded as sub brand or
completely newbull What are the secondary products which can be sold along
with primary (Warranty services)
Pricingbull Major consideration in pricing is the costing of the product
the advertising and marketing expenses any price fluctuations in the market distribution costs etc
Placebull Place refers to the distribution channel of a productbull Common product and specific productbull Consider variable cost (Example pertrol)
Promotionbull Includes ATL and BTLbull Promotions are dependent a lot on the product and pricing
decisionbull Budgetbull Stage of product development
Conclusionbull Beyond 4 Ps - people physical evidence and processbull Affect segmentation targeting and positioning
Thank You
Kingsoft Officepublished by wwwKingsoftstorecom
Kingsoft_Office
kingsoftstore
Valuebull To understand how to build and sell value to your
customersbull customers buy what they perceive is the best value for their
money in a purchase situation
The Four Ps
Productbull Tangible or Intangible product that meet specific customer
needs or demandsbull What product are you sellingbull What would be the quality of your productbull Which features are different from the marketbull What is the USP of the productbull Whether the product will be branded as sub brand or
completely newbull What are the secondary products which can be sold along
with primary (Warranty services)
Pricingbull Major consideration in pricing is the costing of the product
the advertising and marketing expenses any price fluctuations in the market distribution costs etc
Placebull Place refers to the distribution channel of a productbull Common product and specific productbull Consider variable cost (Example pertrol)
Promotionbull Includes ATL and BTLbull Promotions are dependent a lot on the product and pricing
decisionbull Budgetbull Stage of product development
Conclusionbull Beyond 4 Ps - people physical evidence and processbull Affect segmentation targeting and positioning
Thank You
Kingsoft Officepublished by wwwKingsoftstorecom
Kingsoft_Office
kingsoftstore
The Four Ps
Productbull Tangible or Intangible product that meet specific customer
needs or demandsbull What product are you sellingbull What would be the quality of your productbull Which features are different from the marketbull What is the USP of the productbull Whether the product will be branded as sub brand or
completely newbull What are the secondary products which can be sold along
with primary (Warranty services)
Pricingbull Major consideration in pricing is the costing of the product
the advertising and marketing expenses any price fluctuations in the market distribution costs etc
Placebull Place refers to the distribution channel of a productbull Common product and specific productbull Consider variable cost (Example pertrol)
Promotionbull Includes ATL and BTLbull Promotions are dependent a lot on the product and pricing
decisionbull Budgetbull Stage of product development
Conclusionbull Beyond 4 Ps - people physical evidence and processbull Affect segmentation targeting and positioning
Thank You
Kingsoft Officepublished by wwwKingsoftstorecom
Kingsoft_Office
kingsoftstore
Productbull Tangible or Intangible product that meet specific customer
needs or demandsbull What product are you sellingbull What would be the quality of your productbull Which features are different from the marketbull What is the USP of the productbull Whether the product will be branded as sub brand or
completely newbull What are the secondary products which can be sold along
with primary (Warranty services)
Pricingbull Major consideration in pricing is the costing of the product
the advertising and marketing expenses any price fluctuations in the market distribution costs etc
Placebull Place refers to the distribution channel of a productbull Common product and specific productbull Consider variable cost (Example pertrol)
Promotionbull Includes ATL and BTLbull Promotions are dependent a lot on the product and pricing
decisionbull Budgetbull Stage of product development
Conclusionbull Beyond 4 Ps - people physical evidence and processbull Affect segmentation targeting and positioning
Thank You
Kingsoft Officepublished by wwwKingsoftstorecom
Kingsoft_Office
kingsoftstore
Pricingbull Major consideration in pricing is the costing of the product
the advertising and marketing expenses any price fluctuations in the market distribution costs etc
Placebull Place refers to the distribution channel of a productbull Common product and specific productbull Consider variable cost (Example pertrol)
Promotionbull Includes ATL and BTLbull Promotions are dependent a lot on the product and pricing
decisionbull Budgetbull Stage of product development
Conclusionbull Beyond 4 Ps - people physical evidence and processbull Affect segmentation targeting and positioning
Thank You
Kingsoft Officepublished by wwwKingsoftstorecom
Kingsoft_Office
kingsoftstore
Placebull Place refers to the distribution channel of a productbull Common product and specific productbull Consider variable cost (Example pertrol)
Promotionbull Includes ATL and BTLbull Promotions are dependent a lot on the product and pricing
decisionbull Budgetbull Stage of product development
Conclusionbull Beyond 4 Ps - people physical evidence and processbull Affect segmentation targeting and positioning
Thank You
Kingsoft Officepublished by wwwKingsoftstorecom
Kingsoft_Office
kingsoftstore
Promotionbull Includes ATL and BTLbull Promotions are dependent a lot on the product and pricing
decisionbull Budgetbull Stage of product development
Conclusionbull Beyond 4 Ps - people physical evidence and processbull Affect segmentation targeting and positioning
Thank You
Kingsoft Officepublished by wwwKingsoftstorecom
Kingsoft_Office
kingsoftstore
Conclusionbull Beyond 4 Ps - people physical evidence and processbull Affect segmentation targeting and positioning
Thank You
Kingsoft Officepublished by wwwKingsoftstorecom
Kingsoft_Office
kingsoftstore
Thank You
Kingsoft Officepublished by wwwKingsoftstorecom
Kingsoft_Office
kingsoftstore
