Marketing mix ppt _20251013_215911_0000.pdf

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1. Presented by:Jiya
MBA(Marketing )
Roll Call: 250101050036Marketing Mix Department of Haryana School Of Business Guru Jambheshwar University of Science and Technology A presentation submmited in partial fulfillment of the requirement for the degree of MASTER OF BUSINESS ADMINISTRATION (MARKETING)
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2. AGENDA
Introduction
Elements of marketing mix
Extended marketing mix
Customer centric Marketing 4Cs
Factor affecting marketing mixImportance of marketing mix
Indian Market Examples
Conclusion
1
2
3
4
5
6
7
8
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3. VISUAL INSPIRATIONMc Donald's Apple
Patanjali Domino's Marketing Mix
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4. Origin: Introduced by E. Jerome McCarthy (1960) - 4 Ps.Marketing mix is a strategic framework of
controllable elements - product, price,
place, and promotion - that a company
uses to promote a product or services and
achieve its marketing objectives.
MARKETING MIX
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5. Marketing Mix and 4Ps Product Place Price Promotion
Quality
Feature
Design
Style
Brand
Packaging
Label
Channels
Coverage
Location
Inventory
Transport
Pricing strategy
Discounts
Allowances
Payment period
Credit items
Handling charges
Advertising
Personal selling
Sales promotion
Publicity
Public relation
Displays
Credit cardsNote :7Ps for services industry
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6. Product Product refers to the goods and services offered by
the organization. A pair of shoes, a plate of rice, a
lipstick, all are products. All these are purchased
because they satisfy one or more of our needs. We
are paying not for the tangible product but for the
benefit it will provide. Page 6

7. Product Mix The range of products offered by organization is called the
product mix.
The product is the focus of all marketing activities.
Product is the sum total of tangible and intangible
attributes including, product design, style, size, quality,
packaging, labelling, after sale services etc.Product mix
also include product differentiation, standardization
and grading, product lines etc.
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8. ELEMENTS OF PRODUCT MIX Product
Design
Product
Line
Product design is very
important feature
especially in consumer
product like shoes,
crockery etc.
Product line is a group
of closely related
products, which are
able to satisfy a similar
class of need.
Product
Quality
Product quality
depends on the design,
material used,
manufacturing process,
packaging, etc.
Product
Branding
A brand is a name, a
mark, a symbol, a
communication which
gives identity to a
product.
Product
Labelling
Labels are fixed to
product to identify
them and to describe
its quality, quantity and
other characteristics.
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9. Product Life cycle Product Life cycle : Various studies have shown that as the time goes
product passes though a series of stages. The product life cycle is the
combination of these stages from the time they are introduced until
the time they are withdrawn.
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10. Price Price Price is the amount of money or value a
buyer pays to a seller in exchange for a
product or services. It represents the
monetary cost of acquiring a good or service
and is influenced by supply and demand,
production costs, and market conditions.
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11. PRICE MIXPrice is the value of a product expressed in
terms of money. It is a matter of vital
importance to the buyer and the seller.
Exchange of goods and services take place
only when the price is agreed upon the
between the buyer and the seller.
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12. ELEMENTS
OF PRICE
MIX PRICING
STRATEGIES TERMS OF
CREDIT PROFIT
MARGIN
DELIVERY
TERMS
1
3
2
4
5
RESALE PRICE
MAINTENANCE
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13. PRICING STRATEGIES Skimming Psychological Penetration High price at launch, reduced
later. Example : Apple iphones.
RS 999 instead of RS 1000 to
influence perception.
Low price to attract customers
initially. Example: Jio
Sets a product’s price higher
than competitors to create a
perception of superior quality,
or prestige. Premium
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14. Promotion Mix Promotion mix is the
communication mix. Promotion
is a means by which a market a
talk its existing and potential
customers. Promotion is an
effort to push forwards good
and services in such a way so
that they gain customer's
acceptance. Page 14

15. ELEMENTS OF PROMOTION MIX Personal
Selling Advertising Sales
Promotion Trade Fairs
and
Exhibitions Public
Relations Page 15

16. Zomato Coca-Cola Page 16

17. Place Place refers to the channels and
locations used to make a product
or service available to customers.
It involves the entire distribution
network, from the producer to
intermediaries like wholesalers and
retailers, and finally to the end
consumer.
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18. Place mix is the distribution mix. It
is concerned with the smooth flow
of goods and services from the
producer to consumer by creating
time, place and position utilities. It
is signifies two things namely:
physical distribution and the
channels of distribution.Place mix
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19. 0102 03 04 Transportation
Warehousing Distribution
Channel
Physical
Distribution
Elements of Place MixIt help in the physical movement of goods
from the place of origin to the place of
consumption. It is a place where surplus goods are stored
and made available to the market when
needed. The pathway a product takes from its
producer to the end consumer. Physical Distribution is that deals with the
physical movement and handling of products
from production to the final consumer.
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20. People Process Physical
Evidence Extended Marketing Mix : 7Ps
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21. Customer-centric Marketing : 4Cs Product
Customer
Solution Price
Customer
Cost Place
Convenience Promotion
Communication
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22. FACTORS AFFECTING MARKETING MIX Controllable Factors Uncontrollable factors1. Consumer's behaviour
2.Competitors's behaviour
3.Intermediaries behaviour
4.Government's behaviour
1. Product Policy
2. Branding Policy
3. Packaging Policy
4. Pricing Policy
5. Promotion Policy
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23. IMPORTANCE OF
MARKETING MIX 1.Achieves business objectives
2.Creates a competitive advantage
3.Ensures coordination
4.Facilities adaptation
5.Influence consumer behaviour Page 23

24. Indian Market Examples Patanjali: Swadeshi image,
affordability, wide retail,
trust based promotion . Zomato: Discounts, app
based convience , quickly
social media campaign.
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25. ConclusionQuote: " Great products sell themselves, but only
if the mix is right ". Marketing Mix= Customer
Value+Business Value
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26. THANKYOU
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