The concept of marketing mix

documents sur la communication commerciale et d'autres sur le marketing

1. THE CONCEPT OF MARKETING MIX REALIZED: SALIANI Kawtar BELKAID Mehdia HSINA Hajar

2. Plan: Introduction I- The evolution of the marketing mix II- The ingredients of the marketing mix III- IV- Conclusion

3. introductio n In common with many other professions the practice of marketing is often made complex and difficult due to the sheer diversity of the problems with witch it is confronted .

4. The evolution of marketing-mix

5. The production era From 1900 to 1930 : - the mass production economy . - the demand supply . - the absence of competition .

6. The sell era From 1930 to 1950: -the supply the demand . -the emergence of commercials actions. - the apparition of the term marketing-mix .

7. The marketing era From 1950 : - Supply = demand . -satisfaction of Customer needs .

8. The ingredients of the marketing mix A review of the literature suggests that there are many classifications of the marketing mix elements ranging from the narrow classification.

9. Albert Frey : The offering and the tools Lazer , Kelley and Culley :Use a threefold classification: The product and service mix The distribution mix The communication mix Mc Carthy , Stanton and Darling ; used a 4 classification: Product Price Place Promotion

10. Product Product is the article which a manufacturer desires to sell in the open market. It is the first element in the marketing mix. The product mix includes the following variables .

11. Price Price is one more critical component of marketing mix. It is the valuation of the product mentioned by the seller on the product. Price mix includes the following variables: Pricing policies Discounts Terms of credit sale Pricing strategy selected and used.

12. place Physical distribution is the delivery of goods at the right time and at the right place to consumers. Physical distribution of product is possible through channels of distribution which are many and varied in character. Physical distribution (place mix) includes the following variables : Types of intermediaries available for distribution, Distribution marketing channels available for distribution, and Transportation, and inventory control for making the product available to consumers easily and economically.

13. PROMOTION Promotion is the persuasive communication about the product offered by the manufacturer to the prospect. Promotion mix includes the following variables : Advertising and publicity of the product, Personal selling techniques used, Sales promotion measures introduced at different levels, Display of goods for sales promotion.

14. Managing the mix There are two key decisions which are central to marketing management, The selection of target markets : which determine where the firm will compete . The design of the marketing mix ( 4p methods ) : which will determine its sucess in these markets .

15. hOw to manage it ? Strategy identifies future objectives to which the firm aspires and which are likely to be modified due to changing circumstances . Thus strategy charts a direction to be followed to achieve a destination that will probably be changed as we approach it. However, to ensure that we remain on course we will set a series of sub-objectives which represent points along the way from where we are to where we want to be . Set performance targets on an annual basis and develop short-term plans for their achievement. In turn, short term plans are usually subset of a medium-term plan

16. How to manage the mix M arshalling evidence is a precondition for analysis but it does not follow that all decision-makers will draw the same conclusion from a given data set (perception)... what matters is the quality of the plan devised by the manager based upon his analysis and the quality of the implementation. Central to all this is the understanding and deployment of the mix elements.

17. Coffee machines (Quality, 19 bar) Manufactured by 6 different companies Range: 3-4 machines each Different post-sales service Capsules 12 different flavors A ccessories Cups , boxes, pots Services (Distribution , information ) In shops phone Internet Marketing-Mix > Product MIX MARKETING : CASE STUDY OF NESSPRESSO 19

18. Pricing policy : Machines: expensive From 179 to 1749 € The capsules: not very expensive to consumers (≈ € 0.32) Marketing-Mix > Price MIX MARKETING : CASE STUDY OF NESSPRESSO 20

19. Machines Distributed appliance stores Also in the shops and Internet Capsules Distributed only to members of the Nespresso Club Shops, internet or via phone (home delivery) Marketing-Mix > Place MIX MARKETING : CASE STUDY OF NESSPRESSO 21

20. Mainly word of mouth 60 % of new customers Internet, TV ads and sponsorship Message of differentiation “ It offers a lifestyle with more quality and comfort ” Attention Customer Service Very attentive Provides more information about customers to provide a heterogeneous service-oriented customer (CRM). Marketing-Mix > P romotion MIX MARKETING : CASE STUDY OF NESSPRESSO 22

21. CRITICISMS OF THE MARKETING MIX I t focuses on what marketers do to customers rahter than FOR them It says nothing about interactions between the mix variables It takes a merchanistic view about markets It assumes a transactional exchange rather than relationship

22. conclusion All the elements of the marketing mix influence each other. They make up the business plan for a company and handled right, can give it great success. But handled wrong and the business could take years to recover. The marketing mix needs a lot of understanding, market research and consultation with several people, from users to trade to manufacturing and several others.

23. Thank you for your attention

24. bibliography Marketing strategy and management – Michel J.BAKER «  third edition  » Introduction to marketing – John FRAIN http:// kalyan-city.blogspot.com/2010/05/marketing-marketing-mix-4-ps-of.html http:// economictimes.indiatimes.com/definition/marketing-mix