2 the Marketing Mix
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nqbm marketing 1
THE MARKETING MIX
PRODUCT
PRICE
PROMOTION
PLACE
When marketing their pro!"t# an#er$i"e#% &rm# nee to "reate a#!""e##'!( mi) o'*
P P
P P
The + P,# o' marketing
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PRODUCT The Product is the actual item that aconsumer purchases, including thepackaging, image, guarantee and
aftersales ser!ice"earn this definition#
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S
ales
Time
THE PRODUCT LIFE CYCLE
INTRO
DUCTION
GROWT
H
MATURIT
Y
DECLIN
E
INJECTING NEW LIFE
Newpro!"#
Sales low
Sales$row
rapil% aspro!"#
&e"omeswell'(ow(
Pro!"# )!ll%es#a&lis*e
Sales e+e( o!#
Compe#i#ors e(#ermar'e#
Pop!lari#%e"li(esa( sales
)all
New mar'e#i($s#ra#e$ies are
i(#ro!"e #o re+ersee"li(e
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E,#e(sio(S#ra#e$ies A &!si(ess wis*i($ #o e,#e( #*eli)e o) a pro!"# w*i"* *asrea"*e ma#!ri#% or is i( e"li(e
"a( al#er o(e or more o) #*emar'e#i($ mi, &% "*a($i($ PRODUCT e$ al#er #*e pa"'a$i($-
i(#ro!"e a (ew +ersio(
PRICE e$ re!"i($ #*e pri"e #oi(#eres# "!s#omers
PROMOTION e$ i(#ro!"e a (ewa+er#isi($ "ampai$(
PLACE e$ "*a($e w*ere i# "a( &e
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Mal#eesers I(#ro!"#io( o) (ew +arie#%- e$ w*i#e "*o"ola#e
New a+er#isi($ "ampai$( )or (ew +arie#%
G!ia("e C*a($e (ame #o Pas#oral S!ppor#
PS #ea"*ers spe( more #ime o( $!ia("e a( less
o( #ea"*i($ Mara#*o(
C*a($e (ame #o s(i"'ers
Spo(sors o) spor#i($ e+e(#
/a('s Ser+i"es (ow a+aila&le +ia i(#er(e# or #elep*o(e
E0TENSIONSTRATEGIES
O(e "ompa(% la!("*e a (ew
ri(' 1 #imes &e)ore i# wass!""ess)!l2 Ca( %o! $!ess w*a##*e% "alle i#3
-A(swer41 UP
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Cadburys Flake
Extention Strategies
(The Cadbury Flake bar )as originall* launched in 1920
(+n 1930 the Flake 99 ice cream accompaniment )asintroduced
(2001 the Snowflake -a crumbl* )hite chocolate .lake centreco!ered in milk chocolate/ )as launched0
(+n 2003 the Cadbur* Flake Dipped )as introduced )hereconsumers can eno* all the benefits of the .lake )ithouththe mess ideal for on the go0
(+n eptember 2004 Cadbur* Flake !o"ents )ere launched,a selection of miniature milk chocolate and )hite chocolate.lake pieces, )hich e3tended the .lake brand into the gi!ingmarket creating the ideal gift0
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5U6T+O710 Compare the product life c*cles of -a/ a ne) ipod shuffle and
-b/ 8ellogg9s cornflakes0 :ou ma* use diagrams to illustrate *our comparison0
20 Chanel 7o& is an e3pensi!e perfume )hich has been around forman* *ears0 +t9s sold e3clusi!el* in onl* certain stores and its
target market is )omen o!er $&0 The compan* feels it is losingground to ne)er perfumes and )ants to e3tend the life of theproduct0 uggest as to ho) the* might achie!e this0
$0 7ame $ other products or ser!ices )hich ha!e altered some
element of their marketing mi3 recentl* and describe ho) the*ha!e done this0
.OR :OUR ;OTT6R
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=R>7D+7? > product )ith a @personalit*9 +nstantl* recognisable b* logo,
packaging, taste, ad!ertising and other
features =elie!ed to be a guarantee of qualit* ome brands ha!e @snob !alue9 Usuall* cost more
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=R>7D "O:>"T:
ome customers are lo*al to a particularbrand0 The* )ill bu* the brand againand again and also other associatedproducts .air* )ashingup liquid .air* )ashing po)der .air* dish)asher po)der
The product is often sold in places thatreinforce the brand image, eg sportsdrinks in leisure centres
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O7 ">=6"
Retailer9s o)n brands eg ainsbur*9sa!ers, ?eorge at >D>
7ot manufactured b* retailer old onl* in retailer9s stores "ess e3pensi!e than branded goods
7eed little ad!ertising 2een as inferior qualit*
What about
premium own
brands? em
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hich brands do *ou associate )ith thefollo)ing products
Toilet paper .ish fingers Chocolate oft drink ?ra!*
Toothpaste ashing up liquid =ro)n sauce Crisps Cat food Disposable nappies Digesti!e biscuits +ce cream oap po)der Teabags Coffee
>ndre3 =irds 6*e Cadbur*s Cocacola =isto
Colgate .air* liquid EP alkers hiskas Pampers FcGities alls Persil P? Tips 7escafe
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5U6T+O7
10 .rom a marketing point of !ie), describe thedifferences bet)een EeinH baked beans andafe)a* o)n label baked beans under thefollo)ing headings Product Price Place Promotion
20 EeinH produce man* products other than bakedbeans0 Describe the ad!antages of producingse!eral products under the same brand name
.OR :OUR ;OTT6R
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PR+C6The amount consumers are prepared
to pa* for a product or ser!ice"earn this definition#
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hat is the best price for aproduct
Charging the right price is a !er*important part of the marketing mi30
Eo) much *ou charge )ill depend on Eo) much it cost *ou to make *our product Eo) much *our competitors are charging hether *ou are tr*ing to introduce a ne)
product The image *ou )ant for *our product
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TE6 PR+C+7? D6C++O7 > lo) price )ill attract sales0 This
makes it possible to sell largequantities at a lo) a!erage cost
>n a!erage price )ill mean *ou need
to compete )ith *our ri!als b* ameans other than price, eg b* ha!inga better qualit* product or betterpromotion or ad!ertising
> high price can be charge if *ourproduct is seen a being better than *our ri!als
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C#anel $o %!organ Sweet
&o'eC( )ne
For ea*# of t#e following produ*ts+ try to explain w#et#er t#e"anufa*turer,retailer is going for a low pri*e+ an a'erage pri*e or a#ig# pri*e
-ors*#e .oxster$issan !i*ra
Ford !ondeo
Super"arket own brand/ein beansSafeway sa'ers beans
eans fro" "arket stall&e'i %01eanster eans
/5/ 6 prestige produ*t+ expensi'e pa*kaging7&)8 6 lower uality+ *#eaper pa*kaging7:;E
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Describe a suitable pricing technique for each of thefollo)ing situations ;ustif* *our ans)ers0
> ne) stateoftheart !ideo mobile phone uston the market
> selfemplo*ed gardener )anting to quotecustomers for general gardening obs
> ne)spaper in fierce competition )ith a ri!alpaper
Cadbur*9s introducing a ne) chocolate bar > business makes and sells fresh sand)iches to
office )orkers
5U6T+O7 .OR :OUR ;OTT6R
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-&:CE
This is the route that productstake to reach the consumerfrom the manufacturer
"earn this definition#
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nqbm marketing 2B
The Farket Place$o "atter #ow good t#e produ*t is 6 it
#as to be in t#e rig#t pla*e at t#e rig#t ti"e0
bu*ers and sellers come together in the follo)ing )a*s
hop
Cash and Carr*
Farket stall
TG I shopping channel +nternet
7e)spaper and FagaHines Fail order
Direct mail
.actor* shop
These arereferred to as
Direct
Marketing
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CE>776" O. D+TR+=UT+O7
F>7U.>CTUR6R F>7U.>CTUR6R F>7U.>CTUR6R
CO7UF6R CO7UF6R
R6T>+"6R
CO7UF6R
R6T>+"6R
EO"6>"6R
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The channel of distribution chosen)ill depend onJ
The product being sold The finance a!ailable The reliabilit* of companies in the chain The desired image of the product "egal restrictions The products life c*cle The manufacturer9s distribution capabilit*
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10 heels "td manufacture bic*cles0 The* sell to customers !ia)holesalers and retailers0 The* are considering opening afactor* shop to sell directl* to customers0 Outline thead!antages of this plan to heels "td and to theircustomers -%/
20 >d!ances in technolog* ha!e opened up ne) channels ofdistribution0 Describe one of these ne) channels andillustrate *our ans)er )ith an appropriate e3ample0
10 There are legal restrictions on the )a* in )hich someproducts are distributed to consumers0 ?i!e e3amples of suchproducts and describe )h* these restrictions are enforced0
.OR :OUR ;OTT6R5U6T+O7
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63tension
"og on tohttpJKKpuHHlemaker0disco!er*educati
on0comK Create a )ord search on marketing
using terms )e ha!e co!ered so far0
+nclude at least 12 terms )ap )ith someone and complete
their )ord search0
http://puzzlemaker.discoveryeducation.com/http://puzzlemaker.discoveryeducation.com/http://puzzlemaker.discoveryeducation.com/http://puzzlemaker.discoveryeducation.com/
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PROFOT+O7 The aims of promotion are to
P6RU>D6 consumer to bu* the product +7.ORF consumers about the product R6F+7D consumer that the product still
e3ists
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>DG6RT++7? F6D+>
Tele!ision 7e)spapers I 7ational, unda*, local FagaHines
Radio Cinema Outdoor media I billboards, sports
hoardings, bus shelters +nternet Direct mail
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>bo!e the "ine Promotion
This targets e!er*one I e!en those notinterested in the product0
TG Radio
7e)spapers magaHines
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5uick TaskLL0
tate )hether each of the media belo) is >bo!eor =elo) the "ine0
uggest ad!antages and disad!antages for eachof the follo)ing >d!ertising Fedia0J Tele!ision Dail* 7e)spapers Radio
Cinema =illboards +nternet pop ups Direct Fail
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5uick Task 2LLL
uggest a suitable ad!ertising mediafor 7ike9s ne) trainers0
;ustif* *our ans)er0
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PRODUCT 67DOR6F67T
.amous sport or sho)biHpersonalities are paid to )ear anduse a particular product, eg>didas, ?illette and Da!id=eckham
( PRODUCT P">C6F67T IPa*ing for product to be usedin films and TG programmes, eg
;ames =ond dri!ing a =F in?oldene*e
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5uick Task $LLLL0
63plain possible ad!antages anddisad!antaged of celebrit*
endorsement for an organisation0
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The choice of ad!ertising media dependsonJ
The product The audience to be targeted The t*pe of co!erage, eg national or
local The amount *ou )ant to spend The ad!ertising used b* competitors
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>"6 PROFOT+O7
hort term inducements used toencourage sales
There are 2 groups of salespromotionJ +nto the pipeline
Out of the pipeline
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+7TO TE6 P+P6"+76 These are offered b* manufacturer to
retailers -dealers/ to encourage them tostock their productsJ
Point of sale displa*s ale or return
Dealer competitions
taff training
Credit facilities
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These are offered b* the retailer to theconsumer to encourage purchases to be madeJ .ree samples Credit facilities Demonstrations Competitions =O?O.s Promotional prices .ree offers CouponsK!ouchers
OUT O. TE6 P+P6"+76
=u* One ?etOne .ree
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5U6T+O7
10 Describe the difference bet)een productendorsement and product placement0 ?i!ee3amples to illustrate *our ans)er0
20Compare the follo)ing ad!ertising media Itele!ision, ne)spapers and direct mail0 :ourans)er should refer to cost, co!erage, marketsegment, legal restrictions, and competition0
$0Describe 2 forms of each of the follo)ingt*pes of sales promotion +nto the pipeline Out of the pipeline
.OR :OUR ;OTT6R
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>cti!it*LL0
Design a poster e3plaining all *oukno) about the Farketing including
the Farketing Fi3 -The %p9s/