Presenting the 7P’S Of Marketing

(Marketing mix)

By- Saifuddin Lala 9426786383

Marketing mix The Marketing mix is one of two

interrelated components of strategy.

MARKETING MIX means-The set of controllable tactical marketing tools.

Product,Price,Place and Promotion – that the firm blends to produce the response it wants in the target market.

History The term marketing mix was coined in an article

written by Neil Borden called “The Concept of the Marketing Mix.”

He started teaching the term after he learned about it from an associate, James Culliton, who in 1948 described the role of the marketing manager as a "mixer of ingredients"; one who sometimes follows recipes prepared by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe from immediately available ingredients, and at other times invents new ingredients no one else has tried.

ProductPricePlacePromotionProcessPhysical appearancePeople

PRODUCT It must provide value to a customer but

does not have to be tangible at the same time.

Basically, it involves introducing new products or improvising the existing products.

EXAMPLE- COCA COLA

History Of Coca Cola In India, Coca-Cola was the leading soft-

drink till 1977 when the government policies necessitated its departure.

Coca-Cola made its return to the country in 1993 and made significant investments to ensure that the beverage is available to more and more people, even in the remote and inaccessible parts of the nation.

Customer’s requirement

Product should have following characters:1)Design2)Technology3)Usefulness4)Value5)Quality6)Packaging7)Branding8)Warranties9)Convinence

ExampleCOCA-COLA IS THE MOST POPULAR AND

HIGHEST-SELLING SOFT DRINK IN HISTORY, AS WELL AS THE BEST-KNOWN PRODUCT IN THE WORLD.

PRICE STRATEGIES Pricing should take into account the

following factors: Fixed and Variable cost. Competition Company Objectives Proposed positioning strategies Target group and Willingness to pay

PRICE

To make the product affordable to the target market and reflect the value of benefits provided.

PLACETo make the product conveniently

available to the target market consistent with there purchasing pattern.

Place Strategies Refers to how an organization will

distribute the product or service they are offering to the end user.

What channel of distribution will they use? Two types of channel distribution

methods. Indirect Distribution-From manufacturer to

Wholesaler to Retailer to consumer. Direct Distribution-From manufacturer to

Consumer.(no intermediaters)

Promotion

To build and improve consumer demand. Promotion has 4 components called the promotion mix as follows:

1)Advertising-To effectively inform and persuade the target market.

2)Public relations-To offer a positive image of a company and brand.

3)Selling-To get customers buy.4)Sales promotion-To convince customers to buy immediately.

Promotion

PROCESS Processes are important to deliver a

quality service. Services being intangible, processes

become all the more crucial to ensure standards are met with.

Process mapping ensures that your service is perceived as being dependable by your target segment.

PROCESSThe process of the product is essential in

marketing. This determines the capability of the product to supply demand of the customers.

Physical AppearancePhysical appearance is the first

distinction of a product. A product could be easily recognized by it’s appearance.

VOLUME/SIZES    Coca-Cola bottles come in a vast type of sizes and volumes, depending on the

country where it come from.The most common sizes and volumes are:

Standard Size: 185 ml, 190 ml, 192 ml; King Size: 285 ml, 290 ml, 300 ml; Family Size: 750 ml, 760 ml, 770 ml; Liter Size: 1000 ml (1 Liter)

SHAPES There are some shapes for Coca-Cola

bottles: Hutchinson style; Straight sided; Hobble skirt

LABELS  The most common types of labels found

in Coca-Cola bottles are: Embossed White Applied Color Label (White ACL) Red Applied Color Label (Red ACL) Paper Styrofoam

People They are the target consumers of the

company. They are the ones who are the consumers.

The Marketing Mix Blend of the mix depends upon: Marketing objectives Type of product Target market Market structure Rivals’ behaviour Global issues – culture/religion, etc. Marketing position Product portfolio

Product lifecycle Boston Matrix

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