The Marketing MixProduct, Price, Place and Promotion

By- Kanchan Yadav

ContentsMARKETING MIX HISTORYINTRODUCTION TO MARKETING MIXMARKETING ELEMENTSEXTANED –MARKETING MIX A PRESENTATION ON RENAULT’S MODEL “KWID”

Marketing mix It is the set of tools that the firm uses to pursue its marketing objectives in the target market . Levers marketers adjusts to satisfy customers. Marketing mix is composed of a large battery of advices which might be employed to induce customers to buy a product.

Marketing Mix = Controllable Variables(4P’s

History•The term "marketing mix" became popular after Neil H. Borden published his article “The Concepts of the Marketing Mix” in 1964.

•The marketer E. Jerome McCarthy proposed a four Ps classification in 1960

•Robert F. Lauterbor proposed a four Cs classification in 1990.

Marketing Mix

The marketing mix is a business tool used in marketing and by marketers. The marketing mix is often crucial when determining a product or brand's offer, and is often associated with the four P's: price, product, promotion, and place.

Elements of Marketing Mix

Place•Distribution channel

•Direct sales

•Indirect sales•E-

Commerce

Promotion

•Individual communic

ation•Mass

communication

•Brand manageme

nt•Corporate

Idenity

Marketing Mix: ProductKotler opines ‘A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need’. A Glance at Banking Products Marketing Mix – Product

New Product Development Processidea generation & screeningconcept development and testingmarketing strategy developmentbusiness analysisproduct developmentmarket testingcommercialization

Marketing Mix: Price

You don’t sell through price. You sell the price! A Price is:

“What You Think your product is Worth to That Customer at That Time.”

Marketing Mix: PriceThe price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product.The business may increase or decrease the price of product if other stores have the same product. 

Marketing Mix: PlacePlace represents the location where a product can be purchased.

It is often referred to as the distribution channel . It can include any physical store as well as virtual stores on the Internet.

Marketing Mix:PlaceChannels CoverageLocationsInventoryTransportationLogistics

Marketing Mix: PromotionPromotion has five distinct elements – advertising, personal selling, public relations, word of mouth and point of sale .A certain amount of crossover occurs when promotion uses the five principal elements together. Advertising covers any communication that is paid for, from and cinema commercials, radio and Internet adverts through print media and billboards.Promotion -Promotion represents all of the communications that a marketer may use in the marketplace.

Trade Promotion ToolsAdvertisingPrice-offsPersonal sellingSales promotion- POS Public RelationsWord of mouth

Viral advertisinPremiumsFree DisplaysBuy-back guaranteeDiscounts

Marketing 4Ps & 4Cs

•Product•Price•Place•Promotion

•Customer/Consume •Customer Cost•Convenience•Communication

Extanded-Marketing Mix

TARGETMARKET

PLACE

PRICE

PROMOTION

PEOPLE

PROCESS

PHYSICALENVIRONMENT

PRODUCT

MARKETING 7Ps & 7Cs The 7P

Organisation Facing

ProductPricePlace PromotionPeopleProcessesPhysical Evidenc

The 7CsCustomer

FacingCustomer/ConsumrCostConvenienceCommunicatiomCaringCo-ordinatedConfirmation

A PRESENTATION ON

RENAULT’S MODEL “KWID”

RenaultRenault-Nissan alliance signed MOU with Tamilnadu Govt. for production plant.Invests more than 4500 crore rupees.1st ever car designing studio built in Mumbai by any MNC.Success of Duster helps them to gain 2% market- share in Indian marketNext target is to achive 5% share by their new product KWID.More then 1,00,000 unit sold out by the company.

RenaultThe Renault corporation was founded in Febuary 1899 as Société Renault Frères by Louis Renault and his brothers Marcel and FernandThe first Renault car, the Renault Voiturette 1CV, was sold to a friend of Louis' father after giving him a test ride on 24 December 1898Founded- February 1899; 117 years agoFounder- Louis Renault, Marcel Renault, Fernand RenaultHeadquarters- Boulogne-Billancourt, FranceArea served - Worldwide (118 countries)Key people- Carlos Ghosn (Chairman and CEO) Louis Schweitzer (Chairman and CEO 1992-2005)Products- Automobiles, commercial vehicles, Luxury Cars, financing

Renault Cars in IndiaRenault Kwid. 2.79L Onwards.Renault Pulse. 5.17L Onwards. Renault Scala. 8.12L Onwards. Renault Duster. 8.78L Onwards. Renault Fluence. 15L Onwards. Renault Koleos. 23.92L Onwards.

KWID

KWIDThe Kwid is the first car to be based on the new CMF-A platform jointly developed by Renault and Nissan.Dimensions:-Wheelbase2,422 mm (95.4 in)Length3,679 mm (144.8 in)Width1,579 mm (62.2 in)Height1,478 mm (58.2 in)Manufacturer-RenaultProduction-2015presentAssembly -Chennai, India (Renault India)

KWIDPremium SUV inspired hatchback car, 1st time in India. 800 cc engine with power of 59bhp, with 72nm torque, 180 mm ground clearance. 3 cyl petrol engine in all variant. Boot capacity almost 300 ltr, more than i20. Fuel efficiency almost 25kmpl, most fuel efficient. Pricing 2.56-3.53 lakh. ABS in the top varient. Digital instrumental cluster is very clear and straightforward. gear shift indicator, on the top-end variant is a 7-inch touchscreen, which sits proudly in the centre console.

INTERIOR DESIGN

3d Image Of Interior Driver Side Airbag

Media Nav Handsfree Callin Feature Ergo Smart Cabin

KWID FEATURES

Best In Class Ground Clearance With 180mm

7 Inch Touch Screen Media Nav Is First In ClassRenault Kwid Boot Space 300 Liters

Head Light back and front light (Left or Right )

EXTERIOR DESIGN

In Lawn Looking Great

Bold Look

Top View Shot

Renault Kwid Media Ad

PRICINGRenault Kwid STD 799cc Petrol, Manual,25.17 kpl 2.57 lakh Ex-showroom Price (New Delhi) Renault Kwid RXE 799cc Petrol, Manual, 25.17 kpl 2.89 lakh Ex-showroom Price (New Delhi) Renault Kwid RXE Opt 799cc Petrol, Manual, 25.17 kpl 2.95 lakh Ex-showroom Price (New Delhi)

Renault Kwid RXL 799cc Petrol, Manual, 25.17 kpl 3.12 lakh Ex-showroom Price (New Delhi) Renault Kwid RXT 799cc Petrol, Manual, 25.17 kpl 3.44 lakh Ex-showroom Price (New Delhi) Renault Kwid RXT Opt 799cc Petrol, Manual, 25.17 kpl 3.53 lakh Ex-showroom Price (New Delhi)

PRICING STARTEGYRenault Kwid Std - Rs 2,56,968 Renault Kwid RxE - Rs 2,88,960 Renault Kwid RxE - Rs 2,94,960 Renault Kwid RxL - Rs 3,11,664 Renault Kwid RxT - Rs 3,44,131 Renault Kwid RxT - Rs 3,53,131

Hyundai EON D-Lite - 3,69,463 Hyundai EON D-Lite Plus - 3,99,634 Hyundai EON Era Plus - 4,16,210 Hyundai EON Magna Plus - 4,52,704 Hyundai EON Sportz - 4,86,10 Hyundai EON 1.0 Kappa Magna Plus - 4,87,996Hyundai EON 1.0 Kappa Magna Plus (O) - 5,02,761

PRICING STARTEGYMaruti Alto STD – 2.8 LAC Maruti Alto LX – 3.4 LAC Maruti Alto LXI – 3.5 LAC Maruti AltoVXI – 3.5 LAC Maruti Alto LXIAirbag – 3.6 LAC Maruti AltoVXI Airbag – 3.7 LAC Maruti ALTO CNG LXI –

3.9 LAC Datsun GO D – 3.24 LAC Datsun GO D1 – 3.26 LAC Datsun GO A – 3.59 LAC Datsun GOT – 4.05 LAC Datsun GO NXT – 4.10LAC Datsun GO GOT - 4.20 LAC

PULL STRATEGYMostly targeted segment is the HATCHBACK segment. Middle-class, Upper middle-class people. SUV inspired hatchback model to attract more customer. Effective fuel efficiency (best in class – 25.57 kmpl) to attract cost sensitive buyers. Fully loaded interiors & exteriors (Better than Alto. Eon, WagonR, Datsun GO) Price is very affordable (Key factor of this car, 2.56lac-3.52lac)

PROMOTION

Bollywood actor Ranbir Kapoor is the new brand ambassador for Renault India

PROMOTION

Ranbir Kapoor is the brand ambassador.He is heart throab of young generation so can easily inspire young gen.Success of Duster made this brand popular in India.More than 130 dealers & showrooms.Online and offline promotion.TV commercials.

PROMOTION

PROMOTION

Budget hatchback war: Renault Kwid vs the others

Competitors’ Market-ShareHighest market share hold by Maruti (Almost 50% IN hatchback segment)Nearest copetitors are WogonR, Datsun GO, Hyundai eon, Alto 800Renault’s target is achiving 5% share.

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