The Marketing Mix Podar

7/31/2019 The Marketing Mix Podar

1/19


2/19


3/19

ELEMENTS OF MARKETING MIX

The marketing mix consists of various variableswhich have broadly been classified into fourcategories:

popularly known as four Ps of marketing.

Product,

Price,

Place, Promotion,

which are discussed as follows:


4/19

Product:

Product means goods or services or anything of

value, which is offered to the market for

exchange.

For example, Hindustan Lever company offers

number of consumer products like toiletries

(Close-Up Toothpaste, Lifebuoy Soap, etc.),


5/19

Price:

Price is the amount of money Customers have

to pay to obtain the product.

Various factors determines the price and fix a

price for the firms products.

Decisions have also to be taken in respect of

discounts to customers


6/19

THE ROLE OF A PLACE IN THE

MARKETING MIX

Place or Physical Distribution includeactivities that make firms products

available to the target customers.


7/19

Important decision areas in this respect include

selection of dealers or intermediaries to reachthe customers,

providing support to the intermediaries (by wayof discounts, promotional campaigns)etc.

The other decision areas relate to managinginventory,

storage and warehousing

transportation of goods from the place it isproduced to the place it is required by thebuyers.


8/19

Channels of Distribution

There are two important decisions relating to

this aspect

One regarding physical movement of goods

from producers to consumers or users

And two, regarding the channels or using

intermediaries in the distribution process.

These are described as follows:


9/19

Types of ChannelsChannel of Distribution 1

PRODUCER--------------------------------CONSUMER

Channel of Distribution 2

PRODUCER---------RETAILER----------CUNSUMER


PRODUCER--------WHOLESALER---------RETAILER----------CONSUMER


PRODUCER--------AGENT--------WHOLESALER---------RETAILER----------CONSUMER


10/19

METHODS OF DISTRIBUTION

Methods of distribution used for the differentchannels of distribution can include the following

Departmental stores

Chain StoresDiscount Stores

Superstores

SupermarketsDirect Sales

Mail Order

Internet/ e-commerce


11/19

SELECTIONOFCHANNELOF

DISTRIBUTION

Choice of appropriate channel of distribution is avery important marketing decision, which affectsthe performance of an organisation.

1. Product Related Factors: The important productrelated considerations in deciding the channelsinclude whether the product is an

industrial or a consumer product,

whether it is a perishable or a non-perishableproduct,

what is the unit value of the product


12/19

2. Company Characteristics: The

important company characteristicsaffecting the choice of channels of

distribution

include the financial strength of the

company and

the degree of control it wants to hold on

other channel members.


13/19

3. Competitive Factors: The choice of channel isalso affected by the

channel selected by competitors in the same

industry. If the competitors have selected a particular

channel say Chemist shops for the sale of toiletryproducts like hair oil,

the other firm may also like to select the similar

channel.


14/19

4. Market Factors: Important market factors

affecting the choice of channel of distribution

include size of market,

geographical concentration of potential

buyers and

Quantity purchased.


15/19

5. Environmental Factors: Other important

factors affecting the choice of channels

of distribution include

environmental factor such as economic

condition and legal constraints. In a depressed economy marketers use

shorter channels to distribute their goods

in an economical way.


16/19

METHODS OF TRANSPORTING GOODS

Roadways

Railways

Canal and River Sea Freight

Air Freight

Pipelines


17/19

DRAWING UP A MARKETING PLAN

Format for the marketing plan

1.Choose a name for the product

2.PRODUCT

Describe the product

Who is the target customer

Purpose use for the product

3. PRICE

List the price of the product


18/19

4. PROMOTION

Show how will promote your product.

(Sales promotion techniques)

5. PLACE

Where will you sell your product(Give Reason)What channels of distribution you will use for

your product.


19/19

The Marketing Mix Podar

Documents

Transcript of The Marketing Mix Podar