Marketing Mix

Marketing Mix
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7 Ps marketing model (services)
Marketing Mix definition
• The marketing mix is about putting the right

product or combination thereof in the place, at the
right time, and at the right price.
• Marketing mix is predominately associated with the

4Ps of marketing, extended to 3Ps of service
marketing, later added 4 Ps more.
• Marketing Mix:
What principles get the right mix of Ps?
What is the right combination of Ps?
~1 Marketing Mix - Product
• A product / service is what is produced to satisfy the

needs of people. It can be intangible or tangible
• A product has to be developed and then reinvented to

stimulate „demand‟ and later „declining demand‟
• It is wiser to expand the current product mix by

diversifying for increasing the product line.
• During the product development phase, the marketer must

do an extensive research on the life cycle of the product
(introduction, growth, maturity and decline phase).
“What can I do to offer a better product to this group of

people than my competitors”.
• In developing the right product, we need to answer:

 What does the client want ?

 How will the customer use it?
 Is anything missing in the features?
 Does the product have a catchy name?
 What does the product look like?
 What other sizes / colors are available?
 How is the product different from competitors?
~2 Marketing Mix - Price
• Its is the amount that a customer pays – an important
component of marketing mix.
• It determines your firm‟s profit and survival. Adjusting the

price of the product has a big impact on the entire marketing
strategy and affects sales and demand
• This is inherently a touchy area. If a company is new to the

market and has not made a name for itself, it is unlikely that
the target market will be willing to pay a high price.
• Pricing always help shape the perception of your product
in consumers eyes.
• Remember that a low price usually means an inferior good

in the consumers eyes.
• When setting the product price, marketers should consider

the perceived value that the product offers.
Questions to be asked while setting the product price:
√ How much did it cost to produce ?

√ What is customers‟ perceived product value?
√ If there is slight price change decrease will it significantly
increase / decrease market share?
√ Can the current price of the product keep up with the price
of the product‟s competitors?
~3 Marketing Mix - Place
• In this aspect – distribute the product in a place that is
easily accessible to buyers.
• This comes with a deep understanding of the target

market.
Distribution strategies: (some):
▫ Intensive, exclusive and selective distribution
▫ Franchising
Questions for distribution strategy:

√ Where does client look for service or product ? (a mall,
or store, or supermarket, or online)
√ Is the distribution different from competitors?
√ Do you need a strong sales force?
√ Do you need to attend trade fairs / exhibitions?
√ Do you need to sell in an online store?
~4 Marketing Mix - Promotion
• Promotion can boost brand recognition and sales.
• Promotion is comprised of various elements -

Sales Force
Public Relations
Advertising
Sales Promotion
• Advertising typically covers communication methods like

TV ads, radio commercials, print media, and internet
advertisements.
• Lately, there is a major focus from offline to the online

world.
• Public Relation (PR) is typically not paid for. This includes
press releases, exhibitions, sponsorship deals, seminars,
conferences, and events.
• Word of mouth is an informal communication about the

benefits of the product by satisfied customers and
ordinary individuals.
• Sales staff plays a very important role in PR and word of

mouth. Word of mouth can also circulate on the internet.
It has the potential to be one of the most valuable assets
you have in boosting your profits online.
• For creating an effective product promotion strategy,
following need to be answered:
 How to send marketing messages to potential buyers?
 When is the best time to promote your product?
 Will you reach your potential audience through TVCs?
 What is the best social media in promoting the product?
 What is the promotion strategy of your competitors?
Combination of promotional strategies and how to

promote will depend on budget; the message to be
communicated; and the target market defined.
~5th Marketing Mix - People
~5 Marketing Mix - People
• Of both target market and people directly related to the
business.
• Are there enough people (target customers) in the market

that demand your products?
• Employees are important as they will deliver the service. It

is important to hire and train the right people to deliver
superior service to the clients, whether they run a support
desk, customer service, copywriters, programmers…etc.
~5 Marketing Mix - People
• When a business finds people who genuinely believe in
the products or services, it is likely that the employees will
perform the best.
• Additionally, they will be more open to honest feedback

about the business and growth.
• This is a secret, “internal” competitive advantage a

business can have over other competitors which can
inherently affect a business‟s position in the marketplace.
~6th Marketing Mix - Process
• The systems and processes of the organization affect the
execution of the service.
• Make sure that you have a well-tailored process in place to

minimize costs.
• Amul Chocolates
~7 Marketing Mix – Physical Evidence
~7 Marketing Mix – Physical Evidence
• In the service industries, there should be physical
evidence that the service was delivered.
• It also pertains to how a business and it‟s products are

perceived in the marketplace, business‟ presence and
establishment.
• A concept of this is branding. When you think of ‘fast

food’, you think of McDonalds. When you think of ‘sports’,
the names Nike and Adidas come to mind.
• Now you now know as there are market leaders that have
established a physical evidence plus psychological
evidence in their marketing.
~8 Marketing Mix - Packaging
Good packaging design allows for easy
variations without loosing visual appeal.
~8 Marketing Mix – Packaging
• It includes all the activities of designing and producing the

container for a product.
• Packages might have up to 3 layers:

- Primary (in bottle),
- Secondary (in a cardboard) and
- Shipping (corrugated box).
~8 Marketing Mix – Packaging
• Self service: Sales tasks: attracts attention, describe

product features, create consumer confidence and make
a favorable overall impression
• Consumer affluence: Willing to pay more for the

convenience, appearance, dependability and prestige of
better packages.
• Company and brand image: Instant recognition of

Company or brand: Granier fructis.
• Innovation Opportunity: Re-sealable spouts Eg, Kissan

tomoto kectcup pouch; Haldiram Namkeen packets
~9 Positioning
• Market Positioning refers to the ability to
influence consumer perception regarding a brand or
product relative to competitors. The objective of market
positioning is to establish the image or identity of
a brand or product so that consumers perceive it in a
certain way.
E.g.: Coca-Cola
A successful example is Coca Cola, as the company has been
able to survive for more than 125 years. The brand has
always tried to bring out the value of happiness, friendship,
joy, and sharing to position itself in the market. This has
helped promote engagement in consumers and encouraged
them to share happy experiences and moments.
Position – Bajaj’s Pulsar
Definitely Male !
Position – Hero’s Pleasure
Why should boys have all the fun?
Marketing Mix – the 9Ps:
1. Product
2. Price
3. Place
4. Promotion
5. Process
6. People
7. Physical Evidence
8. Packaging
9. Positioning

Marketing Mix - 9 Ps

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What are the different elements of the marketing mix?

What are the different elements of the marketing mix?

How does packaging impact marketing?

How does packaging impact marketing?

• The marketing mix is about putting the right

• Marketing mix is predominately associated with the

• A product / service is what is produced to satisfy the

• A product has to be developed and then reinvented to

• It is wiser to expand the current product mix by

• During the product development phase, the marketer must

“What can I do to offer a better product to this group of

• In developing the right product, we need to answer:

 What does the client want ?

• It determines your firm‟s profit and survival. Adjusting the

• This is inherently a touchy area. If a company is new to the

• Remember that a low price usually means an inferior good

• When setting the product price, marketers should consider

√ How much did it cost to produce ?

• This comes with a deep understanding of the target

Questions for distribution strategy:

• Promotion is comprised of various elements -

• Advertising typically covers communication methods like

• Lately, there is a major focus from offline to the online

• Word of mouth is an informal communication about the

• Sales staff plays a very important role in PR and word of

Combination of promotional strategies and how to

• Are there enough people (target customers) in the market

• Employees are important as they will deliver the service. It

• Additionally, they will be more open to honest feedback

• This is a secret, “internal” competitive advantage a

• Make sure that you have a well-tailored process in place to

• It also pertains to how a business and it‟s products are

• A concept of this is branding. When you think of ‘fast

• It includes all the activities of designing and producing the

• Packages might have up to 3 layers:

• Self service: Sales tasks: attracts attention, describe

• Consumer affluence: Willing to pay more for the

• Company and brand image: Instant recognition of

• Innovation Opportunity: Re-sealable spouts Eg, Kissan

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