The Marketing Mix

4 Ps-model is most useful for:-low value consuming product

• 7 Ps-model (extended Marketing Mix):

It’s the 4 Ps parameters plus

People Process

Physical Evidence

• 8 Ps-model:

- The 8th P for

PACKAGING: How the product is presented to

the customers

PHILOSOPHY:

A product should reflect the underlying philosophy or ethos of the organization

SIVAIs another terminology used for the 4-Ps model in

a customer-oriented business

Solution ------------------ Product

Information -------------- Promotion

Value ---------------------- Price

Access -------------------- Place

…..In India

• 4 As-Model:

- Acceptability of the product.

- Affordability of the product.

- Awareness of the product.

- Availability of the product.

PRODUCT

It is the complete bundle of benefits or satisfactions that buyers perceive they will obtain if they purchase the product. It is the sum of all physical, psychological, symbolic, and service attributes.

It is much more than just a physical object.

PROMOTION

All of the tools available to the marketer to make the customer informed about the product.

Promotional mix elements:

Advertising Public relations

Sales promotion Personal selling

PLACE(DISTRIBUTION – MARKET CHANNELS)

All of the activities utilized to move a product from production to consumption.

Direct Channel:

Customer

Indirect Channel:

Wholesaler

Retailer

Distributor

PRICEPrice generates profit

How you positioned your product in terms of quality

EconomyEconomy PenetrationPenetration

SkimmingSkimming PremiumPremium

Low

Low

High

High

Quality

Price

PEOPLE

People employed in the organization will determine the quality of service the customer receive

Happy, skilled, motivated, well trained staff

=

Happy customer

PROCESS Processes involved in delivering a product to a

customer and the behavior of people

PHYSICAL EVIDENCEDescribes the type of image that a business

portrays through its physical presence

Premises Condition of vehicles

Reception area Appearance of staff

Business cards Brochure

Nestlé Factory

THANK YOU