Marketing mix

Marketing mixPrepared by : Bhupinder KaurDepartment : commerceCollege : s.d.college ambala cantt

The Marketing Mix

2

Product

3

Product mix Product line and product range

2. Product design Enhance utilityAttractivenessEase of operationSafety and appeal

Increase sales volumeProvides advertisingSelling features permit higher prices

3. Product package Protects productEasy handlingIncreases economy and communicationPreserve freshness and flavour

4. Product qualityQuality standards are based on : colour texture Flavour weight FinishAppearanceSize Shape moisture

5. Product labellingDescriptive Informative Grade designatingProducts identify : ingredients QuantityQualityOther characteristics

6. Product brandingA brand is a symbol, a mark, a name, a communication which brings about an identity of a given product.A brand is a product : image A qualityA value A personality

7. After sales services Installation Guarantees Warrantees ServiceRepairing

Place

12

1. Transportation Free on board : buyers pay the transport cost from the point of shipment.Delivered policy : sellers pay all the shipping cost.Freight allowances: both buyers and sellers pay shipping cost

Contd. Averaged transportation cost: buyers pay uniform charge on all the shipments regardless of their location.Basing point policy : buyers pays a base price plus a set shipping price depending upon the distance.

2. Warehousing Crete time utilityStorage involves four functions : distributing the goods namely,ReceivingActual receiving Checking the unloaded incoming goods

3. Inventory level Determining the variety of :Products ModelsSizes Types Colours

4. Channels of distribution

Price

18

Price mix The pricing policies and strategies The terms of creditTerms of delivery Margin Resale price maintenance

Promotion

20

The promotion mix Advertising Personal selling Sales promotionTrade fairs and exhibition Public relation

People

24

Process

25

Physical Environment

26