Marketing Mix

What is Marketing?
Marketing is the process of discovering and
translating consumer wants into products and
services and then in turn making it possible for
them to enjoy the products and services
Discovering consumer
wants

Translating into products

and services

Customer Satisfaction

Marketing involves finding

out what your customers
want and supplying it to
them at a profit

Marketing v/s Selling

Focuses on
consumers needs
Consumer enjoys
supreme importance
Product planning and
development to
match products with
markets
Converting consumer
needs into products
Cavet Vendor (let the
seller beware)

Focuses on sellers
needs.
Product enjoys
supreme importance
High pressure selling
to sell goods already
produced.
Converting products
into cash
Cavet emptro (let
the buyer beware)

Marketing v/s Selling

Focus
Selling
concept

Marketin
g
concept

Products

Consumer
s needs

Means
Selling
and
promotion

Integrate
d
Marketing

Objectives
Profits through
sales volume

Profits through
consumer
satisfaction

The marketing concept calls for goal-oriented approach.

The objective is to earn profits through customer satisfaction.

What is Marketing
Planning?
Marketing planning is to inject the
philosophy of consumer orientation into
the total business system and serves as
a guide to the organisations efforts.

What is Marketing Mix?

It is the combination of four inputs which

constitute the core of a companys
marketing system:

product,
price structure,
promotional activities
distribution system

www.learnmarketing.net/marketingmix.ht

Purpose of Marketing Mix

The purpose of marketing mix is to
satisfy the needs and wants of the
customers in most effective and
economical manner

Elements of Marketing Mix

Lets explore Marketing Mix

Problem

Some fast moving consumer good

(FMCG) are experiencing a decline
in the demand and thus losing
their market share

Your Project

Select one Fast Moving Consumer Goods

(FMCG) facing decline in the demand
As a market researchers, conduct a case
study of each aspect price, place,
promotion and product itself
Prepare revival strategy multimedia
presentation of the product for the
board of directors

A Big Question
What is the right marketing
mix for your product?

Some questions to explore

How can we determine a right

marketing mix?
What are the factors that affect the
choice of the channel of distribution?
What influences the price of a
commodity?
In what ways can surveys help us to
make business decisions?

Project Scenario

Stages
Select one FMGC product facing decline in the demand
Conduct survey for studying the trend of market
Analyse the results and draw inferences
Use online thinking tools for studying elements of
marketing mix of your products in detail
Suggest revival strategy for your product

Your distribution channel. Picture it with diagrams.

Your pricing strategy. Indicate the price you will
choose.

Your advertising program

Your plan to improve the product considering the

customers demand
Create revival strategy presentation for board of directors

Remember

To work in teams
To note down your learning in
journal
To refer to the marketing mantra
score sheet for self evaluation

Go ahead and master the

Marketing Mantra

All the best

References

http://www.freeworldacademy.com/
newbizzadviser/fw15.htm#8