Marketing Mix

The importance of marketing mix

The marketing mix is an integral tool in building an effective marketing strategy
and implementing it with tactics. Also known as the 4 P's of marketing,
the mix includes an assessment of the roles your product, place or distribution,
price and promotion play in your overall approach to marketing

Offering

Convey offer to customer

Price and product
differential factors

Target Audience
Who to target with your message?
Primary target customer for the campaign or product
specific?

Message delivery

What messages and formats to use to target customer to

buy?

Value

To understand how to build and sell value to your customers

customers buy what they perceive is the best value for their
money in a purchase situation

The Four P's

Product

Tangible or Intangible product that meet specific customer

needs or demands
What product are you selling?
What would be the quality of your product?
Which features are different from the market?
What is the USP of the product?
Whether the product will be branded as sub brand or
completely new?
What are the secondary products which can be sold along
with primary (Warranty, services)

Pricing

Major consideration in pricing is the costing of the product,

the advertising and marketing expenses, any price
fluctuations in the market, distribution costs etc.

Place

Place refers to the distribution channel of a product.

Common product and specific product
Consider variable cost (Example : pertrol)

Promotion

Includes ATL and BTL

Promotions are dependent a lot on the product and pricing
decision
Budget
Stage of product development

Conclusion

Beyond 4 Ps - people, physical evidence and process

Affect segmentation, targeting and positioning

Thank You

Kingsoft Office

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@Kingsoft_Office
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