Marketing mix

Definition:

The 'marketing mix' is a set of controllable,tactical marketing tools that work together to achieve company's
objectives, these are controlled to achieve all the objectives of the company and earn as much money as
possible to the company to make profit and increase All-stars stock price. It is also called as 4P’s marketing,
which are PRODUCT, PRICE, PLACE, and PRAMOTION.

Many companies enhanced their growth rate with the help of marketing mix, some examples of which are
given follow.

Vodafone is the biggest mobile phone business in the world. It uses marketing to promote its
brand. This involves finding out what customers need and then making sure that the products on sale meet
those needs.

• The right product. This means giving customers the features and benefits they want. Vodafone gives
buyers features such as games, pictures, ring tones, information services, bills and even video.
• The right place. Vodafone operates over 300 stores and also sells through other outlets. It has expert staff
in the stores to help buyers.
• The right price. Vodafone offers a number of price plans to suit all of its target groups.
• Good promotion. This is divided into two parts:
o Above the line – this is advertising in a number of different ways such as TV and posters.
o Below the line – this includes less obvious advertising such as in-store displays and the way
stores are branded. News about products and ideas is also sent to the press.

Established in 1942 and still growing strong, with annual revenues totaling US$680 million, Asian paints
Ltd.is India’s largest paint company and the third-largest paint company in Asia today. The company has an
enviable reputation in the corporate world for professionalism, fast-track growth, and customer-centricity.
Asian Paints has offices in 22 countries, and its 30 paint manufacturing facilities service consumers in over
65 countries.

PARLE BISLERI PRIVATE LIMITED

In 1969 Buys Bisleri bottled water from an Italian company, Felice Bisleri, since then the Bisleri has
captured market with tremendous growth rate and still holding it’s position in market. The Company directly
approaches the retailer. They have tracked Mumbai through various routes and accordingly they service.
Currently operating from it’s hub at Santacruz, Vile Parle & Andheri in Suburbs.
Bisleri sell their product through their own network and they have also appointed Distributors for each area
to sell their product

When the McDonald brothers, Dick and Mac opened their first restaurant in 1940 in San Bernardino,
California, they could never have imagined the phenomenal growth that their company would enjoy. From
extremely modest beginnings, they hit on a winning formula selling a high quality product cheaply and
quickly. However, it was not until Ray Kroc, a Chicago based salesman with a flair for marketing, became
involved that the business really started to grow. He realised that the same successful McDonald's formula
could be exploited throughout the United States and beyond.

There are now more than 29,000 McDonald's Restaurants in over 120 countries.

McDonald's is an example of brand franchising and network marketing.

Bajaj Autos Ltd.

Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading Corporation Private Limited.
It started off by selling imported two- and three-wheelers in India. In 1959, it obtained license from the
Government of India to manufacture two- and three-wheelers and it went public in 1960. In 1970, it rolled
out its 100,000th vehicle. In 1977, it managed to produce and sell 100,000 vehicles in a single financial year.
In 1985, it started producing at Waluj in Aurangabad. In 1986, it managed to produce and sell 500,000
vehicles in a single financial year. In 1995, it rolled out its ten millionth vehicle and produced and sold 1
million vehicles in a year. And his blockbuster products are:

• Bajaj Chetak
• Kawasaki Bajaj Caliber, Legend(India's first four-stroke scooter)
• Pulsar

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing
organisation. It is a state level apex body of milk cooperatives in Gujarat which aims to provide
remunerative returns to the farmers and also serve the interest of consumers by providing quality products
which are good value for money and operating all over the country with the brand name of AMUL.
Products of Amul India:

Butter
Cheese products
Sagar pure ghee
Fresh dairy milk.

Nestlé India is a subsidiary of Nestlé S.A. of Switzerland. With seven factories and a large number of co-
packers, Nestlé India is a vibrant Company that provides consumers in India with products of global
standards and is committed to long-term sustainable growth and shareholder satisfaction.

The Company insists on honesty, integrity and fairness in all aspects of its business and expects the same in
its relationships. This has earned it the trust and respect of every strata of society that it comes in contact
with and is acknowledged amongst India's 'Most Respected Companies' and amongst the 'Top Wealth
Creators of India'.

Introduction
Motorola is a global company. Its main business is in communications. It is known for mobile, wireless and
broadband. Ithas a vision. This is of 'seamless mobility', It wants to help users to get and stay connected. To
do this it must first findout what its customers want. It can then provide this. It does this through market
research. The results help it to create agood marketing mix. This is the mixture of product, price, promotion
and place that is often called the '4 Ps'.
* Mobile phones. These are advanced. They provide more than just talk and text functions. For instance,
they can take photos and help users to share and listen to music.
* Broadband Internet. This include cable TV and video phones.
* Networking equipment. This allows various technologies to talk to each other wirelessly.
* Communications and information solutions. These are sold to both business and government.

Its best known products are mobile phones

• Conclusion:

It is the effective blending of all the elements of retail marketing mix activities within the retail
organization that determines the success of retail marketing management. Discuss this statement and
explain with retail examples how the elements of retail marketing mix could be blended to ensure the
success of retail operation. Mastering the process of trying to optimise the retail marketing mix still
defies and frustrates most retail managers. Explain why personal guesswork and intuitions are used
by retail managers most of the time.