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Contents

Chapter-1 ………………………………………………………………………………………………

INTRODCTION

Chapter-2 ………………………………………………………………………………………………

What are 8Ps of Marketing?

Chapter-3 ………………………………………………………………………………………………

Marketing Mix and Programmes of J&K

Chapter-4 ……………………………………………………………………………………………….

Conclusion

Chapter-5 ……………………………………………………………………………………………….

Refrences
Chapter-1

Introduction

J&K Incoporation (JK) is founded in 1968 and one of the leading fashion design and marketing
studios in the world, designs and markets womens’s and men’s collection.JK brands are not just
the collection of products but also imply differential unique lifestyles.J&K in fragrance now
owned by largest fragrance in the world.

J&K operates globally with multiple external licenses and third parties.The company combines
its own design, marketing and managing capabilities with Coty Inc to develop the business
supply chain efficiency and create chance for expanding overseas.

Marketing is an action or business of promoting and selling products or services, including


market research and advertising.

Marketing refers to the activities of a company associated with buying and selling a product or
service. It includes advertising, selling and delivering products to people. People who work in
companies' marketing departments try to get the attention of target audiences using slogans,
packaging design, celebrity endorsements and general media exposure.

Chapter-2

What are 8Ps of Marketing

Following are the 8 P’s of marketing:

 Product:
The first P deals with the “thing” the business is selling, the competition and substitute
products. To market a service, consider the tangible and intangible benefits it provides
and any tangential products or services that can be co-marketed. Product
considerations affect every other marketing decision.
 Price:
Price not only determines the service’s profit margin, but it also has a bearing on
many other marketing decisions. Price sets a value standard for the service, one that
the company’s people, physical evidence and performance must meet to be
successful. Services are perishable.

Promotion:
Promotion is how the company markets its services. Companies will strive to match
the media to the message. Promotion strategy includes developing branding, slogans
and logos that convey the intangible benefits the service provides.
 Place:
Services generally are purchased and used at the same time, the location where the
service is delivered plays a role in the promotion, price and product. Part of the reason
plumbers and other home-repair professionals charge so much is that they must
deliver their service one customer at a time away from their office or shop.
 People:
Much of how customers rate the service experience hinges on the person delivering it.
Professionalism and courtesy go a long way in any service business. Other attributes
become critical depending on what services are being offered -- discretion in a
psychiatric practice or tact in funeral services, for instance.
 Process:
Process is the standard operating procedure in delivering the service. Depending
upon the situation and location, luxury hotels may require employees to smile, nod,
bow, shake hands or otherwise greet guests.
 Positioning:
Where the company wants to fit in its industry will determine its marketing positioning
strategy. This is determined in large part by which generic business strategy the firm
employs. It may determine low costs will be its path to profitability. Or it may decide to
pursue differentiation, embedding distinctive benefits into its service. Cost leadership
strategies are evident in the company’s promotional materials, physical environment
and price.
 Performance:
Sometimes called productivity, performance examines how well a company’s services
compete in the marketplace. This may include how consistent the service is and how
well its features translate into benefits as it is being delivered. A carpet cleaning
service may employ state-of-the-art equipment but have trouble attracting repeat
customers. Performance also considers how to measure the company’s financial
goals and whether they are being achieved.

Figure of 8P’s Mix of Marketing


Chapter-3
Marketing Mix and Programmes of J&K
Marketing Strategy draws an overview of the way of J&K Inc. is going to implement to achieve
its objectives, however, it is not detailed enough to monitoring and controlling the
progress.Marketing manager must use many tatics includes different perspectives and the most
crucial technique is marketing mix.There are a variety of concepts for marketing mix: 4P’s, 7P’s,
8P’s, etc.The original concept of 4P’s is apply only for product manufacturing but as time goes
by, services industry has gradually developing and combined with product, the original concept
is extended to many other factors.Because fragrance is not just a product itself but representing
a personal characteristic, a life style, a feeling.Hence it is necessary to concern about “people”
communication,convenient “process” and “physical evidence” which potential customer perceive
of 8P’s is employed for J&K One Shock.

Product Price Place Promotion


High-glossy $25-30 US at Online Pre-Launch website
signature bottle retail price Purchase J&K TV (Customer education
(Included import programmes,rebranding,repositioning)
tax,assume 60%
indirect
costs,15%
margin profit)
Edgy, Sexy J&K authorized IPhone, Andriod apps
and Impulsive shops
In party mode, Hypermalls Press advertising at mall’s center
hang out with
peers
50, 100 ml Travel retails
(easy carry
dynamic)

People Process Physical Evidence Planet


Young, Dynamic, Hotline services Store design:
Elegant Fragrance
arrange,young
color,music
Uniform with trendy Online FAQ & Online Hygiene, feeling of
styles Feedback pure
Well-communicate Professional staffs
Southern staffs Trial sections

Apart from the original marketing strategy above, J&K should take into consideration of another
effective one that is integrating with a local company in Myanmar market. Through the
understanding about this market, Golden Myanmar Cosmetic Perfume is the only company
provides fragrance products and it is receiving good responses from Myanmar customers.
Hence J&K can think of merging or acquiring this company in aspects of financing,designing
product,promotional campaigns, etc.

Chapter-4
Conclusion
After analyzing currently situation and recommended marketing strategies for J&K fragrances,
the company has high opportunities to launch J&K one shock into Myanmar market by
employing its internal resource-based values to alter marketing mix, appropriate with potential
customer and reduce minimally weakness as well as avoid threats. J&K business can be ensure
growth sustainably.

Chapter-5
Refrences
Book & Articles
Borden Neil H (1964). “The Concept of the marketing Mix, ” Journal of Advertising Research
Euromonitor international, 2018, CountryReport: Fragrance in Myanmar,London, U.K