PROJECT REPORT ON

MARKETING MIXX
A PROJECT SUBMITTED TO

UNIVERSITY OF MUMBAI FOR PARTIALCOMPLETION OF THE DEGREE

MASTER INCOMMERCE
UNDER FACULTYOF
COMMERCE

BY

USMAN SUBHAN ALI KHAN

ROLL NO. 73 YEAR:2019-20

SEAT NO. YEAR:2019-20

UNDER THE GUIDANCE OF

PROF. SHEHNAZ KHAN

RIZVI COLLEGE OF ARTS, SCIENCE & COMMERCE

Rizvi Education Complex, Sherly Rajan Road,

Bandra West, Mumbai – 400050.

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 ACKNOWLEDGMENT

To list who all have helped me is difficult because they are so numerous and the depth is so
enormous.

I would like to acknowledge the following as being idealistic channels and fresh dimensions in
the completion of this project.

I take this opportunity to thank the University of Mumbai for giving me chance to do this project.

I would like to thank my principal Dr. Mrs. Anjum Ara Ahmed for providing the necessary
facilities required for completion of this project.

I take this opportunity to thank our coordinator Mrs. Shehnaz Khan for her moral support and
guidance.

I would also like to express my sincere gratitude towards my project guide Mrs. Shehnaz khan
whose guidance and care made the project successful.

Lastly, i would like to thank each and every person who directly and indirectly helped me in the
completion of the project especially my parents and peers who supported me throughout my
project.

Date:

USMAN SUBHAN ALI KHAN

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 CERTIFICATE

This is certify that Mr. USMAN SUBHAN ALI KHAN has worked and duly completed his
project work for the degree of MASTER IN COMMERCE in the faculty of commerce in the
subject of MANAGEMENT on Title of project work to be written “MARKETING MIX’’
under my supervision. It is his own work and facts reported by his personal findings and
Investigation.

MRS. SHEHNAZ KHAN

Name & Signature of Guide

____________________________

Date of submission

Name and signature of professor in charge/principal of the college.

Stamp of the college with Date.

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 DECLARATION

I the undersigned Mr. MOHAMMED FARHAN MOHAMMED SHER SHAIKH here by,
declare that this project work titled “A STUDY ON HOME LOAN MARKET’’ is result of my
own research work and has not been previously submitted to any other university for any other
examination.

I, here by further declare that all information of this document has been obtained and presented
in accordance with academic rules and ethical conduct.

College Seat No. 73 Year 2019-20

Exam Seat No. Year2019-20

Date:

Place: Mumbai Name & Signature Of the Research.

Scholar:

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 INDEX
1. INTRODUCTION
2. DEFINITION
3. HISTORY OF MARKETING MIX
4. FEATURES
5. MARKETING TACTICS / STRATEGIES
6. PURPOSE OF MARKETING MIX
7. 4 P’S (PRODUCT, PRICE, PLACE, PROMOTION).
8. DIGITAL MARKETING
9. USE OF 4 P’S
10. ADVANTAGES & DISADVANTAGES OF MARKETING MIX
11. CREATING AND ALIGNING MARKETING STRATEGIES
12. EXAMPLES OF MAKETING MIX
13. CONCLUSION
14.BIBLIOGRAPHY

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 MARKETING MIX

INTRODUCTION:
The marketing mix is a business tool used in marketing and by marketers. The
marketing mix is often crucial when determining a product or brand's offer, and is
often associated with the four P's: price, product, promotion, and place.
The marketing mix refers to the set of actions, or tactics, that a company uses to
promote its brand or product in the market.
The major marketing management decisions can be classified in one of the
following four categories:
• Product
• Price
• Place (distribution)
• Promotion
These variables are known as the marketing mix or the 4 P's of marketing. They
are the variables that marketing managers can control in order to best satisfy
customers in the target market.
The marketing mix is a business tool used in marketing and by marketers. The
marketing mix is often crucial when determining a product or brand's offer, and is
often associated with the four P's: price, product, promotion, and place. In service
marketing, however, the four Ps are expanded to the seven P's or Seven P's to
address the different nature of services.
In the 1990s, the concept of four C's was introduced as a more customer-driven
replacement of four P's.There are two theories based on four Cs: Lauterborn's four

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Cs (consumer, cost, communication, convenience), and Shimizu's four Cs
(commodity, cost, communication, channel).
In 2012, a new four P's theory was proposed with people, processes, programs, and
performance.
The term "marketing mix" became popularized after Neil H. Borden published his
1964 article, The Concept of the Marketing Mix. Borden began using the term in
his teaching in the late 1940's after James Culliton had described the marketing
manager as a "mixer of ingredients". The ingredients in Borden's marketing mix
included product planning, pricing, branding, distribution channels, personal
selling, advertising, promotions, packaging, display, servicing, physical handling,
and fact finding and analysis.
Marketing is simplistically defined as ‘putting the right product in the right place,
at the right place, at the right time.’ Though this sounds like an easy enough
proposition, a lot of hard work and research needs to go into setting this simple
definition up. And if even one element is off the mark, a promising product or
service can fail completely and end up costing the company substantially.
The use of a marketing mix is an excellent way to help ensure that ‘putting the
right product in the right place,…’ will happen. The marketing mix is a crucial tool
to help understand what the product or service can offer and how to plan for a
successful product offering. The marketing mix is most commonly executed
through the 4 P’s of marketing: Price, Product, Promotion, and Place.
These have been extensively added to and expanded through additional P’s and
even a 4C concept. But the 4Ps serve as a great place to start planning for the
product or even to evaluate an existing product offering.
The marketing mix is one of the most famous marketing terms. The marketing mix
is the tactical or operational part of a marketing plan. The marketing mix is also
called the 4Ps and the 7Ps. The 4Ps are price, place, product and promotion. The
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services marketing mix is also called the 7Ps and includes the addition of process,
people and physical evidence
DEFINITION
A planned mix of the controllable elements of a product's marketing plan
commonly termed as 4Ps: product, price, place, and promotion.
These four elements are adjusted until the right combination is found that serves
the needs of the product's customers, while generating optimum income.
Sometimes the first P (Product) is substituted by presentation.
The marketing mix refers to the set of actions, or tactics, that a company uses to
promote its brand or product in the market.
It is known as a “mix” because each ingredient affects the other and the mix must
overall be suitable to the target customer.
Kotler and Armstrong (2010).
The marketing mix is . . . The set of controllable tactical marketing tools – product,
price, place, and promotion – that the firm blends to produce the response it wants
in the target market.
For instance:
• High quality materials used in a product may mean that a higher selling price
can be achieved
• An advertising campaign carried in one area of the country requires
distribution of the product to be in place in advance of the campaign to
ensure there are no disappointed customers
• Promotion is needed to emphasise the new features and benefits of a
product.

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 HISTORY OF MARKETING MIX
The marketing mix concept gained popularity following an article titled “The
Concept of the Marketing Mix” by Neil Borden published in 1964. Borden
explained how he started using the term inspired by James Culliton who in the
1940s described the marketing manager as a ‘mixer of ingredients.’ Borden’s
article detailed these ingredients as product, planning, price, branding, distribution,
display, packaging, advertising, promotions, personal selling among many others.
Eventually E. Jerome McCarthy clustered these multiple items into four high level
categories that we now know as the 4 P’s of marketing. “Its elements are the basic,
tactical components of a marketing plan”. Together, elements in these four
categories help develop marketing strategies and tactics.
In his paper "The Concept of the Marketing Mix", Neil Borden reconstructed the
history of the term "marketing mix".He started teaching the term after an associate,
James Culliton, described the role of the marketing manager in 1948 as a "mixer of
ingredients"; one who sometimes follows recipes prepared by others, sometimes
prepares his own recipe as he goes along, sometimes adapts a recipe from
immediately available ingredients, and at other times invents new ingredients no
one else has tried.

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 KEY FEATURES OF MARKETING MIX
Interdependent variables
The marketing mix is made up of four unique variables. These four variables are
interdependent and need to be planned in conjunction with one another to ensure
that the action plans within all four are complimentary and aligned.
Help Achieve Marketing Targets
Through the use of this set of variables, the company can achieve its marketing
targets such as sales, profits, and customer retention and satisfaction.
Flexible Concept
The marketing mix is a fluid and flexible concept and the focus on any one
variable may be increased or decreased given unique marketing conditions and
customer requirements.
Constant Monitoring
It is vital to keep an eye on changing trends and requirements, within the company
as well as in the market to ensure that the elements in marketing mix stays relevant
and updated.
Role of Marketing Manager
A mature, intelligent and innovative marketing manager needs to be at the helm of
the marketing mix. This pivotal role means that this manager is responsible for
achieving desired results through the skill manipulation of these variables.
Customer as a focal point
A vital feature of the marketing mix is that the customer is the focal point of the
activity. The value of the product is determined by customer perceptions and the
goal is to achieve a satisfied and loyal customer.

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 Nature of Marketing Mix

1. Marketing mix is the crux of marketing process:

Marketing mix involves many crucial decisions relating to each element of the
mix. The impact of the mix will be the best when proper weightage is assigned to
each element and they are integrated so that the combined effect leads to the best
results.

2. Marketing mix has to be reviewed constantly in order to meet the changing

requirements:
The marketing manager has to constantly review the mix and conditions of the
market and make necessary changes in the marketing mix according to changes in
the conditions and complexity of the market.

3. Changes in external environment necessitate alterations in the mix:

Changes keep on taking place in the external environment. For many industries,
the customer is the most fluctuating variable of environment. Customers’ tastes
and preferences change very fast. Brand loyalty and purchasing power also change
over a period. The marketing manager has to carry out market analysis constantly
to make necessary changes in the marketing mix.

4. Changes taking place within the firm also necessitate changes in marketing
mix:
Changes within the firm may take place due to technological changes, changes in
the product line or changes in the size and scale of operation. Such changes call for
similar changes in the marketing mix.

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5. Applicable to business and non-business organization:
Marketing mix is applicable not only to busi-ness organizations but also to non-
business organizations, such as clubs and educational institutions. For instance, an
educational institution is expected to provide the right courses (product), charge
the right fees (price), promote the institution and the courses, and provide the
courses at the right place.

6. Helps to achieve organizational goals:

An application of an appropriate marketing mix helps to achieve organizational
goals such as profits and market share.

7. Concentrates on customers:
A thorough understanding of the customer is common to all the four elements. The
focus point of marketing mix is the customer, and the marketing mix is expected to
provide maximum customer satisfaction.

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 Marketing mix tactics

1.Your product or service

What product or services are you going to offer? Discuss the branding, the
packaging (where applicable), and ongoing product or development. You should
consider the features and benefits you offer, your unique selling points (What
makes your product/service different from everyone else's) and what potential
spin-off products of services might be.

2. The pricing of your product or service

Price is a critical part of your marketing mix. Choosing the right price for your
products or services will help you to maximise profits and also build strong
relationships with your customers. By pricing effectively you will also avoid the
serious financial consequences that can occur if you price too low (not enough
profit) or too high (not enough sales).

3. Your position (place) in the marketplace

Whether it's a retail store, online shop or on social media, 'place' refers to the
channels and locations for distributing your product, related information and
support services. This is how you will position your product in the marketplace, it's
the location where a product can be purchased. Often referred to as the distribution
channel, this can include any physical store (e.g supermarket) as well as virtual
stores (e.g eBay) online.
Being in the right location can be a deciding factor in whether a customer buys
from you or not. To find out where your ideal customer is buying from it's worth
doing some market research.

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4. The promotion of your product of service
How do you promote and market your business now (or intend to)? Regardless of
how good your business is, if you don’t promote it and tell people you exist, it’s
unlikely you will make many sales. Promotion is about attracting the right people
to use and reuse your business. There are a number of techniques to use and they
can be combined in various ways to create the most cost effective strategy for your
needs. This can include online, branding, public relations and advertising.

5. The people in your business (e.g. salespeople, staff)

If you have employees in your business, they can influence the marketing of your
products and services. Knowledgeable and friendly staff can contribute to creating
satisfied customers, and can provide the unique selling experience that an
organisation is often seeking. If an outstanding team provides a competitive
advantage, then the quality of recruitment and training becomes essential to
achieving your marketing objectives. Make sure you have processes and training in
place to get the most out of your team.

6. The process represents the buying experience

Process represents the buying experience the customer gets when they buy your
product or service. For example, the way a fine bottle of wine is presented and
served in a restaurant, the reaction of a business to a complaint or the speed of
delivery in a fast food outlet.A poor process can undermine the other elements of
the marketing mix. Budget airlines, for example, may offer very competitive
headline prices, but if the final price is inflated by additional charges such as
baggage charges and administrative fees, customers may begin to feel they have
been taken advantage of.

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Try to document your key processes and procedures so your staff and suppliers
know what to aim for.
This should include:
• financial
• information technology.
•

7. The physical environment where the good/services are presented

The physical environment where your products or services are sold and delivered
can have a significant impact on how your customers' experience your business.
The physical environment can be the quality of the furnishings in your consulting
rooms, the design of your reception area or website.

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 PURPOSE OF MARKETING MIX
The 4P’s were formalized and developed over the years by experts to ensure the
creation and execution of a successful marketing strategy. Through the use of this
tool, the attempt is to satisfy both the customer and the seller. When properly
understood and utilized, this mix has proven to a key factor in a product’s
success.The growth of an organization typically affects a company’s success. It
depends on implementation of good or bad marketing in the organization. From
one of the definitions, marketing is about an exchange between buyers and sellers.
Sellers provide products or services, then communicate and facilitate the delivery
of their offering to consumers. Buyers complete the exchange by giving money and
information to the sellers. However, feedback of buyers is one of the information
to sellers and is an opportunity for sellers to improve their products.

In reality, a product produced by manufacturer is distributed to retailers for sale.

This process is B2B (business-to-business) marketing. Then the retailers sale the
products to consumers, this process is known as B2C (business-to-consumer)
marketing. However, consumers can sell the products to another consumers to be
another category of marketing which is C2C (consumer-to-consumer) marketing.
Hence, marketing must be performed by both individuals and organizations based
on above marketing process.

Furthermore, marketing helps create value to business functions. Most successful

company able to give their customers greater value than their competitors did.
Value is the relationship of benefits to costs, or what you get for what you give.
Assume we are customers, we seek a fair return in goods and services for their
hard-earned money and scarce time. Besides, a product can provide additional
value to customers can add more advantage for the business. This value co-creation
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is to allow them the opportunity to act as collaborates in creating the products or
services.

Eventually, marketing traditionally has been divided into a set of four interrelated
decisions known as marketing mix which are product, price, place, and promotion.
Good marketing mix can create value to customers and produce revenue to the
organization. The growth of an organization is depends on the revenue earned.
Increment of revenue earned represents success level of the organization. Thus,
good marketing can let the customers to retain with the products and let them
spend their money on the products in longer time. Practically, we look a logo of a
product and can remember the product of the brand. For an example brands are
Milo, Oreo, Nescafe, and Coca-cola.Over the years, the 4 elements of a marketing
mix by developed and formalized by marketing experts around the world to create
and execute successful marketing strategies. This tool attempts to satisfy the seller
and the customer concurrently. If understood and launched successfully, the
marketing mix can prove to be successful in the success of any product. Some of
the key features of marketing mix include the following.

First, it’s made up of interdependent variables that are unique. The 4 elements of
marketing mix need to be planned together to guarantee success for any marketing
strategy.
Using these elements, a company can achieve any marketing targets and objectives
such as profits, sales, customer satisfaction and also retention.
Marketing mix is very fluid and flexible. It’s easy to focus on any of the variables
by decreasing or increasing it depending on the current marketing conditions or
customer demands.

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In order for the elements of a marketing mix to stay relevant and updated,
monitoring any trends and changes in the market is vital. Keep an eye on any
changes in your company as well for the best results.
At the head of a marketing mix strategy, there should be a qualified marketing
manager. This individual should be able to manipulate all the variables and forces
to achieve a desired result.
Always remember that the customer is the most important part of any marketing
mix. The overall value of the product is determined by the perceptions of the
customers. Therefore, the goal is to satisfy and retain as many customers as
possible.
There is a lot that goes into a developing a good marketing mix. With these few
tips, your company should be successful in all the marketing endeavors.

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 4 P’S (PRODUCT, PRICE,PLACE,PROMOTION)
When marketing their products firms need to create a successful mix of:
To create the right marketing mix, businesses have to meet the following
conditions:
• The product has to have the right features - for example, it must look good and
work well.
• The price must be right. Consumer will need to buy in large numbers to produce a
healthy profit.
• The goods must be in the right place at the right time. Making sure that the goods
arrive when and where they are wanted is an important operation.
• The target group needs to be made aware of the existence and availability of the
product through promotion. Successful promotion helps a firm to spread costs over
a larger output.
For example, a company like Kellogg's is constantly developing new breakfast
cereals - the product element is the new product itself, getting the price right
involves examining customer perceptions and rival products as well as costs of
manufacture, promotion involves engaging in a range of promotional activities e.g.
competitions, product tasting etc, and place involves using the best possible
channels of distribution such as leading supermarket chains.The product is the
central point on which marketing energy must focus. Finding out how to make the
product, setting up the production line, providing the finance and manufacturing
the product are not the responsibility of the marketing function. However, it is
concerned with what the product means to the customer. Marketing therefore plays
a key role in determining such aspects as:
• the appearance of the product - in line with the requirements of the market

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• the function of the product - products must address the needs of customers as
identified through market research.
The product range and how it is used is a function of the marketing mix. The range
may be broadened or a brand may be extended for tactical reasons, such as
matching competition or catering for seasonal fluctuations. Alternatively, a product
may be repositioned to make it more acceptable for a new group of consumers as
part of a long-term plan.

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 THE PRICE
The company’s goal in terms of price is really to reduce costs through improving
manufacturing and efficiency, and most importantly the marketer needs to increase
the perceived value of the benefits of its products and services to the buyer or
consumer.
There are many ways to price a product. Let’s have a look at some of them and try
to understand the best policy/strategy in various
situations.
Of all the aspects of the marketing mix, price is the one, which creates sales
revenue - all the others are costs. The price of an item is clearly an important
determinant of the value of sales made. In theory, price is really determined by the
discovery of what customers perceive is the value of the item on sale. Researching
consumers' opinions about pricing is important as it indicates how they value what
they are looking for as well as what they want to pay. An organisation's pricing
policy will vary according to time and circumstances. Crudely speaking, the value
of water in the Lake District will be considerably different from the value of water
in the desert.
The amount a customer pays for the product. The price is very important as it
determines the company's profit and hence, survival. Adjusting the price has a
profound impact on the marketing strategy, and depending on the price elasticity of
the product, often it will affect the demand and sales as well. The marketer should
set a price that complements the other elements of the marketing mix.[3]
When setting a price, the marketer must be aware of the customer perceived
value for the product. Three basic pricing strategies are: market skimming pricing,
market penetration pricing and neutral pricing. The 'reference value' (where the
consumer refers to the prices of competing products) and the 'differential value'

21
(the consumer's view of this product's attributes versus the attributes of other
products) must be taken into account.
The second P in the formula is price. Develop the habit of continually examining
and reexamining the prices of the products and services you sell to make sure
they're still appropriate to the realities of the current market. Sometimes you need
to lower your prices. At other times, it may be appropriate to raise your prices.
Many companies have found that the profitability of certain products or services
doesn't justify the amount of effort and resources that go into producing them. By
raising their prices, they may lose a percentage of their customers, but the
remaining percentage generates a profit on every sale. Could this be appropriate for
you?
Sometimes you need to change your terms and conditions of sale. Sometimes, by
spreading your price over a series of months or years, you can sell far more than
you are today, and the interest you can charge will more than make up for the delay
in cash receipts. Sometimes you can combine products and services together with
special offers and special promotions. Sometimes you can include free additional
items that cost you very little to produce but make your prices appear far more
attractive to your customers.
In business, as in nature, whenever you experience resistance or frustration in any
part of your sales or marketing plan, be open to revisiting that area. Be open to the
possibility that your current pricing structure is not ideal for the current market. Be
open to the need to revise your prices, if necessary, to remain competitive, to
survive and thrive in a fast-changing marketplace.

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 THE PRODUCT
For many a product is simply the tangible, physical item that we buy or sell. You
can also think of the product as intangible i.e. a service.
In order to actively explore the nature of a product further, let’s consider it as three
different products – the CORE product, the ACTUAL product, and finally the
AUGMENTED product.
The Product Life Cycle (PLC) is based upon the biological life cycle. For example,
a seed is planted (introduction); it begins to sprout (growth); it shoots out leaves
and puts down roots as it becomes an adult (maturity); after a long period as an
adult the plant begins to shrink and die out (decline).
The Customer Life Cycle (CLC) has obvious similarities with the Product Life
Cycle (PLC). However, CLC focuses upon the creation and delivery of lifetime
value to the customer i.e. looks at the products or services that customers NEED
throughout their lives.
A product is seen as an item that satisfies what a consumer demands. It is a
tangible good or an intangible service.Tangible products are those that have an
independent physical existence. Typical examples of mass-produced, tangible
objects are the motor car and the disposable razor. A less obvious but ubiquitous
mass-produced service is a computer operating system.
Every product is subject to a life-cycle including a growth phase followed by a
maturity phase and finally an eventual period of decline as sales fall. Marketers
must do careful research on how long the life cycle of the product they are
marketing is likely to be and focus their attention on different challenges that arise
as the product moves.
The marketer must also consider the product mix. Marketers can expand the
current product mix by increasing a certain product line's depth or by increasing
the number of product lines. Marketers should consider how to position the
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product, how to exploit the brand, how to exploit the company's resources and how
to configure the product mix so that each product complements the other. The
marketer must also consider product development strategies.
To begin with, develop the habit of looking at your product as though you were an
outside marketing consultant brought in to help your company decide whether or
not it's in the right business at this time. Ask critical questions such as, "Is your
current product or service, or mix of products and services, appropriate and
suitable for the market and the customers of today?"
Whenever you're having difficulty selling as much of your products or services as
you'd like, you need to develop the habit of assessing your business honestly and
asking, "Are these the right products or services for our customers today?"
Is there any product or service you're offering today that, knowing what you now
know, you would not bring out again today? Compared to your competitors, is
your product or service superior in some significant way to anything else
available? If so, what is it? If not, could you develop an area of superiority? Should
you be offering this product or service at all in the current marketplace?

THE PLACE

Place is also known as channel, distribution, or intermediary. It is the mechanism

through which goods and/or services are moved from the manufacturer/ service
provider to the user or consumer
Although figures vary widely from product to product, roughly a fifth of the cost of
a product goes on getting it to the customer. 'Place' is concerned with various
methods of transporting and storing goods, and then making them available for the
customer. Getting the right product to the right place at the right time involves the

24
distribution system. The choice of distribution method will depend on a variety of
circumstances. It will be more convenient for some manufacturers to sell to
wholesalers who then sell to retailers, while others will prefer to sell directly to
retailers or customers.
Refers to providing the product at a place which is convenient for consumers to
access. Various strategies such as intensive distribution, selective distribution,
exclusive distribution and franchising can be used by the marketer to complement
the other aspects of the marketing mix.
The fourth P in the marketing mix is the place where your product or service is
actually sold. Develop the habit of reviewing and reflecting upon the exact location
where the customer meets the salesperson. Sometimes a change in place can lead
to a rapid increase in sales.
You can sell your product in many different places. Some companies use direct
selling, sending their salespeople out to personally meet and talk with the prospect.
Some sell by telemarketing. Some sell through catalogs or mail order. Some sell at
trade shows or in retail establishments. Some sell in joint ventures with other
similar products or services. Some companies use manufacturers' representatives or
distributors. Many companies use a combination of one or more of these methods.
In each case, the entrepreneur must make the right choice about the very best
location or place for the customer to receive essential buying information on the
product or service needed to make a buying decision. What is yours? In what way
should you change it? Where else could you offer your products or services?
With the application of the Internet, place is playing an increasingly important role
in promoting consumption since the Internet and the physical channels become
virtual.[44] The major contribution from the Internet to the business is not only
making it possible to selling products online, but also enabling companies to build
relationships with customers.[48] Furthermore, since the convenience of
25
navigating from one site to another, place from the digital marketing perspective is
always linked with promotion, which means retailers often uses third-party
websites such as Google search engine to guide customers to visit their websites

THE PROMOTION

Promotion includes all of the tools available to the marketer for marketing
communication. As with Neil H. Borden’s marketing mix, marketing
communications has its own promotions mix. Whilst there is no absolute
agreement on the specific content of a marketing communications mix, there are
many promotions elements that are often included such as sales, advertising, sales
promotion, public relations, direct marketing, online communications and personal
selling.
Promotion is the business of communicating with customers. It will provide
information that will assist them in making a decision to purchase a product or
service. The razzmatazz, pace and creativity of some promotional activities are
almost alien to normal business activities.
The cost associated with promotion or advertising goods and services often
represents a sizeable proportion of the overall cost of producing an item. However,
successful promotion increases sales so that advertising and other costs are spread
over a larger output. Though increased promotional activity is often a sign of a
response to a problem such as competitive activity, it enables an organisation to
develop and build up a succession of messages and can be extremely cost-
effective.

26
All of the methods of communication that a marketer may use to provide
information to different parties about the product. Promotion comprises elements
such as:advertising, public relations, sales organisation and sales promotion.[3]
Advertising covers any communication that is paid for, from cinema commercials,
radio and Internet advertisements through print media and billboards. Public
relations is where the communication is not directly paid for and includes press
releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and
events. Word-of-mouth is any apparently informal communication about the
product by ordinary individuals, satisfied customers or people specifically engaged
to create word of mouth momentum. Sales staff often plays an important role in
word of mouth and public relations (see 'product' above).
The third habit in marketing and sales is to think in terms of promotion all the time.
Promotion includes all the ways you tell your customers about your products or
services and how you then market and sell to them.
Small changes in the way you promote and sell your products can lead to dramatic
changes in your results. Even small changes in your advertising can lead
immediately to higher sales. Experienced copywriters can often increase the
response rate from advertising by 500 percent by simply changing the headline on
an advertisement.
Large and small companies in every industry continually experiment with different
ways of advertising, promoting, and selling their products and services. And here is
the rule: Whatever method of marketing and sales you're using today will, sooner
or later, stop working. Sometimes it will stop working for reasons you know, and
sometimes it will be for reasons you don't know. In either case, your methods of
marketing and sales will eventually stop working, and you'll have to develop new
sales, marketing and advertising approaches, offerings, and strategies.

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 PACKAGING
The fifth element in the marketing mix is the packaging. Develop the habit of
standing back and looking at every visual element in the packaging of your product
or service through the eyes of a critical prospect. Remember, people form their first
impression about you within the first 30 seconds of seeing you or some element of
your company. Small improvements in the packaging or external appearance of
your product or service can often lead to completely different reactions from your
customers.
With regard to the packaging of your company, your product or service, you
should think in terms of everything that the customer sees from the first moment of
contact with your company all the way through the purchasing process.
Packaging refers to the way your product or service appears from the outside.
Packaging also refers to your people and how they dress and groom. It refers to
your offices, your waiting rooms, your brochures, your correspondence and every
single visual element about your company. Everything counts. Everything helps or
hurts. Everything affects your customer's confidence about dealing with you.
When IBM started under the guidance of Thomas J. Watson, Sr., he very early
concluded that fully 99 percent of the visual contact a customer would have with
his company, at least initially, would be represented by IBM salespeople. Because
IBM was selling relatively sophisticated high-tech equipment, Watson knew
customers would have to have a high level of confidence in the credibility of the
salesperson. He therefore instituted a dress and grooming code that became an
inflexible set of rules and regulations within IBM.
As a result, every salesperson was required to look like a professional in every
respect. Every element of their clothing-including dark suits, dark ties, white shirts,
conservative hairstyles, shined shoes, clean fingernails-and every other feature

28
gave off the message of professionalism and competence. One of the highest
compliments a person could receive was, "You look like someone from IBM."
Positioning
The next P is positioning. You should develop the habit of thinking continually
about how you are positioned in the hearts and minds of your customers. How do
people think and talk about you when you're not present? How do people think and
talk about your company? What positioning do you have in your market, in terms
of the specific words people use when they describe you and your offerings to
others?
In the famous book by Al Reis and Jack Trout, Positioning, the authors point out
that how you are seen and thought about by your customers is the critical
determinant of your success in a competitive marketplace. Attribution theory says
that most customers think of you in terms of a single attribute, either positive or
negative. Sometimes it's "service." Sometimes it's "excellence." Sometimes it's
"quality engineering," as with Mercedes Benz. Sometimes it's "the ultimate driving
machine," as with BMW. In every case, how deeply entrenched that attribute is in
the minds of your customers and prospective customers determines how readily
they'll buy your product or service and how much they'll pay.
Develop the habit of thinking about how you could improve your positioning.
Begin by determining the position you'd like to have. If you could create the ideal
impression in the hearts and minds of your customers, what would it be? What
would you have to do in every customer interaction to get your customers to think
and talk about in that specific way? What changes do you need to make in the way
interact with customers today in order to be seen as the very best choice for your
customers of tomorrow?

29
 PEOPLE
People are the most important element of any service or experience. Services tend
to be produced and consumed at the same moment, and aspects of the customer
experience are altered to meet the individual needs of the person consuming it.
The final P of the marketing mix is people. Develop the habit of thinking in terms
of the people inside and outside of your business who are responsible for every
element of your sales, marketing strategies, and activities.
It's amazing how many entrepreneurs and businesspeople will work extremely hard
to think through every element of the marketing strategy and the marketing mix,
and then pay little attention to the fact that every single decision and policy has to
be carried out by a specific person, in a specific way. Your ability to select, recruit,
hire and retain the proper people, with the skills and abilities to do the job you need
to have done, is more important than everything else put together.
In his best-selling book, Good to Great, Jim Collins discovered the most important
factor applied by the best companies was that they first of all "got the right people
on the bus, and the wrong people off the bus." Once these companies had hired the
right people, the second step was to "get the right people in the right seats on the
bus."
To be successful in business, you must develop the habit of thinking in terms of
exactly who is going to carry out each task and responsibility. In many cases, it's
not possible to move forward until you can attract and put the right person into the
right position. Many of the best business plans ever developed sit on shelves today
because the [people who created them] could not find the key people who could
execute those plans.

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 PHYSICAL EVIDENCE
Physical Evidence is the material part of a service. Strictly speaking there are no
physical attributes to a service, so a consumer tends to rely on material cues. There
are many examples of physical evidence, including some of the following
buildings, equipment, signs and logos, annual accounts and business reports,
brochures, your website, and even your business cards.There are a number of
perceptions of the concept of process within the business and marketing literature.
Some see processes as a means to achieve an outcome, for example – to achieve a
30% market share a company implements a marketing planning process. However
in reality it is more about the customer interface between the business and
consumer and how they deal with each other in a series of steps in stages, i.e.
throughout the process.

31
 DIGITAL MARKETING MIX
Digital marketing mix is fundamentally the same as Marketing Mix, which is an
adaptation of Product, Price, Place and Promotion into digital marketing aspect.
Digital marketing can be commonly explained as 'Achieving marketing objectives
through applying digital technologies'.

Product
Thanks to the interaction and connection of the Internet, Product has been
redefined as 'virtual product' in the digital marketing aspect, which is regarded as
the combination of tangibility and intangibility. Through the form of digital, a
product can be directly sent from manufacturers to customers.For example,
customers could buy music in the form of an MP3 rather than buy it in the form of
a physical CD. As a result, when a company is making strategy for Internet
marketing, it is necessary to understand how to vary their products in the online
environment. Here are some indications of adapt the product element on the
Internet.

Modifying the core product: In this case, it particularly refers to the products that
can be remodeled into digital forms including movies, music, books and other
publishing etc. Take Netflix as an example. The wide use of Internet has changed
its form of products from selling and renting DVDs through retail stores into
selling and renting video online.
Providing digital products: In order to gain market shares in the Internet,
companies need to widen its product range. For example, a psychological
counseling could offer online consultation via video calls.

32
Building the whole product: Apart from selling products online, Amazon.com also
provides a paid subscription service called Amazon Prime, with which customers
could enjoy free delivery and videos on Amazon.
Conducting online research: The Internet offers a low-cost and convenient way of
making marketing researches, which is helpful for companies to find out what
products or services do customers prefer.

Price
Price concerns about the pricing policies or pricing models from a company. Due
to the widely use of the Internet, many applications could be found in both
consumer's and producer's perspective. From consumers' side, the Internet enables
people to make a comparison to a real-time prices before they make a consumption
decision, which is time-saving and effort-saving for the consumers. As for the
suppliers, they can adjust prices in the real-time and provide higher degree of price
transparency with customers. Besides, the Internet is more likely to ease the
pressure on price because online-producers do not have to put budget on renting a
physical store.[45] Hence, making new or adjusting pricing strategies is essential
for the company that wants to enter the Internet market.
Pricing strategies and tactics see also: Pricing

Place
With the application of the Internet, place is playing an increasingly important role
in promoting consumption since the Internet and the physical channels become
virtual.[44] The major contribution from the Internet to the business is not only
making it possible to selling products online, but also enabling companies to build
relationships with customers.Furthermore, since the convenience of navigating
from one site to another, place from the digital marketing perspective is always
33
linked with promotion, which means retailers often uses third-party websites such
as Google search engine to guide customers to visit their websites.

Promotion
Promotion refers to select the target markets, locate and integrate various
communications tools in the marketing mix. Unlike the traditional marketing
communication tools, tools in digital marketing aim at engaging audiences by
putting advertisements and contents on the social media, including display ads,
pay-per-click (PPC), search engine optimisation (SEO) etc. In order to help in
making online marketing campaign, Chaffey and Smith suggested that they can be
separated into six groups.
Searching marketing, including search engine optimisation(SEO), pay-per-
click(PPC).
Online PR, enlarging good comments on one's products or services while reducing
negative comments.
adverse comments.
Online partnerships, building relationships between third-party webs to promote
products or services.

Interactive advertising
Opt-in e-mail advertising
Social media marketing, starting and participating in customer to customer,
customer to company interaction through social media.

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 How to use the 4Ps Marketing Mix
The marketing mix is a familiar marketing strategy tool, which as you will
probably know, was traditionally limited to the core 4Ps of Product, Price, Place
and Promotion. It is one of the top 3 classic marketing models according to a poll
on Smart Insights.The 4Ps vs The 7Ps

The 4Ps were designed at a time where businesses were more likely to sell
products, rather than services and the role of customer service in helping brand
development wasn't so well known. Over time, Booms and Pitner added three
extended ‘service mix P’s': Participants, Physical evidence and Processes, and later
Participants was renamed People. Today, it's recommended that the full 7Ps of the
marketing mix are considered when reviewing competitive strategies.

The 7Ps helps companies to review and define key issues that affect the marketing
of its products and services and is often now referred to as the 7Ps framework for
the digital marketing mix.

How can I use this model?

Although it's sometimes viewed as dated, we believe the 4Ps are an essential
strategy tool to select their scope and is particularly useful for small businesses.
For startups reviewing price and revenue models today, using the Business Model
Canvas for marketing strategy is a great alternative since it gives you a good
structure to follow.
Companies can also use the 7Ps model to set objectives, conduct a SWOT analysis
and undertake competitive analysis. It's a practical framework to evaluate an

35
existing business and work through appropriate approaches whilst evaluating the
mix element as shown below and ask yourself the following questions:
Products/Services: How can you develop your products or services?
Prices/Fees: How can we change our pricing model?
Place/Access:What new distribution options are there for customers to experience
our product, e.g. online, in-store, mobile etc.
Promotion: How can we add to or substitute the combination within paid, owned
and earned media channels?
Physical Evidence: How we reassure our customers, e.g. impressive buildings,
well-trained staff, great website?
People: Who are our people and are there skills gaps?
Partners: Are we seeking new partners and managing existing partners well?.
An example of a company using the 7Ps strategy
Take a look at HubSpot as an example, which was founded in 2006; Hubspot has
8,000+ customers in 56 countries and sells software. What does their marketing
mix look like?
This is a top-level overview; you would take this into greater detail and ask the
following questions:

1. Products/Services: Integrated toolset for SEO, blogging, social media, website,

email and lead intelligence tools.
2. Prices/Fees: Subscription-based monthly, Software-As-Service model based on
number of contacts in database and number of users of the service.
3. Place/Access:Online! Network of Partners, Country User Groups.
4. Promotion: Directors speak at events, webinars, useful guides that are amplified
by SEO and effective with SEO. PPC Social media advertising, e.g. LinkedIn.

36
5.Physical Evidence:Consistent branding across communications.
6. Processes:More sales staff are now involved in conversion.
7: People: Investment in online services.
8. Partners: Hubspot looks to form partnerships with major media companies such
as Facebook and Google plus local partners including Smart Insights who it is
collaborating with on research in Europe.

PROCESS OF MARKETING MIX

Let’s talk about the marketing mix process. It’s really one of the most important
things in the marketing mix 4P’s. After all, no business has survived without a
proper plan in place to back it and no advertising campaign has been successful
without proper processes of execution.
In short, in whatever it is that you need to do in life, there really has to be a certain
process that you have to follow. That doesn’t mean that you have to conform to a
general rule if you don’t feel like it’s going to work for your project, though. You
just have to make sure that you follow through with your own plans, so that the
foundation of your business will be strong.
Just think of the Input-Throughput/Process-Output model. Basically, one has to
have plans that he can input on a certain framework to make what he wants to
happen come true. Like, when you put a CD on the CD burner (Input) so you could
put some music on it (Process) and end up with your own Mix Cd (Output).
It’s also the same for marketing: you need to have certain plans that you want to
come to life, you have to work on the said plans, so that finally, you get the traffic
or revenue that you want. It’s as simple as that.

37
 Different Kinds of Processes
The marketing mix process talks about various kinds of processes that one can use
to market his products well. These include:
Electronic Processes: This includes the use of barcodes, receipts, and other forms
or graphics or logos, and the information about a product or a company that come
with them. This may also include the use of those codes that one can scan using an
app on his phone. It’s getting pretty popular these days, you see, and a lot of people
feel that it’s cool because it gives them a sense of virtual reality.
Technological Processes: This sounds vast, but basically, it’s about the
process of creating products that are tangible—that your customers could really
feel are theirs. Not only should the manufacturer create products that he wants, he
also should keep in mind that the products he makes should be ones that would
fulfill the client’s needs.
Direct Activities: Mostly, this is about the reactions of the clients as they get to try
your products, and how you feel about what they have said. Think present time.
That’s when direct activities happen.
Indirect Activities:Meanwhile, indirect activities talk about support that happens
before, during, or after the service has been given. In short, it is lengthy—it may
last for a lifetime.
Mixing Processes
You see, in the world of marketing, processes could be brought together to create
something monumental. For example, internet marketing and telemarketing could
go together to promote a certain product or service.
A perfect example would be travel websites such as Expedia. Aside from the said
travel website, they are also connected to certain BPOs, which mean that while a
person surfs their website, he could also talk to travel agents who could give him

38
quotations about flights and hotels that he’s eyeing, and could get him booked right
on the spot. In short, it’s a clear and efficient manner of letting people know what a
business is about.
If you get it right…
When you get these processes right, you can be sure that:
You will be able to cater to various individuals. In short, your audience reach will
be larger and you’ll be able to gain more revenue in time. And of course, if you
have a large audience already, you know that your marketing tactics have worked!
There gets to be some sense of loyalty. This happens due to the fact that when
people like your products, they’d want them some more, and so they would stay
for a while in the market. When there’s a high demand for your products, you’d
know that you’ve done the right thing. After all, demand should always exceed
supply, instead of the other way around.
You get to receive feedback. And feedback’s good. Feedback is helpful. It could
help you change what needs to be changed, and could help you turn your business
around for the better!
Deliver the right products, and keep the right people at hand. When there’s a
proper business process, everything else will follow. And when that happens, your
business will surely thrive.
On the Right Path
Make sure you make the right processes for your business. This way, you’d be able
to market your products and your brand well. And soon enough, you’d be as
successful as you want to be!

39
 Using the 4Ps of Marketing
The model can be used to help you decide how to take a new offer to market. It can
also be used to test your existing marketing strategy. Whether you are considering
a new or existing offer, follow the steps below help you define and improve your
marketing mix.
1. Start by identifying the product or service that you want to analyze.
2. Now go through and answer the 4Ps questions – as defined in detail above.
3. Try asking "why" and "what if" questions too, to challenge your offer. For
example, ask why your target audience needs a particular feature. What if
you drop your price by 5%? What if you offer more colors? Why sell through
wholesalers rather than direct channels? What if you improve PR rather than
rely on TV advertising?
4. Once you have a well-defined marketing mix, try "testing" the overall
offer from the customer's perspective, by asking customer focused
questions:
1. Does it meet their needs? (product)
2. Will they find it where they shop? (place)
3. Will they consider it's priced favorably? (price)
4. And will the marketing communications reach them?
(promotion)
5. Keep on asking questions and making changes to your mix until you are
satisfied that you have optimized your marketing mix, given the
information and facts and figures you have available.
6. Review you marketing mix regularly, as some elements will need to
change as the product or service, and its market, grow, mature and adapt
in an ever-changing competitive environment.

40
 ADVANTAGES OF MARKETING MIX
Marketing is critical to the development of strategic planning for many
organizations. Marketers are directly involved with the development of
processes that communicate and advertise the value of services and products to
clients. Marketing may involve sales, advertising, and the strategies adopted by
marketing teams to promote products and services to customers. There are
several important advantages associated with utilizing marketing within an
organization, including development of new product ideas, increased sales,
brand recognition and cost savings.
Brand Recognition
One of the most notable functions of marketing is creation and promotion of
corporate brands, according to Honeywell International, which participated in a
994 billion rupees merger with Allied Signal in 1999. This resulted in
capabilities that now incorporate business offerings in several new areas
including aerospace, electronics, home and building control, specialty
chemicals, consumer products and transportation industries. The success of the
merger and subsequent success of the company was due largely to brand
recognition. To stay competitive, companies have to reach out to as many
consumers as possible through as many channels as possible. Consumers have
to know who to buy from. A brand is instantly recognizable through a variety of
factors, which may include a slogan, name, symbol or reputation, as was the
case in Honeywell International, Inc.
New Product Ideas
In today’s technologically advanced global market, consumers shop until they
find products that are innovative. Marketing provides the advantage of showing
customers the latest and greatest a business has to offer. Companies that have
taken advantage of marketing in big ways include companies such as Apple,
41
which is always showing off the latest and greatest new technological electronic
or computer gadget to come to market. This can result in a big boon in sales.
Customers are going to buy innovative products. Marketers have to work
diligently to offer products that consumers want and then advertise them.
Increased Sales
Marketing brings increased sales when managed correctly. This typically comes
in the way of high rates of customer traffic. This may come from Internet traffic
generated by various means, including from email campaigns, traffic that comes
from business blogs, social media forums, product launches online or from
marketing efforts offline. These may include retailers that work to promote
services that feature selected products during certain seasons. Coupons or other
special discount offers are another way that marketers offer advantages to
organizations by increasing sales and the bottom line by improving consumer
interest in products.
Cost Savings
As sales peak and brand awareness increases, marketing efforts result in cost
savings as marketing expenses begin to decline. An in-house marketing team is
always less expensive than hiring a marketing or advertising agency to handle
marketing and promotional activities. Marketing agencies may offer certain
perks and advantages, but with time these efforts can become expensive.
Fortunately, even external marketing agencies can be cost-effective if managed
effectively. If this is an organization’s only option, packaged plans may help
reduce the cost associated with ad campaigns.
• State provides the essential services
• Private sector encouraged for profits
• Competition keeps prices low
• Consumer choice
42
 • Inefficient business behavior controlled

Disadvantages OF MARKETING MIX

Costs of Marketing
Although the digital revolution has somewhat evened the playing field, the truth is
that small business is still at a disadvantage, when it comes to grabbing their share
of eyeballs through their marketing efforts. Big data has great value, but accessing
that data is expensive, and you have to keep analyzing that data to stay abreast of
buyer trends. Launching a marketing campaign on your website can also be
expensive, especially if you’re using a pay-per-click strategy to attract more
prospects. Television and radio advertising spots are also costly, and even local
advertising space is at a premium, because there is so much competition for the
local audience.

Time and Effort May Not Yield a Return

Big brands can afford to spend time and effort working on a marketing campaign
that fails, because they have the resources to regroup and move on. As a small
business owner, however, the return on investment on a marketing campaign may
be low, and that means you have spent months crafting a strategy that did nothing
to help your bottom line. Even the most well-planned marketing campaigns fail,
and at the small business level, that can set you back for months.
• Heavy taxes reduce incentives to work hard or make profits
• Less efficient than private sector
• Excessive control over business activity can add costs and discourage
enterprise.

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 Creating and Aligning the Marketing Strategy
Inputs That Inform Marketing Strategy
To a great extent, developing the marketing strategy follows the same sequence of
activities used to define a corporate strategy. The chief difference is that the
marketing strategy is directly affected by the overall corporate strategy; that is, the
marketing strategy needs to work with—not apart from—the corporate strategy. As
a result, the marketing strategy must always involve monitoring and reacting to
changes in the corporate strategy and objectives.

In order to be effective, a marketing strategy must capitalize on the resources at its

disposal within the company, but also take advantage of the market forces that are
outside the company. One way to assess these different factors, or inputs, is by
conducting a situation analysis (also called a SWOT analysis). As you recall, a
SWOT analysis includes a review of the company’s internal strengths and
weaknesses and any external opportunities and threats that it faces.

Centering on the Target Customer

The marketing strategy defines how the marketing mix can best be used to achieve
the corporate strategy and objectives. The centerpiece of the marketing strategy is
the target customer. While the corporate strategy may have elements that focus on
internal operations or seek to influence external forces, each component of the
marketing strategy is focused on the target customer.
Recall the following steps of determining who your target customer is:
Identify the business need you will address, which will be driven by the corporate
strategies and objectives;

44
Segment your total market, breaking down the market and identifying the subgroup
you will target.
Profile your target customer, so that you understand how to provide unique value;
Research and validate your market opportunity.
Focusing the marketing strategy on the target customer seems like a no-brainer, but
often organizations get wrapped up in their own strategies, initiatives, and products
and forget to focus on the target customer. When this happens the customer loses
faith in the product or the company and turns to alternative solutions.

45
 Marketing Mix of McDonalds

The marketing mix of Mcdonalds consists of the various elements in the marketing
mix which form the core of a company’s marketing system and hence helps to
achieve marketing objectives. The marketing mix of Mcdonalds discusses the 4p’s
of the leading burger chain across India offering the tastiest burgers and french
fries.
Product :- McDonald’s places considerable emphasis on developing a menu which
customers want. Market research establishes exactly what this is. However,
customers’ requirements change over time. In order to meet these changes,
McDonald’s has introduced new products and phased out old ones, and will
continue to do so. Care is taken not to adversely affect the sales of one choice by
introducing a new choice, which will cannibalise sales from the existing one (trade
off). McDonald’s knows that items on its menu will vary in popularity. Their
ability to generate profits will vary at different points in their cycle. In India
McDonalds has a diversified product range focussing more on the vegetarian
products as most consumers in India are primarily vegetarian. The happy meal for
the children is a great seller among others.
Price :- The customer’s perception of value is an important determinant of the
price charged. Customers draw their own mental picture of what a product is
worth. A product is more than a physical item, it also has psychological
connotations for the customer. The danger of using low price as a marketing tool is
that the customer may feel that quality is being compromised. It is important when
deciding on price to be fully aware of the brand and its integrity.
In India McDonalds classifies its products into 2 categories namely the branded
affordability (BA) and branded core value products (BCV). The BCV products
mainly include the McVeggie and McChicken burgers that cost Rs 50-60 and the
46
BA products include McAloo tikki and Chicken McGrill burgers which cost Rs20-
30 This has been done to satisfy consumers which different price perceptions.
Promotion :- The promotions aspect of the marketing mix covers all types of
marketing communications One of the methods employed is advertising,
Advertising is conducted on TV, radio, in cinema, online, using poster sites and in
the press for example in newspapers and magazines. Other promotional methods
include sales promotions, point of sale display, merchandising, direct mail, loyalty
schemes, door drops, etc. The skill in marketing communications is to develop a
campaign which uses several of these methods in a way that provides the most
effective results. For example, TV advertising makes people aware of a food item
and press advertising provides more detail. This may be supported by in-store
promotions to get people to try the product and a collectable promotional device to
encourage them to keep on buying the item.
At McDonalds the prime focus is on targeting children. In happy meals too which
are targeted at children small toys are given along with the meal. Apart from this,
various schemes for winning prices by way of lucky draws and also scratch cards
are given when an order is placed on the various mean combos.
Place :- Place, as an element of the marketing mix, is not just about the physical
location or distribution points for products. It encompasses the management of a
range of processes involved in bringing products to the end consumer. McDonald’s
outlets are very evenly spread throughout the cities making them very accessible.
Drive in and drive through options make McDonald’s products further convenient
to the consumers.
People :-The employees in Mc Donalds have a standard uniform and Mc Donalds
specially focuses on friendly and prompt service to its customers from their
employees.

47
Process :-The food manufacturing process at Mc Donalds is completely transparent
i.e. the whole process is visible to the customers. In fact, the fast food joint allows
its customers to view and judge the hygienic standards at Mc Donalds by allowing
them to enter the area where the process takes place. The customers are invited to
check the ingredients used in food.

Physical evidence :- McDonalds focuses on clean and hygienic interiors of is

outlets and at the same time the interiors are attractive and the fast food joint
maintains a proper decorum at its joints.

48
 Hotel Marketing Plan

Place: product and service information are sold to the guest via personal selling,
direct marketing, advertising and the Internet. Delivery channels include travel
agents and international reservations systems.
Product: high quality facilities accompanied by exemplary personal service,
differentiated from competition quality with the overall brand strategy has proven
to be a successful approach generating high levels of repeat business.
Pricing:
Room rates quoted are net of tax and service, are per night, per room with
continental breakfast included:
• Corporate single -Rs.6745.00;
• Corporate double - Rs.8875.00;
• Corporate double deluxe - Rs.12426.00;
• Corporate suite - Rs.15976.00 (maximum occupancy 2 persons).
Conference room rates are net of tax and service, quoted per day use with tea and
coffee breaks (2) included:
• The Riverview Boardroom - Rs.18461.00;
• The Riverview Conference Hall - Rs. 22722.00;
• The Riverview Ballroom - Rs. 62130.00.

Promotion:
Promotion: primary focus will remain on mass communication via print ads in
trade publications and on the Internet. Direct mail campaigns to existing and
prospective clients will increase as a cost effective means of targeted campaigning.

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Personal selling in the local market will remain an important element of the mix in
order to continue to build long-term relationships within the local community and
generate high levels of corporate activity.
Public relations activities will continue to play an important role in the marketing
mix, presenting the hotel as a supportive member of the community
and participating in significant local events.

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 Conclusion
In my research in to this I have found that the marketing mix is a
very important aspect in marketing. Companies don't always
use all of the p's but most of the time will definetely use a
mixture of some.
In researching into this I have found that the importance of using
the main marketing mix 4p's Product, Price, Promotion and
Place a company will be able to succeed at the development of
products and the development of the company, when extended
mix is used a company exceeds results because they are on the
consumers side of the market.
The reason I believe this is if you look at apple the use the
extended mix in developing products that the consumer needs in
putting these in the right place at the right time for the right
price. When you look at apple you can see development in the
company in product development.
Marketing mix analysis is a fundamental step towards effective strategy.
Where other analysis are more related to environment and feasibility
analysis, the 4 Ps of marketing including the product itself, pricing,
placement and promotion are the four wheels of the vehicle on which the
path of an organisation's marketing success is actually dependent.

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JD’s marketing mix has created a unique position for the brand within
the mind of its consumers whilst remaining true to its corporate values.
The company focuses on stocking the products its consumers want, as
well as offering distinctive or exclusive ranges that can only be bought
at JD. This, combined with its choice of strategies for placing and
positioning the brand, has resulted in significant growth for the business.
By uniquely understanding and valuing consumers, JD continues to
grow within a difficult economic and competitive market. By constantly
adapting and changing its marketing mix through a focus on consumers,
it has effectively managed to stay ahead of the competition.

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 BIBLIOGRAPHY

WEBSITES:
www.wikipedia.org
www.scribed.com
www.studymode.com
www.marketmix.in
BOOKS REFERENCE:
4 P’S FOR CUSTOMER SATISFACTION- CHRISTIE KOONTZ
BUSINESS & ECONOMICS-LOGOS VERLAG BERLIN

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