Marketing Management Marketing Mix of Anytime Biscuits

Presented To: Ahmed Farooq

Presented By: Aamir Aziz 22nd Feb 2010

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What is Marketing Mix?

Marketing-mix represents a blending of decisions in four areas-product, pricing, promotion and physical distribution. These elements are inter-related because decision in one area usually affects actions in the others. The basic purpose to determining the marketing-mix is to satisfy the needs and wants of the customers in the most effective manner. As the needs of customers and the environmental factors change, the marketing-mix is also changed. Thus, marketing-mix is a dynamic concept. It concentrates on how to satisfy the needs of the customers. Components and iof marketing-mix: a. Product. Product-mix involves planning, developing and producing the right types of products and services to be marketed by the firm. It deals with the product range, durability and other qualities and other features. In short, product planning and development involves decisions about: (i) quality of the product (ii) size of the product, (iii) design of the product (iv) volume of the production (v) packaging (vi) warranties and after-sales service, b. Price: It is one of the most difficult tasks of the marketing manager to fix the right price. The marketing manager has to do a lot of exercise to determine the price. He should determine the price in such a way that the firm is able to sell its products successfully. Pricing also involves establishing policies regarding credit, discount, delivery and payment. Right price can be determined through pricing research and by adopting test marketing techniques.

Foods c. Promotion. Promotion deals with informing and persuading the customers regarding the firm's product. It involves decisions about advertising, giving free articles on purchase of the particular commodities, conducting contests, role of personal selling are important tools to promote the sale of precuts of a firm. The use of promotional activities like contests, free distribution of samples etc., is also significant. Thus, a mix of advertising, personal selling and sales promotion are used for the promotion of a firm and its products. The promotional tools are briefly described below: (i) Advertising: Advertising is a tool which the marketing manager uses to communicate a message to consumers through newspapers, magazines, television, etc. (ii) Personal Selling: Personal selling is another means of communicating to consumers, and consists of direct person- top- person interaction between salesman and customers. (iii) Sales Promotion. Sales promotion includes all the methods of communicating with the consumers except advertising and personal selling. It includes free samples, premium on sale, contests, displays, shows and exhibitions, etc. d. Place or physical Distribution. Place-mix includes activities that are necessary to transfer ownership of goods to customers and to make available goods at the right time and place at which the products should be displayed and made available to the customers. It is management's responsibility to select and manage trade channels through which the products will reach the customer at the right time
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Foods and to develop a physical distribution system for handling and transporting the products through these channels. The important channels used for physical distribution of goods are wholesalers and retailers. In some cases the manufacturer even owns the retail outlets. The important questions include: Will the product be transported to middlemen by rail or by truck? If by truck, should the company buy its own vehicles or engage a transporter to do the transporting? What is the best route over which the goods should be moved? These are some of the decisions which the marketing managers have to take in the field of physical distribution.

History of Biscuits
The history of biscuits can be traced back to a recipe created by the Roman chef Apices, in which "a thick paste of fine wheat flour was boiled and spread out on a plate. When it had dried and hardened it was cut up and then fried until crisp, then served with honey and pepper." The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and 'Coctus' (meaning cooked or baked). The word 'Biscotti' is also the generic term for cookies in Italian. Back then, biscuits were unleavened, hard and thin wafers which, because of their low water content, were ideal food to store.

Azfa Foods
Azfa Foods was formed by group of 3 individuals in 2007, to locally produce foods products that have international quality. At the moment the company is only producing Biscuit products but has plans to produce other food products in future. A small factory was setup in the suburbs of Karachi to manufacture biscuits. Now only three years later that factory has been shifted to industrial area with a bigger facility. The company currently has 2 ranges of Biscuit products which are: i) Plain Biscuits and ii) Peanut Biscuits. Now in 2010 the company is launching a new product by the name of Anytime Biscuit.

Foods a. Ingredients Anytime Biscuits are cream filled biscuits which will be launched in 3 flavors: i) Chocolate, ii) Vanilla and iii) Strawberry. The base ingredients are: Flour Sugar Baking Powder Flavor Cream Butter

Marketing Mix Anytime Biscuits

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