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    4 Ps

    Uploaded by

    Aditi Rustagi
    This document discusses marketing management and the marketing mix, known as the "4 Ps" - Product, Price, Place, and Promotion. It explains how customers view these elements and provides strategies and components for each P. The document then expands the marketing mix to "7 Ps" by adding People, Process, and Physical Evidence. Finally, it assigns groups to develop marketing strategies for new brand offerings from existing brands like Speedo, Skechers, Adidas, and Fitbit in new categories using marketing communications.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    4 Ps

    Uploaded by

    Aditi Rustagi
    19 views18 pages
    This document discusses marketing management and the marketing mix, known as the "4 Ps" - Product, Price, Place, and Promotion. It explains how customers view these elements and provides strategies and components for each P. The document then expands the marketing mix to "7 Ps" by adding People, Process, and Physical Evidence. Finally, it assigns groups to develop marketing strategies for new brand offerings from existing brands like Speedo, Skechers, Adidas, and Fitbit in new categories using marketing communications.

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    4Ps

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    This document discusses marketing management and the marketing mix, known as the "4 Ps" - Product, Price, Place, and Promotion. It explains how customers view these elements and provides strategies and components for each P. The document then expands the marketing mix to "7 Ps" by adding People, Process, and Physical Evidence. Finally, it assigns groups to develop marketing strategies for new brand offerings from existing brands like Speedo, Skechers, Adidas, and Fitbit in new categories using marketing communications.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    19 views18 pages

    4 Ps

    Uploaded by

    Aditi Rustagi
    This document discusses marketing management and the marketing mix, known as the "4 Ps" - Product, Price, Place, and Promotion. It explains how customers view these elements and provides strategies and components for each P. The document then expands the marketing mix to "7 Ps" by adding People, Process, and Physical Evidence. Finally, it assigns groups to develop marketing strategies for new brand offerings from existing brands like Speedo, Skechers, Adidas, and Fitbit in new categories using marketing communications.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 18

    Marketing Management

    Marketing Process
    Marketing Process & Variables
    that make up the Marketing mix
    Marketing Management

    4 Ps
    Marketing Management

    How a customer sees “ 4 - Ps”

    Price Cost

    Promotion Communication

    Place Convenience

    Product
    Solution
    Marketing Management

    Product Strategies
    • The starting point of the “4
    Ps”

    • Core benefit,
    Product
    Basic product, Augmented
    product

    • For the customer this


    represents the ‘Benefit’ or
    ‘solution’
    Marketing Management

    Components of Product

    Product variety

    Quality

    Design & Features


    Product
    Brand name

    Sizes & Packaging

    Services & Warranties


    Marketing Management

    Distribution (Place) Strategies

    • Product availability where


    and when customers want
    them.
    Place
    • Involves all activities from
    raw materials to finished
    products
    Marketing Management

    Components of Place

    Channels

    Coverage

    Assortments
    Place
    Locations

    Inventory

    Transport
    Marketing Management

    Promotion Strategies

    • Role is to bring about


    exchanges with target
    markets
    Promotion
    • A - Attention
    I - Interest
    D - Desire
    A - Action
    Marketing Management

    Components of Promotion

    Personal selling

    Advertising

    Public Relations
    Promotion
    Direct marketing

    Sales promotion

    Branding
    Marketing Management

    Pricing Strategies

    • New product pricing


    Mkt skimming, Mkt
    Price penetration

    • Product Mix pricing


    Product-line, Optional
    features, Captive product,
    By product, Product
    bundling, Geographical
    pricing
    Marketing Management

    Components of Price
    List price

    Price validity

    Payment Terms
    Price
    Credit periods

    Discount structure

    Incentive schemes
    Marketing Management

    Moving to 7 Ps
    Marketing Management

    Components of People

    Employees

    Founders and
    management

    Culture
    People
    Training

    Customer Service
    Marketing Management

    Components of Process

    Ordering

    Delivery

    Production
    Process
    Response Time

    Standarisation

    Others
    Marketing Management

    Components of Physical Evidence

    Office/ Store

    Appearance

    Ambience
    Physical
    Evidence
    Recommendations

    Touchpoints

    Others
    Marketing Management

    Brands and the groups launching it

    1. Speedo Cosmetics

    2. Skechers Apparels

    3. Adidas Health Supplement

    4. Fitbit Outdoor events

    Some existing brands are planning to launch new offerings.

    Your group assignment is to plan a marketing oriented strategy for these


    new brands making effective use of marketing communications.
    Marketing Management

    Some existing brands are planning to


    launch new offerings.

    Your assignment is to plan a marketing


    oriented strategy for these new brands
    making effective use of marketing
    communications.
    Marketing Management

    Marketing Process & Activities

    Understand the organization’s mission


    Set marketing objectives
    Gather, analyze, interpret information
    Develop a marketing strategy
    Implement the marketing strategy
    Design performance measures
    Evaluate marketing efforts--change if needed

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