Marketing Mix

Presented by Balachandar K. MBA., PGDRM.

Business – Needs and wants.

Market – place where buying and selling activities takes place.

Philip Kotler defines marketing as “satisfying needs and wants through an exchange process”

Marketing concept

• Production concept• Product concept• Sales concept• Marketing concept• Societal Marketing concept. – Taking care of

customer to get long term benefit.

Marketing Strategy = Marketing Mix + Target Segment.

Marketing mix or 4P’s

Marketing manager as a “mixer of ingredients” - James Culliton, 1940.

Marketing mix -Neil H. Borden, 1953.

E. Jerome McCarthy - 1960

Bob Lauterborn, Professor North Carolina

Supply side model - Chekitan Dev and Don Schultz

4P’s 4C’s SIVA Model 4V’s

Product Consumer wants and needs

Solution Validity

Promotion Communication Information Vogue

Price Cost to satisfy Value Value

Place Convenience to buy product

Access Venue

4P’s 4c’s SIVA Model 4V’s

ProductIPhone 2.0

2G

Consumer wants and needsIPhone 3g and 3gs ( No front camera) 3G

SolutionIPhone 4(Phone with front camera)4G

ViabilityIPhone 4s ( Personal assistant SIRI)4G. Usage of plastic bags banned.

Promotion.Just conveying about the product.

CommunicationInteractive program. Two way communication. Using web address, phone number, creative. Credit cards.

Information( Giving details). Through blogs, Videos.

Vogue( Communication should be of two ways and should match the trend of the market) Eg: Diwali, Christmas, Aadi salePopular, Acceptable.

Price. ( You didn’t looked for other cost involved in buying the product)

Cost to satisfy(Include the cost involved such as transportation, time spent)

Value (This emphasize more on the value they got by paying the price)

Value(This emphasize more on the value they got by paying the lowest price).

Place(Retailer, Wholesaler, Distributors, Inventory, Warehouse)

Convenience (Pre order online – IPhone 4s, Flipkart.com, Door delivery)

Access (Ease of buying a product should be there. Also it should reach in specific time)

Venue( Even your own place can be a marketing place, Pizza delivered at home, Internet sales, Internet banking)

Insights of Marketing Mix

For references:-•http://vivek-markadiser.blogspot.com/2010/03/evolving-marketing-basics-4-vs-for-4-cs.html•http://www.customfitfocus.com/marketing-1.htm•http://www.daden.co.uk/models/siva_marketing_model.html•thisayakorn.hubpages.com/hub/marketing-4Ps-4Cs-4Vs•http://www.netmba.com/marketing/mix/•http://www.sales-and-marketing-for-you.com/define-marketing-mix.html•http://www.sales-and-marketing-for-you.com/what-is-the-marketing-mix.html•Obviously:- Philip Kotler – Marketing Guru.