marketing mix development

Presented by Sugiharto, SH. MM

Marketing management, discussing

principles of marketing, production

concept, product concept, selling concept the marketing concept

© Created by SUGIHARTO, SH.MM 2011 Marketing Management

MARKETING STRATEGY

The Marketing MIX The perspective to offer the customers

1st , the firm chooses the

product to meet the identified

need of the target segment

2nd , the right

distribution channel

is used to make the

product available

3rd , the firm creates eye

catching promotion

4th , the price platform

is acceptable to the

customer & firm


MARKETING STRATEGY

The Marketing MIX Product Planning

Pricing

Branding

Distribution channel

Personal Selling

Advertising

Promotions

Packaging

Display

Servicing

Physical Handling

Fact Finding and Analysis

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"


MARKETING STRATEGY

The Marketing MIX Target Market is The Key


MARKETING STRATEGY

The Marketing MIX The perspective


MARKETING STRATEGY

The Marketing MIX The 4P versus 4C

The Four Cs model is more consumer-

oriented and fits better in the movement from

mass marketing to niche marketing

The product is the physical product or service offered to the consumer.

In the case of physical products, it also refers to any services or

conveniences that are part of the offering.

Product and service decisions include aspects such as:

MARKETING STRATEGY

The Marketing MIX The PRODUCTS or SERVICES


MARKETING STRATEGY


How customers view your

product vs the competition...is it

higher quality, less expensive, or

more attractive?

Building loyalty and

connection to the

company and

products /services by

communicating a

unique image or

philosophy

Another way to

get attention

and to

differentiate

your product...a

form of

advertising and

promotion


MARKETING STRATEGY


Ask friends to give an opinion on the

positioning statement for the product

Salespeople,

distributors, and

retailers are asked what

they think of the position

statement

A group of potential customers

give feedback on blind product

reviews.

Produce a limited amount of product and sell

it in a defined geographic region to determine

if the product positioning is correct.


MARKETING STRATEGY


An image that is unique...that stands for

something distinctive...that “rings a bell”

in your mind.

Now, Branding must represent the

qualities and philosophy of the company

as much as the product

# Notice: In many TV ads rights now,

viewers don’t even know which brand is being

promoted often the name appears only briefly at

the end of the ads.


MARKETING STRATEGY


A number of very successful companies,

such as AIA and Starbucks Coffee are

resisting image positioning as the way to

communicate their message

Instead of promoting brand names, some

firms choose to communicate the

philosophy of their company,

which is at the core of all their products

and by its very nature differentiates these

companies from others in the market.


MARKETING STRATEGY


Pick a name that is descriptive and easy to

remember and Develop reputation on it

Create a logo/trademark that

symbolizes your business

Advertise a brand “personality”


MARKETING STRATEGY


Treat your employees well


MARKETING STRATEGY


the packaging must be designed and tested

for consumer response. It should serve the

functions for which it was designed. In

general, packaging should...

Tell what the product is…

Describe the Keys Benefits

Highlight the Company philosophy

Be Distinctive and Attractive

Use safe and recyclable materials


MARKETING STRATEGY



Intangible products are often

service based like the

tourism industry & the hotel

industry or codes-based

products like cell phone load

and credits.

MARKETING STRATEGY



MARKETING STRATEGY

The Marketing MIX The PRODUCTS or SERVICES today, manufacturers of products which are

built to customer order, for example, smart-

phones offer such a large range of

combinations of product features that

millions of variants of a single product are

possible Sony Ericsson Xperia Series


MARKETING STRATEGY


A product or process that is reliable, and

that performs its intended function is said

to be a quality product.

Quality in Business, has an interpretation

as the non-inferiority or superiority of

something

Perceptual

Conditional

Subjective attribute

and may be understood differently

by different people

Consumers may focus on the specification

quality of a product/service, or how it

compares to competitors in the marketplace


MARKETING STRATEGY


Product design can be defined as:

The Idea Generation

Concept Development

Testing and Manufacturing

Implementation of a

physical object or service


MARKETING STRATEGY

The Marketing MIX The PRICING

Pricing is replaced by cost,

reflecting the reality of the total

cost of ownership

Pricing decisions should take into

account profit margins and the probable pricing response of competitors.

and other options such as leasing

Includes List Price

Discounts

Financing


MARKETING STRATEGY

The Marketing MIX The PRICE

Pricing is the only mix which generates a

turnover for the organization. Pricing is

difficult and must reflect supply and

demand relationship.

Costs to promote it


MARKETING STRATEGY

The Marketing MIX The PRICE

Penetration

Skimming

Competition

Product Line

Bundling

Psychological


MARKETING STRATEGY

The Marketing MIX The PLACES

Place (or placement) decisions are those

associated with channels of distribution

that serve as the means for getting the

product to the target customers

Placement is replaced by the

convenience function

With the rise of internet and hybrid models

of purchasing, place is no longer as

relevant as before


MARKETING STRATEGY

The Marketing MIX The PLACE

Ease to find information

about a product

Channels of Distribution: the routes that products and services take from the time

they are produced to the time they are consumed.

Getting the product in a timely manner

Channels of distribution usually result in lower costs

Channels save time for buyers and sellers

Aspect to consider


MARKETING STRATEGY

The Marketing MIX The PROMOTION


MARKETING STRATEGY


Promotion decisions are those

related to communicating and selling to potential consumers

The promotions feature is replaced

by communication

Communications represents a

broader focus than simply

promotions


MARKETING STRATEGY


Communications can include :

Viral Advertising

any form of communication

between the firm and the consumer


THANK YOU

For LISTENING

Principles of Marketing DAY ONE

Presented by

Sugiharto, SH. MM

Re-programmed

Presentation created by

ugik013 Presentation Pro

Images provided by

Personal collections

Closing theme performed by

Josh Groban ‘you raise me up’

E-mail: [email protected]

STIE GICI Business School

© 2011

marketing mix development

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