Marketing Mix

• 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.
• Product
• Price
• Place
• Promotion
 Product 4Ps of PRICE
Marketing Mix List price
Product variety
Quality
Design Discounts
Features
Allowances
Brand name
Packaging Payment period
Sizes
Services
Credit terms
Warranties
returns

Target customers

Intended
positioning
Promotion PLACE
Advertising Channels
Personal selling Coverage
Sales promotion Locations
Public relations Inventory
Transportation
Logistics
 Product
• Anything that can be offered to the market
for attention, acquisition, use or
consumption that might satisfy a want or
need.

• Service: any activity or benefit that one

party can offer to another that is
essentially intangible in nature and does
not result in the ownership of anything.
 Levels of product
Augmented After
product sales
services

Packaging

De
tion

liv
alla

er
Brand

y
Quality
t
Ins

name Core
level
benefit or
service

Features Design
Core Product Actual
(Core warranty product
Credit
Problem
solving
benefits
 Product line
• A group of products that are closely related
because they function in a similar manner, are
said to be for the same customer groups, are
marketed through the same type of outlets or fall
within given price range.
• Product line length:
– the number of different products in a product line
– Depends on company objectives.
– The length of product line can be increased by
Stretching the line
 Product mix
• It has four dimension:

– Width
• No of different product lines the company carries;
• P&G: Paper, food, Household cleaning, Medicinal, Cosmetics, Personal care
etc.
– Length
• Total no of items the company carries with in its product line.
• P&G: 11 detergent brands, 8 hand soaps, 6 shampoos, 4 dish washing
detergent.

– Depth
• No pf versions offered of each product line.
• P&G: Crest toothpaste comes in 3 sizes, 2 formulation.
– Consistency
• How closely related the various product lines are in terms of end use,
production requirements, distribution channels etc.
Product Life cycle

13.5%
34% 34%
2.5% 16%
Early early Late
Innovators adopters majority majority Laggards