MARKETING

Marketing Equals the Four Ps

Part of marketing is identifying the mix of "Ps“
that makes your service unique. This is also
called your marketing mix. The next step is to
shape your marketing mix and position its
components to create a unique identity for your
business that attracts and retains customers.
Your market position is one or more selected
benefits or features that make your operation
unique and different.
4 P’s of marketing mix
The following steps will help you define your
marketing mix:
 Identify your target market.
 Determine what the target consumer
desires.
 Assess whether you have any advantages
over your competition in delivering the
desired service.
 Choose the position that is most valued by
the consumer.
 Product Place Price Promotion

Features Location List price Sales

Optional Frequency Discounts promotion
service Transportation Credit terms Personal
Product Distributors selling
quality Inventory advertising
Staff quality Publicity
Style
Brand name
Packaging
Guarantee
 Promotional marketing strategy

 Customer scheme – introduce schemes that will attract

the customers during the festive season such as Durga
pooja, Akshaya tritiya
 Category melas – introduce limited period offers
 Television advertising
 One very successful marketing technique is to send out
flyers to the population who are most likely to buy your
jewelry. In these flyers, you should have beautiful
pictures and descriptions of the jewelry, along with
discount offerings. When people receive coupons, or see
discounts, they are more likely to go to the store.
 Movie advertising
 Hoarding, FM radio
 Generate mailing lists from previous customers. Because
these people have purchased from you before, they will be
more likely to come back if they are given an additional
incentive.
 Another marketing avenue available to you as a jewellery
seller is the internet. Having your own website could
generate many sales, not just in the local area, but mail order
sales as well.
 professional looking display can sell ten times more jewellery.
 Offering customers free gift wrap increases the sales, so
provide a selection of different types of elegant pouches,
boxes, and bags.
 Senior Citizen Discounts: Special discounts for senior citizens,
a gradually increasing segment with specific needs, is a great
idea.
 Tie-ups with Banks: A tie-up with banks to provide special
discounts for customers who use their bank cards at your
retail outlet provides access to many potential customers at
negligible cost. Several banks are ready to do this.
 Surprise gift: Offer a surprise gift along with a service.
Getting something free in the most unexpected of
times always remains etched as one of the most
memorable experiences for customers.
 Old for New: This is an attractive scheme especially in
times when consumers are buying more.
 Establish a strong relationship with your customer.
 Range of Jewellery for the working woman of
today,every day wear jewellery, wedding collection.