Marketing Mix

What is Marketing?
Marketing is the process of discovering and translating
consumer wants into products and services and then
in turn making it possible for them to enjoy the
products and services
Discovering consumer
wants

Translating into products

and services

Customer Satisfaction
Marketing involves finding out
what your customers want and
supplying it to them at a profit
Marketing v/s Selling
 Focuses on  Focuses on seller’s
consumer’s needs needs.
 Consumer enjoys  Product enjoys supreme
supreme importance importance
 Product planning and  High pressure selling to
development to match sell goods already
products with markets produced.
 Converting consumer  Converting products
needs into products into cash
 Cavet Vendor (let the  Cavet emptro (let the
seller beware) buyer beware)
 Marketing v/s Selling
Focus Means Objectives

Selling Selling and Profits through sales

concept Products
promotion volume

Marketing Consumers’ Integrated Profits through

concept needs Marketing consumer satisfaction

The marketing concept calls for goal-oriented approach.

The objective is to earn profits through customer satisfaction.
What is Marketing Planning?

Marketing planning is to inject the philosophy

of consumer orientation into the total
business system and serves as a guide to the
organisations’ efforts.
 What is Marketing Mix?
 It is the combination of four inputs which
constitute the core of a company’s marketing
system:
 product,
 price structure,
 promotional activities
 distribution system

www.learnmarketing.net/marketingmix.htm
Purpose of Marketing Mix
The purpose of marketing mix is to
satisfy the needs and wants of the
customers in most effective and
economical manner
Elements of Marketing Mix
Lets explore Marketing Mix
Problem
 Some fast moving consumer good
(FMCG) are experiencing a decline in
the demand and thus losing their
market share
Your Project
 Select one Fast Moving Consumer Goods
(FMCG) facing decline in the demand
 As a market researchers, conduct a case
study of each aspect – price, place,
promotion and product itself
 Prepare revival strategy multimedia
presentation of the product for the board of
directors
A Big Question
What is the right marketing mix
for your product?
Some questions to explore
 How can we determine a right
marketing mix?
 What are the factors that affect the
choice of the channel of distribution?
 What influences the price of a
commodity?
 In what ways can surveys help us to
make business decisions?
Project Scenario
 Stages
 Select one FMGC product facing decline in the demand

 Conduct survey for studying the trend of market

 Analyse the results and draw inferences

 Use online thinking tools for studying elements of marketing

mix of your products in detail

 Suggest revival strategy for your product

 Your distribution channel. Picture it with diagrams.

 Your pricing strategy. Indicate the price you will choose.

 Your advertising program

 Your plan to improve the product considering the

customer’s demand
 Create revival strategy presentation for board of directors
Remember
 To work in teams
 To note down your learning in journal
 To refer to the marketing mantra score
sheet for self evaluation
Go ahead and master the
Marketing Mantra

All the best

References
 http://www.freeworldacademy.com/ne
wbizzadviser/fw15.htm#8