MARKETING MIX

The marketing mix refers to the set of actions, or strategies, that a company uses to promote its brand
or product in the market and those decisions and actions of the marketing mix are usually taken
essentially in 4 main areas which are: “Product policy”, “pricing policy”, “Communication policy”
and “Distribution policy”.

Those four elements have a particular name which is the “4Ps”: Price, Product, Promotion and Place.

Product: refers to the item or the service actually being sold. The product must deliver a good level of
performance in term of the satisfaction occurred by the customer and also the benefits of the company.
Marketers must ask themselves the question “what can I do to offer a better product to the target
consumer than my competitors” and based on the answer they reinvent, innovate and bring out their
products to stimulate more demand.

Price: refers to the value that is put for a product. It depends on costs of production, segment targeted,
demand and other direct and indirect factors. There can be several types of pricing strategies; the
choice of the most accurate one depends on the business plan of the company.

Place: refers to the point of sale. Catching the eye of the consumer and making it easy for her to buy
it, is the main aim of a good distribution or 'place' strategy. The availability of the product is an
important factor when it comes to the distribution.

And last but not least Promotion: that refers to all the activities undertaken to make the product or
service known to the user. This can include advertising, word of mouth, press reports, incentives,
commissions and awards to the trade. It can also include consumer schemes, direct marketing, contests
and prizes.

I personally think that all the elements are linked and influence each other. They make up the business
plan for a company and handled right, can give it great success. Focusing on one element and
neglecting the other can damage the balance of the activity and so the sales and the business could take
years to recover. The marketing mix needs a lot of understanding, market research and consultation
with several people, from users to trade to manufacturing and several others.

Oumaima Ajbilou - Group 1