Total Marks 0

Irrelevant Answer MC 090201893

Muhammad Faisal Ashraf
Assignment # 01

Solution:-

Right Marketing Mix Combination Framework: Analytical Tool to understand the

Success or failure of a brand there has been a simple secret to success in marketing and
that is designing and developing right marketing mix combination for any product offered
by any business. Generally it is advocated that if a right product is delivered to a right
customer at a right price and at a right place and supported by right promotion it succeeds
to win customer. Some practitioners and theorists in marketing believe that mainly the
time factor makes the four Ps right which is partially true because time is not the whole
but a partial factor. What actually makes marketing mix combination right? This is
known to marketing students and practitioners that marketing mix is the combination of
four Ps of product, price, place & promotion which if match with their corresponding
four Cs of customer solution, customer affordability, customer convenience and customer
communication result in right marketing mix combination.

It is clear from the introductory paragraph that if for any market offering marketers
develop 4Ps according to 4Cs then success is guaranteed. And failure to match 4Ps with
4Cs may lead to the failure of a brand/market offering. We all know that each P of
marketing mix has further parts and details which fulfill different needs and sub needs of
a customer. Here we are not concerned with the details of four Ps rather our sole intention
is to use right marketing mix combination as a framework to analyze the causes of
success and failure of a brand/ market offering. Following is the concept of Right
Marketing Mix Combination Framework:

Right Marketing Mix Combination Framework:

Product Customer Solution
Price Customer Affordability
Place Customer Convenience
Promotion Customer Communication

Question is this that what is presented in the table above is not new except its title as it is
being used by theorists and practitioners in marketing after this idea was presented by
James Culliton in 1948, then what is new? In fact this framework is being used in a new
way as an analysis tool to understand the success and failure of a brand/market offering.

How to use?
Any product or brand or market offering which needs to be analyzed it should be selected
one by one to be tested on each P vs C criterion to judge whether each P matches with
its corresponding C or not. If all Ps match with all corresponding Cs then it means from
marketing point of view product is a success and if the case is otherwise then reason of
failure will be obvious.

Now to better understand the things we first take the examples of some failed and then
some successful brands/market offerings. Candia a brand of drinking milk introduced by
then CDL (Now Haleeb Foods) under the license of a European company in plastic bottle
but it failed soon after its introduction. If we try to know the reason by applying the
framework we will do it as follows:

1. Was product right? or was it as per the solution customer was looking for?
Analysis shows that Candia’s color was not as white as Pakistani customers expect and
its packaging was also not liked. Second it was positioned as drinking milk whereas in
Pakistan milk is considered a multi functional product so product was not right as it was
not as per the solution customer was looking for.

2. Was price right? or Was it affordable for the customer or customer was ready to
pay?
 Analysis shows that Candia was priced higher than other premium quality milk brands
which was not justified given its product and rejected by customers. So its price was not
right.

3. Was promotion right? or Was its message effectively communicated to the

customer?

 Analysis shows that Candia’s message was well communicated so its promotion was
right. 

4. Was place right? Or was it distributed as per the convenience of customers?

Analysis shows that it was easily available so its distribution was also right.

Conclusion: Above discussion is the example of application of Right Marketing

Mix combination Framework by which the reason of failure of a brand we have come to
know and corrective measures can be taken to make offering right.