MARKETING MIX

The marketing mix refers to the set of actions, or tactics, that a company uses
to promote its brand or product in the market. According to marketers, it’s what
makes your product unique and different from the competition.

The ‘P’s stand for each of the pillars of a marketing strategy, in essence, it is a
foundation model for businesses. More easily explained, it is the operational
part of a marketing plan- the nuts and bolts of it.
MARKETING MIX
MARKETING MIX
MARKETING MIX
MARKETING MIX – Four Ps

Product: iPhone, the product will

include every feature and design.
The cellular structure, variety of colors,
touchpad, and so on will fall under the
“‘product mix” part.

Pricing: Apple is a classic example of

a premium pricing strategy.
That means the product’s prices are
marked high owing to its high quality and
value.

Promotion: Apple invests a lot

in advertising, marketing, and appealing
promotional techniques.
As marketing has evolved, we have also
seen new, more innovative, and creative
ads for the iPhone. They are now also
involved in social media marketing.

Place: You can easily find iPhones

on online and offline platforms.
They are also available on giant e-
commerce stores like Amazon.
MARKETING MIX 4 Ps Example - iPhone
Four Ps
Four Ps
 CUSTOMER VALUE AND SATISFACTION

Value is the measure of the benefit gained from a product or service relative to the full cost
of the item.
In the process of the marketing exchange, value must be created.

Value = benefit - cost

Example 1: If you and I decide to give each other a $5 bill at the same moment, is value
created? I hand my $5 bill to you, and you hand yours to me. It is hard to say that either of us
receives a benefit greater than the $5 bill we just received. There is no value in the exchange.

Example 2: A machine dispenses bus tickets and will only accept $1 bill. A man in front of the
machine asks if you would be willing to give him four $1 bills in exchange for a $5 bill. You agree
to his proposal of exchanging four $1 bills for a $5. In that moment a $1 bill is worth $1.25 to
him. How does that make sense in the value equation? From his perspective, the ability to use
the bus ticket dispenser in that moment adds value in the transaction.

Value is not simply a question of the financial costs and financial benefits.
It includes perceptions of benefit that are different for every person.
 Value Is More Than Price

•Price plays an important role in defining value, but it's not the only consideration.

•Let's look at a few typical examples:

• Two products have exactly the same ingredients, but a customer selects the higher-priced
product because of the name brand.
- For the marketer, this means that the brand is adding value in the transaction.

•A customer shopping online selects a product but abandons the order before paying because
there are too many steps in the purchase process.
- The inconvenience of filling in many forms, or concerns about providing personal information,
can add cost (which will subtract from the value the customer perceives).

•An individual who is interested in a political cause commits to attending a meeting, but cancels
when he realizes that he doesn't know anyone attending and that the meeting is on the other
side of town.
- For this person, the benefit of attending and participating is lower because of costs related to
personal connection and convenience.
 Value Proposition

A business or marketing statement that summarizes why a consumer should buy a product or
use a service. This statement should convince a potential consumer that one particular product
or service will add more value or better solve a problem than other similar offerings.
Value Proposition Examples
TYPES OF MARKET STRUCTURES

Markets: “The set of all actual and potential buyers of a product or service.”
 MARKETING AND CUSTOMER RELATIONSHIPS

The CUSTOMER is considered the cornerstone of marketing.

The central purpose of marketing is to help organizations identify, satisfy, and retain their
customers.
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
CREATING CUSTOMER LOYALTY & RETENTION
CREATING CUSTOMER LOYALTY & RETENTION
FACTORS INFLUENCING CONSUMER DECISIONS

No two people make a decision in exactly the same way.

For example, as groups, men and women express very different needs and behaviors
regarding personal-care products.
Families with young children tend to make different dining-out choices than single and
married people with no children.
Psychological Factors
- Motivation

Maslow’s Hierarchy of Needs

Maslow's hierarchy of needs

is a theory of psychology
explaining human
motivation based on the
pursuit of different levels
of needs. The theory states
that humans are motivated
to fulfill their needs in a
hierarchical order.
This order begins with the
most basic needs before
moving on to more
advanced needs.
Maslow’s Hierarchy of Needs
Maslow’s Hierarchy of Needs
BUYING PROCESS STAGES
- The Consumer Decision Process

Marketing is all about keeping the customer happy at every stage of the decision-
making process, including postpurchase.
PRICING STRATEGIES

Pricing strategies refer to the processes and methodologies businesses use

to set prices for their products and services.

There are different pricing strategies to choose from but some of the more
common ones include:
• Value-based pricing
• Competitive pricing
• Price skimming
• Cost-plus pricing
• Penetration pricing
• Economy pricing
• Dynamic pricing
 PRICING STRATEGIES

Value-based pricing
With value-based pricing, you set your prices according to what consumers think your
product is worth. We're big fans of this pricing strategy for SaaS businesses.
Competitive pricing
When you use a competitive pricing strategy, you're setting your prices based on what the
competition is charging. This can be a good strategy in the right circumstances, such as
a business just starting out, but it doesn't leave a lot of room for growth.
Price skimming
If you set your prices as high as the market will possibly tolerate and then lower
them over time, you'll be using the price skimming strategy. The goal is to skim the
top off the market and the lower prices to reach everyone else. With the right
product it can work, but you should be very cautious using it.
Cost-plus pricing
This is one of the simplest pricing strategies. You just take the product production
cost and add a certain percentage to it. While simple, it is less than ideal for
anything but physical products.
 PRICING STRATEGIES

Penetration pricing
In highly competitive markets, it can be hard for new companies to get a foothold.
One way some companies attempt to push new products is by offering prices that
are much lower than the competition. This is penetration pricing. While it may get
you customers and decent sales volume, you'll need a lot of them and you'll need
them to be very loyal to stick around when the price increases in the future.

Economy pricing
This strategy is popular in the commodity goods sector. The goal is to price a
product cheaper than the competition and make the money back with increased
volume. While it's a good method to get people to buy your generic soda, it's not a
great fit for SaaS and subscription businesses.

Dynamic pricing
In some industries, you can get away with constantly changing your prices to match
the current demand for the item. This doesn't work well for subscription and SaaS
business, because customers expect consistent monthly or yearly expenses.
 PRICING STRATEGIES Examples

Streaming services
Have you noticed that you pay roughly the same amount for Netflix, Amazon Prime
Video, Disney+, Hulu, and other streaming services? That's because these
companies have adopted competitive pricing, or at least a form of it, called market-
based pricing.

Salesforce
When Salesforce first came out, they were the only CRM in the cloud. (It wasn't even
called 'the cloud' back then!) Armed with ground-breaking deployment and a target
customer of a large enterprise, Salesforce could charge what they wanted. Later,
after they'd grown, they were able to lower prices so small businesses could sign up.
This is a classic example of price skimming.

Dollar Shave Club

At one time, you couldn't turn on your TV without an ad for Dollar Shave Club telling
you how much cheaper they were than razors at the store. Although an
aggressive marketing strategy and advertising like that is unusual for the pricing
model, they were nevertheless employing economy pricing. It worked out well for
them. They were acquired by Unilever in 2016 for a reported $1 billion.
 MARKET SEGMENTATION

Market segmentation seeks to identify targeted groups of consumers to

tailor products and branding in a way that is attractive to the group.
MARKET SEGMENTATION
MARKET SEGMENTATION
MARKET SEGMENTATION
MARKET SEGMENTATION
 MARKETING STRATEGY

A marketing strategy is a long-term plan for achieving a company's goals by

understanding the needs of customers and creating a distinct and sustainable
competitive advantage. It encompasses everything from determining who your
customers are to deciding what channels you use to reach those customers.
MARKETING STRATEGY

1. UNDERSTAND YOUR CUSTOMER

Develop a clear picture of your target customer using market research and analysis.
Understand their pain points and the benefits of your solution.

2. ANALYZE THE MARKET

Some basic market research should allow you to find market data such as total available market, market growth
(historical numbers and projections), market trends, etc.

3. ANALYZE THE COMPETITION

Ask yourself what other choices your target customers have to solve their pain point. Research and assess the
strengths and weaknesses of each.
4. RESEARCH DISTRIBUTION CHANNELS
What is the best way to deliver your product or service to your target customers? This will impact your sales
strategy and your financials, as well as your marketing mix.

5. DEFINE YOUR MARKETING MIX

Check out this article about defining your marketing mix: Product, Price, Place andPromotion.

6. ANALYZE THE FINANCIALS

Put together your marketing budget and evaluate projected marketing ROI, customer acquisition costs, etc.

7. REVIEW AND REVISE

Continuously evaluate the effectiveness of your marketing strategy, and revise or extend as needed.
 SWOT ANALYSIS

SWOT is the acronym for analyzing Strengths, Weaknesses, Opportunities, and Threats, and is an effective
tool for developing an overall marketing strategy or planning individual campaigns.
SWOT ANALYSIS
SWOT ANALYSIS
SWOT ANALYSIS
SWOT ANALYSIS
SWOT ANALYSIS
TITLE - THREE CONCEPTS

Salinity Pressure Density

TITLE •1
OF THE FIRST
SECTION
This is the subtitle for the
section
TITLE

Adipiscing elit, sed diam

Nonummy nibh euismod rat volutpat
Sit amet, consectetuer
Adipiscing elit, sed diam
Nonummy nibh euismod rat volutpat
TITLE - WHITE

Adipiscing elit, sed diam

Nonummy nibh euismod rat volutpat
Sit amet, consectetuer
Adipiscing elit, sed diam
Nonummy nibh euismod rat volutpat
TITLE - GREEN

Lorem ipsum dolor

Sit amet, consectetuer
Adipiscing elit, sed diam
Nonummy nibh euismod rat volutpat
Sit amet, consectetuer
Adipiscing elit, sed diam
Nonummy nibh euismod rat volutpat
TITLE - TWO COLUMN SLIDE

OPTIONAL HEADER OPTIONAL HEADER

This is great for comparing two concepts Note 1

Remember to keep bullets short Note 2
Don’t include more than 2-4 Note 3
TITLE - THREE COLUMN SLIDE

Pacific INDIAN ATLANTIC

The largest and deepest The third largest ocean The second largest ocean
ocean, it extends from the that is approximately 20% that occupies an
Arctic Ocean to the of the water on the Earth’s elongated, S-shaped basin
Southern Ocean surface
IMAGE TITLE - WHITE

Place supplemental info here about the image

(optional)
IMAGE TITLE - GREEN

Place supplemental info here about the image

(optional)
 Place supplemental info here about the image (optional)

LONG IMAGE
TITLE - WHITE
 Place supplemental info here about the image (optional)

LONG IMAGE
TITLE - GREEN
TWO IMAGE
TITLE -
WHITE

Place supplemental info here about the

images (optional)
TWO IMAGE
TITLE - GREEN

Place supplemental info here about the

images (optional)
BIG IMAGE
CAPTION
 From my perspective, I absolutely believe in a greater spiritual
power, far greater than I am, from which I have derived strength in
moments of sadness or fear. That's what I believe, and it was very,
very strong in the forest.

Jane Goodall
BIG CONCEPT OR IDEA
TITLE - DATA

154
Number of national forests in the US

193
Acres in millions of forest land

60,065
Number of tree species in the world
CITATIONS

1. Always include your sources for content and images.

2. Provide inline citations or use a slide at the end.
3. Use multiple slides if necessary.
4. Sample Image citation - “Roseate Skimmer” by TexasEagle is licensed under CC BY-NC.
THANK YOU
TITLE
OF THE SECOND
SECTION
This is the subtitle for the
section
TITLE
OF THE THIRD
SECTION
This is the subtitle for the
section
TITLE
OF THE FOURTH
SECTION
This is the subtitle for the
section
TITLE
OF THE FIFTH
SECTION
This is the subtitle for the
section
TITLE
OF THE SIXTH
SECTION
This is the subtitle for the
section
ICONS

This is a slide of icons that you can

choose to place in other parts of your
presentation.

Copy and paste any of these onto

another slide. They can be scaled
without losing quality.