Marketing Management

Commerce Department
Sanskriti School
BUSINESS STUDIES PROJECT –Marketing Management - XII
 The project is to be done on white inter-leaf sheets. Please avoid using colored sheets except for
the title pages.
 The project MUST BE handwritten. The total length of the projects will be at least 25-30 pages each.
The projects should be presented in a neat folder.
 Students have to preserve the initial drafts of the project as well as any research papers that they
may have used.
 The projects must be neat and well presented No whiteners to be used or written matter to be
crossed out. In case of any mistakes, redo the sheet.
 Do not number sheets or write dates unless so instructed by your teacher.
 Color graphs and pie charts (if it is relevant for any aspect of your project) to make them look
attractive. These may be printed with prior permission from your teacher.
 Guidelines for assessment of Project
ASSESSMENT :ALLOCATION OF MARKS

The Marks Will Be Allocated Under The Following Heads: Marks
1) Initiative, cooperativeness and participation :2
2) Creativity in presentation :2
3) Content, observation and research work :4
4) Analysis of situations :4
5) Viva :8
TOTAL : 20
Page 1 of General Guidelines for B St Project on Marketing, Order of Presentation and Theory to be Copied
OPTION 1: ELEMENTS OF MARKETING MANAGEMENT-
The Student is required to develop a market offering:
The students are required to do a simple market research with the objective of finding out a product
/service whose marketing may be profitable. They can choose one from this list or any other.
1. Toothpaste 2. Noodles 3. Shampoo 4. Bathing soap
5. Washing detergent 6. Washing powder 7. Lipstick 8. Moisturizer
9. Shoe polish 10. Pen 11. Shoes 12. Hair dye
13. Mobile 14. Chocolate 15. Sauces/ketchup 16. Ready soups
17. Body spray 18. Fairness cream 19. Hair oil 20. Roasted Snacks
21. Jeans 22. Pickles 23. Squashes 24. Jams
25. Salt 26. Bread 27. Butter 28. Shaving cream
29. Razor 30. Cheese spreads 31. Baby Products 32. Watches
33. Air Conditioners 34. Infant dress 35. Sunglasses 36. Fans
37. Fruit candy 38. Washing powder 39. Bathroom cleaner 40. Wipes
41. Shoe polish 42. Blanket 43. Baby Diapers 44. Hair dye
45. Adhesives 46. Refrigerator 47. Ladies footwear 48. Ready soups
49. RO system 50. Fairness cream 51. Mixers 52. Roasted Snacks
53. Learning Toys 54. Pickles 55. Microwave oven 56. Music player
57. Pencil 58. Eraser 59. Water bottle 60. Furniture
61. Newspaper 62. Nail polish 63. Pen drive 64. DTH
65. Car 66. Kurti 67. Cosmetology product 68. Cutlery
69. Breakfast cereal 70. Suitcase/airbag 71. Coffee 72. Wallet
73. Crayons 74. Jewellery 75. Water storage tank 76. Ladies bag
77. Saris 78. Cycle 79. Bike 80. Crockery
81. Camera 82. Invertors 83. Washing machine 84. Tea
 The identified product should not be items whose consumption /use is discouraged by the society
and government like alcohol products/ pan masala and tobacco products, etc.
 Identify one product/service from the above which you may like to manufacture/provide [pre
assumption].
 The students are not to prepare their project on any existing brand. They need to create their own
brand name etc.
 The questions that you need to do research are as follows:
PRODUCT
1. Why have they selected this product/service?
2. Find out ‘5’ competitive brands that exist in the market.
3. What permission and licenses’ would be required to make the product?
4. What are your competitors Unique Selling Proposition.[U.S.P.]?
5. Does your product have any range give details?
6. What is the name of your product?
7. Enlist its features.
8. Draw the ‘Label’ of your product.
9. Draw a logo for your product.
10. Draft a tag line.
11. How will your product be packed?
PLACE
12. Which channel of distribution are you going to use? Give reasons for selection?
13. Decisions related to warehousing, state reasons.
14. What means of transport you will use and why?
PRICE
15. What is the selling price of your competitor’s product?

(i) Selling price to consumer
(ii) Selling price to retailer
(iii) Selling price to wholesaler
16. What is the profit margin in percentage to the
 Manufacturer.
 Wholesaler.
 Retailer.
17. What is going to be your selling price?

(i) To consumer
(ii) To retailer
(iii) To wholesaler
18. What cost effective techniques will you follow for your product. What cost effective techniques will
you follow for your promotion plan.
PROMOTION
19. List 5 ways of promoting your product.

20. Any schemes for
(i) The wholesaler
(ii) The retailer
(iii) The consumer
21. What is going to be your ‘U.S.P?
22. Draft a social message for your label.
Marketing Management - Final Presentation
Commerce Department
Sanskriti School
Order of Presentation of the Elements of Marketing Management:
1. Cover page 8. Planning and activities done

2. Title page during the project
3. Certificate of Authenticity 9. Observations and findings
4. Index 10. Conclusions
5. Acknowledgements 11. Learning from project
6. Preface 12. Appendix
7. Introduction 13. Teacher’s Observations
1. Cover page
 Design an attractive cover
2. Title Page That Should State:

i. Business Studies Project: Elements of Marketing Management
ii. Name:
iii. School:
iv. Year:
v. Roll No:
3. Certificate of Authenticity
 Print the Certificate
4. Index:
 Print the Index in the above order
5. Acknowledgements
I , ______________________, do hereby declare that this project is my original work and I would like
to thank Ms _______________________, my Business Studies teacher, for her wholehearted support
and guidance for making it possible to complete this project on time. I would also like to thank CBSE
for giving us an opportunity to widen our knowledge base by introducing this topic of study and my
school for giving us this subject option.
I would also like to thank my friends and family members for their kind support and guidance
without which this project could not have been completed.
(Acknowledge the institutions, the places visited and the persons who have helped)
6. Preface - One page containing in a concise manner, the details about the entire project. Any person who
wants to know about your project should be able to understand it on reading the Preface. You are required
to give the following details:
 Name of Project: Element of Marketing Mix.

 Problem Statement / Objective Of Project:
 The objective of the project is to develop a detailed marketing plan for introducing
_______________________ and covering the aspects of Product, Price, Place and
Promotion.
 Examples of Objectives that you can write are:
i. To identify our target market and find out their key needs.
ii. To find out the possibility of marketing a ______________________
iii. To conduct a market survey that will give an indication about whether the product that I have
designed meets the needs of my target market.
iv. To help me get an idea about the price range at which I should offer my product.
v. To find out what channel of distribution I should use to distribute my product.
vi. To identify the similarities and differences between my products and customers and my
competitors' products and customers?
vii. To understand when do customers buy? Are there seasonal factors?
viii. To find out what do customers buy? Can complimentary products or services be offered?
ix. To find out how do customers buy? Cash, credit, etc.?
x. To understand why do customers buy? Convenience, price, quality, reputation, location,
selection, brands, impulse, etc.?
7. Index
 Print or make an index in the order of presentation.
8. Introduction
 Give the following information:
1. What is Project Work
2. Also give in about 3 to 4 pages:
a. Why have you selected this project
b. What did you expect to find out
c. Give an introduction of Marketing
d. Give details about the 4 P’s of marketing Mix.
e. Give some historical background of your product if possible.
9. Planning and Activities Done During the Project
 You need to give details here about what were the activities that you undertook to do
your project. Such as
1. How you decided on the topic and the poduct
2. Did you take interviews etc
3. How the analysis was done.
 Give them in a sequence.
10. Observations and Findings

 You need to analyze the responses and derive conclusions that will be the data for future
decisions.
 This may be done question wise
 For each question,
i. Give the definition of the topic in question in one para.
ii. In the next para, give your observations about how the organization that you are
studying or will start has dealt with that aspect
11. Conclusions
 Summarized suggestions or findings, future scope of study.
 Give this as a summary of your study for the topic studied specifying:
 The relevance of the topic in today’s context
 A summary of your findings in the order in which you have presented your project
12. Learning from the Project

Can be given as:
 How you have been able to relate the theory in your syllabus to its practical application.
 Anything else that you feel you have learnt about the real functioning of an organisation.
 Any other skills developed such as such as skills of team work, problem solving, time management,
information collection, processing, analyzing and synthesizing relevant information to derive meaningful
conclusions etc
 Also, answer the following:
o How did you initially decide on the topic
o Did you take advice from anyone or refer to any publication? Why?
o Did you feel you needed to rework your strategies?
o If you were to do this activity again, what would you do differently?
13. Appendix
 Persons/Firms Consulted
 Books Referred To, Including your Text Book
 Websites Referred to
14. Teachers Observations:

 Paste the Project Evaluation Performa
THEORY TO BE COPIED
MARKETING MANAGEMENT
Marketing management is a business discipline which focuses on the practical application

of marketing techniques and the management of a firm's marketing resources and
activities. Globalization has led firms to market beyond the borders of their home countries,
making international marketing highly significant and an integral part of a firm's marketing
strategy. Marketing managers are often responsible for influencing the level, timing, and
composition of customer demand accepted definition of the term. In fact, this is because the role
of a marketing manager can vary significantly based on a business's size, corporate culture,
and industry context. For example, in a large consumer products company, the marketing
manager may act as the overall general manager of his or her assigned product. To create an
effective, cost-efficient marketing management strategy, firms must possess a
detailed, objective understanding of their own business and the market in which they operate.
What is marketing?
The definition that many marketers learn as they start out in the industry is:
Putting the right product in the right place, at the right price, at the right time.
So it can be said that marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large.
The marketing mix and the 4 Ps of marketing are often used as synonyms for each other. In fact,
they are not necessarily the same thing.
What can be marketed:

 Physical Products : DVD player, Motor cycle, ipods, Cell phone, Footwear,Television,
Refrigerator.
 Services : Insurance, Health Care, Business Process Outsourcing,Security, Easy Bill
service, Financial Services(Investment),Computer Education, Online Trading.
 Ideas : Polio Vaccination, Helpage, Family Planning, Donation of Blood (Red cross),
Donation of money on Flag Day (National Foundation for Communal Harmony).
 Persons : For Election of Candidates for Certain Posts.
 Place : ‘Visit Agra – ‘City of Love’, ‘Udaipur – ‘The City of Lakes’,‘Mysore – The City of
Gardens’, ‘When Orisa celebrates,Eleven the God Join In’.
 Experience : Customised Experiences as Dinner with a cricketer (say Dhoni); Lunch with a
celebrity (say Bill Gates or Aishwarya Roy) or experience of Baloon Riding,
mountaineering, etc.
 Properties : Intangible rights of ownership of real estate in financial property (Shares,
Debentures).
 Events : Sports events (say Olympics, Cricket series), diwali mela, fashion show, music
concert, film festival, elephant race (Kerala Tourism).
 Information : Production packaging and distribution of information by organisations such
as by universities, research organisation, providing information as market information
(marketing research agencies), technology information.
 Organisations : For boosting their public image organisations such as Hindustan Lever,
Ranbaxy, Dabur, Proctor and Gamble,communicate with people. Example, Phillips says,
Let’s make Things Better’.
Marketing Mix
There are a large number of factors that affect marketing decisions. They can be classified as:
Non-controllable factors and Controllable factors.
To be successful, a firm needs to take sound decisions regarding controllable factors while
keeping the environmental factors in mind.
To develop marketing tools, marketing managers use controllable factors (Product, Price, Place,
Promotion) and the set of marketing tools that a firm uses to pursue its marketing objectives in
the target market is described as Marketing Mix.
Marketing mix is a general phrase used to describe the different kinds of choices organizations
have to make in the whole process of bringing a product or service to market. The 4Ps is one way
– probably the best-known way – of defining the marketing mix, and was first expressed in 1960
by E J McCarthy. The 4Ps are:
 Product (or Service), Place, Price and Promotion.
Product/Service
 Product mix relates to decisions regarding planning, developing and producing the right
type of products and services for the consumers.
 Product is the tangible/intangible product, which is goods/services/anything of value
that is offered to the market for exchange.It relates to not only the physical product but
also the benefits offered by the product from the customers’ point of view.
 It also includes the extended product- that is, what is offered to the customers by way of
after sales services, handling complaints etc. this decision is more important for durable
products.
 Important decisions in this area include deciding about the features and quality of the
product, its packaging, labeling, trademark and branding of products.
o What does the customer want from the product/service? What needs does it
satisfy?
 What features does it have to meet these needs?
Are there any features you've missed out?
 Are you including costly features that the customer won't actually
use?
o How and where will the customer use it?
o What does it look like? How will customers experience it?
o What size(s), color(s), and so on, should it be?
o What is it to be called?
o How is it branded?
o How is it differentiated versus your competitors?
o What is the most it can cost to provide, and still be sold sufficiently profitably?
(See also Price, below).
Place Mix:
 Set of decisions that need to be taken in order to make the product available for purchase
and consumption of the target market at the right place, in the right time and at the right
price.
 It includes all the activities involved in transferring ownership and physical possessions of
the product o the consumer.
 It involves the following decisions:
o Channels of distribution- selection of intermediaries/dealer to reach the customers,
providing support to the intermediaries etc.
o Physical distribution - managing inventory, storage, warehousing and transportation
of goods from the place where they are produced to the place where it is required by
the buyer.
 Where do buyers look for your product or service?

 If they look in a store, what kind? A specialist boutique or in a supermarket,
or both? Or online? Or direct, via a catalogue?
 How can you access the right distribution channels?
 Do you need to use a sales force? Or attend trade fairs? Or make online
submissions? Or send samples to catalogue companies?
 What do you competitors do, and how can you learn from that and/or
differentiate?
Price Mix:
 It is a value that a buyer passes on to the seller in lieu of the product or services provided.
 It is a source of revenue for the seller.
 Marketer needs to analyze the objectives of setting price and analyze the factors that
determine the price.
 Decision also includes pricing methods, pricing strategies, pricing policies, price changes,
discounts to be offered, credit terms etc.
 Price is the cost the customers has to bear for the product and so must be set so that the
customers perceive the price to be in lieu with the value of the product.
 What is the value of the product or service to the buyer?
 Are there established price points for products or services in this area?
 Is the customer price sensitive? Will a small decrease in price gain you extra market
share? Or will a small increase be indiscernible, and so gain you extra profit
margin?
 What discounts should be offered to trade customers, or to other specific segments
of your market?
 How will your price compare with your competitors?
Promotion Mix:
 These are activities undertaken to persuade and motivate people to buy their products.
 It involves communicating the features, attributes, availability, merits etc of the product to
both the customers and the participants in the channels of distribution in order to achieve
sales goals.
 Tools used include advertising, sales promotion, personal selling, public relations etc.
 Where and when can you get across your marketing messages to your target
market?
 Will you reach your audience by advertising in the press, or on TV, or radio, or on
billboards? By using direct marketing mailshot? Through PR? On the Internet?
 When is the best time to promote? Is there seasonality in the market? Are there any
wider environmental issues that suggest or dictate the timing of your market
launch, or the timing of subsequent promotions?
 How do your competitors do their promotions? And how does that influence your
choice of promotional activity?
The 4Ps model is just one of many marketing mix lists that have been developed over the years.
Product
Covering the Decision Areas:
1. Selection of This Product/Service
2. Competitive Brands
3. Permission and Licenses
4. Competitors Unique Selling Proposition. [U.S.P.]
5. Product Range
6. Name of the Product
7. Features of the Product
8. Label
9. Logo
10. Tag line
11. Packaging
Product is actually a complex, multidimensional concept. It is defined broadly enough to include
services, programs, and attitudes and includes whatever you are offering the target market in an
effort to meet their needs. It involves all tangible and intangible aspects of the good or service
you offer your target market. These are things which have value and are balanced against the
value you expect to receive from the target consumer. A product is seen as an item that satisfies
what a consumer demands. It is a tangible good or an intangible service. Tangible products are
those that have an independent physical existence. Typical examples of mass-produced, tangible
objects are the motor car and the disposable razor. A less obvious but ubiquitous mass-produced
service is a computer operating system.
Every product is subject to a life-cycle including a growth phase followed by a maturity phase
and finally an eventual period of decline as sales falls. Marketers must do careful research on
how long the life cycle of the product they are marketing is likely to be and focus their attention
on different challenges that arise as the product move.
The marketer must also consider the product mix. Marketers can expand the current product mix
by increasing a certain product line's depth or by increasing the number of product lines.
Marketers should consider how to position the product, how to exploit the brand, how to exploit
the company's resources and how to configure the product mix so that each product
complements the other. The marketer must also consider product development strategies.
Product Mix: Elements of product mix include Branding, Packaging and Labelling.
Decision areas related to product mix include:
1. The product combination or range offered to the buyer
2. Unique Selling Proposition of the product
3. Technology used for manufacturing
4. Brand ,logo and tagline
5. Label
6. Packaging
Place
1. Channels of distribution
2. Warehousing
3. Transportation
Place Mix refers to providing the product at a place which is convenient for consumers to
access. Various strategies such as intensive distribution, selective distribution, exclusive
distribution and franchising can be used by the marketer to complement the other aspects
of the marketing mix.
 A set of decisions needs to be taken to make the product available to customers for
purchase and consumption.
 The marketer needs to make sure that the product is available at the right quantity, at the
right time and at the right place.
 It requires development of:
o Channels of distribution
o Physical distribution of products.
a) Channels Of Distribution:
 Path taken by the good in their movement from the place of production to the place of
consumption.
 Includes a series of firms/individuals/people/institutions/merchants and functionaries
who form a network which helps in the transfer of title to a product from the producer to
the end consumer.
 They help to overcome time, place and possession gaps that separate the goods and
services from those who need/want them from those who want them.
 Thus, intermediaries in the channel of distribution help to:
 Assist in transferring title to goods from the producers to consumers.
 Bring economy of effort
 Cover large geographical area and bring efficiency in distribution
 Transportation, storage and negotiation
 Make various items available at one place
 Serves as an authentic source of market information.
b) Physical Distribution
o Involves physical handling of and movement of goods from the place of production to the
place of consumption.
o Creates time and place utility
o Involves decisions with regard to inventory, storage and warehousing, transportation and
order processing.
Price
1. Selling Prices
2. Profit Margins
3. Cost effective techniques followed for promotion
Price refers to the amount a customer pays for the product. The price is very important as it
determines the company's profit and hence, survival. Adjusting the price has a profound impact
on the marketing strategy, and depending on the price elasticity of the product, often it will affect
the demand and sales as well. The marketer should set a price that complements the other
elements of the marketing mix.
When setting a price, the marketer must be aware of the customer perceived value for the
product.
Pricing is one of the most important elements of the marketing mix, as it is the only mix, which
generates a turnover for the organisation. The remaining 3p’s are the variable cost for the
organisation. It costs to produce and design a product, it costs to distribute a product and costs to
promote it. Price must support these elements of the mix. Pricing is difficult and must
reflect supply and demand relationship. Pricing a product too high or too low could mean a loss
of sales for the organisation.
Pricing Factors
Pricing should take into account the following factors into account:
1. Fixed and variable costs.
2. Competition
3. Company objectives
4. Proposed positioning strategies.
5. Target group and willingness to pay
An organisation can adopt a number of pricing strategies, the pricing strategy will usually be based on
corporate objectives.
Types of Pricing Strategy
Pricing
Definition Example
Strategy
Here the organisation sets a low price to

Penetration increase sales and market share. Once market A television satellite company sets a low price to get subscribers then
Pricing share has been captured the firm may well increases the price as their customer base increases.
then increase their price.
The organisation sets an initial high price and

then slowly lowers the price to make the A games console company reduces the price of their console over 5 years,
Skimming
product available to a wider market. The charging a premium at launch and lowest price near the end of its life
Pricing
objective is to skim profits of the market layer cycle.
by layer.
Setting a price in comparison with

Competition competitors. Really a firm has three options Some firms offer a price matching service to match what their
Pricing and these are to price lower, price the same or competitors are offering.
price higher
An example would be a DVD manufacturer offering different DVD

Product Line Pricing different products within the same recorders with different features at different prices eg A HD and non HD
Pricing product range at different price points. version.. The greater the features and the benefit obtained the greater the
consumer will pay. This form of price discrimination assists the company
21
in maximising turnover and profits.
The organisation bundles a group of products This strategy is very popular with supermarkets who often offer BOGOF
at a reduced price. Common methods are buy strategies.
Bundle Pricing
one and get one free promotions or BOGOF's
as they are now known.
The seller here will consider the psychology The seller will therefore charge Rs.99 instead RS. 100. The reason why
Psychological
of price and the positioning of price within the this methods work, is because buyers will still say they purchased their
Pricing
market place product under Rs.100, even thought it was a rupee away.
Premium The price set is high to reflect the An example of products using this strategy would be Apple phones,
Pricing exclusiveness of the product. Porsche etc.
Optional The organisation sells optional extras along

This strategy is used commonly within the car industry.
Pricing with the product to maximise its turnover.
The firms takes into account the cost of

If a firm operates in a very volatile industry, where costs are changing
Cost Based production and distribution, they then decide
regularly no set price can be set, therefore the firm will decide on their
Pricing on a mark up which they would like for profit
mark up to confirm their pricing decision.
to come to their final pricing decision.
Here the firm add a percentage to costs as

Cost Plus For example it may cost Rs.100 to produce a pen and the firm add 20% as
profit margin to come to their final pricing
Pricing a profit margin so the selling price would be Rs. 120.00
decisions.
22
Promotion
1. Selling Prices
2. Profit Margins
3. Cost effective techniques
followed
4. Promotion Schemes
5. USP of the Product
6. Social Message
General Guidelines, Order of Presentation and theory to be copied- B St Project on Marketing / Page 23 of 24
All of the methods of communication that a marketer may use to provide information to
different parties about the product. Promotion comprises elements such as:
advertising, public relations, personal selling and sales promotion.
The promotional mix’s goal is to inform, persuade and remind your customer about your
product or service.
There main elements of promotional mix are:

 Advertising - Advertising covers any communication that is paid for, from cinema
commercials, radio and Internet advertisements through print media and billboards.
Presentation and promotion of ideas, goods, or services by an identified
sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs,
signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.
 Personal selling - A process of helping and persuading one or more prospects to
purchase a good or service or to act on any idea through the use of an oral presentation.
Personal selling is used either by phone or face to face to the prospect, for example, to
address your customers' concerns and answer their questions directly. Examples: Sales
presentations, sales meetings, sales training and incentive programs for intermediary salespeople,
samples, and telemarketing. Can be face-to-face selling or via telephone.
 Sales Promotion - Media and non-media marketing communication are employed
for a pre-determined, limited time to increase consumer demand, stimulate market
demand or improve product availability. Examples: Coupons, sweepstakes, contests, product
samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.
 Public relations - Public relations is where the communication is not directly paid for
and includes press releases, sponsorship deals, exhibitions, conferences, seminars or
trade fairs and events. Examples: Newspaper and magazine articles/reports, TVs and radio
presentations, charitable contributions, speeches, issue advertising, and seminars.
General Guidelines, Order of Presentation and theory to be copied- B St Project on Marketing / Page 24 of 24

Marketing Management

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Commerce Department

BUSINESS STUDIES PROJECT –Marketing Management - XII

ASSESSMENT :ALLOCATION OF MARKS

1. Toothpaste 2. Noodles 3. Shampoo 4. Bathing soap

5. Washing detergent 6. Washing powder 7. Lipstick 8. Moisturizer

9. Shoe polish 10. Pen 11. Shoes 12. Hair dye

13. Mobile 14. Chocolate 15. Sauces/ketchup 16. Ready soups

21. Jeans 22. Pickles 23. Squashes 24. Jams

25. Salt 26. Bread 27. Butter 28. Shaving cream

57. Pencil 58. Eraser 59. Water bottle 60. Furniture

65. Car 66. Kurti 67. Cosmetology product 68. Cutlery

69. Breakfast cereal 70. Suitcase/airbag 71. Coffee 72. Wallet

77. Saris 78. Cycle 79. Bike 80. Crockery

81. Camera 82. Invertors 83. Washing machine 84. Tea

15. What is the selling price of your competitor’s product?

17. What is going to be your selling price?

19. List 5 ways of promoting your product.

Order of Presentation of the Elements of Marketing Management:

1. Cover page 8. Planning and activities done

2. Title Page That Should State:

 Name of Project: Element of Marketing Mix.

10. Observations and Findings

12. Learning from the Project

14. Teachers Observations:

Marketing management is a business discipline which focuses on the practical application

What can be marketed:

 Where do buyers look for your product or service?

1. Selection of This Product/Service

3. Permission and Licenses

4. Competitors Unique Selling Proposition. [U.S.P.]

6. Name of the Product

7. Features of the Product

10. Tag line

3. Cost effective techniques followed for promotion

Here the organisation sets a low price to

The organisation sets an initial high price and

Setting a price in comparison with

An example would be a DVD manufacturer offering different DVD

Optional The organisation sells optional extras along

The firms takes into account the cost of

Here the firm add a percentage to costs as

3. Cost effective techniques

5. USP of the Product

There main elements of promotional mix are:

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