Marketing Mix(2)

Diksha Bedekar
  Successful value creation needs successful value delivery.

Introduction  Effective channel management calls for searching intermediaries

and training and motivating them. The goal is to build a long term
partnership that will be profitable for all channel members
  Importance:
The necessity for channels of distribution arises because the
product has to move from the factory in the right quantity, at the
Place right time, and at the place.
(Channels of
Distribution) Distribution is defined as,” a process which physically bring goods
manufactured or produced by any particular manufacturer into
the hands of final user”
  Provide market information
 Promotion
 Contacts
 Supply in assortment
 Price negotiation
Functions of  Physical distribution
channels  Risk taking
 Selling
 Flows of distribution
 Financing
Channels level
single channel
distribution Manufacturer Consumer
 Manufacturer

Multilevel
channel of
distribution Wholesaler Retailer Consumer
  Nature of goods
 Speed of distribution
Factors  Transportation safety
Influencing  Pricing

Channels  Target market

 Market accessibility
  Logistics can be seen as a link between the manufacturing and
marketing operations of a company.
 Logistics cover the following broad functional areas: network
design, transportation and inventory management.
 Basic concepts of Logistics and SCM
Logistics &
 Inventory Management
Supply Chain  Transportation
Management  Packaging
 Ware Housing
  Promotion is one of the four elements of marketing mix (product,
price, promotion, distribution). It is the communication link
between sellers and buyers for the purpose of influencing,
informing, or persuading a potential buyer's purchasing decision

Promotion  Promotion mix

The specification of five elements creates a promotional mix or
promotional plan. These elements are personal selling,
advertising, sales promotion, direct marketing, and publicity
  The goal of communication is to convey information—
and the understanding of that information—from one
person or group to another person or group

Communicatio  This communication process is divided into three basic

components: A sender transmits a message through
n Process a channel to the receiver.
 The sender first develops an idea, which is composed into a
message and then transmitted to the other party, who
interprets the message and receives meaning. Developing a
message is known as encoding. Interpreting the message is
referred to as decoding.
 The other important feature is the feedback cycle. When
two people interact, communication is rarely one‐way
only. When a person receives a message, she responds to
it by giving a reply.
 Otherwise, the sender can't know whether the other
parties properly interpreted the message or how they
reacted to it.
 Feedback is especially significant in management
because a supervisor has to know how subordinates
respond to directives and plans. The manager also needs
to know how work is progressing and how employees
feel about the general work situation.
  To increase sales
 To encourage the potential customers to buy
 To open door for salesman
 To create awareness
 To build strong brand image
Objectives Of  To introduce new product or service

Promotion  To introduce price

 To inform about product’s features and benefits
 To enter into new market
 To sustain in competition
 To increase market share
  Advertising
 Sales Promotion
Elements Of  Publicity
Promotion Mix  Personal Selling
  Those marketing activities other than personal selling, advertising,
Sales publicity that stimulates consumer purchasing and dealers
Promotion effectiveness such as display shows, exhibitions, demos etc.
 Sales promotion is one among the 6 pillars of promotion mix..It is
System the connecting link between personal selling and advertising.
  Coupons, Gifts, Free offers, Price-offs,
 Discounts, Instalment-offers, Exchange offers
 Free samples; Demonstrations
Techniques of  Trade Fairs and Exhibitions
Sales  Consumer contests/Sweepstakes
Promotion  Rewards for patronage/loyalty
 Merchandising/Display
 Product exchange offers/Attractive financing schemes
  It is any paid form of non-personal presentations and promotion of
ideas, goods, services by an identified sponsor

 Functions:
Advertising Information
Education
social Responsibility & Awareness
  Personal selling occurs when a sales representative meets with a
potential client for the purpose of transacting a sale.
 The Personal Selling Process:
Prospecting–Identifying prospects
Qualifying leads
Personal Pre-approach
Selling Approach
Sales presentation
Closing
Follow-up
  Publicity is the movement of information to the
general public from the media. The subjects of
publicity includes people, goods and services,
organizations, and works of art or entertainment.

Arrange a speech or talk

Arrange for a testimonial
Art people
Publicity Conduct a poll or survey
Event sponsorship
Invent then present an award
Issue a commendation
Issue a report
Make an analysis or prediction
Organize a tour of your business or projects
Stage a debate
  Print Media: Newspapers, Brochures,
Pamphlets, Magazines Etc.
Types of  Electronic Media: Display Boards, Sign Boards Etc.

Media  Network Media: Wireless, SMS, Internet Media

 Outdoor Media: Hoardings, Banners, Posters Etc.
 Broadcast Media: TV, Radio Etc,
Than You!