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History

The term marketing mix was coined in an article


written by Neil Borden called
The Concept of the Marketing Mix

The Marketer, E, Jerome McCarthy, proposed a


four Ps classification in 1960

Robert F. Lauterborn proposed a four Cs classification


in 1963

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The Marketing Mix Strategy is a
tool that helps organizations
meet Long term objectives and
gain a competitive advantage

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Marketing Mix
4Ps of Marketing

Consumer Analysis

Market Analysis

Competition Analysis

Distribution
v Channel
Review & Choice

Developing the
Marketing Mix

Evaluating the Economics

Going Back & Revising

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Marketing Mix

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Marketing mix provides

The Right Product,


The Right Price,
The Right Place
The Right Time
The Right Person
The Right Communication
The Right Quantity

For the Right Return

Essential for
Marketing
Merchandizing
Supply chain department

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The Marketing Mix

Think of a cake

All cakes need 4 things- floor, egg,


sugar, milk

However, you can play with the


flavour of your cake by changing
the ingredients slightly

- Example:
sweeter cake- add more sugar

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The Marketing Mix

Another way to think about the


Marketing mix is to use the image
of an artists palette

The marketer mixes the prime


Colors (Mix elements) in different
quantities to deliver a particular
colour.

Every hand painted picture is original


in same way, as is every marketing mix

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Brand manager should be like a good juggler to handle all the Ps

1. Product
2. Price
3. Place
4. Promotion

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Extended Marketing Mix
Brand manager should be like a good juggler to handle all the Ps

1. Product
2. Price
3. Place
4. Promotion

5. People
6. Process
7. Physical evidence

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Extended Marketing Mix

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Extended Marketing Mix

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Extended Marketing Mix

7Ps & 7 Cs

The 7 P s The 7 C s
Organization facing Customer facing

1. Product = Customer/ consumer


2. Price = Cost
3. Place = Convenience
4. Promotion = Communication
5. People = Caring
6. Process = Co-ordination
7. Physical evidence = Confirmation

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Thank you

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