Let the Market Know You Better

The Marketing Mix serve the overall business

STRATEGY
 The Marketing Mix
The term “mix” is used to explain
the point that at any one time the
marketer will select a set of tools
from the marketing toolbox or
the marketing mix in specific
proportions to solve specific
problems – in the same way one
selects spanners and other tools
for a specific job OR ingredients
to bake a particular type of cake.
What are the tools?
1. Product
2. Place
3. Price
4. Promotion
5. People
6. Packaging
7. Positioning
PRODUCT
Is the tangible good or the
intangible service that the
enterprise offers to its
customers in order to
satisfy their needs and to
produce their expected
results.
 Four General
Types Of Products
BREAKTHROUGH PRODUCTS
• Offer completely new performance benefits.
• They may double the performance at half the cost.
• They my be much more convenient and easy to use.
• They may cater to a unique set of customer needs
and may create a new demand.
• Need a higher level of customer education and
orientation.
DIFFERENTIATED PRODUCTS
• Try to claim a new space in the
mind of the customer different
from the spaces occupied by
the existing products.
• The performance benefits may
be close to existing products
but there would be additional
benefits on special aspects of
the product.
]
COPYCAT PRODUCTS
• Will not make much
impression on the
customer’s mind.
• Offering more physical space
in the shelves, low prices,
easier access, promotional
freebies.
NICHE PRODUCTS
• Do not intend to compete
directly with the giants.
• These are products with
lower reach, lower visibility,
low prices and lower top of
mind.
• These are content to play
minor roles in specific and
smaller segments.
 This is
often-recited
mantra of
salespeople
who want to
have the
best access
to their
customers.
10 Things to Consider When Choosing a
Location for Your Business
1. Style of operation.
Is your operation going to be formal and elegant? Or
kicked-back and casual? Your location should be
consistent with your particular style and image. If
your business is retailing, do you want a traditional
store, or would you like to try operating from a kiosk
(or booth) in a mall or a cart that you can move to
various locations?
10 Things to Consider When Choosing a
Location for Your Business
2. Demographics.
There are two important angles to the issue of
demographics. First, consider who your customers
are and how important their proximity to your
location is.
10 Things to Consider When Choosing a
Location for Your Business
3. Foot traffic.
For most retail businesses, foot traffic is extremely
important. You don’t want to be tucked away in a
corner where shoppers are likely to bypass you, and
even the best retail areas have dead spots.
10 Things to Consider When Choosing a
Location for Your Business
4. Accessibility and parking.
Consider how accessible the facility will be for
everyone who'll be using it—customers, employees,
and suppliers. If you’re on a busy street, how easy is
it for cars to get in and out of your parking lot?
10 Things to Consider When Choosing a
Location for Your Business
5. Competition.
Are competing companies located nearby? Sometimes
that’s good, such as in industries where comparison
shopping is popular. You may also catch the overflow
from existing businesses, particularly if you’re
located in a restaurant and entertainment area. But
if a nearby competitor is only going to make your
marketing job tougher, look elsewhere.
10 Things to Consider When Choosing a
Location for Your Business
6. Proximity to other businesses and services.
Take a look at what other businesses and services
are in the vicinity from two key perspectives. First,
see if you can benefit from nearby businesses—by the
customer traffic they generate—because those
companies and their employees could become your
customers, or because it may be convenient and
efficient for you to be their customer.
10 Things to Consider When Choosing a
Location for Your Business
7. Image and history of the site.
What does this address say about your company?
Particularly if you’re targeting a local market, be
sure your location accurately reflects the image you
want to project. It’s also a good idea to check out the
history of the site. Consider how it's evolved over the
years.
10 Things to Consider When Choosing a
Location for Your Business
8. Ordinances.
Find out if any ordinances or zoning restrictions
could affect your business in any way. Check for the
specific location you’re considering as well as
neighboring properties—you probably don’t want a
liquor store opening up next to your day-care center.
10 Things to Consider When Choosing a
Location for Your Business
9. The building’s infrastructure.
Many older buildings don't have the necessary
infrastructure to support the high-tech needs of
contemporary operations. Make sure the building has
adequate electrical, air conditioning, and
telecommunications service to meet your present and
future needs.
10 Things to Consider When Choosing a
Location for Your Business
10. Utilities and other costs.
Rent composes the major portion of your ongoing
facilities expense, but consider extras such as
utilities—they’re included in some leases but not in
others. If they’re not included, ask the utility
company for a summary of the previous year’s usage
and billing for the site.
•Is a major factor for
the customer in
buying the product.
•Depends on the
business objectives
set by the
enterprise.
Is the explicit
communication strategy
adopted by an
enterprise to elicit the
patronage, loyalty and
support not only from
its customers but also
from other significant
stakeholders.
1. Advertising
2. Public relation campaigns
3. Promotional tours
4. Product offerings
5. Point –of-sale displays
6. Websites
7. Flyers,mails,letters
8. telemarketing
• Are the ultimate marketing
strategy .
• People sell and push the
product.
• People search hard to find
the right market.
• People distribute, promote,
price and sells the product in
the most attractive market
places.
The Marketing efforts of PEOPLE are
organized at four levels:
1.To create customer awareness
2.To arouse customer interest
3.To educate customers as they evaluate
their buying choices.
4.To close the sale and deliver the
products.
• Identifies the
product,
describes its
features and
benefits or
simply it
provides easy
brand
identification for
the customers.

PACKAGING
POSITIONING
•Is the way the customers perceive
the enterprise and its products or
services in their minds.
•Some customers may be looking for
style, design and aesthetic appeal
others may claim what is important
to them are the quality or durability
and functionality.