Title of the topic

4P’S OF MARKETING MIX WITH REFERENCE

TO BRAND FACTORY
 Chapter 1 : Introduction

Marketing Mix is to analyze what is the need of marketing mix in a company

and how it works. Marketing is simplistically defined as ‘putting the right
product in the right place, at the right place, at the right time.

“Marketing Mix is the set of controllable variables that the firm can use to
influence the buyer’s response”. The controllable variables in this context refer to
the 4 ‘P’s [product, price, place and promotion].
 Chapter I :Need of the study

The heart of every business success lies in its marketing. Most aspects of the business
depend on successful marketing. Marketing is a process by which a product or service is
introduced and promoted to potential customers. Without marketing, business may offer
the best products or services in the industry, but none of potential customers would know
about it. Without marketing, sales may crash and companies may have to close.

The marketing mix is often referred to as the '4 Ps', i.e. product, price, place and
promotion. To meet customers' needs a business must develop products to satisfy them,
charge the right price, get the goods to the right place, and it must make the existence of
the product known through promotion.
 Chapter I : Nature and Scope of the study

The Scope of the present study is:

●To identify the marketing level of standards in the organization. The study is helpful to the
organization for conducting further research. The study is helpful for increasing the sales and
promotional activities through marketing mix.

●The scope of the project helps in analyzing the factors, while influence the referring
behavior of customers. Such that the study has been conducted by taking samples from different
areas, which depicts the overall picture. The results obtained will give an overview of the
different criteria based on which an existing customer can be used to generate sufficient leads for
the company.
 Chapter I : Objectives of the study

●The objectives of the present study are:

 To study the importance of marketing mix at Brand factory, Vijayawada.

 To identify the factors influencing product preferability at Brand factory,
Vijayawada.
 To evaluate the pricing strategies followed by Brand factory, Vijayawada.
 Chapter I :Methodology of the study
Secondary data means data that are already available they refer to the data which
have already been collected and analyzed by someone else. When the researcher
utilizes secondary data. Then he has look into various sources from where he can
obtain them.
The researcher must be very careful in using secondary data usually published data are
available in:
 Public reports/News papers
 Government reports
 Scientific and technical Abstracts
 Chapter I : Limitations of the study

 Time is an important limitation. The whole study was conducted within a period of 45
days. There is a limit to study the complete information.
 Structured questionnaire would have limited options. Hence, it is not possible to get
complete information.
 Chapter II : Profile of the organisation
Industry Profile

Clothing industry or garment industry summarizes the types of trade and industry along

the production and life chain of clothing and garments, starting with the textile
industry (producers of cotton, wool, fur, and synthetic fiber), embellishment
using embroidery, via the fashion industry to apparel retailers up to trade with second-
hand clothes and textile recycling. The producing sectors build upon a wealth of clothing
technology some of which, like the loom, the cotton gin, and the sewing
machine heralded industrialization not only of the previous
textile manufacturing practices.
 Chapter II : Company Profile

Brand Factory, a Future Group concept, is India’s leading chain of fashion discount stores
that promises consumers a revolutionary discount shopping experience. Brand Factory
offers more than 200 Indian and International brands at 20%-70% discount, 365 days a year.
Brand Factory offers their customers a wide range of brands and categories at absolutely
great prices in an ambience that is refreshingly enjoyable.

They offer many brands like Lee Cooper, Rig, Converse, Urban Yoga, John Miller etc.
 Chapter III : Theoritical Framework

Marketing Mix is to analyze what is the need of marketing mix in a company and how it works.
Marketing is simplistically defined as ‘putting the right product in the right place, at the right place, at
the right time. The marketing mix is a crucial tool to help understand what the product or service.
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 marketing manager
concentrates on four major decision areas while planning the marketing activities, namely,
 Products,
 Price,
 Place (distribution)
 Promotion.
These 4 ‘P’s are called as elements of marketing and together they constitute the marketing mix. All
these are inter-related because a decision in one area affects decisions in other areas. In this lesson you
will learn about the basic aspects relating to these 4‘P’s viz., product, price, place and promotion.
Chapter IV :Data analysis and Interpretation

Data analysis is done on:

● Product preferred

● Availability of variants

● Time/Season to buy Brand factory

products

● Opinion about Product Pricing

● Customer satisfaction with the price tags

Chapter V :Findings of the study

 It is found that, 50.26% of the customers prefer branded products as they are brand
cautions.
 47.08% of the customers prefer formal wear because Brand factory high offer quality
products in formal wear.
 Majority of the customers agreed that the brand factory maintains different product
variants.
 51% of the customers buy the brand factory products when they announce offers on
specific purchase.
 Chapter V : Suggestions

 The brand factory should provide more products variants to meet the requirements of
customers.
 The customers mainly attracted to low prices and high quality so brand factory has to
develop the innovative pricing strategies and quality measures.
 The brand factory should create more awareness for customers through TV,
Newspapers and social media.
 Chapter V :Conclusion

The globalization of business and the growing recognition of the importance of customer
retention, interaction and networking in the industrial, marketing experience, business eco-
system, value migration, life cycle, customer relations and relationship marketing, among
other trends and criteria, begin to create new trends in thinking about the theory and practice
of marketing.

The product is the part of the marketing mix, along with the price, methods of distribution
and promotion. Product can meet the need or requirement and offer the market in order to
attract attention, acquisition and use or consumption.
 References

Websites:

 http://download.nos.org/srsec319new/319EL20.pdf
 http://www.aipmm.com/html/newsletter/archives/000434.php
 https://www.ijsr.net/archive/v4i10/SUB158925.pdf

Text Books:

 Marketing Management 15th Edition by Philip Kotler, Kevin Keller, Abraham Koshy
& Mithileshwar Johan, Pearson Education.
 Retail Marketing Management 2nd Edition by David Gilbert, Pearson Education.