SESSION – XI

MARKETING MIX: 4PS / 7PS (CONTD……)

Marketing Management
by A N Bhattacharya, SOIL, Gurugram
 WE WILL COVER….

• The Elements of Marketing Mix

• Defining the ‘P’ s
• Product Life Cycle
• Recap

2
 The Action Plan: Marketing Mix Decision – The 4 Ps

PRODUCTS SERVICES
Price
Process

Place People

Product Physical
Prom Evidence

otion
3
 Value Appreciation, Resale
Potential Product Value, Rental Value

Brand Name & Status

Augmented Product Associated with it,
Amenities, Value for money

Quality of Construction,
Expected Product Parking, Connectivity, Social
Infra & vicinity

Generic/Basic
Product Room Dimensions, Unit Plan,
Floor Plan, Specifications

Core Product Shelter, Safety

4
 Intangibility

Characteristics Inseparability
of a
‘Service’ Variability

Perishability

5
 PRODUCT – SERVICE BUNDLE

Mobile Telephone
Handset Car Connection Movie

100% 100%
Product Service

Air Hair Dresser Internet

Conditioner

6
 PRODUC T LIFE CYCLE
VS
BRAND LIFE CYCLE

Add a Footer 7
 PRODUCT
(Washing Machine)

GODREJ
LG

SAMSUNG
VIDEOCON
PHILIPS

WHIRLPOOL LLOYD
BRANDS
MIDEA

8
Product Life Cycle

9
RECAP OF TODAY’S TOPICS
• Marketing Mix
• Defining the ‘P’s
• Products vs Services
• Products vs Brands
• Product Life Cycle (PLC)

10