D EV E L O P I NG

MARKE T IN G M I X
 MARKETING MIX OR 4PS CONCEPT
•Is a vital designing a marketing strategy for a brand.
•It is important for the marketer to have a mastery of controlling
these variables because the success of the marketing campaigns
of companies is greatly relying on the smart planning of 4Ps
MARKETING MIX OR 4PS CONCEPT
•PRODUCT
•PRICE
•PLACE
•PROMOTION
DIFFERENTIATING THE PRODUCT, SERVICE, AND
EXPERIENCE
 PRODUCT
Has been defined as all things, may be goods or services,
which are being offered to the market to the market for
information, purchase, and/or utilization that would answer and
satisfy the needs and wants.

It serves as a major element in the entire consumer offerings.

 SERVICE

•Refers to activities, benefits, or gratifications offered

for sale that is essentially intangible and does not
result in the ownership of anything.
 TWO BROAD CLASSIFICATIONS OF PRODUCTS AND
SERVICES

Consumer product refer to any products that are purchased by

customers for their consumption.

Industrial products refer to any products that are purchased by

individuals or institutions for the purpose of implementing the
business.
TYPES OF CONSUMER PRODUCTS
•CONVENIENCE PRODUCTS
•SHOPPING PRODUCTS
•SPECIALTY PRODUCTS
•UNSOUGHT PRODUCTS
 CONVENIENCE PRODUCTS
These are products or services that consumers buy regularly or usually.
Are bought without a great deal of comparison and exert minimal buying
efforts.

The price is usually low and/ or affordable

Marketers often put these products in many places where the customer can
easily see and buy them anything they need and want them.
 SHOPPING PRODUCTS
These are products or services that customers buy infrequently
Customers often make comparisons regarding its suitability,
quality, style, and prices to other brands.

Customers exert efforts on getting information on the brands

before deciding to buy.
 SPECIALTY PRODUCTS

These are products that have unique

attributes and brand recognition for which
consumers are ready to exert special effort.
 UNSOUGHT PRODUCTS
These are products or services that
consumers are either not aware of the brand
existence or have awareness of the brand
however not usually consider buying.
 INDUSTRIAL PRODUCTS CLUSTERS
Material and parts- these are raw materials or manufactured materials and parts.
Capital items – these are products that help the companies in operation and
production, installation, and accessory equipment.

Supplies and services – these include operating supplies, repair, and

maintenance.
DEVELOPING PRODUCTS AND SERVICES

•DESIGN AND STYLE

•QUALITY
•FEATURES
 DESIGN AND STYLE

• To add value to the product, companies enhance the design and style of the product. In
this way, brands will be more distinct and look special in the eyes of the buyers.

• The design is more attracting the attention of the customer through pleasant aesthetics
of the brand.

• Designs determine the usefulness of the products that goes with its style. To have a good
layout, marketers must take into consideration the consumer’s insights, which know
their needs.
 QUALITY
•This is one of the major considerations of marketers in positioning a
product.
•Has a direct relationship with product performance. It is considered
determinants of customer value and satisfaction.
•Is beyond producing a defect – free product.
•Should be able to satisfy the consumer’s needs.
 FEATURES
•To establish product distinction, companies may consider
developing product features.
•It will help the company to attain competitive advancement.
•Companies often introduce valued new features to create
market superiority.
 ESTABLISHING PRODUCTS AND SERVICES

•BRANDING
•PACKAGING
•LABELING
•PRODUCT – SUPPORT SERVICE
 BRANDING
•Refers to the name, term, signs, symbols, design, or combinations
of these, which serve as identification of the products, services,
or institutions that separate them from their competitors.
•A good branding can add value to the product.
•Customers provide value to the brand and establish brand
relationships.
 PACKAGING
•It pertains to the process of designing and producing
container or wrapper for products. The fundamental role of the
package is to secure the product’s condition.
•Packaging can attract the attention of the customers, help
describe the product, and create sales for the company.
•Good packaging promotes strong recognition of the brand.
 LABELING
•Plays a vital role in creating an identity to the brands.
•It serves as the identification or ID card of the brand because
it tells many things about the product’s name, origin, symbol,
content, dimension, and usage.
•Important variables of the label are fonts, color and visual art.
 PRODUCT SUPPORT SERVICE
•Is essential in building healthy relationship with
customers.
•It is important to ensure ultimate customer’s experience
by maintaining customer’s happiness even after the
sales.