Marketing Mix

Submitted to :- Prof. Navneet Kaur

Submitted by:- Jashanpreet Kaur (6922)

Harleen Kaur (6935)
M.Com (BI) 2nd Sem.
 Table of Contents

Meaning and The Elements of Boom and Bitner’s

01 Definition
02 Marketing Mix
03 7 Ps

How it helps the

04 Business Firm ?
05 Case Study
 01
Meaning and Definition
 MEANING
Marketing Mix is a set of actions used to promote its brand or
 

product in the market. It is a set of marketing tools that firm

uses to pursue its marketing objectives in the target market.
 “Marketing is the pack of four sets of
variables namely- product variables,
price variables, promotion variables and
place variables”
— Mr. Jerome McCarthy
 02
The Elements of Marketing Mix
The Product Mix The Place Mix

“Consumer Needs & “Convenience”

Wants”
Elements of
Marketing
Mix

The Price Mix The Promotion Mix

“Cost to the customer” “Communication”

 1. THE PRODUCT MIX
A product mix is the total number of product lines and individual products or services
offered by a company. A popular and classic example of Product Mix is the brand Coca-
Cola.
 PRODUCT MIX VARIABLES

i) The Product-line and Product Range :-

Product line is a group of closely related products which are
able to satisfy a class of need, to be used together, to be sold
the same consumer group through the same distribution
channels.
“Product range” speaks of the depth of specialization in terms
of varieties based on the consumer pockets and functional
requirements. Example. The company has created a range of
shampoos for babies that includes:
 The original Baby Shampoo
 Head-to-Toe Wash & Shampoo
 Calming Shampoo
 Clean and Fresh Shampoo & Body Wash
a) Product Mix Width :- Number of different product lines carries by the company.
b) Product Mix Length :- Total number of items in the product line.
c) Product Mix Depth :- Number of versions offered of each product in the line.
d) Product Mix Consistency :- Closely related the various product lines.
ii) Product Design :- Product design is the way you arrange the features and
benefits of the product to be presented to the customer. Product Design Influenced
by:-
External Appernce Construction

Production Capacity Available Capital

Uses or Applications Relationship to other products

Service Requirements
iii) Product Package:- Package is the
cover of the product that is used for storing,
handling and protecting the product from
external factors like sunlight, moisture,
breakage etc. Attractive packages allure the
customers to buy the product.

iv) Product Quality :- Product quality

refers to how well a product satisfies customer
needs, serves its purpose and meets industry
standards. When evaluating product quality,
businesses considers that a product solves a
problem, works efficiently or suits customers'
purposes.
v) Product Labelling :- A product label may be either descriptive, informative
or combination of both. Labels are fixed to products to identify them and to describe
their ingredients, quantity, quality and other characteristics.

vi) Product Branding :- A brand is a symbol, a mark, a name, a

communication which brings about an identity of a given product. A good brand
name is one which is easy to remember, pronounce, describe the product.
vi) After-Sale Services and Guarantees :- With every increase in the
use of machinery, appliances, equipments there is a inherent need for after sale
services such as installation, guarantees and warrantees against defect, servicing etc.
Manufactures have to establish service policy and provide after sale services.

2. THE PLACE MIX

Place or distribution mix stands for the matching
arrangement for the smooth flow of goods and
services from the producers to the consumers. It
is concerned with creation of place, time and
possession utilities.
 THE PLACE MIX VARIABLES

01 02 03 04

Transportation Warehousing Inventory Levels Channels of distribution

By using rail-roads, Warehousing is Inventory of A distribution channel

motor trucks, the process of different sizes, is a chain of businesses
inland-water ways, storing physical colors, models or intermediaries
pipe-lines, air or inventory for and varieties to through which a good
railways express. sale or make immediate or service passes until
distribution. shipment. it reaches the final
buyer or the end
 3. THE PRICE MIX
Price is the value of a product expressed in terms of money. Price is a powerful
instrument in which both the buyers and sellers are keenly interested.
Example. Dove, a personal care brand that employs a competitive pricing strategy. It
distinguishes itself from its rivals by focusing on quality. For instance, Dove Damage
Therapy Shampoo (700 ml) cost $11.70, versus Pantene Shampoo (700ml) cost
$10.90. Dove also charges $7.50 for a Dove Beauty Moisture Body Wash bottle and
$13.90 for a bundle of two bottles & use bundle pricing strategy.
 THE PLACE MIX VARIABLES
Pricing Policies
Price variations,
Geographical price policies,
price differentials
Terms of Delivery
The terms of delivery as to
quantity, time and place of
delivery.
The Terms of Credit
Resale Price
Credit is the breath of
Maintenance
modern marketing
efforts.
It is a practice in which a
manufacturer fixes the Margin
price for the resale of a
brand product and the It is the difference
retailer is not allowed to between final price paid
sell it at a lower price.  by the consumer and
total cost incurred in
making the product.
 4. THE PROMOTION MIX
The promotion mix is the communication mix which deals with the personal and
impersonal persuasive communication about the product or service of the
manufacture. It is of two types: personal and impersonal. Personal communications
related to face-to-face meeting. On the other hand, impersonal communications
includes – advertising, sales promotion and public relations.
Example. A business produces a high-tech gadget that lets people listen to music
without using headphones. It runs ads and direct response (DR) campaigns to
generate interest from the customers.
 THE PROMOTION MIX VARIABLES

Personal Selling Advertising Sales Promotion

Personal selling is face-to-face
selling in which one person
who is the salesman tries to
convince the customer in
buying a product.
It is a marketing strategy in
Advertising involves
which a business uses a
promoting a good that is
temporary campaign to
for sale.
increase interest or demand
in its product or service.

Trade Fairs Public Relations

 It is an exhibition organized so
that companies in a
specific industry can showcase
and demonstrate their
latest products and services
It involves the installation and
maintenance of mutual understanding
between a firm and or who are likely to
come in contact with it.
 03
Boom and Bitner’s 7 Ps
Marketing of services has its own fundamental Grounds of
distinction such as being intangible, heterogeneous,
inseperable, interaction and perishable. There is a need of
additional P’s in case of services marketing. Boom and Bitner
have given seven P’s model for marketing of services. In
additional to the traditional 4P’s the 3 more P’s suggested by
Boom and Bitner and described as below :
 

4. PEOPLE
People, in the marketing mix, refers to anyone directly or indirectly involved in the
business side of the enterprise. That means anyone involved in selling a product or
service, designing it, marketing, managing teams, representing customers,
recruiting and training. 
5. Physical Evidence
The marketing mix must take into consideration everything that your customer
experiences along their journey with you - from the very beginning when
they’re just becoming aware of your brand, up to the point of sale and
beyond. Physical evidence means more than just proof of purchase.
6. PROCESS
This involves the operational aspects of the service such as procedures, time
duration and sequence of activities leading to the consumer experience of
the service. Creating and effective services process is essential for the
success of a service form.
 04
How Marketing Mix helps the Business Firm ?
An analytical study and interpretation has some benefits that are made
available to the business firms. These are:

1. It provides a valuable guide for resource allocation:

Every marketing effort warrants the judicious allocation of resources both
human and financial. As one is aware, these resources are limited and
precious and should be used in an effective manner.

2. It helps to allocate the responsibilities:

The creative and challenging job of marketing is a team work and part of
marketing process entails the allocation of responsibilities to members of
this marketing team. By virtue of specialization some are accountable for
product management, others for selling and still others for physical
distribution.
3. It provides an opportunity to analyze cost benefit elasticity’s:
As a “perfect-mix” is based on total recognition of relationship between the
cost and revenue. This helps to determine that you can go on increasing
the expenditure so long as it brings in positive revenue or results. Such an
exercise is possible only when there is a marketing program that has
identified the components and tents of that mix guaranteeing
encouraging market response.

4. It facilitates communication process:

Coming to each department, division, section; different units use differing
terminologies for the marketing positions and sub-positions. This leads to
confusion and conflict so far as meaning of each position is concerned.
The titles given are so confusing that they fail to convey the contents of
job titles.
05
CASE STUDY
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THANK YOU