A simple presentation about marketing mix and segmentation I made for school!

1. Market Segments and
Marketing Mix
Christie and Ryan

2. Market Segmentations
Market segmentation involves dividing a broad target
market into subsets of consumers who have common needs
(and/or common desires)
Depending on the society. These subsets may be
divided/segmented by criteria such as:
- Age
- Gender
- other distinctions such as location or income.

3. Segmentation
-Geographic segmentation -> Geographic location
-Demographic segmentation -> Based on variables
-Psychographic Segmentation -> Lifestyles
-Behavioural Segmentation -> Based on responses
-Occasions -> Occasions of use
"Positive" market Segmentation -> Similar wants or needs

4. Marketing Mix
The marketing mix is a business tool used in
marketing to determine a product or brand's offering and
is often synonymous with the Four Ps:

5. Product
A product is seen as an item that satisfies a consumer’s
needs or wants. It can be a tangible good or an intangible service.
The product a business plan to supply must:
- Satisfy the wants or needs of customers
- Be of an appropriate design that fulfills its
functions and appeal to customers

6. - Branding -> Product identification by a unique name
- Trade marks -> Registered symbol or a logo
- Packaging -> Container or wrapping of a product
- Product range -> Producing different types of product to reach
different parts of market
Product Differentiation

7. Product Life Cycle

8. Price
is the amount that a customer pays for a product
it’s of utmost importance as it determines the company's profit,
There are different Pricing Strategies that can be adopted to
sell a product

9. Competitive -> Pricing based on competitors’ prices
Penetration -> Pricing lower than competitors’ prices
Promotional -> Pricing to attract customers away from competitors
Predator -> Pricing Low enough to drive competitors out of market
Cost-Plus -> Adding a percentage for profit mark up
Loss leader -> Pricing less than its costs
Price leader -> Pricing like how others have priced
Price skimming -> Pricing high enough for new products to cover production costs
Pricing Strategies

10. Place
Refers to providing the product at a place which
is convenient for consumers to access
Factors:
-Legislations
-Environment
-Workforce
-Competitors-Costs
-Access to suppliers and customers
-Infrastructures

11. Channels of Distribution
-Manufacturer -> Produces the products
-Wholesaler -> Buys products in bulk from the
manufacturer
-Retailer -> Outlet that sells products to the customers

12. Promotion
Represents all methods of communication that a
marketer may use to provide information to different
parties about the product.
Process of a successful promotion:
Awareness -> Information -> Desire -> Action

13. Above the line promotions-> using media to advertise product.
Tv, radios, websites
Below the line promotions -> Promoting product without a media.
Special offers, sponsorships
Public relations -> keeping the product in the public eye in ways other
than promotion
Types of Promotion

14. THANK YOU