1. MARKETING MIX
The marketing mix principles
(also known as the 4 P’s.) are
used by business as tools to
assist them in pursuing their
objectives.

2. Extended- Marketing Mix

3.  The marketing mix principles are controllable variables,
which have to be carefully managed and must meet the
needs of the defined target group.
 Marketing mix is apart of the organizations planning
process and consists of analyzing the following-
 How will you design, package and add value to the product.
Product strategies.
 What pricing strategy is appropriate to use Price strategies.
 Where will the firm locate? Place strategies.
 How will the firm promote its product Promotion strategies.

4. PRODUCT STRATEGIES
 When an organization introduces a
product into a market they must ask
themselves a number of questions.
 Who is the product aimed at?
 What benefit will they expect?
 How do they plan to position the
product within the market?
 What differential advantage will the
product offer over their competitors?

5.  Kotler suggested that a product should be viewed in three
levels.
 Level 1: Core Product. What is the core benefit your
product offers?. Customers who purchase a camera are
buying more then just a camera they are purchasing
memories.
 Level 2 Actual Product: All cameras capture memories.
The aim is to ensure that your potential customers purchase
your one. The strategy at this level involves organizations
branding, adding features and benefits to ensure that their
product offers a differential advantage from their competitors.
 Level 3: Augmented product: What additional non-
tangible benefits can you offer? Competition at this level is
based around after sales service, warranties, delivery and so
on.

7. Marketing Mix (4p’s)
Product
Product Decisions
Branding Quality Features
We must remember that Marketing is fundamentally about providing
the correct bundle of benefits to the end user, hence the saying
‘Marketing is not about providing products or services it is essentially
about providing changing benefits to the changing needs and demands
of the customer’ (P.Tailor 7/00)
Benefits offered

8. Product Decisions
 Product design – Will the design be the selling point for
the organisation as we have seen with the iMAC, the new
VW Beetle or the Dyson vacuum cleaner.
 Product quality: Quality has to consistent with other
elements of the marketing mix. A premium based pricing
strategy has to reflect the quality a product offers.
 Product features: What features will you add that may
increase the benefit offered to your target market? Will the
organisation use a discriminatory pricing policy for offering
these additional benefits?
 Branding: One of the most important decisions a
marketing manager can make is about branding. The value
of brands in today’s environment is phenomenal.
Brands have the power of instant sales, they convey a
message of confidence, quality and reliability to their target
market.

9. Product Quality
 A product or process that is reliable, and that
performs its intended function is said to be a
quality product.
 Quality in business, has an interpretation as
the non-inferiority or superiority of something.
 Quality is a perceptual, conditional and
somewhat subjective attribute and may be
understood differently by different people.
 Consumers may focus on the specification
quality of a product/service, or how it
compares to competitors in the marketplace.

10. Product design
 Product design can be defined as the
idea generation, concept development,
testing and manufacturing or
implementation of a physical object or
service

11. Product
 Instruments that aim at satisfaction of
the prospective exchange party’s needs
 Examples: Product characteristics,
options, assortments, packaging,
guarantees, quality, features, style,
brand name, size & packaging,
services, warranties/guarantees,
returns & replacements

12. Brand Name
 The brand name is often used
interchangeably within "brand", although it is
more correctly used to specifically denote
written or spoken linguistic elements of any
product.
 In this context a "brand name" constitutes a
type of trademark, if the brand name
exclusively identifies the brand owner as the
commercial source of products or services

13. Product
 Titan introduces quartz watches
 24 Hour banking & ATMs by banks
 Tetra pack cartons for milk, juices
 Indoor coolers
 7 year warranty on refrigerators- Allwyn

14. Product & Packaging

15. FMCG

16. Product
 Consumer durable products

17. Products
 Increase in mobile services in India

18. Product- Durable
 Washing machines

19. Product
 Camera

20. Product

21. Products
 Latest Gadgets

22. New generation products
 Ipod, & walkman mobile

23. Services
 Courier Aviation

24. Services
 Despatch

25. Modern gadgets
 ipod