play with marketing mix

23. Marketing Mix decisions for Consumer, Industrial & Service Products

24. Products Consumer Industrial Convenience shopping Speciality Unsought Staple Impulse Emergency Materials and parts Capital Items Supplies & services Raw Materials Manufactured Materials Installations accessories Supplies Business services

25. Personal selling may be good promo tool. Advertising also may help to make awareness. POSM s also plays a role Consumers will be willing to spend more time and energy in searching the product Prices tend to be high . Hire purchase, credit schemes will trigger sales Quality, features and benefits, after sales service are important Shopping Goods Advertising and sales promotion plays a very big role Convenience is very crucial. Intensive distribution strategy followed Price is not a major criterion but over pricing will loose the market Products needed to be branded. Branded products can get brand loyalty. Promotion Place Price Product Convenience goods

26. Promotion Mass promo may not suit. Adds to be placed in selected exclusive mediums. Personal selling professionals Place Willing to do extensive search and refuse alternatives. Exclusive distribution will add to the image Price Market skimming . High price will meet the expectation of the consumer as he seeks high quality Product Highly brand conscious. Refuse any other brand. Quality high Promotion Hard selling, heavy promos, Personal selling, referral selling Place Selective as the frequency is very high Price Price incentives are required to stimulate purchase Unsought Goods Product Customers are reluctant to purchase. Benefits presented should be superior to perceived cost Specialty Goods