ZS

Managing the Marketing Mix: Product, Price, Place, and Promotion

Learning Changes Everything

  • The significance of education and continuous improvement in marketing practices.

Managing the Marketing Mix

1. Product Development and the Total Product Offer

  • Value Perception: Customer perceptions of value are influenced by various factors.

  • Adaptive Challenge: Adapting products to new market conditions is crucial for business success.

  • Key Activity: Effective product development is essential in modern businesses.

2. Developing a Total Product Offer

  • Products are evaluated based on tangible and intangible aspects.

  • Marketers must engage with consumers to understand their priorities effectively.

3. Product Innovation Historical Examples

  • 1929: Electric razors

  • 1930: Car radios

  • 1930: Supermarkets

  • 1933: Chocolate chip cookies, laundromats

4. Product Lines and Mix

  • Product Line: A collection of items aimed at a similar market with similar competition.

  • Product Mix: The totality of a manufacturer’s product lines.

5. Product Differentiation

  • Distinction through perceived or real differences among products.

  • Essential for small businesses to capture market share.

6. Importance and Functions of Packaging

  • Functions of Packaging:

    • Attract buyer attention.

    • Protect goods during storage and handling.

    • Provide easy access and usage instructions.

    • Communicate product information including warranties and consumer advisories.

    • Indicate price and value.

7. Growing Importance of Packaging

  • Increased promotional responsibilities for packaging.

  • Importance of compliant labeling, e.g., Fair Packaging and Labeling Act.

  • Bundling: Combining multiple products or services, enhancing product attractiveness.

Branding and Brand Equity

1. Understanding Brand Elements

  • Brand: Methods to identify and distinguish products.

  • Brand Name: Offers distinctiveness that attracts consumers.

  • Trademark: Provides exclusive legal protection for brands.

2. Creating Brand Equity and Loyalty

  • Brand Equity: Value generated by brand recognition and associated symbols.

  • Brand Loyalty: Central to building brand equity, reinforced by advertising and sponsorships.

3. Brand Management Overview

  • Responsibilities include overseeing product lines and integrating all marketing mix elements.

The Product Life Cycle (PLC)

1. Stages of the PLC

  • Introduction: Product launch stage.

  • Growth: Sales increase, brand awareness grows.

  • Maturity: Market saturation, sales plateau.

  • Decline: Decrease in sales and market relevance.

2. Visual Representation of Sales and Profit Trends

  • The graphical correlation between sales and profits across different product categories.

Competitive Pricing Strategies

1. Pricing Objectives

  • Achieve target returns, build traffic, market share, and image.

  • Support broader social objectives.

2. Pricing Models

  • Cost-Based Pricing: Production costs plus profit margin, incorporating updates and competition factors.

  • Demand-Based Pricing: Target costing that meets customer needs while ensuring profit margins.

  • Competition-Based Pricing: Setting prices based on competitor benchmarks.

3. Other Pricing Strategies

  • Skimming: High initial pricing to recover development costs.

  • Penetration: Low initial pricing to enter competitive markets.

  • Everyday Low Pricing (EDLP), High-Low Pricing, and Psychological Pricing.

4. Market Forces Influence on Pricing

  • Demand-driven pricing reflecting consumer behavior.

  • Increased competition from online price comparisons.

  • Emphasis on non-price competition focusing on product image.

Channels of Distribution

1. Role of Marketing Intermediaries

  • Organizational structures facilitating product distribution from producers to consumers.

  • Includes agents, brokers, wholesalers, and retailers.

2. Value Addition by Intermediaries

  • Streamlining logistics, reducing costs through faster operations.

3. Types of Intermediaries

  • Retail Sales: Direct sales to consumers.

  • Wholesale Sales: Sales to other businesses for resale or operational needs.

4. Retail Strategies

  • Competition with online platforms like Amazon.

  • Distribution Strategies: Intensive, selective, and exclusive distributions.

5. Non-store Retailing Innovations

  • Growth in online retailing, social commerce, and direct marketing initiatives.

  • Impact of telemarketing, vending machines, and pop-up stores.

6. Distribution Modes and Modes of Transport

  • Importance of efficient supply chain logistics, focusing on cost, speed, and processing.

  • Understand different intermodal shipping methods.

Promotion and the Promotion Mix

1. Integrated Marketing Communication (IMC)

  • Coordinated marketing strategies combining diverse promotional tools.

2. Advertising Techniques

  • Categories of advertising through newspapers, television, radio, and online.

  • Growth of mobile and social media as critical marketing channels.

3. Role of Personal Selling

  • Engaging customers with tailored sales processes, emphasizing personal touch.

  • The critical role of public relations in shaping public perceptions.

4. Sales Promotion Techniques

  • Strategies to boost sales through incentives, training, and sampling.

  • Utilizing social media to create consumer loyalty and drive traffic.

5. Managing the Promotion Mix

  • Tailored promotion strategies for different target groups, including push and pull strategies.

  • Understanding promotional tools and their effectiveness.