MARKETING MIX

RIGHT PRODUCT 

RIGHT TIME 

RIGHT PLACE

MARKETING MIX = COMBINATION MARKETING DECISIONS THAT WILL INFLUENCE CUSTOMERS DECISION BUY PRODUCT

DESIGN / QUALITY / FEATURES

PHASE OF LIFE CYCLE IS IT IN 

EXISTING RANGE OR NEW

COST PRODUCE

COMPEITITION

PROFIT MARGIN 

CHARGE CUSTOMERS

TERMS OF PAYMENT

COMPANY COMMUNICATES INFO 

ABOVE LINE PROMOTION

• BROADCAST MEDIA
• PRINT MEDIA
• ELECTRONIC MEDIA

BELOW LINE PRODUCTION

• DIRECT MAIL
• PERSONAL SELLING
• PUBLIC RELATIONS
• SALES PROMOTION

CONTAINS PROTECTS & PROMOTES PRODUCTS

SUCCESFUL PACKAGING - DISTINCTIVE / RECOGNISABLE WITH BRAND IMAGE 

RECENT INNOVATIONS INCLUE PUMP ACTION TOOTHPASTE

PRODUCT DISTRIBUTION

PRODUCERS

WHOLESALERS

RETAILERS

DIRECT SELLING

INVOLVED TRANSACTION

WAITER SKILLS INFLUENCE DECISION 

AFFECT PERCEPTION PRODUCT

PROCESS BY PRODUCT

E.G. PAY PARK 

SHOP NO DEBIT CARDS

PHYSICAL PREMESIS 

DECORATION / ATMOPSHERE / DESIGN

AFFECT PERCEPTION BUSINESS PRODUCT OR BRAND

PRODUCT NOT FIXED 

TO CHANGE INTERNAL / MARKET CONDITIONS CHANGE

CHANGE FINANCIAL POSITION - AFFECT INVESTMENT 

CHANGES STAFF - NEW OPPURTUNITIES E.G. IMPROVE TEAM = GREATER PROMOTIONS CHARGE MORE

CHANGES OPERATIONS - GREATER EFFICENCIES LOWER PRICE - MORE INNOVATION = WIDER RANGE

CHANGE OBJECTIVES - NEW TARGETS - IMPLICATIONS E.G. HIGHER SALES

POLITICAL & LEGAL - EUROPEAN LEGISLATION AFFECT LABELLING

ECONOMIC - GROWING = HIGHER PRICE POSSIBLE

SOCIAL - GREATER ENVIORNMENT CONCERNS = CHANGE PRODUCTS PRODUCED

TECHNOLOGICAL - PEOPLE INTERNET = ONLINE PROMOTION - EFFECTIVE

COMPETITION - GREATER COMPETITIN BENEFITS ENHANCED TO MATCH OFFERS

BOUGHT INDIVIDUALS TO CONSUMER OR GIVE OTHER CONSUME

TARGETING THOUSANDS CUSTOMERS

LARGE PROMOTIONAL - JUSTIFY NATIONAL ADVERTISING 

NOT PROFESSIONAL BUYERS - EFFECTED BRAND IMAGE / PACKAGING

CONVENIENCE - WIDELY DISTRIBUTED - WONT TRAVEL - NOT VERY BRAND LOYAL - ENSURE WIDELY AVALIABLE IMPORTANT SUCESS

SHOPPING - COMPARE FEATURES / PRICE - VISIT SEVERAL STORES DECIDING BRAND - COMPARE - IMPORANT SHOW BENEFITS

SPECIALITY - CONSIDERING MONTHS / YEARS - TRAVEL FAR - BRAND IMPORANT & PHYSICAL ENVIORNMENT 

USE OWN PROCESSES

BUYERS - LESS INTERESTED PACKAGING - MORE INTERESTED EVIDENCE TECHNICAL PERFORMANCE

UNDERSTAND REPRESENTATION VALUE FOR MONEY - HELP IMPROVE COMPETITIVENESS

CORE BENEFIT - PROVIDES

TANGIBLE PRODUCT - FEATURES E.G. SPECIFICATION / RELIABILITY / DESIGN

AUGMENTED PRODUCT - REFERS EXTRAS E.G. BRAND NAME / DELIEVERY / GUARNTEE

MANGERS WANT TO:

MONITOR PRORESS PRODUCTS CHANGE MARKETING MIX - PRODUCT LIFE CYCLE

OVERVIEW PRODUCTS FIT TOGETHER - DECIDE WHAT NEEDS INVESTMENT - PORTFOLIO ANAYLYSIS

WETHER DEVELOP NEW PRODUCTS AR MARKET CHANGES

DEVELOP BRAND PRODUCT

DEVELOPMENT: INVESTMENT RESEARCH. NO SALES / NEGATIVE CASH FLOW

INTRO: LAUNCHED MARKET. SLOW SALES START - INVESTMENT REQUIRED PROMOTE PRODUCT - CASH FLOW NEGATIVE

GROWTH: SALES INCREASE QUICKLY - MANGERS INVESTING BUT CASH FLOW POSITIVE

MATURITY: GROWTH SALES SLOWS - COMPETITORS ENTERED MARKET - SALES HIGH JUST NOT INCREASING

DECLINE: SALES FALLING - NEW BETTER PRODUCT MARKET

DOGS: LOW SHARE SLOW GROWTH MARKET

CASH COWS: HIGH MARKET SHARE - GROWING SLOWLY - DONT NEED PROMOTING 

PROBLEM KIDS: FAST GROWTH - SMALL MARKET SHARE - MANAGERS INVEST PROTECT PRODUCT

STARS: FAST GROWTH - WELL MARKET SHARE - LEADING BRAND - INVEST PROMOTING / DISTRIBUTION STAY STARS

CATEGORISE PRODUCTS

ALL CASH COWS - WORRY FUTURE - SALES SLOW - INVEST 

PRODUCTS DOGS - WORRY LOW MARKET SHARE & GROWTH - TAKE ACTION

MODIFY EXISTING PRODUCTS

END LIFE CYCLE

NEW OPPURTUNITIES

DESIRE BUILD STRENGTHS

ACHIEVE GROWTH / COMPETITORS DOING

MANY DONT MAKE PRODUCTION - NOT VIABLE

DONT SELL WELL - WITHDRAWN - MARKET NOT UNDERSTOOD WELL / COMPETITORS

P.E.D. INELASTIC INCREASE REVENUE = SMALL % FALL QUANTITY

ELASTIC - INCREASE REVENUE BY REDUCING PRICE

COST - ESTIMATE SALES DIFFERENT PRICES COMPARE EXPECTED COSTS

PENETRATION PRICING - LOW PRICE GAIN MARKET SHARE - SUITABLE DEMAND ELASTIC

PRICE SKIMMING - HIGH PRICE PRODUCT LAUNCED - SUITABLE INELASTIC

DYNAMIC PRICING - PRICE CHANGING RAPIDLY RESPONSE CHANGING DEMAND

TARGET AUDIENCE - VITAL UNDERSTAND

PROMOTIONAL BUDGET - HOW MUCH IS SPEND - PROMOTION EXPENSIVE

MESSAGE

TECHNOLOGY - PROMOTIOANL OPPURTUNITIES TURNING STRATEGIES. ASSESS EFFECTIVNESS CTRS

BRAND REPRESENTS PROMISE PROVIDE SPECIFIC SET BENEFITS

VULNERABLE - SERIOUS DAMAGE CONFLICT VALUE

STRONG:

DEMAND LIKELY INELASTIC

BRAND AMBASSADORS - CONVINCE PEOPLE TRY IT

OPEN OTHER PRODUCTS

DIFFICULT OTHER BRANDS ENTER MARKET

DEGREE COVERAGE - BROADER SPREAD MORE TO REACH

COSTS STRATEGIES - OWN NETWORK EXPENSIVE - ONLINE REACH GLOBAL

NATURE PRODUCT - LOW VALUE HIGH QUUANTITY USE INTERMEDIRIES WHOLESALES. CONVENIANCE SRPEAD WIDELY 

DEGREE CONTROL - INTERMEDIARY - BUSINESS GAIN OWNERSHIP

CUSTOMERS EXPECTED ACCESS PRODUCT