1. Marketing Mix

2. What is Marketing?
Marketing is the process of discovering and translating consumer wants into products and services and then in turn making it possible for them to enjoy the products and services
Discovering consumer wants
Translating into products and services
Customer Satisfaction
Marketing is the process of and then in turn making it possible for them to enjoy the products and services.

3. Marketing involves finding out what your customers want and supplying it to them at a profit

4. Marketing v/s Selling Focuses on consumer’s needs
Consumer enjoys supreme importance
Product planning and development to match products with markets
Converting consumer needs into products
Cavet Vendor (let the seller beware)
Focuses on seller’s needs.
Product enjoys supreme importance
High pressure selling to sell goods already produced.
Converting products into cash
Cavet emptro (let the buyer beware)

5. Marketing v/s Selling Focus Means Objectives Selling concept
Selling and promotion
Profits through sales volume
Products
Marketing concept
Consumers’ needs
Integrated Marketing
Profits through consumer satisfaction
The marketing concept calls for goal-oriented approach.
The objective is to earn profits through customer satisfaction.

6. What is Marketing Planning?
Marketing planning is to inject the philosophy of consumer orientation into the total business system and serves as a guide to the organisations’ efforts.

7. What is Marketing Mix?
It is the combination of four inputs which constitute the core of a company’s marketing system:
product,
price structure,
promotional activities
distribution system

8. Purpose of Marketing Mix
The purpose of marketing mix is to satisfy the needs and wants of the customers in most effective and economical manner

9. Elements of Marketing Mix

10. Lets explore Marketing Mix

11. Problem
Some fast moving consumer good (FMCG) are experiencing a decline in the demand and thus losing their market share

12. Your Project
Select one Fast Moving Consumer Goods (FMCG) facing decline in the demand
As a market researchers, conduct a case study of each aspect – price, place, promotion and product itself
Prepare revival strategy multimedia presentation of the product for the board of directors

13. What is the right marketing mix for your product?
A Big Question
What is the right marketing mix for your product?

14. Some questions to explore
How can we determine a right marketing mix?
What are the factors that affect the choice of the channel of distribution?
What influences the price of a commodity?
In what ways can surveys help us to make business decisions?

15. Project Scenario Stages
Select one FMGC product facing decline in the demand
Conduct survey for studying the trend of market
Analyse the results and draw inferences
Use online thinking tools for studying elements of marketing mix of your products in detail
Suggest revival strategy for your product
Your distribution channel. Picture it with diagrams.
Your pricing strategy. Indicate the price you will choose.
Your advertising program
Your plan to improve the product considering the customer’s demand
Create revival strategy presentation for board of directors

16. Remember To work in teams To note down your learning in journals
To refer to the marketing mantra score sheet for self evaluation

17. Go ahead and master the Marketing Mantra
All the best

18. References