marketing mix

• Place


  also known as distribution channel or marketing channel is the path that a product takes before it is sold to the consumer.
• Distribution channel

  • The distribution channel is an important element of the marketing mix, as it determines where and when the product will be available to customers.
  • Distribution channels mainly involves marketing intermediaries, which refer to individuals or businesses that sell products to a firm or another vendor, or to the customer themselves.
• Marketing Intermediaries

  1. Wholesalers
  2. Retailers
  3. Agents
• Wholesalers

  • Wholesalers are intermediaries who purchase goods in bulk from manufacturers and sell them in smaller quantities to retailers or other businesses.
• Retailers

  • Retailers are businesses that sell goods directly to consumers. They operate at the final stage of the distribution chain and are responsible for making products available to the public.
• Agents

  • Agents are individuals represent a manufacturers or company to convince buyers to purchase their products. Agents do not own the products and they usually earn commissions or other fees.
• Types of Distribution Channel

  1. Direct distribution channel
  2. Indirect distribution channel
• Direct Distribution Channel

  • refers to a method of distributing products or services directly from the producer or manufacturer to the end consumer without intermediaries such as wholesalers, retailers, or distributors

  
• Indirect Distribution Channel

  • refers to a method of distributing products or services through intermediaries such as wholesalers, retailers, or agents, rather than directly from the producer to the end consumer.

  
• Promotion

  • Is the communicative element of the marketing mix
  • involves the various methods used to communicate with customers and persuade them to buy a product or service.
• Types of Promotional Strategy

  1. Sales Promotions
  2. Personal Selling
  3. Public Relations
  4. Advertisement
  5. Publicity
• Sales Promotions


  are activities or a series of activities that are intended to boost the sales of a product or service, usually short term. These are actions a company can take to stimulate customers to buy immediately than later.
• Personal Selling


  occurs when an individual salesperson sells a product, service, or solution to a client
• Public Relations

  • is creating and maintaining goodwill of an organization's various publics (customers, employees, investors, suppliers, etc.)
  • These efforts may also include the support of the arts, charitable causes, education, sporting events, and other civic engagements.
• Advertisement

  • commonly abbreviated as ad, is a form of marketing communication that aims to promote or sell a product, service, or idea.
  • are messages paid intended to inform or influence people who receive them.
• Publicity

  • is a communication written and produced by public relations professionals intended to create a favorable public image for a client.
• Employees

  • These are the frontline representatives of the company who interact directly with customers.
  • Whether it's sales staff, customer service representatives, or technical support personnel, employees play a crucial role in shaping the customer experience.
• People

  • refers to the individuals who are directly or indirectly involved in delivering the product or service to customers.
  • refers to the individuals who are directly or indirectly involved in delivering the product or service to customers.
• Management

  • are responsible for setting policies, creating a positive work culture, providing training and support to employees, and ensuring that customer needs are prioritized throughout the organization.
• Suppliers

  • Are external stakeholders who provide the raw materials, components, equipment, or services necessary for the production or delivery of a company's products or services.
• Competitors

  • are other companies or entities that offer similar products or services to the same target market.
• Packaging

  • It refers to the design, creation, and presentation of the container or wrapping in which a product is sold or delivered to consumers.
• Packaging serves several important

  functions:

  1. ✓Protection
  2. ✓Preservation
  3. ✓Identification and Information
  4. ✓Differentiation and Branding
  5. ✓Convenience and Functionality
• Labeling

  • the process of creating and attaching informative, descriptive, and regulatory information on a product's packaging or container.
• Functions (Labeling)

  1. ✓Helping consumers identify and differentiate products,
  2. ✓Providing essential information for safe and proper use
  3. ✓ensuring regulatory compliance, and facilitating traceability
• Guarantee


  Guarantee is a promise that

  something is of good quality

  and will perform the way it

  is intended to.
• Warranty


  A warranty is an assurance

  issued to the consumer,

  which is attached to a

  product.
• Positioning

  • process of establishing the image or identity of a brand or product so that consumers perceive it in a certain way

  
• SWOT Analysis

  • is a useful technique for understanding your Strengths and Weaknesses, and for identifying both the Opportunities open to you and the Threats you face.

  
• Strengths 


  STRENGTHS with in the control of the

  entrepreneur and they occur at present.

  These should be capitalized.
• Weaknesses 


  WEAKNESSES with in the control of the

  entrepreneur; they occur at present. They are

  “lack of..” ,“missing...”, or“ weak points. This

  should be eliminated as soon as possible
• Opportunities

  • positive or favorable factors in the environment which the entrepreneur should take advantage of or which make his project idea potentially viable. These are beyond the control of the entrepreneur.
• Threats

  • negative or unfavorable external factors in the environment and normally beyond the control of the entrepreneur. They affect adversely the business, if not eliminated or overcome.
• Perceptual Mapping

  • are two dimensional graphs which present the perceptions of customers and potential consumer regarding a company’s product against that of their competitors
• Positioning Statement

  • Concisely defines the purpose of the brand and is meant to guide marketers and other members of the company in their marketing efforts to ensure that all marketing decisions stay true to the product or brand identity