3. 3
The Marketing Mix
The tools available to a business to gain the reaction
it is seeking from its target market in relation to its
marketing objectives
MARKETIN
GMIX
TAR G E T
M AR K E T
4. 4
PRODUCT:
• Very important aspect w.r.t to start a business.
• Methods used to improve/differentiate the product and increase
sales or target sales more effectively to gain a competitive advantage.
• Policies and procedures relating to quality , designs , technology ,
new editions..etc
5. 5
PRICE :
• Value of product.
• Policies and procedures relating to level of pricing.
• Points to be noted for pricing:
•Skimming
•Penetration
•Margin ,etc.
• Knowing the market
• Elasticity.
• Keeping eye on rivals.
6. 6
PLACE :
•The means by which products and services get from producer
to consumer and where they can be accessed by the consumer
•Selection of channels for distribution of goods and services between
to final consumers.
•Places can be :
•Whole sale
•Retail
•Direct sales
•Online selling ( a innovative and booming sector )etc.
7. 7
PROMOTION :
• Strategies to make the consumer aware of the existence of a
product or service.
• NOT just advertising.
• Selling plans / trade promotions etc.
• Platforms for promotion :
•Special offers
•Free gifts
•Endorsements
•leaflets / posters
•Direct mailing.
10. HISTORY OF LAYS
Lays, created a market for potato chips in India in the nineties. LAYS ENTERED
INTO THE INDIAN MARKET BY COLLABARATING WITH PESICO COMPANY,
PEPSICO ACTED AS THE DISTRIBUTION CHANNEL, AND IT SOLD THEIR
PRODUCTS THROUGH THE GENERAL STORES ACROSS THE INDIA.
Lay’s, the world’s largest and favourite snack food brand, has steadily
established itself as an indispensable part of India’s snacking culture since its launch
in 1995.
With its irresistible taste, international and Indian flavours and youth-centric imagery,
Lay’s has established itself as a youth brand and continues to grow in the hearts and
mind of its consumers.
Over the years, Lay’s has become known for its engaging and innovative promotions
and campaigns. The brand known for its ‘No one can eat just one’ campaign has
moved its positioning to ‘What’s the programme?’ making Lay’s ‘the main food of
every programme‘! Saif Ali Khan has been the face of the brand for over five years,
and has recently been joined by the captain of the Indian cricket team M.S. Dhoni.
Both embody the youthful energy and appeal of the brand.
11. HISTORY OF BALAJI
WAFFERS
The journey of Balaji Group in year 1976 by the member of Virani family. For
supplying wafers and namkeens to local brands to the patrons of Astron Cinema,
Rajkot. Due to the short supply of that product they decided to make their own product line
in year 1982.
By the overwhelming retail success they inspired to set a semi automatic plant. Instead of
preparing wafers by the traditional frying method this semi automatic plant boosted the
quality, taste and more sales also. The fame of taste reached to the whole Gujarat hence it
was time to takeover the whole Gujarat so that the biggest automatic plant of Gujarat came
in to the picture.
The wheel of network is devised under the ideal distribution channel network. That ensures
to supply fresh product in any corner of India within 24 hours. You can have Balaji snacks
in every 100 meters in INDIA. At Balaji, it is not only just distribution but it is an
euphemistic effort of team work.
This simple mantra rocked and changed the definition of chip world. Winning the heart by
quality and great taste and distributing sufficient dealer margin is a winning strategy of Balaji
Group. Its 'Value for money' strategy enables even a kid to buy fresh & healthy food in
12. PRODUCT OF LAY’S
1. AUGMENTED PRODUCT’S
2. CONSUMER PRODUCT’S
3. CONVENIENCE TYPE OF PRODUCT’S
1. QUALITY
2. FEATURES
3. STYLE & DESIGN
4. BRANDING
13. PRODUCT OF BALAJI
1. BALAJI HAS POSITIONED ITSELF WITH AN INDIAN TWIST. IT
HAS LAUNCHED THEIR 8 FLAVOUR’S IN POTATO CHIPS & 13
VARITIES IN NAMKEENS, WHICH WERE CAREFULLY
INRODUCED BY THEIR R&D DEPT
2. INITIAL OFFERINGS WERE THE MIX OF WAFERS.
3. THE POTATO CHIPS SEGMENT INCLUDES VARIANTS LIKE
PLAIN WAFFERS, CHAT-CHASKA WAFFERS, MASALA
WAFFERS, SIMPLY SALTED WAFFERS, TOMATO WAFFERS,
CREAM…ETC INSPIRED BY THE SANCKING HABBITS OF
INDIA.
4. THE OFFERINGS UNDER THE NAMKEENS ALOO-SEV,
CHANNA DAL, CHATAKA-PHATAKA MASALA,FHARALI
CHIVDA,MOONG DAL & SO ON..
5. BALAJI HAS FOCUSED ON THE DIFFRENTIATION OF
14. PRICE STRATEGY OF LAY’S
1. LAYS USE COST BASED PRICING STRATEGY.
2. LAYS COSTS CONSISTS OF..
a) MAN POWER
b) MACHINERY
c) ELECTRICITY
d) RAW MATERIALS
e) SALARY OF EMPLOYEES
3. PROFIT MAXIMIZATION
4. CONSUMER SATISFACTION
5. AFFORDABLE PRICE.
15. PRICE STRATEGY OF BALAJI
1. THE MAIN OBJECTIVE FOR BALAJI WAS TO COMPETE
EFFECTIVELY WITH THE PLAYERS WHO WERE ALREADY
EXISTED IN THE MARKET. HENCE THEY LAUNCHED AN
UPFRONTAL ATTACK BY INTRODUCING THEIR PRODUCTS
AT THE CHEAPER RATES THAN THOSE WHICH WERE
OFFERED BY THEIR COMPITETORS.
2. BALAJI THEN ENJOYED THE COST ADVANTAGE OVER
THEIR COMPETITORS BY INTRODUCING THEIR
PRODUCTS AT THE CHEAPER RATES.
16. PLACE & PROMOTION OF
LAY’S
1. THE PLACE IS WHERE YOU CAN EXPECT TO FIND THE CUSTOMERS &
CONSEQUENTLY THE PRODUCT IS SOLD.
2. HOW TO REACH TO THE CUSTOMERS
3. LAY’S TARGETS THE MARKET
1. TELEVISION ACTOR SAIF ALI KHAN PATAUDI & INDIA CRICKET TEAM
CAPTAIN MAHINDRA SINGH DHONI ARE HIRED AS THE BRAND
AMBASADORS, FOR THEIR PRODUCT.
17. PLACE OF DISTRIBUTION
BALAJI
1. BALAJI DIDN’T HAD VERY ESTABLISHED DISTRIBUTION NETWORK, AS
THEY WERE NEW INTO THE MARKET.
2. INITIALLY THEY STARTED SELLING THEIR PRODUCTS THROUGH SMALL-
SAMLL SHOPS LIKE LOCAL GENERAL STORES, PAN-BIDI SHOPS..ETC
3. AS THE TASTE & THE PRICE TOUCHED THE HEARTS OF MILLIONS, THE
DEMAND FOR THE PRODUCT INCREASED & THE PRODUCT WHICH WAS
SOLD THROUGH THE SMALL SHOPS, NOW GAINED THE PLACE ON THE
POSH RACKS OF THE MALLS.
4. TODAY, YOU CAN GET BALAJI SNACKS AT EVERY 100 METERS IN
18. PROMOTION STRATEGY
OF BALAJI
1. THE ULTIMATE PURPOSE OF THE PROMOTION IS
TO INCREASE THE SALES & TO INCRASE THE
PROFITS.
2. ADVERTISING IS ONE OF THE MODES OF
PROMOTION. ADVERTISING IS THE POWERFUL
PROMOTION TOOL TO ESTABLISH & RETAIN
BRAND LOYALTY, WHETHER THE COMPANY IS
INTRODUCING THE PRODUCT OR EXPANDING ITS
EXISTING ONE.
3. BALAJI DOES NOT SPENDS MUCH ON
ADVERTISING.IT MAKES ADVERTISING BY
FOLLOWING WAYS:-
A) LIGHTING BOARD PROVIDED TO THE
SHOPKEEPERS
B) BANNERS OUTSIDE THE SHOPS
C) GIVING AWAY CALANDERS
19. MARKET SHARE
TOP WAFER MAKERS, PEPSICO LTD HAS STARTED SLIPING WITH A SLEW OF
SMALLER & REGIONAL BRANDS, EATING THE SHARE OF ITS FLAGSHIP BRANDS
LAY’S
LAY’S, WHICH DOMINATE Rs. 9,400 CRORE INDIAN SNACKS MARKET, HAVE BEGUN
LOSING SHARE TO REGIONAL PLAYERS SUCH AS GUJRAT BASED BALAJI & OTHERS
WHICH ARE MATCHING THE MULTINATIONAL ON PRICING, VARIANTS &
REGIONALISATION.
LAY’S MARKET SHARES SLIPPED 2-3% IN THE APRIL-SEPTEMBER PERIOD, WHILE
BALAJI & SOME OTHERS LIKE ITC’s BINGO,PARLE & EVEN YELLOW DIAMONDS
HAVE GAINED. DATA ALSO SHOWS THAT PEPSICO FOOD’S (FRITO LAY’S) SHARE IN,
OVERALL WESTERN SNACKS HAS SLIPPED TO 40% FROM LAST FISCALS 48%
BUT THEN ITS SMALLER RIVALS TOO ARE WIDENING THEIR PRODUCT PORTFOLIO
AND REACH .DFM FOOD’S, MAKERS OF CRAX SNACKS, FOR EXAMPLE, STEPPED UP
ITS DISTRIBUTION IN NORTH INDIA & LAUNCHED CRAX IN THE WESTERN MARKETS
RECENTLY.
PEPSICO HAS BEEN SELLING AT PRICES RANGING FROM Rs. 2 TO Rs. 55 ACROSS
21. LAY’S SUCCESS MANTRA
RESPOND TO COMPETITORS THREAT
WHEN BALAJI STARTED EATING FIRTO LAYS MARKET SHARE THE COMPANY PROACTIVELY RESPONDED BY LAUNCHING
ITS OWN VERSIONS OF INDIANIZED FLAVOURS SPREAD ACROSS ALL THE BRANDS. TAKING A CLUE FROM ITS
COMPITITORS IN TERMS OF INCREASED AUDIENCE INTERACTION & ONLINE MARKETING. FRITO LAY EXPLORE D NEW
MEDIUMS OF ADVERTISING i.e. BY HIRING SAIF ALI KHAN AS THEIR BRAN AMBASADOR.
CONSISTENT COMMUNICATION
FRITO LAY’S COMMUNICATION IS ONE OF ITS KEY STRENTHS. IT HAS MANAGED TO CREATE A DISTINCT IMAGE FOR ALL
ITS BRANDS-KURKURE, LAYS AMONG OTHERS. ANY LAUNCH OF NEW VARIANT/LINE EXTENTION IS SUPPORTED BY A
360DEGREE MARKETING CAMPIGN TO CREATE AWARENESS AND INDUCE TRAILS
IF YOU ARE NOT THE FIRST IN THE MARKET, COMPETE HEAD ON & IF POSSIBLE AQUIRE THE
COMPITETOR
BEING 1ST IN THE MARKET IN 1992, UNCLE CHIPS ENJOYED TREMENDOUS SUCCESS. WHEN FRITO LAYS ENTERED IN
INDIA IN 1996, WITH THE BRAND ‘’RUFFELS’’, IT WENT ON HEAD ON WITH UNCLE CHIPS BUT STILL COULDN’T GAIN
SUFFICIENT MARKET SHARE. HOWEVER, POST 2000I IT BOUGHT OUT UNCLE CHIPS FOR AN UNDISCLOSED
SUM,THERBY WIPING OUT ITS SOLE COMPITITOR IN THE BRANDED WAFFER MARKETT
