2. MARKETING MIX
Neil Borden in the year 1953 introduced the term Marketing mix, an
extension of the work done by one of his associates James Culliton in
1948.
Marketing Mix - A mixture of several ideas and plans followed by
a marketing representative to promote a particular product or
brand is called marketing mix. Several concepts and ideas combined
together to formulate final strategies helpful in making a brand
popular amongst the masses form marketing mix.
3. Product
Goods manufactured by organizations for the end-users are
called products.
Products can be of two types - Tangible Product and Intangible Product
(Services)
An individual can see, touch and feel tangible products as compared to
intangible products.
A product in a market place is something which a seller sells to the
buyers in exchange of money.
Price
The money which a buyer pays for a product is called as price of
the product. The price of a product is indirectly proportional to its
availability in the market. Lesser its availability, more would be its price
and vice a versa.
Retail stores which stock unique products (not available at any other
store) quote a higher price from the buyers
4. Place
Place refers to the location where the products are
available and can be sold or purchased. Buyers can purchase
products either from physical markets or from virtual markets. In
a physical market, buyers and sellers can physically meet and
interact with each other whereas in a virtual market buyers and
sellers meet through internet.
Promotion
Promotion refers to the various strategies and ideas
implemented by the marketers to make the end - users aware of
their brand. Promotion includes various techniques employed to
promote and make a brand popular amongst the masses.
Promotion can be through any of the following ways:
5. •Advertising
Print media, Television, radio are effective ways to entice
customers and make them aware of the brand’s existence.
Billboards, hoardings, banners installed intelligently at strategic
locations like heavy traffic areas, crossings, railway stations, bus
stands attract the passing individuals towards a particular brand.
Taglines also increase the recall value of the brand amongst the
customers.
Word of mouth
One satisfied customer brings ten more customers along with him
whereas one dis-satisfied customer takes away ten more
customers. That’s the importance of word of mouth. Positive word
of mouth goes a long way in promoting brands amongst the
customers.
6. MARKETING MIX OF WASHING MACHINES
LG
Established in 1997, LG Electronics Pvt. Ltd, is a wholly owned
subsidiary of LG Electronics, South Korea. In India for a decade now,
LG is the market leader in consumer durables and recognised as a
leading technology innovator in the information technology and
mobile communications business.
LG is the acknowledged trendsetter for the consumer durable
industry in India with the fastest ever nationwide reach, latest global
technology and product innovation.
One of the most formidable brands, LGEIL has an impressive
portfolio of Consumer Electronics, Home Appliances, GSM mobile
phones and IT products.
LG Electronics India Pvt. Ltd, a wholly owned subsidiary of LG
Electronics, South Korea was established in January, 1997 after
clearance from the Foreign Investment Promotion Board (FIPB).
7. TOP LOADING
1.
Product
6.5 KG, SPEECH, I SENSOR, TURBODRUM, 10
WATER LEVEL SELECTION, AIR DRY
•WF-T7519PV
•DIGITAL DISPLAY
•PUNCH+3 PULSATOR
•FUZZY LOGIC CONTROL
•3-STEP WASH
•Rs.20690
8. 2.
Product
PRESENTING WORLD'S FIRST 6 MOTION
DIRECT DRIVE THAT CLEANS BETTER THAN
HAND WASH.7.5 KG, I - SENSOR, PUNCH +3,
TURBODRUM
T8018AEEP5
•6 MOTION
•DIRECT DRIVE MOTOR
•JET SPRAY
•I-SENSOR
•Rs.35190
9. FRONT LOADING
1.
Product
5.5 KG, INVERTER DIRECT DRIVE MOTOR,
BABY CARE, RINSE HOLD, CREASE CARE,
INTENSIVE WASH, CHILD LOCK, MEDIC
RINSE
F8091MD2
•INVERTER DIRECT DRIVE TECHNOLOGY
•SMART DIAGNOSIS
•800RPM (MAX.)
•Rs.23990
10. 2.
Product
6.5 KG, 6 MOTION DIRECT DRIVE
WASHER, LUXURY SILVER, SMART
DIAGNOSIS, BABY CARE
F12B4WDP25
•6-MOTION
•INVERTER DIRECT DRIVE TECHNOLOGY
•SMART DIAGNOSIS
•1200RPM (MAX.)
•Rs. 38490
11. Price
The pricing strategy of LG is “cost plus fixed mark up”. Following the
pricing policy, LG’s formula is “import cost + reasonable gross profit”.
The formula is used to cover the market cost and make profits in any
market including China (Pakistan & Gulf Economist, 2005).
Place
Manufactured in NOIDA. And the product is sold all over India through
dealers.
LG’s merchandise is sold throughout the world, especially developed
regions. There are numbers of LG retailers in big cities including
Guangzhou, Shanghai and Beijing.
12. Promotion
LG washing machines are promoted through television
advertisements and advertisements in the magazines, newspapers.
13. SAMSUNG
Samsung was founded by Lee Byung-chull in 1938 as a trading
company. Over the next three decades the group diversified into
areas including food processing, textiles, insurance, securities and
retail. Samsung entered the electronics industry in the late 1960s
and the construction and shipbuilding industries in the mid-
1970s; these areas would drive its subsequent growth. Following
Lee's death in 1987, Samsung was separated into four business
groups – Samsung Group, Shinsegae Group, CJ Group and Hansol
Group. Since the 1990s Samsung has increasingly globalised its
activities, and electronics, particularly mobile phones and
semiconductors, has become its most important source of income.
Samsung has a powerful influence on South Korea's economic
development, politics, media and culture, and has been a major
driving force behind the "Miracle on the Han River” Its affiliate
companies produce around a fifth of South Korea's total
exports.[ Samsung's revenue was equal to 17% of the South
Korea's $1082 billion GDP.
16. FRONT LOADING
1.
Product
WD0704REC
• Do your dry cleaning at home
• Keep clothes looking new with
Diamond Drum™
• Quiet Drive motor
• Sensor Drying System
• Rs. 50,990
17. 2.
Product
WF706U2SAWQ
• A cool way to clean your clothes
• Durable and less energy
• Smaller Holes for Better Fabric
Care!
• Long-lasting Quality
• Rs. 42,990
18. Price
The pricing strategy of Samsung is “cost plus fixed mark up”.
Place
Manufactured in Nagpur city and sold all over India.
Samsung sells its products by retailers and home appliance interlinks
retail enterprises Suning and Gome as well as LG. Nevertheless,
Samsung not only sells products in cities, but also in countryside.
Samsung in China took part in a policy named “home appliances to rural
areas” in 2009. This policy was to add profits to the masses that lived in
rural areas. Samsung was one of the companies that help rural people
improve their living standard.
20. MARKETING MIX OF RETAILERS
Big Bazaar
Product
Big Bazaar offers a wide range of products which range from apparels,
food, farm products, furniture, child care, toys, etc of various brands
like Levis, Allen Solly, Pepsi, Coca- Cola, HUL, ITC, P&G, LG, Samsung,
Nokia, HP etc.
Big Bazaar also promotes a number of in house brands like:
DJ & C
Tasty Treat
Clean Mate
Sensei
Care Mate
Koryo and 44 other brands.
21. Price
The pricing objective at Big Bazaar is to get “Maximum Market
Share”. Pricing at Big Bazaar is based on the following techniques:
•Value Pricing (EDLP – Every Day Low pricing): Big Bazaar
promises consumers the lowest available price without coupon
clipping, waiting for discount promotions, or comparison shopping.
•Promotional Pricing: Big Bazaar offers financing at low interest
rate. The concept of psychological discounting (Rs. 99, Rs. 49, etc.) is
also used to attract customers. Big Bazaar also caters on Special
Event Pricing (Close to Diwali, Gudi Padva, and Durga Pooja).
22. •Differentiated Pricing: Differentiated pricing i.e. difference in rate
based on peak and non-peak hours or days of shopping is also a pricing
technique used in Indian retail, which is aggressively used by Big Bazaar.
e.g. Wednesday Bazaar
•Bundling: It refers to selling combo-packs and offering discount to
customers. The combo-packs add value to customer and lead to increased
sales. Big Bazaar lays a lot of importance on bundling.
e.g. 3 Good Day family packs at Rs 60(Price of 1 pack = Rs 22)
5kg oil + 5kg rice + 5kg sugar for Rs 599
23. Place
The Big Bazaar stores are operational across three formats —
hypermarkets spread over 40,000-45,000 sq ft, the Express format
over 15,000-20,000 sq ft and the Super Centers set up over 1 lakh
sq ft. Currently Big Bazaar operates in over 34 cities and towns
across India with 116 stores. Apart from the Metros these stores are
also doing well in the tier II cities. These stores are normally located
in high traffic areas. Big Bazaar aims at starting stores in developing
areas to take an early advantage before the real estate value booms.
Mr. Biyani is planning to invest around Rs 350 crore over the next
one year expansion of Big Bazaar. In order to gain a competitive
advantage Big Bazaar has also launched a website
www.futurebazaar.com, which helps customers to orders products
online which will be delivered to their doorstep. This helps in saving
a lot of time of its customers.
24. Promotion
•The various promotion schemes used at Big Bazaar include:
•“Saal ke sabse saste 3 din”
•Hafte ka sabse sasta din “Wednesday bazaar”
•Exchange Offers “Junk swap offer”
•Future card(3% discount)
•Shakti card
•Advertisement (print ad, TV ad, radio)
•Brand endorsement by M.S Dhoni and Asin
•Big Bazaar has come up with 3 catchy lines written on hoardings
taking on biggies like Westside, Shoppers stop and Lifestyle. They
are:
•“Keep West- aSide. Make a smart choice!”
•“Shoppers! Stop. Make a smart choice!”
•“Change your Lifestyle. Make a smart choice!”
25. Reliance Fresh
Product
The product offerings of the super markets includes a wide range
across fresh fruits and vegetable, groceries, personal care, home
care, general merchandise .
Product varieties
vegetables, dairy product, frozen items, groceries, cosmetics,
detergents, fruits & daily use items.
Quantity
Reliance fresh direct purchase vegetables from farmers .
26. Design
The product display’s is well organized & facilitates ease of
choice. Bright & clean store, at convenient locations with
layouts allow ease of navigation
Features
Every day low price strategy
Guarrantee of freshness
Brand name
Different brand of the product
Warranties
Products repaired or replaced
ties
Products repaired or replaced
27. Place
•Hyderabad
•Chennai, New Delhi, Hyderabad, Jaipur, Mumbai,(head quarter)
Chandigarh, Ludhiana, Orissa, UP and West Bengal.
•Generally located in small commercial complexes close to 3-4 big
residential areas.
•As the Reliance Fresh store is situated beside the main road so it’s an
advantage to the store to increase footfall.
29. Promotion
•Auto material inside the store including the latest promotions & offers.
•Point of Purchase displays are used at reliance fresh to communicate the
benefits of a product.
•The main idea behind every effort is to make a bulk purchase.
•Saturday and Sunday are considered as discount and scheme day.
•Advertisement in Tata yellow pages, MTNL telephone directory and
through just dial.
•Providing carry bags including brand names & logo.
•Print or broadcast ads with the help of National and Local Newspaper.
30. MARKETING MIX OF
MULTIPLEX
A multiplex is a movie theater complex with multiple screens,
typically six, ten, or more screens. They are usually housed in a
specially designed building. Sometimes, an existing venue
undergoes a renovation where the existing auditoriums are split
into smaller ones, or more auditoriums are added in an extension
or expansion of the building. The largest of these complexes can
sit thousands of people and are sometimes referred to as
a megaplex.
31. PVR (PVR – Priya Village Roadshow)
• PVR (PVR – Priya Village Roadshow) Cinemas is the pioneer of
multiplex cinemas in India which holds commanding position in this
industry.
• Has the largest multiplex in Bangalore with 11 screens.
• PVR is India’s leading cinema chain.
• They launched its nine screen multiplex at the largest mall of
Kerala, the Lulu Mall, Kochi. The launch is part of PVR’s organic
growth strategy of expanding its presence across Pan India. With the
Kochi cinema, PVR stands at 360 screens in 86 cinemas in 36 cities
across India.
32. Product
PVR Cinemas, one of the leading cinema chains in the country with
over 108 screens in 26 different cinemas spread across multiple
locations.
State of the Art Technology that enhances the whole experience of
watching a movie -the great picture quality, sound system etc.
The bright red colors in the interiors to glittering gold in the foyer.
Comfortable seats with more leg-room.
Refreshments serving staffs in the theatre itself.
High Class audio-visual quality.
33. Price
- One of the most important factors for Brand Loyalty.
- PVR offers “HIGH PRICE discrimination” for various segments of its
customers.
- In addition it has come up variety of schemes.
- Flagship Product
- Price ranges between 100-200 Rs.
- Excellent viewing value to middle market audience.
- PVR Premiere screens, which would be high end luxury screens
with an ATP beyond Rs200.
- Middle upper market and premium location in metros.
- PVR Talkies which have an ATP below Rs 100.
- Aimed at value conscious market in tier 2 towns.
- Gold class have Price over Rs 500 in Metros
- Movie tickets cost 12-40% cheaper now.
- PVR Cinemas has dropped prices for shows screened before 1 pm
to as low as Rs 50-100, depending on properties.
- Its tickets were earlier priced between Rs
80 and Rs 150.
34. Place
Availability at the right place, at the right time, in the right
quantities…
Entertained over 18 million moviegoers in 2007-2008
Eg:
- Maiden Mall, Amritsar (5 screens)
- Ampa Mall, Chennai (7 screens)
- Odeon, Ghatkopar, Mumbai (4 screens)
- LULU Mall Cochin: PVR has spread its footprint in Kochi which is
one of the largest and most important cities of Kerala, also known
as ‘God’s own country’. The multiplex is spread across an area of
71,000 sq ft, with a capacity of 2,192 seats. A perfect destination
for tourism, holidays, art and culture, the city will now enjoy
another avenue for entertainment with the PVR multiplex,
encompassing 2K Digital projection, 7.1 Dolby surround sound,
3D enabled silver screens and JBL 4-way speakers. The cinema
besides offering an exceptional movie watching experience will
also provide a wide range of food & beverage options.
35. Promotion….
“VISA PVR Offer”
PVR customers who use
Visa Platinum, Visa Signature or Visa Gold cards who buy
cinema tickets through
http://www.pvrcinemas.com.
You will receive one free ticket out of every two tickets
Purchased.
ALTERNATIVE OPTIONS TO PURCHASE TICKETS
MEMBER’S ZONE
Online Movie Booking Websites
PVR Cinemas
Book Eazy
Kyazoonga
Ask4Ticket.com
I Ticket.in
BookMyShow.com
36. Multiplexes dress up for parties
Where’s the party tonight? ??
-At A MOVIE HALL !!!!!!!!!!!!!!!!
Multiplex chains are now positioning their luxury format lounges
as a place where “MOVIE BUFFs” can enjoy a get-together and also
watch a movie.
Delhi-based PVR Cinemas offers their 36-seater Gold class
auditoriums for private parties.
The ticket price per seat range between Rs 300-500.
“We are offering private party packages at our luxury auditoriums
for movie-goers. Besides corporate, the concept is a huge hit with
celebrities,” says Gautam Datta, VP marketing, PVR Cinemas.
37. Fame Cinemas
Fame Cinemas (Fame India Ltd) is a company that owns and runs
the FAME chain of multiplexes headquartered in Mumbai It was
established in 1999 as Shringar Cinemas Private Ltd. In 2004, upon
conversion of Private Limited to a Public Limited Company, the name
changed from Shringar Cinemas Private Limited to Shringar Cinemas
Limited. In 2008, the name changed from Shringar Cinemas Limited
to Fame India Limited. The Company went public in 2005 to raise
money from equity market through an initial public offering. This
helped opening up multiplexes across India. In 2011,Fame was taken
over by INOX Leisure Limited.
38. Product
Core Product: Movie Exhibition Actual Product, Dolby Digital Sound
System, Bucket type comfortable seating, Centralized AC
Augmented Product: Food Court, Convenient Ticket Booking ,Car
Parking
Price
Fame uses flexible pricing for it’s Multiplex theatre.
Rates: The ticket rates averages between Rs.90 to Rs.270 depending
upon the performance of the movie at the box office and it’s duration at
the theatre, Seating position , Show Timing, Movie language, Location of
the Multiplex (e.g. Fame South City ticket prices are always higher than
Fame Hiland Park)
39. Place
First founded in Mumbai’s City Mall in 1999. Fame has 26 multiplexes
across India. Currently, they operate 97 screens and 27,236 seats
across 13 cities in India with presence in states of Maharashtra,
Gujarat, Haryana, West Bengal, Jharkhand, Tamil Nadu and Karnataka.
Fame cinemas have mostly located themselves in high-crowd
locations like shopping malls.
Promotion
The most effective way of promotion is the daily advertisements in the
paper, which promote the movie, which is currently being screened in
the theater, and informs the public. Online ticket booking is quickly
becoming popular amongst the movie goers, hence, Fame has also
engaged in Digital Marketing .
40. -SMURF meet ‘n’ greet Event @Fame, ANJANA ANJANI screening
@Fame.
FAME also hosts various events and special screening of movies at it’s
multiplexes.
-Movie contests and special offers are put up on the website to keep the
Fame addicts engaged.
-A special Fame advertisement is screened at the beginning of every
movie, starring veteran actors of The Hindi Film Industry. Other than
this, FAME CINEMAS in return offers space for B2B advertisements for:
Ad-film screening, Interval Slide, Program Promotional Venues, Lobby
Signage. Popcorn Bag sponsorship. Product Sampling and Coupon
Distribution. Auditorium hire for product launch/function/conference
