Marketing Mix is the one of the major concept in the modern marketing. The Marketing Mix refers to the appropriation of efforts of combination, the designing and the integration of elements of marketing into a program of mix which on the basis of appraisal of the market force will achieve the objectives of an enterprise at a given time.
For a marketing plan to be successful, the mix of the four Ps' must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4 Ps' theory .
The very though of setting up a paper mills at Rajahmundry was conceived by a retired forest officer in 1921. The mill was incorporated on 29 th June1964.The mill was commenced in the year 1924 and the name of the Carnatic Paper Mills and Company Limited in the year 1929. But unfortunately the founder of the mill died in 1930 and the mill was closed.
There are five paper machines having manufacturing capacity ranging from 10TPD to 120 TPD manufacturing different gram ages of paper ranging from 28 to 250 GSM.
To meet the pulp requirement, APPM has an integrated pulp mill with three chippers of 25 Tons/Hr chipping capacity each and thirteen vertical digesters of about 80 -m 3 capacities each. APPM adopts Kraft (sulpahate) pulping process.