Marketing mix development

Presented by Sugiharto, SH. MM Marketing management, discussing principles of marketing, productionconcept, product concept, selling concept the marketing concept

MARKETING STRATEGYThe Marketing MIXThe perspective to offer the customers1st , the firm chooses the 3rd , the firm creates eyeproduct to meet the identified catching promotionneed of the target segment 2nd , the right distribution channel is used to make the product available 4th , the price platform is acceptable to the customer & firm Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGY Product Planning The Marketing MIX Pricing Branding Distribution channel Personal Selling Advertising Promotions Packaging Display The term "marketing mix" became popularized after Neil Servicing H. Borden published his 1964 article, The Concept of the Marketing Mix. Borden began using the term in his Physical Handling teaching in the late 1940s after James Culliton had described the marketing manager as a "mixer ofFact Finding and Analysis ingredients" Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGYThe Marketing MIXTarget Market is The Key Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGYThe Marketing MIXThe perspective Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGYThe Marketing MIXThe 4P versus 4C The Four Cs model is more consumer- oriented and fits better in the movement from mass marketing to niche marketing Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGYThe Marketing MIXThe PRODUCTS or SERVICESThe product is the physical product or service offered to the consumer.In the case of physical products, it also refers to any services orconveniences that are part of the offering.Product and service decisions include aspects such as:

MARKETING STRATEGYThe Marketing MIXThe PRODUCTS or SERVICESHow customers view your Building loyalty and Another way toproduct vs the competition...is it connection to the get attentionhigher quality, less expensive, or company and and tomore attractive? products /services by differentiate communicating a your product...a unique image or form of philosophy advertising and promotion Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGYThe Marketing MIXThe PRODUCTS or SERVICES Ask friends to give an opinion on the positioning statement for the product Salespeople, distributors, and retailers are asked what they think of the position statement A group of potential customers give feedback on blind product reviews. Produce a limited amount of product and sell it in a defined geographic region to determine if the product positioning is correct. Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGYThe Marketing MIXThe PRODUCTS or SERVICES An image that is unique...that stands for something distinctive...that “rings a bell” in your mind. Now, Branding must represent the qualities and philosophy of the company as much as the product # Notice: In many TV ads rights now, viewers don’t even know which brand is being promoted often the name appears only briefly at the end of the ads. Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGYThe Marketing MIXThe PRODUCTS or SERVICES A number of very successful companies, such as AIA and Starbucks Coffee are resisting image positioning as the way to communicate their message Instead of promoting brand names, some firms choose to communicate the philosophy of their company, which is at the core of all their products and by its very nature differentiates these companies from others in the market. Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGYThe Marketing MIXThe PRODUCTS or SERVICES Pick a name that is descriptive and easy to remember and Develop reputation on it Create a logo/trademark that symbolizes your business Advertise a brand “personality” Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGYThe Marketing MIXThe PRODUCTS or SERVICES Treat your employees well Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGYThe Marketing MIXThe PRODUCTS or SERVICES the packaging must be designed and tested for consumer response. It should serve the functions for which it was designed. In general, packaging should... Tell what the product is… Describe the Keys Benefits Highlight the Company philosophy Be Distinctive and Attractive Use safe and recyclable materials Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGYThe Marketing MIXThe PRODUCTS or SERVICES Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGYThe Marketing MIXThe PRODUCTS or SERVICESIntangible products are often service based like the tourism industry & the hotel industry or codes-basedproducts like cell phone load and credits. Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGYThe Marketing MIXThe PRODUCTS or SERVICES today, manufacturers of products which are built to customer order, for example, smart- phones offer such a large range of combinations of product features that millions of variants of a single product are possibleSony Ericsson Xperia Series Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGY A product or process that is reliable, andThe Marketing MIX that performs its intended function is saidThe PRODUCTS or SERVICES to be a quality product. Quality in Business, has an interpretation as the non-inferiority or superiority of something Perceptual Conditional Subjective attribute and may be understood differently by different people Consumers may focus on the specification quality of a product/service, or how it compares to competitors in the marketplace Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGYThe Marketing MIXThe PRODUCTS or SERVICES Product design can be defined as: The Idea Generation Concept Development Testing and Manufacturing Implementation of a physical object or service Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGYThe Marketing MIX Pricing is replaced by cost,The PRICING reflecting the reality of the total cost of ownership Pricing decisions should take into account profit margins and the probable pricing response of competitors. Includes List Price Discounts Financing and other options such as leasing Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGYThe Marketing MIXThe PRICE Pricing is the only mix which generates a turnover for the organization. Pricing is Costs to promote it difficult and must reflect supply and demand relationship. Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGY The Marketing MIX The PRICE Penetration Skimming Competition Product Line Bundling PsychologicalMarketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGY The Marketing MIX The PLACESPlace (or placement) decisions are thoseassociated with channels of distribution that serve as the means for getting the product to the target customers Placement is replaced by the convenience functionWith the rise of internet and hybrid models of purchasing, place is no longer as relevant as before Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGYThe Marketing MIXThe PLACE Ease to find information about a productChannels of Distribution: the routes that products and services take from the timethey are produced to the time they are consumed. Getting the product in a timely mannerAspect to consider Channels of distribution usually result in lower costs Channels save time for buyers and sellers Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGYThe Marketing MIXThe PROMOTIONPromotion decisions are thoserelated to communicating and sellingto potential consumers The promotions feature is replaced by communication Communications represents a broader focus than simply promotions Marketing Management © Created by SUGIHARTO, SH.MM 2011

MARKETING STRATEGYThe Marketing MIXThe PROMOTIONCommunications can include : Viral Advertising any form of communication between the firm and the consumer Marketing Management © Created by SUGIHARTO, SH.MM 2011

THANK YOU For LISTENING Principles of Marketing DAY ONE Presented by Sugiharto, SH. MM Re-programmed Presentation created by ugik013 Presentation Pro Images provided by Personal collections Closing theme performed by Josh Groban ‘you raise me up’ E-mail: ugik013@yahoo.com STIE GICI Business School © 2011Marketing Management © Created by SUGIHARTO, SH.MM 2011

Marketing mix development

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