This slide shows the 4P's of marketing with reference to Cadbury. The marketing mix has been explained with the animation of product, price, place and promotion.
3. Product
• Refers to the goods and services you offer to your customer.
• Product Attributes:
• Quality
• Some people really want quality vs. others that don’t really matter.
• Features
• How will your product/service differ from the competition?
• Design
• How is it going to look?
• Consumers often will purchase because “it looks cool”
• Warranty
• What is the Warranty of your Product?
4.
5. Price
• Price refers to how much you charge for your product or service.
• Must consider the costs of all the inputs (materials, labour, etc)
• Mark-up Price – How much profit do you want to make on every
product/customer
• Different Pricing Strategies
• Competitive – basing your prices on those of the competition
• Penetration – pricing low just to get some business for new entrants.
• Bundle – putting the product with another item and bundling the
prices.
• Skimming – product at high price for affluent customers.
• Psychological – based on price that looks better. For eg: Rs 199.99
looks better than Rs 200.
6.
7. Place
• Simply refers to how & where you are going to sell the product
to the consumer
• Direct Distribution – selling your product directly to the
consumer
• Brick & Mortar vs. Virtual Store
• Indirect Distribution – sold through a 3rd party
• What retailers are the best for reaching your Target Market?
• Market Coverage:
• Intensive Distribution
• Selective Distribution
• Exclusive Distribution
8. Promotion
• Promotion refers to the advertising and selling part of marketing.
• It is how you let people know what you have got for sale.
• A successful product or service means nothing unless the benefit
of that product/service can be communicated to the Target
Market
• Celebrities endorsements.
The big factor that has pushed up cdm sales is the Amitabh
Bachchan campaign. Cadbury appointed Amitabh
Bachchan as its brand ambassador.
