Seminar on Marketing Mix (4P's) strategy applied to increase Oak sales in Duhok city

1. / 3 / 2017

2. Outlines
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• Introduction
• Advantages
• Distribution
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• Growth period
• How should sale in Kurdistan
• Marketing Mix strategies (4p,s)
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• The 4P’s Vs 4C’s
• Recommendations
• References
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3. Valonia Oak
Great prickly, cupped Oak, Aleppo Oak(En).Bari or Baru(Kurd).
Ballut ,Al Akil(Arab). In general we will talk about Oak in
Kurdistan, and Kurdistan biogeography the Small to medium sized
deciduous trees ,5-12(20)m tall,2-7m broad with more or less
rounded crown: the trunk diameter at dbh 15-80(100)cm
(shahbaz, et al.2005)
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Introduction

4. Advantages of Oak
Oak wood contains high volumes of tannin, which resists
fungal infections in wood furniture and improves digestion in
humans. The bark contains properties suitable for use in human
medicines, including anti-inflammatory agents. oak bark, from all
species, proves safe for topical and oral use.as an internal
medicine, it stimulates appetite and alleviates digestive ailment.
typically, it soothes dry, red skin in the form of creams and
reduces swelling for minor injuries.
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5. Distribution
• Quercus aegilops is the most widespread species in mountains
of Kurdistan including
• (Sinjar mountain) estimated as much as 70% of the total oak
area .
• It requires annual precipitation of more than 500 mm,
mountain slops, on limestone, on sandstone and red marl in
valleys.
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6. Growth period
This species can grow in wide range of soils.
It may cope very well with the warmer climate and low winter
temperature as well but sensitive to heavy snow fall especially in dry
mountain southern facings where many other
Species are unable to survive as it tolerates a wide range of
habitats, thives on free-draining soils.
The species appears to be adapted to long period of direct
sunlight and can must accurately be classed as intolerant of shade
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7. 7

8. 8Figure 1

9. 9Figure 2

10. The 4P’s of Marketing?
• The 4Ps of marketing is a model for enhancing the
components of your ‘marketing mix’ – the way in which you
take a new product or service to market. It helps you to define
your marketing options in terms of price, product, promotion,
and place so that your offering meets a specific customer need
or demand.
• What is marketing? The definition that many marketers learn
as they start out in the industry is: Putting the right product in
the right place, at the right price, at the right time.
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11. Understanding the Tool
Marketing tools
Each of the four Ps has its own tools to contribute to the marketing mix:
• Product: variety, quality, design, features, brand name, packaging,
services
• Price: list price, discounts, allowance, payment period, credit terms
• Place: channels, coverage, assortments, locations, inventory,
transportation, logistics
• Promotion: advertising, personal selling, sales promotion, public relations
First expressed in 1960 by E J McCarthy.
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12. 4P’s
The 4P’s are:
• Product (or Service).
• Place.
• Price.
• Promotion.
A good way to understand the 4Ps is by the questions that
you need to ask to define your marketing mix. Here are some
questions that will help you understand and define each of the
four elements:
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13. Questions in a perspective of costumers
Product
• What does the customer want from the product Add to My Personal
Learning Plan/service? What needs does it satisfy?
• What features does it have to meet these needs?
• How and where will the customer use it?
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14. • What size(s), color(s), and so on, should it be?
• What is it to be called?
• How is it branded?
• How is it differentiated versus your competitors?
• What is the most it can cost to provide, and still be sold
sufficiently profitably?
Questions in a perspective of costumers
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15. Place
• Where do buyers look for your product or service?
• If they look in a store, what kind? A specialist boutique or in a supermarket,
or both? Or online? Or direct, via a catalogue?
• How can you access the right distribution channels?
Questions in a perspective of costumers
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16. Price
• What is the value of the product or service to the buyer?
• Are there established price points Add to My Personal Learning Plan for
products or services in this area?
• What discounts should be offered to trade customers, or to other specific
segments Add to My Personal Learning Plan of your market?
• How will your price compare with your competitors?
Questions in a perspective of costumers
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17. Promotion
• Will you reach your audience by advertising online, in the press, or on TV, or
radio, or on billboards? By using direct marketing mail shot? On the Internet ,
social media marketing?
• How do your competitors do their promotions? And how does that influence
your choice of promotional activity?
Questions in a perspective of costumers
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18. Using the 4Ps of Marketing con.
• Once you have a well-defined marketing mix, try "testing" the
overall offer from the customer's perspective, by asking customer
focused questions:
• Does it meet their needs? (product)
• Will they find it where they shop? (place)
• Will they consider it's priced favorably? (price)
• And will the marketing communications reach them? (promotion)
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19. The 4P’s Vs 4C’s
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20. • Select a retail product group that works for your customer group is always a challenge for retailers.
• Price point makes a difference.
• Good campaign on social media marketing
• A successful awareness campaign
• Brand and Branding
• Creative and Brilliant Advertising Ideas
• logo, motto and packaging
• One pricing policy and supporting product
• increase intention to purchase
• Promote public awareness and open discussion regarding the demand and utilization of indigenous
medicine.
• Investment in supply and market development should be undertaken given an assured market for
indigenous medicine products.
• Products, packaging and retail outlets and dispensing establishments should be developed to meet
consumer demand and promote consumer welfare.
• There should be investment in product and market development in several sectors and for several
species as demand for higher priced products exist.
• Test the market for product acceptability, in collaboration with indigenous healers, traders and
consumers.
• Research into the sustainable harvesting of wild plants Oak at both the population and individual
plant level should be undertaken.
Recommendations
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22. Kotler, P., Marketing Management, (Millennium Edition), Custom Edition for University of
Pheonix, Prentice Hall, 2000, p. 9.
McCarthy, Jerome E. (1964). Basic Marketing. A Managerial Approach. Homewood, IL: Irwin.
Kotler, Philip (2012). Marketing Management. Pearson Education. p. 25.
Hunt, S.F. and Goolsby, J., "The Rise and Fall of the Functional Approach to Marketing: A
Paradigm Displacement Perspective," (originally published in 1988), reprinted in: Review of
Marketing Research: Special Issue - Marketing Legends, Vol. 1, Naresh K. Malhotra,(ed),
Bingley, UK, Emerald, 2011
References