VERTU phone Cost £2K - £100K!
MARKETING MIX
MARKETING MIX PRODUCT PRICE PROMOTION PLACE P P P P
Marketing Mix Product Price Promotion Appearance Function Cost Cost based Competitor based Consumer based Advertising Sale...
Product <ul><li>Brand loyalty – what makes customers stick to a particular brand? </li></ul><ul><li>Product differentiatio...
Product Life Cycle <ul><li>Shows the different stages in the life of a product and sales that can be expected at each stag...
Sales Time <ul><li>Similar  </li></ul><ul><li>products enter  </li></ul><ul><li>the market </li></ul><ul><li>Price lowered...
Use of the PLC <ul><li>Illustrate the broad trends in sales revenue </li></ul><ul><li>Identify points at which the busines...
Different life cycles <ul><li>Products with long life cycle? </li></ul><ul><li>Products with short life cycle? </li></ul>
Extending the life cycle Introduction Growth Maturity Decline Sales Time Saturation
Extension Strategies <ul><li>Find new uses for the products </li></ul><ul><li>Finding new markets for existing products </...
Product Mix/Portfolio
Boston Matrix
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Marketing mix and products

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  • Nokia – aiming at a particular segment of the market, phones range from £2,000 to £150,000. very high profit margin Hand built phones, adding value – titanium , diamond encrusted. Targetings WAGs and pop stars. Keep exlcusive
  • Marketing mix and products

    1. 1. VERTU phone Cost £2K - £100K!
    2. 2. MARKETING MIX
    3. 3. MARKETING MIX PRODUCT PRICE PROMOTION PLACE P P P P
    4. 4. Marketing Mix Product Price Promotion Appearance Function Cost Cost based Competitor based Consumer based Advertising Sales promotion Personal selling Place Retailers Wholesalers Distribution
    5. 5. Product <ul><li>Brand loyalty – what makes customers stick to a particular brand? </li></ul><ul><li>Product differentiation created by: </li></ul><ul><ul><li>Unique design </li></ul></ul><ul><ul><li>Unique product function e.g. iphone </li></ul></ul><ul><ul><li>Unique taste e.g. Dr Pepper </li></ul></ul><ul><ul><li>Superior performance e.g. Dyson </li></ul></ul>
    6. 6. Product Life Cycle <ul><li>Shows the different stages in the life of a product and sales that can be expected at each stage. </li></ul>
    7. 7. Sales Time <ul><li>Similar </li></ul><ul><li>products enter </li></ul><ul><li>the market </li></ul><ul><li>Price lowered </li></ul><ul><li>Some </li></ul><ul><li>businesses </li></ul><ul><li>my be forced </li></ul><ul><li>out of the </li></ul><ul><li>market </li></ul><ul><li>Sales falling </li></ul><ul><li>Profits continue </li></ul><ul><li>to fall </li></ul><ul><li>Sales reach </li></ul><ul><li>its highest point </li></ul><ul><li>Rate of growth </li></ul><ul><li>Slows </li></ul><ul><li>Competitors enter </li></ul><ul><li>the market </li></ul><ul><li>Sales </li></ul><ul><li>increasing </li></ul><ul><li>rapidly </li></ul><ul><li>Profits will </li></ul><ul><li>reach their </li></ul><ul><li>highest at the </li></ul><ul><li>end of this stage </li></ul><ul><li>Sales are low </li></ul><ul><li>Profits will be </li></ul><ul><li>negative </li></ul><ul><li>Product may </li></ul><ul><li>be unknown </li></ul><ul><li>Product is </li></ul><ul><li>being designed </li></ul>Introduction Growth Maturity Decline Development Saturation
    8. 8. Use of the PLC <ul><li>Illustrate the broad trends in sales revenue </li></ul><ul><li>Identify points at which the business may need to consider launching new products as older ones are in decline </li></ul><ul><li>Help business identify when and where spending is required e.g. advertising </li></ul>
    9. 9. Different life cycles <ul><li>Products with long life cycle? </li></ul><ul><li>Products with short life cycle? </li></ul>
    10. 10. Extending the life cycle Introduction Growth Maturity Decline Sales Time Saturation
    11. 11. Extension Strategies <ul><li>Find new uses for the products </li></ul><ul><li>Finding new markets for existing products </li></ul><ul><li>Develop a wider product range </li></ul><ul><li>Aiming the product towards specific target markets </li></ul><ul><li>Changing appearance or packaging </li></ul>
    12. 12. Product Mix/Portfolio
    13. 13. Boston Matrix

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