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1. MARKETING MIX

2. PRODUCT
 Product is anything that can be offered to a
market to satisfy a want or need.
 Product is a set of tangible and intangible
attributes, including packing, colour, price,
which the buyer may accept as offering
satisfaction of wants, or needs.

3. LEVELS OF PRODUCT
 Core benefit
 Basic product
 Expected product
 Augmented product
 Potential Product

4. TYPES OF PRODUCTS
Products can be classified according to durability and tangibility:
 1. Non-durable goods : These are tangible goods normally consumed in one or a few uses, like
beer and soap. Because these goods are consumed quickly and purchased frequently, the
appropriate strategy
is to make them available in many locations, charge only a small
mark-up, and advertise heavily to induce trial and build preference.
 2. Durable goods: These are tangible goods that normally survive
many uses: refrigerators, machine tools, and clothing. Durable products
normally require more personal selling and service, command a higher
margin, and require more seller guarantees.
 3. Service : These are intangible, inseparable, variable, and
perishable products. As a result, they normally require more quality
control, supplier credibility, and adaptability. Examples include haircuts
and repairs.

5. Product mix
 A product mix is the set of all products and items that
a particular seller offers for sale, e.g. Kodak’s product
mix consists of two strong product lines: information
products
and image products;
Michelin has three product lines: tires, maps,
and restaurant-rating services.
At Guru Jambheshwar University, there are separate
academic deans for the management school, business
economics school, pharmaceutical school, engineering
school, journalism school,

6.  Product family: All the product classes that can satisfy a core
need with reasonable effectiveness. Example: savings and
income.
 Product class: A group of products within the product family
recognized as having a certain functional coherence.
Example: financial instruments.
 Product line: A group of products within a product class that
are closely related because they perform a similar function,
are sold to the same customer groups, are marketed through
the same channels, or fall within given price ranges.
Example: life insurance.

7. PRODUCT LINE
 In offering a product line, companies normally
develop a basic platform and modules that can
be added to meet different customer
requirements.
 A product line is too short if profits can be
increased by adding items;
 the line is too long if profits can be increased
by dropping items.

8. Product mix:Length and breadth
 The length of a product mix refers to the total
number of items in the mix.
 The depth of a product mix refers to how many
variants are offered of each product in the line.

9. PRODUCT MIX- P&G

12. TATA MOTORS LIMITED

13. ITC:

14. PRODUCT LIFE CYCLE
 The stages through which the individual
products develop over a period of time is
known as product life cycle.” The product life
cycle concept is derived from the fact that a
given product’s volume and revenue follow a
typical pattern of four –phases cycle. This life
cycle is the representative fact of the existence
of every produc

15. THE FOUR STAGES OF
PRODUCT LIFECYCLE
 Introduction
 Growth
 Maturity
 Decline

16. INTRODUCTION STAGE OF
PLC
 Sales : Low sales
 Costs : High cost per customer
 Profits: Negative
 Objectives: Create awareness & trial
 Product : Offer a basic product
 Price: Use cost-plus
 Distribution: Build selective distribution
 Advertising Build product awareness among
early adopters and dealers

17. Growth Stage of the PLC
 Sales: Rapidly rising sales
 Costs: Average cost per customer
 Profits: Rising profits
 Objectives: Maximize market share
 Product : Product extensions, service,
Product warranty
 Price : Price to penetrate market
 Distribution: Build intensive distribution
 Advertising: Build awareness and interest

18. Maturity Stage of the PLC
 Sales: Peak sales
 Costs: Low cost per customer
 Profits: High profits
 Objectives: Maximize profit while
defending market share
 Product: Diversify brand and models
 Price: Price to match competitors
 Distribution: Build intensive distribution
 Advertising: Stress brand differences and
benefits

19. Decline Stage of the PLC
 Sales Declining sales
 Costs Low cost per customer
 Profits Declining profits
 Objectives Reduce expenditure
 Product Phase out weak items
 Price Cut price
 Distribution Go selective
 Advertising Reduce to level needed to
retain loyal customers

20. DETTOL
 A product line manufactured by Reckitt Benckiser
Family
 Reckitt Benckiser was introduced in India in 1933
with thebrand Dettol.
 Dettol was introduced only as the antiseptic
liquid.
 Around the end of1940s, Dettol became a legacy
brand with 85% of market share in the antiseptic
liquid market.
 The brand today is present in various segments
such as soaps, hand wash, shaving creams and
plasters.
 Slogan: Strong enough to protect the ones we

21. Storyof the GERM’s protector
 Started as antiseptic soap for cuts and wounds
 antibacterial liquid in hospitals for
first aid and cleaning the wards.
Used by consumers for mopping,
shaving and bathing

22. Be 100% sure

23. Communication tools
 Personal selling
 Demonstration
 Healthcare programmes
 Surprise gifts
 Free trial packs
 Campaigns
 Lucky draw
 Joint Promotions
 Stickers

25. ADVERTISING TOOLS
Television ads
 Star plus
 Sony
 Zee
Print Media
 The Hindu
 Saheli
Radio
 Radio Mirchi
 Hello Kolkata

27. Promotion Budget
 TV Ads
 129600000
 Radio ads
 300000
 Print media
 1200000

28. Promotion Strategies
 Overall soap segment is growing at 10% but
the antibacterial segment is growing at 7%.
Hence there is a lot of scope to penetrate,
build brand and grow the business.
 Higher investment in brand building
 Margin expansion
 fund reinvestment

29. TRADE PROMOTIONS
 Gifts for dealers
 Discounts for dealers
 Cooperative advertisements
 Point of sale materials
 Retailers Meet
 Door to door selling

30. NEW PRODUCT
 Development of original products,
 product improvements,
 product modifications,
 and new brands
through the firm’s own R & D efforts.

31. NEW PRODUCT
DEVELOPMENT
 A firm can obtain new products through:
 Acquisition refers to the buying of a whole
company, a patent, or a license to produce
someone else’s product.
 New product development refers to original
products, product improvements, product
modifications, and new brands developed from
the firm’s own research and development.

32. Where does marketer fail
 Overestimation of market size
 Poor design
 Incorrect positioning
 Wrong timing
 Priced too high
 Ineffective promotion
 Management influence
 High development costs
 Competition

33. FAILURES
 Adibas:
 This was a copy venture of Adidas which faced a
miserable fate in India. Generally, fake brands are
available across the footpaths but this brand
launched itself with a lot of chest thumping, god
knows why? Never mind, it got its due.
 Chevrolet winded up from Indian market on
31st December, 2017 but the owners of Chevrolet
cars can avail their services in the Mahindra
outlets. The tough market condition made this
general motor company to wrap up all the outlets
from the Indian cities thereby leaving the
customers flabbergasted.

34. FAILURES
 Danone tried to Indianise everything but
received little-to-no positive response from the
buyers. It almost had to struggle hard to
survive and succumbed to the poor market
share nevertheless.
 BISLERI POP
 The mineral water giant launched soft drinks in
various flavours such as Pina Colada, Spyci,
Limonata, Fonzo but died due to lack of
acceptance from the audience.

35. Why do marketers succeed
 Unique
 • superior product
 Well defined product concept from startup
 • Specific criteria
 • Specific strategic role

36. Successful ones
 Peter England is one of the largest brands in
the menswear category in the country.The
brand is popularly known for its premium
range of shirts and formals.
 Marketing itself as the favorite hangout spot to
host casual meetings and hearty talks, the
company Coffee Day Global Limited finds its
base in the town of Chikmagalur, Karnataka.
They grow their own coffee on a 12,000-acre
estate and are the largest exporter of Arabica
beans in Asia.

37. Successful ones
 Tata is one of the most well known Indian brands
in the world. The brand finds its presence in
multiple industries.Tata has a stronghold in the
minds of the Indian consumers and is also
recognized globally now as a familiar brand.
 Old Monk Rum or OMR is 60-year-old Indian dark
rum brand that has arguably taken the world of
rums by storm. The most interesting aspect of the
brand is that their expenditure on marketing over
the decades amount to negligible sums. It mainly
depends on word of mouth advertising for its
success around the world which in itself speaks
about the tremendous user base of the brand.

38.  Product idea is an idea for a possible product
that the company can see itself offering to the
market.
 Product concept is a detailed version of the
idea stated in meaningful consumer terms.
 Product image is the way consumers
perceive an actual or potential product.
 Concept testing refers to testing new-product
concepts with groups of target consumers. To
find out how attractive each concept is to
customers, and choose the best one.

39. NEW PRODUCT DEVELOPMENT-
STEPS
 Idea generation
 Idea screening
 Concept development and testing
 Marketing strategy development
 Business analysis
 Product development
 Test marketing
 Commercialization

40. Idea generation
 New idea generation is the systematic search
for new product ideas.
 To create a large number of ideas
 Sources of new-product ideas
Internal sources refer to the company’s own
formal research and development,
management and staff, and intrapreneurial
programs.
External sources refer to sources outside the
company such as customers, competitors,
distributors, suppliers, and outside design
firms.

41. Idea screening
 Idea screening refers to reviewing new-
product ideas in order to drop poor ones as
soon as possible.
 Product development costs increase
substantially in later stages so poor ideas must
be dropped
 Ideas are evaluated against criteria; most are
eliminated

42. Concept Development and
Testing
 Concept development creates a detailed
version of the idea stated in meaningful
consumer terms.
 Concept testing asks target consumers to
evaluate product concepts.

43. Marketing Strategy Development
 Marketing strategy development refers to the initial
marketing strategy for introducing the product to the
market.
 Part 1:
 Description of the target market
 The planning product positioning; sales, market share,
and profit goals
 Part 2:
 Price distribution and budget
 Part 3:
 Long-term sales, profit goals, and marketing mix
strategy

44. Business Analysis
 Business analysis involves a review of the
sales, costs, and profit projections to find out
whether they satisfy the company’s objectives.
 Product Development
 Product development involves the creation
and testing of one or more physical versions
by the R&D or engineering departments.

45. Test Marketing
 Test marketing provides the marketer with
experience in testing the product and entire
marketing program before full introduction.
 When firms test market: New product with
large investment; Uncertainty about product or
marketing program
 When firms may not test market: Simple line
extension; Copy of competitor product; Low
costs; Management confidence

46. Challenges of standard test
markets
 Cost
 Time
 Competitors can monitor the test as well
 Competitor interference
 Competitors gain access to the new product
before introduction

47. Standard test markets
 Small representative markets where the firm
conducts a full marketing campaign
 Uses store audits, consumer and distributor
surveys, and other measures to gauge product
performance
 Results are used to
 Forecast national sales and profits
 Discover product problems
 Fine-tune the marketing program

48. Controlled test markets
 Panels of stores that have agreed to carry new
products for a fee
 Less expensive than standard test markets
 Faster than standard test markets
 Competitors gain access to the new product

49. Simulated test markets
 Events where the firm will create a shopping
environment and note how many consumers
buy the new product and competing products
 Provides measure of trial and the effectiveness
of promotion
 Researchers can interview consumers

50. Commercialization
 Commercialization is the introduction of the
new product into the market
 When to launch
 Where to launch
 Planned market rollout (the widespread public
introduction of a new product
