Covers basics of marketing, Marketing mix, core marketing concepts, marketing myopia, holistic marketing, New Marketing Realities (As per syllabus of Savitribai Phule Pune University)

1. Unit-1
Atul Fegade

2. Evaluation
No
Description No of Marks
1 Individual Presentations 10
2 MCQ test on Unit-1 & 2 40
3 MCQ test Unit-3 20
4 Group Presentations on Unit-4 & 5 20
5 MCQ Test Unit-4 & 5 40
6 Attendance 150
7 Written Test - Internal Exam 50
Total 330
Attendance Marks
More than 75% 150
60-75% 120
40-60% 90
20-40% 60
10-20% 30

3.  Books
 Marketing Management – Philip Kotler, Kevin Keller,
Abraham Koshy, Mithileshwar Jha, Pearson, 13th Edition
 Marketing Management – Ramaswamy & Namakumari,
MacMillan, 4th Edition
 Principles of Marketing, Philip Kotler, Gary Armstrong,
Prafulla Agnihotri, Cengage Learning, 13th Edition
 Supplementary Reading Resources
 Marketing White Book (Latest Edition),
 Brand Equity (The Economic Times), Brand Wagon (The
Financial Express), Strategist Supplement (Business
Standard)
 Websites
 www.ncaer.org, www.marketingpower.com

4.  Marketing – meaning
 The Scope of Marketing
 Meaning
 The marketing process
 Functions of marketing
 Summary

5.  What is Marketing?
 What is marketed?
 Who Markets?

6.  Meeting human needs
 profitably
and
 socially responsible way
 Turning a private or social need into a
profitable business opportunity.

7.  Amazon.in (#ApniDukan, #SabAmazonWaale,
#AmazonPrimeDay)
 Apple: Think Different (i-pod, i-pad, i-phone)
 Unilever, P&G, Google, Big Bazaar, Toyota,
Maruti, ITC, Reckitt Benckiser, Dabur, Coca-cola
etc.
 BigBasket.com

8.  Marketing is the process by which companies
engage customers, build strong customer
relationships, and create customer value in order
to capture value from customers in return.
 Marketing is the activity, set of institutions, and
processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and
society at large. (Approved October 2007, AMA)

10.  Marketing Management is the art and science of
choosing target markets and getting, keeping,
and growing customers through creating,
delivering, and communicating superior
customer value.
 Marketing’s role is to ‘deliver a higher
standard of living’

12. Understand
marketplace
& customer
needs &
wants
Design
customer
driven
marketing
strategy
Construct
an
integrated
marketing
program
that
delivers
superior
value
Build
profitable
relationship
s and
create
customer
delight
Capture
value from
customers
to create
profits &
customer
equity

13.  Events
 Experiences
 Properties
 Organizations
 Information
Places
Persons
Goods
Services

15. Marketers & Prospects
Markets
Key Customer Markets

16. Negative
• Nonexistent
• Latent
• Full
• Overfull
Declining
Unwholesome
Irregular

18.  A set of actual & potential buyer of the
product.
 How can we reach our customers?
 How should our customers reach us?
 How can we reach each other?
 Need markets (the diet seeking market)
 Product markets (the shoe market)
 Demographic markets (the youth market)
 Geographic markets (the Chinese market)
 Voter market, labor market, donor market
etc.

20. Global Markets
Business Markets Non Profit & Government Market
Consumer
Market

21. Marketplaces
Marketspaces
Metamarkets (NW University’s
Mohan Sawhney

22.  Needs, Wants and Demands
 Target Markets, Positioning, and
Segmentation
 Offerings and Brands
 Marketing Channels
 Paid, Owned and Earned Media

23.  Impressions and Engagement
 Value and Satisfaction
 Supply chain
 Competition
 Marketing Environment

24.  Need
 A state of felt deprivation
 Basic human requirements
 Stated, real, unstated, delight, secret needs.
 Want
 The form that a human need takes as shaped by culture
and individual personality.
 As society evolves, the wants of its members expand.
 People have narrow basic needs but almost unlimited
wants.
 Demands
 Human wants that are backed by buying power.
 Negative, nonexistent, latent, declining, irregular, full,
overfull, unwholesome demand.
(Back)

25.  Segments
 Demographic, Psychographic and Behavioral
 Target Market
 Positioning
 Volvo - Safety
 Porsche – pleasure and excitement
(Back)

26.  Some combination of products, services,
information, or experiences offered to a
market to satisfy need or want.
 ‘Value Proposition”
 ‘Brand’
(Back)

27.  Communication Channels
 Newspapers, magazines, radio, television, mail,
telephone, smart phone, billboards, posters,
Internet
 Distribution Channels
 Direct or Indirect
 Service Channels
 Warehouses, transportation companies, banks
and insurance companies
(Back)

28.  Paid Media
 TV, Magazine, display ads, paid search,
sponsorships
 Owned Media
 Company or brand brochure, web site, blog,
Facebook page, Twitter account
 Earned Media
 WOM, Buzz or viral marketing
(Back)

29.  ‘3 screens’ – TV, Internet, Mobile
 Impressions
 When consumers view a communication
 Metric for tracking the scope or breadth of a
communication’s reach
 Engagement
 Extent of customer’s attention and active
involvement with a communication
 FaceBook Likes, Twitter tweets, comments on a
blog or Website, sharing of video or other
content
(Back)

30. The sum of tangible and intangible
benefits & costs
Combination quality, service, price (qsp
– customer value triad)

31.  Product’s perceived performance relative to a
buyer’s expectations.
 Falls below – customer dissatisfaction
 Matches – customer satisfaction
 Exceeds – customer delight

32.  Advantages – customer loyalty, viral
marketing
 Customers when satisfied spread positive
word
 Brand loyal, ambassador, advocate the
brand
 Speak in favor of the brand to peers &
at social gathering

33.  Dissatisfied spread negative word
 Withdraw consumption, complain to
authorities.
 Companies try to maximize satisfaction by
lowering price & increasing its service, but
may lead to less profit.

34. (Back)

35. (Back)

36.  Actual & potential rival offerings &
substitutes a buyer might consider.
 A car manufacturer can buy steel from TATA
steel or Steel Authority of India or import
from abroad, or buy aluminum for certain
parts, or buy engineered plastics for bumper
instead of steel.
 Think of substitutes of products.
(Back)

37.  Task Environment
 Producing, distributing, and promoting
 Company, suppliers, distributors, dealers, and
target customers
 Broad Environment
 Demographic, economic, socio-cultural, natural,
technological, political etc.

40.  Exchange is the act of obtaining a desired object
from someone by offering something in return.
 Marketing occurs when people decide to satisfy
needs and wants through exchange.
 A political candidate wants ........................
 Maintain desirable exchange relationships with
target audiences involving a product, service,
idea, or other object.
 Acquire new customers, retain existing & grow
business.

41.  Customers buy a product.
 Consumers use the product.
 The consumer is who own the branded
product with there usages..
 The customer is they buy the product with
the taste and there attitude..
 Example: Parents who buy video games
from retailers are customers. The kids who
play the video games are the consumers.

42.  Customer Loyalty
 Marketing Vs. Market
 Evolution of Marketing
 Transactional Marketing
 Societal Marketing
 Holistic Marketing

43.  Customer loyalty is all about
attracting the right customer,
getting them to buy, buy often,
buy in higher quantities and
bring you even more
customers.
 Customers with a long record
of purchases from a preferred
provider caused by their
psychological and emotional
bond with that provider.
 Benefits - Continued patronage,
Reduced marketing costs,
Decreased price sensitivity,
Partnership activities

44. Frequency of Purchases
Attachment
High loyals
most profitable, make
them feel like family
(20% of your customers)
Latent loyals
find out why they can’t
come more often, find
other ways they can
help, don’t discount
Spurious
loyals
come but don’t care,
make them connect
with you, make them
wish for special
treatment
Low loyals
don’t get distracted
with them, but make
sure they are
satisfied (approx. 40-
60% of your
customers)
-
-
+
+

45. Develop loyalty programs
Interact with customers
Create institutional ties

46.  Market is a collection of buyers and
sellers. It is also thought to be a set
of individuals or institutions that have
similar needs that can be met by a
particular product.
 For example, the housing market is a
collection of buyers and sellers of
residential real estate, and
automobile market includes buyers
and sellers of automotive
transportation.
 A market is, therefore, the set of all
actual and potential buyers of a
market offer.
 The company must be able to
measure and forecast the size,
growth, and profit potential of each
market.
 The market demand for a product
under a specific marketing activity is
the sales volume of the product in
the target market for a specified time
period in a particular region.
 Marketing, on the other hand, is an
organizational function and a set of
processes that work in tandem to serve the
market effectively, efficiently and
profitably.
 The American Marketing Association defined
marketing in 2005 as - Marketing is an
organizational function and a set of
processes for creating, communicating, and
delivering value to customers and for
managing customer relationships in ways
that benefit the organization and its
stakeholders.
 A marketer, by adjusting and optimizing the
4P-s of marketing, has to carry out different
marketing tasks, take care of the task or
internal marketing environment, and keep
his eyes and ears open about the happenings
in the broad or external environment, in
order to compete successfully in the
market.

47.  Four Eras –
 The Production Era (prior to 1920s) – “A good product will sell
itself”
 The idea that consumers will favor products that are available or highly
affordable
 The Product Era
 Consumers will favor products that offer the most quality, performance, and features.
Organization should therefore devote its energy to making continuous product
improvements.
 The Sales Era (prior to 1950s) – “Creative Advertising & Selling
will overcome consumers’ resistance & convince them to buy”
 Consumers will not buy enough of the firm’s products unless it undertakes a
large scale selling and promotion effort

48.  Four Eras –
 The Marketing Era (since 1950s) – “The consumer rules, find a
need & fill it”
 Achieving organizational goals depends on knowing the needs and wants
of the target markets and delivering the desired satisfactions better
than competitors do
 The Relationship Era (since 1990s) – “Long Term Relationships
with customers and other partners lead to success”
 The Societal Era - a company should make good marketing
decisions by considering consumers’ wants, the company’s
requirements, consumers’ long-term interests, and society’s
long-run interests

49. FIGURE 1-B Four different orientations in the
history of American business
Societal

50. HolisticMarketing
Marketing Concepts
SellingProductProduction
Mass production
Mass distribution
Low Cost
Quality
Innovation
Unsought goods
Overcapacity
Create, deliver, and
communicate value
Haier
Lenovo

51. Selling Marketing
 Needs of seller
 Convert products into
cash
 Needs of buyer
 Satisfy the needs

53.  A strategy used in business
targeting customers in making "one off" or point of
sale transactions
 Transactional marketing has the purpose of maximizing
a business's sales efficiency by boosting
the volume of individual sales instead of developing an
ongoing relationship with the consumer.
 a business strategy that focuses on single, "point of sale"
transactions. The emphasis is on maximizing the efficiency
and volume of individual sales rather than developing a
relationship with the buyer.

55.  The societal marketing is marketing concept that
holds that a company should make marketing
decisions by considering consumers' wants, the
company‘s requirements, and society's long-term
interests.
 The organization’s task is to do marketing in a way
that preserves or enhances the consumer’s and the
society’s well-being.
 CSR & Sustainable development
 Deficient products, Pleasing products, Salutary
products, Desirable products
 E.g. The Body Shop uses only plant based materials in
cosmetics

56.  Nike
 1962 – Blue Ribbon Sports, Founder-
Philip Knight
 Providing high quality running shoes
 Pyramid of influence – winning
athletes’ influence
 Steve Prefontaine (runner)
 Michael Jordan
 Tiger Woods, C. Ronaldo, Roger Federer
 Just do it Campaign in 1988
 Europe – Football
 Brand authenticity (Leagues, local clubs,
national team)
 China – basketball
 India – Cricket
 Footwear, apparel, equipments etc
 Wristwatches to golf clubs to swimming
caps
 $16 billion revenue worldwide

57.  “everything matters”
 Based on development, design, implementation of
marketing programs, processes and activities that
recognizes their breadth and interdependencies.
 “An approach that attempts to recognize and reconcile the
scope & complexities of marketing values”
 Holistic marketing sees itself as integrating the value
exploration, value creation, and value delivery activities
with the purpose of building long-term, mutually satisfying
relationships and co prosperity among key stakeholders.

58. Employees
Price

59. Build long-term
relationships (Customers,
Employees, Marketing
Partners, members of the
financial community)
Develop marketing
networks
Customer Retention
CRM & PRM

60. Create, communicate,
and deliver customer
value
4 Ps S: Solution
I: Information
V: Value
A: Access

61. Task of hiring, training & motivating able employees
who want to serve customers well
1st Level: various marketing functions (sales force, advertising, customer
service, product management, marketing research) must work together
2nd Level: Other departments must embrace marketing

62. Social Responsibility
•ethical, environmental,
legal & social context
Financial Accountability
•Intangible assets like brands,
customer base, employees,
distributors, supplier relations,
& intellectual capital

63. Chief Marketing
Officer (CMO)
Entire Organization
Marketing Department

64.  What is marketed?
 Markets
 Core Marketing Concepts
 Customer Loyalty
 Marketing Vs. Market
 Evolution of Marketing
 Transactional Marketing
 Societal Marketing
 Holistic Marketing

65.  Marketing Myopia
 Selling Vs Marketing
 The New Marketing Realities
 Marketing Mix
 Summary

66.  A short-sighted and inward looking approach
to marketing that focuses on the needs of
the company instead of defining the
company and its products in terms of the
customers' needs and wants.
 Worked briefly as a consultant in the oil
industry
 Theodore Levitt began teaching at
Harvard in 1959
 Wrote Marketing Myopia in 1960, most
reprints of any Harvard Business Review
article, 900,000
 Chapter eight in Theodore Levitt's book -
The Marketing Imagination (New York:
The Free Press, 1986).

67.  Levitt cites the railroads and Hollywood as
examples of "industries that have been and are
now endangering their futures by improperly
defining their purposes." Their problem, he says,
is they were "product-oriented instead of
customer-oriented.“
 Narrow definition of market
 Railroads: did not think that they are in transportation
 Hollywood: didn’t concentrate on entertainment
 Ford: Mass Production (success or failure)

68. • Petroleum industry
▫ A history of obsolete
products due to
competitive substitutes
 Kerosene Lamp
 Kerosene Space Heater
 Light Bulbs
 CFLs
“Organizations must learn
to think of itself not as
producing goods or services
but as buying customers, as
doing the things that will
make people want to do
business with it.” -
Theodore Levitt

69.  Growing Population = Growing Industry
 Economies of scale makes marketing unnecessary
 Dangers of R & D

70.  Nokia & Motorola Handset makers
 Nokia had the ability to plug into knowledge about
new technologies and emerging customer needs
from every corner of the world.
 It understood the need for customized handsets from
its experience in Europe
 And in China, India and Africa, it saw that mobile
phones could potentially become substitute for wire-
line phones.

71.  While Nokia prospected the world for
insight about promising technologies, diverse
customer behavior and new ways to use
mobile phones,
 Motorola continued to develop its products
based on its knowledge of the customers
and technologies in its U.S. backyard.

72.  The result: Motorola missed the shift to digital
mobile telephony.
 It didn't see the potential to turn the phone into
a fashion icon;
 It was slow to take on board the new ways
mobiles were being used
 This myopic approach to competition, and the
failure to engage fully with the rest of the world
and capture the potential of global markets and
the innovative ideas in them, would cost
Motorola dearly.
1 - 74

73.  Sold 1.82 million copies
 Used by HUL, P&G,
Godrej, Dabur, Marico,
Banks etc for advertising
 Mr. Jayantrao Salgaonkar
 Sumangal publishing
company
 1973 (10000 copies) at Rs
1.25
 ‘Panchang’
 Converged local calendars
into english calendars
 Amanac, recipe book,
magazine, day-to-day
information, monthly
forecast, railway time-
table, Yoga lessons etc

75.  Selling starts with seller
 Seller is the centre of
business universe
 Emphasis on selling more
& more
 Concerned with only
selling tactics
 View business Goods
producing business
 Focus on exchange
rather than value
satisfaction
 Produce & then figure
out how to sell it.
 Marketing starts with buyer
 Buyer is centre of the
business universe
 Emphasis on identification
of customer needs/market
opportunity
 Concerned with fulfilling
needs of consumers
 Customer-satisfying process
 Focus on value exchange
 Product is determined by
buyer

76.  Emphasis on staying with
the existing technology &
reducing costs
 Distribution is extension
of production function
 Seller’s motives
dominate marketing
communication
 Costs determine the
prices
 Somehow selling
 Customer as a last link in
the business
 Emphasis is on innovation
& provide better value to
customer by adopting
new technology
 Distribution is created as
per customer’s
convenience
 Marketing communication
is for communicating
benefits of product
 Consumer determines
price & price determines
costs
 Integrated marketing
 Customer as the purpose
of business

77. Major Societal
Forces
Information
Technology
Globalization
Increased
Competition
Consumer
Resistance
Deregulation
Retail
Transformation
Disintermediation
Privatization
Industry
Convergence

78. New Consumer
Capabilities
A substantial
increase in
buying power
A greater variety of
available goods and
services
An ability to
compare notes
on products
and services
A great
amount of
information
about
practically
anything
An amplified voice
to influence public
opinion
Greater ease in
interacting and placing
and receiving orders

79. New Company
Capabilities
Communication
with employees
and Customers
Collect
Information
Differentiate
Goods
Mobile
marketing &
social media
Internet –
sales channel
Brand
Communities
and Brand
Advocates

81.  Original sources:
 James Culliton, HBS, ‘Marketers as 'mixers of
ingredients‘, An article called “The Management of
Marketing Costs”
 Neil H. Borden in his 1953 AMA Presidential Address
(Harvard Business School) (1949).
 Neil H. Borden,(1964), "The Concept of the Marketing
Mix," Journal of Advertising Research, 4 (2), 7-12.
 P. J. Verdoorn, (1956), "Marketing from the Producer's
Point of View," Journal of Marketing, 20 (January), 221-
235.
 Frey, Albert W. (1956) The Effective Marketing Mix:
Programming for Optimum Results, Hanover, NH: The
Amos Tuck School, Dartmouth College (Offering &
Method)

82.  Original sources:
 Frey, Albert W. (1956) The Effective Marketing Mix:
Programming for Optimum Results, Hanover, NH: The
Amos Tuck School, Dartmouth College (Offering &
Method)
 E. Jerome McCarthy, (Michigan State University) (1960),
Basic Marketing: A Managerial Approach. Homewood, IL:
Richard D. Irwin (4Ps)
 Robert F. Lauterborn proposed a four Cs classification
in 1990 (consumer, cost, communication, convenience)
 Bernard Booms and Mary Bitner built a model
consisting of seven P's (Booms, B. and Bitner, M. 1981)

83.  The tools available to a business to gain
the reaction it is seeking from its target
market in relation to its marketing
objectives
 7Ps
 4Ps are used for products
 Product, Price, Place, Promotion
 Additional 3Ps are used for service
industry
 People, Process, Physical Environment

84.  All marketing decision-making can be classified into
four strategy elements, sometimes referred to as the
marketing mix or the four P’s.
 Product: What are the benefits of this product and
service to its customers?
 Price: Should this product and service be free or funded
by a grant? Should a price be charged to cover costs
only? Should the price allow for a profit?
 Place: What can be done to make this product and
service more accessible and available?
 Promotion: What can be done to increase the visibility
of this product and service? What can be done to
increase its usage or exposure?

85.  Product is the actually offering by the company to its
targeted customers.
 Product may be tangible (goods) or intangible (services).
 While formulating the marketing strategy, product decisions
include:
 What to offer?
 Brand name
 Packaging
 Quality
 Appearance
 Functionality
 Accessories
 Installation
 After sale services
 Warranty

87.  Amount of Money customers pay to obtain the
product.
 Price decisions include:
 Pricing Strategy (Penetration, Skim, etc)
 List Price
 Payment period
 Discounts
 Financing
 Credit terms
 New Product Pricing Strategies:
 Market-skimming pricing, Market- penetration pricing
 Price-Adjustment Strategies:
 Discount and allowance pricing, Segmented pricing,
 Psychological pricing, Reference prices, Promotional pricing
 Geographical pricing, Dynamic pricing, International pricing

88.  Activities involved in placing the product in the market
 Availability of the product at the right place, at the right time and in
the right quantity is crucial in placement decisions.
 Placement decisions include:
 Placement / Location
 Distribution channels
 Logistics
 Inventory
 Order processing
 Market coverage
 selection of channel members
 Transportation
 wholesalers, agents, retailers, the Internet, overseas distributors,
direct marketing etc.

90.  Promotion includes all
communication and selling
activities to persuade future
prospects to buy the product.
 Promotion decisions include:
 Advertising is any paid form of
non-personal presentation and
promotion of ideas, goods, or
services by an identified sponsor
 Broadcast, Print, Internet, Outdoor

91.  Sales promotion is the short-term incentive to encourage the
purchase or sale of a product or service.
 Discounts, Coupons, Displays, Demonstrations
 Public relations involves building good relations with the
company’s various publics by obtaining favorable publicity,
building up a good corporate image, and handling or heading off
unfavorable rumors, stories, and events
 Press releases, Sponsorships, Special events, Web pages
 Personal selling
 Sales presentations, Trade shows, Incentive programs
 Direct marketing
 Catalog, Telemarketing, Kiosks

93.  People represent the business
 The image they present can be important
 First contact often human – what is the lasting
image they provide to the customer?
 Extent of training and knowledge
of the product/service concerned
 Mission statement – how relevant?
 Do staff represent the desired culture
of the business?

94.  Staff recruitment and training
 Uniforms
 Scripting
 Queuing systems, managing waits
 Handling complaints, service failures
 Managing social interactions

96.  How do people consume services?
 What processes do they have to go through to
acquire the services?
 Where do they find the availability
of the service?
 Contact
 Reminders
 Registration
 Subscription
 Form filling
 Degree of technology

97.  Process design
 Blueprinting (i.e. flowcharting) service processes
 Standardization vs customization decisions
 Diagnosing fail-points, critical incidents and system
failures
 Monitoring and tracking service performance
 Analysis of resource requirements and allocation
 Creation and measurement of key performance
indicators (KPIs)
 Alignment with Best Practices
 Preparation of operations manuals

99.  The direct sensory experience of a product or
service
 Physical evidence is the material part of a service.
 Material cues
 Packaging, Internet/web pages, Paperwork (such as
invoices, tickets and dispatch notes), Brochures,
Furnishings, Signage (such as those on aircraft and
vehicles), Uniforms, Business cards, The building
itself (such as prestigious offices or scenic
headquarters).

100.  The ambience, mood or physical
presentation of the environment
 Smart/shabby?
 Trendy/retro/modern/old fashioned?
 Light/dark/bright/subdued?
 Romantic/peaceful/loud?
 Clean/dirty/unkempt/neat?
 Music?
 Smell?

101.  Facilities (e.g. furniture, equipment, access)
 Spatial layout (e.g. functionality, efficiency)
 Signage (e.g. directional signage, symbols,
other signage)
 Interior design (e.g. furniture, color
schemes)
 Ambient conditions (e.g. noise, air,
temperature)
 Design of livery (e.g. stationery, brochures,
menus, etc.)
 Artifacts: (e.g. souvenirs, mementos, etc.)

103.  Prepare a marketing mix for Nestle
Chocolates & Confectionary Products.
 Prepare a marketing mix for Cadbury
(Mondelēz International).
 Prepare A Marketing Mix for Samsung Flat
Screen TV
 Prepare a marketing mix for mobile banking
application to be launched in the market.

104.  Prepare a marketing mix for Nestle Chocolates &
Confectionary Products.
 8 Manufacturing units (Moga Punjab, Choladi
Tamilnadu, Nanjangud Karnataka, Samalkha
Haryana, Ponda & Bicholim Goa, Pantnagar
Uttarakhand, Tahliwal HP
 4 Branch Offices – Delhi, Mumbai, Chennai &
Kolkata.
 Product –
 Chocolate
 Nestle Extra Smooth, Kitkat (Dessert Delight, Senses),
Alpino, Barone, Munch (Nuts), Classic, Milkybar, Eclairs,
Polo, Party Treats.

106.  Product
 Variety, Different quality, Brand names, Services
 Price
 Pricing Strategy, MRP, Discounts, Offers, Credit
terms
 Place
 Coverage, channel levels, assortments, storage,
transportation
 Promotion
 TV, Sales Promotion, Sponsorship, Public
Relations, Social Media & Internet.

107.  Prepare a marketing mix for Cadbury (Mondelēz International).
 six company-owned manufacturing facilities at Thane, Induri
(Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal
Pradesh) Hyderabad and 4 sales offices (New Delhi, Mumbai,
Kolkata and Chennai)
 70% - Market share
 Product –
 Chocolate
 Dairy milk (15) (Shots, Silk), Celebrations (9), Bournville (3), 5Star (5), Perk
(2), Gems (4), Toblerone, Fuse.
 Beverages
 Bournvita (Li’l Champs) & Tang (4)
 Biscuits
 Oreo (5), Bournvita
 Candy
 Chocolairs & Halls (3)
 Gum
 Bubbaloo

109.  Product
 Variety, Different quality, Brand names, Services
 Price
 MRP, Discounts, Offers, Credit terms
 Place
 Coverage, channel levels, assortments, storage,
transportation
 Promotion
 TV, Sales Promotion, Sponsorship, Public
Relations, Social Media & Internet.

110.  Product
 Brand name - Curved, UHD, LED, Plasma
 Installation services, Warranty, After sales service
 Accessories etc.
 Price
 MRP, negotiations in prices, discounts, special trade
allowances, EMIs, Purchase on credit cards
 Place
 Exclusive stores, online e-tailers, Electronic Shops,
Shopping Malls
 Home delivery, services, assortments etc
 Promotion
 Dealers Sales People, TV ads, Sponsorships, Sales
Promotions etc.

111.  Prepare a marketing mix for mobile banking
application to be launched in the market.