This document serves as framework to help entrepreneurs test whether their ideas are feasible and sustainable. The framework can also help entrepreneurs to determine the detailed financial resources needed to execute an idea.
The document discusses the importance of understanding customers and being customer-centric. It provides information on customer needs, wants, buying behaviors, and factors that influence purchasing decisions. It emphasizes that customers should be the top priority and that businesses need to truly understand their customers in order to meet and exceed their expectations.
This document provides an introduction to marketing management. It defines marketing as "a social and managerial process, by which, individuals and groups, obtain what they need and want, through creating,offering and exchanging, products of value with others." The document discusses concepts like the marketing mix, the evolution of marketing concepts from production to holistic marketing, relationship marketing, and factors that influence the marketing management process. It also provides an overview of the marketing management process.
The document discusses innovation in marketing. It begins by defining marketing and its key elements: product, price, place, and promotion. It then discusses how technology is leading to innovation in each of these areas. Specifically, it notes that technology allows for extreme target marketing, new digital products/services, dynamic pricing methods, new distribution channels like e-commerce, and new techniques to better match promotions to individual customers. Overall, the document emphasizes that technology is a major driver of innovation across all aspects of marketing.
The document discusses various aspects of promotion including the need for promotion, components of the communication mix, promotion mix, objectives of promotion, kinds of promotion, approaches to promotion, methods of promotion, factors affecting promotion mix, sales promotion, consumer sales promotion, dealer promotion, business promotion, personal selling, changing face of personal selling, efficacy of personal selling, modern concept of salesmanship, types of salesman, essentials of effective selling, qualities of a good salesman, sales process, and steps in collaborative selling. It provides information on developing an effective promotional strategy.
The document discusses marketing strategies for rural markets in India. It covers the 4Ps framework - product, price, place and promotion strategies that are adapted specifically for rural consumers. Some key adaptations mentioned are developing simple, affordable products, using bundling and event-based pricing, hub-and-spoke and syndicated distribution models, and leveraging haats, melas and folk media for promotion. Overall, the document emphasizes that strategies successful in urban markets may not work in rural areas, and adaptations are needed considering factors like availability, affordability, acceptability and awareness of rural consumers.
The document discusses marketing strategies for rural markets in India. It covers the 4Ps framework - product, price, place and promotion strategies that are adapted specifically for rural consumers. Some key adaptations discussed are developing simple, affordable products, using bundling and event-based pricing, hub-and-spoke and syndicated distribution models, and leveraging haats, melas and folk media for promotion. Overall, the document emphasizes that strategies successful in urban markets may not work in rural areas, and adaptations are needed to address issues of availability, affordability, acceptability and awareness.
The document discusses marketing strategies for rural markets in India. It covers the 4Ps framework - product, price, place and promotion strategies that are adapted specifically for rural consumers. Some key adaptations mentioned are developing simple, affordable products, using bundling and event-based pricing, hub-and-spoke and syndicated distribution models, and leveraging haats, melas and folk media for promotion. Overall, the document emphasizes that strategies successful in urban markets may not work in rural areas, and adaptations are needed to suit rural customer needs, purchase behaviors and environment.
The document provides an overview of key marketing concepts including the marketing mix (4Ps), customer satisfaction, and the marketing concept. It discusses defining products and services, developing new products, importance of branding and pricing strategies. It also covers promotional strategies and tools, and factors to consider in distribution including channels, location, and environment. The goal is to understand marketing as a process of planning, pricing, promoting and distributing goods and services to create value for both customers and organizations.
The document discusses the importance of understanding customers and being customer-centric. It provides information on customer needs, wants, buying behaviors, and factors that influence purchasing decisions. It emphasizes that customers should be the top priority and that businesses need to truly understand their customers in order to meet and exceed their expectations.
This document provides an introduction to marketing management. It defines marketing as "a social and managerial process, by which, individuals and groups, obtain what they need and want, through creating,offering and exchanging, products of value with others." The document discusses concepts like the marketing mix, the evolution of marketing concepts from production to holistic marketing, relationship marketing, and factors that influence the marketing management process. It also provides an overview of the marketing management process.
The document discusses innovation in marketing. It begins by defining marketing and its key elements: product, price, place, and promotion. It then discusses how technology is leading to innovation in each of these areas. Specifically, it notes that technology allows for extreme target marketing, new digital products/services, dynamic pricing methods, new distribution channels like e-commerce, and new techniques to better match promotions to individual customers. Overall, the document emphasizes that technology is a major driver of innovation across all aspects of marketing.
The document discusses various aspects of promotion including the need for promotion, components of the communication mix, promotion mix, objectives of promotion, kinds of promotion, approaches to promotion, methods of promotion, factors affecting promotion mix, sales promotion, consumer sales promotion, dealer promotion, business promotion, personal selling, changing face of personal selling, efficacy of personal selling, modern concept of salesmanship, types of salesman, essentials of effective selling, qualities of a good salesman, sales process, and steps in collaborative selling. It provides information on developing an effective promotional strategy.
The document discusses marketing strategies for rural markets in India. It covers the 4Ps framework - product, price, place and promotion strategies that are adapted specifically for rural consumers. Some key adaptations mentioned are developing simple, affordable products, using bundling and event-based pricing, hub-and-spoke and syndicated distribution models, and leveraging haats, melas and folk media for promotion. Overall, the document emphasizes that strategies successful in urban markets may not work in rural areas, and adaptations are needed considering factors like availability, affordability, acceptability and awareness of rural consumers.
The document discusses marketing strategies for rural markets in India. It covers the 4Ps framework - product, price, place and promotion strategies that are adapted specifically for rural consumers. Some key adaptations discussed are developing simple, affordable products, using bundling and event-based pricing, hub-and-spoke and syndicated distribution models, and leveraging haats, melas and folk media for promotion. Overall, the document emphasizes that strategies successful in urban markets may not work in rural areas, and adaptations are needed to address issues of availability, affordability, acceptability and awareness.
The document discusses marketing strategies for rural markets in India. It covers the 4Ps framework - product, price, place and promotion strategies that are adapted specifically for rural consumers. Some key adaptations mentioned are developing simple, affordable products, using bundling and event-based pricing, hub-and-spoke and syndicated distribution models, and leveraging haats, melas and folk media for promotion. Overall, the document emphasizes that strategies successful in urban markets may not work in rural areas, and adaptations are needed to suit rural customer needs, purchase behaviors and environment.
The document provides an overview of key marketing concepts including the marketing mix (4Ps), customer satisfaction, and the marketing concept. It discusses defining products and services, developing new products, importance of branding and pricing strategies. It also covers promotional strategies and tools, and factors to consider in distribution including channels, location, and environment. The goal is to understand marketing as a process of planning, pricing, promoting and distributing goods and services to create value for both customers and organizations.
This document discusses the key elements of building a successful customer loyalty program, including collecting customer data, developing a value proposition, designing loyalty mechanics like points and badges, setting investment ratios, creating clubs within the program, and developing coalition programs with partner brands. It emphasizes that loyalty programs should be targeted towards specific customer segments, provide rewards that motivate desired behaviors, and use gamification elements to increase customer engagement.
This document outlines the key components of building a successful loyalty program, including collecting customer data, establishing a value proposition, designing reward mechanics, and forming coalition partnerships. It emphasizes that loyalty programs should gamify the customer experience through points, levels, badges, leaderboards and clubs tailored to customer interests and spending behaviors. The ultimate goals are to increase customer engagement, acquisition, and spending while ensuring the incremental revenues from the program exceed the costs.
This presentation gives a brief information about the Seven P's.
The four P's are also know as the traditional P's and the other three P's are known as the modern or extended P's.
The document discusses marketing strategies for rural markets in India. It outlines the 4Ps framework - product, price, place and promotion - and challenges in rural areas related to each P. Some key strategies discussed include developing appropriate products at different levels to meet rural needs, adapting pricing through bundles and special offers, using a hub-and-spoke distribution model and syndicated networks, and promoting through haats, melas, folk media and interpersonal communication. Case studies of various companies employing rural marketing approaches are also mentioned.
Sales promotion is a marketing technique that uses incentives to generate specific actions or responses from consumers, trade partners, and salespeople regarding a product or service. Some common goals of sales promotion include introducing new products, increasing existing product sales, attracting new customers, and maintaining current customers. Sales promotions can be directed at consumers, sales staff, or distribution channels. Examples of consumer sales promotions include free samples, coupons, premium offers, and contests. Trade sales promotions target retailers and wholesalers through strategies like trade allowances, point-of-purchase displays, and dealer incentives. The document discusses various sales promotion strategies and their objectives, benefits, and potential limitations.
Distribution channels for beginners presentation mar2015Jim Elder
A quick overview of distribution channels focusing on key aspects for a new or small company with limited funding. Direct vs Indirect. Who has the power, what kind and how to manage. How to price within the channel.
The document discusses the marketing mix of McKinsey & Company, a global management consulting firm. It describes McKinsey's approach to the traditional 4Ps as well as the extended 7Ps marketing mix. For product, McKinsey offers management consulting services. For price, it uses premium pricing to maximize profits while ensuring client satisfaction. For place, it provides services in clients' offices or its own 127 offices worldwide. For promotion, McKinsey relies on word-of-mouth from past successful projects rather than direct advertising. It emphasizes having the right people and processes to ensure service excellence. The professional workplace and behavior of consultants form the physical evidence of McKinsey's high-quality brand.
The document outlines several marketing concepts including the seven functions of marketing, importance of marketing research, factors that influence product pricing, channels of distribution, and types of promotion. Specifically, it discusses how marketing research is used to create and improve products by defining problems, studying customer needs, gathering data, and proposing solutions. It also categorizes the main channels of distribution as direct between producer and consumer or indirect using intermediaries, and identifies the major types of promotion as personalized, mass advertising, publicity, public relations, and sales promotion.
The document provides an overview of key marketing concepts and terms, including definitions of marketing, the marketing mix (4Ps and 4Cs), differences between sales and marketing, the scope of what can be marketed, core concepts like customer needs and wants, and factors that influence marketing strategy like the external environment. It also discusses topics like target markets, the marketing plan, the marketing process, product types and product mix, customers and understanding customer value.
The document provides an overview of key marketing concepts and terms, including definitions of marketing, the marketing mix (4Ps and 4Cs), differences between sales and marketing, the scope of what can be marketed, core concepts like customer needs and wants, and factors that influence marketing strategy like the external environment. It also discusses topics like target markets, the marketing plan, the marketing process, product types and product mix, customers and understanding customer value.
Integrated Marketing communication ToolsKuhu Pathak
This document provides an overview of various integrated marketing communication (IMC) tools including advertising, direct marketing, interactive/internet marketing, sales promotion, publicity/public relations, and personal selling. It describes each tool, highlighting their advantages and disadvantages. It also discusses considerations for developing an IMC promotional program such as situation analysis, objectives, strategy, integration, implementation, and evaluation. The goal of IMC is to coordinate these various promotional elements into a controlled, integrated marketing communications program.
The document discusses various strategies for designing effective marketing programs to build brand equity. It covers topics such as identifying new perspectives in marketing, enhancing product experiences, value pricing, channel options, and the growth of private labels. Experiential, relationship, mass customization, and one-to-one marketing approaches are summarized that aim to personalize marketing efforts. Pricing, product, channel, and integrated marketing strategies are outlined for building brand equity and strong customer relationships.
The document discusses marketing strategy formulation. It begins by explaining that every business unit develops functional strategies for key departments like marketing to support the overall business strategy. Marketing strategy involves processes like understanding customer needs and demands. The marketing mix or "4Ps" of product, price, place, and promotion are also discussed in depth in terms of the various decisions involved in each element. Other aspects of marketing discussed include the marketing environment, analysis, planning, and various strategy techniques.
The document discusses the 7Ps of marketing mix, which are a set of controllable variables that a company uses to satisfy customers better than competitors. The 7Ps include Product, Price, Place, Promotion, People, Process, and Physical Evidence. For each P, the document provides details on what they entail and how companies can implement strategies around them. It also discusses other marketing concepts like buyer behavior, assembling the marketing mix based on target customers, and how to develop a diagnostic and effective marketing plan.
The document provides an overview of key concepts in marketing management. It discusses the value of marketing in building demand and customer loyalty. It defines marketing and explores the scope of marketing activities. It also examines concepts like segmentation, targeting, positioning, the marketing mix, and the customer journey from acquisition to retention. The document highlights the importance of understanding customer perceived value and satisfaction in achieving business goals. It introduces frameworks for strategic planning, customer relationship management, and developing an effective marketing plan.
The document discusses marketing strategy and the 4 Ps of marketing - product, price, place (distribution), and promotion. It provides details on developing strategies for each of the 4 Ps, including how to create new products, set prices, and conduct various promotional activities like advertising, sales promotions, direct marketing, and direct sales. Key recommendations include testing new products before launch, customizing prices, and evaluating the effectiveness of promotional campaigns.
This document summarizes best practices for marketing, sales, and customer relationships. It discusses aligning business and marketing goals, resources, and activities. Key aspects include understanding customers through data on recency, frequency, volume, and profit of purchases. Retaining top customers is emphasized through rewards, recognition, and loyalty programs. Referrals are identified as a major source of new business. The presentation recommends gaining customer advocates or "apostles" by delivering exceptional value and solutions.
This document discusses marketing principles including the 4Ps (Product, Price, Place, Promotion) and the value delivery process. It explains that the 4Ps fulfill customer needs but value is relative based on competitors. It then defines each P and how companies can enhance value at each step through approaches like using quality materials, efficient distribution channels, and widely available products. Communicating additional benefits beyond the product is key to promoting value. The marketing environment that affects strategy is also summarized, including micro factors like suppliers, customers and competitors, and macro external forces.
The document provides an overview of key marketing concepts including:
- Foreign market analysis which studies the attractiveness and dynamics of special markets. Market research gathers information about target markets.
- Marketing is a process that focuses organizational resources on environmental opportunities and customer needs. The marketing concept has evolved from a product focus to a customer orientation.
- The marketing mix (4Ps) includes product, price, place, and promotion. Additional Ps were later added.
- Global marketing internationalizes products/services to suit global consumer requirements through universal planning, production, placement, and promotion strategies.
Elements of business skills chapter 5 slidesChen Yugin
The document provides an overview of key aspects of marketing, including the marketing process, the 4Ps of marketing (product, price, place, promotion), branding, packaging, pricing techniques, and promotion methods. It discusses identifying customer needs and wants, developing products and services to meet those needs, determining pricing, placement in stores, and ways to promote offerings to customers.
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This document discusses the key elements of building a successful customer loyalty program, including collecting customer data, developing a value proposition, designing loyalty mechanics like points and badges, setting investment ratios, creating clubs within the program, and developing coalition programs with partner brands. It emphasizes that loyalty programs should be targeted towards specific customer segments, provide rewards that motivate desired behaviors, and use gamification elements to increase customer engagement.
This document outlines the key components of building a successful loyalty program, including collecting customer data, establishing a value proposition, designing reward mechanics, and forming coalition partnerships. It emphasizes that loyalty programs should gamify the customer experience through points, levels, badges, leaderboards and clubs tailored to customer interests and spending behaviors. The ultimate goals are to increase customer engagement, acquisition, and spending while ensuring the incremental revenues from the program exceed the costs.
This presentation gives a brief information about the Seven P's.
The four P's are also know as the traditional P's and the other three P's are known as the modern or extended P's.
The document discusses marketing strategies for rural markets in India. It outlines the 4Ps framework - product, price, place and promotion - and challenges in rural areas related to each P. Some key strategies discussed include developing appropriate products at different levels to meet rural needs, adapting pricing through bundles and special offers, using a hub-and-spoke distribution model and syndicated networks, and promoting through haats, melas, folk media and interpersonal communication. Case studies of various companies employing rural marketing approaches are also mentioned.
Sales promotion is a marketing technique that uses incentives to generate specific actions or responses from consumers, trade partners, and salespeople regarding a product or service. Some common goals of sales promotion include introducing new products, increasing existing product sales, attracting new customers, and maintaining current customers. Sales promotions can be directed at consumers, sales staff, or distribution channels. Examples of consumer sales promotions include free samples, coupons, premium offers, and contests. Trade sales promotions target retailers and wholesalers through strategies like trade allowances, point-of-purchase displays, and dealer incentives. The document discusses various sales promotion strategies and their objectives, benefits, and potential limitations.
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A quick overview of distribution channels focusing on key aspects for a new or small company with limited funding. Direct vs Indirect. Who has the power, what kind and how to manage. How to price within the channel.
The document discusses the marketing mix of McKinsey & Company, a global management consulting firm. It describes McKinsey's approach to the traditional 4Ps as well as the extended 7Ps marketing mix. For product, McKinsey offers management consulting services. For price, it uses premium pricing to maximize profits while ensuring client satisfaction. For place, it provides services in clients' offices or its own 127 offices worldwide. For promotion, McKinsey relies on word-of-mouth from past successful projects rather than direct advertising. It emphasizes having the right people and processes to ensure service excellence. The professional workplace and behavior of consultants form the physical evidence of McKinsey's high-quality brand.
The document outlines several marketing concepts including the seven functions of marketing, importance of marketing research, factors that influence product pricing, channels of distribution, and types of promotion. Specifically, it discusses how marketing research is used to create and improve products by defining problems, studying customer needs, gathering data, and proposing solutions. It also categorizes the main channels of distribution as direct between producer and consumer or indirect using intermediaries, and identifies the major types of promotion as personalized, mass advertising, publicity, public relations, and sales promotion.
The document provides an overview of key marketing concepts and terms, including definitions of marketing, the marketing mix (4Ps and 4Cs), differences between sales and marketing, the scope of what can be marketed, core concepts like customer needs and wants, and factors that influence marketing strategy like the external environment. It also discusses topics like target markets, the marketing plan, the marketing process, product types and product mix, customers and understanding customer value.
The document provides an overview of key marketing concepts and terms, including definitions of marketing, the marketing mix (4Ps and 4Cs), differences between sales and marketing, the scope of what can be marketed, core concepts like customer needs and wants, and factors that influence marketing strategy like the external environment. It also discusses topics like target markets, the marketing plan, the marketing process, product types and product mix, customers and understanding customer value.
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The document discusses various strategies for designing effective marketing programs to build brand equity. It covers topics such as identifying new perspectives in marketing, enhancing product experiences, value pricing, channel options, and the growth of private labels. Experiential, relationship, mass customization, and one-to-one marketing approaches are summarized that aim to personalize marketing efforts. Pricing, product, channel, and integrated marketing strategies are outlined for building brand equity and strong customer relationships.
The document discusses marketing strategy formulation. It begins by explaining that every business unit develops functional strategies for key departments like marketing to support the overall business strategy. Marketing strategy involves processes like understanding customer needs and demands. The marketing mix or "4Ps" of product, price, place, and promotion are also discussed in depth in terms of the various decisions involved in each element. Other aspects of marketing discussed include the marketing environment, analysis, planning, and various strategy techniques.
The document discusses the 7Ps of marketing mix, which are a set of controllable variables that a company uses to satisfy customers better than competitors. The 7Ps include Product, Price, Place, Promotion, People, Process, and Physical Evidence. For each P, the document provides details on what they entail and how companies can implement strategies around them. It also discusses other marketing concepts like buyer behavior, assembling the marketing mix based on target customers, and how to develop a diagnostic and effective marketing plan.
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The document discusses marketing strategy and the 4 Ps of marketing - product, price, place (distribution), and promotion. It provides details on developing strategies for each of the 4 Ps, including how to create new products, set prices, and conduct various promotional activities like advertising, sales promotions, direct marketing, and direct sales. Key recommendations include testing new products before launch, customizing prices, and evaluating the effectiveness of promotional campaigns.
This document summarizes best practices for marketing, sales, and customer relationships. It discusses aligning business and marketing goals, resources, and activities. Key aspects include understanding customers through data on recency, frequency, volume, and profit of purchases. Retaining top customers is emphasized through rewards, recognition, and loyalty programs. Referrals are identified as a major source of new business. The presentation recommends gaining customer advocates or "apostles" by delivering exceptional value and solutions.
This document discusses marketing principles including the 4Ps (Product, Price, Place, Promotion) and the value delivery process. It explains that the 4Ps fulfill customer needs but value is relative based on competitors. It then defines each P and how companies can enhance value at each step through approaches like using quality materials, efficient distribution channels, and widely available products. Communicating additional benefits beyond the product is key to promoting value. The marketing environment that affects strategy is also summarized, including micro factors like suppliers, customers and competitors, and macro external forces.
The document provides an overview of key marketing concepts including:
- Foreign market analysis which studies the attractiveness and dynamics of special markets. Market research gathers information about target markets.
- Marketing is a process that focuses organizational resources on environmental opportunities and customer needs. The marketing concept has evolved from a product focus to a customer orientation.
- The marketing mix (4Ps) includes product, price, place, and promotion. Additional Ps were later added.
- Global marketing internationalizes products/services to suit global consumer requirements through universal planning, production, placement, and promotion strategies.
Elements of business skills chapter 5 slidesChen Yugin
The document provides an overview of key aspects of marketing, including the marketing process, the 4Ps of marketing (product, price, place, promotion), branding, packaging, pricing techniques, and promotion methods. It discusses identifying customer needs and wants, developing products and services to meet those needs, determining pricing, placement in stores, and ways to promote offerings to customers.
Similar to Idea Feasibility and Sustainability Check.pptx (20)
2. Sustain, displace or
disrupt
Feasibility through the Four Ps
of Innovation
Feasibility through Idea
Description Model
Develop the product through the conventional Four (4) Ps of Marketing Mix
Product Policy Pricing Policy Distribution policy
Communication
Policy
For Product
elements
For Pricing costs
For Distribution
Costs
For Promotion
Costs
Human Resources/
Outsourcing Costs
Detailed
Resources
requirement
Financial Budget Available funds
Funds to be
acquired plus cost
of acquiring
Potter’s
competitive
forces
model
3. WHAT IS YOUR STRATEGIC POSITION
Displace Disrupt
Outperform an existing
market incumbents at
their own game by
offering cheaper
options
Turning
non – consumers into
consumers. Cater for
the consumers that
can’t afford the
existing service.
Example Example
Sustain
Improve an existing
service/product and
try to make more
money from the high
spend and before
follower copy your
idea
Example
4. THE FOUR Ps OF INNOVATION MODEL
Population Penetration Price Purchasing
frequency
Think of your target
market in numbers
Think of willingness
and able-ness
Describe your
customer's persona
It terms of
demographics
and their need
Think of the effective
way of
communicating the
solution you have for
your customers need
Think of what is the
proper channel of
delivering this
solution to your
customers needs
How much
customers might be
willing to pay. What
costs make up you
production and
selling expenses,
and what profit
margins are
expected.
How often are
your customers
likely to purchase
your product or
service, once a
month, twice a
year.
3.5 m
E-wallet users in
SA
TV ads, newspapers
SMS, Radio, Facebook
N$ 10.00/transaction
System maintenance
salaries, technology
implementation,
communication cost
5 – 20 times a month
10 x 3.5m = (35 mil x 6) = 210 millions/month in revenue
5. IDEA DESCRIPTION MODEL
Problem Solution User
Costs
Competition
Revenue
What problem are you trying to
solve? What user need are you
satisfying ?
What is your idea and how does it
work? What is the functionality
of your idea? What is your
unique value proposition to the
user? How will you market your
solution and reach the user?
Who are you helping with your
solution? Who is the most
important user?
What are the alternative solution to
the problem ? Who offers these
solution?
How are you going to make money? Who pays? How
much will they pay? How do they pay (once of or
frequency)
What will it cost to develop your solution ? What are
the ongoing fixed costs and variable costs?
Lack of affordable pure and cold
water on campus. There is a
need for affordable purified, and
cold drinking water on campus.
Install a purifying water plant on
campus. All students and staff can
therefore bring their own
containers and pay a fraction of
what they pay for bottled water.
Our value unique proposition is
that we offer pure, mineral free,
and affordable water.
Students staff members, and
campus neighbors , especially
those that are currently buying
bottled water
Tap water, bottled water, and soft
drinks from kiosks
N$ 45 000 purifying plant once off
N$ 3000 fixed rent
N$ 6000 in salaries
N$ 1000 monthly advertising costs
N$ 2.00 for 500ml x 500 clients / day x 2 (purchasing
frequency x 19 day a month = N$ 57 000 / month In
turnover
6. THE MARKETING MIX
Product
Price
Place
Promotion
This is a policy that defines a product or service
characteristics. It helps to develop a process of
product or service standardization and it looks
at all other product elements that contribute to
product cost
Physical features,
Customer service
costs , Branding,
Packaging, Licencing
This is a policy that defines the price elements
and how they affect the actual product price.
Methods of
payments, discount
offers, and product
or service price
The policy defines the products or service
distribution channel. How will the product
reach the end consumers
Retailer,
wholesalers, agents
This policy guides the mediums of
communication to be use in promotional and
advertising/communication campaigns. Surely
this will have to be guided by the product prices
Advertising, PR, sales
promotion,
7. THE MARKETING MIX - PRODUCT
Technical/physical features
• Purified water through
reverse osmosis
Branding
• No branding required
Packaging
• No packaging required
After sale service
Technology
• No after sales service required
• Coin operated and
programmed vending
machine
8. THE MARKETING MIX - PRICE
Payment Methods
Discounts
Sales promotions costs
Credit policy
Cash
No discounts
Twice every month
100% payment ratio
9. THE MARKETING MIX - PLACE
How to get our product to the end
consumers
How our distribution channel decision
affects our end price?
What resources do we need for our
distribution and how much they will
cost us.
Distribution channel benchmarking
and innovation possibilities
Direct to the consumers,
wholesaler, agents, or retailers
Distribution channel costs
Premises, Transport etc.
10. COMPETITIVE FORCES ANALYSIS [POTTER’S MODEL]
POTENTIAL ENTRANTS
SUBSTITUTES
EXISTING COMPETITORS
BUYERS
BARGAINING POWER
SUPPLIERS
BARGAINING POWER
• Number of competitors
• How their service or products
compare to yours
• What are their selling value
proposition advantage
• How many
potential suppliers
do you have
• How expensive it is
to change your
supplier
• How easily can your
suppliers increase
prices
• Do they have a
unique products
• Relationship
benefits
• How easy can your
buyers drive your
prices down?
• How much it will
cost them to switch
to the competitors?
• Are you buyers
strong enough to
decide terms for
you?
• How easy it is for new competitor to enter
the market
• Think of capital requirements, consumers
loyalty, government policy, access to
distribution channel, and patents
• Think of other ways of doing things,