The document discusses marketing mix, which refers to the combination of marketing tools used by manufacturers to achieve success in the market. The marketing mix includes the 4 P's: product, price, place (distribution), and promotion. It provides details on each element, including product range, branding, packaging, pricing strategies, distribution channels, and promotional activities like advertising and personal selling.

4. MARKETING MIX
Policies adopted by the
manufacturer to attain success in
the market is termed as marketing
mix. It is the combination of the
fair inputs which constitute the
core of an unit’s marketing
system- the product, price
structure, distribution & the
promotional activities.

5. Elements of marketing mix
Product mix
Price mix
Place mix
Promotion mix

6. Product
mixIt involves all those activities
starting from the conception
(origin) of an idea of a product
till its final development for the
consumer’s satisfaction.

7. product mix
Product range
Branding
Packaging
Product services/ after sale
services

8. Produ
ct
range
Brandi
ng
It refers to number
of similar types of
goods. Eg:- The
product range of
Maruti udhyog ltd. Is
Maruti 800, WagonR,
Swift, Esteem, etc.
It refers to giving
name/ symbol to a
product to make it
distinct from other
similar products. Eg:-

9. It refers to a
wrapper/
container in which
product is
enclosed/ put for
it’s protection &
the convenience
of consumers.
This services
ensures
repeated
orders from the
Packagi
ng
After
sale
servic
es

10. Price is the value of a product/
service in terms of money,
which a buyer is ready to pay in
exchange of goods & services.
Price mix comprises the policies
relating to the price levels to
adopt.

11. PRICING
 Pricing is a managerial task that involves
establishing pricing objectives, identifying
the factors governing the price, ascertaining
their relevance & significance, determining
the product value in monetary terms &
formulation of price policies & strategies,
implementing them & controlling them for
the best results.

13. Controllable factors
• Stage of product life cycle
• Brand image
• Frequency of purchase
• Size of purchase
• Length of channel of distribution
• Promotional strategies adopted
• Cost consideration
• Characteristics of product

14. Uncontrollable factors
•Legal consideration
•Government control & regulation
•Purchasing power of the customer
•Consumer behaviour
•Bargaining power of consumer
•Social consideration
•Economic condition prevailing

15. pricing
Cost based
methods
Competition
based

16. Cost
based
method
• Full cost pricing
• Cost plus pricing
• Target return pricing
• Breakeven pricing
• Marginal cost pricing
Competitio
n based
pricing
• Premium pricing
• Competitive
parity pricing
• Discount pricing
• Sealed bid
pricing
Demand
based
pricing
• Skimming
pricing
• Penetrating
pricing

17. It comprises the policies
& procedures relating to
the channels to use
between plant & consumer,
degree of selectivity among
wholesaler & retailers,
efforts to gain co-
operation of trade.

18. Channels of distribution
Transportation
Warehousing

19. CHANNEL FOR CONSUMER GOODS
•Mail order
•Manufacturer’s retail
outlet
•House-to-house selling
1)Direct
selling •Manufacturer to
consumer
•Manufacturer to
retail to consumer
•Manufacturer to
wholesaler to
consumer
•Manufacture to agent
2)Indirect
selling

20. GOODS
• Manufacturer to industrial userDirect
selling
• Manufacturer to industrial
user
• Manufacturer to wholesaler
to industrial user
• Manufacturer to agent to
industrial user
• Manufacturer to agent to
wholesaler to industrial user
Indirect
channel

21. Classification of channels
Channe
l for
consum
er
Channe
l for
industr
ial

22. Promotion mix
It refers to
informing the
customers about
the product/
services &

23. Elements of promotion mix
Advertising
Personal
selling

24. Marketing planning
It defines the role & responsibilities of marketing
executives in contributing to the attainment of goals of
the firm.
It is mainly concerned with the allocation, development
& future use of the marketing planning refers to
setting goals & strategies for the marketing efforts
in an organization.

25. BENEFITS OF
MARKETING PLANNING
Makes the firm basically
consumer oriented.
New customer needs can
be recognized.
More attention is given

26. NEW PRODUCT PLANNING
Product planning is the systematic
determination of the manufacturers product
line i.e. the number of variety of products to
be offered by the firm to the market it serves.
It concentrates on development & introduction
of new products, modification of the existing
one to meet changing needs of consumers &
dropping altogether marginal or unprofitable
products.

27. SALES MANAGEMENT
It can be defined as the
planning, direction &
control of personal
selling including
recruiting, selecting,
equipping, assigning,
routing, supervising,

28. Qualities of
entrepreneur as a
successful salesman
Physical attributes
Mental attributes
Moral & social attributes
Vocational attributes

29.  Lack of standardization of products.
 Maintaining poor product quality.
 Lack of proper infrastructural facilities.
 Poor knowledge of marketing strategies.
 Poor sales promotion.
 Inferior packaging.
 Lack of credit facility to consumer.
 Poor after sale service.
 Low scale of production.
 Dependence on middlemen.

30. S T E P S T A K E N B Y G O V T . I N
M A R K E T I N G G O O D S O F
S M A L L -S C A L E I N D U S T R I E S
C e n t r a l G o v t ’s s t o r e s
p u r c h a s e p r o g r a mme .
R e s e r v a t i o n o f i t e ms
f o r e x c l u s i v e
p u r c h a s e f r o m s ma l l -
s c a l e i n d u s t r i e s .
M a r k e t i n g s e r v i c e s
o f f e r e d b y s ma l l
i n d u s t r i e s
d e v e l o p me n t