The document discusses the marketing mix, which consists of 4 Ps - Product, Price, Place, and Promotion. It explains that each element depends on and reinforces the others, so they must be consistent to be effective. A good product coupled with bad communication, or a bad product with good advertising, will both fail. The document then provides more details on each of the 4 Ps and considerations within each element.

2. Understanding the nature of customers and
their needs and wants is only the first step of
creating a marketing strategy– promotional
campaign.
The brand/ organisation needs to act of that
information in order to develop and
implement marketing activities that actually
deliver something of value to the customer.
The process that we go through is called the
‘Marketing Mix’.

3. Successful marketing relies as much on interaction
and synergy between marketing mix elements as
it does on good decisions within those elements
themselves.
A good product with bad communication will not
work, and equally a bad product with the
glossiest advertising will not work either.. This is
because the element so the marketing mix
depend on each other and if they are not
consistent with each other in what they are saying
about the product, then the customer, who is not
stupid, will reject it all.

4. 1. Product:
This area covers everything to do with the
creation, development and management of
products. It is not only about what to make, but
when to make it, how to make it, and how to
ensure it has a long a profitable life.
Particularly with fast moving consumer goods
(fmcg), part of the products attractiveness is of
course its branding and packaging and the
experience gain during and after the purchase.
Also see Product lifecycle.

5. 1. Price:
Price is not perhaps as clear cut as it might seem
at first glance, since price is not necessarily a
straightforward calculation of costs and profit
margins.
Price has to reflect issues of buyer behaviour,
because people judge ‘value’ in terms of their
perceptions of what they are getting for their
money, what else they could have had for that
money and how much that money meant to then
in the first place.

6. Pricing also has a strategic dimension, in that it
can give messages to all sorts of people in the
target market.
Customers, fir example may use price as an
indicator of quality and desirability for a
particular product. And thus price can
reinforce or distroy the work of other elements
of the marketing mix.
Competitors on the other hands may see price
as a challenge- the beginnings of a price war.
Overall price is a very flexible element of the
marketing mix.

7. 1. Place:
Place is a very dynamic and fast moving area of
marketing. It covers a wide variety of fascination
topics largely concerned with the movements of goods
from A to B.
For consumer products, the most visible player in the
channel of distribution is the retailer. Manufactures and
customers alike have to put allot of trust in the retailer
to do justice to the product, to maintain stocks, and to
provide a satisfying purchasing experience.
Place also embodies more unique marketing problems
such as store location, layout, merchandising, creation
of store atmosphere.

8. 1. Promotion:
Promotion = communication, which is
more often seen as the most
glamorous and sexy side of
marketing. This does not mean
however that the marketing
communication is purely ‘artistic’ or
that is can be used to distract and
wallpaper over cracks in the rest of
the marketing mix.
Promotion consists of a whole range of