The document discusses various marketing mix models used to develop marketing strategies. It describes the traditional 4Ps model of product, price, place, and promotion as well as expanded 7Ps and 8Ps models that include additional elements like people, process, physical evidence, packaging, and philosophy. The document also mentions the 4As model and SIVA terminology used in some countries. It provides details on each element of the marketing mix, including definitions of key concepts like product, promotion, place, price, people, process, and physical evidence.

1. The Marketing Mix

3. 4 Ps-model is most useful for:
-low value consuming product
• 7 Ps-model (extended Marketing Mix):
It’s the 4 Ps parameters plus
People Process
Physical Evidence

4. • 8 Ps-model:
- The 8th
P for
PACKAGING:
How the product is presented to the
customers
PHILOSOPHY:
A product should reflect the
underlying philosophy or ethos
of the organization

5. SIVA
Is another terminology used for the 4-Ps model in
a customer-oriented business
Solution ------------------ Product
Information -------------- Promotion
Value ---------------------- Price
Access -------------------- Place

6. …..In India
• 4 As-Model:
- Acceptability of the product.
- Affordability of the product.
- Awareness of the product.
- Availability of the product.

7. PRODUCT
It is the complete bundle of benefits or satisfactions
that buyers perceive they will obtain if they purchase
the product. It is the sum of all physical,
psychological, symbolic, and service attributes.
It is much more than just a physical object.

8. PROMOTION
All of the tools available to the marketer to make the
customer informed about the product.
Promotional mix elements:
Advertising Public relations
Sales promotion Personal selling

9. PLACE
(DISTRIBUTION – MARKET CHANNELS)
All of the activities utilized to move a product from
production to consumption.
Direct Channel:
Customer
Indirect Channel:
Wholesaler
Retailer
Distributor

10. PRICE
Price generates profit
How you positioned your product in terms of quality
EconomyEconomy PenetrationPenetration
SkimmingSkimming PremiumPremium
Low
Low
High
High
Quality
Price

11. PEOPLE
People employed in the organization will determine
the quality of service the customer receive
Happy, skilled, motivated, well trained staff
=
Happy customer

12. PROCESS
Processes involved in delivering a product to a
customer and the behavior of people
PHYSICAL EVIDENCE
Describes the type of image that a business
portrays through its physical presence
Premises Condition of vehicles
Reception area Appearance of staff
Business cards Brochure
Nestlé Factory

13. THANK YOU