The document discusses the marketing mix, which refers to the set of controllable marketing tactics used by a company. The traditional marketing mix includes the 4Ps - Product, Price, Place (distribution), and Promotion. Some expand this to the 7Ps by adding People, Physical Evidence, and Process. The marketing mix involves determining the right product to meet customer needs, setting the proper price, making the product available in the right places, and promoting it effectively to potential customers. A company must consider internal and external factors that influence how it sets its marketing mix strategies.

1. MARKETING MIX
PRESENTED BY :
SOUMYAJIT PAIKARAY

2. • The marketing mix refers to the set of actions,
or tactics, that a company uses to promote its
brand or product in the market.
• The 4Ps make up a typical marketing mix - Price,
Product, Promotion and Place
• Simply, to meet consumers needs, businesses
must produce right product, at right price, make
it available at right place, and let consumers
know about it through right promotion.
DEFINITION OF MARKETING MIX

3. 4PS OF MARKETING MIX
Organisational Objective
• Marketing decisions generally fall into the
following four controllable categories:
(1) Product
(2) Price
(3) Place
(4) Promotion

4. 7PS OF MARKETING MIX
• Boom and Bitner suggested the extension of the 4Ps
framework to include three additional factors :
(1) Product
(2) Price
(3) Place
(4) Promotion and
(5) People
(6)Physical evidence and
(7)Process

5. MARKETING MIX
Product/Service
• What does the customer want from the
product/service? What needs does it satisfy?
• What features does it have to meet these needs?
• How and where will the customer use it?
• What does it look like? How will customers
experience it?
• What size(s), color(s), and so on, should it be?

6. MARKETING MIX
Place
• Where do buyers look for your product or service?
• If they look in a store, what kind?
• A specialist boutique or in a supermarket, or
both?
• Or online?
• Or direct ?
• How can you access the right distribution
channels?

7. MARKETING MIX
Price
• What is the value of the product or service to the
buyer?
• Are there established price points for products or
services in this area?
• Is the customer price sensitive?
• Will a small decrease in price gain you extra market
share?
• Or will a small increase be indiscernible, and so gain
you extra profit margin?
• What discounts should be offered to trade customers,
or to other specific segments of your market?

8. MARKETING MIX
Promotion
• Where and when can you get across your
marketing messages to your target market?
• Will you reach your audience by advertising in
the press, or on TV, or radio, or on billboards?
• Through PR?
• On the Internet?
• When is the best time to promote?
• Is there seasonality in the market?

9. MARKETING MIX
• PEOPLE refer to all people directly or indirectly
involved in the consumption of a service, example
employees or other consumers,
• PHYSICAL EVIDENCE, that related to the
environment in which the service is delivered, and
the tangibles that help to communicate and perform
the service, and
• PROCESS is the delivery and operating systems of
procedures, mechanisms and flow of activities which
services are consumed.

10. FACTORS AFFECTING MARKETING MIX
Internal factors
I. Product Planning
II. Price
III. Branding
IV. Personal Selling
V. Sales Promotion
VI. Physical Distribution
VII. Market Research
.

11. External Factors
I. Consumer's Buying Behavior
II. Trader's behavior
III. Competitor's Behavior
IV. Governmental Behavior
FACTORS AFFECTING MARKETING MIX

12. MARKETING MIX
Conclusion
• The marketing mix is a very important aspect of creating
a marketing strategy.
• Once the company develops a product or service that
will meet the customers needs, it will be either through
direct or indirect channels of distribution and in some
cases may have multiple channels.
• The company will then determine how to communicate
to the public about the new product or service. Finally,
the company will determine a price for the product or
service that ensures a profit.

13. THANK YOU