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Marketng Mix Strategy
Dr. Ahmad Javed Askarzai
PhD Economics
Vienna University Austria
Deliver your products or services in
a way that satsfes your
customers.
An efectve marketng strategy will
help you to defne the overall
directon and goals for your
marketng.
Your strategy should artculate
how you are going to deliver your
products or services in ways that
will satsfy your customers.
Once you have
defned your customers or target
market, you need to start
developing and implementng
tactcs to reach them. The
marketng mix will make up the
tactcal elements you will use to
carry out your strategy and reach
your target market.
Marketng mix tactcs
Identfy the tactcal acton steps
which will turn your strategy into a
reality in your marketng plan,
using the guide below. The seven
tactcs below are sometmes
referred to as the 7Ps because they
all start with the leter p.
1. Your product or service
What product or services are you going to
ofer? Discuss the branding, the packaging
(where applicable), and ongoing product
or development. You should consider the
features and benefts you ofer, your
unique selling points (What makes your
product/service diferent from everyone
else's) and what potental spin-of
products of services might be.
2. The pricing of your product or service
Price is a critcal part of your marketng mix.
Choosing the right price for your products or
services will help you to maximise profts and
also build strong relatonships with your
customers. By pricing efectvely you will also
avoid the serious fnancial consequences that
can occur if you price too low (not enough
proft) or too high (not enough sales).
3. Your positon (place) in the marketplace
Whether it's a retail store, online shop or on
social media, 'place' refers to the channels and
locatons for distributng your product, related
informaton and support services. This is how
you will positon your product in the
marketplace, it's the locaton where a product
can be purchased. Ofen referred to as the
distributon channel, this can include any
physical store (e.g supermarket) as well as
virtual stores (e.g eBay) online.
4. The promoton of your product of service
How do you promote and market your business
now (or intend to)? Regardless of how good
your business is, if you don’t promote it and tell
people you exist, it’s unlikely you will make
many sales. Promoton is about atractng the
right people to use and reuse your business.
There are a number of techniques to use and
they can be combined in various ways to create
the most cost efectve strategy for your needs.
This can include online, branding, public
relatons and advertsing.
5. The people in your business
(e.g. salespeople, staf)
If you have employees in your business,
they can infuence the marketng of your
products and services. Knowledgeable and
friendly staf can contribute to creatng
satsfed customers, and can provide the
unique selling experience that an
organisaton is ofen seeking. If an
outstanding team provides a compettve
advantage, then the quality of recruitment
6. The process represents the buying experience
Process represents the buying experience the
customer gets when they buy your product or
service.
7. The physical environment
where the good/services are
presented
The physical environment where your
products or services are sold and delivered
can have a signifcant impact on how your
customers' experience your business.
Thank you
•
Questons?

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Marketing mix strategy presentation

  • 1. Marketng Mix Strategy Dr. Ahmad Javed Askarzai PhD Economics Vienna University Austria
  • 2. Deliver your products or services in a way that satsfes your customers.
  • 3. An efectve marketng strategy will help you to defne the overall directon and goals for your marketng.
  • 4. Your strategy should artculate how you are going to deliver your products or services in ways that will satsfy your customers.
  • 5. Once you have defned your customers or target market, you need to start developing and implementng tactcs to reach them. The marketng mix will make up the tactcal elements you will use to carry out your strategy and reach your target market.
  • 6. Marketng mix tactcs Identfy the tactcal acton steps which will turn your strategy into a reality in your marketng plan, using the guide below. The seven tactcs below are sometmes referred to as the 7Ps because they all start with the leter p.
  • 7. 1. Your product or service What product or services are you going to ofer? Discuss the branding, the packaging (where applicable), and ongoing product or development. You should consider the features and benefts you ofer, your unique selling points (What makes your product/service diferent from everyone else's) and what potental spin-of products of services might be.
  • 8. 2. The pricing of your product or service Price is a critcal part of your marketng mix. Choosing the right price for your products or services will help you to maximise profts and also build strong relatonships with your customers. By pricing efectvely you will also avoid the serious fnancial consequences that can occur if you price too low (not enough proft) or too high (not enough sales).
  • 9. 3. Your positon (place) in the marketplace Whether it's a retail store, online shop or on social media, 'place' refers to the channels and locatons for distributng your product, related informaton and support services. This is how you will positon your product in the marketplace, it's the locaton where a product can be purchased. Ofen referred to as the distributon channel, this can include any physical store (e.g supermarket) as well as virtual stores (e.g eBay) online.
  • 10. 4. The promoton of your product of service How do you promote and market your business now (or intend to)? Regardless of how good your business is, if you don’t promote it and tell people you exist, it’s unlikely you will make many sales. Promoton is about atractng the right people to use and reuse your business. There are a number of techniques to use and they can be combined in various ways to create the most cost efectve strategy for your needs. This can include online, branding, public relatons and advertsing.
  • 11. 5. The people in your business (e.g. salespeople, staf) If you have employees in your business, they can infuence the marketng of your products and services. Knowledgeable and friendly staf can contribute to creatng satsfed customers, and can provide the unique selling experience that an organisaton is ofen seeking. If an outstanding team provides a compettve advantage, then the quality of recruitment
  • 12. 6. The process represents the buying experience Process represents the buying experience the customer gets when they buy your product or service.
  • 13. 7. The physical environment where the good/services are presented The physical environment where your products or services are sold and delivered can have a signifcant impact on how your customers' experience your business.