The document discusses the components of the marketing mix. It begins by defining the marketing mix and introducing its traditional 4Ps framework of Product, Price, Place, and Promotion. It then explains each of the 4Ps in the context of KFC's offerings. The document further expands the marketing mix for services, adding People, Process, and Physical Evidence. It concludes that while the marketing mix was originally developed for tangible goods, most offerings today contain elements of both products and services.

1. SEMINAR ON
MARKETING
TOPIC – COMPONENT
OF MARKETING MIX
SUBMITTED TO:- PRESENTED BY:-
DR. NIDHI SHARMA HARSH JAIN
M.COM IST SEM
D.E.I COLLEGE

2. The term 'marketing mix' was first used
in 1953 when Neil Borden, in his American
Marketing Association presidential
address, took the recipe idea one step
further and coined the term "marketing-
mix". A prominent marketer, E. Jerome
McCarthy, proposed a 4 P’s classification
in 1960, which has seen wide use.
INTRODUCTION

3. Marketing Mix is a combination of
marketing tools that a company uses to
satisfy their target customers, and
achieving organizational goals. In this
modern age, marketing has occupied a
wide scope. Different activities should be
performed in marketing. Hence, the
combination of all the activities conducted
to satisfy the needs of target market is
What is marketing
mix?

4. COMPONENT OF
MARKETING MIX

5. Price is very sensitive component of
marketing mix. In it, decision on selling
price, discount, commission etc. are taken.
While taking decision on price, reasonable
return of the investment of the firm and
customers' services should be considered
at a time. While determining price of the
product, production cost, demand situation,
competition, possible sale expenses,
expected profit etc. should be carefully
analysed.
PRICE

6. KFC PRICE LIST...

7.  Product is the actually offering by the company to
its targeted customers which also includes value
added stuff. Product may be tangible (goods) or
intangible (services).
 For many a product is simply the tangible, physical
entity that they may be buying or selling.
 Product decisions include:
What to offer?
Brand name
Packaging
Quality

8. kFC PRODUCT

9.  It not only includes the place where the product is
placed, all those activities performed by the company
to ensure the availability of the product to the
targeted customers.
 Placement decisions include:
Placement
Distribution channels
Logistics
Inventory
Order processing

10. PLACE OF kFC

11.  Promotion includes all communication and
selling activities to persuade future prospects
to buy the product. Promotion decisions
include:
Advertising
Media Types
Message
Sales promotion
Personal selling
Public relations/publicity

12. PROMOTION IN kFC

13. All companies are reliant on the
people who run them from front
line Sales staff to the Managing
Director. Having the right people
is essential because they are as
much a part of your business
offering as the products/services
you are offering.

14. PEOPLE IN KFC

15. k
The delivery of your service
is usually done with the
customer present so how
the service is delivered is
once again part of what the
consumer is paying for.

16. PROCESS IN KFC

17. Almost all services include some physical
elements even if the bulk of what the consumer is
paying for is intangible. For example a hair salon
would provide their client with a completed
hairdo and an insurance company would give
their customers some form of printed material.
Even if the material is not physically printed (in
the case of PDFs) they are still receiving a
“physical product” by this definition.

18. PHYSICAL EVIDENCE

19. • Traditionally, the marketing mix was developed for the
fast moving consumer goods sector, and there were 4 Ps:
Product, Price, Promotion, and Place (or distribution).
• As service sectors have become more aware of
marketing, this marketing mix has been developed to also
include: People, Process and Physical Evidence. Even if
you think you only sell a product, so the original 4 Ps will
suffice, it can be useful to think how much of a service
element there is to your business. Indeed, the goods-
service continuum demonstrates that very few products
are purely goods and very few purely service.
CONCLUSION