The document discusses the evolution and components of the marketing mix concept. It begins by outlining the production, sell, and marketing eras from 1900 to present. It then examines various classifications of the marketing mix elements, ultimately focusing on McCarthy's 4 P's of product, price, place, and promotion. For each P, key variables are defined. The document emphasizes that the marketing mix elements influence each other and must be carefully managed using market research, strategy, and short-term planning to achieve business success.

1. THE CONCEPT OF
MARKETING MIX
REALIZED: SALIANI Kawtar
BELKAID Mehdia
HSINA Hajar

2. PLAN:
• Introduction
I- The evolution of the marketing mix
II- The ingredients of the marketing mix
III-
IV-
• Conclusion

3. INTRODUCTION
In common with many other professions the practice of marketing is often
made complex and difficult due to the sheer diversity of the problems with
witch it is confronted.

4. THE EVOLUTION OF
MARKETING-MIX

5. THE PRODUCTION ERA
From 1900 to 1930:
- the mass production economy.
- the demand supply.
- the absence of competition.

6. THE SELL ERA
• From 1930 to 1950:
-the supply the demand.
-the emergence of commercials actions.
- the apparition of the term marketing-mix.

7. THE MARKETING ERA
From 1950:
-Supply=demand.
-satisfaction of Customer needs.

8. THE INGREDIENTS OF THE
MARKETING MIX
• A review of the literature suggests that there are many classifications of the
marketing mix elements ranging from the narrow classification.

9. • Albert Frey : The offering and the tools
• Lazer ,Kelley and Culley :Use a threefold classification:
 The product and service mix
 The distribution mix
 The communication mix
• Mc Carthy, Stanton and Darling ; used a 4 classification:
 Product
 Price
 Place
 Promotion

11. PRODUCT
Product is the article which a manufacturer desires to sell in the open market.
It is the first element in the marketing mix. The product mix includes the
following variables.

12. PRICE
• Price is one more critical component of marketing mix. It is the valuation of
the product mentioned by the seller on the product.
Price mix includes the following variables:
• Pricing policies
• Discounts
• Terms of credit sale
• Pricing strategy selected and used.

13. PLACE
• Physical distribution is the delivery of goods at the right time and at the right place to
consumers. Physical distribution of product is possible through channels of
distribution which are many and varied in character.
Physical distribution (place mix) includes the following variables:
• Types of intermediaries available for distribution,
• Distribution marketing channels available for distribution, and
• Transportation, and inventory control for making the product available to consumers
easily and economically.

14. PROMOTION
Promotion is the persuasive communication about the product offered by the
manufacturer to the prospect.
Promotion mix includes the following variables:
• Advertising and publicity of the product,
• Personal selling techniques used,
• Sales promotion measures introduced at different levels,
• Display of goods for sales promotion.

15. MANAGING THE MIX
There are two key decisions which are central to marketing management,
1) The selection of target markets : which determine where the firm will
compete.
2) The design of the marketing mix ( 4p methods) : which will determine its
sucess in these markets.

16. HOW TO MANAGE IT ?
• Strategy identifies future objectives to which the firm aspires and which are likely to
be modified due to changing circumstances.
• Thus strategy charts a direction to be followed to achieve a destination that will
probably be changed as we approach it.
• However, to ensure that we remain on course we will set a series of sub-objectives
which represent points along the way from where we are to where we want to be.
• Set performance targets on an annual basis and develop short-term plans for their
achievement. In turn, short term plans are usually subset of a medium-term plan

17. HOW TO MANAGE THE MIX
• Marshalling evidence is a precondition for analysis but it does not follow that
all decision-makers will draw the same conclusion from a given data set
(perception)...
what matters is the quality of the plan devised by the manager based upon
his analysis and the quality of the implementation. Central to all this is the
understanding and deployment of the mix elements.

19. Coffee machines (Quality, 19 bar)
• Manufactured by 6 different companies
• Range: 3-4 machines each
• Different post-sales service
• Capsules
– 12 different flavors
Accessories
• Cups, boxes, pots
Services (Distribution ,
information)
• In shops
• phone
• Internet
Marketing-Mix > Product
MIX MARKETING : CASE STUDY OF NESSPRESSO 19

20. • Pricing policy:
• Machines: expensive
• From 179 to 1749 €
• The capsules: not very expensive to
consumers (≈ € 0.32)
Marketing-Mix > Price
MIX MARKETING : CASE STUDY OF NESSPRESSO 20

21.  Machines
• Distributed appliance
stores
• Also in the shops and
Internet
 Capsules
• Distributed only to
members of the
Nespresso Club
• Shops, internet or via
phone (home delivery)
Marketing-Mix > Place
MIX MARKETING : CASE STUDY OF NESSPRESSO 21

22. • Mainly word of mouth
60% of new customers
• Internet, TV ads and sponsorship
• Message of differentiation
“ It offers a lifestyle with more quality
and comfort ”
• Attention Customer Service
 Very attentive
 Provides more information about
customers to provide a heterogeneous
service-oriented customer (CRM).
Marketing-Mix > Promotion
MIX MARKETING : CASE STUDY OF NESSPRESSO 22

23. CRITICISMS OF THE MARKETING
MIX
• It focuses on what marketers do to
customers rahter than FOR them
• It says nothing about interactions
between the mix variables
• It takes a merchanistic view about
markets
• It assumes a transactional exchange
rather than relationship

24. CONCLUSION
All the elements of the marketing mix influence each other. They make up the
business plan for a company and handled right, can give it great success. But
handled wrong and the business could take years to recover. The marketing
mix needs a lot of understanding, market research and consultation with
several people, from users to trade to manufacturing and several others.

25. THANK YOU FOR YOUR ATTENTION

26. BIBLIOGRAPHY
• Marketing strategy and management – Michel J.BAKER « third edition »
• Introduction to marketing – John FRAIN
• http://kalyan-city.blogspot.com/2010/05/marketing-marketing-mix-4-ps-
of.html
• http://economictimes.indiatimes.com/definition/marketing-mix