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Marketing mix development

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Presented by Sugiharto, SH. MM




   Marketing management, discussing
   principles of marketing, production
concept, product concept, selling concept
         the marketing concept
MARKETING STRATEGY

The Marketing MIX
The perspective to offer the customers

1st , the firm chooses the                                             3rd , the firm creates eye
product to meet the identified                                            catching promotion
need of the target segment

                                             2nd , the right
                                         distribution channel
                                         is used to make the
                                          product available



                                    4th , the price platform
                                     is acceptable to the
                                        customer & firm



 Marketing Management                                           © Created by SUGIHARTO, SH.MM 2011
MARKETING STRATEGY
           Product Planning
                                                   The Marketing MIX
                          Pricing

                         Branding

       Distribution channel

             Personal Selling

                    Advertising

                    Promotions

                        Packaging

                          Display
                                    The term "marketing mix" became popularized after Neil
                        Servicing   H. Borden published his 1964 article, The Concept of the
                                    Marketing Mix. Borden began using the term in his
          Physical Handling         teaching in the late 1940's after James Culliton had
                                    described the marketing manager as a "mixer of
Fact Finding and Analysis           ingredients"
 Marketing Management                                            © Created by SUGIHARTO, SH.MM 2011
MARKETING STRATEGY

The Marketing MIX
Target Market is The Key




 Marketing Management      © Created by SUGIHARTO, SH.MM 2011
MARKETING STRATEGY

The Marketing MIX
The perspective




 Marketing Management   © Created by SUGIHARTO, SH.MM 2011
MARKETING STRATEGY

The Marketing MIX
The 4P versus 4C




                        The Four Cs model is more consumer-
                        oriented and fits better in the movement from
                        mass marketing to niche marketing

 Marketing Management                     © Created by SUGIHARTO, SH.MM 2011

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Marketing mix development

  • 1. Presented by Sugiharto, SH. MM Marketing management, discussing principles of marketing, production concept, product concept, selling concept the marketing concept
  • 2. MARKETING STRATEGY The Marketing MIX The perspective to offer the customers 1st , the firm chooses the 3rd , the firm creates eye product to meet the identified catching promotion need of the target segment 2nd , the right distribution channel is used to make the product available 4th , the price platform is acceptable to the customer & firm Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 3. MARKETING STRATEGY Product Planning The Marketing MIX Pricing Branding Distribution channel Personal Selling Advertising Promotions Packaging Display The term "marketing mix" became popularized after Neil Servicing H. Borden published his 1964 article, The Concept of the Marketing Mix. Borden began using the term in his Physical Handling teaching in the late 1940's after James Culliton had described the marketing manager as a "mixer of Fact Finding and Analysis ingredients" Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 4. MARKETING STRATEGY The Marketing MIX Target Market is The Key Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 5. MARKETING STRATEGY The Marketing MIX The perspective Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 6. MARKETING STRATEGY The Marketing MIX The 4P versus 4C The Four Cs model is more consumer- oriented and fits better in the movement from mass marketing to niche marketing Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 7. MARKETING STRATEGY The Marketing MIX The PRODUCTS or SERVICES The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of the offering. Product and service decisions include aspects such as:
  • 8. MARKETING STRATEGY The Marketing MIX The PRODUCTS or SERVICES How customers view your Building loyalty and Another way to product vs the competition...is it connection to the get attention higher quality, less expensive, or company and and to more attractive? products /services by differentiate communicating a your product...a unique image or form of philosophy advertising and promotion Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 9. MARKETING STRATEGY The Marketing MIX The PRODUCTS or SERVICES Ask friends to give an opinion on the positioning statement for the product Salespeople, distributors, and retailers are asked what they think of the position statement A group of potential customers give feedback on blind product reviews. Produce a limited amount of product and sell it in a defined geographic region to determine if the product positioning is correct. Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 10. MARKETING STRATEGY The Marketing MIX The PRODUCTS or SERVICES An image that is unique...that stands for something distinctive...that “rings a bell” in your mind. Now, Branding must represent the qualities and philosophy of the company as much as the product # Notice: In many TV ads rights now, viewers don’t even know which brand is being promoted often the name appears only briefly at the end of the ads. Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 11. MARKETING STRATEGY The Marketing MIX The PRODUCTS or SERVICES A number of very successful companies, such as AIA and Starbucks Coffee are resisting image positioning as the way to communicate their message Instead of promoting brand names, some firms choose to communicate the philosophy of their company, which is at the core of all their products and by its very nature differentiates these companies from others in the market. Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 12. MARKETING STRATEGY The Marketing MIX The PRODUCTS or SERVICES Pick a name that is descriptive and easy to remember and Develop reputation on it Create a logo/trademark that symbolizes your business Advertise a brand “personality” Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 13. MARKETING STRATEGY The Marketing MIX The PRODUCTS or SERVICES Treat your employees well Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 14. MARKETING STRATEGY The Marketing MIX The PRODUCTS or SERVICES the packaging must be designed and tested for consumer response. It should serve the functions for which it was designed. In general, packaging should... Tell what the product is… Describe the Keys Benefits Highlight the Company philosophy Be Distinctive and Attractive Use safe and recyclable materials Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 15. MARKETING STRATEGY The Marketing MIX The PRODUCTS or SERVICES Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 16. MARKETING STRATEGY The Marketing MIX The PRODUCTS or SERVICES Intangible products are often service based like the tourism industry & the hotel industry or codes-based products like cell phone load and credits. Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 17. MARKETING STRATEGY The Marketing MIX The PRODUCTS or SERVICES today, manufacturers of products which are built to customer order, for example, smart- phones offer such a large range of combinations of product features that millions of variants of a single product are possible Sony Ericsson Xperia Series Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 18. MARKETING STRATEGY A product or process that is reliable, and The Marketing MIX that performs its intended function is said The PRODUCTS or SERVICES to be a quality product. Quality in Business, has an interpretation as the non-inferiority or superiority of something Perceptual Conditional Subjective attribute and may be understood differently by different people Consumers may focus on the specification quality of a product/service, or how it compares to competitors in the marketplace Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 19. MARKETING STRATEGY The Marketing MIX The PRODUCTS or SERVICES Product design can be defined as: The Idea Generation Concept Development Testing and Manufacturing Implementation of a physical object or service Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 20. MARKETING STRATEGY The Marketing MIX Pricing is replaced by cost, The PRICING reflecting the reality of the total cost of ownership Pricing decisions should take into account profit margins and the probable pricing response of competitors. Includes List Price Discounts Financing and other options such as leasing Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 21. MARKETING STRATEGY The Marketing MIX The PRICE Pricing is the only mix which generates a turnover for the organization. Pricing is Costs to promote it difficult and must reflect supply and demand relationship. Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 22. MARKETING STRATEGY The Marketing MIX The PRICE Penetration Skimming Competition Product Line Bundling Psychological Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 23. MARKETING STRATEGY The Marketing MIX The PLACES Place (or placement) decisions are those associated with channels of distribution that serve as the means for getting the product to the target customers Placement is replaced by the convenience function With the rise of internet and hybrid models of purchasing, place is no longer as relevant as before Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 24. MARKETING STRATEGY The Marketing MIX The PLACE Ease to find information about a product Channels of Distribution: the routes that products and services take from the time they are produced to the time they are consumed. Getting the product in a timely manner Aspect to consider Channels of distribution usually result in lower costs Channels save time for buyers and sellers Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 25. MARKETING STRATEGY The Marketing MIX The PROMOTION Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 26. MARKETING STRATEGY The Marketing MIX The PROMOTION Promotion decisions are those related to communicating and selling to potential consumers The promotions feature is replaced by communication Communications represents a broader focus than simply promotions Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 27. MARKETING STRATEGY The Marketing MIX The PROMOTION Communications can include : Viral Advertising any form of communication between the firm and the consumer Marketing Management © Created by SUGIHARTO, SH.MM 2011
  • 28. THANK YOU For LISTENING Principles of Marketing DAY ONE Presented by Sugiharto, SH. MM Re-programmed Presentation created by ugik013 Presentation Pro Images provided by Personal collections Closing theme performed by Josh Groban ‘you raise me up’ E-mail: ugik013@yahoo.com STIE GICI Business School © 2011 Marketing Management © Created by SUGIHARTO, SH.MM 2011