Marketing Research Marketing Segmentation
Product Price Place Promotion
What is product?
Product line, product shape,
size, colour, brand name,
trade mark, packaging,
labeling, after sales service,
Aspects Brief explanations or examples
The appearance Color, size, shape, etc. must meet the
The function Able to be used
Convenient for use
Meeting special needs of customers
The cost Production costs must be low enough to
earn some profit.
High cost, higher price.
Too high price, customers unlikely to buy.
Features of a product to meet the needs
Price should b
The pricing policy
that a business chooses
is often a reflection of
the market at which it
The right price set
must take into account
of production costs,
competitors’ prices and
ability and demand
Place is the third of the 4 P’s
of marketing mix
marketing is about putting
the right product, at the right
price,at the right place, at the
product is usually highly
priced, and requires the
intermediary to place much
detail in its sell
common with product such as
undertaken by an
promote it’s product
1. CONSUMERS 2. COMPETITION
3. Extent of
4. Trade factors
5. Market conditions
6. Government policies
The political environment in any country is
always influenced by its legislatures , which
are its law making bodies.
Eg: changes in tax policy ,rules regulations etc.
Social environment is formed by the
society around the business.
Technology keeps on changing very fast. An
innovation of today may be a history
Eg: Software updates, electronic good, fashion.
Natural environment includes land,
minerals, oil, water etc . As natural resources
are very less it must be used properly.
Eg:- Climatic condition , natural resources.
Demographic environment includes factors
affecting population such as age, income, sex,
occupation, lifestyle, education etc.
Eg:- Pricing of a commodity.
Economic environment of a nation includes
economic conditions like national income, per
capita income etc and economic policies
formulated by the government.
Eg:- Export Import policies.
bull in 1987.
Annual sales of
around 4 billion
cans in 160
Above the Line :
Below the Line :
Event Marketing in
a)Redbull X fighters
b)Red bull air race
It adopts a progressive marketing
strategy which is constantly evolving
to push the brand forward. Social and
digital media is at the heart of all its
It allows it to adapt t o techno n social