1

(Marketing Mix) 8Ps

(IMC)

(Long-Term
Business)

(Segmentation)

1. 8Ps

1.1 ( Product Strategy )
1.2 ( Price Strategy )
1.3 ( Place Strategy )
1.4 ( Promotion
Strategy )
1.5 ( Packaging Strategy )

1.6 ( Personal Strategy

)
1.7

( Public Relation

Strategy )
1.8 ( Power Strategy )

1. (Product Strategy)

1. ( Product attribute )
2. ( Product mix )
3. ( Product lines )

1. ( Product Concept )



Product

2. ( Product attribute )

3. ( Product Feature )




Dior
4. ( Product Benefit )

:

55

:

5
2. ( Price Strategy )



( Price strategy )

1. ( On going price )
( Leading price )
1.1 (On going price)

1.2 ( Leading price )

2. ( Premium price )

( Standard )

( Fighting brand )

3. ( One pricing )


( Discriminate price )

4. ( Line extension )

5. ( Trading up )

( Trading down )

6. ( Size )


: 30

:

3. ( Place
Strategy )

1. ( Channel of
distribution )

2. ( Outlets )

(1) ( Wholesale store )

(2) ( Discount store )

(3) ( Department
store )
(4) (Stand alone
supermarket)
(5) ( Community mall )

(6) Minimart
Minimart

(7) ( Convenience store )

24
(8)
(9) ( Kiosk )

(10) ( Vending machine )

(11) ( Mail order )


(12) ( Catalog sales )
(13) ( T.V. Sales )
(14) ( Direct sales )

(15)

(16)


3. ( Number of
intermediaries )
( Intensity of distribution )
3

(1)
(2)

(3)

4.
( Market logistics )



4. (Promotion
Strategy )

:

:

5.
(Packaging Strategy )

1. ( Put in )

2. ( ) ( Put up )

3. ( Put away )

4. ( Prettiness )
5. ( Pleading )
6.
( Positioning )
7.
( Personality )
8. ( Protection )

9.
( Practicality )
10.
( Profitability )
11.
( Promotion )
12. ( Preaching )

13. ( Preservation )


:

6. (Personal
Strategy)

 ( Prospect )

:
( Incentive Program )

7. ( Public Relation
Strategy)