4 P’S OF MARKETING MIX

PRODUCT: The first of the Four Ps of marketing is product. The product gives a safe output of clean
drinking water with 99.9% of bacteria and viruses being deactivated and is also safe to operate.
However, it can be used by persons under 18 years of age only with adult supervision as it involves
UV light. One of the most sophisticated technology by also keeping in mind the ease of usage of the
product, has been implemented. UV-C light technology is used for deactivating the bacteria and virus
in the water with a press of a button. It deactivates the molecular structure that hold the DNA together
thereby destroying their ability to reproduce and cause diseases. There is also a detachable carbon
filter that can be used in case of muddy water as that may be the only source of hydration present at
that moment. It has a rechargeable battery that comes with a USB cable which can be plugged to any
external charging source like mobile phone, solar panel etc. It has a colour indicator that indicates the
progress of the purification. Since the capacity is 750ml, it takes about a minute to purify the water.
The inner wall is of stainless steel which helps the water to be cold or hot, however the outer wall is
coated with a silicon-mix material for better grip.
PRICE: Once a concrete understanding of the product offering is established, we can start making
some pricing decisions. Price determinations will impact profit margins, supply, demand and
marketing strategy. Similar (in concept) products and brands may need to be positioned differently
based on varying price points, while price elasticity considerations may influence our next two Ps.
The price will be at an affordable margin. Since some of the competitors have priced their product
starting from Rs 3500 up-to Rs 7000, our product will be priced comparatively lesser with a minimum
profit margin as we do not want the customers to shun our product due to the price.
PROMOTION:  We’ve got a product and a price now it’s time to promote it. Promotion looks at the
many ways marketing agencies disseminate relevant product information to consumers and
differentiate a product or service. Promotion includes elements like advertising, public relations,
social media marketing, email marketing, search engine marketing, video marketing and more. Each
touch point must be supported by a well-positioned brand to truly maximize return on investment. So,
in Mysore it can be done by distributing templet’s also. We can also introduce a brochure regarding
the benefits, price and features of the product.
PLACE: Often you will hear marketers saying that marketing is about putting the right product, at the
right price, at the right place, at the right time. It’s critical then, to evaluate what the ideal locations
are to convert potential clients into actual clients. The target for this product would be the people of
20-45 years of age group who would be using this for trekking and other adventurous sports and even
for daily use as well. The market for this product will be the trekkers, cyclists and travellers who are
disease prone and health conscious. The trekkers who are looking for a convenient way of carrying
drinking water on the go, and the cyclists who can just attach the bottle to their cycles and then
realising that it’s also a water purifier. There are many cyclists in Mysuru who regularly go on long
rides. Various camping tours and adventure tours are conducted in and around Mysuru. Hence the
product has all the functionalities for the needs to win the market and moreover this technology is a
definite trendsetter.

REGULATORY MEASURES
A regulated market (RM) or controlled market is an idealized system where the government controls
the forces of supply and demand, such as who is allowed to enter the market and/or what prices may
be charged.
It is common for some markets to be regulated under the claim that they are  natural monopolies. For
example, telecommunications, water, gas or electricity supply. Often, regulated markets are
established during the partial privatisation of government controlled utility assets. A variety of forms
of regulations exist in a regulated market. These include controls, oversights, anti-
discrimination, environmental protection, taxation and labour laws.
In a regulated market, the government regulatory agency may legislate regulations that
privilege special interests, known as regulatory capture.
Anti-discrimination: In human social behaviour, discrimination is prejudiced treatment or
consideration of, or making a distinction towards, a being based on the group, class, or category to
which they are perceived to belong. These include age, caste, criminal
record, height, disability, family status, gender identity, gender expression, generation, genetic
characteristics, marital status, nationality, color, race and ethnicity, religion, sex and sex
characteristics, sexual orientation, social class, species, as well as other categories. Discrimination
consists of treatment of an individual or group, based on their actual or perceived membership in a
certain group or social category, "in a way that is worse than the way people are usually treated”.  It
involves the group's initial reaction or interaction going on to influence the individual's actual
behaviour towards the group leader or the group, restricting members of one group from opportunities
or privileges that are available to another group, leading to the exclusion of the individual or entities
based on illogical or irrational decision making.
Environmental protection: Environmental protection is the practice of protecting the natural
environment by individuals, organizations and governments. Its objectives are to conserve natural
resources and the existing natural environment and, where possible, to repair damage and reverse
trends. Due to the pressures of overconsumption, population growth and technology, the biophysical
environment is being degraded, sometimes permanently. This has been recognized, and governments
have begun placing restraints on activities that cause environmental degradation. Since the
1960s, environmental movements have created more awareness of the multiple environmental
problems. There is disagreement on the extent of the environmental impact of human activity and
even scientific dishonesty occurs, so protection measures are occasionally debated.
Taxation: A tax is a compulsory financial charge or some other type of levy imposed upon a taxpayer
(an individual or legal entity) by a governmental organization in order to fund various public
expenditures. A failure to pay, along with evasion of or resistance to taxation, is punishable by law.
Taxes consist of direct or indirect taxes and may be paid in money or as its labour equivalent. Most
countries have a tax system in place to pay for public, common or agreed national needs and
government functions. Some levy a flat percentage rate of taxation on personal annual income, but
most scale taxes based on annual income amounts. Most countries charge a tax on an
individual's income as well as on corporate income. Countries or subunits often also impose wealth
taxes, inheritance taxes, estate taxes, gift taxes, property taxes, sales taxes, payroll taxes or tariffs. In
economic terms, taxation transfers wealth from households or businesses to the government. This has
effects which can both increase and reduce economic growth and economic welfare. Consequently,
taxation is a highly debated topic.
Labour Law: Labour law (also known as labour law or employment law) mediates the relationship
between workers, employing entities, trade unions and the government. Collective labour law relates
to the tripartite relationship between employee, employer and union. Individual labour law concerns
employees' rights at work also through the contract for work. Employment standards are social norms
(in some cases also technical standards) for the minimum socially acceptable conditions under which
employees or contractors are allowed to work. Government agencies (such as the former
US Employment Standards Administration) enforce labour law (legislature, regulatory, or judicial).