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    19th July - Marketing Mix

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    Sajith Kumar
    The document discusses the evolution of marketing orientations over time from the production era to the societal marketing era. It then discusses how segmentation and targeting audiences is an important step before aligning the marketing mix elements. The key elements of the marketing mix - the 4 Ps - are introduced along with how the internal and external environment must be considered. Additional details are provided on how the marketing mix is built up to ensure information flows from customers to the organization. A marketing cycle is described to efficiently implement the marketing mix. Finally, 3 additional Ps - physical environment, process, and people - are discussed as important elements that have become more relevant with evolving markets and consumers. Students are assigned tasks to identify the marketing mix for different brands.

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    19th July - Marketing Mix

    Uploaded by

    Sajith Kumar
    9 views10 pages
    The document discusses the evolution of marketing orientations over time from the production era to the societal marketing era. It then discusses how segmentation and targeting audiences is an important step before aligning the marketing mix elements. The key elements of the marketing mix - the 4 Ps - are introduced along with how the internal and external environment must be considered. Additional details are provided on how the marketing mix is built up to ensure information flows from customers to the organization. A marketing cycle is described to efficiently implement the marketing mix. Finally, 3 additional Ps - physical environment, process, and people - are discussed as important elements that have become more relevant with evolving markets and consumers. Students are assigned tasks to identify the marketing mix for different brands.

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    The document discusses the evolution of marketing orientations over time from the production era to the societal marketing era. It then discusses how segmentation and targeting audiences is an important step before aligning the marketing mix elements. The key elements of the marketing mix - the 4 Ps - are introduced along with how the internal and external environment must be considered. Additional details are provided on how the marketing mix is built up to ensure information flows from customers to the organization. A marketing cycle is described to efficiently implement the marketing mix. Finally, 3 additional Ps - physical environment, process, and people - are discussed as important elements that have become more relevant with evolving markets and consumers. Students are assigned tasks to identify the marketing mix for different brands.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    9 views10 pages

    19th July - Marketing Mix

    Uploaded by

    Sajith Kumar
    The document discusses the evolution of marketing orientations over time from the production era to the societal marketing era. It then discusses how segmentation and targeting audiences is an important step before aligning the marketing mix elements. The key elements of the marketing mix - the 4 Ps - are introduced along with how the internal and external environment must be considered. Additional details are provided on how the marketing mix is built up to ensure information flows from customers to the organization. A marketing cycle is described to efficiently implement the marketing mix. Finally, 3 additional Ps - physical environment, process, and people - are discussed as important elements that have become more relevant with evolving markets and consumers. Students are assigned tasks to identify the marketing mix for different brands.

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    © All Rights Reserved
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    of 10

    19th July

    SIMSREE – 2022-23
    Recap : Four different orientations in history of businesses

    Production era

    Sales era

    Marketing concept era

    SocietalMarketing era

    1860 1880 190019201940 1960 1980 2000


    • It is not really sequential – the way it is shown in the above pic
    • Even today many firms exist in 1960s style of Sales era..
    • Orientation is mostly dependent on the Demand & Supply dynamics, Innovation / Patent driven, Me-too
    product approach etc
    • Broadly the above graphic provides a sequence of how the Marketing thought process evolved
    If the Segmentation & Target Audience is done..

    Next big step is to get the actions aligned..

    Key elements needed to be addressed are

    Marketing Mix elements


    Marketing Mix
    The marketing mix elements that make up an
    organization’s marketing program

    • 4 Ps that we all know about

    • Key elements to understand each P

    • Difficult part is to have sync between

    each P

    These are management


    decisions, controllable factors

    1-4
    Marketing Mix Environment
    1. Forces that act upon the
    marketing management
    are both internal as well
    as external
    2. Internal dynamics and
    the External
    expectations have to
    met while planning the
    mix
    3. Additional
    environmental
    dimensions need to be
    factored in too –
    especially in the Societal
    Marketing Concept
    approach 1-5
    Marketing Mix build up
    • In a marketing concept, the primary
    function of marketing management team
    is to ensure information flow from
    Potential Customers to the Organization

    • Achieved through a series of


    interventions – Market Research, Market
    Visits, Sales team discussions,
    Competition analysis and Consumer
    engagements
    1-6
    Marketing Cycle that enables efficient Marketing Mix
    • Key first step is to Identify
    Potential Customer –
    Segmentation & TA
    • Understand their needs –
    Needs & Want analysis
    • Analyze the potential demand
    – wants that are profitable
    • Team working on arriving at
    Product Concept in line with
    consumer wants
    • Creating a Marketing Mix that
    is optimal to reach the TA
    • Deliver the products
    efficiently through supply
    chain and sales org
    • Keep in touch with customer
    to evaluate current products
    & services and also for a look
    out on new ideas 1-7
    Does this make sense now..?

    Eg to discuss

    • Apple Stores

    • Bose Showrooms

    • Tata Salt
    Marketing Mix Enhancement – 7 Ps

    • As markets and consumers evolved, 3


    more Ps have found relevance in the
    mix

    • Physical Environment, Process, People

    • Physical Env today involved E-Store too

    • To Discuss:

    • Role of People?

    • Role of Process?

    • Role of Physical Environment?

    1-9
    Task for the Week – Group wise
    To identify Marketing Mix being used by following brands

    Group No. Task


    1 Hush Puppies formal shoes
    2 Noise AirPods
    3 Uber launch in India Group wise, need
    4 Mont Blanc pens
    to make a 3 mins
    presentation in the
    5 Woodlands hiking shoes
    next class. Be
    6 HP printers for Photocopy centre
    Prepared.
    7 Nallys Saree shop
    8 Sebamed soaps
    9 Finolex Wires
    10 Aquaguard with Zinc

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