Marketing Mix
Presented by Balachandar K. MBA., PGDRM.
Business – Needs and wants.
Market – place where buying and selling
activities takes place.
Philip Kotler defines marketing as “satisfying
needs and wants through an exchange process”
Marketing concept
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Production concept
Product concept
Sales concept
Marketing concept
Societal Marketing concept. – Taking care of
customer to get long term benefit.
Marketing Strategy = Marketing Mix + Target Segment.
Marketing mix or 4P’s
E. Jerome
Bob Lauterborn, Supply side
McCarthy - 1960 Professor North model Carolina
Chekitan Dev
and Don Schultz
Marketing
manager as a
“mixer of
ingredients” James Culliton,
1940.
Marketing mix Neil H. Borden,
1953.
4P’s
4C’s
SIVA Model
4V’s
Product
Consumer
wants and
needs
Solution
Validity
Promotion
Communication
Information
Vogue
Price
Cost to satisfy
Value
Value
Place
Convenience to
buy product
Access
Venue
4P’s
4c’s
SIVA Model
4V’s
Product
IPhone 2.0
Consumer wants and needs
IPhone 3g and 3gs ( No front
camera)
3G
Solution
IPhone 4
(Phone with front
camera)
4G
Viability
IPhone 4s
( Personal assistant SIRI)
4G. Usage of plastic bags
banned.
Promotion.
Just conveying about
the product.
Communication
Interactive program. Two way
communication. Using web
address, phone number,
creative. Credit cards.
Information
( Giving details).
Through blogs,
Videos.
Vogue
( Communication should
be of two ways and should
match the trend of the
market) Eg: Diwali,
Christmas, Aadi sale
Popular, Acceptable.
Price. ( You didn’t
looked for other cost
involved in buying
the product)
Cost to satisfy
(Include the cost involved such
as transportation, time spent)
Value
(This emphasize more
on the value they got
by paying the price)
Value
(This emphasize more on
the value they got by
paying the lowest price).
Access
(Ease of buying a
product should be
there. Also it should
reach in specific time)
Venue
( Even your own place can
be a marketing place, Pizza
delivered at home,
Internet sales, Internet
banking)
2G
Place
Convenience
(Retailer, Wholesaler, (Pre order online – IPhone 4s,
Distributors,
Flipkart.com, Door delivery)
Inventory,
Warehouse)
Insights of Marketing Mix
For references:• http://vivek-markadiser.blogspot.com/2010/03/evolving-marketingbasics-4-vs-for-4-cs.html
• http://www.customfitfocus.com/marketing-1.htm
• http://www.daden.co.uk/models/siva_marketing_model.html
• thisayakorn.hubpages.com/hub/marketing-4Ps-4Cs-4Vs
• http://www.netmba.com/marketing/mix/
• http://www.sales-and-marketing-for-you.com/define-marketingmix.html
• http://www.sales-and-marketing-for-you.com/what-is-themarketing-mix.html
• Obviously:- Philip Kotler – Marketing Guru.