Download - 7 Marketing Mix
![Page 1: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/1.jpg)
Four Ps
• Four Ps
![Page 2: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/2.jpg)
Marketing Mix
• Product
• Price
• Promotion
• Place
![Page 3: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/3.jpg)
Marketing Mix
• The concept is simple. Think about another common mix - a cake mix. All cakes contain eggs, milk, flour, and sugar. However, you can alter the final cake by altering the amounts of mix elements contained in it. So for a sweet cake add more sugar!
![Page 4: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/4.jpg)
Marketing Mix
• It is the same with the marketing mix.
• The offer you make to your customer can be altered by varying the mix elements.
• So for a high profile brand, increase the focus on promotion and desensitize the weight given to price.
![Page 5: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/5.jpg)
Marketing Mix
• The marketer mixes the prime colours (mix elements) in different quantities to deliver a particular final colour.
• Every hand painted picture is original in some way, as is every marketing mix.
![Page 6: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/6.jpg)
Target Market is the key
• Competition
![Page 7: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/7.jpg)
History• The term marketing mix was coined in an article written by Neil
Borden called “The Concept of the Marketing Mix.”
• He started teaching the term after he learned about it from an
associate, James Culliton, who in 1948 described the role of the
marketing manager as a "mixer of ingredients"; one who sometimes
follows recipes prepared by others, sometimes prepares his own
recipe as he goes along, sometimes adapts a recipe from
immediately available ingredients, and at other times invents new
ingredients no one else has tried.
![Page 8: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/8.jpg)
Four Ps: the producer-oriented model
• The marketer, E. Jerome McCarthy, proposed a four Ps
classification in 1960, which has since been used by
marketers throughout the world. 4 P’s classification is
• Product
• Price
• Promotion
• Place
![Page 9: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/9.jpg)
Designing the right marketing mix
• The most creative & challenging step in marketing is designing the right marketing mix
• The marketing mix is the specific collection of actions & associated instruments employed by an organisation to stimulate acceptance of its ideas, products & services
![Page 10: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/10.jpg)
Total Offer to the Customer
• First, the firm chooses the product to meet the identified need of the target segment
• Second, the right distribution channel is used to make the product available
• Third, the firm undertakes eye catching promotion
• Fourth, the price platform is acceptable to the customer & firm
![Page 11: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/11.jpg)
4Ps & 4Cs
• Product- Customer /Consumer
• Price- Customer cost
• Place- Convenience
• Promotion- Communication
![Page 12: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/12.jpg)
4Ps & 4Cs
• Four Cs
• The Four Ps is also being replaced by the Four Cs model, consisting of consumer, cost, convenience, and communication.
• The Four Cs model is more consumer-oriented and fits better in the movement from mass marketing to niche marketing.
![Page 13: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/13.jpg)
Extended- Marketing Mix
![Page 14: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/14.jpg)
Extended Marketing Mix
• Booms and Bitner included three additional 'Ps' to accommodate trends towards a service or knowledge based economy:
• People
• Process
• Physical Evidence
![Page 15: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/15.jpg)
Extended Marketing Mix
![Page 16: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/16.jpg)
People
• People – all people who directly or indirectly influence the perceived value of the product or service, including knowledge workers, employees, management and consumers.
![Page 17: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/17.jpg)
Process
• Process – procedures, mechanisms and flow of activities which lead to an exchange of value.
![Page 18: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/18.jpg)
Physical Evidence
• The direct sensory experience of a product or service that allows a customer to measure whether he has received value.
• Examples might include the way a customer is treated by a staff member, or the length of time a customer has to wait, or a cover letter from an insurance company, or the environment in which a product or service is delivered.
![Page 19: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/19.jpg)
Physical Evidence
• Physical evidence is the material part of a service.
• Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues.
![Page 20: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/20.jpg)
Physical evidence
• There are many examples of physical evidence, including some of the following:
• Packaging.
• Internet/web pages.
• Paperwork (such as invoices, tickets and despatch notes).
• Brochures.
![Page 21: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/21.jpg)
Physical Evidence
• Furnishings.
• Signage (such as those on aircraft and vehicles).
• Uniforms.
• Business cards.
• The building itself (such as prestigious offices or scenic headquarters).
![Page 22: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/22.jpg)
7Ps & 7Cs
The 7 Ps The 7 Cs
Organisation Facing Customer Facing
Product = Customer/ Consumer
Price = Cost
Place = Convenience
Promotion = Communication
People = Caring
Processes = Co-ordinated
Physical Evidence = Confirmation
![Page 23: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/23.jpg)
Product• Product:• A product, service or idea is that which satisfies the needs
& wants of the customers
• A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units.
• Intangible products are often service based like the tourism industry & the hotel industry or codes-based products like cell phone load and credits.
• Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ever-present mass produced service is a computer operating system.
![Page 24: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/24.jpg)
Product• Cars
![Page 25: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/25.jpg)
Cars- Reva
• Reva
![Page 26: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/26.jpg)
![Page 27: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/27.jpg)
Car- Maruti 800
• Maruti
![Page 28: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/28.jpg)
Product
• Variety
• Quality
• Design
• Features
• Brand Name
• Packaging
• Service
![Page 29: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/29.jpg)
Product Variety
• Even today, manufacturers of products which are built to customer order, for example, cars, aeroplanes and medical equipment, offer such a large range of combinations of product features that millions of variants of a single product are possible.
• Commercially available software systems support the automation of many aspects of the engineering process; product databases enable the description of single products and engineering applications can use these product descriptions to carry out their tasks.
![Page 30: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/30.jpg)
Product Quality
• A product or process that is reliable, and that performs its intended function is said to be a quality product.
• Quality in business, has an interpretation as the non-inferiority or superiority of something.
• Quality is a perceptual, conditional and somewhat subjective attribute and may be understood differently by different people.
• Consumers may focus on the specification quality of a product/service, or how it compares to competitors in the marketplace.
![Page 31: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/31.jpg)
Product design
• Product design can be defined as the idea generation, concept development, testing and manufacturing or implementation of a physical object or service
![Page 32: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/32.jpg)
Brand Name
• The brand name is often used interchangeably within "brand", although it is more correctly used to specifically denote written or spoken linguistic elements of any product.
• In this context a "brand name" constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services
![Page 33: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/33.jpg)
Product
• Titan introduces quartz watches
• 24 Hour banking & ATMs by banks
• Tetra pack cartons for milk, juices
• 7 year warranty on refrigerators- Allwyn
![Page 34: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/34.jpg)
Product & Packaging
![Page 35: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/35.jpg)
FMCG
![Page 36: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/36.jpg)
Product- Durable
• Washing machines
![Page 37: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/37.jpg)
Products
• Latest Gadgets
![Page 38: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/38.jpg)
New generation products
• Ipod, & walkman mobile
![Page 39: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/39.jpg)
Services
• Courier Aviation
![Page 40: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/40.jpg)
Services
• Despatch
![Page 41: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/41.jpg)
Aviation
![Page 42: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/42.jpg)
Place
• Place represents the location where a product can be purchased.
• It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet.
![Page 43: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/43.jpg)
Place
• Physical distribution are activities involved in transporting products from the producer to the consumer:
• Mode of transport
• Warehousing & Storage
• Inventory control
![Page 44: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/44.jpg)
Place
• Channels of distribution are the routes through which the ownership of goods flow on its way from the producer to the customer
• Distributor
• Super-stockist
• Wholesalers
• Retailers
![Page 45: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/45.jpg)
Duty Free Stores - Airports
![Page 46: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/46.jpg)
Hypermart-Store Signage's
![Page 47: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/47.jpg)
Large Format Stores
• Lifestyle
• Westside
• Shoppers Stop
• Pantaloons
• Big Bazaar
![Page 48: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/48.jpg)
Retail brands
• Stores
![Page 49: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/49.jpg)
Nokia Store
![Page 50: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/50.jpg)
Place
• Global Players in India
![Page 51: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/51.jpg)
Place
• Markets
![Page 52: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/52.jpg)
Place
• Stores
![Page 53: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/53.jpg)
Modern Grocery Store
![Page 54: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/54.jpg)
Local stores
• Local kirana stores
![Page 55: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/55.jpg)
Price
• The price is the amount a customer pays for the product.
• It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product.
• The business may increase or decrease the price of product if other stores have the same product.
![Page 56: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/56.jpg)
Price
• List Price
• Discounts
• Allowances
• Payment Period
• Credit Terms
![Page 57: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/57.jpg)
List Price
• In retail, price regularly quoted to customers before applying discounts. List prices are usually the prices printed on dealer lists, invoices, price tags, catalogs, or dealer purchase orders.
![Page 58: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/58.jpg)
Price Lists
![Page 59: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/59.jpg)
Discounts & Allowances
• Discounting is a financial mechanism in which a debtor obtains the right to delay payments to a creditor, for a defined period of time, in exchange for a charge or fee
• Discounts and allowances are reductions to a basic price of goods or services.
![Page 60: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/60.jpg)
Payment Period & Credit Terms
• The stipulation by a business as to when it should be paid for goods or services supplied, for example, cash with order, payment on delivery, or within a particular number of days of the invoice date
![Page 61: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/61.jpg)
Price
• Bills
![Page 62: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/62.jpg)
Price
• Price is the amount a consumer pays in exchange for the product or service.
• Marketers must consider the following in setting prices:
![Page 63: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/63.jpg)
Price
• Target segment- How much the target segment is willing to pay at different price levels- price elasticity of demand
• Cost- How much it costs the firm to produce & market the product
• Competition- Prices of competitors
• Society & Law- Within legal framework
![Page 64: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/64.jpg)
Price
• Marketers have to determine prices to consumers & channel partners
• Prices across models & geographic regions have to be established
• Policies on discounts have to be framed
• These decisions are vital to enhance sales volumes
![Page 65: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/65.jpg)
Innovative Discounts
• Discount sales in shopping malls
• Off season sales
• Closing down sales
• Festival sales
• Credit points
• Exchange offers – mobiles, cookers, cars
![Page 66: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/66.jpg)
Festive Sales
• Christmas & Diwali Sales
![Page 67: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/67.jpg)
![Page 68: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/68.jpg)
Innovative discounts
• Discounts
![Page 69: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/69.jpg)
End of season sale
![Page 70: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/70.jpg)
![Page 71: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/71.jpg)
Special Sales
• Sales
![Page 72: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/72.jpg)
Gold Sale- Impact
• Festive season revives gold demand, premiums steady
![Page 73: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/73.jpg)
Discount Rush
![Page 74: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/74.jpg)
Promotion
• Promotion activities are meant to communicate & persuade the target market to buy the company’s products
• This is done by:-
![Page 75: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/75.jpg)
Promotion
• Advertising
• Personal selling
• Sales promotion- POS
• Public Relations
• Word of mouth – Viral advertising
![Page 76: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/76.jpg)
Promotion
• Promotion represents all of the communications that a marketer may use in the marketplace.
• Promotion has five distinct elements – advertising, personal selling, public relations, word of mouth and point of sale.
• A certain amount of crossover occurs when promotion uses the five principal elements together
• Advertising covers any communication that is paid for, from and cinema commercials, radio and Internet adverts through print media and billboards.
![Page 77: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/77.jpg)
ATL & BTL
• Above the line (ATL) is an advertising technique using mass media to promote brands.
• Major above-the-line techniques include TV and radio advertising, print advertising and internet banner ads.
• This type of communication is conventional in nature and is considered impersonal to customers.
• The ATL strategy makes use of current traditional media: television, newspapers, magazines, radio, outdoor, and internet.
• It differs from BTL (Below the line), that believes in unconventional brand-building strategies, such as direct mail.
![Page 78: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/78.jpg)
BTL- Below the line
• The terms "below the line" promotion or communications, refers to forms of non-media communication, even non-media advertising.
• Below the line promotions are becoming increasingly important within the communications mix of many companies, not only those involved in FMCG products, but also for industrial products.
![Page 79: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/79.jpg)
ATL & BTL
• What’s the difference between ‘Above the line’ and ‘below the line’ advertising?
• Below the line (BTL) is an advertising technique. • It uses less conventional methods than the usual specific
channels of advertising to promote products, services, etc. than ATL (Above the line) strategy.
• These may include activities such as direct mail, public relations and sales promotion for which a fee is agreed upon and charged up front.
![Page 80: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/80.jpg)
Below the Line
• Below the line advertising typically focuses on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates
• The term "Below the Line" is rapidly going out of fashion in advertising circles as agencies and clients switch to an 'Integrated Communication Approach.'
• BTL is a common technique used for touch and feel products. Those consumer items where the customer will rely on immediate information than previously researched items.
• BTL techniques ensures recall of the brand while at the same time highlighting the features of the product.
![Page 81: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/81.jpg)
Integrated Communication Approach
• Definition: A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.
![Page 82: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/82.jpg)
Through the line-TTL
• Through the line" refers to an advertising strategy involving both above and below the line communications in which one form of advertising points the target to another form of advertising thereby crossing the "line".
• An example would be a TV commercial that says 'come into the store to sample XYZ product'.
• In this example, the TV commercial is a form of "above the line" advertising and once in the store, the target customer is presented with "below the line" promotional material such as store banners, competition entry forms, etc
![Page 83: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/83.jpg)
Personal selling
• Personal Selling: Face to face personal communication- Eureka Forbes
• In person selling, tele-marketing• Advertising- Mass communication efforts
through media• Sales Promotion- Communication through
contests, OOH, trade shows, free samples, yellow pages, call helplines
![Page 84: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/84.jpg)
Personal Selling
• Personal Selling
![Page 85: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/85.jpg)
Discount coupons
• Discount coupons
![Page 86: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/86.jpg)
Promotion-2
• Publicity- Communicating with an audience by personal or non-personal media that are not paid for delivering the message
• Print media news, broadcast media news
![Page 87: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/87.jpg)
TV Channels
![Page 88: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/88.jpg)
TV Channels
![Page 89: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/89.jpg)
More than just news
• Entertaining information to add spice
![Page 90: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/90.jpg)
Print Media
• Print- Newspapers & Magazines
![Page 91: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/91.jpg)
Newspapers
![Page 92: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/92.jpg)
Print Media
• Newspapers & Magazines
![Page 93: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/93.jpg)
Newspapers you could read
• Economic Times• Business Standard• Mint• Hindu Businessline• Business News in
daily newspapers
• The Hindu
![Page 94: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/94.jpg)
Radio
• Growing radio stations in India
![Page 95: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/95.jpg)
Radio Stations
• Numerous- FM
![Page 96: 7 Marketing Mix](https://reader031.vdocuments.us/reader031/viewer/2022031802/563dba86550346aa9aa66228/html5/thumbnails/96.jpg)
Radio channels
• Meow targets at women