About the car

• An electric power vehicle which is half –car, half scooter.

• “Land Glider” which has four wheels, but is little more
than half the width of a family car and is designed with
busy streets in mind.
• The agile two- seater, which has a glider- like cabin, lens
into corner.
• Top speed of 99.70kph.
• A computerized speed control and steering angle.
• a special crash avoidance system with sensors
• Lithium batteries.
• Passenger seat.
• Zero emissions.
 Question to be
discussed…….
• What Product, Price, Place &
Promotion strategies you will
propose to the board of
directors?
 Marketing Mix
Four Ps

The concept is simple. Think about another common mix –

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!
 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.
 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.
Competition
• 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
 Fundamental Actions

• 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
 Fundamental Actions

• The term 'marketing mix' however,

does not imply that the 4P
elements represent options.
• They are not trade-offs but are
fundamental marketing issues that
always need to be addressed.
• They are the fundamental actions
that marketing requires whether
determined explicitly or by default.
 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.
 Product

• Variety
• Quality
• Design
• Features
• Brand Name
• Service
 Product
• Product Variety :
• offer such a large range of combinations of
product features that millions of variants of a
single product 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
• Different colour models
 Product

• Product Quality :
• A product or process that is reliable,
and that performs its intended function
is said to be a quality product
• Like Non polluting vehicle
• Noise pollution
• High quality tyres and components
 Product

• Product design can be defined as the

idea generation, concept development,
testing and manufacturing or
implementation of a physical object or
service
• By offering different models
• Sporty look for the younger generation
• Baby-seaters for infants
• Security features for preventing theft
 Product

Product Features
• Radio FM devise
• Speed of 99.70kmph
• Crash avoidance system
• Lithium batteries
 Product
Brand Name
• 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
• “Nissan” well known brand in Japan and
throughout the world.
 Product

Services
• After sales services
• Dispatch services
• 24 hour customer care
• Availabilty of service stations
• Warranty period
• Mobile service stations
 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.
 Price

• Promotional Pricing :
Low Interest financing : For short period
and can be used during festive seasons.
Longer Payment Terms : The company can
stretches loans over longer periods and
thus lowers the monthly payments.
• Location Pricing : Cars can be priced
differently in different states. Car cost
remains the same across the country but
the road tax and insurance rates differ in
different states.
 Price

• Discounts and allowances

• Payment Period & Credit Terms
• Special Sales to increase sale
• Festival sales offers
• Offer to existing customer at lower rate for
another purchase
 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.
• Physical distribution are activities
involved in transporting products from
the producer to the consumer:
 Place

• Selection and management of channels

and product flow to consumers
• Availability of show rooms
• Company owned show rooms
 Place

• Show rooms near the highways

• Special designed mobile stores which will
go to the rural area for sales
• Internet market for direct sales and
purchase
• Phone call delivery
 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, and word of mouth.
• 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.
 Promotion
• ADVERTISING
• Advertising is a form of communication
used to influence individuals to
purchase products.
• Print- Newspapers & Magazines
• Entertaining information to add spice
 Promotion
ADVERTISING
• Company Broachers
 Promotion
ADVERTISING
• Internet marketing through pop-ups.
• Through YouTube by uploading videos
• Radio advertise
 Promotion
ADVERTISING
• TV Channel Advertise
 Promotion
ADVERTISING
• Celebrity endorsement
• Using famous people to attract target
segment
• Brand Ambassador
Star Power
 Promotion
ADVERTISING
• Hoardings and Billboards
• Through environment awareness
messages
 Promotion
ADVERTISING
• Signages & Gates
 Promotion
ADVERTISING
• Bus shelters
 Promotion
ADVERTISING
• Outdoor trucks with billboard
 Promotion
ADVERTISING
• T-Shirts with brand & Logo message
 Promotion
ADVERTISING
• Inflated Balloons
 Promotion
ADVERTISING
• Scooter covers
 Promotion
PERSONAL SELLING
• Personal Selling: Face to face personal
communication- like,Eureka Forbes
• In person selling, tele-marketing
• Sales Promotion- Communication
through contests, OOH, trade shows,
free samples, yellow pages, call
helplines
 Promotion
PERSONAL SELLING
• To be take part in Trade Shows, Auto
expo, motor fair & Events
 Promotion
PERSONAL SELLING
• Direct Marketing
 Promotion
PERSONAL SELLING
 Promotion
PUBLIC RELATIONS
• Public relations are where the communication is
not directly paid for and includes press releases,
sponsorship deals, exhibitions, conferences,
seminars or trade fairs and events.
• Sales staff often plays
an important role in
word of mouth and
Public Relations.
 Promotion
PUBLIC RELATIONS
• Press Release
• Press Conferences: Spokesperson of the
company talks to the press
 Promotion
PUBLIC RELATIONS
• PR Material : Press kit to be given to
press with all info.
 Promotion
Word of mouth publicity
• word of mouth is a reference to the
passing of information from person to
person. Originally the term referred
specifically to oral communication but
now includes any type of human
communication, such as face to face,
telephone, email, and text messaging
 Promotion
Word of mouth publicity
• Through Salespersons
• Through client meetings
• Business meetings
 Promotion
Word of mouth publicity
• Viral Marketing through Social
Networking sites
Any Questions????