Marketing Mix

Y According to Philip Kotler, ³Marketing

Mix is the mixture of controllable
marketing variables that the firm uses to
pursue the sought level of sales in the
target market.´
 meatures of Marketing Mix
Y Basic Marketing Variables
Y mocus
Y munction
Y Marketing Targets
Y mlexible Combination
Y Consumer Oriented
mactor Influencing Marketing Mix
Y Behaviour of consumers
Y Trade mactors
Y Market Competition
Y Behaviour of Government.
The Marketing Mix
 PRODUCT ITEM DECISIONS
1. Core Product Development.

2. Tangible Product Development.

a. Quality
b. meatures
c. Style/design
d. Packaging
e. Branding

3. Augmented Product Development

 OTHER IMPORTANT STRATEGIES
1. Customer Value Strategies.
a. Mass Product Strategies.
b. Premium product Strategies.

2. Innovation Strategies.
a. Rural Urban Common.
b. Special for Rural.

3. Quality Strategies.
a. Quality Improvement Strategies.
b. Spurious Goods Strategies.
 PACKAGING STRATEGIES.
- Small Packs
- Combi-Packs
- See-Through Packs
PRICING STRATEGY
Rural Pricing Objectives.
- Deeper Penetration of Market.
- Long Run Profit Maximisation.
- Recover Profit Through Distribution Cost.
- Competitive Pricing.
- Increase Sales Volume and Market share
 CONSUMER CATEGORIES
1. Quality Conscious Customer.

2. Value Conscious Customer.

3. Price Conscious Customer.

 PRICE IN MARKETING MIX
mOR RURAL CONSUMERS
1. Quality Conscious Customers
- Quality Differences.
- Quality Uncertainty.
- Price Consciousness.
- Need Compulsion.
- Place Availability.
- Social Consciousness.

 PRICING METHODS :-
- Discriminatory Pricing.
- Perceived Value Pricing.
- Psychological Pricing.
2. Pricing Value mor Conscious Customers.

 Pricing Methods:-
- Skimming Pricing.
- Penetration Pricing.
- Value Pricing.
- Psychological Pricing.

3. Pricing mor Price Conscious Customers.

- Destitute.
- Aspirants.
- Climber.
 GENRAL PRICING IN RURAL MARKETS
Y Low Cost
Y Reusable Packaging
Y Application of Value Engineering

 COMMUNICATION & PROMOTION

IN RURAL MARKET

 AWARENESS
 CONSTRAINTS IN MARKETING
COMMUNICATION IN RURAL CONTEXT
4 Low Literacy Rate
- Limited Reach of the Organised Media
- Expensive Communication
- Traditional Ways of Consumption
- Unique Media Habits
- Poor Infrastructure macilities
- Low Spending Capacity
- Lack of Research Data
- Joint mamilies and Strong Kinship Ties
- Situation Based Leisure Time Activities
SELECTING MEDIA MIX

Newspapers

Outdoors T.V

mormal
Media

POPs Cinema

Radio
jj j


Y Appropriate Communication mix
Y Music records, Harikatha
Y Group meetings & House-to-House Campaigns
Y AV Vans
Y molk Theatre
Y Demonstrations
Y Use of stalls, HAATS, & MELAS
Y Wall Paintings
Y Use of logos & symbols
Y mocus on reference groups
Y Use of Information technology
= =
= == 
 
Y Eveready s brass torch was not doing well in rural areas.
Y Eveready launched a research study for locating reasons.
Y The ad agency, OBM, found that rural folks rejected the torch
since all parts of torch were not made of brass.
Y As the product was developed abroad it had certain plastic
parts like reflectors & Indian consumers felt that it would not
be durable.
Y They also found out that rural people were prepared to pay
higher price for same torch if it were ·all brass .
Y As a result Eveready introduced all brass torch &
positioned it as life long companion.
Y ·Jeevan Sathi , ·Jeevan Sathi Couple  & the brass torch.
 Basic Channels of Distribution
Manufacturer or producer
Del
Citibank Nissan P&G
Monte



 









 

 



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