Develop Marketing Mix Strategy

Topics: Marketing, Pricing, Marketing mix Pages: 11 (2512 words) Published: June 23, 2013
Contents
Introduction3
Objectives3
Methodology3
Understanding marketing mix and the four Ps4
Marketing Mix Strategy Using Four P’s6
Product6
Product differentiation7
Feature7
Ingredients8
Quality8
Packaging9
Price10
Discount12
Allowances12
Payment Period or Credit Terms12
Place13
Channels14
Transport15
Coverage15
Promotion16
Sponsorship18
Personal Selling19
Public Relations19
Internet marketing19
Sales Promotion20
Advertising20
Conclusion21

Introduction

Objectives
This report discusses on Marketing Mix. The marketing mix is often crucial when determining a product or brand's offering, and is often synonymous with the four Ps: price, product, promotion, and place. In the next level of the report, a Cetaphil® Cleansing Lotion is assessed using above said four Ps and with the sales & marketing methods, improvement and strategies .

Methodology
The report was prepared with data collected by visiting Swiss biogenic Pvt Ltd, discussing with dermatologist and talking to the pharmacist , patient etc. In addition to that, information and data collected from internet, brochures, article etc. which is freely made available for public access.

Understanding marketing mix and the four Ps

Marketing involves a number of activities. To begin with, an organisation may decide on its target group of customers to be served. Once the target group is decided, the product is to be placed in the market by providing the appropriate product, price, distribution and promotional efforts. These are to be combined or mixed in an appropriate proportion so as to achieve the marketing goal. Such mix of product, price, distribution and promotional efforts is known as ‘Marketing Mix’. According to Philip Kotler “Marketing Mix is the set of controllable variables that the firm can use to influence the buyer’s response” .The controllable variables in this context refer to the 4 ‘P’s [product, price, place (distribution) and promotion]. Each firm strives to build up such a composition of 4‘P’s, which can create highest level of consumer satisfaction and at the same time meet its organisational objectives. Thus, this mix is assembled keeping in mind the needs of target customers, and it varies from one organisation to another depending upon its available resources and marketing objectives. Let us now have a brief idea about the four components of marketing mix.

The particular marketing variables under each P are shown in below. THE MARKETING MIX

Marketing Mix Strategy Using Four P’s

Product
A product is seen as an item that satisfies what a consumer needs or wants. It is a tangible good or an intangible service. Selected product - Cetaphil® Cleansing Lotion
In 1947, Cetaphil® Cleansing Lotion was invented by a pharmacist as a safe and simple formula with which to mix dermatological remedies. By 1964, it was recognized by dermatologists as a stand-alone skin care product that was gentle enough for all skin types or conditions. What started as a simple formulation recommended as an effective alternative to traditional soap cleansers is known today as Cetaphil® Gentle Skin Cleanser. Now, more than 60 years later, our product offerings have grown substantially and we’re leveraging advanced skin care technology to continue to bring you new products to compliment those you already know and love. Much has changed throughout the years, but our promise to you has remained the same: our products will help you restore, protect and maintain your skin’s natural balance. What is Cetaphil® brand’s cornerstone? Innovative technology anchored in time-tested truth. That’s why our products are recommended by more dermatologists than any other brand. Healthy skin is what we believe in for people at every age, every stage and every day. Just like it has been since 1947 — we promise. Every year, nearly 100 children with severe and fatal skin diseases get a week away from stares...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • marketing strategy Research Paper
  • marketing mix Essay
  • Marketing mix strategies Essay
  • Marketing Strategies Essay
  • Marketing Mix Essay
  • Marketing Mix Essay
  • marketing mix Essay
  • Marketing Mix Strategies for Maggi Essay

Become a StudyMode Member

Sign Up - It's Free