...A2267694 – 杜梅幸 Marcy MARKETING STRATEGIES WITH 4P Apple’s Products (Product Mix) Apple Inc. has continued to expand its product mix. Based on the theory of Marketing : This component of the marketng mix determines the outputs of the business organization. * The main product lines: 1. Mac 2. iPad 3. iPod 4. iPhone 5. Apple TV 6. Apple watch 7. Software These products show: + The firm’s diversification in this component of the marketing mix + The company continues to develop new products such as the Apple electric vehicle, which is under development through collaboration with firms like Tesla Motors. + Apple’s marketing mix is extensive in terms of product variety to address customers’ needs in differnent areas of their lives. Apple’s Promotions (Promotional Mix) Promotion activities emphasize the premium image and quality of the firm’s products. * Support business position in reaching more target buyers * The elements of this component: 1. Advertising 2. Personal selling 3. Sales promotion 4. Public relations + Advertising through the company’s website, Apple Stores, as well as advertising through other firms such as technology news sites + Personal selling in the aim of covincing store visitors to make a purchase + Sales promotion: Some Apple stores offer old models with discounted prices when bundled with larger and more expensive products + Public relations to optimize its corpratate image Distribution...
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...mature and is dominated by two players, HUL and Nirma. Nirma created a revolution in the market by pioneering the concept of low-cost detergents. Putting the right product in the right place, at the right price, at the right time. India is a one of the largest consumer economy, with burgeoning middle class pie. In such a widespread, diverse marketplace, Nirma aptly concentrated all its efforts towards creating and building a strong consumer preference towards its ‘value-for-money’ products. In a short span, Nirma created an entirely new market segment in domestic marketplace, which is, eventually the largest consumer pocket and quickly emerged as dominating market player – a position it has never since relinquished. Rewriting the marketing rules, Nirma became a one of the widely discussed success stories between the four-walls of the B-school classrooms across the world. What do you think about the positioning of the brand? Amongst the low cost players, Nirma commands a premium positioning PRODUCT Since the launch of Nirma detergent powder in 1969, the Nirma portfolio has grown to include fabric care products, personal care products, food products, packaging and chemicals. However, the underlying philosophy remains...
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...Exercise 1: a) Identify any product and explain the 4P’s in the SAVE perspective b) For the product chosen take any two competing brands and compare the net customer delivered value for both of them from your perspective. c) Find a colleague at work, or a friend or family member, and for the same product or any other product that the person is comfortable with (maybe something they want to purchase), help evaluate two competing brands from a net customer delivered value perspective. Response: Background: My son wants a pair of sneakers (sports shoes) and I am using this exercise to make a choice. I have also used this opportunity to ask my son’s friend about his opinion – incidentally my son’s friend is a big fan of MS Dhoni and the products he campaigns for. After short listing readily available shoes like Power, Nike, Puma & Adidas; me and my son were left to choose between Adidas and Nike a. Nike sneaker is the desired product we are pursuing. 1. Product (solution) Nike offers a wide range of products such sports shoes, apparel, sports equipment and accessories. With addition of ‘wearable electronics’ and ‘apps’ that can track complete fitness activity under ‘NikeFuel’, Nike offers a complete range for fitness freaks and athletes. They also market head, wrist gear under the same brand name. For almost any athletic or sporting activity, Nike offers a complete solution for men, women and kids - right from head to toe. 2. Place (Access) Nike shoes...
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...MARKETING MIX (4P’s) Product. Key elements in the marketing mix are Product where it offered to the market to satisfy those needs and wants. Besides, Sony has been expended their business globally as they are able to innovates their product to get fully satisfied by everyone. By adding to that, the company also able to provides a unique customer service to satisfy consumers needs and wants. Quality; Nowadays, customer is more likely to look at a product quality rather than the price paid off. The consumer is more demanding to a valuable product which can last for years and also to the reasonable price. Thus, Sony have been innovated/ add value into the Sony product like the models of Sony 50” W800B Bravia 3D TV. This model have a unique functions which include 3D, Internet, and HD and so on. By this, the customer will have the feels like having the model/product in a high standard. Variety; The product in the marketing mix have a tangible product and service. Sony company have a tangible products which consumer can look, touch, and feel the elements of the Sony products. Product decision is all based on the brand name, styling, quality, safety, packaging and etc. Customer always look for a new and improve things. For example, like Sony TV 50”W800B Bravia 3D TV. Place (Distribution). The place means location in the marketing mix tools. It means that the products have to be in the right place at the right time. The delivery channel must be able to deliver the products...
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...Introduction Retail can be defined as the sale of physical goods, merchandise and any services to the consumers for their personal, family or household for direct consumption. In most of the retail industry, every sales transaction involves the final consumers. Retail industry is categorized as the service factors which made a positive impact on the economic growth of Malaysia. In Malaysia, the retail sector is strictly regulated by Ministry of Domestic Trade and Consumer Affairs (MDTCA) through the committee of retail trade. The growth of retail industry is always having a direct positive relationship with the economic growth. The phenomenon can be easily explained as when economic slowdown, the retail industry is expected to face challenges as the consumers begin to reduce and limit down their expenditures which will eventually reduce the retailer’s revenue and profit. For example, in an economic recession, fewer consumers will think about buying a pair of new shoes to avoid an extra financial burden. In addition, the increasing price of basic commodities will cause the retailers to face cost pressures which reduce their profit margin. Background of NIKE Company Nike Company is one of the largest retailers that involved in Malaysia’s retail sector. It involves in the athletic footwear retail industry as its primary main focus is on supplying sportswear. It is the leading retail marketer of sport apparel, athletic shoes and a major manufacturer of sporting equipments...
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...Management of the 4-P’s of marketing (marketing mix) is the mandate of a marketing manager in firm. A marketing manager therefore analyzes the market, plans for the future, develops marketing strategies, and meets market needs and desires. The marketing plan identifies all controllable elements of the exchange relationship between an organization and its customers. The 4-Ps are considered controllable since they represent the key inputs into a marketing manager’s plan. Such inputs may entail budgetary allocation, human and physical resources. The 4-Ps and their management strategies are explained below. 1.Product: -Is 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 service based like the tourism industry and 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. The product aspect includes individual goods, product lines or service features and benefits that meet consumer wants and needs as identified through market research. 2.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. Place is not exactly a physical store where it is available. Place is nothing but how the product takes place or creates image...
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...MARKETING: PRINCIPLES AND PRACTICE SM1010 MARKS AND SPENCERS – PLACE MODULE TUTOR: JAYA AKUNURI SEMINAR TUTOR: RULA AL-ABDULRAZAK CONTENTS Page Introduction 4 Abstract 4 Distribution Channel 5-6 Distribution Strategies 7-8 Conclusion 9 Bibliography 10-11 INTRODUCTION Few producers sell their goods direct to the consumers, however most use third parties or intermediaries to bring their products to the market. They try to forge a distribution channel- a set of independent organisation involved in the process of making a product or service available for use or consumption by the consumer or business user. This report will examine the way Marks and Spencer’s sell their goods direct or indirect to the consumers. The following features...
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...I. Implementation of marketing mix (4P’s mix) Product: 1) Product Level: The Customer Value Hierarchy Core Benefit: Club Med is an innovative all-inclusive holidays for traveler/family to relax and enjoys carefree getaway and unique experiences with their loved ones. Given travelers/ customers the environment of freedom and happiness, rejuvenate spirits and feel brand new once more. Basic Product: Club Med’s services: When arrive in the airport, Club Med’s G.Os will be waiting there and had arrange the resort room for all the customers. With best services and guide the customers to take speedboat to the resort/island. There will be a warm welcome with the welcome drinks from the moment when customers arrives the resort/ island. Club Med’s G.Os will be waiting to answer all questions at the reception desk, by given the most important information (activity and excursion timetables). A G.O will escort you to the room and the luggages will send to customer’s room shortly. Club Med provides language support (Japanese, Frances, English and Chinese) for the whole day. For example: There will be a English-speaking G.O for English speaking customers and to help them sign up for activities and to attend to customer’s needs during daytime and evening programs held at the Resort. By given peace of mind to the relaxed parents and happy children, Club Med also provides well-trained G.Os to supervise the event and put children who speak the same languages together during activities...
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...|[pic] |[pic] |[pic] |[pic] | |[pic] |[pic] |[pic] |[pic] | |[pic] |[pic] |[pic] | |[pic] |[pic] |[pic] |[pic] | |[pic] |[pic] |[pic] |[pic] | |[pic] |[pic] |[pic] | Sanitary pads plays a major role in a woman's life. A lady's intimate friend. The quality of sanitary pads can influence ladies' emotions during period. That is why choosing a suitable sanitary pad is very important. According to research, when blood on used sanitary pads is exposed to the air, approximately 100,000 bacteria will grow on it in a mere 4 minute. This has been a major factor of various female sicknesses such as itchiness, sensitive skin, inflammation, lower back pain, fatique, emotionally unstable and others. Kotex is a brand that plays an undeniably significant role in the female population. With almost 60 years of experience in Malaysia, Kotex is constantly striving to develop innovative campaigns and products to help...
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...The four P’s: The two companies could only became successful and therefore could reach global recognition by the efficient use of the four P’s. Let’s see what the four P’s mean in the case of these firms. Product: Although toothpaste, shower gel, detergents are convenience goods, (these products are usually bought with little planning) Colgate-Palmolive and Unilever maintain a high level of quality. “Companies choose a quality level that matches target market needs and the quality levels of competing products”(Kotler, Armstrong, Saunders, Wong 1996, p. 551). Quality is not just a feature, but also a core philosophy and all members of the firm, even top management have to be dedicated to quality. Quality refers not only to products but also refers to the manufacturing, which is done without defaults. Quality also means the fact that the firm is involved in improving customer value and maintains the satisfaction of customers and participates in constant R&D (research and development). In the case of Colgate, it is easier to keep the level of quality because the firm’s products are deemed suitable for use and consumers have not complained much about the quality. Unilever also struggles to maintain quality but is always tarnished by the constant criticism of the Greenpeace. Unilever, which makes the famous Dove product buys palm oil from suppliers who destroy Indonesia’s rainforests. This will result in forest destruction, extinct animals, and climate change. In Unilever’s “sustainable...
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...10/10/13 Marketing mix: Kotler on marketing - MaRS Discovery District Search AAA Resources by topic Workbooks Entrepreneurship 101 Funding Portal Search Tool Workshops 2688 3 Google + 1 1 0 Marketing mix: Kotler on marketing Marketing mix describes the set of tools that management can use to influence sales. The traditional formulation is called the 4Ps— product, price, place, and promotion. From the very beginning questions were raised about the 4P formulation of the marketing mix. Perfume companies wanted packaging to be added as a fifth P. 4P guardians said that packaging is already in the scheme, under product. Sales managers asked whether the sales force was left out because it began with an S. No, said the guardians, sales force is a promotion tool, along with advertising, sales promotion, public relations, and direct marketing. Service managers asked where services were in the marketing mix, or whether they, too, were excluded because the first letter was S. Here the guardians said services are part of the product. As services grew more important, service marketers suggested adding three Ps to the original 4Ps, namely personnel, procedures, and physical evidence. Thus a restaurant’s performance will depend on its staff, the process by which it serves food (buffet, fast food, tablecloths, etc.), and its physical looks and features as a restaurant. Others suggested adding personalization to the marketing mix. The marketer has to decide how personalized to make...
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...INTRODUCTION: Marketing is essential factor in the whole processing of the firm. The term ‘Marketing’ can be simple defined, as “meeting needs profitably”. (kotler, et al ,p5,2006). Marketing mix is the most important aspect of the concept ‘Marketing’, which is a set of controllable tools that is used by the company in order to get expected response from the targeted market. (Khan, p 95, 2014) The marketing mix includes the main elements of marketing that is 4Ps, Price, Product, Place and Promotion. In the article by E. Constantinides (2006) ‘The Marketing Mix Revisited Towards the 21st Century Marketing’… tries to present the current standing of the main elements that is 4Ps of marketing. The purpose of presenting this article is to write a critical review. This will involve critically evaluating the journal article and highlighting the main objectives and limitations...
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...Marketing Mix “The four P approach has led to a manipulative attitude to people” (Gummesson, 2002:285). “What marketing deserves is new approaches, new paradigms, which are more market oriented” (Gronroos, 2002:140). “We propose that the mix has now reached its vanishing point, and we argue that marketing requires a new paradigm” (O’Malley & Patterson, 2002:50). What is common among the above three quotations is the fact that they are all against the Marketing mix. They also share the common belief that it’s time for a radical change, one where the 4Ps are rejected for a new paradigm. But the importance of the 4Ps is being undermined. Despite its limitations, they still form the base which is being used by modern organizations. This paper attempts to show the importance of the marketing mix for modern marketers and that it cannot be relegated from modern marketing strategy. The paper is divided into six parts. Beginning with the introduction it then moves on to the development of the marketing mix theory. The third part contains the literature review of the mix. The fourth asserts that marketing mix in conjunction with RM and CRM can result in a successful marketing strategy and the fifth uses Lexus as an example to prove this assertion. It ends with the conclusion. What Is Marketing Mix? The Oxford Dictionary of Business and Management’s definition of the Marketing Mix is of “the factors controlled by a company that can influence consumers’ buying of its products” (Anon...
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...4PS OF MARKETING Introduction In the early 1960s, the concept of 4Ps was first suggested by E. Jerome McCarthy. He suggested that these four P’s as Product, Pricing, Place, and Promotion. The main reasons the marketing mix is a powerful concept are it makes marketing seem easy to handle, allows the separation of marketing from other activities of the firm and the delegation of marketing tasks to specialists. The marketing mix concept also has two important benefits. First, it is an important tool used to enable one to see that the marketing manager’s job is, in a large part, a matter of trading off the benefits of one’s competitive strengths in the marketing mix against the benefits of others. The second benefit of the marketing mix is that it helps to reveal another dimension of the marketing manager’s job. All managers have to allocate available resources among various demands, and the marketing manager will in turn allocate these available resources among the various competitive devices of the marketing mix. These 4Ps are: 1. THE PRODUCT: Exactly what product or service are you going to sell to this market? Define it in terms of what it does for your customer. How does it help your customer to achieve, avoid or preserve something? You must be clear about the benefit you offer and how the customer’s life or work will be improved if he or she buys what you sell. 2. THE PRICE: Exactly how much are you going to charge for your product or service, and on what...
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