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Product Price

Promotion Place

Product• Refers to the goods and services you offer to your customer.• Product Attributes:• Quality• Some people really want quality vs. others that don’t really matter.

• Features• How will your product/service differ from the competition?

• Design• How is it going to look? • Consumers often will purchase because “it looks cool”

• Warranty• What is the Warranty of your Product?

Price• Price refers to how much you charge for your product or service.• Must consider the costs of all the inputs (materials, labour, etc)• Mark-up Price – How much profit do you want to make on every

product/customer• Different Pricing Strategies• Competitive – basing your prices on those of the competition• Penetration – pricing low just to get some business for new entrants.• Bundle – putting the product with another item and bundling the prices.• Skimming – product at high price for affluent customers.• Psychological – based on price that looks better. For eg: Rs 199.99 looks

better than Rs 200.

Place• Simply refers to how & where you are going to sell the product to

the consumer• Direct Distribution – selling your product directly to the

consumer• Brick & Mortar vs. Virtual Store

• Indirect Distribution – sold through a 3rd party• What retailers are the best for reaching your Target Market?

• Market Coverage:• Intensive Distribution• Selective Distribution• Exclusive Distribution

Promotion• Promotion refers to the advertising and selling part of marketing.• It is how you let people know what you have got for sale.• A successful product or service means nothing unless the benefit

of that product/service can be communicated to the Target Market• Celebrities endorsements.

The big factor that has pushed up cdm sales is the Amitabh Bachchan campaign. Cadbury appointed Amitabh Bachchan as its brand ambassador.

BuzzSales

AdvertisingPublic Relations

Marketing Concept