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?

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 MixFour Ps

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.

• 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.

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

ProductBrand 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

PromotionADVERTISING• 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????