Logo Marketing Mix © Leonard Walletzký Logo Marketing framework 2 Logo What is marketing mix? * The Marketing Mix is one of two interrelated components of strategy * The Marketing Mix is a set of controllable and interrelated variables that a company assembles to satisfy a target group better than it’s competitor. * Marketing Mix strategy is choosing and implementing the best possible course of action to attain the organization’s long-term objectives and gain competitive edge. * Logo 4P – basic marketing mix * Oriented on product * Developed by E. Jerome McCarthy in 1960 * Used in many companies even today * Strictly product oriented * One way approach * Is difficult to use it in service oriented companies Logo Product To satisfy the needs and wants of the target market. title-products Logo Price To make the product affordable to the target market and reflect the value of benefits provided. right_price Logo Place To make the product conveniently available to the target market consistent with their purchasing pattern. supermarket1 250px-MercadodeSanJuandeDios Logo Promotions To build and improve consumer demand. Promotions has four components called the Promotions Mix as follows: •Advertising – to effectively inform and persuade the target market •Public Relations – to offer a positive image of the company and the brand •Selling – to get the customers buy •Sales Promotions – to convince customers to buy immediately dental-product-promotions-11-1 price-promotion Logo 5P People They are the target consumers of the company. They are the ones who are the consumers They sell the products vision_people Logo 7P Physical Appearance (Evidence) Physical appearance is the first distinction of a product. A product could be easily recognized by it’s appearance. coke4 coke-bottle [USEMAP] Logo Process The process of the product is essential in marketing. This determines the capability of the product to supply the demand of the consumers. d_01_ph1 Logo Web marketing mix * Created by Efthymios Constantinides in 2002 * Oriented to the development of web pages * Reaction to the independent IT industry * Used by web and IT oriented companies * Using 4S • Logo Scope * What is our market? * Who are potential customers? * What are the main roles on web? * Logo Site * What does customer expect from web? * Why will customer use the web? * What does customer motivate to come back? Logo Synergy * Relations and influence of 3 pillars * Integration the global marketing strategy and activities * Integration of web pages with processes and connection to the internal information systems (CRM, ERP…) * Integration of thirds parties systems (Google analytics….) Logo System * Technical circumstances * Administration * Used technology Logo Service oriented marketing mix * Based on customer point of view * Focused to customer satisfaction * Developed by Robert F. Lauterborn in 1990 * Similarities with 4P Logo 4P and 4C •Product oriented * Product * Price * Placement * Promotion •Service oriented * Customer * Costs * Convenience * Communication Logo Customer * What are customer´s needs? * What is customer´s problem? Logo Costs * Based on customer´s site! * What does customer need to invest to get our product/service? Logo Convenience * How does customer feel while purchasing the product or service? * What is his motivation to buy / come again? Logo Communication * How do we want to promote our product? * How do we get the feedback from stakeholders? * How do we involve the customers into value creation? Logo Service Science Enlargement of 4C * Based on 7P and 4S, together with Service Science experiences * Published in 2014 * Adds 3C more Logo Community * Based on People * Reaction to Social Networks popularity (Facebook, Linked Inn) * Consists also all from definition of the People Logo Chanels * Excluded from communication * Defining all channels (IT or non IT) to distribute information and products Logo Co-creation * What are the forms of value proposition? * How the final value of the product/service will be created? * Who participates on value creation? * Logo Conclusion * Marketing mix * 4P – basic product oriented * 5P and 7P – enlargement of product oriented marketing * 4S – web oriented marketing mix * 4C – service oriented marketing mix * 7C – service science marketing mix