Marketing: Marketing Mix

Chapter 2 : introduction

Marketing Mix is used by marketers as a business tool for determining how they should do their marketing . In determining brands offer or product marketing mix plays a crucial role, the four P’s : place, price, product and promotion also come under the marketing mix.

As the first thing is place, so place is the distribution channel of the product , there should be far and wide distribution of the product if the product is a consumer good. If the product is available at selected stores then it is a premium consumer product. One of the important 4P’s that have an effect on profitability of the firm is distribution. The important costing decisions of the firm are supply chain decisions and logistics decisions .

The second

• What are the different features of the product other than in market?

• What is the USP of the product ?

• Whether the product will be completely branded or sub-branded?

The third marketing mix is price, the products price depends on many different variables. Price of the product consists of all expenses like advertisement and marketing expenses , any fluctuations in cost, distribution cost etc. the pricing strategies should be such that it could easily bear the changes for certain period of time. Therefore the prices should be such that it could be increased and decreased accordingly.

The fourth marketing mix is promotion , it is basically the advertisement that the organization does in order get publicized .The product targeting and segmenting wholly depends upon the promotion of the product . Promotion depends a lot on the product and pricing decisions. The only thing which is taken as company’s expense and the same thing is taken into consideration while costing a product.

Therefore , this project mainly deals with the 4P’s i.e place, price, promotion and product of marketing mix in the context of a well established and one of the biggest automaker in world currently ,THE

In 1930’s , there was a need of cheap cars that could easily be affordable by all the German workers ,at the same time, there was some one who was making a cheap automobile that would look like a car and could hold a family easily and it was Ferdinand Porsche .Small cars with rear engines were already made by him which were actually shaped like a Beetle .At that time, only rich people could afford to own a car in Germany. No other car company was at all interested in making a low-cost car. Porsche was the only company who was making designs of the small and low cost cars but no one was interested in making such car.

Adolf Hitler was very much interested in cars, he wanted that the car should hold four people and that car should be cooled by oil and not by water. The should travel at 100 km/h (maximum) and shall consume 7 liters of gasoline for 100 kms. As no other company was interested in making such low cost car, Hitler formed a new car company that was run by the government, its first car name was “KdF-Wagen” it means strength through joy .As the World War II started the factory came to an end but made Jeeps for the army