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CHAPTER IV
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GOLD FLAKE
The marketing mix of Gold Flake consists of four P’s that is Product, Price,
Place and Promotion. The evaluation of the 4 P’s is done on the basis of the
attributes of the product, consumers taste and preference, research and
development carried by the company regarding the product, its retail outlets etc.
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GOLD FLAKE
1) Product :
Brand name: The brand name of Gold flake has a very good position in
the market. The brand name of Gold Flake is popular since last 25 years.
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GOLD FLAKE
2) Price:
Pricing strategy: The pricing strategy of the company depends upon the
demand of Gold Flake and also the prices of other products. If the price of
other brand is high the prices of Gold Flake are lowered down. If the
demand for the product is high the prices are risen up.
Retail price: Gold Flake has different categories. The price of large
packet of Gold Flake is Rs 34/-; small packet is Rs 28/- and loose
cigarettes cost around Rs 3.50/-.
Price flexibility: Price flexibility is very less in this product. The prices
change depending upon the market and consumer’s demand and supply.
The prices also changes as per the tax rate and government rules and
regulations.
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GOLD FLAKE
3) Place:
Market coverage: ITC covers a wide range of the retail spectrum, from
premium outlets in the metros to small shops in the interiors of rural
India.
Order processing: the order processing is done as per the demand and
supply of the product in the market. In this category of product the
demand is increasing day-by –day, therefore each year the company has
to increase its production as per the increasing demand. Especially as the
standard of rural consumer is increasing, the demand for branded
cigarettes is also increasing. Therefore order processing has to be done
well in advance.
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GOLD FLAKE
4) Promotion:
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