STRATEGIC MARKETING

CLASS
ANAS HIDAYAT DRS., MBA., PHD.
 MARKETING MIX
STRATEGY
NUGROHO RAHMAT FITRIYANTO
14311521
1. CONCEPT AND COMPONENT OF
MARKETING MIX
Organization may decide on its target group of customers
to be served.
Once decided, product, price, distribution and promotional
efforts must be decided.
Marketing Mix is the set of controllable variables that the
firm can use to influence the buyers response (Kotler,
2012).
The controllable variables in this context refer to the 4 Ps
[product, price, place and promotion].
1. CONCEPT AND COMPONENT OF
MARKETING MIX
1. CONCEPT AND COMPONENT OF
MARKETING MIX (PRODUCT)
Product refers to the goods and services offered by the
organization.
Product can be described as a bundle of benefits which a
marketer offers to the consumer for a price.
The term product refers to goods and services offered by
the organization for sale.
We are paying not for the tangible product but for the
benefit it will provide.
1. CONCEPT AND COMPONENT OF
MARKETING MIX (PRICE)
Price is the amount charged for a product or service.
Pricing has its effect on demand for the product and also
on the profitability of the firm.
Demand for a product, cost involved, consumers ability to
pay, prices charged by competitors for similar products,
government restrictions have to be considered.
1. CONCEPT AND COMPONENT OF
MARKETING MIX (PLACE)
Products must be made available to the consumers at a
place where they can conveniently make purchase.
It is necessary that the product is available at shops in
your town.
Involves a chain of individuals and institutions like
distributors, wholesalers and retailers who constitute
firms distribution network (so called distribution channel)
1. CONCEPT AND COMPONENT OF
MARKETING MIX (PROMOTION)
Promotion is an important ingredient of marketing mix as
it refers to a process of informing, persuading and
influencing a consumer to make choice of the product to
be bought.
Personal selling, advertising, publicity and sales
promotion [Way of promoting].
It arouses potential consumers interest in the product,
compare it with competitors product and make his choice.
2. CONCEPT OF PRODUCT AND ITS
CLASSIFICATION (CONCEPT)
Product is a set of tangible and intangible attributes including
packaging, color, price, manufacturers prestige, retailers
prestige and manufacturers and retailers services which
buyer may accept as offering satisfaction of wants and
services. (William J. Stanton)
A product is more than just a physical product with its related
functional and aesthetic features. It includes accessories,
installation, instructions on use, the package, perhaps a brand
name, which fulfills some psychological needs and the
assurances that service facilities will be available to meet the
customer needs after the purchase (Jerome McCarthy)
2. CONCEPT OF PRODUCT AND ITS
CLASSIFICATION (PRODUCT CLASS.)
2. CONCEPT OF PRODUCT AND ITS
CLASSIFICATION (STRATEGIES)
Design is very important and directly linked to show
success and makes the difference because it leads to
goal achievement.
Usefulness of product can increase market share of the
product as it is very essential component to have
competitive advantage.
Packaging is used for raising the products value
Branding usually assures high or at least consistent
quality and hence encourages repeat purchasing.
3. CONCEPT OF PRICING AND FACTORS
AFFECTING PRICING (CONCEPT)
Price is the consideration in terms of money paid by
consumers for the bundle of benefits derives by using the
product.
In simple terms, it is the exchange value of goods and
services in terms of money.
Pricing is another important element of marketing mix and
it plays a crucial role in the success of a product in the
market.
3. CONCEPT OF PRICING AND FACTORS
AFFECTING PRICING (FACTOR & METHOD)
Factors Determining Price: Method of Price Fixation:
Cost Cost Based Pricing
Demand Competition Based Pricing
Competition Demand Based Pricing
Marketing Objectives Objective Based Pricing
Government Regulation
3. CONCEPT OF PRICING AND FACTORS
AFFECTING PRICING (STRATEGIES)
Skimming means pricing the product relatively high in
comparison to the similar commodities and then gradually
reducing the price.
Psychological pricing is used all over the world therefore
marketers believe certain prices are more appealing than
others to buyers.
Cost-plus is a concept in which some companies try to
maximize their profits by pricing their offerings very high.
4. CONCEPT OF PLACE, CHANNELS DISTRIBUTION AND
FACTORS AFFECTING THE CHOICE OF DISTRIBUTION
CHANNEL (DISTRIBUTION CHANNEL)
Zero-stage Channel of Distribution
4. CONCEPT OF PLACE, CHANNELS DISTRIBUTION AND
FACTORS AFFECTING THE CHOICE OF DISTRIBUTION
CHANNEL (DISTRIBUTION CHANNEL)
One-stage Channel of Distribution
4. CONCEPT OF PLACE, CHANNELS DISTRIBUTION AND
FACTORS AFFECTING THE CHOICE OF DISTRIBUTION
CHANNEL (DISTRIBUTION CHANNEL)
Two-stage Channel of Distribution
4. CONCEPT OF PLACE, CHANNELS DISTRIBUTION AND
FACTORS AFFECTING THE CHOICE OF DISTRIBUTION
CHANNEL (DISTRIBUTION CHANNEL)
Three-stage Channel of Distribution
4. CONCEPT OF PLACE, CHANNELS DISTRIBUTION AND
FACTORS AFFECTING THE CHOICE OF DISTRIBUTION
CHANNEL (FACTORS)
Choice of an appropriate distribution channel is very
important.
Following factors need to be concerned in making choice:
Nature of Market
Nature of Product
Nature of the Company
Middleman Consideration
4. CONCEPT OF PLACE, CHANNELS DISTRIBUTION AND
FACTORS AFFECTING THE CHOICE OF DISTRIBUTION
CHANNEL (STRATEGIES)
Retailers will have a much stronger relationship with the
customer.
Wholesalers often cut down the price of a product in
comparison to retail traders.
Generally customers buy products online by using web sites
Multi channel is very useful to have market share for different
products and services and hence their manufacturers or
providers use different distribution channels
5. CONCEPT OF PROMOTION AND ELEMENTS OF
PROMOTION MIX (CONCEPT)

Promotion refers to the process of informing

and persuading the consumers to buy certain
product.
The main objective of promotion is to seek
buyers attention towards the product.
A firm uses different tools for its promotional
activities.
5. CONCEPT OF PROMOTION AND ELEMENTS OF
PROMOTION MIX (ELEMENTS)

These are also termed as four elements of a promotion

mix:
Advertising
Publicity
Personal Selling
Sales Promotion
5. CONCEPT OF PROMOTION AND ELEMENTS OF
PROMOTION MIX (STRATEGIES)

Special offers are like buy one and get one free of cost or
may be coupons, discounts, free accessories.
Endorsements are important for promotion because
consumers follow their role models.
User trials convince customers about the features of the
product.
Free gifts should be offered with the product because
consumers look for additional benefits apart from a good
product.
.THANK YOU.
Q&A
Harnum (342) How we set price if the type of market is
oligopoly?
Dio (179) Agreement with other seller in order to set the
price?
Ayu (110) Operations VS Marketing on startup, priority?
Biaswanto (074) Is it ethical if you set the price low cuz u
can but others cant. To make it as comp. Adv.
Andhika (398) Can we underestimated other Ps in
marketing mix and not used it in marketing mix consideration?