marketing mix (penternak sejati) prt3007 dr. martini

PRT3007

Agriculture Production System

PENTERNAK SEJATI GROUP

1 184489 NUR AKHMAR NADHIRAH BINTI MOHD ZAKI

2 182272 AZLINA BINTI ABD GAMI

3 184568 SITI SHAIDATUL MAISARAH BINTI GHAZALI

4 184045 MUHAMAD AZLAN BIN HAMZAH

5 181403 MOHAMAD ANWAR BIN AB RAMAN

6 181232 ABDIMAJID ABDULLAHI ISMAIL

Table Of Content 1. Concept of Marketing

2. Overview of Marketing Process

3. Introduction of Marketing Mix

4. Component of the 4 “P” 1. PRODUCT 2. PRICE 3. PLACE 4. PROMOTION

5. Conclusion

6. References

CONCEPT OF

MARKETING The philosophy that firms should analyze needs of customers and then make decisions to satisfy

those needs

Production concept

Product concept

Selling concepts Marketing concepts

Social marketing concepts

Production

Concept

• Can we produce the product?

• Are the product good enough?

Product

Concept

• Consumer favor product that offer most quality, performance and innovative features

Selling

Concept

• Consumers will buy products only if the company aggressively promotes the products

Marketing

Concepts

• What the consumers want?

• How can we keep our consumers satisfy

Society Marketing Concept

• Focus on need of target market and preserve the consumers and society well

OVERVIEW

OF

MARKETING

PROCESS

Situation Analysis

Marketing Strategy

Marketing Decision

Implementation & Control

The firm must understand their capability

Identify ways to satisfy unfulfilled customers needs

5C Analysis : Company, Customers, Competition, Collaborator, Climate

PEST Analysis: Politic, Economic, Society, Technology

SWOT Analysis: Strength, Weakness, Opportunity, Threats

Segmentation Target market

selection

Positioning the product within

the target market

Value proposition to

the target market

Product development

Distribution contracts

Pricing decisions

Promotional campaign

development

INTRODUCTION

• Marketing mix is also known as marketing

strategies.

• Refers to the set of actions or tactics that a

company uses to promote its brands.

Commonly terms as 4P

4P Price

Product Place

Promotion

1. PRODUCT

DEFINITION

• A product is an item that satisfies

a need or a desire.

• This can be a physical item, a service or a

virtual offering.

• It is produced at a cost and is

subsequently made available to the right

audience at a price.

CLASSIFICATION

Tangible products: Items

with an actual physical presence

Intangible products: items

that has no physical

presence but can be felt indirectly

Services: Also intangible products and result of an

economic activity but does not result in

ownership.

PRODUCT DECISION

DESIGN

POSITIONING

TARGET MARKET

BRANDING

QUALITY

FEATURES

DEFINITION

• Amount charged for a product or service

• Sellers: price is the consideration in terms

of money paid by consumers for

the bundle of benefits they derive

by using the product or service.

• Customers: exchange value of goods and

services in terms of money.

2. PRICE

• Know the customer how much their willing to pay in order to satisfy

their needs.

• Always compare your products/services with similar ones belonging

to your competitors.

– Get idea when to decide a pricing strategy.

– The strategy you choose will have an effect on the success of

the product.

• Need to distinguish between cost and price.

• To maximize your profit

– Always aim for the charge the maximum amount that people will

pay while seeking to reduce costs and increase productivity.

PRICE

FACTORS AFFECTING

PRICING DECISIONS

• COSTS

• DEMAND

• COMPETITION

• MARKETING OBJECTIVES

• GOVERNMENT REGULATIONS

PRICING STRATEGY

NEW PRODUCTS PRICING

PRICE

SKIMMING

PRICE

PENETRATION

PSYCOLOGY

ODD PRICING

EVEN PRICING

DISCOUNTS

CASH DISCOUNT

FUNCTIONING DISCOUNT

QUANTITY DISCOUNT

SEASONING DISCOUNT

PROFESSIONAL

Deals with

Width of Distribution

Product Placement

• Distribution- How your products or

services reach your customers

• Distribution Methods

- Customers come to you.

- Take the product/service

directly to the customer.

- Use an agent merchant

franchise to reach your

customer.

• Location- The place of the business

located

• Factors in Selecting an Area

- Customer accessibility

- Adequacy of transport/

communication facilities

- Supply of skilled labor

- Population Trends

Decide what product you are going to

promote.

Create demand for the product.

Making potential customers to

aware of the existence of the business.

Encourage customer

to buy the product.

Promotional Element

Public Relation Publicity

Sales Promotion

Merchandising Trade Fair And

Exhibition

Medium For Advertising

Conclusion • Marketing mix have it’s strategies

and tact’s .

1. Offering

2. Target

3. Message Delivery

4. Value Creations

Importance of

Marketing Mix

1. Helps companies to achieve objectives.

2. Customers satisfaction.

3. Helps to face competition.

4. Builds brand loyalty.

5. Helps business expansion.

6. Helps to improve brand image.

7. Increases profit and maximizes shareholders wealth.

8. Helps to fulfill social responsibilities .

– Borden, Neil. "The Concept of the Marketing Mix" (PDF).

Suman Thapa. Retrieved 24 April 2013.

– http://www.shell-livewire.org/home/business-

library/marketing-and-promotion/marketing-

planning/marketing-mix-4ps/

– https://www.mindtools.com/pages/article/newSTR_94.htm

References

QUESTIONS????