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????