Submitted by: Submitted by fredfarreca
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Category: Business and Industry
Date Submitted: 01/14/2014 01:56 PM
Marketing Management
MARKETING-MIX
• • The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4P’s make up a typical marketing mix - Price, Product, Promotion and Place.
THE 4 P’S
• Product:
• Product is the actual offering by the company to its targeted customers which also includes value added stuff. Product may be tangible (goods) or intangible (services). • Product Life-Cycle; • Packaging;
• Brand;
THE 4 P’S
• • Price: It’s what is given in exchange for purchasing a product or service. Expressed in monetary units, it represents the amount that is paid by the consumer to receive all the benefits provided by the product. • Market penetration
• Market Creaming or Skimming
THE 4 P’S
•
•
Promotion:
Includes all communication and selling activities to persuade future prospects to buy the product. • Personal Selling; • Sales promotion;
• Press Release;
• Advertising;
THE 4 P’S
• Place:
• Is where exchanges take place between producers and consumers. Involves logistics and distribution, which make the product accessible to consumers;
PRODUCT
• The product that Nespresso offers is a quality coffee, so that their customers can enjoy an unparalleled experience, with a coffee of excellence.
PRODUCT
• Packaging:
• Primary packaging; • Secondary packaging;
• Tertiary packaging;
PRODUCT
• Brand: Nespresso is a sub brand of the well-known Nestlé.
PRICE
• Nespresso products are relatively more expensive due to the image of your product, as it intends to spend a luxury image, justifying their quality/price relationship.
Product
Machines Capsules
Price (€)
99,99€ - 599,00€ 0,375€ - 0,425€
PLACE
• Physical distribution;
• Services; • Distribution channel;
Producers
Retailers
Consumers
PROMOTION
• • Nespresso uses mainly the television as a medium of communication, to achieve large targets. The company also bet on...