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4Ps, 7Ps, BCG Matrix

The document discusses key marketing concepts including the definition of a market and marketing. It explains that a market consists of potential customers willing to engage in an exchange to satisfy a need, and marketing is the process of promoting and selling products/services to customers. The document also emphasizes that marketing is important for business success as it helps create links between producers and consumers. It then covers the 7Ps of marketing - product, price, place, promotion, processes, people, and physical evidence.

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Ishan Bhatia
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377 views21 pages

4Ps, 7Ps, BCG Matrix

The document discusses key marketing concepts including the definition of a market and marketing. It explains that a market consists of potential customers willing to engage in an exchange to satisfy a need, and marketing is the process of promoting and selling products/services to customers. The document also emphasizes that marketing is important for business success as it helps create links between producers and consumers. It then covers the 7Ps of marketing - product, price, place, promotion, processes, people, and physical evidence.

Uploaded by

Ishan Bhatia
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

By

Ashita Birawat, Jennifer Miranda, Harsh Gadodia, Ishan Bhatia &


Venkatesh Sharan
What is market?
• A market consists of all the potential customers sharing a particular
need or want who might be willing to and able to engage in exchange to
satisfy the need or want.

• A set up where two or more parties engage in exchange of goods,


services and information
What is marketing?
• The action or business of promoting and selling products or services,
including market research and advertising.

• Marketing is a process by which a product or service is introduced and


promoted to potential customers.

• The management process through which goods and services move from
concept to customer.’

• In other words, it is the process of understanding, creating, and delivering


profitable value to the customers better than the competition.
WHY IS IT IMPORTANT?
• The heart of your business success lies in its marketing.
• Most aspects of your business depend on successful marketing. The
overall marketing umbrella covers advertising, public relations,
promotions and sales.
• Without marketing, your business may offer the best products or
services in your industry, but none of your potential customers would
know about it.
• It helps create the link between the producer and the consumer.
Product
• What does the consumer what from the product?
• What features does the product need to have to fulfil the
customer needs?
• How and where will the consumer use it?
• What does it look like?
• What size & colors’ will be available?
• What should we call the product?
• How is it different from your competitors’?
• How will the product be branded?
Product
 Brand Name
 Features & Functionality
 Design &Styling
 Technology
 Packaging
 Repairs & Support
 Services
 Sizes & Colours
 Warranty
 Returns
Price
• What is the range of the perceived value of the product to the
consumer?
• What are the sensitive established price points?
• Is the consumer sensitive in terms of price?
• Is the price comparable with that of your competitors?
• Does the price increase the perceived value of the product?
• What will be your pricing strategy? i.e. Price skimming or
price penetration?
Price
 Strategy
 List Price
 Discounts
 Payment Period
 Payment Ways
 Price Bundling
 Seasonal Pricing
 Entrance into the Market
Place
• Is there a place utility for your product?
• What can be other points of distributions for higher sales
conversion?
• How to design the distribution channel?
• What should be the supply chain, network structure and size?
• How to beat competition in the distribution channel?
• How to design and incentivise the sales team to deliver to its
potential?
Place
 Distribution Channels
 Market coverage (inclusive, selective or exclusive)
 Inventory management
 Distribution centers’
 Warehousing
 Transportation methods
 Logistics & Reverse Logistics
 Specific channel members
 Order processing
Promotion
• When and how do you plan to get across your message to
your target audience?
• Will you follow a push/pull strategy?
• How will you promote differently from your competitors?
• What are your promotional channels?
• What is the best time to promote?
• How do you handle promotion at the time of sales?
Promotion
 Promotional Strategy
 Advertising
 Public relations and Publicity
 Sales Promotions
 Marketing communication budget
 Personal selling and sales force
7 P’s of service marketing
Product

Processes Price

People Promotion

Physical
Place
evidence
MARKET SHARE
• Percentage of total market that you control

RELATIVE BUSINESS UNIT SALES THIS YEAR


MARKET =
LEADING RIVAL’S SALES THIS YEAR
SHARE
MARKET GROWTH RATE
• Measure of market’s attractiveness
• High growth Total available market share is expanding

MARKET = INDIVIDUAL SALES - INDIVIDUAL SALES


GROWTH THIS YEAR LAST YEAR
RATE INDIVIDUAL SALES LAST YEAR
MARKET
GROWTH RATE
?
BCG
MATRIX
MARKET SHARE
COCA COLA
DISADVANTAGES
• Market growth rate is only one part of industry attractiveness and
market share is only one part of competitive advantage
• The framework assumes that each business unit is independent of the
others
• Heavy dependance on the definition of the breadth of the market
• High market share not always equal to high profits

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