PROCESS MIX Tanuja:-roll.no.66Mitixa:-roll.no.37Sthitpragya:-roll.no.64Harshit:-roll.no.18Himika:-roll.no.19Rohit:-roll.no.50 . Guided by:-Rakesh Sir

The marketing process is a way to discover

unfulfilled customer needs and bring to

market products that satisfy those needs.it

is 7’th p of the marketing mix.

What is Process?

Process mix

SITUATION ANALYSIS

STRATEGIC FORMATION

MARKETING MIX DECISIONS

IMPLEMENTATION

A thorough analysis of the situation in which the firm finds itself serves as the basis for identifying opportunities to satisfy unfulfilled customer needs. In addition to identifying the customer needs, the firm must understand its own capabilities and the environment in which it is operating.

Situation Analysis

4 C’s analysis

PEST analysis

SWOT analysis

The situation analysis includes

Market size and growth

Market segments

Benefits that consumer is seeking, tangible and

intangible.

Retail channel - where does the consumer actually

purchase the product?

CUSTOMERS

Consumer information sources - where

does the customer obtain information

about the product?

Frequency of purchase, seasonal factors

CUSTOMERS

Quantity purchased at a time

Trends - how consumer needs and

preferences change over time

CUSTOMERS

Product line

Image in the market

Technology and experience

Culture

Goals

COMPANY

. Political & regulatory environment -

governmental policies and regulations that affect

the market

CLIMATE( political)

Economic environment - business cycle,

inflation rate, interest rates, and other

macroeconomic issues.

CLIMATE(economical)

new knowledge that makes possible new

ways of satisfying needs; the impact of

technology on the demand for existing

product.

For ex: LED tvs

CLIMATE(technological)

Competitors

WHO ARE OUR COMPETITORS?

Direct or indirect

Products

Positioning.

Strengths and weaknesses of

competitors

COMPETITORS

Coke vs pepsi

PEST

POLITICS

ECONOMY

SOCIETY

TECHNOLOGY

PEST ANALYSIS

Government type and stability

Social and employment legislation

Tax policy, and trade and tariff controls

Environmental and consumer-protection legislation

Likely changes in the political environment

Political

Current and project economic growth, inflation and

interest rates

Unemployment and labour supply

Labour costs

Impact of globalization

Likely changes in the economic environment

Economic

• Population employment patterns, job market freedom and

attitudes

to work

• Press attitudes, public opinion, social attitudes and social

taboos

• Lifestyle choices and attitudes to these

• Socio-Cultural changes

SOCIO-CULTURAL

Impact of emerging technologies

Impact of Internet, reduction in communications costs

and

increased remote working

Research and Development activity

Impact of technology transfer  

Technological

SWOT

STRENGTH

WEAKNESS

OPPORTUNITIES

THREATS

Apple phone

Apple phone

One of the most established brand with a loyal set of enthusiastic customers

Requires frequent repairing.

STRENGHT WEAKNESS

Opportunity to develop its i-tunes & music player technologies.

A high competition in technology market & short lifecycles of technology.

Opportunities

Threats

Once the best opportunity to satisfy

unfulfilled customer needs is identified,

a strategic plan for pursuing the

opportunity can be developed.

Strategic formation

SEGMENTATION

TARGETING

POSITIONING

It is a strategy which involves dividing a

broad market into small sections

heaving similar needs. & thus the

heterogenous market is converted into

homogenous one.

SEGMENTATION

1. Single segment concentration

2. Selective specialization

3. Product specialisation

4. Market specilisation

5. Full market coverage.

TARGETING

It includes positioning the product in

consumer’s mind so that it is perceived by

the customers as satisfying his needs better

than the other competitive offerings.

POSITIONING

It includes: Product development - specifying, designing, and producing the first units of the product.

Pricing decisions Distribution contracts Promotional campaign development

Marketing Mix Decisions

At this point in the process, the

marketing plan has been developed

and the product has been launched.

Given that few environments are

static, the results of the marketing

effort should be monitored closely.

IV. Implementation and Control

. As the market changes, the marketing

mix can be adjusted to accomodate the

changes. Often, small changes in

consumer wants can addressed by

changing the advertising message.

As the changes become more significant, a

product redesign or an entirely new product may

be needed. The marketing process does not end

with implementation - continual monitoring and

adaptation is needed to fulfill customer needs

consistently over the long-term.

THANK YOU.