Mkting ppt

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MARKETING MIX

WASHING MACHINESMULTIPLEXRETAILERS PRESENTED BY,LIYA VARGHESES2 MBAMACFAST

MARKETING MIX

Neil Borden in the year 1953 introduced the term Marketing mix, an extension of the work done by one of his associates James Culliton in 1948.Marketing Mix - A mixture of several ideas and plans followed by a marketing representative to promote a particular product or brand is called marketing mix. Several concepts and ideas combined together to formulate final strategies helpful in making a brand popular amongst the masses form marketing mix.

ProductGoods manufactured by organizations for the end-users are called products.Products can be of two types - Tangible Product and Intangible Product (Services)An individual can see, touch and feel tangible products as compared to intangible products.A product in a market place is something which a seller sells to the buyers in exchange of money.

PriceThe money which a buyer pays for a product is called as price of the product. The price of a product is indirectly proportional to its availability in the market. Lesser its availability, more would be its price and vice a versa.Retail stores which stock unique products (not available at any other store) quote a higher price from the buyers

PlacePlace refers to the location where the products are available and can be sold or purchased. Buyers can purchase products either from physical markets or from virtual markets. In a physical market, buyers and sellers can physically meet and interact with each other whereas in a virtual market buyers and sellers meet through internet.

PromotionPromotion refers to the various strategies and ideas implemented by the marketers to make the end - users aware of their brand. Promotion includes various techniques employed to promote and make a brand popular amongst the masses.Promotion can be through any of the following ways:

AdvertisingPrint media, Television, radio are effective ways to entice customers and make them aware of the brands existence.Billboards, hoardings, banners installed intelligently at strategic locations like heavy traffic areas, crossings, railway stations, bus stands attract the passing individuals towards a particular brand.Taglines also increase the recall value of the brand amongst the customers.Word of mouthOne satisfied customer brings ten more customers along with him whereas one dis-satisfied customer takes away ten more customers. Thats the importance of word of mouth. Positive word of mouth goes a long way in promoting brands amongst the customers.

MARKETING MIX OF WASHING MACHINES

LG Established in 1997, LG Electronics Pvt. Ltd, is a wholly owned subsidiary of LG Electronics, South Korea. In India for a decade now, LG is the market leader in consumer durables and recognised as a leading technology innovator in the information technology and mobile communications business. LG is the acknowledged trendsetter for the consumer durable industry in India with the fastest ever nationwide reach, latest global technology and product innovation. One of the most formidable brands, LGEIL has an impressive portfolio of Consumer Electronics, Home Appliances, GSM mobile phones and IT products. LG Electronics India Pvt. Ltd, a wholly owned subsidiary of LG Electronics, South Korea was established in January, 1997 after clearance from the Foreign Investment Promotion Board (FIPB).

TOP LOADING

1. Product

6.5 KG, SPEECH, I SENSOR, TURBODRUM, 10 WATER LEVEL SELECTION, AIR DRYWF-T7519PVDIGITAL DISPLAYPUNCH+3 PULSATORFUZZY LOGIC CONTROL3-STEP WASHRs.20690

2. Product

PRESENTING WORLD'S FIRST 6 MOTION DIRECT DRIVE THAT CLEANS BETTER THAN HAND WASH.7.5 KG, I - SENSOR, PUNCH +3, TURBODRUMT8018AEEP56 MOTIONDIRECT DRIVE MOTORJET SPRAYI-SENSORRs.35190

FRONT LOADING1. Product

5.5 KG, INVERTER DIRECT DRIVE MOTOR, BABY CARE, RINSE HOLD, CREASE CARE, INTENSIVE WASH, CHILD LOCK, MEDIC RINSEF8091MD2INVERTER DIRECT DRIVE TECHNOLOGYSMART DIAGNOSIS800RPM (MAX.)Rs.23990

2. Product

6.5 KG, 6 MOTION DIRECT DRIVE WASHER, LUXURY SILVER, SMART DIAGNOSIS, BABY CAREF12B4WDP256-MOTIONINVERTER DIRECT DRIVE TECHNOLOGYSMART DIAGNOSIS1200RPM (MAX.)Rs. 38490

Price

The pricing strategy of LG is cost plus fixed mark up. Following the pricing policy, LGs formula is import cost + reasonable gross profit. The formula is used to cover the market cost and make profits in any market including China (Pakistan & Gulf Economist, 2005).

Place

Manufactured in NOIDA. And the product is sold all over India through dealers.LGs merchandise is sold throughout the world, especially developed regions. There are numbers of LG retailers in big cities including Guangzhou, Shanghai and Beijing.

Promotion

LG washing machines are promoted through television advertisements and advertisements in the magazines, newspapers.

SAMSUNG

Samsung was founded byLee Byung-chullin 1938 as a trading company. Over the next three decades the group diversified into areas including food processing, textiles, insurance, securities and retail. Samsung entered the electronics industry in the late 1960s and the construction and shipbuilding industries in the mid-1970s; these areas would drive its subsequent growth. Following Lee's death in 1987, Samsung was separated into four business groups Samsung Group, Shinsegae Group,CJ Groupand Hansol Group. Since the 1990s Samsung has increasingly globalised its activities, and electronics, particularly mobile phones and semiconductors, has become its most important source of income.Samsung has a powerful influence on South Korea's economic development, politics, media and culture, and has been a major driving force behind the "Miracle on the Han RiverIts affiliate companies produce around a fifth of South Korea's total exports.[Samsung's revenue was equal to 17% of the South Korea's $1082 billion GDP.

TOP LOADING

1. Product

WA85BSOEHDiamond Drum8 Wash Programs5 Step Super WashSari CourseRs. 17,880

2. Product

WA80E5LECCentre Jet Technology PulsatorDiamond Drum Tub5 Step Super Clean, Air Turbo DryMagic FilterRs. 13,090

FRONT LOADING1. Product

WD0704REC Do your dry cleaning at home Keep clothes looking new with Diamond Drum Quiet Drive motor Sensor Drying System Rs. 50,990

2. Product

WF706U2SAWQ A cool way to clean your clothes Durable and less energy Smaller Holes for Better Fabric Care! Long-lasting Quality Rs. 42,990

Price The pricing strategy of Samsung is cost plus fixed mark up.

Place

Manufactured in Nagpur city and sold all over India.Samsung sells its products by retailers and home appliance interlinks retail enterprises Suning and Gome as well as LG. Nevertheless, Samsung not only sells products in cities, but also in countryside. Samsung in China took part in a policy named home appliances to rural areas in 2009. This policy was to add profits to the masses that lived in rural areas. Samsung was one of the companies that help rural people improve their living standard.

Promotion

Promoted through television and advertisements, festival offers, compliments etc.

MARKETING MIX OF RETAILERS

Big Bazaar

Product Big Bazaar offers a wide range of products which range from apparels, food, farm products, furniture,child care, toys, etc of various brands like Levis, Allen Solly, Pepsi, Coca- Cola, HUL, ITC, P&G, LG, Samsung, Nokia, HP etc.Big Bazaar also promotes a number of in house brands like:DJ & CTasty TreatClean MateSenseiCare MateKoryo and 44 other brands.

Price

The pricing objective at Big Bazaar is to get Maximum Market Share. Pricing at Big Bazaar is based on the following techniques:

Value Pricing (EDLP Every Day Low pricing):Big Bazaar promises consumers the lowest available price without coupon clipping, waiting for discount promotions, or comparison shopping.

Promotional Pricing:Big Bazaar offers financing at low interest rate. The concept of psychological discounting (Rs. 99, Rs. 49, etc.) is also used to attract customers. Big Bazaar also caters on Special Event Pricing (Close to Diwali, Gudi Padva, and Durga Pooja).

Differentiated Pricing:Differentiated pricing i.e. difference in rate based on peak and non-peak hours or days of shopping is also a pricing technique used in Indian retail, which is aggressively used by Big Bazaar.e.g. Wednesday Bazaar

Bundling:It refers to selling combo-packs and offering discount to customers. The combo-packs add value to customer and lead to increased sales. Big Bazaar lays a lot of importance on bundling.e.g. 3 Good Day family packs at Rs 60(Price of 1 pack = Rs 22)5kg oil + 5kg rice + 5kg sugar for Rs 599

Place

The Big Bazaar stores are operational across three formats hypermarkets spread over 40,000-45,000 sq ft, the Express format over 15,000-20,000 sq ft and the Super Centers set up over 1 lakh sq ft. Currently Big Bazaar operates in over 34 cities and towns across India with 116 stores. Apart from the Metros these stores are also doing well in the tier II cities. These stores are normally located in high traffic areas. Big Bazaar aims at starting stores in developing areas to take an early advantage before the real estate value booms. Mr. Biyani is planning to invest around Rs 350 crore over the next one year expansion of Big Bazaar. In order to gain a competitive advantage Big Bazaar has also launched a website www.futurebazaar.com, which helps customers to orders products online which will be delivered to their doorstep. This helps in saving a lot of time of its customers.

Promotion

The various promotion schemes used at Big Bazaar include:Saal ke sabse saste 3 dinHafte ka sabse sasta din Wednesday bazaarExchange Offers Junk swap offerFuture card(3% discount)Shakti cardAdvertisement (print ad, TV ad, radio)Brand endorsement by M.S Dhoni and AsinBig Bazaar has come up with 3 catchy lines written on hoardings taking on biggies like Westside, Shoppers stop and Lifestyle. They are:Keep West- aSide. Make a smart choice!Shoppers! Stop. Make a smart choice!Change your Lifestyle. Make a smart choice!

Reliance Fresh

Product

The product offerings of the super markets includes a wide range across fresh fruits and vegetable, groceries, personal care, home care, general merchandise .

Product varietiesvegetables, dairy product, frozen items, groceries, cosmetics, detergents, fruits & daily use items.

QuantityReliance fresh direct purchase vegetables from farmers .

DesignThe product displays is well organized & facilitates ease of choice. Bright & clean store, at convenient locations with layouts allow ease of navigation

FeaturesEvery day low price strategyGuarrantee of freshness

Brand name Different brand of the product

Warranties Products repaired or replaced

tiesProducts repaired or replaced

Place

HyderabadChennai, New Delhi, Hyderabad, Jaipur, Mumbai,(head quarter) Chandigarh, Ludhiana, Orissa, UP and West Bengal.Generally located in small commercial complexes close to 3-4 big residential areas. As the Reliance Fresh store is situated beside the main road so its an advantage to the store to increase footfall.

Price

Discount pricing strategyCredits card acceptanceAccepts couponsCompetitive price.Comparable cost

Promotion

Auto material inside the store including the latest promotions & offers.Point of Purchase displays are used at reliance fresh to communicate the benefits of a product.The main idea behind every effort is to make a bulk purchase.Saturday and Sunday are considered as discount and scheme day.Advertisement in Tata yellow pages, MTNL telephone directory and through just dial.Providing carry bags including brand names & logo.Print or broadcast ads with the help of National and Local Newspaper.

MARKETING MIX OF MULTIPLEX

Amultiplexis amovie theatercomplex with multiple screens, typically six, ten, or more screens. They are usually housed in a specially designed building. Sometimes, an existing venue undergoes a renovation where the existing auditoriums are split into smaller ones, or more auditoriums are added in an extension or expansion of the building. The largest of these complexes can sit thousands of people and are sometimes referred to as amegaplex.

PVR (PVR Priya Village Roadshow)

PVR (PVR Priya Village Roadshow) Cinemas is the pioneer of multiplex cinemas in India which holds commanding position in this industry. Has the largest multiplex in Bangalore with 11 screens. PVR is Indias leading cinema chain. They launched itsnine screen multiplexat the largest mall of Kerala, the Lulu Mall, Kochi. The launch is part of PVRs organic growth strategy of expanding its presence across Pan India. With the Kochi cinema, PVR stands at 360 screens in 86 cinemas in 36 cities across India.

Product

PVR Cinemas, one of the leading cinema chains in the country with over 108 screens in 26 different cinemas spread across multiple locations.State of the Art Technology that enhances the whole experience of watching a movie -the great picture quality, sound system etc.The bright red colors in the interiors to glittering gold in the foyer.Comfortable seats with more leg-room.Refreshments serving staffs in the theatre itself.High Class audio-visual quality.

Price

- One of the most important factors for Brand Loyalty.- PVR offers HIGH PRICE discrimination for various segments of its customers.- In addition it has come up variety of schemes.- Flagship Product- Price ranges between 100-200 Rs.- Excellent viewing value to middle market audience.- PVR Premiere screens, which would be high end luxury screens with an ATP beyond Rs200.- Middle upper market and premium location in metros.- PVR Talkies which have an ATP below Rs 100.- Aimed at value conscious market in tier 2 towns.- Gold class have Price over Rs 500 in Metros- Movie tickets cost 12-40% cheaper now.- PVR Cinemas has dropped prices for shows screened before 1 pm to as low as Rs 50-100, depending on properties. - Its tickets were earlier priced between Rs80 and Rs 150.

Place

Availability at the right place, at the right time, in the right quantities

Entertained over 18 million moviegoers in 2007-2008Eg:- Maiden Mall, Amritsar (5 screens)- Ampa Mall, Chennai (7 screens)- Odeon, Ghatkopar, Mumbai (4 screens)- LULU Mall Cochin: PVR has spread its footprint in Kochi which is one of the largest and most important cities of Kerala, also known as Gods own country. The multiplex is spread across an area of 71,000 sq ft, with a capacity of 2,192 seats. A perfect destination for tourism, holidays, art and culture, the city will now enjoy another avenue for entertainment with the PVR multiplex, encompassing 2K Digital projection, 7.1 Dolby surround sound, 3D enabled silver screens and JBL 4-way speakers. The cinema besides offering an exceptional movie watching experience will also provide a wide range of food & beverage options.

Promotion.VISA PVR OfferPVR customers who useVisa Platinum, Visa Signature or Visa Gold cards who buy cinema tickets throughhttp://www.pvrcinemas.com.You will receive one free ticket out of every two ticketsPurchased.

ALTERNATIVE OPTIONS TO PURCHASE TICKETSMEMBERS ZONE

Online Movie Booking WebsitesPVR CinemasBook EazyKyazoongaAsk4Ticket.comI Ticket.inBookMyShow.com

Multiplexes dress up for partiesWheres the party tonight? ??-At A MOVIE HALL !!!!!!!!!!!!!!!!Multiplex chains are now positioning their luxury format lounges as a place where MOVIE BUFFs can enjoy a get-together and also watch a movie.Delhi-based PVR Cinemas offers their 36-seater Gold class auditoriums for private parties.The ticket price per seat range between Rs 300-500.We are offering private party packages at our luxury auditoriums for movie-goers. Besides corporate, the concept is a huge hit with celebrities, says Gautam Datta, VP marketing, PVR Cinemas.

Fame Cinemas

Fame Cinemas(Fame India Ltd) is a company that owns and runs the FAME chain of multiplexes headquartered inMumbaiIt was established in 1999 as Shringar Cinemas Private Ltd.In 2004, upon conversion of Private Limited to a Public Limited Company, the name changed from Shringar Cinemas Private Limited to Shringar Cinemas Limited. In 2008, the name changed from Shringar Cinemas Limited to Fame India Limited.The Company went public in 2005 to raise money from equity market through an initial public offering. This helped opening up multiplexes across India. In 2011,Fame was taken over byINOX Leisure Limited.

Product

Core Product: Movie Exhibition Actual Product, Dolby Digital Sound System, Bucket type comfortable seating, Centralized ACAugmented Product: Food Court, Convenient Ticket Booking ,Car Parking

Price

Fame uses flexible pricing for its Multiplex theatre. Rates: The ticket rates averages between Rs.90 to Rs.270 depending upon the performance of the movie at the box office and its duration at the theatre, Seating position , Show Timing, Movie language, Location of the Multiplex (e.g. Fame South City ticket prices are always higher than Fame Hiland Park)

Place

First founded in Mumbais City Mall in 1999. Fame has 26 multiplexes across India. Currently, they operate 97 screens and 27,236 seats across 13 cities in India with presence in states of Maharashtra, Gujarat, Haryana, West Bengal, Jharkhand, Tamil Nadu and Karnataka. Fame cinemas have mostly located themselves in high-crowd locations like shopping malls.

Promotion

The most effective way of promotion is the daily advertisements in the paper, which promote the movie, which is currently being screened in the theater, and informs the public. Online ticket booking is quickly becoming popular amongst the movie goers, hence, Fame has also engaged in Digital Marketing .

-SMURF meet n greet Event @Fame, ANJANA ANJANI screening @Fame. FAME also hosts various events and special screening of movies at its multiplexes.-Movie contests and special offers are put up on the website to keep the Fame addicts engaged.-A special Fame advertisement is screened at the beginning of every movie, starring veteran actors of The Hindi Film Industry. Other than this, FAME CINEMAS in return offers space for B2B advertisements for: Ad-film screening, Interval Slide, Program Promotional Venues, Lobby Signage. Popcorn Bag sponsorship. Product Sampling and Coupon Distribution. Auditorium hire for product launch/function/conference

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