Major Elements of Marketing Mix Sub Elements

Product Design
Product Positioning
Product Name & Branding
Product Packaging & Branding
Product Line-Depth and Breadth
Level & Type of Customer servie
Product Warranty

Manufacturer,Wholesaler,Retailer Selling prices

Terms and conditions
Price
Discount Policies
Skin Vs Penetration Policies

Direct Vs Indirect Channels

Channel Length
Place Channel Breadth (How many-
Intensive,selective,exclusive)
Channel Functions

Advertisements
Sales Promotion-Consumer,Trade,Trade shows
Promotion (Marketing Communications)

Sales Force
Public Relations
Direct Marketing (Mail,Catlog),Telemarketing

Employees of service provider

Service suppliers
People

1.Supplier-Service Provider-Customer
2.processes,Functions and practices through which
customer will encounter
Process

Physical Property through which services will be

rendered

Physical Evidance
 Receipts of any kind
Incremental performance which will be visible after
service consumption
Physical Evidance
Online Service
(Website)

Call centre and Physical Branches

 Marketing Mix (4 Ps) Product:
Product:what is your offer?
o

Air Tickets
Hotel Booking-
Car Bookings
Holiday Packages
Basic Products
Road Trips
Bus Tickets
Rail
B2B Local Agents
3000 Flight Tickets
Daily Target 300 Hotel Room Nights
50 Holiday Packages
?

50% Market Share

 PRICE:
How do you set a price?

A What is a price to dealer and Retailer?

Eg. Pune to Goa (Round Trip)
What are discounts and schemes are you having? Spice Jet-Rs.15177/-
What are the terms of cash & Credit to channel partners? Spice jet Through MMT-15929/-
MMT Margin at 4%-Rs.637.16/-
What is the final price to consumer? Purchase from Spice Jet-
Rs.15299.84/-
Money Back Gurantee
Visa-Kingfisher offer
Lowest Airfare Guarantee
Margin on Airtickets 4% to 8%
Hotel Bookings 8% to 12%
Holiday Packages 12%

Eg. Heritage
Heritage Vill
Rs.4008/-
Heritage Vill

(Per hotel N
ound Trip)
/-
MMT-15929/-
-Rs.637.16/-
e Jet-

Eg. Heritage Village Club,Goa

Heritage Village Through MMT-
Rs.4008/-
Heritage Village Club-11217/-

(Per hotel Night Charges)

 Place:

How do you deliver the product or serivce?

Channel Options
Online Service 1 90% Business share
2 Search engine-To have lowest price quote
1 -To have customised package of holidays
3 Link with suppliers to check availability
4 Partner linkage system-Eg. Franchise,Hotel,Insurance etc.
2 Call centre and Physical Branches 10% Business share

https://www.makemytrip.com/
 Promotion
Which tools will you use to communcate the product effectively?
What message will you communicate?
How much budget are you having for communication?

Communication-One stop shop-Lowest Prices

Purpose -To Build Excitement,Communicate strong proposition,Grab Attention

Budget-30 Crore TV 40%

Internet 30%
Out door 5%
Print 5%
BTL 5%
Analytics
and PR 15%

Media- Print Strip Bottom Ad

Banners out side Airport and

Outdoors- on road side

Internet- Frame spot,Page Tear,Shoskele

TV-
TV Commercial Time-20 Sec
Time- 06-12:00 pm 60%
RODP 40% 50% on
Beach TVC Week ends

Celebrity TVC

Viral Campaign
 People
Total No.- 650
Telecallers-

Team of 650
 Airlines

Car Rentals

Tour MMT Consumer

Operators Suppliers Online
Interface

Hotels

Process-B2C Model
Consumer
 Physical Evidance
Offices in -20 Cities

India-44 Retail Outlets

International -3 Retail Outlets

Franchises-