the marketing mix
DESCRIPTION
Marketing Mix explained with examples - Clinic shampoo, Vicks...TRANSCRIPT
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FORMAT OF SESSION
• HOW THE MIX ELEMENTS WORK IN TANDEM.
• HOW THE MIX ELEMENTS CHANGE FOR DIFFERENT PRODUCT MARKET SITUATIONS.
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THE MARKETING MIX
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CLINIC SHAMPOO
• PLATFORM OPTIONS: COSMETIC OR MEDICATED.
• WITHIN MEDICATED: PROPHYLACTIC OR SPECIFIC.
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CLINIC – THE RESEARCH
• SURVEYS SHOWED THAT DANDRUFF WAS A PROBLEM IN INDIA.
• DANDRUFF REMOVAL WAS BY A BRAND CALLED “SELSUN” – A MEDICINE.
• SHAMPOOS: NOT USED FOR DANDRUFF REMOVAL.
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CLINIC – THE PLATFORM
• “THE SHAMPOO WHICH REMOVES DANDRUFF”.
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IMPLICATIONS
• CLINIC IS A SHAMPOO.• IT IS NOT A COSMETIC.• IT REMOVES DANDRUFF.• IT HAS MEDICINAL ABILITIES.
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WORKING IN TANDEM
• THE “P” WHICH COMMUNICATES WITH THE AUDIENCE IS PROMOTION?
• IF OTHER “P”s ALSO COMMUNICATE, COSTS ARE SAVED.
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CLINIC - THE PRODUCT
• COLOUR: BLUE – “DISTANCE”.• PACKAGING: NOT “FRIVOLOUS”.• NAME: “CLINIC”.
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CLINIC - THE PRICE
• HIGHER: WILL IT DRAW CONSUMERS?
• LOWER/AT PAR: WILL THE PLATFORM BE CREDIBLE?
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THE PLACE
• DISTRIBUTION DECISIONS ARE AFFECTED BY TWO VARIABLES – LEVEL OF INVOLVEMENT AND THE BASKET OF GOODS.
• CONCEPT OF “DEPTH” AND “WIDTH”.
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CLINIC - THE PLACE
• BASKET OF GOODS: MEDICINE STORES.
• LOI: HIGHER THAN COSMETICS – HENCE LIMITED AVAILABILITY WITH RESPECT TO WIDTH VIS-À-VIS COSMETIC SHAMPOOS.
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CLINIC - THE PROMOTION
• BY NOW, YOU HAVE TOLD THE CONSUMER THAT WE ARE MEDICINAL, AND NOT A COSMETIC.
• ALL THAT PROMOTION HAS TO DO IS TO SHOW HOW IT WORKS.
• HENCE, “SHOW HOW, BEFORE AND AFTER” + USAGE OF MASS MEDIA.
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VELVETTE
• THREE MAJOR PROBLEMS: HLL, PONDS AND COLGATE PALMOLIVE.
• OBJECTIVE: TO LAUNCH A COSMETIC SHAMPOO WITHOUT WAKING THE GIANTS.
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PHYSICS OF A LAUNCH
• THE CONCEPT OF “MOMENTUM” IN PYHSICS.
• EQUALLY APPLICABLE IN MARKETING.
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HOW DO WE DO THIS?
• HOW CAN WE LAUNCH A PRODUCT WITHOUT WAKING UP THE GIANTS?
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VELVETTE -THE SOLUTION
• DO NOT EAT INTO THE GIANT’S MARKET SHARE – BRING IN NEW CONSUMERS.
• DO NOT BE AVAILABLE IN THE SAME OUTLETS AS THE GIANTS – THE PLACE STRATEGY SHOULD REFLECT THIS.
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THE RESEARCH
• SHAMPOOS HAD CROSSED THE STAGE OF “FEAR OF CHEMICALS”.
• THE BOTTLENECK TO GROWTH WAS “COST OF TRIAL”, ALSO KNOWN AS “DOWN PRICE BARRIER”.
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VELVETTE - PRODUCT
• FIRST TO USE SACHETS.• MAIN OBJECTIVE: BRING IN NON-
USERS.
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VELVETTE - PRICE
• RS 1/- IS THE COST OF TRIAL.• COST OF TRIAL REDUCED FOR
RETAILER.• NOT COST EFFECTIVE FOR
EXISTING SHAMPOO USERS.
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VELVETTE - PLACE
• THE PAAN SHOP WAS THE MAIN OUTLET, AVOIDING THE GIANTS.
• MAIN TARGET AUDIENCE: MEN.• SHELF SPACE CREATION.
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VELVETTE - PROMOTION
• THE “WHOLE FAMILY” USES IT.• PREPARING THE GROUND FOR
LAUNCH OF THE BOTTLED VARIANTS WHEN MOMENTUM HAD BEEN GAINED.
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VICKS COUGH DROPS
• PURCHASE OF DRUGS IS DIFFERENT FROM OTHER PRODUCTS.
• BUYER, INFLUENCER (DOCTOR), CHEMIST AND COMPANY ARE 4 PLAYERS IN THIS TRANSACTION.
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THE PHARMA “CYCLE”
• THE RELATIVE IMPORTANCE OF THE 4 PLAYERS DEPENDS ON THE DEGREE OF SERIOUSNESS ATTACHED TO THE AILMENT.
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THE VICKS PLATFORM
• VICKS FELT THAT COUGHS WERE SO COMMONPLACE THAT THE KEY DECISION MAKER IS THE CONSUMER. HENCE, TARGET THE CONSUMER WITH THE PLATFORM OF “CONVENIENT RELIEF FROM COUGHS”.
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THE BIG RISK
• YOU WILL PERMANENTLY ALIENATE DOCTORS – AND IT’S A ONE WAY TICKET.
• CONVERT THE PRODUCT INTO A FMCG FROM A DRUG. REORGANISE INTERNAL MINDSETS.
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VICKS – THE PRODUCT
• TASTE: NOT TOO “MEDICINY”.• COLOUR: NOT “FORBIDDING”.• PACK: FRIENDLY.
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VICKS – THE PRICE
• HIGHER: DANGEROUS?• LOWER: ARE YOU A COUGH
REMOVER OR A LOZENGE?
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VICKS – THE PROMOTION
• TELL THE CONSUMER THAT A COUGH IS NO BIG DEAL. IT’S “KHICH KHICH”.
• EVEN A CHILD CAN TELL YOU THE SOLUTION TO “KHICH KHICH”.
• THE LION KING.
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VICKS – THE PLACE
• BASKET OF GOODS: MEDICINE SHOPS.
• CONSCIOUS STRATEGY AND A GAMBLE: PAAN SHOPS.