Among those 4 Ps, there is a solid connection as no step can be skipped. The initial step of the marketing mix is the product because the firm is required to have some product before going into the market. Before determining the prices and type of distribution, the characteristics of the product is required to be known. The product in the marketing mix leads to the reference of goods and services which are being offered in the product. The product can take any form whose classification falls into two categories, namely, business goods and commercial goods. Similarly, the service could be anything such as accounting services, banking, and so on. The product is not only confined to any tangible item; instead, it is inclusive of an adequate brand name and reputation of the company as well. Secondly, the consideration of pricing strategy is made. The price of the product is generally referred to as the valuation of the product. Indeed, the product price is governed by the costs associated with the production of the good. The price performs much pivotal role in the success or failure of the product. Ultimately, it is regarded as the unavoidable factor in consumerâ€™s decisions. The valuation of the product is dependent on the value offerings made by the products. As long as the value offerings of the product would rise, the product price would start increasing. After deciding these strategies, the company needs to formulate the channel of distribution, which would determine the criterion by which these products would be reached to the end consumers. The firm could directly sell these goods by establishing its outlets across different regions of the targeted market. It could also adopt an online platform for making direct sales. Or else, the firm could adopt indirect distribution channel as these products could be sold by placing the relationships of wholesalers and retailers, franchises, and so on. The next step is making full awareness of the products to the customers. For this, promotional strategies should be formulated. Promotional strategies are meant as the strategies used for influencing the customers so that they could purchase the products. Majorly used strategies are advertisement and sales promotion. The investment in the promotional aspect requires huge investments. Also, it creates an imprint of the firm in whole dimensions of the market.
Benefit of Marketing Mix
The major benefit of the marketing mix is the increased level of reputation of the company. The promotional strategies formulate an optimal status symbol of the brand. As a result, the company finds it beneficial to invest much time and money because it offers gains for the stipulated time period. It also makes the company to be competitive by using product mix, price mix, and promotion mix strategies and making its customer base stronger.
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