1. Marketing Winter 20001 THE MARKETING MIX Session 6 Tuesday, April 11 2000

2. Marketing Winter 20002 SESSION OUTLINE The marketing mix and the product life cycle The marketing mix and positioning Course review

3. Marketing Winter 20003 THE MARKETING MIX Product Price Place Promotion

4. Marketing Winter 20004 PRODUCT Name Logo, colours Tangible attributes Other (packaging, format, …)

5. Marketing Winter 20005 PRICE Price points Pricing methods (cost-plus, competition, demand) Price policies (promotional discounts, volume discounts, timing of purchase discount, …)

6. Marketing Winter 20006 PLACE Distribution network (direct vs. Indirect) Level of integration with channel members (corporate, franchises, administered) Market coverage (exclusive, selective, intensive) Types of middlemen (merchant, broker)

7. Marketing Winter 20007 COMMUNICATION Mass vs. personnal communication Push vs. Pull strategy Communication tools Planning the campaign

8. Marketing Winter 20008 INTRODUCTION Product Price Distribution Communication Simple Based on costs Selective Increase awareness, knowledge

9. Marketing Winter 20009 GROWTH Product Price Distribution Communication Add new attributes Competitive Intensive Increase number of users

10. Marketing Winter 200010 MATURITY Product Price Distribution Communication Introduce new models Lower than competition Intensive Maintain loyalty

11. Marketing Winter 200011 DECLINE Product Price Distribution Communication Eliminate weaker brands High profit margin Selective Maintenance