1. MGT601 SME MANAGEMENT

2. Role of Marketing in SME – III
Lesson 34
Role of Marketing in SME – III

3. Chapter Learning Objectives
This lecture deals with;
Product Mix
Advantages of Product Mix
Demerits of Product Mix
Development of New Product
Export Promotion Zone Authority

4. Product Mix
A range of associated products that yields larger sales revenue when marketed together than if they were marketed individually or in isolation from others.
It refers to number of products offered by a company. It is not uncommon to find small firms selling multiple products. Product mix is done to optimize profits.

5. Advantages of product mix
1. It enables the firm to serve different segments of the market.
2. It gives steady sales & profits to the firm.
3. The firm can keep all its bases covered.

6. Demerits of Product Mix
1. It makes greater demand on firm’s resources in the form of increased investment in production facilities and inventory.
2. Marketing Problems.

7. Continued….
The firm should weigh the pros and cons of a wider versus narrow product mix. The ultimate decision would rest on such considerations as the available resources, existing and future market opportunities and strategies of competitors.

8. Continued…..
Phillips Kotler has suggested the following indicators of firm’s sub optional product mix;
1. Disproportionately high percentage of total profits from a few products;
2. Insufficient product breadth to exploit sales force;
3. Excessive productive capacity on a chronic or seasonal basis;
4. Steadily declining sales or profits.

9. Development of New Product
Small firms should consider the frequent introduction of new or improved product as part of their market strategy.
The procedure for generating new product ideas and implementing them is described below:

10. Development of New Product…..
1. Making creative Search for new product ideas
2. Scrutiny of ideas for their worthwhile ness
3. Evaluating whether the idea is compatible with firm’s objectives
4. Establishing technical and market feasibility
5. Reviewing internal resources and capabilities
6. Product development and product testing
7. Test Marketing
8. Commercial sales

11. State Assistance in Marketing
Export Promotion Bureau.
Export Promotion Zone Authority.
Small & Medium Enterprise Development Authority.
Export Promotion Bureau Exhibitions

12. Export Promotion Zone Authority
EPZA is committed to provide quality services to achieve the national goal of "Export for Progress." Zones provide a number of tax incentives, facilities and developed infrastructure to our investors through one-window operations. We invite you to invest in Pakistan’s Export Processing Zones and grow your business.

13. Marketing Support to SME Packaging Support
Small & Medium Enterprise Development Authority (Marketing Services Division)
Internal Support
External Support
Marketing Support to SME
Packaging Support
Advertisement & Media Support

14. SMEDA (Marketing Services Division)
Internal support
External support 􀂾 Marketing support to SME 􀂾 Packaging support 􀂾 Advertisement and media support

15. Marketing Facts (A World Bank Survey)
Most small enterprise work for domestic center.
Only 8% work in export sector
4% work for govt. sector
Tough bargaining on price 36%
Credit customer 34%
28%are optimistic to grow in the next 2 years while the real number is 30%

16. Thanks you
Happy Learning,
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