Authors :
Karibasavaraja D; Sudeep Y; Suhas P; Sohan Kumar S.K; Thushara V
Volume/Issue :
Volume 8 - 2023, Issue 1 - January
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3IcsIsO
DOI :
https://doi.org/10.5281/zenodo.7646326
Abstract :
The marketing mix refers to the combination
of factors used by brands to get the right response from
the people they are targeting. The 4Ps make up a typical
marketing mix Price, Product, Promotion and Place. The
4Ps of marketing is a model for enhancing the
components of your marketing mix the way in which you
take a new product or service to market. It helps you to
define your marketing options in terms of price, product,
promotion, and place so that your offering meets a
specific customer need or demand. All the elements of the
marketing mix influence each other. They make up the
business plan for a company and handled right, can give it
great success. It helps in fixing the right price for
organization's goods and services based on information
collected by market research. Strategy ensures effective
departmental co-ordination. It helps an organization to
make optimum utilization of its resources so as to provide
a sales message to its target market. The authors
introduce the concept of the marketing mix and explain
how the 4Ps (price, product, promotion, and place) make
up a typical marketing mix. They discuss how the 4Ps can
help a company to define its marketing options and make
the best use of its resources. The study then focuses on the
marketing mix strategies employed by Joy ice-creams,
with the aim of understanding consumer behavior and
dynamics. The authors use traditional market research
methods to analyze data, perform a SWOT analysis, and
provide conclusions and suggestions for improving the
company's marketing strategies.
Keywords :
ECR - Efficient Consumer Response; Marketing Selection; Segmentation; Positioning; Customer Inclination; SWOT Analysis; Loopholes; 4Ps; Distinct; a Prerequisite; Tried- and- True
The marketing mix refers to the combination
of factors used by brands to get the right response from
the people they are targeting. The 4Ps make up a typical
marketing mix Price, Product, Promotion and Place. The
4Ps of marketing is a model for enhancing the
components of your marketing mix the way in which you
take a new product or service to market. It helps you to
define your marketing options in terms of price, product,
promotion, and place so that your offering meets a
specific customer need or demand. All the elements of the
marketing mix influence each other. They make up the
business plan for a company and handled right, can give it
great success. It helps in fixing the right price for
organization's goods and services based on information
collected by market research. Strategy ensures effective
departmental co-ordination. It helps an organization to
make optimum utilization of its resources so as to provide
a sales message to its target market. The authors
introduce the concept of the marketing mix and explain
how the 4Ps (price, product, promotion, and place) make
up a typical marketing mix. They discuss how the 4Ps can
help a company to define its marketing options and make
the best use of its resources. The study then focuses on the
marketing mix strategies employed by Joy ice-creams,
with the aim of understanding consumer behavior and
dynamics. The authors use traditional market research
methods to analyze data, perform a SWOT analysis, and
provide conclusions and suggestions for improving the
company's marketing strategies.
Keywords :
ECR - Efficient Consumer Response; Marketing Selection; Segmentation; Positioning; Customer Inclination; SWOT Analysis; Loopholes; 4Ps; Distinct; a Prerequisite; Tried- and- True
