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Snapple Marketing Plan

The Marketing Mix

The marketing mix is the balance of marketing techniques required for
selling the product. It's components are often known as the four Ps:

* Price - the price of the product - particularly the price compared
to your competitors - is a vital part of marketing. There are
several possible pricing techniques, which I will explain about
further on.

* Product - targeting the market and making the product appropriate
to the market segment you are trying to sell into

* Promotion - this may take the form of point of sale promotion,
advertising, sponsorship or other promotions.

* Place - this part of the marketing mix is all about how the
product is distributed. Current trends are towards shortening the
chain of distribution.

In the past many firms have been what could have been described as
product-oriented. They produced a product and spent their energies
marketing this product. There was little flexibility for individual
customers or segments of the market. Firms now tend to be
market-oriented. This means that they are flexible and adaptable to
the demands of the market. They aim to change the product as necessary
to satisfy their customers. I think with my coca-cola hooded
sweatshirt I am going to be a bit product-oriented and a bit
market-oriented, to try to get the best out of it.

The marketing mix is central to marketing. It describes an interactive
blend of factors contributing to successful marketing. Companies
utilise the mix to define their strategies and provide a framework for
a marketing plan. The marketing mix includes:

? Product

? Price

? Place

? Promotion

PRODUCT

The products exist for customers. If they do not suit customer needs,
they are not successful. A product should:

* Function well

* Attract customers

* Offer benefits to customers

* Develop with trends

When I'm deciding on what to do with the product I think it is
essential for me to understand about product...