4P’s Analyzing: The 4 Ps of marketing activities are Product, Price, Place, and Promotion. Think of each of these as a variable which we control. We control everything but the customer themselves. These variables are all interdependent. Taken together, they constitute the Marketing Mix. To analyze marketing mix (4P’s) there needs to collect much information for knowing the customer view of product that will help to the Company for taking the next strategy to increase the market share of this product.
Product
Product is the mix of goods and services that the companies offer to the target market in accordance with the customers’ needs and wants, and designing goods, service or idea that satisfies those wants. This variables consists many things. These are given below: Brand Name: We select Coffee for analyzing the Marketing Mix. So the Brand name of the Coffee is Nescafe
Varity: Nescafe has five categories of coffees, which are—
1. The Coffee Mix 2. 3. 4. 5.
The The Co Coffee ffee Mate ate The The Nes Nesca cafe fe Ara Arabi bica ca Nesc Nescafe afe Tast Taster er’s ’s Choi Choice ce Nesc escafe Gold
Quality: Nescafe is the best qualified Coffee in the market. It has been come from the results of the recent Marketing Research. Design:
Features: We have gotten few features on it from the recent survey, which are— • • •
It provides refreshment refreshment and stay tension tension free for few moments moments It helps to be energetic and active It increases personality
Packaging: It packages by Ploy thin Packs, Box and Can etc
Size: It has different sizes of different categories Coffee, which are given table. Name/weight
Mini 1 gm
18gm
50gm
100gm
150gm
170gm
200gm
400gm
1kgm
The Coffee Mix
No
Yes
No
No
No
No
No
No
No
The Coffee Mate
Yes
No
No
No
No
Yes
No
Yes
Yes
The Nescafe Arabica
No
No
Yes
Yes
No
No
Yes
No
No
Nescafe Taster’s Choice
No
No
No
No
Yes
No
No
No
No
Nescafe Gold
No
No
No
Yes
No
No
Yes
No
No
Indication for table: “Yes” means that this size of coffee is available in market “No” means that this size of coffee is not available in market
Service: Nestle provides their coffees to Dealers and Department Stores. Returns: Nestle provides the expiry date with the Nescafe. If the Nescafe stays unsold in the given date, Nestle will take back the date over Nescafe.
Price:
A crucial part of the marketing mix is the price. Price is the amount of money customers have to pay to obtain the Nescafe. It is determined by the Nestle adding its total cast plus profit margin.
List Price: Name/weight
Mini 1 gm
The Nescafe Arabica
50gm
100gm
150gm
170gm
200gm
400gm
1kgm
150tk
260tk
8tk
The Coffee Mix The Coffee Mate
18gm
2tk
85tk 95tk
152tk
480tk
Nescafe Taster’s Choice Nescafe Gold
260tk
385tk
635tk
Discounts: Nescafe give discounts on the special places. For example Nescafe came to the Bangladesh University of Business & Technology (BUBT) with their own Van and sold their coffee mix 3 in 1 at the 70% discounted prices. Allowance: In few coffees Nescafe provides allowance foe their customers. For examples if a customer purchases 50gm Arabica Beans, he or she will get free a Coaster. Payment Period: Nescafe give payment benefits to their desired dealers for a week only. After one week they have to pay them. Credit Terms: No credit term is used.
Place:
Place is the company activities that make the product available to target consumers. Nestle try to keep available Nescafe in the market at the right time and reach in convenient locations to keep customer.
Channel: They use the following channel to reach Nescafe target customers.
Nestle
Nescafe
Whole Sellers
Retailers
Customers
Coverage:
Nescafé in the Community Argentina, Australia, Austria, Bangladesh, Belgium, Brazil, Bulgaria, Cambodia, Cameroon, Canada, Chile, China, Colombia, Czech Republic, Denmark, Dominican Republic, Ecuador, Egypt, Finland, France, Germany, Greece, Hungary, India, Indonesia, Ireland, Israel, Italy, Ivory Coast, Jamaica, Japan, Jordan, Kenya, Korea, Laos, Malaysia, Mexico, Morocco, New Zealand, Nigeria, Norway, Pacific Islands, Pakistan, Panama, Paraguay, Peru, Philippines, Poland, Portugal, Russia, Singapore, South Africa, Spain, Sri Lanka, Sweden, Switzerland, Thailand, Trinidad and Tobago, Turkey, Ukraine, United Kingdom, United States, Uruguay, Venezuela, Vietnam, Zambia. Location: Location is the important concept for marketing. Now Nestle emphasizes on it. They try to enter in all market. Nescafe was high & middle level drinks but now it enters in the lucrative market through the mini pack
Inventory:
Transport: Nestle has transport to reach Nescafe target Customer in convenient locations.
Promotion: Promotion is activities that the merits of the product and persuade target customers to buy it Promotion can be aimed at increasing public awareness of an organization and of new or existing products.
Sales Promotion: Nescafe gives free ready coffee in special location or in special place.
Advertising: Nestle has made many advertisements to introduce with Nescafe and attracts target
customers to make purchases. They advertise by TV, leaflet, poster, Banner and face to face.
Sales Forces: They don’t use the sales forces.
Public Relations: They have taken programs that the sales will take place through making relation to their target customers. For example to create public relation, Nescafe came to the Bangladesh University of Business & Technology (BUBT) with their own Van and sold their coffee mix 3 in 1 at the 70% discounted prices. Direct Marketing: The Direct Marketing concept is very popular and easy way to reach target customers.they has Web Site for customers to get idea and information about the Nescafe.
