4p

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 herself. 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 Coffee Mate The Nescafe Arabica Nescafe Taster’s Choice Nescafe 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 and stay tension free for few 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 Coffee Mix The Coffee Mate The Nescafe Arabica

18gm

50gm

100gm

150gm

170gm

200gm 400gm

1kgm

85tk+ vat

150tk+ vat

260tk+ vat

8tk+ vat 2tk+ vat 95tk+ vat

152tk+ vat

Nescafe Taster’s Choice Nescafe Gold

260tk+ vat 480tk+ vat

385tk+ vat

635tk+ vat

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

Whole Sellers

Retailers

Customers

Coverage: Location: Location is the important concept for marketing. Now Nestle emphasizes on it. They try to enter in al 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.