This slide shows the 4P's of marketing with reference to Cadbury. The marketing mix has been explained with the animation of product, price, place and promotion.

2. PPPP4P
Product Price
Promotion Place

3. Product
• Refers to the goods and services you offer to your customer.
• Product Attributes:
• Quality
• Some people really want quality vs. others that don’t really matter.
• Features
• How will your product/service differ from the competition?
• Design
• How is it going to look?
• Consumers often will purchase because “it looks cool”
• Warranty
• What is the Warranty of your Product?

5. Price
• Price refers to how much you charge for your product or service.
• Must consider the costs of all the inputs (materials, labour, etc)
• Mark-up Price – How much profit do you want to make on every
product/customer
• Different Pricing Strategies
• Competitive – basing your prices on those of the competition
• Penetration – pricing low just to get some business for new entrants.
• Bundle – putting the product with another item and bundling the
prices.
• Skimming – product at high price for affluent customers.
• Psychological – based on price that looks better. For eg: Rs 199.99
looks better than Rs 200.

7. Place
• Simply refers to how & where you are going to sell the product
to the consumer
• Direct Distribution – selling your product directly to the
consumer
• Brick & Mortar vs. Virtual Store
• Indirect Distribution – sold through a 3rd party
• What retailers are the best for reaching your Target Market?
• Market Coverage:
• Intensive Distribution
• Selective Distribution
• Exclusive Distribution

8. Promotion
• Promotion refers to the advertising and selling part of marketing.
• It is how you let people know what you have got for sale.
• A successful product or service means nothing unless the benefit
of that product/service can be communicated to the Target
Market
• Celebrities endorsements.
The big factor that has pushed up cdm sales is the Amitabh
Bachchan campaign. Cadbury appointed Amitabh
Bachchan as its brand ambassador.

9. BuzzSales
AdvertisingPublic Relations

10. Marketing Concept