Marketing Mix: Marketing Mix Of Amul Chocolates

Marketing mix: The group of actions performed by a company to promote its brand in market. It has 4 P’s price, product, promotion and place. Nowadays it has been extended to Ps: people, process and physical evidence and Cs: cost, consumer and competitor.

Product: Item being sold. Amul has a very wide product market. It consists of mainly dairy products example: butter, cheese, milk, paneer, ice-cream, etc. The only product in which amul is suffering is amul chocolates. They have a large market being the biggest reason to the sustainable competitive advantage.

Price: Value put for a product. It depends on costs, segment, market’s ability to pay, supply-demand and other factor Amul has penetrative or low cost pricing which goes into play only

It has low cost and targets group of people. Example: cars using energy efficient models are publicized in niche markets.

Subliminal marketing:

It is the process in which the unconscious mind of consumer is used to promote messages such that he does not know and is done through images and sound. They change their attitude while listening to the advertisement. Example: supermarket containing many products and also to separate the best from the rest they use subliminal marketing. It unconsciously entices the customers to buy the products.

Surrogate marketing:

It is the process in which the companies using banned products has used extensions which are legal and advertise brand name as that of banned products. Example: Tobacco and alcohol producing company, a liquor shop introduced apple juice with that as same name. Thus the company can save and can promote their banned products from media apple juice being the surrogate of the liquor which is not even publicised to the customers. It is also done when those two products are sold better when they are together and hence increases the value of that as

Old products lose their importance and new product’s demands increases and so they are now investing in the development of the new product. They have 4 stages. They are:

Introduction stage: This stage is most expensive as new product is launched and the size of market is small and the cost of the research and development and consumer testing is very high.

Growth stage: In this stage strong growth in sales and profit takes place and the company makes profit through economies of scale, profit margins and the overall profit will increase and hence invest more money in promotional activities to maximize their potential.

Maturity stage: In this stage the product is established and manufacturer maintains the market share. This is the most competitive period and does modification and improvement in the product and hence provides competitive advantage.

Decline stage: In this stage the market of that product starts shrinking as the market becomes saturated as the customers are switching to different products. This is inevitable and customers are now switching to new and cheaper products. Example of traditional TV