Please enable JavaScript.
Coggle requires JavaScript to display documents.
Marketing Mix - Coggle Diagram
Marketing Mix
"NPD" (new product development)
New product planning
tools
SWOT
Ansoff's matrix
analysis
environment
micro
competitive position
organisation
differential advantage
competitors
macro
marketing information
Idea generation
research laboratory
periodic review
product replacement
product suggestions
internal
external
serendipitous suggestions
staff
supplier
customer feedback
distributors
competitor
copied
collaboration
Idea screening
team
manufacturing
R&D
marketing
criteria
real :question:
market
need/desire
buyable?
market size sufficient
will buy
product
clear concept
produceable
will satisfy
winnable :question:
competitive product :question:
advantage
stustanable advantage
competitors reponse
company competitve
superior resources
appropriate management
understand+respond market
worth doing :question:
profitable+acceptable risk
cost & return forecast
acceptable risk
launch = straticig sense
fit growth strategy
acceptance = top management
concept testing
words/images
target consumer
feedback =
questions
atracktiveness
benefits/use
purchasing intensions
refining ideas
pre- development
Market/business analysis
market strategy
target market
first year
planned value
planned price
distribution
maketing budget
goals
sales
market shares
profit
Product development
prototype
consumer reaction
Test marketing
prototype product
target consumers
marketing mix (P's)
testing
laboratory
virtual store
simulated
consumer panel
controlled
limited real market
standard
cheaper=
full product roll-out
Commercialisation
full scale launch
The "P's"
Historically
4"P's"
Product
benefits
Augumented product
Installation
After-sale service
Delivery and Credit
Warranty
Actual product
Brand
Features
Styling
Quality
Packaging
Core product
benefit/service
types
convenience
low investment
milk
shopping
rare
furniture/computer
Speciality
expensive
luxury
unsought
little
interest
knowlege
place
distribution
price
promotion
advertising
Service offerings
7 "P's"
Price
product
place
promotion
people
physical evidence
process
contemporary
5 "P's"
product
place
price
promotion
people