PROVIDENCE PROFESSIONAL INSTITUTE

School: Engineering and Management

Workshop: Marketing Mix

September 30, 2016

Index..................................................................................................................................................0
Introduction.......................................................................................................................................0
Team work.........................................................................................................................................1
Development......................................................................................................................................2
1.- Description of the Target Market according to the variables of the Market Segmentation
process...........................................................................................................................................2
2.- Product......................................................................................................................................3
3.- Price..........................................................................................................................................3
4.- Square.......................................................................................................................................4
5.- Promotion.................................................................................................................................4
Conclusion..........................................................................................................................................5
Bibliography.......................................................................................................................................6

Introduction

In the following work we will put into practice what we learned in Module 3 of this subject,
working based on marketing tools and integrating among themselves, the analysis of the
product and the choice of the type of place, price and appropriate production.

Likewise, our target market will be analyzed to develop our perspective as future
professionals, strategically focusing our efforts and satisfying our clients, to highlight our
service or product in the market.
As Peter Drucker says: “The result of a good business is a satisfied customer.”

Team work

Your work team must establish the bases of the Marketing Mix for the following
product:

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It is requested that in the development of the work you detail the following:

1.- Description of the Target Market according to the variables of the Market Segmentation
process.

2.- Product:
- Type of product according to main category
- Justification of the type of product selected according to the market it targets

3.- Price:
- Pricing method to be established
- Justification of the method to be used according to the type of product or other variables
that they consider relevant

4.- Square:
- Type and shape of the distribution channel
- Justification of the use and selection of intermediaries, in relation to the variables Product
and Price

5.- Promotion:
- Promotional Mix Tools to use
- Justification of the selected tools, and relate coherently with the variables Product, Price
and Place, and with the Target Market identified at the beginning of the work.

Development

1.- Description of the Target Market according to the variables of the Market Segmentation
process.

2
To begin this analysis we want to name the product “car-scooter”. We imagine a company
that is located in the south of Chile, with branches in the main cities, spanning from Region
VI to Region XII.

Regarding our product, we want it to reach mainly men and women in the middle of their
reproductive stage, from the middle – upper-middle and upper class, with a tendency
towards a sporting and/or recreational lifestyle who seek to make the care and
transportation of your children with the freedom of movement.

The idea of the segmentation process is to really go through the process, that is, to detail
each aspect of each variable, because otherwise what happened to you happens, that the
description is very broad, very light, and therefore, not segmented enough.

2.- Product :

- Type of product according to main category .

The “scooter car” is a Comparative Purchase Product.

- Justification of the type of product selected according to the market it targets .

We think that the “scooter car” is a Comparative Purchase Product, since it will not be
purchased as frequently (like food, for example) and it is a purchase with a relatively high
cost, resulting from the decision made between different options, considering price,
frequency of use, quality, benefits, style, among others.

GOOD

3.- Price :

- Pricing method to be established .

To set the price of this product, we want to mix between Product Cost and Market.

- Justification of the method to be used according to the type of product or other variables
that they consider relevant .

We consider that what is described above is the ideal way to set a price for such an
innovative product; On the one hand, we have the cost of the product, estimated at
$80,000 (eighty thousand pesos), from which we must start to obtain a profit from its sale
and, on the other hand, the average value of bus cars and bicycles. low-end (taking into
account that the product is a useful and practical mixture of both), valued at $100,000 (one
hundred thousand pesos).

If it is an innovative product, if I were you I would set a price higher than the market
average, especially if you have such a small margin. The target market is a market that is
willing to pay more for something like this. That is why it is important that they detail the
target market well, and almost personify it, that they can identify what type of person they
are addressing.

3
4.- Square :

- Type and shape of the distribution channel .

The chosen one is the Short Indirect Channel.

- Justification of the use and selection of intermediaries, in relation to the variables Product
and Price .

Our “car-scooter” product will be taken to strategic points of sale where it is accessible to
the type of customer we are targeting. Furthermore, within the price we will include the
transfer of the units, transportation carried out by our own company. We will then work,
delivering the product to retailers and they will make the sale to the final customer.
It will be done this way, since the “scooter car” is a product that has little merchandise
turnover, as well as normal baby strollers or car seats for babies. Therefore, also
considering that it is a unique product of our company, we think it would be a waste to
invest in its own point of sale.

GOOD

5.- Promotion :

- Promotional Mix Tools to use .

To use our product well we will use:

- Advertising
- Merchandising
- Direct marketing

- Justification of the selected tools, and relate coherently with the variables Product, Price
and Place, and with the Target Market identified at the beginning of the work.

Advertising will be carried out with posters located in strategic points of each city and in
the points of sale where the product is located, in addition, commercials will be carried out
in mass media (television, radio, magazines, newspapers) and social networks and will
begin for a reasonable period of time. with information stands in each city.

Merchandising will be carried out in conjunction with the information stands, to show the
use and benefits of our product.

We will also use Direct Marketing, relying on email databases and our social networks, to
send advertising and news to each of the potential clients.

Why these tools and not others? The justification is missing

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 Conclusion

We were able to realize that it is very important to identify and know the client to
whom we will direct our efforts (the “4Ps”) through market segmentation, otherwise,
we will offer a product to people who do not need it and there will not be enough
demand to achieve a successful sales level.

It is also evident that there must be congruence between the “4Ps”, each tool is
useful for a purpose and, obviously, if we do not use the appropriate tool for a
screw, we will never be able to install it.

5
 Bibliography

Study material Module 3 Commercial Administration

Target market:
[Link]

Classification of Goods:
[Link]

SCORE
According to the rubric, each aspect mentioned considers a maximum of 100 points.
1.- SEGMENTATION: 50 points
2.- PRODUCT: 100 points
3.- PRICE: 75 pts
4.- PLACE: 100 points
5.- PROMOTION: 50 points
WRITING AND SPELLING: 100 pts
TEAMWORK: 100 points
FORMAL ASPECTS AND STRUCTURE: 100 points

NOTE according to rubric = 5.7