Marketing Mix

In
Logistics Industry
&
Telecommunication Industry
 Marketing Mix

Marketing is the management process

responsible for identifying, anticipating and
satisfying consumers' requirements
profitably.
 7P’s can be defined as-
Product
The product aspects of marketing deal with the
specifications of the actual goods or services,
and how it relates to the end-user's needs and
wants. The scope of a product generally
includes supporting elements such as
warranties, guarantees, and support
Pricing
This refers to the process of setting a price for
a product, including discounts. The price need
not be monetary - it can simply be what is
exchanged for the product or services, e.g.
time, energy, psychology or attention
 Promotion
This includes advertising, sales promotion, publicity, and
personal selling, and refers to the various methods of promoting
the product, brand, or company.

Placement or distribution
refers to how the product gets to the customer; for example, point
of sale placement or retailing. This fourth P has also sometimes
been called Place, referring to the channel by which a product or
services is sold (e.g. online vs. retail)
People

Any person coming into contact with customers can

have an impact on overall satisfaction. Whether as part
of a supporting service to a product or involved in a
total service, people are particularly important because,
in the customer's eyes, they are generally inseparable
from the total service. As a result of this, they must be
appropriately trained, well motivated and the right type
of person.
Process
This is the process involved in providing a service and the
behavior of people, which can be crucial to customer

satisfaction.

Physical evidence
•Unlike a product, a service cannot be experienced before it is
delivered, which makes it intangible. This, therefore, means that
potential customers could perceive greater risk when deciding
whether to use a service.
•To reduce the feeling of risk, thus improving the chance for
success, it is often vital to offer potential customers the chance
to see what a service would be like. This is done by providing
physical evidence, such as case studies, testimonials or
demonstrations.
 7Ps in logistics industry
Product services (transportation, supply chain management,
warehousing)
Price in a logistic industry pricing strategy is based on 3
approaches
• Customer centric approach-
According to this strategy different prices are charged to different customers
depending on their orders
• Service centric approach-
What all services are provided to the customer and accordingly prices are
charged.
• Cost centric approach-
Cost +margin
Place in order to serve the maximum no. of people ,the company
choose a place where they can fulfill all the needs of the customer
in serving their customer with better quality of technological
services in economic price and through reliable sources.
Promotion
Every logistic company is to provide complete end
to end supply chain solution to their customer. So
while promoting their brand they should highlight
those core strength which are distinctive.
Every customer has different needs, according to the
strengths highlighted in their promotional activities,
customers choose logistics company which can
fulfill their need / requirement completely.
Process

process can be defined as set of activities in order to produce output.

1) All the marketing activities carried on by logistic company help them in taking
orders from different manufacturing companies.

2) Prices are negotiated on the basis of pricing strategy

3) Orders are taken as per the requirement of customers

4) Committed delivery is provided to the customer with the help of technologies like
TPS (transaction processing system), GPS (goods processing system), calling facility
etc

5) Anywhere cheque deposition facility is provided to the customers.

People
Many services of the logistics company depend on direct,
personal interaction between customers and a firm’s
employees.

The nature of these interactions strongly influences the

customer’s perceptions of service quality.

Customers will often judge the quality the services they

received based on their assessment of the people providing
that services.

Customer also judges the service on the basis of word of

mouth or past experiences.
Physical evidence
The appearance of buildings, landscaping, vehicles,
interior furnishing, equipments, staff members, sign,
printed materials and other visible cues of Logistics
Company provide tangible evidence of a firm’s
service quantity.
This industry manages physical evidence carefully as
it knows the profound impact on customer’s
impressions.
7 P’s Telecommunication

Industry
Product
Telephone service via wires and cables that connect customers’ premises
to central offices maintained by telecommunications companies.
Transmission of all types of graphic, video, and electronic data mainly
over the Internet.

Price
The pricing strategy adopted by the telecommunication industry is based
on what kind of services they are providing to their customers.

They charging prices for each and every value added services availed by
the customers.

Pricing strategy is based on 3 components-

Cost based
Competition based

Value based
Promotion

Advertising and promotion are undertaken through cooperation

between the service providers and mobile phone manufacturers.

The consumers relate information about the service provider

with a combination of brand concept and unit usage flexibility.

The relationship of variable to choice is significant with only

price upward difference with current model showing an inverse
relationship and the brand concept commanding the highest
positive contribution.
Place

Channelsing is through different outlets, franchises

Makes the services available at customer convenience

place.

Rural market is targeted by distributing certain scheme

to senior person of the village in order to create
awareness among the people of the village.
Process

This sector provide telephone service through wires and

cables that connect customers’ premises to central offices
maintained by telecommunications companies.

The central offices contain switching equipment that

routes content to its final destination that determines the
most efficient route for the content to take.

While voice used to be the main type of data transmitted

over the wires, wired telecommunications service now
includes the transmission of all types of graphic, video,
and electronic data mainly over the Internet.
People
As the demand internet increases telecommunications companies have
been expanding and upgrading their networks.

Customer service representatives work in call centers where they answer

customer service calls.

Manpower is required in those areas where industry is set up for the first
time as well as expanding their network in rural areas.
Physical evidence

Communication equipments such as telephone operators, work at

video display terminals in pleasant, well-lighted, air-conditioned
surroundings.these all are well maintained in order to avoid
customers discomfort.

The rapid pace of the job and close supervision may cause stress.
Some workplaces have introduced innovative practices among their
operators to reduce job-related stress.

so in this way the industry maintains physical evidence and

satisfaction .