Marketing mix are decisions that require to be taken before new products are launched. Product marketing variables include product, price, place, and promotions. Service market mix variables include people, physical evidence, and process. The variables are used as implementation plans for Microsoft Company in their sale of windows phones.
Below is a discussion on Product marketing mix variables.
Product variable explains further the type of product being sold, its quality, brand name chosen, functionality, packaging option, warranty, support and repairs product. Questions on whether branding will involve a new product or sub brand and whether warranty conditions are required. Microsoft Company will use the product variable to convert people from their use of android or IOS phones and accept windows phones that are new and improved. Product variable will be combined with other variables of price, place, and promotions.
Place variable explains distribution channels available for delivery of new phones to places accessible to potential consumers. New windows phones will require a sales team who will interact with buyers availing the product and giving information on their usage. The place of distribution is determined by the product and price decisions made. Distribution decisions made include warehousing locations, market coverage(selective, inclusive and exclusive distribution), members of specific channels, management of inventory, centers of distribution, processing of orders, transportation and logistics involved. Microsoft Company must consider direct sales through door-to-door mail orders, on-site or e-commerce. In addition, it can choose reseller sales through intermediaries such as retailers, wholesalers who will sell the product to consumers.
Pricing of a new phone depends on expenses made in the market as it is advertised, distributed and fluctuations of the market. Competition from other emerging types of phones and trade discounts given as well as promotions given affect the prices of the new phone. Microsoft Company require making pricing decisions such as seasonal pricing, discounts on cash and early payments, pricing strategy (penetration and skim), flexibility of prices, bundling and price discrimination. Microsoft Company may use pricing strategies such as discounts, loss leader, skimming, going rate, competitive, value-based, cost plus, and consideration of psychological factors.
Promotions include marketing communications such as advertising and sales promotions. Promotions depend on the new phones and price decisions made. In addition, the stage of the product matters as if new phones in Microsoft Company require promotions in product awareness. Promotions of new phones require proper positioning of new phones in the market and to be targeted on certain segments of people. Proper choice of promotions affects other variables of product, place, and price positively. Communications in the market are done through advertising, sales promotions, personal selling and forces of sale, publicity, and public relations as well as the budget incurred in marketing communications.
Microsoft Company may choose to advertise its products through radio, television, print media, or electronic media.
Service market mix
Service market mix is required since new phones will offer services to people.
Sale of new phones require having trained sales men who get in direct contact with potential customers through their interpersonal skills and proper delivery of customer services. They explain the usage of new phones and warranty conditions offered. Their goal is to satisfy customers to increase in sales.
Process referrers to the mode used in delivery of services to end consumers. Delivery of new phones and channels used to distribute it are vital to the sale of the phones. Microsoft Company decides on best process for use in reaching end consumers.
Physical evidence of new phones offered in the market by Microsoft Company is important since people require seeing the new phones and getting attracted by their physical attributes so that they can buy it.
Ehmke, C., Fulton, J., & Lusk, J. (2016).marketing’s four P’s .first steps for new entrepreneurs. Purdue university, 1-12.
Singh, M. (2012). Marketing mix for Competitive advantage. IOSR journal of business and management (IOSRJBM), 6(3), 40-45.
Goi, C. (2009). A review of marketing mix: 4 Ps or more? International journal of marketing studies, 1(1), 1-14.
 Ehmke, C., Fulton, J., & Lusk, J. (2016).marketing’s four P’s .first steps for new entrepreneurs. Purdue University, 1-12.
 Singh, M. (2012). Marketing mix for Competitive advantage. IOSR journal of business and management (IOSRJBM), 6(3), 40-45.
 Goi, C. (2009). A review of marketing mix: 4 Ps or more? International journal of marketing studies, 1(1), 1-14.