4P anglais

Chapitre ; 2 Brands, Marketing and advertising

1) The marketing Mix :

It is composed of 5 P:

• Product

• Price

• Place

• Promotion

• Packaging

Product :

1. The various types of goods/ services

• Disposable (= jetable) goods : they have a short life, and sometimes a unique use

• Durable goods : they have a longer life, duration (ex : consumer electronics= produits électroménager) cars…

• Fast Moving Consumer Goods (FMCGs) goods which are consumed quickly or which have a short lifetime (households= produits ménagers)

2. The life cycle product of products :

• Introduction : the brand launches a product

• Growth : the sales rise profit increases too. At the same time manufacturing costs decrease thanks to economies of scale (= économies d’echelle)

• Maturity : sales are still high but there are new competitors on the market

• Saturation : there is too much supply (offer) compared to demand. Start to decrease

• Declin : sales fall, the product is either discounted or upgraded. Finally, the product is withdrawn

Price :

It includes manufacturing costs, profit margin, any other kind of costs like transport, supply chain.

To set up a price a company takes other elements into account :

• Competitors (= concurrents)

• Range (=gamme) of products : highend, upmarket (= haut de gamme) bottom of the range (= bas de gamme)

Critical point= prix d’acceptation

Odd pricing = prix psychologique

Place :

The choice of the place is important because it has to reflect. The brand image :

• The brand image

• The result of market surveys

• The customers

• The competitors

• The way of selling

Packaging :

It’s the first thing that a customer or prospect will see in a store or an online store.

• The element that are taken into account : the visual aspect : colours, logo, drawing, photo, picture, font (police de caractère)

• The shape (la forme) : -in order to differentiate from competitors

-In order to highlight (mettre en lumiere) the practical aspects

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