MARKETING MIX

A marketing mix is a blend of the four Ps: product, place, promotion, and pricing. If a business has a poor marketing mix but a delightful product, most likely they will fail. Therefore it is important to for Mahal to look at the strategies of the four Ps.

People buy products that will benefit them and because how much they value it. Mahal is marketing their perfume by presenting themselves in a unique and creative manner. The bottle is a curvaceous bottle with shades of purple. The bottle itself is a representation of a curvaceous woman, and the color compliments the scent of Mahal (cherry blossom, jasmine, and lavender). The package of Mahal is a white square box with designs of cherry blossoms across it. It is a simple box, however the cherry blossoms provides color and life to the package. When customers see the package, they will automatically think of Mahal. Our company image is very important to us. We believe that every woman is beautiful, and our perfume is the final touch to one’s being. As a result, if a customer is not pleased with our product, we offer a customer satisfaction guarantee.

Mahal’s place, or distribution, strategy is to utilize selective distribution. Mahal is a specialty product that customers will seek for. Thus, we will launch our products selectively. It will be “achieved by screening dealers and retailers to eliminate all but a few in any single area” (MKTG3, McDaniel Lamb Hair, Ch 12, pg. 181). In late 2010, we will send out samples of our fragrance. “One recent study found that sampling events produced an average 36 percent increase in sales soon afterward” (MKTG3, McDaniel Lamb Hair, Ch. 16, pg 249). Then early 2011, Mahal will be sold in selective cities in department stores. The a couple months after, it will be sold in department stores across the world and on the internet.


Mahal will be promoting themselves through various ways of advertising. “One of the primary benefits of advertising is its ability to communicate to a large number of people at one time” (MKTG3, McDaniel Lamb Hair, Ch 14, pg 212). We will advertise Mahal in magazine ads, billboards in malls, and also commercial ad on radio and televisions. Also, Mahal will be using a promotion strategy that will promote not only their product but their services. Mahal will do “follow-up activites that a service firm might engage in after a customer transaction” (MKTG3, McDaniel Lamb Hair, Ch 11, pg. 164), also known as postpurchase communication. This will ensure customers that we appreciate their business, and in return we will gain customer loyalty. Also, when promoting Mahal we will be consistent with our message. “The message reaching the consumer should be the same regardless of whether it is from an advertisement, a salesperson in the field, a magazine article, or a coupon in a newspaper insert” (MKTG3, McDaniel Lamb Hair, Ch 14, pg 224). Consistency in Mahal represents commitment to our product, and will imply deep impact to the consumers.

Pricing is a competitive weapon because they “are the key to revenues, which in turn are the key to profits for an organization” (MKTG3, McDaniel Lamb Hair, Ch 17, pg. 261). Being a new business and launching a new product, it is the safest route to a long term survival to use the status quo pricing. The status quo pricing is simplicity with fewer price wars. The reason there are fewer price wars is due to meeting with the competitors prices.