An Empirical Study on Role of Marketing Mix in the Positioning of Brands
Journal Title: Journal of Social Welfare and Management - Year 2019, Vol 11, Issue 2
Abstract
The marketing mix encompasses a key aspect in marketing due to which companies and various senior level managers are able to produce the response it wants in the target market. As its four components i.e. Product, Price, Place and Promotion play a significant role along with this in today scenario others 3P’s i.e. people, process and physical evidence are also playing an important role. Despite the currency of this topic in the media, the concepts and tools of marketing mix date back at least 30 to 40 years. The concept is of growing interest partly because of the corporate world’s interest in growing topline revenue, and the proliferation of new media (i.e., new ways to spend the marketing budget), including the Internet, online communities, search engines, event marketing, sports marketing, viral marketing, cell phones, and text messaging, etc. The marketing mix is widely used and applied indiscriminately to a broad range of marketing models used to evaluate different components of marketing plans, such as advertising, promotion, packaging, media weight levels, sales force numbers etc. This study examines the perceived association between marketing mix and positioning of brands and effectiveness of its 7p’s in the marketing of its product. The survey shows that the perceived valuation of marketing mix has a deep impact in brand image as well as in the positioning. The present study has conducted by analyzing the data by chi square test wherein the result shows that calculated chi value is less than table chi value due to which null hypothesis is accepted. This study contributes to the literature on the relationship between marketing mix and positioning of brands.
Authors and Affiliations
Dimple Meena
Keywords
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- EP ID EP654983
- DOI 10.21088/jswm.0975.0231.11219.2
- Views 75
- Downloads 0
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