Transcript 4 P`s and 2 C`s

The Marketing Mix
OBEA 2004
The Marketing Mix: 4 Ps
Product
Price
What product(s)
should we sell?
What are the pricing
objectives?
How should they be
branded?
What is the best
positioning?
The 4 Ps
How much should we
charge?
Place
Promotion
Where, when and
how will consumers
access our products?
What value does our
product add for
consumers?
How will we
distribute?
What is the best way for
us to convey our message to
consumers?
The Marketing Mix: 2 Cs
Who is our target market?
What are their wants and
needs?
Who are our
competitors?
Tip: the customers are the
people who make purchase
decisions and buy goods from a
particular firm; consumers are
people who use (“consume”)
particular goods or services –
but may or may not be
customers to a given firm
What do they offer?
How can we
differentiate
ourselves?
Marketing Mix MODEL
Product
Price
TARGET
MARKET
Promotion
Place
The 4 P’s & 2 C’s of Marketing
Canadian Tire: A Successful Mix
Now that you have discovered the 4 P’s of the
Marketing Mix, let’s look at how one company,
Canadian Tire, successfully put all the P’s together.
PRODUCT
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Canadian Tire provides auto
maintenance at most of its
stores, and sells a selection
of assorted products
including...
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Auto parts
Leisure goods
Household items
Do it yourself supplies
and tools
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“There’s a lot more to
Canadian Tire than
just tires.”
–
Canadian Tire
carefully selects the
goods and services it
markets
PRICE

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Prices are
reasonable
Prices reflect the
company’s
philosophy of offering
consumers good
value for their money
PLACE
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Conveniently located
throughout the country
Extensive distribution
network
Warehouses are situated
in selected areas to
make it quick and easy
to receive and ship
goods
Promotion
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Promotional techniques
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Two catalogues per year
Own credit card
Canadian Tire BONUS
CASH coupons
Advertise on TV, radio,
newspapers
Brand name products
–
–
Mastercraft
Motomaster
2 C’s
Consumers
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Car owners
Home owners
Sports enthusiasts
Competition
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Home Depot
Gas Companies
Retail Auto Repair
Companies
Home Hardware
Lowes
Target Canada

On January 15, 2015, Target announced that it
will close all of its 133 Canadian stores, 22
months after they opened.

The subsidiary was projected to only make a
profit by 2021, by 2015, Target had lost $2.1
billion.
Target Canada

So what happened?

http://fw.to/2VV7pdZ

Complete the “What happened to Target”
worksheet available on the website