First off let me say congratulations on you outstanding victory. I supported and voted for you and am privileged to be a part of this historic moment. The stock market is up, Carrier and Ford are keeping their plants here, peace is breaking out across the globe and you’re not even sworn in yet. I think ISIS will be a thing of the past now that you’re in office as well. But I fear you biggest challenge still lies ahead of you and that is the threat of “Global Warming”.
Like you I am a global warming skeptic and am so glad to finally have someone as President who thinks the way I do but globally the people have been brainwashed into thinking that Global Warming is the biggest threat to humanity there has ever been. People need something to fear and if you remove all other fears Global Warming will rear its ugly head and be the biggest threat once again. I already see it happening, not in real life of course, I’m talking about in the Mainstream Media, they are really ramping up the Global Warming Propaganda big time.
1. We are funding our own destruction
First off you have to cut off the funding of Global Warming research. The US spends billions annually on study after study telling us how Global Warming is worse than ever and you only get the money if your study supports Global Warming. There is no funding for skeptical studies and it’s ruining science. Good article here.
2. Stop the Data Tampering
As you so accurately pointed out in your New York Times interview, scientists have been caught fudging the data in Climategate and they haven’t stopped its worse than ever. You need to hire Tony Heller AKA Steve Goddard and have him look into the data and he will get rid of the tampering he’s a genius. You might need to fire the people who have been doing the tampering as well I won’t mention names. Watch Tony’s video here.
3. 99% of Scientists DON’T believe in Global Warming
I’m sure you’ve heard it repeated over and over that 97% scientists believe in Global Warming but if there’s one thing we’ve all learned from your election that all the experts and the Mainstream Medial are usually wrong. Here is a list of 31,487 scientist who have signed a petition saying they don’t believe in Global Warming, the closest thing I could find on the other side is where 375 scientists signed this letter telling you not to pull out of the Paris Agreement. Doing the math 31,487 vs 375 means 99% of scientists DON’T believe in Global Warming, again it is the exact opposite of what you hear in the Media.
4. Hire an Actual Scientist for Science Czar
Great job appointing Myron Ebell as EPA Transition Manager, keep picking people like that. I read an article (probably fake) that said you might appoint Ivanka as Climate Czar, I think this would be a bad idea. Don’t get me wrong, I love Ivanka but I think she, like most Millennials, believes in Global Warming. This is because that’s all they have heard their whole life and they don’t know any better, plus she is not a scientist. There are so many well qualified actual scientists you could appoint to this or other positions like Science Czar, Judith Curry, or John Cristy for instance would be great and there many more to choose from.
Anyway, I think you’re doing a good job, keep it up.
American Youth Indoctrinated Under Pretense Of Environmental Education
Millie Weaver interviews Holly Swanson about the undisclosed agenda of the newly implemented environmental movement within our schools. They discuss how the environmental movement is used to politicize curriculum under the pretense of environmental education to advance green party goals and communism on America’s children.
Elmer’s PowerPoint Presentation – Confessions of a Graphic Designer By Elmer Beauregard
I decided to put part of my PowerPoint presentation online. As a Graphic designer I have been designing “graphs” for many years and I think bring a different perspective to the Global Warming debate.
Too often, the dawn of a new day is met with resistance. Many struggle to find motivation to go to their non-dream job or complain about minor issues and ailments. While most are hitting the snooze button over and over, Robyn King is enjoying the sunrise and simple pleasure of being alive — something the Bensalem-based artist conveys in her work. Through Sept. 15, guests at the Bucks County Visitor Center can experience the beauty of nature and message of hope at King’s vibrant yet serene exhibit.
Providing hope: Half of all proceeds from Robyn King’s piece “Hope” benefit research and awareness for RSD, an internal disorder she was diagnosed with that causes tremors and pain. SAMANTHA BAMBINO / TIMES PHOTO
Throughout her artistic career, King has become a quadruple threat specializing in photography, painting, digital art and in her spare time, poetry. Growing up in Northeast Philadelphia, King discovered her knack for creativity as a child when she preferred coloring and drawing over all other hobbies.
When it came time for college, King knew she wouldn’t be happy unless she was creating art. Though at first hesitant at her decision, her parents supported her passion and after some research, found that the Moore College of Art & Design was one of the best in the area. It was an all-girls school, but that was perfectly OK with King — she was there to become an artist, not date.
Until that point, King was self-taught and lacked the portfolio required for admission. She enrolled in a last-minute summer class to create the best one she could in a limited amount of time, and brought it to her interview. After one glance, it was evident to the dean that King didn’t have any formal training. Still, she loved the aspiring artist’s work.
King was allowed to begin classes at Moore on probation, which meant if she faltered in any, her education would be cut short. Determined to succeed, she surpassed all expectations and graduated with top honors on the dean’s list.
“Them taking a chance on me wasn’t wasted,” she said.
During her freshman year, King took basic general education classes before having to select a major her sophomore year. She always envisioned herself as a comic book artist, so she chose illustration. But things took a turn junior year during a basic photography course.
“I fell in love with it,” she said. “I thought, I have to do this.”
Following her instinct, she switched her major to photography and ended up minoring in illustration. With this well-rounded background, King is able to utilize a variety of skills in her work today, whether it be watercolor or typography. Her “old school” education, as she calls it, also allows her to fascinate and teach young artists who grew up in the age of technology and never spent hours developing photographs in a darkroom.
After graduation, the ambitious artist set out to get her career started, but things were put on hold after an accident left her fully disabled. King was diagnosed with RSD, “Reflex Sympathetic Dystrophy,” also known as complex regional pain syndrome, or CRPS. To look at King, one would never know anything is wrong. RSD is something internal that spreads over time and causes tremors and constant pain.
“It’s an invisible disease,” she said.
Unfortunately it’s not well-known, though it was brought into the spotlight by Paula Abdul, who was previously diagnosed. Several years ago, a friend of King passed away from RSD. For King, who was unaware the disorder could cause death, this was a shattering reality. To raise awareness, she turned to what she knew best — art.
Her piece “Heaven Sent,” a digital creation made from an original painting, was sold to raise money for RSD research and awareness. It ended up being the most popular piece on her website.
The message behind “Heaven Sent” is hope and positivity, something King lives by every day. Despite the severe physical pain, she doesn’t take painkillers. King endures purely through positive thinking.
Last May, King hosted her first solo exhibit entitled “A Peaceful Mind,” and each piece was created with the goal of helping those suffering or in distress ease into a meditative state. While planning the exhibit, she tested the pieces on both herself and her friends. If something didn’t evoke the calming emotions she wanted, it wasn’t included.
“I only used the ones that were the strongest,” she reflected.
King wanted people to connect with her pieces and feel a sense of joy — the same emotions she felt while creating each of them, usually while on a beach. Several of these meditative pieces can be seen at the Bucks County exhibit as well as several photographs from a family cruise. All of them are uplifting, joyful and colorful, with many capturing the serenity of daybreak at sea.
“I got up with the sun,” she said of her time on the cruise. “It’s the birth of a new day. Anything is possible. Your slate is clean.”
Also featured at the exhibit are “Heaven Sent” and “Hope,” the proceeds of which go toward rsds.org to benefit research for RSD. Through her art, King encourages people to see the world as filled with endless possibilities and each day as a new beginning, despite the struggles they may be going through.
“I say what I am,” she said. “I say that I’m happy.” ••
King’s exhibit is open daily until Sept. 15 from 9:30 a.m. to 4:30 p.m. at the Bucks County Visitor Center, 3207 Street Road in Bensalem. Visit 1-robyn-king.pixels.com.
Samantha Bambino can be reached at sbambino@newspapermediagroup.com
A look back By Samantha Bambino
Local residents discuss their favorite moments, lessons learned and new year’s resolutions as we prepare to ring in 2018
As 2017 quickly comes to a close, we took a minute to reflect on the lives, stories and passions of individuals featured in the Lower Bucks Times over the past year. To end things on a high note, we asked a few of our interviewees to share their favorite moments and highlights of 2017 as we get ready to welcome a new year.
Robyn King
Story: “Finding joy” was featured in the Bensalem Times. The local artist shared her inspiring outlook on life as she closed out an exhibit at the Bucks County Visitor Center.
What was your favorite moment or highlight of 2017?
“It was the end of the sixth round of the Art Olympics competition. I was anxiously awaiting the judges panel votes to see if I would move on to the final round of the competition. When I did not receive an email on the day they had stated, I decided to check my junk mail. Still nothing. At that point, I gave it one more day then contacted them asking if I was eliminated — no response. ‘That is strange,’ I thought. They were always very happy to answer questions. I figured they were busy and I was eliminated, so I let my followers know on social media and thanked them for all their support. I was disappointed, but also very proud for getting so far in the competition.
After putting the contest behind me, I was very surprised and excited when, a week and a half later, the contest website contacted me apologizing for any inconvenience. The site was down due to a computer issue, and they were not able to notify anyone by email. I finally uploaded my entry I had previously picked out, which was also in my last exhibit at the Bucks County Visitor Center, entitled ‘Grateful.’ That is exactly how I felt when I finally was able to hit send, uploading my entry!”
Resolutions for 2018?
“Create artwork where the proceeds will benefit cancer and RSD; challenge myself by painting larger-scale paintings; write a book combining my art short stories and poetry; and continue meditation and positive life energy practices.”
Any lessons learned in 2017 that you’ll carry into the new year?
“Life is a true learning experience. This past year has taught me many things. The most important one is to never lose faith and to always remember, today’s the day when anything is possible. I will carry this with me into 2018 and for the rest of my life.”
Drucilla Van Wright
Story: “A place of empowerment” was featured in The Bristol Times. The founder and director of H.O.P.E.E. House provided an in-depth look at the transitional space, located at 200 Otter St., which helps women in recovery gain empowerment.
What was your favorite moment or highlight of 2017?
“My favorite highlight of 2017 was celebrating the one-year anniversary of H.O.P.E.E. House on Sept. 1. It gave me a chance to look back over the first year and assess the challenges and visualize a greater endeavor in time to come. Since September is National Recovery Month, we chose to hold our celebration and recognition on the day of our first 3K Walk for Recovery. We sought permission to utilize the Bristol Spurline for the event and the turnout was awesome. We have the event on the 2018 calendar and we are looking for a date in September again.”
Resolutions for 2018?
“I really had not thought about a resolution for the upcoming new year. But, based on the past endeavors and outcomes, some things became profound and thus, I resolve to never give up on a God-given vision. I will not abandon women in recovery and I will continue to empower them to change and gain a new way of living — clean and sober.”
Any lessons learned in 2017 that you’ll carry into the new year?
“The major lesson that I learned is that not everybody who can will do or support, and promises will be made in vain, but I must not let that discourage me. I must keep my eyes on the mark and remember the goal is to help women help themselves.” ••
With the unfurling of a green school banner and a rousing feminist speech at an outdoor convocation at Logan Circle yesterday, students and administrators at Moore College of Art and Design reaffirmed their commitment to retaining its status as a school for women only.
Officials of the 146-year-old school formally announced that they had, at least temporarily, abandoned discussions begun last spring of a possible merger with the University of the Arts. The discussions provoked an outpouring of sentiment among students, faculty, alumna and staff, who organized over the summer in opposition to the plan.
"We did it," student government president Amy Szalony triumphantly told the 550-member student body. She said later in an interview, "For right now, this puts (merger talks) to rest. I don't know if it means it will forever, but I hope so."
Nearly all the officials and students attending yesterday's ceremony wore green and white ribbons, the school's colors, and buttons with the slogan, ''Forever Moore."
Traffic was blocked off on Race Street at 20th in front of the school. The ceremony, the first such for Moore in recent memory, became more of a celebratory pep rally than a formal event.
Declining enrollment at Moore and the University of the Arts had in part spurred the merger discussions.
Acting president John van Ness said yesterday that Moore's board of managers has decided instead to undertake an exhaustive study of the school's finances in order to plan its future. "It doesn't exclude the possibility of a relationship with the University of the Arts or any other institution," he said.
But, he added, "we feel pretty strongly that if anyone can create an argument for single-sex education for women, we have as strong a case as you can make."
Students have begun to work with the college administration in recruiting students and planning a benefit art show to raise funds for scholarships, said Szalony.
The keynote speaker at the convocation, Ann Sutherland Harris, a University of Pittsburgh art historian, recalled how her experiences as a student at women's schools encouraged her to lead and speak out.
She urged the college to select a woman as the new college president and tweaked the school gallery for featuring male artists in its last four major exhibits.
"This is not the place for people who are embarrassed by the word feminist," she said.
Top women artists? Progress, yes, but still disparity in visual arts.
Linda Nochlin asked this explosive question in 1971 and changed the study of art history. Then and now, her seminal essay, published in Art News, posed a question that still provokes debate.
Do the names Peeters, Neel, Frankenthaler and Lin - all accomplished women artists - trip off your tongue like Van Gogh, Picasso, Eakins and Calder?
If challenged to name the top 10 best-known or contemporary artists, how often would you include a woman on the list?
In a recent survey of the highest-paid artists in America, all of the top 20 were men.
On Oct. 19, Moore College of Art & Design, the first and only women's visual-arts college in the nation, honored three artists at the fourth-annual Visionary Women Awards. Groundbreaking feminist art historian Linda Nochlin was one of them. Also honored were Philadelphia-based educator and curator Thora Jacobson and nationally acclaimed photographer and Philadelphia native Mary Ellen Mark.
As president of Moore, I find it tremendously satisfying to recognize the accomplishments of our awardees and the lasting contributions they have made to the visual arts. This year, however, I've had cause to reconsider the unsettling question posited by Nochlin: Why aren't there more famous women visual artists?
Is it lack of equal opportunity? Is it overt or covert discrimination? Is it because women lack innate ability? Is it rooted in society? How far have we come in the 35 years, and how much further have we to go?
A few statistics may shed light, and there is certainly some good news. According to survey results recently released by the College Art Association, women now hold 64 percent of tenure-track art history positions in higher education, up from 43 percent in 1987-88. According to the Bureau of Labor Statistics, in 2005, 123,084 women were employed as visual artists; that's 52.6 percent of all people employed in the visual arts - up from 47.9 percent in 2002.
In the auction houses, too, there has been some progress. Within the last two years, sales by women artists have broken price records. A work by Agnes Martin sold for $2.6 million, a piece by Joan Mitchell reached the $2.7 million mark, and Marlene Dumas recently sold a piece for $3 million.
However, there is still tremendous disparity. A May 1, 2005, New York Times article, "The X Factor," notes that of the 861 works offered by Christie's, Sotheby's and Phillips de Pury & Co. during their spring contemporary art sales, only 13 percent were by female artists. In those auctions, of the 61 pieces assigned an estimated price of $1 million, only six were by women.
Sadly, when it comes to solo shows at galleries and museums, women also do not receive as much exposure. Last month, writing for the Village Voice, Jerry Saltz looked at the fall exhibition schedule of 125 New York galleries and reported that, of the 297 solo shows by living artists, only 23 percent are by women. Troubling, too, is that the U.S. Census reports that females continue to earn less than males in all sectors of the visual arts.
Given the existing cultural environment, there is obviously still work to be done.
Clearly, Moore's unique position as an institution that sets the standard of excellence for educating women for careers in art and design takes on greater relevance and importance.
Moore is called not only to bring attention to its Visionary Women awardees, but also to continue to take a leadership role in breaking down barriers, both subtle and overt. Moore is singularly equipped to shape an environment that more equitably showcases, values and benefits from the talents of women visual artists.
We must all - educators, journalists, business and political leaders, curators and collectors - continue to challenge ourselves to be consciously inclusive, or risk missing the next great woman artist.
Happy Craven Fernandez is president of Moore College of Art & Design.
Contact Happy Craven Fernandez at hfernandez@moore.edu.
Marketing is simplistically defined as ‘putting the right product in the right place, at the right price, at the right time.’ Though this sounds like an easy enough proposition, a lot of hard work and research needs to go into setting this simple definition up. And if even one element is off the mark, a promising product or service can fail completely and end up costing the company substantially.
The use of a marketing mix is an excellent way to help ensure that ‘putting the right product in the right place,…’ will happen. The marketing mix is a crucial tool to help understand what the product or service can offer and how to plan for a successful product offering. The marketing mix is most commonly executed through the 4 P’s of marketing: Price, Product, Promotion, and Place.
These have been extensively added to and expanded through additional P’s and even a 4C concept. But the 4Ps serve as a great place to start planning for the product or even to evaluate an existing product offering.
In this article, we will look at 1) the four P’s, 2) history of the marketing mix concept and terminology, 3) purpose of the marketing mix, 4) key features of the marketing mix, 5) developing a marketing mix, 6) key challenges, and 7) marketing mix example – Nivea.
THE FOUR P’S
Product
The product is either a tangible good or an intangible service that is seem to meet a specific customer need or demand. All products follow a logical product life cycle and it is vital for marketers to understand and plan for the various stages and their unique challenges. It is key to understand those problems that the product is attempting to solve. The benefits offered by the product and all its features need to be understood and the unique selling proposition of the product need to be studied. In addition, the potential buyers of the product need to be identified and understood.
Price
Price covers the actual amount the end user is expected to pay for a product. How a product is priced will directly affect how it sells. This is linked to what the perceived value of the product is to the customer rather than an objective costing of the product on offer. If a product is priced higher or lower than its perceived value, then it will not sell. This is why it is imperative to understand how a customer sees what you are selling. If there is a positive customer value, than a product may be successfully priced higher than its objective monetary value. Conversely, if a product has little value in the eyes of the consumer, then it may need to be underpriced to sell. Price may also be affected by distribution plans, value chain costs and markups and how competitors price a rival product.
Promotion
The marketing communication strategies and techniques all fall under the promotion heading. These may include advertising, sales promotions, special offers and public relations. Whatever the channel used, it is necessary for it to be suitable for the product, the price and the end user it is being marketed to. It is important to differentiate between marketing and promotion. Promotion is just the communication aspect of the entire marketing function.
Place
Place or placement has to do with how the product will be provided to the customer. Distribution is a key element of placement. The placement strategy will help assess what channel is the most suited to a product. How a product is accessed by the end user also needs to compliment the rest of the product strategy.
The marketing mix concept gained popularity following an article titled “The Concept of the Marketing Mix” by Neil Borden published in 1964. Borden explained how he started using the term inspired by James Culliton who in the 1940s described the marketing manager as a ‘mixer of ingredients.’ Borden’s article detailed these ingredients as product, planning, price, branding, distribution, display, packaging, advertising, promotions, personal selling among many others. Eventually E. Jerome McCarthy clustered these multiple items into four high level categories that we now know as the 4 P’s of marketing. “Its elements are the basic, tactical components of a marketing plan”. Together, elements in these four categories help develop marketing strategies and tactics.
PURPOSE OF MARKETING MIX
The 4P’s were formalized and developed over the years by experts to ensure the creation and execution of a successful marketing strategy. Through the use of this tool, the attempt is to satisfy both the customer and the seller. When properly understood and utilized, this mix has proven to a key factor in a product’s success.
KEY FEATURES OF MARKETING MIX
Interdependent variables
The marketing mix is made up of four unique variables. These four variables are interdependent and need to be planned in conjunction with one another to ensure that the action plans within all four are complimentary and aligned.
Help Achieve Marketing Targets
Through the use of this set of variables, the company can achieve its marketing targets such as sales, profits, and customer retention and satisfaction.
Flexible Concept
The marketing mix is a fluid and flexible concept and the focus on any one variable may be increased or decreased given unique marketing conditions and customer requirements.
Constant Monitoring
It is vital to keep an eye on changing trends and requirements, within the company as well as in the market to ensure that the elements in marketing mix stays relevant and updated.
Role of Marketing Manager
A mature, intelligent and innovative marketing manager needs to be at the helm of the marketing mix. This pivotal role means that this manager is responsible for achieving desired results through the skill manipulation of these variables.
Customer as a focal point
A vital feature of the marketing mix is that the customer is the focal point of the activity. The value of the product is determined by customer perceptions and the goal is to achieve a satisfied and loyal customer.
This video shows how you can create value by using the marketing mix.
DEVELOPING A MARKETING MIX
Intuition and creative thinking are essential job requirements for a marketing manager. But relying on just these can lead to inaccurate assumptions that may not end up delivering results. To ensure a marketing mix that is based in research and combines facts with innovation, a manager should go through the following systematic process:
Step 1: Defining Unique Selling Proposition
The first item on the marketing manager’s agenda should be to define what the product has to offer or its unique selling proposition (USP). Through customer surveys or focus groups, there needs to be an identification of how important this USP is to the consumer and whether they are intrigued by the offering. It needs to be clearly understood what the key features and benefits of the product are and whether they will help ensure sales.
Step 2: Understanding the Consumer
The second step is to understand the consumer. The product can be focused by identifying who will purchase it. All other elements of the marketing mix follow from this understanding. Who is the customer? What do they need? What is the value of the product to them? This understanding will ensure that the product offering is relevant and targeted.
Step 3: Understanding the Competition
The next step is to understand the competition. The prices and related benefits such as discounts, warranties and special offers need to be assessed. An understanding of the subjective value of the product and a comparison with its actual manufacturing distribution cost will help set a realistic price point.
Step 4: Evaluating Placement Options
At this point the marketing manager needs to evaluate placement options to understand where the customer is most likely to make a purchase and what are the costs associated with using this channel. Multiple channels may help target a wider customer base and ensure east of access. On the other hand, if the product serves a niche market then it may make good business sense to concentrate distribution to a specific area or channel. The perceived value of the product is closely tied in with how it is made available.
Step 5: Developing Communication / Promotion strategy
Based on the audience identified and the price points established, the marketing communication strategy can now be developed. Whatever promotional methods are finalized need to appeal to the intended customers and ensure that the key features and benefits of the product are clearly understood and highlighted.
Step 6: Cross-check of the Marketing Mix
A step back needs to be taken at this point to see how all the elements identified and planned for relate to each other. All marketing mix variables are interdependent and rely on each other for a strong strategy. Do the proposed selling channels reinforce the perceived value of the product? Is the promotional material in keeping with the distribution channels proposed? The marketing plan can be finalized once it is ensured that all four elements are in harmony and there are no conflicting messages, either implicit or explicit.
Marketing Mix Development
KEY CHALLENGES
Over the years, marketing managers have felt that the traditional marketing mix has its limitations in how it is structured. Several important elements have been grouped within four larger categories thereby belittling their true importance amid several factors. Two main criticisms and their solutions:
Lack of Focus on Services
The conventional marketing mix tends to be applicable to tangible goods i.e. the traditional definition of products. Services or intangible goods are also a vital customer offering and can be planned for in much the same way as physical products. To cater to the unique challenges of services, the 4P model has been supplemented with 3 additional categories which are:
Physical Evidence is proof and a reassurance that a service was performed
People are the employees who deliver the service
Processes are the methods through which a service is executed and delivered to the customer
Lack of True Customer Focus
Though a total focus on the customer and what they desire is a vital element of the 4P model, this truth is often in danger of being overlooked by enthusiastic marketing teams. To counter this, Robert F. Lauterborn put forward his customer centric four Cs classification in 1990. This model converts the four P’s into more customer oriented four C’s:
Product to Customer Solution
Price to Customer Cost
Promotion to Customer Communication
Place to Customer Convenience
MARKETING MIX EXAMPLE – NIVEA
The Company
NIVEA is a well-known company that is in the high quality skin and beauty care product market. NIVEA is one the brands manufactured and sold by Beiersdorf, which was established in 1882. In UK, the company has always focused on ensuring availability of their products to as many people as possible. In addition, the company has always strived to understand the varied needs of its vast consumer base and bring as many specific products to market as possible.
Marketing mix for new product line
Market research revealed an opportunity in the market for a younger customer base. This led to the launch of Nivea Visage Young in 2005. This product was developed for girls in the 13 to 19 year age range.
For the eventual launch of the product, the company needed to develop a balanced and relevant marketing mix to appeal to its young audience. Through its initial launch in 2005 to a subsequent re launch in 2007, the company focused closely on the marketing mix balance to help ensure that all elements of the product appeal to the target audience to achieve success.
Product
The company put significant importance in ongoing research to understand the constantly evolving market and consumer dynamics. This knowledge has helped the company develop more innovative new products that fulfill consumer needs. Through this research, it became clear that younger consumers wished for a more specific product that addressed the skin needs of their age category. The need was for a product that offered a beautifying regime for daily use rather than a medicated product that targeted specific skin problems. The latter were abundantly being offered by competition. The product was subsequently redesigned to meet these specialized requirements.
From the company’s perspective, some of the changes helped meet its commitment to the environment which included more efficient packaging to reduce waste, the use of more natural products and the use of recyclable plastic.
Price
An effective pricing strategy takes into account the product’s perceived and actual values. The final price should be based on both these in order to make the product attractive to both buyer and seller. After its relaunch, Nivea Visage Young was priced a little higher than before to account for the new formula, better packaging and extended range of products. Since the product as being bought by mothers for their daughters, it remained low enough to remain good value for money. Effective pricing means that sales from this product account for nearly 7 percent of all Nivea Visage sales.
Place
As mentioned, Nivea aims to have a wide reach for its products to ensure that it is easily available wherever needed by the extensive target market. The primary channels used are retail stores. High Street stores such as Boots and Superdrug account for nearly 65 percent of all sales. Another portion comes from grocery chain stores such as ASDA or Tesco. This covers young people making their own purchases (mostly high street), as well as their mothers buying for them (mostly grocery stores). These stores ensure a cost effective distribution channel that has a wide reach. The company manages its own cost by selling to wholesalers rather than directly to smaller stores. It also does not sell online directly, but the product is sold through stockists.
Promotion
Nivea’s has always tried to base its promotions on the actual lifestyle of its target market. The company does not find above the line promotions to be very effective as these are one way communications through TV for example. Instead, the promotion is more consumer led through different below the line solutions. Sample sales are a key activity that allows consumers to try out the actual product. There is also an interactive online magazine FYI (fun, young, independent) to increase product visibility and association. The company has also maintained a strong social media presence on popular social media networks. This used of new media has ensured a better brand awareness and association among target audience.
Conclusion
Through its successful use of a balanced marketing mix, Nivea Visage Young has managed to create a clear position in the market. It addresses a need felt by a specific niche segment. Traditional distribution methods are balanced by a unique product and updated promotional strategies. This ensures that the brand message reaches the right people at the right time in the right way.
As we see from the Nivea example, it is vital for any company to focus equally on all elements of the marketing mix while planning for a product. Eventually, there may be a need to divert more resources towards one variable such as strong distribution channels over promotional activities. But this needs to come after a clear plan and strategy has been decided upon. An effective marketing mix can mean the difference between a flash in the pan product or one that is bound to become a well-loved classic.
Move Over 4Ps – Revealing the Better Marketing Mix! By Elaine Fogel
How long have we been using the 4Ps of marketing? Marketer E. Jerome McCarthy proposed a 4Ps classification in 1960 – 56 years ago! Maybe it’s time for an overhaul?
First, let’s understand the 4Ps so we can improve upon them. In my book, Beyond Your Logo: 7 Brand Ideas That Matter Most For Small Business Success, I describe them this way:
PRODUCT
“What your business sells to its target audiences (includes name, brand identity, appearance, packaging, functions, features, benefits).”
PRICE
“How you price your goods and services (value, discounts, seasonal, sale pricing).”
PLACE
“Where you sell your company’s goods and services (distribution, locations, inventory, shipping).”
PROMOTION
“How you promote your goods and services to target market segments (advertising, sales, public relations, marketing communications).”
I suppose it’s OK and can still work, but for smaller businesses (or nonprofit organizations), simpler is better. So, I developed a better marketing mix. (I know, you’ll be the judge.)
Here’s my explanation:
“Because marketing is no longer about ‘pushing’ messages out to buyers by interrupting them to hear you, marketers can now directly engage with their target audiences, drawing them in through the different stages of the new sales cycle. First, prospective customers become aware of your business’ brand or its products and services. This may be the result of content marketing, word-of-mouth referrals, search engines, webinars, and other channels that attract their interest.
After prospective customers see the same messages in multiple channels, they may be more keenly interested in your business’ products or services. If they decide to explore more about your business, they can research review sites, browse your website, or ask others if they have heard of your company.
They can also contact your business to seek further information. That’s the perfect time for you (or sales people) to engage with prospects further, solving their problems and fulfilling their needs. If prospects are not interested at that moment, they may (or may not) bookmark your site or file your company information for future reference.
After prospective customers have completed their research, they then make a decision whether or not to make a purchase. If they do, they convert into customers and the relationship continues.
Since many smaller businesses can’t afford to hire marketing consultants or agencies, and many business owners have limited marketing knowledge, I will now reveal “the better marketing mix!”
My Marketing Mix Based on the 5Ws of Journalism:
WHO: To whom are you marketing? Identify your target audiences.
WHAT: What products or services are you promoting to each audience?
WHERE: Where are you marketing to each audience? Where are your products and services available? Which marketing communication channels are you using to reach out to each target audience?
WHEN: When are you marketing to each audience? What is the time frame for each tactic?
WHY: Why are you marketing to each audience? What is the associated strategy?
Here’s a matrix of this model with an example for a B2C cosmetics company. Please note that this represents the beginning of writing the mix and is by no means a complete matrix.
If you find that your marketing mix is heavier in one channel than in another, you may decide to drill down even further.
Example:
If you rely a lot on content or social media marketing, you can develop a separate, auxiliary plan for these channels. Of course, this will depend on having the time availability, inclination, and desire to go into more detail. However, it will be a valuable asset for evaluation purposes.
Once you complete the final marketing mix, you can add details to create your action plan. The action plan will guide you through the steps required to complete each marketing and/or branding tactic.
Whether you decide to adapt my 5Ws or not, the most important advice comes from author, Lewis Carroll:
“If you don’t know where you’re going, any road will get you there.”
As an author, speaker, marketer, brand and customer experience evangelist, educator, and consultant, Elaine Fogel engages, entertains, and motivates audiences and readers with stories and lessons gleaned from her diverse career as a singer, educator, television show host, and marketing executive. In addition to contributing to Business2Community, she writes… View full profile ›
The Marketing Mix and the 4Ps of Marketing
Understanding How to Position Your Market Offering
The 4Ps of marketing is a model for enhancing the components of your ‘marketing mix’ – the way in which you take a new product or service to market. It helps you to define your marketing options in terms of price, product, promotion, and place so that your offering meets a specific customer need or demand.
What is marketing? The definition that many marketers learn as they start out in the industry is: Putting the right product in the right place, at the right price, at the right time.
It's simple! You just need to create a product that a particular group of people want, put it on sale some place that those same people visit regularly, and price it at a level which matches the value they feel they get out of it; and do all that at a time they want to buy. Then you've got it made!
There's a lot of truth in this idea. However, a lot of hard work needs to go into finding out what customers want, and identifying where they do their shopping. Then you need to figure out how to produce the item at a price that represents value to them, and get it all to come together at the critical time.
But if you get just one element wrong, it can spell disaster. You could be left promoting a car with amazing fuel economy in a country where fuel is very cheap, or publishing a textbook after the start of the new school year, or selling an item at a price that's too high – or too low – to attract the people you're targeting.
The marketing mix is a good place to start when you are thinking through your plans for a product or service, and it helps you to avoid these kinds of mistakes. In this article and in the video, below, we'll discover more about the marketing mix and the 4Ps, and how you can use them to develop a successful marketing strategy.
Watch this video to discover more about the Marketing Mix and the 4Ps of Marketing.
Understanding the Tool
The marketing mix and the 4Ps of marketing are often used as synonyms for one another. In fact, they are not necessarily the same thing.
"Marketing mix" is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. The 4Ps is one way – probably the best-known way – of defining the marketing mix, and was first expressed in 1960 by E. J. McCarthy.
The 4Ps are:
Product (or Service).
Place.
Price.
Promotion.
A good way to understand the 4Ps is by the questions that you need to ask to define your marketing mix. Here are some questions that will help you understand and define each of the four elements:
Product/Service
What does the customer want from the product/service? What needs does it satisfy?
What features does it have to meet these needs?
Are there any features you've missed out?
Are you including costly features that the customer won't actually use?
How and where will the customer use it?
What does it look like? How will customers experience it?
What size(s), color(s), and so on, should it be?
What is it to be called?
How is it branded?
How is it differentiated versus your competitors?
What is the most it can cost to provide and still be sold sufficiently profitably? (See also Price, below.)
Place
Where do buyers look for your product or service?
If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or online? Or direct, via a catalogue?
How can you access the right distribution channels?
Do you need to use a sales force? Or attend trade fairs? Or make online submissions? Or send samples to catalogue companies?
What do your competitors do, and how can you learn from that and/or differentiate?
Price
What is the value of the product or service to the buyer?
Are there established price points for products or services in this area?
Is the customer price sensitive? Will a small decrease in price gain you extra market share? Or will a small increase be indiscernible, and so gain you extra profit margin?
What discounts should be offered to trade customers, or to other specific segments of your market?
How will your price compare with your competitors?
Promotion
Where and when can you get your marketing messages across to your target market?
Will you reach your audience by advertising online, in the press, on TV, on radio, or on billboards? By using direct marketing mailshots? Through PR? On the Internet?
When is the best time to promote? Is there seasonality in the market? Are there any wider environmental issues that suggest or dictate the timing of your market launch or subsequent promotions?
How do your competitors do their promotions? And how does that influence your choice of promotional activity?
Note
As the four Ps all need to be considered in relation to one another, it doesn't really matter in what order you define them. This is why you may find them quoted in a different order from the one used above. In particular, they're often referred to in the order "place, price, product, promotion."
The 4Ps of marketing is just one of many lists that have been developed over the years. And, whilst the questions we have listed above are key, they are just a subset of the detailed probing that may be required to optimize your marketing mix.
Amongst the other models that have been developed over the years is Boom and Bitner's 7Ps, sometimes called the extended marketing mix, which include the first 4Ps, plus people, processes and physical layout decisions.
Another approach is Lauterborn's 4Cs, which presents the elements of the marketing mix from the buyer's, rather than the seller's, perspective. It is made up of Customer needs and wants (the equivalent of product), Cost (price), Convenience (place), and Communication (promotion). In this article, we focus on the 4Ps model as it is the most well-recognized, and contains the core elements of a good marketing mix.
Using the 4Ps of Marketing
The model can be used to help you decide how to take a new offer to market. It can also be used to test your existing marketing strategy. Whether you are considering a new or existing offer, follow the steps below to help you to define and improve your marketing mix.
Start by identifying the product or service that you want to analyze.
Now go through and answer the 4Ps questions – as defined in detail above.
Try asking "why" and "what if" questions too, to challenge your offer. For example, ask why your target audience needs a particular feature. What if you drop your price by 5 percent? What if you offer more colors? Why sell through wholesalers rather than direct channels? What if you improve PR rather than rely on online advertising?
Tip:
Check through your answers to make sure they are based on sound knowledge and facts. If there are doubts about your assumptions, identify any market research, or facts and figures that you may need to gather.
Once you have a well-defined marketing mix, try "testing" the overall offer from the customer's perspective, by asking customer focused questions:
Does it meet their needs? (product)
Will they find it where they shop? (place)
Will they consider that it's priced favorably? (price)
And will the marketing communications reach them? (promotion)
Keep on asking questions and making changes to your mix until you are satisfied that you have optimized your marketing mix, given the information and facts and figures you have available.
Review your marketing mix regularly, as some elements will need to change as the product or service and its market grow, mature and adapt in an ever-changing competitive environment.
Key Points
The marketing mix helps you define the marketing elements for successfully positioning your market offer.
One of the best known models is the 4Ps of Marketing, which helps you define your marketing options in terms of product, place, price, and promotion. Use the model when you are planning a new venture, or evaluating an existing offer, to optimize the impact with your target market.
Further Resources
Learn more about marketing with these resources in the Mind Tools Club:
