Question

'Energy drinks India Ltd.' have scanned a profitable opportunity for marketing of soft drinks with Indian Traditional Flavour. The company wants to market its products in India and in neighbouring countries. A Board meeting of the company was held on 14.12.2015 wherein the marketing manager was asked to give a presentation to develop this market offering. For this it was also decided to setup its manufacturing unit in a village of Bihar. This will not only help in the development of the village but will also provide employment to the youth of that village. The marketing manager chooses a combination of variables to prepare its market offering. He used a set of marketing tools that firm will use to pursue its marketing objectives in the target market.

(a) Name and state the concept of marketing used by the marketing manager for creating its market offering.

(b) Also, explain briefly the various elements of this concept.

(c) State any two values that the company wants to communicate to the society.

Answer 1

(a) Marketing Mix

Marketing Mix is the combination of variables chosen by a firm to prepare its market offering.

                                            Or

Marketing mix refers to a combination of four components which constitute the core of a company’s marketing efforts.

(b) Various elements of this concept are:

(i) Product

(ii) Price

(iii) Place

(iv) Promotion

(c) Values that the company wants to communicate to the society are:

(i) Development of rural areas

(ii) Creating job opportunities

(iii) Concern for the society.