4-P of Marketing (Borden,1953) is the fundamental base in the Marketing studies.

It can be compared to
the Einsteins theory of relativity in Quantum Mechanics.

4 P of marketing is often called as Marketing Mix, because it has the right marketing recipe to
successfully launch a product. 4 P of marketing stands for:
Product: Product is any tangible object or any service (intangible) that is manufactured or created to
satisfy the consumer needs. It has to have the product variation and the differentiation for different
markets. Also the products must be reviewed time to time for its obsolesce and must be discarded with
the view of market needs known as product elimination. Similarly, with growing market needs and
evolving consumer tastes, companies must innovate their products (Kotler & Armstrong, 2010).
Price: is the amount of money that is paid by the customer to seller which varies on different distribution
channel (Kotler & Armstrong, 2010). Several factors have impact while determining the price of the
product or service, which are an organizations market share, the number and strategy of the competitors,
the raw material costs and most importantly the perception of the product value in the eyes of the
customer.
There are various pricing methods used by Organizations currently
Cost recovery Pricing: Is the pricing method followed by marketers such that they recover the cost of
the product and put a small profit margin on it to finalize the pricing of the product. For example some firm
incurred the cost of $100 per product they would like to have a profit of $20, then the pricing will be $120.
Penetration Pricing: is the pricing method, in which the price is decreased abruptly so to penetrate the
market and achieve greater market share. Company with deep pockets when entering a new market often
practices this pricing, at times the price may be lower than the cost of the product. The profitability can be
achieved later due to monopolistic situation or by cross selling their other products (Kotler, 2003).
Price Skimming: is the pricing policy adopted by the organization so that they first launch the new
product at very high price so that early adopters can buy the product and then they subsequently
decrease the price to get late bloomers buying the product. This pricing is practiced mostly by technology
firms and is observed with the launch of new products.
Place: Place represents the location where a consumer can buy the product. It can be a physical store
where the consumer can visit or can be a virtual store like a website on internet (ebay.com). It is often
referred as distribution channel as it actually is the channel through which the product is received by the
consumer (Kotler & Armstrong, 2010). A place can be utilized for direct as well as indirect selling. And the
place can often take the shape of e-commerce altogether. (to get more information on e-commerce
assignment help you can visit the section in our marketing assignment help page).

Promotion: Promotion is a communication means adopted by the marketer to communicate about the
product, brand or organization to the consumers. Promotion has following four distinct elements.
Advertising, personal Selling, Public relations and Sales Promotion, which can be used as such or can be
used in combination to promote the product (Pride & Ferrell, 1983).

SWIFT is a soft drinks manufacturer company that heading into its fourth
year of operation and produces mango juice, apple juice, blackberry juice, date juice etc. All of
the items mentioned successfully running and continued to future profitability. To give them
customer a new juice taste depending on marketing research information of the customer, we are
going to launch a new favorite soft drink named SWIFT Sugarcane Juice.
Market Description
We have more clear and specific information about the market and we are also aware of the
customer demand and choices. Based on our Research and Development department we are
strictly determined to serve our customer needs and wants with a totally new taste of juice
like SWIFT Sugarcane Juice. We are going to launch our new product for five groups of
people. They are shown graphically below:
Geographic:

Our immediate geographic market will be Dhaka city with a population of around 10 million.

Product Review
We are going to introduce our new diversified tastes product SWIFT Sugarcane Juice initially
in 250 ml, 500 ml and 1 liter bottles. It will be launched in plastic and glass bottles and also will be
launched in different packages like family, individual or friends package. According to the survey
the target market growth rate is increasing. Our company estimates that the future market will be
satisfied with more diversified and segmented product. Our target to make new market segments
according to customers needs and wants.

Target markets
Our target markets are separated into three segments. The segments are kids, young, and

adults. The segment details are as followsKids:- The kids are a large portion of the population. According to our marketing investigators,

kids are the second major consumer of soft drinks. Kids like soft drinks. They like different tests
and colors and according to market research kids are going to love our new product SWIFT
Sugarcane Juice.
Young:- There is a large portion of the population occupied by the young people. According to

the marketing investigation most of them like soft drinks and they appreciated our new product. As
young generation is the highest consumer of this type of product, they are our one of our potential
customer to serve.
Adults:- Adults are another portion of the population. Adults are most careful and sophisticated

consumer and are most concern about the price and the quality. So, targeting the adults is also
one of our effective decisions.
Jaundice Patients:- The juice is very essential for jaundice patients. It can recover jaundice
very quickly. Therefore the jaundice patients are one of targeted customer of our SWIFT
Sugarcane Juice.

Marketing Mix

Our marketing mix for the new product SWIFT Sugarcane Juice is as follows:

Pricing: The Company established the price of its new product SWIFT Sugarcane Juice
with the concept from cost based pricing. According to our calculation the cost of our
product is Tk.8 taka, and we set Tk10 for our product.

Distribution: We will primarily use our existing distributors for distributing our new product
SWIFT Sugarcane Juice. Then, we will make some new channels and assign some
distributors to promote our new product to all over the country.

Advertising and Promotion: The most successful advertising will be through NTV,
Channel I, ATN Bangla and RTV, which are the most popular television channels in the
country. We will also use some bill-boards and leaflets and we will hold a sport event for
the young generation to promote the product.

3.7.1: Product marketing

Our product will enable our customers to have a different experience to test in soft drink.
They will be able to differentiate our product in quality and test which are unique in the soft
drink market. They will not be able to feel the same way for the other soft drinks in the
market.

3.7.2: Pricing

In the current market of Bangladesh, there are a number of juice products exist. Through
the market research we have revealed that most of these products price range is in
between Tk10 to Tk15.

As we are striving to launce similar product but with a different test, it is better to set the
price based on other products to which we will compete. W have gone through our entire
production process and found that this competition based pricing will also cover our total
cost.

So, the selling price we set for our product is Tk10

The new brand of SWIFT Sugarcane Juice will be introduced in January. We make an action
program for the next six months. And we believe that, if our six month action programs will run well,
then we will achieve our goals easily. And we will continue our business according our cycle.
Conclusion
In conclusion we can see that, the product the company is going to launch has a bright future in
its market. As the product is innovative, the consumers are going to appreciate it. And according
to the R&D (Research and Development) department this product will be a strong product mix for
our company. And once our SWIFT Sugarcane Juice will reach to the hand of every of our
targeted customers.