slides by Mostafa Purmehdi
Department of Marketing ,  HEC Montreal

Mostafa Purmehdi

PhD, MBA

2016 PhD in Business Administration (Marketing)
HEC Montreal (AACSB International, EQUIS and AMBA)
Thesis: “Two Essays on Customer Protection Initiatives”

2009 Master of Business Administration (MBA)
Sharif University of Technology (WCI, U-Multirank)

2006 BSc. in Industrial Engineering (Systems Analysis)
Iran University of Science and Technology

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Research Summary

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Teaching Experience

Marketing Management (undergraduate), HEC Montreal

Winter 2016     Recipient of Teaching Excellence Award

Winter 2015     Instructor rating: 3.9/4

Winter 2013     Instructor rating: 3.8/4

Internal and External Communication (Transfer Student Engagement Training), Drexel University

Fall 2013    Instructor rating: Excellent

Sales and Promotion (Sales team training workshop), Mahan Business School

Winter 2012    Instructor rating: Excellent

Business Communications and Commercial Correspondence
(Executive MBA), Mahan Business School

2008-2009    Instructor rating: 95/100

Intermediate and Advanced English Language Courses
Aryanpour Art and Cultural Center

2005-2008    Instructor rating: N/A

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Class in Session

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Marketing Mix Decisions

Copyright (c) 2016 Mostafa Purmehdi

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PRODUCT

PRICE

PLACE

PROMOTION

PRODUCT

Goods

Service

Idea

Place

Person

• What do you want to achieve with your product decision?
• What is the Core value (benefit) you are offering?
• How do you deliver value through features & functions?
• Product Line decisions: how many variations or versions?
• What is your service strategy?
• Packaging decisions?

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PRI€E

Seller's Assessment of the Value of a Product

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2

3

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PLACE

Distribution Objectives

Channel of Distribution

Supply Chain Management

Where (and when) the product is available to the customer

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PROMOTION

inform

encourage

• Audience before objectives!
• PUSH or PULL?
• what is your Key message?
• Tactics to get their attention
• choose a Communication mix

Marketing Communication Activities

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Practice Time

source

• Offer a unique range of high quality pizzas
• Use unusual ingredients (with choices such as oysters, kangaroo, avocado)
• Create innovative and unique pizza tastes
• Set new standards for pizza restaurants

• Create a fun and exciting dining experience

• The restaurant should look and feel like a café in Italy

• Employ fun, outgoing and energetic staff

• Probably have a large outdoor dining area as well

• Offer a very convenient service

• Aim to become the “McDonald’s” of pizza by offering very fast service (pizzas ready in 5 minutes and home-delivered inside 20 minutes)

• Mainly take-away and delivery options

• Become the discounters of pizza

• Focus on operating a very lean and efficient business and compete mainly on price and always undercut the competition

• Have a ‘value’ based positioning focus

You want to start a new chain of Italian pizza restaurants!

In this exercise you are required to select the most appropriate marketing strategy and then develop a suitable marketing mix to implement that strategy.  

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Practice Time

source

• Offer a unique range of high quality pizzas
• Use unusual ingredients (with choices such as oysters, kangaroo, avocado)
• Create innovative and unique pizza tastes
• Set new standards for pizza restaurants

• Create a fun and exciting dining experience

• The restaurant should look and feel like a café in Italy

• Employ fun, outgoing and energetic staff

• Probably have a large outdoor dining area as well

• Offer a very convenient service

• Aim to become the “McDonald’s” of pizza by offering very fast service (pizzas ready in 5 minutes and home-delivered inside 20 minutes)

• Mainly take-away and delivery options

• Become the discounters of pizza

• Focus on operating a very lean and efficient business and compete mainly on price and always undercut the competition

• Have a ‘value’ based positioning focus

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2

4

3

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Practice Time

source

• High quality facilities
• Large rooms
• Expensive furnishings, Spacious balconies
• An array of high quality supporting restaurants, bars, luxury swimming pools and spas
• All perfectly maintained

• Basic/low quality facilities

• Smallish rooms

• Budget/limited furnishings

• No added facilities

• Acceptable maintenance of facilities

To illustrate how the marketing mix works together.

In this activity, lets assume Hilton Hotels (‘5-star’ quality) have decided to introduce a chain of BUDGET hotels (2-3 star quality) under a new brand name,
in order to capture a greater share of the total hotel market.

Identify how they should modify their 4P’s marketing mix
to meet the needs of this new target market.

H

C

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What did we learn today?

• what is the marketing mix.
• what does the marketing mix comprise of.
• what decisions need to be made for each of the 4P.
• how to come up with a marketing strategy using the 4Ps.
• how to change a marketing strategy by changing the elements of 4Ps.

session summary

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THANK YOU

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Marketing Mix Decisions

slides by  Mostafa Purmehdi
Department of Marketing, HEC Montreal