| Element
| Description
|
| Product planning
| Policies and procedures relating to:
· product lines to be offered - qualities and design
· markets to sell - to whom, where, when and in what quantity?
· new product policy - research and development programmes.
|
| Pricing
| Policies and procedures relating to:
· the appropriate pricing levels to adopt
· specific prices to adopt
· pricing policy - one price or varying price or maintaining a constant price
· margins to adopt - for the company and the industry.
|
| Branding
| Policies and procedures relating to:
- selection of trade-marks, patents and copyrights
- brand policy - individualized or family brand
- sale as a private label or unbranded.
|
| Channels of distribution
| Policies and procedures relating to:
· channels to use between plant and the end consumer
· degree and selectivity among wholesalers and retailers
· efforts to gain co-operation of the industry.
|
| Personal selling
| Policies and procedures relating to:
- the burden to be placed on personal selling and the methods to be
employed in manufacturer's organisation, the wholesale segment of the industry and retail segment of the industry.
|
| Advertising
| Policies and procedures relating to:
- amount to spend - that is, the burden to be placed on advertising
- copy platform to adopt - both product and corporate image to be desired
- mix of advertising - to the related industry, through the industry, and to consumers.
|
| Promotions
| Policies and procedures relating to:
· the burden to place on special selling plans or devices directed at or through the industry
· from the devices for consumer promotions and for industry (B2B) promotions
|
| Packaging
| Policies and procedures relating to:
· formulation of packaging and labeling
|
| Display
| Policies and procedures relating to:
· the burden to placed on display to help to create and maintain sales
· the methods to adopt to secure display within the point of sale locations
|
| Servicing
| Policies and procedures relating to:
· providing the services needed
|
| Physical handling
| Policies and procedures relating to:
· warehousing
· transportation
· inventories
|
| Fact finding and analysis
| Policies and procedures relating to:
· securing, analysis and the use of facts in marketing operations
|
