Swot Analysis Of The 4 P's Marketing Mix

4 P’s marketing strategy consists of four elements which are product, price, place and promotion. This marketing mix has been used widely to sell the products. According to (Hoo, 2008) the marketing mix purposely used to influence consumer choice making and lead to profitability modifications. Means that marketing mix have power to influence people in buying products and lead to increase of profit. However in private label brand, the hypermarket or stores is tend to use the different 4 P’s for every each of private label categories. According to (Šeštokaitė, 2010There are three types of private label brand that can be found in hypermarket. There are generic, copycat and premium
(Kotler& Armstrong, 2006) stated in (Hoo, 2008) defined product as anything that can be offered to market for attention and consumer purchase and consume the product to satisfy want and need. Product is core element in marketing mix because it’s has the biggest influence on consumer when they making decision to buy a products. According to (Farrell, 2005) stated in (Hoo, 2008) product is an element where retailer offer the experiential attributes that will differ the products from the competitor. Consumer tend to different the product based on …show more content…
According to (Kotler, 2003) stated in (Hoo, 2008) place is more than how consumer access the store include the accessibility of the products at the store. It means that the priority is on how easy the consumer can obtain the product at the store. A store may locate and relocate the product in a store. Generic type usually will be located at poor and visible shelves. Meanwhile for copycat type, the products will be place close to the manufactures brand which either at the same shelves or besides the manufactures brand. However the premium type will be placed at top-eye catching to attract consumers. Usually it will be placed at the premium shelves such close to cashier counter or the entrance