Marketing Mix

The marketing mix of a product refers to the 4Ps of Marketing - the Product, the Price, the Place and the Promotion.

In order to implement the model of 4Ps effectively, it is important to connect it with the model of 4As by Mr.Jagdish Seth and Mr.Rajendra Sisodia.


The model of 4As consists of - Awareness Acceptability, Affordability and Accessibility.

• Prior to launching a Product, it is essential to know that it is desired by the target audience and that it caters to their need. This denotes that the product has to be acceptable to the consumer.In the case of Farmlite Biscuits, it was launched as a healthy option for snacking, acceptable to the health conscious consumer. 

• The Price of the product is essential because it may be the deciding factor for a consumer to purchase the product. It has to be affordable to the target consumers. Farmlite biscuits are priced reasonably, so that the consumers can purchase them. 

• The Place where the product will be available is of great importance because it needs to be accessible to the consumer at all points in time. Farmlite biscuits are available at all forms of grocery stores, be it departmental or local "kirana-wala". 

• Once the product is ready, the company needs to create awareness about it and this is done through promotions. Farmlite biscuits have done various print,television commercials as well as activation campaigns to attract its potential consumers.

Hence, in order to create a successful marketing mix, one needs to collaborate the 4Ps with the 4As.